Planning Cinematography

As cinematography stands it is going to basically be the camera shots we use and what effects and meanings we can give across by using specific shots. It's important because the camera shots are how the audience will perceive the scene and what happens and it is up to the camera shot on how the audience watch the product. Thats why it is so important to be able to make sure you place yourself in the place of the audience so you can see how something is filmed, especially how the view of the scene may affect the meanings that lay with the scene whether it is low angle to show how powerful someone is or how high a camera shot is to show how weak someone is and even this simple concept of camera shots is widely looked upon because it makes a lot of sense when the camera gives different definitions to each asset to the set. 

Looking at what a camera shot can do for the scene we think that we will use a variety to definitely make sure we are giving off multiple meanings and emotions to give a broad definition to our music video that goes with the song which is something that majorly appeals to our audience because rock genre songs are usually always written in the sense of emotion because of the feeling that rock music gives off so therefore we have to use many camera shots correctly to be able to give off a number of emotions to the audience that are parallel to the song so you can see what part of the song goes with which emotion.

As we have decided to use a number of camera shots we are going to go with a number of the very important ones that go with our music video and one of the first one we will aim to use during the filming process is a close up. The close up is very important because this is going to be taken of Sam in the band performance scenes, we want to get a close up of his face singing into the microphone and this is a great way to show emotion because of the distinguished facial expressions that will be present on Sam's face will be viewed close to the audience to reflect that feeling to them as well.

Apart from the close up on Sam we want to use an another camera shot on him and this time it will be a Mid- Shot of Sam because one of the things that appeal to the audience is the instruments use in the music video and it would be very good for us to be able to get a shot of Sam's upper body with the guitar showing so the audience can see his hands moving on the guitar as he plays it because as part of the band performance the individual band members own have a style of playing their instruments and this is what the audience love the most and it will be very crucial for us to include a nice shot of the lead guitar playing the main track to the song.

Moving away from Sam the rest of the band have as much of an importance just as the lead singer because members of the audience aspire to those of whom they play the same instrument as and we want to use a Long-Shot of the whole band working together like a team to pull a song throughout and for the rock genre audience it is vital we show the whole band performing because in a rock music video the best thing you can ever have is the band in one shot all doing there part for the music. This shot will have the Me playing drums at the back left, Harry playing the bass guitar on the right back and Sam as the lead vocals/lead guitar standing dead in the middle. The reasoning why the Vocals always goes centre is that the lyrics are flowing out of him and most the power and emotion to the music comes from them so you want them in the middle with the rest of the music flowing the energy around him to give off the music to the audience at its most powerful state. 

Another shot that we will use is because the drums are best viewed from the top as you can see everything going on this way as the drums are built around the drummer for him to play, this high angle shot is very conventional for a drummer in any music video with drums in it because you get the best view which also gives another perspective. This way it doesn't feel the drummer is being left out because he is in the back so with this view on him we are included every aspect as when the camera is on the drummer the audience will concentrate on the drum track and can over hear it which is effective because sometimes the drums feel like they are quite but ones you can synchronise the movement of the sticks to the sound coming through the music it will give the drums more volume.

We also want to use a Panning shot in our narrative because it is very good to show how wide and full a scene can be as the camera is moving it is picking up more than just the stil frame but more of the actual setting in the scene showing a range of scenery and its the best wait to follow the action and include much as you can. 

Planning Setting & Iconography

The setting of something is basically where something is set. The significance of the setting is to go with the codes and conventions of the genre of the piece of media that is being produced. depending on what the purpose of the product is, the setting will change to allow for the specific appeal of different products produced. Iconography is part of Mise-en-Scene and it is seen as each item and object that is used in a scene. it could be a table or a chair that is placed in the scene but each piece of iconography isn't paced randomly, it will all have a meaning to the scene and are chosen specifically for its purpose. The main purpose to the iconography used and the setting chosen is simply to obey the codes and conventions of a specific genre, just as in a rap music video you would include cars, girls and money because these are what rappers rap about and it wouldn't make sense if they weren't in a music video. Also in rock music you might see dark places such as alleys, black studios and band members with long hair and dark clothing to show every important aspect of what this genre represents and it is also used to represent the artist how they want to be perceived by an audience. So mainly setting and iconography is used to lay everything around the music video creating a scene relevant and appealing to its own genre so what is produced as the final product actually has a meaning.

