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Genre Research

This is the research I did for my music videos, both big and small, but equally useful either way.

POP MUSIC GENRE CONVENTIONS:
Camera: They often use close-ups of the actor/star's facial expression, to show their emotion relation to the song lyrics, which helps the audience have some emotional resonance with the actor/star. Tracking shots are used to follow the actors or performers, which makes the music video very dynamic & energetic. Wide/Long to show the sets/environment in the music video (in relation to the actor/performers, too), which is needed to show the spectacle.
Mise-en-scene: The costumes they usually wear are vibrant and stylish outfits that are meant to be visually striking. Bright & colorful lighting is used, to make the atmosphere of the video feel lively and upbeat. The set design is often very glamorous or colorful, and can take in urban or natural places . It can also take place directly in concerts or stages, to make it feel more like a performance to be expected.
Sound: They tend to use memorable melodies to make the song repeatable for audiences, and the sound itself is non-diegetic as the singers usually just lip-syncing in the music video. They usually have clean mixing, crisp vocals/lyrics, and there are many instruments that are layered. The tempo is usually upbeat.
Edit:  Quick Cuts are often used to add to the fast-paced, dynamic nature of energetic music videos. Another way to do this is match cuts, which align the beat/rhythm of the song to amplift the music video's energy. There's also in general a lot of special effects.

THIS THE FORMAT FOR BIG RESEARCH:

Produced by: 
Distributed by:
Genre / Sub genre:
What conventions does it conform to?
What conventions does it subvert?
What representations are there? (people/places/events)
What technical elements are used to give meaning to the representations?
Camera:
Mise-en-scene:
Sound:
Edit: 

THIS IS THE FORMAT FOR SMALL RESEARCH:
- Target audience, and how are they appealed to? 
- What would you like to use in your opening from this?
- What would you like to avoid in your opening from this?

Produced by:
Ran Micheal Djan Jr.

Distributed by:
Atlantic Records & Warner Music Group

Genre / Sub genre:
Mainly pop & rap with some elements of hip hop

What conventions does it conform to?:
The song uses catchy pop hooks mixed in with rap verses, which is pretty common in more recent times for modern music, and appeals to a general audience. This song also features a collaboration with Trippie Redd, which is pretty common with the genres tendencies for artists to fcollab with each OTHER. It uses a fast tempo to add to the fast-paced energy + a lot of dynamic camera movement like arcs or tracking/recking movement.

What conventions does it subvert?:
While POP music and specifically KSI songs often creative wordplay among the complex-themed lyrics, KSI's lyrics are much more straightforward; the song speaks about his own growth, ahievements, and growth to success. The second verse directly speaks about how nobody will save 'you' (the audience) and how life will break you, until you step it up. It's not about romance or doing something special for or with someone, it's directly about what the singer (KSI) has accomplished (in his point of view).

What representations are there? (people/places/events):
There's obviously the main two stars of the MV (music video), that being KSI & Trippie Redd, who represent prominent figures in the music industry, and online culture in general. However, there was also representations of regular office workers in the MV as well. There were also representations of locations like England, and Miami.

What technical elements are used to give meaning to the representations?;

Camera: They used a lot of close-ups and medium shots and a few long shots mixed in as well, as a way to add a dynamic energy to the upbeat music video, with it focusing on KSI and Redd's performances. The meaning this gives is that it highlights how the lyrics is focusing on his success, by having the camera/audience have a more personal connection to KSI. Then there is a wide shot of him sitting informally/disrespectfully in an office table, with other normal office workers. This shot/angle specifically is meant to show his unique status he has gained and achieved, compared to the other normal people who are represented in the background as dull office workers.

Mise-en-scene: The MV starts with KSI being represented as an ice statue, slowly being broken free eventually before becoming a normal person doing performances. This might be symbolic in a way, by having it represent KSI 'breaking free' from the humble life he once lived into the success he now springs. It then leads to an urban environment, which could be somehow representing a sort of unity/cultural blend or reference. There's also a particular scene where he ia much more unique, blue suit is sitting on a office table (in which he replaced someone's job), amidts an office full of normal office workers that wear regular office suits/wear. and the way he sits down is pretty informal, even disrespectful to office etiqute. It's supposed to give a contrast between him standing out among the crowd, which gives the meaning that he's not only successful but also dominating amongst normal people.

