Reserch into Record Labels - Miss Gerogiou

Record labels are essential in the music industry as they ultimately allow the artist a place to feel secure, while recording and producing there songs and being protected by a company. In addition to this the record labels are able to have some creative control over the artist by bringing in particular managers and other members of staff to produce a much more successful portrayal of the artist. Record labels are able to take on artists and produce them in a particular way that suits there image. For the artists point of view it may benefit them as they are allowed to be given a lot of free promotion for there songs and albums they release as the record labels are able to supply this for them, although it may be at a disadvantage if they sign up to a record label that wants to have a lot of control and change there image completely as a lot of record labels have down to there artists in the past. Overall if you are able to get signed to a major record label your chances of making it big remain very positive as they would have other artists that are successful and they would be able to promote the newer artists who join the record label. Whereas independent record label may actually induce the artists to be more original and not be so mainstream. 

Universal Music Group is one of Amercias worldwide. It is primarily known as being the biggest music record label in the world. Its headquarters are located in Santa Monica, California and London. On there official website we are able to see a list of well-known artists that they provide for and have signed to there label. Such as very popular artists like Ariana Grande, Eminem and  Lady GaGa. As well as this they also have lesser well known artists like Ben Howard, Colbie Caillat and Corrine bailey Rae. This allows them to create a lot of successful through the use of them solely being able to produce songs that cater to a range of different audiences. Universal is overall a very powerful company as they do make a majority of films and have there own theme park at Disney World. Overall we can see by just analysing there history that they are a successful company and artists have a very high advantage by signing with them due to the fact that they will be given a lot of attention and promotion. This is because Universal can afford it. Here are a list of some of the artists that they provide on there website. 

Emi record labels was created in 1957. It actually owns and manages the following smaller labels such as, The Gramophone and the Parlaphone. Virgin EMI records remains a solid part of EMI and for the most part they all remain one big company they produces artists such as Rihanna, Lorde and Taylor Swift. All being hugely successful artists. We learn that here the majority of major record labels have a good mixture of different artists. Rihanna being portrayed as the typical 'bad girl' of modern music and Lorde being known for her different style contributes to the fact that she is able to appeal to a particular target audience, as her genre and look is more alternative to a mainstream audience. Finally having Taylor Swift in the picture we are able to see how much of an impact this will have, as they don't only have the 'bad girl' of the music industry, but they have Taylor Swift whose image is all about being the 'good girl' which juxtaposes the overall attitude that is produced when thinking about the range of different artists EMI provides. 

Island records is still one of The UK's major record labels. It is one of the most popular and successful record labels that follow off from UMG. With artists such as Nicki Minaj, Nina Nesbit and Rizzle Kicks. Like Virgin Emi Records the audience are again intrigued by there mixture of artists choice. Nicki Minaj is a majorly powerful rap artist who is displayed really sexual in her music and music videos. This is obviously very typical in the mainstream industry and implies that they have her scene on to appeal and to keep up with that very alluring image of an artist who is glamorous and is successful. These particular artists are also very easy to promote at they are able to use there sexuality to there advantage. Nina Nesbit is an indie artist that appeals to the smaller indie audience. She remains very low-key and by watching her music videos you wouldn't expect her to be related to such a successful record label as you would assume she was from an independent record label. Finally Rissal Kicks who are probably known for being the most 'cheekiest duo' in the music industry will bring a funner element to there music label. This will entice an audience whom appreciate the fun side to music overall again having a varied amount of artists seem to be the way to go in create a world-wide renown music record label.

One of the independent record labels I have focused on is Rough Trade Records. It was created in 1978 by Geoff Travis. The main starting point of music sold here was Punk, early Indie Pop and sold albums from popular bands at the time such as The Smiths. Soon after Geoff Travis began to manage bands as well as sell albums. In 1980's the major labels began to become more successful which hit hard on 'Rough Trade' and eventually led them into bankruptcy. Geoff Travis started up his label again in the 90's which led to success of bands such as The Libertines, The Strokes and Antony and the Johnsons. Overall we are able to see how much of an effect the major labels have on the independent labels. The major labels overall have more control and can sometimes 'steal the limelight' over lesser known labels.

Cherry Drop records was founded in Scotland, Edinburgh in April 2011. It is well known for producing house music and won an award for the Youn Scot Creative Enterprise which made the company grow due to financial support. As a company Cherry Drop records moved to new york to continuing growing the business which overall made for an successful account. Some of there artists include, Guro Project, Phunk Investigation and Ernesto Mendoza. This type of independent record differs to the major record labels we have looked at due to his favouritism of the house genre. Major record labels tend to get out on a whim and provide alot of different tastes. Including indie, pop and hip hop. Whereas for example Cherry Drop records appeals to a certain target audience which may be aimed at the younger generation who like clubbing and this music. Overall it may lesson there profit and make them more vulnerable compared to the larger record labels due to the fact if one music genre is less popular for whatever reason they could overall go bankrupt whereas major record labels have other genres to fall back on.

Overall the main differences that seem to play a major part in the divide of these two record labels are that money is crucial to having a successful record label. The major record labels are financially usually very stable and are able to sign more and more artists onto the label and in the process make even more money from the 'fresh' talent they are able to find. This overall allows the audience to enjoy a variety of different artists form the record labels that are majorly dominant in the music industry. This is because major record labels produce artists that are very varied and different to each other. This compares to how independent record labels produce there artists they usually tend to stick to one genre and adapt on making this genre the best it can be. This is due to the fact that they do not have the financial backing to be more 'risky' as if it crumbles or flops they will just end up bankrupt and have to start over or lose everything they have worked for. The artists that I am looking into using for my music video is part of a record label that is actually very successful as it is joined to universal. In addition to this it is harder for the independent record labels to produce more well known artists because they do not always have the necessary funding to create high quality music videos with extreme visual effects and locations. Record label's such as Sony BMG are able to dominate the music industries just because they have the required funding to produce an artist who is very precise and able to fit the conventions of a successful mainstream artist. Rough Trade lies at 26/50 in the source below. http://www.radiox.co.uk/x-lists/50-greatest-record-labels-all-time/rough-trade/
This is in comparison to Virgin being at number 9/50. This enables us to see that major record labels are in evidence more successful due to the fact that as a major record label it has more money to develop an artist. http://www.radiox.co.uk/x-lists/50-greatest-record-labels-all-time/virgin/

 I do think that major records would be a better fit for our music video as it is indie and may need the financial backing to promote it further, whereas an independent label may struggle to do this, although the independent record labels are able to comfort and really help a person to become the artist they want to be whereas the major record labels may true to bully an artist into being a particular way.

