First Draft

This is our first draft of our music video. It is very much uncompleted as we still aim to film a few more dance scenes and a bigger fight scene between Joe and Molly. The dance scenes will become easier to understand once there are more of them. They will represent their relationship, she is weak for the first two 'rehearsals' which represents the relationship at its weak point and then once she can do the dance moves, she is able to move on from him and break up with him. Also, the fight scene will be the break up and make the song more dramatic and relevant. As for the editing, we haven't completely sorted out the transitions between clips and scenes but they are approximately something that we will end up using. At the moment, there are a lot of lip syncing bits which will become less once we have more footage to add in. Also, we are hoping to do some more layering of film as we like the effect it gives.  

My Website

http://drury3000.wix.com/mollycookemusic

This is my website that I created as one part of my auxiliary tasks. I used a template that I found on the website creator Wix and then dropped in all the appropriate information, photos, etc. It was very time consuming but worth it in the end as I feel that my website as an ongoing theme throughout. This theme is also relevant to our music video as the theme is black and white, and our video is very sad and unhappily themed. This will also relate to my second auxiliary task of the digi-pack. The theme will be very consistent. It was partly very time consuming as all the images I had to photoshop in some way or another. For some it was simply just putting a filter on them to make them black and white but some I had to edit the background of them, others needed to be cut around to remove the background and for some of the images I wanted something else on them (eg. the merchandise and the logos). Also, I have everything relevantly linked together (eg. where you can buy tickets I have it linked to an appropriate website to make it seem a little more realistic). 

Draft 1 Of Music Video

Photoshop Lesson

This was what we did in today's Photoshop lesson.

We had to get an image of the Earth (purposefully as it is round) and then by using the Elliptical Marquee Tool, holding down the shift key and space bar, it gave you the opportunity to select a perfect circle. 

We then learnt how to (whilst keeping the resolution good) adjusting the size of the copied Earth's. 

Then we got to play around with some effects and change the Earth's shape, size and look of them. Once opened the effects, you can adjust the harshness of the effect and how much the effect appears on the image. This will be very useful when using Photoshop as if we wanted something with a slight different colour you can adjust it to the level that you want. 

Then we had to select the pen by using the magic wand tool and then selecting 'add to selection'. This meant we could keep the selection we had already selected and then end up selecting  more of the image. 

 This was the image that we had to crop the flower out of.

We then did the same with the flower but using the lasso tool and then selecting 'add to selection'. This proved a lot easier because if you made a mistake, you could select 'subtract from selection'. This made completely cropping something out of an image easier.

Production schedule

This is our production schedule, to have it all completed by the Christmas holidays, we will have to stick to this schedule quite tightly, which will prove difficult especially if people are absent or ill, etc. But if we can stick it to approximately and have at least one member from the group completing the schedule on time, then we should be okay. We may have to split up for certain bits to film or edit but as long as someone is doing bits it should be good. 

Current shot list

This is our current shot list for our video for what we have already filmed. We are unsure of the scenes we have to follow but know that there will be more of Molly & Joe but cannot plan shots until we have decided what we are going to film of them. Also, even though we have now choreographed part of the dance scenes, we are unsure of what shots we would like as it depends on how we want the audience to interpret the moves. For example, when she fails the moves and falls to the floor we may want a high angle to make her seem really inferior and in a low place in her life, but it depends on what the dance move consists of, as we need to make sure we get all of the move in the shot. 

Choreography

As we started to edit together the filming we had done, we decided to incorporate some dance into our video, The idea is to have it relate to the relationship between Molly and Joe. Molly will be practicing a dance routine and cannot seem to get them quite right. (I had the idea to have her come up from falling down, with bruises like the ones at the video to represent this - then to turn and they are gone - as a foreshadow kind of thing). Then as the relationship becomes more of a strain, she finds the moves tougher and then she grows stronger and this will reflect in her dancing. Then at the end when she has kicked him out and is happier with her life and decisions, she will perform the dance properly and do everything well and perfect. These are the dance moves Emily chorepgraphed for the parts of our video that we want dance in.

