Magazine advert analysis - Miss Miller

 Magazine advert.

The purpose of magazine album adverts is to attract the target audience of the artist being promoted. Magazine adverts shows the audience elements of the album or the artist which they may enjoy or relate to, this makes them want to buy the album and listen to the artist expressing themselves. I have chosen two adverts of soul artists and their albums to show the conventions used of the genre. My first advert is Paloma faith, A perfect contradiction and the other is Adele, 21 album. I have chosen these two artists because they look conventional to my chosen genre and look as though they relate to my chosen artist Amy Winehouse.

Paloma Faith- A perfect contradiction.

• The representations of the artist in the magazine advert are very strong, she is shown in many different characters. The image for the album is of Paloma in many different outfits and images, she is seen holding herself and different personas of her surrounding her characters. These different images show the audience that the artist has different personalities and that she isn't as simple or one sided as her audience may think. She is seen as a mermaid, a horseman etc, this represents her as an unique and independent person who can express herself though her music and show her target audience that she has many different emotions and isn't as stable as she may normally come across. 
• There are some connotations in the 'A perfect contradiction' magazine advert for example the colours which also represent the different emotions within the songster album. For example, the green dress could symbolise shows independence, her red hair shows strength and energy. Whilst their are contrasting colours like white inferring purity and the black highlighting tension and negativity. There are many colour connotations used in the image to show the wide variety of emotions and meanings of the songs within album, which shows the audience the what they should expect if they are to buy the album. It will give them a different song for each emotions they want to feel and will allow them to pick what type of effect they want to gain from the music. This appeals to them because they can see that the album is not focused on one emotions and that it gives a variety so that is stays interesting and they can see ho the artist feel about the messages of each song. 
• The layout for the album advert is very simple with one image filling the whole page and writing at either end of the page. The artists name is at the top of the page above the heads of Paloma's characters and other text underneath them. This simple layout allows the audience to focus on the image and the artists name, making them the most attracting parts of the advert, it make them stand out the most because they will have the most effective on the audience. Having a simple layout for 'A perfect contradiction' ensures that it isn't to overwhelming or confusing for the audience, they see everything clearly and from that decided on wether they will like album, making it appealing.
• There is only one image used for the magazine advert which is discussed above. It is a picture of Paloma Faith as 6 different characters. This image was chosen because of the way it represents the artist, she is shown with different personalities and images. For example a horseman and a mermaid, these appearances represent the different emotions in the album and how there is a variety of thoughts and messages in the songs. The image is powerful because is represents the album in one picture, by tells the audience about what the album includes and how they will feel whilst listening. This is due to the different colours used for her characters and the connotations of each one, the audience can see Paloma's different emotions for each persona and how the songs make her feel. from this they can then decide wether they will enjoy the songs within and wether they will be able to relate to them.
• The typography another element used in order to make the advert appealing. As discussed above to text is places at the top and the bottom of the page to make it stand out to the audience.There is not a lot of text because it shouldn't be to over powerful or take to much attention away from the image or the more important information, like the tiles of the artists name. It is also white and gold, these colour are used because of the darker brown and orange tones used underneath them. These two colour of the text stand out from the other and are bold over the browns. This appeals to the audience because it stands out more than it would in any other colour and as it also connotes success. The font of the artists name is feminine yet bold, the straight lines of the letters are perfect whilst the ends of the letter occasionally spiral off. The make sit appealing for the audience because it is unique and intrigue s them as it hasn't been seen before.
• The style of the language id formal, it uses good vocabulary whilst keeping the informations short and beneficial. The text tells she audience the release date, most popular singles in the album and other things is includes like another CD. The language used is effective because of the word such as 'deluxe', this shows the audience they they are getting the best for their money and that is isn't a waste. It appeals to them because it makes the advert interesting and appealing by making the album seem and high class as possible.

The advert promotes the soul genre because of it independence, most elements in the albums magazine advert represent the uniqueness of the artist and the songs. This is conventional because soul artist are not represented as stereotypical music artist, for example, female pop artists have a provocative image. Soul artist have a more sophisticated yet different look to show their diversity. The unique elements like the variety of colours, the image and the font of the text promote the soul genre because it show the audience the main attraction that the want to see if they are looking for new music of the genre.  The advert also promotes the artist. This is done though the image used, it shows the different characteristics and emotions of the artist. Allowing the to see the variety of Paloma' personas will enable the audience to create a relationship with her because they will be able to understand at east one of the characters in the image. They will be able to relate with her emotions shown thought the image and then go on to connect that with the songs n the album. This promotes the artist because she is seen as extremely relatable as most audience member will understand her and are able to build a relationship on what they see. The colours in the advert attract the audience the most, they are vibrant and there are a lot of different shades within it. The wide variety of colours attract the audience as they are bold and eye catching, this intrigues them because they will want to find out how the colours represent the artist and album and how they reflect on the songs. It is appealing as they enable the target audience to relate to different emotions of the album and can see if they will enjoy how the messages of the songs are meant to make them feel. 

