Research: Non-genre specific analysis

Formation analysis from Megan Ferry

Planning: Target Audience Classification

I recognise that these classifications relate to films, as opposed to music videos, although I can use these categories as a guide to classifying my video. The classifications for music videos aren't all that different to those of film, therefore these guidelines can be applied to some degree.

In terms of audience classification for my music video, the aged 15 rating would be most appropriate. This is partly due to the use of swearing in the lyrics of the song 'They Told me it Rained' by Jamie T. The swearing here has been used in a non-aggressive way, therefore it can fall into the 15 category as opposed to the 18. There is also some reference to sexual behaviour in the lyrics, perhaps most appropriate for this audience.

Additionally, the visuals of my music video seem to fall most appropriately into the 15 category. In some scenes, the audience will be able to see violent behaviour where the character becomes distressed. This behaviour is justified by the characters suffering and will be presented in a way that does not condone or glamorise violence. Likewise, the characters drinking problem will be presented as what it is: a problem, as opposed to behaviour which the audience should copy. The characters behaviour here could be deemed as dangerous, so I must ensure that the audience is aware of the misuse of alcohol and negativity of violence. I could make the viewer aware of the age restrictions by placing a 'Parental Advisory' tag towards the beginning, or otherwise, make such information clear in the title of the music video.

Overall, the themes that I will be portraying in the music video, as well as the music itself, seem to be appropriate for a 15+ audience. 

Research: Analysis of similar products #1

Lucy Spraggan - Dear You

Artist: Lucy Spraggan

Album: I Hope You Don't Mind Me Writing

Released: 2017

Genre: Folk

At the beginning of Lucy Spraggan's 'Dear You' music video, we can hear diegetic sounds of children playing and laughing whilst black screens and titles are shown. Initially, the inclusion of these is ambiguous, but after hearing the lyrics, these seem to be used as a reflection of the characters childhood together. In some ways, this could be adhering to Andrew Goodwin's lyric theory. This theory suggests that we analyse the relationship between lyrics and the visuals and such presented alongside them. Here, the producer has encompassed the idea of childhood memories with a diagetic sound that seems typical of these memories. Additionally, the positive atmosphere that these create contrasts with the other themes of: suicide, depression and grievance in the following narrative. This may have been used to symbolise the naivety of individuals towards the suffering of others.

The first shot that we see is of a dimly lit staircase. A fade from black to the shot is used to introduce the scene, perhaps to create a cinematic feeling, or otherwise connote the fading in and out of peoples lives. The effect of this upon the audience, is that it sets an oppressive feeling to the video. though, simply, this may have been used to create a soft transition between the titles and the main body of the video, where a sharp cut may have dramatised the video in way that would be more suitable for a pop/rock music video. Additionally, the fade from black and to black at the end of the music video could be symbolic of the process of birth and death. This is relevant to the lyrics as they describe childhood and death as a life process. The character is approximately 20/30 in the video, therefore the fade to black at the end suggests that death can come at an earlier date than it naturally should. Again, this symbolism helps to strengthen the narrative/themes and negative feelings that the video aims to create.

The low level shot used here could be symbolic of the low self-esteem, self confidence and self worth of the characters. This is further emphasised in the following shot, where the camera tracks up to meet a mirror, where the protagonist is looking at himself. The use of a mirror is often a symbol of conflict. The conflict that we see here could be his conflicting emotions towards himself; where he wants to be happy but his mental health counteracts this desire. Moreover, the use of a mirror can be used in film to suggest change in a character. This works alongside the change that we see this character go through as the music video progresses. Initially, he appears to be a normal male, acting in typical fashion. Then, as the lyrics reveal the suicide of his friend, we see his emotional state deteriorate. the change here is that he begins emotionally stable, before being heavily effected by the loss of a close friend. The aggressive manner in which he reacts to the news suggests that he feels either: guilt, regret or anger towards his death. Low level lighting from hall in the first shot and throughout could connote these same feelings.

Another shot that I believe is significant in this music video is the close up of the main characters face. The audience is introduced to this shot when the camera tracks forward, up and then stops and tilts upwards to meet his face in the mirror, when it then cuts to this close up. It's notable that his facial expression seems pained. Including this towards the beginning, when we are initially introduced to his character means that we already begin to assume the nature of the content. The content throughout is quite distressing, in that it depicts somebody physically and emotionally struggling. I will use this same technique to set the tone of my own music video. However, I want to use the opposite of this to trick the audience into thinking that the character is trouble-free, to then reveal that his emotional wellbeing is suffering.

Planning: Target Audience

Target Audience of Indie/Alternative Music

The song that I have chosen for my music video is Jamie T's 'The Told me it Rained'. This song falls into the indie/alternative category. Indie is a genre of rock music and means of producing music that originated in the UK and USA in the 1980's. It is rooted in earlier genres such as alternative rock and post-punk. The term 'indie' is used to describe any music which is produced by artists working within a network of independent record labels and 'underground' music venues in towns and cities such as London. Typically, the target audience of indie/alternative music is individuals aged 15-24, often males although in recent times, women have become a larger contributor to this genre and its demographic. The large male audience appeal could be because a majority of indie/alternative bands are made up of men, therefore they feel a rapport between their behaviour, characteristics and image. Although, this could be relevant for female audiences also.

