Diversity music videos Chris Cunningham and Michael Gondry are two music video directors who make videos which are diverse. They both create music videos which do not conform to the stereotypical genre characteristics. By artists having a diverse music video they can make memorable videos that are individual and unique from their other videos. Also a diverse music video gives the artist an intellectual sense. The artist can also have a niche audience from making a diverse music video. Another advantage of diverse music videos is that the abstract comes to life. However there are several disadvantages of artists making a diverse music video as they then have a limited target audience. Also no relationship is built between the artist and the audience. Therefore only artists who have a large fan-base and have already built a relationship with their audience should make diverse music videos. A risk when making diverse music video is that some of the audience may find certain videos to bizarre which can lead to the artist losing fans.
Cunningham Aphex Twin - Window lickers The genre of this music video is electric and the music video does conform to the generic conventions. The director of this music video wants all the characters to look the same. Also during this music video it is not evident of Goodwin's theory as there is no relationship between anything in this video. The artist is not shown in this music video and there are no close up's during this video, therefore the artist is not represented in any way as he is not present in the music video. Because of this its difficult for the audience and the artist to build a relationship. Also at the beginning of this music video its narrative, the music video is not performanced or concept based.
Frozen - Madonna
The genre of this music video is pop however the video does not conform to the generic conventions therefore it breaks all of the conventions and nothing within the video suggests pop. The music video is soft pop and more rock as the artist is wearing black which represents depression. The artist is shown within the video and there are close up's which builds a relationship between the artist and the audience. Also the artist throughout the music video shows emotions, and the artist is represented as a freak, isolated and alone.. However the lyrics do not match the video, therefore there is not relationship between the two. The music in this video slightly goes with the performance as the artist sways to the music. The video is performanced based throughout the whole video.
With diverse music video the artists do not follow the generic conventions as they want to be difference and the videos are diverse, the artists want to make a statement.
As the artist wants free publicity, they can achieve this by making a diverse music video. Also most artists want to have a new target audience and they can do this by making a diverse music video.
Gondry
Kylie - Come into my world
During this music video the common characterstics are shown, as the artist looks into the camera and there is a little bit of dancing - which follows the pop genre characteristics. The lyrics and visuals match during this video. When Kylie sings "Come into my world" people in the music video enter the scene which follows the lyrics of the song. Also there are lots of close up's which builds a relationship between the audience and the artist. The artist during this music video is represented as fun, happy and cheerful. Also this music video is performanced based.
After undertaking this research on diverse music videos, me and Meghan (my group) have decided that we want our music video to be diverse as it will cater to our target audience, also so that Northern Lights can reach a wider target audience. We also decided that we want a diverse music video as it will be unique and creative which relates back to our artist - Northern Lights- representation is to her audience. As we want a diverse music video we will need to plan what will happen in our music video and we will need to make sure that our music video makes sense and our target audience - teenagers to young adults - are happy with our music video.
In the advert above for Ellie Goulding's album advert there is a close up of the artist this shows the artist is building a relationship with the artist. The simplicity of this advert caters for the target audience as Ellie Goulding's target audience can relate to the artist as she is represented as a normal girl. The image of the artist is in the middle of the frame at the top, this draws the audiences attention straight away and shows that the artist is important. The artist name is in the center of the frame - which stands out for the audience and makes the audience aware of the artists name.
The artist has natural subtle make up on, therefore the connotation of this advert is that the artist is a relatable artist to her target audience as she is just a 'normal' person. This helps the target audience and artist build a relationship as they have something in common, this also is a connotation that Ellie Goulding is a good role model for teenagers.
The colours of the album are white and gold, the connotation of the white font is which shows that the artist is pure and innocent and is a good role model for a younger target audience. On the other hand the gold font and the artist hair which is also gold connotes lights, as the album is called 'Lights', also the artist last name is called 'Goulding' therefore the colours of the advert could help the artist name stand out. This colour could what the audience associate with the artist.
The image chosen for this advert shows the artist hair as gold, which promotes the artists song 'Starry Eyed' also the choice of image is simply which draws the audiences' attention to the artist as she is represented as natural and a good role model. There are gold lights behind the artist which shows the artist is important, the connotation of the gold lights can show that Ellie Goulding is unique as she shines therefore she stands out from the crowd. This also shows that Ellie Goulding is a good role model as the connotations show that the artist is some for teenagers to look up to as she is promoting individuality and exclusivity.
