Costumes

Glamorous Costume 

In our music video we have chosen to have three different costumes changes. We wanted to portray our performer with three different identities and we decided to do this through costume. 'Glamorous' is one of the  three we have chose as we wanted to depict our performer as girly and elegant. This will attract our target audience group which is  young women.

Following through our music video research, we found Beyonce to be one of the many poplar glamorous female artist. She is frequently pictured and filmed wearing glamorous dresses, with long curly hair. 

• When researching, that gold was a popular colour when creating a glamorous image, therefore we found it necessary to include somewhere in our outfit. Also a lot of glitter and shimmer is usually used in both in jewellery and in costume so this was something else we should consider including. Glamorous artists usually have their hair down and curly.
• The make up they use is subtle but striking. Furthermore, they are usually shot in bright lighting to highlight their perfect skin complexion and to also make the glitter they are wearing shine, making them truly 'Glamorous'. 
• As we studied Beyonce appearance, we found that in most of her Glamorous shots their was the aspect if the male gaze to attract her male audience. When deciding what we did and didn't want to include in our music video, we all agreed that we wouldn't portray our performer as being to revealing. In addition, we didn't find the need to appeal to a male audience as out targeted audience were young females. We also wanted to challenge Andrew Goodwin's theory on music video who believes the record label demands women performers to be presented sexually in order to promote their videos.
• Therefore we decided to also do some research on an artist who doesn't use sexual representation as much, but is a popular mainstream artist; Jessie J.

• Jessie J still follows the use of gold and glitter in her outfits but does this in less revealing way compared to Beyonce. She also wears bright red lipstick portraying a fierce yet bold look. We also chose to look into Jessie J as she has a similar target audience to us, therefore we can use her image and style to assist use when choosing costumes and locations.
•  In her music videos she not only presented as glamorous, she also uses the punk and grime image, for example in her music video 'Do it like a dude', you find aspects of both punk and grime, as she wears a hood to represented grime, but also wears black lipstick presenting punk. 

• This is the costume we have chosen to use in our music video to represent a glamorous image. The gold in the dress makes the dress eye catching and bold. It's also a colour which is commonly used by female mainstream artists when presenting a glamorous image, as I previously explained before.
• The black in the outfit makes it look elegant and not too over the top. Overall, the costume is not too revealing, going against Goodwin's theory of the male gaze. 

• The hair we and make up we have selected to use is subtle but elegant. Eye-liner and mascara is used for the eyes to making them bold. Also a little shimmer is added to the eyelids, just to add a bit of 'glamour' and also makes the eyes glisten in the light. Bright red lipstick is used on the lips making them stand out and gives the performer a fierce look. For hair, I have slicked to one side as Jessie J has done, and left it curly this emphasizes the facial features more.

Costume 2

• This caption is of Avril Laviegn who is a famous pop artist and this is from her music video 'complicated' which we have looked at to take ideas from her music and her character in this video.
• The music video is a representation of punk teenagers but represented in a distinctive way compared to other teenagers e.g. Lady Sovereign. We wanted to get ideas of the costume because she represents herself in a punk-ish way.
• This will help us pick the right costume and props for our artist to represent herself like punk for a part of our music video. 
• This is to attract different types of teenagers and portray the differences between teenage cultures but most importantly to show the positive similarities they all have for example hanging out with friends, having fun and being quite irresponsible. Her dress code is very different compared to other artist that we looked at i.e Katy Perry and Lady Sovereign which we will focus on showing the differences in our music video between artist who will have three different roles. 

Here's the costume we chose to include in our music video for the punk character.Black tie
White vest
Black eyline
Row curb chain (on her black bottoms)
Long black & white stripes gloves

• we carried research up clothing and accesories for the punk character in our video.
• http://www.redhaze.com/acatalog/Leather-belts-wristband-choker.htm
• this website have relevent clothing and accessories that we want to use as costume in our music video

 black spike stud bracelet

 black stud belt









                                          black and red stripe sock

checkerd sweat bands 

Costume 3

• One of the artist we looked into was lady sovereign because of the type of music she makes and how she represented herself. 
• This is because we also want to portray teens in this way as urban street teenagers and our artist will play this role as one of the three characters in our video. 
• In this music video Lady Sovereign portrays herself as a tomboy because of what she wears, acts, who she is hanging around with and whats shes doing in her music videos.

