Here is the statement of intent which includes rough plannings for my music video project. This blogpost is written by me (Audrey) however we all worked together for this.
All four of us worked together on this statement of intent well and we discussed the rough plans of our music video project. I was able to do my part and contribute fairly for the team and we shared our ideas previously in a separate document which made it easier for us to communicate and create an overall planning for our music video concept. This made us understand our target as a team. We were able to complete the statement of intent thoroughly with little mistakes however we still struggled on the flow and other details included on the music video's narrative.
Problem (P) and Solution (S):
As we are already well aware on the progress of creating and completing this statement of intent, we were able to manage to work together well as a team without any significant or major problems during the completion of this task.
(S) We had already discussed on the overall idea and narrative of the music video which made it easier for us to list down conventions and representation included in our music video. As always, we compiled our ideas into a single document on Google Docs which we had collected before the final planning should be reviewed. This made it easier for us to determine how to target our audience as we had selected on a certain demographic/psychographic along with the mood and theme revolve in our music video. We hope that everything we had plan goes well and that our music video turns out nicely as we worked hard to collaborate our efforts.
Here are some texts that I will explore in detail regarding to how it conforms/subverts generic conventions including its representations.
Oceans & Engines, NIKI (2019)
Produced by: 88rising
Distributed by: 88rising
Genre/Sub genre: Pop (Indie Pop)
What conventions does it conform to?
One of the traditional conventions that were used in the music video is the camera movements like tracking and panning to follow the movements of the star (NIKI) when she walks in different settings. This camerawork is used to draw the audiences' attention directly to the star, making them the lead and central focus of the music video. This creates a sense of connection from the star/artist to the audiences themselves. The movements also evokes a sense of fluidity which perfectly creates a seamless transition as the plot goes on within the music video. It further highlights the star's story throughout the music video creating a stronger bond for the audience to follow.
The star (NIKI) was lip-syncing to the song which is an accustomed convention of a music video as the performance aspect is vital to this type of text. The star is able to portray an emotional expression to convey and deliver the true message of the song this is shown by the expressions (body language and facial) which would be a direct mode of address for the audience to feel engaged to the story, creating a sense of empathy from them.
What conventions does it subvert?
Pop music videos are usually short-paced to keep up with the upbeat mood of the song genre. However, along with the unusually mellow beat of this pop song, the music video follows this pacing and extend the duration of clips which prolongs the overall narrative and plotline. The editing between clips were slow-paced and does not conform to the generic conventions of using quick cuts and whip pans to create a dynamic and energetic atmosphere. This may be a concern when attracting younger audience as their attention span may not be suitable for longer duration music videos and may not keep them engaged.
However, the uniqueness of a narrative-focused music video provides an anti-mainstream way to convey deep meanings and messages conveyed in the song. According to Steve Neale's Genre Theory, a a media text should be similar enough to be identified by the audience through generic conventions within the genre making it recognisable although it must be differentiated and innovative to remain interesting for the audience to be kept engaged. This theory may be support the usage of slow-paced clips as the narrative and plotline of the story may be interesting enough to draw the audiences' attention which opposes how generic pop music videos target their younger audience.
What representations are there? (people/places/events)
This music video discusses the 'post-breakup' emotional journey of the star (NIKI). This event is showcased by the progressing of the relationship between the star and her past lover and how she dealt with and moved on from the 'break-up'. This may evoke a sense relation from the audience as these events are most likely to be experienced in real life creating an accurate representation of real-life events (break-ups).
NIKI (the star) is an Indonesian Pop Artist which makes sense if her music video includes Asian casts that are dominantly portrayed. This representation of the Asian ethnic group subverts the generic expectation/convention of an ideal Western (music) media text as Asians are less likely to be the lead.
What technical elements are used to give meaning to the representations?
🎦 Camera
- The use of long shots to connote the isolation of the star as she faces an emotional conflict in the narrative. It creates separation from the star in the present and the past relationship/experience which was the central theme conveyed in the storyline. This was a way to represent a 'real' relationship conflicts that is relatable and applicable in the world creating a direct bond to the audience.