Research into Target Audience - Miss Miller

      As a group we decided to create a questionnaire to gather more information about our audience and what they prefer to watch. This enabled us to create more ideas for our own questionnaire and discuss as a group what would be more suitable to an audience who liked the indie genre. Would they prefer us to stick to the common codes and conventions or in fact move on to more of a unique setting. We asked a totally of 40 people our questionnaire which really helped us gain perspective on what is possible for us as a production team and what is suitable for us to do to create something that fits in within our target audience which is about 15-25 years old. After gathering and analysing our results we are able to learn what is the best way to connote and present our music video in a way that provides satisfaction to the majority of our target audience. 

The first question allowed us to find out what particular genre our audiences liked the most. Pop was very popular but overall indie beat the rest. This was a very positive thing for us as group as it meant that we could narrow down the indie genre into particular sections and this would allow us to get individual opinions on what peoples favourite parts of the indie genre is. We knew that if the majority of our audience enjoyed indie music that we would be getting a much more clearer representation of what is to be expected.

We needed to get a range of different ages to get an accurate representative result. This will allow us to provide successful to each age group in our target audience. Including the younger most popular teenage audience which may represent how much we have to comply to this particular age group as they are the majority of our audience. This will overall allow us to give our audience a very accurate representation of a music video that complies to their needs through what they have actually answered in the questionnaire. 15 - 18 year old's are actually very influential and may watch something and take it more personally. This will actually allow us to able to consider conventions and themes that will be more relatable to the younger teenage audience as they are still trying to find out who they are themselves. 

After having asked the particular questions that we needed to know, the gender of our participants is crucial in the knowledge of knowing what to include in our music video. As our audience is mainly female. We know that we are going to have to adapt to the female side of the audience and promote and advertise our music video, while aiming it mainly to the female needs of our audience rather then the male. We may be able to accomplish this by producing an artist who is female and has a very influential persona about them. As a group we are now able to discuss what type of costume and and imagery the artist persists to create and this will supply us with a very strong female lead that other female audience members are able to look up to. 

Overall the favourite and most preferred indie artist remains to be Ed Sheeran. Being a very mainstream indie artist who is well-known, this is no surprise to us as a group. Although most of the reasons that they actually picked Ed Sheeran, were because they liked his particular sound and look. This overall means that indie artists are mainly enjoyed for the same reasons. Our second most popular choice was Gabrielle Aplin. As a group who desired to do the indie genre we were able to take a unique liking to Gabriella Aplin as she produces music that is both inspiring and beautiful which 35% of our audience picked up on. Although Ed Sheeran was a popular choice we did feel as a group that this was bias just due to the fact he is the most popular and although we do enjoy his overall look and genre we felt that Gabrielle was a better choice due to her vulnerability in her music and to the fact my group is an all girl group. Which means that we are able to relate to her in a more successful way.

This remained to be a very interesting question that was useful to us as a group as it provided a closed answer. A simple answer that would overall help us choose which scenes would be better suited to the indie genre and following this not only the indie genre but our particular story line. The most popular answer was the Countryside at 68%. This overall allows us to see just how much of an impact the location could have to our profit and our success of a music video. We as a group have decided to include mainly countryside shots. This is not only due to the fact that we are able to follow with what our audience want, but it in my opinion it creates a more angelic feel in the music video as we are able to display our characters and performers in natural environments which overall give them a sense of belonging and shows the audience that there are 'beautiful' setting just round the corner, which will overall relate to the audience strongly due to the fact that they themselves can find there own piece of land that creates the same tranquil effect. In addition to this we will also use the city scenes in our music video. They wont be as prominent but they will still be present which will allow us to present the 'frantic' side to life as many indie genres do like to portrays raw emotions and the chaotic London life will support this.

This particular question in the questionnaire remained very interesting to me as it provided me with answer that was very mixed. Some of our audience didn't like it as they said it seemed too boring and they wanted it to be narrative based, some of our audience didn't even notice or care. The majority of our audience though enjoyed the thought of having an instrument present. The most popular response was that it allowed the artist to be seen as extraordinary. People could look up to there desired artist and feel inspired to do better and be better like them. The fact that they could physically see and hear the artist playing in the music video contributed to the fact that they where able to the fact that they relied solely on the fact that there artist wasn't just someone who had no talent, but they earned there way to stardom through real creativity and effort. It weren't just handed to them on a plate. Overall I aim to add this into my own music video as it implies that our 'artist' is a talented indie artist and continues to be through the use of her instrument. It may be a good way of selling an artist who doesn't just sing but presents a very clear and vivid image of themselves as being unique.

This is something that played a massive part to our group as a whole. This question would conclude whether the idea we had in mind would be able to be produced as a team. This is because the idea we have is to create a music video that is strongly towards a narrative based music video. Only 30% said no to a narrative which was a relief to us as we really thought that music video where so much more entertaining with some sort of storyline attached. The people who said no argued there reasoning for this is because they enjoyed the performance base of a music videos, they said that sometimes the narrative can be too heavy and they want to be able to watch a music video that actually has there favourite artists performing in one way or another. This was the opposite to the people that said yes. They insisting that having a narrative and something to watch made the overall atmosphere of a music video so much better. They said it felt as though the belonged to the song more and in addition to this they said it gave them a better idea of what message the particular artist wanted to get across. Overall I am very satisfied with the outcome of this question as I aim to add both performance and narrative into my music video. Although the main idea of the music video is narrative based there is plans of having a range of different performance based scenes that will also be included into the music video. Which should be successful due to the fact that I have catered to both sides of the question.

