Print based album advertisement research/analysis

This advertisement shows the full album cover with various hits on the album below. This gives it a very simple but effective look because people will instantly understand the Foo Fighters logo. The font of of the Foo Fighters text is in bold and very large to give that big impact effect on the audience that this is a big compilation album of their work. Furthermore, the release date of the album is in a big thick font which enables the audience to easily see when it will be released. This therefore does a very good job of advertising what this album is and when it will be available. The red Foo Fighters logo is also a common colour used within the rock music genre itself and so informs the audience that this album is a collection of their best rock hits. The positioning of the Foo Fighters logo is right in the centre of the advert and is also the most vibrant thing on the advert, drawing the audiences attention straight to that area of the advert. 

This album advertisement is very out in the open with its concept and image. It uses very bright and unique colours such as purple to draw the audience in and to make it seem like generally a very colourful album with colourful music. The font that displays the band name is very large and takes up most of the advertisement and so you can tell from this that the main name is to get the name of the band out there for people to see. The colour of the band name also contrasts with the name of the album as one is white and one is black. This could convey that they will talk about conflicting emotions within the album and therefore further sets the tone of the album for the audience.

Here the audience will immediately be drawn in to the strange image which takes up the whole advertisement. This could of been done because it is an electronic album and so could contain random music which is complied together. This means that the advertisement is explaining to the audience what the album is like. Furthermore, there are also very bright colours within the advertisement including the text of the artists themselves. This conveys to the audience that it is not a very dark album and actually is very light hearted overall. The fact that the monkey is in space may also question the audiences sense of reality and relates to some of the tracks on the album such as 'Where's your head at' where the title speaks for itself.

This print based advertisement instantly stands out as very brightly coloured and white in colour. This keeps it very simple as there are only 3 colours in the whole advertisement. White,Black and light blue. The black therefore contrasts with the rest of the advert and could infer to the audience that there is a darker side to the album. This print based album advertisements main focus is the artist 'wretch 32' as he is the dominating figure within the advertisement. He could be trying to tell the audience that the album is about him and him alone which is why nobody else is in sight. The text of the artist is also in a graffiti like font and so tells the audience that there is a gangster side to him. The album name text however is very straight forward and bold to signify that he wants to make a statement. This also features some of the artists that feature on the album in smaller text to attract the audience even more.

This print based advertisement indicates that the artist Jessie J wants to put herself out there straight away because pretty much the whole poster is covered by her face. Furthermore, the text of the artist stands out from the rest of the black colour of the poster as it is in a thick gold colour font further depicting the idea that they want to let the audience know who the artist is and that they are a flashy and bright kind of person. In addition to this, about 25% of the advert contains text which talks about the single 'Price Tag; which was an international hit and put the artist on the map. This is a very big ploy to get people to buy the album because most people liked that single and so they would then hope that the rest of the album would be like that because it is advertised as such. This si the pop genres way of advertising because they already have the benefit of all ready having hot singles to help push the sales of the albums.

Here is a print based album advertisement from an indie rock band. You can instantly tell the ambitions of the album by eh use of wild imagery by having a heart in the shape of a grenade that is bleeding. This infers that the advertisement is going for a specific target audience and that would be people into hard-core rock/ rock as a whole. This is because overall it is presenting violent imagery and so this kind of imagery is only displaced on rock albums really. This advertisement is also kept rather simple by only having three colures total: Black, red and white. These all allude to the violent side of the album that the audience would be expecting and it is kept simple so people can just understand it and get it. The font is also very large however the artist font is slightly larger than the album title showing they want to present themselves as a large band. The colour of the font also links to the hand indicating that the hand is the band and that the grenade is the American idiot. this depicts the idea that the band are going to grab America and talk about is problems.

This print based album advertisement is of the artist Ed Sheeran who is mainly a soul song writer who uses soft guitar chords within his songs. I think that this is depicted very well within this advertisement because it uses very warm feeling colours and just has a sense of joy about it with an undertone of sadness. The only image in the poster is of the artist himself who further helps bring these warm feelings together with a slight smile but seems hesitant at the same time. This advert is also interesting in the fact that it only subtly indicates what the album is called by putting a small plus sign in the middle of the advertisement. This relates to the subtle undertones of the genre itself and so relates to the album on a good level. This proves to be different to other genres that advertise as the audience itself never clearly get told what album to buy. On the other hand, this could of been done just because it proves how big of an album it is that people know what it is already.

