These are some slides i have created about Young & Rubicam theory of the 4 C’s. I have also added in where i think the audience who listen to dance music would fit into this theory .
After looking at the codes and conventions for the dance genre I found that ‘paradise’ locations feature a lot within DJ’s music videos. For example, Calvin Harris ‘how deep is your love’ features shots of the sea, beaches and nightclubs. When watching this video it made me feel relaxed and carefree as it created that vibe and this is what myself and my partner want to channel through in our music video. Due to that reason, we decided to film some experimental footage when we went away to various places around the world such as Mallorca and Boardmasters a festival based in Cornwall. By doing this, when starting the creative process, if there was any footage we had previously filmed which fitted the conventions we could potentially use it.
As you can see from the images below, they include conventions such as strobe lighting, high key lighting, paradise locations etc…. which all fit into the dance genre codes and conventions category. The locations we visited created relaxed vibes and therefore we thought it would fit well as the dance genre fans are stereotyped to be easy going and carefree.
Also, we decided to film the beginning and end of the music video in a bedroom, this creates a sense of reality as the protagonist is getting ready to go to sleep.
This slideshow describes what the codes and conventions of dance music videos , posters and digipaks normally include. I will now use this to help me to create the music video, poster and digipak as I now know what to feature in them.
This is a mood-board i have created which shows a variation of dance artists and venues they have performed at.
After creating our preliminary music video, Lotty and I wanted to find out what went well about our music video and what aspects we could of improved on. we asked various teachers and peers so we could get a good range of feedback. With this feedback, we will now be able to take this into account when creating our actual music video to improve.
Here is a video I have created showing some of the feedback we received.
Here is the Storyboard which Lotty and I followed to create our preliminary task. We struggled with certain shots such as the shots filmed within the airport because we was not visiting one therefore, we had to get friends and family to film certain shots for us. Overall, from this we have learnt for the future to choose to film in locations which are realistic to get to.
Washed away is a song by Wlkinson who are a dance/house band. The music video was released on the 18th of April 2017. The video includes Tom butler who is the UK number 1 and world ranked big wave surf champion. The video also includes the festival Boardmasters which Wilkinson performed at in 2016 and met Tom Butler. I have included the music video below.
As an artist defined by the genre Dance/House there are certain genre characteristics that would be expected to be found in similar videos within this genre. In this case, there are multiple shots of Tom Butler the big wave surf champion at Fistral beach in Cornwall, where it is sunny and looks like a holiday break location. This is common to see in this particular genre. This is also seen in the video ‘sweet lies’ by Wilkinson where there are multiple shots of waves and long shots to set the scene of the location. Therefore, this overall portrays that this type of location is a common feature within this genre and artist as it creates connotations of relaxation and peace. Also, comparing the two music videos ‘washed away’ and ‘sweet lies’ it is evident that they have similar shots of waves such as satellite view shots and point of view shots and water based activities. This is a common feature with the artist and could suggest a theme of letting yourself go and enjoying life due to the thrill seeking activities featured within the video. The location of the video is also filmed at Boardmasters festival, which features dance and house artists such as Wilkinson, Chase and Status and Andy C. This links to the genre and the music video as it links to the stereotypical festival ‘raver’ who is very relaxed and has no worries. Also, high key lighting is used the majority of the music video which links to the genre as high key lighting can illustrate and upbeat mood which happens when you listen to dance/house music.
Relationship between the visual and lyrics.
As Goodwin states, there should be a relationship between the visual and the lyrics throughout the music video. The visuals and lyrics to this particular music video both demonstrate and reinforce the song’s overall meaning in different ways. On the particular lyric ‘washed away’, the point of view shot of the wave coming at you suggests its washing all your worries away that is a clear link, which amplifies the overall meaning. This connects to the genre as the fan base who listen to this genre are stereotyped to be de stressed. Panning is used within the music video to help link the visuals and the lyrics together. For example on the line ‘turn down’ towards the end of the music video, the camera pans down and follows the protagonist jumping off a cliff. This can illustrate to the audience the message of taking risks and, to go against the message of calming down. In addition, it links to the people stereotyped to this genre, as they are nonchalant.
Relationship between the visual and the music.
The relationship between the visual and music varies throughout the music video. At the start, the tempo of the music is slow and we are shown a satellite view shot of waves rippling which creates connotations of relaxation and links to the slow tempo of the beat. In addition, the cuts between shots are at a steady pace, which implies calmness. As the music video goes on, and the story of the protagonist reveals more information and the location, the tempo of the music picks up to emphasise how the preparation to go surfing is very thrill seeking and exciting. When the beat drops, there is a long shot of the protagonist surfing on a wave and it is edited in slow motion. This could imply how when you are enjoying life and thrill seeking everything is a blur, you are in your own world, and nothing else matters. However, the shots become shorter which still implies how it is very risky and exhilarating which is linked to this particular genre. After the beat has dropped, the music returns to a slower tempo, which is calmer, we are shown a point of view shot of them driving in a car. This implies to the audience that the adrenalin rush is over.
