Interview analysis

From the voice recordings of the interviews we were able to generate a wordle on the main themes and ideas that came into the interviewee's head when played the song and asked questions related to the themes, mood, setting and characters.

We found that interviewing 4 people was reassuring in terms of the research we have already done and the storyboard first draft we have created. The ideas that the interviewee's had in terms of setting, characters, and themes were almost identical to those we had come up with in planning. For example, in our first draft we included the main setting of the beach and also a party theme. When asked what mood and theme is communicated through this song, all of the people interviewed said that they envisaged a party, dance theme in a beach setting. They thought of summer and London which is convenient and applicable to the first storyboard draft we have already completed, as there is a summery theme with the beach and also it is being filmed in London, so even though we didn't get any new information from these interviewers it reassures us that we are on the right lines in terms of audience needs and wants and so the music video will be desirable to them.

Interview Voice Recordings

Here are the uploads of two of our interviews, we have used them in video format as this was recommended within our lesson tutorials:

Above we are interviewing Mr Duguid, a music teacher.

This second clip is interviewing 3 of our media classmates

Tutorials

This weeks tutorials from teachers included the following feedback and information:

• Our interviews had good feedback and were successful in terms of further research
• we are lacking mixed media such as video's

Interview

We conducted interviews with people who would fit into the target audience to see, after our first storyboard draft, if there was anything we could add in to make our video more desirable.

These were the questions asked when played the song 'Don't save me, HAIM'
1. What sense of mood do you get from listening to the song
2. In terms of setting, what kind of location do you think of when listening to the song
3. In terms of lyrics, what is the main theme being communicated
4. In terms of characters, what type of people would you expect to listen to this song

** This is an open interview, so although these will be the basic questions, the discussion may be expanded to get further ideas out of the interviewee**

Character Casting

The characters which we have chosen for our music video were chosen as they are trust worthy and reliable and are available within the time frame we plan to film within. 

We also picked them due to the audience response from our questionnaire, the actors naturally meet the criteria in terms of style being 'alternative' and are in the same age group of those whom answered the questionnaire. 

We have a male and female character to portray the relationship reflected in the lyrics, we have also planned for extras to appear in the video however none have specific parts or roles therefore if they are not available we can easily arrange for someone else to play their part, or film without them.

Style Ideas (Men)

The style ideas in which i have researched for the music video consist of both alternative males, as well with classic 'Chelsea' styles. The way in which these males dress is quite simple but also is made alternative by body modifications, hair styles and tattoos. This is something we could incorporate if we could not find a character whom naturally fitted the alternative style.

Style Ideas (Female)

The females in which i chose for style ideas for the video each have an alternative and unique fashion sense along with quite unique facial features, this would be something to consider in the characters we pick as the target audience wanted the main focus to be on the characters, so plain faces may not be as interesting to the viewers as someone who looks unique. As almost as many people preferred the classic look to the alternative look, i also included Hannah Reid (top left) in this collage as she is attractive and slightly alternative however also very pristine and elegant in the way she presents herself.

Similar Artists and Videos

This video involved a lot af slow motion shots involving attractive females along with a range of angles and editing techniques, although this video is very simple the colours and effects are appealing and fit the mood of the song which is something we should consider in our video. There is a lot of eye contact made with the camera which is something i would like to include in our video, along with casual and non-sexual dancing involved.

This video has a vast amount of stunning scenery and lighting which is something we would like to include, all of the people are young adults and have a slightly alternative look. They look like every day people whom anyone young could relate to. Some of the camera work is unsteady which we would like to avoid however the tracking is a technique in which we could use. London is also the setting for this video and this is what we would like to include, this video is also a good demonstration of how low lighting does not always make the video look of poor quality and can fit the mood of a video quite well.

The rapid switching between scenes is something in this video which i would like to use in my production. As required in our questionnaire, this video includes attractive characters whom are young. There is also a key feel of care and affection through body language and gaze which we should consider when making our production as it is very effective. The beat of the song is often reflected in the editing of this video which works well and we should consider doing this also.

