Week Eight - Blog Reflection

In week 8 me and my group allocated roles to each other according to our strengths and weaknesses. Music videos require a lot of team effort in order to produce a quality video. We have ensured everyone in the team is happy with the job they have been allocated with to avoid any sort of conflict that could occur.

The roles that were available were:

• Location/Recce (Johnson)
• Manager 
• Casting agent
• Costume designs
• Photgraphy
• Script writer
• Flatplan
• Production schedule
• Camera operator
• Cast
• Director
• Cinematography
• Graphic designer
• Make-up artist
• Costumes
• Copy writer
• Typography
• Photoshop
• Editing
• Sound editor 

Job roles

The job roles was significant to us as a group because it gave clarity regarding what we needed to do. This helped clear any ambiguity as we could always reference back to the allocated roles each of us had to do. In the end, we were able to come to conclusions regarding who would be doing what. Additionally, understanding our own weaknesses and strengths helped us to reach our decision in an easier way. For example, we understood that Johnson had a vast amount of nuance when it came to Photoshop, so allocating him with that job was paramount as that way we could manipulate his skills in order to make our final production impeccable. Similarly, he was able to do it with Cherly also, which meant that she could learn from him and improve her own personal knowledge regarding the process of Photoshop. Continually, this in turn helped Timi, as he watched, listened and understood the process and although he wasn't allocated to that job role, he gained an insight as to how to process it because it may prove useful in times when Johnson and Cherly are away.
Furthermore, the group had one female member in it and we felt it necessary for her to utilise her skills also. An example of this, is the allocation of make up to her. This conforms to the perception of teenage girl and Cherly was happy to take up that role as it came naturally to her.

Timi's skills are in grammar and based on this, we allocated him with the task of typography. This way, it ensured that grammatically our work was impeccable and in turn made it clear and understandable to readers.

• Location/Recce (Johnson)
• Manager (Johnson)
• Casting agent (Johnson)
• Costume designs (Cherly)
• Photography (Cherly)
• Script writer (Timi)
• Flatplan (Cherly & Timi)
• Production schedule (Cherly)
• Camera operator (Cherly & Johnson)
• Cast (Mohamed & Johnson)
• Director (Johnson)
• Cinematography (Timi)
• Graphic designer (Cherly)
• Make-up artist (Cherly)
• Costumes (Johnson)
• Copy writer (Timi)
• Typography (Timi)
• Photoshop (Johnson & Cherly
• Editing (Johnson & Cherly)
• Sound editor (Timi)

Week Seven - Blog Reflection

In week 7 in order to get prepared for our filming we had to create a shooting script as a group. In preparation for our this me and my group discussed how we want our video to look so we watched a videos on youtube getting different ideas and aspects that may want to input into our own video. We created our shooting script on microsfot excel where we wrote the locations we intend to shoot out, description of action in detail so its clear of what we actually want it to look like if we were to give it to someone to shoot for us.

Shooting script

Week Six - Blog Reflection

This week we completed our vision and now begun to start planning designs for the digipak we want to create. To plan we physically created a rough copy of of digipak including the track list, images of our artist and other aspects that related to our music video. As this was our first copy we didn't really add colour as we were still trying to think what to include and to see if it would be good to use. In this week i was required to do some research of looking at existing digipaks to get an idea of how they're presented. One of the example Digipaks we looked at were Jay'z, Rihanna and Ellie Goulding.

Digi-Pak Analysis

This is an example of digipak and has many codes and conventions of a professional music digipak. The main image is an image of the artist 'Rihanna' where we denote an extreme close up of her face with her red hair covering her right eye. Here, I believe this is done to hide an identity the audience isn't aware of which brings a big attention to the audience. Also, with the blatancy of the red hair of her eye I believe the colour has connotations of love & this could subliminally tell us love is protecting her eyes. In addition, I believe the effect of the extreme close up was to ensure she is portrayed as an innocent looking sexy female due to the subverted stereotype of the Laura Mulvey's male gaze theory how females bodies and used for the pleasure of mens eye sight. Rihanna closing her eyes shows her feminine aspects and shows her beauty in a calm mannered without any revealing sexuality poses. We also denote Rihanna's mouth slightly open where we see her white teeth which perfectly juxtaposes with the red lipstick. I believe her white teeth is shown slightly to reveal the purity within her smile and most importantly in herself. With her mouth being slightly open also brings a sexual seductive side of her with her eyes also being closed shows this and make her seem mysterious. Pink light roses are used to cover her CD. Roses are in connotations with love and because it is put on the CD which is a circle inputs the idea her love for roses or the roses that are in connotations with love is everlasting. Furthermore, we denote Rihanna laying in a bunch of roses where she is wearing a white dress that covers her chest and below hiding the sexual part of her body. The fact the dress is white gives us the impression of gentleness love and respect she has for her body. I believe the way she is laying down gives a sexual approach from men with her open arms and chest towards her face. This could attract men sexually due to exposure of her hands could subliminally give males the impression she's giving the helping hand to be seduced by them. This sexual pose can also be seen differently with females being inspired to look like her with her beautiful smooth skin. This shows the versatility of Rihanna grabbing two types of audience in doing one aspect theme of love that can appeal to both genders.

