Textual Analysis Music Videos - Rihanna, Rehab

This song is performed by a solo artist instead of a band like the other two videos I have studied, the difference between styles of artists may be reflected in the style of video. The song was written by another famous solo artist, Justin Timberlake inspired by his hurtful relationship. The video is in a cameo style, with the artist and songwriter both appearing as main characters. The reason for this style choice may be because the collaboration of two solo artists intrigues the audience, it could also be because both artists want their contributions shown as they are proud of the outcome. The cameo style of this video is a contrast to the Arctic Monkey’s but similar to the Example video.

The mise-on-scene used in this video contributes to creating an unusual and unique feel to the narrative. The location of the video changes form one extreme to another, the first shot reveals one of the two main locations which is in an enclosed room. This location is normally only shown when focusing on her rather than him, perhaps to represent that she is trapped. The location then changes to a vast open space with no one but the two characters, the use of open space shows the characters isolation and the sunlight provides a good contrast to the other enclosed location.This vast location is juxtaposition to the Example video and the use of daylight is juxtaposition to the Arctic Monkey’s video. However, this video uses large mountains and miles of desert to make the characters seem isolated and insignificant which is similar in comparison to how the director of the Arctic Monkey’s video used the tall buildings to make the drummer seem isolated and vulnerable. The isolation of the two characters in this video shows the connection and focus between them.

Props used within the location are used to help support the narrative, there are no musical props or microphones as the style is not a performance. The first main noticeable props used are the car and motorbike,the two juxtapose each other which may be a reflection of the differences between characters, these props may also be used to show independence from each character. Another prop used is the shower which seems surreal in its placing and use, however the reason for it is to show sexual tension between the characters, this is something that I haven’t seen used in the other two video’s I have studied as their narratives were very different. However, the Arctic Monkeys video does show images of water to represent the emotions of the character as well as building tension which is a similar use of the technique but with different outcomes. The trailer is used as part of a prop in the open location and also becomes a location when the shots change to the second location. The trailer looks quirky which is a theme that runs throughout the video. This excentrique theme is also shown through the use of fake flamingos which have no relation with the narrative and seem bizarre. These quirky props could be for effect or they could be to show that the imagery is part of a dream sequence and is not reflecting reality. The clothing used in the video is sometimes also excentrique but follows modern fashion for the time the video was released. The clothing is changed a lot throughout the video which is a contrast to the other videos I have analysed, the reason for these changes could be to symbolise the change in mood and narrative.

The colour used within the mise-on-scene is very bright and colourful in some clothing and scenes with the open landscape location, however, this location also cuts to black and white which is a huge contrast, the cuts between the two colours often happen whilst the imagery stays the same. This could represent the ups and downs of the relationship and possibly the confusion of feelings. When the imagery is shown in the other location, there is a purple colourwash, these scenes often only show the female character so the colourwash could be to show her emotions and also to distinguish between the two locations.

The narrative of the music video is not obvious because of the surreal imagery used along with different colour effects and probs. The lyrics of the song would suggest that it tells a story of a broken relationship or an obsessive relationship which is reflected in the imagery, however, the video is open to interpretation as this is not an obvious storyline, there could also be confusion as to whether the narrative is part of a dream sequence or reality because of its surreal imagery. This is also the case with the Arctic Monkey’s video but not the Example video. By leaving the narrative open to interpretation, the audience can find it easier to adapt it to something that they can relate to. The song was written by Justin Timberlake who appears in the video and it is likely that the song is based upon his brake up from a relationship with Britney Spears as the connections to rehab would relate to her lifestyle.

There is a wide range of camera work used as there are many quick cuts between shots. There are many low angle shots used when focusing on characters, in particular Rhianna this shows her importance and is also an aesthetically pleasing angle, this shot is also used a lot in the Arctic Monkeys video to show admiration for the character which could be the reason for its use here. The camera work often uses the rule of thirds in the imagery which is a convention often used in music videos. The director uses long shots to show the location or a character in the background, however, the majority of the shots are close ups to show the relationship between the characters and the individual emotions, a few shots cut the image short which looks abstract and unplanned and adds to the quirkiness. This is similar to the Example video which uses many close ups to help create an abstract image. There are a lot of shots that show Rhianna in the foreground with Justin in the background, this could be to show the narrative is coming from her perspective. There is a lot of movement within the camerawork not only through pans, tilts and zooms but also through handheld shots that are not steady, this may be done to reflect the primitive surroundings and is not a technique that has been used in the other videos I have analysed.

