Vernallis Analysis- Nicole Scherzinger: Don't Hold Your Breath

Nicole Scherzinger's video has had a part in inspiring our own production within our video. We have taken great notice of the car scenes within it, in order to create a perfect edit.

1. Narrative
The narrative is set in the back of what seems to be a taxi or vehicle where the artist is simply wearing a males shirt and nothing else. She looks as if she is tired of the way that she has been treated. She then takes off the shirt and changes back into her own clothes, suggesting that she was in rage with her partner and did not want any recognition of him.

Its a rainy day suggesting the breakup in the relationship. The lyrics and visuals clearly correlate with one another as they talk about the pain given in this relationship. There is a close-up of the artist looking back from the vehicle in disgust as if she was thinking he would never get me back.

The narrative then transitions to her walking in what seems to be an empty house with many ladders, suggesting that shes moving out of her comfort zone as shes tired of the treatment given to her. She then walks to the bathroom and sings in front of the mirror implying that she is reassuring herself that she had made the correct choice.

Then suddenly the Narrative discovers a  transformation as the artist comes alive as sunlight appears  showing that she is very powerful and seeming very inevitable.

Throughout the video, there are crosscuts of the artist almost caged under a from of fabric suggesting that she was hiding to protect herself, suggesting that hiding underneath would help her escape from reality.

This video shows evidence of Carol Vernalliss' four key concepts of the construction of music videos. The narrative clearly has a visual response towards the music as the visuals emphasize the mood throughout, for example the close-ups of the artist in the car shows clearly that she was not intending on returning to her partner. Vernallis believes that there is not necessarily a balance between narrative and performance, this is clearly evident as throughout the video, there is more of a narrative compared to performance. This shown when she is in the vehicle and within a house which reflects her past and experiences. This narrative is fragmented as only shows one side of a story.

2. Editing

The video overall has distinct conventions of music video editing as there are many disruptions of the 'rules' of continuity. However, this does not stop the clean edits in terms of matching the musical phrases and beats within the song. The video has very sharp editing as there are cuts within in the lyrics which are designed to correlate with the lyrics. As soon as the beats within the song change pitch, the editing changes along with it suggesting the clear change in atmosphere.

3. Camera Movement & Framing
The master shot within this video is of the artist in the back of the car, this shot is used very frequently within along with close-ups which exaggerate the artists iconography. The camera moves in time with the music and changes the movement in time with the beat of the song. The framing throughout is constantly of center which becomes distinctive within the video.

4. Diegesis
The video consists of many repetitions in terms of diegesis and there are gaps within the diegesis within time and space, music and performance. The close-ups are more significant than other shots shown within the video.

Magazine Advert Research

Mag Advert Analysis

Location Scouting within London

On the 15th October 2011, Yasmin and I went searching for possible locations to shoot our video. After  hours of searching we were waiting for a bus in the Burnt Oak area and we suddenly looked down the street noticing the clear and beautiful pathway. We found it the most ideal place to shoot the artist walking down the pathway as it is a flat surface which is often very quiet. Practically, we agreed that it would be a good place to track and pan the artist walking down the street, although we may need a few test shots

 We then traveled to the wembley area where we found a suitable place where we could realistically shoot the dance sequences. We came across a quiet area near Wembley Park Station where we could shoot which provided many angles that we could shoot the dance sequence from. The wide pathways ensure plenty of space for the dancers to perform their choreography.

 We then came across a space underneath a bridge where we could picture the dancers performing, we thought this could be incorporated within the video. However, this space will need a significant amount of lighting during post-production as it is quite a dark area which needs to be lit.







We came across the Wembley Park Station and noticed that it was closed, this made us think that the stairs of the station could be a nice place to shoot glimpses of the dance sequence or maybe even the artist walking down the stairs using audiences within the video. However, if the station is open it would be difficult to shoot the sequence. Moreover, it would be a shame to not incorporate the stairs within the video.

Walking up the stadium and we saw the stadium and a slope near the stadium where we could shoot the dance sequence, as it is a smooth surface and a good place to film a choreographed sequence. However, there may be problems with consent as the stadium owners may not agree to us shooting around this area.

