Lyric Analysis - Miss Georgiou.

For this stage of our planning we decided to analyse the lyrics to our song which was 'Turn Back Time' by Sub Focus. This song belongs to the dance genre which means the lyrics are stereotypically repetitive. Despite this the lyrics which do feature do have certain connotations and hidden meanings and follow a loose storyline. To analyse these lyrics we printed a copy of the lyrics off and annotated any specific quotes which we believed had a hidden meaning and tried to decipher what the lyrics meant and how we could portray these lyrics within our video and to what effect. These annotations helped us immensely when planning our music video as it has given us numerous ideas of what we want to include within the video to match these lyrics and we have also planned how we wish to achieve this. The most notable help from annotating these lyrics is that it allowed us to immediately recognise that we want our video to be narrative based as they song follows a rough narrative which we plan to create and develop within the video. Within the lyrics is a narrative which describes a love story in which both love interests wish to change this situation. We plan to recreate this light narrative within out video as our narrative follows a man and a women who are both unhappy with their lives and seek to change them and in doing so meet each other. The lyrics of the song also furthered our knowledge on what tempo we should use for our video as the lyrics show that the music is first built up from a slow pace as the first stanza appears rather slowed paced. This is then followed by the repetition of the line 'how i wish i could turn back time' and the longer this quote is repeated the more the pace quickens before reaching a climax with a fast tempo during the third verse. This pattern then repeats as the song is slow paced within the fourth stanza which contains lyrics before it then begins to quicken again in the fifth repetitive stanza before once again reaching a climax during the last stanza which is the most fast paced of the whole song.

The lyrics within the song appear to describe a individual expressing his emotions about a failed relationship directly to the other individual and we plan to express this narrative within our music video.  The first stanza of the song leaves the audience very confused as it is rather diverse and has numerous connotations, i believe it is setting the scene and showing how much they was in love through the lines 'Remember the feeling, a deeper emotion' and 'To be high as a mountain, as deep as the ocean' these lines show that, through the use of metaphors, that they has strong feelings for each other. Because this first stanza isn't very clear we plan to use our video to make the meanings of this stanza evident and obvious. To do this we will begin to introduce our narrative this will consist of us introducing the two characters, we will show how they have completely contrasting lives and demonstrate how the man is very successful and wealthy and the women is the opposite and is poor and homeless. This part of out narrative will link to the lyrics as it suggests they was once in love and therefore links to the line 'Remember the feeling, a a deeper emotion' as it shows that they are no longer together due to their contrasting lives so they are reminiscing and 'remembering' those times. We also plan to introduce the narrative at this particular point of the song because the song is very slow paced at this part and therefore we wish to replicate this slow pace within our video and to use this slow pace to create a depressing narrative which will contrast the pace of the rest of the video.

The next two stanzas then consist of the repetition of the title line 'How i wish i could turn back time', this line is very clear and will allow us to create whatever we want with the video and not have to use the video to explain the meaning of the lyrics. The next stanza emphasises the first stanza and makes it obvious how in love he was and therefore we will show these depressing emotions felt by the narrator within our video. The song then finishes with the final two stanzas which again repeat the line 'How i wish i could turn back time' and during this we plan to conclude the narrative of the video and resolve the occurrences within the video. During the periods in which the line 'how i wish i can turn back time' is repeated i plan to create a party like scene and atmosphere, we feel that this is the appropriate time to do this because at this moment the song increases in pace rapidly and therefore we plan to replicate this increase in pace within our video. This part of the video will also conform to all the dance genre conventions as it will be a stereotypical club setting with conventional lighting and other micro-elements. We felt we needed to include this conventional element within our rather unconventional song as we wanted to ensure that it appealed to our target audience go 14-20 year olds who enjoy going out partying and can therefore relate the the setting as well as following and being enticed by the narrative.

In the middle of the four stanzas in which the line 'how i wish i could turn back time' is repeated there is another stanza which includes more new different lyrics, similar to the first stanza. During this stanza of lyrics the song then again slows down and allows for the lyrics to be sung at a slow pace. Because of this we plan to develop our narrative further as we wish to replicate the slow pace of the song through our slow visuals as we will use slow paced editing to add to the dull depressing narrative which we are progressing. We think this is the appropriate time to continue with the narrative because now they have briefly seen the artist performing yet the narrative is left incomplete and therefore we need to use this slow pace within the song to continue the narrative before it quickens up again for the final conventional club setting. The lyrics of the song also match our narrative as we plan to pretend that the lyrics of the song are being sung  by the young homeless female individual and are aimed at towards her successful ex. For example the line 'its just another thing to break through' shows that it is from the homeless girls perspective as this line suggests that she has got a lot going on in her life and she still has to go though this. Within this stanza it is also evident that she still loves him through the use of lines such as 'i just hate being without you', lines like this ones as well as ones which show she's homeless cause the audience to feel really sympathetic towards them as she is a really tough situation as she is left homeless yet the man she loves is very successful which suggests she doesn't have a chance.

This research into the lyrics within the song we plan to use helped me a lot in understanding what i will include as it shows us what we can do produce within our video in order for it to link to the lyrics of the song. Following this analysis we now know we plan to produce a narrative style video as this is the style the lyrics are in and we plan for the video to run parallel to the song. It also made us aware that the focal theme of our video should be love and relationships as the lyrics within the song are deep and moving and we believe they should be emphasised. It also showed us where we can include the conventional elements of the dance genre and provoked ideas of how to implement them within our narrative.

Planning Cinematography - Miss Georgiou.

Cinematography is defined as the art of photography and camerawork in film-making and refers to the different types of camera shot and angles used within a piece of film. This is essential within a music video as it is able to show specific elements of the scene in a specific way which present what is being shown in a way which is beneficial to the video. Cinematography is even more so important within a narrate style video as it allows for the characters to presented in a specific way and documents what occurs within the narrative in a way which emphasises important elements. Cinematography also allows  for the audience to form relationships with the audience as it is able to show the characters emotions and situations which allows the audience to sympathise with them.

