Risk Assessment

Above I have analysed the different risks and dangers that are most apparent while the filming is taking place, I have looked at the dangers that are apparent whilst filming outdoors but also indoors, therefore taking into account all the different situations in which I could be filming.

Conventions of form

 When thinking of a music video, there are many different conventions which are used within music videos which make them what they are. The first thing we see is lip syncing. When you see a music video and you see the artists or band in the video, you normally see the actual artists singing the song as the video moves along, of course it would be stupid to say that they are actually singing at that point in time, all that is happening is that the artist has first been filmed miming the lyrics then the song has been edited into the video, making it look as though the artists is actually singing. This is probably one of the most popular conventions of the music video, because you can find an example of lip syncing in almost every single music video that you see.
 Another example that you'll see is the use of close up shots, normally when you see an artists lip syncing or "singing" you will normally see a close up shot of their face. This is typical of music videos because we are then allowed to see the artists facial expressions while they are singing and this draws in the audience and allows us to understand the emotions that the artist is experiencing at that point. It gives us a window into the artists life or at least allows us a greater understanding of the narrative of the video. We will normally also see close up shots of other things such as the instruments that the artists are playing, again this is just to create the effect of live music which is automatically more appealing then pre recorded music, and will once more draw in the audience.
 We see the conventions in the way that normally in most music videos you will see the artist or the band playing instruments or actually singing, even if there is a narrative to the video that the band or artist has nothing to do with. As mentioned before this does almost create the illusion of live music rather then edited, processed music, which is injected with lots and lots of advertising techniques designed to make us, the public, give our money to millionaire music producers. It also makes the music  video seem more relateable to us because after-all we, as fans of that particular band or artist, want to be able to see them performing and starring in their videos, we don't just want to see randomly picked actors performing a short story line to fit in with the music video, we want to see the artists that we are supporting and effectively giving money too.  Another convention of a music video is the idea of abstract and narrative videos. Normally any music video that you see will fall into either one of these categories, narrative videos are normally videos which have a set storyline, which is easy to follow and normally fits in with the lyrics of the song, on the other hand abstract videos are normally much more difficult to understand and at first glance could appear to have no relevance to the song lyrics at all. Sometimes even the video itself doesn't appear to have any storyline to follow. Once more this is just a feature of an abstract music video, however it doesn't always appear like this. Abstract and narrative videos have many negatives and positives of them, many of which have been already mentioned. The positives of a narrative video is that the audience can follow the storyline and relate to it, as well as this more often than not the music video directly relates to the lyrics, meaning we have a better understanding of what the music video and the song is about. The negatives are that because it is a narrative, with a storyline that many of us could relate to in real life, it may just come across as a little bit cliché meaning it may bore the audience, and just reflect on the song and music video badly, after all we go to watch/listen to music videos to escape from life not to have to relive it once more. Despite this, the idea that the story lines could relate to the audience, could be seen as a good thing because it allows the audience to really relate with the artists and song, meaning more people will enjoy the music song and video. The positives of abstract videos are that because they have no real relationship with the song, and are often quite strange and eerie, this can sometimes appeal to us, the audience, purely because it's something different from the cliché "boy meets girl" storyline, that you often see used in many music videos. On the other hand it can also be a negative because of course it can confuse the audience and make the music video seem pointless if it's difficult to see the relationship between the video and the music itself.
 In music videos a convention which is often used in most music videos is a point-of-view shot. This is typically a camera angle which looks as though we are seeing through the eyes of the people in the video. This is an appealing angle for obvious reasons. The one thing artists want in their videos is for the audience to either relate to the video or be intrigued by the video. Using a point of view shot could in some ways be considered intriguing however it most definitely allows the audience to relate to the lyrics and the music video. By using a POV shot we see what the main subject of the video see's, this makes it seem as though we are part of the music video and all together, makes watching it more exciting. It also makes the video seem more "real life" rather than just a music video which helps to appeal towards the audience.
 Another feature of a music video that could be considered a convention is the idea that as the music, or the beat of the music speeds up so does the action within the music video. For example if we are considering dub-step music, the more the beat quickens, as does the action occurring in the video, so a person in the music video could start of walking then as the pace of the music gets quicker the person could start running and getting faster and faster, this is a technique used quite often within music videos which have a varying pace because the faster the music gets the more involved and excited it gets the audience, it almost takes the audience up to a climax along with the music. This effect allows the audience to once more relate to the music and also allows us to become more enthusiastic about the music that we are listening too.  