Adele - 21

• In the magazine advert fro Adele's 21 album, she is represented as classy and he facial expressions show sadness. Her image is shown as classy as she has barely any make-up on, an everyday hair style and a plain black top. This look is simple which is conventional to a soul artist because it they are often neutral and simplistic. The sadness is also conventional because of how it reflects on the songs in the album. this is because the dismal emotions are often used when soul artists are trying to show their message and experience to their audience. The strong emotions allow them to relate to the artist by build a relationship on the feelings that they may have experienced before and they can see that she knows how they feel. 
• There are some connotations in the advert mainly shown by the colours. All of the advert is in black a white except for some text which is a lime green. The the black and white is conventional as it shows the happiness of some songs and the seriousness of others. The contrasting colours shows the audience the variety of songs in the albums, this is because the whites connote hope and them being settled, whilst the blacks and grey show the intenseness and worry. These different emotions portray how the songs may follow them, from this audience will know if they will like the music and how it will make them feel. The green resembles mixed emotions, it portrays the artist as confused and the possibility that they songs are about being stuck on a decision or confused about a situation. The different colours of the advert show how the songs in the album vary when it comes to the message they are trying to show, there are contrasting colours which therefore mean constraining emotions, This appeals to the audience because they an see that the album doesn't focus on one kind of emotion and that the songs change a lot, they don't stay on one topic.
• The layout of the magazine advert is very basic, they is no over the top technique used or special effect editing. It is simple one main image of the artist, Adele with her name and album title written next to her, then there is s smaller image of her again with her name and title written but this time below her. Having two images of her repeated with the same text is effective because the audience see this key informations more. The plain layout is effective because it doesn't take away attention from the main image or the title of the song, therefore allowing the audience to take in the key assets of the advert and remember what they need to in order to go and purchase the album. 
• Both images in this advert are extremely similar, they are both picture of the artist. In both she is looking the the ground with her eyes barley open and she has very blank facial expressions. This near identical images shows the audience the emotions of the Adele, she is clearly sad and depressed. This reflects on the songs and their messages, it show the audience that the songs Adele has included in the album have this effect on hr and make her feel these emotions. The audience can then go on to decided wether they would like feel these emotions and wether they would be able to relate to the music. The image appeal tot he audience because the can relate to the artist by understanding how she feels, the can relate the sad emotions back to their own lives and experience that have made them feel the same. 
• The typography in the Adele 21 advert is very plain, it is mostly white, straight Ariel font, there are no special fonts or vibrant colours. Although most of the font is white there are some green parts. This green connotes the confusion of emotions, it goes with the black and white by showing that the songs have different meanings and messages. The plain font also connotes the subtle message of the songs, it shows how they are overly vibrant or upbeat. The typography appeal to the audience because it reflects not he songs in the album and enable them to see what emotions they may feel when listening to the music within it.
• the style of language used if formal, although there isn't many full sentences on the magazine advert, it s still formally written, there is no slang or improper words used. The only sentence used is "New album from 2 time Grammy award winner, featuring Rolling the deep." This informs the audience that there is a hit single in the album and that Adele has won 2 of the most famous awards in the world, it is worded correctly and is short yet informative. This formal language appeal to the audience because it infers how the album is professional, they can see that the advert is made to be high end. The audience will therefore want to buy the album because they know that the artist is serious about her music and that it mean a lot to her, rather it just being for her publicity and profit. 

The Adele 21 magazine advert promotes the soul genre by showing its conventions. For example, the black and white effect, these colours show the sadness of the artist and the songs whilst also showing the hope, this is conventional because often in soul music the messages are either about broken love and the negative effect of it, or it can be about the moving on from a past love. This appeal to the audience because they will all at some point in their lives been through on of these situations or felt the same emotions. Another convention used to promote the soul genre if the facial expressions of the artist in the image used, Adele look sad as she looks to the floor with no other expression. This sad look is conventional because in most soul music video or in images of the artist they look upset this is because of nature of the songs, they are meant to express how the artist feel. The upset look of the artist allows the audience to relate to how they feel and they are then able to relate to the songs better and understand what the artist has been though or is still going through. These conventions promote the soul genre because they show the audience the deep message of the songs and how the artist feel, this is the main reason why an audience will chose to listen to soul music, so that they can relate to the artist sand connect with their emotions. 

The advert also promote the artist through the same conventions explain above about her emotions in the images used. In both the images she is sad, looking down as the ground with barley any expression on her face. From these facial expressions the audience can build a relationship with the artist and can gain and understanding of how she feels. Once the audience understand what she is feeling they can relate to the emotions being portrayed and understand what she is going thought by match the sadness to their own life experiences. The advert promotes the artist by allowing the audience to connect with her, it make her relatable and therefore they will feel although they connect better with her music as well. 

The audience are attracted tot he advert because of the different elements which allow them to connect with the artist and the songs and the different connotations made. As discussed before the artist clear depressed emotions attract the audience because ethic are able to relate to her and her music. The colours also attract the audience because of the way that they reflect the songs. The black white and green highlight the variety of songs within the album, it attract the audience because they can see that there are different messages and emotions in the songs. This makes the album appealing as they know that they won the stuck to on emotions they will have different style songs to choose from. The title also attracts the audience because it is short and bold, Adele 21 mentions the name of the artist and her age when she released it, this make it easy for the audience to remember, they will not be able to easier forget it. All these different element make to magazine advert appeal for the audience because it make they make it easier for them to understand and relate to, they can see the different types of songs and the different emotions they would feel if they were to buy to album. 

This research will help me with the planing of my magazine advert for my artists album because it has given me many different inspirations for the soul genre and how to attract my audience. The research into Adele 21 and Paloma faith's A perfect contradiction has allowed me to understand how to attract the audience within page, it has shown m to use the most effective elements and highlight them in order to create a big effect on the audience. It had enabled me to see what the audience are most intrigues to see and how connotations can be used in order to portray the different songs with in the album and stye different emotions most likely to be experienced if you listen to music. An idea I have taken from the Adele 21 advert is the back and white effect, i think using black and white on a female soul artist creates a strong effect on the audience, because of the contrast and they reflection it has on the songs of the album. But I would d also like to use a little bit of colour maybe a light pink and blue to show that not all he music is either one of the opposite emotions, I would like to show my audience that there are some more creative songs with in the album and that not all the motions are either sad or hopeful but some may be bubbly or exciting. Another idea I gained from the advert analysis was from Paloma's a perfect contradiction, I thought that the font used was effect I've, rather than having a straight font, I want something which curls and the end of the letter. I believe that this make the advert more appealing because of the soft, light image it gives. I think the curly font shows the audience how the album is creative and unique, this therefore makes it more appealing to them as they can see that is going to be like no other album they have.
I am going to use theses ides and inspirations for my own magazine album advert because t think they will make the product more effective. The research had helped me to understand why each element needs to be based around the audience and what will be most effective for them and attract them the most. It has been helpful to analyse both adverts because it has allowed me to understand what the audience what/like to see when looking at the album advert and what intrigues them if they were to be flicking through a magazine.

Applying for music copyright - Miss Georgiou

Introduction

The copy right law give creators of book, articles, sound recordings, musical, broadcast, films etc the rights to control the way in which their material is used. It gives them cover over whats can be copied, adapted, issued, and renting copies. These copy rights mean the audience are restricted to how they use the material, the creator have control over what they do with it, they can deny them of any rights to the material, may restrict how they work with it or allow them do what they want.