One of the firsts shots i will use is a high angle shot. A high angle shot is when the camera is positioned above the character and looks down on the character. This specific camera shot makes the character look smaller as the fact that you are looking down on them makes them appear inferior to the audience. This makes the character appear more vulnerable and lonely with little power, it also shows a larger amount of the surrounding setting which appears to show the character as getting swallowed by the setting which presents them as a insignificant part of this setting. We plan to use this specific shot to show the young homeless girl sitting on a street corner begging for money. This is the appropriate shot for this type of seen because it will make her look smaller and more lonely as it will show the rest of the street corner which will emphasise the fact that she is homeless and just one of many homeless girls making her insignificant. We chose to use this specific shot on this particular character because we chose to use her as the narrative voice of the song and within the lyrics of the song the narrative voice is presented as inferior to the male person in which she is singing the song to as she appears to be begging and pleading for him to take her back. This can be seen within the lyrics through the use of question marks as she's asking him questions just so she gets a response from him. She also says 'carry the hurt' within the lyrics, this line suggests that he is much more dominant and she is inferior as it connotes that she is the only individual hurting in the situation. Because of this we chose this particular shot as it presents her as inferior to both the audience and the character as they are looking down on her making her look smaller and weaker.

Contrastingly we also plan to use a low angle shot. This shot is the opposite to a high angle show as it is shot from below the middle of the character and is looking up at the character. This shot makes the more powerful and dominant as it makes them appear physically bigger as the charter will be looking down on the camera creating the effect that he or she is bigger. This camera shot doesn't capture much of the surroundings and therefore makes the character appear more important as they dominate the shot and are the only thing the audience see. We plan to use this shot in a completely contrasting way to the first shot as we plan to use it to use it to show the successful business man. We will use it in this situation because it will emphasise this characters importance and it will also highlight the direct contrast between this character and the other character as it is a directly opposite shot used from the other character. Although this shot is considered conventional to the dance genre we plan to use it in a way which is very unconventional to the genre as it is usually used to show the artist as dominant and important but we intend to use it to show a specific character as important and in doing so add to the narrative. Much like the high angle shot, we chose to use this shot because within the lyrics the male is presented as very superior and dominant in comparison to the female and therefore this shot makes him look more dominant and powerful as the audience are looking up on him.

Another shot we plan to use is a close up. A close up is a very common camera shot used within all forms of film and it concentrates on a specific image which can be seen very closely making it cover the majority of the screen and leaving little of the surroundings. A close up is used to show the importance of something and make the audience immediately recognise its significance within the piece of film. We plan to use a close up to show the emotions of our characters. This shot will be successful and appropriate for this because it will evidently show the similar sad emotions on the characters faces which will make the audience aware of the depression of the characters. This will allow for the audience to form a relationship with the characters as they will feel sympathetic towards them as they can see there pain. This shot is conventional to the dance genre but again used to a completely different effect as this shot is usually used to show the euphoria and excitement on the faces of the audience and the artist but we plan to use it to show the sadness and depression of the characters within our narrative. The emotional lyrics of the song prompted us to use this specific shot because the lyrics within the song are very moving and sad as the narrative voice says 'oh, i just hate being without you', this line, with many others, show the obvious emotions felt by the homeless character and therefore we wanted to use a shot what evidently expresses these emotions to the audience.

This planning into cinematography will help us when we storyboard for the filming and when we finally film the video as this planning shows us what effect certain camera shots have on the audience and when to use these shots. This planning will allow for us to easily recognise what shot to use at what moments in order to evoke certain emotions and how to express the narrative. This will then allow us to accurately be able to replicate these shots when it comes to filming which will ultimately result in smoother and easier storyboarding and filming.

Planning Iconography and Setting - Miss Georgiou.

Within a music video the setting and iconography used is extremely important in creating a certain atmosphere and complying with the codes and conventions of the genre. The setting and iconography is also pivotal within narrative based videos as it makes the narrative motte believable and relatable to the target audience. The setting and iconography is more so important within the dance genre as the setting and iconography used is usually extremely conventional and stereotypical as almost all dance genre music videos are set in a club setting which contains all conventional micro-elements which are used within the genre.

The first setting which we plan to use within our music video is a dark street corner. We have planned to use this setting because we wish to present the character who is seen in this location as a homeless young girl. This setting successfully presents the girl as homeless because it is stereotypical setting which is associated with homeless people, we plan to create this because it adds to our narrative introduces the audience to the character and allows to form a relationship with the character as they sympathise with her situation. This location is unconventional to the dance genre because within the dance genre they are usually seen in a club setting, this is because the videos within this genre are usually performance based and aim to create a upbeat atmosphere through the use of lighting and editing but contrastingly our video we plan to create will be narrative based and therefore we need this specific setting as it adds to the narrative and create a more dull depressing atmosphere. This location will only be used for a short period of time to initially introduce the character to the audience therefore we will just use a close up shot which shows the character sitting on the street corner depressed. The main problem when shooting this shot is that we are filming in a busy street at a busy time of day, this means that there is going to be large amounts of people walking up and down the street. This means that this location limits to the amount of shots we can capture as we can't move about to much without causing to much of a disturbance to the people walking past. This busyness of the streets could also have numerous health and safety risks as we could possibly knock into one of the pedestrians with our big, bulky tripod. The weather could have a huge impact on how we film this location as it is set outside therefore if it is raining then we would struggle to film this location as the rain would ruin the camera button the other hand it would make the scene more depressing, which is what we are trying to create. To prevent this we could use a umbrella to protect the camera or maybe change to a different inside location. We chose to use this specific location because within the lyrics it says the line 'brush off my shoulders, but not 'cause its colder', from this line we inferred that the narrative voice of the song has to be a homeless person because her brushing off her shoulders suggests that she has been through a struggle and also may suggest she's dirty. Within that line it also refers to the coldness so we decided to use this particular setting so it presents the character as rather cold as she has to sleep on the streets. We also chose the iconography of a sleeping bag (below) to support this point.

