2. Music Video
Music video theorist Andrew Goodwin states that ‘visuals
can illustrate, amplify or contradict’ however genres tend to
have their own musical style and iconography explicit in
their video. Artists are able to ‘create and develop an image
that makes them recognizable.’. Close-ups must also be
included.
Andrew Goodwin's main five points are:
- Thought beats – seeing sound
- Narrative and performance
- The star image
- Relation of visual to song
- Technical aspects of the music video

3. http://www.slideshare.net/guestc6d43a4a/andrew-
goodwins-theory

4. How age relates to music
purchases.
0 10-14: 7.3%
0 15-19: 10.9%
0 20-24:10.1%
0 25-29:8.3%
0 30-34:8.9%
0 35-39:9.8%
0 40-44: 11.0%
0 45+:33.7%
0 This means that our target audience should be between the
ages of 15-24 as this is where the highest percentage of
youth who have purchased music comes from.
http://www.ukmusic.org/assets/media/uk_music_uni_of_he
rts_09.pdf

5. The Male gaze theory - Laura
Mulvey (1975).
0 The Male gaze Theory focuses on the ‘Visual Pleasure
and Narrative Cinema’ as well as dealing with the
audience views of the people presented.
0 This theory looks into:
- How men look at women.
- How women view themselves.
- How women look at other women.

6. 0 Laura Mulvey’s theory states
that the audience has to look at
the video in a heterosexual
males perspective.
0 Gender representation seems
to be taken for granted textual
habits. Women have learned to
see themselves as being looked
at meaning that they are
presented in different ways in
order to show they’re strength
or in some cases, lack of
strength.

7. 0 In many cases, music
videos display female
characters in much more of
a ‘sexy’ role in order to
draw people to watch the
video although now in
some cases males are also
portrayed in this way.
0 Within storylines of music
videos, the majority of
cases involve the male
character being the
protagonist and the female
characters desiring their
gaze.

8. How we will apply this to our
music video:
0 In our music video we feel that
it is best not to include these
types of representations. All
the characters in our video will
be of equal status and will be
shown on the same levels
throughout the piece.

9. Todorov’s Narrative Structure
(1969)
0 Tzvetan Todorov suggests two narrative structures to
be found in texts: linear and non-linear.
0 Todorov stated that narratives are led by events in a
cause and effect format and suggested the following
structure:

10. How we will include this:
0 Todorov’s narrative theory will be included in our
music video due the video being in a non-linear style.
0 The video will jump between different times in order
to reflect on the past, as the video will be based
around the characters looking back on their past.
0 In order to display the different times in the video we
will later edit certain scenes in the video to look old
by making the scenes black and white or by using an
old effect.

11. Pete Fraser (2004)
0 Pete Fraser in Media Magazine
first edition states that ‘Different
music genres have different
conventions’ as this is what
makes the genre what it is.
0 The conventions used within
music videos cause the audience
to recognize that the video is
aimed at them through the use
of costumes, setting and lighting.

12. Music Video institutional
Research.

13. James Copeman - Biography
0 James Copeman studied Graphic Design
at university but he quickly evolved into
moving image. After several years as a
motion graphics designer and animator
for clients such as E4, MTV, 4music and
The Box he began directing music
videos and his first video was for UK
band Noah and The Whale. Soon to
follow were videos for Laura Marling,
The Mystery Jets and Biffy Clyro.

14. 0 In 2007 Copeman got signed by Black
Dog/RSA Films, and went on to direct a
series of videos earning him the MVA
Award for Best New Director in 2008.
James’s style is noticeably distinct; his
work consistently delivers strong
colour palettes due to a detailed art
department.
0 He often uses his background in
graphics to embellish and heighten the
visuals.
0 His ever expanding list of clients now
includes a broad range of artists such
as Paloma Faith, Razorlight, Example,
Diana Vickers, Eliza Doolittle, You Me
At Six, Wolf Gang and many more.

15. Examples of James Copeman’s
work
Wolf Gang – ‘Dancing With The Devil’
http://www.youtube.com/watch?v=dqV3qki4XUY
0 This music video is very interesting as it is clearly
from the Indie Rock genre due to the conventions
used within the video. The use of shots of the band as
well as a side story taking place fits in well with this
type of genre. The dark lighting and costumes used
within fit in well with the genre as well as the use of
fire type lighting in the video causing the piece to
stand out to the target audience.

16. How this director has
influenced me:
0 From looking at James
Copeman’s music videos I have
decided that it is best to include
shots of both the band and also a
storyline occurring at the same
time in order to maintain the
audience’s attention. I also feel
that this is a good idea as the
shots of the band performing
may also work towards
persuading the viewer to go to
see the artist performing live on
tour.

17. Album Covers/Digipaks
0 Album covers are ‘Part packaging, part advertising,
often an insight into an artist’s worldview, and usually
the happy result of a successful collaboration between
creative minds.’ says Christopher Budd in Media
Magazine’s September 2012 issue.
0 Christopher Budd also mentions that ‘The best album
cover art illustrates and accompanies the music in a
way that creates a whole package’.

18. Star Theory - Richard Dyer
0 Richard Dyer created a theory about “stars” and their
relationship between the music industry and audience. The
term “star” is a semi-mythological set of meanings
constructed around music performers in order to sell
themselves to a large audience. Artists are presented in this
way so that the audience are not familiar with the star
causing them to purchase the artist’s products or see the
star live. Richard Dyer goes on to say that media causes the
artist to become an image formed by the media e.g.
magazines, TV and films. From positive media coverage
more people may feel persuaded to purchase an artist’s
album although if the media creates a negative image of the
artist, less albums will be sold.

