Music Video
Skills Audit
Demo Work
Demo Work
Demo Work
Contents
Demo Work
Contents
> Theoretical exploration of the purpose
and application of research
> Secondary research into
music video genres, codes, conventions,
techniques, and theories
> Primary research with the
client to inform ideas development
> Focus group presentation of ideas for
feedback and review via questionnaire
survey
Moving Demo
The Purpose of Research
(Unit 02 LO1 1.1)
Research has lots of potential purposes. The main ones include:
Gaining Inspiration
To improve the quality of your work
To save money and time
Gain a more in depth understanding of your work
See what target audiences want
Improve your quality of work
See trends and fashions.
In reality, research simply allows you to improve upon your basic idea. For example my group plans to do a rock song. So for part of our research we will see what different people think about when they listen to rock music.
Research also allows you to gain evidence for theories you have. For example if you believe your target audience is men aged 25-40, you can carry out research to see if this is true. The research may then lead you to realise your initial theory was right. Or it may show you something completely different, your target audience may actually be women aged 15-30. But either way your research has improved your understanding .
Understanding the Purpose of research is vital as it allows me to gain an understanding of why I am going to do all of the real research that I'm about to undertake. Now that I know how important it is I will have more strive to conduct it thoroughly.
The Application of Research
(Unit 02 LO1 1.1)
Once you have gathered your research, you can then use the outcome of it to fuel the rest of your project.
The research you have gathered can be applied in a number of ways:
If you have discovered your target audience you can then continue your project with the idea of catering to that demographic in mind.
You may have find out what people like and dislike about your work so far and you can then continue to improve as well as fixing those mistakes along the way.
It can help you to identify problems that you have made and possibly things you may need to avoid doing in the future.
In summary, your research is a way for you to understand what you may need to do or what you need to adjust to improve your project.
Now that I know what the application of research helps with, I understand that the research I have to do is very important. If I want to gain useful information from my research so I need to make sure the research I'm doing is all useful.
Methods of Research
(Unit 02 LO1 1.1)
Primary research is research that you yourself have done. This means all information from it comes from things that you have directly found yourself. This research can help to fuel things such as, discovering a target audience or gaining people'e opinions on a certain topic. The most commonly used version of this in media is at test screenings. A potential new production will be shown to an audience, and then their opinions will be taken to see what the production needs to change, or what people really like. Alternatively, other methods can be used such as, focus groups, surveys/ questionnaires, interviews and fake scenarios/ observations. Advantages of primary research is that you know all the information gathered is legitimate as you yourself have carried it out. Although primary research can also take a long time, as things such as focus groups will have to be pre-planned and then carried out, which will take time.
Primary
Research
Secondary research applies to all research that has already been gathered or carried out. This means that the person using the research did not carry it out themselves. This allows research to be gathered a lot faster as opposed to primary research as time doesn't need to be given to carrying out the research. This type of research can also be used to back up a theory that the company or research team may already have. However the disadvantages of this research is that you always have to be cautious and check that the information you're finding is legitimate and factual. You can find secondary research from things such as books and newspaper, as well as already published research papers. Or alternatively from statistical things such as viewing or voting figures.
Secondary
Research
Quantitative
Research
Quantitative research is the process of collecting as well as analyzing numerical data, statistics, numbers and percentages. The information gained from Quantitative research is mainly presented in graphs and charts. Due to Quantitative research being statistical the question are very closed answers, usually being yes or no or a rating based system. Quantitative data can be gained from both primary and secondary research. Quantitative data can be gathered from things such as surveys or questionnaires if you're doing primary research. Alternatively it can be gathered from rating or viewing figures if you're doing secondary research.
Qualitative
Research
Qualitative research is non numerical data, used to understand concepts, opinions or experiences. Most commonly the questions focus on "How" and "Why". This means the questions are more open as opposed to Quantitative as you are after a more detailed answer. It also means results are harder to display as opinions cannot easily be displayed on a graph. Just like Quantitative, Qualitative research can be gained from both primary and secondary research. Some of the easiest way to gain the data is from things such as interviews or observations/experiments.
Discovering the different types of research was extremely helpful. Thanks to my research I now understand all the different ways I need to gain my own research. I also now understand the different ways each type of research will aid me for when I look at the application for it, as well as further on for my final piece.
Research Tools
(Unit 02 LO1 1.1)
Below details some of the most popular ways to gather data from research
These can be similar to surveys but they allow a more in depth understanding of the person's opinions. However, they typically take more time, especially if they're conducted one on one
This is a good example of primary research. Typically the people running the research will be kept separate from the people doing the experiment. This allows for much better understanding of how people react and deal with different things.