This question often had to be explained to my participants as many of them are not familiar with the media terminology. Overall though the main too things I am able to focus on is the costume and storyline. 50% of people said that the quirky and vintage looking clothing is what made an indie genre music video successful. This made it clear that the audience do pick up on the stereotypical aspects of the indie genre and this allows me to incorporate costume into my music video and still produce something that the audience want. The sort of costume people gave examples of where beanie hats, big woolly jumpers and boots. This was very informative as it not only told me what people expected but it gave me an insight into what indie means to them. I will aim to include this particular style onto my main artists and actor in my music video as it will overall set the atmosphere as being vintage. The love story was another advantage that people found necessarily successful in the indie genres. People though that having this particular narrative meant that the artists was more relatable. The fact that most of the narrative is displayed as having love and heartbreaks implies to the audience that there music video artist is a 'real person' and goes through the same things that 'normal people' go through like love and hate and relationships with other people.  

This question was essential in narrowing down what was needed to be done to create something that was effective in deciding what type of narrative I wanted in my music. The most popular was love. This was due to the fact that people felt that it was something that related well to the indie genre and was also most entertaining to watch as it is something that is a lot more raw and emotion compared to a narrative about partying for example. The 2nd most popular being war we was able to get a satisfying reaction into why. People felt that the indie genre related well to the vintage atmosphere. To some of our target audience this to them meant that war or some sort of conflict would be essential in the narrative. Following these reactions I was able to come up with a narrative that involved both love and war in a way that should still create a bond with the audience and artist and leave them feeling a particular emotion that will leave them feeling venerable and sympathetic to the artist themselves just through the particular storyline that has been chosen to create.

This final question was a very difficult one for us to come to terms with. Due to the fact that it is a very important aspect but it also means that we may struggle to produce what the audience want in an effective way. Although the results where fairly close together the Older time era was favoured by our target audience. This was due to the fact that they believed it was more realistic to have an indie genre set in the past and then the archaic clothing and atmosphere would be supported and effective. The people who voted that Modern time era would be more effective said that it would allow them to feel alot more related to the music video as it would be the current time period. I have decided that to include a old fashioned setting into my music video would be far to hard to substitute in a successful way. This means that I will follow the modern era time setting but try to incorporate very vintage effects into the music video to try and relate this to what my target audience want. I will do this through clothing and particular cinematography shots.

Hebdige is a theorist that I have considered while making the questionnaire. His view on the younger generation is that they are either viewed as fun or trouble. Having taken this into consideration while asking my questions I am able to view the answers and see whether they imply troubled behaviour or fun behaviour . Overall I feel the answers are very reasonable to it assumes that the teenage target audience do not want to be viewed as trouble but in fact fun. This allows me to add scenes that are 
more positive into my music video. This is due to the fact that as a producer I am able to influence my own music video to take on a more positive teenage approach. I will do this by introducing the main characters as being very down to earth and influential to the target audience. This will result in my teenage audience feeling a lot more respectful to the artist for portraying there age in a more sensible way and not showing them as the stereotypical trouble maker. 

I filmed 5 different people who was part of the 40 that answered the questions in my questionnaire. Vox pops are essential in creating a successful media plan. This is due to the fact that they can be used for video or radio purposes. I can carry out a questionnaire that will help me decide major points of the music video I am going to create. This overall counts for the fact that I will be able to look over the Vox pops and recall what has been said. The 5 music video interviews I have on this post portray the qualitative data because we are able to see the participants answering the questions visually. I can look back on these in the future and know that as a whole I always have these videos to support my questionnaire and the answers. In addition to this being able to see a true representation of the answers allows me to read peoples answers and supply a very true and realistic setting for the audience. 

Overall I found that creating a questionnaire and having real people answer them and get there answers and views across really helped me to decide what I need to consider when creating my music video. I know know what specific things I need to add to create a successful atmosphere in my music video. For example the location of the music video. I can see that people prefer the countryside to the city. This enables me to being researching the idea locations and settings that are local and excess able for me and my group. In addition to this a lot of people liked the idea of vintage clothing which means I have to start gathering pieces for my main characters to wear I can do this by starting to research where I can find these particular outfits that fit the genre of the indie music video. If I was to carry out these particular questionnaire again I would make sure that I proceeded to create questions that would be easier to understand to people that were not really familiar with the media terminology this would make it easier for me to present and ask the questions without having much involvement due the the fact that I would often have to explain the questions in more detail to non-media students. This meant that often results took a lot longer to analyse 

Analysis Of The Choosen Artist - Miss Georgiou

Gabrielle Aplin is my chosen artist as she is a popular indie artist that contributes greatly to the code and conventions of the particular indie genre. She has a very delicate look about her which is what our group admired about her, as we aim to stick with the more vulnerable look in our music video. Her voice is very gentle and she is able to create a certain atmosphere of elegance around her. She started out her career with Parlophone and found her claim to fame through her cover of 'The Power Of Love' by Frankie Goes To Hollywood. Which topped the UK charts in December  2012. 
The artist is being chosen is represented as someone who is a successful to the younger generation as being a role model, this enabled them to be able to feel like they know her well. This is what makes her target audience be around the 15-25 age bracket. This allows her to appeal to the generation that really enjoys music and not only listens to this but uses it to boast the social status as well as actually using music videos themselves as a way to start conversations in the particular community they leave in. 

Sweet Nothing is a song from Gabrielle Aplin that presents her in a new light soley from watching the music video. It is very unconventional to the indie genre as it allows people to be able to witness her in a different location and costume that they usually associate Gabrielle Aplin with. In this particular music video we are able to see her as being rather unique and different in the way that she as an artist is presented. Her attitude is very upbeat and excitable, compared to the usual sad narrative based song that exists in the indie genre.