• This caption of lady sovereign from her music video “ Adidas Hoodie” Shows her standing in a shopping mall with her friends wearing hoodie's.
• The music video narration contradicts the stereotypes of teens being bullies because the video is about her returning a bag to an old women who is running away from her.

costume

-orange adidas track suite

-white adidas trainers

-gold chain

-black t-shirt 

 -blue jeans

                                                                                    

• We want to portray this kind of image for our urban tomboy character in our music video by the costume, body language and facial expression. We selected some similar clothing from Lady Sovereign's video for our artist.

                                                                 

                          skull sweat band

• Like in the video analysis of her song "A little bit of Shhhh" we mentioned the majority of the characters where street urban male in tracksuits, caps and hoodies messing around in front of the camera for example pushing each other, dancing, moving their head to the beat, riding their bikes and skateboards on the ramps. The artist wanted to portray herself as an urban tomboy rather than a glamorous flashy attractive artist inviting the male gaze.

costume-2 

1.       -blue baseball hat

2.       -blue straight jeans

3.       -Blue addidas hood

4.       Black and blue adidas trainers

5.       Blue sweat band

6.       Pony tale

7.       Black chain

8.       Gold ring

• In this caption of lady sovereign from her video “adidas hoodie”. It Shows her standing in a shopping  mall with her friends also in hoods and wearing jeans. The music also contradicts the stereotypes of teens being bully's because the video narration is about her returning a bag to an old women who is running away from her because she is scared.

• After looking at the lady sovereign music video we chose to have the similar costume as her and the characters in her music video for filming in an urban basketball court in Hoxton. We chose these costume because its associated with being an urban tomboy for a girl wearing a tracksuit as its not feminine or sexy. For this role we are challenging the convention of the male gaze and showing one of the three roles of stereotypes the artist plays. which are tomboy, punk and glamour in our music video. 

• I it also helps us to create the urban teenager feel as the artist and friends are all wearing track suits in the basketball court which is also a teenager hang out. The locations are in detail on the Location post.

• Although the media has portrayed teenagers negatively on TV shows for example the urban TV show "Topboy" on (BBC), we want to challenge this stereotype and portray the artist and friends in the video the opposite as being friendly, cool and skillful in the court.

  

•     Nike trainers

Locations And Potential Locations

We went out in a group on Thursday to look at potential locations for filming. We took some pictures so we can think about what locations suits our video best. 

College Restaurant

• This is our college restaurant and its very clean, modern and stylish. It has bright colours we could use to show the glamorous environment when filming the artist as a glamorous character.

Red Lion Pub

• We liked this location in the Red Lion bar because of the colours and props in the bar like the huge skull, rich red and gold wallpaper, fire place, red light bulbs etc. This can also be a possible location for filming the party in our video.

Red Lion Pub

• This is the second floor in the Red Lion pub which is more like a party environment because of the speakers and the vino's on the wall. Although its a pub the atmosphere inside is a like a house party and a typical urban teenagers house party.

Red Lion Roof                         

• We liked this location for the party in our music video because its specious and high up on a the top. There are  props we could include such as the lights and there are chairs and benches for teens to chill and hang out. 
• We can also use a high angle to film from the top as the artist and her friends enter the building.

Red Lion Pub Stairs



• This is the stairs in the Red Lion pub and has cool neon lights that change colors, this can be use in our video to create a party feeling as the artist and friends good up the stairs to enter the party. We can use slow motions effects during editing as they come up the stairs to emphasize their entrance to the party.                                                

The Bridge Coffee Shop

• We liked this location because its nicely decorated with fancy luxurious bright furniture and loads of paintings with gold frames. There's a lot gold painted props which will convey glamour and richness in our video particularly useful when our artist is shown as a glamorous teenage for one of the three roles in music video. 

• The photos shows the inside of CyberDog which is a well known techno retailer which sell luminous clothing, accessories, toys ect which are mainly for clubbing.
• We loved the designs and UV lighting and wanted to film the artist and her friends shopping here for the party
• Unfortunately, we needed to ask permission online which would take months for a reply.  

• This location would appeal to teenagers who enjoy raving and partying as the UV lighting looks like a club setting. It can draw in attention to what the atmosphere would be like at the party scene in the end of our video
• If we recorded here and edited it in fast motion than we can get a cool effect with colourful faze.

Hot Right Now lyrics By Rita Ora.

Got your hands up cause you think you've got it
Going crazy, we're not even started
Eh oh eh oh eh eh, eh oh eh oh oooh
It's so funny that you think you're winning
Cause somebody told you who was spinning
Eh oh eh oh eh eh, eh oh eh oh eh eh

You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now
You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now

(throw your hands up...)