These can be good for both quantitative and qualitative research as it allows you to understand a person's opinions on a certain topic. But it can also allow a quick way to see how many people like or dislike the thing. This can most commonly be seen through the star rating that is used in most reviews.
Reviews
Books/Newspapers.
This is one of the quickest and easiest form of secondary research. Lots of data can be gathered from just a couple of certain sources and means the people finding the research don't have to carry it out themselves.
Interviews
These can range from simple yes or no questionnaires to more detailed lengthy answers. It is a relatively easy and fast way to get lots of different peoples opinions on certain topics.
Surveys/Questionnaires
Experiments/observations
Understanding the different ways to gather information is very helpful. Knowing lots of different methods will also help with finding each different type of research as well. Thanks to my research I now know where to look if I'm searching for a specific type of research.
Research Skills
(Unit 02 LO1 1.1)
Seeing the value of research
Timekeeping
To research effectively the person undertaking the research must realise the importance of research. If you don't understand the importance, you're unlikely to put in the appropriate amount of effort.
If proper research is undertaken it can save valuable time when it comes to production or even just idea planning. It also gets you used to proper planning and managing your own time wisely.
Social and interpersonal skills
Good people skills is essential, especially if undertaking primary research. If you want good results you must be able to connect with your subjects as well as being a good listener. If you do not already have good personal skills, carrying out primary research can be a good way to build them up.
Gathering Data
Gathering accurate and useful data is essential. Especially if you want your research to be put to good use. You need to make sure you gather data from a range of sources in order not to limit the views and opinions you receive. Gathering good data should be one of the main goals in any research being undertaken.
Presenting Data
Once you've gathered data, you must make sure to present it usefully and correctly. For quantitative data this can be in forms of tables or graphs. But for Qualitative data you may have to be more creative. However you present it you need to make sure that conclusion can then be easily drawn and noticed from them
This research is vital as it shows me the things I will need in order to produce useful research. It highlights the main skills I will need to either acquire or sharpen to get my research.
Music Video Genres
Below are the top 8 music video genres according to Google
(Unit 02 LO2 2.1)
This research was very useful as it first introduced me to the basics of Music Video Genre. Knowing this basis will allow me to go further on into analysing music videos as well as finalising the genre of my own music video.
Useful Links:
Name
Description
Popularity over the last 12 months
Example
Soundtrack
Recorded music accompanying images of a motion picture
Click on image to see more
Independent Music
Click on image to see more
Music produced independently from commercial Record Labels
Chiptune
Synthesized electronic music made using sound chips or synthesizers. Commonly used in older video games
Click on image to see more
Parody Music
Click on image to see more
Involves changing or copying existing musical ideas, lyrics or style. Often used for humour
Click on image to see more
Video Game Music
A soundtrack that accompanies video games
Click on image to see more
A new performance or recording by a musician other than the original performer/composer of the song
Covers
Click on image to see more
Scat Singing
Vocal improvisation with wordless vocable. Using the voice as an instrument rather than a speaking medium
Any devotional song with a religious theme or spiritual ideas. Specifically among Indian religions
Click on image to see more
Bhajan
Music Video Codes and Conventions
(Unit 02 LO2 2.1)
This research was some of the most important. It allows me to see popular codes and conventions, as well as any that I may want to include in my own music video. Having examples also really helped in my understanding.
Useful Links:
Name
Description
Example
Narrative
The music video tells a story. The story can be linear or non linear, be story driven or quite abstract
Performance
The video contains the artist performing. It may include clips from a concert or from the recording of the song. If used too much it can become boring
Mixture
Both narrative and performance are included in the video. This promotes the band while still keeping the video entertaining
Cameo
Another artist or celebrity appears within the video. This often creates hype for the music video
Camera
The music video uses different shots wisely to portray their message, Different shots such as extreme close ups or wide shots can be used as well as movement shots such as panning and tracking
Editing
Lots of entertaining factors can be added in editing. The piece could be colour graded, or cut so the transitions match the beat
Sound
Does the music and sound fit the tone of the music video? A good music video helps to reflect the original music
Mise en Scene
Everything in the scene has attention and detail put into it. This is everything such as lighting, props, costume and makeup
Music Video Techniques
Below are examples of many techniques found in music videos
(Unit 02 LO2 2.1)
Understanding techniques is vital. Just like codes and conventions, this research will allow me to understand techniques and I discovered new ones I had never known. If I want to I can also use these techniques in my own music video.