🎦 Mise-en-scene
- The conflict and complexity of moving on from a past-lover/break-up was one of the events (relationship) being presented as the central theme of this music video (narrative). Warm palette brilliance and color grading were used during scenes of the star and her previous lover which was portrayed to 'reminiscing' the bittersweet past experiences they shared together. This creates a sense of longing of that 'warm' and 'comfortable' feeling with the past lover. However, as the narrative progressed, the palette changed to be in a cooler tone (shades of blue) which may be a connotation of sadness and depression, but it can also be a symbol of coolness and detachment which can be derived from scenes of the star by herself representing an emotional distance in the narrative. When the star is with her friends, the palette returned to warm shades and colors which connotes the contentment arose and optimism as she may have moved on from her past relationship into a new one or finding happiness with her friends.
🎦 Sound
- Diegetic sounds such as dialogues and background noises where used to emphasize realism connotated in between scenes of the star and her previous lover. This was used to further create an emotional and sympathetic feeling from the relationship represented which makes a stronger connection from audience that keeps them engaged.
🎦 Edit
- Slow-paced cuts were used for transition between clips. This element slows down the narrative and matches with the mellow tempo and beat of the song. The audience exposure to the clips are prolonged which makes them grasp in the plotline and themes conveyed in the narrative. The slow-pacing also creates fluidity of transition between the post and pre breakup situation and showcase the love descending on the long run.
Distributed by:Geffen Records and Interscope Records
Genre/Sub genre:Pop (Indie Pop, Pop Rock)
What conventions does it conform to?
- Bright, vibrant color grading --> eyecatching, bold colors to match upbeat energy of the music
- --> reflect pop culture --> appeal o younger audience
- Lip syncing by the use of close up shots --> emotion of artist, creates a connection with the audience
- dynamic camera movement (trackings and pannings), fast paced
There are several conventions of a pop music video that is used by the artist such as the bright contrast lighting and vibrant coloring used throughout the video. Pop music videos use this color grading technique in order for the visuals to be eye-catching by using the bold colors to match the upbeat mood and energetic atmosphere of the music. This is an accustomed mise-en-scene that is widely used by pop artist to target younger audience which can be proven by the reflection of pop culture being the central theme throughout the music video.
Another generic convention would be the use of lip syncs and performance from the artist or the star (Olivia Rodrigo) to convey the narrative and emotional tone of the song. The artist (Olivia Rodrigo) was shown lip syncing in a highly expressive manner (body language and facial expressions) that matches the emotions conveyed by the lyric of the song. The artist also used a direct mode of address as she looks into the camera while lip syncing (breaking the fourth wall) to create a connection between the audience and the artist herself.
Lastly, the use of dynamic, fast-paced camera movements such as quick cuts and whip pans were used to keep up with the tempo of the music which is considered upbeat and hyped. These movements matches the
What conventions does it subvert?
- Costumes: casual and relatable outfits (everyday wear) instead of glamorous or high-fashion outfit --> appeal to younger audience (relatable)
What representations are there? (people/places/events)
young audience group (teenagers)
females
What technical elements are used to give meaning to the representations?
- setting and atmosphere --> not staged, create a sense of disorder/messy --> authenticity and realism, relate to teenage stuff, carefree impulsive nature of youths, decisions made without much forethought as the message conveyed in the song
🎦 Camera
- Handheld camera and jittery shots were used to give the music video a spontaneous feeling emphasizing the realism, authentication, and the feeling that the audience are part of the action. In this case, the raw-like footage reflects the chaotic and impulsivity of the emotions in the narrative as reflected from the lyrics. The song has a storyline revolving the events of a teenage girl facing internal conflicts, grappling with her emotions about an ex and ended up creating an impulsive decision, which would be a universal experience that most teenage girls may have experience. It creates a connection to teenagers as it may be relatable for them, especially with the use of handheld camera which connotes realism may have strengthen the bond between the audience and the star. Regardless, the mixed and conflicted feeling and mood of the song is symbolized through the sense of chaos from the shaky camera movement.