Applying for copyright

To use the Amy Winehouse's song, In my bed we had to apply for copy right this is so that we can use the song without any issues in the future, when it comes to uploading it or showing the final result. Without the creators approval we could be faced with a few issues if the record label figure it out, so with the permission it makes it safe to use them music without getting any punishment, fine or getting sued. 

To gain copyright we have to research into the record label, first my group and I had to find which recored label the artist was signed to. We did this by researching into her career and researching to the particular song. Then we have to find a contact number or email to contact them by. In this case we found out the Amy's main record label was Universal Music Group, we found their contact email which was mediauk@umusic.com. We then sent an email to them ask for their permission to use 'In my bed' for out A2 course work and mention that they if they wanted to be recognise then to send us the information. Heres a copy of the email sent to the record label.

An example of copy right issues in the music industry is Justin Bieber and Usher, Devin Copeland and Mareio Overton claimed that Biebers song 'Somebody to love' contained several similarities to their song of the same name which was released in 2008. This lawsuit was made public knowledge and is was said that numerous song writers and producers had the intention of copying their original song. In the end Bieber and Usher got sued for £6.4 million for copyright infringement.

I am still awaiting feedback from my record label, however I am still planning to create music video. 

Lyric analysis - Miss Georgiou

Lyric analysis

The purpose of analysing lyrics when planning a music video is because you can then link the lyrics with the visual. You can figure out what parts of the video needs to go where or how you want each section to look. Knowing the lyrics helps when planning what style video you want to create, you can decide on wether you want different parts to be concept, narrative or performance and what you want to include in the shots.

This demonstrates certain planning techniques as it breaks down the song into different parts/scenes, from this lyric analysis you can then go on to plan the visual and what will work well with the song self. It helps with possible micro elements that you want to include by showing where they would work best.

The hidden meanings in the song chosen song, 'In my bed' are about a break up. Amy is trying to show that she doesn't need her partner anymore and that he wasn't good for her and he couldn't provide enough for her except for sex. The songs meaning is that she still wants to sleep with him but she doesn't need him in her life properly, she is telling him that she can cope with out him being her partner and that she doesn't want him for the emotional relationship anymore. This is shown through the lyrics when she says "i sleep alone the sun comes up", these word are showing the audience that she doesn't need t be with anymore to make it through her life and that she can go to bed and still wake up as normal, she isn't reliant on anyone but herself and she isn't emotional hurt about bot being with him. This shows the message that even if you are not in an emotional relating with someone you can still keep going there is no need to be depressed or be upset. It make the audience feel confident that they can move on like her and that they don't need people from past relationship in order for then to carry on with their lives.

My group and I have analysed the lyrics by reading through them and linking the words with our different scenes and what we think would suit best to which sections of the song. This meant that we could make some lyrical and visual matches so that the song and the video will flow better. The annotations we made will help use with the planning of our music video, because my group and I will be able to relate the lyrics with our scenes. We can decide on what lyrics fit in with which style scene, and follow on to plan out what actions should happen and what stage in the song. It helped with planning;

Codes and conventions

• The annotations made have help with planning for the codes and conventions. For example it helped with planning the artists image, it is conventional to use a unique image for a female soul artist. They often have a different look and don't follow the normal pop or dance images, they go for a controversial image so that they stand out from other genres and are represented as independent. This independence is show through the lyrics which say "i sleep alone", it shows that artist doesn't need anyone else and can cope on her own. Too follow this convention through into the image my group and I want our artist to have bold winged eyeliner and big, messy backcombed hair. This image is different and not seen often showing the conventional independent look for the soul genre, which also matches to the lyric and the message of the song, that you shouldn't be dependent on an ex.
• Another convention shown in the lyric analysis is the message it shows. The song gives of the message that and ex isn needed, you should depend on them. This shows a narrative side to the song and how the artist is trying to tell her story, this is convention of the soul genre because it s common to use a love story to show the songs meaning. Narrative being shown in the lyric helps to plan out the scenes and which styles are wanted to be used. My group and I have decided to use a narrative scene to emphasise the story aiming to be told. We believe it will make to the song and the video more effective if there is a story being told about the artist and her moving on from her ex partner through the song and the video. 
• There is also a convention of the location talked about in the lyrics, when is says "Everything is slowing down river of no return". These lyrics talk about a specific location and it can relate to how the artist tells her story, the river being mentioned emphasises on the artist emotions and the effectiveness of the songs message. This has helped to plan my setting for the music video as it allow to make a lyrical and visual match. I can use Goodwin's to make the video more effective, this is done by including a river, on the 'walk of shame' the artist is going to be seen walking on a path next to a small river. This will help the audience see the artists emotions along with setting and how it makes her eel, from this they can then take the emotions and turn them in to something they can relate to, through their own life experiences and the emotions they have felt. It will appeal to the audience because they will be able to build a relationship with the artist and will be able to connect to the song and the messages of it.

Cinematography

• The lyrics also help to plan some cinematography elements in the video, for example as the lyrics say "separate sex from emotion". These lyrics are talking about the emotions and feeling of the artist and other character, so from this I can again make lyrical and visual match to make the music video more effective. The Goodwin's point can be shown through a close up of the artists face, this allows the audience to see her emotions and what she feel about this sentence. Therefore the audience can relate to the way the see the artist feeling and get a better understand of what the song means and its messages. 
• Another camera element which the lyrics helped decide was an Ariel/long shot. This is because of the lyrics "In my bed, in my bed", the long shot will show how the artist is lying in bed, again making a lyrical, visual match. The use of Goodwin's theory will allow the audience to see how the artist is acting with the lyrics, it shows that she is slightly down about the situation and is lying in bed thinking about things. This helps the audience relate to the artist how she is coping with her break up, they can see her emotions and behaviour and link it back to their own lives.

Editing

• Editing was also inspired by the lyrics. "Everything is slowing down", these lyrics describe a motion, making it easy to find a editing technique which would work well. As the lyrics say "slowing down" my group and I thought it would be effective to use slow editing or even make the shots in slow motion. This will be effective because it will reflect on the artists emotions and how the message of the song effect her. The slow editing will portray a sad or given up image for the artist, she will be represented as upset. This is conventional for the soul artist because often the music is slow and therefore the editing along with it is slow.

