Research into chosen music genre - Miss Miller

I have chosen to produce a music video from the indie/pop genre, because i really love the style of the artists from this genre. I really like that most indie/pop music videos have a good narrative along side the performance element of the song. This can be seen strongly in my favourite artist's music videos Ed Sheeran, who is from this genre, he tells a story through his lyrics and video, which is enjoyable and engaging to watch. It important to establish a genre before you pick an artist because you need to pick a genre that you enjoy and understand and can relate to.

Similar, to our chosen artist is Ed Sheeran like mentioned before. He is more indie then pop but still shows conventions from both in his music videos. 

One of the codes and conventions of indie\pop is having a narrative alongside the performance in the video and these are generally themed around love and relationships. His song 'Drunk' is about someone who is unable to cope with their relationship ending and drink to try to forget about it, but still remember the pain and have flashbacks of the relationship whether they are drunk or sober. Many of the audience would have shared a similar experience to this one and therefore can find the song highly relatable. The narrative will therefore help to engage and maintain the audiences attention and they are captivated by the narrative. This will benefit Ed as he tries to get his personality across in his music and the song shows a really vulnerable side to him which his fans will appreciate seeing as it makes him more of a 'real' person. It's conventional for this in indie/pop are most of these artists seem more bothered about portraying a story instead of selling a product.

Another convention used by Ed in the music video is the use of low budget settings. The various settings are shown through out the video by a variety of different shots. At the start of the video there is a long shot showing a messy sofa with a cat sitting on it, there's also photos on the wall behind the sofa. Another setting that is seen in the video is seen through mid shot, this shows a cat sitting on a cooker, which is highly unhygienic, and a very messy and dirty looking kitchen in the background. Both of these settings are easily and cheaply available to film in which is common in indie/pop music as they are generally low budget productions and more about the music than showing off wealth and status. Some other settings in the song include a cheap looking bar, the décor all looks cheap and Ed is not particularly dressed up showing that the bar is not very exclusive. And an ally the Ed is getting chucked out the bar into. Again both of these would cost the production very little to use for filming.

Mes-en-scene is used in the video, in particular setting and props. A mid shot shows the iconography of cat, the cat is acting as Ed's conscious and guiding him in what he is doing. The cat is displaying some of Ed's demons. The mid shot shows, the cat pouncing at a photographer who just took a photo of Ed. This highlights that Ed doesn't always want to be in the spot light and sometimes doesn't want his photo be taken. This makes the audience feel like they can relate to Ed because it shows quite a vulnerable side to him and shows him as an ordinary person. This benefits Ed as his music is mostly about allowing his audience to get to know him and enjoying his music.
Also Ed's hair, costume and make up is shown again through a mid shot showing Ed laying on a bed in a blue scruffy jumper with a pale pasty looking face and messy hair. This mirrors the story line that Ed is in a rut as he cant forget his past girlfriend, therefore his life is quite messy at the moment like his appearance. This makes the audience feel like they know Ed on more personal level as it shows his real emotions. His emotions are also highlighted throughout the video shown through Ed's facial expressions. A mid shot shows Ed looking disappointed and frustrated, he is looking down at the floor which suggests he is upset and cant bring himself to look directly into the camera, which artists normally doing when trying to create an intimate feel with the audience.

A common camera shot used in the video is a high angled shot, this shows the camera looking down on a close up of Ed's face, he looks rather upset like he had been crying. The use of this shot makes Ed appear vulnerable and as if he needs help as the shot looks down on him. This benefits the audience because again as mentioned before showing the vulnerable side of Ed allows fans to feel like they are getting to know him on a more personal level. Which benefits Ed because his mainly about people enjoying and understanding his songs and concepts.

A editing technique that we can see in the video is filters when Ed is having flashbacks and memories of his relationship. This is used to show the audience that this part is a memory, and the brightness of the filter shows that is was a positive time in his life. Whereas now his at a darker stage. This allows the audience to further feel like they are getting to know Ed and some of what he has been through in his life. Again this is good for Ed as an artist and he wants people to relate and get to know him through his music 

Another editing technique used in the video is montage editing, showing Ed at his flat with the cat and some girls, they are having fun and mucking around. However I believe this montage editing is mirroring Ed's frustration in the video that he is no longer with the ex girlfriend and his head is spinning therefore the quickly changing frames in the montage mirror this. This benefits the audience as the montage helps them to connect the lyrics and concept to an actual storyline, which helps them to engage with the video and maintains attention.

Ed's target audience for this video is roughly 15-40 year olds, most likely I believe they will mostly be women. This is because these people would enjoy the themes that are included in Ed's music videos such as relationships, and around this age have also most likely encountered some relationship trouble before. This video also shows Ed as quite a troubled person with some demos that he doesn't like to let out and it is imply he use to have a drinking problem "ill be drunk again" Also when it says "open bottles of beer but never champagne" this supports the fact that he is troubled and upset as it is suggests that he is never celebrating with champagne but just drinking beer for the sake of it.