Useful Links:
Example
Description
Name
Cutting to beat
Effects
Miming/Lip Sync
Multi-Image
Green Screen
Transitions are made to the beat of the music. This can make the video more visually interesting as well as making the music stand out more
SFX can be added in post production. Most commonly this is used to make the video more visually interesting. Alternatively to portray something that is not easily portrayed in real life
Lip Syncing gives the illusion that the artist is singing in the video. This helps link the video better to the song
Multiple videos are shown on screen at the same time. This can help portray different emotions, places or times, or to help the story progress if the video is narrative. Most of the time it is difficult to do correctly.
Chroma key is used to change the background behind the artist or actor. This can be used to add a comical effect to the video or just make it visually interesting.
Music Video Theories
(Unit 02 LO2 2.1)
Below shows three practitioners and their theories
Having knowledge and understanding of different theorists and their theories is useful as it gives me a view into the more theoretical side of music videos. Additionally, just like codes and conventions and techniques I could also possibly use these theories in my own music video.
Useful Links:
Andrew Goodwin
Goodwin had his 5 key aspects:
1) Thought Beats
This focuses on the structure of the song. How the verses, chorus and voice of the song interact. In order to create a good video you need to know whether the song itself tells a story
2) Narrative Performance
Music videos should ignore common narrative. Narrative/ performance should be done by the artist. This increases the truthfulness and keeps the audience attached
3) Star Image
Meta Narrative is used. A big story can be used that describes the development of the star overtime
4) Technical
Aspects
This focuses on the codes and conventions as well as techniques that are often used in music videos. For more information on this see the two sections above this one
5) Visuals
The visuals help to illustrate the lyrics. This can amplify the meaning, disjuncture the song and video or ignore the song completely
Roland Barthes
Barthes had his 5 codes of narrative:
1) Hermeneutic Code
The voice of truth. The story avoids directly telling the audience the truth. Instead it will drop hints throughout to lead the audience to the correct ending
2) Enigma
Code
The Empirical voice. The story builds up tension until the very end where it leaves the story unfinished. This leaves the audience on a cliff hanger, meaning they want to know more
3) Semantic
Code
The voice of the person. Connotations of the lyrics are often symbolised and this helps to illustrate them to the audience
4) Symbolic
Code
The voice of symbols. Similar to Semantic Code. It organises semantic meaning to a broader and deeper meaning. Often using contrast to help portray it
5) Cultural
Code
The voice of Science. Looks at wider cultural knowledge, morality and ideology. Uses them to help relate to the audience
Vladimir Propp
Propp had his 8 character types:
1) The Hero
To serve and sacrifice as well as commonly providing a main character for the audience
2) The Villain
To oppose the hero as well as commonly giving the audience a character to hate
3) The Donor
Provides the hero with the means to succeed
4) The Dispatcher
Sends the hero on a quest. Usually helps to kick start the central story
5) The False Hero
Deceives the hero as well as the audience
6) The Princess
The reward for the hero upon accomplishing the quest
7) The Helper
Helps the hero to accomplish their quest
8) The Father
Rewards the hero for their efforts
Group Research
(Unit 02 LO2 2.1 / LO3 3.1)
Monday 1st November
Today was the first day back from half term. We were given some more instructions on what research we need to undertake and so my group has started on that. To begin with we have each chosen a song that’s in the same genre as our chosen songs, which is rock. I chose Welcome to the jungle by Guns N’ Roses. We are then analysing these videos and looking at things such as their genres, codes and conventions and theories that they use. This will help inspire and aid us when it comes to making our own music videos. The work I did over half term helped me as it gave me a basis to work from today, and I’m confident as I believe its given me a good ground knowledge to keep working from.
Wednesday 3rd November
My group continued with research today. I looked at collecting research for several of the topics. This included Research that will inform the content of your music video production, Research that will inform the practical needs of your music video production and Research into relevant regulatory, legal and ethical issues. While I was doing this another member of my team was taking the research we had all found and finalising it into a PowerPoint in order to show the clients. I felt today was a really productive day and I feel confident we can get all our research done by the end of the week.
Group Research Presentation
(Unit 02 LO2 2.1 / LO3 3.1)
Friday 5th November
We did even more research today. I further developed my pitch which was to be based around a narrative. To do this, I watched the music video for Dierks Bentley- Free and easy. Then I made a mind map to help detail my ideas. From this I then established my basic synopsis for the pitch. To then back this up I made a mood board to go in line with my idea. These will help in our presentation towards the band. Although we will try to aim them towards the mixture pitch as we believe that is our best idea.