🎦 Mise-en-scene
- The setting and atmosphere of the music video was not staged
- female
- young audience
What would you like to use in your opening from this?
- vintage camera
- teen things --> target them (parties)
- lipsync (action at the back // blocking)
- pans, close up, zoom, speed, pacing
- voice-over and breaks in the song real life setting
- simple music video with real life settings
- real life setting bisa kek connect w audience teens relate
What would you like to avoid in your opening from this?
Here are some texts that I will look at a little more broadly to see how they appeal to audiences and how they can inspire me.
SMALL RESEARCH
#1 La La Lost You, NIKI (2019)
Target audience, and how are they appealed to?
What would you like to use in your music video from this?
I really like the flashback scenes where the star (NIKI) was present alongside with the secondary character (the ex) within the setting, although at the end it turns out to only be a reminiscent of a memory and revealing that she was alone. This is an excellent way to showcase the juxtaposition of the situations (pre and post breakup) within the narrative.
Another interesting way for the artist to perform the song in the music video is by acting as a fourth wall character where the star (NIKI) was present in the setting in the narrative but was invisible throughout and was lip syncing the song.
Moreover, the use of warm color grading, brilliance, and lighting really made the atmosphere more 'cozy' and 'homey' which could create a relatable feeling for the audience. This is an excellent way to create a connection from the artist directly to the audience.
At the end, there were many scenes using hand-held and shaky camera movement of the star with her friends having fun. Additionally, there were scenes of the star with another lover which really sets up an ending for the narrative to create a separation from the previous conflict (breakup with past lover) which is really an interesting way to keep the audience hooked with the use of plotline and story of a breakup to detachment from a past lover being conveyed as central theme to the music video and the song itself.
What would you like to avoid in your music video from this?
I think that it may be a little too slow-paced for some audience as media develops over year may cause audience's attention span to reduce. The music video focuses more on the deep connection between the relationship which is contradicting to what I want my music video to be (dynamic) and may not keep the audience engaged enough.
#2 HOT TO GO!, Chappell Roan (2023)
Target audience, and how are they appealed to?
The star, herself, is a female which automatically attracts more female audiences. In addition, this can be proven by the vibrant and colorful outfit and bold makeup which really appeals to the younger audience as reference to modern 'pop culture'. Moreover, this lively and energetic presentation of the star may appeal to young women who appreciates self-expression which acts as an inspiration for their Personal Identity (Blumler and Katz' Uses and Gratification Theory).
Although, there were scenes of people from a vast range of age (from kids to elderlies) doing the choreography which implies that this song may be enjoyed by many age groups.
What would you like to use in your opening from this?
I'm inspired by the use of (a simple yet catchy) choreography for this song that was performed by the artist (Chappell Roan)) in the music video alongside a few people. It is a great way to invite the audiences' engagement as the 'cheerleader-type' energetic movement creates a fun and carefree atmosphere. The artist being in the middle of the frame in every scene really draws in the focused attention to her which really highlights the star. The outfit and makeup worn really distinguished the star from others as she uses very vibrant colors which really 'pops' in the audiences' eyes and keeps them entertained.
I enjoyed the dynamic and fast-paced of the music video by using quick cuts. This really helps keeping the audience engaged as younger audiences (target audience) usually has shorter span of attention which is really an effective way to target them.
What would you like to avoid in your opening from this?
The music video, overall, is really simple and was almost entirely performance-based. This is something I want to avoid as I want to include (at least) a narrative/plotline for my music video to attract the audience attention.
I found the setting to be quite random and can't find the connection of the star's visual appeal and the location. Although, it juxtaposes each other and really makes the star pops out, I personally don't find it relating to the song's lyrics and meaning conveyed.
#3 Espresso, Sabrina Carpenter (2023)
Target audience, and how are they appealed to?
The music video was heavily inspired by the 80s culture from the mise-en-scene that used from the star's (Sabrina Carpenter) visual appeal. Her hairdo, makeup, and outfit were 80s-inspired which evoked a nostalgic feeling that may appeal to viewers who are interested in retro fashion trends or even older audience who grew up in the 80s.