We will be using more than one setting as there are two vital parts to our music video and that is the performance piece and then the narrative part that is going to be included within the band performance that is displayed. For our performance we will be using the Drama studio in school and we thought this was perfect as the room is pitch back with black walls and curtains that wrap around the walls creating a perfect environment for the band to perform in as we wanted a large amount of space with nothing going on in the background so the in the dark environment the lights and camera would focus all on the band members and the instruments to add more depth to the performance rather the focus was spread to the floor and walls rather than on the band members where the action is actually taking place. This is important because we want for when the audience watch it that they aren't concentrating on unnecessary factors of the video and actually have all focus on what is happening.

The other part to our music video is going to be the narrative based segments that will be laid out throughout the music video in between the band performances to give the music video more than one perspective, also it is important that we want to get across the story to the song as we want to apply Goodwin's theory to our music video and base our narrative on the lyrics to our chosen song. We believe that if the actions in the music video reflect the lyrics so that there is some reference in between so we can make a story based upon this. So in our narrative segment we are going to base it in Woodford Green on the street above my house where Arthur also lives. We are going to film this part at night because we want to give that mysterious feel because we are going to have a drug scene and the dark elevates the dark acts as it is something illegal and the darkness adds onto its effect showing it is something very bad. We want this setting because Arthur's house has a wooden door gate which gives a nice feel to the whole backstreet look as there is an alley that goes all the way up the back of his house and his garden is a good part to have a scene in there too. Overall it was a good decision to use this as one of our settings is that it is perfect to what we want to reflect on the lyrics with the use of this scene.

Iconography wise for our performance part of the music video we are going to include a drum kit, guitar, bass guitar, a microphone with a stand and 2 amplifiers. This is very important that in the studio we use these as these are all the essential props to a complete band. We are going to use all these instruments because we at least one of each type of instrument to go with the song as these instruments can all be heard in the song. We are also aiming to use spotlights on stands to beam light directly at the band members because we want all the lights and attention on the performers rather than the setting so that conveniently they are the main part of the performance scenes. Then over to the narrative part of our music video there are a number of things we would like to include because we want to have references from the lyrics to the objects and also portray a bit of what we want to send across with the song itself. A scene in this is where there are drugs being passed on which we would use alternatives to give off the same impression. The lyrics mention how the singer listens to music thinking about this girl and we think that using a sort of music player and earphones reflects on what is being said in the song. Also stated in the song it is said that drink is spilled on the couch and this is important to use a glass while the primary actor is listening to music to give the same effect as him spilling water without meaning to.

Our settings and iconography are conventional to our music genre because it is a rock genre and the settings we are using are mainly just dark scenes and this is conventional because from our vox pops people mainly added that dark environments were the main thing people looked out for in a rock genre. One of the most conventional parts to the music video is the blacked out studio that we are going to use in our performance because this is used a lot in music videos that we have watched or even music instrumental covers that people do. Using a scene during the night is very conventional as we are going to set it in dark alley ways with a lot of mystery involved. Iconography we believe is very conventional to the rock genre because the main thing we are using in this music video is many instruments and the band performance is what makes the music video for a rock genre song and this is very good as it goes with the codes and conventions of rock because people who watch these types of music videos always expect an instrument based performance showing what the music is created by.

The best way in why this builds a relation with the target audience is that this product is being produced on the factors that appeal to them most and make them the happiest. These are the things that they want to see and i believe that if we create a product so specific to what appeals to our audience it will build a good relation with them because they get to see everything they expected to in the music video we have made for them. If this relationship can be built it shows exactly that we obeyed the codes and conventions of the rock genre because we have then created a correct product.

Pie Charts

Once all questionnaires were brought together we all combined them and collected all the results into an excel spreadsheet to input and process every piece of collected data to make sure the output to all the information is shown clearly and is visibly read without any trouble. We did this because we wanted to make sure this data was displayed so that the answers given were easy to read and analyse and this was important as we put all the opinions of the survey population together to easily see what aspects are looked upon greatly to make sure we made use of this information to make the   best of the final product we are aiming to create.