 In the beginning of the video we have decided that we will attempt a high angle of London city. We will attempt this by going on the London Eye and filming the scene there as it will add a perfect effect within the video.

The Wembley Stadium consists of a fountain of which we have decided that would be a perfect area to have the couple arguing at sunset as it will add a beautiful light to the shot and it would have a wonderful scenery behind the couple.

Audience Research

Here is our questionnaire to get a feel of what our target audience aged 13-29 like and what their preferences are. This method of research will enable us to have clear understanding on what particular areas we will have to acknowledge when producing our video in order for our end product to be a hit with our target audience.


The questionnaire will be given out to potential audiences within Park High Sixth form and around the Borough. We will then record the results in a pie chart to clarify the audience preferences.

Audience Questionnaire



Below is the questionnaire results which have been analysed to understand how peoples answers vary about music preferences and the results also helped us identify what we need to include in our own music video so that we can engage and attract our target audiences attention

Music video questionnaire results

View more presentations from yasminamey

Costume Ideas

Costume Ideas on Prezi

Chosen Record Label- Interscope, Polydor

We would use the company ‘Polydor Records’ to distribute our artist and artist’s single/album due to the fact that the label is owned by Universal Music Group and is headquartered in the United Kingdom which is the country in which our singer is born and breed in.

 ‘Polydor Records’ is not only located in the United Kingdom but is also located in the United States of America which is brilliant due to the fact that by having this record company distribute the artists music it will be distributed overseas and will be able to reach target audiences across the different continents.

 By distributing the artist’s music overseas this will end up creating an even bigger hype about the artist as they will most likely end up being a main vocal point in the music industry as the artist’s music and the artist herself will be promoted as a new and upcoming RnB singer. 

Potential Record Labels

Universal Music Group is the owner of Interscope Records. In 1990, Jimmy Lovine and Ted Field founded the label with the financial support of Atlantic Records. The label focuses on hip-hop and urban music, however by 2000 the label began to deal with artists of different genres. For example, Marilyn Manson. 

In 2005, Interscope Records launched a new label called, "Cherrytree Records" which was designed to cater for upcoming artists such as "Far East Movement". However, the label has faced criticisms from some of their artists for album overcharging.

A&M records is an American record label owned by Universal Music Group that functions within the Interscope A&M division. It was formed in 1962 by Herb Alpert and Jerry Moss.
 In the late 1960's, A&M began to incorporate British artists such as Cat Stevens. In the late 1980's, A&M became the world's largest independent record company.

A&M releases were also issued in Australia through Festival Records until 1989. 

Moodboard of Genre type

Above is a mood board which represents the genre type which fits in with our selected track. The genre is based on many close ups of artist and the filming is mainly focused on a powerful artist image. The genre is based on chemistry between a male and the female it draws attention to the intimacy between one another. As you can see, the costumes vary from slick and sexy to smart and sophisticated. This moodboard will give me inspiration when I begin to produce my music video.

Digipak Research:

Digipak's are simply a book style card or a form of board which usually holds a CD attached inside. This particular format is used when artists release a new album as it draws audiences to find out more about the artists iconography as well as educating them about the new songs created. 

Although I like this format of the digipak, I have decided to create a DVD digipak as I prefer that type of format as the CD format looks like it is too squashed down and is quite difficult to read text.

Hate This Part Right Here Prezi and Lyric Annotation:

"Hate This Part Right Here" Pitch on Prezi

Feedback:

• Think closely about what costumes the singer and dancers are going to be wearing throughout the video.
• How are the dance scenes going to be filmed? Think about maybe using a contrast between close ups/mid shots/long shots.
• Another thing my class suggested to me is that both myself and Khushel thought about tracking the singer walking down the street and we were told to think about two things: one being that tracking someone walking down the street may be difficult considering the fact that streets are uneven and could make the footage bumpy so maybe try to work around this by attaching a camera to a stick or broom to see whether this would make any difference. The second being that filming on the street will  include passers walking by and will be exceedingly busy so maybe think about a location a bit more secluded.