Goodwin's theory can be supported in the video, as there is a link between the lyrics and the visuals. This is seen when it says "ill be drunk again, ill be drunk again" along side this we see Ed downing quite a few shots. This implies to the audience that Ed is drinking excessively and trying to block something out. Also from this we could assume that he is trying to not think about his break up and ex partner. This helps the audience because it gives them a story to associate with the lyrics and therefore they can follow the song better and have a great understanding of what Ed is singing about.

Another artist that is also from the indie/pop genre is Lana del ray, her song summer time sadness is also from this genre. Similarly to Ed's video the video uses cheap settings which is a convention in indie/pop music videos. At the start of the song we see a low angled shot showing a female standing at the top of a hill with trees around her, so this is a field/forest setting. Indie/pop music video uses cheaper setting as they are normally low budget productions and have more focus on the music rather then having an extravagant production.

Another convention that we can see in the video is having a strong focus on Lana's talent of singing, this is shown by a variety of shots showing her singing into the camera. This mid shot show her looking into the camera looking quite sad and singing, this intensifies the song and engages the audience as they feel like they are getting directly addressed by her. This gives the song a more personal feel to the audience, making them connect with the song better and have a deeper understand of the lyrics and what she was feeling when she wrote the song. Allowing the audience to do this benefits Lana because she wants her music to show off her talent and display to her audience who she really is.

Mes-en-scene, specifically costume, hair and make up can be seen through a mid shot showing her to be looking natural, her hair is wavy and she is wearing natural make up, the only noticeable part of her makeup is her dark eye liner. She is also wearing a white dress, this could be used to show her vulnerability and innocence, as she is singing about love and the video shows a girl committing suicide, therefore it could show how she was innocent in love and didn't no how to deal with it.
Also, the lighting and colouring throughout is as if the screen is flickering, therefore giving the effect that is was filmed on an old video camera. The lighting is quite natural but can be dark in some places, giving the idea to the audience that she is trying to hide away in the dark lighting, and cover herself by this. Also the orange/kaki coloured filter that flickers around the top left hand corner of the screen gives the impression of a flash back, this is common within pop/indie music videos. This can be supported because at the start of the video we see her fall from a high edge, therefore the rest of the song would be a flashback as she committed suicide. This lighting and colouring could appear quite ghostly to the audience and this engages them and maintains their attention as they want to know what's happening.
A shot that is used quite a lot by Lana In the video is a mid shot of a silhouette of Lana from the side singing, this creates a massive emphasis on the lyrics that she is singing and creates intensity as it draws all of the attention singly onto her and what she is saying. This helps the audience to refocus their attention on to her on her own and there is nothing else of the screen which could distract them.
Lana's target audience for her music is most likely about 18-30 year olds, I think this because the theme of the song is quite complex therefore would be quite hard for a younger child to understand, but her music is also quite current which means older people may not enjoy it as much. However, the song is quite a slow pace therefore it could maybe appeal to a slightly older audience.

To conclude, this research has helped me to create my music video as it has shown me some of the key features that I need to include in a indie/pop music video, such as a low budget setting and filters when showing flashbacks. I like these ideas because it could easily link in with the theme of my music video that I have been discussing with my group

Applying for copyright

The UK copyright law for music is included in the Copyrights, Designs and Patents Act 1988, which allows the creator of literary, dramatic, musical, sound recordings, broadcasts and films rights to control the way that their material is used by others. Copyright is an automatic right that people get when creating materials as long as it is deemed as original. A copyright will last for up to 70 years after the last remaining author of the work dies. A copyright allows the artists to protect their work from copying their work, rend or lend copies of the work to the public, perform, broadcast or show the work in public and adapt the work. An example of a copyright case was the one between Pharrell Williams and Robin Thicke against Marvin Gaye. The charge was that Pharrell and Robin's hit Blurred Lines stole from a 1977 single by Gaye. However, Williams and Thicke argue that they was definitely inspired by Gaye's song but did not steal from him. They said "If we lose our freedom to be inspired, we’re going to look up one day and the entertainment industry as we know it will be frozen in litigation. This is about protecting the intellectual rights of people who have ideas." 

As a group we contacted Good Soldier Songs Ltd who manage Birdy, we asked them for permission to use their song in our music video. We done this as it will prevent us from getting into legal trouble for using the song without permission. Using a song that has a copyright without permission from the music label/artist could result in the record label removing my music video from youtube as it has their song in it or in some cases you can be sued. Therefore, if we create our music video and publish it without permission, once the video is live the music label are able to remove the video from the web.

To ask for permission from the music label firstly we had to find out who Birdy's record label was, upon looking on the web I saw that it was Good Soldier Songs Ltd Following this we had to go onto the Good Soldier Songs Ltd official website and find a contact email address so that we could seek permission. The email address found was info@goodsoldiersongs.com and once this email address had been found i created an email suitable to ask them for permission to use the song. Once i had checked the email to make sure everything was correct I sent it to the record label. I also done a screen shot of the email as evidence. 



We are still currently waiting for a response from the record label, however we are still planning to go ahead with our music video.