Questionnaire And Evaluation

When in the process of planning a product you have to firstly collect some research before you even begin to do anything, you want to find out who you are creating the product for and what is the aspect of the product that may appeal to them the most. When you have the product in mind you mainly have to think about the kinds of people that may actually want your product so you have to go out and find out what peoples interests are and this is a great way to provide you a path to follow in how you are going to generate such a specific product, for it to sell to the individuals you have to know what they want so that you can give it them. the best way is to create questionnaire and hand it out to many people of different ages and genders to get an even spread of preferences to find out averagely what people want or need. The questionnaire is very important as it gives you a target audience to consider as long as you ask questions about what you are making to see what people give in return to support your choice. When you think about a target audience it is just the best thing to really do and ask people only to make the best of each point of what it is you are making exactly.

This is the questionnaire we created to collect important data because we wanted to make sure that we were doing things they are meant to be by seeing what peoples standards and expectations are. this is good because once the information is collected we can put it all towards our music video. we made sure to look at gender and age as we are seeing what kind of age range our product is going to be made out and to also see whether the opinions of younger and older people are similar of different in any way.

We are a group of 4 and we made sure we surveyed and even number of people so we each took on the task of taking out 10 questionnaires within the local population of our school as there are ages from teenagers to senior members of staff and we thought that t was the best way to get a range of answers from people. Once we brought our data from 10 people each we overall had 40 pieces of information from each person we looked at. We also did this to spread the time management between ourselves so we was not relying on one person to go out and survey 40 people alone we wanted the information as soon as possible to process the information to get to the next stage of planning and how this collected data will have an input towards what we go ahead to create.

Evaluation

This questionnaire is useful for the fact that without research it is very difficult to create something for an audience so it is important to make a questionnaire for the audience to collect data vital and it will tell us how we should make this music video. asking questions to the audience allows us to find out what people like and expect from a rock genre music video and that what we make for them. 

When going ahead to create a product you need to find out what the purpose of this and with all the questions we collected we come to see that what age group the video should be aimed at, what content should be included and what they want to connect to within the music video. from the questionnaire we asked what music genre was the audiences favourite, rock music returned as the highest favourite and we went along with that to the sub genre of indie rock because now we know what people enjoy we can go to the next step of what will be included to indie rock in the music video. 

We knew we wanted to do an arctic monkeys song and the top two were R u mine or Do I Wanna Know and from the results it came back to Do I Wanna Know being the favourite choice of song so we prepared analysing the song and what aspects we can include into the music video following goodwins theory to relate the lyrics to the visuals.  Also we asked what kind of music video they would like to see and performance was the most common type of music video so we went with the performance/narrative style to portray the lyrics through the storyline set in the music video.

We also asked our audience to sea what kind of perception they had over the bands lead singer and how they expect them to look in the music video and what appeals to the audience. Everyone always appears to the lead singer as he is always seen as the leader and the main person in the band and his image in my opinion is the most important as he is literally the front page of the band. him being dark and long haired was the most selected features but as we are going for the indie look we wanted to stick with a slightly dark but smart look.

Vox Pops

Once we had created the questionnaires we decided to ask many people to answer a few questions, these questions were to get more detail on our topics of concern because we thought the questionnaires got into a wider aspect on what we wanted to find out so we made a few questions along the same lines the investigate more into detail on what we wanted to know more about and this was important as we are trying to find out as much as we can before startng the production of our music video so that we are creating something more specific to go by the theorys made by people and to follow the codes and conventions of the rock genre by see also what people know and think about this particular genre.

 Another reason we looked into taking this into consideration as a part of our research is because it was much better to be able to collect more personal opinions and what people thought about the rock genre in their own way. As a group we wanted to find out what people emotionally felt about the genre and it was important to see them portray their feelings on camera about what they thought about the rock genre and we beleived this will allow us to input their opinions with more energy into the final product we are going to produce making sure to obey by the conventions that will go best  with this genre itself.