Mise en scene

• Lighting + colour; The lighting for the music wont just be conventional but can also link in with the lyrics. At on point in the song it says "I sleep alone the sun comes up" because of this my group and I thought subtle high key lighting would be effective. As the lyrics are talking about the sun rise, the lighting can be used to show the day getting brighter and her mood becoming more positive.  This is effective as it allow the audience to understand her getting over her ex, they can see that she is moving on and leaving the negative things behind. 
• Setting + iconography; A piece of iconography we decided would be effecting was a picture of the art its and her ex. We thought this should be used when she says "I sleep alone", this is because we believe her action of place the picture face down shows the audience that she doesn't ned him and more. The lyrics also show this because she says "I sleep alone" it shows that she doesn't need him in her life anymore and she doesn't need anyone to rely on, it shows her independence. These lyrics helped my group and I to come up with a piece of iconography which would emphasise the message. 
• Facial expressions + body language; As the artist sings "you'll never get my mind right" my group and I thought it would be a good idea to have a close up showing her facial expressions. We think she should look, confused but determined because she knows she is doing the right thing by leaving him and moving on. These facial expression and lyrics together will help the audience to understand how the artist feel about the situation she is in and it will emphasise the deeper message of the song, that she doesn't need him and she is doing the rift thing for herself. 
• Positioning of character; In most of the verses for the song the artist sings about herself and what she thinks, for example, "i never thought my memory of what we had could be intruded". As the verse lyrics focus on the artist my group and I decided it would be most effective if the she was in the centre of the screen. Using this position for the character make her seem important and relevant to the lyrics. The audience will be able to build a relationship with her and understand her view on the sons message and how they effect her. Therefore the can relate to her and connect with the music video. 
• Costume, hair and make-up; It was hard to relate the lyrics and the image of the artist but my group and I decided so keep her look as simplistic as possible and make sure she is relatable and ordinary. We didn't want her to look over top so we stuck to average clothing and fairly subtle make up. One unique part about the artist image is her eye make-up, we have given her big eyeliner so that she has the conventional soul look by having unique assets. As the look is kept basic it links with lyrics " Yours is a familiar face". The artist is talking about looking familiar and how it make her feel comfortable to have her ex there because she knows him and is relaxed about him. The audience can relate to the artist through her image and feel comfortable with her,  the same as how she feel comfortable with him.

Style 

• The lyric of 'In my bed' tell a story to the audience, they explain what the artist feels about her ex and her way moving on from him. From this is is clear that a narrative style should be used in order for the audience to get the best understanding possible. My group and I thought it would be most effective to narrative in the music video because it will emphasise the lyrics and message of the song. Not should narrative be used but  we also believe performance would be effective swell, this is because it will show the how the artist feels about the song whilst she sign to the camera. Allowing the audience to see the artist face means they can see their emotions and therefore link them because to ways they have felt in their own lives and how similar situations have made them feel. 

Artist/Audience relationship

• The lyrics help with the relationship between the artist and the audience because they focus a lot on the artists feeling and emotions whilst she tells her story of the break up. This allows the audience because to relate to how the artists feel toward the message, they can relate this back to their own lives by looking back at previous situation in their life and how they have made them feel. From this they can build a relationship with the artist and are enable a greater understanding of the song. 

Targeting the audience

• Th lyric target the audience because of their uniqueness, they do not just rhyme and go with the rhythm, they are extremely poetic. This make the song unique which is a convention of the soul genre because they tend to use a different image or concept so that they stand how in the industry. The poetry in the song intrigues the audience because they are interested in way the artist portray their message. It make the song piece of art and make it more exciting for the audience.

My group and I will use our annotations to further plan our micro elements, style and the way in which the audience relate to the music video. We will use our annotations to make connections with the lyrics and the visual, this will make the video more effective and emphasise on the messages of the song. For example, the slow editing will be used as the artist sings "Everything is slowing down", this allows the audience to see the full effect of the song on the artist and it will then effect them in same way. It will help with the storyboarding of our music video because it will allows us to describe to the songs message through macro meanings and the micro elements. The lyrics allow us to build a relationship with the artist and the audience by showing the audience how the artist feels about why they are singing. They can then go on to relate to this and build a relationship with the song as well. 

Target audience results - Miss Miller

Introduction

The research was carried out in order to find out what was wanted from our target audience, the research shows what the soul genre lacks and what the audience what in a new soul music video. Not only does it tell us what is wanted in the music industry but it also tells us what will make a music video most effect and which elements allow the audience to connect the most. I asked 40 people so that there was a wider range of answers in the research collected, the participants provide different opinions on what they believe is need in music videos, particularly soul. I am going to use the results in order to make a conventional music video which the audience will enjoy, by using their opinions to make the element most suited to what they like. The results will help me to make my music video enjoyable for them, I can use them to see what the audience would like to see, and what they would like to see

through the soul genre.

I created some pie charts from the result of the questionnaires to make reading the results a bit easier and easier to analyse.

The first question I asked was the standard how old are you with the option of 14-17, 18-20, 21-25 or 26+. These age categories help me to understand what parts of the target audience like what and how the age of the audience effects the results of the questions asked. Having the age information allows me to relate the answer closet to my target audience, and what they like about soul or music videos. Therefore I can apply this to my own music video and make sure the video is as relatable as possible and most effective to the audience I am aiming it at.

The next question asked is what is the gender of the participant, this is a simple closed question but it is essential to the research. This question is asked so that I can identify if there is a difference between each genders answers. It has enabled me to see if the men and women have different views. From this I can relate the results to my target audience, although my target audience is both men and women so it does effect my product. But for example if the target audience was men then the men's results would have to be taken into deeper consideration in order to make the video most effective. I can use the result to get an even balance of the two genders what in as video and what they both want to see, this will then make my music video more successful.   

The next question asked was if the participants like music videos. This question doesn't help a lot when it comes to using it in my own product as it doesn't give specific reasons to effect an element in a music video. This question was to give a rough idea on wether the age groups enjoy music video. It helped to see if the ages in our target audience enjoyed them because if not then there wouldn't be any point in making the product to attract them as it would not become successful. Not only does this question help understand the age categories but also the gender, it could help with recognising if males and females enjoy music videos,  so that the target audience can be focused on the audience whom actually like music videos. 