19. Richard Dyer then says that there are two paradoxes that
make the star incoherent, the first is:
0 The star must be simultaneously ordinary and
extraordinary for the consumer.
This means the star must have ordinary aspects in their life
like being a mum, having a boyfriend, smoking, going to the
cinema so that people are able to relate to them more. On the
other hand, the extraordinary aspect like being rich, having
big houses causes audiences to aspire to be them.
0 The star must be simultaneously present and absent for
the consumer.
This means the star can be present by music, films and gigs
but at the same time absent by never be able to have contact
with the artist. The fan will always try and get to close to the
star.

20. As shown on the diagram, the fan begins by listening and buying the
artist’s music. The artist may then star in a film, fans will watch the
film trying to find out more about the artist. After this, the fan will
start wanting to know even more about the artist they may watch TV
programmes with the artist in and interviews to learn more. Fans
may even use the internet to find out more information. They will
then finally go to a gig/concert involving the artist, they will be
thinking that they may finally be meeting the star and this will
complete their journey.
Once finished they will figure out whether or not they completed the
journey successfully for example, whether they were able to meet the
star. They will then begin to listen to the artist’s songs
again, therefore starting the cycle again.

21. When creating an album
cover…
0 Listen to the CD for which you are designing the cover. Take note of
the sound and style of the music. If the intensity of the music or the
lyrics lend themselves to certain visual images, incorporate these
into your design. For example, if a CD makes several references to
rain, consider incorporating rain or water into your design.
(Professional tip: listen to the song and draw a few visual responses to
the way you the song makes you feel.)
-Choose a font for the recording artist name. The font should be
reflective of both the band and the album itself. For example, sharp and
menacing lettering might work for a heavy metal CD, but it might not
work for a folk CD
-Choose the colour for the CD cover. Again, attempt to emulate the vibe
of the CD and the recording artist. Use eye-catching colours without
being too bold or flashy.
(above source: http://www.ehow.com/how_6467960_make-
professional-cd-cover.html)

22. Conventions of Album covers
0 A simplistic colour scheme
0 A simplistic design
0 Few or no characters
0 Use of a different colour for band name compared to the
rest of the cover
0 Hidden meanings
0 A title that relates to what the album is about
0 Bold simple fonts for band name
0 Similar or entirely different font for the band name.
http://www.slideshare.net/charlinbeth/conventions-of-
an-album-cover

23. How we will apply this to our
album cover
0 We will create a very simple album cover with a layout
that is easy on the eye, with a image central on the
page to draw the audience’s attention.
0 There will be very little text on the front cover as we
believe that the audience would be much more
attracted to the cover if it just includes the band’s
name and the album name.
0 The colours and choice of image will connote a hidden
meaning behind the album.

24. Universal Records - Biography
0 Universal Music Group is the world’s largest
music company with market leading positions in
recorded music, music publishing, and
merchandising.
0 The recorded music business discovers and
develops recording artists and then markets and
promotes their music across a wide array of
formats and platforms. UMG's music publishing
company, Universal Music Publishing Group,
discovers and develops songwriters, and owns
and administers copyrights to musical
compositions for use in recordings, public
performances, and related uses, such as films and
advertisements. Bravado, UMG’s merchandising
company, sells artist- and music-branded
products via multiple sales point such as fashion
retail, live performances, and the internet.

25. Record Labels
Universal Music Group’s strength and
legacy of music flows from a diverse
family of record labels which include:
A&M/Octone, Barclay, Decca, Def Jam
Recordings, Deutsche Grammophon,
Disa, ECM, Emarcy, Fonovisa, Geffen
Records, Interscope, Island Records,
Lost Highway, Machete Music, MCA
Nashville, Mercury Nashville,
Mercury Records, Motown Records,
Polydor Records, Show Dog–
Universal Music, Universal Music
Latino, Universal Republic, and Verve
Music Group.

26. Razorlight
English Indie Rock band Razorlight are
signed by Mercury Music/ Vertigo
Records (Universal Music Group) .
http://www.youtube.com/watch?v=VG
p11BIGhfA
This band’s style of music is very
similar to the music that will be
included in my music video. A lot of
their videos cover the band performing
as well as shots of a side storyline.
The album cover featured on the right
hand side is very similar to the style
that we will be creating as it involves
very simplistic colours, images and font
styles in order to stand out successfully.

27. Magazine Advertisements
0 Wendy Helsby ‘Exploring the Media’
(2008) says that ‘advertising is the
financial engine house of
commercial media. It’s purpose is to
target and deliver markets to
producers which it does by
converting the messages in an
advertising campaign into action on
the part of the audience – be it a
change of attitude, a change of
behavior or a purchase’

28. When creating an
advertisement you must
consider:
0 Genre – different genres involve different
conventions, think wisely about what genre your
advertisement falls into and base it around that.
0 Narrative themes – Are their any hidden messages
you want to include to further persuade your
audience, whether it’s a current topic in the news or a
small message.
0 Representation – Remember, your advertisement
must represent the audience in some way. Whether
it’s through costumes or colour schemes.

29. Male Gaze Theory Applied to
Magazine Adverts
Laura Mulvey(1975)
0 Lighting is a key point in magazine
adverts, by having light on the model
the audience will cast more attention
towards the model in the image
rather than paying attention to the
background.
0 Models in the image are included for
visual pleasure by being relatively
attractive and wearing similar
clothing or be around props that the
audience may be interested in.

30. How we’ll apply this to our
magazine advertisement
0 In order to draw people into the
product we will include images
that appear attractive to the target
audience however the image will
be of both a male and female as
our product is aimed at both.
0 The costumes, props and makeup
will be fashionable for the time in
order to attract and draw in more
audiences.