Institutional Research (5)

Columbia 

'Columbia' record company are a subsidiary of Sony so they are able to expand and go global. The music is varied from Adele to Bob Dylan and Beyonce to Ella Henderson, and so this means their target audiences are vast and varied too. I personally think Columbia would be a great company to sign the band because they already manage young bands such as  Little Mix and One Direction who are both successful. Also because Columbia are a subsidiary of Sony they would be able to largely promote the band and make them well known.

Institutional Research (4)

Warner Music Group

'Warner Music Group' who are also known as 'Warner Music' are a global American record company which was founded in 1958 and are headquartered in New York. The company are very well known and operate with some of the largest and most successful recording labels in the world. The music artists vary from Ed Sheeran to Muse but most of the artists sing a similar genre. I think a record company this large would not be interested in a small, fairly unknown band but it would be amazing if eventually the band could be signed with a company so big.

Institutional Research (3)

The band themselves do not already sell merchandise so this is something Ellie and I could think about in order to promote the band further. A similar acoustic band that sell merchandise are the Goo Goo Dolls. The website has everything from t-shirts to key rings to posters. It is an american website so it is in dollars but they ship worldwide so anyone can buy the merchandise. The merchandise is available in both genders and in a range of sizes. I think that if we brought out a merchandise range for the band local people who know them would definitely buy the products to support them. The band have already designed and worn band t-shirts so this is something we could consider producing more of for fans.

Institutional Research (2)

 Colour Scheme and Synergy 

The band, Raw Kadence, already have an existing image which revolves around the colour yellow. The bands website has a range of colours, shades of yellow, orange, black and white. If we were to make our own website we would have to consider their existing website and adverts so that as soon as people saw it, they would recognise it was the band. We could change the colour scheme of the website but keep the band logo the same so that people would still know it was them.

Institutional Research (1)

Target Audience

Raw Kadence are young themselves, ranging up to the age of 20 and already target their music to a young adult audience so, we shall be keeping the target audience fairly the same. Targeting a video at this age group will make it easier for us to produce because we are a similar age and have some idea of what people our age would want to see. Although we are thinking of a young adult audience, we will probably target the video at people up to the age of 30 because the storyline we have in mind would be relatable for that age group.  Raw Kadence are heavily promoted on social network sites with the help of their friends who are of a similar age and are able to share the bands posts. 

Similar Product Research (5)

Framing and Editing 

Christina Aguilera & A Great Big World - Say Something 
Genre: Indie/Pop
Style: Performance 


This music video starts off with an upwards pan which then focuses on one of the artists, Ian Axel, playing the piano. The artist is playing the piano slowly, only using a couple of keys which matches the slow pan. The band we are recording also use a piano so this is something that we could consider replicating in our own video because the song we have chose also starts with two piano notes. 

For every other piano note there is a cut to another shot. It cuts to a high angle shot of a man and woman laid on a bed in silence, the woman has her hand on his but then slowly moves it away. It then cuts back to a shot of the artist who then begins to sing, when he sings 'say something I'm giving up on you' it cuts in the middle of the lyrics back to the man and woman. You then see her turn on her side away from the man, linking the lyrics and visuals together to show how she is giving up on him. Also, there is a close up of the woman's sad face which then cuts to droplets of water, I think that this could be representing tears.

Then it cuts back to one of the artists playing the piano. It is a close up of him whilst he sings, this is a convention of a music video so this is something that Ellie and I shall be using in our music video. There is also a see the other half of 'A Great Big World', Chad Vaccarino, although at this point he is not singing. 

At 0.57 we get a long shot of one of the other artists, Christina Aguilera, she walks out slowly from the darkness and into a spotlight, then joins in with the song. I think this is a good effect because of the contrast between light and dark. This is something we could recreate, possibly for the rap verses so it focuses the attention on one person. I think because our song is has quite serious lyrics, it would be work well. 

We then get a wide shot and a relationship between lyrics and visuals with 'I'm feeling so small' and then a close up of the little girl who is sat in bed looking scared and then 'over my head' as the girl pulls the duvet cover over her head. Ellie and I have already decided that we are going to have narrative shots like these in our videos because it helps the audience to understand the meaning of the song.











Next we have a high angle shot of an old man and lady who are in a hospital like setting. This is a very powerful shot as it is showing the relationship between them and linking to the meaning of the song of not giving up. There is a close up shot of the man which shows him sobbing, this links back to earlier in the song when the young woman looked sad and then the close up of the child who is looking scared. Then there is a link between lyrics and visuals because there is a medium to close up shot of the man blowing a kiss to the woman who is still laid in the bed as the song goes 'I'm saying goodbye'. 