Branding

Auxiliary Task Research

Division of labour

This is our division of labour - approximately... We all do everything and are all involved in every process but some of us do a little more of something else than others. Even though we all decide the final outcome of something and will discuss everything, initially naturally someone will take more control of something in a group, this is what we all did maybe a little more of...

Target Audience Survey Analysis For Costumes

Question 1
Our character in our video is quite innocent and naive, she is a weak character that doesn't stick up for herself, what kind of clothing would you expect her to wear?
-The majority of the results from the survey said that she would wear boring and bland clothes that don't attract her attention, floral design to represent her innocence or cute clothes that are light coloured. We tried to incorporate all of these into our video but using very bland dull pyjama clothes, cute floaty girly clothes that represent her innocence. We knew an image we wanted her to look like but needed to incorporate the audience's ideas too as they are the ones we are targeting and therefore watching it.

Question 2

Question 3

Throughout the stages of her growing confident and stronger and her then moving on from him, what should change with her costume?

a) at the very beginning - most people answered this part of the question as her having very basic, bland, dull clothing on to represent her mood and unhappiness with the relationship. 

b) when she starts to realise she is unhappy - this had a mixed range of answers, a few people said the clothing should get darker with heavier eye makeup to represent her rebellious side showing, some people said nothing should change at this stage and some people said that there should be gradual changes like little more makeup or neater hair or clothing.  

c) the growing stages of her strength - a lot of results were that her makeup should become more bold therefore representing that she is trying harder and some were just that she should just look like she is putting more effort in. 

d) once she has kicked him out - more bolder colours and more colour added to the wardrobe, also just need to make it neater.

e) at the very end - this was all similar results with everyone suggesting normal and bright clothing and how a regular teenage girl would dress and look like. 

Question 4

Question 5

Overall our survey results showed what kind of clothing and hairstyles, etc. that our characters should have in our video. With the female role, we basically covered exactly what our target audience wanted with a range of different outfits to represent the progression and also little makeup and neat hair. The male role was slightly different. We used a leather jacket and dark clothes to represent his evilness but decided against the slicked back hair. We decided it would make him look more sleazy than mean and so went with messy hair which was the next thing that the target audience would have wanted. 

Starting To Edit

This is a screen shot of us starting to edit on Final Cut. So far we have just started to put our clips in order, lining them up to the beat of the music. We filmed many different shots of the same scene and so are now editing them together so we can get a range of shots in our video. This can prove challenging as there can be continuity errors when certain things change in each time we film it. 

Mood Board

This is our mood board to show all the themes and ideas that we want to bring to our music video. 

Target Audience Survey Analysis

Question 1

Question 2

Question 3

Question 4

Question 5

Question 6

Question 7

 Question 8

Our next two questions required the participant to give an opinionated answer so we cannot show it in a graph but will give a few of our favourite answers and the ones we found most useful to our research.

Question 9

What scenes would you like to see included? (eg. fighting/arguing, intimate)

- Some of our best answers were: "not just the cliche relationship, mix it up, don't stick to stereotypes", "something abstract", "intimate", "kindness/caring".

Question 10

What is your opinion on domestic abuse and how do you feel we could appropriately portray it? 

- Some of our best answers were: "don't show too much violence, just insinuate it", "it's an awful thing and so must be portrayed in a realistic way", "through lyrics and video symbolism", "do lots of research to understand it fully and look at both sides of the situation - from both points of view", "mimed drama or abstract contemporary dance would be the best way to show it", "try to do it in a tasteful artistic way and try not to portray it ever being okay for either a man or a woman", "as long as it is not romanticised."

Our results have concluded that we can do our narrative/performance music video with the storyline we want as from the results from our target audience, they would like to see it and wouldn't be put off by anything we want to include. A lot of the answers seem to show that they weren't that interested, eg.  by putting don't mind, but at least we know they wouldn't not want to see what we want to put into our video.

Target Audience

This is our glogster we produced to show the features of what we need to include to aim our music video specifically at our target audience.