This is another example of a digipak and has many features. The top right image shows us the artist in a studio with a guitar in her hand. This shot tells the originality she is built in with espescially she has no make-up which may also show she has natural beauty. This can be contradicted with eh image below where we denote a close up of the artist where this time she wears make-up. This may shows insecurity in a sense has she may feel she has to hide her real self. It could also be seen differently that she is a versatile artist with the range of differences in all for images. Ellie Gouldings looks in all four images subvert Laura Mulvey's theory of females are sexualised objects for male attention. I say this because of ther natuarl looks and lack of exposure to any sexual parts of her body. We also denote her sitting in the country side we shows us she keeps her songs original and fresh meaning its unlikely for her to be auto tuned which grabs the attention of the audience who love originality. Also, with her being outside shows the freedom she has in her music which has a positive affect on the audience in making feel if they listen to her music they also have freedom.

This is another example of a digipak which has many conventions of of one. This digipak includes a lot of hoodlum style with the various of graffiti prints placed on the image. In the top right corner of the digipak we denote the main font which is written in stencil font in capital letters which is appealing to the audience with the blue outline on the words with the filling of white in the 3D writing. This connotes the creativity of music that is likely to feature in on the CD. I believe this because of the various of instruments like piano, drums, guitars etc. that is placed behind the font. This imagery is effective as it brings out the rock theme with bubble 3D writing and many instruments attached together to show how music can be improvised with the variety of equipment you can access. The majority of the colour on the CD is blue with black being the minority shown on the left hand side of the CD; this could connote the dark side they have in them as black dots are spread throughout the blue side of the CD. Also, we denote the 'N' in the 'LINKIN' are reversed 'N's' we shows the rebellious side of the artists which goes back to them reaching out to the hoodlum style audience.

Music Magazine Analysis

Week Five - Blog Reflection

In week 5 me and my group had to prepare plans towards the treatment plan we were going to create which included: Brief background of the artist, our target audience, logistics, technology and our vision.

In my final treatment I included a brief description of my artist alongside with background information that was important to know about to able to know what type of audience we want to attract. I also had to think about what he will be wearing about in my music video through analysing his character in reality which was one of the main decision me and my group made whilst deciding what we want him to look like.

We also decided our target audience through analysing what our song was about and Yungen's background. Further information about who our target audience and why we chose to them is mentioned in the treatment. A main decision we also had to make is creating a secondary audience  as the music video wouldn't only relate to the main people who we have thought it would appeal to more.

With logistics this was mentioning all the locations where we want to film and why. The most important about this section was ensuring we cast people who were going to turn up to every film session and the cast member we chose to be Yungen enjoyed music so we felt  he would suit the energy and commitment we were looking for.

Technology was an important tool when planning for our music videos. We as a group decided  to ensure we use as much camera shots & angles as possible.

Our vision summed up what we want our video to look like and how we would like the audience to feel.

Permission

Above is a screenshot of the message I sent to my artist 'Yungen' through twitter where he granted us permission to use his music for our final production.

Week Four - Blog Reflection

In week four, me and my group sat down to discuss our plan for music video and decided who's video we was going to use. My group consisted of two people including me making three and we decided to choose my music video because we believed we could use a range of effects and conventions for this specific song. We also discussed the advantages and disadvantages of working together as a group.

I'll now list three advantages and three disadvantages of working together

Advantages:

1. Easier to share workload.
2. More ideas are shared and can be put together to make a great final piece for our music video.
3. Working in a group can boost confidence of individual members of our group.

Disadvantages:

1. Decisions make take a while to take place because of disagreements on particular actions a group member may want to take.
2. Conflicts may occur and members may take some comments wrongly which will be taken personally and decide not share their great ideas that may be vital to the group.
3. If there is no motivation in at least one member of the group then they may feel unimportant and will contribute less to the teams effort.