Analysis of star and Dyers theory

Star's are constantly reinventing themselves for a variety of different reasons. Each artists as an individual has their own reasons for reinventing themselves. This could include if the artist done something bad and wanted to change this public perception and be seen as good again. Or an artist may want to break away from previous reputation, and change genre of music. This could lead to them attacking a new audience. Furthermore artists such as Miley Cyrus have grown up with target audience and have matured with the audience so change their music to mirror this. Also artists such as Madonna have been around for a long time and try to keep up with the new era in order to maintain their audience and appeal to younger audience who enjoy the style of current popular music.  Again using Miley Cyrus as an example, her very sudden and dramatic change in style attracted much more publicity to her and her music. 

Justin Bieber is an artist who has also reinvented himself throughout his career, his frequently changing his style and image he wants the public to see.

His first major video that was a hit with his audience was 'one time'. This was released in 2009. 

In the video Goodwin's music video theory is evident, throughout close ups of Justin can be seen, during these close ups Justin is always very happy looking and smiling. This is a common feature within Justin first few big hits. It portrays his innocence and purity in the music industry, as he looks very ordinary and has no special make up or hair done. Whereas a lot of other artists videos are quite aggressive and sexual. Justin's close ups reflect his young age at this point when the video was released as they really allow the audience to see how young he looks. The close ups also highlights Justin's baby face and his long childish hair that is hanging over his for head.  In the close ups the light blue back ground again mirrors the fact of how young and innocent Justin is a this point in his career, as he is just starting out in the industry and is not money or fame orientated yet. This helps the audience to feel like Justin is quite relatable as it shows him as a young normal child, and he is looking directly into the camera quite lovingly which will help the audience to connect with him. The close up also will extremely appeal to his target audience of young teenage girls as they really show his age, by his slightly chubby baby face. Which they can relate to as they are also around a similar age.
In this pop music video, we see Justin dressed in a stylish causal outfit of jeans, trainers and a tracksuit top through this mid shot, this is conventional to the genre as pop artists wear this type of clothing in their videos, as it is highly relatable to the target audience who are around the same age as the artists, and will have similar clothing. Pop artists are mainly fully clothed in most pop music videos because being highly exposed and minimal clothing would not be appropriate for young teenagers. The suitably dressed star could also gain support from parents and adults as they like that their teens are not being exposed to under clothed males and females.

Another pop convention that is seen in the music video is that the song and lyrics are based mainly around love and relationships. This is seen in the song where it says "girl i love girl i love you" and you can see this in this mid shot of Justin sitting with a young teenage girl with his arm around her. Even though Justin is sitting with his arm around the girl he is looking into the camera and slightly pointing at it. This makes the audience feel as if they are involved in the song and could imagine themselves in place of the girl who is sitting with Justin. The words "girl" and "you" specifically address the female audience and make them feel particularly addressed and involved with the song. This benefits Justin because it will assist female fans in loving his music and him as an artists even more, therefore increasing his popularity. Also the audience will want to then listen to more of his music and go to his concerts so that they can see him sing the song live.


Dyers theory can be seen in this video as well, Justin is represented as a youthful, bubbly, cheeky and happy teenage boy. He is always seen to be smiling and cheery in the video. This is seen through a variety of shots, this mid shot shows Justin having fun and socialising with friends. This portrayal of Justin makes the audience think of him as one of their friends, someone who they can relate to and have a good time with. As they also would have experienced the social situations that can be seen in the video. Therefore could imagine themselves there partying  with Justin. The fact that Justin is always seen to be smiling and happy in the video also makes it more enjoyable for the audience and makes them feel good while watching it as his personality comes through really well in the video. It is highly beneficial for him to be perceived like this as gives him a very positive image, meaning he will be liked and respected by many people which will help him to be more successful.

In the video i believe that Justin could be viewed as a product because throughout he is very happy and smiling and continually the focus of everyones attention who is in the video. This close up shows Justin in the centre of the crowd looking at the camera, the rest of the crowd behind him are not in focus of the camera. This is shot is trying to sell Justin as someone that his fans can aspire to be like. By him just constantly being the centre of attention it shows he is trying to get into his audiences head and make them remember him. His video does not show much about him as a person and is far more about porting him as popular and cool.

Justin could be seen as ordinary but also extraordinary in the video. He appears to be at a party with his peers and is wearing very similar clothing to them. On the other hand, at the start of the video it shows Justin having a phone call with Usher which is a highly irregular for an ordinary person to do and throughout the video Justin is the constant focus of everything, and in the centre of everyone in the video. This makes him appear quite extraordinary as this is not something that would happen to you average teenager. Therefore he is relatable to the audience but they are also able to look up to him and admire and aim to be like him.

This video is for hegemony, stereotypically in music videos the artist is always the centre of attention and this is evident throughout Justin's video. He is the one with Usher calling him, at the centre of each group of teens and the boy who gets the girl. This is expected in music videos as fans watch Justin's to see him not the people in the background. Therefore this is common in most stars videos for them to be in the centre. Specifically this is evident in this head shot of Justin dancing with a girl in the centre of the crowd. This makes the audience see him as an idol and someone to look up to, because it is as if everyone in the video is in ore of him due to him being constantly in the centre.