Our main target audience is British teenagers/young adults. The only reason our target audience will be more British orientated is because American music videos tend to have a lot of glam and money and are very showy-off whereas we want ours to be simple yet effective. The reason we are aiming at younger people is because they are the ones that tend to be in a relationship currently, even younger people won't have been in a proper relationship and the older generations will either have forgotten what lusting love is like or would not enjoy the music taste, so we have decided to aim it at younger people. We completed a survey to see if our ideas would match what our potential target audience would want to see. We posted a survey on social media sites to get feedback from them...

Photo Storyboard

This is the opening of the video. The abusive boyfriend is hitting the girlfriend in their home, they have just had an argument about something, the man loses his temper. This foreshadows the end of the music video as we are doing the rest of the video as a flashback of their relationship. They have just had an argument about something and then Joe gets really mad and takes it too far by hitting Molly. We are planning on using a variety of shots. Maybe low angles of Joe to show superiority and then high angles of Molly to show inferiority. 

Then it flashes back to the past and she is trying to make her boyfriend happy as that is her main priority. She is making him his favourite meal (beans on toast). She ends up waiting for ages as he is at "work" (having an affair) and everything gets cold - this annoys him a lot. Also, he comes home completely white boy wasted. This will again use a variety of shots, maybe some close ups of their faces to show emotions. 

Then he gets really mad at her for letting the tea go cold. He blames her and threatens her, and then throws everything off the table in a rage. He shouts abuse at her and leaves the room. This will have a lot of low angle shots of Joe to show him and close ups to represent his anger.

She then gets upset trying to clear up everything and she is saying to herself that she won't tell anyone about anything and will keep everything to herself. This will include many high angle shots to make her seem low. 

Then she is out in town or somewhere and sees her boyfriend cheating on her with someone else. This frustrates her and makes her extremely upset. Especially as they look so incredibly happy. This will not be a very long scene as we are not focusing on the affair, but the way Molly recovers from all the abuse and hurt. This will have over the shoulder shots and point of view shots so the audience feel as though they are her and still know who it is watching this action occurring. 

We will then have a scene of dancing to support the feelings and emotions of the main characters. We don't know how much dance there will be. It will be very contemporary dance moves and reflect their relationship. She cannot quite do the moves she wants to while she is with him and then once she breaks it off and kicks him out, she can. This will include many different angles, point of view, close ups, extreme close ups, mid shots, long shots and probably some high and low angles too. 

 

Then we end up back at the beginning shot of him hitting her and them having a major argument. In the beginning it appears she will just put up with it but then she changes her mind. This is how the audience then realise the beginning was intact the foreshadowing of the end. 

In the last chorus, she is going to kick him out the house as she is fed up with his behaviour and fights back. She stands up for herself and it ends up with her looking and feeling a lot more relieved and happy. The audience won't fully understand the storyline until the end - this is our element of concept in our video, we want the audience to keep guessing what will happen until the very end.

Our final idea

This is our final idea for our music video. The features of it are described in more depth and we have thought about it more. 

Planning of our video

These were our initial ideas for our music video - in the planning stages. This was what we discussed once we had decided on a song and chose to elaborate on a few ideas.

Past Student Work Analysis

This is my analysis of past student work. It was the 'Rusted Root - Send Me On My Way' video. 

Past Student Work Analysis

This is my analysis of past student work. It was the 'Viva Brother - Still Here' video. Here are some still images of the video.

Created with Padlet

Music Video Ideas

This is our group prezi of our 3 top song choices. We have chosen to use the song Human by Christina Perri and use the idea we have written here, we may adapt it slightly but this is our main plan.

History of Music Videos

My timeline of music videos

The earliest music video I could find was in the late 1920s which was classed as a short film that doubled up as a music video.

1920s

This is Bessie Smith's - St. Louis Blues which I discovered from my research was an example of a very early music video. It was made as a short film and an example of a narrative music video. This was not a promotional video other than the fact it showed off the artist as it was focused more on the narrative of the video rather than use of lots of close ups of the artist and the artist's prevalence on screen. The female is represented as very needy and clingy whereas the male is represented as someone who does what he wants and can get away with it.