You've got the latest places on your radar
But by the time you show your face, it's over
Eh oh eh oh eh eh, eh oh eh oh oooh
You got the magic numbers on your speed dial
And you're so busy dropping names, but meanwhile...

You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now
You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now

I'm let me see the club get hotter, hotter
I wanna see your hands up higher higher
I don't need close shouts oh oh oh oh
Can I get a woah!
Now let me see the club get hotter, hotter
I wanna see your hands up higher higher
I don't need close shouts oh oh oh oh
Can I get a woah!

You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now
You know you're only in it
Cuz it's hot right now, hot right now
Turn it up right now
Put your hands in the air if you want it right now
Eh oh eh oh hot right now

(throw your hands up...)

Cuz it's hot right now....

Music Videos Analysis/Similar Text Analysis

Music Videos Analysis/Similar Text Analysis

Analysis of a music video is always important as it give you an insight of what to produce, who is your target audience and what to expect. We have analysed several music videos and chosen some thing we have liked, and might include in our own video.

Artist: Avril Lavigne
Song: "Sk8ter boy"

• This song by Avril Lavigne is one her biggest hits which was released in 2002 reaching number 10 in the USA on the billboard Hot 100, and number 8 in the UK becoming her second top single ever.
• Its her second single from her debut album 'Let go' which was also released in 2002. The song was written by her and the matrix who are a pop music writing team and production team.
• The video begins with a man spray painting on the wall in a city alley, the first close up shot shows his bmx and spray cans on the floor. This can relate to rebellion against the status quo and shows artistic, creativity. The Bmx links to her target audience imediately alongside the graffiti which many punk teens get involved in.
• The video continues with posters of the artist concert, with the details of the location shown on a mobile phone and computer that both teenagers where using.
• The poster indicates where and when the unplanned concert will take place by the artist. The video continues showing multiple rebellious teenagers spreading the posters in shops, road and sticking on walls.
• It then shows the artist singing on chair in some abandoned place, she and her friends then drive their modified cars with instruments to the intersection in the streets in Los Angeles where it was filmed. 
• They cut the traffic off and two members throw power cables down to the artist from the top of the buildings to power their instruments to perform. This links to the stereotype of teens being out of control and rebellion 
• A crowd gush around the band bringing the police and a helicopter shown above the artist from a low angle. At the end the artist smashes her guitar on the car she was perming on top of.

• This videos demonstrate rock genre character because of the paste of the video and visual aspects. The posters that was designed in the video had a Gothic theme because of the sprayed star in red which is associated with witchcraft. This links to her target audience of punk teenagers who like these themes.
• The artist appears punk-ish because of her costume which is a green t-shirt, black and red stripe tie, snap back hat, baggy 3/4 length bottoms showing her black and white stripe long socks, spike leather bracelets, black converse, black nails, and black eye-liner.
  
