Hi. My name is Declan Cunningham and i go to City of Norwich School. i am currently 17 years old which means i am currently at sixth form in my second year of a levels. i am generally quite a sporty person which prefers playing basketball to most. I also enjoy doing things such as social networking and playing video games. I also enjoy watching films whether it is going to the cinema or watching a DVD at home. I do listen to a lot of music when playing sports as well as when I’m just relaxing. I listen to artist usually of the rap and hip hop culture but usually will listen to anything. I like artists like Jay-Z and Drake. My favourite TV shows or channels would probably have to be a lot of shows to do with channel 4 or E4. I also like paramount comedy and MTV. Sports are also included in what i watch. I not particularly fussy about brands but i seem to wear a lot of clothes which are from all around the place from Topman and H&M to Ralph Lauren and Adidas. I did have an apple iphone but recently just had an upgrade to a blackberry torch.
‘Find your tribe’ is an internet questionnaire which categorizes a certain stereotypical group based on your answers about simple things like age, gender, ethnicity to what food and drink you like and who you idolise the most out of a group of celebrities. There are a wide variety of groups which you can be selected into. These include things like ‘indie kids, scene kids, a rah, a techie, a hipster or even a DIY-er.’
When I completed the ‘find your tribe’ questionnaire my result was a ‘DIYer’. On the video description given, which you get after completing the questionnaire, it says ‘The PC is dead, long live the Mac’. This refers to the apples macbooks which is seen more high tech now days and popular to the younger generation and that the PC is old and ‘out of date’. This suggests that my result shows that the group is up to date with new popular expensive gadgets.
Also on the video it says about web streaming and downloading illegally of torrent websites for my own personal use. This is, I think, a stereotypical comment as only some of the younger generation download illegally, this shouldn’t fit into a specific genre of personality or characteristics of results as everyone in every different group illegally download. Another quote of the video says,’ you spend more than 10 hours a day in front of a computer screen, but its flat screen so it’s well calibrated.
This is also another comment which talks about being obsessive with the new gadgets, like most of the younger generation are. This quote also talks about spending most of the day in front of the computer screen which could also connotate a television screen or media influences.
On this internet questionnaire, I have done my real answers as well as fake answers to see how the results may vary. Picking the same answers but from a different ethnic origin or background can give you a different end result. This to me seems corrupt as it shouldn’t matter on your ethnicity to what stereotypical group you may fit into. I could also see this program as very delicate as it could depend on one or two answers which can choose your group which you fit into.
Some individuals may vary into which group they fit into. This is as younger people usually switch between different groups depending sometimes on who they are friends with and the environment around them. This can alter your likes and dislikes and how you dress etc on the people who you hang around with or their opinion of what looks good or in ‘trend’.
Narcissus or Narkissos (Greek: Νάρκισσος), possibly derived from ναρκη (narke) meaning "sleep, numbness," in Greek mythology was a hunter from the territory of Thespiae in Boeotia who was renowned for his beauty. He was exceptionally proud, in that he disdained those who loved him. As divine punishment he fell in love with his own reflection in a pool, not realizing it was merely an image, and he wasted away to death, not being able to leave the beauty of his own reflection.
At the starting few seconds of this music video the audience are shown a shot of the main singer with an acoustic guitar before the other instruments come in, sitting on a beach shed/hut. The shot here shows us the location of the scene which establishes to the audience where it is set, which is on a beach. They also use the rule of thirds in this shot to keep the interest and energy going to keep the viewers watching. In the intro the also introduce us to four main characters who are in need of help. We know this by close up’s being used to show the true expressions on their faces.
When the rest of the instruments come in to the song at the start of the verse, the drum has a breakdown which quick cuts of a car with the two performers are in. These quick cuts are used to keep the intensity of the video keeping the audience interested. In the cars also throughout the video the camera is always tracking to give the sense that there always on the move. This video uses quick cuts well, this speeds up the story so it does not drag on and it doesn’t have any excess parts which you don’t need so you get the idea of the story straight away. In editing they also used a slight slow motion effect to counter act the fast cuts to even the video out.
When the quick cuts of the car appears, I realised that the camera shots used are all low angled. This suggests that they are both empowering over everybody due to being rich. We know this as in the video he helps all the other people for example; giving away a car so an individual can get home. And also the song being called ‘Billionaire’.
This music video uses many cinematography techniques like the use of focus pulls and rule of thirds. The rule of thirds is an important factor as it helps keep the audience interested by creating tension and energy and interest to the viewers. There are only a few focus pulls used in this video but at very significant parts. They are usually used at the parts where they are helping the people in need as there is usually something going on in the background. For example the actor is performing whilst in the background there is a skateboarder who it switches to and from. Also in the car when the two actors are performing it switches to and from.