Moreover, it would be most suitable for females to be the targeted audience as the star is also a female. Audiences who are already an existing fan of Sabrina Carpenter
What would you like to use in your opening from this?
Vintage effect and color grading (bnw to colorful)
picture jeg jeg jeg
vintage movie typees 80s --> hair makeup and outfit MES
What would you like to avoid in your opening from this?
Driving while lipsync, high budget
#4 we can't be friends (wait for your love)
Target audience, and how are they appealed to?
- woman (artist)
What would you like to use in your opening from this?
- lipsyncs throughout
What would you like to avoid in your opening from this?
#5 Every Summertime
Target audience, and how are they appealed to?
- young audience
What would you like to use in your opening from this?
- simplicity, one setting, really appealing visually
- lipsync
What would you like to avoid in your opening from this?
#6 Ditto (side A)
Target audience, and how are they appealed to?
The music video gives off 2000s vibes from the use of the color grading of (digital) camera which was popularly used during that era as it may not be accustomed during this modern era of new technology (clear quality). However, it is a recurring trend to bring up aspects and conventions from the past to evoke that nostalgic feelings that nowadays audience enjoy. This means that the music video may attract both young audience (teenagers from 16 years and above, below 25 years) who enjoys the 'nostalgic' feeling they never had experience, or even older audience who had experience their teenage life in the 2000s.
Moreover, the stars were shown with school uniforms which clearly determines that the audience would most likely be in school (students) as it may be more relatable for them. The stars were also females which means that the target audience would predominantly be females.
What would you like to use in your opening from this?
I really enjoyed the use of raw footages and montages of old, vintage, digital camera clips of the stars (New Jeans). This connotes nostalgia and evoke the feeling of comfort and 'homey' atmosphere which brings up the 'reminiscing' theme of the song. The constant color grading was used to further prove that meaning. It also includes diegetic sounds in the beginning of the text such as background noises (environment and audible dialogues) which connotes realism creating a stronger emotional connection between audience and the stars.
I was inspired by the unique narrative showcased in the music video which follows a girl recording her classmates dancing and having fun in their school years only for it to be revealed (at the end) that she was just imagining it and that her 'friends' wasn't real. This is a creative way to subvert the expectation of the audience as the song is happy and upbeat along with friendship being a part of the main themes conveyed in the beginning of the music video, causing viewers to be completely thrown off guard by the juxtaposition and hooked to the music video.
What would you like to avoid in your opening from this?
Since this is a Korean-Pop music, I want to avoid the typical conventions of the K-pop genre which would be the choreography for the whole song as my target audience wouldn't be Koreans. The performance from this music video was largely based off of dancing and lip syncing but it would be too much of a hassle to create a choreography and it wouldn't be appropriate if I were to target another demographic.
#7 good 4 u
Target audience, and how are they appealed to?
- teens
What would you like to use in your opening from this?
- vintage camera effect, color grading
What would you like to avoid in your opening from this?
the last scene with fire, high budget but manageable// inspired by the camera effects
#8 High School in Jakarta
Target audience, and how are they appealed to?
- teens
What would you like to use in your opening from this?
- the narrative, high school romance
-
What would you like to avoid in your opening from this?
#9 Mantra
Target audience, and how are they appealed to?
It would most likely be suitable for teenagers to young adults who are the targeted audience of this music video. Young audience may seek inspiration from confident and iconic figures like Jennie (the star) who represents self-expression and empowerment through her bold personality and figure, this proves the Uses and Gratification Theory (Blumler and Katz) of Personal Identity.
Moreover, audiences who are interested in fashion and luxurious lifestyle may be attracted to this music video as the style (outfit and makeup) of the star may appeal to them and those who enjoy pop culture.
Lastly, female audience would be the dominant audience as the music video revolves around a female artist. Empowerment is the central theme of the song which was showcased with women dancers in the background which really supports woman's empowerment which was presented throughout the video.
What would you like to use in your opening from this?
