genre applied to my music video "guns and horses" by ellie goulding

8/13/2019 Genre applied to my music video "Guns and Horses" by Ellie Goulding

1/16

Pop genre applied

to my music videoBY HANNAH ALLEY. A2 MEDIA STUDIES


2/16

My music video to Guns and Horses by Ellie Goulding uses manytypical conventions of the Pop genre.

Nicolas Abercrombie stated that television producers set out toexploit genre conventions and that producers re-use typicalconventions of the particular genre in their music videos so that theaudience become used to them and familiar with them. So, I have

made sure to replicate typical pop genre conventions to create thexact effect.


3/16

Both narrative and performance-based

I made sure to use a love story narrative as well as a performance which holdstypical pop ideology as the majority of pop videos include some sort ofnarrative, along with performance shots.

The effect of using performance in my music video is that it conveys a sense ofthe in-concert experience to the audience (as said by Firth 1988). It reminds theviewer that the soundtrack is still important.

As well as this, as my actress reminisces the narrative flashbacks through findingprops that link with them in the performance, it tells the audience that she hasactually been through heart-break, therefore making it more effective.

However, the effect of a narrative storyline is that it develops meaning to thelyrics that the audience can pay attention to. It adds an emotional attachmento the music video, giving the viewers an insight from the outside looking in.

The main protagonist female, Georgina, is both the actress in the narrative andthe artist performing to the audience. The effect of this is that the audience caappreciate both the song itself being sung by the artist, and be able toempathise with and understand her in narrative ways.


4/16

Performance side

Narrative side


5/16

Mode of effects

Furthermore, my music video definitely uses the mode of effectsconvention as it assumes that my young teenage target audiencewill appreciate the love storyline.

I, as the producer, have assumed that most teenagers have beenthrough what I convey in my Guns and Horses storyline, so they canrelate to it and therefore it will be successful.


6/16

Structure

My music video functions like a mini-film. It uses flashbacksthroughout, especially in the choruses, to trigger an emotionalreaction from the audience as its bringing back previous momentsfrom the couples relationship

My music video is very structured, with specifically 5 different stagesof a relationship portrayed throughout, beginning from thecouples first date, ending with the acceptance of their break-up.

This makes my music video very clear to understand, and perhapsquite clich, but a common feature of the Pop genre.


7/16Stages

Stage 2 (comfortable/inlove)

Stage 3 (arguments)

Stage 4 (break up)

Stage 5 (acceptance)

Stage 1 (just-met)


8/16

Pop genre fashion ideology

Similarly, my music video follows many typical conventions of the pop genre,

fashion-wise. I have followed a pop genre ideology because I believe this is howwould most appeal to my target audience.

My main protagonist is represented in fashionable, girly and casual clothes, so tthere is a variety in her image to portray unpredictability but also so that thefemale viewers perhaps look up to her and see her as a role model. Many popgenre music videos have a main female protagonist who is fashionable to triggthis successful effect

Furthermore, I have made sure that both of my actors wear a variation of differoutfits in each stage to ensure that it sustains the audiences interest.

Also, I have ensured that their outfits fit the context, for example in a restaurantthey were more glamorously-dressed and when they were at home they weredressed casually in tracksuits, etc.. This is so that the music video is realistic towatch, being another typical convention of pop music videos as they often fit iwith real life so that the audience can actually believe them, triggering a moreunderstanding response from the viewers.

Georginas outfits in particular also match the emotion within each stage. Forexample, when on their date, Georgina wears a red dress to signify the passionfeels for Matt.


9/16

Contrast between main characters

Furthermore, I wanted to create a contrast between my two actorsso that their characteristics stand out as a couple, so I made surethat my male actor, Matt, wore masculine clothes in the musicvideo.

This uses the idea of Binary Opposites by Levi-Strauss, which againis a very common convention in pop music videos.

Furthermore, the effect of this is that when Matt rejects Georgina inthe storyline, the audience may feel even more sympathy forGeorgina as Matts image is masculine and hard, comparedtoGeorgina who is soft and sensitive, emphasising her heart-break anvulnerability when they split.


10/16

Dancing in the DistractionFactory Andrew Goodwin (1992)

For my music video to appeal to the target audience even more so,I used shots including pieces of technology that teenagers often usesuch as mobile phones, laptops and tablets.

