1. Emma Sugarman

2. -Music videos aim to promote music. They allow
music to be broadcasted on the television,
increasing views, and allow audiences to
familiarize themselves with the artist.
-Music videos may boost album purchases as
people connect with the artist and possibly even
like the music more because of the their
appearance.
-In terms of representation, different conventions
are adhered to in music videos to attract all types
of people. When certain ethnic groups, genders,
sexualities etc. are represented in music videos,
more people from that ‘genre’ will watch the
video, increasing views and album sales.
i.e. Run The World (girls) = Beyoncé
http://www.youtube.com/watch?v=VBmMU_iwe
6U
t.A.T.u – AllThe Things She Said
http://www.youtube.com/watch?v=8mGBaXPlri8

3. Sometimes, music is featured in films. Music videos may
also include clips from films that the song featured in.
This helps to increase album and film sales – for example,
if someone likes a certain song and it is associated with a
certain film, they may be more likely to purchase the film.
i.e. Will Smith’s Wild, Wild West and Men in Black 1.
http://www.youtube.com/watch?v=IEaX4ApC_EU
http://www.youtube.com/watch?v=KSRF3slguhI&feature=
fvst
-Producers may also use bigger stars to promote up
coming artists – for example, a new artist may feature in a
song of someone who is world renowned, encouraging the
audience listen to the minor artist and also promoting the
record label.
i.e. http://www.youtube.com/watch?v=-_oLfC5Z_Ys
Professor Green feat. Emeli Sande – Read All About It was
released when Emeli Sande was not big in the charts.

4. http://www.youtube.com/watch?v=bbs3ZdceP64
-The genre of this music video is ambient dubstep or
‘mellowstep’. It is all filmed in the desert and other exotic
locations with a serious but atmospheric mood.
-Conventions: The women featured in the video are
attractive and are constantly changing costume. They wear
long flowing maxi dresses which are conventional for music
videos set in the desert. i.e. Demi Lovato – Skyscraper.
http://www.youtube.com/watch?v=r_8ydghbGSg
The use of three women could be representing three
different perspectives or three different cultures/parts of
the world. The red could represent love for the world and
passion for being peaceful on the planet. The black could
re-enforce the mysterious characteristics of this video such
as the eerie music and the yellow could connote peace in
itself.
The video breaks conventions in terms of singing because
there is no singing in the song, nor is there dancing.
Assumedly, the theme or song meaning is ‘peace,’ as it says
peace at the very end of the music video. The way that the
character in the video interacts with animals could be to
connote peace between nature and mankind.

5.  The narrative of the music video is
linear because it progresses in a
chronological order. It has both non
fiction and fictional characteristics – it
is fictional because of the nature of the
video (attractive females interacting
with animals in slow motion) but it is
non-fictional because it connotes a real
life concept – the longing for peace
between animals and mankind.
 The video is also linear as it shows a
progression but also non linear as the
time or order of each shot does not tell
really tell a comprehensive story or give
any indication of a chronological tale.

6.  The video attracts its audience possibly through the Male Gaze theory
that Laura Mulvey presented. Attractive women looking natural and
peaceful in beautiful environments is enough to attract a male
audience. However, the whole ‘peace’ theme attracts people who enjoy
mellowstep because it is a very ambient and peaceful genre.
 In terms of representation, it is difficult to pinpoint how it is used in
order to attract audiences. However, these stereotypically attractive
women typify the target audience into being males, therefore
representing a male fan base connotatively.
 Goffman (1979) expanded upon Mulvey’s Male Gaze theory by
suggesting that women have accepted their expectations of being
looked at as objects of desire. Therefore, they are more inclined to
make themselves look more attractive.

7.  Editing techniques: Slow motion is used continuously
throughout the video to add atmosphere and a surreal
ambience. Keeping the motion slow also adds to the
‘peace’ theme.
 There is also a lot of fading between shots. This could be
to add a dramatic effect to the video as a clear
distinction is made between different camera angles. It
also compliments the slow tempo of the music.
 There are a wide range of camera shots throughout the
entirety of the video. There are long shots to establish
the landscape, close ups to see in detail the facial
expressions of the actors and the HD complexities of
different species of wildlife and mid shots. This
extensive variety makes viewing the video all the more
enjoyable as it adds contrast and makes it more
interesting. It also compliments the professionalism in
the video.
 Other editing techniques have also been used, such as
changing the hue of the shots. This adds a warm quality
to the shots, complimenting the warm bass in the song.