At the beginning of the music video, there is a reference to a famous movie 'Rush Hour' which was popularly known by the Asian lead (Jackie Chan) which makes it more appealing to Asian audience. This is a great way to attract audience as the narrative includes Reference Code (Barthes Narrative Theory). As my target audience (plan) would most likely to be Asian, I am inspired by the music video's attempt to target them by, not only an Asian star but, Asian dancers/actors/actresses. And I really want to include popular 'pop culture' references to attract viewers.
For the mise-en-scene, I am inspired by the vibrant and bold colors used for the clothing and setting which appeals visually for the younger audience. This really conforms to the upbeat and 'pop' music conventions of the genre.
What would you like to avoid in your opening from this?
Although I enjoyed this music video, I wouldn't replicate much from this music video as it is very high-budgeted as seen from the staged-setting, makeup and outfits, and the props. This music video is intended for audience with the psychographics of luxurious-based lifestyle which is not the planned target audience for my music video. As we do not have the budget for high-end fashions and we want to target younger audience who may feel relatable for our music video by using casual, every-day clothes. The use of cars is also used to showcase the elite and glamorous lifestyle of the star which may be intended to target audiences from the upper socio-economic class which is not the target audience that me and my group would like to target.
Next, is to avoid the typical conventions of a K-pop music video with the dance and choreography for the performance as I don't think I'm going to target audience with that demographic (Korean). Choreography is a great way to keep the audience engaged and hooked as it appeals to them, although it may be a hassle for my group to create a whole choreography for our music video. We may incorporate choreography but would like to keep it minimal while still being catchy.
#10 thank u, next
Target audience, and how are they appealed to?
- teens, woman
What would you like to use in your opening from this?
- pop culture reference (mean girls, 13 going on 30, legally blonde
What would you like to avoid in your opening from this?
high budgeted
#11 Apt.
Target audience, and how are they appealed to?
-
What would you like to use in your opening from this?
- visual effects
What would you like to avoid in your opening from this?
performance-based ?
#12 Rich Baby Daddy
Target audience, and how are they appealed to?
-
What would you like to use in your opening from this?
- vintage camera effect, montages, random cam movement
What would you like to avoid in your opening from this?
lack of lipsync
#13 Beauty and a Beat
Target audience, and how are they appealed to?
- teen
What would you like to use in your opening from this?
- vintage camera effect, montages, random cam movement, vlog while lipsyncing
What would you like to avoid in your opening from this?
This is my research on media industries that produces music videos (music video production company).
Production Company: O Positive Films
Description: A renowned production company founded by Ralph Laucella in 2007. The company specialises in comedic storytelling and has produced many advertisements for large brands such as HBO, American Express, and more. Their music video production is known to have an innovative approach and has produced many high-profile music videos.
Genre: Pop
Other content they produce:
- 'Take Me to Church' by Hozier - 'Elastic Heart' by Sia - 'Love It If We Made It' by The 1975 - 'Shake It Out' by Florence + The Machine
Typical audience (Demographics and Psychographics):
- Teenagers to young adults, Gen Z to Millennials (16 to 28 years old).
- Audiences who are interested in the Pop genre (may include the hybrid genre of Indie-Pop and Alternatives).
- Viewers who recognises pop culture references in the modern era.
- Fans who seeks 'nostalgia' which may be younger audience who romanticizes retro/oldie-inspired media text or even older audience who experienced the old eras of media themselves.
Company size and age:
- Around 47 employees (mid-sized production company) - Founded in 2007 which makes the company over 17 years
Most successful product:
Olivia Rodrigo's 'good 4 u' which was acclaimed positively from its innovative and unique narrative and highly energetic visuals and atmosphere portrayed. The music video earned a large amount of view which became viral to young audience from the 'teenage angst' theme conveyed throughout the music video and the song in 2021.