The iconography used within this specific setting will be a sleeping bag, something to catch the money in and a cup of coffee. Each of these emphasises the fact that the girl is homeless as they are stereotypical objects which are carried by homeless people. The use of the sleeping bag shows to the audience that the character is sleeping on the streets and has no where to live. The 'change catcher' emphasises the girls poverty as it shows that she has no money and has to resort to begging other people to get money. The cup of coffee is representative of the only warmth she has left and is the only thing which can keep the character warm throughout the night. All of these props are used to help the audience recognise that the girl is homeless and poor. This will allow for the audience to sympathise with her and therefore form a bond with her as they will feel sorry for her situation. This use of iconography is unconventional to the dance genre as rarely within the genre do you see a narrative based video and within this specific narrative is the only place in which these props will be seen.

Another piece of iconography which we plan to use is a briefcase, which will be held by the focal male character. We plan to use this specific type of iconography for this character because it emphasises the fact that he is a successful business man as it suggests to the audience that he is carrying important work and has a lot to do at work if he has to carry his work stuff to and from work to complete it at home. A briefcase is also a stylish accessory which is the image we want to portray to the audience as we want the male focal character to appear as a very desirable character. Using this particular iconography also emphasises the contrast between the male character and the female character as she is a character who doesn't look like their working and therefore wouldn't need a briefcase to carry around her stuff instead she has a bin bag. This use of iconography is extremely unconventional to the dance genre as within this genre you never see a individual going to work instead you usually see them in settings such as clubs and festivals in which a briefcase isn't required. We chose to use this unconventional form of iconography because it represents the character in the young successful way which we planned in order for it to drive our narrative and emphasise the contrast between him and the homeless female.

The next setting which will be seen within our music video is a busy train station. We have chosen to use this setting because it will accurately portray one of our focal characters in a way in which we intend to use to add to the narrative. Within the train station will be our young successful male protagonist who is seen smartly dressed and be on his commute from his work. We plan to use this setting because, much like the first setting, it will make it obvious to the audience that the character is living a successful life. Therefore this setting allows for a evident contrast between the first setting and the second and the audience can clearly see how the two characters differ which shows the development in the narrative. Within this setting not much action will take place but the audience will briefly see the character waiting for the train, boarding then on the train. Despite the scenes only being short there are still numerous limitations to what we will be able to film and what we will be unable to film, this is because both the train and the train station will be extremely busy therefore we might not be able to position our character in certain places like we had previously planned and will have to film wherever there is space. The size of the tripod will also be a issue as it will take up a lot of room therefore we will have not very many spaces in which we can use it and therefore we may have to find alternatives when filming in this location. Similar to the first location the busyness of this setting will cause numerous health and safety risks as there is a high chance of us and the characters bumping into pedestrians. To over come this we will have to be very careful when moving about within this setting. Another health and safety risk is that filming in a train station means that there is the obvious threat of the train and the train tracks which could both cause severe harm to those filming and the characters. To other come this hazard we will again have to be very careful as we film and be constantly aware of these threats. The weather will not impact this setting as it is inside therefore the weather won't make a difference, this is a benefit to our group as it means that the weather will not be able to stop the filming and we can stick to our filming schedule as much as possible. Within this setting there will be little iconography used. The only iconography we will use is a briefcase, this will emphasise the fact that the character is successful as it suggests that he is a businessman which connotes to the audience that he is hard working and clever.

The final setting we plan to use is a club setting. Unlike all the other settings within our video this video is extremely conventional to the dance genre and is a setting which is seen in almost all dance music videos. This setting is used within dance videos as the atmosphere it creates through the use of lighting as within this setting flashing lighting is always used as it is upbeat and matches the music in order to get the audience dancing. We also plan to use this setting because it evokes good memories for the artist as they have most likely experienced this setting, which means they can relate to the situation and therefore the characters. Within this setting we will use numerous camera shots which will show the artist, for the first time within the video, performing at the front of a crowd which we will also frequently film and will feature both out two focal characters. There are many limitations with this setting. The main one being the fact that none of the members of out group are old enough to get into a club. This means that we will have to create our own setting and try to make it as similar as possible to a club setting and try to create the same atmosphere. This setting will have less safety risks than the other two settings as it will take place in a private place which means that there is no risks from the other pedestrians and therefore will be minimal risks as it is in a private place and the only risks will be ones caused by ourselves. The iconography used within this setting will again be influential on the scene but unlike the other use of iconography it will be conventional to the dance genre as we will be using headphones and a laptop. This will make it evident who the artist is and will make it conventional to the genre as they frequently use these settings to show the artist performing and make it evident that he is the artist.

In conclusion this planning of iconography and setting is gonna help us when filming in these settings and using these props. This planning will help us when filming within particular settings as it informed us of exactly we plan to film here and what can prevent us from achieving this. This means that we can avoid these limitations and film everything possible as well as staying safe within each location. This means that we will be able to film as much as possible at each location and hopefully successfully capture what we can at each setting which will benefit our narrative and make each scene as accurate to what we have planned and therefore allow us to capture everything which we plan to.

Magazine Advert - Miss Miller.

When promoting an album or single artists may include a advertisements in specific magazines. Artists do this for many reasons the main one being to promote the album as the magazine will be read by a large audience and you can specifically include your advertisement in a magazine which is read by their target audience. Including a magazine advert also acts as a constant reminder to the target audience about the up and coming release of the album which ensures they are aware of the release as they frequently see it advertised which frequently jogs their memory. A artist might also include a advertisement in a magazine which links to some of the articles within the magazine. A artist may do this because it ensures that the people who are interested in the article will be interested in the album swell therefore linking the two will mean that if their target audience read this article then it may prompt them to buy the album. A artist may also link this magazine advert with other forms of advertisements within their marketing campaign for the album. Artists frequently use similar themes and images when promoting their album throughout different forms of media as it means that the audience will immediately recognise the album and what is being promoted when they see the advert. This also is allows the artist to create a specific artist image and allows them to present themselves in a specific way which may lead to a boost sales.

The first advertisement i have chosen to analyse was produced by our chosen artist, Sub Focus, and is a clipping from a magazine or newspaper in which he promotes his new album. There is limited artist representation within this advertisement as the artist doesn't feature within the advert which is conventional of the dance genre because within this genre the artists are not as heavily promoted and are rarely seen within both the music video and advertisements. This is because they rely on other elements such as lighting and the music to appeal to their specific target audience as this genre relies on the audience relating to the scenario in which is seen rather than the artist.

