Description and analysis of narrative in our music video

The music video I produced for Systems by Harvey Causon is a non- linear narrative in which the video doesn't follow a chronological story or plot. My production uses few of Barthes theory of narrative codes, with the symbolic code being presented within the location of the beach and being at the Sea. Proairetic code is used throughout the video with the beginning entering the video on a train and with the video a variation of transport used and walking which moves the video on. Within this my video can be seen as narratologically interesting, I would argue that my video has an abstract narrative, with the structure revolving around a variation of shots and locations being symbolic of memories and the mind. The main focus is to have aesthetic shots which bring the production together in an impressionist way concluding the text openly leaving the video to the viewer’s personal perspective.

How does the narrative structure of Chase and Status Lost & Not found construct meanings and shape audience responses?  

The music video for 'Lost and Not Found by Chase and Status uses a linear narrative structure which is examined using Todovo's concept of narrative. The 3-act structure involves the query and question at the beginning where the audience question the missing girl, the equilibrium. Following on with the commotion in the middle, presenting an episodic narrative focusing on various characters, the disequilibrium. Subsequently moving on in search of a resolution to all the disruption to reveal an unexpected ending however leading it to a closed-ended text. In which it also acts as the new equilibrium bringing the story to an end.  

Using Todorov's concept as a framing device is used as a way to provide an understanding for the text, providing anticipation for the ending of the story line however, though the text is closed- ended it still leaves the audience in question to want to know the background to the narrative. I would argue that the closure of the narrative provides a reality of perspective and wrong accusation in serious situations, where the result may not be as predicted within story.  

Within the video narrative codes are used and woven into texts to capture the audiences attention. The idea of narrative codes was devised by Roland Barthes with the purpose to drive one to maintain interest in a story. The video doesn't hold significant symbolic codes and enigma codes however the Proairetic code is used, it captures an event or moment that drives the narrative on. In the music video a photograph of a missing girl is used to focus the main question to where the narrative is going, with it being presented as one of the main signifiers which holds  in the video it is used to catalyst the forthcoming plot of the video. The other significant moment right at the beginning and the end of the video is a bicycle, its how the video opens and immediately drives the narrative, and in conclusion the video ends with the boy on his bike therefor physically driving the video to an end. 

The narrative is based on the chaotic structure of life presenting the realism of society and how people forgo within their day to day life, however people are constantly going through their own issues. With different slice of life scenarios following different people's life either lost or found, both intentionally and against their will. The footage moves from scene to scene and character to character as the story unfold on the dramatic plot. 

Target audience

How media institutions target different audiences?

There are different ways to initiate different target audiences, some holding different strengths and weaknesses which others don't have, enabling institutions to segment audiences for their production. 

Demographic measurements Demographics can be used the positives of this is that they  have  measurbility and hard data where institutions can look at recordings and look at sectors initialising disposable outcome and how to specify their product to them. For example, a music festival may indicate the price of their festival by working out the demographic of people listening to the music artists. Using demographics however has weaknesses to take in, it doesn't consider complexities of lifestyels people have and the proposal of youth income where they cant be accurately fitted into a demographic as they don't earn a permanent income. Furthermore, the categories within demographic could be seen as too broad, not presenting the limitations of interest between people within the same demographic. 

Tribes/ subculture model (channel 4) Tribes and subcultures are another mode to target different audiences, the benefits of narrowing down groups using this allows firstly a precision however, only with the types of lifestyles people have. Subcultures also provide more of an identification of links between music, with people conforming to particular sub-cultures because of the music which is associated with them. Furthermore, this helps create a greater segmentation between target audiences whereas other modes such as demographics do not necessarily provide this. It however, lacks complexities within identities, only generating stereotypes. 

Psychographic model
Young and Rubicam use a model to divide audiences into 7 different category types: the aspirer, the explorer, the redesigned, the reformer, the succeeder, the struggler and the mainstream. The weakness of this model is the fact it is very basic and vague, though it takes a perspective of lifestyle rather than income, it provides difficulty to put people in only one category.

Habits and lifestyle 
YouGov.co.uk use a survey system where they create profiles of music artists for example based on what the public similar tastes around the target. The website gives extreme detail profiles for the person, outlining their music tastes, film interest, political view, class, age and gender. It allows the user to take in account other medias and factors that surround the target person. The model has the benefit of combining information from lifestyle and demographics. It however has the weakness of being inaccurate with some information if only minimal information is collected for the profile and also cannot account for all the complexities of a individuals likes and interests. 