Target Audience of My Music Video

The specific target audience of my music video is males aged 20 and above. I have chosen this target audience as I feel that the narrative relates closely to males suffering from mental health issues. The occupation of the character in the music video suggests that he is at least 20, therefore the video may appeal more to those that fall into a similar age bracket. In the research of the genre of my project, I found that indie/alternative genre attracts prodominantly males aged 18-27. Given this information, as well as my narrative, I believe that a target audience of males aged 20-30 would be most appropriate. 

Planning: Location Mood Board

Initial Locations Mood board from Megan Ferry

Research: Medium Research (conventions of Indie/Alternative music)

Planning: Sound

There are two types of sound that I will be using in my music video. The first is a diegetic sound of children playing and laughing. I have taken inspiration for this from Lucy Spraggan's 'Dear you' video, where we can hear an audio of children laughing and playing before the visuals begin. This is then faded out so that the music can begin. I believe that this has been used to represent the theme of naivety, however in my music video, I will be using this for atmospheric purposes as well as contrast. The sound of children laughing will place emphasis upon the school environment as well as create contrast between the darker, adult themes later on. I will also use the same audio after the music fades at the end of the video. Doing this should help to round off the narrative, by reminding the audience of the continuation of life despite any troubles that we may encounter within our own lives. Despite his alcoholism, he feels as though his job must come above his well-being in his priorities - the sound of children will be symbolic of his constant care for the children that he teaches. I will record this audio myself in a public area such as a park, where I will not need consent forms as all, or otherwise find in-copyrighted material from the internet.

The second sound that I will be using is music, specifically Jamie T's 'They Told me it Rained". I have chosen to use this piece of music as there are many contours in the beat that will allow me to portray both calm and distressing visuals. In places, the music is upbeat, and others it is offbeat - these are the parts where I can match the more distressing imagery of the males characters life.
Additionally, I looked into the legality of using copyrighted material and as I'm using it for educational purposes, it is not illegal. I must however, state that the product is an unofficial video and not distribute to anybody outside of the school or for profit.

I will insert both of these audio clips into premiere pro after saving them onto my computer. Here, I will be able to adjust the length, sound levels and such of the audio.

Planning: H&S/Risk Assessment

To ensure safety on set, I have developed a health and safety risk assessment. This will allow me to recognise the various risks that the locations, equipment and such propose, and compile a list of ways that I can ensure these risks will not become hazardous to all actors and production team. I have put all risks into a table and assessed who they are a potential hazard to and how I can reduce or eliminate the chance of harm being caused.

Here are screenshots from the publication document that I created:

Planning: Costume

These are my initial ideas for costume design for my music video. After casting certain actors to play the various roles, I will upload images depicting the exact outfits that they will wear in the various scenes. Until so, these are the sorts of styles and colours of outfits that I am planning on using. All colours and styles will be chosen to reflect certain stereotypes and symbols, through the use of colour and presentation.

Main Character: 

The main character is a male teacher. To capture the approachable, calm demure of the character, I will ensure that they wear a casual style suit. This encompasses both the smart nature of what a teacher is required to wear in their job role, as well as the protagonist view. I want to create a character that the audience with perceive as approachable, helpful and well-socialised in the school environment. This will then contrast with how he behaves in his own home and in his own company. In these scenes, his suit will become slightly less smart to categorise his loss of emotional control and lack of attention towards his appearance and more towards his deteriorating mental state. I will pair the suit jacket with either a jumper or t-shirt (as above). All of the components to this outfit should be easily accessible.

The most important part of this costume will be the staff lanyard. Including this will help to distinguish the difference between the various individuals in the scenes in the school location, as well as help to strengthen the narrative. Seeing this will inform the audience of the characters job role, and aid them in identifying their personality traits based upon their choice in career. The stereotypes of a teacher include: organised, work orientated and caring/considerate of others. I want to generate these presumptions to create contrast between his outward representation (in the school), and the reality of his troubled home life. This contrast should work to create an interesting and thought-provoking narrative.

The main character will also wear brown brogues. One reason why I have chosen to use these as opposed to plain black shoes is because they suggest a type of informality. In his profession, one would presume that he'd wear very formal black shoes, whereas the brown brogues suggests that he is comfortable in himself.


Another piece of costume that the main character will wear is a pair or glasses. Preferable, these will be a tortoiseshell design to compliment the brown brogues, although plain black glasses would be just as fitting. I have decided to include these as they help to develop the idea of the character being intellectual. In addition, the use of these could be symbolic of his tendency to over analyse life and the meaning of things, leading him to a state of depression and worry.

Overall, the costume of the main character has been chosen to capture both denotations and connotations of each colour and overall style. I am planning on using camera work to focus on certain parts of the characters clothing to draw the audiences attention towards them. For instance, one of the opening shots will be of his shoes, where he is walking down the corridor and into a classroom. Then there will be a deep focus shot of his torso where you can clearly see his staff lanyard.

Background Actors: 

The background actors will be wearing similar attire. All actors playing other members of staff will be supplied with a 'staff' lanyard to wear over shirts, blouses or any other smart clothing that fits the stereotypes of teachers.

Then, anybody playing the role of a student will be supplied with a uniform so that they can be distinguished from the 'teachers'. Hopefully, this should contribute to a successful representation of a schooling environment, through strengthening the aesthetic. I am planning on sourcing the uniforms from my schools spares cupboard and using my peers old uniforms.