Justin's target audience here is young teens mainly, this is because they are around a similar age to him. And the dancers/partiers that he has around him are also of a similar age. In the video there is no drinking or drug taking which reflects the young age of the TA and the star. The content within the video is mainly everyone dancing around and generally just having a good time, nothing is majorly serious. He wants to encourage his fans to have fun with his music.

As this is one of Justin's first releases the aim of this video would mainly be to promote Justin to his fans and try to make him remembered. This is why like mentioned before he is the focus of the video. At this point in time with Justin's younger teenage audience, his song was suitable for his fans as it just showed him hanging out with friends and having a laugh. Implying to his fans that they should just be having fun at their age and be with friends. I also think one of the messages of this song is that fans should go for the things they want in life. I believe this message is shown in the video when Justin is looking through the crowd for the girl and when he sees her he goes straight over to speak to her. This shows his audience he is confident and when he sees something he wants he goes for it.

Boyfriend

In the video Goodwin's theory is evident. The video demonstrates pop genre characteristics. There is  strong theme of love/relationships. We see Justin dancing around and being with a girl, specifically this is seen through this close up of Justin sitting with a girl and looking lovingly at her. This makes the audience envious of the girl and they imagine themselves in her position. Also as the girl would be the same age as the target audience they would be able to relate to her and Justin as they have had similar experience's. This is beneficial to Justin because the audience will want to follow him and see his tours to see if they can get his attention, therefore will pays lots of money to do this.

A convention that can be seen in the video is, the setting of the video. In this long shot it appears to be a car meet with Justin and a load of friends, who are all joking around and having a good time. This is relatable to the audience because they have had similar experiences hanging with friends, but most likely not to this level which still leaves them to be envious of Justin's lifestyle and luxury. It would make them want to be one of Justin's friends and be able to hang out with him. The fact that their all happy and laughing gives off good vibes from the video and makes the audience feel like they want to join in. This benefits Justin because they are likely to go and see him in concert to try to party with Justin like in the video. Therefore, he will make quite a lot of money through people going to his concerts to see him.

Another pop genre convention that we can see is the character representation of Justin as being cool and talented and popular. In this video is seen through the use of a mid shot, it shows Justin sitting on the bonnet of a car playing a guitar, with a pretty girl sitting next to him and his friends surrounding him. This shows him as quite superior to everyone in the video because his in the middle of everyone. Also the fact he is playing an instrument makes him appear talented as his learnt how to play an instrument instead of just singing. This benefits the audience as it gives them someone to admire and aspire to want to be. This benefits Justin because again people will be more inclined to go to his concerts and see him singing and playing the guitar.

Dyer's theory is evident in the video, Justin is represented as mature and grown up, this evident through a mid shot. This video shows Justin sitting driving a car with one of his arms hanging out the car door. By him looking like this while driving the car it implies to the audience that he feels in control of the car as this is quite a grown up attribute for him to have. Also driving a car conveys to the audience he is developed and mature as driving is seen as quite a grown up thing to do and something only 'adults' can do legally. Also his positioning with his arm over the door shows him as quite confident in the driving seat and as if he feels very in control of the vehicle. By showing him as mature and confident, it gives makes him appear as more of a role model to the audience as his confidence is something that many people will admire.


In this video I believe that Justin can be viewed as a product because his song is not showing much of his true personality and the techniques used in the song is more to gain publicity and fandom. For example he is using a young female around the same age of his target audience so that his female audience try to connect to the song and imagine themselves in her situation. This can be seen in this mid shot of him holding the girl around her waist as if he is pulling her in towards him. Therefore they are likely to go to his concerts to try to get this feeling of being with Justin. However, it does just show him as a stereotypical pop male artist as his using the girls to try to attract the female audience.


Justin is wearing very casual clothing in his video and is just hanging out with friends, this makes him appear very ordinary. This can be seen in this long/establishing shot of Justin sitting on the car with a girl and all of his friends hanging out around him. Which helps the audience to relate to the song because they try to imagine themselves hanging out with Justin. This benefits Justin as they will then most likely be very engaged with the song and watch more videos of his. This is conventional to pop music as they normally like to have fun casual settings with friends and try to help the audience to relate to the video. However, Justin can also be seen as extraordinary as he is playing the guitar which shows actual talent and is constantly the focus of attention in the video. This makes the audience envious of Justin as they will want to be like him and aspire to be like him.

Again like Justin's previous video it is for hegemony. Commonly in pop music videos the artist always gets the girl and has them following them around wanting to be with them. By having this in his music video is portrays him as above everyone else as it in not common that any boy could have a girl falling all over them. This makes his audience want to be like him and aspire to be him as they may also want this to happen to them.

I think that this video shows Justin as very confident, this is shown through this mid shot of him dancing in full view in-front of the camera with all of his friends behind him. Most people would be nervous or a bit shy about dancing at the front with everybody being able to see them. Whereas Justin appears very comfortable being the centre of attention. His confidence could install his audience with confidence also, because they want to be like him. It also helps his audience to build up a representation in their heads of his characteristics and the type of person he is.