Story Board

Shooting Schedul

How do music videos speak to/ interpolate the audience?

Sleep Now in Fire- Rage against the machine:

imagery and iconography

Visual symbols such as the millionaire imagery, dollar bills are used and reinforce anti-capitalist ideology. Using this, Rage Against the Machine are presenting meaning within their video where it can relate to a specific audience however, using symbols that are universally understood to present this. 

Positioning 

A handheld camera is used in mass within this text allowing the audience to immerse themselves within the video as if they are watching in present. Audience  shots using a shallow focus with the camera panning generates a positioning as if the audience are placed as a band follower, with this idea being highlighted within the video which uses busy mise en scene as if they are following the excitement of their performance. In addition the audience are included when the video begins arriving with the band and leaving the band also presenting the idea of a band follower.

Narrative and Structure

The structure within the video is fairly simplistic with with a linear structure beginning with arriving the band, meanwhile watching the band within the middle and leaving with the band at the end. The video however has an interweaving narrative which holds another story line of a TV programme (Who wants to be a millionaire) Signifying the capitalist ideology. 

Atlas Hands- Benjamin Francis Leftwich;

Positioning 

Throughout this video we are positioned as if we are part of the family so that we feel immersed within the text. The music video has an inclusive theme to it, making it feel as if the audience with the show family and are included in their homely activities. This is done through the use of close ups and deep focus shots, some of which are positioned just above a character looking down and some shots from direct perspective of characters. 

Imagery and iconography 
Taking inspiration for my music video the imagery used Leftwich's video is also aesthetically pleasing being pleasing on the eye. The video also has a film/ home effect to it making the video warming and inclusive, making t relatable for the audience giving the message for  aspiration for 'the perfect family'.

Narrative and Structure
Both the narrative and the structure of this music video are fairly simplistic for this video, similarly to the video Sleep Now in the Fire, we arrive with the character (family). With the middle the family build the boat and the audience in immerse within the day activities, then goes on to end with the father sending off the boat while the suns sets as the day comes to an end meanwhile so does the song. 

My Music Video

Positioning

Throughout my video the audience is positioned within irrespective of the two main characters however, foremost the male character. This will be completed through the camera work and editing within the video, including hand held camera movement at points and 360 camera work to position ourselves within the characters mind. The aim is to be positioned as if we are walking with the character and experiencing the perspective of his thoughts, making the shots precise and personalised to make the audience feel immersed within the characters mentality.

Imagery and Iconography

Our video will be simplistic, being easy on the eyes and having an artistic aesthetic with visually pleasing shots. This will be done through location with the beach being used to symbolise the mind of the character. Furthermore, this will be successful through the use of costume, with everyday clothing for both the characters and simplistic props to also present relatable imagery. 

ideology /message/lifestyle

The aesthetics of our video will create an inspirational aspect to the video. with beautiful, simplistic scenes of Holkham beach appealing to the viewers.

The main protagonists is crucial to making the audience feel included within the text making it relatable giving the audience a concept which they can emphasise with "finding someone to love". The audience are carried through entwined emotions however within beautiful scenery making them want to immerse themselves and understand the protagonists message of love. 

Mise en scene

Timeline

Initial treatment

Our concept for the song 'Systems' narrative focuses mainly on visuals and lyrics in the audio. The lyrics are complicated but we want to show the root of what they express. This then presents the meaning of the concept of two people and their introduction into one another lives from two perspectives. With a boy not knowing what to do with his life feeling lost and a girl who lives in a busy city life, always occupied. When they both meet each other they are immediately struck by one another and cannot keep their eyes of each other. It will have simplistic visuals such as vast spaces like Holkham beach to allow the lyrics to tell most of the story, when the pace of the lyrics increase the visuals become more complex and the location changes.

Mood Board

How is genre used

How is genre used by institutions/ media producers?

Genre can be seen as a means of controlling the demand and can mean that the media institutions and producers are guaranteed an audience for their audience. Christine Gledhill states that its 'a means of controlling demand' and the stability of genres enables producers to predict audience expectations. this is done by exploiting the genre conventions by following a set of codes. This leads to audiences wanting similar objects however, can stifle creativity when creating new products. 

Furthermore, genre is also used to account for a profitable genre with the continuations of a variety of continuing economic factors which can result in a successful outcome. 'Teams of stars,writers, directors and technicians can be built up, giving economies of scale' Nicholas Abercrombie. For example the producer of Shaun of the Dead and Hot Fuzz created their own genre to create a formula guaranteed success. 

in addition it is a way of standardising and stabilising  stabilise production in response to audiences,Christine Gledhill notes that "differences between genres mean that different audiences could be identified and catered [...] To the mass media, genres part of the process of targeting different market sectors". 