• This costume is associated with punk and rock because many punk people dress like this for example rock band 'Green Day'. In his videos its common he wears black nail varnish, black eye-liner  spike bracelets, necklace, converse trainers.
• You straight away get a feel of the music genre as soon as you hear the electric guitar and drums. These are the key instrument in rock music. Green Day 'rock band' also uses a lot of electric guitar and drums for their music and they are known as a top rock band with number one hits. 
• As the artist is performing she is jumping up and down in the same spot throwing her hair up and down. This is also common in rock music and how fans and artist behave in concerts. She shows the sign of the horn by sticking the baby and index fingers up. This is associated with rock music since the rock band "Coven" used it in their album back cover in 1969.
• At the end of the video she smashes her guitar which is common after Rock concerts for the artists to smash their instruments. For example Green day and Jimi Hendrix both rock and heavy metal bands do this in their music videos or concerts. Avril Lavigne smashed her guitar because it has become a rock rituel dating back to the 1950s by Jerry Lee Lewis who is a rock artist and one of the first to destroy his instrument on stage. This is associated with Rock legends and rebellion against the status quo for examples like rioters who smash things to protest against the government ect.
• There is some relationship between the lyrics and the visual to give a good narration of the music video. At the beginning when the artist says "he was a boy and she was a girl" there is close up shot of a boy riding a skateboard and it jumps to a close up shot of the girl driving in the car to indicate who she was in this story and what type of girl. She is portrayed as modern driving her flashy car with sunglasses on. When the artist says "stuck up their nose" she also touches her nose to indicate and pulls a angry face. And also the artist is in the car and says "sk8ter boy rocking on mtv" she mimes the act of strumming a guitar.
• there are also some relationship between the music and visual when the artist a mimes the the lyrics rocking a guitar you hear a non diegetic guitar sound. Another part is when the artist turns and jumps to the camera and throws two punches you also her two punches you only hear three drum hits witch correlates with her jumping and punching twice. This technique is used in rock music and other genres, for example Tanacious D song 'Tribute' show a link with music and visual when the high notes hit they nod or do a movement to emphasize the high note 
• The artist has developed a motifs recurring in her video portraying herself as quite irresponsible and energetic like at the beginning she sits on a chair with her feet on it and rocking side to side like children do. When they go down the stairs she nudges her friend on the side and races down the stairs. This is also a child like act of competition and cheating. She also portrays herself quite wild and like a tomboy because all her friends are male and there's a part at the beginning where she jumps high off the stairs which isnt something that most teenage girl would do. The face pulling and aggravated looks are influenced by older rock bands/artist who are very lively and energetic in music videos or on stage for example Linkin Park who does a lot of moving around, jumping, shouting etc. This is because its associated with the rock genre being lively, quite fast past, loud and adrenaline pumping.
• I noticed when the artist is in the car with her friends she sits in the middle on both of their laps like a child would do with her parents. She is also portrayed as energetic because she always moving or running and when she is performing at her concert in the video she is jumping up and down and throws a kick and punches. Most of the time in the video she is pulling aggravated face although the song isn't violent. There is some motifs of aggression as she turns to the camera and throws punches and smashes her guitar at the end of the video. These actions that Avril Lavigne part take in are associated with old rock artist and the rock music. For example Kiss (rock band) pull scary faces with their tungs out, Green day also shows some aggrattion in some music videos throwning and looking angry.
• Throughout the video there is no voyeurism because of how the artist is portrayed as a tomboy. It wouldn't be suitable to use the notion of looking at a girl in a voyeuristic way because because the artist is portrayed as a tomboy and not very feminine which challenges the conventions of female pop artist being objectified. For example artist such as Beyonce who is a sex symbol is portrayed sexually in most of her music videos like in "dance for you". This contradicts how female are portrayed in the media because Avril Lavigne has portrayed as boy and behaved like one in this video.

Artist: Jessie J
Title: Do it like a dude
Genre: Pop rock
Album: who we are
writer: jessie j, george Astatio

• Jessie J's music video features break dancing through out the video which is common in pop music videos. The dance routine is in this video is street dance which coincide with the locations such as block parties, streets, open space and for example in this video the deserted building turned into a teenage hangout.

• The video begins with a close up shot of someone holding playing cards and the next shot is a close up of smoke blown out of someone's mouth with a lip piercing. The low angle links to Andre Godwin's theory because there is a voyeuristic view of the artist and the low angle links to Sigmund Freuds theory that erotic pleasure may be gained especially when the object is unaware of being watched. 

• It already creates the street gang feeling because smoking, playing cards and piercing are a few of the things associated with street gangs and street teenager activity. This appeals to her teenage girls audience because they may have friends that smoke and can relate to this. 
• The artist isn't seen at any time smoking because she is protecting her image and may not want her audience to think they should to because she is an inspiration.

• The first shot of the artist is a close up shot of her face to emphasize her identity and her product. She is wearing a black lipstick with tiny spikes all over her lips.

• This conveys her rock theme because rock bands are associated with wearing spikes on their costumes for example the spike bracelets on Avril Lavigne shown in the video above.
• When the artist is walking down the stairs the camera is at a lower angle to show her superiority as she is the important character in the video. This promotes the artist as a superior person to her audience.
  
• In the music video length 2:33 there's a long shot of the artist in the middle break dancing and behind her is the other girls following her lead. This again backs up her strong leading role
• In this music video the artist body language, posture and stance is important because its a re-representation of  men hence the title "do it like a dude". When the artist walks down the stairs at the beginning she stomps her foot and moves her hands about like rappers do to show her strength and aggressiveness with a street attitude. This re-represents how urban male rappers portray themselves.
  