It was very unfamiliar to research on the company/industry of media texts such as music videos in this case. I find it hard to find the credits of the music video producer and its industry in songs (P). Luckily, I found one but the lists of songs that the music video industry had created a music video wasn't really on the same genre and I couldn't really find a similarity between the music videos. Although, I was fascinated by this information and it really helps me by giving insights to how a company targets a specific demographic which may help me for my project. Overall, this research was okay but I left it completely unattended as I wasn't sure and 100% aware on what to include and research about.
This is the preliminary research on different genres. This blogpost is written by me (Audrey).
At the start of the project, I wanted to research a variety of genres for the music video project. This helped me to decide which genre I should pick for my project.
Here is a report of my weekly progress for my music video project, it also includes a rough planning of the timeline for the project. This blogpost is written by me (Audrey).
During my first week of Media class, our Media Studies teacher, Mr Nick, had introduced us to our project for Component 3. We were introduced to the brief of our music video project for Component 3 and we did a research on music video genres before hopping to a specific genre of our choice as a whole class. We did the preliminary research on music videos and its conventions and targeted audience based on their genres and afterwards we continued to start on research on other aspects of a music video such as the conventions, industry, audience, and others. We also discussed and created a group for the project.
I was excited to create a music video when we were informed and introduced to our brief. Reflecting from my previous project, it was really a stressful and time-consuming train of events, which really concern me. This acts as a precaution for me to manage the whole project; the planning, timeline, and due date. I'm eager to start this music video project with my team as me and my friends (Rara, Kalista, Chelsea) decided to work together again.
What we did throughout the week: - Finalize our genre choice for music video
- Started planning out music video ideas as a group, created a document/file, and compiled them
- Continued to research specifically on the genre of our choice
We chose the indie-pop genre, however we haven't decide if we should go for it and if our decision is final or not during the first lesson. Kesusahan differentiate genre, sources says otherwise, indie genre is a bit confusing. dll.
Week 3
- Research (genre)
Week 4
Statement of intent, finalize genre, audience, research, theory of stardom, persona
This was my second time with Kalista, Chelsea, and Rara to create a Media Studies project as a team. I am excited to work with them again as I was already familiar with their capabilities and skills which is really beneficial when delegating tasks and roles for the group's responsibilities. I am satisfied with this choice of being in the same team and I am confident that our results would work out perfectly since we all recognise each other's working style.
It took a while to decide that we wanted to remain within the same group as other students had discussed and requested to be with some members in our team. We initially thought that we were going to be separated for the Component 3 project. But at the end, we chose to stay as we all have the bond and trust already. We all have the same target to achieve great scores for our project even if only some of our members (Kalista and Chelsea) are taking the exam. However, me and Rara are going to keep doing our best and put in our maximum effort as we also strive for good grades.
Problem (P): The only problem identified is that we all have our own schedule and we are all busy. We have our own extracurriculars and both inside and outside school responsibility that inhibits us to work together as team at the same time and maximise our group discussions.
Solution/Action plan: Me and my teammates would communicate well if we aren't able to do or come for discussion/planning/production if we are sick or busy. We inform each other regarding to requirements and instructions from our teacher if one of us were unable to attend school and missed a lesson. Overall, we will continue to work together efficiently to produce the best result for our project.
When our Media Studies teacher (Mr Nick) had introduced us to the brief, I was excited to start Component 3 in which we are assigned to make a music video. Music video is a popular media text in society which means that everyone is familiar with this media text. I am quite familiar with music videos although I hadn't explored its conventions in detailed. I am excited to gain more knowledge throughout the development of this project and hoped that I can learn a lot from this. I will try my best to prepare and become knowledgeable regarding this type of media text (music videos) in order to maximize the grasp of my understandings to be able to implement it for our music video project. I need to conduct more research regarding music videos and the genre of my choice so I can set both myself and my teammates for goo expectations of the results and achieve satisfactory level at the end. I need to be able to manage my time well so that I don't rush at the end to get a good result and near-perfect grades. I understand that it takes so much time to complete this project (Component 3) and I have learned from previous experience to prepare beforehand. However, I am not excited to make my critical reflection and I am not excited for the long hours of writing blogposts one-by-one. I hope that I can manage and keep up a good performance throughout this whole process.
