Evaluation Question - How did you use media technologies In the construction and research, planning and evaluation stages?

How did you use media technologies in the construction and research, planning and evaluation stages?

Media technology has been used through the creation of our media texts. the first point of which we used this type of technology was during the research for the creation of our music video. In order to gain a good understanding of other media texts then we used the internet or Web 2.0 to allow us to research other music videos and performances from bands of a similar genre. Once we had researched the different codes and conventions we were able to try and recreate these by using Adobe Photoshop and Adobe InDesign. By doing this we were able to gain a good understanding of how to create such conventions and use them when we come to the creation of our own music video and ancillary texts. This process eventually ended up turning into our planning stage as we were able to take the codes and conventions gathered in our research and use them with our knowledge of Adobe Photoshop to create drafts and templates for our Ancillary texts such as our digi-pak.

We made the most use of media technologies during the construction stage of our task. The music video which we created was done entirely using the iMovie program. This allowed our group to edit the clips that we had recorded previously and put them together along with the audio clip of the song we chose to cover. The editing stage of our music video was vital as we had to ensure that the video and music ran in sync with one another to create the professional feel that we was looking for. This technology also allowed us to make changes to the clips we had already recorded to help further the feel that we were trying to create. iMovie allowed us to darken any clips by adding shadow that we felt were not yet "creepy" enough to fit in with the theme of our video. We also changed the contrast of the clip with the girl and the horse in to make it brighter and make the whites bolder and more vibrant. This emphasises the feeling and message we were trying to get across that there is good inside of everyone. 

Another part of our construction task which used media technologies was the construction of our ancillary texts. Our digi-pak and advertisement poster were made entirely on adobe photoshop. This allowed us to create a large range of effects and help to replicate the theme of our music video and put it into the form of our digi-pak. For example the exterior of our album cover contains the image of the wolf from our music video behind the bars from within the stables, this helps to maintain the theme of the music video and thus strengthen the brand image. Another way in which we linked our ancillary texts to our music video was by using the image of the girl and the white horse on the inside of the album cover, once again conveying the message that everyone has good inside of them. We were able to once again control the brightness through adjusting the contrast in Photoshop. By using Adobe Photoshop we were able to replicate the image of the lips and teeth used in the band setting of our music video, this also helped to emphasise the brand image of our media texts and make them more recognisable.

An example of how we used Photoshop in the creation of our ancillary texts 

We were also able to use media technologies to in the evaluation stage of our music video. In order to gain a good understanding of how well our music video has been created we had to compare it to the music videos created by other groups in our class. We were able to view other music videos using iMovie and compare techniques that were used such as shadows, contrasts and editing pace. We were also able to compare Photoshop techniques in relation to our ancillary texts as Photoshop was used for the creation of all of these texts

Evaluation Question - What have you learned from your audience feedback?

What have you learned from your audience feedback?

In order to gain a good level of audience feedback we compared our media product to those produced by other groups within our class. We all opened ip our work and slowly revolved around the class watching and reviewing the products made by each group. By doing this we were able to obtain an in depth level of audience feedback whilst being able to compare the codes and conventions from the range of different videos. Once completed we were then able to return to our own work and read through comments that other groups had left about our video, this gave us a good insight of what people thought about our video. All of the groups that reviewed our work commented on the way we had use codes and conventions to produce a horror theme throughout the video, this is a good sign as this was one of our main objectives when planning and filming the music video. Other group members also commented on the video saying that the choice of locations was effective in maintaining the theme throughout the video.

As well as a feedback sheet which other group members could fill in, we also had a class discussion where we talked about what we thought worked well with each video and what we thought could have been better. From this group discussion we noted down a a list of quotes in relation to our music video, these quotes are as follows:

• "The choice of different locations helped to maintain the theme of the video"
• "The use of lighting from scene to scene emphasises the creepy feel"
• "the editing in relation to the video and the music track is of a high standard"
• "Some parts of the video could of been filmed in higher quality"
• "When filming some scenes the camera could of been placed in a more steady position"

In order to gain more audience feedback we assembled one of the other groups from our class, we then interviewed them, asking them questions on what they thought about our video. We filmed this process so that we could watch it back and take note of some of their answers. 

Evaluation question - How effective is the combination of your main products and ancillary texts?

How effective is the combination of your main products and ancillary texts?

