Research

RESEARCH

For my research I will be looking at mainly music videos as that is what I will be making. By analysing my favourite music videos it will not only give me inspirations but make me identify what I would like to take on board and incorporate in mine but also what I dislike.
I will also be looking into the codes and conventions of music videos as although I know lots about them I am not as sure on the technical side of them - by looking into this it will help me when it comes to production of my Final Major project.
Primary and secondary research will also be carried out to see if my idea will work and what my target audience would prefer to see.
Finally, I will be looking into VHS's and the editing side of it in Premier Pro and teaching myself all about them as that's the whole aesthetic of my video.

4 music videos

Shy FX - Roll The Dice

This music video (Shy FX, 2018) will be my main inspiration when it comes to creating my own, its the most eye catching thing i have seen in a while and is the exact 'tone' I would like mine to be.
From the very first 5 seconds you can tell that it is shot on a VHS or has been edited by a VHS effect. This is one of the main things i love and think is very clever - this song is inspired by 90's old school jungle and by using a VHS which is very retro too it is in keeping with the era. Editing is really the best thing in this as it is so snappy and cleverly done. I am not as talented as the person who has edited this video but will be teaching myself more things in Premier Pro in order to get my knowledge up to scratch.

A micro-element that is used a lot and very well in this is lighting. By using different coloured lighting it represents different moods and styles. This is really clever because it makes the audience make their own mind up about the 'vibe;' of this and lets them interpret it how they wish. In my music video I will be using inspiration from this element too, using a variety of red,blue and pink lighting. It also makes the video more interesting in a whole as it not just boring daylight like everyone see's day to day.



The use of pictures and overlapping videos as such is also something I find really creative. The fact that not just moving images have been used is clever, i will most definitely be using in my project. By overlapping 2 images or an image over a video is in keeping with the fast paced style of the song, it makes sure the audience doesn't get bored.

I would say the only thing I am not too sure on with this music video is the fact that there is not even a slight story line. This is something that I will not be taking on board when it comes to the production of mine. I would like to have a slight story line to it to make it even more gripping/enjoyable for the audience to watch.

Chase & Status - Retreat 

This music video (Chase and Status, 2018) will also be used for inspiration in mine, its rhythm and in keeping with the beat style of the song is a massive positive and definitely something i will be incorporating in my own.
Within the first 5 second of this video there is already an element that I would like to use, Slow Mo. I feel a sip slo mo can be very effective in music videos especially if the song has changes in pace or a slow part at the beginning. The song I have chosen has a slow build up style part at the beginning so I will most definitely be taking this on board.
A lot of it is shot on top of a car park in duck. I love this and love camera angles they have used for it too, I feel as if a shot from above of a city is always clever as it puts into perspective how small people are but also how amazing the world is. The camera angles from behind the group of boys and looking ups at them are very effective as it makes us feel small compared to the as the viewer is looking up at them. This represents the boys as possibly hard or scary and intimidating - the style I would like to go for in my video.



The lighting in this is another aspect which I enjoy. Lighting will play a part in my video as I feel it represents things well with colour e.g. mood. It can set a tone so easily and connote positive or negative things, for example the particular lady in this video is dancing in a cage very aggressively and the lighting is red - this connotes anger and frustration and the viewer can easily see that.

However amongst all of the positives there is a negative - I'm not too sure what the story line is with this video it is very unclear. This is an element that I will not be taking on as I don't want my viewers to be confused or have to send ages thinking about what the story line means but instead to understand straight away and enjoy it!

Shy FX -Call Me

Firstly, the thing that drew me to this video (shy FX, 2018) was its story line, its one of few recently that have a clear story line and a sweet one too - it is in keeping with the lyrics and goes hand in hand with the whole aura of this music video.

Secondly, and most importantly the thing that undoubtedly will be included in my video is the lighting. A lot of this video revolves around lighting - all the way through three is red, blue, yellow lighting which represents different tones and moods. My favourite use of lighting in this is again, the red lighting in the bath scene.



