What have you learned from your audience feedback?
My audience feedback has provided me with vital information that not only helped me to gather ideas for my tasks but helped me to improve and stay focused through out both my production work and my ancillary tasks. After I uploaded my first cut of my music video I decided to get the opinions of both my teachers and my peers in my media studies class. My classmates were given a feedback sheet in which they were able to make a comment after watching my music video and to give me both a level and a mark using the mark scheme. I had mixed responses from this feedback ranging from a high level three to a low level two. The feedback taken from the level two responses mainly suggested that the audience understood the symbolism of the valentine’s card but believed that this slow motion shot of my female character ripping up the valentine’s card should be a bit faster. Some members of my audience also commented saying that the footage of the wooded area dragged on for a bit too long and didn’t have much relevance to my plot or the message I was trying to get across. I took on board this constructive criticism and improved my music video by cutting the wooded area footage down dramatically and included a different scene of my teenage couple which fit much better with both the music and the plot line. I also changed the speed of the slow motion part so it was faster and I used the stabilising function on the editing software so it created a smoother finish. Some good points taken from my level three responses included the use of good mise-en-scene for example vibrant colours used and the direction of the characters body language was successful. A few members of my target audience liked and enjoyed the song choice and thought the editing effects were effective for example the ‘dream’ scene. I learnt from my audience feedback that each person has their own opinion on what they like and what they don’t like and this varies from person to person as it is down to a matter of choice. You can’t always please everyone you want to and some people may love what you do while others may hate it. You just have to preserve until you find a right balance. If I was given this task again I would save myself more time for the actual music video as complications meant that I couldn’t always film when I planned and this delayed my progress which then had an effect on my ancillary tasks and felt it became a bit rushed towards the deadline.
How effective is the combination of your product and ancillary texts?
The main purpose of a music video, magazine advert and digi-pak is to advertise both the artist and the song(s).They need to be appealing and eye catching so that the audience both stops and looks at the magazine or digi-pak which may result in them purchasing the CD or to spend time watching the music video. A music video helps the audience to remember the song, to invoke a reaction or emotion and to help sell that particular song. The music video also provides entertainment and can show the artists other talents at the same time. For example with Michael Jackson’s ‘Thriller’ music video he included a well choreographed dance routine. A music video may also appeal to some people that aren’t to keen on the song but enjoy watching the video so they will purchase it for this reason. A music video helps give the intended audience a better understanding of the storyline and includes visuals which may make the plot of the song more interesting. A music video also helps the artist or band stay in the public eye for a while after the song has been released. This will benefit the record company and the artist as this will keep an income coming in. A magazine advert is important as it attracts the reader’s attention. Having an advert in a magazine can also appeal to a bigger audience and a variety of people. Even though the advert will probably be placed in a magazine that has a similar genre some audiences who may not usually like that certain artist or type of music may be influenced to give it a try. A magazine advert needs to be bold, eye catching yet simple as most people just flick past adverts so it needs to be something special to make the reader stop and take notice of it. Below is a video I found using the internet about music magazine adverts.
How did you use media technologies in the construction and research, planning and evaluation stages?
In my research and planning stages, different media technologies meant that I could access a wide range of information at the click of a button in a matter of seconds. The speed of the technologies I used really helped me in my research and planning stages as it meant that I could get my tasks done a lot quicker and have a variety of information to hand. Using different media technologies also helped me to present my data in different ways and to make it clear. I created my own blog on the website ‘BlogSpot’. This meant that all my research, planning , construction and evaluation tasks could be kept and presented in the same area which made viewing it much more easier then having to have many different documents. In my research stages I regularly used the well known broadcasting site ‘YouTube’ to look at existing music videos and to gather an idea on what videos were popular at the time I was creating my production. I chose a few videos and shared them on my blog and wrote a detailed evaluation of them, including what I personally thought was good and bad about them; this helped inspire me to be creative in my final piece and give me some ideas I could adapt and improve. I looked at both official music videos such as ‘Just The Way You Are, by Bruno Mars’ as well as other A-Level media studies student’s previous music videos from other schools. This enabled me to set myself a standard and it helped me to recognise the key conventions of a music video. After I finalised my project I uploaded it onto YouTube so I could receive external feedback which would help me in my evaluation. Also in my researching stages I designed a questionnaire to help me with my audience research. I used Microsoft Word to create this questionnaire and was able to print multiple copies. After the questionnaires were completed by members of my target audience, I took the data and put the results into Microsoft Excel. I then used the results to create graphs which made the results a lot clearer to look at and easier to understand. I also used the search engine ‘Google’ to find out more information on my artist (Katy Perry) so that I had some insight into her music as I had chosen to cover one of her songs that wasn’t as well known as her others. In the construction of my music video I used a digital camera and made good use of all the functions available. This included a zoom button, a video light (to make the footage brighter) and a camera function (to take still images that would later help me with my ancillary task).I did have the option of using a tripod to make the footage more stable but I wanted parts of it to have a homemade feel about it and make the audience think that the boyfriend had recorded parts of it. In the construction of my music video I used the editing software ‘I-Movie’. This media technology made the editing of my video simple and I was able to add effects to improve the quality of the final cut. I used functions such as the stability button to steady some of the more shaky shots. I used the slow motion function to place emphasis on certain parts for example the female character ripping up the valentine’s card and her spinning around. I also used the reverse button in some parts to show that in the characters thoughts she is wishing she could go back and rewind and maybe change things between her and her then boyfriend. For my ancillary task I used ‘Photoshop’ to improve my images I had taken during filming, this included changing the brightness levels. I also used ‘InDesign’ to create my digi-pak. I used a template that I found on ‘Google’ and used a suitable font from a website called urban fonts. Overall I think I used the media technologies available to the best of my ability and they helped enhance my production work.