As the music video begins a long shot is one of the first things introduced in the music video. It shows us how we are able to see the artist and some of the background. It produces an idea of whats to come with the whole of the shot bringing a sort of introduction to the atmosphere.  This relates to Dyers theory of audiences and institutions as it displays her in a way that presents her as a product this is due to the fact that we can display her as being inviting through her body language. This overall supports the fact that she is a product because they use her body and her overall presentation as a way of promoting her further and making more money. The effect of this continues to be the fact that the audience will become a lot more excited for watching the rest of the music video as they feel like they are apart of it.

In following on from cinematography we are able to see how the mise-en-scene of the music video is going to represent the music video. The costume is unconventional to the indie genre as we normally see indie artists in old fashioned outfits. Here Gabrielle is in a very glittery jumpsuit that seems a lot more modern then other stereotypical outfits used in her other videos. This relates to Goodwins theory of the notion of looking as it enables her to be able to show off her figure to make a bigger profit and intise the audience. This is a very different aspect that the audience may like when thinking about  Gabrielle as an artist, we are able to see her being a lot more 'trendy' and influential on the particular music genre that normally sticks to old fashioned looks. Her original audience will relate to her bravery of stepping out of her comfort zone. They may feel influenced to go even further and follow in her footsteps by stepping out of there comfort zone also. This will overall impact the audience in a positive way and they will relate this emotion and feeling of bravery to Gabriella Aplin. 

In addition to this we are able to see how the cinematography, in particular the panning shot which displays how much moving closer to the artist can create a more inviting atmosphere and overall make the audience feel as though they are friends with Gabrielle Aplin. This is a different way to represent the indie artist as usually the majority of their music videos are narrative based having a direct story line to them as an artist through the use of a storyline. In this case Gabrielle is able to create and present herself as an object and product Dyer's theory consists here as we know she is trying to appeal to the audience through performance, this represents Goodwins theory of how is able to adapt 3 different styles into music videos. In this particular shot we are able to see how Gabrielle Aplin's 'Sweet Nothing' is all performance based, this will be less personal to the audience which will make them feel differently to the artist. Normally through the narrative they are able to view her as being 'normal.' Here her image is completely distorted to what her audience normally expect, this is because the audience are viewing her as a performer not someone with real feelings and emotions. This could work out positively for Gabrielle as an artist though, because her audience may being to look up to her as something more then just an ordinary girl. They may begin to see her in a more superior light. 

A conventional aspect of the indie genre, that has been seen very commonly in a lot of the indie music videos I have analysed recently is the use of interments being seen played in the visual aspect on the music video. Through the use of mise-en-scene, in particular the iconography in particular we are able to see the many drum kits Gabrielle has used in her video. This is not only a common convention of the indie genre, but it gives the audience an insight into how intellectual she is and creative she is as using. This links to good wins theory of the relationship between music and visual effects, this is due to the fact the drum kit can be hit multiple times to hit the sound of the music and create an effective visual and musical rhythm. Gabrielle has been successful to manipulate the drum into the indie genre as although the fact that you can use instruments in the indie genre and make it conventional fits but the use of the drum kit is stereotypically found in the rock or punk genre. This relates to Goodwins theory of the beat matching the visual effects as the artist has people banging the drum along to the beat. This overall allows the atmosphere to be seen as lot more put together and this results in it having more of an organised feel to it. Allowing the whole music video to flow better.

In continuation from the cinematography we are able to see how she uses unconventional shots in the music video 'Sweet Nothing.' It allows her to be seen from a birds eye shot. Which is just directly above her and looks down onto her. This relates to Dyer's theory of hegemony as the audience are able to display Gabrielle as being lower down then them. This is a unique aspect that may relate to the audience in a positive way as it involves them even further into the music video as the audience feel like they have a lot of power. This overall creates the effect of being directly involved with the music video as they do actually feel in control over her in this particular shot. The audience are looking down on her which almost implies how much of an influence they have on her. She is being quite unconventional to the indie genre throughout this music video. This means that she's relying solely on the audience to carry her through this change and they are in control and judging this new style of hers. This will overall persuade the audience to feel very relieved that they do have control over her look and will hopefully choose to support her, solely because Gabrielle Aplin has given them the power to. 

In addition to this, we are able to see how the lighting has also been effected and changed into something that is unconventional to this particular artist. They repetition of the coloured neon lights allows us to be able to view Gabrielle Aplin in a different way. We are able to relate this to a clubbing scene which is ultimately very unconventional to the indie genre as they are usually set in locations that are very open and vintage, for example either being a countryside setting or an old historical building. For the audience this may be shocking to them as they are not used to this sort of mise-en-scene being used, but ultimately as an audience they might be able to link it to Dyer's theory that Gabrielle wants to create herself a new image and may even be willing to create a more 'pop' genre instead of indie. This will work well in her favour as she will be introducing herself to a new brand of genre. Which also means a new audience. This means that as a result the audience will expand and she will be able to earn more money from her music as it appears to more tastes from different people. 

Her facial expressions in the music video remain to her rather happy, this particular type of mise-en-scene can be displayed from the image on the left. We are able to see a close up of Gabrielle and how much she is able to manipulate the audience into them believing she is extraordinary as well as ordinary. This is due to the fact that she remains very happy and upbeat and normally in the indie genre there are sadder aspects and other narrative parts that can't always guarantee a happy atmosphere which normally would be a part of the narrative, for example the sad departure of a couple or something similar to do with relationships. Overall this may invite the audience and intrigue them further into Gabrielle as it is not only different but may be quite refreshing to see a funner and more joy able side to her.    

The final aspect of the mise-en-scene is the setting and location. We are able to see how Gabrielle Aplin's choice of location is very different to the usual countryside or quaint little town filled with culture. This again can be seen to the audience as being rather unique and different compared to her usual setting as her we are able to see a big empty 'stage/set' scene. Overall this allows the audience to view her as being unique and differencing her to other indie artists as she is experimenting with this particular genre and others at the same time, including pop and dance. Dyers theory can be seen in this particular part of the image through the use of her location. This is because this particular location is not necessarily unique and glamorous, but it is still different and very isolated. This relates to his extraordinary but ordinary observation of the artists. This is due to the fact that she is in a average looking building. She is not in some glamorous setting, although it still has elements of being extraordinary as it contributes to the fact that it is very isolated and she has it all to herself and many audience members would not be able to obtain this type of thing for themselves. 