At the start of the music video the editing uses fast paced cuts to change between the vast variety of shots, it does this using very few transition shots. These quick cuts between shots could represent the confusion in her thought pattern as she can not gather her thoughts productively due to her emotions, this changes as the music progresses when shots stay on for longer and transitions are used such as slow cross dissolves. The shots are cut in time to the music but do not go off san obvious beat such as the Example video, however, the cuts are still made to the tempo of the song. Another editing effect is on some of the black and white shots, the image is speckled to make it look aged, this could simply be for effect or it could be to reinforce the abstract take on the narrative.

The tempo of the song compliments the narrative as it is fairly slow which allows time to show the characters reflections. At the beginning of the video, there is no music playing and no other sounds at the very start, this shows the isolation of the location which reflects that the narrative is based around them and no one else. The sound of chimes is then introduced which sounds relaxing which is then interrupted with the sound of a motorbike just before the music kicks in. The sound of chimes was also used in the Arctic Monkeys video along with the imagery of water, this created a bizarre image. The Arctic Monkey’s video also did not introduce the song straight away and had distant sounds like this video which was also used to show the isolation of the character.

Overall this video represents a broken relationship that is portrayed through the use of abstract imagery. It conforms to certain conventions such as the cameo style and the use of the rule of thirds but also brakes conventions due to the unclear storyline and strange imagery. The main influences that I will take away from analysing this video when creating my own is the use of colour and the inspirational location. I also like the song as a possible choice for my own video as it is open to interpretation.

Textual Analysis Music Videos - Arctic Monkeys, View From The Afternoon

This video is based around a narrative storyline with no performance by the band; this is a technique the Arctic monkeys often use in their videos which goes against the conventions of this rock/indie genre. Another unusual technique in this video is the fact that the imagery is focused on a performance by a drummer but this drummer is not a band member. A possible reason for this could be because the band wants to create a persona and felt they could do this better with an actor, another reason could be that they didn’t want to focus the video on a single member of the band as they all have creative inputs. This decision goes against conventions of music video styles and makes this more unique.

Another unique style used in the video is the colour. Almost all of the video is filmed using a black and white (greyscale) effect with the exception of one frame which is filmed in colour showing the main character submerged in water. The director or the band could have chosen this to represent an image created from the drummer’s imagination or an out of body experience. The use of greyscale makes the images look sincere and indicates to the audience that the narrative is meaningful. This is a juxtaposition to ‘example’s’ music video as they used bright and lively colours to reflect the fun narrative which contained little meaning, whereas this video uses dull colours and greyscale to reflect the meaningful and sincere narrative. The use of colour is significant in creating meaning and is something I will have to consider when making my own promo video.

As well as the colour, there are other aspects of the mise-on-scene that create meaning and effect for the audience. The locations used are extremely limited which is similar to the ‘example’ video. However, although the location stays the same for the majority of the video, it creates a very powerful effect and helps support the narrative by maintaining constant. The location fits well with the narrative and meaning of the song but also has personal meaning for the band members as it is shot at Park Hill flats in Sheffield which is near where the band members grew up. This personal input is important as they are not expressing their input through appearance or performance as ‘example’ does in his music video that I studied. The high rise flats in the mise-on-scene represent a working class society in which the narrative is based around. They also make the character seem vulnerable due to their size compared to him, long shots are used to show the scale of the imagery and to show the vast space. This again shows juxtaposition to the example video which shows a confined environment and uses closer shots.

The main character’s clothing within the mise-on-scene conforms to stereotypes of the rock/indie style as he is wearing a parker jacket. ‘Example’s’ main character also conforms to the youth culture style associated with the genre. This could help form a connection with the viewer or could also be an expression of identity which relates to Michael Brake’s theory that style is a deliberate expression of social identity.

The narrative in this video is based around a young male drummer who performs to the music, however, this performance seems unusual, surreal and misplaced and creates enigma and interest for the audience as they try to make sense of the meaning whilst following the character through his personal journey. There are also surreal events that happen around the character such as people watching him or trying to distract him. The story shows the characters pain, struggle and determination, an example of the imagery used to show this is the shot of his hands covered in blood followed by his determination when he continues to play. The narrative is based on the story of Buddha who was said to have meditated under a tree for days whilst devils came to try and seduce and sabotage him. The principle here is on the same basis and shows a personal struggle and determination. A key element in the video that directly relates to the story of Buddha is when the girl gave him milk, as a lady gave Buddha milk after seeing him starve himself to attain nirvana. This connection also makes sense of the bizarre imagery such as the shattered moon. The ending of the video shows the drummer as he finally stops playing which symbolises the enlightenment that he has found. This is shown through facial expressions and the use of imagery such as the shattered moon. This deep meaning is different to the example video as they wanted to create a positive and light hearted narrative as opposed to this where they want to create intellectual and meaningful narrative. This adaptation of Buddha’s myth provides interesting yet bizarre imagery which is something I would like to consider when creating my own.

