Planning Editing Styles

Planning Editing Styles

A variety of editing styles are essential within a music video, which helps to finalize the product. This is because this helps to create different effects when the audience are watching as this may be able to represent how the artist is feeling at that particular moment and may help the audience to understand the narrative more clearly as particular editing styles may help to show a significant part in the scene or a location which may make it easier to differentiate between the different time periods in our music video. 

1) When it will be used

2) Is it conventional to your music genre?
3) How does the editing style help to represent your artist?

Black and White Filter

One editing style in which we will use in our music video is the use of a Black and White Filter. This will mainly be used in the performance scenes of the artist on stage which helps to represent how she feels about her career. The darker black colour used within this filter could suggest to the audience that the artist is feeling so low and in a depressive state of mind which is negative, this could also suggest what the album may contain in regards to lyrical content and what the audience should be expecting. This contrasts from the other representation of this editing style as the other predominate colour used is white, suggesting innocence, this could portray the artist as vulnerable as she is also in a low state, the audience may sympathize for the artist as they may be able to relate to this situation. The black and white colours contrast each other as one represents negativity whilst the white represents positivity this could suggest to the audience that this is the artist looking back on her past and is reiterating the music videos narrative. 

Slow Timing of Shots

Another editing style which we aim to incorporate into our music video is the use of slow timing of shots. This will mainly be used in the performance scenes of the artist singing or playing the piano. This is conventional to the soul music genre as it allows the audience to see the emotion in more detail of how the artist is feeling. The slowness of the shots allows more time for the audience to analyse and think deeply and empathize around how they would be feeling too. This technique also helps to again help the audience to understand the narrative more clearly as it is predominately based around the artists feelings and emotion as she is referring back to her childhood before she found fame. This is conventional to our music genre as predominately they like to convey the emotion of the artist to help the audience understand and be able to build a relationship. This does help to show and represent the artist as negative, however can show a different side as a down to earth artist as she is willing to show herself in an emotional state for the benefit of the audience with her natural emotions being shown without being able to try and hide them, this takes a lot for a person so the audience may be able to sympathize and relate to the artist more than they originally would have.

Fast Paced Editing


Another style of shot which we would like to include in our music video is the use of fast paced editing. This style of editing will mainly be used in the scenes in and around London. We aim to use this technique when we have shots of public transport such as buses or when people are walking around the streets. This helps to create a busy and chaotic atmosphere to the music video. This use of editing technique is not conventional to the soul music genre as this does not allow for enough detail of the shot to be shown, for example this does not allow the audience to see the emotion of the artist being portrayed as there is not given enough time to focus on this. However, this technique does help to portray a chaotic scene which could illustrate the state of the artists mind aiming for the audience to think she has a lot going on her head and has a mix of emotion. This however is conventional to the soul genre, a range of varied emotions relating to a specific subject which the audience may be able to relate to, and is a stereotypical representation for the artist as this can help them to be seen as vulnerable, which is understandable and relatable for many, and is also what the audience may expect to see in a soul music video as they are able to sympathize for the artist. 

Overlapping of Shots

The next editing style which we would like to include in our music video is the use of overlapping of shots. This certain editing style will be used when the performance and narrative styles are being used in the music video. Which includes when the artist is wandering in and around London, and whilst she is playing the piano. This is conventional to the soul genre as it again helps to display the chaotic lifestyle which could be interpreted as busy mind and thoughts. This helps to suggest that the artist has many different, and mixed emotions which she is not on top of, helping to show to the audience the extent of her emotions. This in turn, represents the artist as vulnerable as she has many different thoughts and feelings which has left her confused and down. This is a stereotypical convention as most artists in the soul genre are left with unanswered questions and feeling quite vulnerable which helps for the audience and artist to build a relationship as they may be able to relate to this particular situation.

In summary, the editing styles we have selected will in turn allow the target audience to build a relationship. This is because we have thought out and planned the techniques which we will be using in order to appeal to our target audience and create something which we know that they will enjoy, and expect to see. The styles which we have selected also help to portray and represent the artist conventionally which the target audience will be able to see more clearly through the representations of these editing styles and will make them sympathize for the artist more.

Lyric Analysis

Lyric Analysis

Our task was to analyse the song lyrics from our chosen song for our music video. The lyrics in which we had to analyse were from Adele's song "Hometown Glory" which was released from her album "19" in 2007. The purpose of analyzing our artists lyrics to the song is so that we can look for hidden and deeper meaning to the lyrics. This helps us with certain planning techniques as we will be able to incorporate certain aspects of the video which relate to the lyrics of the song and will help the audience to not only understand the lyrics but also the narrative which we have created. By conforming certain parts of our music video with the lyrics this makes it engaging for the audience as they can relate and realise the relevance of specific points of the music video.