One very unique aspect of the 'Sweet Nothing' video is that is continuously displays one shot with no editing used as all. We are able to see how this one take style of music video really gives the impression that she is starting a fresh and has one shot and one chance to really reinvent themselves. The continuous shot is used to create a very elongated scene. There are no jump cuts or changes in speed of the editing as there is none. This may be very intriguing to the audience as they are able to view her in a different light, as before her music videos have been structured and constructed to be very neat and planned out. Whereas here it makes her appear as being very carefree and wild. Which supports her attitude throughout the whole music video.

The comparison to 'sweet nothing' and 'a case of you' is extreme. 'A Case Of You' is a particular music video that displays plenty of conventional aspects of the indie genre. Whereas 'Sweet Nothing' was a particular music video that went against it and tried to fit in with other conventions of the pop and dance genre. 

In the image opposite we are able to see how editing is used to portray the indie genre. The flashing effect in the music video is seen to be able to create a heavenly effect. This overall portrays the artist as being someone who is angelic. The audience are then able to see a different perspective of the artist viewing them as extraordinary something that Dyer said was common in performers such as Gabrielle Aplin. This is due to the fact that the audience want to relate to her but also see her as superior which relates to the particular editing effect as it gives off the impression that she is special and ultimately is able to portray herself in this particular way. 

The cinematography in the music video is also displayed as very simplistic and beautiful. The shallow focus shot displayed int he image right supports this. The audience are able to see the artist through blurred vision and this almost implies that she is able to be blurred, because the the audience she in unreachable. This differs to how blurred images would be in different artists. Gabrielle is an artist that appreciates beauty and wants to make and create an impact on her audience through the particular use of blurred shots, that would often represents drugs and alcohol and the effects of using them. Here she uses this particular effect not to display drugs and alcohol, but to show her audience that she is above them in a particular way that also involves them as they have to really study the image to be able to know its her.

The iconography used her displays how the particular mise-en-scene in the shot fits the conventions of the indie genre, but also displays Gabrielle as an artist to be able to be seen as creative. The old fashioned camera and film along side it fits the atmosphere of this vintage video, using older products and models of a camera is almost authentic and shows personality in the way an indie genre stereotypical would. This ultimately displays Gabrielle Aplin as someone who really enjoys the outside and doesn't stick the to typical trends and value consensus of the modern day women. As she likes to be unique and stick to the old fashioned way of things.

This low angle shot really displays how Dyer's theory relates to artists as they perform and act in the music videos. This is a crucial part of the music video as it incorporates the performance element of the music industry and gives the audience something to watch and be amazed by. It also portrays how the audience can manipulate the artist into seeing them as talented and then liking them even more. The cinematography used here manipulates the audience into looking up to Gabrielle not only does this represent her as extraordinary as the audience feel as though she is above them by having her tower over them, but she is also seen as ordinary as she is able to be displayed as someone who is charge and leading her 'friends' up the steps to an adventure. For an audience this will enable them to feel very much involved and excited to be able to be apart of Gabrielle's journey.

Carrying on from mise-en-scene. I am able to study Gabrielle's costume in this particular indie conventional music video. Compared to 'Sweet Nothing' we are able to contrast the two costumes. This one is alot more laid back as she wears a waist coat, large sunglasses and loafer looking shoes. This is partnered with a brown saddle bag which all together displays her as being rather fashionable in her own element. She wears clothes that would normally be classed as unique and indie in the modern world. This relates to Dyers theory of stars appearing as extraordinary and ordinary this is due to the fact that she is seen as someone who wears unique clothes but not necessarily very expensive and hard for the audience to copy. This means that if the audience wanted to they could easily adapt to her style and go ahead and wear similar clothes without going overboard on the price. They would then feel as an audience a lot more connected to her as they will feel as though they are building a much stronger bond with her. This will allow them to feel as though they are more like her and the audience themselves will feel involved with her music. As an audience they are able to represent her as being rather edgy and quirky with what particular clothes she wears, this separates her form the mainstream artists and inspires her audience to be more like this adventuring out into other outfits. This ultimately displays her as a role model to her audience.

The mise-en-scene includes everything that is taken into consideration when creating a specific atmosphere. The setting used in 'A Case Of You' is something that is very delicate and peaceful. The audience are able to see in the distant trees that are flowing as Gabrielle Aplin walks through the park. This particular location is very conventional to her genre as it is very natural and peaceful. In addition to this these particular types of location are able to be accessed by a lot of people and are seen as very 'normal' which again relates to Dyers theory of artists sometimes portraying themselves as 'normal' to appeal to there target audience as it will result in the audience being able to see Gabrielle Aplin as more of a friend then a favourite artist. The green, earthy background against her connotes well with the indie genre as we are able to see her in a different light. The audience now associate her with being someone who enjoys the countryside and this is in continuation with the fact that she is presented as being very delicate and very connected to the earth and everything that is beautiful. The audience will then appreciate the fact that she is using more natural elements in her music videos and like the difference and unique aspects that she adds instead of the usual mainstream music that may be filled with more artificial things. 

This theme is continued through the help of the particular lighting that falls upon the artists face, this not only helps maintain the beautiful atmosphere, but it represents the artist in a way that shows her as being angelic. This enables the audience to see her in a particular light that allows her to be looked up to by her audience. Dyers theory is seen here as the music video has purposely made her appear as someone who is very angelic and innocent and this allows them to be able to see her in an extraordinary way. This is due to the fact that as an audience they want to be able to look up to someone that is relatable and overall Gabrielle appeals to her target audience as she is able to be seen as successful without getting so personal physically with her audience like other mainstream artists such as Rhianna. She is able to manipulate the mise-en-scene to make herself look better and this is a very interesting aspect to the music video. The audience are overall building a relationship with an artist whom they think is very 'good' as they are able to see her in a particular way that portrays her innocently. This may be a nice change to the other artists in the industry who may focus there music on drugs and alcohol.