A wide range of camera work and is used during this video, the first opening shots establish the location and the character. The first shot used is a tracking shot which follows the main characters feet and the wheels of a trolley he is pushing, the camera uses a close shot which shows the importance of his walk as it represents the start of a journey. This extreme close up then becomes an extremely long shot or an establishing shot which shows the character in full and what he is pushing. This uses the rule of thirds which was not often used in the ‘Example’ video but is something I want to include when doing my own camera work as it is more aesthetically interesting. In the introduction before the song begins there are many still shots which along with the lack of sound help create calm and quiet imagery. When the camera is focused on the buildings it uses low angle shots which show the scale of the buildings and make the character seem vulnerable in comparison, this is also shown through close up shots of the characters face looking up at the flats. A low angle shot is used at the very end of the film to show respect for the character as he has endures his journey and reached enlightenment. These low angle long shots are different to those used in the ‘Example’ video as they use closer shots to show the expressions of the actors, they also don’t use the rule of thirds in the placing of characters as they do not want to create meaning but effect. The camera work used also includes many zooms, cross dissolves, match on action shots, high and low angle shots and still shots. The reason for the huge variety in shots could be because they are mostly all focused on the same imagery and this repetition reinforced the determination and mental journey that the character is experiencing. Close ups are used to show his facial expressions and instruments which follows conventions of music videos and also show the will power and determination of the character. An over the shoulder sot is also used to display his dedication when three men approach him and distract him, this shot allows the audience to see this from the main characters point of view and gives an admiration for his determination. Birds eye vie shots are often used when he is playing and also when he looks at his hands bleeding. This use of a huge variety of shots proves to be more interesting to watch than the ‘Example’ video that has a limited number so I will try and use as many different shots as I can when making my own.

The editing used is not as obvious as the ‘Example’ video as it is used to aid the narrative and create effect as opposed to the ‘Example video which was used to create effect and fun imagery. The opening shots are shown through a rustic border which looks as though the audience is watching the footage through an old fashioned camera. When watching the footage this boarder is hardly noticed by the viewer but instead draws their attention to the imagery inside, opposed to the ‘Example’ video where the editing is noticed instantly by the audience. Match on action is used as the image is shown in daylight and then switches to night, this shows the length and scale of time to show his journey. The cuts between shots are sometimes straight cuts and some use transitions between shots such as cross disolves. These transitions are made to fit in time with the beat of the music which is an editing technique also used in ‘Example’ as it links the imagery to the song. This is a strong convention used throughout music videos.

The music to accompany the video does not start until 45 seconds into the video, this is a convention sometimes used to create an introduction to the narrative. It is used here to show ‘the calm before the storm’ and non diegetic sound is used such as the distant chimes of church bells and the sound of raindrops and wind. These all show the peace and quiet but also make the character seem isolated which could reflect the fact he is on a personal journey. ‘Example’ don’t use this technique as there narrative isn’t as strong.

The representation shown in the ‘Example’ video was youth culture, this video also represents youth through style and demeanour of the character. This links in with Michael Brake’s theory that youth subculture creates an alternative to reality and is expressed through style. However, this representation of youth culture could be seen as a positive or a negative message which creates a polar opposite of interpretation. This relates to Dick Hebdige’s theory of dichotomy, he would argue that the main character could be seen as a positive representation due to his determination and strong minded nature, but on the other hand could be seen as negative through the disruption he causes from the noise and his ignorance to those passing. This representation of youth differs from the ‘Example video as they portray a fun and carefree culture. The difference in choice of representation could be connected to the sound and meaning of the two songs.

Having studied this video I believe it contains very powerful imagery that is show through all aspects of narrative, camera work, sound and editing. I like the fact that it represents a personal journey of a character and follows his progression. This is something that may influence me when deciding on narrative and has made me think I would rather have a meaningful storyline as opposed to a fun and light hearted storyline as in ‘Example’s’ video.

