Summer project

The summer project is a vital element of your coursework - an opportunity to plan an outstanding music video and music magazine concept and then present it to class in September.

Your summer project contains compulsory and optional elements; everybody will be researching music videos, creating a concept, writing a first draft Statement of Intent and presenting this to class as an Ignite presentation in September. However, you may wish to also plan and film elements of your production over the summer while you have time available - this is up to you.

Your AQA coursework brief is here: NEA Student Booklet - Brief 4.

Summer project tasks

Complete the following tasks on a blogpost on your coursework blog called 'Summer Project: coursework planning':

1) Research: music videos

You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).

Music videos

Music Video 1: Narrative
How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video? 

This video by Marshmello and Bastille is about a young girl who gets gifted a dog. As she grows older, she is faces with challenges and hardships however, the dog is always there for her. I read that the purpose of this music video is to 'embrace the pain that we feel losing someone close to us and the cycle of life.' I chose this video because to me, it has a clear story to it which is losing someone that had an impact on our lives. You may be able to apply Todorov's theory of equilibrium where getting her dog is the equilibrium, losing her dog is the disequilibrium and getting her own daughter a dog just like she did tis the new equilibrium. I would say that this music video is particularly sad and it may make some audiences feel upset as they may have gone through the same thing.

 

Music Video 2: Camerawork (shots, angles, movement)

Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this. 

In this music video, multiple different camera shots and angles are being used such as tracking shots, handheld cameras, close ups and many more. It also involves wide shots and nature shots of waterfalls, trees and bushes. There's also shots of her looking over her shoulder with the fog coming into the frame. I feel like this video is the best for camerawork I could find because it seems to involve a variety of different shots and angles of the people in this music video.

Music Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist. 

In this music video, mise-en-scene can be seen throughout it.

Costume- We can see at the beginning all the different costumes that will be used in the video. There are at least 7 different costume changes which are each used in different scenarios.

Lighting- There aren't many aspects of lighting except the use of high key lighting throughout majority of the music video and the lowkey lighting when she is in that closed/abandoned dark mall. 

Actors- There appears to be multiple people in this music video as well as the main singer such as her teacher, her friends, back up dancers and many more people can be seen as well. 

Makeup and hair- We can see multiple different hairstyles that correspond to her different outfits. For makeup, we can see a lot of editing on the face which makes it look like makeup.

Props- The main prop would probably be the water bottle that she is modelling for but we can see more props such as phones, bags, drinks, glasses etc. 

Setting- There are over 6 different settings seen each with a different character, some include: a news studio, a classroom, bedroom, car park and many more. 

 

Music Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience? 

I chose this music video because although it doesn't involve much pace it involves a lot of visual effects. It involves a sound bridge and different camera angles. The main parts that use editing is the city that is round with buildings everywhere, the fact it is edited so that she can walk on walls, trapped in some fairy light cobweb, handing upside down on a staircase and more. It also includes some kind of kaleidoscope with her face and lips to create some sort of heavenly look with the glitter as well and her being able to take off and change her faces. I feel like this music video creates some sort of utopian/dystopian effect for the audience as everything is out of the ordinary. 

 

Music Video 5: Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example? 

This video seems to be unavailable however, it is 'Riptide' by Vance Joy.

Goodwins music video conventions are:

-A link between the visuals & lyrics (complement, contradict or amplify)
-Genre characteristics (heavy metal in industrialised settings; rap music in urban street contexts etc.)
-Contain intertextual references (references to popular culture)

-Contain notions of looking (e.g. screens within screens)
-Include objectification of females (e.g. male gaze)
-Include demands of the record label (close ups of lead singer, symbols or motifs associated with -the band / performer etc.)
-Video will be performance, narrative or concept based.

The main ones seen in this music are: 

-A link between visuals and lyrics, what is being said is also being shown

-Notions of looking, there is a screen within a screen at around 1:46

-Demands of record label, there are close ups of the singer with her microphone

-Performance, narrative or concept based, this video seems to be mainly performance based

Music Video 6: Visual effects, intertextuality or product placement
Choose a video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video. 