As well as producing a music video our group also had to produce a range of ancillary texts. These texts included a Digi-pak to hold our cd and a advertisement poster. In order for these to be successful, they had to fit in with the theme and genre of our main product which was the music video. I feel that we met this criteria well and created a recognisable brand image by taking the codes and conventions used within not only real media horror related texts but our own codes and conventions. We feel that by using the same techniques and themes through the main product as well as the ancillary text it creates a consistent theme which helps to make the texts more professional as they fit in with one another.

Here above is the front cover of the digi-pak which our group has designed and created, this process was performed in Adobe Photoshop, which allowed us to perform and range of different techniques which help us to create a similar theme/style as our main product the music video. As well as using techniques such as shadow, contrast and layering we also used elements from our music video to ensure that it created a brand image that our audience would easily be able to recognise. From the front cover you can see that we used both a scene from the music video of the performers inside of the cage location, and we took this and put a layer over the top of this image and illustrated an image of the lips used as the band banner within our music video. We done this because once again we felt that it would provide a relevant yet unique way of creating a professional brand imagine, reminding audiences of the music video. 

Above is the back cover of the digi-pak which our group designed, once again with the back cover we wanted to keep the theme and brand image consistent. In order to do this we used a illustration of the wolf character used within the actual music video. You can see below how the back cover of the digi-pak looks very similar to the image below taken from our music video. We felt that this would be effective in making our audience recognise the character and generate more brand awareness. In order to make the back cover more unique and eye catching to our audiences we used Adobe Photoshop to adjust the image and create cartoon affect. As well as making the image more eye catching we also feel it added to the creepy theme as the metal bars of the cage appear older and almost appear to have a rusted texture. Along with the image used on the back cover of the digi-pak we also chose the text to match the cartoon effect added through photoshop. We feel that this works well with the colours and theme of our digi-pak.

Above is the inside section of our digi-pak. We felt that it was necessary for our group to continue with the theme used throughout our music video in order to make our ancillary texts consistent and profesional. In our music video there is a section where the young girl is seen with the horse, we used imovie to change the contrast of this section in order to make it brighter, giving the impression that there is good inside of everyone. We wanted to use this idea and use the inside of the digi-pak to contain the same theme of the horse and the girl. We feel that this helped to strengthen the brand awareness as well as the storyline of the video. In order to create the same feel as the video we darkened the edges of this text and made the inner section bright/light.

Another aspect on the inside of our digi-pak which may not be apparent at first glance is the heads will roll logo/banner which we created to use throughout our media texts. We decided to change the contrast and transparency of the logo using Photoshop in order for it to blend in with the inner image of the disk holder. When done this so that when our audiences removes the disk from the digi-pak they are reminded of both the music video as well as the brand image.

 This image above shows the final section of the Digi-pak. This section will be placed inside the the digi-pak and will hold the disk. We felt that in order to keep a consistent theme going throughout our work we wanted to make it similar to the other inside page that we have. To do this we decided to use a simple design which could be seen around the disk and the use of light, bright colours helps to emphasise the message our group was trying to convey, that inside everyone is some good/purity.                                                                  

A prop and location which we used within our video 

One of the locations used within our video as well as the band banner 

You can see from the two images above how we implemented elements of our music video into our ancillary texts by using a mixture of the band location as well as the group manner which was made and used throughout our work. 

Evaluation question - In what ways does your media produce use, develop or challenge forms and conventions of real media products?

In what ways does your media producT use, develop or challenge forms and conventions of real media products?

I feel that our music video has used, as well as developed forms and conventions of other music videos of a similar genre. During our research we look at a range of different music videos, we mainly looked at videos from the indie rock genre, however we also looked at other music videos which had a similar "Horror" theme that we were eager to create, an example of this was the music video for "Thriller" by Michael Jackson. 

To help convey the horror theme we used a range of different techniques throughout our video. The first of which is the lighting that we used. For the majority of the video we used dark lighting methods, which only lit up the character or prop we wanted the audience to focus on. We feel that this helped to create a creepy feel is it helped to keep the audience in suspension of what may be in the background of the shot.

The second factor which helped us use the forms and conventions of real media texts was the locations used within the filming process. we tried to ensure that these locations were similar to the ones used in other videos of the same genre and theme. One of the locations used was the woods outside of Shelby's house. This provided an area with lots of space which was also dark. the addition of the trees and low lighting from the camera also helped to emphasis the theme we was trying to create. Another location which we feel fitted the theme of our video well was the horse stables. As well as providing a good location for the set up of the band and the performance part of the video it also had an array of metal bars, giving a jail cell effect. This helped to create a feeling for whatever is performing inside of this area is possibly dangerous.