Textual Analysis Music Videos - Example, Kickstarts

The style of this music video is in cameo style as the artists appears as an actor in the film and also mimes to the lyrics without performing. This means that the artist, himself can personally show the meaning of the lyrics and have a large impact on the outcome of the video.

The narrative in this video is not obvious other than the fact it is based around a relationship. However, having studied the lyrics and the video I believe that the storyline is about two people in a relationship which has its ups and downs, but the love that they have for each other always ‘kick-starts’ the relationship. This narrative runs alongside imagery of changing faces performing the same actions as the two main characters, the producer does this by using match-on-action and quick cuts to show the different people. This could represent the fact that the narrative could be relevant to anyone which makes the audience relate to the lyrics, perhaps because of a similar experience. The imagery also shows people dancing and smiling which shows equilibrium within the narrative and matches the upbeat tempo of the song, the colours within the narrative are also an important factor of the representations of the narrative.

The colour used in this video is bright and lively, often with a light background and bright clothing. This helps represent a youthful imagery and also creates a sense of fun and happiness which suits the songs upbeat tempo. This upbeat imagery and sound can also have an influence on the audience and their frame of mind when they watch it which they will then associate with the song. The opening shot in the video is an example of how the producer uses colour to create a youthful and lively atmosphere. The shot has a bright neutral background which highlights the youthful colour in the shoes; this colour is also shown in the artist’s logo. It is uncommon in music videos for the band’s name to be shown as a title as most do not show any, but those that do, tend to incorporate it into an object within the mise-on-scene. The use of colour in clothing and neutral backgrounds are similar to the band’s album cover I studied, I found that the use of colours portrayed a fun image to the audience and would also appeal to the target audience which is a younger market. I think the same applies for their video, one reason the two link together could be because of the connection between them as this is the debut song from the album. This consistent theme creates an individual identity for the band as something that their fans can recognise.

The mise-on-scene used is quite simple but effective, the locations seem limited but are appropriate to the narrative so the editing effect of split screens can easily be done. It also helps focus the attention on the people rather than their surroundings. By using the same location this means that the editing can be done more effectively and allows quick cuts within the match-on-action shots. The simple location also helps to not complicate the imagery when split screens are being used. There is one location for the split screen imagery which is shown above, and another for the narrative between the two main characters, this helps indicate the storyline to the audience. Props are used within the mise-on-scene to replace body parts which again reinforces the fun element to the narrative; this is a convention of mise-on-scene that is often used within music videos. The use of props was also used in the bands album cover to create the same meaning, which adds to the consistency of the bands style which gives them a recognisable style.

The editing is artistic as the shots are put together using split screens and quick cuts. Each cut is made on the beat to the music which makes it more aesthetically pleasing to the audience but also reinforces the strong beat and shows a connection between the imagery and the music. This connection between imagery and sound is also made with the dancing and tapping of feet at the beginning. The transitions between split screen shots and the main narrative shots often use an effect such as cross-dissolve or a slide this is quite basic editing but it is suitable for this song and its narrative and also connects with the beat and sounds of the music. One of the transitions used is where the screen is split into 16 frames and they each disappear one at a time revealing the narrative, this happens at the same time the sound within the song changes from the main beat to a verse. There is also a use of focus change from background to foreground to show the two points of view to the storyline. The split screens are also used to show each characters side to the narrative. This split screen effect matches the albums cover and allows the audience to take in more information and also provides an interesting effect for them to watch.

The video conforms to conventions in a few ways, one of which is the use of dancing, this is normally used to create a ‘feel good’ image and to reinforce equilibrium in the narrative. It also helps create a fun experience for the audience to watch. Dancing is sometimes used in a provocative way within some music videos, however, here it is used to create lively imagery. Other conventions included are the use of a relationship in the narrative, which is very common in music videos as the audience can relate to it. The artist has used it to allow the audience to relate but it has also been used due to the lyrical meaning of the song.

Other conventions are within the camera work, the video uses a lot of close ups and extreme close ups, these are used in a conventional way as they focus on the artist’s face when he is singing and on both the characters faces to show emotion. However they are also used in an unconventional way within music videos as it is used to focus on the feet at the beginning. The reason for doing this is to show the strong beat of the song as the actions of the feet move in time to the beat. The video doesn’t use any pans or tracking shots which goes against the conventions within music videos as I found out in my previous research. Another convention this video uses is repetition; this matches the construction of the song as the chorus is very repetitive and is played often with very few verses. This technique is used in a lot of music videos as it reinforces the key elements which creates powerful meaning.