We have categorized our annotations into different, and specific points. The separate points which we have analysed in the lyrics are, hidden meanings which are meanings which are not necessarily seen at a first glance but when are thought about in detail make sense and are an in depth analysis of the lyrics. Another point which we have analysed in the lyrics are how the artist is represented. This is what is mentioned in the lyrics and how this may represent and portray the artist in regards to feelings and emotions. Additionally we have annotated ideas of mise en scene styling as certain sentences within the lyrics could relate to a specific scene which helps the audience to understand the narrative more clearly. Lastly, we have annotated points in which will help to build a relationship between the artist and the audience members as this may make them feel a certain way towards the artist as they may be able to relate to the situation which is mentioned in the lyrics. The hidden meanings of our song Hometown Glory include the artist and how she feels about the way her life has changed and how she felt about the people which were included in her life before she found fame also. The annotations will assist with planning our soul music video through the codes and conventions in the lyrics. Firstly, the line "missing out the cracks" referring to cracks in the pavement as she is walking down a street. This line has connotations of possibly the artist being superstitious which can therefore represent her as weary and paranoid. From these representations the audience can also infer a sense of self-consciousness which the artist feels about herself. This is conventional to the soul music genre as the artist conventionally lacks self confidence possibly due to the subjects that they are singing about. This also represents the artist as relatable as many members of the audience may be able to relate to the lack of self confidence portrayed by the artist, aswell as they may also follow these rules of "missing cracks" in the pavement as this is a common thing to do, showing the artist as down to earth and ordinary creating a relationship between the artist and audience. Furthermore, "air so thick and opaque" suggests a hidden meaning that the artist feels a sense of entrapment and that there is no way out of the current situation she is in. This could also possibly mean that there is no escape from the way that she is feeling, the low and depressive emotions have submerged her and their is no way out. Conventionally to the soul genre, feeling trapped is a common topic which is included in the artists lyrics, suggesting how lonely and vulnerable they are feeling. Audiences may be able to relate to this situation as they may have been in a similar situation where they feel there is no way of escaping their low emotions. Annotations of the lyrics also help in assisting the cinematography of the music video. A certain line in the lyrics is where the artist is repeating her words which do not mean anything which could suggest humming. This could represent to the audience as though the audience is bored which could suggest of her life and how she has nothing going on and is feeling quite down and lonely in which she needs to fill up her time. At this particular part of the song we will include a close up shot to show clearly the facial expressions and body language of the artist which can help the audience to see and understand how upset and lost she is in regards to the direction of her life and how she wants to go back to how it was before she found fame. Additionally to this the line "people I've met are the wonders of my world" the wonders of the world are regarding to  places and buildings which are seen as magnificent and significant, this could help to represent and emphasize the fact that she misses the people which she used to surround her self with and helps to demonstrate to the audience how lonely she is now. This could be shown through the use of a mid shot which shows her reminiscing on memories of her surrounded by her family and friends. Furthermore, annotating the lyrics from our chosen artist helps us with planning editing styles. The line "Round my hometown" could be used in conjunction with a panning shot of the City of London, which helps to re-literate the narrative towards the audience which helps them to understand that the music video is based upon the artists journey to fame. Also in regards to the same line in the lyrics "Round my hometown" an editing style which we could also include is filters, which at this particular scene which would include memories of the artist before she found fame could be in black and white. This colour helps to portray to the audience that this is the artist lowest moments of reminiscing. Black could help to represent the artists depressive emotions and negativity about finding fame as she is reminiscing. White however, has opposite connotations of black which helps to display happiness and innocence which could help to suggest how happy the artist was again, before fame. The two colours contrast each other as one has positive connotations whereas the colour black has negative connotations. This could suggest to the audience that the artist is reflecting and reminiscing on her memories before fame. Annotating the lyrics also helps to assist my group when discussing mise-en-scene. The line, "Everybody's taking different sides" could help to suggest the artists different emotions, about how she felt before and after fame.This could be represented through different uses of lighting. For example, high key, natural lighting may be used when the artist is reminiscing on the past of fond memories of herself surrounded by friends and family. Whereas, the darker, low key lighting could be used when the artist is in the present day and there are multiple close up shots which helps to express the artists emotions and helps to convey how low and depressed she is feeling. Additionally, "and tutting my heel and strutting my feet" could be shown in conjunction with a close up shot of the heels which the artist will be wearing. This reiterates the point of the artist being represented as weak and fragile. The close up shot used at the particular scene helps to portray the instability of the artists feelings and emotions which could infer to the audience possibly that she needs somebody of something to help her and hold her own on her journey through fame. This could help to represent the artist as weak and vulnerable as she requires assistance due to her unstable emotional state. Additionally "Is there anyone I could call?" could be used at the same time as the artist being seen in a telephone box in London. This may emphasize to the audience the sense of the artist feeling lonely as she is asking the audience for somebody to call, which makes them sympathize for her. Furthermore this helps to demonstrate to the audience the location of the scene which is in London which can additionally help for the audience to understand the narrative more clearly. Annotating the lyrics helps to establish the music video style more clearly in which we have discussed which style would most suit the lyrics and the hidden meanings. Our music video is mainly based on narrative and performance. This is because the lyrics are relating back to where the artist originated before fame and her journey towards where she is today and throughout fame. We wanted to include this style as it helps to engage the audience and gives them a better understanding of the lyrics and what the could mean and how they should be interpreted. Furthermore, we will additionally use the performance music video style  as this is conventional to the soul music genre as this helps to display the artists emotion and passion towards the music and lyrics than a different style of music video usually would. This helps to build a relationship between the artist and the audience as the lyrics which help to plan the different elements of the music video enable the audience to relate to the artist in some way. An example could be the camera shots used, and editing styles used help to portray the artists emotions because of the subjects which her lyrics include, the audience may be able to relate to this in some way and sympathize for the artist. Additionally, by analyzing our chosen music video lyrics this enables us to think of different techniques and uses that we could include in our music video which will help to engage our target audience. This could include certain shots which help to explain and for the audience to understand the lyrics more easily which could in turn, engage them as they may be able to relate in some way.