The colours used within this advert are rather basic apart from the image of the cover of the album. The text and Sub Focus logo are both white with a black background. This is very basic and doesn't have much impact on the audience as it doesn't connote much apart from the fact that it contradicts the conventional bright lighting of the dance genre and therefore might connote that this album will be different from most other dance albums. The fact that black and white are the only colours used for everything else rather than the cd cover results in a contrast between the album cover and the rest of the advert. This makes the cd cover stand out and makes it more memorable to the audience who see this advert. On the cd cover is a image which resembles a cd, this image is a variety of bright colours. This is conventional to the dance genre as the dance genre is stereotypically known or the bright colours which feature within the video. The inclusion of this within the magazine advert means that it will catch the audiences eye and they will remember the cover of the cd which will boost sales. It also suggests to the audience that the cd may contain conventional music if they have included conventional colous on the cd case. The colours used on the cd also connote the emotions which the dance genre aims to evoke such as happiness and excitement as the colours are bright and in your face rather than being dull and dark.

The design and layout of the advertisement is rather basic which is unconventional to the dance genre as they stereotypically have a lot going on within their advertisements. This advertisement has the artist name, Sub Focus, in big bold letters at the top of the advert making it the focal point. Next to this is the record labels logo. Then below this the advert is split into two; the right side has a image of the front cover of the album which has on it just the artists name and a bright image of a cd. On the over half of the advert has a list of the songs on the cd as well as saying 'The album out now' and 'Available on CD / digital download / 2X 12" vinyl. The fact that at the top of the advert it says the artists name, in the famous font always used by Sub Focus, as well as the record labels logo, also in large, next to the artists name is significant as the artists name is also the name of the album therefore they want to make it as memorable as possible as he was rather unknown when this was released therefore they wanted to promote the artist as whole and make sure that he is remembered rather than the album itself. This method is specifically used because it ensures that the audience remember the name of the artist and recognise the font used by him as well as his record label. To make it as memorable as possible they

made both, the logo and artists name, as large as possible and positioned it at the top of the advert and made sure it spread across the whole advert, this makes it immediately the first thing the audience see and makes it the focal point of the advert and therefore the most memorable. The other focal point of this advert is the cover of the cd. The artist has made this one of the focal points because they want the audience to recognise the album cover so they remember it when they see it in the shops or online. They also may have made this one of the focal points because it is one of the only elements of the advert which expresses the artists creativity through the image and the colours used and their connotations. On the right side of the advert the initial thing the audience see's and at the top of all the writing is the quote 'The Album Out Now', this quote is one which is stereotypically used within adverts across all genres because it makes it obvious to the audience that what ever is on the album is out now which is a attempt to get them to buy it immediately as it doesn't contain a release date, which bigger artists of other genres like the pop genre usually use because they have a large following who will wait for this release date, where as Sub Focus will rely on people who see this advert and immediately recognise that they want to buy it. Unconventionally to all magazine adverts it then lists the songs which feature on the album, this isn't usually used as magazine adverts usually aim to be as eye-catching as possible and a long passage of text doesn't achieve this. The benefit of including the list of songs on the cover is that if the audience who see this advert recognise one of the songs and they enjoyed it then they are likely to buy the album. This suggest the confidence in the content, of the album, from the artist and suggest to the audience that the music is good as he wants to express what is actually on the album rather than using various forms of promotion which distracts the audience away from the music itself. The audience may also be able to relate to some of the song titles and are interested in what the rest of the song says just from the title. At the bottom of this long passage of text it says 'Available on CD / digital download / 2X 12" vinyl" and underneath this lists the shops in which it will be stocked. This is a clear example of the artist trying to promote the album as it lets the audience know where they can by it and on what formats which may boost sales if it immediately allows them to recognise that they could purchase the album.

This album cover consists of jus two images - the first the record labels logo in large at the top of the advert than a very big image of the cd cover, which dominates the advert. The use of the record labels logo at the top of the advert means that the audience will immediately see it and therefore will increase the chance of them remembering it and recognising it in the future. To emphasise this they have also placed it next to the artists name which makes sure the audience will link the two together and subconsciously note the artist from just the logo. To see the record labels logo have such a focal role within the advert is unconventional as they usually don't have such a large role. It may have been used because he is a new artist and if the audience recognise the record labels logo than they might assume that he is a talented artist to be signed to such a label. It may also suggest that the record label is proud of the album and therefore wants to make it evident of their contribution and in doing so promoting themselves rather than the artist.The other image used is a picture of the cd, this image is very big within the advert and dominates the advert due to its size and use of colour. They have made this images as prominent as possible because it allows the audience to recognise the cd cover and therefore regonise it when buying it as often certain magazine adverts don't directly show the cover of the cd and therefore the audience may not know what the actual cd looks like when looking to buy it. The fact that the image is so big also emphasises the creativity used within the cd cover which makes it appealing to the audience as it shows off how innovative and unique the artist is.

The second video i have chosen to analyse is another one from the dance genre and is produced by the duo 'Basement Jaxx' who's promoting their album 'Rooty' Once again the artist does not feature within the advert, this is conventional to the dance genre as the artist is rarely seen in the limelight and more often than not takes a back seat and don't promote themselves as product as much as other genres such as the pop genre. Despite this what the artist included within the magazine advert presents them as comical as a funny picture is used with conventional bright colours and a edgy font which presents him as diverse as the contents of this advert is mostly unconventional to the dance genre which makes them more appealing to their target audience as it suggest that the artist and his music are completely original and unique and different to anything they had previously heard.

The imagery used within this advert is extremely unconventional and unique to the dance genre and all other genres swell. The background image is stars from space. This image is rather basic and plain which therefore allows for other images to stand out in the foreground of the advert. As well as this i believe that this image connotes to the audience that the album is 'out of this world' as this is where they have set the scene which implies that the album is really good and different to all other albums from within the genre as other adverts are stereotypically set on this planet. The dark colour of the background image allows for the foreground image of a blonde gorilla holding a plant in his mouth to stand out and be prominent. As well as the background image having hidden messages i also believe that this image has connotations, as a gorilla is a aggressive, domineering animal and this could be representative of the aggressive music which features within the album which could entice as specific type of audience as well as Basement Jaxx's dominance within the dance genre. This image used is extremely unconventional to the dance genre as it doesn't link directly to the genre at all and is extremely diverse as this genre usually features a young attractive random female on adverts which attracts a specific audience but instead they use a different masculine, eye-catching image which also attracts this same audience.