I decided to look at this music video on intertextuality because it popularly references the play 'Romeo and Juliet'. There are some lyrics that link to the play such as; “That you were Romeo, you were throwing pebbles, and my daddy said, ‘Stay away from Juliet”. This could be Juliet’s father not approving of a Montague. He does not want Romeo to be near his daughter. Another is:  “Romeo, save me, they’re trying to tell me how to feel.” This is speaking about how her parents want her to marry Count Paris. The song follows the theme that, sometimes in life, a person will do anything to be with someone because they love them. The play also follows this theme. Both the song and the play show the characteristics of Juliet and how she will do anything to be with Romeo.

You can find a range of notable music video examples in this blogpost or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of music video research in total you will be fine. Feel free to use bullet points if this is helpful.

2) Planning: music video treatment

A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what song you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.

You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks.

For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your three-minute video will look like. The most important thing is to keep in mind the brief - the music video must feature the artist or band (likely to be a performance element) plus a focus on footwear for the sponsorship deal specified in the brief.

Start your treatment with the following key details:

1) Artist/band and song you will use for your video

2) Original name for artist/band you have created - MUST be completely original

For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.

-Lorde, Ribs

-Tanisha, Ribs

Scene 1: -Walking in closeup of shoes

-Footwear brand

-Lowkey lighting

Scene 2: -In her bedroom 

-Reading a book at night with a warm light, lamp

Scene 3: -New location walking with friends

-Potentially in a field

Scene 4: -Repeats lyrics so will repeat scene

-Same location with a notebook and pen

-Candle burning for low-key lighting
Scene 5: -Add clips and pictures when the song claps

-At the same time still singing
Scene 6: -Faster verse friends all together 

-Laughing, having fun, playing games
Scene 7: Me and two other friends recording these lyrics when it echoes onto the same lyric again
Scene 8: -Add clips already filmed as a montage

-Mimics tiktok videos which references the digital age

3) Statement of Intent

Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.

The original AQA brief is here: NEA Student Booklet - Brief 4.

We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.

The whole idea for my 3 minute music video is to show the relationship between the artist and her friends and family. 

As most music videos feature fictional artists, mine will most likely be myself however that may change. 

The whole idea is for the artist (me) to show the relationship between friends and family and all the memories that have been collected over the years. This way, it becomes more of a 'real' music video with real memories instead of it just being done in front of a camera. 

I am choosing to do the song 'Ribs' by Lorde an 'alternative pop' song or just a pop song. My music video will not have any clear narrative and will mostly be concept and performance based. It must include a footwear brand and the one I decided to include is Nike. My music video will need to be shot in multiple locations with different costumes, lighting and shots.

As for my magazine, it will be called  ctrl+ALT  and it will include original photography, a cover photo, the title in bold, cover lines, selling price, an interview which promotes the artists tour and music. 

As the genre of my music video is pop, I will include features that pop videos usually include. I will also use CLAMPS in my music video and add all requirements needed in the brief.

My video may reinforce the rise of technology and the digital age which can also be called the 'TikTok' age as I will be including pre recorded clips which will look like they were shot on a phone which reflects the digital age. My video will reflect changes as said, the digital age, and my magazine will be modern and trendy.

My video will need to target mainstream music fans which I suggest would be teenagers ages 16-24 as research states. The main audience pleasure that would be seen is possibly going to be Blumler and Katz uses and gratifications specifically diversion. For 

 My audiences are likely to watch my video online on platforms such as YouTube mainly which is where most music videos are promoted. My magazine will likely have a printed and digital copy as a printed copy feels nicer to have and read rather than having it online. 

4) Ignite presentation

Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:

Your music video and music magazine concept: your new original artist, genre, song and music video treatment. Then, your print brief: music magazine title, double page feature, additional page, photoshoot etc.

Media language: how you will use music video conventions and music magazine conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.

Media representations: how you will use or subvert stereotypes in your music video and music magazine; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.

Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your music video and magazine; audience theory if relevant.

Media industries and digital convergence: the potential record company that would promote your band or artist; the publisher for your music magazine; the brand identity for your artist; how fans would engage with your products etc. 

Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September.

Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):

1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery

The summer project is a vital element of your coursework - an opportunity to plan an outstanding music video and music magazine concept and then present it to class in September.

https://docs.google.com/presentation/d/11094DIGKmpB5vwTfyqtqET424Uvw6tjXVHSUFz4x_Og/edit?usp=sharing