Lyrics:

We're driving slow through the snow on 5th Avenue  Possible driving scene at night 
And right now radio's all that we can hear
Now we ain't talk since we left, it's so over due Leaves car and starts walking down road
It's cold outside but between us it's worse in here

The world slows down          
But my heart beats fast right now  Walking down street tracking shot 
I know this is the part
Where the end starts
-Protagonist looking through old pics of herself and partner
 Beat of the song speeds up change in colour between black and white and colour

I can't take it any longer
Thought that we were stronger
All we do is linger
Slipping through our fingers        Chorus= Dance scenes
I don't wanna try now
All that's left's goodbye to
Find a way that I can tell you

I hate this part right here
I hate this part right here
I just can't take your tears
I hate this part right here

Everyday, 7 takes of the same old scene           Scene of couple in the house tidying up in evening        not talking.Partner goes and sits down ignoring her.
Seems we're bound by the laws of the same routine
Gotta talk to you now 'fore we go to sleep
But will we sleep once I tell you what's hurting me
Wireframe showing a routine at different times of the day

The world slows down
But my heart beats fast right now  
Shot of a clock slowing down time starting to stop moving.
I know this is the part
Where the end starts

I can't take it any longer
Thought that we were stronger
All we do is linger
Slipping through our fingers
I don't wanna try now                              Dance Scene
All that's left's goodbye to
Find a way that I can tell you
I hate this part right here
I hate this part right here
I just can't take your tears
I hate this part right here

I know you'll ask me to hold on
Partner trying to speak with female. Holding on to her as she pushes him away, camera circulates around the couple.
And carry on like nothing's wrong
But there is no more time for lies
'Cause I see sunset in your eyes
Couple moving away, scene slows down. showing separation, end of relationship

I can't take it any longer
Thought that we were stronger
All we do is linger
Slipping through our fingers Dance scene, Bigger dances as final dance sceneof song.
I don't wanna try now
All that's left's goodbye to
Find a way that I can tell you Female walking away looking upset

That I gotta do it,
I gotta do it,
I gotta do it
I hate this part   Walking down street
I gotta do it,
I gotta do it,
I gotta do it

I hate this part right here
I hate this part right here
I just can't take these tears  Bonfire Burning images of couple. Last shot, showing singer walking away starting her new life
I hate this part right here

Director: Michel Gondry

gondry

Star Makeover

Transformation of Shreyaa to 'Ramona Bitch' on Prezi

Green Screen Trial

Rihanna-The Evolution of a Star

The famous Robyn Fenty best known as Rihanna is a R&B artist from Barbados. The beginning of a wonderful career began when she moved to the United States at the age of 16 to pursue her talents as a singer. She auditioned for the label Def Jam Recordings headed by Jay-Z, where she later signed a contract with the label.

Rihanna released her very first debut album in 2005 called "Music of the Sun" which had the hit single "Pon de Replay". In this album her star image was illustrated as a pure complete good girl. Her music was categorized as reggae due to her Caribbean backgrounds. Rihanna's image within the music videos in "Music of the Sun" is seen as a very pure, innocent girl  whom recently was discovered. Her main iconography at this moment was her natural beauty and her background played a huge part in her image. She was seen as a role model to young girls as she was a teenager whose dreams had recently come to life and was seen as an inspiration to young teenagers.



A video from the album, "Music of the Sun".  Showing the star in her early years within the industry.

In 2007, Rihanna's image was completely transformed in her album, "Good girl gone bad". She wanted to change her direction within the industry by transforming into a rebellious, edgy and mischievous image with the help of music producers such as Will.I.Am and Timbaland. She dyed her hair pitch black and cut it short to change her image completely. Unlike her previous work, the album featured a more dance-pop sound instead of reggae style songs.

Rihanna stated that her change in image was because she felt that every album puts you into a different mood which requires much change. She felt comfortable changing along with her music. You can see the change particularly in her song Umbrella where her new image was first introduced to the world.




Although this was the song which saw change within the artists image, Disturbia and Te Amo was a complete surprise to Rihanna fans as they saw her in a new light. As she became very original and her videos became very intriguing and quite varied.

In 2009, Rihanna was a victim of serious assaults involving her present boyfriend at the time Chris Brown. Brown was charged for alleged assaults due to leaks in photography by the LA police department. This issue made her image as a victim within the media which made her look like a vulnerable and innocent woman who had been abused and people became very supportive towards her.

