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.
The artist we have chosen for our music video is Florence + The Machine, the genre of the music they make is indie-rock. Usually I listen to hip hop, r&b and pop music, however I enjoy listening to indie-rock from time to time especially as they have artists which are unique and different from other artist. Although Indie-rock is not my favourite music genre to listen to I enjoy some artists within this genre for example; Kate Nash, Ellie Goulding, Arctic Monkeys, The Black Keys and La Roux. As Florence + The Machines are such a unique artist they inspired me to do this music genre as they encourage their target audience and other people within the public to be different and to stand out of a crowd.
Another music artist within the indie-rock genre who is similiar to Florence + The Machines is La Roux. One of La Roux's more popular songs she released was - In For The Kill. The mise-en-scene throughout this music video makes the artist even more unique as the mise-en-scene are simply but yet its captivating as it stands out and shows that the artist is unique and different. The setting of this music video throughout is in a car, La Roux is driving throughout the whole music video, although at one point La Roux is in the car and standing outside of the car. This setting makes audience feel that the artist is on an adrenaline rush as she is driving fast in the car, the setting can also connote that the artist is having fun and is living life fast. The clothes the artist wears is a leather jacket, this shows the audience what type of artist La Roux is and how different she is as she is wearing a leather jacket compared to other artists who wear provocative clothes. The lighting within this music is dark and the colours of the lighting are red and blue, this connotes that the artist represents danger, as she likes to have fun, therefore people should beware of her. One of the main camera shots through the music video used are close up's of the artist while she is driving. The close up's show that the artist is building a relationship with her target audience, the close up's also help show the audience that this song is personal and meaningful for the artist. There are also mid shots of the artist while she is driving her car, this can help set the atmosphere and scene of where the artist is as we can tell that the artist is driving in a car.
The target audience for this song are from the ages of teenagers to young adults, the target audience also enjoy unique and different artists who are within the genre of electro-pop and synth-pop. As the genre of the song is Electro-pop and synth-pop these genres cater for La Roux's target audience. In this music video the artist is represented as a fun, carefree artist who is also a rebel. This representation helps the audience build a relationship with the artist as they feel they can relate to the artist. The style of the music video is concept based as the video is idea based and the lyrics are not in a relationship with the music video. Goodwins theory is used during this music video as there is an inter textual reference as the brand of the car LA Roux is driving is Toyota, this connotes that the artist can relate to their target audience as they have a similiar car that their audience has, compared to an expensive car which their target audience may not be able to afford.
Another artist within a similiar music genre to Florence + The Machines is Ellie Goulding. One of Ellie Gouldings songs - Starry Eyed - is the same as Florence + The Machines songs as the genre of the song is; Indiepop and Electro-pop. The setting during this music video is; Finsbury Town Hall, this mise-en-scene used shows the audience that the artist is trying to put her point across as at a town hall, people try to put their point across. The clothes within this music video; are a white dress, a white shirt and black leggings, a gold dress with white leggins, and a blue playsuit, all the people within the video are wearing black shoes or black boots. This mise-en-scene shows that the artist likes different types of clothes compared to high street fashion, but these costumes as represent how the artist feels comfortable wearing unique clothes. The genre of the song helps the audience feel relaxed and the idea of the music video is to make the audience dance, therefore this music video and song helps the audience build a relationship as the audience feel they can relate with the artist. The lighting of the music video is bright, white and blue. This mise-en-scene can connote that the artist is relaxed and calm, the lighting can also reflect that the artist is pure and innocent - therefore Ellie Goulding can be a good role model.
One of the main camera shots during this music video is the extreme close of the artist, this shows the audience that the artist is trying to build a relationship with the audience, as the artist - Ellie Goulding - is directly talking to the audience. There is also a mid shot of the artist and her two dancers, this shot shows that the artist is having fun as the artist and the two dancers are having fun. One of the editing techniques used within the music video is the shot being blurry while the artist is dancing. The target audience for this song are teenagers to young adults as the genres of the song cater the age of the target audience. The target audience also enjoy listening to indie-pop music and electro-pop music. The artist is represented as a fun artist who is carefree and enjoys letting herself go, for example at a concert or a festival. The style of this music video is performanced based, as the artist and dancers are dancing and having fun. I will use this research to help me with the planning of our music video as we know what iconography and costumes the characters within our music video will use and wear in order to cater to our target audience who enjoy this type of genre. This research has also been useful as my group now know how to represent our artist in order to cater to the genre of our song. Finally this research has also been helpful as my group know that there is no a specific style of music video which our music video has to be, therefore we can have any style of music video and it will still cater to our audience, as La Roux has a concept based video and Ellie Goulding has a perfomanced based video an both videos still cater to their audience. Iconography I should consider what I can include in my music video is a rose - as a rose is a symbol of love and the concept behind out music video may be love therefore this could be iconic and represent the artist or the love our artist will have.
Evaluation
In conclusion after undertaking vox pops and questionnaires me and my group have come to the conclusion that our target audience perfer concept based music videos compared to performance or narrative based videos. As Florence + The Machines are a unique band they usually have concept based music video this may be the reason our target audience prefer concept based videos. Also I have learnt that the target audience prefer spontinuity ideas and and prefer spontinuity Florence + The Machine based videos, therefore in our music video we may have spontinuity ideas to cater our target audience. Me and my group will use the research we have undertaken while planning our music video as we now know what our target audience look for in a music video. Therefore while planning for our music video we can decide how our music video will be and the research will help us with ideas for our music video.
The purpose of a target audience is that when making our music video we will need to make sure the video applies to the target audience as they are the people who will watching it. If we do not have a target audience then we will have no one to cater our music video for.
In order to research and find out information about our target audience my group decided that we should undertake some primary research, therefore we handed out questionnaires and did vox pops. We decided to survey 40 people with questionnaires as we could have open and closed questions therefore the answers would be specific which would be easy for our group to make pie charts and find out the reason why they answered some questions. We decided to survey 40 people as it was a large audience and a variety of different people therefore the results would be more accurate.
We also decided to do vox pops as the answers would be truthful as we can ask the audience/public face to face. The vox pops we undertook were very successful as we asked 18 people their opinions on Florence + The Machine and whether they were familiar with them and whether they enjoyed their style of music. The results helped us as we now know what we have to do with our music video and how we can make our music video apply to people outside of our target audience too.
One question we asked was 'Do you like their style of music' the results we received were mainly yes the answers to this question has helped me and my group as we now know that the ideas behind our music video need to be original and different as that is how Florence + The Machine's music videos are and that is how the target audience like Florence + The Machine's music video. Another question we asked was 'How old are you' most of the people we asked were in their teenage tears which is our target audience, therefore their answers would be most important as we would need our music video cater towards those people. Another important question we asked was 'In a music video what do you prefer ...' this was an open question and from the results of this question most of the answers said; spontaneity and original idea. These answers helped my group plan how we are going to make our music video and which ideas we will include in our music video.
Upon reflection me and my group realised that we should have asked the public during the vox pops was why they do not enjoy Florence + The Machines music, this could have helped us make our music video cater to our target audience and people outside of our target audience.
