27/03/13
Media Language
Through my media product I made references to my research, following the conventions of a music video and the ‘Soul’ genre. The song I selected to re-create was ‘My Kind of Love’ by Emeli Sande.
My research led me to Andrew Gooodwin’s theory of music videos; music videos are designed to put emphasis on the lyrics therefore the meaning of the song is clear. Within my music video I have taken into consideration this information and found by using a live performance, there will be more emphasis on the lyrics. I used a variety of camera shots to make the performance interesting and to capture the many tones and shadows created by the spotlights. The narrative also supports Goodwin’s theory by the camera shots of the couple together in London. Each shot is significant, explaining the relationship between the two.
Following more styles found in music videos within the ‘Soul’ genre, I noticed warm lighting played a consistent role. This made me experiment with the placing of the lights to create a variety of tones and effects for the camera to pick up on.
Another theorist I discovered when researching was Laura Malvey, she focuses on how women are portrayed as figures of lust, passion and desire. I used this theory but also went against her ideas, I designed my music video to show my target audience (16-25 year olds) how not all women are shown as objects, instead my performer wears clothing from stores which my target audience would shop at. Overall I aimed to make my video have more emphasis on the lyrics than the appearance of my performer. With my video I have referenced to both of my theorists to make my video have further meaning behind it.
At the developing stage of my music video I incorporated the styles of other music videos such as Adele’s live performance video to her song ‘Someone Like You’. Performed on a stage in front of a crowd there are similarities with my music video, both performers wear black to put more emphasis on themselves not what they wear or their appearance. Spotlighting makes them both stand out, the centre of attention.
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