New Song: Title Fight - Loud and Clear

From looking at similar existing products and analysing audience research, we decided that our chosen song is too slow to use if we want to include many technical and interesting shots.

Our new song will be a much more fast paced one which will allow us to include lots of conceptual features. The lyrics also give us a much more interesting narrative to suit our audience, according to Michael Shore's theory, the audience will be able to relate to it.



Lyrics to Loud And Clear :

I walked by your house last night.
Yeah it's always raining.
It's way too cold for this time of year.
And to be honest, I couldn't care to fix this.
The weather is always changing and I swear that I don't mind.
You're spending too much time digging graves
and sharpening your knives.
All's well, wish you the best.
You disagree with thoughts you would suggest.
I drove through your town last night.
I can't believe you live there.
Everything not recognized.
When doors are closed, and you're stuck inside.
I heard that it is brighter if you try.
Can you hear me?
Loud and clearly.

Audience Analysis

The survey showed that most of the audience preferred conceptual videos to performance. This tells us that we should make our video very technical with many different and interesting shots.












The survey also showed us that most people enjoyed the storyline of the song. This means that our video will need to have an interesting narrative to match the lyrics to appeal to the target audience.

Survey Results

Moodboard

This moodboard shows what kind of shots would be used in our music video. It is based around the idea of memories and 'remembering' the times that the narrator spent with a girl, different effects on these shots will represent the fact that they are memories which the narrator is reminiscing about which links to Goodwin's theory. Also, the close-up shots of the instruments could be used as extra shots for instrumental sections of the song which will also promote the fact that the artist can play instruments. It is important that the video focuses on the band rather than the narrative story as it will more likely help to promote the artist.

Ideas

I created a mind-map of ideas for different shots and narrative appropriate for the song we have chosen, 'Never Meant' by American Football. I will use these ideas to create a moodboard of further ideas and examples of shots and ideas for the music video.

Theories of Music Videos

Theories

Andrew Goodwin

Goodwin believes that music videos should represent stereotypes and conventions of the genre. E.g. a girl band should have lots of dancing in their music video.

Sound and Vision - clear relationship between lyrics and visuals. E.g. the video can be:

            Illustrative - where visuals represent the lyrics
            Contradictory - where the visuals contrast with the lyrics
            Amplification - the manipulation of audience through repetition of key meanings
            Disjunction - where the songs meaning is ignored

Notions of Looking - this is when we are 'watching' the performer. It is related to voyeurism and typically features windows and mirrors.

Star Image - the promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.

Intertextuality - reference to other media songs (such as other songs, films, etc.). It allows the audience to quickly decode the meaning.