How is genre used by audiences?

Audiences use genre to identify their media preferences and to generalise their immediate interests. Christine Gledhill notes ' Genres permit the creation and maintenance of loyal audience which becomes used to seeing programmes with a genre'. this means that creation is used in a response to audiences preferences and creates a predictability of products for audiences. 

For audiences some use genre as a device to present identity and community. For example the Pop singer Lady Gaga has her own community of people called Monsters, individuals would associate themselves within this and creates an identity within pop culture. This can also further people to divert themselves from other genres for example, an individuals identification within one genre could mean they divert themselves from other genres for example someone who may associate themselves with pop could outline their diversion from rock.

How are genres shifting and permeable?

Genres being increasingly shifting and permeable because both the audiences and producers increase and enhance the predicted audience and decrease the chance of faults, adapting two different groups of people. Nicholas Abercombie notes that the "Boundaries between genres are becoming more permeable" For example the artists Taylor swift brings together Pop genre and Country music together. 

Analysing music videos using Andrew Goodwin's theory

Andrew Goodwins Theory

The music video for Beyonce's formation applies several elements of Goodwin's theory. Firstly fulfilling characteristics of the genre, with a dance performance demonstrating one of the aspects the artist is most known for. 

 There is a strong relationship between the lyrics and the visuals shown in figure 2 "i like my baby heir with baby hair and afros" and figure 3 "prove to me you got some coordination" this is used for illustrative purposes displaying meaning and clarity behind the images creating a narrative.

 Figure 1

 Figure 2

Within the video it holds many intertextual references; A man holding up a 
newspaper is briefly seen. on the cover Martin Luther King Jr. with the words: “The Truth - More Than a Dreamer”. Presenting the historical motive to the modern day song.                                                            Figure 3

(figure 4)                                                                                                         (figure 5)

(4) Albino Alligators. “I twirl all my haters...Albino alligators” — Referencing to the film Albino alligators set in New Orleans where the music video is set.With the police standoff referencing to alligators using an albino among them as a sacrifice to distract opposing alligators, who then become prey. Beyonce is seen twirling her umbrella in a white corset, like an alligator death roll. 

 (5) Women in White; The clothing worn in these scenes represent a time before and after slaves were freed around the 1900s. with the white corsets, binding the women — during a time when slaves were technically “free” but still being oppressed. 

One of the other elements applied from Goodwins theory is lots of close ups of the artist's face which would be one of the demands from the record label with the visual style of Beyonce's videos of close ups and her performance is a recurring part of her videos.

Amy Winehouse- Back To Balck

There is a strong relationship between the lyrics and the visuals firstly with the mise en scene and editing of the video. With the black and white edit and the black themed costume directly linking to lyrics of the song "back to black" amplifying the theme of Black shown in figure 1. 
Furthermore, the lyrics are illustrative for the narrative of the music video highlighting a death. Within figure 2 the music amplifies the pace of walking and mood to the song linking to Goodwin's third section of the theory.                                                                  

The demands of the record label needing close up's of the artists face is another element of Goodwin's theory which is shown in the music video. This was key for the artist as her unique style was her motif when she was famous, so like Goodwin's theory suggests, it will occur through her works. 

Analysis of media language (codes and conventions)

                                                

The Rocket Summers' video for 'Do You Feel' uses different elements within their performance to enhance different conventions within their video, the use camera movement, focus pulls and editing to promote energy within their video.

The video is a performance set in an alleyway in a urban city backstreets, with the band placed within parallel facing buildings, which immediate introduces the an urbanistic theme of the video. By using an urban location it sets an inspirational theme to their younger target, with quick cut shots showing aspects of the location, sustaining audience interests by showing only parts of the urban buildings within shots.   

Match on match allows there to be continuity throughout the performance using 5-6 shot-types. Focus pulls and Shallow focus are used within the performance  to emphasise the dynamic energy the band are trying to create furthermore, establishing the band as 'edgy' with excitement of the use of technique used. In addition the use of shallow focus shots pulls the audience’s attention from foreground to background, to different objects and between band members. The use of the pull in focus also differentiates the angles, in which its shot establishes the live rock aspect of the band.