Band Survey
Student Survey
(Unit 02 LO2 2.1)
(Unit 02 LO2 2.1 / LO3 3.1)
We've made a second survey for our student pitch so that we can get their opinions too. The majority of the questions are the same although we had to remove some as those questions were more targeted specifically towards the band.
Thursday 4th November
We just continued with research today. To start with I created a survey that we will get the band to answer once we show our presentation to them. The survey includes questions that find their opinions on the different pitches and what they would want to choose/ include in the music video. Once I’d done that, my group discussed and we’ve decided to present the band with three different pitches. One pitch will be for a music video that is purely performance based, another pitch will be 100% narrative and the final pitch will be a mixture of both. Between us we’ve decided that the mixture is our best idea so we’re going to try to get the band to choose that one. The reason for the mixture being the best is that it helps to keep the video entertaining as there’ll be several things going on, but it also allows for the band to stand out. We are planning to get shots from one of their actual concerts which we would use for the performance segments, and that will let them really be themselves.
Student Pitch
(Unit 02 LO2 2.1 / LO3 3.1)
Friday 12th November
Our pitch to the band has been organised. They're available for our pitch next Tuesday at 1pm. This is really good news as it means once we've done that we can move onto pre-production. However, everyone else was doing their pitches today. So instead of wasting our time, we conducted a practice pitch. We were pitching to other people from our class, but we still acted as if they were the band. From this we've gained information into what we need to improve when we present to the band. We've decided we need to summarise some of our information better as the band are going to have less of an understanding of the codes and conventions and things like that. So instead of boring them we're going to talk more about how our research will help them and their music video. We're also going to send them the survey afterwards so if they do want to look into the more technical side then they will have the ability to. The results we've gained from the practice pitch is also very useful. Our results were what we wanted with the majority of people picking the mixture pitch, which is what we wanted. We've also gained useful criticism, with some saying we needed to be a bit more concise which is what we thought ourselves. Overall, it was a very useful practice pitch and I feel it has better prepared us for our real pitch going forward.
Student Results
(Unit 02 LO2 2.1)
(Unit 02 LO2 2.1 / LO3 3.1)
Although this isn't the official results from the band, these survey answers are still really useful.
The majority of people voted for pitch 3, which is the pitch we're trying to push, so that succeeding looks hopeful. Although we've still got answers for all 3 pitches which will help us to explain them when presenting to the band.
It also helps us get another viewpoint from people who are more likely to be our audience. Knowing that what we're doing is the right thing is really rewarding and helps us to better prepare for when we pitch to the band.
Since, the band has pulled out, these results will be our actual ones. Luckily, we had done this practice pitch cause otherwise we would be left with no results. But these results have displayed what we were hoping for as we have a majority vote for our 3rd pitch which is the one we felt most confident about. It also gives us insight into the pros and cons of each pitch which lets us assess what we may need to add or take away for our final product. It was unfortunate that the band pulled out but thanks to these results we still have the evidence we need to move forward with our project.
Monday 15th November
I’ve also been told today that only one of the band members can actually attend the virtual pitch we had planned for tomorrow. This is not good news as we really need the majority if not all of the band there. We’re not quite sure what’s going to happen as the band hasn’t responded to us yet, but hopefully we can reorganise it or something to make it easier for them.
Tuesday 16th November
Very bad news. The band has possibly pulled out. We were suppose to have our pitch with them today but because only one of them was around we couldn't do it. They also messaged us saying “If it’s gonna be an issue it may be worth looking for another band or subject”. This is very annoying news. We’ll try to get them to some sort of arrangement but I think it’s unlikely. We’re gonna have to discuss with our lecturers but I’m hoping we can just take the research we had done and apply it to the song anyway. But we may have to alter our idea since we may not have a band anymore.
Wednesday 17th November
We’ve officially lost the band today. We sent them back a message saying we would still like to work with them. In the message we gave them a calendar of what we needed to do and when we needed to do it. In response they let us know that this wouldn’t work for them, so unfortunately we will not be working with them anymore.
Once we knew this we could adjust our idea. Luckily the main premise of having a simple person become changed by the music can still stay the same. But instead of having the band we’ll have to possibly have actors to pretend to be a band. We have also sent out an email to the drama technician to look into how we would book the Sundial Theatre. The theatre would be a perfect place to host the performance sections as it would allow us to have a stage for the “band” and lots of seats for the audience. Additionally, shooting that on campus would allow us access to more equipment such as the Jib and ride on dolly. This would be really useful as it would allow us to have a lot more freedom and creativity with our shots.
