Meeting notes: choosing from narrative concept, performance and hybrid

As a group we have decided to go with the idea of hybrid of concept and narrative. We come up with this as we were influenced by the research we had done previously on EDM videos, such as codes and conventions, lyric, analyzing the entire video and more. While we were analyzing existing music videos we came across surreal concepts, which are involved in part of the music video narrative. Also, in some of the music videos there was a story telling however it was hard to tell what was being portrayed till the end of the video. We loved this idea and it was used within the electronic dance music videos. Therefore, we decided to include this which produce a hybrid of narrative and concept. In addition, we are considering to include surreal features within our own music video mainly through editing techniques such as, mirror reflections, mutilating exposure and adding surreal element to display speed.

Through our music music video we are planning to include a model which will follow the storyboard of our product. During our research  we noticed that electronic genre artist often don't appear within the video products, but once they do, they tend to play the role of the actress within the narrative where they blend in within the streamline. This is way we decided to have a male actor instead of  female performer, as he could represent the singer (Alan Walker).

The actor we have decided to go with represents the presentations of youth culture through different stereotypes but also modern perceptions/problems associated with young people. This is usually seen within this music video genre, as it displays the energetic and dynamic nature. These representations could be displayed within the original video of our chosen artist.

Summary by: Doaa

Permission letter

I have inserted an image below of the letter that my group and I sent to the record label 'No Copyright Sounds' who works with Alan Walker. The letter is ultimately a permission letter because it is essential that we ask them for permission before using Alan Walker's song in our music video (to avoid copyright issues). In the letter we made sure to explain why we would like to implement Alan Walker's song into our music video. We wrote it in formal language which is extremely necessary in the professional working world.

Music video theorists

Steve Archer's theory:

There are five key aspects to look for when deciding a music video is any good:

1)'Thought beats' - Seeing the sounds in your head
2) Narrative and performance
3) Star image
4) Relation between visuals in the music video and song lyrics
5) Technical aspects of music video
 (i.e. mise-en-scene, pace)

Sven Carlsso's theory:

Opposites drive the narration of the video. This is usually used in performance and conceptual music videos. Sven Carlsson believes the performer is made into a selling item that people aspire to be like. 'Televised Bard' is a term Sven uses when an artist tells a story though images on screen. 'Electronic Shaman' is another term used by Sven where only the voice can be heard while images pop on the screen.

Micheal Shore's theory:

His theory suggests most videos revolve around 'views of adolescent male fantasies' where videos contain topics of power, wealth, girls and the ideal life.  An example music video of this is '50 Cent: "I'm the man": https://www.youtube.com/watch?v=ZB7Xjd34pjo

Richard Dyer's theory:

The idea that icons and celebrities are manufactured by institutions for financial gain. 

Richard Dyer also believes that stars are constructed to represent "real people" experiencing real emotions.

Franco Fabbri - 'A theory of musical genres'
This theory looks into the idea of music genres, focusing on the genre as it is today. Franco Fabbri stayed that  a genre is a set of cultural practices, it is a process, not a style.

It is split into 5 different categories which are:
1) Formal and Technical Rules that direct the performance conventions.

 This is the Playing and Recording and the ideas behind it.

2) Semiotic Rules that order the way that the music is interpreted.
These are the visuals to do with certain genres and the ideology behind them.

3) Behavioural Rules that guide performance rituals.
 This is how the band and fans should act based on the genre.

4) Social and Ideological Rules govern what the music stands for.
 This is the ideology behind lyrics and the message the artists want to make.

5) Commercial and Juridicial Rules sanction the rewards for the genre.
What the artist wants to get out of their music genre.

Simon FrithSimon Frith believed music videos in four different types, which are:
1) Performance
2) Narrative
3) Concept 

4) Hybrid

Record label research

Research into different genres

What is Genre and why do we need to define it?

In general, the word 'genre' refers to a specific type of category whether that be music, film, or literature. In music, genre refers to the musical style such as rock, soul, electronic dance music (EDM), or pop. It makes sense to be able to define this meaning because, under every category, they tend to have similarities between every piece produced within a particular genre, which is also known as conventions (the way in which something is usually done). In order for an audience to be able to identify with a particular genre, they tend to be aware of the particular conventions that are associated with a certain style or form of creativity. It is also important to define genre especially because in the contemporary media, there are an increasing number of sub-genres such as disco, deep house, etc which all come under Dance/EDM. This goes to show that there are plenty of sub-genres that come under a category of the main genre.

