Analysing Chosen Song

Underneath is my chosem song lyrics with analysed areas of lyrics, tempo, music, target audience and video.

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Music Video Production

Music Video: Amarachi-Main Girl.

I have been given a brief is to make a music video that fits a specific criteria sheet by the company 99dollars.com. The main aspect that I must follow and achieve are as followed; I must get permission from the artist stating that I am aloud to use their song that I have chosen, I must complete the filming within 24 hours and then complete the editing in another 24hours. Also the music video must have a collaboration with the filmmaker who is me and the artist who is Amarachi(my chosen artist).So I would be concentrating on working closely with the artist himself, making him be the artist in my music video that I will be making. I have spoken to Amarachi the artist about his song 'Main Girl' which was written by him and produced by his friend. Underneath is the song I have chosen. I chose this song because I genually like the lyrics and the beat.

Why I particularly chose this song
The main reason why I chose the song 'Main Girl' written by Amarachi and produced by TeeKid was because I felt the lyrics contained lots of phrases like 'I'm writing out a love note', that could help me for fill my imagination. The lyrics can help me use my knowledge of the different styles and conventions when filming the video. For example the phrase I mentioned earlier 'writing out a love note' can be used in the convention of interpretation, I can make the viewer see Amarachi writting out the love note whilst singing the lyrics. Once listening to the song and understanding the lyrics I decided that the overall concept of my music video will be narrative, this allows me to give a clear story making the video more interesting and engaging. After listening to the song I came up with a storyline that the artist 'Amarachi' is singing this song about his girlfriend(main girl) and talks about how much she likes the certain things he does for instance that he makes her smile. Futhermore although he has this healthy relationship, he is cheating on his girlfriend with many other girls, however, he doesn't want to cheat; this will help me use a wide range of shots when showing his emotions. My main idea is to make the video a narrative video, so before the lyrics come in I want there to be a scene of the artist Amarchi having an argument then you see everthing rewind as if they have not ha an argument then through the video you will see Amarachi cheating on his girlfriend then the scene you saw at the beginning will be played again but with added words which will help the viewer understand why they argued and at the end instead of rewinding she finally leaves him. 

The other reason I chose this song is because the beat of the song has a clear rhythmic pattern which allows me to do clean cuts on the beat making the video flow more and flow in with each other(the music and cuts). By having a clear beat that I can understand can help me be more creative when editing for example at the beginning of the song there is a clear beat with every four counts this can help me use conventions like stop animation. The clear beat has also given me an idea of using dance, the idea is one of the girls he is seeing is a dancer and by me getting her to dance on the beat will emphasis the beat. It would also help me be able to have lots of different shot types.
Copyright Free Music.

Amarachi's Facebook Page

The song I have chosen is from an unsigned artist who has been brought up from East London and is currently 16 years old; so his music reaches out to the younger generation. His song I have chosen is clear that it reflects on is girlfriend who is his main girl. The artist I have chosen is called Marco and his music name is Amarachi. I listened to his song on a social networking site called facebook. The artist has his on fan page where he upates his on songs and lets his friens and family who support him listen to his music. I looked through most of his song and the song 'Main Girl' stood out because the clear beat and the lyrics were not to fast, so when lip synching it would not be obvious.
Seeking Permission.

The criteria stated that I needed to get permission from the artist I have chosen to use their song as my music video soundtrack. So I needed to get in contact with artist asking them for permission to use their song.I then found Amarachi's personal facebook and messaged him asking him for the permission I needed, I also went through that the video I will be making will be pulished on youtube but is not to promote myself in any kind of way. I had to go through the rules with the artist that have been put in place by 99Dollors.com these were that everything has to be recorded by me the filmaker and all the idea's must be mine aswell. The image towards the left shows that I have messaged my artist seeking permission to use his song and he has replied with confirmation saying that I am aloud to.

I have also messaged the protentional dancers I want in my music video asking them if they would be apart of my video.The screen grab towards the left also shows their confirmation. 
Planning Of Music Video.
The styles and conventions I would like to contain in my music video woul be as followed:
- Stop Animation, which can tie in with the lyrics and the beat as mentioned earlier. I would alo like to use the stop animation when your hear the lyrics 'She's my main girl' which could use the affect stop animation like seen in the music video 'Just The Way You Are' by Bruno Mars.
- The main convention of my music video is that I want it to a have clear story/meaning which is why my main focus is to make my music video a narrative video for example like the song 'Your Side Of The Bed' by Trey Songs.
- There will also be some elements of the convention style interpretive, I will try use this style on simple lyrics like the "love note" phrase and I will also make the dancers dance more lyrical. 
- I also want there to be video clips within the music video of flash backs when they was in a happy relationship. I would like this affect to be in black and white making it seem more real.

99 Dollar Music Videos

What Is 99Dollarmusicvideos.com?

99Dollormusicvideos.com is an independent organisation within the media industry. The company believe in certain aspect they believe that there should be a close link between the film maker and the artist. So the company is an independent networking site which is devoted towards the emerging acts which should be the best of today’s music scenes. The network was created by Jack Ferry and there are also other main members apart of the crew. $99 is a website which allows independent bands who have attempted to team up with film makers creating a new and original music video which the website will promote. The company change the video every week, which allows more people to get involved. However because anyone can get involved with this they set certain rules which will be shown later. The company provides $99 for artists who are not signed to create a good and creative music video with a filmmaker featured on their website. The network have a specific team that put this idea forward and they are:

What Is The Etho That $99 demand?