Unlike the images used within this advert the colours used are very conventional to the dance genre as on the left of the video is the bright colour pink and the artists name is written in bright yellow. Both these colours are conventional to the dance genre as the colours which are associated with this genre are bright neon colours. These colours are used as they are eye-catching and easily catch the audiences eyes, the target audience may also like this colour because fans of the dance genre like to dress in bold colours and stand out from the normal clothing worn. These colours used within the advert reflect those seen within a conventional dance music video as within the club setting bright lighting is always used this means that the audience who see the advert immediately recognise the genre as they associate these colours with the club setting which is a clear sign of the dance genre. The black background also supports this as it is a representation of the darkness within a club setting with frequent injections of extremely bright contrasting lights and colours.

The typography within this advert is also conventional to the dance genre as it is edgy and bold. This means that it will attract the audience and they will immediately be able to recognise the dance genre. The font used for the artists name and the album name is also the font which Basement Jaxx has used throughout his career. This means that his target audience will see this font and will notice that he is the artist and will then be more inclined to buy it. This font has numerous sharp edges and is extremely different and unique this means that it can directly linked to the dance genre and specifically to Basement Jaxx. The writing of the artists name is the biggest thing which features within the advert and therefore is the thing which grabs the attention of fans of Basment Jaxx who see this and then wish to read more. They then see the next biggest typing which is the name of the album 'Rooty' this means that the advert has successfully been promoted to this audience as it alerts the audience who are already fans of the artist of his newest album and therefore they are prompted to buy it.

The design and layout of this advert is again conventional to this specific genre as it is common for a dance artist to feature their name as the main focal point of a advert, then the next biggest thing to be the album name then the use of images and colour used to attract the audience and grab their attention. This advert follows this formula as the focal point of this advert is the name of the artist - this is used because if the fans of the artist see his or hers name then they will be immediately interested and want to read on, rather than if they saw a random image or name of a album then they won't be attracted to it as they would assume that it is most probably something they are not interested in. They next most prominent element is the album name, artists use this because once the audience's attention has been grabbed by their name in large then they want to see what is being promoted and will be then looking to buy it if it is immediately noticeable that they will enjoy it. Much like all other music magazine adverts it then features a big main image which differs between each genre depending on what is conventional and is used appeal to different audiences in different ways. This advert also features a 'splash' of the colour pink all down the left side this is to conform with the conventions of the genre and grab the audiences attention. It then describes the release date which is obviously important as the audience need to be aware when it released so to make sure they are they have positioned it in the middle of the advert underneath the the name of the album.

This research into the magazine adverts produced within my specific genre of dance and why they are produced in that particular way will help me immensely when producing my own magazine album advert as i now know what conventions are used and i can either conform to these to produce a conventional advert or go against them to produce a diverse video. Seeing as the video we plan to produce is partially unconventional and conventional music video i believe the advert we create will have both conventional and unconventional elements in order for it to link with the video successfully as well as appeal to our select target audience.

Research Into Chosen Music Artist - Miss Georgiou.

For my music video me and my group decided to use the song 'Turn Back Time' by Sub Focus. This song belongs to the dance genre and as a group we decided that this would be the best artist to use because their music fitted our initial ideas and we believed that we would be able to create a video which fitted the song really well as the lyrics are easily adaptable to a video.

Sub Focus, or otherwise known as Nick Douwma, is a English electronic music producer who covers numerous genres such as drum and bass, dubstep and electro house which all fall under the umbrella dance genre. Sub Focus belongs to the record labels Ram Records and OWSLA, both of which who are specialised and solely produce music within the dance genre.

 Sub Focus' first notable success came in 2005 when he reached number one in the UK Dance Chart with "X Ray/Scarecrow" which also reached 60 in the UK Singles Chart. He then released his debut studio album on 12th october 2009 which peaked at 51 in the UK Album Chart. In late 2010 came Sub Focus' most successful production to date which was him producing Example's single "Kickstart" which peaked at number 3 in the UK Charts. In 2012 Sub Focus also had success with the release of his single"Tidal Wave" which peaked at number 12 in the UK Charts and was featured in the Mercedes Benz advertising campaign. On May 12th 2013 Sub Focus continued this chart success by releasing Endorphins which reached number 10 in the charts. He then released his fifth single, from his extremely successful album 'Torus', which reached fourteenth in the UK Single Charts. On the 20th December 2013 he then realised his sixth, and last, single from the same album which was 'Turn Back Time' which is the song which me and my group will use for our music video. This song charted before its official release and upon being released continued to rise to tenth in the UK Single Charts which makes it his joint most successful single along with 'Endorphins'. The success of this album led him to play many live shows during 2013 such as Reading and Leeds Festival, Glastonbury, Global Gathering, Bestival and Isle of White Festival. He also completed his own successful UK Tour in 2013.

    

The first video i have chosen to analyse is 'Falling Down' by Sub Focus, which belongs to the dance genre and appeals to the target audience of 16-25 year olds. This is the usual target audience for this genre because its these people who enjoy going out and having a good time, dancing to the fast paced music, more than older people who would stereotypically be interested in a slower genre. During this video the artist is represented as extremely conventional to the dance genre as the video follows him at a festival setting performing and him backstage. Within the video he is also represented as laid back as he seems very calm and composed backstage just before he's about to perform when he should be quite nervous. This connotes that he is been performing for a long while and suggests to the audience that he is a experienced performer. His performances within the video also present him as a good live performer as the audience can be seen enjoying the performance and the use of bright lighting and fast editing add to the festival setting and emphasise the atmosphere. 

Within this video Goodwins theory is evident and used throughout. For example the first element of Goodwins theory which states that 'music videos demonstrate genre characteristics' is applicable as this video is extremely conventional to the dance genre and features almost all the codes and conventions of this genre, such as the bright, flashing lighting, fast paced editing and a conventional setting of a festival. 