Representations, other than the ones already mentioned include youth culture and style which is mainly shown through the clothing which is typical of a young culture and indie style. Youth is shown to be fun, lively and energetic through the actors dancing and foolishness. This foolishness and carefree attitude is shown in a positive way. The relationship between the two main characters is also portrayed to be fun and flirty which links into the song and the rest of the imagery.

Overall, I think that this video is successful as it will appeal to the target audience. I like the use of colour and split screens and would consider using these techniques when making my own. However, I feel this video could be improved by having a stronger narrative and a wider range of shots within the narrative scenes. The best thing I will take away from this video is its playful use of editing to create abstract imagery, this is definitely something I would consider trying in my own creation.

Textual Analysis Album Covers - Example, Won't go quietly

The band Example are an energetic band with upbeat music. Their music struggles to fall into a specific genre but is best described as falling into the ‘grindie’ genre which was developed in 2006 and is a mixture of indie and grime music. Most of their songs involve rapping and singing with indie sounds from their instruments. This unusual genre and upbeat music is reflected in their style and their album cover.

This album cover is bright and colourful and this use of colour makes it seem lively which mirrors the bands style and tempo of music. The range of colours used in the cover gives a sense of fun which is what the band will want to portray to the audience as this reflects the style of their songs. This light-hearted imagery will attract a younger audience which is the main fan base for the band and therefore, the target audience for their albums. The white background of the cover helps make it look fresh and also makes the colours in the clothing stand out. The white is also used in the text which creates contrast to the black background and makes it stand out which gives a clear message to the buyer what album it is.

The images in this cover are all photographs of the lead singer from the band, this celebrity endorsement and band connection has been used in both of the two other covers I have studied. I believe this is because the artists are proud of their music and want an involvement in the creativity of their album cover. In this case it is also a chance to show the personal style of the artist that also links to the style associated with the genre; this is similar to the Akon cover but different to the kings of leon cover which didn’t show the bands personal style at all. This is because the message they wanted to show was different.

The mise-on-scene in the images is aimed at a fairly young, fun loving target audience which is shown through props, costumes and the actions of the artist. The outfits he is wearing are mostly following the trend of the ‘indie’ style which is a trend that a large majority of the audience will follow or aspire to look like. This means that the audience will look up to the artist and also relate to him as he looks like an ordinary fashionable ‘indie’ style man. The fact that the clothes are also bright in colours also adds to the lively, young style of the cover which will appeal to the target audience and reflects the bands style of music. The props in the images on the cover help to show a fun side to the artist, that he doesn’t take himself too seriously, this is a huge contrast to the other two covers I have looked at as they both had meaningful imagery and looked more sophisticated. However, the main fan base of all three albums, are around a similar age. Perhaps this artist wanted to create a persona of a ‘jack the lad’ character which he has based his songs around as they would fit that description, or perhaps the songs are written about his own past experiences which is why all the imagery is of him.

The typography used in the cover is very bold and easy to recognise, this is a great contrast to the Kings of Leon album that I studied but similar to the Akon cover. I think the reason for this is that Example are a band that are fairly new to fame and recognition and they are still trying to establish their name and image, where as a band like KOL do not need to do this as they are well established and have a huge fan base and recognition. Akon however, is established but the reason he has his name in large writing is because his genre is hip hop where a persona of wealth and celebrity status goes hand in hand with the music. The black background of the text is a stark contrast to the writing and the imagery which makes the text stand out. This is not only used to establish the bands name but also to attract the attention of buyers. Another way in which the text stands out is that it blocks imagery behind showing its importance and dominance over the cover. The other text in the cover is the album name which is incorporated into the photographs and is used as a prop, this doesn’t stand out as much as the band name as it is not as important information. This is the first time I have seen the artist displaying the album title as part of the mise-on-scene and is not a typical convention, it shows the personal connection with the creation of the album.

The layout of the images is in a bloc pattern which may represent the many different sides to the personality of the artist or character. This technique of using a split screen and tables is also used by the band in their music video for the song titled ‘kickstarts’ it is used to show other characters and compare them directly and is also used to show two sides of the story within the narrative. It could be used in a similar way in this album cover to show the many sides of a personality. The use of split screen was also used in the KOL album cover that I studied but created a very different effect as it was to show the coming together of individuals to form a group that was strong and powerful, where as this album cover uses the split screens to show different sides to one character which creates a playful naive persona as opposed to a powerful one.