This album advertisement is for a slightly psychedelic rock genre and so this is represented within the advert. For example the bright mixture of colours gives off the idea that the album is bright in tone and so implants this idea into the audiences head. Furthermore, the artists name is in the very middle of the poster and so I realise that this is a recurring theme for many of the posters that I have analysed and so this gives me something to think about when creating my own advertisement. The album then takes a more serious tone on the bottom half as it talks about the release date and so on. This makes the release date and how you can get the album easy to see and so does very well at advertising to the audience. The font for the artist is also very different from the rest making it seem like the artist stands out from the normal advertising. This also leaves an impression on the audience because it implants the artists name into there head.

Here the Stone Roses use a very artsy kind of advertisement for their album. It contains lots of wacky colours being thrown around like paint to indicate the craziness of the album. The font of the artists is in thick black and bold as if they are making a statement about who they are. It is also the same font as the name of the album however they are on opposite sides of the advertisement with the whacky colours splitting them apart. This could be telling the audience that this album is not the same kind of rocky music they are used to and instead they go for something quite alternative and unique. On the other hand, the positioning of the text 'The Stone Roses' is outside of the mess going on in the middle which suggests that they are out of that mess and it was only used to grab the audiences attention in the first place.

Mylo Xylto is an alternative rock album produced by Coldplay. This album cover straight away implys that this is a very happy album because of all the wild bright colours that are used. Furthermore, these colours are very eye catching to any audience and will make people look at it at least for a bit. The title of the album is presented in a very different way in comparison to the other album adverts that I have looked at. It is in a very large font covering most of the advert and also is just an outline of letters making it seem almost transparent in comparison to the rest of the colourful advert. This is a great example of using visuals to catch the eye of the audience and therefore is marketed very well. On the other hand, this may only be done to fit with the themes within the album and so if someone purchases this then they will be pleased with what they were expecting in the album. Theres also a bright explosion behind the title of the album and so this indicates the destrucitve nature of the album and how they may explore themes of destruction.

Questionare Survey (Primary research)

I have created a detailed survey which should give me good primary research to help me identify my target audience and what kind of video I should aim to make. This is vital research because if there was no audience for music videos then they would not be what they are today. This leads to the fact that most music videos these days aim to please a certain target audience and for propaganda purposes. Below are screenshots from the results of my survey. 

This helps me grasp the idea of what kind of audience is viewing my survey and so I know the audience that I should aim for. As you can see it is almost 50/50 and so gives me the option to aim at both audiences because both would be interested in viewing a music video for lots of different reasons that are further looked at in the survey.

This further helps me understand what kind of audience would view my video and gives me an idea as too what I should present within my video. The majority of the audience that responded is 17 and below and therefore this informs that I should try and present themes and ideas that this age demographic can relate to.

This is an interesting look at why people would watch a music video. It tells that people do enjoy watching music videos for entertainment rather than finding them uninteresting. This gives me the idea to create a music video that is interesting while also being very entertaining to people that like to watch music videos.

These results provide me with an idea of how I should be making my video and what people are looking for. This creates a challenge for me because a majority of the people selected that they watch a music video for the artist which in my case is not going to happen as I would not have famous people in my video. This will force me to possibly work within a genre that people appreciate and understand so that they would still like to watch it.

This is where I choose the genre that I work in. Clearly there are three genres that are most appealing to the audience. Pop, R&B and Rock offer a variety of different options that I could choose to work within because from my music video research I understand that different genres have different styles and so this gives me a lot to think about. Jazz/Country were not very popular choices however I could always choose to work within a niche market.

People feel very divided on this question. This might be because some people do not bother to relate to the lyrics and so music video directors tend to take a broader view on what they can portray instead of sticking to the lyrics of the song. However some music videos to relate to the song and I believe that this is the best way to go as it creates this kind of relatable atmosphere.

This question adds more depth to the previous one as it tells me what people would like to see specifically. A music video with a storyline appears to be the most popular choice and this may be because they can be a lot more interesting and relatable than the options available. Strong imagery can also be incorporated into a storyline based music video so I will need to think about what I would I should do. 

People seem to think that a music video definitely does not take away from a song and therefore can do no damage to a song. The division of neither and add may be because some videos do not have as much an impact on people as others do. This tells me that I should really try to add something important or emotional to my music video to ensure that it adds to the song to create something that sticks with people. 

This suggests to me that it seems to depend on whether the audience likes the video or not. From my Music video research all music videos today are still done very well and so are ones from the past so I would suggest that some music videos are made by very good directors. I just need to ensure that my video is made to the best of my ability.