She then created a further transformation in the album, "Loud", where her hair was dyed red and she was seen as a normal, outgoing girl. She began to perform and sing more power ballads such as California King Bed and What's my Name.

She created her own Marilyn Monroe inspired look. Her current image is quite outgoing with the god girl inside of her. The present transformation is a mixture of all of her previous albums and shows Rihanna as herself, being her own person. We currently can relate to her current image. She is seen as an icon within the fashion industry as many girls are inspired by her hairstyles and clothing.

Throughout the years this artists iconography has transformed a great amount, although she has changed overtime, people still acknowledge her as the talented artist she is and her audience changes along with her. The reason that she has changed so much is to attract a varied audience with her variety of music and fusions.

Rihanna's overall image has a continuous change in order to draw more target audiences to her music and style. Her constant change attract men as well as women to her music. The album, "Good girl gone bad" may have attracted more males than females simply just by the album name.

Most of her albums and music portrays her as confident and sassy which creates a role model for the youth.

POSSIBLE TRACK LISTINGS

Above is the song Car Wash, by Christina Aguilera. This song is a very good and upbeat song to create a video to. However, as its well known for its use in the famous animation film, Shark Tale, it might have an effect when it comes to marketing the product due to how well recognized it is by the public. Christina Aguilera has a very dominant voice which also means that we need to get an artist which can perform well in order to pull of the voice.


"Girlfriend" by Avril Lavigne is an ideal song to use as its an extremely lively song which could involve using a vast amount of close ups and extreme close ups. However, as this song is well known it would be hard to make a different video to the song as this would be impossible to create a video that would not use the concepts used in the video which is already released. The rock genre is very loud and involves a large amount of performance based work. On the other hand, in terms of  production for this song may be difficult as it will involve a vast amount of props such as expensive instruments which would not be very practical to shift around to different locations.


This power ballad is a lovely song with a very simple video which in reality does not do the song much justice. The song is based on a relationship breaking apart. Although this music video is already out, this song can be quite easy and efficient to do in terms of practicality as there are several locations which could be used when creating this video. However, the main disadvantage is that the song is created by a famous girl group, "The Pussycat Dolls", but this could also be beneficial as the groups fans would automatically become a part of the target audience as their fans may be interested in a remake of the song to create a different narrative and performance based song which could be more of a hit to a large age range. The video may be relative to a significant number of females along with males. This song is the song that I have decided to use as it is very practical and efficient to create a local shoot which can be completed in a realistic amount of time.

Keri Hilson - Knock You Down ft Kanye West and Ne-Yo (Goodwin Analysis)

The song "Knock You Down", consists of Keri Hilson ft. Kanye West and Neyo. The genre is said to be R&B. It can be said that it is a hybrid video as it involves a narrative as well as a performance from the artists.

At the very start of the video inter-textual references automatically play a role within the video as it consisted of opening credits displaying the artists names which you would normally find within a film opening. Inter-textual references also play a part within the video when there is a slow motion of West falling to the ground as it has been inspired by the film Matrix. This is an establishing shot consists of the male character, West and the female character, Hilson falling to the ground at a slow pace eventually shattering to pieces. The shot is iconic as you can instantly create a relationship between the theatricals within matrix and this video.

We can instantly establish the relationship between the two characters within this mid shot as we witness the intimacy between both artists. We can interpret that they are a couple.
The narrative within the video begins to come alive at this point as we come to understand that Keri Hilson falls in love with another guy Neyo which eventually causes problems between the present partner and Neyo.

The video builds on Kanye West and Neyo's iconography as they where their signature accessories. Usually in most of Neyo's videos he is normally seen in a hat of some sort which is his signature. The video creates emphasis on his iconography by using close ups of his face. Also the lyrics also state his previous song "Miss Independent" which a huge success for him previously within the same year "Knock You Down" was released, emphasizing his iconography and the single even more.

The iconography of a legendary artist within the music industry is mentioned within the lyrics and Keri Hilson illustrates the signature move of the artist to match the artists name "Michael Jackson". We automatically know that is his move. This is a perfomance based shot with a simple background so that we can focus on the artist herself.