• The body language and the dance routine has some sexual reference like seen in 2:25 where the artist is moving her body to convey sexual reference. This can influence her audience to also behave promiscuously because of the influence she has. This relates to Andre Goodwin's theory of women being objectified principally for just a display to the audience. Goodwin's theory links to Sigmund Freud's theory that some erotic pleasure is gained by looking at a sexual object or sexual reference act. The style of this dance routing is break dance and its associated with urban street culture which the artist is targeting. Her body language is also viewed voyeuristically creating the male gaze, this is shown by her posture when singing and moving her body promiscuously.

• The artist has developed motifs which is seen in the close up shot that shows her pulling faces that are funny, weird and also links to the lyrics to narrate her music video better.
  
• There are quite a few links between the lyrics and visual because the artist like expressing her lyrics with her facial expression for example she pulls a horrible face in 0:25 when the lyrics say "...nasty face why are you looking at me..." and a few seconds later she also pulls a weird alien look by rolling her eyes to the corner when the she says "... I'm a alien tonight...". This may appeal to her teenager girls audience because its childish and funny, teenagers in school enjoy pulling faces.
• Her face pulling shows the artist has a sense of humor and funny. This can link to her target audience who have a sense of humor or do funny things like pull weird face. Its also something teenagers do to each others.
• There is a notion of voyeuristic at the female body in this video for example in 1:38 shows a medium close up shot of a girl putting her hands down her unbuttoned jeans as she holds a cigar in her other hand. This may be to catch the male gaze which also relates to men because she is smoking a cigar which is associated with pimps and rich men.

Artist: Cher Lloyd

Tittle: I want you back

Genre: pop

Album: Sticks & Stones

• The music video begins with the artist with her teenage female friends in their car taking pictures and chatting. The medium close up shot of the camera the artist is holding is covered in glitter. This can be related to her teenage audience because they may also like hanging out with their friends and taking pictures.
• The audience can tell by the costumes the artist is wearing which is a purple bikini top, mini shorts and a long orange shirt that the song is likely to be pop genre and targeted at the teenage female audience.
• This is because its common for urban teenage girls to dress in this way in the summer which is when the video is suppose to be set in for example the high light key from the sunshine.
  
• The artist body language is gentle for example in 0:53 her hand movement is soft and she has her hands on her hips to emphasises her femininity. This may be related to her target audience because some teenage girls tend to act in this way or use their body language and hand movements softly.
  
• There is some link with the music and visual for example in 0:49 the artist friend bumps into the waiter in the shop to spill her milkshakes and food. the sound your hear is "euuurghhh" coincide with the waiter being bumped into. This reinforces the action and may encourage the audience to sing along or say it too as its the artists almost catch phrase. When she says "...i thought you be crying.." the artist pulls a sad face and points her finger down her eyes to indicate tear drops. The artist also uses her hand gestures to enforce her lyrics when she says I want you back and nobody else can have you by using her index finger moving it side to side.

Artist: M.I.A 

Song: Bad Girls

• This music video starts with a mid long shot of an uncompleted building with an Arabic writing on the wall. This indicates or tells the audience where the music video is located and what the music video will be about.
• In 0:17 the music starts and we see a montage of different people wearing Scarfs and Garb. However there is still a lot of colourful colours like pink and gold. This may indicate to the audience shes a pop artist. Then there's a high angle shot of the artist this indicates to the audience she's the artist. 
• Although  the artist is still not a mainstream artist she has created a brand that people can relate and identify with. Through her costume we can see the western and western Asia influence .
• In this music video the women are driving cars and doing car tricks like titling the car sideways. This videos goes against old  hegemonic representations of females in the media, That woman are not smart enough drive.
• In 0:41 the dance routine starts with the artist and the back up dancers, dancing beside a car. Which follows the codes and the conventions of a music video. which lets the audience know its a music video. We  also see the relationship between the lyric and the visuals. And in 0:58 she says " If I blow you with a bang" and we see her at the same time  withe her  back up dancers with guns.

• Normally in the middle east women are not allowed to drive but this video goes against the social expectation of society which I fought was interesting and unique and this video is not sexualised like  other videos.
• This is something I want to embody in my music video. Its is also a political statement that is meant to be about women not being allowed to drive in the middle east and empowering women to rebel against inequality in the music video.
• There was a lot of gold and white being worn in the music video. The artist used props like Guns and mainly cars.
• It was edited to the beat.

Artist: Katy Perry

Song: Last Friday Night

• This music video has an 80s theme and it was directed by Marc Klasfeld, he said he was inspired by Sixteen Candles(popular 80s movie) to direct this music video. A few popular stars from the 80s appeared in the music video like Corey Feldman and Kenny.G (80s saxophone player).