  
     

Initial Ideas for Music Video

Initial idea 1:
Alarm goes off, girl wakes up, does a test and finds out she’s pregnant, she tells the father of the child that she’s pregnant, who gets angry and storms off, girl gets upset, gets dressed, gets on the bus and she goes to college, trying to act as though nothing is wrong and the father of the child has started spreading nasty rumours and lies about her, making her sound like a slut. She starts getting abuse of people as she walks through the college corridors and this tension and anger builds up till she gets home, she starts getting angrier, to the point where she starts smashing things to take her anger out on something, she goes to bed and wakes up the next morning, she gets ready for college, gets on the bus and the same routine repeats again, almost mimicking the lyrics “tomorrow is another day”.


Initial idea 2:
Teenage boy gets bullied. His alarm goes off, he gets up, gets ready for college and goes. The minute he’s in class, he sits down and school bullies throw things at him, in front of the teacher, but the teacher ignores this and lets it happen. The same thing repeats, again showing the routine of his day to day life. 

Initial idea 3:
A teenage boy (or girl) is struggling in college with the work and is stressed because he/she is falling behind in everything, however when he leaves college him and his friends go and get drunk/smoke/use drugs, and they’re on a beach like environment quite late at night. He eventually goes home and its late, he goes to bed and you see his laptop open next to him, and he receives an email from his college saying he’s falling behind, he closes the laptop and goes to sleep, wakes up the next morning and the same idea repeats again.. Same routine. “tomorrow is another day” showing his mindset where he feels like he doesn’t have to take life seriously, even though he does. 

Initial idea 4:

A teenage girl is woken up by an alarm clock going off, she gets up looks tired, does a pregnancy test and see's a positive result. She gets upset and doesn't know what to do, she finds out a couple of days later that he was killed in a drunken car accident, she falls on the floor to her knees. She gets on the bus and sits on it to college. We see her sat at her seat not really paying attention to the teacher. We then see her getting ready to go out, she goes to a club and we see her getting drunk and partying, trying to forget her problems but we know that it won't help. We next see a shot of her sat on a field or something similiar and we see her getting extremely drunk taking back one drink after another, there would be camera cuts after each mouthful of each drink to emphasize how much she is drinking. She goes home and some of her friends are at her house, one of them asks if she is okay and she says she is and forces a smile. Eventually her friends leave and she goes to bed, she has her laptop open next to her where she recieves an email saying she is behind in college, she slams close the laptop goes to bed, wakes up the next morning because of the alarm, gets up, looks tired, and the same routine repeats again, mimicking the lyrics "tomorrow is another day". 

Initial idea 5:
A teenage girl is woken up by an alarm clock going off, she gets up looks tired, does a pregnancy test and see's a positive result. She gets upset and doesn't know what to do, she tells the guy she slept with who gets angry, starts shouting at her and storms off, she falls on the floor to her knees. She gets on the bus and sits on it to college. We see her sat at her seat not really paying attention to the teacher, we flick over to a shot of the boy doing the same thing, perhaps he is seen in a boxing arena, with a punch ball. We then see her getting ready to go out, she goes to a club and we see her getting drunk and partying, trying to forget her problems but we know that it won't help. We next see a shot of the boy or even her sat on a field or something similiar and we see them getting extremely drunk taking back one drink after another, there would be camera cuts after each mouthful of each drink to emphasize how much they are drinking. She goes home and some of her friends are at her house, one of them asks if she is okay and she says she is and forces a smile. Eventually her friends leave and she goes to bed, she has her laptop open next to her where she receives an email saying she is behind in college, she slams close the laptop goes to bed, wakes up the next morning because of the alarm, gets up, looks tired, and the same routine repeats again, mimicking the lyrics "tomorrow is another day".