Sound: It uses a lot of electrical music + hip hop influences, and has a fast tempo, which gives an upbeat energy to the music video. It is also has lyrics which are lip-synced and non-diegetic, which usually gives pop MVs this 'fantastical' vibe to them.

Edit: Lots of quick cuts which are typical of music videos. What is unique though is the specific math cuts + transition part where KSI sings 'From the screen, to the ring, to the pen, to the king', here he matches each lyric with a medium shot of some hobby or role he has taken in his successful life, like screen match cuts to him gaming on a computer, ring match cuts to him boxing in a ring, pen match cuts to him making music, etc... this on it's own adds to the idea that he has taken a lot of roles & proffesions that made him successful, but the quick transitions in particular add to this, as it makes it feel as though he has an abundance of successes.

Produced by:
Billie Eillish herself + her brother Finneas O'Connell
  
Distributed by:
Interscope Records

Genre / Sub genre:
Mainly pop, with influences from indie pop and electropop

What conventions does it conform to?
The lyrics focus on themes such as relationships and emotional connections, which are pretty common for the genre. It uses a chorus that can hook the audience very easily, and has memorable melodies . They also used layered vocals, when Billie Eillish sings. The MV itself has Billie Eillish sing towards to the audience (though sometimes different directions), in lip-sync.

What conventions does it subvert?

The *whole* music video is a subversion of expectations. Unlike most romantic pop songs, it portrays it's themes in a much more complex, abstract, and arguably darker tone than most. Unlike most MVs where they portray the main actors or singers more dynamically and energetically in a performance, along with other performers sometimes, this music video has a lot of longing and, more importnatly, themes of isolation. A lot of close-ups and wide shots mixed with panning/tilts that make a dizzy effect. What makes it even more subversive is the fact that the aforementioned visuals highly contrast with the consistently upbeat tempo/speed of the song. The plot of the music video is different to, most pop music videos might have a linear plot of some sort about relationships and emotions, but Birds of a Feather has no clear, concrete 'story/ when watching it. It is very vague and abstaction, and likely up to interpretation.

What representations are there? (people/places/events):
There's not a lot to go off in the video, but based on what's there, it seems to trt and represent somehow schizophrenic or mentally ill people. Not only doe the MV involve Billie EIllish sitting alone in a very old, almost psychologically therepeutic place/an asylum, Billie herself provides a performance that makes it seems she's a bit detached from reality or not sane. She also gets pulled by something invisible or not there.

What technical elements are used to give meaning to the representations?

Camera: There are lots of close-ups to show Billie's almost unhinged and weird expressions, giving it a meaning of having little sense of mind or reality, and making that a personal thing for the audience to resonae/connect with. The wide-shots of her sitting alone in an environment while also having some weird unhinged expression or body language, makes her feel more like a stranger from afar who we might not be able to connect with, in contrast to the close-up shot. There were only camera movements involving panning & tilting, and those were mostly used for scenes or shots where she is getting drastically pulled and moved by some unknown force, which adds to the dream-like, bizzare vibe of the MV.

Mise-en-scene: Her performance and body language involves her acting kind of restrained with her emotions, as if she was about to do or say or express something so passionate, but she is restrained and is on the brink of doing something. This gives an idea or symbolism involving some kind of inner conflict and quiet emotional sturggles that are complex. Another thing in the MV is how there is an invisible force pulling or dragging her into directions, yet she keeps a non-chalant expression. This might give a meaning or symbolism that amidts throughout her complex emotional problems, she's become used to/apathetic to it, and deals with it passively. The setting is also mixed, with there being empty quiet urban areas with soft lighting, to straight up dream sequences. This contrast might be due to tall the facing reality vs subduing yourself and your actions theme that's common in Billie Eillish songs.

Sound: It uses a lot of electronic pop and typical layered vocals, but also Billie Eillish unlike most pop singers has her voice be much smoother, quieter, subdued rather than loud and expressive. Probably due to her method of lyric writing and expression; lots of complex intense emotions yet little loud expression of those you'd see in typical pop MVs. The song itself throughout the MV is non-die getting as well, with Billie Eillish lip-syncing the whole thing, which is normal too.