Justin's target audience for this video is the same as the one before however obviously as Justin has gotten older so have the audience, so they are now likely to be mid teens. His look has also developed as his careers has gone on, Justin was wearing more stylish clothing and has a more structured hair cut, instead of his childish hair cut. Also in the video Justin touched and kissed the female character a lot more, this is relatable to his target audience because this is likely to be something they have all experienced around this age. The video is generally a lot more sexually orientated regarding the female. I think that Justin has done this as his audience are growing up with him therefore he has to adapt and changed his image to keep up with current trends within his target audience.

What do you mean
This video by Justin is a lot more adult themed then the previous videos I have analysed. In the video we can see Goodwin's theory evident. There are frequent close ups of Justin, most of the close ups occur when Justin is just singing into the camera, he looks directly into the lens when doing this. This intensifies the song and captures the audiences attention. Also because the close ups are mostly when Justin is just singing the audience really focus on the lyrics, which helps to maintain their attention and connect with the song. This beneficial to Justin because engaging the audience will help to sell tickets to up and coming tours as the audience will want to reconnect with him live like they did through the close ups in the song.


In the video a pop convention that Justin has used is wearing stylish and fashionable clothing. A long shot shows Justin wearing a black tracksuit top with a white top and jeans with rips in. The clothing his wearing is what is current within his target audiences trends. The audience will be able to relate to Justin and the other people in the video because they will wear similar clothing and could therefore picture themselves partying with Justin and his friends. This is beneficial to Justin because it will help to promote him as an artist as people will want to buy the same clothing as him and look up to him as a role model.


Another convention that I can see in the music video is that everyone in the video is really happy and dancing around. This can be seen through a variety of shots specifically panning showing everyone and Justin dancing around and having fun. This is conventional because pop music is used for people to dance to, so people will copy the people in the video and dance along with them. This benefits the audience because they can imagine themselves dancing and partying with Justin. This helps Justin because it helps him to sell the video to the audience.

This video represents Justin as very mature but quite childish at the same time as his very sexual with the female character, which can be seen through this mid shot of him and the female character laying on the bed on top of each other, while his interacting with his friend is more like a party setting then a house. House parties show him as childish because it is what teenagers do when they are not old enough to get into actual clubs. However, this representation of Justin would be relatable to the audience because they would be around the same age and most likely would be going to house parties as they are not old enough to go to actual clubs. And around this age teens start having more intimate relationships with partners due to them being over the legal age.

I also believe that Justin can be viewed as a product in this video, as although it shows him in a social situation with his friends, it does not show much about his emotions that would allow the audience to really feel like they have gotten to know Justin. This can be seen in this mdi shot of Justin sitting with all of his friends around him. It is more about promoting Justin as popular and well known because this will make the audience look up to him. This can be seen in this panning shot showing Justin situated in the middle of the frame, he is not actually intreating with anyone but the other people are standing around him and the focus is him. This highlights that he is trying to just sell himself and his image to the audience, not his actual personality.

Furthermore, Justin could be perceived as both ordinary and extraordinary in the video. He is shown as ordinary as the video is primarily Justin hanging out and mucking around with his friends, this is relatable to the audience because as teens would not yet be old enough to actually go out they would spend a lot of their time sitting around with friends and just hanging out. However, he is seen as extraordinary as Justin is constantly the centre of attention through the video and is with a beautiful girl throughout as well. By Justin being seen like this he can be looked up to by the audience, many of them would not always be the centre of attention in their friendship groups.

Again similarly in his other videos Justin's supports hegemony, as like in the previous videos the artist is getting the girl and is in the centre of attention all the time. By having this in all of his videos it makes him appear to his audience as someone to look up to and aspire to be like.

The target audience for this video is now older teens as this is now the age of Justin. The themes in the video match the older audience. We can see Justin grinding and kissing the female character as this matches the older target audience, as this would have been highly inappropriate for the audience Justin had when he first began his career as they was very young teens. The song was released in 2015 and in this time era songs about relationships/love are highly popular amongst Justin's target audience. In this video I believe Justin is trying to portray a vulnerable side to him through the song, as it is showing his struggles in love and how he doesn't understand women. As one moment they want to kiss him and the next they are crying and pushing him away, this allows the audience to see a side to Justin that it not often seen. Unlike in his previous two videos I have analysed, as they are more generic pop videos, more to get fans and money than this song.

To conclude, Justin Bieber has changed and innovated his image to try to grow with his audience and keep up with the ever changing social trends. However, I also think that Justin has changed his image because he has developed more as an artist and found himself and who he wants to be. This research has shown me how important it is to identify and maintain a target audience because in my music video I need to be able to keep my video engaging to them throughout the video therefore I need to make sure the video engaging so they maintain attention.

Analysis of music video genres

Music videos engage the audience by using three main styles, these include a narrative, concept and performance. Furthermore they use a variety of mes-en-scene and editing to catch the audiences attention and it also helps to break up the video. Different genres of music use different styles and Mes-en-scene techniques in their videos so that they can appeal to their target audience. 