In conclusion to this video we are able to see how Gabrielle Aplin present herself as someone who is intellectual and appreciates art and history through the particular effects that are present in the music video 'A Case Of You.' The editing effect is actually a filter that has been placed over the top to almost create a very distinct effect that almost indicates an old fashioned video, The cracking effect was often a side effect of old cameras and damaged film. This implies that she wants to be able to be seen as vintage and quirky to her audience, which overall makes them see her as someone who is unique by going against the typical expectations of the mainstream music industry. This allows audience members who like the history of things to take a liking to her as they are able to see her as someone who is very down to earth and uses very little vintage touches to add conventional aspects of the indie genre to her music videos.

In conclusion to this we are able to see how much of a difference it makes to me as a group member performing Gabrielle Aplin's song by analysing her music videos that are two completely different styles. 'Sweet Nothing' is a song and music video that is unconventional to the indie genre which inspires our group to have courage in going out the box. It allows us to not stick with the conventions of an indie genre entirely as we are using Gabrielle as inspiration. Although I really did like that the particular use of the micro element, mise-en-scene. This is because in the more conventional music video they stuck to using the very plain yet beautiful and green settings and location and this makes it alot easier to create something that has the same effect on the music video. This is why I wish to incorporate the very natural settings into my own music video. However, she is recreating herself which allows us as a group to consider what type of style we want to include within our music video. For example do we want to stick with the typical indie music video like 'A Case Of You' or do we want to change it up and invite different and non-stereotypical aspects to our music video. Overall through the help of this post we are able to be consider in detail different elements that we may want to include within the music video. 

Applying for Music Copyright - Miss Georgiou

When artists copyright there songs it just means that only they have permission to distribute it in whatever way they like. People do not have permission to use any part of the song for any financial purposes or for there own use that causes a wider audience to be enjoying the music else where. Overall the use of copyright gives the owners of that content like songs or video footage etc the right to distribute there own work how they want. This is why technically you need permission to use almost everything that can be associated with the media. This law actually works well in stopping other artists 'copy' similar lyrics as well as the rhythm and notes used in a piece of music. Copyright is a very lengthy and technical law that requires a lot of time, money and evidence to actually prosecutor someone. Although in the music industry people do have this sort of power and are able to send people to court over copyright issues and there are many stories out there of artists and other music producers being sued a lot of money of this sort of law. 

Vanilla Ice released a song in 1991 called 'Ice Ice Baby' it used the main beat of the song 'Under Pressure' by David Bowie/Queen. This caused an up rise as although Vanilla Ice used the exact same piece of music it didn't actually credit the other song at all. Ignoring the fact that they where remotely similar. The copyright law is put in place to stop things like this happening as artists can be sued millions for things like this. This is due to the fact that the original artist gets the justice they deserve by suing anyone that tries to take credit for something that may have taken a lot of time and money to create for themselves. Although at first Vanilla ice denied it being similar or him ripping off there song in any way. He was later sued by David Bowie and Queen. Where he then stated it was meant to be humorous and admitted to using the melody as the main beat for his song. Vanilla Ice ended up paying out money which could have been avoided if he followed the copyright rules successfully and had he to credit the song in there favor.
This goes to show how important it is for us as a group to at least try and contact the record label and provide evidence that we have attempted to get permission for being able to use the song. 

When applying for permission to use Gabrielle Aplin's music soundtrack 'Salvation' we needed to at-least attempt to get some sort of permission to use the song for educational purposes, being our A2 media coursework. To do this we had to research what record label Gabrielle is with and find a contact number for them. This was harder then we expected as we did not know for sue if this would be a legitimate contact number and email address but we still attempted to give it ago as it was crucial that we at least tried to get critical feedback on our copyright issues.This was the closest we could find to being accurate and even though the email had been cut off at the end we where able to get through using the email address below. 

Here is an example of the email we sent as a group to get permission for using the song for our copyright concerns, we have send a number of these emails and still not had a request or reply so we have has to continue with our own project knowing and having evidence that we have at least tried and attempted to contact someone at parlophone records and get a reasonable reply, but unfortunately this has not been the case for us. Although we will still carry on to attempt to use this song for our education. 

Research Into Choosen Music Genre - Miss Georgiou

The indie genre for me is personally a favourite of mine as it appears more like art. The music videos usually are set in beautiful picturesque countryside scenes as well as having the opportunity to make big cities look alive and busy full of life. The fact that the indie genre is so flexible with the stories you can create behind the music and the fact that there is no limit on the particular location you can use. In addition to this I love all the codes and conventions of the indie genre as it enables us to create a very vintage style through the particular elements of muse-en-scene. Costume is something we can have a lot of fun with, being able to play about with big cosy jumpers and Lacy dresses. As well as beanie hats and other things that we are able to incorporate to create a very old fashioned feel in the music video. The story lines in indie music videos are often seen as being able to create a romantic narrative between a couple which is something we wish to be able to do in our own music video. The song and artist we wish to use is Gabrielle Aplin - Slavation. It is a very slow paced song and performed by a classic indie artist being Gabrielle Aplin.

Ellie Goulding is an artist that is known for switching between the pop and indie genre. We are able to see how well she incorporates the indie codes and conventions into the music video. The song involves a very slow atmosphere and displays a slight love story in the music video. Ellie is represented as someone who is able to be very creative and intentionally talented throughout her video. She is seen as someone who you are able to relate to and this overall contributes to her success as an artist. Through the analysis of this music video we are able to see how the indie genre has influenced specific choices in her music video as she is able to incorporate many codes and conventions of the indie genre into her own music video 'How Long Will I Love You.'



