Initial Research into Music Videos

In the first main lesson we had for our coursework, as a class we chose and watched a variety of music videos ranging from Pop, Dance, R&B etc. By doing this, it gave us an idea of what to expect in music videos and got to see what elements different genres contain. This also helped with picking our genre, as it helped us to see what we would and would not like to do. 

McFly - Love Is On The Radio

Type of Video: Pop, performance video as there is no story and the band are performing and messing about. It also not only has the band members but also other random people also performing. You can tell this is a performance video as they people are using instruments which shows they are also musical and they create their own music. It also makes it a performance video.They are also dancing. They use someone dressed as Michael Jackson who was a performer and dancer, this emphasises the fact that it is a performance video. It is also a fun as the band are messing about and there is many things going on and is very bright.
Use of Camera: There are many close ups on the band members faces to put focus on that one band member as in every band a fan has a favourite member of the band, so the close ups allow for their to be a relationship between the audience and the video/band. There are also a series of long shots that put all of the band in one frame, this allows the viewer to see all of the band in one shot and it shows the connection the band has. The camera stays still, with the only main action being from the band members, by the camera remaining stationary it allows the viewer to see that it is the band that is energetic and they are not fake as they do not need to hide behind a bunch of different camera shots etc.. to make them seem fun and outgoing. 
Pace and Rhythm: The pace and rhythm, edits are quite fast to emphasise that McFly are a pop band and are energetic and friendly. The fast edits allow the audience to see loads of different things and band members all in only 4 minutes. The pace and rhythm compliment the song and instruments. But, at the start and end the editing, pace and rhythm slowed down and sped up as the song climaxed at the chorus. 
Genre Ingredients: Pop genre is typically associated as bright, colourful, fun, happy and energetic with instruments and showing the band members just like the McFly video meaning that it conformed to typical codes and conventions of this genre. 
Relationship to audience: The band members come very close to the screen via close ups, this establishes a relationship with/to the audience as it seems like they are very close to the viewer and most of the time the band members look straight at the camera which gives it a more personal feel like the members are looking straight at the viewer. The close ups also allow the viewer to see their favourite band member. 
How Video and Lyrics work together: 'Love is on the radio' the band members are being very affectionate towards each other and the other characters and being very friendly, this suits the lyric, 'Love is on the radio' and shows love between everyone not just a typical 'couple' and by it being 'radio' loads of different people listen to the radio and is one thing many people can associate with and even though most people may not be in the band in the music video, it shows that the radio makes a connection between strangers.

One Direction - Little Things

Type of Video: Slow, intimate video with no story but some performance. It is more of a natural video like the band have been filmed on a normal day of their lives which gives it a more personal feel to the audience as they feel they are getting to see something behind the scenes. Also the lack of performance, extravagance etc creates a sense of verisimilitude as nothing looks forced as they look like they are recording the song while we are watching the video.
Use of Camera: Series of close ups and long shots. The close ups are mainly used on individual band members, like McFly, fans will have a favourite member and will appreciate that they get to see their favourite member so close to the screen. Also, the long shots show all of the band together connote that they are one and all the boys together make up One Direction. 
Pace and Rhythm: Slow
Genre Ingredients: Band members all shown one by one and together. There is also instruments in the frame as most of the song is acoustic sounding and the main instrument we see is a guitar.
Relationship to audience: close ups so viewer can connect with their favourite and they look at the camera. 
How Video and Lyrics work together:  Slow as the song is slow and the use of 'you' makes a relationship between the viewer and band members as 'you' is very direct and personal, and what makes it even more personal is that the members give eye contact to the camera so an audience member may feel that they are singing the song to them and them only.

Chris Brown - Loyal 

Type of Video: R&B, rap, dance it is a performance video because everyone is dancing and there is no real story to it. One can also see that it is a performance video as it is very synchronised dancing which connotes that they are very serious, compared to McFly where it was not synchronised and were dancing in silly ways to have fun and for entertainment values. 
Use of Camera: Close ups on singer/artist and long shots on everyone together like the groups when dancing etc. this enables the viewer to see the dancing in a more effective way and the close ups allow them to make a connection with the singer. The long shots also show the setting of which is very colourful and night clubs. 
Pace and Rhythm: Fast, just like the song as there is some rapping and has some form of dance genre tone to it.
Genre Ingredients: Baggy clothing for the men where as the women are wearing very revealing clothing which evidences the 'male gaze' and that women to men are just something good to look at and use for their needs. The women are also used to make the video look provocative and sexy.
Relationship to audience: Males will particularly like this video because the women are very revealing and we get the 'male gaze' 
How Video and Lyrics work together: The lyrics 'these hoes ain't loyal' matches with how the women are surrounded by many different men and are wearing provocative clothing which emphasises how women cannot be trusted. It is also a fast song and the lyrics are very repetitive and in lead the video is also repetitive as all you see is people dancing and the same type of setting, clothing etc.