Its a beautiful shot and is in slow mo - again as i said earlier something I will be including also. The lighting really makes this scene and would be very basic and boring without it - if eel this is the same with a lot of things. Throughout the video this boy is put n red lighting - connoting that he may be bad news or it could be to do with love - something that the lyrics are about. This is on of the many things I love about lighting - every single style and colour has or could have hundreds of different meanings and no one quite knows which one it is you have to decide for yourself.

Overall, this music video is beautifully shot and uses vast amounts of lighting very cleverly. However I will not be using the story line because no matter how much I love it for the particular song out wouldn't seem right with my song choice.

The XX - Say Something Loving

This music video ( the XX, 2017) is very calm yet snappy. It is all set in blue tones connoting calmness but the fast paced images that pop up contradict that which I like.

The use of strange and old images / footage along with the new ones of them singing and profiles of lots of people match perfectly and make this video very easy and a pleasure to watch - this is without a doubt something that I would like my viewers to feel when watching my video.




Black and white footage is used frequently throughout this video and is a nice switch up from lots of tonal blues. In my video I would really like to include some black and white footage or images and it would go well with the retro and old school vibe. I feel as if black and white can be very modern if shot very clear however can also be seen as vintage when shot on a type of vhs.

On the other hand I thing the style of the video - seeing the group singing a lot - can become tiring and repetitive therefore this is not something I would take on board when it comes to producing my own.

STEREOSCOPIC PHOTOS

This is a technique used to enable a three dimensional effect, adding an illusion of depth to a flat image. There are four images taken of an object that is still - whilst taking these pictures the camera moves slightly left meaning the image is in the same place but the background has moved. I first saw this style of image on Instagram on a club page - tektumcr (tektu, 2019)

This is what stereoscopic images look like and I feel as if they are great for my style music video I will be creating. They're good to break up a video but also layer and put next to each other for effect. The other place I have seen them being done is on the shy FX music video roll the dice. throughout this music video there are many of these images and they are all edited differently - I think they look great but also keeps the audience interested as its not a boring still image.

As I said earlier - these are something that I would love to include in my own music video, so I have been self-teaching myself how to create them. By watching lots of tutorials on YouTube and reading up on the skill of them I feel as if I have finally got the jist. Unfortunately I can't get my hands on a professional 3D camera that usually takes images like this so I will be using a DSLR, luckily I found a tutorial on YouTube that helped me understand how to take these on a DSLR camera. (Sam Wright, 2017)

THIS IS ENGLAND 90's

As another form of research I decided to look into This is England 90's (Warp films, 2015), simply because it is to do with rave culture, the highs and lows of drug use and is set in a time that I am hoping to set my very own video in. The first two episodes in this series I feel are the most relevant and important in terms of my research. They show a lot of representation throughout and an in depth insight to the real use of drugs and how it isn't all fun and games. It touches on addiction as well which I think is important with rave culture as people don't always put the drugs down when the sun comes up.

This program represents northern people in a very stereotypical way, it shows them all living in rough . council houses but all being the loveliest people about. Even though they are portrayed as being rough and going to raves, not turning up to work because they're still drunk and working as dinner ladies they are still seen as kind hearted. I feel as if this is very common for people all around the world to think of northerners like this so they have represented a stereotype very well.

It shows an element of drugs and the culture around them which I think is very important. In the first episode at around 28 mins it shows the boys and girls on route to a rave, the excitement is off the roof and they take some speed just before going in. The rave is then in full swing and they look like they're having the time of their lives, they are all smiles, hugging each other and dancing like crazy people. This is what many people have in their heads what being on drugs is like, but like always, all good things must come to an end. At around 42 minutes in a fight breaks out and the mood turns sour, this is a big thing when it comes to taking drugs. people get cocky and think they're invincible, many people who fight when they're under the influence wouldn't even dream of doing such a thing when sober - this is why drugs change peoples perceptions of other people so drastically. Many people act out of character, not because they wish to but because they can't control themselves when on drugs.



