The document provides details about the music video for Tich's song "Breathe in Breathe Out" including the key people involved in making the video such as the director, editor, and producer. It also discusses how the video establishes the pop genre through its simple style and lack of special effects. While the video keeps viewers' attention through its performance-focused style, the document writer would want to include more varied camera shots and angles in their own video.

1. Detailed Research
A2 Media Music Video Coursework

2. Changes
Before creating this I completed a timed analysis
and I wanted to use the same songs as my timed
analysis however I was unable to find any
information about the video for Geography by
Andy Jordan so I have substituted this song with
another song by Tich who is the singer of the song I
have chosen to do. I chose to do this as I feel it will
give me a better idea of the type of videos she
made and what she includes in her videos.

3. Breathe in Breathe
Out
Tich

4. Key People Involved
 The video was released under All Around The
World records on March 7th 2014.
 It was directed by Paul Gardner
 Edited by Ben Polglase
 Produced by Amy James
 Filmed by Simon Wood

5. Paul Gardner – JJ
Stereo
 This is the first music video that Paul
Gardner has every directed however he
directed commercials for Kasabian and
Calvin Harris.
 He has worked on other videos that have
been nominated for MVA such as 'She
Said' by Plan B

6. Ben Polglase- JJ Stereo
 Breathe In Breathe Out is the only music video
that Ben has worked on.
 He has worked for JJ Stereo since 2012
 He was a junior editor on a television programme
called London Life

7. Amy James - Producer
 Amy James is a freelance producer who has
worked on many different music videos.
 She has worked on 2 of Tich's music videos –
Breathe in Breathe Out and Dumb.
 She has also worked on music video such as
 Mcfly – Love is on the radio
 Sam Smith – Lay me down
 Jake Bugg – A song about love

8. Simon Wood- Camera Man
 Simon filmed the whole video on a steadicam.
 This is one of 3 music videos that Simon has
filmed, he also filmed Lay Me Down by Sam Smith
and Goin’ Crazy by Dizzee Rascal.
 He has also worked on commericals for things like
Strictly Come Dancing and for Selfridges.
 He is a freelance cameraman

9. Record Label
 All Around The World Productions was founded in
1991 by Matt Cadman and Cris Nutall and is
based in Blackburn in the UK.
 In 2008 the company launched their own TV
channel and have since launched 3 other TV
channels.
 They currently have artists such as Tulia,
Alexandra Stan and Jessica Wright signed to
them and have recently signed Jamelia

10. Key Selling Points
 The music video is performance based and is
made up of very few shots as the video is mainly
a tracking shot of Tich as she walks to go on
stage.
 The video features Tich’s sister Kat who is well
known by all of Tich’s fans as many have met her
at Tich’s concert.
 The simplistic nature fits the song as it is about her
feeling alone before she goes on stage and that
it what the music video shows as she isn’t talking
to anyone, she can’t hear anyone around her.

11. How does the video
establish genre?
 Tich is described as a pop artist. In this music
video the genre is established through the
simplicity of music and the lack of special effects.
The simplicity of the music video keeps the focus
on the song and the lyrics
 It also establishes genre through location as it is
set a small music venue and though make up
and costume both are simple and classy which
are both very typical of the pop genre as in pop
music videos the make up and costumes tend to
be over exaggerated.

12. How successful is the video?
Identify elements the would
or wouldn’t work for you
 I like this music video because it is simple and
keeps the audiences attention for the length of
the music video. However I wouldn't create a
music video, I don’t like the lack of different
camera shots so I would use multiple different
camera shots and I would use different camera
angles.
 I cannot really take much inspiration from this
music video as this is performance based and I
am creating a narrative based performance.
However looking at this music video has helped
me understand genre better.

13. Obsession
Tich

14. About The Video
 The video was released on June 26th 2014 under
All Around The World Productions
 It was directed by Rock Jacobs.
 He has directed a few music videos such as Off
The Record by Tinchy Styrder and All or Nothing
by Roll Deep.
 He works for Motion Picture House and also
created adverts and short films.