Close-ups and extreme CU’s creates and intimacy between the band and their audience focusing on the singer’s mouth, highlighting the importance of the lyrics where their significance is furthermore highlighted through the lyrics of the hands of people filmed. The idea of having writing on hands gives an aspect to the video in which the audience can copy, aimed at young teenage girls this is very effective to enable them to relate to the video and its lyrics.

In addition, throughout the video the camera is constantly creating a sense of energy, which creates the live performance aspect of the music video. This is also used by having a handheld cameras, this creates a type of movement which also justifies the live gig aspect. The video uses compilations of many short takes produces a type of start stop motion effect giving an unconventional effect to the video, these aspects of the video make it quirky and consumes the audience to its unusual effects. 

How and why do different genres use performance and lip sync in music videos?

Dave ft AJ Tracey - Thiago Silva

Lip sync in this video isn't key for the artists, as the videos from the genre of Grime its connotations are significantly different in comparison to pop artists music videos. The video is promoting the street life of the aspects with the video and visuals promoting the football team and the idea of community and affiliation. The mise en scene illustrates the meaning of the music video highlighting the football player constantly throughout the lyrics which emphasizes the song. The video promotes a sense of authenticity showing the realness of the streets of London, not glamorizing the visuals suiting the conventions of the genre.


Mumford and Sons - Little Lion Man 

Mumford and sons are a folk rock band, their video for Little Lion Man suits the conventions of the genre using live performance to advertise their song. The video promotes a live performance aspect emphasizing the energy of the band which is crucial for the band as being from the genre of folk, live performance is a big aspect within the genre, originating from live performance. In addition this also allows the band to sell gig tickets from their songs. 

Beyonce - Love on Top 

Lip sync within this video is significant within the video, coming from the pop genre it suits the conventions with an upbeat notion, the performance aspect of a choreographed dance with lip sync promotes a connection with the audience, enabling the target audience of young girls to replicate the video, promoting the a wider advertisement to the video of a dance rather than just the song on its own. The performance also illustrates parts of the song through dance actions making it more memorable which is key within the pop genre, being repetitive and catchy to promote the song. Furthermore, the performance promotes a live aspect of the artist, helping to sell gig tickets as Beyonce as an artists live concerts are significantly known for her dance performances. 

Chosen Song

My chosen song is Systems by a Norwich/ Bristol based artist Harvey Causon from his EP Introspect. 
We chose this song because we thought that it has a distinct beat in which we would make it simpler for us to cut shots to the beat with and if we chose to synchronise some of the visuals to. The song has good production values with clear recording allowing us to have a professional outcome. In addition the song includes different sections which can relate to chapters within the video, with the music changing in intensity and including a dynamic variety giving us opportunity within visuals. The main weakness with the song however, is that the initial beat begins quite slow (walking pace), before the dynamics change, however with the overall beat being quite slow. The slow pace specifically at the beginning of the song leads to the possibility of not having enough footage and filming walking as its at the pace correlates. 

Possible songs choices

The strengths of this song is that it that it has a strong narrative, this would be beneficial for the music video itself devising clarity of performance giving an opportunity to have a clear relationship between lyrics and visuals. Furthermore, the song is has good quality recording allowing the music video to have a professional outcome. However, the song doesn't have a clear beat which would help provide guidance for a lip sync within it, in addition there there isn't a distinctive change in dynamic or intensity, this would restrict the video making it more difficult to transit from sections and chapters within the video. 



This video holds a variety of strength, in which its quality of recording is clear providing a polished outcome if it was to be used for my music video. The music includes a change in intensity and variety, holding clear chapters providing an ease to create narrative which will be crucial when it comes to making a music video. In addition the song has a clear beat which would benefit the the music video as it would be clear where to lip sync (if incorporated) and to synchronise with the visuals. More so than the previous song the production values are higher with having more advanced layers within the song. 




The strengths of this song is that it genre is more definitive being mellow rap, this song is significantly different to all my other choices however, i thought that choosing a song from a dissimilar genre would allow a broader option for narrative. The song has a clear beat with good production values which would be beneficial to our production to create a professional outcome. However, its weakness is that the song is very slow therefore the video would also have be slow pace unless the visuals contrasted with the lyrics and were fast pace.




This song is good option as it has clear and distinct chapters where the music has changes in dynamics and intensifies through sections building up to a fall in tempo. The start of the song is mellow whereas it becomes fast pace throughout.The song however has lower production values than the previous song by this artist meaning that the lyrics aren't as clear making the song less iconic, similarly the beat isn't very distinct meaning it will be more difficult to link the visuals of the video to the song. 

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