In episode 2 it really shows the harsh reality of battling with drug addiction or / and taking them recreationally. Kelly who is one of the main characters can be seen to be struggling with drink even at the beginning of the episode - she wakes up in a random mans house and then stays in the pub and drinks on her own. Once they arrive at the rave they all drop a pill  (MDMA / ecstasy) and things seem great. Everyone gets mandy love ( the feeling of euphoria when under the influence of MDMA) and party like they have no worries in the world. However, some people have no self control and cannot say no to free drugs - often its seen as a bonus being offered free drugs as they can be very expensive. Whilst unable to make her own decisions due to being too off her face Kelly is easily led by a group of men, whom then inject heroin into her and sadly gang rape her. This is a side to drugs that not many people hear about / think goes on but is happening all over the world. 

I feel as if watching these episodes and relating them to now-a-days has really helped with my research. It has not only opened my eyes but also made me more knowledgeable when it comes to adding drug culture into my final major project.

DRUG ABUSE

Club drugs, also called rave drugs, are a loosely defined category of recreational drugs which are associated with discotheques in the 1970's and dance clubs, illegal raves and nightclubs in the 1990's until today. These are generally used by teens and young adults. They're also known as designer drugs as they are so synthesised in a chemical lab rather than being sourced from plants like weed. These style of drugs range from MDMA, ecstasy, poppers or NOS, LSD, mushrooms, cocaine and ketamine. Many people use these style of drugs to enhance the music they are listening to but also to help them to stay up all night.   

Widely differing definitions of drug abuse are used in public health, medical and criminal justice contexts. In some cases criminal or anti-social behaviour occurs when the person is under the influence of drugs and long term personality changes occur as well. In addition to physical, social and physiological harm, use of some drugs can also lead to criminal penalties.

Drugs abuse is massively linked to rave culture as it plays a large part in it. Many people who attend raves take a cocktail of drugs, if you're lucky you'll have the time of your life but many times bad things have happened and people get rushed to hospital as the body is not made to have so many toxic things in its system at once. Drugs are almost always taken with alcohol, which in turn is actually worse to take both at the same time. However, many people who take drugs regularly argue that in fact alcohol is worse than drugs as its a depressant and much more addictive. I have looked greatly into this as I think its very interesting how something so damaging is actually legal.

It turns out that out of all of the illegal drugs on this list alcohol (the only legal thing) is actually more harmful to others and users than anything else (The Economist, 2019). On the other hand this could be because more people use it regularly due to it being legal - if all drugs were legal would these statistics change?

SURVEY

As another aspect of my research I decided to create a survey, I feel as if this is the most reliable way to get results on matters I would like to know about. As my target audience is 18-25 I have advertised my survey on all platforms of social media - a place where I know it will get a lot of attention as most 18-25 year olds spend a lot of their time on it. The questions I have asked relate to my project and the research that I am currently doing, it will help me when it comes to creating my music video as I will be able to get a better feel for what my target audience believes and enjoys.

THE RESULTS

Nearly all of the people who answered my survey are of the ages 16-22 - this may be because these are the age ranges i have on my social media platforms which is where I posted this. That being said, my target audience will be ages 16-22 due to me being bang slap in the middle of it - meaning i am knowledgeable about their likes/dislikes and i feel as if I can produce something that interests them.

Many people have said here that music is their escape - it relaxes them and uplifts their mood, which is exactly how I feel when I listen to certain songs. I wish to reflect this in my music video, whether it is people dancing and having a good time or mixing on decks and being totally absorbed in what they're doing. I find music such a positive thing and personally don't know what I would do without it.