In conclusion, the annotations which we have included on the lyrics to our chosen music video will help my group to start preparing and planning our music video in more detail. This is because this helps us plan conventional aspects of the video which help the audience to infer the lyrics and what they may mean. This could result in the audience being able to understand the lyrics and therefore understand the narrative of the music video more clearly due to well thought of references which also makes the music video more engaging as the audience may be able to relate and hasn't referenced to scenes which are nothing to do with the music video.

Planning Lighting and Colour

Planning Lighting and Colour

It is essential within a music video to use a varied range of different lighting styles and colours. The use of different lighting styles and colours engages the audience as this allows them to infer the video based on connotations of the colours which can be inferred to represent the artist. For example, the different lighting styles used help to represent the artists mood in the music video which will be evident to the audience, such as black which is used frequently in our music video to suggest the artists depressive and emotional state. This engages the audience as they may be able to relate to how the artist. The use of different lighting and colour styles help to engage the audience as this is interesting for them to see due to contrasts used, which also give them a clear grasp of the narrative as this could represent different locations or emotions.  

The first choice of lighting style in which we will use in our music video is high key lighting. This is a style of lighting for film or television which helps to suggest and create an upbeat mood. This lighting will predominately be used throughout the scenes were the artist is reminiscing on happier times were she was with her friends, enjoying herself. The specific scenes will possibly be when she is with her friends at the park, shopping centre or at each others houses in each others company.  This is not necessarily conventional of the soul genre as the mood within the video is usually sad and emotional due to the topics and the lyrics which the artist is singing. This lighting helps to create a positive scene which is not conventional due to the topics which the artist is singing about. However this type of lighting helps to illustrate our narrative to the target audience and makes it easier to understand that these specific scenes are of the artist reminiscing on memories which made her happier, before she found fame. However, within the soul genre light is conventional when the artist is singing about a positive message. As most soul singers tend to sing about love, usually this is a past, bad experience. Light is often synonymous with love and the overwhelming power of emotion. This could represent the artist being blinded by love and how this can leave the artist to feel vulnerable. This could build a relationship between the audience and artist as the audience may be able to relate to the emotion that the artist is portraying. Additionally, it could help to show the artist showing themselves as down to earth, allowing the audience to have an insight to their private life and to see their true, raw emotion.

The next effect which we will be using throughout our music video is the use of colour. More specifically a black and white filter over certain scenes of the music video. We will use this filter when she is thinking about her lowest moments as an artist, predominately over scenes where she is performing either on the piano or on the stage. The use of the colour black helps to represent the artists depressive emotions and negative thoughts around the subject of finding fame, as she is no longer happy as she compares her past. With this, this could reflect what the artists music contains and what the audience can expect the music video to portray. The colour black contrasts with the second use of colour white, which helps to portray happiness and innocence which could help to represent the artists life before fame to the audience and help to reiterate that these are times when she was most happy. White also represents the artist as vulnerable due to the connotations of innocence. It is clear that the artist is already feeling low and down, so a sense of vulnerability will build a relationship between the artist and audience as they begin to sympathise for her. Furthermore, the use of the colours black and white together contrast each other in regards to black representing negativity and white representing positivity. This could suggest to the audience that the artist is reflecting and reminiscing on her memories before she found fame. This is conventional to the soul music genre as the colours used help to portray the narrative clearly to the audience and help them to understand that the artist is looking back on times which she was most happy.

Another use of lighting which will be included in our music video is the style of low key lighting. This will be used throughout the entire music video, except for scenes with high key lighting which the artist is trying to represent happier memories. This type of lighting is conventional to the soul genre as this helps to represent the artists emotion which is her feeling low and down. This enables the music video to be relatable for many of the audience members as this could also reflect their mood or be able to relate to the artists feelings. Furthermore, the contrast between the high key lighting and the low key lighting could help to reiterate the narrative to the audience of how the artist is reminiscing on memories, similar to the use of the black and white filter. The dark, low key lighting scenes help to portray the scene negatively as the artist is not singing positively about the situation she is currently in. The audience may be able to relate to the artist as they may feel as though she is being presented as strong throughout the scenes of low key lighting as the artist is continuing on with being unhappy, this also helps to represent the artist as down to earth as she is not trying to cover up her true, raw emotion which the audience may respect her for as it is comforting to know that somebody else has been in a similar situation that they can relate to.