The cinematography in this scene really shows the little details in the music video that relates to the indie genre. We are able to see how the mid shot shows the quirky setting, almost resembling a small loft full of different colours and a quote is seen faintly in the background something that connotes very well with the indie genre is the beanie hat seen wearing in this scene. We are able to see how the man was a beard with a beanie hat that may only be insisted in this video because it is an indie genre
The editing within the music video also represents how well the music video connotes with the indie genre. We are able to see how well the black and white effect is put on Ellie as she performs the audience. The black and white effect is able to portray how well she performs and fits to the conventions of the indie genre. The black and white makes it seem really old fashioned, this displays how well the scene fits into the vintage feel of the image, the black and white really exaggerates the lights in the back ground, which show fairy lights and the scene in the background. We are able to see how much the scene looks alive in the background, again being a city which resembles the indie genre. Overall the audience are able to relate to the black and white effect as it fits the scene perfectly and really allows Ellie to perform in a more personal way.

The cinematography continues to display how Ellie tries to involve a very vintage feel in the music video. This close up of her hand displays a clear presentation of her jewellery, nail varnish and instrument. The rings are the first sign that relates to the indie genre, a couple of rings on the hand really makes the hand look more fragile and delicate which overall represents the whole feel of the indie genre. The nail varnish doesn't match and is a number of different colours which shows her as being quirky and a little individual in her personal style. This is a conventional aspect of the indie genre as it enables the artist to embrace there individuality which is something indie artists pride themselves on. The piano is another object in the scene that connotes the the indie genre as it displays her talent to be able to play the instrument well and effectively, often being popular in the indie genres as it shows them as being rather talented and again different from the mainstream artists of hip hop, rap and pop. 

The mise-en-scene is able to make the music video appear at a more emotional and personal level with the audience. The facial expressions in this scene are very positive and uplifting as we are able to see her laughing in the car as she drives. This enables us to be able to see her in a way that may not be typical to other genres. The indie genre often shows a relationship and positive and negative sides to it. Here we are able to see them laughing and happy together from her facial expressions which allows us to really get an idea of what she is trying to portray in her music video. 

In continuation from the miss-en-scene we are able to see how much the positioning of the characters are able to influence the atmosphere in the scene. The camera shot shows them from above and enables them to be seen as partners. They both sit together as equals and it allows them to be seen as a couple, of equal importance. This is successful to the audience as we are able to see how in the indie genre women are not typically seen as 2nd best. They are in fact just seen as being able to be strong and independent without having a male above them and having more power over her. They are both equal and there relationship is about love and nothing else. 

Indie genres usually tend to connote how much the vintage feel is present in the indie genre. This is represented through the beanie hats and cardigans that Ellie Goulding's character in the music video presents. The fact that in the image here the miss-en-scene in particularly the cream, knitted, over sized cardigan is viewed as a very typically convention part of costume for the music video. This almost implies that this sort of costume is displayed on someone that is very carefree and peaceful. As it connotes someone who is individual and comfortable in there clothes and styles. The majority of the costume worn here can in fact display how she may be a fan of charity shops and vintage styles. This relates to the audience as they are able to feel like it is okay to be different, they don't need to conform to the pop mainstream by wearing trendy, expensive looking clothes that present the artist as more glamorous. Here they are able to look up to the indie genres as they can be valued as an individual and it is expectable to be able to wear comfortable, maybe even second hand clothing which almost comforts the audience themselves as they don't feel as much pressure from the indie genre compared to the mainstream music videos. 

The setting is one thing that needs to be considered as part of the mise-en-scene. Here we are able to see how the indie genre is presented throughout just because of its location. In particular the way that the setting is very realistic convents to the chosen music genre. An indie genre normally doesn't use as much special effects as other artists would. We are able to see how they are represented as being very relatable and this is supported by the normal London setting. Most of the locations used in the indie genre are very accessible, whether in a house, forest, city or even the beach. Often indie genres stereotypical stick within these sort of brackets and don't spend a lot of money on researching very glamorous and luxurious settings. Ellie has followed this convention by having the majority of her shots in London. This allows the audience to relate well with her as they may recognise some of the streets and buildings and feel as if they are apart of the narrative and setting. Which overall enables the audience to have a stronger relationship with the artist. 

Editing also plays apart in how the indie genre can be conventional. One element of the indie genre is that the main artist is very individual and quirky which leaves the audience believing that there idol is very successful at having a fun and unique personality. In addition to this the editing is changed in the particular scene shown on the right to increase the pase and create a fun atmosphere for the audience, this means that as the shots are cut together to increase the overall speed we are able to see how much of an impact the audience is going to feel. As the speed of the shots increase the overall humour of the particular scene also increases which makes the experience of this particular music video a better experience to watch altogether as it almost tells people to have a good time just by increasing the speed and uplifting the atmosphere all together. This is conventional to the indie genre as it allows the music video to have separate sections to them. Some being uplifting and some slower and sadder. Stereotypically indie videos have a separate section of each and every emotion and development for the characters in the overall music video.

The final element of mise-en-scene to analysis is whether its conventional to the iconography. Here the particular props in the image show us being able to see her holding and playing a guitar. This allows us to be able to see her as very talented and as it gives off a very 'hippy' and 'unique' vibe we are able to  see the indie artist as being very creative as she is seen as being very individual and talented as most artists of other genres don't actually permit anything like playing instruments as most of the attractions on the artist remain visual. Overall the audience will relate to this as they are able to see how Ellie is represented as being more then just a 'pretty face' she does in fact have multiple talents which will inspire her audience to do more. 

Birdy is a newer indie artist that has brought a very unique taste to the indie genre. Her songs are often very high pitched and soft. In addition to this her overall look is very feminine and haunting at times which overall creates an erie essence about her. She is able to create a very gentle atmosphere in her videos as people are able to see her as being one of those characters that just remain beautiful at all times. This is something I wish for my artist in my indie music video also as it produces the effect of the artist being someone who is 'untouchable' and 'unreal' to everyone who watches.

Right from the start of this particular music video we are able to see how much Birdy creates a very old fashioned vintage feel to her music video through the use of lighting. This particular mise-en-scene here is able to create a almost sunrise and sunsetting effect as the light travels across the room highlighting the ornament on the table. This exaggerates the fact that this is a very unique genre by the focus predominantly put onto the class ornament showing that she may be a collector and appreciate history in very old historic pieces of furniture. This overall relates to the desired music genre as it is something so insignificant that produces a very erie atmosphere. Just from the sunlight being manipulated to glide across the room. This intrigues her audience straight away as they know that this is something unexpected and unusual which questions them to want to know more. 