Another element of Goodwins theory is 'The demands of the record label will include the needs for lots of close ups' Although this point isn't as evident as the first within this idea it still features at times as the artist can be seen frequently through numerous camera shots and through the use of lots of close ups. This is conventional to the dance genre as they have to make it evident who is performing the song as the DJ's are not performing the song live and therefore the audience may not recognise them as the artist of the song, which is bad for their publicity and forces them to include numerous close ups to ensure they are aware of the artist. The final element of Goodwins theory is whether the video is performance, narrative or concept based, this particular video is solely performance based. A performance based video is when you can see the artist performing the song for a vast segment of the song. This is evident within this video as throughout the whole video you can see the artist performing the song live at a festival. This helps create the conventional dance genre scene in which young people can be seen enjoying themselves and dancing to the upbeat music and video. That links to another element of Goodwins theory which is the relationship between the music and the video. This element of the theory is evident within this video because the song is extremely fast paced which runs parallel to the video which matches the pace of the song. The micro-elements of lighting and editing play a huge role in achieving this as they are both used in a very fast hectic manner; flashing lights are frequently used on stage and added in the editing process, which emphasises the pace and loads of jump cuts are used in quick succession to also create this effect. 

The five mise-en-scene elements which are setting and props, costumes hair & make up, body language & facial expressions, lighting & colour and positioning of characters/objects within the frame are used in a way which is extremely conventional to the dance genre. The setting is evidently extremely conventional to the dance genre as the whole video is set at a festival which is stereotypical associated with the dance genre. This is a stereotypical and conventional setting to the dance genre because the festivals usually focussed on the dance genre which means that many of the target audience who enjoy this genre will attend these festivals and therefore videos which are set in this setting evoke good memories for them, which will mean they enjoy the video more, and also make it more relatable as they have experienced it. The costume, hair and make up used is also conventional as it is casual and basic clothing which is what the artists usually
 wear within the dance genre which differs from other genres who
usually wear theatrical costumes which achieve a completely different effect. The plain costume has little impact but it may make the artist more relatable to the audience if they can be seen wearing affordable clothing which the target audience may use themselves. The body language and facial expressions seen on both the audience and the artist emphasise the joyful atmosphere as they can both be seen with happy and euphoric expressions, which means that the audience watching the video are also prompted to feel that way. The lighting and colour is one of the most recognisable conventions of the dance genre and one of the most successful at creating a specific atmosphere. The lighting which is stereotypically used within the dance genre is usually bright and flashing as it fits in with the fast pace of the song and provokes dancing. This type of lighting is used within this video to a similar effect as it can be seen during the live performance as well as certain lighting elements which have been added, during the editing process to emphasise this effect. To do this they use the bright lighting throughout but during the fast paced periods of the song the lights flash constantly and frequently change in a hectic manner, this flashing lighting then slows for the slow paced parts of the song which emphasis the fast paced elements as the vivid contrast can be seen.

The second video i have chosen to analyse is 'Turn It Around' by Sub Focus. Although being made by the same artist as the first video i studied, this video is extremely different to that video and is much more unconventional than the first, but does, in parts, feature some conventional elements. Although it differs from the first video I believe the second video does appeal to the same target audience of 16-25 year olds but it appeals to them in a completely different manner. Rather than using a conventional video, which the target audience enjoys, this video uses a more diverse video to appeal to the audience. To do this they use a interesting narrative which keeps the audience enticed throughout as they follow this young girl on her journey in Asia and are keen to find out how the storyline progresses and what happens to this focal character. This is a different way to appeal to the same target audience as they have made it less relatable and joyful but instead gone for a more depressing narrative which causes the audience to feel sympathetic towards the pivotal character. As i had previously mentioned this video is mainly a narrative style video as the whole video is focussed around one character and the storyline is based are what she does as she adventures in Asia in evidently a uncomfortable setting. The narrative shows this young Japanese women as she initially is seen in a peaceful setting in a rural area before she drastically changes this setting and travels to the mainland bright city centre where she is seen roaming the busy, bright streets and experiencing a club setting before she then retreats back to the initial tranquil 

setting where she is seen screaming. Despite this i also believe that this video has concept based elements as the narrative isn't extremely clear and i believe it has numerous hidden messages and connotes many things which are not clear within the video itself. I believe the hidden message of this video is that the girl is a bit of a outcast and not your stereotypical girl of this age and she initially is part of the rural community and doesn't venture into the normal Japanese lifestyle. She then wants to change this and this is shown through her spitting off the bridge which i believe is representative of her spitting on her current lifestyle. She then flees this lifestyle and travels to the big city, during this part if the video she is presented as extremely uncomfortable and looks to be very lost in this city. Following these isolated emotions she then quickly retreats to her initial rural setting where she repeatedly, passionately screams. I believe this big finale scene is representative of her frustration that she isn't able to adapt to this normal society and is instead a outcast. Because of this fact that the video is narrative and concept based rather than performance based the artist is represented in a completely different way to the first video. The artist isn't directly represented at all within the video as he doesn't feature but i believe the fact that he used this specific style of video presents him as creative and innovative because he has created a diverse video and gone against the majority of the codes and conventions of the dance genre which demonstrates his ability to be original and unique and go against the stereotypical video. Creating a diverse video rather than a conventional video may be viewed as more creative because a artist knows what to include if they create a conventional video as they have seen other artists do this within the genre, where as if they create a diverse video the content has to be all original and all unique ideas. 