8.  The genre of this song is electronic ambient. The
video is of an extract of a bicycle safety movie from
One Got Fat (1963). The style of the video has
changed in conjunction with the music though,
thus creating a surreal style of video.
 The video has a strong ambience of antiquity which
could be regarded as a conventional editing
technique for alternative genres of music nowadays,
even though the effect is there because the extract is
from 1963. The actors in it also wear strange money
masks and tails to represent children.
 On a YouTube comment, there is a description of
what fan think the video means:
“Guys, this video is not random, it's telling a story. The
monkeys are the wild creative desires born into us all.
Over time, they die out. From the cars, society's
machines of system. From exhaustion; our natural
state cannot keep up with the artificial speed of the life.
The pothole, a man-made danger, built-in to society.
It's a warning that the hustle and bustle of modern life
is not at ease with our spirit and nature. We are beasts.”
http://www.youtube.com/watch?v=cQgAMkMmsfg
(original movie)

9.  The video is fictional as it represents ‘situations’ to its audience – it is
not about a real life event. It could also be considered non fictional,
however, depending on what each individual in the audience believes
as the video is very conceptual. The video is (visually) linear because it
presents a chronological order of events, but also non linear as the
collective visual features merely represent a concept/idea. The original
video has a storyline – there are a group of children in monkey masks
who each meet a terrible fate on their way to the park as a result of not
following specific bicycle safety guidelines. However, one child, who
adheres to the guidelines makes it to the park and then eats everyone
else’s lunch. The music video, however, has only little extracts from the
original movie and so the storyline is re created:
 “The monkeys are the wild creative desires born into us all. Over time,
they die out. From the cars, society's machines of system. From
exhaustion; our naturalstate cannot keep up with the artificial speed
of the life. The pothole, a man-made danger, built-in to society. It's a
warning that the hustle and bustle of modern life is not at ease with
our spirit and nature.” - YouTube comment summarising the video’s
conceptual meaning.

10.  This video was constructed in the 90s and therefore could attract its
audience by using a film that is quite old – from 1963, in fact. Due to
the nature of the band’s notoriety for their assumed and supposed
recreational, psychedelic drug use, sampling a video from the 60s
seems like a prudent thing to do as around the same time, substances
such as LSD were created and being explored in terms of scientific
research. The intended audience is perhaps targeted by the context in
which the video is produced and received – the audience is expected to
make the connection by their own knowledge, simply because the
extract was around the same sort of time bracket. And considering the
music video is perceived to connote the government-induced restraint
of individual beings in society, the link between the illegality of such
recreational drugs only fits too well to the idea of being repressed as a
creative being. This then links in to the idea of the materialism and
artificiality of the life the human race has made for itself is only
helping it to die out, gradually – one by one, as connoted in the video.
The target audience is selected by this collective and mutual
knowledge.

11.  Because the music video was created by the means of
clipping different extracts from an old movie that was
produced in 1963, the editing techniques such as camera
angles/movements are not actually the work of anyone in
association with Boards of Canada. However, the fact that
the music video has been produced in the first place shows
that it has been edited in a way to specifically produce a
completely different narrative. The very fact that Boards of
Canada have actually done this simply emphasizes the
manipulation of the original video. Just because the visual
effects have not been planned and produced by the band,
the concept of the video shows how the editing techniques
(such as crafting a new video with a completely different
narrative from another video) re-enforce its overall
message.

12.  http://www.youtube.com/watch?v=B-
US91WU8zA&feature=related
 The genre of this song could be considered: techno,
ambient, acid and drum and bass.
 The style of the video would probably be something along
the lines of artistic/abstract. It does not really have a
storyline however the audience still gets the ambience of
happiness, joy, and perhaps also a sense of restlessness.
 In terms of conventions, a stop motion effect is adhered to in
a very conventional way. However, stop motion is stop
motion – it would not be the same effect if it was done in any
other way. The fact that the video does not have any
conventions could link into the unconventional nature of
the music. There is a oceanic theme to the video, however,
where the producer has adhered to common conventions of
things that are associated with the sea. For example, a net, a
diving suit, a ship’s wheel and the location of a beach.
 This video could link to Her Morning Elegance, Oren Lavie
which also uses a stop motion technique to describe a girl’s
dream perhaps.
 http://www.youtube.com/watch?v=2_HXUhShhmY

13.  The video is fictional. It could be
considered linear in the way that
the stop motion is always
showing moving scenes and real
actions. The video starts off with
shots of the landscape and ends
with two ‘people’ having a fight at
the end. However, it could also be
considered non-linear as the
video does not really have a
comprehensive storyline – it
simply has more of an array of
different scenes and shots.