Wire-framing has been used within the video to display two images in one screen in order for the audience to see both sides of a story.  In this video the wire-framing clearly states that the video includes a form of narrative and performance. One clip is in colour which symbolises the present time and the other clip which is in black and white symbolises the memories and the past of the couple when they were younger.

Kanye West sings about subcultures within the high school suggesting a reference towards well known personalities and groups within the high school such as "class clown" and "cheerleader". This creates more inter-textual references to real life situations. The lighting within the video is extremely expressive as it changes depending within the different locations within the video in order to emphasize the mood of the video. The video creates a sexual image of the artist and shows a form of voyeurism for the female artist as she wears a guys football jacket suggesting that she belongs to him.

The visuals within the video match the lyrics as there is a form of illustration as the artist is singing he refers to NASA and the visual imagery shows a rocket setting off with to space.

Possible Track:- Keri Hilson- Turn my swag on

Cd Cover Collage

Takin' Back My Love- Ciara ft. Enrique Inglesias

The song "Takin' Back My Love" features Ciara and Enrique Iglesias as they create a  narrative based music video to create a clear and substantial relation between the lyrics and the visual imagery. The video is set within a very large house where at first portraits of the artist are seen, suggesting that they are in an intimate relationship with one another. At this point, we assume that the couple is very happy together.

However, this is contradicted when the next scene shows a low angle establishing shot both artists arguing aggressively with one another in the exterior of the house. The body language within the shot suggests that they are very angry with one another. The dark and dullness of the lighting plays a significant role within the video as it shows the negativity within a relationship and how it could end.

A close up of the male throwing his jewelry on the floor resorts into the chorus where the male begins to sing,  " I give it all up". At this point hell breaks loose within the entire house as the couple begin to destroy one each others belongings. At this point dramatic close-ups are used to emphasize things being demolished. The speed of the shots has been decreased to exaggerate the idea that both artists are shattering and damaging things to prove a point as the chorus is being sung, "takin' back my love".

This over the shoulder shot shows the couple arguing with one another showing the expressions on the face of Ciara as she shows a compassionate look towards Enrique. The camera focuses on her face as she sings her verse within the song.


All of a sudden the lights black out and flicker, at this point the couple stop arguing with one another and begin to share a strong chemistry within the room. The lights begin to switch on and off and a severe amount of lust takes over within the video. The couple begin to smile whilst having such intimate body language between one another. The relationship seems as if it consists of a mere love-hate relation.

 The video ends with two loud smashing sounds with intense blackouts creating the immediate end. The imagery flashes from a broken wine glass to a snapshot of a lamp shade against a wall. The video overall, has a very artist feel to it as it keeps within the pop and R&B genre. The video simply consists of many expressive movements and reactions which hold the video together creating a powerful and dramatic video.

The video consists of many crosscuts where the artists express their anger. Ciara stands in front of a plain background with a bright spotlight on her as she vigorously shakes her head towards the camera. The lighting plays a significant role within the video, throughout the entire video the lighting creates different tones where at points the light looks as if it has been reflected and several smears within are used. As the light hits different objects we see different tones being used. Throughout the video there are mixtures of artificial lighting as well as natural. If the video only consisted of natural lighting, the video would not give off the same effect as it does at present. The shadows are exaggerated using all forms of lighting.

• This particular music genre which is a mixture of pop and R&B has its own original music video style and iconography as it usually consists of a narrative that involves a couple and the video setting is very neutral towards the genre as it is set in a house which is the norm for the R&B genre.

• Strangely in this video, there is no evidence of voyeurism towards women as she is not sexually exposed or  treated in a bad way. However, it could be argued that she is being constantly pushed around by the male.

• You can clearly see inter-textual references within the video as this is a basic argument taking place between a couple, so you can clearly see that there is some sort of love story being inspired within.

• The video consists of many close-ups of both artists which meant that the record label wanted to emphasize the artists future iconography.

Nothin' On You - B.O.B ft Bruno Mars (Interesting Ideas)

The R&B, hip hop song "Nothin' On You" features the new comers B.O.B and Bruno Mars. The video is made up of the collage of many different girls being taped on top of one another.

•  The concept of photo tapestry and collage is very unusual as it differs from many different videos. 

•  This establishing shot shows the artists being pasted on a background of New York City.