I was expecting promotional purposes to be the majority myself because I fell like almost every popular song, no, in fact every popular song has a music video which adds to the fact that they are just trying to promote the artist. This tells me that I should not try and go for a popular music genre market as I do not have the popular artists available. I will therefore go for something that create visual imagery as this was also in high demand from the survey results. 

Regulations and Restrictions

Regulations and Restrictions

To create my music video I will need to adhere to a lot of different restricitons as this is a natural part of the production process. So to prepare for them I will identify what may be a restriction and then see how I can work around these restrictions so that they do not affect my time management or my music video as a whole. 

List of regulations and restrictions:

Obviously I wont be able to get permisson from any mainstream artists and so will look to try and create a music video based for a smaller market because of the unsigned artists and music that will be available to me. There are many websites that I can use and I believe the main oen is Royaty Free music which has tones of music which is copyright free to download. 

I also wont be able to get much footage from actual artists because the only way this would really be possible is if I actually knew who it was. I could go to festivals and get footage there but even then it would still be hard to get actual quality footage that would be usable in the video when edting. This will not matter too much anyway because of the copyright law that I need to adhere to.

In terms of equiment I do have plenty at my disposal. i have a fully working DSLR camera with memory whihc is crucial to trya nd make my video look as good as possible. Along with this I also have a decent tripod to help me get those steady shots. For the ancillary tasks I do however not own Adobe Photoshop or Adobe Flash at home and so will need to come in school to create these vital products for the course.

Obviously I also do not have a massive budget for this product and s will need to location scout properly to find locations that are suitably for filming on a low budget. this is way i think it may be crucial to try and film a lot of the video within close proximity of where I live so that re-shoots and so on will be much easier to do. 

Digi-Pack analysis/research

Gorillaz - Demon Days - Punk/Alternative Rock genre

This digi-pack features the four anime characters that depict the artists within the band. The characters are enlarged so that each one fits well on each side of the digi-pack. The rest of the Digi-pack is covered completely in white and so gives a simplistic look to the album. The effect of this may also emphasise the characters that are printed onto the digi-pack because they are in colour and so we instantly glance at them when looking at this digi-pack. 

Rihanna - Loud - Pop genre

This digi-pack really emphasises the image of Rihanna and as you can see she is the prime subject of this digi-pack. This could do to with the genre that this album is in which is pop. Because this is a very popular genre and she is very popular then this could infer that this artwork is designed to promote basically that this is a Rihanna album and this is also done by how her face is enlarged to cover the whole digi-pack. Furthermore, it is also very brightly coloured and so catches your eye straight away.

Kanye West - Graduation - hip hop genre

This Digi-pack is a very interesting one which appears to have themes and ideas behind it. For example the bear mascot is being launched from something which infers that it is saying to use your own ideas and dont be afraid to step out of your comfort zone. This idea is also presented within the songs in the album and so the Digi-pack represents the ideas that you can expect within the album. This style of digipack is used often by Hip-hop artists who are trying to promote a certain message to thier target audience.

Metallica - St. anger - Rock Genre

This digipack as soon as you first glance at it contains the colour red which is emphasied alot when its mixed with the white colour. This kind of red can represent the blood and evil which are reouccuring themes within the genre of Rock/HeavyMetal and so if I did a video based on this genre then the digipack would contain this kind of image. The fist also indicates violenece which informs the audience what kind of album this is. The image of the face also take up most of the room which draws your attention away from the albums list of songs which is smaller in comparison. 

Mumford and Sons - Sigh no more - Country Genre

As you can immediatly see, this digi pack is very white in colour and gives of a sense of hope. The use of white can indicate the themes of the country genre and that ther is always a brighter side to life. Furthermore, I like how it represnts the band inside the white house which could indicate that they are confined to this postive attitude. The font is very formal and simple which goes very well with the rest of the album. 

Nero - Welcome Reality - Electronic/Dubstep genre

This digipack I think is very well done. This is because it almost looks like a poster for a movie becuase of all the titles at the bottom of the front cover are done in a way to look like a movie poster. Furthermore, the artists 'Nero' text is the bigges thing on the album witha very futuristic looking font to it and this could be a way of promoting their name to everyone as this is their debut album. Also, I really like the dark tones used on this digipack as it gives you an idea to how the music sounds within the album and I think the dark blue and black really works well together. On the back the font used is also rather futuristic with all the songs listed vertically.

