Star Image

Carmen and I have looked at various outfit choices for our artist on Polyvore and we have come up with some bright and pastel colours that we think is appropriate for our artist in our music video. We were inspired by the feminine colours to liven up our video. These colourful images have influenced us to embed the pop element into our music video and to attract our target audience who are young. In addition, the winged eye-liner and sun hat enhances a sense of cheekiness and elegance. We thought adding bold coloured lipstick would also give our artist a stronger brand image.

Genre conventions of Synthpop

I have been researching various artists who employ synthpop genres so I can be inspired by them. All the videos utilise bold and bright colours with techno effects. The music videos often have both narrative and performance base to create a link with the lyrics. Every video has a backdrop or follows a theme for instance, Mariana and the Diamonds 'Oh No' follows a pop art theme. Some of the music videos may be filmed in the streets or a garage where the band may perform.
All the music videos below share a common techno beat, enhancing the snythpop genre and advertising the energetic aspect of the song. Alongside this, most of the videos include dancing and some instruments, making the music more realistic. 
Marina and the Diamonds= Oh No














Ellie Goulding= Goodness Gracious














 Sky Ferreira= Lost In My Bedroom

Lights= Toes

Lyric mood board

These are a few ideas that link with the lyrics which we thought would be a good idea to incorporate within the music video. The most symbolic part of the lyrics was the metaphor of a gun, along with the underlying love in which the artist seeks to kill. 

Focus Group Feedback

For the past 2 lessons, our group had to show our soundtrack to each other. Carmen and I received feedback from the group and we have all agreed that the genre is electric pop. Our class thought our soundtrack was girly and upbeat.

The target audience is aimed at young teenage girls, and the story line involves a performance based video with perhaps the girl getting revenge on her ex-boyfriend with lots of close ups as well as dancers in the background. It was important for us to give feedback to each other as it gives us ideas on what we can do with our videos including possible narrative ideas based on the genres. For our video we thought that we needed to highlight an item of the singer to make her stand out, we came up with either a bowler hat, a bright coloured skirt or perhaps a ribbon. Another idea we were given was to film the artist and her band in a circular motion to create unity and match the fast paste music.

In the end, Carmen and I decided we like the idea of the camera circling around the band as it is different to other music videos. In addition we were inspired by the kaleidoscope effect from an old music video created by someone in the previous years, using this effect would fit well with the pop genre. 

Auteur Theory- Hype Williams

What is the auteur theory?
In 1954, The auteur theory was created by Francois Truffaut and it was intended to show a director's film to reflect the personal creative visions. An example of this is Alfred Hitchcock's movie 'Psycho', as he stars in his film and addresses mental health awareness. Hitchcock's visual was to use a black and white theme but chooses a photo with bold colours to present the good and bad characters.

How can this theory be applied to music videos?
We can apply the theory to music videos as we can easily look for:

• Themes
• Borders
• Colours
• Symbolism
• Storyline
• Quick editing 
• Choreographed dances 

Discuss an auteur in the music video industry.
This theory applies to Hype William's  music videos as we can see themes of pop. The director embeded symbols within his videos to depict the light-hearted genre, an example of these repeated symbols are the bright eye-popping colours and borders to focus on the artist. William's also admires womens' assets by using a low angled shot and close ups, he utilises a green-screen to illustrate the setting the song may relate to. One of Hype William's videos is Beyonce's 'Check on it' where he includes these key elements of pop.
There's a quick cross- cut between these two frames on the beat.

Hype William's uses different shades of pink, highlighting the feminine side of the video. However he sticks with the bright theme by using a bright shade of red which is the equivalent of a masculine colour.

Beyonce's border is a silky material, where as the rapper's border has his face split in two to represent  femininity and wealth verses vanity.

Andrew Goodwin's theory

1) What were his 6 key aspects of music videos?

• A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
• A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
• Genre- related style and iconography present.
• Star image, multiple close-up shots of the main artist or vocalist.
• Voyeurism often plays a major part, especially in relation to females.
• Intertexual references to other media texts maybe present.

2) Complete a case that illustrates this using a screen-grab of a video.

Britney Spears 'You Drive Me Crazy' music video includes all the elements from Andrew Goodwin's theory as it has all the dancers which displays typical pop features. There's a relationship between the dance and the upbeat music 

Melissa from 'Sabrina' appears in the music video to show that the video is targeting teenagers.  

There's a close up of her face which shows that the lyrics match her singing.The lyrics 'you drive me crazy' is also portrayed when we see the girl who plays Sabrina and a male companion who we see she has a crush on.

The lyrics 'Tell me that I'm the one you would see' is sung just before 'Sabrina' is with her crush.









The video shows that women wear revealing clothes to attract male attention in order to display rnb/ pop genre music.

Searching for our artist

This term, we have been set a task to produce a music video using any songs as long as we ask for permission from the artist. I have decided to work with Carmen Katema and we were thinking of using our friend Kaitlyn Haggis or my sister Kiana Lanjani to star in our music video. In order for this to happen, we will need to contact them and ask whether they are available to participate. 

Kiana agreed to take part in our music video shown in the text below.

Carmen and I also decided to contact a friend of mine, Alessia in case our original choice for our artist cannot do it.