Edit: The pacing of the music video is pretty slow and doesn't have a lot of super quick cuts. There are however some match cuts, like the invisible movement cutting to her singing non-chalantly, which shows her clearly careless and passive expression. The MV is also pretty muted in colors, is very black, grey, white... it adds to the symbolism of there being restrained emotional expression.

Target audience, and how are they appealed to?
Teen girls and young women, especially those who relate to high school romance experiences. It appeals by having the storyline be about a classic high-school romance story involving Taylor Swift as the underdog girl next door, which is the type of situation that a lot girls around that age can/tend to experience.
 
What would you like to use in your MV from this?
Maybe I would like to use the sort of storytelling style it presents, as it's not only veryinear and cocnrete, not overly abstract or symbolic, it's simple, and has a nice ending.

What would you like to avoid in your MV from this?
It's far too outdated and cliche, doing a stereotypical high school romance media form nowadays will get negative reactions. There's lots of romance themed media nowadays that are lot more complex and 'meta', giving more nuanced ideas on the genre.

Target audience, and how are they appealed to? 
It has a broad audience, nobody specific. From teenagers to older adults can enjoy it. It's appealing because the idea of having to go to different weddings and surprising couples with a performance from a popular band at the time brings a very joyful, feel-good vibe, that a lot of people enjoy.

What would you like to use in your MV from this?
Even if we may not have the budget or resources, I love the idea of having to make a spontaneous trip as the music video, which gives a lot variety of set pieces and moments to synchronize and edit.

What would you like to avoid in your MV from this?
As mentioned, the budget might not be within our capabilities, and only 1 of us in my group has musical talent. Also as fun as this is, from the perspective of the audience watching this, it could get repetitive eventually.... especially if it can be faked, which is what actually happened in the video, as only 4 of 7 of the weddings are actually real.

Target audience, and how are they appealed to? 

Gen Z kids (mostly teens & young adults) who are dealing with heartbreak. It appeals to them by having lyrics about the anger and options you feel after experiencing heartbreak. The aesthetic is very intense, chaotic + high energy visuals mixed with punk pop music feels very raw in terms of emotional expression.

What would you like to use in your MV from this?
I very much like the unique punk aesthetic here, and how it also subverts or twists normal everyday things like high school cheerleading and grocery stores to make the punk thstand out in normal places It's real cool aesthetic and symbolism.

What would you like to avoid in your MV from this?
Some parts, particularly the cheerleader performance can get too repetitive. Also the lyrics can be a bit too negative honestly. I don't want the song I choose to involve too much emotional intensity and drama, not even I can handle that.

Target audience, and how are they appealed to? 
Young adults, mostly woman who are in their late teens/early twenties. It appeals to them by embracing the fun-loving and carefree spirit of being in your early twenties, and showing stuff like pool party scenes, vibrant colors, lighthearted moments, etc... in general it captures the feeling of being youthful. Even the name of the song "22" is in reference to the early twenties age.

What would you like to use in your MV from this?
I really like the fun energetic dynamic energy to the video, and the fact that it also feels very down-to-earth, and creative. It's just made to be fun to WATCH. It's also a good nostalgia trip, as it connects adults to remember the fun times during their 20s.

What would you like to avoid in your MV from this?
The song itself, however, may be very superficial, and may not be appealing to those who desire songs with deeper, more complex meanings & lyrics... I would like to pick a song that avoids that.

Target audience, and how are they appealed to?
Electronic dance music (or just EDM) enthusiasts, which can range from teens to adults. These people particularly are festive-goers and enjoy uplifting beats. It appeals to them, as the MV involves an emotional song with an emotional story about waiting for or finding love, but then it's mixed with high-energy EDM, which can be considered a direct contrast from each other, but with those two mixed it gives the MV a euphoric , emotional experience.
 
What would you like to use in your MV from this?
It has a good linear storyline that is actually well made and well written, whose style I want to follow. Having a story in a music video that ties into the lyrics is alway a good thing, too.

What would you like to avoid in your MV from this?
The music video and song lyrics can be too simplistic, some people could desire a song with depper symbolism and themes probably. Adding a little more abstract metaphorical represntation in the music video as well could work too.