Another style of lighting which we would like to incorporate into our music video is the use of back lighting, this will be mainly used at certain points when the artist is performing on the stage. The use of back lighting will create a silhouette effect of a shadow of the artist on a backdrop or wall with the lighting at the back of the scene unfocused so that the main focus in on the silhouette of the artist. This creates an enigma and presents the artist as mysterious as the audience as they have previously seen the artist quite open around sharing her emotions and true feelings to the audience. However, this could represent another side to the artist which is conventional to the soul genre of the artist being quite timid and shy, not wanting herself to be seen, which makes the audience sympathise for the artist as this could make them question is the situation that the artist is in, made her feel so low in herself that its causing her to have a lack of self confidence and is not wanting anybody else to see her in a low state. This could also be beneficial as the artist will be able to sing the lyrics with true passion as nobody is watching her. 

Throughout our music video we will also use varied colours which have connotations which help to represent the music video and the artist conventionally. One of the colours which we will be using is the colour red. The colour red has connotations with being fiery and strong willed, which is not really conventional to the artist within a soul music genre as previously mentioned they are quite timid and shy. However, this could represent our artist as brave and admirable as she is feeling low and down about the situation she is in, but willing to fight through her bad times to come out at the other side and become happy again. This is relatable for many audience members as they may understand the feeling of wanting to give up, so this may give them hope and determination like the artist is showing. Furthermore, the colour red is conventional to the soul music genre as this has connotations with love and romance which most soul artists music is based upon. The red could suggest danger also which may suggest to the audience that the love that the artist is singing about could have put her in danger or left her feeling vulnerable which is stereotypical of a soul genre narrative. 

Overall, the target audience will be able to build a relationship with the artist through the lighting and colours which we have selected and planned out. Firstly, through the silhouette image as they have respect for the shy artist, which is replacing the performance with the passion in her singing voice which not only engages the audience but leaves them with respect for her as she is continuing on. Additionally, this is because the varied uses of lighting and colours have several connotations which help to represent that artist in certain ways in which the audience may be able to relate to. An example of this is, the low key lighting which helps to present the artists depressive and emotional state which the audience may sympathise for her as they may possibly understand how low and upset she is feeling. Planning in regards to lighting and colour has helped to ensure that we create a successful music video because it has enabled us to have the time to plan our ideas thoroughly and think of why this is conventional to the genre and how this will represent the artist in a way that the audience will be able to engage the audience and enable them to relate to the artist. 

Digipak Analysis

Digipak Analysis

A digipak is typically a book style with a paperboard or cardboard outer binding, with one or more plastic trays for the CD. Digipak style cases grew popularity among record labels and recording artists in the early 2000's. Digipak style packaging is often used for CD singles or special editions of CD albums. A Jewel CD case is the compact disc which it originally comes in since first being released in 1982. This case was a three piece plastic case which contained the actual CD swell as a back card and liner notes. This type of CD is constructed into 4 sides, where most of the detail is located on the front and back. in comparison, the Jewel CD case is plastic which means the paper inside is protected and will last much longer. Most of the detail is mainly on the front and back of the case meaning that its more likely to grab peoples attention and make them want to purchase the album. The Jewel CD case will often contain lyrics of the songs, so people who buy the album will be able to learn the songs in turn means that they feel as though they can relate to the artist more. The Digipak, which is basically a special edition CD, contains higher quality images and helps to display the meaning behind them. Furthermore, Digipaks usually contain a letter/note from the artist which is directly to the fans which helps to give the CD a more personal approach and feel, which could help the audience to relate to the artist as they feel as though they have a glimpse of them and as though they know them slightly. Sometimes Digipaks contain a bonus track to the album, whereas a CD version may not include this, therefore it is more beneficial for the audience to purchase this version instead of the original as they can hear more music from their preferred artist.The Digipak has 6 sides to it, so there is more opportunity for visible artwork to be seen, aswell as information or promotions. This way the artist has a better chance at attacking potential buyers, for example fans as they will see the Digipak as more than just an ordinary disc of music, as this can be seen as a collectable item as well. In comparison to the Jewel CD, the Digipak case is not easily ripped, whereas the Jewel CD case is when removed or put back into the plastic grips making the audience not want to remove it. Lastly, on a Digipak, all information is very easily accessible, which overall makes the CD more appealing and long lasting.