Initial Idea 6
A teenage girl is woken up by an alarm clock going off, she gets up looks tired, does a pregnancy test and see's a positive result. She gets upset and doesn't know what to do, she tells the guy she slept with who gets angry, starts shouting at her and storms off, she falls on the floor to her knees. She gets on the bus and sits on it to college. We see her sat at her seat not really paying attention to the teacher.We next see a shot of  her sat on a field or something similiar and we see them getting extremely drunk taking back one drink after another, there would be camera cuts after each mouthful of each drink to emphasize how much they are drinking. She then begins to walk through a field like environment or something similiar and looks emotional and upset. Finally she arrives home and gets in bed she has her laptop open next to her where she receives an email saying she is behind in college, she slams close the laptop goes to bed, wakes up the next morning because of the alarm, gets up, looks tired, and the same routine repeats again, mimicking the lyrics "tomorrow is another day". 

Initial idea 7: (CHOSEN MUSIC  VIDEO IDEA)
A teenage girl is woken up by an alarm clock going off, she gets up looks tired, does a pregnancy test and see's a positive result. She gets upset and doesn't know what to do, a couple of days later (possibly signified by a clock) she receives a phone call, and she finds out the guy who she's pregnant with has been killed in a drunken car accident, she falls on the floor to her knees. She gets on the bus and sits on it to college. We see her sat at her seat not really paying attention to the teacher.We next see a shot of  her sat on a field or something similiar and we see her getting extremely drunk taking back one drink after another, there would be camera cuts after each mouthful of each drink to emphasize how much she is drinking. She then begins to walk through a field like environment or something similiar and looks emotional and upset. Finally she arrives home and gets in bed she has her laptop open next to her where she receives an email saying she is behind in college, she slams close the laptop goes to bed, wakes up the next morning because of the alarm, gets up, looks tired, and the same routine repeats again, mimicking the lyrics "tomorrow is another day". 
http://www.youtube.com/watch?v=iM4Va_9cSCY

Genre Conventions

There are many different genre conventions when it comes to electro/dubstep music. This general genre cam about in the 1990's from this it evolved into all sorts of similar genres such as broken beat, 2-step garage, jungle, drum and bass, dub, reggae etc. The first music released under the title dubstep, was experimental and there was little or no emphasis on the vocals at this point in time as they focused more heavily on the bass and beats, however today you will hear a mix of vocals and dark instrumental beats. The online website AllMusic actually described dubstep as "tightly coiled productions with overwhelming bass lines and reverberant drum drum patterns, clipped samples, and occasional vocals" which basically describes dubstep in a sentence. Many of which have already been mentioned. Dubstep was actually first established in the 2000's and mainly originated from the London grime/garage scene, despite this it took around 6 years for this genre of music to be properly established. Through this time Radio DJ's such as Mary-Anne Hobbs who put her efforts into spreading the word about this new type of music, began to present this music to electronica fans, through live sets which were performed up and down the country. When albums such as albums such as "Warrior dubz" were soon being released dubstep was soon  to be heard and loved in many high profile clubs and was soon part of the "overground scene". This a totally modern form of music is quite heavy in the bass frequencies that  can be heard as the beats vibrate through the club, it creates an almost "underwater" effect, which is due to the suppression of the bass. Dubstep is primarily instrumental and much darker than techno or other similar genres of music, it uses jarring chords, minor keys and a bass drop that you are likely to hear in bass and drum music. Dubstep in some ways is indie dance and grime music combined into a perfected mix of bass drops and a progression of beats which follows a "skip and beat" pattern. It is this genre of music which has gripped thousands. The term "Dubstep" was only used until just very recently, in 2002 by labels such as Ammunition and Tempa, it was at this point when the dubstep music genre really began to separate itself from other genres, purely through the changes and evolution that it was going through.