The titles and lighting in this video works effectively and elegantly which fits the mood of the song, the characters are casual with an alternative but elegant look which is something necessary in our video. There is a very calm vibe which isn't something which is relevant to our track however the characters and lighting are very appropriate. Both characters are very attractive and also look natural which we should be sure to include in our actors. The start of the song has clips which move to the beat of the song through editing which is very successful and we should consider using.

Andrew Goodwin

Andrew Goodwin says that there are 5 key aspects of a music video that audiences look for. These are thought beats, narrative, star image, relation to visuals, and technical aspects.

Thought beats involves the moving image in the music video expanding on your thoughts and interpretations of the lyrics alone. This explains why in the questionnaire the audiences may have favoured wanting the storyline of the video to work alongside the lyrics instead of contrasting them.

Narrative involves performance and the main aim of this is to keep the audience interested in the music video to prevent them from being bored by it. The narrative and performance have to work together to do this. Miming makes the video more realistic and original, and Goodwin said that a music video is most effective when the artist stars in the music video as the actor/singer as well as the participant. The miming needs to look as real as possible and this aspect links to our questionnaire and supports the fact the target audience wanted to see the artist miming. However, our findings also contrast the aspect of performance as the target audience did not want to see instruments being played.

Star image is the idea that the artist is the vital aspect of the music video. Therefore they have to look unique and be easily distinguished from other artists.

The next aspect is relation of  visuals to the song. This is where the meaning of the song is not considered when creating the music video. This doesn’t apply to our music video as we are working the lyrics and their meanings alongside the music video.

The last aspect of Goodwin’s music video theory is the technical aspects of the music video. These hold the music together and include:

-       Camerawork

-       Movement

-       Angle

-       Mise-en-scene

-       Editing

-       Sound

-       Special Effects

All of these aspects will contribute to communicating a specific mood and feel to the music video. They can help communicate key themes and even emotions of the characters and also they can emphasise or introduce new aspects to the storyline. The mise-en-scene is really important to us as when creating our music video it needs to look as realistic and natural as possible. The camerawork and editing need to work alongside the beat of the song, i.e. rapid cutting when the song is upbeat. This all needs to be considered in planning. 

Uses and Gratifications Theory

Uses and Gratifications theory

The uses and gratifications theory was devised by Bulmler and Katz and suggests that users play a role in selecting and using media. The theory suggests that individuals look for media that fulfils their needs as a consumer.

These needs as a consumer are:

Diversion: The need to escape everyday life

Personal Relationships: The need for companionship and social relationships with others

Personal Identity: The need to compare and find out more about yourself

Surveillance: The need to know what is going on around us, i.e. celebrity lives

In terms of our music video, we need to keep the uses and gratifications in mind when planning and creating the storyboard.  The video needs to allow the viewer to escape their own life and any stressors and follow a story and situation that is not happening in their own life.  However, if they are following a situation in the video that is similar to their own in real life then this will link to personal identity as they will be able to compare what they’re seeing to their own situation, which may in fact make the video more successful in conveying a storyline. As well as this, even if the viewer is not experiencing the situation proposed in the video, they will still be interested because their need of surveillance is still fulfilled. Viewers get satisfaction from viewing and following other peoples lives even if they are staged. We already know that the actors in the video will be characters of similar age to the target audience, therefore the need of personal relationships will be easily fulfilled. 

Stuart Hall

When creating our production, we should consider Stuart Hall's three concepts of social media interpretation.

We should hope that all of our viewers of the video have a Dominant reading, as opposed to an oppositional or a negotiated, this is so that more people will enjoy our video and the story line of our video along with interpreting the media as we would intend them to.

The 3 concepts:

1. Dominant Reading- the reader accepts the text codes and interprets them in the way that the author intended them to.
2. Negotiated Reading- the reader mainly believes in or agrees with the text however may modify it in a way which fits their own beliefs and experiences.
3. Oppositional Reading- the reader dismisses the codes and has an opposed reading therefore rejects the media.

We should hope that in our production, our message and information is clear so that we can avoid any oppositional readings, however it is relevant that this cannot be possible in all situations as individuals interpret information in different ways. 