When carrying out research of trying to find a digipak to analyse for our chosen artist Adele, we could not find a digipak which she has used. Instead, our group has chosen to analyse a digipak from the artist Duffy which could be considered as a soul artist. The digipak by Duffy has several connotations. The first connotation of this is the way in which the artist is looking. The audience can infer from the facial expressions and body language that the artist is feeling down and can be perceived as vulnerable. It can be seen through the mid shot used on one of the covers that the artist Duffy is crossing her arms across her body which suggests that she is feeling insecure. This is conventional of the soul music genre as the artists generally tend to sing about topics which are personal to them. In addition to this the eyes of the artist are looking downwards which is a natural expression for somebody who is feeling low or upset. The artist looking down and not looking at the camera suggests that the artist has a lack of confidence as she is not able to look into the camera, which most artists like to do as it helps the audience to connect to the artist as they can see the true, raw emotion of the artist through the close ups which helps to convey their facial expression. This could also be seen as though the artist would like to not have to face their current problems or issues in which they would rather avoid and seems as though they are almost looking 'into space' as though they are day dreaming. Day dreaming is short term detachment from their surroundings and replaced with fantasy. This could help the audience to build a relationship with the artist as they may be able to relate to this of wanting to escape their surroundings for a short space of time to forget what they are going through. Furthermore the colours used in the digipak are conventional to the soul genre. There are few colours used in this digipak, which has kept the entire theme quite simple. The predominant colours used are black and white. The black is used throughout all sides of the Digipak helps to symbolize the artists negative thoughts and depressive state. With this, this could help the artist to recognise that be suggesting that this could represent the artist's music and the content which the lyrics contain. The colour white usually suggests positivity which contrasts from the black and negative image which this creates. This could suggest to the artist that this is the artist reflecting on her memories of the topic which she is singing about. This is conventional to the soul genre as for our groups Artist Adele, this colour scheme will work well as this is the subject which relates to our song of the artist reflecting on her memories before she found fame and the times in which she enjoyed. Additionally, the digipak as well as being mainly in black and white seems as though it has sepia undertones to it. This could have further connotations of the album relating to memories and past events as this is the colour you would expect to see an olden day picture in, helping to reillustrate to the audience that the artist is reminiscing. The artist is positioned centrally in the middle of the album cover. This allows the audience to recognise the artist straight away, immediately engaging them as this may be an artist that they have listened to before. Additionally to this, it helps to keep the artist as the main focal point of the album and does not divert the audience's attention elsewhere on the cover as this is  the main part. Generally, an image is more enticing and interesting to look at as opposed to writing and typography as this is recognisable and relatable for the artist as they can grasp what the album's music may be based upon due to the facial expressions and body language used. Whereas information and the artists name is information which the audience will observe next as they may have already recognised the artist from the image this does not need to be the focal point of the album. The typography used positions the title of the album to the bottom left. The reasoning behind this is as mentioned previously it is most important to have the image of the artist central to the album as this is what will draw the audiences attention in first. However, the title is in a bold font which is in capital letters as this may be significant to the album. It can be seen in the background of the main image on the album that there is a particular location which has clearly been thought about by the artist. When researching "Rockferry" this is a location, in which could be important and significant place for the artist. This possibly could suggest that events that are written about in the artists lyrics could have occurred in this particular location. Furthermore, this helps the audience to relate to the artist as they feel as though they have an insight to her life as she has taken them to somewhere personal were she has experiences which are clearly important and are emotional for the artist. In addition, the artists name is also effortlessly written on the top left hand side of the Digipak. The font used her is simple and looks as though it is hand written. This is conventional of the soul music genre as the artist styles their album cover in a simplistic way to not divert attention of the image which has connotations with the music which helps to engage the target audience. The handwriting font gives a more personal touch to the album cover and helps the artist to build a relationship with the audience as they feel as though the artist is signing this album personally to them. With this personal touch, it also shows that the artist is signing the album to the audience but also letting them have an insight to their music and life as it is almost welcoming. This presents the artist as down to earth and relatable as she is willing to show and let the audience hear her true emotions which the audience may find relatable. In regards to the styling of language on the Digipak for the artist Duffy, there isn't any wording, instead is replaced with multiple images of the artist, helping to illustrate the feeling and emotion of the artist as well as enabling the audience to familiarize themselves with the artist which may enable them to build a relationship as they can relate to the artist more. This is conventional to the soul artist genre as the advertising of the artist is kept quite simple so that the image used can demonstrate the type of music and emotion which the audience can expect.  

Overall, researching Digipaks from similar artists has been beneficial in the process of my groups planning and has provided inspiration for what we would like to include our own digipak for our artist. One of the main inspirations I would like to include in our own digipak is the use of the black and white colouring due to the connotations which this has with negative and positive thoughts which help to illustrate the artist reflecting and reminiscing on her past and memories, which will help to illustrate to our audience what the song is about and will also help them to understand the narrative more clearly. Another aspect which we would like to include in our digipak is the idea of the artist being central of the image. This allows the audience to focus on the artist which may make them easier to recognise. This highlights to the audience the importance of the artist and additionally represents the artist conventionally and their emotions which gives them an insight of content in which the digipak will contain. Lastly, I will consider the typography used in the digipak as I feel as though the hand written signature from the artist gives a more personal approach to the digipak and allows the audience to feel as though they have an insight to the artist. This is also a unique touch to the digipak as not many artist have incorporated this into their album/digipak. Additionally to this, when considering the font of the title/name of artist, we will also consider the colour of the font which has not been displayed in the digipak for Duffy as it remains similar with the theme of black and white. I would like to include a colour which has connotations of conventional emotions portrayed by the artist in their music.