The artists name is in gold capital letters and is centered, this shows the importance of the artist's name, as gold connotes importance - which relates back to how 'Starry eyed' is Ellie Goulding first single. Also the comments about the album is in a white font and is centered and is in block capitals this makes it clear to the audience that the comments are important as people have commented and given their opinions and ratings of the artists album.
The advert promotes the artist as simply and natural, which caters towards Ellie Goulding's audience as they feel they can relate to her. Also the advert shows that the artist is important. As the artists name is in gold and the artists hair is also gold, this promotes Ellie Goulding's song - Starry Eyed - and makes the audience aware that Ellie Goulding is a popular artist.
This advert promotes Ellie Goulding's main music genre - indie pop - as the advert is original and is portrayed as exclusive with the colour gold in the artists hair and the font of the advert. Also as the advert is simple this also makes the advert promote the music genre. The advert above attracts the artists target audience as they feel that they can relate and build a relationship with the artist as she is portrayed and represented as a natural and simple artist, who is a average girl.
After undertaking this research me and my group have decided that we need to make it clear and use the correct colours in order to show clear connotations of the type of artist Northern Lights is. I have also decided that I need to have a picture of Northern Lights or a symbol which represents Northern Lights so that its clear to the target audience who the artist of the magazine advert is. This research has also helped me decide that the magazine advert I make will promote Northern Lights as a good role model for teenagers but also a fun artist who teenagers and young adults feel they can relate too and build a relationship with.
Above is Florence + The Machine's advert for their tour date. In this advert Florence is represented as spiritual and connected to the Earth, as there are trees and flowers this represents nature and shows the artist is close to nature. Florence's green, flowy top shows that the artist is a hippy. By looking at the artist body language the connotations of this advert show that the artist is opening up to her audience and is showing her audience that this is the real her as she is surrounded by the Earth which is natural. The artist facial expression looks relaxed, this can show that Florence feels comfortable around nature and feels comfortable with the Earth. The colours within this advert are green, red and pink. The colours of the birds in the background are green and the connotations of the birds and the colours are that Florence + The Machine are in touch with nature. The colours of the flowers in the background are pink, this makes the advert more colourful and pink connotes femininity. The background of this advert is black which makes the image and the font stand out. Florence is in the center of the frame which grabs the audiences attention to the artist. Florence + The Machine's font is at the top of the frame and has a larger font compared to the rest of the writing on the advert. The bands name is in a flowy font which shows that Florence + The Machine is a carefree artist who is close to nature as she has no worries or troubles. At the bottom of the frame Florence + The Machine's website and in the right hand corner of the frame is the artists label logo, which promotes both the label and the website for the artist. The image presented in this advert shows Florence relaxed in the center of the frame, her facial expression shows that Florence is relaxed round nature and feel comfortable too. I think that the artist chose this image to show her audience that she enjoy's nature and feel comfortable around the Earth. Also from the clothes that Florence is wearing, she is showing her audience that she is similiar to a hippy, as she is wearing a green flowy top and is surrounded by nature which is a feature of a hippy. The font of the details of the tour are in capitals and is white, because the font is in all capitals and is centered it shows that the details are important as it grabs the audiences attention. The language of this advert is blunt and straight forward. The date and time of the event is in bullet points this makes it easy for her audience to read, the font is informative which appeals to her target audience as they are teenagers to young adults. The advert above promotes Florence + The Machine's as a carefree artist who has no worries and is in touch with nature. The advert also promotes the artist as relaxed and that she is truthful and pure as she is surrounded by nature and looks comfortable, being surrounded by nature and the Earth. By looking at the advert its clear that the genre of this artist is indie pop, indie rock as Florence has the features of a hippy/indie person as she is around nature and looks carefree and is wearing a flowy green top which connotes nature, fresh and clean. Also the advert slightly promotes soul music as in the advert the artists body language shows that the event is personal to the artist as Florence looks like she is opening up. However it may not be clear that some of the music the artist releases is within the art-rock genre, however if the audience can notice that the artist looks like a hippy then it may be clear that the artist has music within the art-rock genre. This advert attracts Florence + The Machine's target audience as she is dressed like a hippy and the background of the advert is full of nature and the Earth, this can show the target audience that Florence + The Machine is a relatable artist as she has similiar interest, for example the top Florence is wearing in the advert. Also as the artist is surrounded by nature and the Earth, their target audience can relate to them as they also enjoy being around nature and feel comfortable around the Earth too. I will use this research during my planning and while creating my own advert for my artist, as I know that the position of the images on the advert are important as my artist's image needs to stand out and be clear to show the audience who the artist is.This research has also helped me decide that the magazine advert I make will promote Northern Lights as unique and exclusive but also a fun artist who Northern Lights target audience feel they can relate too and build a relationship with.
