Evidence that I have attempted to contact my artist

I researched my artists by going to one of the venues he performed before and I was given his events email address- fluxpavillionevents@gmail.com 

Why I chose my Artist and research I used - Flux Pavilion

Flux Pavilion

My chosen artist is Flux Pavilion who is a English DJ who produces house music. House music is a genre that I have become very much interested in and didn't know really anything about until a couple years ago. It wasn't until I started going to clubs. I have always wanted to do a  house music video as it does seem fun and something that I would enjoy editing to the beat and using the visuals to the link to the beat is a skill and craft I would like to acquire. As I believe that it shows real editing skills and gives me the ability to fully display my creative ideas and skills. Flux Pavilion is known for his house music he creates and the big drops. He is most well known for his song I cant stop. Which was used in films such as The Great Gatsby and Rush. Which are both films that I am a fan of. So I have a connection to the Artist. Furthermore my Artist is English and I am a patriot so I believe that it is important to help support national artist. I researched my artist from events that he has attended such as Rock City so I asked for information at the desk about the artist, such as who he attracts for his audience, who are his fans and what type of his audience demographic is. This research will also be crucial in me to understand what my music video will be like and what to which type of audience I will be trying to aim my music video, digipak and magazine advert at. I found out that from some of the venue my artist has attended is that his target audience is 18-24 year old demographic. This is what I would have guessed and is what I am hopping for as I am a young person my self so I can guess who my media project needs to be catered at.

How I looked for my Artist

I mainly looked on the internet for my chosen artist. At the inception of looking for my chosen artist I didn't know what genre I was too look at. I used websites such as  http://www.unsigned.com.

 After much listening, I decided to narrow my genre choice down to house as it was a genre I was familiar with, I would enjoy editing my footage to the beat of the music and lastly there is a large variety so I therefore had much choice. I couldn't find anything that really caught my ear, until I went on YouTube and found my song I chose. The song I came across and chose is "I can't stop" by Flux Pavilion. The song is typical of the house genre with the fast paced energetic beat it has and this is why I chose him.

I used You Tube as a search tool as it's the site with the biggest music collection on the internet, so by this time I used You Tube I realised that I was probably after a house music, I looked through House music channels such as "How Deep is your House". This gave me the option to sift through many songs, until I felt that I found  the right one.

I disagreed using sound cloud as  I felt the choice was very limited in what I could find I also couldn't find that many unsigned artist which I was looking for therefore I discarded sound cloud.

Practice lip syncing-One direction

Practice lip syncing-One direction

I chose One Direction - What Makes You Beautiful as its a well known song with over 300,000,000 views on You Tube. It is well paced the song therefore easy to follow. I chose the first bit of the song as it would have made no sense to start from the middle or end as it has a generic pace throughout. I used the participant (Megan) for lip syncing as she knows the lyrics of the song very well and can confidently display what words are being said. I decided to use a girl as it was a bit of fun therefore thought it would have a good affect as it was a girl singing a boys song, this makes it unusual therefore that does follow Goodwin's second rule for his theory of music videos. Megan is a drama student that is very capable inn exaggerating lip music and human emotion, therefore I believed that she would a suitable actor to act for my lip syncing. 

Goodwins analysis of music videos

1. The Demonstrations of genre characteristics

Nearly all artist follow this rule, so that they can easily display to the viewer which category of genre that they fall into. For example rock genre tend to show a rock concert. R&B videos show dance and strong aspirational qualities. It is important to demonstrate genre characteristics of your music genre so that the audience know what type of music genre that they're listening to.

2. The Relationship between visuals and Lyrics

Lyrics are amplified through visuals, there's nearly always a clear correlation between visuals and Lyrics. There can be an obvious connection between lyrics and visuals or a subtitle or hidden meaning.

3. The Relationship between music and visuals

There is usually a link between visuals and lyrics, particularly in genres such as house music. For example the tempo,transitions, the beat ect all plays a role in the visual structure of the music video usually. However a more mellow music will have a slower fading transitions and camera movement. For instance in Rihanna's video "Unfaithful". There is a slow calm tempo thought the beginning of the music video. However the tempo then picks up to represent an increase in tension and the cuts become more rapid and cleaner.

4. The Frequent references to the notion of looking

These includes screens within screens. For example a television screen in a music video, such as emmeinems video Stan. Vouryemsim is used as well, meaning depictions of the female body in a sexual manner. For example Nikki Manaj represents herself in a sexual way by twerking and wearing hardly and clothes. particularly in her music video Anaconda. This is to attract the male audience and give the female audience someone or an ideal to look up to.

5. The demands of the record label

The record label may request the artist to to keep a certain hairstyle the same so they are easily recognisable and it is part of there're identity and brand. There would be lots of close ups on the artists face so that they are easily recognisable in they're music video. For example in Lady GaGa music video she wears strange clothes to represent her quirky and out of the world personality.

6. The Intertextual references

Is where the music video helps create a strong link between song, video and film. So that it helps build up the brand and recognisability of the artist. Which should have a knock on affect of boosting sales.

Animatic- Wild of the Night A$AP Rocky

Animatic- Wild of the Night A$AP Rocky.

I chose Wild For the Night as it is a personal favourite. It does follow the codes and conventions of a typical music video of the genre of rap. I practically focused on thee first 1.48 minutes of the music video as it is the build up with clever establishing shots setting the scene. It is set in the Dominican Republic were the genre of rap and R&B has a big following. The Mise en scene of  the music video is typical of the genre of music as Gold teeth are involved, drink, girls and glamorising the gangster lifestyle.