Another question asked which helps when trying to create an effect soul music video is 'Do you like the genre of soul and why?'. The results from this question help understand why soul music attracts its audience, the participants are able to explain why the personally like soul and give their opinion on it. This is helpful because it tells me what things are essential to the target audience when listening to/watching a soul music video, I can then incorporate these different elements into my own soul music video. The results allow me to understand who the audience feel about souls music and i can go on form there to emphasise on this to make my own product extremely effective and enjoyable for them. For example an average percentage of the 40 participants asked liked that soul is different. This 'different' feel is focusing on the uniqueness of most soul music and their videos. It is clear that audience enjoy this and want to see it , therefore I want to include a unique image for the video in order to capture the audience attention.

Following this was the question 'What do you think of Amy Winehouse as an artist/performer?'. This question was used so they I could get and understand of what the intended target audience thought of my chosen artist. the results give me an idea of what the audience think of Amy Winehouse in both the typical styles used in her videos. Some answers were that she is a good singer (25%)and pretty (12%). One answer which was often said was about her image Amy uses, the participants seem to enjoy the way she recreates the narrative and performance styles to make it unique. This will help me when it comes to creating my own music video because the results have enabled me to gain a deeper understanding of what the audience enjoy about Amy's videos. Meaning i can add this uniqueness which they seem to enjoy a lot in to my own music video in order to add to the success.

'What do you expect to see in a soul music video?' was another question asked. This question is important to the research of the target audience, it shows what they see as conventional which can help with showing what elements of soul music video are most effective.  By knowing what the audience expect to see in soul music video shows that the particular element had effect on them because they remember  it. A common answer was emotion from the artist (37%(, this makes me want to use strong emotion of the artist in my music video because it  is clear that is can have a big effect on the target audience. The emotions of the artist can allow them to relate and connect to the video and the song which is what I aim sign for info  order to make my music effective and successful.

The next question is 'What emotions does soul music make you feel and why?'. This question was used because the results show what the audience feel when listening to/watching soul music videos and why it happens. Which can then show what elements make the video effective because they have created emotions for the audience. Sad and depressed was the answer often given at 42%. These emotions are conventional for the soul genre because the songs are normally based on a love story which hasn't necessary ended well or is restricting the victim. These results are helpful because the participants explain why they feel this way, which can then help me to incorporate these emotions into my own music video. This is because they have shown what makes them feel like this for example the facial expressions of an artist can create these sad emotions. If I include this into my product it can become more effective and relatable for the audience meaning more success.

Next asked was 'Who is your favourite soul artist and why?', this was asked so that I could what other artist in the soul industry use to make themselves successful. The results show what makes other soul artists effective and why the audiecnce like them. One of the most popular soul artists, within the 40 participants, was adele with 25%. The participants said that they like Adele because of her "simplistic look" they seemed to enjoy that she wasn't to bold and that "her music is unique". This information has given me ideas on what to include in my product, it has shown me what the target audience like to see in soul music. for example the simplistic look, the audience seem to like the Adele isn't to vibrant and that she keeps it realistic, I want to use this in my music video to make the audience relate to my artist by keep her neutral.

'What interest you in music videos?". This question is useful to my research because it is shows a generic idea of what the participants enjoy in any music video, this could them be used and transformed into a conventional soul elements, potentially making my music video more effective. The artists image was a common answer for the 40 people ask with 28% giving this as their answer. The participants seem to enjoy an artist image when watching music video, it is shown to be the main focus when they are watching a video. this is useful when planning my own music video because I can taken into consideration that the audience enjoy and artist look and can make sure that the artist appealing to the audience. I can do this by creating the unique look which seemed to attract to audience a lot in the results above.


Finally the last question was 'What style music videos do you prefer, narrative or performance and why?'. This question is helpful because the results who what the audience would prefer to see in the music video and what certain elements the enjoy about it. The most said answer was performance which a collective result of 53%, along with this the audience said that they enjoyed this style the most because it "shows the artist emotions". This has inspired me to use some performance style in my music video because it clearly effects the audience the most, which is what I am aiming for in my product. i want the audience to connect with the artist and for this to enable them to relate to them. If the audience can understand the artist if makes the video a lot more appealing so the results have help me by showing that perforce style is the best way to do this.

Vox pops 

For this research I record the participants as I asked them the questions, these videos are called Vox pops, the purpose of this is so that I could look back and be able to analyse the results which were bit more difficult to put into pie charts. The open question were at times long and hard to write down so having the recordings made the analysis much easier. The Vox pops are beneficial because they show inmate depth them the pie charts, how the audience felt about each question, they show the full answer to the open questions which can then be used in the planning of my own music video. being able to hear the full open answer allowed me to understand the intended meaning of the participant and be able to understand what they enjoy better.

Conclusion

I found the research useful because it aloud me to understand the audiences opinion on what I am going to be using within my own music video. For example it showed me what they enjoy about music videos, allowing me to incorporate some of the results into my planning. The research also told me what the participants thought of the art I am going to use, Amy Winehouse. I showed me what they like most about her, meaning I can use some of these elements in my own music video to make it more appealing. I am going to incorporate the results into my music video by taking some of the more positive asset of which the audience enjoy and putting them in my music video. I plan on using the most common answers and merging into sections of my music video which will make it more appealing for the target audience. For example one thing that was a popular answer in a few questions, was the artists image. From this research I can make sure that the artist image is appealing and effective for the audience in my product leading to more success. If I were to carry out the research again I would use some more in depth questions about specific elements for example; What do you think about Amy Winehouse's image? Or; What emotions would you like to see in a soul music video and how would you like them to be portrayed? These questions would have given me a better idea of the specific elements that effect the audience and I could then try to use the answer in the results in my music video. 

Research into chosen artist - Miss Georgiou

Amy Winehouse

My group and I decided to chose Amy Winehouse as our artist because we found her interesting, We find her style different and engaging, along with her voice which is also unique. Her contrasting image, voice and style make her exciting to work with, these assets inspired us to re create one of her music videos. Having her in mind whilst creating a music video is a good artist to have because she inspires the group and I to thin outside the box and be different. 