$99 have certain aspects that should be noted when an unsigned band and filmmakers. First of all there is a specific price limit to make the video; the video must only cost $99 that does not include equipment being borrowed. Only the video must be a collaboration between the film maker and the artist. The final ethos that must happen is that the filming overall must only be 24hours, so the filmmaker has 24hours to film and once those 24hours are gone the time is up and also the editing time is also only 24hours.

Types Of Songs, Genres and Labels that emerge on their Website?
The main prospective of the website is to have a wide range of ‘Unsigned/Independent’ artists which allows them to become notice and produced a music video with the $99 that is given. The website is solely for those artists that have not been signed, for those artists that have funding and management the website will not help with cost because the point of the website is to help the unsigned artists. The main genre of music is Contempary which means it can be in the region of indie, pop, rock and many more. The main idea of the website is just to create a interesting and fun music video which is why the genres are so wide.

Having a Relationhip between film makers and the artist.

The website have put a clear role down, which clearly states that there must be a close relationship with the film maker and artist whether this is collaborating together or giving feedback. So all inclusive there must be a tight bond between the film maker and the artist this could help boost the likeness of the music video being really good. So the collaboration between the artist and film maker must consist of permission to use the song and should both except to contribute. The website have been very specific to how they want the different party’s to work together, they want them to both put in ideas and be constructive. So overall both sides should have an equal amount of input.

Overall Cost The film maker and artist will be given $99 dollars when in their filming time. The cost does not reflect on using own equipment already had the cost it for the purpose of maybe costumes, setting(renting) or props.

Audience Becoming Involved

It is important for the audience to get involved as well as just the filmmaker and artist. There are many ways the audience can get involved by going on the 99dollar website and uploading their own videos. Another way the audience and viewers can get involved is by promoting their music videos to others by publishing them on many different social network sites. Another beneficial way would be by advertising their video on a company, business or products helping them gain the most publicity, this could range from banners to front pages. An example of promoting songs is YouTube banner; this is where underneath the song the viewer had chosen to watch there would be a banner underneath letting the viewer know about a new song. The image below shows a good example of a banner helping to promote a new song.

People could also promote their music video by doing little clips advertising there song just before watching another video. This idea can be seen on YouTube when it advertises a new single when it out this is seen before the song you have searched plays; the song normally gets played for 15seconds.

Case Study

Frankee-Fuck You Right Back  

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Andrew Goodwin

Who Is Andrew Goodwin?

Andrew Goodwin is a media theorist who came up with the theory which was stated in his book called 'Dancing In The Distraction Factory'. The theory states that there are 6 different elements that make up a music video. Goodwin's theory allows us to analyse or compare a music video in depth and cover all the vital elements that a music video will contain or be a part of. It allows us to see trends and connections between genre and content. The six different elements within Andrew Goodwin's theory are:
1) A relationship between the lyrics and visuals with the visuals either illustrating, amplifying or contradicting the lyrics.
2) A relationship between the music and the visuals with the visuals either illustrating, amplifying or contradicting the music.
3) Genre-Related style, so a particular type of genre will vary in the style of the music vieo that is created.
4) Star image, multiple close up shots of the main artist or vocalist. Meaning that through the music vieo the video focusses on having lots of shots of the artist making sure the artist are the priority of the video.
5) Voyerism, so this is when the artist or the dancers are wearing little clothing. This is to attract the males.
6) Intextual references; either to other music video's or to films an TV texts.

Andrew Goodwin's Theory 

Andrew Goodwin believed that pop video's were changing with time and no for the better. He believed that pop music video's approach narrative conventions from different angles to novels and films. He believes in every pop music video there are key features that appear in most 'typical' pop video's. He indentified many of the feautures including illustrating, amplifying and contradicting. Underneath are examples that express Goodwins theories:

Star Image
 
One of the techniques Andrew Goodwin included in his theories was Star Image which feautures the artists face the most. Goodwin believed that star image is were the camera focuses on the main artist, this is to show the star quality and sell themselves an artists. Most video's around this time 2010/2011 so on seem more and more seductive and the music video's no longer relate or emphasis on the song like how it was in the 80's. Most music video's when shot has a main focus to make the artist the 'centre of attention', the camera focuses on the artist rather than the background dancers or actors/actresses unless the music video is narrative. So throughout most music video's you would see the camera focussed on the artists face.

An example of an artist that uses this concept in their music video is Mariah Carey in her song We Belong Together. This is to engage the viewer to watch the music video because viewers are not going to want to watch dancers in the background who they don't even know.

The camera's main focus is towards the artist to draw in the viewer. They sing directly to the camera making the viewer feel a connection and apart of the video. The example I have given is Mariah Carey, if you look at the images to your right you can see in all these screen grabs that the focus is on the artist and it almost comes across as if she is being seductive towards the audience to make them keep watching her music video. Underneath is her music video 'We Belong Together'.

 
Visual and Lyrics.
This is when the lyrics the singer is singing tie in with the movement or a still in the video. This is also called interpretive when the visual things you can see in the video link or emphasis what the singer is saying. An example of an artist who uses this is Beyonce with her song 'Single Ladies'. In the song she sings "If you like it you should have put a ring on it' then when she says this you can see her pointing to her finger implying that you should put the ring on her video. This video proves that Goodwins theory is correct with the use of visual and lyrics linking together. The use of this concept in Beyonce's music video is to draw the audience in by not only the lyrics but also with the movement and gestures.