Then for the first time we see a group shot of all the artists. I like this shot because they are all on different levels and in different positions. We could consider a shot like this with our band because it would be fairly easy to reconstruct.  

This shot type is one Ellie and I will be using because it is a performance based convention of a music video, for the artist to look into the camera.

Throughout the song, it shows three different beds with 3 different situations. Something like this helps the audience to relate to a song and understand the meaning. The ASL for this video was about 3-5 seconds, although the song was slow the shots were fairly fast. Also another convention was that the shots always cut on the beat.

Update - Creative Ideas

Following research into existing music videos and analysis of the lyrics here is an update of our for the video; -

Setting and Lighting

One idea that we found was from Mumford and Sons video 'Little Lion Man'. We found that shot of the band on stage is something that we could easily replicate at our own video. The low key lighting would create an atmosphere that would suit our genre. 

Location

I have found that in existing music videos which include rap, an urban scene is usually used as a setting. I think that this would look best for the rap verse in our song. After my individual research I found that in Coldplay's song 'Paradise' there isn't any rap but there was a great setting which we could take inspiration from. The band are going to sing a cover which is their own version, the original song doesn't include a rap but they have put their own twist on it by adding their own rap lyrics. It is difficult to find existing music videos of our chosen genre that also include a rap so we have to compromise. 

Costume, Make Up and Hair

     The band we have chosen are already locally well known so I think to completely change their existing image would be wrong and going against who they really are. The band usually just dress casual or wear matching band t-shirts which has always been their look. Ellie and I will give them a few suggestions on what to wear but we will stick to their casual look. As for make up and hair, this only really applies to the only girl singer, Ashleigh. In existing acoustic videos we have researched, the amount of make up and styles of hair vary upon the nature of the band so we will most likely ask for simple hair and make up.  

     Here are some examples of what they have worn in previous videos:

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Lyrics - Don't you worry child (cover version)

This is the lyrics for the song that we have chosen. The lyrics for the cover are slightly different to the original which includes a rap.

Raw Kadence 
Don't you worry child (cover)

Don’t you worry child, don’t you worry child,

Don’t you worry now

There was a time,
I used to look into my father's eyes,
In a happy home,
I was a king, I had a golden throne,
Those days are gone,
Now the memory's on the wall,
I still hear the songs,
Reminding me where I was born.

Upon a hill across a blue lake,
That's where I had my first heartbreak,
I still remember how it all changed.

My father said,

Don't you worry, don't you worry child,
See heaven's got a plan for you,
Don't you worry, don't you worry now
Wo-ah

"Don't you worry, don't you worry, child
See heaven's got a plan for you
Don't you worry now

Oh, oh, oh,

Oh, oh, oh

There was a time
I met a boy of a different kind.
We ruled the world,
I thought I'd never lose her out of sight.
We were so young,
I think of him now and then.
I still hear the songs,
Reminding me of a friend.

Upon a hill across a blue lake,
That's where I had my first heartbreak,

I still remember how it all changed.

My father said,
Don't you worry, don't you worry child,
See heaven's got a plan for you,
Don't you worry now

My father said,
Don't you worry, don't you worry child,
See heaven's got a plan for you,
Don't you worry now

Yo

Don’t you worry tonight,

It will be alright,

Gonna party hard forever

Till the sun dies

I ain’t gonna lie,

You're my kryptonite,

So when it comes close,

Moments like dynamite,

Just let this feeling totally control you,

Never miss a second,

This is something that I feel too,

Yeah!

My minds in a twirl,

But its alright,

Because we’ll rule the world,

R to the K

With a rhythm that flows,

R to the K that name you all know

Its Raw Kadence,

Talent here is blatant,

Dreaming of the day we will be selling out in stadiums,

But until then

Keep putting our pen to paper,

If its writing sets for later

Trying hard to be on my best behaviour,

But it just ain't as fun

nah

Say don't you worry, don't you worry child
Don't you worry now.

Similar Product Research (4)

Camera shots and Movement 

The Lumineers - Ho Hey 
Genre: Rock/Folk 
Style: Performance 



This music video starts with a pan across a wall with lights on, when the first part of the lyric begins there is a fast pan to the singer who is walking out of a doorway. I think the low key lighting supports their genre and feel of the song because it is soft. The natural lighting is also hazy which supports the song type. It is a performance based MV because of the artists singing into the camera and it does not tell a story. Every time you hear 'ho' or 'hey' the shot is cuts to another shot which is something that Ellie and I need to consider when making our own MV as it helps the flow of the video.