Results from my Focus Group - Audience Research

These are the questions that I asked in my focus group:

Questions:

1. What do you look for in a music video?

2. Do you prefer Abstract or Narrative Music Videos? Why?

3. At the moment do you have a favourite Music Video? Why do you like this Music Video so much?

4. What conventions do you expect to see in a Music Video, when it comes to Dubstep, and electro music?

5. How many hours a week do you spend watching music videos?

6. What things do you see in a music video, which allow you to relate to it?

7. In your opinion why are Music Videos important?

Carrying out this focus group was extremely helpful and allowed me to fully understand the people that I'm aiming my music video at. All the responses I received were extremely helpful and I will definitely keep them in  mind when considering my  music video. The first question I asked was of course what people actually look for in a music video. The responses I got was that generally when people watch music videos they look for all sorts of different things, it all depends entirely on the meaning of the song, what the lyrics are trying to convey to the audience, and of course the most important thing is the genre of the song. When considering this response, it makes sense. If we were thinking of rock/metal music videos then people would be looking for the excitement, the head banging, the dark clothing and the screamo vocals, along with the heavy guitar riffs. This would be a similiar idea if we were thinking of pop music. In a pop music video you would probably expect to see a use of brighter colours, perhaps lots of dancing and a general high tempo beat. All in all however it is clear that it all depends on the genre and what they are trying to convey.

The next thing I looked at was whether people preferred abstract or narrative videos, and I got some very different responses to this question. Some people agreed that narrative music videos were better and that there were many positives to having this type of music video, one of the most obvious being that a narrative video does actually back up the lyrics of of the songs and therefore creates a better understanding of the song, which is one of the most important things, because an artist will always create a music video to convey some kind of story towards the audience. A narrative music video is also quite straight forward and most are generally very easy to interpret and understand, this is good because of course it means that we as the audience, can clearly connect with the artists emotions, giving us more of an idea about what the song is about. On the other hand an abstract video would be very interesting because  we can see the different unique perspectives on ideas and story lines, and different stories are portrayed in a unique abstract way.

Another question I was curious to find out about was if people had any particular favorite music video's at the moment, that they had particularly enjoyed. One of the most popular by far was Aviici's "Wake me up". People said that the things that they most enjoyed was the way that the the action matches the tempo of the music, so when the beat kicks in and she is on a huge maze-like field, she suddenly speeds up on the horse, along with the beat of the music which also quickens. This shows us that what people enjoy most is structure to the music video and  way of doing this is perhaps syncing the actions and speed at what something is happening, to the music, which helps capture and excite the audience.

Next I asked what conventions that people would expect to see when it comes to dubstep/electro music videos. This is a very interesting question, however I did get very similar responses. People said that they would expect to see things which would create a crazy, exciting, fast atmosphere which portrays an exciting party lifestyle. We would expect to see things such as flashing lights, parties, people getting drunk and having fun. This idea was the same when I asked other people, the whole idea of this fun music is to just let go and have fun and not care what others think. We see that dubstep is a very fast type of music, and creates almost a "festival" atmosphere for even a whole group of people in a room, who may not neccesarily know each other, but who are connected by the reverberating beats of the music that are vibrating through the room.

Next I asked how many hours a week, do people tend to listen to music, and people once more came back with similar responses, most people do tend to listen to music videos for at least a couple of hours a week, which if you think about it, is a lot of music! People tended to listen to music videos online, on sites such as itunes, youtube etc and also on the tv on music channels such as 4 music. The idea that an average person listens to over an hours music each week is quite astounding and shows just how much music has become part of todays society and the way it is now a bit part of our lives.

The next question revolved around what people think they see in a music video which allows them to relate to the music video and the music in general. Again people agreed that there were many different things in a music video which allowed an audience to relate to it. It would depend on things such as the genre or the song in general, this is the most obvious thing because of course if you aren't interested in that particular genre of music or the song, then you won't be able to connect to it at an emotional level, or any level at all! Another important thing to think of is the mise-en-scene of the music video, this is important because the way that the artists are dressed and the props that are being used is a big part


6) Depends on the genre/song. the  mise-en-scene, how they're dressed,they're props, the narrative of a song.


7) Help reinforce meaning of song, sells the artists,  a way to advertise the artists, its a oney making thing on youtube, on wrecking ball, the peoplewho have an advert before the wrecking ball video will make a fortune because there will be millions of people clicking and watching the advert.     

Audience Research

My Focus Group - Audience Research

Above you can see my the Focus Group Video that I created. I had a long hard think about my questions to make them appropriate and to provoke helpful responses which I can then use in the future when beginning to create my Music Video.