1930s

1940s

This music video is partly performance and partly narrative. The story is of the performer trying to woo the female and then he is performing to her in some kind of bar or hall. This represents the time of 1940s whereby the males had to begin the lead up to a relationship with the female and the female had to wait until she was chosen. This represents men as powerful and in control whereas women very insignificant until needed and used as a prop for marital purposes. This may be a true reflection of the decade but also may have been exaggerated within the media. Also, the 1940s was during and post world war two and so the focus would not have been on music videos. Music was very important to keep people up beat and entertained during rationing times but music videos were an unimportant use of money when people were trying to save every penny. This may show that the music video is unrepresentative of the times as it may have been on a limited budget and time scale to be made and produced.

1950s


1960s

This music video is very simple, it is a performance video and even though there is a few varied camera angles, the shots are very basic with not much variation from mid shots and long shots. With no set change or costume change it would have been a very cheap video to make and produce. The set is so simple as well which would make it even cheaper. This may reflect how technologically undeveloped the 1960s were. There is clear advances as you can tell that there is editing and planning in place.

1970s

This music video is a performance video with elements of narrative. It shows lots of clips of people playing instruments and Paul McCartney singing but also lots of clips of following him round and seeing him as a person. It is a music video which is like behind the scenes. This is a representation of celebrities in the 1970s, the video is trying to show the audience that even though he is a big superstar he is still a human being that likes to have fun and mess around a little bit. This video clearly reflects the style of hair and clothing in the 1970s which is very contrasting from other years. 

1980s

This music video was purely performance and so no representation of people was presented in the video. In the video, there is actually a visual and lyrical connection which is one of Goodwin's Seven music video conventions, this is when they are singing about super trouper (the spotlight) and then the spotlight shines on them. The only representation is of the 1980s which is represented by the hairstyles, makeup and outfits.

1990s

This music video is very basic, typical 1990s and techno. It uses very robotic choreography which is in time to the beat of the music, this is one of Goodwin's Seven as a definition of a music video. The creation of links between the music and visuals creates a very interesting choreography and also very entertaining for the audience, it makes the music more catchy. This video would be very cheap to make as although there were a variety of camera angles, not much else changed. For example, it's a simple and constant set and with no changes of costume or makeup, etc. It would be a cheap music video. The quality of the video reflects the technology of the 1990s which was slowly improving but still had a long way to go before HD quality.

2000s

This music video is a narrative video as there is a clear plot behind it. The lyrics relate to the story and there is acting taking place. The editing is very simplistic although there are some interesting camera angles towards the end when she is standing over the grave. This music video was published in 2006 and so considering the advances of technology by this time, the music video doesn't represent the decade that well. There is also no obvious representation of genders, ethnicity, or ages. Although, there is clearly a range of different people in the video, no-one is represented in any stereotypical or non-stereotypical way. 

2010s

This video is from 2014 and shows the most up-to-date music videos we have. The representation of women is very different from in the past, it shows them as being extremely powerful, vengeful and determined. They are also able to do these things, in other decades, women were second class and not able to train or do anything similar to this. Although, the girls (Iggy and Rita) are still seen as an object by the man in the video and this is also represented through their clothing as they are in skin-tight leather which is very revealing, which they use to their advantage in the video but it also allows the male gaze for the target audience. The men in the video are represented as very gangster and trying to be powerful as they are in smart suits as they seem to be very important people but then the girls walk all over them and are then portrayed as more important.

Overall the degree of difference each decade has with the music videos varies. There will be a great deal of difference after the 1960s and onward as that was when many technological advances within science were made and therefore affected everything. The quality of the videos increased, the wardrobe obviously changed over the years and the use of more conceptual and narrative music videos increased whereas before they were mainly if not all performance with a bit of narrative. This also shows what the target audience is wanting or expecting. The representation of people has changed greatly over the years. In comparison, in the 1920s and 2010s music video which are nearly 90 years apart, the females are contrastingly different where in the earlier video the female is inferior and controlled by the male whereas it is almost the exact opposite in the 2014 video. On the whole, music videos have adapted to their target audience which is the main reason for their change - along with technology obviously!
I cannot find any music videos to represent 1930s or 1950s. I do not know the reason for this.

