2. Research:
Auidence
• The intended target audience is 16-24
year old. The target audience access
music videos online through platforms
such as YouTube, this is due to the
convergence to using internet and social
media. Since social media has become
such a massive involvement in the target
audience's lives. When viewing love
song music videos, this age group like to
see a good narrative that correlates with
the lyrics. This is because this age range
prefers visually pleasing content.
3. Research:
Industry
The universal music group identify and develop
recording artists and songwriters, distribute and
promote the most critically acclaimed and
commercially successful music to delight and
entertain fans around the world.
The claim to exist to shape culture through the
power of artistry.
They own and operate a broad array of businesses
engaged in recorded music, music publishing,
merchandising, and audiovisual content in more
than 60 territories.
4. Research: form
The purpose of cross-media production is to
established an interaction between the various types
of media elements, to engage, to interact to
encourage the customer to interact with you and the
company.
Different media platforms can be used to promote
and distribute the music/artist/band. They use media
platform such as Instagram, Facebook and Youtube
to help distribute and promote their product whether
that be merchandise, a new album or even a
collaboration with a brand.
There is synergy with the record label, such as
universal music group, and an artist. Brand
identity can be seen music marketing through
colours and symbols or even images.
5. Research: Genre
• Romantic love songs can be found in various music genres such a
indie.
• Conventions of love songs, would be a narrative or performance,
close-up shots of the protagonist. Depending on the subgenre of the
song, they stereotypically have fast passed beats with shots being
cut at the same speed. This tend to be at a quick pase.
6. Research: music video analysis : Sheeran
There is a performance in the music video where ed sheeran and Brittany Cherry are doing ballroom
contemporary dance. The lighting gives an angelic feel to it which could connotate the love between the two
characters. There are different camera angles for the same shot to create intensity for the scene. Tracking
shots have been used a lot throughout the music video to signify the emotions in the dance. There is a scene
where Ed and Brittany with a bird's eye view, with the rule of thirds, the lights create a heart with Ed and
Brittany laying in the middle. A close-up of the two is used to show their feelings and emotionally engage the
audience into the video.
Brittany is wearing a white body suit with a shear silk dress, this can connotate how she is pure and just
wants love. Another connotation to this might be that the two are getting married as she is in white, and he is
in a suit.
In the background there are fairy lights which also add the romantic theme and element of the music video.
The locations for the music video is in a ballroom. The ballroom is very pretty and has light colours which can
reflect on the music video.
7. Research: music video 2: Driver's license,
Olivia Rodrigo
The narrative for this music video is about a girl who has been through a breakup, and she is still not
completely over the person she was with. Olivia is the main character and as the audience we
follower her through the days after the breakup.
The first scene is a tracking shot of a car, the lighting is similar to a spotlight and the colour of the
scene is blue. This may connotate sadness and despair.
This lighting only occurs when she is in the car, which represents emotions that have been attached
to the car.
A tracking scene of Olivia looking sad and emotional can help emotionally engage the audience into
the narrative and the lyrics.
Close-ups of Olivia's face have been used throughout to show her emotions and help tell the
narrative.
There is also a scene that has flashbacks from her and her partner.
A couple of scenes have a projector of happy moments on the back of someone which is an
interesting way to show moments from the past.
Olivia's clothing changes throughout the music video to represent that time as past.
There are multiple locations used in this music video, such as a car and a road and a house.
8. Research: music video 3: happier than ever
Billie Eilish
The music video has a narrative, it starts off with the main character being on the phone. The editing cuts of the shots are slow at
first to match the tempo of the song. Then the main character opens a door and water comes flooding into the room, which could
connotate that she felt like she was drowning in her relationship.
There is scene where the main character is swimming around a room.
Now Billie is on top of the roof of the flooded house which could represent her leaving the toxic relationship.
The editing from the scene onwards is fast paced with a lot of quick edited shots, this may be to build tense.
There is also a range of shots in this location such as close-ups, mid shots, tracking shots.
This music video reflects the old era of Billie Eilish as well as the new one.
The contrast in colours at the beginning and the end may represent the emotions she went through.
Billie is wearing an over-sized t-shirt, which is kind of like her brand identity, with red leather trousers. This is seen as casual wear
and is not dressy which could be to make the audience feel more relatable to her.
The two locations in the music video have such a contrast but go so well together and help tell the narrative of the music video.
