From doing this interview with audiences from various demographic ages, I learnt that their view on things and opinion can be very different. Older demographic age audience tends to view the whole concept of the music video in depth, as in more into its meaning, compared to younger demographic audience where they often don't see what the elements are emphasising. It also depends on the person on how they would interpret the music video, which made me realise that we, as the producer, couldn't always produce content with the right concept for everyone.
This task allows me to understand how music videos affect the audience. The video could be used and interpreted differently depending on the audiences. Most of them interpret pop genre music videos as information and education since often these videos illustrates and portrays the artist life (society, problems, joy). Additionally, the audience would use these music videos to experience escapism as they may distraction and inspiration. Moreover, it enables me to understand how the producer tried to highlight and deliver the message to the audience. Most of the time, they would use common personal issues, such as bullying or heartbreak, or personal experience such as hanging out with friends or going on a trip. These narrative could be easily followed and connect the audience that experiences the same situation to the artist straight away.
This is the survey paper that we provide around the subject of 'Music Consumption':
These are the results of our survey:
Age
Media used to watch music videos
Do they download them?
What I have learnt
By doing this survey research, it has allowed me to see how the audience used music videos. Mainly pop music videos will get popular more, compared to other genres. There are many people that watch music videos nowadays, even though they are not interested in pop music, since it is streamed and can be watched almost everywhere ranging from the television to mobile phones and online. The wide range of media available allows more audiences to access the music video. This is not applied to just pop music, but also others.
From the survey, we can see that most people contributed watch music videos through YouTube, which is an online video streaming site that is very popular amongst others. Many different reasons were given when they were asked 'why do you watch music videos' and what do they like to see. In conclusion, audiences watch music videos because they want to see the artist's creativity and because it's fun. They also like to see something they can relate to, as well as using it as something to enhance their experience in listening to the song. This is very interesting as it shows how music videos do create such an impact on the audiences. However, no one downloads music videos. I suggest it is not necessary to download music video as it is available online or everywhere, and can be accessed at any time.
With this, I can conclude that music videos does effect and influence the audience by a lot. The huge range of media available for accessing these music videos also helped the audience to see what they like, but it also helped the artists' music videos to get more views. Therefore, it doesn't only benefit the audience, but also the artist since they can widen their audience base as well as get more popular.
After closely analysing this video using media theory, it has allowed me to understand deeper on how different theory applies to music videos and what their impacts are. Mainly, they are related to how the music video is used to promote the artist and gaining audience interest. Often, there are connections that link the lyric to the music video including artist's performance that corresponds with the lyric sung in the song and a shot of an object that would emphasise the lyric. The use of codes and conventions also helps to convey the music and shows different connotations related to the music video or the song. It is also effective to be used as it can help the artist to create a connection with their audiences through their music video.
After doing the research for this task, it has helped me understand the difference between music genres and how the use of code and convention represents them as well as their branding. Different genres have their own stereotypical elements that represent them which are always shown in their music videos. With this, I suggest they used it to make sure the audience can interpret their music video better, as well as using it as a way to present the artist's personality with their clothing style.
Most of the genre uses performance based concept for their music video, although some pop songs still use narrative concept. Some genre represents women in a particular way, and often, because men are more successful in that music genre they are represented to be more dominant over women. Although, it doesn't happen with pop music genre, since there are many know female pop artist and they are illustrating how women do also have power over men through their music video. This is to make their audience to understand and possibly make the artist as their role model as they show courage and potential.
Adele’s
early music videos are mostly performance based narrative, usually related with
the song. The beginning of this video starts with an opening scene which
introduces the first actor being the singer herself, and the second actor shows
up towards the middle of the video. The story has a basic story line and it
revolves around their relationship and how it ended. For the audience, they
could relate to the story as this is a common issue for couples. As she uses
herself to be in a part of the story, this suggests that the artist have a
connection with the story, and is possibly the way the artist trying to connect
with the audiences. The use of old house and antique props denotes memories and
reminiscences, which linked back to the video and the song. There was also
laughing and crying scene – represents drama as the theme. Towards the end,
there were clips of the singer lip syncing outside in the woods. The choice of
location made it seem more dramatic, as usually the woods is the place where
people go to clear their mind – linking back to the story of her being sad.
This enables the audience to associates with the emotions presented in the song
and the music video.
AlunaGeorge, 'Mean What I Mean – performance based
The
main focus in this video in the artists showing dance moves and lip syncing,
which makes it a performance video as there is no narrative. Typically, in
performance based video, the song would be up-beat and fun, and they would also
more focus on dances and artists performances, which express the artist’s
feelings reflecting in the song. Throughout the video, there are consistent changes
between performance scene and lip sync scene. All performers are female,
expressing the idea of feminism to the audience. It also enables audiences to
get together as a group. The video has a fun and festive vibe because they wear
exposing urban clothing with vibrant colours – connotes festival clothing. This
could also be used to make the video more interesting to watch, since the song
and the video have a correlation, and the audience could easily connect to the
artist though the song.