All of the videos used were sourced from YouTube. 

Controversial Music Video

This is Madonna's music video to the song 'Like A Prayer'. This is a well known controversial music video. 2 reasons for this include: the use of the Catholic church scenes with relation to sex and also the way she shows the injustice of the black man in the situation of the attack. In the time that the video was released, this would have been offensive to many people but she decided to not aim at the target audience, and release a conceptual video with a much deeper meaning about things other people didn't want to discuss or were too afraid to talk about. This actually helped catapult its popularity as it was so talked about. Then a lot of people respected her for standing up for what she believed it and what was right. The issue of segregation was still fresh in people's minds and was still a much talked about issue. Then with the mix of the church and sexual scenes, this was seen as extremely controversial at the time and still today. These two factors made this video so controversial in the society of the 1980s and it is still seen as controversial today because of the rebellion needed for her to be brave enough to release the video. This is definitely something that needs to be considered when making our own video as what makes something popular is how different it is from what else is being released at the same time. Also, the defiance made it popular as it opened people's eyes to real issues and then the appreciation they had for her grew and made the song more approved of.
Although this video stands out compared to others of its time, there are features from Goodwin's seven that feature in the video. There is frequent reference to the notion of "looking" at the female body. This is a common feature of music videos especially of the pop genre which this is. This will attract male attention to the video which is a way of targeting the target audience. Also there are many close ups of the artist which are demands of the record label. This gets the audience familiarised with the artist which is important for promotion of the artist. 

Taylor Swift music video analysis

Sam Smith music video analysis

Iggy Azalea music video analysis

Green Screen & Why Does Love Do This To Me

Click on this link to see the video of our green screen and Emily using this to perform to 'Why Does Love Do This To Me'. 

Unfortunately we lost the videos of our video and the other videos of the green screen lessons but we made a music video including the use of a green screen, colour manipulation and key framing. We made a narrative video about a boy being broken up with my numerous girls, we used a lot of lip syncing as it is a skill needed in music videos. We used a green screen and got lots of different people to sing in front of it and then had various different backgrounds that kept in tone with the song - this is what the film of Emily is doing. An example of this is Jack doing the actions in front of the green screen. This is when we were practising using the green screen. We used colour manipulation in our video, we used in various scenes Joe giving a flower to someone and had everything in black and white except the flower. This worked well and made the gesture stand out. It also looked cool. 

Music Video Director - Sophie Muller

Bit about her

Sophie Muller was born on the 31st January 1962.

Sophie was born in London but spent most of her life growing up in the Isle of Man.

She is an English music video director.

She is most known for her long-time collaborations with artists like Sophie Ellis-Bextor, No Doubt, Sad, Shakira, Shakespeare’s Sister, Garbage, The Killers, Blur, Annie Lennox, Leona Lewis and Eurythemics.

Muller's first taste of professional film came working as a third assistant on the 1984 horror/thriller Company of Wolves. She then went to work for International Film and Video, honoring her for editing, producing and directing skills.

Her work

Lana Del Rey - Young and Beautiful

Alicia Keys - Girl On Fire

A main thing i have noticed is that the director uses a lot of variation of colour of light and also brightness. In both videos there is lots of variation in colour to emphasise the artist. Also there are lots of spotlights on objects or the artist used. Muller clearly likes variation in lighting. This is different from a lot of other directors and like the idea as it makes the videos different and stand out and would consider using it in my own video. Also both videos had the feature from Goodwin's Seven that there was a relationship between the music and the visuals. In the Lana Del Rey video there when the violin's were lit up, it was in time with the music and in the Alicia Keys video when the 3 generations of women were breaking the vegetables, it was also in time with the music. This was really cool and stood out within the video and also would like to incorporate it into my own video. She uses a lot of variation with shots. In Lana Del Rey's video she used lots of close ups of the artist and musicians and then used lots of long shots of them both also. Whereas in Alicia Keys' video there was less variation in shots but still different shots were captured. The main type was mid and long shots. What was interesting was that both videos were old fashioned but in slightly different and less obvious ways. In the Lana Del Rey video, the makeup and jewellery she was wearing not modern, also she was wearing a long black dress. The whole editing of the video was also made to look old. This is similar with Alicia Keys video as the introduction looks like the opening to a 1960/80s comedy tv show. Also, the style of clothing she is wearing is very formal for a 'mother'/'housewife' to be wearing. Then the storyline is that she does all the clearing up, looking after the kids and cooking then the husband comes home at the end after a day at work. The representation in this video is that women should be the housewife and the men the breadwinners. Also, with the scene of the 3 generations doing the vegetables in the kitchen, it is showing the audience that this is the way all girls should be brought up. 