14.  Throughout the process of analysing this set of different music videos, I feel
that I have discovered a lot more than I originally bargained for. Looking in to
all different aspects of the production of a music video allows the audience
(me) to gain an expanded knowledge of what the intended meaning of the
specific video is. I found that by intently analysing the videos, I found a lot
more of a depth to the message they were connoting rather than just seeing an
initial, shallow, surface idea. Even if the music videos did not intend to create
such depths to them, I was able to ponder upon my own ideas of what I
thought they meant. Both of the videos I evaluated could be argued to be
rather ambiguous in their meaning which does allow for the audience to have
their own take on what they suggest.
 With this in consideration, I think it would be interesting to produce my own
music video in a way that allows the meaning of it to be up for debate. I do also
understand, however, that it may be wise to include at least a few conventional
features in the music video so as to cater for a whole range of different people. I
do want to keep the intended audience as ‘loosely specific’ as possible at the
same time, though i.e. people outside of the ‘target pool’ can also enjoy the
video – ensuring the video caters for a range of audiences allows me to convey
my message to a larger quantity of people.

15. DIGIPAK
TEXTUAL ANALYSIS
Emma Sugarman

16. Boards of Canada - Music Has The Right To Children
The genre of this album is electronic ambient. Despite the obscurity that this band seems to
have in 00s generation youth, the digipak adheres to normal conventions such as album art on
the front, a track list on the back and then the actual hard disk inside with the track list printed
on it again. In the shop, the target audience will be selected by the artist’s name being
printed on the front of the album along with the actual album name. This is so that people know
what the album is called, obviously. The track list is on the back so that people are aware of
what each song is called. The album art, I think, it not there to try and suck an audience in like
other conventional, mainstream albums - if the audience wants to listen to the music, they will.
There is no need to deliberately try to lure an audience in using visual persuasive techniques
because you can’t see the music. The album is about the music, not about what the digipak
looks like.

17. Lettering
The font used is very
rounded and modern. This
could be to represent the
heavily electronically
manipulated sounds that
mark the distinguished and
revolutionary sound of
Boards of Canada. There
are also no capital letters.
For me, this is because
capital letters look out of
place and are bigger than all
the other letters. By keeping
the font literally all the same,
there is a sense of relaxation
and ‘chill,’ representing
the ambient and hazy nature
of the music.

18. Image
The image on the front connotes exactly
the sound of the music - the sound is warm
and familiar, yet also ambient and distant -
‘foreign’. Much like the music, the
album cover also looks familiar yet
‘foreign’. The conjunction of blue-aqua
hues, a 70s-esque style image and a
casual setting all look familiar and
‘comfortable’. The foreign aspects are
obviously the blurred out faces and the
hazy filter over the image. The use of this
visual dichotomy correlates with the
conflicting sounds of the music. I can
image that the audience will not actually be
too bothered about what the album cover
looks like particularly, despite the fact that
they are aware and already appreciative of
its genius. Instead, I think that they will
respond more to the actual music.
The blanked out faces may also be used to
represent the audience – the audience
may be able to imagine that they are the
models on the front. This use of personal
identity links into Blumler and Katz’s theory
of Uses and Gratifications. (1974)

19. Stars/Icons
Throughout much time spent listening to music of
this genre, I have personally noticed that artists
do not generally associate their own visual
appearance with their music. Instead, they are a
lot more artistic and creative with the ideas that
they have in terms of album artwork. Therefore, I
would definitely expect to see an album cover like
this on a band like Boards of Canada’s - very
conceptual and very unconventional in terms of
what more mainstream album covers are like. I
think that this album cover in particular, really is
connoting what the music sounds like - that idea
of dichotomy. I also think that the 70s-esque
image (with the fashions and hair cuts) has been
used to connote the psychedelic time bracket that
BoC could have been influenced and inspired by.

20. Representation
Again, linking in to the idea of the psychedelic 70s,
I think that the album cover is representing people
as a whole, perhaps. I always feel like BoC related
things connote a sort of ‘ self-induced decay’ in
society. Physically building up the habitat in which
western worlds live in makes humanity lose its
appreciation for the present moment - we have
been driven by collectively letting our minds take
control of us over generations and have allowed
ourselves to be solely focused on always reaching
‘the next goal’.’ I feel that the blurred out
faces represent a generation of people that have
lost their true selves and identities to the clutches
of their mind and therefore, the regulatory nature
of society.