• The artist also used popular actors from Glee (teen television series) which was meant to appeal to the teenage audience. The colour pink was used several times, this could also indicate that she was targeting to her female teenage audience. 
• In the music video through the costume of the male lead, ( baseball jacket which has been represented in the media as american high school jock who is somebody that does sports, is Popular and attracts girls). The audience can tell his role in the music video and he becomes the love interest for the artist.  
• The Artist is in a role of a ordinary high school girl which can relate to her target audience because they are likely in high school and around that age range. This can link the audience to the artist because its a representation of them. They may also be able to relate.
• We can tell which country the video is filmed in because of the costume and setting which is America. In the music video the artist becomes the life of the party after an extreme makeover which every teenager can relate or aspire to.

• Women were dressed in colourful clothes which was revealing and very objectified and the lead  male character in the music video was also being objectified but it was still unequal because the male lead was in control while the artist was passive in the music video.

• In the music video it shows the artist being touched up by the male leading character in the music video. Laura Mulvery theory suggest that in music videos women are objectified and are seen as an object of the male gaze. 
• This is meant to appeal to the teenage audience because of the house parties and the kind of lifestyle they portray in the music video. This makes the video inspiring to the targeted audience.
• According to Goodwin theory of music videos, there was a lot of close ups of the artist which focused on the artist face and on her body movement which were like cut shots of part of her body. 
• Because we wanted to challenge the conventions of women being objectified we will only take ideas from this music video such as cinematography, mise en scene of the party, narration costumes and more. This will help us construct a good party atmosphere in our music video.

• This advertised her outfit showcasing her style and made her appear very sexy. There was a lot of use of pink and colourful colours.

Artist: Lady Gaga and Beyonce

Song: Telephone

• This is an narrative type of music video which contains a short introduction before the actually video.  The beginning of the video starts with a tittle font which is similar to the famous 70s sitcom Shaft. And the Hair style in the music video the music video tells the audience it has a 70s theme and the wonder woman costume was also popular in the 70s. 
• This tells the audience the video is going to have some 70s elements.
• According to Goodwin theory there is often screen with screens to promote the artist this was found in lady gaga video  Like in 0:23 in the prison has the police guard are bringing lady gaga into the prison there's a screen within screen  

• In the music videos it is highly sexualised. The guards are female and the way they handle the artist is very sexually aggressive by touching her and pushing her against the wall has she enters the prison. 
• There is a lot of dance routine that is very sexualised with the back up dancers crawling on the floor in bikinis, this supports Goodwin theory. 
• The bright colours used in the music video is targeted to her target audience to engage the audience  and it also  indicates that it is a pop video. 
• There was a lot of close ups of the artist to advertise the artist.
• In the music video there was a lot of locations and costume changes which made the music video more interesting to watch.

• There is also a relationship between the lyrics and visual in the music video. It starts in 2:27 with her on the phone telling somebody "I am busy stop calling i don't want to talk any more" then at 8:27  Beyonce on the phone singing "stop calling me".
• However it shows the artist being in control but also passive because in the video the male lead character in the music video hits the artist butt. This means the man is also in control in the video. However the male lead is killed by the women this shows she was in control. 
  According to Goodwin theory there's a lot of close ups to sale the artist whether a particular style like in this video the weird dressing which showcase a particular visual style. I also like the lighting in this video because the lighting was used well and its very different and unique from other music video.

• They used good props like poison the food which made the video seem more naturally which made the narrative easy to get into and there was more locations like prison and then the cafe which made the video more interesting for me to watch. 
• These are some of the aspects I will like to include in my video.

Artist: Wiley 

Song: Heatwave

• Wiley is a British Grime artist his song ‘Heatwave’ became first ever solo number one selling over 114,000 copies.
• The video is different to other music videos as it only had one location which is a swimming pool/house party and one costume which the performer wears, which is a which polo t-shirt, proving the video doesn't typically follow all the codes and conventions of a music video.