Ne-Yo - RED - R&B genre

This digipack clearly has the theme of red as being a big part of hwat is is representing. This colour also goes along with the album name itself 'red' which indicates that this is all connected to what the songs may be about within the album itself. Furthermore, the font of the artist is very large and in a bold font which presents the idea that the designers want the audience to know who the album is by and so then hope that you will buy it because of the artist. R&B tends to have love feelings and dark undertones within the genre and so I think here it is trying to depict these themes in the music by showing the serious face of the artist and how the artist is covered in the red colour further representing the love theme on the alubm. This gives the audience something to expect if they purchase the album and so gives that instant gratification.

Mood Board of initial ideas

This is a mood board that I have created to represent my first initial ideas on what I want to do within this brief. Some of the darker images that are on display depict the dark tone that I want to display in my music video which I hope will come across. Furthermore, the gun and hat images are an example of the props that I have in mind for the music video. I would like to use these props because they represent conflict within the world and the fedora can represent a disguise of some kind which can deceive the world of who you really are. The record player image is something that I would like to include in my music video because it can represent the raw asteatic of music and how music is best when it is stripped down and pure. Finally the two images in the top right indicate how conflict can be resolved in certain ways and that their will always be people that do not wish for conflict while many people desire the opposite. Overall this gives me a starting basis for what I can do for my music video.

Music video analysis/research

Kendrick Lamar - Alright 

Genre - Hip-Hop

In this video Tilley is trying to express what has been represented in the song of which the main theme is racial divide within society, most notably the black community within America. Tilley represents the tension within the community by using very obscure shots in the beginning of the video. This immediately tells the audience the struggle of what is going on in terms of violence. Tilley also uses wide establishing shots to represent where the events are taking place. What I really like about the video is that it is filtered to black and white throughout and this depicts the racial theme within the song because it suggests that complexion of the skin should not be a problem within society so on one hand this also tells us the message of the song. The structure of the music video is also in the form of a narrative of some sort and for a about two minutes of the video the main song is not played which could mean points are trying to be emphasised at these moments.

Foo Fighters - Everlong

Genre - Rock/Indie Rock

Shots - Establishing shot of the house that the protagonists are sleeping in, zooms in a after a couple seconds. Tracking shot of the protagonist walking for the first time in the dream which helps us enter it the same way he does. Close ups of faces, medium shots to show distance between characters.

Editing - Cuts between two different scenarios. Cuts between scenes by having water pour down through the scene. When they are sleeping a black and white filter is placed on screen to impose the idea that this is a different world to the one they are dreaming in. Bodies evaporate and disappear. Editing of people coming out of each others mouths. When the band are finally recognised the black and white and filter and colour are blended together.

Sound - Rock music fits in with the harsh tone of what is happening. The chorus plays when the antagonists are in full force, this puts emphasise on what is happening on screen and so creates an aggressive atmosphere. Music finally becomes parallel when the band starts to play along with it.

Mise en scene - Dancing takes place within the colour scene, this creates a fun factor for this scene however this is juxtaposed by the protagonists facial expressions. Low-key lighting to connote that it is night time. Red lighting connotes the love between the protagonist and the 'girl'. Protagonist is in black clothes.

                                          

The paper Kites - Bloom

Genre - Folk

Shots - Close up of guitar being played identifies with the audience the genre of the music. Close up of women tells us she is important. Tracking shot of male protagonist helps us understand the long journey that they are taking. A long shot is used for the first time they are both seen in the same shot together which is used effectively as it shows the key similarities between the two individuals.

Editing - It uses a fade to black cut when cutting between the male and female protagonists to represent that they are divided. Fades to black again emphasizing the divide. Straight cuts are always used when cutting to the band playing to give the impression that they are the ones trying to put these people together. Straight cuts are finally used when cutting between the two protagonists which tells us that they now have a stronger bond together.

Sound - The music is shown to be being played in the video and so is parallel to what is in the video.

Mise en Scene - Both high and low key lighting is used on the guitar to set up the themes in the song for sorrow and the different sides of love. The whole video is shot within a field/forest connoting the themes of natural beauty within the world. High key lighting of the sun behind the man connoting that there is hope. The sun is put in the middle of them the first time they see each other presenting the idea that if they are together they will be happy.

Drake - Hotline Bling

Genre - R&B

Shots - Starts with a long shot of the artist while having the titles come while zooming in. Long shot of the artist on the stairs sitting down but zooms in to a medium shot of the empty space next to him inferring that he needs someone by his side. Cuts back to the same shot however zooms out meaning that despite his efforts he is still without someone. High angle of the artist dancing connotes that he is still dominant and is fighting through it. Medium shot shows Drake to be stuck in a box that he cannot escape. Low angle of the girls now sitting down on the stairs connotes that they are now lonely just like Drake.