Unlike the first video from Sub Focus, which is more conventional, this video does not feature much inclusion of Goodwins Theory. The first point of Goodwins Theory states music videos tend to demonstrate typical genre characteristics, this element of Goodwins Theory isn't obviously present within this video as it is a diverse video therefore the artist deliberately aimed to include as little conventions as possible to ensure that the video is completely unique and diverse. Despite this, this video does feature certain scenes, within its diverse narrative, which are conventional to the dance genre. During these scenes the focal character goes into a nightclub; these scenes are extremely conventional to the dance genre as this is the stereotypical setting of a dance video so the fact that it is set in this setting makes the scene conventional as all the micro-elements within this setting are each conventional to the dance genre. One of these convention which the dance genre is famous for is the lighting used. The lighting used within this scene is conventional to the genre as it is bright and flashing and makes it evident they are in a club. This lighting also causes another convention which feature within this video which is the dancing; dancing can be seen by the people within the scene which is associated with the dance genre as that type of music and usually the video as well causes the audience to dance. Another element of Goodwins theory which features within this video is the relationship between music and visuals, although this point isn't applicable to the entire video it does apply to the start of the video as the pace of the song matches the pace of the video, as during the slow start of the song the video is slow paced and follows her as she peacefully explores the city but as the song gets faster so does the video as she enters the club during the fast paced part of the song, during this fast paced part of the song the characters are dancing and both the lighting and editing are much quicker than previously which makes it match the song.

Contrastingly to the first video the five miss-en-scene elements; setting and props, costumes hair & make up, body language & facial expressions, lighting & colour and positioning of characters/objects within the frame are used to a completely different effect to create this diverse video. The first element of setting and props used is both conventional and unconventional as there are numerous settings used. The video starts off in a forest setting in which the character can be seen in a tunnel and on a bridge but in a rural green area, this type of setting is unconventional to the dance genre as it is stereotypically set in urban areas specifically clubs rather than a rural forest. This is because the forest it stereotypically associated with peacefulness and calmness which is the exact opposite to what the dance genre aims to create as they try to make there videos as upbeat as possible and in some situations creating a hectic and chaotic video. Despite this the narrative then progresses which shows the focal character leave this forest setting and travel to a more conventional setting of a big city. A city is a rather conventional setting as it is more fast paced than a rural setting as there are lots of people rushing about which results in the music linking to the visuals. The lighting used within the city is also some-what conventional to the genre as it is all bright artificial lighting which is what is usually used within the dance genre. Another setting which is used within this video and is extremely conventional to the dance genre is the club setting. This setting is the most conventional of all setting within the dance genre and is what is stereotypically used within all dance video because each micro-element within this setting helps achieve the atmosphere which the genre aims to create and prompts the audience to dance. 

To conclude this research into the artist which we have chosen (Sub Focus) will be extremely helpful within the planning process of our music video as it has given us numerous ideas and loads of inspirations of what this particular artist usually uses and the effect it has on the audience. It has given us knowledge on how to manipulate specific micro-elements to have the most effect on the audience at a specific part of a song and what appeals to Sub Focus' specific target audience and what to include to make a successful video within this genre.

Research Into Chosen Music Genres - Miss Georgiou.

Within my group we have decided to use the song Turn Back Time by Sub Focus which belongs to the dance genre. The reason I have chosen to use this genre is because that I believe that it is easily adaptable and therefore can be used as either narrative, concept or performance based videos. This means that when creating my video I can use numerous different images and styles which would all be conventional and appealing. Artists similar to Sub Focus are Chase and Status and Rudimental, both these artists inspired me to create a video within this genre and i have taken specific inspiration from the videos 'Hitz' by Chase and Status and 'Baby' by Rudimental featuring MNEK & Sinead Harnett.

                                    

The first video which i have chosen to analyse is 'Hitz' by Chase and Status, a video belonging to the dance genre and targeting the audience of 15-25 year olds of both genders. Much like many of Chase and Status' music videos it is narrative based which is unconventional to the dance genre as the majority of videos are predominantly performance based and follow a club atmosphere. Despite the fact that the video is narrative based and therefore unconventional the storyline which it follows is somewhat conventional as it follows a young boy who produces music and sells it and promotes a club night with the finale of the video being a stereotypical dance genre club scene. This video also has a large performance based element as Tinie Tempah, who features on the track, can frequently be seen rapping in the studio and within the conventional club scene.

The miss-en-scene within this video frequently changes and flickers between conventional codes and conventions of the dance genre and the diverse and unique narrative. This contest is evident throughout as the video regularly changes between the narrative and the performance based element. The miss-en-scene used for the narrative is unconventional to the dance genre as each of the 5 mise-en-scene elements (costume, hair and make up, facial expressions and body language, lighting and colour and positioning of characters) all go against the dance music genre stereotypes and characteristics. The costume, hair and make up used is unconventional to the genre as it is a working class child who is seen wearing tatty clothing and no glamorous make-up or costume. This is unconventional to the dance genre because although dance artists don't wear as glamourous clothing as other genres they do still present themselves in a rather smart manner. His facial expressions and body language are also unconventional as he is a child therefore he acts in a childish way, such as riding a bike, which is very rarely seen within the dance genre. On the other hand this use of mis-en-scene within the narrative element contradicts that used within the performance based element. For example the costume, hair and make up is rather conventional as the artists can be seen wearing more mature clothing which presents them as much more professional. The facial expressions and body language also are contradicting as they are older characters and therefore act in a more stereotypical and normal way to the dance genre.

Within Chase and Status' dance video for 'Hitz' there is two main camera shots used throughout which are completely different and used for completely different effects. The first camera shot which is frequently used is a establishing shot. A establishing shot is used throughout the video to make it evident of the setting of a run down, urban, city. This particular shot is used as it shows the sky scrapers and more of the surrounding urban area with the aim of showing as much of the setting as possible. It is used throughout as the artist is trying to make it clearly obvious of this particular setting which gives the audience some more knowledge of the narrative as they know where the focal character lives which gives them more knowledge about him and makes them aware that he is rather poor and from the working class. This type of camera shot is unconventional to the dance genre as they very rarely have a narrative therefore there is no need for the setting to be established so vividly and can instead use other shots which focus more on the performers and create a more lively atmosphere within the video, which the genre is renowned for.

Contrastingly another camera shot which is frequently used within 'Hitz' is a close up. The main use of a close up within this particular video relates to 'Goodwins Theory' as there are many close ups of the performers this is to ensure that the target audience are aware of who the artists are and make it evident that they are the ones performing. This particular shot can be seen consistently of Tinie Tempah in the studio and also numerous close ups are used of the two DJ's within Chase and Status just to remind their target audience, who usually watch their videos for them, that they are the artist, even know Tinie Tempah plays a hueg role within the video and the song. Unlike the establishing shot the close up is conventional to the dance genre as close ups are frequently used to show the DJ's as the audience may not recognise them as much as normal performers and therefore the audience need to be aware of the artist.