On a whole I prefer working in a group as I believe more work gets done and everyone has their own unique strengths and weaknesses that can contribute to the teams success. Also, disadvantages can be avoided by criticizing the idea and not the person so it is not taken personal and also the way things need to be said needs be said with respect.

Week Three - Blog Reflection

In the third week of media studeies we were taught about Richard Dyer's theory which included information about how stars are seen. For example, there were four types of stars which were stars as cconstructions, stars as products, stars as embodiments and stars as personalities. This theory shows you how stars are portrayed. For example, stars as constructions are stars who have been moulded by record labels into being a different version of themselves. An example, would be Pharrell who was a grime artist who is now sings and known for his famous popular latest song called 'Happy'.

In addition, he's theory on a whole basically shows us about how artists change their style over the years as they go past. For example, Beyonce dances alot in her R&B music videos but in a couple years when she's older she'll probably have to cut down on her dancing and produce less upbeat tunes for her to suit her body and voice.

For my video I will  be using stars as embodiments for my artist Yungen as he I believe he set the culture of being different with grime videos with versatility of not including the conventional features such as money, jewellery, drugs, luxury cars and half-naked girls like you would normally see. An example of grime videos that include one of the conventions are:

Nines - Money on my mind. In this video at 1:14 seconds we denote a wide shot of red ferrari which suits the conventions of luxury cars. A screen shot is below.

Naira Marley and Lumi - Praise & Worship. In this grime video at 4:15 seconds we denote a high angle of two girls naked in the bath tub kissing. I believe the high angle shows how low they are of themselves as you'd usually see two opposite sex doing that action. A screen shot is below.

Suspect - Ride N Murk Sh*t. At 2:37 seconds we denote a wide shot of cash all over the table which suits the conventions of grime videos. I have inserted a screen shot below.

To conclude, as you can see I have produced three grime videos that use the conventions that I have mentioned that grime videos usually include.

Week Two - Blog Reflection

We haven't  currently started filming but our planning will have a good effect of the music video. I believe this because planning the music video ensures each group member has a clear insight of what the music video is about and how we would like it to look like. Failing to plan the music video could lead to time delay which could result to not reaching the deadline. Also it means will be improvising as we go along as we have the idea but don't really know how to implement it into the video. This would put us in a really bad position as the theme won't be clear and the message of the whole video will be all over the place.

A technical skill used in week two was research. In week two I researched my artist background and why he loves music etc. I found out my artist also has his own clothing line as well being a rapper. This research was done to get a better understand of the artist to know how to act in the music video. I believe knowing a bit of history of the artist  will help us know to use to act as the artist as they can either empathise or sympathise with the character and will be able to portray the the artist in the music video.
In addition, I done research on representation theory to gain a better understanding of what videos exists and what they normally include. I done this to get a broad idea of how to lay my music video and possibly implement ideas of the specific types of the videos I denote into my own piece of music video. There were three  different types of videos that came under the representation theory which were: The male gaze theory, voyeurism and ways of seeing.

Audience profile

Name: Carl Baker

Gender: Male

Age: 17

Occupation: Part-time worker in JD sports

Ethic background: Black British

Interests/Likes & Dislikes: Carl Baker is a young male who has interest in football and used to play football professionally until he got injured. He attends college regularly and has a part-time job at JD sports and is very materialistic. He is the popular kid with various of designer clothing. Carl in his spare time hangs around with his mates attending the movies and out to eat to places such as Nando's, Morleys, McDonalds etc. Carl dislikes the idea of him looking the least best dressed around his friends and acquaintances. Although he is very smart he gets caught up in minor situations where he is influenced by the people around him.

Films interested in: Carl is interested in films such as: Adulthood, Kidulthood, Anuvahood, Top Boy and many more young black male related films.

Aspirations: Carl had dreams of becoming a footballer but isn't sure what pathway he may want to take. Although he finds drawing interesting but hasn't considered in becoming an artist.

Final Treatment 1

Artist

Yungen is a grime artist also known as Clive Johnson. He is a Enlgish born citizen with Jamaican heritage. Yungen has been rapping since he was 13 and is now currently 22 years of age he is known for he's various types of music he produces whether a hyped up beat, slow or punchlines. The fact Yungen is able to adapt to the varieties of grime music shows how he reaches out to a large number of a target audience. He isn't known for any instruments but most commonly known for the punchlines he produces in his music. Yungen could also be described as natural musician as none of his music is auto-tuned and is just naturally his voice. In addition, for this music video he is likely to wear plain casual clothing like a t-shirt and tracksuit bottoms to connote with the idea of him being poor and there will be scenes where he wears luxury clothing to show where he is now and how his 'stage name' is living.