Editing - Titles are placed in the middle of the screen for 5 seconds including information on the artist, song title and director. Straight cuts are used very often between the artist and the woman to connote that he can't stop thinking about them even though they do not care for him anymore. Video starts to cut very quickly between scenes to connote that Drakes life is now picking up again, offering resolution.

Sound - Male gaze is used by showing woman before the music actually starts playing. The video presents the artist sining along with the music for the majority of the video letting the audience connect with what is happening on screen. there are no lyrics for the last 30 seconds and only dancing which suggests that Drake is now ready to dance instead of being sorry for himself.

Mise en Scene - Colour of the whole keeps changing with bright vivid colours to create a sensitive mood for the video. Woman are shown as silhouettes to connote the idea that the artist has lost them and he does not know who they are anymore. Woman proceed to be presented on different levels of a staircase connoting that the artist says they are on different levels. Woman start to be shown in the same place as the artist which gives interpretation to the idea that they are in fact similar. Drake and a girl are finally shown in the same shot which depicts the idea that he is finally over his woes and can move on.

                                            

Michael Jackson - Billie Jean

Genre - Pop

Shots - Close up shot of MJ's shoes lighting up the panels on the floor to connote that everything he touches gets better. Close up of Mjs face and then the criminals face to show that they are related in the story. Close up of a newspaper which has a headline which is the title of the song. This  connotes that the story that is being told is so big that it should be a headline on a newspaper. Long shot of the shops on the street which makes MJ look small in scale. Medium shot of Mj on one side of the lamppost and the antagonist on the other connotes how they are on different sides. The closing shot is the same establishing shot of the street that was in the beginning of the video.

Editing - Straight cut between the two main characters so the audience identifies that they are important to the story. Homeless person evaporates and he reappears in rich clothes to present the ida that MJ can make people believe in themselves. When MJ starts to dance a split screen effect is use to show all of his different dances at the same time. This signifies the different complicated emotions that he is going through. Or it could just be MJ showing of his awesome dancing.

Sound -The opening drumbeat to the song is the only section with no lyrics and so the video displays this with a  black and white filter just for this section. MJ sings all of the lyrics with the music at the same time so that the audience can connect with the video more easily. The music is even more parallel when he starts to dance with the beat and continuing to sing. This further connects the audience with the video.

Mise en Scene - Black and white filter used before MJ comes into the scene and before the music starts to connote that he is essential to the video. He is also wearing very vibrant clothes to present a uniqueness about him. Low key lighting for the first minute of the video until MJ comes along and starts to light up the place which connotes that he is the innocent hero of the story. MJ lights up everythin ng he touches which suggests that he is very visible to the media. However the man in the coat does not light up anything and is very discreet on trying to get pictures of media. This presents the idea that MJ is having a tough job trying to avoid the media in real life.

Duke Dumont - I Got U

Genre - Electronic

Shots - Uses point of view shot to help the audience feel like that is them and so they can relate to and enjoy the video. Long shot of the island gives an indicator as to how big this world is. Lots of different angles are used when everyone is dancing to represent how much of a crazy time everyone is having and further makes the audience feel like they are a part of this place.

Editing - Straight Cut between the fictional character and the real person doing the same action to help the audience understand that it is a simulation. Visual effects are used when the protagonist is projected into the fictional world to further tell the audience that it is just technology doing this. The night time scene is first shown by the audience looking through a hole and then a shot of the city at night is edited into the hole. This smooth editing fits in with the soft chords of the song and so makes the audience feel at ease. Towards the end of the video lots more straight cuts are used between the two worlds to give you a final reminder that it is all fake until finally the machine breaks, therefore paradise is broken.

Sound - First 25 seconds has natural sounds as there is no music playing during this opening. The upbeat music comes in when the paradise world is first scene which connotes that this is a joyful place. When the music gets to the bridge everything in the video slows down in pace so that the audience can also slow down and take in what is happening. Music cuts out when the machine breaks to put forward the idea that the song is the sound of paradise. This also creates a clear divide between the two different worlds.

Mise en Scene - High key lighting immediately after he is transported to this imaginative world which signifies the idea that this is a really nice world to be in and instantly communicates this to the audience. The imagery used of things such as nice swimming pools and the sun high in the sky all bring a sense of freedom and comfort which works well with the nice chords of the song that the video is for. Male Gaze is used throughout the video to entice the audience.