• The performer, which is Wiley himself, is shown throughout the video singing along to the lyrics with a range of different shots. One which is frequently used is a low angle shot which simulates live performance
• It’s edited to the beat of the music and is quite fast pace, making it enjoyable to watch and draw in the audience’ attention.
• Wiley’s video meets the criteria of Goodwin’s Theory as the video contains girls dancing in bikini’s, with the use of shot such as close ups to female body parts;  emphasising the notion of looking and the male gaze. This also relates the Goodwin’s theory of women being presented as ‘objects’.
• The lyrics say “on my body, put your hands on my body” and the video shows several girls touching their bodies proving a clear relation between the lyrics and the visuals.
• Furthermore, the name of the song which is “Heatwave” relates to the video through the atmosphere and setting. The video is shot in a hot sunny area, with bright lighting.
• In my opinion I think that Wiley is trying to portray that now he is at this swimming/pool house party, he has “caused a heatwave”. 

Artist: Rhianna 

Song: Unfaithful

• Rhianna is an international top selling artist and actress, she has sold more than 25 million albums and 60 million digital singles worldwide since the beginning of her career in 2005
• Her song 'Unfaithful' is generally about her cheating on her current boyfriend with another man and how she feels really bad about it, and doesn't want to do it anymore. 
• She uses seven different locations and seven different costume changes throughout the music video; later I will elaborate on each on. 
• The music video begins with the performer getting ready in front of a mirror surrounded by  lights portraying a glamorous, girly setting. She is wearing a quite simple low cut, long black dress.

• Here a close up is used to show the performer putting on a red shimmer lip gloss. This emphasises the female features and also the motion of looking. We want to use this idea in our music video and when creating our album cover as we think its eye catching and will help promote our music video.   
• The performer is shown pulling up her bra to make it visible on her low cut dress. This relates to Goodwin's theory of the male gaze, Rhiana has used this in order to attract both  a female and male audience. This particular shot will attract male audience as she is being sexual and revealing.
• Rihana shows evidence of being glamorous in this music video. Her long black dress is a costume which is commonly used when artists are showing themselves as being glamorous; not particularly the colour but more the long black dress. In addition, she is shown walking down a red carpet which represent fame and high class. 
• She is then shown in a restaurant having a meal with her 'boyfriend'. Once again, the performer is wearing a low cut top to draw attention to her male audience. 
• The performer is also shown sitting on some steps with her 'boyfriend' wearing a white top. Close up shots are used here to highlight the couples relationship. Similarly, a medium long shot is used to show the couple walking along the street holding hands. Here the performer is wearing a red jacket and sunglasses, giving her more of a 'ghetto' image. 
• The next location is performer in her bedroom which her boyfriend sleeping on the bed. She is sitting by the window. In this scene there is bright lighting proving its day light and showing the performer clear skin complexion. Furthermore there is a use of screen within screen as the performer is texting on her phone. She is wearing a low cut top once again attracting her male audience. 
• The performer is circling a piano that the man she is cheating on her boyfriend with is playing. Low light is used in this scene, especially when close ups are used as the two become closer with there lips nearly touching. This depicts that the relationship is a secret; they are trying to keep it hidden in the darkness. 
• The final costume change a black and white strip top and a short shirt, with heels. There is a white backdrop behind the performer. A long shot is used in this scene, which shows the performers legs, emphasizing the male gaze. 
• The video follows many of the typical codes and conventions of a music video as it is editing to the beat, several close up shots as used to help promote the artist and there are a number of location and costumes changes. 
• In addition to this, there is a relation between the music video and the lyrics. The majority of costumes are either black or white, the colour black connotes evil and darkness where as the colour white connotes innocence. In most scene where the performer is with her boyfriend she is wearing white showing her innocent side. On the other hand, when she is with the man she is cheating on her boyfriend with she wears black proving that she is doing something wrong, showing her evil side. This idea is also reflected in the lighting.

