3. Quirky Settings

4. Everyday objects are normally used as the target audience are able to relate to

5. Mise-en-scene is used; Lighting is often bright/soft (This will set the theme/mood)

6. Outfits always reflect the genre of the music

7. Close-ups are always used within the video

8. Usually a clear narrative is displayed

10. Kate Nash- Foundations This video has inspired us with ideas for our own video as it is clearly within the genre we have chosen and also has the same target audience in mind. Inspiration I liked the cute close-ups of the mise en scene in this video. The different objects put together, the realism of the hands contrasting to the animated socks and the way beer bottles are juxtaposed with flowers

11. Colour Colour is one of the main aspects of the video that I liked and so this will be took into consideration when making our video. Yellow Pink Blue Orange

12. Cinematography Low angle, long shot Interesting framing, Mid shot Close-up. Direct mode of address

14. Her hair is also the same colour as the background, making her face stand out even more.

16. Fits in well with our genre

17. Lighting is positioned to the back of the frame I love the lighting within this establishing shot. Light reflecting from window onto the dark floor

18. Lily Allen - 22 I love this Oblique/Canted angle. Gives variety to the frames. The lighting in this shot is something which may influence our own music product. The use of switching from colour to a sepia/lighter tome may indicate a shift from chorus to verse.

19. Ladyhawke – My DeliriumElements liked... We liked this shot of the feet walking away because it breaks the conventions of standard video making so creates quite an edgy feel to the shot, also the sequence that follows avoids showing her face which creates a sense of mystery in what she is doing. We liked the idea of having the singer singing into a reflection but thought it might fit in better with our song if its reflected in water, like a pond, rather than a mirror because it is more quirky. We also like the idea of having shots of random, everyday objects because it creates a sense of randomness and uniqueness in the video rather than just using standard shots of the singer or a story line.

20. Ladyhawke – My DeliriumElements liked... The editing here is really good, there are a lot of jump cuts showing different angles of her playing guitar. Also, the figure playing guitar constantly keeps her face hidden as though you are supposed to focus on the guitar playing at that point, and then the singing when the face comes up behind as though to emphasize both points. It also creates an edgy feel to the video because the camera angles are breaking the rule of thirds and so not conforming to conventions.

21. Ladyhawke – My DeliriumElements to avoid... Although the video appearing as though it is in an oil painting creates a unique feel, we will be avoiding this technique as it is very time consuming and also could create a ‘handmade’ feel to the video as opposed to looking professional. There are a lot of mid-shots of Ladyhawke singing on her own, we want to avoid this when doing our video because it isn’t very original, we prefer to base our video almost as though it is lots of random shots put together so they make sense to give a quirky feel to it.

22. Charlotte – Air Traffic I chose to analyse this video because I felt in some aspects it fit into our genre. Some parts of the video we will not be using such as the band shots which would be difficult to recreate in our own video.

23. Mise en scene The quirkiness of this mise en scene fits into our genre, and this is something we want to use in out own video

24. Cinematography I feel like these shots are interesting and have inspired me to use them in our own video.

25. Questionnaire We created a questionnaire and handed it out to 15 people who fell within our target audience for our music video. Here are our results: Question 1 Who is your favourite female artist Lilly Allen and Beyonce were both the most popular choice, however Beyonce is not within our genre so we are going to disregard this finding and look further into Lilly Allen

27. Question 3 Do you buy music? What would convince you to buy music ? Have you heard of spotify ?

28. Question4 Do you read magazines? If yes what do you read?

29. Focus Group We decided to show our focus group two music videos we analysed , and ask them questions. Kate Nash - Foundations and Lily Allen - 22 What camera shot did they like and dislike and why? The majority of people commented that they liked close ups of the singers because they felt it involved the audience. For example there is a shot of Lily Allen singing in the video ‘22’to the camera What aspects of the mise en scene stood out to you and why? We discovered that the outfits and the clothes were popular with the women in our focus group because they thought it fitted in with the genre. Some people mentioned the pastel colours used in the Kate Nash video, foundations as they thought it represented innocence. Also the random objects represent everyday life which appealed to most of the participants because they felt they could relate to it. Such as the tooth brushes in the video foundations.

30. Focus Group If both artists are on the front cover of a music magazine which are they most likely to buy? The majority of our focus group chose Lily Allen as she is a more established artist, and most of them prefer her type of music. Some of the people said Kate Nash doesn’t seem as real as Lily Allen and they could relate to her and things she has been through.

31. Focus Group Show music album covers of both artists, which did they prefer? Which were they most likely to buy regardless of music taste? The majority of participants preferred the Kate Nash album cover, they said that the horse sculptures and oversized daisies appealed to them the most because they were quirky, many also liked the smaller details such as the face at the window because it made it unique and interesting. Play fidelity and ask them to list all images and ideas that come into their head. The images that people came up with were: Pianos, a field with flowers, a picnic, swings, happiness, girly-ness, love, hearts, smiles.

32. Focus Group What are their favourite music videos? Many people said they could not choose just one of their favourite music videos, two of the girls chose Lily Allen 22 as their favourite music video at the moment. They said it was a realistic video and they could relate to it.

33. The End