In my opinion I think that this song is about the world and Florence + The Machine's is trying to get her point across to her audience to awaken them about the Earth and the way we live. I also believe that this song is about Christianity and how were all on Earth because of God. When we first came here We were cold and we were clear With no colors on our skin We were light and paper-thin
In this verse Florence is explaining how when we all arrived on earth we were all the same and we were all dull (compared to nowadays when everyone grows into their individuality they have colour and are no longer dull). And when we first came here We were cold and we were clear With no colors on our skin 'Till you let the spectrum in In this verse Florence is explaining how when we all arrived on Earth we were boring and we were all ordinary, however that all changes when we grow up and decide to become individual and become different from everyone else ('Till you let the spectrum in). [Repeat: x3] Say my name And every color illuminates We are shining And we will never be afraid again In this verse she is explaining how when we first arrived on earth we were all the same however now she's awakened and now she can see the truth as she is illuminated. Then she because is shining she is not afraid as she is now expressing herself. And when we come for you We dressed up all in blue With the ocean in our arms Kissing eyes and kissing palms In this verse Florence says 'We dressed up all in blue' blue connotes peace and unity, and as the ocean is blue Florence is describing how everyone will be connected and peaceful. This verse also represented humanity and how we are all brothers and sisters and are all united. When it's time to pray We dressed up all in gray With metal on our tongues And silver in our lungs In this verse Florence explains how when we pray were all dressed in grey, the connotation of grey represents sophistication an strength, this is ironic as when people pray they usually do not have strength as they have turned to God for help. [Repeat: x3] Say my name And every color illuminates We are shining And we'll never be afraid again And when we come back we'll be dressed in black And you'll scream our names aloud And we won't eat and we won't sleep We'll drag bodies from their graves Within this verse Florence is explaining how the world are ready to do everything in their power to not let humanity get sent to their graves - as the colour black connotes power and authority. So say my name And every color illuminates And we are shining And we'll never be afraid again Say my name As every color illuminates [Repeat: x2] Say my name And every color illuminates We are shining And we'll never be afraid again Say my name We are shining Say my name Say my name And we will never be afraid again Overall I think that the message Florence is trying to get across in this song is that we (humans) are destroying the Earth we live on, and it's our job to stop destroying the Earth, for example poverty, greed, pollution and war. Therefore it's our job to work together and stand up and stop ruining the Earth. My groups analyses was similiar to my analysis although Meghan thought the meaning behind the lyrics about religion and how we need to keep our faith and not be afraid of society to make us lose faith. Me and my group would like to create a concept or narrative based music video, one of the micro-elements we would like to use is to edit our music video so that the visuals and music are parallel as this is a dance/electro-house genre convention. As we would like to make a concept/narrative music video we discussed how we could use high key lighting to make our music video higher in verisimilitude.
A filmed or videotaped rendition of a recorded song, often
portraying musicians performing the song or including visual images interpreting
the lyrics. A music video is produced for promotional or artistic purposes.
In 1894 George Thomas was hired and other performers to promote sales of a song - The Little Lost Child -Thomas projected still images of a screen, this was the first step towards maknig music videos. From 1902 - 1917 The phonoscene was a created, it combined a chronophone sound recording with a chronograph film shot with actors lip-synching to theb sound recording. Then from 1926 - 1959 'talkies' were created and were used in musical short films. 'Spooney Melodies in 1930 was the first true musical video series created. An animation artist called Max Fleischer created a series of sing along short cartoons - Screen Songs - which made audiences sing along to the songs playing, this concept is still used during the 21st century for example in films such as 'High School Musical' where their target audience can sing along with the actors. The early made films by Walt Disney featured several interpretations of classical pieces, were built around music. The Warner Brothers also performed cartoons which included songs too. The beginning of music videos The 'ancestors' of music videos began in 1929 when Bessie Smith (Blues singer) was in a two-reel short film - St. Louis Blues - which featured a performance of hit songs. Also later in the 1940's Lousi Jordan made short films for his songs, some where featured in the film Lookout Sister. Many music videos have copied the style of classic Hollywood musics for example in 1985 Madonna released a video for 'Material Girl' which was similiar to 'Diamonds Are A Girl's Best Friend' which is from the film Gentlement Prefer Blondes. Another example is Michael Jackson's song 'Bad' the director was influenced by the 'fights' in the film West Side Story. In the 1950's the Scopitone (A visual jukebox) was invented in France and short films were produced to accompany the French artists songs. Then in 1957 the first video which was called a music video was Tony Bennett's video of him walking in Hyde Park while his song - Stranger in Paradise - played in the background, this film was played by both UK and US television stations. Television made this music video popular as before acts had to attract an audience to the box office in order to watch their film or video.