These are the questions that I asked in my focus group above:

Questions:

1. What do you look for in a music video?

2. Do you prefer Abstract or Narrative Music Videos? Why?

3. At the moment do you have a favourite Music Video? Why do you like this Music Video so much?

4. What conventions do you expect to see in a Music Video, when it comes to Dubstep, and electro music?

5. How many hours a week do you spend watching music videos?

6. What things do you see in a music video, which allow you to relate to it?

7. In your opinion why are Music Videos important?

History of Medium

History of Medium

History of Music Video

Music Videos have drastically changed since they came about in 1895. Strictly speaking the first music video wasn’t actually a music video, it was a film with music in the background.  This film was actually made for the Kinetophone. The Kinetophone could be considered a very old piece of technology, yet the closest to our modern day technology in regards to film making. This piece of technology was actually made by Thomas Edison’s lab and it basically worked by showing moving pictures, and was also connected to a Phonograph.



In the early twentieth century, things changed drastically for the music video industry. In 1894 a publicity stunt was introduced. This involved marketing sheet music, the illustrated song actually consisted of images which were painted in color and then from this were then projected from glass slides (very much like a projector in todays day and age)  you would even sometimes see silent moving images clips, used too. This would often be shown to an audience, while singers and pianists would sing and play music along with the the images. 

In Rivoli Theatre of New York City, In April 1923, we were first introduced to motion pictures with "on-film-sound" which was quite a breakthrough. A couple of years later in 1927 the first full length "film" was premiered, using the newly found technology allowing music and sound to be put with the images. A lot of the first "sound on film" productions actually starred opera singers, popular musicians, bands etc. These were hereby known as musical shorts, and these clips could be seen just before the feature films, in the 1940's. Again during the 1950's these musical shorts were used once more between the screenings of television movies, much like advertisements between films you see on television today.


When the animated series which was called "Song-car Tunes", which has sound-on-film, debuted, the two Fleischer brothers, Max and David actually released this cartoon which in a nutshell featured a bouncing ball which simply hopped along the lyrics, therefore encouraging the the theatre audiences to sing along. This "Bouncing ball" idea became more and more popular as the years went on and appeared in many future children's programmes.



When it got to the 1940's, soundies which were three minute films which presented dance/music performances were shown on jukeboxes all across the United States and were normally found in places like restaurants and bars. All sorts of artists featured on these jukeboxes ranging from comedians, musicians, jazz singers etc, and as well this in France, in the 1950's a form of visual Jukebox also had some success in europe/united states and also presented similiar things to the bog-standard "jukebox".



In about 1959, this was when film clips with music in the background first gained the name "Music Video", because people such as Singer/songwriter Jiles Perry Richardson were a couple of the first people known to refer to such a medium as a "Music Video", who used this term in an interview with a british magazine. The singer from Chantilly Lace was also known to be involved with the earliest known rock videos in 1958.

By the 1960's The beatles began to really put together music and movies, and make it look very effective at the same time, and used this to express themselves as artists. The beatles also starred in feature films, which were full length such as "A Hard Days Night" among many others, and they also starred in many short promotional clips, which were considered narrative or abstract, these were then broadcast all over. By 1960's/1970's many other rock and roll bands followed their lead and began releasing promo videos.







In 1974, countries such as as Australia began with programmes like "Countdown" and "Sounds" these were both considered teen programmes which primarily shown music videos, as the years went on they began to get more and more of a "following". By 1978 which was actually just three years before MTV was launched, "Video Concert Hall" began which would offer audiences many many hours of music videos, on US television.

This was generally where and how the Music video started, and from here it evolved and became what it is today.  

 

Inspiration from Existing Music Videos

Rihanna - Disturbia

http://www.youtube.com/watch?v=E1mU6h4Xdxc

 

 Throughout this music video there are lots of features included which make this music video stand out, and appear more exciting and interesting. We see the image blur on multiple occasions, the idea of this is to make the image appear distorted and eerie, this is to create the idea of confusion and panic, which are two themes which continue to appear throughout the music video. The actual video at certain parts appears to be sped up, this is to make the action happen quickly and once more replicates the panic and fear that is communicated to us. If we look closely there is evidently a huge use of cuts, these cuts, when strung together also create the impact of fast action and also make the peoples actions in the video, appear more puppet like, which again looks quite scary, because it seems as though the people can't control their own actions. We see parts of the video where there are two different shots layered one on top of the other, the one on top being slightly faded so that you can still see the shot layered underneath. This again makes the video seem distorted and strange and creates the idea of going mad and insane and almost makes you feel like you are seeing things. Near the beginning of the video it uses a pan and curved downwards from focusing on the artist Rihanna, to the ground beneath her feet, the very movement of the camera on this shot replicates someone collapsing to the ground, which in it self appears quite disturbing towards the audience as they watch on, it could represent the idea that sometimes you fall but you always have to get up and move on at the end of it.