Imagine dragons – radioactive – performance and narrative
based
The
opening of the video starts with the beginning of the story, like many other
typical performance and narrative based music videos. The main protagonist was
introduced right at the start of the video, and the protagonist was introduced
later on. The story goes as this female protagonist becomes the hero by saving
the victim – it was the band – from the male antagonist. There was a teddy bear fight, people were
betting and getting entertained, which interpret a gladiator fight. This could
be linked to the lyrics, “I’m breaking in, shaping up” which represents the
pink teddy bear being stronger than the purple teddy. They use these
connotations, such as; teddy bear as gladiator and wool as flesh makes it
appropriate for audiences of different ages to watch it even though it still
shows little violent action. Not many audiences may able to relate, but the
artist is still able to deliver the moral of the story. The female protagonist
also played by a famous actor, named Alexandra Daddario, known for playing in
the ‘Percy Jackson’ film as ‘Annabeth
Chase’. With the use of proliferation, it indicates that music videos could be
created in a similar concept as short films. There are some clips of the singer
performing and lip syncing, suggesting that’s the way the band makes a
connection to the audiences.
Lemaitre, 'Playing to Lose' – narrative based
This
video is completely narrative based with a very interesting concept on the
story. It engages the audience as it is about a difference between two characters
that somehow have some sort of a connection. They use things around the actors
as symbols. This video has a basic story line, with a beginning, middle and end
which audience could follow easily. There is a link between the video and the
lyrics where it says, “It’s like you’ve been slipping in to my head” which
clearly associate with those unusual events. Mise en scene plays a big part for
telling the story without dialogue in this video. Unsteady camera was used
throughout the video, connoting their unstable situation or progress, which
implies to their progress before meeting each other. The storyline in this
video is somehow very unrealistic and impossible to experience, enabling the
audience to escape reality and fantasise. This is a great way to gain and keep
audiences’ interest, especially with the help of props and clothes that have
vibrant colours.
Tinie Tempah , 'Chasing Flies' – narrative based
The
beginning of this music video is used to introduce the first male actor and his
background story very briefly. Not long after, a female actor was introduced
and it happens to be that they are together; suggesting that the story would
revolves around relationship and their life. This video has a storyline and
clips that includes real life events, enabling the audience to connect more to
the actor rather than the artist. The artist uses another singer to play in
this video on purpose; to promote the other singer as he needs support to be
more recognised. With that, the use of narrative for a promotional video is
very effective and beneficial for both the original artist and the
collaborator. Perhaps, the lyrics ‘May
play some grime’ linked back to the idea of promoting since the other
artist is a rapper as well. This reinforces the stereotypical grime artists’
impression of bringing people together, allowing the audience to see the artist
initiative. As the artist uses a simple narrative; this allows the audience to
relate to the story.
From this task, I was enabled to identify the codes and conventions used in a music video. Each music videos use different codes and conventions. It represents the genre of the music as well as it helps illustrate the music. It also helps audiences that watch the music video to understand the story or the meaning of the music better, and engages with the audience interest. Codes and conventions are often used to create an atmosphere in the music video, emphasize something and expressing feelings that reflects the music itself. For example, the music video 'One' by Ed Sheeran shows a scene around the backstage and it has an echoing sound of him singing the song. This is used to denote isolation which reflects the interpretation of the music as it is about how Ed is hoping to get someone that was important to him back, or at least to be his friend. The use of the appropriate codes and conventions is really effective to engage with the audience interest which can lead to more views and an increase in audience number.
During this task, I have watched many
varieties of students’ music videos which were very interesting and inspiring –
it gave me some ideas of what we wanted to put for our own music video,
especially from the narrative and performance aspect. After watching many music
videos, I’d say that pop genre works best for this project, although, in one of
the video I analysed, there was a video with slow song that works really well.
With this, I suggest it depends on how we present the narrative and
performance, as well as how we could link both aspects together. A good use of
mise en scene, camera work and the editing would be crucial as it could effect on
how the outcome would look like. From doing this research, I noticed that many
videos that received a high mark use a consistent pace on the cuts, loads of
variety on camera angles, good lighting, and appropriate costumes and props.
Moreover, the aspect of narrative and performance also presented very well.
From this, we would apply many varieties of camera angles, consistent editing
pace, and use non-static camera movement for our music video as it could help
set the mood to keep it interesting. However, we would have to be careful with
non-static movement, as we don’t want the video to look amateur-ish. The performance
should be full of emotions that would help setting the atmosphere, and narrative
idea will be kept simple and straight forward where the audience could
interpret easily. Additionally, appropriate
costumes and props would also be used to engage the audience interest.
By doing this research task, it
allows me to understand more about artist brands and images. Each artist has
their own distinctive images and unique brands which reflects their music, as
well as their personality. In my opinion, it is important to have a consistent
theme in artist branding because it could confuse the audience when they try to
get to know the artist. For example, if they saw the artist wearing smart formal
clothing (e.g. suit) with smart hair, they would expect the genre of the music to
be Jazz, and when the artist is wearing informal casual clothing (e.g. t-shirt)
and casual hair, they would expect the genre of the music to be Pop or Grime. For
our artist branding, the artist representation and the font used for the logo
would have to reflect on each of the elements, as well as the artist music and
personality. This is important to ensure that the audience could make a
connection to the artist.