Target audience, and how are they appealed to? 
Young pop-punk fans (teens-adults) who are in relationships. It appeals to the audience by having lyrics about long-lasting and youthful love in a fun, carefree way, while putting it in a very upbeat, playful, colorful music video with pop-punk sounds. 

What would you like to use in your MV from this?
I really like her urban yet colorful styled outfits, especially contrasting mixed in with the formal ballerinas. I also like the very feel-good, even nostalgic vibe of the song that I don't get with any other pop song. I would maybe like to do a song with a similar vibe to this.

What would you like to avoid in your MV from this?
Bright colors may be visually appealing, but it may also be distracting or too in your face, to the point that it even distracts from the song's more emotional elements. I want my music video to t it lyrics and themes seriously.

Self-Reflection: Despite being longer than industry research, this actually felt... much more fun and meaningful to do. It was fun having to analyze and dissect music video's of varying genres, and seeing how all the small details come together to create one big video piece with deeper meaning & symbolism. Thick Of It and Birds Of A Feather in particular were great because of the distinct nature of those music videos. This is also, obviously, very useful as I got to learn how to use camera angles/movements and Mis-en-scene to make a great music video.

Industry Research

This is my industry research where I look into a music video's production company and research into it.

Production Company:
Big Hit (under HYBE cooperation)
 
Small description:
Big Hit is known for managing the Korean band 'BTS', which includes their songs and music albums
 

Genre:
KPop, Pop

Other content they produce:
Aside from MVs, they have had albums, documentaries, variety of other types of shows, and online content related to BTS and content under HYBE. Example songs they have helped/made BTS produce include 'Life Goes On', 'ON', and 'Butter'.

Typical audience:
Global k-pop fans who are of various age groups, usually teens and young adults.

Psychographics:
Fans who are enthusiastic about music, pop culture, social justice, and the various positive messages that BTS share and represent.

Company size and age:
Founded in 2005, thus making it around 13-14 years old as of now. It is now the largest leading company in the K-Pop industry, with plenty of employees, under multiple subsidiaries.

Most successful product:
Their most successful products involve their albums 'Map of the Soul: 7' and 'BE', and also hit singles such as 'Dynamite' and 'Butter', all/most of which are from BTS themselves, as expected.

Resource:
https://en.wikipedia.org/wiki/Permission_to_Dance

Self-Reflection: This was... extremely tedious. Having to find a music video, analyze and search up it's information was a very small yet tedious part of the project. But at the very least, this is useful for comparing the qualities of what our Music Video needs. We can DEFINETLY use this in the future to help make changes to our music video to reach out desired vision, so maybe the tedious research will be worth it.

Preliminary Research

Here is the preliminary research that I've done, which is more of a smaller, build-up research to the actual full on and actually important music video we will do as a group.

(You can scroll down the prompt despite it's size)

After much consideration, we have decided to pick pop as our genre.

Self-Reflection: It was really fun looking at different genres and the strengths and weaknesses each one served; some are more intimate while other more flashy. Some appeal to wide audiences easily while others are more distinct it's demographic and psychographic. It felt interesting having g to use my brain power to analyze & criticize the music videos we were shown.

Weekly Progress

 THIS IS MY WEEKLY PROGRESS

WEEK 1

With all of us rolling back to school as our second term starts, we are officially introduced to the music video project, where we have to pick a group to be with to create video projet that imitates to that of a music video. Everyone who was in my group last time for the crime documentary (Including me) decided to stick with this group again once more. We then obviously started to do some research on the industry, taking notes/blogs of them. Feels a little bit overwhelming, as we only have seven weeks to get the research and blogwork done, and although that looks long, the 9 weeks of the first term of our final school year felt short - so there's no doubt that finishing everything we have in this term will feel fast, really quick. I am, however, quite excited at the prospect of making a music video, as there's much potential for it.

WEEK 2

Today, my group hastily had to pick a genre, cause we had to even though we didn't do it on time because we wanted to wait for one of our teammates (Gio) who was all the way in Australia and has been there for almost 2 weeks! But Mr told us to pick one anyway cause of the time. We picked pop as it was the easiest option, though RnB is also another good option we considered. We did research for about 30 minutes or so of music videos but I haven't wrote much, but I'll have to do it on my own.