Music Video directors Jonze and Gondry succesful work

Michel Gondry 

Gondry has his own very unique style of directing music videos, that all have an unconvention feel to them. His style of music video is known to make the audiance makes them feel seperated from the real world. He does this by using editing tricks and using hidden meanings in music videos such as around the world. Or heard em say by Kanye West, whuch is a cartoon music video with the main protagonist. Gondry has also won an Academy Award.

Gondry has created some of the best and imaginative music videos such as:

Kanye West - Heard em Say

Rolling Stones - Gimme Shelter

Foo Fighters - Everlong

Gary Jules - Mad World 

Daft Punk - Around The World 

Spike Jonze

Spike Jonze took his love of all things pop culture and injected them into his many memorable videos. For instance Otis which had Kanye West in it. With Maybach 57s customized in it. The video was a real hit with over 76 million views on You Tube. This video stands out for Jonzes work as he does make sure to follow the codes and conventions of rap music, with low angel shots on the artist to make them look more imposing. Jonze is a very decorticated director when it comes to awards ranging from an Oscar for directing films to music videos from the world sound track awards.

Music video anylysis applying Goodwins theory of music videos

Daft Punk- Around the World

This is the music video of Around the world by Daft Punk, is a real anomaly in terms of following the codes and conventions of a typical house music video and Goodwin's theory of music videos. However if one looks carefully it does follow the codes and conventions of house music videos to a certain extent in a certain way. For example the beat is represented however through the use of the individuals in particularly costumes on screen. For example the figures dressed in tracksuits with  head costume that link to the fast pace bass guitar. There is a circular motion that
is to represent a vinyl. It is to show a merger between the future and the past. Furthermore this follows Goodwin's Theory as there is a illustration of visuals a lyrics. As people walking around in a circle is to illiterate to the audience and the lyrics, the title "Around the World".

There is a range of camera shots used, with the establishing shot showing everything within the scene along with all the protagonists. There is close up shots to focus the audience on specific spots of importance, such as particular dancers that dance to the beat of the music. The editing of the music video is very minimal. Therefore doesn't follow the typical codes and conventions of a house music video. As the editing isn't  fast paced or quickly cut either. The sound used in the video is also minimal with no dietetic sound for  effect. On the other hand this is compensated by the vocals that have been auto-tuned and edited in a futuristic robot like voice to make the song sound futuristic and unique. Which becomes attractive as a song.
Mise-en-scene plays a key factor for this music video. For example the silver helmets are a symbol of daft punk. Its a flagship part of there costume, that makes them easily identifiable. The costume of five groups of dancers are unique, this is to illustrate the diversity of the world and the people of the world. One of Goodwin's theory's of music videos is that the record label which the artist has signed for may want a unique style to one of  there music videos. I would say for Daft Punk for there music video around the world I would argue that this happened as there music video is very unique.

Justin Bieber- Confident

In the video, Bieber tries to seduce a young woman in a gas station but he missteps with an ineffective pun-based pickup line. Although he definitely piques her interest, she says he has to “try harder than that” to get her. Bieber spends most of video following her around and singing and dancing about how into her he is. A group of dancers is also shown dancing with Bieber. During its end, the singer surprises his love interest with a sensual kiss; he then asks her, "Can I have your number now?" while she gives a positive response.

This follows the typical codes and conventions of an R&B video. One of Goodwin's theory's of music videos is that music videos follow genre characteristics such as main protagonist is wearing casual clothes with a smart edge, most male artists dressed in smart/smart casual clothing. The video also displays the importance of jewellery as it is the most conventional piece of clothing in both R&B and Hip-Hop genres. In every R&B video you see, some sort of jewellery, whether that be a watch, a necklace, or an earring, the artist will have some form of jewellery, again, showing wealth and status in society. The main protagonist does display tattoos on his body. Tattoos are a big part of R&B culture again, with the majority of R&B artists having lots of tattoos. Tattoos are used to illustrate the creativity of the artist.  One of Goodwin's theory's of music videos is that the record label might want close ups on  the artists face as it helps boost there brand therefore an artist that is as big as Justin Bieber is used as it used to attract the audience.

David Guetta- Sexy Chick

David Guetta, is a French house music producer;  he achieved mainstream success in 2009 with his new song Sexy Chick, it reached number 1 in the United Kingdom. Guetta used R&B artist Akon to feature in his music as well as video, giving a hybrid of genres, R&B and House. The video was filmed in Ibiza, Barcelona, Spain, and Swindon, England around July 27, 2009.

Sexy Chick is directed by  Schuster. Akon, who is the artist that features in the music video wakes up and finds pictures of his date from David Guetta's pool party. This reflects how the music video of the times with the glorification of alcohol and partying. It also displays tot he target audience, young people. That drinking is good and fun.  He then finds lipstick note on his mirror that reads "find me at pool party" with yet another photo. This follows the codes and conventions of house music and sexuality.    As the party starts, people enter; a group of teenage boys are not allowed but they employ various methods to get in. This is supposed to mirror the male target audience wanting to get into the party and be there.  The camera flicks to Guetta arriving meeting up with Akon, who then grabs Guetta and they throw each other in the pool. This is supposed to represent the friendship between Guetta and Akon. The party continues as Akon pushes more people in, girls dance and Akon with Guetta are shown to be having a water fight. Voyremism is used here to act the scene as Sexual during the watertight. Voyremsim is used to sell the music video through sex appeal. Throughout the music video females in the music videos are wearing very little. This again is to attract the male audience. As Goodwin says and it is true for sexy, there is a sufficient relationship between music and visuals. For example when the word sexy chick comes up, the camera switches to beautiful girls dancing provocatively with very little clothes on. overall "Sexy Chick" does closely follow the codes and conventions of a typical music video. It also follows Goodwins theory as there is relationship between music and visuals as shot are edited to the beat of the music.