Tutorials

This weeks tutorials from teachers included the following feedback and information:

• our mood boards are positive and have enhanced my blog
• we should include more research on the music video
• ensure we keep mentioning our audience

Closed Narrative Research

Todorov

Todorov suggested that within a typical narrative, there are 5 stages within the structure:

1. State of equilibrium

2. Disruption of the equilibrium by some action

3. Recognition of the disruption

4. Attempt to repair the disequilibrium

5. Return to state of equilibrium

This may be a template for which we should use within our story line, as the audience requested a closed narrative, this structure should be highly considered as it may be expected by our target audience. 

Possible Issues Raised by Moodboards

In terms of setting, we should consider that we cannot be in control of our surroundings in a busy environment. There is always the issue that someone can be in a shot whom is not wanted, or that people are not comfortable with being in the background of a shot. We should also consider which locations we need permission for.

Weather is also a factor to consider, as the characters may be less willing to be in less clothing or entering the sea water if the weather is cold.

When we film in night time or club environments we should ensure that the shots are clear and not too dark as there will be a lack of lighting.

 

In terms of characters, we should bring a selection of suitable clothing and costumes which suit the target audience, and should ensure that the characters look alternative as this is what the audience wished for. We should also consider back-up characters if any of the ones we desire to use cannot make it. We should ensure that we use attractive actors as this is also something required by the audience.

Character Moodboard

This moodboard includes possible actors in which we would like to film, along with characters we plan to use for influence in things such as style, clothing and make-up. Artists such as M.I.A, Azealia Banks, Grimes, AlunaGeorge and Zebra Katz are the kind of artists in which we would like our characters to be styled similar to. This is because they each fit the style in which was chosen by participants in our questionnaire along with being modern and relevant to the genre of the track we are using.

Moodboard of Settings

This is a moodboard of possible settings we would like to use in our production, we are hoping to drive or take the train to a location such as Brighton, this is due to the colourful nightlife, the scenic views and the beach. With all of these components we can have a variety of professional-looking shots and variety in scenes and settings. As well as this, we plan to use crowd shots at live shows as well as DJ shots within the nightlife of Brighton (or nearby if not possible) as the song we are using is by a DJ and is a dance music track therefore it would fit the genre. We may also use shots from inside the car/train along with possible use of filming within train stations in London.

Tutorials

This weeks tutorials from teachers included the following feedback and information:

• again we have gained positive feedback from our work so far
• however we have been told to include more media and picture based tasks
• it was suggested that we should create a mood board for our ideas so far

Lyric Analysis Further Ideas for Production

In terms of our production, the lyrics to the song should play a key part in the narrative. We should possibly show the way in which the characters used to be, and show the relationship in a positive light in the times that the female was saved by him, and given what she needs. Possible effects such as a reverse transition or slow motion may be used during the repetition of 'take me back' so that the characters can portray the lyrics as well as being shown through effects, this may also give a more unique look along with becoming more professional.

When the lyrics are expressing that the love is not strong, we should demonstrate this through the boyfriends ignorance or lack of motivation in the relationship along with a disinterest in the female. We should show this subtly through body language etc as the lyrics imply no strong conflict or arguments and we should work alongside these in our video, however we could also create more drama if we wished to.

In terms of the 'save me' lyrics, we should show the contrast between the boy making the effort, or attempting to show he will save her, as well as then the opposition which is the girl not wanting to be saved. Here we should highlight her being independent and separate from the boy as well as giving up on the relationship.

The final two verses of the song should be where we focus on the girl walking away from the boy, as she deserves better, he should be shown being left as he is not given her everything that she desires.

Lyric Analysis

From the lyrics of Cyril Hahn/Haim- Don't save me, it is clear within the first two verses that the artist either is or was almost infatuated by someone they loved, however it seems that they are 'longing' for how things used to be, suggesting that things either have, or are going to breakdown in some sort of relationship.

At this point in the song, it seems that the artist wants to be saved, and the repetition of 'take me back' suggests that the artist still wants to be with this person, however not in the state which their relationship is currently.

However, in the following two verses, the artist seems determined that if this other person is not willing to put 100% into the relationship, or their love 'isnt strong' then she does not want this love, and she does not want to be saved. It appears that the artist now wants all or nothing, and they are not willing to settle with anything other than 100% in her relationship.