Skrillex - Make it Bun dem

http://www.youtube.com/watch?v=BGpzGu9Yp6Y

   

 This music video is also very unique in how it presents itself. We see that almost all the way through the video is very slow and it seems that all the action through the use of editing has been slowed down, to create more of an impact. The idea that all the action has slowed down almost emphasizes the parts of the video when the music beat quickens because as this happens the action in the video appears to happen a lot more quickly, this contrast between the speeds of the footage draws in the audience and makes us want to know what happens next in the narrative of the video.

Skrillex - Ruffneck

http://www.youtube.com/watch?v=_t2TzJOyops

   

 This music video is narrative but with elements of an abstract video threaded into it. We see many strange camera angles and shots used to make us as the audience feel disorientated. The main idea of this music video, in my opinion is the idea of losing control to the point of drug use and overdose. The main subject of the video is clearly under the influence of drugs, and appears to be going through a psychotic phase, which we are also allowed to explore. There are parts of the the video where the camera zooms, swivels, blurs, quickens or slows down the pace of the video, all of which collectively create the effect of going insane.

Knife Party - Bonfire 

http://www.youtube.com/watch?v=rEhjwJnTczA



This music video is very stereotypical in its content as an electro/dubstep music video. It shows a young male being bullied, however we also see the use of flashing lights, the party atmosphere, the excitement, and people dancing and having fun and basically letting go of all their problems, which is what I believe dubstep/electro music is all about. We see the use of lots of close up shots of different things within the shot. for example a close up shot of the DJ's equipment, and close up of the lights, lasers etc and the dancefloor and the people dancing. The way that we immediately see the close ups of these different things, confuses the audience for a moment, but also represents the way that this music belongs to the group of people, normally stereotyped as young ravers, who just enjoy having fun, without thinking about what they doing. Ravers are stereotyped as people who take a varied group of drugs to help them loosen up and have fun and the camera shots and angles that we see allow us to understand how they feel slightly disorientated because of the drug use but are having fun at the same time. On the other hand it represents many young people today who go out and drink and dance in nightclubs, because again the video communicates the drunkenness but the idea that this whole group of people collectively are all there to have fun.

Analysis of Lyrics for Main Music Video

Textual Analysis of 3 Music Videos

Avicii - Wake me up

http://www.youtube.com/watch?v=IcrbM1l_BoI



Conventions of Genre:
This music again belongs to the "dance music/dubstep" genre, and has many different conventions which set this apart from other types of music. Of course the idea that this is a fast paced piece of music with a very catchy beat, makes it perfect for dance/rave music. Normally this type of music is coupled with a seemingly random music video, which at first appears to have no connection at all to the music, unless of course you explored deeper into the song and the meaning of that music. This music video almost goes against these conventions because the idea behind the music video is almost transparent and clear to see, however you do get music videos of this genre that tend to go down this route as well, it's just not as common.

Use of Cinematography:
There is an emormous use of cinematography throughout the music video, throughout we see lots of close-up shots of the woman (00.23) as she walks through the town, this is to show the idea that she feels all the eyes of the town are on her and that all the pressures are on her back, it almost isolates her considering it's only her in the frame, and portrays the idea that she feels she is alone. We see a pan (00.36) starting from the two females legs which then pans up towards their faces, normally this idea of panning is normally used in a sexual sense in most media texts and is normally used to create the idea of the male eye looking upon a female, however this is different in the sense that this is communicating the idea that the little girl and presumably her mother don't fit in and the way that the locals are looking them up and down in disgust, or as if to question who they are, giving it a negative twist. We then see a mid shot of the little girl and the woman (00.41) however this shot is from behind them, while a dolly shot is used to follow them as they walk, again this increases the idea of intimidation from the locals and again exxagerates the idea that they are being followed and watched, suspiciously by the people around them, this idea of being watched and scrutinised again allows us to see how isolated and intimidated they both feel, and it makes us feel uncomfortable too.