Our Vision

Our vision is to have a clear juxtaposition between a narrative and performance video, which will be denoted throughout the video. The reason for using two types of videos in one was because of our artist bad situations basically sending a message his 'superstar' side is what everyone sees but don't they see or really know what it took him to reach where he was and he sends a message to the audience even superstars goes through tough despite having fame and materialistic items. To show this, our intention was to show his performances in color and flashbacks of the disasters he's been through in black and white to enable to enhance the clear juxtaposition we intend to show to our audience. One of the locations, we intend to use is the assembly hall which is located in our school. The reason for this, is because we feel we will be able to pull off a successful performance based like scene in the hall as it has conventions of a performance stage with how the seats are positioned in the hall. Furthermore, our second location as part of the narrative part to our video will take place in a house. In addition, this will show clear continuity to our narrative, as a third location is ideal to our video and will be located in a alleyway to create realism to the audience. We feel that the location of a alleyway helps us essentially to appeal particularly to those who live in urban areas. The pathway has connotations of robberies normally occurring in alleyway or somewhere deserted so therefore we have reached out to our target audience as they would either relate or understand to us using a pathway.

In addition, we've decided that the majority of the music video would be narrative as we feel that using a storyline would be the best way to relate to the target audience. Furthermore, we create a nuanced understanding to the audience of a scenario they are likely to relate to. The next crucial aspect of our music video will be the lighting, which comes under editing. With the lighting, we aim to have a dark lighting when our artist mention 'no electric, no gas' the dark lighting will connote with the lyrics as it gives the audience a clear visual reference to how he is if visually shown in video. Also dark lighting in the alleyway would be idea and realistic, based merely on the fact that over 90% of robberies take in alleyways during the night. Giving our music a dark lighting in this point of time in the video creates a sense of deviance and criminal behavior, which is exactly how we'd like the audience to view it. Bright lighting is likely to be used when he performs on stage connoting with the ideas of happiness and comfort, as music is what he loves and we will show this in order for the audience to be engaged.

Logistics

As part of the progression of our music video, logistics would play an essential role towards the continued development. Through the logistics we would need to analyse the locations, characters and logistical problems that may occur. Our first location is going to be in a house. The essence of using this location that is located in south London creates realism but more crucially follows the story line and lyrics of the song. Furthermore, the location helps to conform to the grime genre of our music video. Although it may be cliche the location of the house we add to the originality by giving the lyrics purpose through creating a continued story line that could be followed with great intrigue. The narrative point of our music video continues with our next choice of location, which is located in the alleyway. Through the alleyway, we aim to re create a robbery scene to go along with the lyrics from the song. Furthermore, the alleyway creates a relatable and realistic appeal to our target audience as it has connotations of deviant and criminal behavior. The time of day also helps to conform to our set genre. Using the alleyway during the night subsequently makes the scenario made understandable as a vast majority of criminal’s deviant behavior comes alive at nighttime. The artist we chose use, needs to be reliable and dedicated when we need him. Furthermore, Mohamed meets the ideal image regarding how our artist should be, as he had a rough childhood drawing comparisons with our protagonist artist. 

Technology

When creating a music video we would need to use a digital camera so that we will be able to film our music video. We intend to use close up shots which would be used to connote the stress and depression in the artists facial expression. An over the shoulder shot will be used to to denote him going through his contact list on his mobile phone searching for his mum that left him as this shot will relate to the lyric when he says 'tryna rebuild with my mum hoping that she's gonna change'. This will add to the narrative as this will show that is hope & audiences can relate and feel the emotion that the character went through; conforming with personal identification to make audiences not to feel isolated. Furthermore, the final cut pro will support our music video to be made into a final production. Through using continuity this will ensure the video is realistic and flows. Also, we intend to shoot our music video in black & white to connote the idea of a flashback to when he was struggling. The use of this effect will merge with lyric creating a story and as well as a music helping it to release gratification. We will also use transitions when introducing a new scene using dissolve or a fade to show a clear cut to the new scene whether it being a flashback or him live on stage.


Using a film camera will have a great benefit on our music video as it will enable us to film our scenes in various shots. The film camera has the quality to pick up little details. The camera has a long lasting battery, this will enable us to film as much scenes as we want. Final cut pro will benefit our music video because of the opportunity to add various of effects. For example, we are able to change the color effect to black & white which in our video will symbolise flashbacks. The software will be able to import our video straight from the camera. Professional luminous lights can be used as additional editing.