I like this shot, its simple but looks good and is something that Ellie and I could replicate in our video. It shows the band walking towards the camera, tapping their feet to the beat and then it fades into another shot. 

 A long shot like this could be included in our video. It would be easy to reconstruct and would allow the audience to see the full image of the band, their costume and their presence. You can tell from this shot that the band are not serious, they are casual and are slightly dancing along to the song which supports their genre and style. 





https://www.youtube.com/watch?v=zvCBSSwgtg4

Promotional Package Research (1)

Paloma Faith has been promoting herself on her website by adding click-able icons that go straight to her official profile on social networks such as 'Facebook' and 'Twitter'. She posts on social network sites about up and coming events so that people are aware and on Instagram she posts short videos of her new songs before they are released to entice her audience and make them excited. This is below the line marketing because it virtually costs nothing for her to update her social network sites and add a few widgets to her own website.

 On music sites such as 'Vevo' and 'YouTube' it automatically takes you onto the site where her music videos are so you can listen to any song you want at any time. Also, YouTube have adverts before you can see any video so to promote herself further she has her own promotional advert.

Our band already has their own website in which they promote themselves. Like Paloma Faith, they have links to their official social network sites and post about events and new songs so people are aware of what is happening and stay interested.

Similar Product Research (3)

Location ideas from existing music videos:

Coldplay - Paradise

I love location of this shot! I think the bright colours contrast really well and makes the background stand out. This would be a good location if we chose to use the 'Supernatural' song because there is a few rap verses which could be performed in a setting like this. 




Mumford and Sons - Little Lion Man

I think that if we chose the song 'Don't you worry child' a setting like this would be ideal for our performance shots. Its simple and could be replicated fairly easy at our college in the drama hall with dim lighting and fairy lights. I also think it would set a mood to fit the song, as the cover is quite slow unlike the original. 

Ideas for Narrative Characters

Our music video is going to be performance and narrative based. Obviously for the performance shots it will be the band singing and then for the concept based shots we are going to ask family members and friends to help out and act for us. 

Update - An Issue

We have had some communication issues with the band. We asked them to send us the mp3 and lyrics for 'Supernatural' and 'Don't you worry child' which they agreed to do but we waited over a week and received nothing. However, after messaging them again they are currently sending them. We have been able to analyse the lyrics for the cover because we could get the lyrics offline and now we can eventually analyse the lyrics for the original song and come up with some ideas. Hopefully we will not have any more problems. 

Lyric Analysis - Official

This is my analysis of the original lyrics for 'Don't you worry child'. We have not yet been sent the cover version so we can add more analysis when we receive them.

Our Song

Ellie and I have decided since we only have the lyrics for one song then that is the one we shall do, It is a cover of 'Don't you worry child'. We have analysed the lyrics and come up with some potential ideas for locations and shots.

Similar Product Research (2)

Vance Joy - Riptide
Genre: Acoustic
Style: Narrative and Performance 


For the first 10 seconds of the video there is an acoustic instrumental. I have chosen to analyse this music video because the song has a similar beat to our artists songs. It's a narrative based MV with some performance which is what Ellie and I want our own MV to be like. In this video the majority of the shots are narrative and have a relationship between lyrics and visuals. One of the links is in the first few seconds of the video after the instrumental, the lyrics are 'I was scared of dentists and the dark' with the visuals of a woman laid down with dentist tools in her mouth looking terrified and then a very dim light swinging in a bleak, dark room. This is something that myself and Ellie have discussed and are hoping to have relationships between lyrics and visuals in our own video. Another link between lyrics and visuals is 'Oh, and they come unstuck' which shows a woman scrabbling from a tree that she was tied to. 

The plot of the video is slightly weird but at the same time wonderful as it is easy to follow. The song is known for its 'pop culture references' and metaphors as well as its 'coming of age love story'. Many of the lyrics link to visuals which makes it easier to follow and makes the video more interesting. The performance shots are quite short and there isn't many but the shots are intense with the woman who's singing gradually showing more emotion as the song goes on. At the start of the song, the first performance shot is the woman who is singing looking very serious and just singing along to the song. Whereas towards the end of the song and the last performance shot, she's barely opening her mouth to sing and has makeup smeared all over her face like she has been crying which links to the ‘coming of age love story’ where she is heartbroken.

 

Although it is a song about a love story, its not conventional and doesn’t show a man and woman together so it isn’t obvious for everyone to understand. This is where David Morley’s theory comes into practice. He studied how different target audiences receive the same text. So for example, if a young teenager aged 13 or 14 watched this video they would have a different perception to an older teen of 18 or 19 because it is not clear what the music video is about.  

https://www.youtube.com/watch?v=uJ_1HMAGb4k