statement of intent

I intend to use media language in my music video by trying to have the common features of a dance music gene video, meaning I will use female characters and have them dancing through the streets telling some sort of narrative. I have not yet decided on what song I am going to use.

The lay out of my website will be easy to tell that it is a DJ sort of artist. This will be easy to see de to the photo of a crowd dancing infant of a DJ booth with big speakers also on the website there will be tour dates along the side and places where the artist will be performing. Along the top of the website there will be links to other parts of the website consisting of: shop, fanzone, tours, contact info, songs and personal info.

From the layout of the website and the photos and text used it will attract a younger audience between 16 and 25 years old. It will also aim to appeal to an AB demographic. the Ab demographic are people who are thinking out moving out of their parents and buying houses, and are upper to middle class.

The music video will go through a sort of narrative following two girls, they will be dancing through streets and up being at a concert/festival dancing with everyone round them. This is very typical of dance genre especially for a DJ.

The music video will be very bright and up beat which is typical of the dance genre. The bright colours represent energy, which will also be shown by the dancing in the video to match with the beat of the song. This will make it very easy to tell it’s a dance music video.

in this video for storm queen's, look right through, we follow a male character who dresses up in a big cat costume and is almost as if he is a different person when dressed up. the video starts with a female getting dolled up in the bathroom and leaving a heart on the mirror drew on with lipstick. the rest of the video contains the male character dancing round impressing girls, dancing is a very common theme is the dance music genre videos, this along with the male gaze used by attractive women being sexualised in order to attract males attention.

history of dance music

disco

house

techno

edm

dance pop

The background for Sigala's website fits in with the conventions of the dance music genre 

DSLR

The lighting from the DSLR camera makes the white room look dark and a sort of yellow colour but the quality of the photo is still good. The depth of field concentrates on the face as its the main focus of the shot and has a plain background so easily stands out. The overall quality of the photo is good

Video Camera

the shots taken with the video camera are much lighter than the DSLR and overall makes the picture looks a lot brighter, the shadows from this camera appear to be much more defined than in the last shots

Media Footage...

In our footage, our locations were very different to the original footage. For example, in the 'wear a hat indoors' scene, we shot the scene in a class room. So there are posters on the walls, bags and coats on the table. So the first thing the audience will see when they watch the ad is the posters because of the colours. Whereas, in the original footage, they shot the scene in a restaurant, where there is the right type of props that are needed in a restaurant. But in out footage, we can see it as a good thing by using a classroom to film our scene, because usually in classrooms you are not allowed to wear hats indoors. In order to make this scene better, we can change the clothes that the models are wearing, we can also change the location to make it look more similar to the original footage.

In the 'wear a skirt if your a boy' scene, the lighting was very off, due to the location and the camera that was used. The model was wearing a skirt, but the audience might not know that he is wearing a skirt, as we cannot see his legs, whereas in the original footage we can see his knees. Due to the lighting, the models black top blends in with the purple skirt, which makes it look like he is wearing a dress instead of a skirt. Also the writing on the paper is no clear, because it was written with a neon pink highlighter and most people will not be able to read it. The lining at the top of the frame looks like the camera is being held in a slanted angle, make on side higher than the other.  In order to make this scene better, we can change the models top to a brighter colour, and we can make sure that the skirt is scene. We can also change the location because of the lighting.

In the 'dress like a girl' scene, we could have made it clear that we were trying to show the studio, instead it just looks like we did not have another location to shoot the scene, so we just decided to do it in the studio. Also, the audience will not be able to see that the model is wearing a dress, due to the camera being so close, as it just looks like he is wearing a butcher's apron instead of a dress. In order to make this scene better we can make the lights brighter to make it look like the model is there for a photo shoot.

In the 'mix pink and red' scene, the pink shirt sort of blends in the snow, also we can see the trees and the wooden gate, which will distract the audience. In order for us to make the scene better, we can crop the snow off, but then the models feet will not be in the frame. Another thing that we can do it crop the wooden gate so that only the wall is seen.

In the 'don't try at all' scene, the main focus should be the model, but the audience will be distracted because of his trainers, which blend in with the walls. Also the audience will be distracted because of the different types of posters and the colour of the wall. Also, due to the yellow the walls, the camera makes the room look really bright. In order for us to make the scene better, we can use another room that does not have a lot of lighting, or any bright colours. Especially a room that does not have posters so that people do not get distracted when watching the ad. 

In the 'stand out, blend in' scene, the main focus is to stand out, then blend in, but when the model is supposed to stand out, the audience cannot really see why he is standing out, even though he is wearing a sambro hat. The audience might think that the focus of the scene is because of his jacket. Also the camera in in this scene was shaking and it does not make the shot look professional. In order for us to make the scene better we could've used another location with clear background, or somewhere where there are no leaves on the ground. 

1. What makes all of these music videos from the dance music genre?

All of these music videos are in the dance genre of music, you can tell this from the rhythm and beat of the song. Even without the watching the music video and just listening to the song make you want to dance or move about. However when you watch the video its makes you want to dance about more.

1. Explore how the artists are using representation to appeal to their target audience in these three videos by picking out key frames from the video to analyse.

the artists use representation to appeal to their target audience in the videos  by using the bet of the song 

1. What other music videos could you find from the same genre? Outline two and explain why you think they are termed dance.

Preliminary Production: Textual Analysis of 'Bring it On'

You are currently storyboarding H&M's 'Close the Loop' advert. Today we are going to look at another advertising campaign called 'Bring it on' which is aiming to convince its consumers that H&M are an ethically conscious organisation who are recycling their clothes rather than 'wasting' it.
TASK 1: Watch the video above or H&M's Bring it On campaign.

TASK 2: Break the moving image down into four different parts picking out key areas for analysis with their campaign aim in mind. How do the following areas of Media Language contribute to the meaning created by H&M's Bring it on campaign.

Camera shots/angles:

Mise en scene:

Sound:
Women talking over the video narrating whats happening.
Editing:

TASK 3: Answer the following question in an analyitical style.

How does the video for H&M's Bring it on campaign promote H&M as an ethical fashion retailer?
- Refer to the video with close textual analysis.
- Use key terminology.

H and M

pre production stage

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