Artist: Jodie Connor and Wiley
Song: Now or Never

• The main artist in the music video is Jodie Connor who stars in the video herself.
• The majority of the scenes are of the artist singing, there are a lot of close ups of the artist in the music video this is to promote the artist as she is not a mainstream artist yet.
• Jodie Connor is the main artist within the music video and also the only person in the music video, the artist is dressed modestly however, some flesh are shown of the upper part of her body and also tight jeans are worn by the artist in order to show off the figure that she has; from the clothes she is wearing you can tell that the artist is slim and that male attention will be caught easily.
• The body language seems to be relaxed and it looks like she is enjoying herself majority of the music video she is walking but some scenes of her in a car or the artist sitting on some sort of steps involving a little dance.
• Within this music video the women seem to have authority as there are no sign of a male figure, from the song title you can tell the women is in control as the song title is 'Now or Never'
• Idea of the music video maybe that men do not have understanding as the girls have to be always questioning may connote take the girl you love before its to late and also in the music video there is a male artist rapping in the song but no sign of him.
• The genre of this music video is both pop and grime.
• Relationship between lyrics and visuals is that the artist keeps repeating "me and you its now or never".
• Visuals is that she is a young female who is lonely and single wait for someone to come into her life this is shown by her walking all alone.
• Use of lighting effects also illustrates the relationship between the lyrics and visual as the lighting is bright throughout the video however some bits of the music video is set at night time and the background seems to be blurred with the lights of London, with the artist wearing sophisticated set of clothes looking sexy but there is no one for her to impress, the artist may also be hinting or giving out a question if the guy she wants wants to be with her.
• Relationship between music and visual is that as it is a pop with grime it seems to be relaxed but when the grime drops in the beat gets faster however when the artist sings the main chorus the visual is of her dancing and her enjoying herself. 
• Different locations are also being shown along with her singing and there are various number of costume changes and it then slows down again.
• The demand of the record label will include needs for lots of close up of the artist this is a way for the audience to see who the artist is, as she is not a mainstream artist and also way to promote herself. 

Artist: Tulisa

Song: Young

• The genre of this song which is Tulisa 'Young' is classified as a Pop genre
• Music video starts of with a medium close up of the artist herself at this moment there is only live sound no music is being played but it slowly blends in.
• Music demonstrates some sort of genre characteristic as she is a young female trying to have some sort of fun like normal urban teens without being told what to do.
•  Reason why this music video was created due to her past where she was given negative media coverage of her doing something inappropriate, so there is lyrics and visual relationship as she says "forgive me for what I have done, cause I'm young".
• The visual in that is of her having fun with a group of friends doing things like going out being rebellious such as having pillow fights and stealing the cleaners room card, things like this will usually happen with group of friends in a holiday and now she is trying to bring back memories.
• This also goes back to her past as she's trying to say to the audience whatever you have seen has been a mistake and she is only young.
• There are clear relationship between the music and visual as its a pop genre this type of music will be played at clubs as it attracts urban teenagers between 12-21, throughout the whole music its upbeat it always goes with the visual as they are having fun with friends.
• The demands of the record label will include lots of close ups of the artist herself who is Tulisa as she is the key figure to all her audiences.
• Intertexual reference is that she has been revealed for something that has happened in the past and this music video was created to apologies to her audience and also send out a message that she is only young.
• Artist in the music video seems to be revealing as she is wearing low tops and also dresses which reveals her upper body these are the clothes typical young people will wear while they are on holiday or going to a party

• The music video main character is the artist herself which is Lady Sovereign however from the first 40 seconds the audience can straight tell that the female is dressed as a tomboy and not how a normal female would appear to dress in a music video which is sexy or glamorous, this challenges the codes and convention of a music video performed by a female artist as you would expect them to be showing some flesh in order to attract attention. This gave us an idea of what kind of music video we should choose, we finally came up with Rita Ora “hot right now” , in this music video she also is dressed up as a tomboy.  
• The relationship between the lyrics and visuals is that the main line/chorus is said by Lady Sovereign which is “little bit of shhh” the visual we can see is that shes in a skatepark with a whole load of friends however the relationship between the lyrics and visual is that some bits of the music video do have a relationship as there is a lot of graffiti within the skate park to indicate hood music and that they do not care what the law has to say as they want to be themselves.
•  On the other hand the genre of this song is grime her audience will be both male and females that are into urban music, there is clear relationship between the music and the visual as it consist of crew of friends with a genre of garage/grime/rap in a typical music video with the genre above you would expect to see skate parks with graffiti and also loads of friends that seem to be having fun. The demands of the record label wouldn’t have to have close up of he artist instead it would have lots of people within a location to make it seem like it’s a hood music video.
• The urban motifs patterns recur as this is a hood music video it consist of lot of graffiti in a skate the connotation may suggest that youth may hang around in skate parks in their terms will be called as a 'chill place', the costume of the artist and the friends are wearing are new era caps with matched tracksuit and tracksuit bottoms and also the 'blings' to indicate some sort of power as they might be trying to show they have money and the power.
• In this particular music video there isn’t a notion of looking as the only place she is looking at is the main camera as it doesn’t have any screens within screen or telescope and also there are no voyeuristic treatment of the female body this is because she is dressed as a tomboy and not being revealing. The reason of close ups of the artist is so that the audience can identify who the artist is and also close up of her to be able to sell her album.