Artist profile

Amy Jade Winehouse was born on the 14th of september 1983 and died july 23rd, 2011. She was an English sing and song writer, she was known for her deep vocals and her soul music. Amy's first piece of music work was in 2000 when she featured with the tonal youth jazz orchestra, her best friend then sent her demo to and A&R person. From there she was signed to Simon Fullers 19 management in 2002 

Amys first album was released on the 20th of october 2003, with the record label Island. Her second album was released on the 27th of october 2006. From these albums Amy went on to get awards and many nominations. In 2006 november and december until 2007 when she made an appearance on stage and was hit this booing. She then announced she would not make any more appearance for the rest of the year. 

Amy won many awards in her career for example Brit awards for British female solo artist in 2007 and she British single for her song Valerie in 2008. She also won a lot of Grammy awards especially in 2008 with a total of 5.

                        

Amy had a few different record label companies, which were universal music group, Island records, Republic records, Lioness records and universal republic records. For her frank & back to black album the label was Island records, Frank's label was Universal Records, Hidden treasures with lioness records 

For Amy's back to black album she had many sales in around 25 different countries including united states with around 3,000,000 sale, United kingdom with 3,600,000 and France with 440,700 sales. In Europe the estimates number of sale all together is around 8,000,000. In the world there was around 20,000,000. 

Amy's other album Frank was released in less countries then Back to black with around 12 making sales. In Australia there was around 35,000, Spain 50,000 and Untied Kingdom with roughly 1,000,000 sales. Overall in Europe there was an estimated 2,000,000 sales, which shows that United Kingdom made half of these. 

Back to black

My chosen artist is Amy Wine house and I am going to analyse two of her singles, the first is one of her most popular song back to black. This song became highly popular after her death in 2011.

Paradoxes

There are a few different paradoxes in this Back to black music video. Firstly Amy is simultaneously present and absent for the consumers. This is clear through Amy always being available to her audience though the internet with things such as youtube or wikipedia. the audience can easily get a hold of something that contains the artist whenever they like. They can watch her music video previous interview or even read old articles. This makes her present to the consumer because they always have access to her. But she is also absent from the consumers, although the internet provides a constantly line of access to her Amy, at the time of the video she wasn't doing any live performance or attending any interviews. this shows her as absent to the consumers because they can see her at the present day, only if the back tracked to her previous work.

Amy winehouse is also simultaneously ordinary and extraordinary. This shown through her different images and personality assets. In Back to black there are many way in which Amy is shown a ordinary for example her ordinary settings in the video, there are location for the music video which are at a funeral and in a apartment. These setting are ordinary to the audience, they are a regular element in most people lives, making them easy to relate to and understand. The is also an extraordinary element in the video which is Amy's image. She is wearing a very low cut top showing  a lot of cleavage, her hair is extremely back combed and high and her makeup is daring with the intense amounts of eyeliner used, which reaches her eyebrows. This image is not normally seen to the audience, they don't see this kind of unique style everyday. It is daring and maybe attract to hate form other audiences, but due to Amy being confident enough to follow through with it shows her extraordinary aspects. She isn't afraid of what people may say, she just wants to look however she likes. 

Goodwin's theory

This back to clack video follow some points of Goodwin's theory for example it demonstrates genre convention. In this particular video there is a constant edit of black and white, which is used for the whole duration. This black and white edit create the unique, old fashioned look for the video and makes it seem serious. this is conventional as it is common to this in soul music video which the back to black video is. Black and white is often used in this genre wether it is just for some scenes or the whole video it is common because of the old fashioned, deeper meaning feel it gives to the audience. This edit appeals to the audience because they can see that the artist is serious about the song and that is is meant to be a thoughtful, with strong emotions portrayed to them. 

Another point from Goodwin's theory used in the music video is the demands of the record label, they will what to include lots of close ups of the artist so that the audience can build a relationship with them. This is seen through all the cameras shots which focus extremely on Amy's face. This is done so that the audience can clearly see how she feels about the song and which lyrics she emphasise, this then allows them to understand how the artist feel and what the song means to her. This is appealing for the audience because they can then relate to the way the artist is feeling by comparing it to their own emotions or their own situations which relate with the song.

In the Back to black video Amy is represented as extremely serious and sometimes moody. She is shown to be mourning over some one, who isn't necessarily dead, the narrative style shows her at a funeral of her feelings, this means that throughout the video she has very black facial expression there is no sign of happiness of laughter, she has a constant blank face. This represents her possibly depressed which is understand because of the narrative but it may also portray her in the real world she may not be happy or settled. For the duration of the video Amy stay like this portraying to her audience that sh is upset, serious and unhappy.

The target audience for this music video is around 20 to 50. This is a more mature video which a younger audience may not understand, as they will not be able figure out the inferred meanings. This video is very dark and has deeper meaning than what the narrative shows, so the older audience can understand due to more life experience in the matter that Amy is singing about. The song is about a relationship which again the 20 to 50 audience will be able to relate to and connect to their own lives and past experiences. 

The style of the music video is a mixture of narrative and performance. the performance scenes include amy sitting in a room with two business men, she is sitting in an arm chair performing the song although she does not often sing to the camera, it seems as though she focused on other elements around the room but her face is also still visible. The appeals tot he audience because they can see how the connects with the song, they can understand how she feel and what emotions she wants the to gain of looking at her facial expression. The narrative scenes are based on a funeral, but not for a person, the funeral is a metaphor for her feelings, after her and her boyfriend Blake Fielder-Civil had an affair. The song shows the emotions the split gave her and how it made her feel. these two style are conventions for soul and are also commonly used in Amy Winehouse's work.

Micro elements

First off miss en scene was used to create and effect for the artist and their music video. In Back to black the lighting is a key element which make the video effective. For the whole of the video the lighting is low key due to the back and white effect played on top. This is used on the performance and narrative scenes to emphasise the meaning the Amy wants the be shown. This low key lighting is effective because it makes the video seem very dull and reflective. These emotions allow the audience to understand why the artist created the song and what its meanings are. This dull look allows the audience to relate to arrest emotions, they can see that she unhappy and hurt by the sour relationship that the song is based on, rom this they can then move on relate that back to their own emotions and their own experience with relationships so that they connect with Amy and the song.