Biffy Clyro - Mountains

Type of Video: This is a performance but also story video
Use of Camera: Close ups on band members but there are many different camera shots and movements as there is a lot going on. At the very end the viewer gets a close view of the lead singer and is a good way to end the video as the lead singer is the main one in the band. 
Pace and Rhythm: It starts slow as the lyrics and music are slow and then when the beat kicks in the pace and rhythm start to get faster.
Genre Ingredients: It is a rock video connoted by the black and white and outfits as they are typical mise en scene for this genre, especially the black and the low chest t shirts. Also, the rock genre uses a lot of instruments especially drums and guitars and the long shots show these instruments connoting that it is a rock video. It is also very plain outfits and nothing too extravagant on the band, only on the actors (chess pieces and kings etc)
Relationship to audience: The audience get to see both the band members and a storyline. The video is full of energy which is typical of this genre, the audience/fans will appreciate this as this will be the type of video they want and it matches the song. 
How Video and Lyrics work together: 'Mountain' and 'Sea' are emphasised via the black and white and how they are opposites shown by the game of chess. 

John Legend - All of Me

Type of Video: Narrative, story video about him and his wife.
Use of Camera: Close ups on the woman and different parts of the woman are shown which also matches with the lyrics as the viewer also gets to see everything the singer sees. The camera is also slow in movement connoting that he takes his time to look at her and so should we as an audience.
Pace and Rhythm: Slow as the song is slow and it is a love song, slowness is typical for love songs. There are many straight cuts creating verisimilitude which also links in with how this relationship is actually real, shown by the wedding footage at the end of the video. 
Genre Ingredients: Love and the piano is a very strong instrument in this song and to emphasise it John is shown playing the video. It also allows the viewer to see that he is the one singing and it is his video. Black and white is also typical for telling love stories and in love songs.
Relationship to audience: See connection between the couple and by adding real footage from their wedding day adds to the personal feeling as marriage is a special, private intimate day and the viewer will feel special that they got to see a snippet of their special day. It also highlights to the audience even more that there is a relationship. 
How Video and Lyrics work together: 'All of you' the audience are shown all of the woman. He is describing his partner and she takes up a lot of the video and we are shown a lot of her. Also 'underwater' we are shown them underwater and by the water which connotes that their relationship is natural and pure.

Disclosure feat. Sam Smith - Latch 

Type of Video: Story, narrative.
Use of Camera: Medium and long shots and close ups
Pace and Rhythm: Goes against typical codes and conventions as when the beat kicks in and the song goes faster, everything in the frame seems to get slower.
Genre Ingredients: Colourful and in party environments and at parties people tend to get with other people just like in this video. Parties are also associated with dance which is this genre of music. The actors are also wearing the typical party clothing - shorts, shirts, jeans, vest tops etc. At one point when the couples are all spinning around 
Relationship to audience: Close up on couples when kissing -intimate and could make some audience members feel uncomfortable as one is really included in the relationship as if it is their own. Also the bedroom setting is also intimate which also gives the video an intimate feel.
How Video and Lyrics work together: 'Latch' the people are latching onto each other this is shown by camera shots on hands, lips etc which is associated with sex and getting together with someone. 

Beyonce - Countdown 

Type of Video: Performance shown by the amount of dancing, colour and different outfits
Use of Camera: There are many different camera shots and movement and edits which makes the video lack verisimilitude this also connotes that it is a performance video as Beyonce is a performer.
Pace and Rhythm: Very fast except when the song slows down a bit at one point this emphasises the performance aspect of the video. 
Genre Ingredients: Colour, make up, different edits and camera shots and different outfits.
Relationship to audience: Because the song is upbeat and can dance to it, when the audience see Beyonce dance to it, it will make them want to dance along also. 
How Video and Lyrics work together: This video does not link with the lyrics really, the only thing the video links to the song is the fast pace of the song. The countdown in the song can match with the edits and dancing as harsh movements and fast edits happen alongside the countdown, giving a countdown vibe. 

Overall, by doing this exercise I have seen that different genres allow for different music videos and genre acts as a blueprint for videos of that genre, this is is shown by the fact that most videos in the same genre contain roughly the same elements, for instance, mise en scene, camera movements etc Genre also allows producers to know what they should and should not include in their music videos. Also by doing this exercise I got to see a wide range of genres and what the typical kind of elements are involved in music videos.