During the filming process we used our camcorder to film several people from the population of our school and to ask them questions based on what we wanted to find out. It was a very good process in taking out a practical task such as getting out and doing some of our own filming physically. While filming we were carrying out simple procedures making sure lighting was correct, positioning of our surveyor and even making sure we filmed only the useful footage. 

It is very good carrying out these preliminary tasks as it gives us some starters to be re using our technical skills to make sure we are doing the filming how it needs to be done. This task will be very useful in helping us plan our music video because during the process of having the camera and thinking about how we are going to interview people we were making sure we set it all out so the we could have every one in their place and film it as we needed. It will mainly assist us by getting into motion of being on set and its helpful to be ready to film a readily planned set. 

Research into Music Channels & Target Audiences

MTV is a very popular music channel, (acronyms stand for: Music television) it was launched in 1981 on august 1st, and owned my MTV networks (Viacom). It is originally based in New York city, to which its original objective was to play music videos guided by on-air hosts known as VJ’s.

Mtv is a very dominant music channel, due to the fact of the large percentage of the market share that they own in the music industry. Therefore, Mtv is very popular and appeals to a broad target audience which start from as young as 13 to people in their late 20’s. Mtv isn’t targeting a specific sex (male or female) because at these specific ages, most people experience that it is the most social time in their early life and find out who they are as a person. This enables them to interact and explore with activities they find interesting and most importantly, listen to music they enjoy.

As Mtv targets a broad musical audience, it is important for them to play music that appeal to them. Mtv had made the decision of playing mainstream music, solely to appeal and become popular with their audience also, the music is always high up in the charts as they need to keep up with their high reputation and provide audience satisfaction.

5 artists that play on MTV include

Beyonce

Katy Perry

Ne-yo

Tulisa

Rita Ora

All of these artists are mainstream and even though they are signed up to different record labels, they still have the same objective. Which is to sell records, and by being in the top 10 MTV charts, shows that these artists are selling thousands of records.

However, Mtv isn’t just a music channel, it also is a multinational brand with merchandise owning sister programs such as jersey shore, bevus and butthead, my super sweet sixteen, made and choose or loose. Mtv also have sister CHANNELS that include, MTV2, MTVu, MTV HITS, MTV jams, nickelodeon Nicktoons and comedy central.

The logo for mtv, is clear and simple and clearly indicates what channel it is. The M is big, black and bold which really stands out, and the white ‘TV’ inside of it is a clever way of putting the two together. The colours are opposites that make them stand out even more (white and black) and create brand awareness because the logo is incredibly memorable. The colour black connotates its status and is a standard colour which makes the logo simple to recognize and understand.

VH1

VH1 is a music channel, owned by Viacom and created and based in the United States. It was first released in 1985 on January 1st, just four years after MTV, VH1 acronym stands for ‘video hits 1’.

The target audience for VH1 is for over 16’s and for early 30’s. VH1 target an older, more challenging demographic, by playing the ‘softer side of popular music’, differing from MTV. They appeal to the older side of their audience by playing ‘top 20 video countdowns’ and ’20 cheesiest songs’ or ‘songs from the noughties’. This is the case, as they have to do something different with their playlists because MTV is an oligopoly in the music channel industry. The early 30’s target audience includes a gap in the market and allows VH1 to stay in close competition. Therefore, VH1 play similar mainstream music to MTV, however the new songs are not played on VH1 first, and appeal to their broad audiences with different playlists.

The most popular artists on VH1 are

1. Demi Lovato

2. Train

3. Owl city

4. Robbie Williams

5. Take that

These artists are both mainstream but unique too, brought out by the fact that they each hold their own genre.

The sister programs that VH1 have, are MTV, VH1 soul, VH1 classic. This is so that they can have a spread of the market share and appeal to their older demographic audience.

VH1 have a very colourful logo with colours like yellow, pink, green and blue,These popular colours link in with the popular music that VH1 play along with the different types of music played.. The sleek style of font shows that the program is cool and it’s demographic is middle-aged.

The colourful 4 sided box has connotations to VH1 having many sides to their music. Orange being more relaxed

Pink being more funky music

and blue meaning classical.