In what ways does your media product use, develop, or challenge forms and conventions of real media products?
Throughout the creation of my music video, I kept referring back to the conventions that already exist in the music video industry. Music videos tend to follow many of the same trends and conventions of previous successful videos. I tried to stick to these conventions as closely as possible as I wanted my intended target audience to be aware of the genre of the video and for it to be recognisable as a music video. In existing music videos the camera shots include many long shots, close ups and mid shots. This is to create emphasis on the artist, location and emotions. I used these different shot types so the audience was aware of who the artist was, where the location was being filmed and I used close up shots when I wanted to focus on a specific part in the video, for example my main character ripping up a valentines card as this was fairly significant. Camera movement in existing music videos usually follow and trace and include panning shots. I stuck to this movement in my own production. The mise-en-scene of a music video refers to the arrangement of performers or props in the production. An example of good use of mise-en-scene would be that of the music video, Mad by Ne-yo. http://www.youtube.com/watch?v=sAYuOc7_TKg . The mise-en-scene involves him walking down a road and being in an isolated room. This reflects the isolation he is feeling from his lover. Also, the props include hats and dark clothes which represent the down mood of the song. Similarly the lighting is kept very dark as it is black and white and this connotes the angry and depressed mood. In my own video I had parts where my actress was dressed in ‘chill out’ clothes including a hooded jumper and had the prop of the duvet to show that she was upset and feeling sorry for herself after the break up. I used the prop of the valentine’s card to re-enforce to the audience the heartbreak in which she was feeling after splitting up with her boyfriend. There were many moments where she was by herself to show the isolation from her friends and ex boyfriend. Next I looked at lighting. Some music videos are black and white which help emphasise a particular mood and some videos have artificial lighting which puts the artist in an enhanced look. Throughout my music video I used different effects to help create a different mood. I started off by using a cartoon filter. This was to give the feeling of childhood when everything seemed so much easier and there weren’t these feelings of love to deal with. I also used a dream filter. This changed the lighting of a particular scene which was relevant to the lyrics. At the end of my video I changed it to black and white. This was to help mark an end of an era and to show the depressing mood of the situation. Looking at the colours used within existing music videos, it depends on the genre. For example, dark colours tend to be used more in rock songs, such as Kings of Leon and bright colours are seen to be used more in hip hop and pop videos. I used a natural colour for the coat that the female character was wearing but a dark one for the male to show the contrast in emotion. Costume is an important factor because it has a slight influence on how the viewers will dress because they use some celebrities as role models. I kept the clothes I used in my video fairly simple and not to extravagant such as what Lady Gaga dresses like in her music videos. In media terms, narrative is the organisation given to a series of facts. The human mind needs narrative to make sense of things. We connect events and make interpretations based on these connections. In everything we seek a beginning, a middle and an end.Todorov’s theory of narrative states that there should first be a state of equilibrium where all is as it should be. There is then a disruption of that order by an event which happens and recognition is made that the disorder has occurred. There is then an attempt to repair the damage of the disruption and then a restoration of a new equilibrium. Todorov argues that narrative involves a transformation. The characters or the situations are transformed through the process of disruption. To try and break some of the normal and expected conventions of existing music videos I included different techniques such as the use of flashbacks. This helped the audience to understand what my main character was thinking as her thoughts were the flashbacks to her relationship with her boyfriend when everything seemed to be going so well. I also challenged the normal conventions of music videos by jumping between locations as not to be a simple flow of a story where one location leads on from another. The whole storyline was that the female actress was thinking about her past experiences and how that she is now on her own. My music video started of being fairly fast paced as this was appropriate to the beat of the song. Towards the end of the video however I started to begin to slow the pace of the footage down as this helped to show that the video was drawing to a close. I once again challenged what some might expect from a music video. I did this by having my video focusing on just one character, even though this was not my initial plan I think it works quite well because the audience get to understand more of what she is feeling and her personality. In many music videos the artist mimes to the lyrics, however I did not follow this convention as I wanted actions to speak louder then words and more emotion can be shown when the artist doesn’t have to worry about miming along to the lyrics. It also helped me when it came to the editing stage of my production. Overall I think I added my own unique touch onto my music video but sticking with the main conventions that already exist in this particular media.