Drake - Over

In the video over by Drake a plethora of camera shots are used to help engage the audience. This includes close ups of the artist Drake. These close up are used to help to portray to the audience the emotion of the artist and make them feel the same emotion. It also helps the audience to understand the lyrics as the emotion that Drake is showing in the close ups mirrors the lyrics. By showing this real emotion it helps to build up a relationship between Drake and his audience as it shows him as real person instead of just a star. It is conventional for rap artists to have many close up in their videos as it shows there passion about their music, as most rap music is based on real life events that have happened to the artist, meaning they feel very strongly about the lyrics that they are singing. 

Furthermore, through out the video, low angle shots are used. This specific low angled shot shows the camera looking up at Drake as he is sitting on the bed and it appears he is looking backdown to the camera. These make Drake appear superior to the audience, also he is the only artist in the video so it highlights his importance. This is helpful to Drake to include these shots as although he wants to make himself relatable he also wants the audience to think of him as a star and more important and talented than themselves. Conventionally, in rap artists come across as quite aggressive and the low angled shots help to portray this as it shows him as a dominant person, it gives the impression to the audience of him standing over them and looking over them.

Also in the video a variety of editing techniques are used. Fast and slow pace editing to used to mirror Drakes emotions when his rapping and highlights his passion for the song as he is becoming very emotional about the lyrics that he is rapping. This engages the audience into the video as it makes them more aware that Drake is a star but still has real feelings and emotions. When Drake becomes

very passionant and aggressive with his rapping the fast pace editing is used and when the rapping slows down and his not as aggressive the slow pace editing is used. The faster paces increases the intensity of the song and makes the audience not want to look away. The slower pace helps to break up the song and keeps the audience on their toes of when the next intense fast pace section will be. This benefits Drake as it maintain the audiences attention through out the song, and if the video is enjoyed and maintains their interest then this could make them want to listen to other songs by Drake.

Another editing technique that is used in the music video is mirrors, showing mirrored images of Drake while he is performing the song in the video. This amplifies the intensity of the song, which helps to engage the audience for the video. In a music video the artists has to entertain the audiences attention for the whole 3-4 minutes therefore a variety of editing techniques help to break up the video and maintain the audiences attention.  

Additionally, mes-en-scene, specifically costume show Drake wearing quite causal clothing such as quite baggy jeans, sweat shirts, plain white tops and trainers. He wears a range of different outfits during the video and again they are all quite casual but Drake accessorises his outfits with a single silver chain. This simple accessory shows Drakes wealth but it also implies that he doesn't need to show it off and wear over the top chains. This jewellery could also signify Drake's status. However, the lack of chains though could be seen as subversive to the genre and could make the music video slightly diverse. It is highly stereotypical of rap artists to wear baggy clothing, and the causal look of the clothing makes the artist more relatable to the audience as they most likely share similar clothing.
Another element of MES that can be seen in the video is the setting, throughout Drake uses quite causal everyday settings such as a bedroom and some of the other shots appear to be with a green screen in the background and they have plain black or white background. However, the main setting is in a bedroom. This can be shown through a long shot of Drake sitting on the bed singing into the camera. This makes the video quite causal and it also makes the audience feel like they are getting to see him in quite a personal and real way, as the bedroom can be seen as quite an intimate place. This makes it quite a personal place for the video to be set. This is beneficial to Drake because if they feel like they know him on a more personal level then it will encourage them to listen to more of his music and learn more about him as an artist.
Another MES feature that can be seen in the video is the lighting. Throughout the lighting is quite dark giving the impression his in a pitch black room, however there are quite a lot of flashing lights and harsh bright lighting that allows the audience to see the artist properly. The dark lighting implies to the audience that Drake is quite an emotional and this reveals a darker side to him, this is because the song shows him as passionate by the lyrics and tones he sings, therefore this is mirrored in the lighting. The flashes of harsh lighting could represent that he is trying to get out of the darkness and speak about his emotions which will reveal more about him, as the lights reveal more of his physical body.
Another element, specifically facial expressions can be seen through this close up of Drake, this shows him singing and looking quite aggressive and intimidating as he is staring directly into the camera. His aggressive looking facial expressions mirror the quite angry tone and lyrics that his singing. This helps to build up the realism of the song, which therefore helps to audience to build up a story for the song and may share the same feelings as the artist when they listening to the song. By having his audience match his emotions when listening to the song it benefits Drake because it will help his relationship with his audience to be stronger.
This element can be closely linked to the next which is the positioning of characters. This long/close up of Drake shows him dancing around during a performance style of the video. And a close up of him sining and pointing his fingers is faded in large over this. This gives the impression that he is completely the centre of attention in the video, and implies he doesn't actually have to be centre in the middle to focus the audiences attention on him. By doing this is connotes him to the audience as being quite a dominant character and this allows him to be on the audiences mind throughout the video. Which helps to maintain a buzz around him as an artist. Which obviously benefits Drake as it helps to keep his audience thinking about him and talk about him.