I used Andrew Goodwins Dancing in the Distraction Factory(1992) theory of frequent reference to notion of looking, where Ifilmed Georgina as she looks at Matts phone within the distruststage for example. Like Goodwin said, its almost like a screenwithin a screen effect.

I also used his postmodern theory of intertextual reference, where Imade reference to a Blackberry for example, because I knew theviewers would recognise these aspects.

Georg


11/16

Relationship between the musicand visualsAndrew Goodwin

As well as this, in many pop music videos there is a relationship

between the soundtrack and the visuals so that the soundtrack isalso apparent in technical codes, as said by Andrew Goodwin.

For example, during the build up of the couples relationship, time isstretched to intensify and grow on drama, and shots go quite slowly.However, when the soundtrack begins to fasten up at the chorusesnear the middle/end, this is where the distrust/argument stagescome in and the shots fasten to match the rhythm and beat of thesong.

In pop music videos, shots commonly match the rhythm of the musicvideo so that they are in sync and it is comfortable for the audienceto watch.


12/16

(continued) The lighting on the happy shots of the couples first date and their

comfortable/inlove stage are high key, to represent happiness andlightheartedness which is what many pop music videos replicate. However, when

things start to go wrong and Georgina gets rejected, the lighting instantlybecomes low key and like I mentioned, shots fasten up to represent her frustrationand overwhelming emotion. I also use a slow motion effect on shots such aswhere the couple push each other and argue, which makes the shot seemdramatic and emotional.

To go in sync further with this falling-apart of their relationship, I used shots thatsignify Georginas entrapment and hurt through the performance-side where shebecomes lost in a woods, frantically attempting to escape. This creates the effectthat she is encaged behind her own emotion, with different props constantly

reminding her of flashbacks. Pop music videos often use many subliminal symbolswithin their music, making it intriguing for audiences to figure out these symbolsmeanings.

Also, I use slow motion shots of my friend Jessica doing her rhythmic gymnastics,and the ribbon she uses represents Georginas flowing of emotion. So, as we cansee here, there is a true relationship between the music and visuals, and manysignifiers of emotion, just like many other pop music videos

Fast shots in th


13/16

(continued)

I also use many close up shots of Georginas face as this allows theaudience to relate with her more and it adds a personal feel, andalso exemplifies her emotion. Also, as Goodwin stated, it emphasiseher star image which is a consistent aspect throughout pop musicvideos.

Lastly, to go with the acoustic guitar in the song, I used many shots

of the nature, especially at the start of the music video, andthroughout all of the performance has been filmed in the woods.

This highlights that there is a correlation between the music andvisuals because if my music video was filmed in clubs and a high-street for example, then the guitar sound would not go with it at all


14/16

Relationship between the lyrics andthe visualsAndrew Goodwin

Many pop music videos also use a strong correlation between thelyrics and the visuals portrayed, so that they link and can be relatedby the audience.

I do this throughout my music videofor example, when my actresGeorgina is getting ready for her first date with Matt in thenarrative, the lyrics state I left my house, left my clothes and at th

exact time, Georgina puts on her jacket and exits her house to goand meet Matt.


15/16

Hidden meaning/morale

Overall, my coursework music video also has a clean, moraleelement to it as firstly it represents females (Georgina) as angelic,innocent and traditional, as she is covered up in my music videoand isnt presented as overtly sexual.

Furthermore, it hints the idea to the audience that too much isrevolved around the relationships nowadays and that most

relationships involved with texting etc do not work out. Therefore,there is a hidden meaning to my music video.

This is quite conventional of the pop genre as many pop musicvideos present an idea underneath that you can learn from it, eithethrough the lyrics or the narrative.


16/16

Equilibrium - Todorov

In most narrative-based pop music videos, there is usually aequilibrium then a new equilibrium/resolution at the end, as statedby Todorov. The resolution at the end usually leaves the audiencefeeling satisfied as everything has been solved after such a build-up

I applied this aspect to my music video, as at the end my mainactress finds her way out of the woods, and after all of the heart-wrenching flashbacks, she smiles as if she is ready to move on. Thiscreates a satisfying feeling for the audience.

genre applied to my music video "guns and horses" by ellie goulding

Documents