The props and costumes used within the video were another way in which we helped to convey the forms and conventions of other music videos. We wanted the costumes to fit in with our theme however, during the performance section of the video we also wanted the costumes to look more professional. This could be seen as challenging the the forms and conventions of traditional horror based music videos. Although this might be the case we feel that this would help to appeal to our target audience more efficiently. One prop which we feel stood out was the large dolls head, we tried to implement this into the filming of our video as it would related to the title of the song as well as the lyrics "heads will roll". This prop allowed us to create a more literal section of our video which i feel adds to the horror feel represented by our video.

Our music video

Above is the final video which we created for the main task of our media project.

Planning ahead - storyboards

Planning ahead

Planning ahead was a key part in the production of our music video. it allowed us to plan and prepare our locations, this ment props could be put into place such as the band instruments and the decoration of the horse stables. An example of us planning ahead is when we research the permissions for filming activity such as our music video in a local cemetery. It turned out that we were unable to use this location unless we applied for permission, this however would take to long so we decided not to use this location.
Storyboards

By creating story boards we were able to plan out the performance and filming of our music video on paper as if it was a story. We were able to plot the main points of the video to ensure that we captured all what we originally planned to be in our story. By giving us a detailed outline of each part of the music video we were able to refer back to the storyboard after each section of filming had been completed. 

Editing Schedule

Editing Schedule

As well as having a filming schedule we will also have to have an editing schedule to ensure that the making of the music video is completed in time for our deadline date. To cut down the time scale which it took to edit the video we split the editing down into sections. One of the editing techniques we used was adjusting the contrast of the video clips to increase its brightness, this clip was of the girl in the white dress with the horse. My increasing the brightness of the clip it helped to emphasise the feeling we were trying to get across, that is the purity and goodness inside of everyone. I feel that we stuck to our editing schedule well which helped us understand what we was meant to be doing at what point of progress. This helped us keep track of our work.

Filming Schedule

Filming Schedule

We filmed the majority of our music video out on the day/night of halloween, we feel this fitted in well with the theme of our music video and as well as helping to influence us in the process. In order to ensure that all of filming is done within our timescale we must ensure we create a filming schedule. All of our filming was carried over a 2 day timescale, with the majority of the filming being done at night on the first day. The first aspect we planed to film is the band within the stables, we feel that this will take the most time to get right as this is the point where most people were involved. This section of the music video also contained a lot of props such as musical instruments and lighting. This location gave a creepy effect as the corners of the room appeared dark on camera giving the impression that maybe there is someone else in the room. Another scary aspect of this location was the bars located at the front of the stables. This gives the idea that whoever is performing in the stables is trapped inside much like a prison cell. This gives the audience the impression that the people inside the stables are either evil or dangerous.

Once this filming stage was complete we then looked at filming outside sections within the wooded area. This provided creepy scenery which was dark but still visible through the use of the camera. By this time was dark with very dim light, providing us with the right lighting to emphasise the theme we will be working on. We felt this was necessary as this is a common convention in scary/creepy music videos. This process completed the first day of filming. The second day of filming consisted of capturing other areas of the music video such as scenes including a white horse and the rugby scene with the mannequin head. The scene we filmed with the white horse and Shelbys sister showed that there is purity and goodness outside of the scene of the stables. We will also use this time to capture any footage that was not captured within the first day.

Costumes

Costumes

We now as a group have many ideas on the costumes that we will use within our music video. We have tried to use costumes that will emphasise the theme that we are trying to create through our video. One idea we want to stick with in the creation of our music video is the wolf costume we spoke about in previous group discussions. 

An example of one of the costumes we plan to use

Here you can see a screenshot of one of the props/costumes we plan to use. we want to continue the scary/creepy theme which we started with the locations and song choice. We feel this costumer suits our idea well and can be used effectively. Although we are aiming for costumes to be creepy, we would also like them to have a smart, clean cut look to the ones used within the band member scenes. Smart shirts and bow ties are also seen as attractive or sexy from a female perspective, we feel this helps to convey a professional look and feel to our music video.

These images show what we plan our band members to wear during the music video, we feel this will add a smart professional look to our music whilst not taking any feeling away from our theme of being creepy and scary. These costumes consist of white long sleeve shirts, black trousers and bow ties. During our research we found that this is not a first as many other music videos have used this idea before, were they will mix smart well fitted outfits within a scary or mysterious theme.

