Focus Group Process.

For our further research into potential ideas from our music video, we constructed a focus group and asked them developing questions in relation to ideas of piecing together our music video, based on their suggestions. The video of our focus group session is embedded below:

 

From our focus group, we have learnt that the best location for our chosen song would be a party, or somewhere such as a dance hall or studio. Their favourite music videos were Katy Perry's videos because of they find them fun, Jessie J's 'Who's Laughing Now' because of the bright colours used in her videos, Beyonce's videos because there is always a strong dance routine, and Michael Jackson also because of a strong dance element. The focus group found the elements they prefer in a video is a wide variety of shots, and dislike when one member of a group is predominantly in the centre of the video.

They also mentioned that they do not like when an artist is stationary throughout a large section of the video and very little changes. Another group member said they do not like videos that have no apparent relevance to the song they are videoing for, and is totally random. In asking if they prefer a narrative or performance based video, the majority of the group agreed that for this particular song, a performance based narrative would be best, as the song is about dancing and the lyrics are not as deep as other pop songs. They all also agreed that a dance routine would be key in this video, as the song is upbeat and would be very performance based.

From this discussion with the focus group, we can apply this information into the production of our video. For example, we shall include a strong dance routine, possibly in the location of a dance hall, studio or party scene. We shall make our video fun and use bright colours, with possible use of green screen to enhance these colours, also a star motif of the artist Little Mix themselves. Also in our video we shall apply the wide variety of shots into our video and ensure that all video artists have an equal starring role, with no dominant members of the group. We will also take extra care in making sure the video artist does not remain stationary in our video and keeps moving and changing.

Conventional Music Video Analysis.



Conventions are stereotypes attached to certain genres of which the genre adheres to, for examples conventions of pop include bright colours, and rock music includes darker colours and possibly instruments such as guitars and drums. The idea of conventions and adhering to these conventions displays our understanding of the conventions of pop and displays we fully understand the detail required when accomplishing a music video by a pop artist. In research into these conventions, I completed a six frame analysis in response to this and the conventions pop artists display in certain music videos. My research and links to evidence of these conventions are displayed below.

This first screenshot from Little Mix’s ‘Wings’ denotes a typical convention of a pop music video, consisting of use of girly and bright costumes. The screen shot has all members of the band in the shot, connoting a unit of best friends and girls having fun. “We Don’t Hear No One Saying” are the lyrics playing in the screen shot, connoting how everyone is in the party mood and is joining in to dance with them. The star motifs of Little Mix include bright colours, dancing and collaborative shots of the entire band together, all of which are present in this screen shot and contribute to a stereotypical pop music video. The narrative of performance and having fun with your friends is displayed, typical of a pop music video.

The second screenshot from Little Mix’s ‘Wings’ shows the stereotypical pop convention of close ups. This connotes that Little Mix are stereotypical pop band and are displaying the stereotypes of pop music videos clearly. As this is an introducing shot, the instrumental is playing, which is upbeat and pop influenced, also contributing to a representation of stereotypical pop conventions. In other Little Mix videos, they also include close ups of each member, conveying one of their star motifs, for example, their video for ‘Move’.

This third screenshot denotes a close up of one member singing to the camera, a stereotypical convention of pop. This shows that they are a stereotypical pop band who lip sync to their music in videos. The lyrics “Mama told me not to waste my life” are playing in the video, emphasising that they want to be a fun girl band who are living the best they can, basically living their dream. Little Mix also have a star motif of lip syncing their songs, singing to the camera in all of their videos, this suggests they enjoy singing and want to be centre of their videos.

In this screen shot, the girls are seen dancing in their video, a common stereotype of pop. The dancing connotes that their song makes you want to dance and have fun, similar to common pop songs. The lyrics “get your back off the wall” are playing, adding to the theme of dancing and legging go/having fun. Little Mix also include a star motif in all their videos of dance routines, making them a stereotypical pop girl band.

This fifth screen shot is denoting the use of bright lighting, a popular convention of contemporary pop music videos. The lighting connotes that the song is a bright and vibrant genre (pop) and that it is very positive, the light also is different colours to attract the eye and make the video as happy and fun as the song itself, all about having fun and dancing along with everybody together. The use of lighting, especially bright coloured lighting is dominant in Little Mix videos, as they are a pop girl group who release very upbeat and happy songs.

The final screenshot denotes the use of green screen, a very popular video element across a variety of pop music videos. In this screenshot, the use of different coloured backgrounds for each of the members denotes how each member is an individual character in the band, but when they are together there is no colour as they are a united girl group who are also very close friends. The use of green screen is also a star motif of Little Mix, as they have used green screens in all their music videos to date.

Copyright Permission Letter.

The next step in our process of completing our advanced portfolio we have completed a copyright permission letter, stating to the company who create and produce Little Mix's music that we would like to use the music asked for, Move by Little Mix for educational purposes, in this case our music video. It will impact our video as we will legally have the music we need in order to make our music video.                                                                                                                                                  

Faye Curry

138 Whitethorn Avenue

West Drayton

Middlesex

UB7 8LD

Monday 11^th November 2013

Sony Music Entertainment

9 Derry Street

London

W8 5HY

Dear Mr. Morris,

                            Our names are Faye Curry, Kala Hill and Georgia Pearce and we are currently studying A-level media at Swakeleys Sixth Form. Part of our coursework is to create a music video and we would love to use a song by Little Mix, which are one of your artists that you represent. Therefore we are writing to ask for your permission to use their most recent song ‘Move’ as a backing track for our project.

This video will be for educational purposes only and we will not be gaining any credit from it; all copyright credit will go to Sony Music Entertainment. In order for our work to be moderated the video will need to remain online for three months. After this period the video can be removed if there is an issue. Additionally we are able to make a hard copy of our video, which will be sent straight to the moderator and will thus not be publicised if there is any concern over the use of the song in question.

Yours Faithfully,

Faye Curry                                   Kala Hill                                Georgia Pearce          



Understanding Of Copyright:

I have learnt that it is important to protect media such as films/songs etc to prevent any acts of piracy and ensure that all work is original and not a copy of anybody else's material. It is essential that we ask permission from Sony Music because we are not the original creators of the music we wish to use and we must be seen as asking for this permission to use a certain song, to ensure the original artist gains all credibility and funds for the song we are asking to use.