The cover shows representations of youth culture and also indie music culture. It does this by the mise-on-scene in the imagery as the bright colours within the clothing show a lively young style which conforms to the stereotypes of indie fans and their styles. This is similar to the Akon cover as his clothing represents a desired lifestyle associated with hip-hop. They both also conform to stereotypes of artists as indie artists are often young for their age and lively spirits where as a stereotypical hip-hop artist is very sure of themselves and flaunt their wealth (eg. jewelry and clothing).

Overall this cover contains fun and lively images that do not seem to resemble deep and powerful meaning like the KOL album, but instead shows a fun band and makes people want to listen to their lively music and be involved in the fun experience.

Textual Analysis Album Covers - Akon Freedom

In contrast to the previous album cover I looked at, this artist falls under the R&B genre which is stereotypically very different to the rock/alternative scene. This is not only reflected through their music but is also reflected in their styles of clothing and through their choice of imagery and styles of album covers.

The most noticeable difference between the two is the colours in the imagery. The colours in this cover are extremely bright as opposed to the dark colourwash in the Kings of Leon cover. Both covers attract the listener’s attention but do so in different ways. Another similarity in the use of colour between the two images is the use of colourwash, the Kings of Leon album is the more noticeable colour wash as it is almost greyscale and dark. However this image also contains a subtle blue colourwash. The mise-on-scene has been selected to match this blue theme which creates a stylish co-ordinated cover to mirror the stereotypes of the genre.

The text used on this album cover is very large, however, it does not overpower the cover as it is transparent in the centre rather than being block colour. It displays clearly the name of the artist and the album in a font that is easy to read. This is the opposite of what was used in the KOL album where the writing wasn’t easy to recognise compared to the image and was written in a font that linked in with the photographic style of the image.

The main focus of the image here is the artist (Akon) who is depicted as wealthy, stylish and successful artist and has luxurious settings in the background of the photograph. This high class lifestyle is a stereotype often associated with R&B music as it sells a lifestyle to the listener along with the music. This connection between a lifestyle and a product is commonly used in marketing with any product. The mise-on-scene reinforces this desirable lifestyle with the background being luxurious and also with the artists clothing i.e. the suit, earring and sunglasses.

Even though both albums show the artist(s) as the main focus for the cover, this album conforms to the rule of thirds and shows a medium camera shot allowing the viewer to see more of the artist. The artist is also standing in a powerful pose with his head looking up which shows admiration, confidence and power. The KOL album also depicts these qualities but through facial expressions rather than body language. The KOL cover also uses symmetry rather than the rule of thirds and a close up camera shot to show the intense facial expressions and the artistic editing.

Both albums use photography as the main base for the imagery and then edit around the image, even though similar techniques have been used, the outcomes are completely different. This is because the intentions were very different due to the genres and the meaning that the artists wanted to create for the face of their albums. I felt KOL wanted to portray the image of different components coming together to form a unit, which could symbolise the strength of the band. I also thought that they wanted to show a powerful and strong image associated with heir band which they did through the use of a bird of pray. Akon creates the same meaning but through himself and his body language which looks confident as he looks comfortable and powerful.

Overall this album cover is effective for the market its aimed at and conforms to the stereotypes of R&B. Although it may look like a simple cover which consists of a photograph and text, it is actually far more complex and shows hidden meaning and also demonstrates stereotypes.

Textual analysis Album covers - Kings of Leon

The band kings of leon fall under the rock genre but it could also be argued that they are in the alternative genre as they do not conform completely to the rock sounds and stereotypes. This rock/alternative style is reflected in their clothing and hair styles as well as their music.
The immediate thought when looking at this album cover is that it is a clever use of photography edited together to resemble a whole image. Fans of the band will notice that the photographs used in the cover are pictures of the band members, otherwise it is not obvious that it is the band as it is not a stereotypical band photograph. The fact that the images are of the band members themselves shows to the listeners that they are involved in every aspect of their albums and not just the music.

The cover has a colour wash over the image which is similar to grey scale but with hints of green. This is a colour wash that is rarely used for album covers which makes it stand out and is useful in marketing. The other colour in the image is the green title of the album and the name of the band. Normally these are written in a large font and stand out on the page as they are important information and often the only information included on the cover. The band may have chosen to do this so the writing does not detract away from the image, therefore making the image more powerful. The writing is also written in a font that suits the photographic style of the image and is similar to the writing found on photographs to display the date and time.