Audience

Our target audience is targeted at black males who may be able to relate to the lyrics of having a tough childhood going through the 'street life'. The music video style would appeal to the target audience as it conforms to the target audiences behavior style. Sympathy in this sense is created through the lyrics as most black young males have experienced what the artist has been through and therefore would be able to empathize with the artist. Also the secondary target audience who will be the white race would be able to have empathy with the artist as they could imagine how Yungen will feel. 

Written evaluation feedback

Overall, I received very positive feedback from my peers and one constructive criticism which I intend to improve on. For example, one piece of positive feedback was the great explanation I gave for each slide with confidence with not reading off the boards and letting the presentation flow. The first peer questioned why I chose my star, 'Yungen', which was because I believe I could easily produce a video for the specific song chosen due to deep understanding of his lyrics and I have a beautiful vision of how I would like it to be portrayed. This would be through using the various of shots used for specific parts of the song.  For example, one of my peers asked me what shots I intend use ; I would like to use a two shot of the main character and his sister having fun to show the good relationship they have.  I would also like to show a clear juxtaposition of his past and present which will include flashbacks of him struggling in the past and in the present he's performing on stage and living the grime artist life they everyone denotes. I was also praised for explaining why I wanted to use each location I mentioned and costumes I want my character to wear.

Week One - Blog Reflection

Week One

My initial ideas for my music videos is to create a clear juxtaposition of fortunate and less fortunate. This is because my music video is for an artist rapping about his life. He says: 'Yungen is living a dream, CJ is living a nightmare' this shows that although he is a star he is still struggling with issues within real life like everybody else. In addition, Yungen started from humble beginnings within the street life and has struggled through to reach what he loves doing. I will emphasise this through the use of clothing showing how he looked before he became the artist 'Yungen'. Also I would like to show a clear contrast of how he acted without all the materialistic things he may have now as 'Yungen' this will help my video to be realistic and help the audience understand the concept of the video.

I would like to use the idea of Meek Mill's video into my video because there is a clear contrast of fortunate and less fortunate people. We denote this at 1:40 seconds where a medium wide shot has been shown to see the expensive clothing chains and designer shades whereas at 1:41 seconds there is a clear juxtaposition of the rich and poor lifestyle where we denote a medium wide shot of men topless and dirty outworn shirts.

I would also like to implement the idea of Ed Sheeran video as it is an R&B video which subverts most of the codes and conventions of and R&B video with props like expensive chains, watches, clothing, house etc. whilst this scene is set near a tube station and park locally which I could implement into my video as its costly.

I would like to work with Cherly & Timi because I believe us three working together will pull of a great music video with each of us implementing our own strengths into the music video. Also the idea with having a girl in our video was done to get a females perspective on the music video incase the the group was full of males and we was a bit biased. Also I have good experience with working with  Timi from last years project and we worked in a boys group and although our end product was good the communication between us all wasn't as good and I believe with the new addition to the group will work together well and pull off a good music video.

My hopes and fears are not being able to pull off my creative ideas to reality. This is because in my head I imagine it as perfect and I am worried how will I actually implement my thoughts to reality. Also the absence of characters is something I fear as that can delay getting the music video done in the due date.

Music Video Pitch

Feedback Pitch Video

The feedback video included what went well in my pitch and what could do better. Firstly, first feedback I received was from Roxanne where she said she really liked it and believes I explained every step in detail including why I want to use certain locations, costumes and his personal life. I believe it was essential to ensure I explained in detail what I want my video to look like in order for the audience to be able to picture what I have in mind. Roxanne questioned why I chose Yungen as the star i'd like to create a video for which was because he hadn't produced a video for it but only the audio and I believed i had a vision of the best way it could've been presented. I was also asked what camera angles I intend to use which was a birds eye view of the artist in the room alone to symbolise isolation. This was my vision to do so in order for the narrative video to relate to the lyrics when being played.

I was also questioned of what types of characters I was intending to use and why I chose the specific people to fulfil the role which was because I believe young black males could be able to relate to the video and take on the role passionately with being able to act confidently like how the artist Yungen feels and also because i believe they'll be reliable in the sense of knowing them personally with the advantage of them being available more time.

Another feedback I received was what other videos I viewed before making my decision to pick yungen. I was able to research several other genres and i believe grime was the genre i could relate to most and a young teenager as most of the lyrics and what goes on in them are relatable to young teenagers. The final decision was Yungen as he differed to many other grime artist through subverting the conventional aspects of them such as drugs, half-naked women, luxury assets and many more. I wanted a challenge to be able to put a music video that didn't include all those generic conventions.