15. Record Label
 All Around The World Productions was founded in
1991 by Matt Cadman and Cris Nutall and is
based in Blackburn in the UK.
 In 2008 the company launched their own TV
channel and have since launched 3 other TV
channels.
 They currently have artists such as Tulia,
Alexandra Stan and Jessica Wright signed to
them and have recently signed Jamelia
Copied from Slide 9 as the Record Label is the same.

16. Key Selling Points
 One key selling point of this music video is that it
includes shots of Tich playing on her stripy
keyboard which she is well know for playing.
 Another key selling point of the music video is
that she is wearing all her bracelets, which are
significant to her fans as they are all given to her
by them.
 A third key selling point of the music video is that
right at the beginning of the music video it shows
a close up of her hands playing the piano which
relates back to the videos of her doing cover
where close ups of her hands would be shown.

17. Key Selling Point Cont.
 Another selling point if the music video is the use
of both narrative and performance.
 The narrative keeps the audience interested in
the video as it is telling them a story and they
want to know how the story will end.
 The performance keeps the audience listening to
the song as they can see Tich singing the song
and get really get in to the performance of the
song.

18. How does the video
establish genre?
 The video establishes genre through the narrative
the it portrays with in the video. As is common
with many recent pop songs the theme is love
and this song fits in with this theme so this
establishes genre.
 Another way in which the video establishes
genre is through the costuming. In many pop
music videos the artist will wear clothes that are
fashionable and trendy and that are relatable to
the target audience.

19. How successful is the video?
Identify elements the would
or wouldn’t work for you
 I can take inspiration from the narrative as it will
help me to understand exactly how many scenes
I need to include to make the music video
interesting and keep the attention of the
audience through out the music video.
 Another piece of inspiration I can take from the
video is that of the speed which the scenes
change and how long to keep the same scene
in the video and when to get rid of the scene
and put in a new one.

20. Who Knew
P!nk

21. About the video
 The music video was released in early May and
filming began on April 16th 2015.
 The music video was directed by The Dragons, a
team consisting of Sam Bayer, Robert Hales and
Brian Lazzaro.
 Sam Bayer has directed videos such as
Payphone by Marroon 5 and Angels by Robbie
Williams.
 Robert Hales has directed videos such as Here's
to Never Growing Up by Avril Lavigne and
Wonderman by Tinie Tempah.

22. Record Label
 LaFace Records is an American record label that
is owned by Sony Music Entertainment.
 It was founded in 1989 and was founded by
Antonio “L.A.” Reid and Kenneth “Babyface”
Edmonds
 Artists who have recorded for LaFace Records
are Usher, OutKast and Toni Braxton

23. Key Selling Points
 One key selling point of this music video is that it
includes very real and common themes that
many people will be able to relate to such as
drug use and break ups.
 It is very realistic and doesn’t appear to be
about something that is never likely to happen in
the real world.
 It is set in a very generic setting so is relatable to
many different people. The setting of a
fairground also means that there are multiple
scenes that can take place and all within one
setting.

24. Key Selling Points Cont.
 Another Key Selling Point is that the artist is only
singing and the story is being told by other actors
meaning that the viewer can differentiate
between that story and the performance as if it is
the same person it can become quite muddled.
 Another key selling point is that in the video that it
uses a range of different shots and fast paced
editing meaning that the attention of the
audience is kept throughout the music video.

25. How does the video
establish genre?
 This song is described as a pop rock song through
costuming. Her dress in the song looks like
something that would be worn in a pop video
however it has been given a grunge look to
make it look more like an outfit that would be
worn in a rock video.
 The theme of the video also helps establish genre
because the theme is drugs and this is a very
common theme for rock songs at the moment.

26. How successful is the video?
Identify elements the would
or wouldn’t work for you
 From this video I can take inspiration from the
story as this shows exactly how to portray the
story that I want to portray within the video.
 I can also take inspiration from this music video as
to how to pace the music video and whether to
make it fast paced or slow paced and for how
long to keep each scene in the video for.