This question was really important for my research as I was worried that music videos were a dying fashion as so many people listen to music on streaming platforms now instead of on a TV. Music videos always used to be such an important aspect of the music industry, I remember when I was younger I would sit down on a Sunday and watch the Top 40 of that week on MTV. Although that is almost non-existent now, I am really glad people still watch music videos. I feel that if this answer was that the majority said more than a month ago then I possibly would have changed my idea.

This is another question that I was very interested to see the results of, mainly because I wanted to see how many people in my target audience age group have experienced what I wanted to portray. Although 2 people said that they had never been to a music event before, the majority had and quite recently too - this is perfect for my research as it shows that the topic of my music video will interest them as it is one of their hobbies.

The fact that not a single person said no to this question worries me. It just proves my research of how significant drugs are to some peoples days out and hope much drug use has risen. I really do believe this is due to 90's rave culture coming back on the scene and with that many, many drugs come too. This is why in my FMP I wish to show someone smoking 'weed' and possibly someone else swallowing a tab as it is so normal is this day and age.

I really enjoyed reading the responses to this question as there were so many variations of them. Many people said that other people taking drugs doesn't bother them as long as they are knowledgeable of the repercussions and using them safely. I think that this is a really important aspect of rave culture - many people believe that taking drugs is a competition and whoever does the most is 'the man'. Whereas safe use should be encouraged and there should be many more talks on drugs and how to use them safely - because realistically they are never going to be able to stop people  from taking them but can prevent people from dying on them.

This survey was a fantastic help to my research, not only did it help me decide on my target audience but it also made me more knowledgeable of peoples opinions on drugs, rave culture and about music likes and dislikes. Going on from this I would like to incorporate peoples opinions into my music video and will definitely be including drug use in the video as so many people said that rave culture and drug use are highly linked.

CODES & CONVENTIONS

Codes and conventions of music videos are the different techniques used to construct meaning into them and they can be split into two types - technical and symbolic.

Below are some notes that I took on codes and conventions (A-bee. 2011), all of this information taken in will help me to decide my genre of music video but also make my production easier as there is a structure to follow.

FASHION

Fashion is a big aspect of not only my life but this music video that I am creating. I like to think that i'm very knowledgeable about fashion especially rave fashion. Throughout the years it has changed. Many moons ago it used to be just chuck on whatever is comfy and won't make you sweat too much and go whereas now-a-days its all about how you look and who is wearing the waviest garms. 

In this day and age it is all about the 'garms'. Who is wearing what and who is wearing it best. If you're not wearing something designer then people aren't interested. This links back to the late 90's - early 00's and the UK jungle/garage scene. People who were brought up listening to this style of music were 9 times out of 10 into their fashion.

I'm researching into 90's - 00's rave fashion as this is a major part of the music video I am creating. As it is set in that time and ultimately inspired by old school, I feel as if it is right to delve deeper into the meanings of fashion in that era and why it certain pieces were worn. This will help me when it comes to styling for my music video and will help it be in keeping with the vibe.

 

(Wharry.G, 2016)

(Wall.n, 2012)

(Living.n, 2013)

(Island.s, 2019)

In my FMP I wish to included a handful of 'garms', some of the ones in my research included but also some lesser known and low class ones as it is more realistic. I will definitely be including stone island as it represents raves as thugs in a way - something that is a very being stereotype agains ravers.

VHS

VHS is short for video home system and was developed by JVC in the early 1970's.

VHS machines pull the tape out from the cassette shell and wrap it around the inclined head drum. This rotates one complete rotation of the head corresponding to one video frame.

It uses a 'M loading' system also know as M-lacing. (Wikipedia, 2019)

Many people branded the VHS as a technological breakthrough as, for the first time ever, people were able to record things. As of 2005, around 95 mill Americans still owned a VHS-format VCR. Gradually, Hollywood stopped releasing movies on VHS and the last movie o be produced in VHS format was 'A history of violence' in 2006, singing the definite death of the VHS.