The image itself looks abstract which reflects the bands genre and style. The picture is a collection of different photographs edited together to create a full image which has also been edited to have features of a bird of pray. This idea of different components coming together could symbolise the individual members of the band coming together and creating one unit. Perhaps this also represents the creating of their music as they have inputs from every band member and one final outcome that is strong and powerful like a bird of pray. The bird of pray often symbolises power and strength but could also be interpreted as being intimidating and overpowering. This symbol could be a reflection of bands music and the rock genre and makes the band look powerful and influential.

On the other hand, the image of different photographs put together could also symbolise the shattering and the cracks formed in a unit showing its vulnerability and weaknesses. This is demonstrated in another ‘Kings Of Leon’ album cover called ‘Because Of The Times’ this depicts the image of a light bulb shattering. (left image)

The face in the image on the album cover is looking straight at the camera and is a close shot which suggests power and dominance, this is reinforced by the expressionless face which looks intimidating and sincere. This could be to represent the dominance amongst the music industry or it could also be a persona that the band has created and refers to throughout their music.

The edge of the image is faded to black which gives the cover a dated look and makes the image look more authentic. It also has cross marks on each side which shows the alignment of the four images and also highlights the symmetry of the image. Symmetry is often used in album covers as opposed to music videos where they use the rule of thirds, central placing of the image makes the cover stand out and grasp the attention of the listener.
Overall, this album cover contains powerful imagery which grasps the audiences attention and intrigues them as the picture is unusual and is almost a trick on the eye.

Textual analysis - Album covers

Album covers are important for artists as they can give meaning and insight into the band and the songs. It is also a chance for the artist to have creative input in imagery rather than through their music.
From a marketing point of view, an important use for album covers is that they can help sell the product; the covers are often eye catching so they can be spotted amongst a shop full of other CD’s and draw the attention of the buyer. They also often conform to the stereotypes of the genre, making it easy to distinguish and recognise what type of music it is.
I will be analysing three different album covers and looking at what conventions they use and how they use them. I will also look at the difference between genres within album covers. This will give me a better understanding of previous products and also provide inspiration for when i make my own.

Research on conventions of music videos

Research
Conventions of Music promo videos and their effect on the audience…

The conventions associated with music videos usually depend on the genre of the music or band and the image that is stereotypically associated with that genre. They also depend on what message the song is trying to portrait and what effect they want to give to the audience. However there are also some more general conventions that all types of genres conform to. From what I have seen so far in my research, I have found that there are always exceptions to these conventions but they are still widely used.

Style: The main styles used in music videos are…
• Performance - where the band or artist performs either to an audience or to the camera, this creates a ‘live concert’ atmosphere which provides the audience with an intimate relationship with the artist. This style is often used in rock videos such as the Kings Of Leon – On Call.
• Narrative – where the imagery is based on a storyline played by actors. This engages the attention of the audience and draws them into the narrative. The narrative is often linked to the meaning of the song or a persona the artist wants to create. This style is mostly used in the ‘indie genre’ for example the Arctic monkeys – Leave Before The Lights Come On. This creates a persona for the audience rather that having a connection directly to the artist. The convention is not widely used due to this fact as audiences enjoy making a connection.
• Narrative/performance – a mixture of performance and narrative usually with quick cuts between the two. It is often used with bands and sometimes individual artists. It provides both the connection with the audience to the artist and also the interest of the narrative, this means that it is a popular style for many videos of a variety of genres. However it is most commonly used in the indie and rock genres. An example of this mix of narrative and performance is demonstrated in The Lostprophets – Rooftops.
• Cameo appearances – where the artists appear in the narrative playing a character and often miming the song but not performing. This allows the audience to relate to the artist by seeing them as a character who can show emotion rather than a performer. It also has an advantage to the artist as they can have involvement in the creative process of portraying a character as they intended in writing the song (persona). In the video to Plan B – The Recluse the artist is playing the persona of the character ‘Strickland Banks’ that he created as the inspiration of his album.
• Animation – where imagery in the video is produced through drawings mostly electronically using computer software. The advantage of this is that images can be created that are of fantasy rather than reality which creates a more imaginative video. It can also be used to create cartoons of the artists so that the mixture of narrative and performance can also be used alongside animation, which is the case in the video for The Gorillas – Feel Good inc.