Certain aspects of cinematography can also be put into place when making a indie based music video. This mid shot in Birdys video almost continues the haunting feel to the video as we are able to see her walking up the stairs. It places a part in the way that it describes her as looking rather elegant. We are able to see her in white walking up a dark stair case. This implies that she is someone who is filling to step out of the boundaries of mainstream music and create something beautiful. This relates to Dyers theory as it allows us to see her as something that is man made, she is a product that causes the audience to focus on her and let them be mesmerised by her and her beauty. Overall the audience may feel inclined and question where in fact she is going, will it reveal something of the story, they feel as though she is on a journey with them as well as being able to travel around the house and narrative with Birdy. They feel like they know her personally which builds an overall satisfying relationship with the audience. 

In relation to Goodwins theory there is a short clip at the beginning of the music video that allows the audience to see how the music beat and visual effects relate to another. Here in the image we see Birdys foot on the piano. This is a unique code and convention of the indie genre as it not only shows how much consideration went into the visual side of the music video but how much it draws in the audience by having her join in with the beat of the piano and sound effects that go along with the overall feel of the song. 
Continuing with the cinematography we are able to see how much the indie genre can play with emotions and feelings in the music video but present it in a way that is subtle and almost beautiful. The presentation of the shot shown in the image opposite is shallow focus. It is very popular in the indie genre as it displays just how much of an influence the cinematography can have on contributing to this dream like state that indie genres can sometimes present. Especially to the slow, piano based indie music we are able to see just how much of a difference it can make to be presented by a shallow focuses shot as it continues to add to this mysterious and angelic vibe. This overall creates a relationship with the audience as it allows them to be seen as having an artistic way of living. In addition to this we are able to see how 
mise-en-scene, in particular the costume contributes to the indie genre. A typical code and convention of the indie genre is anything vintage and anything very classic and elegant. Here in the image on the right is an example of this from Birdys music video 'Skinny Love' She again relates to Dyer's Star theory as she uses herself as a product presenting a very white plain, floaty dress with a silk bow tied at the back. This excentrates how much she wants to focus on the very haunting atmosphere this song brings to her audience. We are able to see just how much potential she has with coming up and turning the indie genre into something new that doesn't represent the very romantic elements of a narrative but in her case the very sad almost depressing elements of a narrative which overall inspires me to use both in my music video. Overall this creates a very daunting emotion for the audience as they are unable to know what is going on and how this music video may end as so far it seems very ghostly. 

Continuing on from this ghostly theme we see how this shot of the lighting through the window is not only a part of the mise-en-scene in the scene but also the editing as it starts off with natural light through the video but is then seen increasing rapidly as though an effect had been put in place. This again relates to how the ghostly effect is continued. It also presents how indie genres are usually also suitable for all audience. As shown through the very strong white light. The indie genre is conventionally quite tame, with very suitable content for all ages, unlike over genres it doesn't tend to portray drugs or sexual references which you could interpret that it is a 'clean' genre. This is realtable to the audience as many teens and young adults who enjoy this type of music isn't necessary a drug abuser or someone who shows off there body in very revealing clothes.

The close up through this particular type of cinematography is a good example to show how emotion can be displayed in a indie genre of music video. In particular this is an aspect of mise-en-scene. Showing the audience Birdys facial expressions may incline them to almost feel sorry for her as we are able to see pain on her face. This is typical to the indie genre as they all usually have a very deep and meaningful storyline to them as they are able to portray how much influences them in there music and how it is more realistic for them to portray real life issues. This relates to Dyer's star theory as even though she is seen as having emotions and being 'human' she is still extraordinary in the way she earns more money and is able to have a music career with a lot of different fans supporting her. Overall though it builds a relationship with the audience as it implies she is someone that is very real and has a heart deep down.

In continuation from the mise-en-scene, here we are able to see a shot of Birdy playing the piano. Like Ellie Goulding's video we see a similar shot of her playing the piano. Something we may want to consider adding into our music video as we are able to see how popular it is in the indie genre. It enables us to show the delicate touch of piano playing. Not only this but the audience are able to relate with her as they not only see her as being 'famous' but being talented. Which is a common convention in the indie genre as they are able to be seen as having alot of talent and this allows them to create a very intelligent and arty audience who appreciate the more delicate touches in a music video.

The last element of mise-scence is in fact the setting the way that the setting is very conventional to the indie genre is by how 'normal' it is. A big lonely house or a forest area seen in the image to the right shows us how much of an influence natural or untouched places are to indie artists. This influences my group to really search for the perfect locations as we are able to really see how much time and effect could go into to create a perfect scene when in fact most indie genres use the perfect scene themselves by just finding somewhere peaceful and beautiful.


In addition to the way that the music video is presented also includes how much time and care is taken into being able to produce something in the editing process. A lot of the scenes in Birdy's music video has been slowed right down to create a very erie atmosphere, everything is slowed right down so people are able to see and concentrate on every detail within the scene.


Overall the indie genre is something I'm glad we chose to use as a group. The fact that we are able to be more creative in our narrative and concentrate on making something with a motif and emotion in our video is something that I aim to be able to pride myself on when making the music video. The way we are able to represent our artist to the audience through using the indie genre is successful as we are able to build a close relationship with them by incorporating deep emotions and costume choices that are easier to get a hold of like charity clothes. This is overall a more affordable experience so the audience are able to relate strongly to the artist. In addition to this in the indie genre artists are almost always playing the piano, guitar or some sort of instrument which allows them to be presented as having talent. This enables them to be seen as ordinary and extraordinary. Only because most people don't play an instrument but are able to, which may result to them being inspired by there idol and actually start playing. Overall I am very excited to incorporate many codes and conventions of the indie genre into my music video as it allows me to perform and create a piece of footage that can not only be entertaining but very elegant and beautiful too, through the particular settings, narrative and costume. As well as other means of cinematography such as close ups and unique angled shots and slow motion editing.