The audience also said they watched a grime video with a bunch of males rapping into the camera and would like to know if i would portray that into my final production too. I didn't want to implement that common generic convention into my final production as i wanted to be unique and be able to have my own ideas of a narrative video.

When presenting my pitch I listed the equipment i intended to use such as tripod, film camera and still camera and the audience were curious of why i may need a still camera which was because if i filmed a scene next to a prop such as a bin i'd use the camera to take a picture of where i was located for future references incase i wasn't able to finish the scene on the same day.

I was also praised for the annotations of the lyrics as they related to the locations I showed to the my class mates. I believe it was quite important for the lyrics to be able to relate to the locations as it gives the audience a better understanding of how the character is feeling.

Beachcombing

This video is by Meek Mill and Rick Ross called ''Off The Corner'' and it interests me because in my video I would like to produce a video with the juxtaposition of poor and rich people. We denote this at 1:40 seconds where a medium wide shot has been shown to see the expensive clothing chains and designer shades whereas at 1:41 seconds there is a clear juxtaposition of the rich and poor lifestyle where we denote a medium wide shot of men topless and dirty outworn shirts. This is the type of image I would like to create for my video. This video reaches out to a wider target audience but most importantly to black boys who may have came from difficult backgrounds and may see this as an inspirational message they can be rich even if you started off poor.

This video by Young Adz ft Dirtbike & Aero Sinc called ''Squad'' interests me because of the various of big name cars like Range rovers, Audi R8 V10, Audi Q5, Feffari etc. and the Rolex watches and chains in the video. Although, I will not have the funds to afford any of the items used in this video i'll like to emulate them in a way. For example, I'll use my mums interior car desgin to show certain parts of the video and for the exterior shots I'll use my neigbours luxury car. At 0.16 seconds we denote a close up shot of a rolex watch which will target two types viewers. The first type of viewer will be the one who can relate and are capable of purchasing it and the second type of viewer will be the one who wish they had and are incapable financially of purchasing it. In addition, we denote a medium wide shot of the interior design of the car which shows the importance and value of the Audi brand of the car.

This video by Nines called 'Money On My Mind' in this video we denote the rapper empty out a Moet bottle all out see many chains watches and cars. Although there is no contrast of rich and poor which is what i'll like to include in my video the rich side to it interests me as they're things i'd like to include in my own video. One thing dislike about this video is the arrogance of the character which isn't what my character to be portrayed as although he is showing his success that he is blatantly rich by wasting a whole bottle of Moet champagne but i believe it isn't appropriate espescially to people who are unable to afford the champagne.

This video is by Ed Sheeran  and is in and R&B music video and is shot in black and white and subverts from the expected R&B videos of half-naked girls, money, cars & chains. I really like this video becasue it supports the funds I have as the quality of the video is average and the costumes in the video suits what my character will wear as at  1:22 seconds we denote a male wearing nike trainers jeans and a hoody which is the look i want to give my male character. In addition, the video is original and shot in black & white which connotes the idea of depression and bad vibes which is going to be in my video. The most important part of this R&B video I really like is the unexpected of the R&B generation with all the conventional aspects like money, cars, jewellery etc whilst this video is the complete opposite with the casual look and clothing.

This video is by Stooshe and is pop music video and conforms with the pop culture with constant smiles on the girls faces and the colourful atmosphere is created through the use of costume and props. This video interests me because of the variety of colourful costumes. I would like to use colourful costumes and atmosphere when my character is in my music video performing on stage. At 0.46 seconds we denote a medium close up shot of the three artists performing which is a shot I would like to use in my music video as you visualise the expressions of the artist face and also their chest and above where you see the flashy props around their necks and wrists etc. Enabling this into my music video will help conform with this pop video of colourful props and flashy items.

Audience Pre-Production Focus Group

Here, me and my group members held a focus group we consisted of playing our song and