WEEK 3

We continued our Music Video research, and also we finally agreed on a popular song, or at least the musician: Bruno Mars - Leave The Door Open. However, we disagreed at first about what music video and genre to do, particularly KSI - Thick Of IT, but unfortunately (for me) it was a vote of 3-1 againts KSI's new song, which was a funny song in the context of the internet that I wanted to do for my final year here. But Leave The Door Open is a good song regardless, actually I've been listening to it more and more... even if I lost the vote however, the experience of doing it was fun.

WEEK 4

This week we started our Statement of Intent, in which we also, in turn, had to narrow down and finally pick a song; and sadly we didn't get to pick Thick of It by KSI which wouperfect for our last year here, but Bruno Mars' 'Leave The Door Open' was the final option we chose, which is not a bad idea honestly (KSI's song is one I still vastly prefer, however). We also learned about Richard Dyer's Theory of Stardom during class work and theory lessons. We struggled at first on trying to get ideas as to what to put in our Statement of Intent, but we were able to look to our past, concrete examples for Statement of Intents. We also had a problem I trying to get a persona for the music video, but we fixed It regardless by studying/learning more details about the star though some quick research. We also made a cool moodboard to get a general idea of the 'vibe' of our music video, along with starting and making some shot ideas for our storyboard. Now, all we have to do is finish the research.

WEEK 5

We created a moodboard for our music video, to help give a general idea of the 'vibe' of the music video in which we wanted to capture. We then also started our discussion & annotation of the story board. It was fun discussing the moodboard, but the storyboard... man I wish I could be involved more but my teammates wouldn't let me for some reason. I will try to help more with lyrics-scene ideas. Also, we did a screen test with our whole class where we would all line up to sing a kareoke of "Don't Stop Me Now", while our teacher recorded us. This was used for our screen test blog, to evaluate the quality of the actors involved. It was both a fun experience, singing with my classamtes, and also an eye opener to a new song I would obsess over and sing about for days.

WEEK 6

We have started progress on the storyboard. We have also made a film schedule. Also, the screen test was completed. It was quite fun looking back, maybe a bit uncomfortable, too. We completedd the annotations needed o the lyric sheet, mostly. I was tasked to note down the seconds required for each lyric, but it took way too long to do it, more than I thought, then my friend gave me a practical suggestion that helped make things more efficient. The location scout and risk assessment is almost done... all I needed to do was send my classmate a picture of my hosue, both in and out. I don't know how will my parents feel about my friends having to record inside my house, but we'll see, we have plenty of locations anyways so it should be fine. I have made good progress with my bloglist, but with exams coming up and so many tasks piling up, internship being something I have to worry about, it gets easy to lose track of it all, so I gotta stay sharp these next few days & weeks...

Self-Reflection: I'm gonna be dry and honest; Writing weekly Progress is tedious. I was planning beforehand to write everything for the weekly Progress as I go instead of having to add more things later on, all at once, but procrastination got the best of me. I'm not an enjoyer of having to write big long tedious texts (most of the time) but I hope the weekly Progress I made was detailed enough or had good enough information. 

Team

  This is the blog relating to content surrounding my team(mates).

The guy in the construction vest (hehehe) is named Carrick! 

[BLOG]

The guy with the clear white shirt is named Gio! 

[BLOG]

...and last but note least, the guy in the Adidas shirt is named Angkasa Surya, or Kaka for short! 

[BLOG]

Self-Reflection: For as much as this team can get conflicted, I have to say, it's fun working with these guys. No matter the ups & downs, we always have something to talk about in class or in projects, always a laugh to laughed. Carrick brings some stability and reliability, Gio's got the video talent, Kaka''s got... some interesting personality quirks, to say the least... and I bring the creativity and enthusiasm. BUT we do need to learn to work better as a team sometimes, as we clash with each other a decent amount of times - we even almost got seperate if we couldn't convince our teacher to ke us together.

Brief

 This is the brief for our Music Video project

Self-Reflection: Doing a music video sounds like a lot of fun! Personally, I always find MVs really interesting due to how abstract or absurd they are in comparison to the context of the lyrics. So the idea of having to take an existing song, but putting my own visual spin on it sounds very, very interesting, I can't wait to fulfill as much ideas as I possibly can here!