BOX

The box is a television channel mostly played in the United Kingdom and Ireland. The target audience for the box is 14 to late 20’s. This is because they cater to mainstream music like Mtv and therefore their demographic is wide. But because they mostly play in the UK, there is more uk artists such as skepta and dizzy rascal being played on this music channel.The type of music played on this music channel is mainstream music, but with a mixture of UK artists and Rnb Hip hop genres too. Artists such as

1. J cole

2. Wiley

3. Rita ora

4. Justin Bieber

5. Kayne west

are often played on VH1. Also, taking into account that VH1 stands for ‘video music one’ indicates that the channel is looking out more for the video itself, which can mean that performance based videos are popular with VH1. Sister channels for VH1 include 4music, Heat, Kerrang!, Kiss, Magic and smashhits. These sister channels are following the same object which is to attract their target audience, and each sister channel has a different audience that they are reaching out too.

The box logo is cleverly produced with the word BOX, in box shape. The white stencil inside the box shows the letter more clearly and stands out. The logo appeals to the target audience in the way in which it is easy to read, and unique. The black background over the white stencil can denotate a silhouette, this can signify that the box channel has its OWN shadow and Is unique who doesn’t follow anybody else.

SCUZZ

Scuzz is a british music television channel written and owned by the CSC media group, it realise in 2003 on 17th april and has gone to be one of the most highest-rated rock tv station on uk television.

Scuzz music channel is aimed at rock lovers that can be of any age from teenage to early 20’s depending on your chosen interests. Scuzz go on to state ‘ Our audience is musically knowledgeable, aware and responsive to content, an audience defined by passion and loyalty which makes them choose scuzz as their definitive guide to rock music on tv’. Scuzz make it obvious that they have a specific demographic for their target audience, which include being ‘Musically knowledgeable’, ‘aware and responsive’ and ‘whom have passion and loyalty to scuzz’. Therefore they haven’t put an age on their audience, but a defining set of characteristics.

Rock is the main genre played by scuzz channel, Daytime scuzz delivers pop-punk videos including acts like

1. Kiss

2. Metallica

3. Slipknot

4. Korn

5. Ozzy Ozbourne

 But as the sun sets (in the evening) Scuzz turns to the darker side playing heavy metal until the early hours of the morning. This is because the younger demographic will most likely be watching more tv in the day time and only the older defining demographic will be watching the darker side at night. Scuzz have a number of sister channels, which include, Bliss, Pop, Pop girl, Flava, the vault and true entertainment. This music channel is unique and put their own little twist on their show in the way in which they use their brand to help up and coming rock artists and show them for the first time, they also do competitions every week to help fans, win the merchandise.

The scuzz logo is very sharp cut, which connotates the dangerous attitude their main performers have. The sharp edges show strictness and have a feeling of dark danger and the grey colour shows a colourless feel which could mean there is no other emotions associated with scuzz.

KISS

Kiss Tv is a commercial music television channel who predominantly play mainstream hip-hop, dance and RnB genres. It was launched in 1998 on June the 26th and is owned by Box Television

The target audience for Kiss is from young teenagers (14) to mid 20’s(26). This is because the mainstream music channel plays RnB music which is one of the most popular music genres therefore it is easier to connect and reach out to a specific demographic because they know all the characteristics and conventions needed to appeal to their audience.This channel plays mainstream RnB, hiphop and dance music, and is firmly dedicated to these three genres. The reason for this is that they can still compete in the music market with other sister channels such as the box, more4, magic, kerrang!, heat, e4, fim4 and 4Seven. Artists such as

1. Drake

2. Rhianna

3. R Kelly

4. David Guetta

5. Flo rider

As kiss is a British television channel, it also has its own radio station due to its fantastic status and growth. Kiss is based on the format of the bauer owned London radio station, but originally started as a pirate radio station in London.

The kiss logo is purple, so that it can appeal to both male and female, the cut out rectangle has the word KISS in the slit of it showing that the word has come out of the rectangle. The blue shape looks like deformed lips, relating to the KISS name and therefore appeals to its target audience.

