Music
Video Conventions
Before evaluating the conventions of music videos, I found it really interesting to read up about different media theorists and their thoughts on both music videos and the state of the music industry itself. I looked at theorists both old and new, and whilst I found many answers to questions I had, I also found myself asking more questions about the area; a lot of what the theorists had to say really intrigued me.
Although a mixture of all three, our music video loosely followed a narrative story, (simplified to bored girl listening to music and daydreaming), the bulk of the video was concept, with a small amount of performance.
Although a mixture of all three, our music video loosely followed a narrative story, (simplified to bored girl listening to music and daydreaming), the bulk of the video was concept, with a small amount of performance.
Performance
Our music video had some performance however our music mainly focussed on the narrative/conceptual side, which I believe is stereotypical of the genre. For example, "Red Lights" by Tiesto focuses mainly on narrative, however has some performance towards the end.
Narrative
Tzvetan Todarov’s narrative theory suggests that all narratives follow a three part structure, wherein at the beginning there is equilibrium, then there is a development that causes the balance to dissolve, and then finally there is a shift at the end that causes equilibrium to be restored. I believe our music video surprisingly does follow this, as our beginning equilibrium is the protagonist working, then the break in equilibrium comes in the form of this new track she listens to, (“Sun Goes Down”). This all happens very early on in the video, (similar to many films), and then over the course of the video is the journey back to equilibrium, (the daydreaming running its course), and finally the music video ends with the protagonist waking up and realising everything is back as it was, even if it may be boring in comparison.
For this reason I believe our video falls significantly within the narrative category.
For this reason I believe our video falls significantly within the narrative category.
Conceptual
Main character pushing the circles. |
Iconography
and visual hooks
CU and MCU of Orlando |
Andrew Goodwin discussed iconography a considerable amount, one thing he pointed out was the importance of visual hooks and how often pop star's faces are shown in close-ups and how much these shots are repeated within a song. We followed these conventions within our music video, ensuring we used plenty of close-up shots of the singer, Orlando. This decision was also backed, I feel, by Dyer’s star theory, particularly what he has stated about institutions manufacturing stars in a fashion purely for financial gain.
Orlando joining in a party to portray him as fun. |
Inter-textual References
As the music video for Porter Robinson's "Lionhearted" contained inter-textual references towards revolution, tyranny, and elements of Japanese street fashion, our music video also contained some inter-textual references.
Part of the Mars scene |
Glow raves |
Some of our glow-in-the-dark section |
We made strong inter-textual references to festival/rave culture through the glow-in-the-dark section of our music video.
Editing
When editing our music video, we tried to generally follow the conventions outlined by Carol Vernallis, which fundamentally included breaking the conventions of normal continuity editing. These conventions generally entail editing the music video so that image and sound are synchronised. Our track had a very defined beat running through it so this gave us a good grounding to follow the conventions.
I made the following short video to breakdown what Peter Laurence said about stereo imaging, and how we applied it.
Lyrics,
Music, and Visuals
"Do You Really Want To Hurt Me" |
Demonstrating the exact representation of the lyrics 'sun goes down' in our music video. |
Conventions
of genre
Susan McClary and Robert Walser stated that one issue of analysing pop music, (and I'd argue this stems from the proliferation of electronic music and the integral part it now plays in modern pop), is the complexity of the music. There are many aspects of the music to take into account when forming an analysis, (tempo, rhythm, melody, acoustic space, timbre, harmony, arrangement, lyrics), and finding a way to relate all of these individual pillars of the music to one another can be an enormous job.
I'm suggesting that these issues are furthered by pop’s growing reliance on electronically-produced music, because producing music electronically allows for far greater customisation of the final result than standard recording, mixing, and mastering.
I'm suggesting that these issues are furthered by pop’s growing reliance on electronically-produced music, because producing music electronically allows for far greater customisation of the final result than standard recording, mixing, and mastering.
“Break Free” by Ariana Grande is a very interesting track to consider with this in mind. Up until the release of this song in 2014, Grande had practically only been performing within the genres of pop and R&B, whereas this track is classed as EDM, (as is the track we used, “Sun Goes Down” by David Guetta). “Break Free” exhibits the characteristics of what we call ‘pop’; the track is just over three minutes long, has a verse-chorus structure with repeated choruses, and also repeated melodies.
Artist
Goodwin also stated that the music's genre is generally demonstrated by the music video itself, something that we kept in mind when constructing our music video. Although we followed the convention of the influence of festival culture evident within the music video, we didn't totally adhere to the artist's representation
Representation
Calvin Harris' appearance in the Armani brand makes him synonymous with 'cool'. |
Whilst most EDM artists stick to having a very serious, 'cool' appearance, we tried to challenge this convention somewhat by making Orlando appear as a more fun and energetic singer. We did this by having him smiling and joining in with the dancers in most shots, however there were a couple where he kept a more serious expression.
Porter Robinson's cool demeanour in "Lionhearted" |
Themes
The most common themes found in music videos for EDM and its sub-genres can include love, relationships, aspiration, freedom. The music video for Hardwell's "Follow Me" features many of these themes. It portrays freedom through the wide shots of desert landscape, alongside shots of the car driving away and Jason Derulo standing along in the empty landscape. Relationships are represented through the shots of Hardwell and his companion in the car together and also particularly the shot of them in a flirtatious stance.
Representation of relationships, many people will also consider this aspirational. |
Wide shots of Jason Derulo connote freedom. |
Many EDM songs, specifically those heard at festivals, seem to reflect their upbeat rhythms through use of warm colouring.
Album cover
We studied many different album covers before planning ours in order to ensure we were fully aware of the common forms and conventions.
Comparison of our album cover and one of Calvin Harris'. |
Album covers usually include multiple images of the artist both inside and out in order to best make it obvious who the artist is. This is a convention of album covers as a whole as they are promotional materials for the artist.
Orlando digipak/album cover design |
Ellie Goulding's "Delirium" purely has her on the front cover. |
Website
Orlando's website is synergistic with both the album cover and the music video as it makes use of similar colour schemes and style, and has the same logo as the album cover.
The final 'Orlando' logo, used across our marketing. |