The hair and make-up used in Back to black is also effective and represents Amy's typical image. Her hair is back combed in to an enormous heap in the top of her, which was her signature look. And her make up is very simple, the only noticeable thing is her eyeliner which was dragged out to her eyebrows in a wing shape. This look almost made her look feline, although this song show her weak side in the relationship she was in, the hair and make up shows her bold personality and represents her as a strong woman who isn't afraid of what people think of her look. This images is stereotypical for a soul artist because they keep their image simplistic but normally have an asset which stands out so that they are recognisable, of example adele, she always styles her hair in a volumised up do. This appeals to the audience because they enjoy seeing something unique about an artist as they can then see them as an idol because they aren't afraid of what people maybe think, this also helps with them remembering an artist as something stands out which they are less likely to forget.

The positioning of Amy varies throughout the video which creates and effect on what the audience takes from its meanings. Amy is seen in the centre of the shot when it is just her but she is also seen in different angles and sides, she its constantly moving places. This created a macro meaning for the audience that she isn't stable, having her constantly changing positions shows the audience that Amy isn't very stable in life and is deeply effected by the song and its meaning. This instability allows the audience to understand the large effect that Back to black has on the artist, they can understand that she is unhappy and is possibly overwhelmed with what has happened causing her to be insecure. They can then go further to relate this to themselves and previous times where they themselves may not have been in the most stable positions. 

Facial expressions and body language are highly effective in this music video. For example the seriousness of Amy and her constant blank face, this shows the audience that she is unhappy and who the song make her feel. It is clear to the audience due to the artist dull expression that she is not enjoying herself, she is depressed. As the audience can see this they begin to feel the same as they take into account how Amy feels towards the lyrics, they can understand her better and therefore relate more to the music video and the song.

Finally the settings of the video are used to represent the artist. For the performance style scenes Amy is performing gin some kind of apartment in some stages she is in a sitting room layout, some in the stairway and some in a bedroom. This is stereotypical to see in soul music videos because the artist are meant to be perceived and very layback they don't want to be overly vibrant with the setting because they stand out in other elements of the videos. This also allows the audience to relate to Amy because she is in a normally everyday setting which most audience members will live in or know somebody who does, meaning they can relate back to them people in their lives and that living space is. 

Throughout the video they are many common camera shots used. For example close ups, there are many close up of Amy, she is often seen with just her face in shot and barely any background activity. These close ups are effective for the artists succession and the videos appeal because the audience can see a nearer view of her facial expressions, not only do they see this it makes them feel the same as her. Amy's facial expression being made clear through the close ups allow the audience to make a stronger connection with the artists, and her message within the song. 

Another common camera shot used is high angle. This is shown when the camera is looking down onto Amy, she is being seen below camera level which portrays many meanings to the audience. From this shot they can see that the artist is vulnerable and that she is strongly effect by the song. Having Amy represented as vulnerable shows her instable state as she tells the story about her past relationship, through her music she shows the audience how she was effected by a real life situation. This then allows them to create a bond with her through the emotions she wants them to feel and emotions that the audience and herself and in common. 

Tears dry on their own

The next music video is another top hit called Tears dry on their own, this music video is another soul genre music video from 2009. 

Paradoxes

Paradoxes are also used in this Amy winehouse video for Tears dry no their own. The first is the simultaneous ordinary and extraordinary aspects in the video. This video is ordinary because of its setting which is similar to Back to black. Some scenes of the music video consist of Amy in a bedroom, this is an ordinary location which the audience can relate to. It is mostly like an everyday place for them meaning they can understand the artist relation to it. This shows the ordinary aspect but there is also extraordinary elements shown through the outfits of the characters in the video. As Amy is walking down the busy street all the extras around her are wearing unique, vibrant outfits which stand out to against everyone else. There is no two same outfits and they are all daring, either low cut or mining coverage. This is extra ordinary people it is not a realistic setting, the audience won't expect to walk around the street and see everyone there in some different piece of clothing containing bright colours or risky cuts. this shows the artists creative and daring side, these costumes inform the audience that the artist is still a music 'start' and can be risky if she likes. Both the ordinary and extraordinary aspects are simultaneously used to make the video appealing for the audience as they can see elements which they relate to and elements which are interesting and different. 

Another paradox of the video is how the artist is simultaneously present and absent. This is clear through Amy always being available to her audience though the internet with things such as youtube or wikipedia. the audience can easily get a hold of something that contains the artist whenever they like. They can watch her music video previous interview or even read old articles. This makes her present to the consumer because they always have access to her. But she is also absent from the consumers, although the internet provides a constantly line of access to her Amy, at the time of the video she wasn't doing any live performance or attending any interviews. this shows her as absent to the consumers because they can see her at the present day, only if the back tracked to her previous work. 

Goodwin's theory

Tears dry on their own uses a few different points from Goodwin's theory, for example voyeuristic treatment of the female body. In this music video Amy's image makes her attractive for the male audience, she is wearing a scruffy low cut dress which is also short coming half way up her thigh, her hair and make up also add the the look which makes her even more attractive. The males audience find this look appealing as Amy is flaunting her body, without realising the attention she is attracting. This is often seen with female music artist as they focus on looking nice but don't realise that the male audience are then more attracted, this shows the voyeurisitic treatment of the female body.

Another point used from Goodwin's theory is the lyrics and visual relationship. This is slowly shown through the last minute of the video as Amy continues so sing the words "He walks away, The sun goes down, He takes the day but I won't." whilst she is singing these lyrics the scenes slowly get darker as if the su is going down. this relates the the lyrics because they mentions sun down which is what is happening in the video is i gradually turning from day to night. this appeals to the audience because they can see the creativity of the artist and how they can transform lyrics to work with video and make it even more interesting and effective.

In this video Amy is represented as a vibrant, upbeat character who is positive about moving on. This is clear through her walking style she is very bouncy and lively the shows her confidence in the lyrics that she is going to be happy once the sadness has gone. Another thing that represents her as this upbeat character is the, the high key lighting which makes everyone in the video seem very cheerful showing the audience that there is a possibility she is also happy. Having Amy represented as content appeals to the audience because they can then tell that the video is going to lift spirits not be dark and gloomy. It represent the song well and promotes the messages of not letting things upset you and to move as soon as possible.