To what extent was the intended audience a major factor in the creation of your A2 Advanced Production Portfolio? At the beginning of my media production portfolio I spent a fair bit of time thinking about my intended target audience. I thought about who I wanted to appeal to and what age range I wanted to focus on. I thought it would be appropriate to choose a similar age to myself as I could gather information from my peers about what they would like to be included in the music video and I could use my own preferences which would make the task more enjoyable for me. I decided on the age range of 15-25 years of age and I started by conducting some audience research.
Audience research is a systematic and accurate way of finding out about your audience. The most common method of audience research is the survey. This is where a group of people are selected and they are all asked the same questions, and their answers are counted. I decided to create a questionnaire with ten relevant questions on and handed them out to classmates that were aged around eighteen. I decided to design this survey because some people were happy to help me in my research but didn’t want their answers to be filmed.
The intended audience impacted the creation of my production portfolio to a major extent. The answers which I gathered from both the recorded footage of people voicing their opinions and the graphs I was able to calculate from the filled in questionnaires helped me greatly. If I had used my own opinions and idea’s then it would have had a very narrow approach on it and would have been purely on my own thoughts and idea’s which don’t appeal to everyone. The answers which were collected from my audience feedback helped me to realise that everyone has different tastes but that some similarities can be picked up on. An example of this would be that some of the answers stated that the person enjoyed music videos more when the footage was relevant to the lyrics. However some people disagreed with this and said they preferred when the video wasn’t relevant to the lyrics in any way, shape or form. Many believed that a music video is merely a marketing device for the actual single and that it should be created with this in mind. Others thought that it was more then that and thought that the video told the story of the single and is used to help the audience imagine more about the actual song itself.
All through out my planning and research as well as my practical and evaluation the intended audience was always at the front of my mind. Without the audience then there would be no point in creating the music video apart from to watch it for my own gain. I wanted to involve my target audience and I wanted them to have a say in how my music video went. I looked into locations, costumes and the storyline all with the research from my audience I had. At points during my editing I would stop and view the footage, imagining that I was in fact a member of my target audience rather then the creator and director of the video. This helped me to place myself in their shoes and to see it from their point of view which helped me to improve my video.
The intended audience helped to a great extent towards the end of my production portfolio as well as the start. As I had gathered thoughts and opinions to help be creative in my planning and research stages I thought that it was only right that the audience should have a say and give me constructive criticism in the final stages. I uploaded my first cut of my music video onto YouTube and I asked for my intended audience to give me positive and negative points about the actual video. It was really helpful to get this information as it allowed me to gather more then my own opinion and helped me to spot things that could have been improved which I might not have picked up on, had it only been me watching the end piece. This allowed me to change the parts in my video which my audience said could be improved and become more appealing to them.
The audience is a vital and key part of any product or production and should always play a major part through out the whole process. The audience should always be referred to every so often for their thoughts, ideas and expectations. However boundaries should be pushed and sometimes an audience is more impressed when the creator thinks outside of the box and puts their own unique stamp on their production. The more creative a music video is the more wow factor it can be said to have. In music videos there is a tendency to move in the same direction as similar artists and previous videos that have been successful. However this is a safe option and sometimes the audience likes to experience something fresh and new rather then the same old. Some directors don’t even listen to the song before they create the music video for it. This idea could be placed into thinking about audiences. Music video’s are made for the enjoyment of the audience, but shouldn’t be created by the audience.
Based on the analysis of your audience feedback, is there a consensus on how effective your work is?
Most people agreed on what parts of my video worked well and also what parts could be improved on. Most people said that the beginning and the end was effective and well filmed but the middle could do with some re-adjusting to make it better as the section seemed fairly irrelevant.
Do the replies pick out similar things to comment on?
Most people suggested that the part in my video which i put to slow motion shouldn't be as slow as it seems to drag on a little bit to long and because the song is fast paced it doesn't fit the music as well as it could do. Also there is a part in the video which is a bit pointless and most people suggested that this part is deleted and is replaced with something relevant to the song to help the audience keep interested.
Do you accept the comments of your audience or would you want to challenge them?
Looking at the comments which were made i accept them and plan to take the constructive criticism on board and have a closer look at my editing and making a few changes to bring my mark up. I want to try and persuade my friends boyfriend to be in the video as it would help the journey through out the video as the story line is about a young teenage couple. If you were able to re-visit your work and develop it further which aspects would you focus on the improve the piece. Try and explain why you would make the changes. I would make some changes to my video because of the audience feedback i was given. I would include more shots of my two characters as the song is about the couple and i would place this in the middle and delete the footage of the views on the surrounding area's of the river tiffy.
As you can tell , my music video is above. I'd like to take a moment to explain a bit about it and the thinking behind the shots etc. Firstly , the introduction to the artist and the name of the song. I put the 'clouds' frame into it to start of the music video as when people think about Katy Perry they imagine bold, bright, funky colours and costumes etc. I didn't want it to be exactly like Katy Perry's work as i wanted to put my own unique feel into it. However i decided to go with the first frame as it is fairly retro and i like how the clouds bounce along with the music.
The first scene is of my young teenage couple walking along the river. They are hand in hand and are quite close. They have been together a while and things seem to be moving along just fine. I flick to the words high school as this is a quite important phrase within the lyrics. High School is where their romance started and it is widely seen that relationships that start in high school don't really last long as life changes are about to happen such as going to university and the love fizzles out. I repeated the footage of the couple walking as i thought this went along with the beat of the music. I also added the affect of 'cartoon' because even though they believe they are madly in love, its a bit childlike as they are young and also the video is going to tell a story kind of like a cartoon comic does by getting highlights of a certain stage.
Back in November i had my own 18th Birthday and for some reason i kept the balloons from my party. I filmed some footage just of me zooming into the 18 on the balloon as this was relevant to the lyrics and i wanted all my footage to be original so i quickly did this myself.
Keeping in theme with my video being relevant to the lyrics, i filmed over my garage roof. I didn't think it would be very safe to make my actors actually sit on the roof as im not exactly too sure how safe it would of been and i didn't want to take the risk! I also put in a frame of 'stars' as it gives a kind of fairytale feel about it. The day i filmed the footage it was fairly sunny so i adjusted the lighting on the roof scene for it to be a bit darker and give the impression that the couple would stay on the roof chatting and laughing into the night.
As i previously mentioned in one of my earlier posts i ended up having to use only my female actor and so i decided that parts of the music video would have a home-made style about it. I changed the lighting and contrast on some areas of the video so that this home-made style would come across more. There is parts where Emma is looking directly into the camera and laughing and joking around with her boyfriend.
I used some old footage that i had previously taken while i was on holiday for my video. When the lyrics 'keep our promises' comes on , i changed the style of the footage and made it look 'dreamy' as the female actor and her boyfriend had discussed all these plans that they would do when they were older.
I used the globe for the phrase 'be us against the world' i thought this fitted in well and i added a jet sound to it so that it sounded more genuine. I had the end destination as Florida as people associate Disney Land and fairy tales with this area.
For the chorus i reversed my footage as the romance is rewinding and feeling like it is going back to before it started. It's like all the hard work and time the couple have spent with eachother has just disappeared for no reason and like it never happened.
The part where Emma is ripping up the valentines card she rips it so the heart splits into two. This helps resemble how heartbroken she feels and how all the promises they made to eachother have been broken. I put this footage into slow motion as it is the main crisis in the video where everything is being ruined.
I film Emma listening to her ipod and then pulling the headphones out. I do this because she is listening to songs that remind her of her and her boyfriend and she goes into a trance like state, day dreaming about how it used to be. She pulls them out as she begins to get emotional.
In the location that i chose to film in, there is a church/abby. I thought this was the ideal location as i could incorparate it within my footage aswell, which was a bonus. Churches are associated with weddings and so i focused on it for a while because the couple probably had spoken about getting married in the future and making those vows to one another. I changed the affect to 'old film' for a panning shot of it as i wanted the audience to think that she was looking back on her relationship and that the church is now seen as like a funeral and that her relationship is over and has come to an end. I also filmed in an anti-clockwise direction as it gives a sense of going the wrong back, and turning back in time. I then immediately film it in a clockwise direction to show that she wants to move on but move on in life with her boyfriend.
I gathered a load of rings that i found in my room and put them on a ring holder and filmed this for the lyrics on replacing with a million rings. I zoom in on the rings to show the glitz and 'bling' of them and then drop some onto the white background, infront of the camera.
I then flashback to the home-made footage that her boyfriend has taken of her infront of the church. I put this into slow motion as lots of thoughts, feelings and emotions are running through her head at this time and so it needs to be slowed down. Her body language is very upbeat and happy as she thought everything was going right for her and she is smiling.
I filmed Emma at my house sitting under a duvet. Many people think that when a girl is suffering after a break up she is feeling upset and sorry for herself and so ive put lots of chocolate next to her as she is comfort eating. I also included a teddy bear that is meant to come from her boyfriend and she throws it on the floor because it reminds her of him too much.
The last scene i put in black and white as the actor feels like all the colour has been taken out of her life and she is feeling depressed and doesn't really know what she is going to do now and being single is something that she is not used to.
Below are some images of album covers that have been created for the song 'the one that got away' by Katy Perry, which is my chosen song. Each cover gives off a different feel and i am keen to make sure that my own album front cover creates the right mood and emotion that i am looking for.
I really like this album cover because there is a lot of emotion shown in Katy's eyes. This goes well with the song because it has very emotional lyrics. I like that the image isn't covered by the text and i like the suttle colours which have been used. The colour scheme is kept the same for both photo and text. Katy is wearing a beige neacklace and her earrings are the only statement feature. This gives a natural feel to the image. The bold colour of her lipstick draws the audience into that area of her face but it is not to overpowering. This is my favourite example of the cover for this particular song.
To start off critically, i dont really like this cover because Katy looks very airbrushed in this image, almost looking fake. I dont like that her eyes are closed however this can be a positive because it enables the audience to experiment more with their own imagination into what they believe Katy's thoughts and feelings are. I like the costume as i believe it goes well with the photo scene. The dress looks like it is meant to resemble straw which is growing in the fields. The song is about how the girl becomes free from her boyfriend even though she still wants to be with him. Here Katy has the freedom of the surrounding field.
This is probably my least favourite cover for the song. Even though Katy is always associated with things such as candy and bright and bold colours within her make up and costume, i dont think the font type is suitable for this song. I think the image looks more like a poster or an insert page to an album rather then the front cover itself.
I like this album cover because the male character is the same one that is used in the music video for this song. The audience who watches the music video will recognise him on the front cover. I like this image as Katy is with a man and the song is about the relationship between a couple. I like the rainbow lighting effect as it gives a magical/fairytale feel to the image.
This particular album cover is very girly and glamourous with the pink sparkles across the image. The audience is immediatley drawn into the bright, bold yellow earrings. This is a very 'girly' album cover and i think it would appeal to a younger generation of people.
I like this album cover because the main characters are the focus point and the centre point. The other actors have been edited into black and white. I think this works well as the audience's attention in immediatley drawn to the female and male main actors. I like that the image is fairly simple but has a big impact and effect.
Music wakes us up in the morning, makes us want to dance, soothes us when we're feeling sad and grates on some folks nerves in the elevator. From infancy to adulthood it is an integral part of our lives.
Teenagers become absorbed in songs they believe help better define them into this rocky transition into adulthood.
Paediatricians who have specialised in adolescent medicine are keenly aware of how crucial music is to a teen's identity and how it helps them define important social and sub cultural boundaries, teens listen to on average 40 hours of music per week.
Whilst looking at music lyrics, in the past 4 decades, lyrics have become increasingly explicit particularly with reference to Drugs, sex, sexual violence etc. And the greatest concern in music lyrics is Heavy Metal and Rap genres often the songs "as they compound the environment in which dome adolescents increasingly are confronted with pregnancy, drug use, AIDS and other sexually transmitted diseases, injuries, homicide and suicide'.
To date no studies have documented a cause and effect relationship between sexually explicit or violent lyrics and adverse behavioural effects, however there is an acknowledged overall effect that music has an effect on people. If it didn't have an effect on people in general there would be no point listening to it.