Close ups seem to be the most dominant camera shot used in this music video. Most of the close ups are used in the important scenes in this video (when people are being helped) for example the spray paint cans, keys to the car, skateboard, and helping out the guy with the headphones. This in a sense also emphasises as he is rich that he’s not greedy by helping people out with their problems.
Group of lads going to the beach and get up to mischief, with fire and the sea involved.
Our idea will start with some establishing shots of the group of boys in the car going up to the beach leaving there suburban lives within the city. The next shots will be of there mate catching up with them on his blue motorbike and shots of the boys drinking beer in the back of the car, maybe having a cheer when they see the other boy on the motorbike. They arrive at the beach and unload the crate of beer, then open the tents up. The next shot will be of them sitting and laughing round the camp fire. The shots up until the end will be of the lads around the fire and also generally mucking about, (ideas such as chucking a member of the group in the sea). The final shots will be of one of the group letting off a flare and the shots pulsating in time with the music. Then we thought we could take some shots of inside the tent with the lads asleep and mess around them, to show the contrast between the calm of the early morning sun and the chaos of the night before.
To achieve making this look good we are thinking carefully about the equipment and the cast we are using. For example the camera we are going to be using is a posh HD camera borrowed from a fellow media student. We might be able to borrow some equipment such as a dolly and a tripod. Also we have spoken to a couple of mates who we think will be part of the cast and chosen the appearance to makes sure it looks believable and convincing to the intended audience.
This concept has a few influences and references to other texts, which we have used aspects of. The main text that we drew inspiration from is the trailer for Skins Series 3 when the gang trash the pub and then a mass brawl erupts. The storyline could be construed as similar due to the first shots of the group of teenagers travelling to there destination then causing havoc where they are there. This was used as a trailer but it was used with music and no dialogue making it similar to a music video. This is the trailer I am talking about. http://www.youtube.com/watch?v=Ho69_sCkwyI (embedding disbaled)
The second influence has been ‘Billionaire’ by Travis McCoy Ft Bruno Mars which has many similarities also, in fact the concept is similar to ours. Both our and Travie McCoy’s music video has the organisation of the beach party, the travelling, and the aftermath. But the way its filmed is completely different, we will use much more chaotic shots whereas Travis McCoy’s song uses much more stable shots, because the beach party in our music video is much less riotous then ours, this is reflected in the song, ‘Billionaire’ is a much more chilled out song then ours which is much more of a song you can dance to. This is the music video for ‘Billionaire’ by Travie McCoy Ft Bruno Mars. http://www.youtube.com/watch?v=8aRor905cCw (embedding disabled)
Name of music video – ‘On To The Next One’ Artist – Jay Z Ft Swizz Beatz
Media Forms and Conventions
The images used in the music video of ‘on to the next one’ performed and written by Jay Z connotate the genre of the song and generally the artists genre which is rap or hip hop. At the beginning of the music video the performer is shown with his back to the camera, playing with his collar and fixing his cap. We can see that he gives off the impression that he is being shady which also creates the enigma of the music video. We can see that Jay z as a performer is an African American male which also is linked with the big scene in the United States with hip hop and rap music. The image after shows another person holding the back of his head which also creates enigma in which the audience may see that the person is stressed or anxious.
The editing in this music video plays a big part throughout all of the video is set in black and white. This connotates that there is a contrast between the colours and the impression that is given is the sense of good and evil. Some of the images also show this as well. The location is all set in one room in which has the effect of having either a white or dark background which brings back across the point of good and evil. Also the lighting plays a big part in the music video as it helps the effect of the good and bad. There is many links between the visuals in the music video just after the introduction the lyrics say ‘double your money and make a stack’, in colloquial language this means ‘making money’. At this time an image is shown of 100 US dollar bills in a rubber band. Another example is the lyrics are ‘I’m not a virgin; I use my kohonas’, an image of to steel balls which suggests to the audience that he was implying his sexual gentiles. Some of the images are culturally specific to the United States like the US Dollar bills, the drink ‘Krystal’ (which is associated with America), and the Texas long horn.
The music video is mostly performance based but with some images which do not link to the lyrics but do relate to the idea or good and evil. Images on the basis of evil are like the skull and pools of blood etc. Also in the music video it shows a lot of the ‘3 horizontal lines’ which promotes the performer Jay Z’s newest album ‘The Blueprint 3’.