In 1963 one of Jan & Dean's song - Surf City - reached Number One nationally in July. Then in 1964 The Beatles starred in their first feature film - A Hard Day's Night - it was presented as a mock documentary which was shot in black and white. The Beatles secodn feature film - Help was released in 1965 was filmed in colour in London and international locations. The Beatles then started making promotional clips mainly in the US for promotion, which would be easy to promote their songs as they would not have to make a personal appearance. However in 1967 the Beatles music videos for 'Strawberry Fields Forever' and 'Penny Lane' took the promotional filming to a new level as they included; reversed film, slow motion, dramatic lighting etc. In the late 1970s 'Top of the Pop's began to play music videos, which would lead to a music video having an increase in sales. For example David Bowie had his first number one because of the director David Mallet's "eye catching" promotion for 'Ashes to Ashes'. Also in Australia when the TV shows 'Countdown' and 'Sounds' began in 1974, they were significant in developing and making music video genres in Australia and other countries popular. Also similar to Australia New Zealand used a music TV show - Radio With Pictures - to begin the music video format.
However it was in 1981 when America launched MTV (video channel) they began the era of 24-hour-a-day music on television. Because of music channels this was now the main technique for music marketing. During this period the artists and directors worked together to;
Explore and expand the form an style of the genre
Use more sophisticated effects in their videos
Mix film and video
Add a storyline
Create a plot for the music video
From time to time some videos were made in a non-representational form, where they artist is not show and because music video's are mainly made in order to promote artists, it's rare that artists make these videos however Queen did this for their music video - Under Pressure.
Then in 1983 Michael Jackson's 14 minute long video for the song 'Thriller' became one of the most successful, influential and iconic music videos of al time. The video cost; $500,000 for production and 'Thriller', 'Billie Jean' an 'Beat It' were mainly used for getting African American artists music videos played on MTV. Before Michael Jacksons success videos by African American artists were not played on MTV and African American artists said it was "blatant racism". MTV then launched:
A Canadian music channel MuchMusic - In 1984
MTV Video Music Awards (VMA's) which is an annual event which would include MTV's importance in the music industry - In 1984
VH1 which included softer music therefore the target audience was an older demographic compared to MTV - 1985
MTV Europe - 1987
MTV Asia - 1991
Also a huge development within music videos was the launch of The Chart Show on Channel 4 in the UK in 1986, this program was consisted only on music videos without any presenters, the show then later moved to ITV (in 1989). Then for Dire Straits song 'Money for Nothing' in 1985 during the music video they made use of computer animation which helped make the song an international hit. Later in 1988 the MTV show 'Yo! MTV Raps' debuted and the show helped bring hip hop music to a mass audience for the first time ever.
The famous music video director Mark Romanek is popular for being responsible for two of the three most expensive music video's of all time; Michael and Janet Jacksons song 'Scream' which cost $7 million to produce and Madonna's song 'Bedtime Story' which cost $5 million.
In 2005 Youtube was launched, which made it easier and faster to view online video's, artists then saw the success because of this website. Artists such as Soulja Boy and Justin Bieber have become successful because of releasing video's online and then being signed to a record label. By 2011 Lady Gaga's music vieo 'Bad Romance' was the most viewed video on Youtube and the internet with 430 million views, Justin Bieber's song 'Baby' then beat Gaga as he had 660 million views. Jennifer Lopez became the most viewed female video on Youtube which had 430 million views.
