I chose to analyse Ellie Goulding's music video - The Writer, as we believe the unknown artist that we have chose is very similar to Ellie Goulding.
At the start of the video, there is a extreme close up used on Ellie Goulding's eye, this is quite captivating for the audience. As the verse begins the close up still focuses on her eye, this shows no lip syncing. As the verse progresses a zoom out is used to represent Ellie Goulding's face, noticeably throughout the video, the camera work only focuses on her face, there are very few shots where her whole body is shown on camera, this brands that Ellie Gouldin as an artist where it is all about her voice, the video doesn't concentrate on her 'looks'. Lip Syncing is used which is conventional of a music video. There are few cuts used throughout the video, the cuts represent different locations, all the different locations are normal, the audience can relate to them. For example, there are cuts used to a field, this represents Ellie as a down to earth girl. There is generally no story being told throughout the video, there is a continuous focus on Ellie Goulding's face throughout. The music video ends with the sun going down, this is a 'nice' ending to the video, it represents her normality as an artist.
I decided to analyse a contrasting music video, my reason for this was to see the different branded artists and the way they portray their ideas for a music video.
At the start of this music video a voice over is used, this is unconventional of a music video, different images are presented on the screen. The shocking images of Rihanna with make up all over her face, looking a 'mess' would be quite shocking for her mass audience. This type of music video is contrasted ith Ed Sheeran Small Bump as it is more of a production, wheras Ed Sheeran is more simple trying to achieve an objective of presenting his song with a successful narrative. The urban location set in Rihannas music video shows the audience the shocking way some people may live, this is contrasted with Rihannas actual life, as she is wealthy. I think this is extremely clever for an artist to do, to contrast their actual life with the way of life other people live.
When the music starts jump cuts are used often as Rihanna and the male character are presented as 'having' fun and doing what they like. Different locations are constantly being shown through the use of jump cuts. One cut is used to present Rihanna at a fish and chip shop, this shows her normality, and also addreses an english audience, as it is traditional from an english background. Sexual chemistry is portrayed throughout the video between the male and female, this keeps the audience captured throughout, due to rihanna wearing explicit clothing it will also attract the male audience. Mid way through the music video a cut is used to represent 'pills', this is quite shocking for the audience and younger fans, as many people idolise Rihanna it shows her in a different light. Many different jump cuts then begin to show Rihanna and the Males built up sexual chemistry, this makes the video quite tense for viewers, many people may objectify to such explicit images, however Rihanna is extremely popular as she breaks taboos many of times and manages to get away with it. The video represents Rihanna alot of the time having fun, this represents her as an artist as a person that likes to party, I believe the video matches with many of the lyrcis. As she is rebelling throughout the video many people can say it represents a bad portrayal of her as an artist and abit 'crazy'. The downfall of the narrative begins and many jump cuts show the downfall of their relationship leaving it to be quite shocking for the audience.
As our group has chosen a song that is quite sad and heart touching, I thought it would be a good idea to look at a similar music video with a similar sad narrative. I have never focused on this music video, and it quite surprised me how simple but effective the video is. This made me realise that when directing our own music video, it doesn't have to be completed to make it look 'good', it needs a good narrative to be successful.
At the start of the video a simple beat begins, jump cuts are used which flow well with the beat, this shows the location of the video. As it is set in a hospital there are many different cuts representing the hospital bed, the clock and the chemicals in the hospital, which suggests to the audience the sadness of the location. As soon as the gentle tune starts, a close up is used focusing on Ed Sheeran sitting quietly on a hospital chair, the close up represents him being alone, it also shows the darkness of the location, and with his face facing the floor it links in with gentle song. Lip syncing is used as the verse begins, this is extremely conventional of a music video, it shows that the lyrics are coming from him, it also draws attention to him as the main character and captures the audiences attention to feel sympathy for him. As the close up continues you can tell the degrading location of where he is, you can tell his 'basic' clothing, which represetns him as a normal person in a real life situation, this makes the video seem more real and close to heart. A panning shot is used as the camera rotates around his face, this shows Ed Sheerans facial experession, however noticably his eyes never make contact with the camera, as the camera passes his face he tends to look away. This makes him look sad and expresses the lyrics of the song. Noticably there is little movement in the video, as Ed Sheeran is simply just sitting down in the same position the whole through the video, little movement however is extremely effective. As the camera moves away from Ed Sheeran, other characters appear in the video, other patients from the hospital appear on the screen, however the images begin to fade away, this shows that Ed is alone in the video. There is a constant focus on Ed Sheeran and his thoughts as he just sits there. Simple use of camera work is used throughout the video, this makes the audience concentrate on Ed sheeran. A zoom in is used towards the final moments of the song, a close up is used on Ed Sheeran, again he does not make direct contact with the camera just looks ahead, which presents that his problem is not solved, leaving the video with the lasting sense of sadness.
The target audience I am aiming for is for teenagers aged from 15- 20. My reason for this is that I believe the music video I am aiming to create is to be quite heart touching, therefore the audience cannot be from such a young age for it to be inappropriate. People may think that a 15 year old is quite young, however the music created has a quirky edge which will attract the younger generation.
Age - 15 - 20 years
Gender - Female, my reason for aiming it at a female audience is that the song is a meaningful subject, which would attract females more than males.
Lifestyle - Student, wants to go to university or to travel
Interests - Studies music at a higer level, enjoys composing/songwriting. Likes to go out with friends and is ambitious for the future.
Socio-Economic Group - Middle Class
At this moment in time music from Ellie Goulding, Ed Sheeran and Ben Howard are extremely popular, and people may argue that there may not be a gap in the market for another similar artist. However, as the artist is from a young age it may attract audiences from the similar age. I am appealing both a mass and a niche audience, as this 'quirky/indie' music is popular at the moment, however RnB music is still at the top of many youngsters choice of music.
As a group we decided to choose an unknown artist who composed her own songs, our reason for this is that we could think of a completely new music video, we did not have to fall in the trap of comparing our music video to the original. Due to our artist being unknown she has no brand, however we believe the artist Ellie Goulding is similar to our unknown artist, as she is a songwriter and composer, which presents our artist.
Brand Essence - Ellie Goulding is branded as a cute quirky artist with a significantly unique voice. This contrasts with another artist like Rihanna who is branded as a hard and sexual artist. However both artists can achieve the same audiences, for example many people would listen to rihanna at parties, when having fun, whereas Ellie Goulding produces gentle music that is relaxing.
Brand Slogan - Ellie Goulding has no significant logo or slogan, however due to her composing her own music she is associated a lot with her guitar, this represents her as a down to earth girl.
Brand Personality - Many marketers describe Ellie as 'distinctive' and 'unforgettable' this brands her as a different artist in the industry.
Emotional Benefits - Ellie Gouldings music has a positive effect on me as a person, her music is great to listen to on an everyday basis.