Use of Editing:
The use of editing thoughout this video is extremely interesting in the way in which it uses lots of cuts. This creates the idea that this video has a narrative and that the action is moving quickly. The fast pace of the cuts basically portrays the way that the people in the video feel, and the way that they feel everything is quickly changing, and the way that they feel so alert and cautious, because they dont feel they can trust anyone because of the way they are being isolated. The cuts however do get slower the further the video goes on, this is to show the way that they are begining to calm down and be happier when they find people who evetually accept them. We also see cuts and shot reverse shots near the begining of the video (00.38 - 01.04) these shots occur in a quick succession, this is to again portray the panicky behaviour of the different people in the video, because they are clearly suspicious of the two females, and the quick shots show the way that again the two females feel as if everyones eyes are constantly on them, allowing the audience to feel quite uncomfortable too.

Audience/Connotations:
This music video is quite universal, however it's context is probably aimed at a more teenage mature audience, it shows the ways that even the loneliest people will find people who will accept them. It uses the idea of finding acceptance to perhaps link in with the audience and the modern day attitude towards popularity/social circles etc.

Ideology/Connotations:
In this video I think the general idea is that there will always be people in your life who will judge you for being you, but eventually you will find people who will accept you exactly how you are. Again if we look deeper into meaning of the video we see that the young girl is with presumably the mother, this is exploring the stereotype of how the mother is always the one largely resonsible for the children again showing the idea of the stereotypical "house wife". Again the mother seems quite young considering the child also appears 9/10 years old, again this is showing the way that in todays society being a young mum, isnt something out of the ordinary, and is quite common with teenage pregnancy rife, the way that we clearly see the mother protecting her daughter is used to perhaps challenge the idea that young mums are bad mothers, which is also a general misconception, because just because someone is young, it doesnt mean they're going to be bad parents.

Representation/link in with theory
The representation of this music video is quite clear to see. Its

Knife Party - Centipede

http://www.youtube.com/watch?v=CSemARaqGqE



Conventions of Genre:
Once more this music video belongs to the dance/dubstep genre and as already mentioned has many different conventions which make this type of music stand out. Again as mentioned the music is fast paced and has a catchy beat/bass which along with the music video is designed to literally make the listener want to get up on their feet and dance. Again this genre of music is normally coupled with an abstract video, with a very obscure message, however lots of music videos can be different.

Use of Cinematography:
The cinematography is highly errotic and slightly crazy, at first the cinematography appears structured however the further the action descends into chaos as does the cinematography to almost allow the audience to experience the maddness that occurs. We see at (00.39-00.42) that the camera uses a high angle shot from above the man who appears to be walking up the stairs of an apartment, a crane shot is used as the camera slowly moves at a very disorientated angle above the man, to almost make the audience also feel quite unsure, confused and disorientated, this creates the effect of fear and caution and makes us realise that something bad is lurking within the apartments, it makes the man seem small, and emphasizes the idea that the man is powerless against the things he is about to fight. In the shot (00.43-00.45) we see a medium shot of the man as he walks past a door with glass windows, he is almost silhouetted against the dark glass, and the use of lighting behind him, this creates the idea that someone or something is watching him, this creates the idea of paranoia again a theme which is carried throughout the whole of the narrative. We then see a tracking shot (00.46-00.48) which creates the similiar effect of being followed, again makig the audience feel uncomfortable because it makes it seem as though the narrative is leading up to a huge climax, and combined with the ever growing loud bass and the increasing speed of the beat in the background, the audience is assured that something will happen. When the man is in the apartment setting fire to the room, we see a quick succession of close up shots, this is to show that the man is alert and cautious, and it certainly not willing to be caught of guard by the killer centipedes which have appeared to infested the apartment. Again we are starting to see a very familiar look on females. We see a low angle shot of the female in the bath at (01.44-01.47) this makes her seem weak and vunerable, because it makes us think that the centipedes have come to attack her, the way that a zoom is used also supports this idea, she appears to be completely unaware of this, unlike the audience. At (01.47-01.48) we see a close of shot of her neck, while she is lay in the bath, this is a very sexual image of the woman and again shows the way that females are portrayed in a very sexual, object-like way. The way that at (01.48) we see a close up shot of the man, smoking a ciggarette, creates a very manly "macho" image for him, showing that he has all the power, since he takes up two thirds of the shot while the female in the bath merely takes up a third again communicates societys view on male and female sterotypes and the way that a male will always be portrayed as the powerful one, while the female will always be portrayed as the vunerable sexy one again if you watch the video further, we see that once she gets out the shower she is wearing a revealing red silk dressing gown, again this communicates sex, passion, and love again other things explicitly associated with females, again showing the way that females are seen as objects from a male point of view.