Cee Lo Green and Katy Perry were among the first artists to release lyric video's. A 'lyric video' is usually released by a music label before the official music video for a song is released.
From 1980s music videos have been censored as they have been inappropriate for certain viewers. From the first video banned by MTV was Queen's hit 'Body Language' as their was lots of skin and sweat and not enough clothing which was unsuitable for the audience at the time, to Rihanna's video 'S&M' which was banned in 11 countries as it was inappropriate for viewers under the age of 18.
The timeline of history of music videos are important to the planning stage of our music video as we will need to make sure that our music video reaches our target audience, therefore we will need to consider the social networking sites we could upload our music video to.
My interests within Florence + The Machines is that they are an inspirational artist as they are so different to other artists, they encourage people to stand out and be different and be proud about it, this is why I am interested in Florence + The Machines. As Florence + The Machine's is such an original and unique artist they inspired me to create a music video about one of their songs. When one of the tasks was to make a music video I wanted to do a video about Florence + The Florence + The Machines influenced me to do one of their songs as I could express myself through this music video and make the ideas unique and different to stand out.
Florence + The Machine are an English band which music is in the indie-rock genre, within this band their is Florence Welch, Isabella Summers and other artists which provide backing music for the band. The band has been active since 2007 and the genres within their songs are; indie rock, indie pop, baroque pop, art rock and soul. From the BBC and other's Florence + The Machine received praise across the music media before they gained mainstream success which increased their target audience. The BBC also had a huge impact on the promotion of Florence + The Machines.
During 2007 Florence Welch recorded a song in the album Plans with a band - Ashok - with the record label 'Lucre/About Records label'. However after signing a contract for Ashok she felt that she was in the wrong band therefore she resigned which ended up cancelling the contract. However after meeting Mairead Nash at a club in the toilet, Nash later became Welch's manager. Welch has a few record labels; Moshi Moshi records, IAMSOUND records and Island records.
Florence + The Machine's album - Lungs - stayed at the number two position for five weeks on the UK Albums Chart, the album was released on the 6th July 2009. Later in October 2010 the album was in the top forty for 65 weeks which made it one of the best selling albums of 2009 and 2010. The bands 2nd album - Ceremonials - was number 1 in the UK and number 6 in America, the second album was released in October 2011. The band has won many different awards; 2 Brit awards, 1 MTV Video Music Awards and 15 other awards.
(source wikipedia)
In Florence + The Machines first music video - You Got The Love - the band show their audience that their values of music stardom within Dyers Star Theory are; originality, creative and talented. Florence + The Machine follow paradox 1 as they are ordinary and they are like average people however they're extraordinary for the consumer as they have talent and they are unique. Florence + The Machine also follow paradox 2 as they are present and absent for the consumers as they have concert and do gigs and attend festivals and yet they also go away from the spotlight for a while in order to make new music for their target audience.
This music video follows the indie-pop genre characteristics as the performance and idea behind the music video is original. 'You've Got The Love' also follows the soul genre characteristics as the lyrics of the song are personal and emotional, this is a part of Goodwin's theory. There is not a relationship between the music and the visual as the camera shots change at different times compared to the beat of the music. There is also not a relationship between the lyrics and visual as the music video is performanced based, therefore the music video does not necessay have relationship with the lyrics. There are close up of the artist as this shows the audience that the artist is looking directly into the camera which shows that the artist wants to build a relationship with the audience also that the lyrics are personal to the artist. There is not reference to the notion of looking or inter-textual references throughout this music video. This music video is performanced based as it has been set up and staged.
During this music video - You've Got the Love - Florence is represented as a classy artist who likes to have fun as in the video there are close up camera shots of a party and the close up's shows everyone at the party having fun. Florence + The Machines target audience for this song are teenagers to young adults. This song caters teenagers and young adults as the genre of this song - house - shows the audience that they can build a relationship with the artist and they can relate to Florence + The Machine as she likes to have fun.
The style of this music video is performanced based as the set of the music video is set up and has been staged. The mise-en-scene used in this music video is set on a stage surrounded by people who are having fun at a party, this makes the audience connect with the artist as the audience may feel they can relate to the artist. The artist in the music video is wearing a white dress with silver sequences on top - this costume connotes that the artist is elegant and classy, however she is still a relatable artist as in the music video she is having fun therefore she can still relate to teenagers and young adults.