Questions:

1 Why do you think MTV is broken down into different channels?

I think MTV is broken down into different channels because the different genres can cater to different target audiences and equally share the market share in the most efficient way as each genre can concentrate on their target audience. Also, MTV have sister channels that are not related to music, for example Nicktoons and comedy central. This is an example of a lateral merge when merging with a brand/company with similarities to your field to become more popular and cater for other peoples needs.

2 Why do you think music channels are important when having a target audience?

Music channels need to do research into their target audience and base many big company decisions on what will appeal mostly to their target audience. This is why a target audience is so important; the music channel will base everything on how to please them.

Labels will tell their artists what to do, how to dress, what to speak about etc in order for them to appeal to their audience and therefore channels need to find the special audience that they want to target and base their music decisions on their preference.

3   Why do you think there are a variety of music channels?

There needs to be a large variety of music channels because everyone is different, and music channels need to cater to different peoples need in order to make money. There are different, genres, which have different sub genres and the list goes on, this is why there are so many different music channels. However the industry is an oligopoly as there are a few main music channels that dominate.

4 What have you learnt from analyzing music channels and how will it help you with your own production? I have realized that there is more to a ‘logo’ then what it shows, it is important to consider what it represents. Also I have learnt that researching and finding the ideal target audience is a very important decision to make, and this will help me with my own production

I Have also learnt that sister channels don’t have to relate to the genre of one channel  and also how important finding out the genre you want to play so that you can concentrate on one genre, and not lots of little sub-genres.

Research into Goodwin's Theory

1. Music videos demonstrate genre characteristics 

This is alternative rock music which is only just a sub genre of rock, going by the characteristics this music video contains many for what a rock music video should include. The band members are viewed in the music video and they mostly have long hair and scruffy clothing to go with what a conventional rock star looks like. unpredictable things take places in these peoples lives as coming across energetic scenes that collides with the music is very effective to emphasize the actions that take place. going with the codes and conventions of a rock song the band also have a performance based act for most part of it as all members have their individual instruments and they are playing the song as if it were a live performance and this is really good for what appeals to the audience.

2. There is a relationship between lyrics and visuals 

At the start where you see Dave Grohl in his car it is representing his life and showing how he is stuck and in life he isn't really getting anywhere. He realizes that just sitting isn't going to get him anywhere and the only way is if he gets up and does something about it and the lyrics saying 'learning to walk again' is representing how when he tries he is moving on instead of being stuck still. 

He also says in the lyrics, 'i think i found my way' represents how that if in life he tries to do something about his situation he can actually get up and find the right path which will lead him to a better situation then he already is. He also refers to saying 'I believe I have waited long enough' and this is important to say that he's waited and realized that he isn't going to get anywhere and once in the new situation that he worked for, he is basically saying hes waited long enough and after trying he has got to the place he wants to be. he also looks at his watch saying 'i believe i have waited long enough'. 

3. There is a relationship between music and visuals 

At 2:15 there is a moment in the local store where Dave Grohl hits the store owner with a salami at the same time to the drum being hit and this is so the pace of the music video matches up with of the music that is playing to make the video work with the song rather than both going at a separate paces and not combining with each other at any point. 

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style). 

In this music video you see many close ups of Dave Grohl from the Foo fighters showing his facial expressions as they vary because fans know how crazy he can acts and it goes towards his expectations as his audience expect this level of humor and its good that they are included as fans enjoy seeing the artist. also the way he 

5. There is frequently reference to notion of looking

When Dave enters the burger restaurant he looks at the woman over and she smiles at him and this is trying to show how the woman can be perceived as a sexual object as he looks at her like any other woman giving a smile and he thinks hes better than her because of the way he goes about it. he doesn't really value her but only smirks at her like shes any other woman.

6. There is often intertextual reference 

Dave Grohl swaps his usual scruffy hair for a tight nit due and sports intellectual spectacles to create a near enough duplication to Michael Douglass’s character in the 1993 film “Falling Down”. Walk supports humorous versions of the events matching the Joel Schumacher film. For example Dave Grohl channels the films frustrated “white male” sat in a traffic jam as an annoying kid stares at him from the back seat of the car in front, encountering signs such as “BIEBER is my copilot” and “ Thank you President Bush” Grohl just like Douglass’s character snaps and storms off. 