In class, we watched and listened to four songs that fit into each of the genres we looked at which were: Hip-hop, pop, punk, r&b, and metal. After watching four music videos of a genre, we discussed how many times the listed conventions were presented in total. The purpose of this was to help us distinguish how often conventions of these genres appear from, always, sometimes, rarely or never. To make my findings more presentable, I created a document using a presentation software online called 'Emaze' which allowed me to upload my own images, add texts and insert tables.

We also looked at a couple of images from which we were required to jot down any ideas about what the different elements suggests and how all that would make up to fit a particular genre, almost acting out as conventions. For example, one would look at a band that includes a man with long hair and immediately they would know it is a metal band because it is very common in this particular genre and none other. Hence, it is considered as a convention. Below, I have inserted the screenshots of my notes:

Meeting minutes: Primary research and member roles

Meeting minutes:
We discussed the different roles there are in creating a music video as a group. This helps to keep a track of how someone is progressing with the role that they have been set and agreed to in this meeting.  We individually listed the strengths and weaknesses of ourselves. For example, I analysed my own strengths and weaknesses of choosing to be the editor of the music video from this group as shown here:

Strengths: 

I have an eye for design and believe this strength will enable me to refer to our plan (mood board of each set of lyrics) and cut clips where necessary in order to produce a successful music video. I also have some experience in editing videos as I have done this for a week in summer holiday during the NCS programme. I am a quick learner and so I will take advantage of the opportunity to use the internet from which I shall solutions to rectify any problems that may occur during the editing process. I am also a very good communicator and I will be a good team player in my group because I will keep an open-mind to suggestions and opinions.

Weakness:

In terms of improvement; I need to do more research on technical aspects for example, how to operate with more than just the basics of Adobe Premiere Elements 12. I believe this can easily be tackled because I have all the available sources for me to handle this well, such as online YouTube tutorials. Also, in order for me to develop a high quality and professional music video, I will need to overcome the difficulty of explaining myself as to why I have used a specific technique within the music video and be able to give in depth annotations to every single technique.

Opportunity:

The chance to be able to expand my editing skills and learn the tools and techniques available in Adobe Premiere Elements.

The following are the different roles which the other members of the group have chosen:

Zacaria Elarichi - Editor (sound): "I decided to pick my role as to being the editor as i thought i would understand how to implement sound on the final music video. I have to understand this role properly as this is crucial to get the timing of the song perfectly with the shot. this would be a big responsibility."

Doaa Elmnayneh - Camera person: "I decided to pick the role of camera management because I am very good at using professional cameras due to the my past experiences and the fact that I am a photography student and I have been using a professional camera and artificial lighting for around 1 year and a half. I also know a lot about different shots and camera movements in terms of why and how they are used. For that reason, I it will enable me to successfully produce professional camera shots and movements for my group and produce a successful outcome."

Jack Baxter - Director: "I have decided to take control of being the director as i believe that this role best suits me, I have that throughout my time at sixth form and in my personal life i have obtained the responsibilities of. I have also taken control of this role due to the level of communication skills i posses which allows the other team members to be unified and meet on any given days."

We have also looked at the various primary research methods (interview, surveys and etc.) and discussed who will be organizing which type of primary research method. We individually listed the strengths and weaknesses of each primary research methods. We chose four and decided to give a task to each one of us.
The following is an image I took of my own sheet using an app called TinyScanner:

Music Video Techniques/ Media Language analyses

My classmates and I have been introduced the three different types that a music video could be categorized into and they are: performance, narrative, or concept (symbolic/thematic) based videos. Below, I have inserted the screenshots of each of its meanings and a link of a music video that justifies the meaning.

Performance-based song: www.youtube.com/watch?v=pAgnJDJN4VA (generally songs that fit into the genre rock). Narrative-based song: www.youtube.com/watch?v=3AtDnEC4zak (usually music videos with a boy-girl story). Concept: www.youtube.com/watch?v=GKSRyLdjsPA (clearly neither performance-based or narrative-based music videos. Instead, contains unique elements that are thought-provoking).

Eminem - Stan 

Hybrid: Narrative + Performance (montage).

https://www.youtube.com/watch?v=aSLZFdqwh7E

Bruno Mars - Just the way you are

Hybrid: Narrative + Performance (lip syncing).

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

Naughty Boy - Runnin' (Lose It All) ft. Beyoncé, Arrow Bejamin

Narrative. 

https://www.youtube.com/watch?v=eJSik6ejkr

Kendrick Lamar - Swimming Pools

https://www.youtube.com/watch?v=B5YNiCfWC3A