 Calvin Harris - How deep is your love

This song by Calvin is from the dance/house genre. In the music video cinematography, specifically a high angled shot is used showing the main female character walking in and dancing in a club with lots of people around her. It is conventional in a dance music video to have settings like this, with a lively atmosphere and lots of dancing and partying. This allows the audience to relate this setting back to their own lives and experiences. The bright lights and many people in the shot also help to set the scene as it creates an atmosphere, and mirrors a real club scene, which creates a good atmosphere for the audience and makes them feel like dancing. This also conventional to the genre because dance/house music would commonly be played in a  club therefore if the audience heard it played in a club they could rate it back to the video. 

Another shot that can be seen is a high angled establishing shot showing a boat in the middle of the sea with jet skis around it. The boat is rather large and you can see even from this distance the people on the boat. This shot creates a sense of the environment and life style of the artist/character. It shows that the are use to quite a luxurious life style and have expensive things e.g. the boat and  jet skis. The audience will be able to relate to similar experiences they may have had, like a jet ski ride, but it unlikely that they have experience the particularly luxurious experience of being a their own or a friends boat and on jet skis. This highlights to the audience that although the artist is relatable, they are still a star so are higher up of the hierarchy then the audience. This is beneficial to the audience as the insight into the type of life that the artist lives will engage the audience and make them envious of them, which will engage them and make them want to get to no the artist more. Pop videos conventionally use luxurious items and settings as they like to show their artist as a star for their audience to look up to. 

Also in the video a variety of editing shots are used, slow editing is used when the female character is getting out of the swimming pool and undressing into her underwear. This is used to highlight the females body and slowing down this clip intensifies the situation and the audience are clearly aware the girl is undressing. This 

also breaks it up from the faster pace dance/club shots. This helps to maintain audiences attention as it breaks up the video and regains attention by stretching the shot out for a longer period of time. The intense focus on the female body is conventional is dance/house music videos, as they often choose to highlight body movements as it shows people are dancing to their song and the female body is also resembled as something to be lustful toward for men when watching the video. However, women will draw their attention to her as she is attractive and they could aspire to be like her. 

Also used in the video are filters, we can see this when the girl is dancing and playing with her hair. She is looking directly into the camera which creates intensity as the audience will feel like they are being directly addressed by the female. Her playing with her hair is a way to make her look quite innocent as this is something that young innocent females do. This makes her relatable to the audience and they will feel like she is more approachable. The bright red filter that is used in this shot could resemble club and party lighting. So again relates back to the fact the audience will be able to relate past clubbing and partying experiences and this engages them further into the video. The constant relating back to clubs and parties is conventional to the genre, specifically the use of the bright lighting. 

Mes-en-scene, in particular positioning of characters shows the female in the centre of the scene with other boys and girls around a similar age dancing around her looking excited and happy. This helps to maintain the audiences attention on the main female charter instead of getting distracted by other dances in shot. Here they are trying to imitate a club scene and make the audience relate themselves to the situation and think about similar experiences they've had, which they then will relate back to the video when they see/hear it again. This is conventional of the genre as the song is highly likely to be played at parties and in clubs so the song will become relatable to the audience when they hear it in a club.
Another MES element, in particularly facial expressions shown in a close up of the main character pouting her lips with her eyes closed and slightly tilting her head. This portrays he as looking quite seductive and also as if she is quite drunk, as she can't hold her head up. This helps to build up a relationship with the audience as it helps them to understand how she is feeling while in the music video. By gaining a better understanding of the character it helps the audience to relate to her.
MES, specifically lighting is seen in the video through this head shot of the female character in the club. The lighting is the same of that that you would find in a club, its bright and flashy with a variety of colours to colour the lighting. As this song is highly likely to be played in a club by mirroring this lighting it helps the song to build up an image around the song and when they hear the song they will be able to link it back to certain places e.g. a club.
Another MES, in particular costume is seen throughout through a variety of different outfits that the main female character is wearing. However, all of the outfits are quite minimal and revealing.  This mid shot shows the female spinning around wearing a small black dress that is quite see through and revealing. Through the dress you can still see the shape of her body. This make her appear quite seductive to the audience, this then helps to engage them into the video and pay attention to the female. A little black dress is also a very common outfit for young girls to wear when they go out clubbing therefore this allows them to relate to her through this. This benefits Calvin because this appeals to men and women for different reasons which appeals to all of his targeted audience.

Taylor Swift - Shake it off
This song by Taylor is from the pop genre. Some camera shots that can be seen in the video include, a long shot showing Taylor and a group of other dancers in ballet outfits doing  a dance routine. This is conventional to the genre because pop music videos are generally very dance orientated and fun, and this dance sequence portrays the ideas of fun and makes the audience want to dance. This is one of the main aims of pop music. Also her dancing shows Taylor as a regular girl as many girls took dance lessons when they were little which would make this relatable to them as they will try and imagine themselves in her situation. However, it does also show an extraordinary side to her as she is the centre of a massive well put together dance routine.