Locations

Locations

There are a range of different location that we plan to film in. The majority of the music video will be taking place within horse stables, these will however be changed to suit the theme of our video and compliment the track. One part of the stables contains metal bars which we plan to film through. This will give a creepy/dangerous feel to the audience. This will be instantly recognisable through the use of the bars and darkness behind. The rest of the stables provides a good location for all of the band equipment allowing us sufficient space to film and perform. The stables will be decorated with signs with the logo that our group has come up with as well as lights to ensure that it provides a professional looking location to film in. As well as the stables we are also planning to film within woods located near the stables, these at night would greatly emphasise the creepy feeling we are trying to convey. This location would also provide us with a lot of room to film. When filming within this location there will be very little light, to compensate for this we must ensure that we take some kind of light source in case the camera can not pick up the group members well. it is also free from power points meaning that we must ensure that the filming camera is properly charged before filming commences. Although we wanted to film within a local graveyard, we are unable to as in order to do this we would have to apply for permission from the local council and this would take to long. i prance about like a girl

Permissions

Permissions

Here is a screenshot showing that i sent the owners of the track we are using a email asking them for permission to use the tack within the music video. I obtain this email address through their website. If we did not ask for permission then we are likely to be going against copyright issues, by doing this we are ensuring that we are not breaking any laws by using the track on our music video.

Key influential music videos - Intertextuality

Key influential music videos 

After research a large range of music videos we have found a few which have inspired us with the creation of our own music video. The music video which have an an influence of our own are Thriller, by Michael Jackson, the official heads will roll music video, various videos from the jabbawockeez dance group. We have taken a range of ideas from these music videos to use within out own. these ideas include lighting affects were dark and bright colors are used together. We also would like to use masks similar to those which are used within the Jabbawockeez dance group as we feel these masks help to add to the feeling we are trying to create.

Intertextuality

Intertextuality is where a text, in this case a music video alludes to or references to another text. A good example of intertextuality in the past is from the film gentlemen prefer blondes staring Marilyn Monroe, this was then was then portrayed in the song 'Madonna material girl' You can see from the screenshots below that the two shots are very similar.

Here is a shot from Madonna's 'Gentlemen prefer blondes' 

here is a example of intertextuality, a shot from 'Madonna material girl'

Intertextuality can be used in a range of different ways to convey a variety of different meanings. One way it can be used is within a parody to make fun of or mock another media text. We have looked at a number of different examples of intertextuality during our research however we do not feel like we will use a intertextuality, however we have used a few ideas from other music videos which we want to use in our own context. An example of which is from the original 'Heads will roll' music video by the yeah, yeah, yeah's. We have decided to use a similar scary/creepy theme which they managed to convey through the use of a wolf character/costume and specific lighting effects.

Narrative, Performance and alternative based music videos

Narrative based music videos 

Here i have uploaded an example of a narrative based music video

A narrative based music video is video which follows a story line thus getting the name 'narrative. In narrative music videos there will typically be a main character which is often played by the main singer of the song. This character will often be fictional, made up for the sole purpose of creating a story within the music video. The character will typically have a problem or journey which will be accompanied by the lyrics of the song sung by the singer or band explaining to the audience either how the main character is thinking or what they are feeling. Due to the lyrics of the song helping to tell the story the character within the video is often silent, thus helping the audience to concentrate on the lyrics of the song telling the story. 

Above i have shown the music video 'swim good' by Frank Ocean, this video shows the main character within the video on a long journey across the country, the lyrics explain that he is broken from old relationships and past loves so the video of him on the journey represents him trying to get away from what happened before. Like with most narrative based videos the character within the story is silent allowing the audience to focus on the lyrics of the song.

Performance based music video 

Here i have uploaded an example of a performance based music video.

Here is the official music video of "Basket Case" performed by the band "Greenday" it is an example of a performance based music video. For a large portion of the video it shows clips of the band playing together, however whilst doing they are within a location and wearing costumes which are relevant to the lyrics and the video. I feel this works well as it allows the audience to see the band performing as if they were their. The video shows clips of the different band members performing different parts of the songs. With the majority of performance based music videos you will find that there is a lot of camera movement as well as wide range of camera angles used in order to keep the video entertaining and exciting. This influenced the making of our own music video as we wanted to ensure that the video was exciting and entertaining as well as being fast paced. By creating a performance based music video or using elements from them we are able to promote the band. This is because our audiences will be able see the band members as well as the band logo of the mouth and the band title.

Other Videos of the Same Genre 

As part of our research we decided to look into music videos of the same genre, after analyzing them it then gave us the opportunity to gather any ideas or conventions which we found and apply them to our own music video. 