Representation
The kind of world represented or shown in the music video is surreal yet threatening based on the majority of images used to connate evil. This is like the use of skulls and shadowing of objects like the glass and generally the use of black against white contrast. There are many close ups of the performer and other images which shows that the performer is famous but also creates an enigma to the audience watching, which can also help sell records. The video in some aspects relates to some of the artists other videos as he seems to rap about the same things like ‘getting rich’ and ‘girls’ but also some video effects are the same by using the black and white on Jay Z’s ‘young forever’ music video. The ‘on to the next one’ video seems to be a lot darker and surreal compared to his other videos. In the video there are some sexual references in the lyrics and also in the video. In around the middle of the video there is a woman wearing tight clothing but not too much which puts her on sexual display. Another point is that the video does show religious believes. There are images in the video which does suggest that there is a devil due to the skulls and evil pictures. An example would be all the fire and blood etc. There is also an image which quickly flashes up of a religious cross with Jesus on it. Next to this shows two bullets which could insinuate a lot of things. In the majority of the video you see the performer in front of a black background with a few lights shining in the shape of a halo around his head. This also bring across the religious connotations of the video.
Audience
The target audience for this video would be probably be anyone that enjoys listening to the genre of rap or hip hop. As Jay Z is a worldwide artist he has many fans for all different types and styles of music but it’s usually the younger generation that enjoy his music more. He also sets the trend for most young African American males as he has style and on the basic fact that he is a very successful artist. If the audiences looked into the video a bit more they may find it that it’s a bit disturbing due to the fact of all the images used that connate religious belief. They may interpret that he could be a devil worshiper. Audiences can find all of the videos by the artist on such sites as YouTube and also can be accessed via the television as well. The album ‘ the blueprint 3’ has this particular song on it but also you may be able to buy feature DVD’s which has the video on.
Institutions
Jay Z’s music would be added to a few channels on television as most of his music sells reasonably well and is always mostly in the charts but more likely to be on more hip hop channels such as ‘channel aka’. He also owns his own record label which comes under his own name of ‘roca-fella’ but is also under def jam records.
This is a textual analysis of the music video and suggest that the rapper 'Jay-Z' is a devil worshipper.
The British band ‘The Foals’ mainly fit into the demographic region of C1 to B’s. These are occupations like teachers, solicitors, managers, and surgeons etc, basically anybody with a university degree. A reason why the demographic for ‘The Foals is this is that in the image shown from the article in ‘The Independent’ implies to the audiences that they are middle to higher class based on their dress sense or image, location in the picture as well as lifestyle. Their clothes could also imply the genre of the band as well which is generalised as indie. This is with the tight clothing (t shirts and jeans) and ‘mop’ like hair. The location of the picture shows us that they are in some sort of room, possibly a university flat or apartment, which also tells us about their lifestyle of being university students. This picks out the target audience that they want to sell to which is probably from the age of 16-25, which is more likely to high school and university students. This is as they are more into this sort of scene and have more of an appeal to this music. As the article is also in the independent newspaper, this suggests that the bands target audience is at a higher demographic in the social class as the independent is seen as a higher class broadsheet and more for people who go to university or have a business. That can be associated with higher university students in the likes of Oxford (where members of the foals attended) and Cambridge. The band ‘The Foals’, I think, appeal to men and women in the same and different ways. It appeals to men and women as they make good music and their fashion sense as a whole. This is as male followers of the band are going to copy what they see for example fashion trends e.g. haircuts etc. Female may have a different approach to why it would appeal to them, some females would also like the band for the music and fashion but may also find the band member appealing to them as they are young and are musically talented. The clothes in the image of the band in ‘The Independent’ show them dressed in polo shirts, skinny jeans and ‘moppy’ hair. This could indicate their target audience of the genre indie but also co notate the appeal to the male gender in a more sexualised way. This is as fashion trends between male and female are more common these days and which the band members could appeal more too any gender. To conclude ‘The Foals’ demographic are in the higher part of the social class, with the C1’s and up and there target audiences are both genders in same and different ways.
Intro/Verse 1 – Group of Lads in cars/ motorbike heading down to the beach for a party. Shots of driving down roads using the camera from a car in front and from inside the car.
Instrumental – walking up to beach (lots of different shots ((long shots and close ups getting out of car etc)) walking, playing around)
Chorus – on beach getting up to mischief (making campfires and playing in the sea)
Verse 2- on beach getting up to mischief (campfire in the sea etc) drinking etc
Drums breakdown – flare scene – beach at dusk, running down the beach with flare, possible slow-mo moment.