Another camera shot that is seen in the video is, a close up showing Taylor singing into the camera. She is looking directly into the camera, which helps to involves the audience as it will feel like she is directly singing to them and involving them in the song. This makes the song therefore feel more personal and this will engage the audience. This benefits Taylor as it makes the audience want to buy more of her music and watch more videos so that they can get to know her better. Close ups are conventional of the pop genre because it allows the audience to get to know the artist and why she looks like.

Also we can see a variety of editing techniques used in the video, such as slow editing when two of the ballet dancers are doing a dance move in the air. This helps to draw attention to how impressive the move is and the highly athletic look of them. Although the dancers are not Taylor herself, it still gives the audience someone to aspire to be as dancing in the background of Taylors videos is still a big deal, therefore the audience could set a more realistic aspiration of being like the dancers instead of Taylor herself.

Another editing technique seen is slow editing again, but when Taylor is performing a ballet dance move. However, the move is much less impressive then the move done by the actual ballet dancers. This is beneficial to Taylor as it shows her and ordinary and relatable as she cant do everything perfectly, this will encourage the audience to like Taylor as it shows her as a real person. And then the audience members who follow her work will see that she is constantly trying to tell her fans to do what makes them happy and not worry about others opinions or looking stupid. This is mirrored in the slow editing here. It is conventional to show the artist getting involved in the different talent shown in the music videos as it shows them as regular people even though they are famous, making them more relatable to the audience.

Mes-en-scene, specifically facial expressions are seen in this video through a mid shot of Taylor squishing her face together as if she is really happy and excited. By having this it implies she is content with herself at that current moment, also it suggests she is encouraging her audience  to be happy as she is looking directly into the camera as if she wants them to join in with her. This could encourage the audience to feel positive when listening to the song, this is conventional to the pop genre because they are normally feel good songs that are positive and people like to dance around to and are happy when they listen to them. This benefits Taylor because it achieves her aims for how she wants her audience to feel when listening to her music.

Another element of MES, that is seen in the video is the positioning of characters. This long shot of the dance group shows Taylor positioned in the centre of the frame, her loose and comfortable stance shows her as confident in what she is doing and that she is not shy as she's happy dancing around in front of a load of people. Her being in the centre is a common feature throughout the video, as shown again in this long shot of her in the centre of the ballerinas. This shows her as important as she is constantly in the middle of each frame. Implying her to be more of a 'star' to her audience because it is clear everyone is more talented than her (better and more technical dance moves) but she is still the centre of attention. This is a common feature within pop music as they are very focused on advertising the artist and trying to make them appear more important than the rest of the dancers.
The lighting in the video is quite bright harsh lighting, this can be seen in this mid shot of Taylor. The lighting is very bright and natural looking, making Taylor very clear and it is easy to see all of the different features of the video. The bright lighting could resemble Taylor's bright and bubbly personality, which would assist the audience in building up a representation for the artist. Also as it makes everything in shot very clear it shows her to the audience as being very confident and loves to be seen. It is conventional for pop artists to use this type of lighting in their music videos as they are always shown to confident and enjoying them limelight.
The setting of the video appears to be in dance studio, however i think a green screen could have been used because the background colour of the setting is being changed for each of the different dances groups/styles that appear. This implies to the audience that the song is for dancing to and that Taylor literally wants people to get up and "shake it off". Therefore the use of a dance studio effect encourages the audience to do this.

Taylor uses a variety of different dance costumes throughout the video. These include a ballerina costume for when she is doing ballet, a more hip hop/street styled outfit (leather look trousers, over sized top and jacket and hat) and a street dance styled out fit (gold sparkly suit). Each outfit that is used matches the type of dance that she is doing, and she uses very extreme and expensive looking outfits for clearly a beginner at those particular dance styles. This could show her to her audience to be quite wealthy, however it does help to add to her performance element of her video. It is conventional for pop music artists to be quite over the top and professional in their performance elements of their music videos as it shows them as serious about their work and performing to their audience.

All three of these music videos have different conventions which show the genre that they are from.  Drake's video is quite intense with lots of close ups of him and low angled shots showing him to be superior to his audience. This makes his audience see him as a star and someone to look up to. Whereas Calvin's song is more about getting the audience to want to join in with the song and dance, as it is a dance track. He achieves this by having a variety of shots showing people partying and socialising with friends, this helps the audience to relate to the video. Taylor's song is also to get the audience up and dancing around but it also to make her look relatable and allow the audience to get to know her as an artist. This is done by Taylor by showing her mucking around and not taking herself to seriously. From looking at these videos I have learnt that It is highly important for the music video to be relatable to the target audience as this is what keeps them engage throughout the video and makes them want to follow an artist. From doing this research i have decided that i am going to use many close ups of the artist because this is a common feature through all three of the genres that i have analysed, as this will allow my audience to get to know the artist and feel like they are having a more personal relationship with them. Also i had gotten that i am going to use fast and slow pace edition in order to break up the video and match the change in the speed of the video, this is also something that is common within all of the videos that i looked at.