7. Whether the video is primarily performance based, narrative based or concept based and how elements of each is used in it. 

This music video is mainly narrative and performance based as the lyrics tell a story and the band performing their instruments is obviously the performance part of it 



What is a Music Video?

What is the purpose of a music video?

• A market tool to promote a artist/song - This can be the physical form of advertising the song as a video to go with a song makes it more interesting and this can be shared across the internet or TV and in favor the music video is there to carry the song to many people and making it more appealing through the video therefore picking up more views and also promoting the digital copy of the song with it to allow people to purchase a song through a music channel to promote the song.

• A short narrative or representation of the artist - As people who are part of a fan base for an individual artist, they always want to know more about the person and when they enjoy a new song that has been released they always expect a music video to tell the story of the song visually as much as music through audio. Also its good to represent the artist as it shows a close side of them to the fans and it keeps the songs more interesting for them.

• To attract a particular target audience - If a particular genre artist includes conventions expected by a particular target audience then by doing so they will be able to attract them because they have created a product that goes along with the actual song to be able to make it more appealing and once they achieve this they will be able to get hold of their target audience with the use of their music video.

• To identify an artist/group - A music video is great to help identify an artist or even members of a group as it shows them visually and allows for the audience to make connections between them and get a feel to the artist/s as it will show who does more of what in the group and sets up a personality for them.

• To buy into the artists lifestyle - Activities or events that take place in a music video can sell the artists lifestyle showing what they do or enjoy in their free time and this may influence the audience in a good or bad way as they might follow what the artist is doing as they most likely look up to them.

• To show the different generic conventions of a genre/music video - It is important to follow the codes and conventions of each genre as it gives it more and more potential to be able to make the song along with music video much more appealing to the target audience.

• For the audience to remember the music video - Once a connection has been made between the music video and the song, if either of them are listened to or seen again it will already make the viewer remember each one separately and it will bring back the interest to the audience of why they liked or enjoyed the music video and it will continue to keep the interest in it. 

• To make a song available to a wide audience - The music video allows for the song to be transferred on a variety of formats to make it more available, allowing it to be a larger product and if not making it more successful as more people can view it in more than one way and the product can sell in more ways appealing to each individual consumer in their way which allows it to become more appealing than one form of product.

• To show more about the artist - If the artist is hidden outside of making songs then including themselves in a music video shows their audience them more and it makes the publicity for the artist to grow as he is building a connection to his fans and audience through the music video making the video important to that bond.

The style of the music video

Music videos are split into 3 different categories, which are:

1. Performance- (singing/dancing)
2. Narrative- (telling the audience a story)
3. Concept- (selling the audience an idea/theme or ideology)

Some music videos contain a mixture of the different styles and some contain only one style

The codes and conventions of the music genre

The codes and conventions of music genres are all different to each other and this is because music genres have a different target audience they try to aim for them which is the way they can make a more successful.

Depending on the genre the music video will have different codes and conventions for its own target audience. Dance music will contain more of a night club setting where there will be a physical input to energetic music as dancers will be creating movement to a rhythm and dancing to the song. Rock or Metal music is always staging live performances with the band members actually taking part with their individual instruments and it will look as they are playing the song live, fast camera movements to go with the energetic music, dark colours in the scenes to go with the genre and this is what appeals to their target audience.

You can't justify codes and conventions to music videos in general but you can apply Goodwin and Dyers Theories to Them and see how the music video is correctly constructed around the piece of music the artist has created. So each genre will have its own handful of coded and conventions to go with it as long as the music video applies to the genre of music it is a part of.

A discussion of how the music video appeals to an audience

Korn ft Skrillex - Get Up

This is a metal genre song so i think this video appeals to its individual audiences as it includes very dark lighting which is usually the colour that represents metal and sets the mood for the type of music produced. They use a dark surrounding on stage with static lights which can literally hide the performers and thats what they want, they appeal to the gloomy scene where they come up here and there based on their role in the song.

 

Metal and rock genre music videos conventionally always view the instruments being played lively to add to the impact of the song. its appealing because people from the audience that play the instruments aspire to the band members who play the same instrument and its a thing they want to see their favourite band member taking part in a live performance.