Use of editing:
The use of editing throughout is again used in a very peculiar way, which then creates the desired confused and disorientated effect, which then allows the audience to also understand and experience the fear and uncertainty that takes place within the narrative. We once more see the use of lots of cuts all put together in a very fast succession which then communicates the way that the man, who is presumably a pest exterminator of some sort, is constantly alert and looking for the killer centipedes, it also communicates the paranoia that he must be experiencing, but also emphasizes the way that the action is moving quickly.                                                                                           

Audience/connotations:
This type of music video is again universal but it is more strongly aimed at older teenage males, judging by the very boisterous, action, violence filled nature of the narrative as well as the highly sexual intimiate features of the video that appear when the female is in shot.

Ideology/connotations:
There is no real ideology behind this particular music video, it is highly abstract to a certain extent and it is very difficult to see any kind of meaning behind the action filled narrative, it is simply there to entertain more than anything else. Despite this we do see the idea of the male having more power than the female, with the use of the camera shots and angles, which is a very common stereotype within the media.

Representation/link in with theory:

The Wanted - We own the Night

http://www.youtube.com/watch?v=8piAL5rD6wI



Conventions of Genre:
Once more this music video belongs to the dance/rave music genre, which is slightly different from the electro/dubstep music above however it generally follows the same idea. Again the music uses a heavy bass, with a fast catchy beat, which makes you want to dance. Again music videos like this do sometimes follow a narrative as there are actually more lyrics in songs such as these, with which the music video must relate to. With a dubstep/electro song there are very few lyrics and there are more beats and music which allows the music video to be much more random but still of course meaningful.

Use of Cinematography:
The use of cinematography in this music video is very fast paced, this is to show and represent the exciting atmosphere of the party that they are in, which automatically would relate to an older teenage audience. We see lots of use of tracking shots and hand held shots throughout the music video. The tracking shots are effectively used to make the audience feel as though they are part of the action whilst the use of the hand-held shots merely make the action seem like live-action rather than something previously filmed, making the music video in itself more exciting to watch from an audiences point of view, it also imitates the young males, who the video revolve around, and their crazy, young party lifestyle, which is exciting, and constantly changing and exciting. Further on we see a mid shot from a low angle, this was done when the camera frame was on three girls legs. There is almost a tracking shot, and a pan used to move down the girls legs, again this imitates the way the male eye would look a girl up and down, and it is done in a sexual sense.

Use of editing:
There are once more like the other two videos a strong use of editing, more specifically the use of lots of cuts, by simply stringing all the cuts together to make it appear in a fast succession before us, it creates a crazy almost confused effect, showing that the action within the video is moving very quickly. perhaps showing how a young persons mind works and the way that they don't really think things through before they do it. This again is simply to imitate what a young persons life is like and the way that it is constantly changing, and the way that its stereotypically full of parties and fun, basically emphasizing the perks of being young and free.

Audience/connotations:
The audience for this music video is evidently young adults and teenagers in general. We see that there is clearly lots of loud music, a huge crowd of partying/dancing young people and lots of alcohol, and a definite sexual point of view whenever the camera is directed at the females who all appear to be wearing revealing outfits, which again connote a sense sexual attraction. This all relates to a young teenage audience, and represents the type of lifestyle that stereotypically many young people follow.

Ideology/connotations:
The ideology of this music video, is evidently just that while you are young you must make the most of it and enjoy yourself. This is the basic message which in itself stereotypes young people to be 'party animals'.

Representation/link in with theory: