Applying for music copyright - Miss Georgiou

Copyright law - 

The law gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts, films and typographical arrangement of published editions, rights to control the ways in which their material may be used.The rights cover; broadcast and public performance, copying, adapting, issuing, renting and lending copies to the public.In many cases, the creator will also have the right to be identified as the author and to object to distortions of his work.

Vanilla Ice had a song, in 1991, called 'Ice Ice Baby'; this sampled but did not credit the song 'Under Pressure' by David Bowie and Queen. Though at first denying it, Vanilla Ice later retracted the statement saying it was “a joke”. Facing a lawsuit by the duo, Vanilla Ice confessed to sampling the song 'under pressure'.The case was settled privately out of court with Ice paying an undeclared sum of money and crediting Bowie/Queen on the track itself.

In order to use the song 'I Know' by Shift K3Y' we had to email the record label 'Sony Music Entertainment' to apply for permission to use the sing that they legally own. The process was done quickly as we simply emailed the company stating that we are using their song for our A level project and that recognition will be mentioned for the record label itself. This would done so that we could easily avoid being prosecuted and so that we could avoid any other sort of Copyright infringement. 

Our record label (Sony Music) was seen to reply to our request, giving us clear permission for the production:

Research into chosen music genre - Miss Georgiou

My chosen music genre that I have decided to use for my music video is the dance genre. I am personally a great fan of the dance genre for various reasons. I feel that that there are various variations of dance music. It could be said that other sub genres such as house music, pop music and RnB music are incorporated into different dance songs. This appeals to me as it means artists can gain originality and it means that all songs are new and different. Additionally to this I enjoy the tempo of the music. Dance music is often fast paced in large proportions of the song, I enjoy this as it feels exciting and vibrant. The genre also appeals to a niche target audience of teenagers and younger adults. This means that it has certain conventions that are easy to follow when actually making the music video. My chosen music artist is shift K3Y, he is a DJ that has only became very popular in recent years. I chose him specifically as I feel his songs have a certain narrative to them that aren't followed in his original music videos. I feel that it would be interesting to follow this narrative in my transformed video alongside the typical conventions of the dance genre. I also very much enjoy his music as it is slightly unconventional to the dance genre with elements of pop incorporated into his songs.

There are, however, other dance artists that are similar to Shift K3Y. One example could be Calvin Harris and his song 'How deep is you Love' with disciples:

This music video is highly conventional to the dance genre. This is seen through the evidence of a party lifestyle, a night life and strobe/neon lighting seen throughout. They is all presented in the video through the use of mise en scene, cinematography, sound and editing.

One convention that is noticeable within the video is the use of neon lighting. This is presented through a mid shot as the camera focuses on the girl whilst she walks to the club. The background lighting is seen as green neon, this totally stands out and easily gains the attention of the audience. This effect it has on the viewer as it foreshadows the later exciting events within the club; it builds excitement for them as the video builds up towards the club/party atmosphere that the target audience are seen to enjoy. It can be seen as conventional to the dance genre as the neon lights are used to develop the fun atmosphere built through the song and represents the lights within a club, portraying a party atmosphere that the dance genre resolves around.

Another convention seen within the video is the use of setting. The female character that the video focuses on is seen in a club, on a boat and around a pool. It shows the character as having a rich and luxurious life, full of fun and excitement. This again portrays that party atmosphere that dance fans are seen to thrive upon. The setting relates to the audience as it portrays a fun, exciting yet relaxed lifestyle that the target audience are seen to aspire towards.  This relaxed and fun party lifestyle also relates to the dance genre as this is the kind of atmosphere that artists aim to create.

Finally, as well as setting, the video is also seen to portray this party atmosphere through the use of editing and cinematography. Towards the end the video shows the main female character and many others jumping around and partying with smoke and strobe lighting. This is shown by both a mid shot and slow paced editing in order to highlight the happy facial expressions upon all the characters. By doing this they are able to convey a happy and excited vibe towards the audience, making them enjoy the ending to the video. This form of editing and cinematography is also used in order to comply to the conventions of the dance genre as it portrays that relaxed and fun atmosphere that the genre produces.

The video itself is made conventional in order to appeal to their selected target audience. This consists of teenagers and young adults who are able to relate to the video itself as, much like the main young female character in the video, they are also seen to pursue this party themed culture. The video is then able to relate to this selected target audience as it portrays the lifestyle that they aim to lead through the use of setting and narrative. This young target audience is conventionally seen to be targeted by the dance genre as the music itself tends to produce this fun and relaxed, party atmosphere.

This artist is not actually seen within this video. Instead Calvin aims to use the video in order to represent his music instead of him. This is often seen within many of his songs and a lot of songs throughout the dance genre. This is both because artists tend to just produce the song and not perform within it, s therefore aim to create a narrative that can give meaning to the song and appeal to the target audience. This applies both the needs of the target audience and the conventions of the dance genre itself. It allows artists to build up that fun party atmosphere that the music creates which appeals to the audience as they tend to focus on the music in clubs and parties opposed to focusing on artist representation.

The style of the video also complies with both the conventions of the genre, the needs of the artist and the needs of the target audience. This video is solely narrative based as a girl is seen to be confused over the 'love' of her partner as she travels through her incredible exciting lifestyle. The narrative based video allows the artist to convey this party lifestyle that is represented by the music in order to appeal to the young fans of the dance genre. The fans see this relaxed party lifestyle and aspire to live it themselves.

In addition to this, evidence of Goodwin's theory is also seen within the video in order to both appeal to the target audience and comply to the conventions of the dance genre.
The video is seen to match the lyrics and music of the song itself. This is seen as the video and the jump cuts within gets quicker as the music does; this is achieved through fast paced editing. Also, the video is seen to match the lyrics as the female character is made to look confused and frustrated at the fact the she does not know the 'deepness' of her partners 'love'. This has a great effect on the target audience. They are able to gain a far better understanding of the song through this; they can see how the narrative matches the songs and are able to see the meaning behind it. This allows the audience to easily relate to the video. Also, the fact that the video matches the music's tempo could be seen to be conventional to the dance genre as the fast tempo creates the exciting, interesting atmosphere that dance artists aim to create.


Another dance artist then can be seen as similar to my chosen artist, Shift K3Y, is David Guetta and his song 'Without You' featuring Usher.

Much like Calvin Harris, David Guetta is also a conventional dance artist and this is conveyed throughout this video.

One convention within the video is instantly portrayed at the start of the clip through cinematography and editing. Towards the start, David Guetta is seen performing as a DJ to thousands of people; this is shown through the use of both a low angle and shadow focus as the camera focuses solely on the artist. The low angle and the shadow focus forces the audience to concentrate their attention upon the artist and the party atmosphere that he is creating through his music. This appeals to the young target audience of the genre as they feel inspired by the party atmosphere that is created through these shot reverse shots of the crowd and the artist the start of the video. It appeals to the conventions of the dance genre as the dance artist constantly aims to build upon this party atmosphere.

The setting and mise en scene within the video is also used in order to develop a conventional dance music video. Evidence of this is seen towards the end of the video at the chorus as the setting shows a large party directed through David Guetta and his mixing skills. The setting is on a beach with characters positioned alongside each other dancing and jumping around through the use of slow paced editing with very happy, smiley facial expressions. Much like other conventions built within the video, this appeals to the target audience as it portrays the happy, laid back, outgoing and fun lifestyle that the younger viewers can relate to. It means that an atmosphere is built around the song itself showing it to develop a happy party atmosphere that is highly conventional to the dance genre.

Finally, the video also uses editing to develop conventions to the dance genre. This is clearly evident through the quick successions of face paced jump cuts that are seen in the first chorus of the song at the start of the video. The fast paced editing and series of jump cuts run between both shots of the continents coming together and shots showing the party atmosphere that is developing through David Guetta's performance. This fast paced editing is used alongside the rising music tempo, this is done to build up excitement for the viewer as they feel inspired by the party atmosphere building between different cultures and countries that has been created by the music itself. It is highly conventional to the dance genre as it specifically appeals to the selected, younger target audience; this is due to the exciting party atmosphere that is created through the fast tempo and jump cuts. The audience aspire towards this atmosphere created by the dance genre.

Although the video and the song are aimed at the conventional target audience of the dance genre, it is clear that the artist is trying to reach out towards a far bigger mainstream audience. Evidence of this is seen from the narrative showing different continents joining together to party and have fun. It produces happy vibes and relates to a worldwide audience. This is done because David Guetta is seen as a star and a worldwide phenomenon allowing him to release his songs on an international stage. This is often seen within the dance genre as it is one of the biggest and most popular genres within the music industry with a series of artists being able to achieve international stardom.

Throughout the video David Guetta's international stardom and influence over the crowd is specifically highlighted. This is evident towards the start of the video as there is use of both shadow focus and a miss-shot highlighting the artist moving through a crowd of people jumping a shouting with joy. This appeals to the younger target audience of the dance genre because it emphasises the atmosphere the artist is able to create within a party/festival setting. The young target audience is seen to aspire to this atmosphere and enjoy watching it develop. The presentation of the artist is also conventional to the dance genre as they usually prefer to express their fun and exciting behaviour towards the crowd.

The start of the music video is seen to be predominantly narrative based with examples of performance as the artist is seen playing his music to thousands of people. The narrative shows different continents physically coming together so that cultures can merge in a large festival like party controlled by David Guetta. The narrative appeals to the target audience of the dance genre as it portrays a relaxed, fun party lifestyle that revolves around the dance genre. In addition to this the performance element of the video is also used to again appeal to the target audience; s it furthermore develops the image of David Guetta's party lifestyle that the viewers aspire towards.
It is conventional to the dance genre as artists tend to elaborate upon their vibrant and exciting behaviour within a party atmosphere.

Goodwin's theory is also seen incorporated into this video in order to meet the conventions of the dance genre and appeal to the target audience.
One part of the theory is supported as David Guetta is presented as a product, specifically toward the start of the video. This is evident through numerous close ups showing David to be wearing the 'beats' headphones that are were very popular at the time of the songs release. This presents him as a product as he is able to market a product just simply through his stardom and popularity. This is seen to appeal to the target audience of the genre as fans are able to relate to the star DJ as they use the headphones. It also benefits David as he makes money from marketing the product and is able to present himself as being up to date with the latest technology and fashion; again helping him to relate to his mainstream audience and his target audience of younger adults and teenagers. The fact that David is seen wearing an expensive, popular brand of headphones also appeals to the dance genre as it is full of DJ's that want to show their quality and talents.

This research can be seen to have greatly helped me with the development of my video that is also part of the dance genre. It shows what is needed for a successful video within the dance genre and clarifies how conventions are presented in order to appeal to the selected target audience. One inspiration I have particularly taken from this is the use of setting and mise en scene in order to develop the sense of a party atmosphere and a fun and vibrant environment. This is done throughout both videos with settings showing both a club and a festival. It appeals to the younger audience of the genre as they are seen to enjoy and aspire towards this party lifestyle developed within the selected settings. I see this as a key way of relating to the audience and may attempt to use setting through filming vibrant teenager's in a club or party. Hopefully this will develop the party atmosphere that conventionally revolves around the dance genre.

Analysis of a Star and Dyer's Theory - Miss Miller

Over the recent years of the music industry various artists have chosen to reinvent themselves in order to gain publicity and become what is known as a 'star'. Richard Dyer gives an in-depth analysis of this theory of 'stardom' and the ways in which a 'star' is developed. Artists often have varied reasons for reinventing themselves into a totally new image producing new genres of music and attracting anew target audience. One reason could be simply to gain publicity, this was evident clearly through the evolution of Miley Cyrus. She changed her image from being an innocent artist aiming to appeal to a much younger target audience of older children and young teenagers to become a reckless and revealing pop artist, aiming to attract older teenagers and young adults. She gained a lot of publicity for this due to reckless behaviour, especially seen within her music videos. Another reason may be to appeal to a more reasonable, larger mainstream target audience. Again evidence of this can be seen through the change seen by Eminem. He changed his songs and his image slightly to actually become more acceptable to society. This allowed him to appeal to a more mainstream target audience as his songs were played on radios and music channels on a international level, allowing him to reach out to a more mainstream target audience and even younger teenagers. Artists may also change an appearance for personal reasons. This can often be seen as an artists gets older, they tend to change their music and genres in order to relate to an audience. This can be seen through the likes of Tom Jones and even Justin Beiber.

The 'star' I have chosen to analyse is Justin Bieber. He is an interesting artist as he is seen to have developed his image and 'stardom' through various stages and for different reasons. He has developed his image from being an innocent pop artist to becoming a more reckless RnB artist and eventually, in more recent years, becoming a more respected dance/house artist that now reaches out to a very broad mainstream target audience.

One Time 

This was Beibers first song, a pop song released in 2009 when he was of 15 years of age. Goodwin's theory is evident in this music video through the link between the lyrics and video itself. The lyrics are seen to match the visual aid. When the lyric states 'one more time', the artist indicates to the camera, pointing his finger as if to resemble the number one. This specific gesture is used throughout the video as this is the main lyric, often repeated throughout the chorus. Having the artist doing the specific dance moves that match the lyrics makes the lyrics more engaging and meaningful. Also, the artist is seen singing this lyric to the audience, this could be said to make them feel more engaged and involved in the video; making them think that Justin is personally directing the lyrics to them as an individual. His target audience of younger teenage girls appeal to this as they want to feel as though they can personally connect with the artist that they may fantasise about.

One convention of the pop genre that is evident throughout this video is the use of dancing. Dancing is seen in almost every pop song and is conventional to the happy, 'feel good' theme of the genre. In the video Justin is seen dancing in the party both with his friends and with a girl. He is also seen dancing in the chorus as he sings to the camera; this is mostly shown through mid shot's and slow paced editing highlighting Justin's emotions. This dancing is used to appeal to the audience as it shows off Justin's talent and shows his confidence which may appeal to teenage girls. It is highly conventional to the pop genre as pop artists usually aim to create a happy image to their music which is developed through the use of performance and dance. 

Dyer's theory is clearly utilised throughout the video. This is seen as Justin's appearance is adjusted in order to sell himself to an audience in a way that allows him to promote separate products. Evidence of this is seen towards the start of the video as Justin is shown to be playing Xbox with his friend; it is shown through numerous mid shots emphasising the fin they are having plus the use of close ups of the Xbox itself. By doing this Justin is showing his star qualities, allowing him to market other consumer products through his stardom. The use of the Xbox further develops the evident use of Dyer's star theory through the fact that Justin is seen to present himself as being an ordinary conventional teenager of the time. Although this is shown through the Xbox, it is also elaborated upon through the use of a mobile phone. Teenagers of this modern era are seen to use mobile phones almost obsessively, easily being able to communicate with each other, also conventional teenage boys of his age are constantly seen to play Xbox with each other. This relatable presentation would vastly appeal to his audience as they feel that they can aspire to be like him by showing his lifestyle to be accessible to everyone.

Boyfriend

 

This is a very popular song from Justin's third album. It was released in 2012 and Justin was 18, you can clearly see many changes in Justin' style, appearance and performance. This is especially evident from his hair and costume. Goodwin's theory is clearly evident throughout the video through the constant close ups of the artists face as he refers to the camera whilst driving his car. He does this whilst stating 'if I was your boyfriend'. This is used so that the artist is able to build a relationship with the individual viewer as he is seen to refer specifically to them. It again complies to Goodwin's theory and may be used to entice the female audience as they may aspire to be his girlfriend and aspire to be treated in the way in which he treats the female character. Also, the constant reference to the artists facial features seen through the numerous close ups is vital to Justin's presentation with his looks being a key feature of his stardom.

A conventional aspect that links towards the R ‘n’ B genre consists of the expensive items displayed. Firstly, one of the first shots to the video is of the artist driving a new, flash expensive looking convertible car with the roof down. This particular shot shows the artist driving the flash car with the title of the song 'Boyfriend' spread across it. This is conventional to the R 'n' B genre as the artists tend to emphasise their wealth and present it through examples of materialism such as cars or expensive clothing and jewellery. Having expensive items can reflect success and so can make the artist seem so a higher status as they are seen in a more impressive way. The fact that Justin is only 18 in this video emphasises his success as it is rare that someone can be so wealthy and popular at such a young age. The way he is singing about being someone's boyfriend makes him seem as though he wants to express his success and high social status. This is clearly seen through the large amounts of dancers surrounding him and the girl that he is constantly with, it portrays his rich lifestyle and success, often seen within the R 'n' B genre.

Justin presents himself as being extraordinary in this video opposed to being ordinary and relatable in previous song. This is specifically done through the use of iconography with expensive clothing, cars and jewellery. Plus the use of performance as he shows off his versatile talents with examples of him rapping and playing the guitar. The iconography in particular emphasises his extraordinary lifestyle and 'stardom' as he shows his wealth and status through cars, girls and jewellery. The video places fans in favour of hegemony as they are easily influenced by the artist's lifestyle. He makes his lifestyle appear relaxed yet exciting through having expensive cars, limitless friends and a love interest. It makes his teenage audience aspire to be like him.

What do you mean

This is one of Justin’s more recent releases from August 2015; here the artist is 21 years old. Goodwin's theory is again displayed in this video. This is shown through the link between the lyrics and the visual aid seen from the music video itself. The lyrics state 'what do you mean' as part of the chorus. This sung over both the artist and his female companion being both sexually engaged yet also ignoring one and other. It shows the meaning and reasoning behind the song as Justin is made out to be confused over what the girl wants. This helps the audience understand the song and also gain an insight into Justin’s emotions and thoughts. It helps the audience engage as they feel involved with the narrative alongside the song. Also the video shows the girl being very seductive towards Justin with a lack of clothing. This makes the artist seem sexually magnified and the audience begin to aspire and fantasise about being him or being with him.

Within this song the artist moves more towards the dance genre. A conventional aspect of the video is particularly emphasised towards the end of the video as the artist is seen at the centre of attention within a party crowd. This is another convention of the dance music genre as the videos are often seen to revolve around a party lifestyle or atmosphere, emphasising the happy positive feelings that the music is made to create. People are seen dancing and socialising all together in this part of the video giving off a positive, welcoming party atmosphere. Having the artist as the focal point during this makes it seem as if he is the one who has created this positive atmosphere and that he is the centre of attention. This is done to show the positive side of the song and the positive side of Justin’s feeling towards the girl in the video. It is added to also present the party lifestyle that dance fans are often seen to aspire towards.

One aspect of the Dyer's theory that is evident within this video is Justin Biebers marketing ability and his presentation as a product. This is shown through both the indications that the video itself was part of a start for a film plus the marketing of the underwear brand, Calvin Klein. The movie style presentation of the video was seen through the credits added at the start of the video. This elaborates upon Justin's stardom by showing him to be iconic, elaborating upon the entertaining factors of his music whilst also emphasising his talents as an actor. This may appeal to an audience as they aspire to be as talented and iconic as him. Also, his marketable presentation is shown through the close up of his Calvin Klein underwear as Justin takes his top off mid way through the video. This emphasises his stardom as it shows his ability to sell a product and his influence upon his target audience. It also expresses the artists sexuality, appealing to a female artist who may fantasise about the artist as he utilises his looks.

To conclude, Justin has vastly changed his image as he has evolved from a young teenage boy into a young adult. This is clearly evident through the different genres he has gone through such as pop, RnB and dance. Plus the self representations that are clear within each stage of his career. He has done this to make himself marketable to a wider target audience through each stage in his career. When he was younger he aimed to appeal to young teenage girls, presenting himself as innocent and using the pop genre to reach out to his selected audience. When he turned 18 he aimed to broaden his audience by turning to the R 'n' B genre which is listened to by all genders from wider age groups, here he shows his great lifestyle, his success and his wealth in order to emphasise his stardom and appeal to both genders. Finally, he turns to the dance genre which has one of the largest audiences of a wide range of teenagers from both genders; here he expresses his maturity by showing his sexuality and controlling behaviour as he saves a girl from an antagonist. Overall he has developed his image so that he can appeal to a wider target audience of all genders and older age groups through expressing his maturity; these wider audiences have helped him develop his international stardom.

Analysis of music genres

Music videos appeal to specific audiences through several ways. Their main purpose is to relate to an audience; for example dance or pop genres may aim to relate to teenagers or younger adults. The artist would do this by reflecting the audiences lifestyle. This would appeal to an audience as they can  build a relationship to the artist as they relate to parts of the video. An artist may also aim to appeal to an audience through creating a meaning to the song, aiming to develop reasoning behind the lyrics. This is often done with the creation of a narrative in the video alongside the song. Finally, the artist will also include an element of performance within the video, for example it will show the artist or artists sing or performing throughout the video. This is done to showcase their talent, it may appeal to the audience as they often enjoy watching the artist singing or performing to them personally as it again builds a relationship between them and the artist.

Drake - Over (Rap)

Cinematography

- The first form of cinematography that is clearly evident throughout this music video is the use of close ups upon the artists face. This is clearly seen throughout the video, specifically throughout the chorus in a bedroom. It shows Drake rapping and singing to the camera from different angles. This is done so that Drake is able to easily connect and relate to his audience. It is as though Drake is singing directly to the viewer, this results in an emotional attachment to build between the artist and the audience, making them engaged with the video and the lyrics. This is often used by artists in order to appeal to their audience, many artists feel that they should show there face in videos in order to gain recognition for their appearance. This is often seen in the rap genre as personal appearance is very important in order to achieve status.

- Another camera angle that was widely evident throughout this video is a low angle, used whilst the artist is performing. This is again seen as Drake raps and sings whilst sitting in his bedroom. This camera looks up at him sitting on the bed from the floor. This is used to make Drake seem powerful and dominant as he looks down towards the audience. It shows that he is the focal point of the video. This is used by Drake to again raise his status and reputation; this is an important way for rap artists to appeal to their audiences as fans of the rap genre often turn to rappers with a rich lifestyle and a high status.

Editing
- One form of editing seen within the video is the use of shadows adding to the background of where drake is singing. This is seen midway through the video and shows shadows of people surrounding drake as he sings about his exciting and busy lifestyle. This is used to emphasise the fact that he has a rich and packed lifestyle full of new and exciting people. It is used to clarify the lyrics and explain the reasoning behind the song. It may also be used to appeal to the target audience. Fans of the rap genre look up to artists and their exciting lifestyles. This song and the editing used to emphasise the meanings behind it shows this busy lifestyle and adds to Drakes stardom as the audience has an insight into his rich lifestyle.
- Another form of editing seen in the video is the use of colours and filters. This is seen throughout the video but specifically towards the end as drake and Rita Ora are seen together surrounding by golden colours and lights. This could be done to portray Drakes rich lifestyle full of wealth and materialism. However, the fact that he is seen ignoring it all and staring willingly at the girl shows that he cares more about her than his wealth. This could have been done to help him relate to his audience as they see that he has down to earth feelings like everyone. Drake may have done this in order to show his sensitive side and appeal to a wider target audience.

Mise En Scene 

Setting/iconography - The settings seen throughout the sequence are made to be simplistic and basic. This is clearly evident throughout the video with the main setting used or the chorus being set in a basic bedroom as Drake sings to the camera with various effects being added to different camera shots. This could have been done to show him as being normal and down to earth outside his hectic and exciting lifestyle. This has been done to again make the artist relatable to his audience. It appeals to the audience as they see that a star like Drake with wealth and talent is similar to them with his thoughts and behaviour.

Lighting/colour - Throughout the video there are examples of flashing, strobe lighting being incorporated into all of the shots. This is done as he talks about his exciting, packed lifestyle. The lights are bright colours of orange, yellow and blue. These flashes of light may be used to represent Drakes lifestyle. This again adds to the image of stardom as the rap target audience can furthermore relate to his exciting lifestyle alongside his relatable personality shown within the video.

Costumes - Throughout the video Drake is seen wearing basic clothing. This is evident at the start of the video as he is seen wearing a basic white hoodie and a white t-shirt. Drake has done this to add to his image of being relatable alongside his wild lifestyle with a lack of expensive jewellery or vibrant clothing. This relatable image seen is unconventional to the rap genre as artists usually try to gain status through showing their wealth. However Drake is already renowned for his stardom and is able to appeal to a wider audience through building a relationship between him and the viewer. The song itself does, however, portray this rich lifestyle as well.

Facial expressions/ body language - Drakes facial expressions and body language throughout the sequence is seen to be respectfully aggressive and confident. This is seen as he raps towards the start of the sequence. Drake is seen rapping with a serious facial expression pointing at the camera. It portrays him as being dominant, confident and powerful. These forms of confident facial expressions and body language is often seen within the rap genre as artists aim to appeal to an audience by seeming confident and powerful in order to increase their social status.

Positioning - Throughout the video drake is seen to be in the middle of the shots. For example there are various mid shots taken at a series of angles that show Drake to be at the centre. This clearly makes Drake the focal point of the video. It helps appeal to an audience as they are able to focus of Drake and his emotions, helping them relate to the artist. This self promotion is often seen in the rap genre as artists tend to want self recognition so that they can express their personal appearance.

Flo Rider - Club Can't Handle me ft. David Guetta (dance)

Cinematography 

- Throughout this video there is multiple examples showing the use of long shots. These long shots are mostly used to show the party atmosphere within a club. The long shot is used to emphasise the fun and wild behaviour seen within the club. Also portraying the exciting party lifestyle that is lead by the artist, Flo Rider. This party lifestyle is conventionally seen as the main aspect of dance genre music videos. This is because they are often aimed to appeal to young vibrant teenagers who aim to fulfil this party lifestyle. By doing this Flo Rider and David Guetta are able to appeal to this audience as they aspire to them and their exciting lifestyles.

- Mid way through the video a close up is used showing a mashing machine in a laundry store. This done whilst there is a party atmosphere running throughout the video. It is seen just before hundreds of people break into the store, holding a large party and spreading the atmosphere across the city. The reason for this is to show how ordinary people can still fulfil this great, exciting party lifestyle that is the focal point of the dance genre. It appeals to the target audience as people can relate to the video, seeing everyday settings change into the party atmosphere that they aspire to.

Editing 

- The main form of editing that is used throughout the music video is the use of jump cuts. This is seen especially towards the end of the video as it switches quickly between different party settings. This is used to emphasise the artists party lifestyle and how it is very exciting and hectic. It also shows how it is contagious as the party moves quickly throughout the city. This is done to appeal to the target audience through complying to the stereotypical dance conventions.  It again portrays this dance atmosphere that greatly appeals to the young target audience of the dance genre.

- An additional example of editing seen in the video is seen through the tempo. It is made to be very fast. This is clearly evident towards the end of the video as it speeds up massively. It shows multiple dancers and different party settings in multiple shots at a very fast paced. Much like the use of jump cuts this again emphasises the face past lifestyle that surrounds the party atmosphere. This again appeals to the younger target audience as they aspire top live this exciting, fast pace party lifestyle.

Mise En Scene 

Setting/iconography - Setting and iconography has been widely used throughout the video in order express the artists party lifestyle and appeal to fans of the dance genre. This is evident through the first shot of the video. This is a long shot showing two very expensive cars outside a club. It portrays the artists of being surrounded by wealth, allowing him to lead an exciting life in clubs around the world. This party lifestyle appeals to the younger teenage target audience of the dance genre as they are inspired by it.

Lighting/Colour - The lighting throughout the main parts of the video is seen to be dark with lots of strobe lighting and spotlights aimed at the artists and dancers. This is seen throughout the video and is done to resemble a party atmosphere within a club. It also highlights the artists, showing the audience that they control this party atmosphere. This again furthermore appeals to the teenage target audience as they are again able to gain a further insight into the party lifestyle that they aspire to.

Costumes - The main artists throughout the video is seen wearing items such as sun glasses at night and large gold jewellery around his neck. The artist does this to promote his self image and stardom, it makes him look wealthy and stylish. This complies to the club setting and the party atmosphere that is conveyed throughout the video; it is a conventional outfit for someone at a club or party who wants to show off and stand out. This appeals to the teenage audience of the dance genre as they aim to stand out and enjoy themselves as much as possible.

Facial expressions/body language - Throughout the video Flo Rider is seen with his arms out singing to the camera. This could be seen as welcoming body language. It shows that this is his wild and exciting lifestyle and that everyone is welcome to join in with the party atmosphere surrounding it. This again appeals to the teenage audience as they can relate to this and join in with the fun, relaxed lifestyle that is promoted in the video.

positioning - Finally, towards the end of the video Flo Rider is seen positioned on top of the large crowd of people as he sings to this camera. This positioning could have been used in order to show him as controlling the party and taking over it. It shows him as being important to the party atmosphere and shows him as being the centre of it. This again appeals to the teenage audience as it portrays his exciting full lifestyle which the young dance fans look up to.


Miley Cyrus - Party in the USA

Cinematography 

- Towards the start of the video a long shot is used to show dancers surrounding Miley as they dance to the song at a party. This adds a feel good, positive vibe to the video and emphasises the fun party atmosphere within the video itself. This is done in order to appeal to the young female teenage target audience, they can be seen dancing around to their favourite songs and get excited when singing along to it. The dancers help increase the tempo of the video and enforce this fun vibrant vibe. They are also conventional to the pop genre as dancers are often seen in pop songs in order to add to the happy, positive rhythm of the songs.

- In addition to this a low angle shot is used midway through the video to show Miley singing to thousands of people in front of the US national flag. This presents her as being powerful and a great performer, whilst also adding a patriotic theme to the video. This appeals to the target audience as it again builds up excitement by showing Miley as a iconic star singing to thousands of people. It also complies with the conventions of the pop genre as the patriotism shows Miley to be performing on a national and world stage with the genre is often associated with as it is full of large stars from the music industry.

Editing 
- One form of editing seen within the video is the use of a jump cut. This is seen as the shot switches quickly from the car park setting to the USA stage with Miley singing. This is done to show Miley as the star he is, it focuses solely on Miley, it appeals to the target audience as they want to see as much of their idol as possible. This iconic presentation of Miley links to the pop genre as it is full of big stars performing to massive audiences.

- Also, another form of editing seen is the use of a green screen. This is seen when Miley sings the chorus of the large USA stage. There is a back ground of fire works, neon lights and screaming fans. This has been added through visual effects and again presents Miley as being an inspirational star to the young target audience. Also, it gives the video happy, patriotic themes which matches the happy vibes seen within the pop genre.

Mise En Scene 

Setting/iconography - Towards the start of the video the setting consists of a typical American party with people playing music out of the back of their cars and a series o big American trucks. This is done to emphasise the happy party atmosphere seen in the video. These happy emotions appeal to the younger, innocent audience. It is also relatable to teenagers who aspire to have big parties like this. It is seen as conventional to the pop genre as it associates itself with the happy vibes often seen within the music.

Lighting/Colour - The lighting at the start of the video consists of warm, bright orange colours. This is done to show the sunny weather in California at the time. It presents happy and relaxed emotions which again appeals to the innocent younger teenage audience. It is also conventional to the pop genre as it conveys the postive and fun spirit that the music is often based on.

Costumes - At the start of the video there are a series of close-ups showing Miley wearing vintage cowboy boots. This is done to show that she is from a small town in South-West America, yet she has become the star she is now. This is relatable to a lot of working-class Americans, appealing to many teenage Americans who aim to become a star like her. It is also conventional to the large national target audience of the pop genre as it gives evidence of the American dream.

Facial expressions/body language - Throughout the video Miley is seen to be happy and confident as she performs to her audience. It presents her as striving towards her American dream as she goes from her small home to performing to millions on a national stage. These happy, motivational themes appeal to the audience who aspire to be like her. The patriotism also appeals to a wider national target audience, helping her achieve stardom which is needed within the pop industry.

Positioning - Miley is often positioned above the camera throughout the video, especially on the stage as she sings down to her fans. This presents her as being confident as she performs to a large audience, also showing her as being successful and happy with her vibrant lifestyle. It appeals to the young audience as they aspire to be like her with her success and talent. It also appeals to the large audience of the pop genre as she again attracts a national audience through fulfilling the American dream and creating patriotism throughout the video.

The elements of the different genres analysed here very much varies in order to impress and relate to the different target audiences. The rap genre aims to create a high status through impressive iconography and effects in order to give the audience an artist to aspire towards. The dance genre is seen to create a party atmosphere that the audience aim to enjoy, which is done through the use of setting and fast tempo. Also, the pop genre aims to present big well-known artists through the use of large performance elements to show happy and fun spirits which appeal to the younger target audience. Each video also aims to build a relationship with the audience. This is done by relating to the different target audiences in separate ways. This is seen in the rap genre through Drake singing to the camera, in the dance genre as Flo Rider converts common settings into a party atmosphere and in the pop genre as Miley appeals to a large target audience through use of the American Dream. In all the videos analysed, artists aim to present themes that are accessible to the audience and that they can relate. This is seen to help build a relationship between the artist and the audience. I have chosen to take inspiration from this and potentially incorporate this into my dance video. I could create a party atmosphere that audiences may be able to relate to.

History of the music video - miss georgiou

There have been various popular videos on YouTube, however the most watched and most successful is 'Gangnam Style' by the South Korean artist 'PSY'. Reasons this may have been most watched is due to the video itself being comical so therefore reaching a wide target audience, plus the fact that it was marketed throughout social media, becoming a global trend.

History of the Music video

The ways in which music videos are consumed vary dramatically and have changed vastly over recent years with influences from both new technology and social attitudes towards music. The variation of platforms consist of music television channels, YouTube, iTunes and various other websites. This has changed from the use of music channels such as MTV to the ability to watch the music videos from the comfort of home; all influenced by large developments in technology.

MTV

This was the first ever music channel and was launched in 1981 on the 1st of August, it showed various music videos and was the first platform in which these music videos were shown. At the time of its release MTV was focused solely upon music videos and particularly 'rock n roll' with specific artists such as 'the police'. It began as a television programme aiming to promote artists through showing various music videos on repeat via control from Vjs (video jockeys). However this has evolved mainly due to the various genre popularity differing over time. MTV became very popular very quickly and soon they began to create programmes on their channels, firstly focused around music and eventually developing into a range of programmes shown on various channels aimed towards a target audience of teenagers and younger adults. In recent years MTV has managed to globalise and now has hundreds of channels ranging around the world.
MTV itself has had a very large influence upon the music video. It distinctly promoted artists use of the music video, allowing them to build an image of themselves and develop a picture around their music and personalities. Being the first ever music channel, MTV was one of the first ways in which music videos were shown to mainstream audiences on an international stage. This meant that it vastly changed the ways in which artists were able to promote them selves and create marketable images of themselves in contrast to previous years in which music videos were not as easily accessed by audiences. This gives clear evidence of the remarkable effect that MTV had upon the music industry, it gave artists the opportunity to relate and connect to their audiences, allowing them to develop large fan bases and selective target audiences; allowing them to truly discover themselves within the industry.


YouTube 

This is a much more modern platform for music videos and most likely to be the most used. This is mostly due to the fact that it is regularly updated with the most recent videos, it is totally free and can be accessed on most internet based devices from around the world. It was created in 2005 with music videos being a key feature to the site. It was seen as a vital marketing platform as artists added various songs to the site before or simultaneously to their release allow fans across the world to view their videos for free therefore increasing their popularity allowing them to sell more records; this is the most important use for the website.
Much like the introduction of MTV, Youtube had a very large effect upon the developments of music videos and the nature of the music industry itself. Although music videos were already very popular through the use of music channels such as MTV, youtube was able to take the use of the videos to another level. It did this by making the videos very easy to access around the world on the internet. This had huge benefits for the industry as it almost became the main way the which fans listened to artists. It again made it even easier for artists to build an image of themselves within the market as they could produce a variety of videos for their songs that would become accessible worldwide, potentially making them international sensations. Music videos soon developed to become the key way in which artists released their music due to their increase in popularity developed through the introduction of music.

Budgets



Budgets for music videos can vary a lot with factors such as artist, genre and target audience having great influences upon how much is spent. The more expensive videos can reach budgets of millions of dollars. This is seen within the chart above of which shows the top ten budgets for music videos of all time. This gives a clear indication that larger, more recognised artists need bigger budgets to appeal to there wide spread, main stream target audience. This is shown through the various big name artists within the chart such as Michael Jackson, Madonna and Mariah Carey with Michael Jackson's and Janet Jackson's 'Scream' having the largest budget of $7,000,000. It also gives evidence that the larger budget music videos were seen to be produced of earlier dates with the majority of the list being dated in the 20th century. This may been influenced by advances in technology, evolved genres and changes in audiences. On average, since 2010, production for a music video now ranges from $200,000 to $500,000.
The change in budgets over periods of time has also had an effect on the music industry and the production of music videos. This is due to the reduction of budgets and the extravagancy of music videos. It now costs a lot less to produce a high quality music video. This has great benefits to the artist. Firstly, they are able to produce multiple videos, again developing a image for themselves, plus relating to their target audiences and building upon their fan base. Also, the artist is able to have bigger profit margins, meaning that the industry has become far more profitable due to increased technology. Audiences also benefit as videos are now high quality and artists can create very extravagant videos due to the lower costs and improved technology

Target Audience

The target audience for music videos tend to be teenagers of both genders. This has been the same throughout the years of the use of music videos. The teenage generation of the modern era in which music videos have been used have been brought up listening to music through videos on music channels such as MTV and more recently on YouTube. Contrasting to this, the older generation have been brought up listening to music mostly through radio; this means that teenagers ranging from ages 15-25 are the main target audience for artists when creating a music video.

This also has an effect on the actual production of videos and the ways in which they are created to suit the mainstream target audiences. Due to the consistent target audiences of younger adults and teenagers throughout the history of music videos, music videos have always been created in order to appeal to that particular age group. This means that the target audience has a large effect upon the history of music videos as artists have always aimed to relate to younger age groups.

Developments in Viewings / Genres 

Top videos:

1980s - Thriller, Michael Jackson (pop)

1990s - 'smells like teen spirit', Nivana (rock)

2000s - bad romance, Lady Gaga (pop)

Throughout the era of music videos popular genres have differed, mostly ranging from pop and dance to rock music. This is influenced by the teenage culture throughout the years of the music videos. Popular genres within music videos of recent times now consist of mostly dance music. This is mainly due to the influence of technology within music and through developments in clubs and the party lifestyle. Additionally, technology has had a great influence on viewings for music videos, specifically the Internet and the development of smart phones and internet based devices. This plus the creation of YouTube has lead to a very easy access of music videos from any where around the world. This has also been influenced by the advances in social media such as Facebook or Twitter which are used as a platform to promote artists and their songs and videos. Evidence in the development in viewing is shown by recent statistics showing millions of views on recent YouTube videos such as gangnam style which amounted to over 2 billion views. 

Conclusion 

Many of these moments and influences that have had great effect upon the history of the music video may also have influences upon the creation of my video. YouTube will allow my specific product to be played around the world. This will make my video easily accessible for y selective target audience. Also, with increases within technology in recent years, the budget for my video will allow me to actually create a high quality video with the use of editing programmes and software. Additionally to this the history of music videos and the successes seen within this history may also help persuade me towards the genre or target audience that I might select. The main aspect I will take from this research is seen within the target audiences for music videos over the years that they have been used. It is clear that this audience consists of younger adults and teenagers so it is likely that I will aim to make my video relatable towards these age groups.