Although, there are not necessarily any obvious shots that depict a voyeuristic treatment of the female body, the video does include a notion of voyeurism however, it is not a female presenting herself in a voyeuristic way is it a male so, It subverts Laura Malveys Theory of presenting women in a sexual way. At the start of the music video, we see the protagonist who is topless in a swimming pool; this would grab the attention of the women viewers, as it is something they might find attractive. This is something not seen as regularly in Dance/House music as it is usually women in tight revealing clothing or nothing to make the music video sell well and gain more popularity. This music therefore portrays how we are looking at a man through the eyes of a female’s perspective, which subverts Malveys theory.
Focus on the artist.
Goodwin states that in music videos there should be a focus on the band (brand recognition). In the particular video I have analysed, the band does not star in the video, which therefore subverts Goodwins theory. As this subverts Goodwins theory, this could suggest that the band focuses on the message and making the audience who listen happy rather than branding themselves. However, Tom butler features in the music video as the protagonist. This could portray how the band also focuses on giving other people who are not artists but have talents recognition. In addition, as the video was filmed at Boardmasters festival that focuses on skating, surfing and music, the people who attended the festival in 2016 and the people who are interested in these sports will possibly watch the video, which, overall increase the views on the music video.
Throughout the music video, there are some intertextual references, which relate to the festival Boardmasters 2016. The specific shots, shown below, link in with the idea of the festival as it includes surfing, which was part of the festival, which people could watch. This instantly would create memories for the people who attended the festival as they can recall and link. In addition, the audience watching the music video who have not attended the festival could consider going to it next year. Therefore, Wilkinson have promoted the festival to a wider audience through the intertextual references.
One thing when looking at the poster that is evident is that David Guetta has a very specific facial expression which one may infer that he is looking very severe. This could be an indication to us as an audience of just how seriously an artist takes their job and roles as musicians, and desire to make the best quality of work.
There are two different fonts present in this poster too: the first font which depicts the artist and the second font which emphasises the fact of his tour date with more essential information below such as where it is. This ultimately means that the artist stress’s an equal importance of his identity and the release date for his tour. Also, how the writing Is displayed in a red banner helps it to stand out to the audience as it is very eye catching. Also, the red colour creates connotations of risk which is associated with the genre dance/house as the fan base surrounded by this genre are stereotyped to be risk takers. The title of the artist is depicted at the top of the poster in large, bold, white, capitalised letters, meaning that this immediately catches a viewer’s eye. It should be noted that the style of writing is how David Guetta normally presents himself as an artist at festivals, concerts and gigs as that is what is projected behind when he is playing therefore the style of font is very iconic. Furthermore, people appreciate intertextuality and familiarity, so by having this familiar iconic font can make him easily recognisable and it could generate a larger audience to the artists music.
What one may notice about the poster is that there is no location presented within it. The fact that David Guetta is not placed in a setting could portray that he is suggesting you don’t need to be in a fun environment associated with the genre house/dance to enjoy the music.
Looking at the poster, it doesn’t specifically list any hit singles or number one hits on the albums he has produced. Whilst this is a very good method of production, the absence of any number one songs also doesn’t moderate any possible sales. Instead, the artist appears modest as he doesn’t wish to make the most money or use his fame to make the most sales, but instead focuses on ensuring his fans enjoy his music live at concerts, festivals and gigs and have this once in a lifetime experience as that is what is being promoted in this poster.
In small font at the bottom of the poster, there is David Guetta’s website. This useful information allows a viewer to find and research more into the artist and their music. This therefore is promoting himself as an artist as it could possibly widen his target audience.
In the poster we can see that David Guetta’s hair is down which looks wild due to it being very long and that he also has a beard. This could suggest to us as an audience that he ‘lets his hair down’ and relaxes and has a fun approach to life. This is also associated with dance music as the people who listen to it are stereotyped to be carefree and have a relaxed outlook on life. At the bottom of the poster, we see a link to buy tickets to see David Guetta live. Putting this on the poster makes the audience feel as though they have to quickly rush to buy tickets because many others would of seen this link as well. This is a smart and crafty way to increase his fan base, as it is tricking the public into buying tickets for the simple reason of they will be worried they will sell fast.