Camera work:
From the range of videos I have researched I have found that there is a wide variety of camera work used in music videos, a few conventions that I have found to be consistent are…
• Close-Up shots – usually used to focus on the artist in a performance or the main character in the narrative to show emotion. They are also sometimes used to focus on an instrument or an important prop. These close up shots make the audience feel involved in the video and can also be used to help the audience relate to the character.
• Pans/Tilts – these are used in all styles of videos and are used to move from different band members or to show a location and follow a character. This allows the audience to see clearly the location or the band members.
• Tracking Shots – used mainly in narrative styles to track a character and also used in upbeat dance music to show the energetic pace of the music. These shots allow the audience to feel involved in the action.
• Crane shots – usually used when showing a performing band as the angle of the shot can capture the whole band instead of focusing on just one member.
• Long establishing shots – used mainly in narrative and animation to show the audience the setting of the storyline.
• Extreme close ups – often used to focus on lips showing lip syncing. Also used a lot to focus on instruments.


Editing:
• Jump cuts – these are sometimes used in music videos to create a dramatic point in narrative but it is also used in more abstract music videos to create abstract imagery to mimic the song. However these shots have to be done with caution as it can look as though they are a result of poor editing.
• Cut to music – The transition between shots is normally done on a change of a beat in the music. This links the video to the song and provides a connection to the narrative and the lyrics in the song.
• CGI (computer generated images) – for example special effects or the display of images for example split screen. Split screen can provide the viewer with extra information within the narrative and can help portrait excitement which is often used in upbeat music. However, it can also overload the audience with information and confuse the narrative.
Special effects are often used in music videos where the meaning of the song is abstract and unusual which actors can not physically show eg. A character flying or a action n scene which involves a lot of violence. This is an advantage to the director as the narrative is not limited.
Also there is the obvious use of CGI within the animated style of film.
• Transitions – are often used as an alternative to simple cuts between shots. Common transitions between shots in music videos are fades and cross-dissolves. This can show extra meaning to certain shots and important moments in the video.
• Colour wash - these are often used in music videos to reflect a theme or to differentiate between past and present.


Sound:
• Rhythm – The rhythm of the music often affects the imagery used in the video. If the music is upbeat, the imagery often contains action or an upbeat narrative whereas, if the music is slower, the imagery is often romantic or negative. The rhythm also effects the editing (as stated above).
• Diegetic sound – used throughout music videos when actors or artists are miming to the song or playing instruments to the music. It is also sometimes used at the start of music videos where there is dialogue played by an actor or artist.
• Non-diegetic sound – sometimes added in the form of special effects to emphasise a dramatic point in the video. When doing research into music videos, I found that some narrative videos use non-diegetic sound in the form of narration or the intro to the music which isn’t shown on screen.
• Levels of sound – the levels of the song sometimes for narrative reasons or to emphasise the chorus. Also the music can be louder when other instruments of the song are introduced.


Mise-on-scene:
• Props – are often used in music videos, the most common ones I noticed were the obvious instruments, also stages and lighting where the performance style was used. Various other props are used throughout the video within narrative and performance.
• Costumes – the costumes change depending on the genre of the music and the storyline (if there is one). The artists costumes normally conform to stereotypes of that genre for example a rock band will often wear dark clothing whereas a girl band will wear colourful dresses with make up and groomed hair. Characters costumes change according to the narrative, although the style often matches the genre of the music even thought they are not the artists themselves.
• Location - Many settings are simple to give the audiences something they can relate to. If this I not the case, the setting is most likely the opposite, being overwhelming and grand to provide an eye catching and exciting image for the audience.
• Themes – are often based on an artist’s conception, following the meaning of the song. The theme of a song can effect everything about its video (location, editing, lighting, colours etc.)
• Lighting – strongly depends on the genre of the music. Solo artists and upbeat music such as dance music often have strong lighting to either enhance the artist or to reflect the lively narrative whereas bands often have darker lighting to fit the loud music and multi-layered sounds. The lighting gives a good indication to the audience about the type of music and narrative surrounding the genre.


Representations:
• Gender – gender representations change according to the target audience. Women are often represented to show their sexuality in genres such as hip hop, R&B and dance, this is because the target audience for these genres is dominantly male. This representation is shown through imagery of women wearing revealing clothing and often being seen as an object of desire. In a similar way, pop music which has more of a female target audience often has topless male dancers or a male actor who is seen as romantic.
Another gender representation is masculinity which shows dominance and provides a role model for the audience.
• Wealth and Power – this is represented, particularly in R&B to relate a desirable lifestyle to the music, this makes the audience look up to the artist and admire them.
• Social groups – differs for each genre, class is represented mostly stereotypically, showing higher classes to have more power. Social groups within society and particularly within the music and youth scene are also shown, eg. ‘indies’, ‘rockers’ and ‘chavs’ as these are representations that our modern society can relate to and understand which provides interest.