I believe the target audience for this Amy Winehouse music video is male and female ages 16 to 40. This is because of the extraordinary aspects, the costume are very vibrant and the colours are extremely bold. The suits younger audience rather than the 40+ because they can relate more to the character within it, they are more likely to see these bold personalities on nights out or parties. The message of the song, to move on, is also relatable for this audience because they have been in relationship or situations which may have been upsetting but have realise, like Amy, that being upset doesn't help and it is better to move on. These different elements appeal to this target audience because they can relate to most of the video and find both the ordinary and extraordinary aspects exciting.

The style of this music video is mainly performance based. there are two different scene in the video which are; the bedroom scene, which consists of Amy in her bedroom singing and sometimes to the camera. And the town scene where Amy is seen walking through the town and the crowds whilst singing agin sometimes to the camera. There isn't really much of a narrative to this vied Amy is just commuting foreman place to another without any real meaning or message. But this style is appealing for the target audience because they can see how Amy reacts to the song and the vibe she gives of, they can then relate to this and understand how she wants them to view the song and its messages. 

Micro elements

One of the settings for this Amy Winehouse music video is simular to the Back to black setting of an apartment, it is in a bedroom. One of the scenes in the tears dry on their own is in a bedroom, possibly Amys. This is a good setting to use as it keeps the video realistic. This setting is used everyday by the target audience so they can relate can almost feel comfortable whilst watching. The realistic setting in also conventional to the soul genre because of it blandness, more often than not soul music videos do not go to over the top with their setting because the audience are meant to be more focused on the rhythm and the lyrics rather than a vibrant setting.

Next is the hair and make up. In this music video amy has the same hair and make up as in all her video sand public appearances, she has backcombed hair which is piled on the top of her head and black winged eyeliner reaching her eyebrows. This shows the audience her unique image which creates some excitement about her music and what sh sings about, it shows her different styles and personality which could reflect on her products. The hair and make up shows her bold personality and represents her as a strong woman who isn't afraid of what people think of her look. This images is stereotypical for a soul artist because they keep their image simplistic but normally have an asset which stands out so that they are recognisable, of example adele, she always styles her hair in a volumised up do.

The positioning of the artist is used to keep the focus on her. Amy is mainly always in the centre of the screen with an occasional stray away. This keeps the audiences attention on her and her performance. Because the style of the video is performance based it means that the audience need to watch the artist in order to understand the song, they need to look at her body language and facial expressions so that they can understand the emotions intended by the artist. This centre screen position allows the audience to relate with the artist as they can see what they are feeling and what they are aiming for the audience to feel, they can gain a deeper meaning to the message of the song with having to have it explained through a narrative style. 

Facial expression and body language in most music videos are a key element in understanding it. In Tears dry on their own Amy facial expressions and body movements are very sassy. whilst she is singing her lips are over exaggerated and her body is loose, she is almost walking with swag. This shows the audience the artist attitude which represents her as powerful and strong, the fierce image show the audience that she is passionate about what she is singing and that she is following through with the messages of moving on and being strong. The audience can relate to this body language because they will have at some point felt like this if it isn't a regular occurrence, they will understand who Amy is feeling and who she wants them too feel. Therefore making the over messages of the video more powerful and adding to the success of the product. 

Finally there is another key asset to the understanding the artist and the song. For the whole video the lighting is high key with bold, vibrant colours including light blue, hot pink and yellow. These colours present the music video as positive, it shows the audience that the song is meant to be up lifting and energetic, these colours allow the audience to automatically see that the message of the song is meant to be positive and helpful rather depressing. The audience can then understand how the artist wants they read the song, Amy is clearly showing her target audience that they shouldn't let bad experience hold them back.The target audience can relate to Amy in this video because the lighting show her positive approach on moving on and they can then try and take on her emotions and make them their own.

Camera shots are also used to create a deeper effect from the music video, there a few particular shots commonly used. For example mid shots, the mid shots are used a lot in this video showing Amy from the waist up. This particular position is used to show the artists facial expressions and body language, the audience can see a lot from this shot and gain a great understand of the artists emotions and attitude from of the song. Amy is shown as confident and sassy, the audience can see this from the mid shot and can then relate to this and understand what the artist wants then to take on board and what the song is meant to mean. This appeals to the target audience because having a clear view of the artist performing creates a great effect from the overall vide and allows then to connect even more with the messages.

Another commonly used camera shot is the tracking movement. In the town scene the camera tracks Amy as she is talking through the crowds. This is effective because the audience feel as though they are there with her they feel close to her because they can see where she is going and what she is doing. They do not lose sight of her in these scenes meaning the know they can't miss out on anything and can see how the artist acts in the busy environment. This helps the audience relate with the artist because they feel close to Amy and therefore the video becomes more effective and more successful as it draws attention. 

Summary

This research into my chosen artist will help me when it comes to planning my own music video because i have learnt a lot about Amy Winehouse. The research has helped my understand how she attracts her audience and which assets are most important in her music videos. It has helped my to understand her style and her uniqueness when it come to her image and her music. Through the different thing I have learnt about my artist It will help me decide on what is need in my video to make to successful and what will attract the target audience. I will also help when it comes to the message of the song I can now understand how to portray and message though the different aspect of a music video for example a narrative or Goodwin's relationship point between lyrical and visual. Overall I have gained a better understanding of how micro elements, styles, paradoxes and Goodwin's theory points work to create an effect music video and appeal to the audience. 

I gained some inspirations through analysing Back to black and Tears dry on their own. For example i would like to use some narrative and performance style scene in my video because i think they work best with my chosen artist, Amy Winehouse and the soul genre. I found that these two style made the video really effective and gave the audience a good understanding of the emotions the songs intended. I would also like to give the artist character in my music video a unique style, I believe that Amy's image in the two video male her attractive and different which interest the audience and inspires the to be imaginative. These two asset seemed to bring Amy's video to life they made them unique yet realistic to the audience and made the song messages very clear and understandable.