 Heads will roll falls under a few different genres, the most common one of which is synthpop or also known as electropop or technopop. After researching this genre i found that there were many songs that i knew which i would not of previously of thought would fall within this genre. 

The song i have analyzed which falls into this genre is 'in for the kill' by a band called La Roux. after analysing the music video for this track i have noticed a few genre conventions which are common song synth pop music videos. One for the first conventions i noticed was that dark colors and backgrounds are often used, for example at the start of 'in for the kill' the interior of the car is very dark, however brighter more bold colors are used for lighting techniques to highlight detail. We want to use similar lighting techniques within our own music video. Another convention i noticed was that they almost always use either performance or narrative based music videos. We will use this convention in our own music video by using a mixture of these two types of music videos. 

Here is a print screen of 'in for the kill' for La Roux, this shows how they use both dark and bright colors to highlight details.

If we could do something different with this particular music video we would have more shots other than the narrative shots performed from within the car. We feel this would help to add to the story of the track and help tell this story to the audience as well as making the video more entertaining. 

How meaning is created within music videos

How Meaning is created within Music Videos 

Mise-en-scene

Meaning can be created within a music video through the use of mise-en-scene. Mise-en-scene can be split up into a range of different areas, these areas are as follows: set design, costumes and props, lighting and character blocking. These can all be used in a range of different ways to convey meaning within videos. We will have to use these areas within the creation of our music video to project the meaning we want our audience to feel. 

In terms of Set design we have prepared a large range of sets and locations for us to film in, i previously mentioned using a graveyard for one of the locations of the video however to do this you need permission and due to time restrictions we were unable to do this. We plan to film the majority of the video within horse stables, there is a fence which from the right position looks like a prison cell, the idea of this is to keep whoever is inside from escaping. We want this to add to the feeling we are creating. Inside of the bars will be a range of different props such as  drum kit, keyboard, microphones, special lighting. We have also created a board with a mouth on with the name of the track written across it. the lips of the mouth a deep red color, we have done this because it symbolizes danger and thus projecting a image to the audience that whoever is inside of this cell is dangerous.  As well as the props i have just stated we have also obtained a model head which we will use in sections of the video, we feel that this prop matches the title of the track 'heads will roll' very well and will be able to create a variety of different scenarios, with this prop we feel we can create good meaning to the video. 

One music video that uses Mise-en-scene well to convey meaning is 'find your love' by Drake. Firstly it uses good set design to add to the feeling of the video. it is set within the slums of a LEDC, from the scenery within the video it appears to be within part of brazil. The music video uses a range of different lighting and color techniques to constantly change the mood and feeling within the music video. When the male character is searching for the girl within the video the slums appear dark, dingy and dangerous, this is emphasized through the use of dark lighting effects. On the other hand when he meets the girl within the video a different lighting technique is used. Colors become more bright and calming to convey his feelings for the female character. Costumes are used to help the characters fit in within the location, all of the characters apart from the main male and female characters are dressed in plain simple clothes. The main two characters are dressed in brighter, more bold costumes to emphasizes that they are in sync with each other. 

Here is a print screen of one of the locations used within the music video 'find your love'

Here is another screenshot from the same video showing how they have used lighting to make the main male character stand out from the rest of the actors.

Editing is another way in which meaning can be created within a music video. For this technique i have edited another music video, the music video i have decided to analyze for this technique is 'She' by 'Tyler, the Creator' This video uses a range of different editing techniques. Editing pacing starts off slow at the beginning on the video and picks up pace towards the end.  This works well in relation to the story line of the music video where it builds up to the main character getting arrested. the increase of editing pace emphasizes the panic and tension felt. Once he has been arrested the editing pace starts to slow down again. Another technique used within the editing is the use of two video sections at once. It displays two seperate locations and two seperate characters next to each other to fit in with the lyrics and conversation within the story line of the song. 

An example of some editing techniques used within the music video 'She'

Shot choice is another important aspect to consider when trying to convey meaning to audiences. I have chosen to analyze the music video 'Payphone' by maroon 5. After viewing this music video i feel it uses a good selection of camera shots to emphasizes meaning within the video. The first camera shot i noticed which noticeably conveyed meaning was a extreme close up. This is used at two main parts of the beginning of the video when the bank is being robbed. it shows the two main characters faces closely emphasizing the fear they are experiencing. this also conveys this feeling to the audience. 