Another part of mise en-scene used in this music video is the lighting,
the lighting within this music video is bright and white. This lighting
connotes that the artist is bold and unique as she shines out bright from other
artists. The main icongraphy used within this video is a big silver glittery
star and white and silver balloons, during this video Florence is sitting on a
star, this connotes that Florence is a star as she is showing that she is
up in the sky.
Some of the common camera shots used during this music video are close up's as this is the bands first single they have released therefore the close up camera shots help the audience build a relationship with the artist, with close up camera shots they also make the audience feel involved with the artist and the music video. An example of when a close up camera shot is at the beginning of the music video - there is a close up of Florence - which shows the audience that this song is personal to the artist and that the artist is trying to build a relationship with the audience.
Another common camera shot used is a long shot, which helps the audience feel they can get involved with the artist as this camera shot shows the audience the setting of the music video, therefore this helps the audience feel they are involved with the atmosphere. An example of when a long shot is used is when everyone is dancing and having fun - this shot helps the audience understand what type of artist Florence + The Machine is and helps them build an image of the artist.
In Florence + The Machine recently released song - Spectrum (Say my name) - during the music video the band show their audience that their values of music stardom within Dyers Star Theory are; Originality, Creative and talented. Once again Florence + The Machine follow paradox 1 as they are ordinary and they are like average people however they're extraordinary for the consumer as they have talent and they are unique. Florence + The Machine also follow paradox 2 as they are present and absent for the consumers as they have concert and do gigs and attend festivals and yet they also go away from the spotlight for a while in order to make new music for their target audience.
This music video is concept based and performanced based as the video is more about the ideas behind the video instead of a narrative, the video is also performanced based as the scenes are set up and there are ballet dancers etc. which shows that the video is performanced based. There is not a relationship between lyrics and visuals, also there is not a relationship between music and visual. There are only a few close up camera shots of the artist, and there are no star image motifs. During this music video there is also no notion of looking however there is an inter-textual reference of the brand; Bvlgari -as Florence is wearing a Bvlgari watch during a close up, this connotes that the artist is wealthy and as the watch is gold and suits her outfit and bracelets it shows that the artist is fashionable.
The artist during this music video is represented as unique and different and also original as the ideas behind the music video are different. The artist is also viewed as fun and classy as within the music video there are ballets which usually connotes that you are wealthy and have class. The target audience for this song are teenagers to young adults as the genre is electro-house therefore not only can teenagers enjoy and listen to this music but also young adults as this genre of music is usually targeted and played at clubs where young adults attend.
One part of mise-en-scene used in this music video is the setting of the video which is in a dark room with bright spotlights at the back, with dancers dancing while the artist is singing and in other scenes there are models posing while the model is dancing. The black room helps the audience stay focused on the artist as she attracts the audiences eyes while she is singing. Also while the iconography are gold building which makes the atmosphere feel as if the artist is in Egypt this helps set the scene that the artist is represented as important, as the colour gold connotes royalty. Another part of mise-en-scene used in this video are the clothes the artist wears during this video is a gold backless dress and a white dress. Both dresses help create a classy and elegant image for Florence + The Machine. Also the lighting during this music video is dark however, there are spotlights which make the setting and scene lighting. The lighting used during this video help focus the attention on the artist, this is another part of mise-en-scene.
Finally the last part of mise-en-scene used within this music video is the iconography, in this music video there is a gold watch, a chandelier and also gold furniture, this iconography shows the audience that the artist is wealthy and has a high status as the colour gold connotes royalty and wealth.
The most common camera shots during the music video which are used are mid shots and long shots. The long shots help the audience feel involved with the atmosphere, the long shots also set a scene of where the artist is and what the artist is doing. For example when the artist is standing up while surrounded by the gold coloured building this helps set the scene for the audience. Also mid shots are used during this video while the artist is singing directly to the camera, this helps the audience build a relationship as the artist is singing directly to the camera.
The research I have undertaken on Florence + The Machines will help me with my planning stage of making a music video for 'Say My Name (Spectrum) as I now know what type of music video's my artist does, therefore me and my group can make our video cater to our target audience as we will make our video similar to the style our artist uses as they successfully cater to their audience. Also this research will support the planning of my groups music video as I know now how I can apply Dyers theory and Goodwin's theory to our music video. Finally this research has helped me as I know how to use the correct mise-en-scene, editing, sound and camera shots, in order to cater to our target audience.