Transcribed Lyrics/Analysing Lyrics

Yungen - Don't Take It Personal

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

They just see the final edit

They don't ever know behind the scenes

CJ is living a nightmare, Yungen is living a dream

All our fake smiles for years now are starting to wear off

Shit they don't got a clue to where i be

They say i'm paranoid, but you try being kidnapped as a kid

A gun put to your head and taken from where you live

I saw psychiatrist for months and people mess up how you think

I swear to God i ain't been the same since

Too young to understand but old enough to be scared

My dad took me to Jamaica until everything cleared

Comeback to a new house new school now everything so weird

Thinking back still leaves me in tears 

Fast forward some years

My mum fucked off to Jamaica

Left me home alone at thirteen that shit made me hate her

Probably because I used to love her so much

She was gone three months and barely kept in touch

Going through hell thinking life ain't fair

I felt like my sister was the only one there

No electric no gas, but who could I tell

because if i do i'll probably end up in care

So while you was out robbing man for fun

I was robbing because I had to

Everybody called me a bad yute
That took me out because they didn't have a clue

They judged me I just wish they knew

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I ain't been school in weeks
I was out on the streets
There weren't one single lesson teaching me how to eat
Has your house ever been so cold that you can't sleep
I was in the ends trying to make ends meet
yeah my mum comeback
but she was gone again before I knew it
It's sad, I just got used to it
But when she came back for good she kicked me out, yeah I've been through it
Only the Lord knows how I didn't lose it
They try to put me in a hostel in a ends that I got beef in
It's so peak that I ain't sleeping
I just wanna go home but it's real here and I ain't leaving
Tryna speak to God.. all I got was the ceiling
Hoping my Dad will come & save me but he ain't tried
Plus one of my closest friends just died
I felt like my whole world was crumbling before my eyes
there was times I didn't wanna be alive
But take this all away I wouldn't be who I am
Even though it wasn't part of the plan
Real shit that turn me from a boy to a man
I'm trynna sort out everything that I can
Tryna rebuild with my mum hoping that she's gonna change
Even though they say she's to blame
But for once in my life I don't need her, but I want her
I still love her I hope she still feels the same

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you..

I Don't Need You 

I Don't Need You 

I Don't Need You 

I Don't Need You 

But I want you...

This song is about the artist himself how he's life really is and his stage name may look happy but really and truly he's a human just like us all and he has his own problems as well. We see this where he says: ''CJ is living is a nightmare, Yungen is living a dream' CJ is initials whilst Yungen is his stage name and  basically implies he goes through what people go through daily. Also he tried running away from the trouble and everything this is when he says: ''Too young to understand but old enough to be scared

My dad took me to Jamaica until everything cleared'' this shows the problems he was going through as a young kid and despite being so young he had to go through this. We also see that he has hatred for his mum because she always left him and believes the reason why he's had a bad child hood was because of her lack of presence it his shown when he says: ''My mum fucked off to Jamaica

Left me home alone at thirteen that shit made me hate her''. Despite the fact he mum has abandoned him he still loves and he says: ''Tryna rebuild with my mum hoping that she's gonna change

Even though they say she's to blame'' Here he shows he has a heart and because someone does bad to you doesn't necessary mean you do bad to them as well. This song may relate to most young boys who hardly had their parents around.

Richard Dyer's Star Theory

Stars as construction

Stars constructions is artists who have been moulded by record labels into being a different version of themselves. On the top left we denote Pharrell Williams throwing up gang signs and wearing generic conventions clothing of a 'gangster'. We denote the typical big rings and watches which conforms with the generic conventions of an R&B video. Also the video was shot in black and white signifying the seriousness and lack of love for the impression of a 'gang related' R&B video. In the next image we denote a change in Pharrell Williams where he sings instead of raps. We see the different matured dress sense in him with a shiny suit and people with guitars round him. This is a clear stars as constructions of Richard Dyer's 'Star Theory' with the clear juxtaposition of record labels bringing out a different version out of him but in a positive manner.


Stars as products: These are artists that fill the gap in the market.

Rita Ora is an artist who is signed by Jay-Z and is sold as a product and is a great example of a making money tool. Rita Ora fills in the gap in the market in the british industry of being a 'Rihanna' type like. She has the abilities of fitting into various of genres of the music industry for example creating the hybrid genre music Hip-pop and pop with Iggy Azalea 'Black Widow'. The fact she can fit into more than one music genre ensures sales of albums and songs as she reaches a wider target audience. In addition, where she is really made for making money is her merchandise where she has t-shirts, jumpers, hats etc. with her face on the products. This makes money because she is attractive to males and some females may also like the way she portrays herself. Also in her videos she conforms with Laura Mulvey's theory women are objectified and used for 'male gaze' with us denoting cleavage and short outfits showing exposure to her legs etc.

Stars as embodiments of ideologies and cultures: These are set of beliefs based on cultural values, economics and politics.

Katy Perry is a star because of the way she embodies the pop culture. Katy perry wears colourful attires and conforms with Laura Mulvey's theory of the 'Male Gaze' with clevage shown in her video 'Roar'. Also, her lyrics also connects with young females who may be in relationships when she says: 'I have a heart of a lion' subliminally implying her heart is too strong to be hurt. In addition, the background in her videos connotes with the idea of happiness through the blue bright sky, trees and birds humming in the background. Also, Katy Perry has the blatancy of being a pop culture artist through clear juxtaposition of other genres who only reach out to a certain target whilst the 'pop culture' tends to reach out to a range of people which she tends to do.