Planning Artist Representation

Planning Artist Representation

Artist representation is essential within a music video because it helps the audience when wanting to watch a music video whether this is something they would like and enjoy as if they see an artist which is conventional the music videos that they usually enjoy, this might entice them into watching our music video based on the representation of the artist, before even hearing the music the artist has to offer. In addition to this, artist representation is important as it also sets the scene for the music video. It would be diverse and uninteresting for the audience to watch a music video if the artist was represented differently to how they would be in a conventional music video as this may be hard for the audience to understand so may make them disinterested in the entire video. Furthermore, if the artist representation is clear, this can also help to bring across connotations of the artist which may help the audience to build a relationship with the artist as they are able to understand the story line and the emotions of the artist more clearly. 

Throughout the entire music video the artist will keep changing the look she is wearing depending on the part of the narrative and the location in which the particular shot is being filmed. One look which will be included in our music video is an "everyday look" which mainly used with the narrative to show the artist when she was younger and of her reminiscing on happier times with her friends and surroundings in which she enjoyed. This look will include an outfit that is simple, which could possibly include jeans, a lightly coloured, preferably white top. The colours used within the outfit that we have chosen have connotations of vulnerability as white suggests purity and innocence. This will make the audience sympathise for the artist as they feel sorry for her as she is seen to be vulnerable and this is what was set up for her with the path that she decided to take. However, this is a conventional aspect of a soul music video which may help to engage the audience further. Aside from this connotation, the colour white also has connotations of positivity which further helps to portray and explain the narrative to the audience as this again highlights the fact that this is when the artist was happier. With minimal makeup and straightened hair which is down, which again helps to show the age group of the artist at this particular time to help the audience understand the narrative more clearly. This simple look could remind the audience what the artist was like before fame and reiterates the happy memories she had. This is already engaging for the audience to watch as they will be able to relate to the casual clothing as this is something the audience will wear on a daily basis. Additionally to this, the outfit choice will be useful to the audience as this will help them to understand the narrative more and allow them to differentiate between the different stages which the artist is at and is trying to show through the music video.

Another look in which the artist will be seen in is a different style when she is performing on the stage, in this scene she will be wearing a dress, heels with glamorous hair and makeup. The main reason for this look is to provide a clear change in narrative for the audience so that this is easier and clearer for them to understand. This look that we will use for our artist is conventional to the soul genre because it shows them as glamorous which they are normally perceived to be in this genre of music video when they are performing most typically.  Furthermore, this is also is conventional to the genre as it helps to portray them as talented to the audience as most famous stars are usually glamourised before performances and shows that they take on. Furthermore, the red used on the artists lipstick could infer the love side of the genre, which is conventional as many soul genre artists include this topic. The artist carrying off this glamorous persona represents her as wanting to mask and hide their insecurities which could also be what their lyrics are about. This helps the artist and audience to build a relationship because they can see her hiding her true emotions and this is relatable for many of the target audience as they may have had to hide their emotions before and are able to sympathise for the artist. The black high neck dress will also be worn by the artist when she is performing on stage. The high neckline could represent how the artist is feeling as she may feel suffocated in the situation she is in as she feels trapped in her own feelings and as though she cannot escape this feeling. The dress is also dark and black which has connotations of death and depression; this could represent the death of her previous life when she was happy, and how helps to illustrate to the audience how unhappy she is now. This will make the audience sympathise for the artist as throughout the use of close up shots used in this particular seen this will help to convey the emotion that she is showing. The audience will be able to relate to her more and feel as though she is down to earth as she is showing her raw and inner emotions. Furthermore, the black, high heels that will be paired with this outfit help to show the instability that the artist is feeling and portrays as the audience can infer that she needs somebody or something to hold her up. This could represent and the audience could infer the artist as weak as she needs additional help, and this could be due to her fragile state and emotions which have occurred due to the subjects and topics her lyrics are about.

The final look which will incorporate into our soul music video is quite a plain and simple look as the artist will be dressed in all black. This includes a black top, skirt, tights and pumps. This look will mainly feature during the scenes of when she is performing the song on the piano. The colour black again could represent the feelings and emotion of the artist and the depressive state in which she is situated in currently as she feels so lonely which is conventional of the soul genre for the artist to be dressed in dark clothing as it helps to represent the emotion of the artist to the audience more clearly without them having to much difficulty understanding this. Additionally, the artist here is represented as emotionless, due to the connotations of the colour which she is wearing. Showing she had no feeling or emotion to that particular period of her life which she is singing about which relates to the lyrics of the song which she is singing. The audience will be able to relate to her more and feel as though she is down to earth as she is showing her raw and inner emotions. The black outfit contrasts with the white keys which are on the keyboard. The white represents positivity and the black represents negativity. This could help represent to the audience that the past is still impacting the artists present as she still thinks and reminisces about it as she has now found fame and is not happy with this choice. In contrast to the previous point of the artist wearing high heels the artist is now wearing flat pumps. This could also infer her to the audience clearly. She is lower than she would be in a higher form of shoe, which could show her vulnerability and powerless state. The audience may sympathise for the artist as they have been in this position before and understand how low she is feeling.