Despite this being the main use of this specific camera shot it is also used as the very last shot within the video to show the focal character of the narrative. They use this same shot as it shows the emotion of his face which summarises the narrative as it shows how he is feeling at the end of the video and thus brings closure to the audience. This use of the close up shot is unconventional the dance genre as it is stereotypically used the show the artist but instead is now used to show a characters depressed emotions which is extremely unconventional as the dance genre is usually associated with happiness.

Another micro element which is rather unconventional to the dance genre is lighting. The lighting used within the majority of this video is very bright natural sunlight. This is a unconventional use of lighting because usually within the dance genre the lighting is rather artificial as it is very dark with injections of bright flashing lights to replicate either a club setting or festival. This contrasts the lighting which is used within this video as it is consistently naturally bright sunlight, this is used because it makes the narrative seem more believable and relatable as it looks more realistic which helps form the bond between the characters and the audience as they believe the narrative and therefore sympathise with him more. Despite this at the end of the video contrasting conventional lighting is then used; this is because the narrative has now developed and they are seen within a conventional club setting, this means that they now need to use dark lighting with bright colours quickly interjected. The use of this contrasting lighting means that the audience can now feel the stereotypical dance emotions of excitement and adrenaline as it makes the pace much quicker. It also means that they are now able to easily relate to the setting as the majority of the dance target audience have experienced this setting and will therefore form a further bond with the character as they know what he is feeling within that particular setting.

The second video i have chosen to analyse, which also belongs to the dance genre, is 'Baby' by Rudimental featuring MNEK & Sinead Harnett. Unlike most other Rudimental videos 'Baby' is much more conventional is solely performance based rather than the usual mix of concept and narrative within other Rudimental videos. The fact that this video is performance based is evident throughout as the two artists which feature on the track, MNEK and Sinead Harnett, can both be singing throughout the entire duration of the video. Performance based videos are the main style of video within the dance genre as the target audience will see the artists dancing and singing and are more likely to replicate and copy them. Rudimental also appeals to a slightly younger target audience, than Chase and Status, of 12-25 year olds, this younger target audience makes a performance style video more appropriate as they don't have to figure out any particular complicated concept or follow any dramatic narrative, instead they can just watch the artists perform the song and therefore enjoy it more.

The mise-en-scene within this video is extremely basic and consistent. The setting and props are the same throughout and very simple, the only prop used within the video is big silver balloons spelling the song title 'Baby'. The setting is also very plain and simple and is just a empty room, the effect of this plain and simple props and setting is that it emphasises the performance style and element as the audience are 100% focused on the artists performing and the song they are listening too. This also links to a particular element of 'Goodwins Theory' as the fact that they are only focussed on the artist means that the artist is fully promoted as the performer of the song and gives them all the credit for the song. But, unconventionally, the people who feature within the video are not the artist of the song they just feature in the track, this is extremely unconventional to both 'Goodwins Theory' an the dance genre as it means that the audience may not be aware of the artist of the song and instead may be mislead into believing that they are the artist of the song. The costume, hair and make-up which the two characters are seen wearing within the video is also very basic as both of the artists are wearing black jumpers and some funky black and white trousers. Both their outfits fit the main theme of the video which is black and white and further the focus the song and the artists as the audience are not looking at their costumes.


Another unconventional element within this video is the lighting and colour of the video. The video is present as black and white throughout which is extremely unconventional to the dance genre as  it stereotypically features flashing bold lighting. The black and white colour tint throughout also contradicts the main, conventional aim which is to express and portray happiness and make the audience this way as the black and white colour connotes depression and sadness. Unlike the previous three mise-en-scene elements mentioned the facial expressions and body language featured within the video are conventional to the dance genre as the two characters appear happy and are dancing throughout the video which is a convention of the dance genre as it aims to make the audience joyful and happy and therefore the artists seen dancing and smiling will express this image and the audience are likely to copy them. The final element of mise-en-scene is positioning of characters within the frame, despite breaching most other conventions of mise-en-scene 'Baby' does follow the codes and conventions of the dance genre from this specific element as the two artists remain dead centre throughout the entirety of the video. This is another element used to emphasise that artists who are performing the song and keep them and the song itself the focus rather than a stereotypical massive dance video.



Much like the rest of the video the cinematography for 'Baby' by Rudimental is very basic and plain, this makes it unconventional to the dance genre which usually has a variety of different complex shots which have numerous different effects on the audience. But contrastingly this video primarily uses just a simple mid-shot. This is because they do not need to capture any of the background as it is plain and they don't need to see the whole body of the artist as their costumes are plain and their actions can be seen from the waste up. The effect of this is one which has evidently tried to be achieved throughout the video which is to deter attention away from the video itself and instead focus more on the artists and the song. To do this they have kept everything basic including the cinematography which is only mid-shots and close-ups.


All the video as a whole is rather unconventional as it is very very basic unlike conventional complex dance genre videos the editing used within this video is rather conventional to the dance genre. This video uses fast paced editing with numerous jump cuts which cuts to a variety of different shots, this is conventional as usually within a conventional dance genre video they cut between numerous different images of the stereotypically club setting. Numerous jump cuts quickens the pace of the video making sure that it matches that of the song. This creates excitement and gets the hearts racing of the audience as they are seeing numerous different images in quick succession and they have to digest it all, this is what the dance genre aims to do as it wants to get the audience dancing and using fast editing prompts them to do this. Using this form of editing also means that they are able to show more different shots which means that they are able to create more effects and evoke more emotions through the use of cinematography and the five miss-en-scene elements.

To conclude this research into our chosen music genre if dance has given us a vast amount of knowledge on what the codes and conventions for a music video within this genre. Given this new knowledge we now know whether we want to go against these conventions to create a diverse video, or to conform with these conventions to create a conventional video. This research has also taught us how to achieve both these types of video and what specific micro-elements we need to manipulate to successfully create this type of video. The research into these two specific videos by Rudimental and Chase and Status has also taught us how to create either a narrative or performance style video which appeals to a target audience similar to ours.