Here is a picture of one of the close ups used within the begging of the 'payphone' music video 

This shot also shows the other female character. this shot emphasizes the fact that they are together within this video. We plan to use a range of shots within out own music video to convey meaning. Close up shots of characters within the location of the horse stables will show the dark aggressive side of the characters. Long shots will also be used to show the audience the range of locations we will be using. in terms of the stables and woods this will give the audience a sense of fear as these a dark, creepy places.

Research - Institutional issues

A2 Research

Institutional Issues

There are three main types of music labels in which music videos are funded from and made. These labels are Independent labels (alternative), Major labels (mainstream) and homemade (consumer led) These different labels provide audiences with different styles and grades of music videos, this typically depends on the budget of the company for example a major music label will have a much larger budget compared to an independent label or a homemade label. Smaller labels such as independent companies may go to major labels and ask for funding or the borrowing of certain equipment.

The first type of label we will analyze will be an independent label. An independent label is a company operating without outside funding.  A large majority of new groups and artists will appear first through independent labels. These types of music labels have a history of generating popular music. The independent music label we will be analyzing is ‘Boy Better Know’ this label was founded IN 2005 by Jamie Adenuga who is commonly referred to as ‘JME’. The label consists of a number of popular UK artists such as ‘jammer’, ‘Frisco’, and ‘wiley’. Boy Better Know or BBK have gained their success within the Grime music scene and have often appeared on a number of pirate radio stations. BBK have produced many well known singles such as ‘Private caller’, ‘Duppy’, ‘Too many man’ and ‘Hello good morning’ As well as making their money through a number of singles and performances BBK have also started their own appeal range and their own mobile phone network. The music video we will be analyzing for this record label will be for the track ’10 man roll’ here below is some screen shots of different parts of the video. 

A technique used within an independent music video 

A similar technique used within an independent music video 

Here are two screen shots of the music video for ’10 man roll’ they both show a similar type of editing. The screen shot on the left shows a template of a book with a left side showing a video edit of them singing the track. The writing within the book relates to the genre of music they are singing, this helps to create meaning to the audience telling them that what they are saying is knowledgeable and meaningful.As the article is laid out in a similar manor to a newspaper it also conveys the meaning that they feel that their music is big news and it must be presented to the public. The screenshot on the right shows a similar effect; in this shot it is the screen of the cash machine, which displays the artists singing, this allows having an external effect in this case the boy watching the screen. This can be used to emphases to the audience that what they are saying is important, this is shown by the young boy watching a listening closely. By showing the music video within the cash machine screen it also tells the audience that this genre of music can appear anywhere. This music video comes across professionally made, edits are clean, lip-syncing is on time and props and locations seem to match the song very well. Although this comes across well made it gives the impression that the label funding the music video does not have a large budget compared to a major music label. This can be seen through the lack of more costly effects such as special affects or costly props and locations.

The next type of label I am going to analyze is a major label or otherwise known as mainstream labels, these organizations typically have very large budgets are thus are able to produce high grade music videos with a range of special affects. These music videos will contain effects, props and locations in which we probably either wont be able to purchase or obtain, however I think analyzing these types of labels music videos to be very important as they have a large variety of different styles of music video techniques, these techniques are able to influence our group ideas. The major label I have research is The Warner Music Group, this major label as continuously been in the top 3 or 4 major labels in the past 5 years. This major label was founded in 1958 and its headquarters is situated in New York United States. Being one of the big four music record labels it has signed a large amount of music acts as well as helping to develop subsidiary record labels. One modern day artist that Warner music has singed is Jason Derulo. In 2009 he released his number 1 single of ‘whatcha say’ which sold over 5 million digital downloads.  I feel this track would provide a good standard of music video for what major record labels produce. After analyzing the music video, I took note of a few things. Firstly the picture was sharp and crystal clear, this is likely down to the quality of the camera the label are using and also the software they are using to edit the video. I did also notice that the video was very simple, the video was set within a house. The two characters within the video where they based in different rooms. One thing the music video did do very well is use the effectiveness of light very well, it used a range of lighting effects to emphasize costumes and location to the audience. Even though our music video will be based in more of a darker environment I feel that we could use lighting techniques such as the ones used within this video to emphasize the surrounding environment and character positioning.  

This image displays the use of lighting effects within a major music video

The key differences I found between the different labels were down to the funding they use to finance the music videos they make. The major labels with more funding produced clearing music videos with more expensive location and props. They also tend to use more special effects such as lighting to emphasize meaning within their videos. The research we have carried out has impacted the content of our music video. We have been strongly influenced by the lighting effects and want to use a range of lighting effects within our video to add to the theme of the video.