21. Audience
I can imagine that people who will buy this album will be of a nature
that agree with the variation of concepts that BoC intend to connote
through their music. However, the band began making music in their
own private studio solely for their own enjoyment, so originally, they
did not even intend to have a target audience. There is no target for
them to get others to listen to their music. People just do, because
they like the music. I suppose that BoC albums will sell when
someone is recommended them by someone else or if they read/hear
about them online or something because there is not any advertising
involved, particularly.
I imagine that those who will buy it will be very contemplative people
in nature, who focus on the present moment and look to relax and let
their thoughts pensively wander to the sounds of the music.

22. Aphex Twin - Windowlicker
The genre of this album is considered ‘electronic music’ although Aphex Twin’s music on other albums
can also be considered ambient. Although the music itself can be very mysterious and sometimes,
simply weird, the album art certainly adheres to 21st century album cover conventions i.e. the woman
with the attractive body to lure men into buying the album (Male Gaze theory). However, it also has
Aphex Twin’s (Richard D. James’) face digitally superimposed onto the model’s body. This is not so
conventional, obviously. However, in the shops, it is certain that an album cover like this will grab any
audience’s attention! This point is even more exaggerated when you see the back! It is simply white
with a bar code on the back - not designed at all for attracting listeners however it can be safely said
that the front of the album does this enough. The front of the album also has the album and artist’s
name is a small font so that people can recognise whose music it is - just in case they don’t recognise
James’ face on a woman’s body...
The album cover may veer away from typical conventions due to the music being entirely original - it is
even considered revolutionary in contemporary times.

23. Lettering
Because the album is a single, there
is barely any lettering on the whole
album because there isn’t really any
need for it. I can imagine the like
Boards of Canada, Aphex Twin is
more interested in the actual music on
the album, much like his vast array of
listeners. Although there is not much
to say about the back of the album,
this is exactly the point. This sort of
layout can actually be argued to draw
more attention to the album cover,
making is familiar and memorable to
audiences because it is so unorthodox
and ‘out there’. People will
immediately associate the single,
‘Windowlicker’ with the image on
the front.

24. Image
The picture on the cover is of a woman that features in the music
video for ‘Windowlicker’ with Richard D. James’ (Aphex
Twin) face digitally super imposed on to her body. The actual
single can be described as “twisted, sleazy, futuristic and sexy at
the same time” which is what is connoted in the album cover. It
is sleazy because of Aphex Twin’s head on the female body
which of course is what is considered sexy here. The small,
capitalised font is what makes the album cover futuristic. The
actual blatant manipulation of the image could also be considered
futuristic, too. The blue background is supposed to be the sky,
setting the ‘being’ in a paradise scene with perhaps a beach or
something, hence the bikini. The way that Aphex Twin’s face is
grinning works well with the ‘busty’ pose of the model - it is like
he is cheekily saying, “look what I’ve got.” On the other hand,
he could just be smiling to make the image as confusing as
possible - as if it is perfectly normal.
The Male Gaze theory (Mulvey 1975) can also be applied here
because men may be attracted to a certain part of the picture just
before the face.
The white bikini could have been used to symbolise purity and
innocence, which is a juxtaposition (contrast) to what ‘she’ is
being portrayed as.
Audiences may react shocked to this album cover and may be
confused as to what they feel in terms of sexuality towards the
model (according to YouTube comments on the music video...).
However, this could be a good thing because it encourages
potential buyers to pick the album up and want to know what this
crazy album cover is all about! I have no doubt that this album
cover contributed significantly to sales.

25. Stars/Icons
Initially, one may say that this image of Aphex
Twin is not one that you would expect to see.
However, after having listened to Aphex Twin,
read some of his material in magazines and got
a general idea for what kind of a man he is, it
suddenly becomes apparent that this is exactly
the sort of image you would expect to see of
him - completely unorthodox, just like his music,
his music videos and his general persona. The
album cover definitely attract potential buyers
because it is so outrageous and also could be
considered humorous and comical.
As I have said previously, I have noticed that
music artists of this sort of general genre do not
usually associate their visual appearances with
their music, however, Aphex Twin has done
exactly this. I think that this reflects the attitude
in the music entirely. It is all part of the
‘strange’ and ‘original’ thing that Aphex
Twin has going on.

