Summary of Research

Having completed the majority of research for music videos, it has first allowed me to gain an understanding of the different types of music video and the codes and conventions for the various types. As well as this, I have gained a brief understanding of what a digipak is, however I will complete more specific research for digipaks when I start the process of making it. My research gave me a clear understanding of the codes and conventions needed for indie-folk music videos, which is essential for my research as the song I have chosen belongs to the indie-folk genre. The style for indie-folk genre is quite repetitive and a lot of the music videos use the same codes and conventions allowing the genre to be clearly identified by audiences, I have summarised the codes and conventions in a previous post (Codes and Conventions).

I think that the research has helped me a vast amount as before I was clueless as to what music videos consist of as I had only ever researched film trailers in my AS coursework. My knowledge from the AS coursework has also helped me as I was able to use previous analytical skills to begin the development of my understanding into A2. As I'm now entering the planning stage of the coursework, I will need to refer back to my coursework regularly to ensure that my attention is not diverted from the necessary codes and conventions, leading to a downfall in my product.

Codes and Conventions

However, as the range of music videos is so broad, it was difficult to summarise the codes and conventions as a whole. Therefore, I decided to first analyse three videos, of which each belonged to one of the types of music video (narrative-based, performance based and conceptual based). Having gained a clear understanding of the codes and conventions for the three types of video (post 'Types of Music Video), I felt that my understanding of music videos was too basic, and when choosing a specific genre my knowledge was fairly limited. Therefore, by analysing music videos within the specific genre I was able to gain an understanding of the codes and conventions that create the indie-folk genre.

To develop my knowledge further I decided to analyse videos which belong to the genre of the artist I have chosen:

Mumford and Sons - Little Lion Man
Bon Iver - Calgary
Fleet Foxes - White Winter Hymnal
Great Lake Swimmers - Pulling On A Line
Ellie Goulding - Your Song
Birdy - Shelter
Ben Howard - Old Pine
Gabrielle Aplin - Never Fade


Summary of Codes and Conventions for Indie/Folk Genre
Camera

• Close ups of artist
• Close ups of body parts e.g. hands - importance of senses e.g. touch
• Long shots of characters when in movement
• Extreme long shots of setting - nature 
• Tilts
• Variation of angles

Editing

• Generally slow paced editing throughout
• Pace of editing increases with the pace of the song
• Transitions of fades/dims
• Soft focus 

Mise-en-scene

• Setting is often outside - fields, sea, clouds
• Seasons connoted through clothing e.g. coats/hats
• Lighting is extremely important - use of natural lighting (e.g. sunlight) 
• Artificial lighting - lanterns, fairy lights

The type of music video for the indie-folk genre varies, as some are narrative whilst others are conceptual-based, however they usually contain aspects of performance as well. Personally, I think I'd prefer to create a conceptual-based video, as many music videos of all genres are narrative based, thus I think that it would be more interesting for the audience if I created a conceptual-based music video. However, to determine this decision I will carry out target audience research as to what they'd prefer.

Gabrielle Aplin - Never Fade

• Fairly fast paced editing throughout, in-keeping with the pace of the song
• Continual shots of trees and fields - nature 
• Close ups of guitar - artist 
• Use of artificial lighting - lanterns used to connote the calm atmosphere 
• Layering of shots - creates a link between the shots and the song
• Fade transition used between shots - calmness
• CU's of artists face - facial expressions iconically connote happiness and power
• ELS of setting - importance of nature 
• Low angle shots of trees - the height of the trees is accentuated 
• Tilt down from sunset and trees - possible POV shot 
• Various CU's and mid-shots of lanterns - further connotes importance of lighting
• Fast paced editing - pace of the song
• Lantern with album name - audience is reminded of the artists song/album 

As this video is one of Gabrielle Aplin's own videos, I felt it would be good to analyse as it would give me an insight into the style of video the artist uses herself.

Ben Howard - Old Pine

• Opening shots of corn blowing in the wind - nature, connoting tranquillity & country theme
• Change from light to dark (sunset/sunrise) - calmness
• Use of shadows - journey/freedom of artist in the video
• Panning and tracking of footsteps through grass - theme of nature & sense of accomplishing is connoted
• Camera movement with waves - connotes tranquility 
• Pace of editing increases when lyrics are introduced - impact of the song
• Various changes from day to night - reference to the importance of life - shows both day and night
• Mid-shots of artist - clothing and facial expression iconically connote freedom
• CU of fire - nature, instead of connoting danger I felt it connoted freedom
• Panning movement following bird - again a sense of journey is suggested
• Tilt up the tree, sunlight in the centre of the shot - use of natural lighting & freedom through the trees
• ELS of cliff - setting connotes tranquility of the song, and the freedom that can be achieved 
• Pace of editing increases largely with the impact of the song

Birdy - Shelter

• Opening close up of artists hand connotes a fairly dark atmosphere
• Shot begins before the music connoting the darkness of the video, allows the audience to gain an opinion before they even hear the music
• Dark lighting throughout, various shadows used - further connotes the darkness which is iconically connoted through artists clothing
• Various shots of trees and the sea, reflecting title of 'shelter' (lack of) and theme of nature
• Out of focus shots of artists face - connotes confusion/upset
• Pace of editing increases with the pace of the song - allows impact of song to be clearly identified through editing
• Shots of artists hands - connotes a possible theme of senses e.g. touch & refers to lyrics and lack of  'shelter'
• Reoccurring shot of artist in dark room with light flashing through, use of shadow - repetition, connoting dull atmosphere
• Similar setting used throughout
• CU's of artist throughout - emotions iconically connoted through facial expressions

Ellie Goulding - Your Song

• Various shots of artists face, connoting a lighthearted atmosphere
• Natural lighting used throughout 
• Pace of editing changes depending on the pace of the song
• Shots are similar throughout - repetition, continual happiness connoted throughout
• Autumn season iconically connoted through close ups of clothing
• Close ups and long shots of waterfall connote tranquility and recognition of season
• Nature is a key theme throughout the video through the shots of clouds, water, trees & sunlight
• Old style shots with bright lighting connote the individuality of the artist & denote the autumn season through lighting
• Shots vary in and out of focus on the artist and objects, audiences attention diverted to and from
• Same shot of boots used at the beginning and end - use of repetition and similar shots 
• Shots of the artist often show the side of her face looking into the distance, theme of nature is further connoted and facial expression iconically connotes the artists calm attitude in the video

Unsigned Artist - Gabrielle Aplin

Having done some research into different genres and choosing to focus on the indie folk genre, I decided to look into artists within that genre. An artist that I've looked into is Gabrielle Aplin, as she's unsigned, belongs to the folk indie genre and I often enjoy listening to her music.

I emailed Gabrielle's management asking for permission to use her songs, and having gained permission I'm going to look further into which of the songs I wish to use, along with style of music video, digipak, magazine adverts and video ideas.