The target audience will be able to build a relationship with the artist in our music video through the image that we have created for her which helps to show her personality and emotions clearly, this can be seen through the use of dark colours such as black and the details in the clothing which could refer to the highness of the shoe to colours of the artists makeup. The representations of the artist which we have used are conventional to the soul genre which will help the audience and artist to build a relationship as they will be engaged in the video as we have researched that this is what the audience expect, and enjoy to see in this particular genre of music video. This style of representation may be more interesting for the audience to watch as this helps to show the genre more clearly and helps them to grasp the understanding. However, they may not enjoy a pop music video as the representation of the artist in the particular video does not have much to do with helping to tell a narrative and does not make it clear for the audience. The audience is able to build a relationship with the artist also because she is shown to be both ordinary and extraordinary which relates to Dyers theory. This is because the video helps to show her lifestyle before fame, and shows her lifestyle now when she is famous. This helps the audience to relate to the artist as they could achieve this also. Planning ahead the representation of our artist will hopefully help to create a successful music video. This is because it has enabled us to think of certain connotations which the audience will enjoy as this is what they are expecting and would like to see within this genre music video. We have had time to think carefully around connotations and which may help to represent the artist in which the way we would like, and how the representation will help the audience to understand the narrative more clearly.

Planning Cinematography

Planning Cinematography

Cinematography is essential within any music video as the varied and different techniques used help to make the video interesting and unique which will help to engage the audience. If the music video contained a series of shots which were the same, such as a mid shot this would not be interesting for the audience to watch as there are not different scenes going on in the video which captures their attention. The shot used helps the audience to establish the location of where the video is shot which could engage the audience as they will be able to relate if the location is a setting which they recognise. Furthermore, by using different cinematography techniques this helps to display the artists emotions as each shot has connotations with different emotions which could be inferred. 

Long Shot

The first camera technique in which will be used within my music video is a long shot. A long shot is also referred to as a full shot or a wide shot which typically shows an entire object or setting. This camera shot will be used in my music video when the artist is in the location in London. The reason for this is so that the audience can see where the artist is and establish the setting of the music video from the surroundings and iconography used such as public transport such as buses and trains. We will typically use this shot in London as this helps to display the narrative further of the artists journey to fame and helps the audience to understand this clearly. We will also use this type shot when the artist is performing on the stage.This shot is conventional to the Soul music genre because again, it allows the audience to establish the location. Typically in this genre of music video the scenery and setting used is kept quite simple. London may be seen as being chaotic and busy which goes against these conventions but we are planning to use a quieter street in London when the artist is singing, which is conventional as this then does not divert the audiences attention away from the artist and helps them to focus on the lyrics, this is also similar to the setting of the stage as there is not anything diverting the audiences attention as the background is predominately dark colours which allows the audience to focus on the passion and the artist reminiscing.The shot is again conventional where we will use it to show the setting as this is what many of Soul music videos do, as this helps the audience establish the setting and helps the audience to build a relationship with the artist as this is relatable and feel as though they are getting to know the artist as she is showing her journey throughout her route to fame and the places she likes to visit. This particular camera shot could also help to represent the artist and her emotions further. This is because the long shot is typically far away from the artist as they are not close up in the shot. Setting is shown mostly in this shot which makes the artist appear smaller. This could portray to the audience that the artist is feeling lost as she is feeling smaller in surroundings she is not familiar with referring to her finding fame. This could make the audience sympathise for the artist because they can see how she is reminiscing on times before fame where she was attempting to become famous and can see that she misses these times as she felt less lonely. The audience may be able to relate to the artist in some way, from feeling lost to how they miss a particular time or period of their life.

Close Up Shot

Another cinematography technique which we will use in the music video is a close up shot. This shot typically helps to tightly frame a person or object which is regularly used within films. This particular shot will be used when the artist is singing as this will help to display the emotion and passion as she is singing to the audience as this is a clearer way to portray this. This will help to build a relationship between the artist and the audience as they see her true, raw emotion and believe that this is the audience wanting to share these feelings in order to show that this subject can be relatable to everyone. The audience feel as though they are beginning to know the artist as they have shared their emotions and feelings which is something you would usually do if you were close to somebody and felt as though you could trust them. This shot is conventional to the soul genre as this helps to represent the artist at the most vulnerable times as this helps to show raw emotion which is brought on by the emotional and personal topics which she is singing about. This again helps the audience to relate to the artist as they see her as an ordinary girl which has feelings just like the audience does and allows them to sympathise for her, engaging further into the music video. The close up used is one that I have noticed is most used throughout this genre and how successful it is every time it is used in one of the videos of this music genre. This is because this particular genre, Soul is predominately based around personal and heart felt topics which can't help but display some sort of emotion. Close up shots are the best way to illustrate this emotion as there is no cover for the artist as all of their genuine emotions are shown on screen. The particular camera shot allows the artist to be emotional and lonely as the emotion and facial expressions used help to represent this. Additionally, the artist is portrayed as a genuine person as she isn't tried to hide or mask the fact she is emotional about the subject she is singing. We want to capture this in order to engage the audience further and feel as though they are building a relationship with the artist as they are sympathising for her.