Muller's previous work

She started in the professional world of film as a third assistant in a horror/thriller film.

Her big break came when through a chance meeting with John Stewart (brother of Eurythmics' Dave Stewart) and Billy Poveda of Oil Factory, an established film production company.

She has directed over 100 music videos.

She never really did much other work than direction of music videos.

Style

She doesn't have a particular style just she likes to be bold and imaginative.

Most of her work is naturalistic although sometimes her use of lighting isn't but she doesn't use CGI or any special effects in her work.

Personal opinion

In my opinion, I love her work as it is very creative and original. She has worked with a range of different artists and within lots of different genres. She has worked with the artist that I am thinking of using one of her songs for my video. This means that after researching the artists music videos, I can incorporate a lot of Muller's ideas into my own video that she used in her video. I also like her because she does mainly conceptual music videos which I am thinking of doing for my video. Overall, I think she is a great director because she creates links with the video and lyrics of the song but also has incorporates originality of her own. 

Types of music videos

There are 3 types of music videos:

1. Performance'
2. Narrative
3. Concept:
• Thematic
• Symbolic
• Idea-based

Performance

The style of performance is when the artist/group/band are performing the song throughout the video. There are many ways of doing this. In 1980s rock music, music videos were primarily the band performing on a stage infront of a 'live' (but set up) audience. They may have used a few different clips within the video to make it more interesting but the main part of the video is close ups and long shots to show the band performing. In modern music, a lot of the backing track isn't instruments but artificially made music with maybe a few layers of actual instruments being played. This means that artists can't play instruments in music videos as there aren't any and if there is, they probably aren't the ones playing them. Music has changed a lot and primarily singing is the key to the music industry whereas it used to be in song/music and instruments being played. Although this is the case, some modern music videos do have artists performing in them. A lot of the time this is just the artists singing in a room or somewhere but occasionally artists do clasically sing into a microphone as a performance video.

Bon Jovi - Livin' On A Prayer

This video is clearly a performance music video. Other than a few clips in the introduction where the band are shown getting ready to perform, the rest is basically all performance based. Although, in this video, unlike some other Bon Jovi music videos, there is no live audience that they are performing to. In the Goodwin Seven, one of the rules to being a music video is that is has specific genre characteristic. This video certainly has rock features. The outfits and styles of the band members definitely show 1980s rock and the fact that it has lots of close ups of the band playing their instruments shows it is rock as not many other genres, only similar ones, would have a band playing instruments. The representation of men in the 1980s is that they had big hair and were very passionate. There are a lot of close ups of the musicians playing with such power that it showed that they were giving it all they got. Also within the Goodwin Seven, it says that the record label require you to have lots of close ups of the artist so the audience know who the artist is and this was occurred often. There were mainly close ups of the lead singer and then all the other musicians followed. This is a classic performance music video.

Adele - Rolling in the Deep

This is a modern example of a performance music video. Although it is not completely a performance video it has elements of it. The artist is clearly performing, even if she doesn't have a microphone, an audience, etc. Also there are a few shots of the drummer playing the drums which is common in performance music videos. These are common performance music videos.

Adele - Set Fire To The Rain

This is a rare example of a performance music video. Not only is it actually a live performance of the artist performing the song and it is being filmed but also in modern music, it is rare to have an actual performance music video that is actually them singing into a microphone to an audience with live music - like the Bon Jovi video. This shows clear performance characteristics as there are various different shots of the artists (Goowin Seven - the record label requirement) but there are also many shots of the musicians which is very typically performance style. There isn't any particular representation in this video as it is simply the artist performing her song. Although Adele is very different from modern day artists as she isn't worried about her image and is primarily focused on doing what she loves - singing/performing. 

