Looking through my research I have come to point to believe that a music video is there to promote the artist and the type of music that they are encouraging the society to engage to. A music video differs to different other media text as the video usually represents the lyrics that connote to the song and gives the viewer a visual look whilst taking in the lyrics. A music video can show awareness and advertise things going on in the world around us. And lastly i believe that the main purpose of a music video is to keep its audience entertained and eager to watch more if they are interested in the artist’s style of music video. My understanding of music codes and conventions is that a video has to be eye catching and makes sense to engage its audience in what it is representing , if not through the lyrics but through the images being displayed on the screen . Looking at the images being placed onto the screen, I believe that one of the key concepts is the mise-en-scene by using an effective mise-en-scene. The bigger the star the bigger the budget allowing the video to be much more flashy and impressive for all viewers, this is shown in the location, the props, and the costume and dance routines. By showing an aspirational lifestyle the audience want to be like the people in the music video. And secondly the narrative and performance looking at many different music videos I have come to the conclusion by having the too features together the music video will usually cut between the two. Sometimes the artist will by apart of the story acting as the narrator a participant. The music video also offers a variety of access from the viewer and artist by the facial expressions shown and also allowing eye contact.
For our music video our target audience is 16 – 24, we thought this would be a good age group to encourage to look and listen to our music video as it was people in our own age range and also when doing research into what sort of music people also listened as well as our selves this was the same age range that listened to that genre of music.
The research made into our content / subject matter of a possible music video was that the song chosen was in the garage genre a sort of old school mix of hip hop and funky. Looking at the artist and listening to the lyrics of the song allowed us to create a plan of what sort of music video we wished to create and fit the video to the content produced in the lyrics of the song.
Looking through the groups ideas of what they wanted to produce for the music video we all came to one conclusion and idea to share all of our ideas and place them all together as most of our ideas were along the same topics / genre we made a decision and agreed on which ideas were believed were best to suit the sort of genre and type of music related to our song. Most of our ideas include a couple messing around together and meeting up at a bar (this idea was produced by hearing the lyrics in the song ‘standing at the bar ‘ ) we also thought that it would be a good idea to have the actors in the piece singing in like a studio behind the story of the couple meeting each other. So by having two scenes on top of each other keeping the viewer interested in the song and the story behind it (created by using the opacity bar) . Also we thought that it would be a good idea to show the couple with friends drinking and getting ready to go out to have fun. By doing this scene we would be able to link our own lives to the audience and in the video as the actors are young and the target audience are in the same age range. This was also recommended by certain interviewees as they wished to relate their own lives to other young people
The construction of the music video has been planned as a group effort as we wished to all contribute in different areas of doing planning and doing research. And secondly the construction of creating the music I, Riannah st Louis decided to be an actor as well as filming director. Whereas Robbie Asante choose to be editor and camera operator .