However, as many things from old school are now coming back into fashion, VHS is one of them. As I am focusing on 'old school' raves and the late 90's in my music video I felt as if using VHS style effects throughout would be perfect. It will bring many memories back to older people but will also still be 'current' as it is back in the mix with younger people too.

Unfortunately, filming on an actual VHS will be too time consuming for the amount of time and the skills I have for this project, so instead I will be using a VHS style effect on an app.

Black Magic design (blackmagic, 2019) is something that was introduced to me and is meant to be very good for applying effects. 

This particular 'app' hold all effects needed to make something look retro. From an old TV style effect to a light 70's effect to a full on VHS effect. This is the aesthetic that I was going for hence why I will be adding the effects to some of my footage.

REPRESENTATION

https://www.ukdpc.org.uk/wp-content/uploads/Evidence%20review%20-%20Representations%20of%20drug%20use%20and%20drug%20users%20in%20the%20British%20press.pdf





Overall, I feel as if my research will really help the production of my Final Major Project. I wish to incorporate as many aspects of it as I can; fashion, stereoscopic photos, drug refereeing and so on and so forth. Not only has this research helped me develop many ideas but has educated me as well, I have learnt so many things and feel like I have a wider knowledge of things I am very passionate about.

BIBLIOGRAPHY

The Economist. (2019). Scoring drugs. [online] Available at: https://www.economist.com/graphic-detail/2010/11/02/scoring-drugs [Accessed 29 May 2019].

Wright, S. (2017). How to make stereoscopic images on a DSLR. [video] Available at: https://www.youtube.com/watch?v=CozyWEIoxZQ [Accessed 29 May 2019].

This is England 90's. (2015). [video] Directed by M. Herbert. United Kingdom: Warp films.

FX, S. (2018). Shy FX, Lily Allen Roll the dice. [video] Available at: https://www.youtube.com/watch?v=OhPjmI44y2Y [Accessed 29 May 2019].

Status, C. (2018). Chase and status, Retreat. [image] Available at: https://www.youtube.com/watch?v=6T7KK-TVAek [Accessed 29 May 2019].#

Design, B. (2019). Blackmagic Design. [online] Blackmagicdesign.com. Available at: https://www.blackmagicdesign.com/uk [Accessed 30 May 2019].

Slideshare.net. (2011). Codes and conventions of music videos. [online] Available at: https://www.slideshare.net/abishaw/codes-and-conventions-of-music-videos-finished [Accessed 30 May 2019].


Tektu Manchester. (2019). Home - Tektu Manchester. [online] Available at: https://www.tektumcr.co.uk/ [Accessed 30 May 2019].

FX, s. (2018). Call me Shy FX. [video] Available at: https://www.youtube.com/watch?v=WQntAabtNuE [Accessed 30 May 2019].

XX, T. (2017). Say Something Loving, the XX. [video] Available at: https://www.youtube.com/watch?v=Rh2uNrIgGf4 [Accessed 30 May 2019].

En.wikipedia.org. (2019). VHS. [online] Available at: https://en.wikipedia.org/wiki/VHS [Accessed 31 May 2019].
Wharry, G. (2016). yellow flares girl. [image] Available at: https://www.geraldinewharry.com/getinspired//90s-rave [Accessed 31 May 2019].

Wall, N. (2012). Daniella Westbrook burberry. [image] Available at: http://leblow.co.uk/oh-boy-riri-and-the-rise-of-the-monogram-trend/ex-soap-star-daniella-westbrook-seen-out-in-londons-trendy-bond-street-london-uk/ [Accessed 31 May 2019].

Living, N. (2013). Moschino. [image] Available at: https://norrtyliving.tumblr.com/post/70280999037/andres-branco-wavey-garms-and-saul-milton-chase [Accessed 31 May 2019].

island, s. (2019). Stone island. [image] Available at: https://www.stoneisland.co.uk/pages/stone-island-supreme-ss-019 [Accessed 31 May 2019].