26. Representation
The CD cover challenges stereotypes of album covers in
this general electronic genre in a few different ways. By
Aphex Twin associating his visual appearance with his own
music he has broken conventions because artists of this
genre do not usually do that - they will often use a
photograph of or a piece of art or something. The use of a
particularly busty woman’s body is also not commonly
seen - I always associate this sort of music literally with
thinking about things and being quite pensive and
contemplative. The use of materialistic things is foreign and
therefore, again, accentuating the unconventional nature of
the music.

27. Audience
This genre of music can also be considered IDM - intelligent
dance music. I think that the sort of people who will buy the album
and listen to it will be males in their late teens or early 20s. The
dark, ambient beats of his music are appreciated globally,
however, despite the fact that his lyrics are almost always in
English.
People will buy the CD because they enjoy the music. Why else
would someone buy a CD? I don’t think that anyone really walks
into a music store and thinks about buying an album to ‘get a
sense of their own identity or feeling of belonging’ because how
is some music artist that they don’t even know supposed to give
this to them? People buy the CD because they enjoy the music.
Maybe their friend showed them Aphex Twin or something, or
they saw a video on YouTube or heard him on Last FM.

28. POSTER ANALYSIS
Emma Sugarman

29.  The poster represents the music genre fairly
accurately due to its visual and conceptual features
that the producer has so obviously considered
when constructing this piece of promotional
material.
 For example, the blue of the star could have been
included to represent peace, and the star shape
itself to represent communism. However, there is
also an obvious theme of industrialisation here
with the concrete and rusty looking background,
the white text that brings a mood of authority due
to its resemblance to the army, and the translucent,
digitalized shapes. This contrast between the two
themes presents the dichotomy in the music – the
sexiness in contrast with the strangeness. The use
of Aphex Twin’s logo in the middle of the star
instead of a sickle could mean that all one needs to
survive (i.e. harvest wheat...) is the music – it is
that fundamental to survival!
 The red hues of the background almost remind me
of a blood bath due to the old, rusty look. This
could be to represent anger or conflict, which ties
in with the communism theme perfectly as the
music could be about the way the artist feels about
society and their anti-establishment beliefs.

30.  The website included on the bottom right page
indicates to audiences that there is more
information available. However, it also shows the
modernity of the poster due to the obvious
indication that the web is available to almost
everyone in the western public (i.e. people who see
the poster). It is located on the right side of the
page along with all of the other additional details
audiences may wish to be informed of. I would say
that this has been done because your eyes are
naturally drawn to it in conjunction with the way
the rest of the poster is laid out. This allows
audiences to look at the whole poster properly
without missing any vital information – this may
increase the likelihood of them attending the
concert. It could also be because handwritten
letter’s addresses are located on the right side of
the page. This links in to the context of reception
due to the fact that most people would know this.
 The use of a ‘plus’ sign instead of the word, ‘and,’
also represents the electronic nature of the music
due to the association of a plus sign with
mathematics. One would naturally link the two
themes – maths and electronics. The additional,
seemingly decorative plus signs could be tied in
with their medical connotations, however they
could simply be for artistic purposes.

31.  This is a poster advertising a concert for
Boards of Canada.
 Obviously, the text cannot be read properly
– it takes a while for the audience to
understand what it really says. In fact, the
audience may only realise when they see
the text underneath. This represents the
music very well as both the poster and the
sound are sort of mysterious or
incomprehensive and challenge the
audience to think and enter a pensive state
of mind.
 The art on the poster is also very
digitalized, just like the electronic sounds
that Boards of Canada perform. So, again,
the poster represents the music well.

32.  The way that the art sort of ‘throws you off’ with the
double lettering everywhere almost seems as if the
producer is encouraging the audience to feel like they are
‘seeing double’. I think that this could link in to the
supposed ‘notoriety’ Boards of Canada have for their use
of psychedelic drugs – the ‘trippy’ effect may have been
used to connote that sort of weird, dreamy ambience that
their music possesses. The use of the bright, almost neon
colours may also have been used to contribute to this.
 The text at the bottom is very standard, simple and
comprehensive which is a complete juxtaposition to the
art above. I think that this has been done either to add
that sense of blatant conflict/contrast or just to make sure
that audiences actually know what the poster is
advertising.
 I also feel that although the art is crazy and busy, the
poster is very simple. I think that this connotes the ‘no
fuss’ attitude that Boards of Canada have to performing
as they are more renowned for not performing as their
music originally started as a personal project for their
own enjoyment.