American Statistics show (in music lyrics) Forty-seven percent (47%) of mothers with children in public schools believe that violent messages in rap music contribute "a great deal" to school violence, and 66% of 13- to 17-year-olds believe violence in music is partly responsible for violent crimes like the 1999 Columbine High School shootings.
When i was looking at song choices i thought long and hard about what song to use and i did look at the lyrics and what meanings could be concluded from them. Even from personal experience i know that songs do have a major influence on a person's state of mind. I believe that the song i have chosen can be related to many teenagers lives but at the same time it is quite an upbeat song even if the lyrics are a bit more emotional.
The advert for this single is very simple but creates an effective piece. In the advert for the Devlin single there is no injection of colour but just the use of black and white. I think it works quite well as it helps the audience to focus on the image and the text. The black and white creates a fairly blunt advert and includes the key information needed. In the below image i think it is a good idea to include some of the most popoluar artists in the advert as this will encourage people to buy it. I also like how the artist has included the logo's of some of the stores you can purchase the CD from.
I particularly like this advert because the artist has really thought about an effective way to advertise the CD. I like how the title of the album is called lights and the artist has created what looks like mini lights through Ellie's hair. This image will stick with the audience and remind them of the word light. I like that the image of the artist in the main piece and how the font looks like it is glowing.
In this advert i like how quotes from reliable sources have been included. This entices the audience in to purchasing the CD as peer recommendation really appeals to people. I like that the image of La Roux is a large photo but looks quite natural without the bold and eccentric make up which she is normally associated with. It gives a fresh feel about it.
Tinie Tempah – ‘Discovery’: It's certainly been a good 2010 for Tinie Tempah. The UK rapper has taken on the globe and his album cover certainly shows that. Gives a sense of power and progression.
Mark Ronson - 'Record Collection': Mark Ronson turned singer on his 2010 album, which came accompanied by a fantastic cover assembled from pieced together artwork. Extremley creative and gives an abstract feel.
Black Keys – ‘Brothers’: The album that finally gave Black Keys the mainstream success they deserved. 'Brothers' album artwork is what the band are about - blunt and to the point. The album was designed to resemble a vinyl record jacket, with the old Nonesuch logo on the front cover. Fairly brave to just use text.
Gorillaz - 'Plastic Beach’: From the genius minds of Damon Albarn and Jamie Hewlett, 'Plastic Beach' takes you on a journey that you will never want to leave. Hewlett's characters come alive with the help of Damon and co when the band have taken up residence, recording on a secret floating island deep in the South Pacific
Below is the first go at my magazine advert. I have used an image that i took while filming and have used a fairly retro font and kept the colours bold and bright to stand out. I have kept the words simple as to not put to much writing over the image.
Camera Shots: Music videos tend to include many long shots, close ups and mid shots. This is to create emphasis on the artist, location and emotions. Also, close ups are used not only to show emotions but to reflect the words of the song with the movement of the lips of the artist.
Camera Movement: The movement of the camera is used to follow and trace the artist or the band. Camera movements include tilts, pans, tracking and crane shots.
Mise-en-scene: This refers to the arrangement of performers or props in a scene for a production of a music video. Mise-en-scene puts importance on the representation of something. An example would be the song 'Mad - by Neyo'. The mise-en-scene involves him walking down a road alone, being in an isolated room. This reflects the isolation from his lover. Also, the props include hats and dark clothes which represent the down mood of the song. Similarly the lighting is kept very dark as it is black and white; this connotes the angry and depressed mood.
Editing: Jump cuts is the predominant editing technique used in music videos. This is because it allows a sudden change from one scene to another. Similarly transitions such as fade and dissolve are very common in music videos as they create different effects to cuts.
Lighting: Some music videos are black and white which help emphasise a particular mood and some videos have artificial lighting which puts the artist in an enhanced look.
Sound: Sound is mainly the vocals or the song but in some cases such as Micheal Jackson thriller, the producers can make a music video into a short film.
Props: These are vital in aiding to add to the scene and create significance on particular objects or people.
Costume: This goes with the scenes in the song and reflects the genre. Costume is an important factor because it has a slight influence on how the viewers will dress because they use some celebrities as role models.
Colour: Colours tend to set the mood of the song through creating an atmosphere. For example, dark colours are used more in rock songs, such as kings of Leon and bright colours are seen to be used more in hip hop and pop videos.