Stars as personalities: These are artists who have a connection with their target audience through other ways apart from music for example: interaction with social media, interviews, concerts etc.

Justin Bieber is an example of connecting with he's target audience on a personal level by not only his music videos but by his willingness to attend to as much fans possible at concerts and replying and following as much of his fans possible on Twitter (social media). I believe Justin Bieber is a success today because of how deeply he connects with his target audience. In the video 'Boyfriend' we denote him holding on to a girl through out which doesn't contradict the songs lyrics when he says: 'If I was your boyfriend I'd never let you go'. This connects to girls as in the modern day girls want that type of boy who wouldn't let them go and show them off like he does to the girl in his video. I believe action and lyrics matching wins over your target audience as your making it clear as possible who your target audience is and how you want them to feel when releasing a video. In addition, we see the personal level he connects with his target audience by taking a 'selfie' as you can see in the picture above with a 'young girl' who is clearly excited to take a picture with him. Also, he connects with his fans on twitter by conversing with them and making an effort to reply and follow them. Justin Bieber is inspirational as he's not in it for the fame and just worrying about himself but for him making music is meaningful and ensures he keeps fans happy with his humbleness shown after great music videos.

Representation Theory

Stuart Hall's reception theory is split up in to three parts which are dominant reading, negotiated reading and oppositional reading. Dominant reading is when the viewer accepts what has been shown in the video as its what they would expect. The video above by Beyonce 'Run The World' is a great example of accepting of what has been shown. We denote many girls wearing revealing clothes which makes sexualised towards males and conforms with Laura Mulvey male gaze theory women are objectified for men. We denote Beyonce wearing black clothing with a lot of flesh been shown connoting with the devil with tempting males in this sense. Negotiated reading is when  the viewer accepts it to an certain extent but in a way resists to point of how it reflects to their own experience and interest. Miley Cyrus 'Wrecking Ball' is a great example of a young man being sexually content with the gaze of her being naked on a ball whereas he could also resist from it if he has a daughter knowing he wouldn't want that to be her. Oppositional reading is when the viewer totally against what is being viewed for example Lil Durk 'Gas & Mud' we denote scenes with drugs which may totally unacceptable to certain viewers as they believe it could influence the younger generation.

The Male Gaze Theory was first used by Laura Mulvey and she believes women's bodies are being used as sex objects for mens viewing pleasures. At 1:15 seconds we denote, an extreme close up of Jennifer Lopez bum which clearly conforms with Laura Mulvey's theory as she wears a swim suit which brings out her bum which is to catch the male attention. There is a positive message the female audience can take from this video is to be proud of what you got and show it off and most females nowadays are very insecure. From another point of view girls can be aspired by these two females sexually and high confidence.However, the negative connotations of the video are the insecurities of not having the sexualised bodies the two females have.

Voyeurism is watching something for your own pleasure. For example, a lot of the time in R&B videos we normally see a lot of women being objectified as objects for their body whereas in this music video by Trey Songz 'What's Best For You' we denote a birds-eye-view shot of Trey Songz topless with two females next to him watching him which shows voyeurism for the viewers as they could imagine being with the topless male in bed. In addition in 'Mirrors' by Justin Timberlake we denote at 6:39 seconds we denote a medium wide-shot of Justin Timberlake looking sophisticated with his blazer turtle neck and trouser with many mirrors around him meaning we see Justin Timberlake many times and this is done for female pleasure. Furthermore, we denote a close up in Nelly Gone Ft Kelly Rowland at 2:04 seconds how happy kelly rowland looks with Nelly on top with there topless which shows the pleasure men can also be used towards female which subverts with Laura Mulvey's theory.

John Burger's theory of Ways of seeing is when different audiences may have different ways of seeing the video. For example, Lil JoJo '3Hunna K' we denote at 0.39 seconds the character points the gun at the camera and a young hoodlum would find that amusing and accept what is being shown whereas a white middle-class male may feel intimidated and may see this as scary and unacceptable. In addition, in Nelly and Kelly Rowland 'Gone' video at 2:04 seconds we denote a close up of Kelly Rowland wearing clothes and Nelly on top of her topless and she is smiling showing her pleasure of sexualise of Nelly topless this shot subverts Laura Mulvey's male gaze theory.