High Angle Shot

Another cinematography technique in which my group are wanting to include in our soul genre music video is a high angle shot. This is a camera technique where the camera looks down at the subject or person from a higher angle than them which can make the subject seem smaller suggesting the subject to be powerless and vulnerable. This particular camera technique will be used when the artist is playing the piano whilst singing her lyrics to show the vulnerability of the artist. This type of shot is conventional to the soul music genre because it helps to portray the artist as inferior and powerless, which also suggests that they are weak and vulnerable due to this. The camera shot will help to represent our artist as vulnerable as this is being used at the same time as she is singing her lyrics which she is becoming emotional and upset over which can be seen throughout the use of facial expressions and body language. In addition to this the artist will also be represented as down to earth and genuine as she is not trying to cover up her true and raw emotion for the audience as she is being showed in a vulnerable state and to be powerless at the same time. The audience may be able to build a relationship with the artist because they may be able to relate to the situation that the artist is in and feel as though they have an insight to the artists life as they are seen in a natural state and are not covering up the emotions of the artist. 

Panning Shot

Another cinematography camera technique in which we would like to include in our music video is a panning shot. This is the technique of moving the camera horizontally to the left or right, which allows you to follow or track a person or subject with the additional help of a tripod. This particular camera technique will be used when the artist is singing and perfuming the piano as well as using this technique when filming in London. This particular shot is not necessarily conventional to the soul music genre as I have not seen this technique used in many of the music videos of this genre I have analysed. However, the connotations of the shot could be used in a soul music video as the connotations could be conventional. The panning shot of the camera moving from left to right will help to show the location of London clearly for the audience. This could be conventional as it allows the audience to see the location clearly and reiterate the rem incising which the artist is doing and remind the audience how low and vulnerable the artist is feeling with fame as she is feeling lonely. In addition to this, the panning shot will also be used when the artist is singing whilst playing the piano, this means that there will be multiple shots of this action as the camera is moving from left to right. This again could reiterate the emotions of the artist as the audience are seeing this more than once. They can see the artist in her true state of vulnerability. In addition to this, the camera technique helps to create a calm, relaxed feel to the video which is conventional to the soul genre as the audience are focused mainly on the expressions of the artist. 

Point of View Shot

The last camera technique which I would like to include into my music video is a point of view shot. This shot can also be referred to as a POV shot which helps to show what the character is looking at through camera shots. This camera shot will be used within our music video when the artist is returning to her hometown of London and when she is performing on the stage. This will enable the audience to see where the artist is heading to. They will get to see a glimpse of the location  then the point of view shot of the emotions and facial expressions shown by the artist which helps the audience to recognise how happy she is that she is returning home. In addition to this, point of view shots will also be used when the artist is performing on a stage in her old school, this is to show a memory to the audience which will be shown by filters. The point of view shot will again help to show the emotion of the artist at this stage and her facial expressions which again shows her happiness to be back. This shot is conventional to the soul music video genre because it enables the audience to relate to the artist more easily as this strengthens the relationship because she is showing her emotions and vulnerable state.The camera shot presents the artist as although she is coming across as happy, this shows her as down and lonely also because she is happy about something that has happened in the past and is no longer how she feels. She is coming across this way as she is in her safe place, her comfort zone of being on stage before she found fame and became to feel lonely.This shot also helps to portray the artist as vulnerable as she is feeling lonely and afraid. This helps to build a relationship with between the artist and the audience because they may be able to relate as the audience may have felt like this at some point. This shot represents the artist again as vulnerable and powerless due to the fact the shot helps to show to the audience multiple times how the artist is feeling. This may engage the audience as they feel sorry for the artist as she is feeling lonely and down, in which they may be able to relate.

The camera techniques and shots used enable our target audience to build a relationship with the artist easily. This is because the audience will be able to see the artists emotions clearly, through shots such as close ups which help to show the artists facial expressions and emotions. High angle shots, along with long shots which help to show the setting and vulnerability of the artist allows the audience to imagine themselves in the artists situation and they sympathise for her as they can see how vulnerable she is feeling. Planning the cinematography elements which we would like to use in our music video will help us to target our specific audience as it has given us time to think about which techniques we would like to use most as we have thought about connotations and conventional aspects which may appeal and engage our target audience. We will also want to include conventional aspects so we know exactly what the audience enjoy.