Narrative

The style of narrative is when the music video tells a story and is almost like a mini film as it has a definite beginning, middle and end. Often narrative music videos mimic other genres of media - for example, films, tv shows or other types of videos. Artists can be part of the story or separate and just be in the video singing. One of the main reasons for a narrative music video is to tell a story and give across a message to the audience. The messages are very clear and in your face so that the audience clearly understand the message. It isn't subliminal.  

Megan and Liz - Are You Happy Now

This music video is a very classic narrative video. It clearly shows a story and gives across a meaning to the audience - which is what stories are made to do. There is a clear beginning (the showing of the bullying), a middle or twist (the bully being bullied) and then an end (where the girls see each other differently and become unlikely friends). The main reason for this video - as the artists fan base is young/teenage girls - is that whatever happens to you, you'll get through it, people get over it and that bullying is not cool. Also, a slightly more hidden message is that, when they're singing and taking off their clothes and rubbing off their makeup it is showing girls that whatever they are hiding under whether it is makeup, clothes, etc. Everyone amounts to the same, which is why they start off in completely contrasting outfits and end up looking almost exactly the same. The music video uses a lot of relevant ideas from Goodwin's Seven. There is a clear relationship between some of the lyrics and the visuals, it may not be exactly when they are singing them, but repeated through the song is 'are you happy now that they're on the ground' and a few times in the video, the victim's either fall or get to the ground. Also there are a lot of close ups which would be required by the record label to promote them. As for representation, there is lots. It shows that school girls are particularly bitchy, harsh and like making people feel bad even if they are getting exactly the same done to them. Although it also shows that people change, as represented by the bully ending up apologising and being forgiven. The bully changes her attitude and so does the victim. Also, the representation of schools is very negative as it shows innocent teenagers being harassed and traumatised and even though the school may not recognise this, it shows that is happens without them knowing and is a true event. 

Concept

There are 3 types of conceptual music videos. There is thematic, symbolic and idea-based.

Thematic - there are lots of common themes in the video, depending on the genre. 

Symbolic - uses symbols to build up meaning, use of montage to create meaning sometimes contradictory, lighting used to suggest mood, fast paced (only a few seconds per shot to build up meaning).

Idea-based - an explored idea that's usually visually stylish, artistic, experimental camera/editing, fast pace, conspicuous lighting and cinematography, often break the rules of continuity editing.

MGMT - Electric Feel

Conceptual music videos usually have no relation to the lyrics or song and are just an explored experimental idea. It usually has a deeper meaning behind it, which is not always apparent on first viewing but has a purpose. This video has clips of performance within it but the actual full video doesn't seem to make any sense and has barely any links to the song. The genre of the song fits well with the music video as they both are very chilled but the video is quite random. This is what a concept video is, a meaning behind a what seems to be pointless and irrelevant music video. There is a bit of representation of gender in this video as all the males seem to be clothed while the females are clothed but barely. Females are represented as objects of lust and some attractive to look at. This is one of Goodwin's Seven as part of the checklist of music videos, that there is attraction for men to want to watch the video. 

Pro's & Con's

1. Performance - a good thing about performance is that it clearly shows the audience who is in the band or who the artist is but on the other hand it isn't very entertaining for the audience to watch.
   
2. Narrative - a positive of narrative videos is that they are often interesting and so people tend to watch them but often the story line or plot is lost in the filming or editing and the original story doesn't come across to the audience.
   
3. Concept - this style is the most enjoyable to watch and gets people hyped up about it and therefore the song so is most successful but is also the most difficult to create without people finding the video distracting and too confusing. 

My personal favourite...

My favourite style is probably concept as the videos are definitely the most entertaining and fascinating and also the fact that you can give across a subliminal message to the audience is amazing. I think I would like to produce a concept music video but would have elements of all 3 to make it interesting and have different sections to it.