                                         

Gregory Porter - Be Good (Lions song)

Genre - Jazz/Soul

Shots - Opens with a medium shot of porter singing with the music so that the audience can identify with the video. Camera pans away with just the lady to show that she is moving on without him because before they were both in the same medium shot. Low angle of the man and the little girl together connotes that they have control of there actions and are bigger than other people. Close up shot of porter singing to himself in a broken mirror indicates that he is trying to fix something that is broken. Long shot of little girl holding different coloured balloons infers that happiness can be found anywhere because of the empty field.

Editing - When the chorus comes in the timing between each shot is sped up a lot so that it can keep up with the harsher rhythm of the music whereas before had the straight cuts were shortened to go with the slow pace. Straight cut low angle of the man and woman infers that they are now one of the same and connect with each other. Straight cuts between porter singing and the linear story indicates that he is representing what is happening within the story. Fades to black at the end to connote that the story is complete.

Sound - For a majority of the video the music is diagetic as it presents the artists playing the music at the same time so that the audience can feel familiar with what it happening. Women dancing well with the music gives more energy to the music and also indicates that the music relates to the story taking place. Shots start to prolong as the music begins to die down to give the audience a feelign of completion and a sort of story arc.

Mise en Scene - Porter is wearing a bright orange blazer with a bright shirt which immediately brings this idea that he is trying to represent the fun of the video with his singing. Porter is left out of focus in the background while the lady dances so that she is at the forefront of the scene. Man is hiding behind a board with many faces to indicate that he is not being his true self and is putting something else on in front of the lady. Little girl is wearing bright colours to represent the fun of being young and the wild excitement of youth. Porter is now in focus in the same shot as the women to connote that they are now closer together. All of the couples are then seen together inferring that everyone can be happy together.

Gotye - Somebody That I Used To Know

Genre - Indie Pop

Shots - Opening shot is a pan up to the singers face from there feet which helps us understand that this fully involves him. Close up of his face reveals deep and strong emotions that helps us connect with him. Close ups of Gotye's body being covered in the same paint indicates that he is now feeling a lot of emotion which also goes well with the chorus of the song. First medium shot is used when the women comes into the video which indicates that she can change him. Close up used when she seems to be shouting at him which puts emphasise on this.

Editing - Stop motion animation is used to create the painted wall. This is very effective because it allows it to be a slow build throughout the course of the video. Straight cut between Gotye and the painted wall infers that there is a seperation with his different emotions. Cuts between different close ups are used much more rapidly within the chorus to reflect on his very emotional mood. With the second chorus there are a lot more staight cuts between medium and close up shots to connote that there is debate and conflcit going on between the two.

Sound - The lyrics are parallel with the singer however the instrumentation is non-diagetic as no instruments are presented throughout the entire video. This puts the main focus on the lyrics of the song which is what the artist wants you to focus on. The chorus of the song creates a very emotional mood within the video to create a very wild amotsphere.

Mise en Scene - Plane white background keeps it very simple at the beginning of the video. This helps the audience focus on the singer for the time being and also heightens the effects of the bright paint colours that appear later on in the video. The wall being coloured in is seperate from the artist until later on where the colour starts to even go on the artist. This infers that the artist is feeling the emotions hat he is portraying through the lyrics. Zooms out to a medium shot of Gotye now blended into the wall which infers that he is now no longer unique and is ironically colourless. The women then goes away and gets her colour taken away leaving Gotye still coloured to connote that he is still stuck in his emotional phase and no longer with her.

Genre in music video

Pop is the main type of genre that is used for creating music videos. This may be down to the fact that it is a marketing campaign for the artist and so the conventions can be very broad and will try to appeal to the masses. One of the main conventions of the Pop genre of music video is lots of dancing. This represents the joy that many of the songs give off to other people and therefore the audience that watches the video can relate. These videos also give a view of the the rich and luxurious celebrities and the lifestyle that they live. This is depicted by large mansions and wealthy clothes. Their usually is no story/narrative when it comes to pop music and so these videos are normally just a collection of different clips of people basically having a good time. Artists that use these conventions within this genre include: Lady Gaga, Ke$ha, Iggy Azeala, Nicki Minaj,  Taylor Swift, Ariana Grande, Jason Derulo, Justin Bieber, Maroon 5, Bruno Mars and Maroon 5.

Rock music