The following lines in the song are to the same rythm and beat as the 'you say you will save me' from the earlier verse, however the lyrics are now 'baby don't save me now'. This supports the idea that the artist does not want to be saved if they arent receiving love that is strong.

The next verse is also key to this, 'if i have to beg for your love, tell me will it ever be enough'- here the lyrics suggest that the artist is not willing to fight for something if it is not for a worthy cause, she feels that if she begged for the relationship to work out, then she would not be gaining what she wished for anyway. 

Finally, a longer chorus is used with more repetition of 'if your love isnt strong' and 'baby don't save me', overall this song seems to be about a strong female who is determined in terms of knowing what she wants and what she deserved and is not prepared to take any less than this. She knows that what she did have was positive, and she enjoyed however the other person is now not putting in the effort that they used to, and she is not prepared to carry on with a person who's love is not strong.

Lyrics

Never thought that I would grow so old of seeing the gold
Still I never want it to go
I would hold it up to my cold heart
Feel the way it used to start up
Take me back, take me back to the way that I was before
Hungry for what was to come
Now I'm longing for the way I was
You say you will, say you will save me
You say you will, say you will save me
You say you will, say you will save me
You say you will, say you will! Ah oh!
Take me back
Give it up, give it up to me
Cause I cant go on if your love isn't strong
See I want it all
Give me, give me all your love
But if you can't hold on
Then baby, baby don't save me now, no
If your love isn't strong 

Tutorials

This weeks tutorials from teachers included the following feedback and information:

• positive feedback from questionnaires
• our imagery for the pie charts was positive for our blog as it shows mixed media
• we need to start working on lyric analysis and the mention of our song choice, or find permission if we have not done so already

Song of Choice

We emailed a variety of record labels and managers in search for permission for use of music for a track, we gained permission via email for use of a Cyril Hahn track.

This is the track in which we are going to use for our production: 

Analysis of pie charts from questionnaire

From analysing the questionnaire these are the conclusions found:

From using students in the 6th form, both male and female, we found that every person who has answered, listened to music videos at least once a month. The majority amount of time in which people watched music videos was 'Several times per week' this suggests that music videos are a common part of everyday teen culture and we should consider this in our production in terms of themes. 

We also found that people would prefer to see a narrative which worked alongside the lyrics, less than 25% wished to see contrasting narratives to lyrics therefore we should take this into account and ensure that our lyrics are related to the moving image.

50% of those who filled in the questionnaire preferred a story line in which revolved around relationships, however this was closely followed by those who wished to see party environments shown. We should reflect both of these in our videos to please a wider audience. 

75% of participants decided they would like to see an equal amount of male and females in the video, and 25% would prefer mainly female, this suggests that we should include both in the video, yet possibly include a slightly larger amount of females compared to males.

In terms of style, over 50% decided that an alternative or 'hipster' style would be most preferred, this was closely followed by understated style therefore it would be most suitable to chose a style of character whom was alternative, but not extreme, it should not be someone who distracts attention from anything else in the scene or whom is over dressed.

Almost 75% of participants decided they would like to see characters whom are of a similar age group to themselves, this means we should include characters whom are between 14-20 years of age. 

In terms of a narrative, a closed narrative (beginning, middle and end) was the most popular option therefore we should incorporate this into our production.

Adding to this, almost 100% of participants preferred the video to focus on the characters rather than the actual setting, however from the research i have collected i believe that setting has a large influence on the successfulness of the video.

The majority of participants would not prefer to see instruments being played in the video, as well as this, almost 75% decided that they would prefer to see characters lip syncing to the lyrics.

Target Audience

From the results of our questionnaire, we can conclude a target audience for our music video.

Our audience is likely to be a young adult whom is interested and up to date with music. We are of course, aiming for an audience who is a fan of dance/house music which is stereotypically the young ages such as 17-24 so this should be taken into account when choosing our characters. Our audience would prefer a story line rather than irrelevant images and they would prefer characters of both sexes, which are of a similar age to them so that they can relate to the characters. We should be careful when making our video that we include stereotypical elements of a dance video such as dancing and strong lighting, and avoid connotations of a pop or rock music video such as heavy use on instruments and bright pink and blue colours.

Questionnaire Results