Copyright Email

I have Emailed the manager of De Staat for the rights to use the song "Firestarter" - Torre Florim. It was important to inform the artist that I wish to use the song as they hold the copyrights and licensing.

Barthes' theory

1. Proairetic code: This refers to structuring that builds suspense for the audience.

2. Hermeneutic code: This refers to any element of the music video that remains unspoken raising questions for the audience. Held back information in order to create an enigma around the music video. 

3. Semantic code: This points to any element in a media text that suggests a alternative meaning or multiple interpretations.

4. Symbolic code: This is the deeper meaning to a text that the artist is intending the audience to understand. It is what the artists implies in the lyrics without actually saying the words in the song.

5. Cultural code: This refers to anything that is relevant in the world which are targeted by artists as they want to share their opinion on the tragedies such as world wars and natural disasters.  

I'm the trouble starter, punkin' instigator I'm the fear addicted, danger illustrated

I'm a firestarter, twisted firestarter I'm the bitch you hated, filth infatuated yeah I'm the pain you tasted, well intoxicated You're the firestarter, twisted firestarter I'm the self inflicted, mind detonator yeah I'm the one infected, twisted animator I'm a firestarter, you're a firestarter

The Proairetic code is used as there are very few lines in the song it uses the backing beat to create the suspense in the song. This suggests that the artist Torre Florim relies on the music to affect the audience rather then the lyrics. This also refers to the Hermeneutic code due to the lack of lyrics which makes the audience think. Therefore it will be difficult for my group to create a music video on this song. The word "Firestarter" suggests could imply about the personality of the artist, an arsonist is someone who intentionally sets fire to to buildings, cars or other properties maliciously. However, in this context it could suggest that the artist metaphorically starts fires in people either for good or bad this links to the semantic code as it has multiple meanings. The Symbolic code is similar to the Semantic code but it refers to deeper meaning. The fact that there are very few lyrics in the song could be a way to make the audience think. Often saying little is the most effective which I believe the artist is doing. The word "Firestarter" could also mean that the artist is rebellious as they could use fire as a way demonstrate a political point of view. This is Cultural code as the artist may want to address certain events in the world such as equality in men and women.

Enigma Codes
Enigma codes are used to create interest in the audience as they pose questions which would later be answered in music video. These questions intrigue the audience as they want to know the answer to the questions and therefore continuing to watch the music video. An example of this can be seen in "Firestarter" by Torre Florim as the lead singer. He is sat by a body of water which opposes the name of the song, "Firestarter", which creates irony

Action Codes
Action codes are significant events which help the flow of the music video, they point the narrative in a particular direction. They also help character development as we are able to discover new things about them which will can help with the narrative. An example of an Action code is when the artist sets alight a cigarette as it marks the first reference to fire.

Arctic Monkeys: Colour/Monochrome

Conventions of indie-rock

Conventions of an indie-rock:

- Location - tends to be performance based or it usually relates to the moral of the lyrics or the title of the song. The setting is really important as it also offers a unique look to the music video. The Coldplay song "Paradise" looks to be set on the plains of Africa which demonstrates the originality of the group which intrigues their target audience. As Matt and I are only amateurs we do not have access to unconventional locations like the one in the music video. However,  I have a driving license so we are to travel to places outside of our immediate location to improve the originality. This is extremely beneficial to us as we struggled last year to find an area that was suitable for our idea but for A2 Matt and I can look at better options which are more suitable for our narrative.

- Costume - is usually quite casual and normal in relation to society's norms. The song "Why do you only call me when you're high" by the Arctic Monkeys we can see the main singer Alex Turner and the rest of the band in very casual clothing suggesting that they are no different from their fans. This style that they are normal people attracts people as they feel more connected to the artists then a singer like Kanye West who lives a lavish lifestyle. We want to include this casual aspect into our music video as the audience will feel closer to the artist which allows them to feel more empathy towards the lyrics if they feel closer to the singer. To ensure a rapport is obtained the character in our music video will be wearing very casual clothes that are worn by the majority of people in our chosen demographic of 16-24. The character will mostly likely be wearing  trainers jeans a T-shirt and a jumper. Further development into the costume will be done closer to the time of producing the video.

- Props - band performance related props are used as it portrays to the audience the atmosphere of a live performance as well as shows off the talents of the band members. Imagine Dragons use a live performance in their videos to emphasise the meaning behind why the band performs. We will use instruments such as guitars as props to create a live performance as it shows how much the music means to the band and reiterates to the fans the reason why they want to preform, because they are passionate. As we are only amateurs we may not have access to the props we need but we have relatives with instruments. If Matt and I only produce a narrative then the props we will be using will be everyday items which are easily accessible unless we choose to create something unconventional.

- Camerawork - Lots of movement shots as well as mid-shots that are used effectively to show the band members faces as well as them playing their instruments, again promoting the talents of the band to the audience. The camera work is very important as it shows the audience the other features such as Location Costume and Props. The most common shot type is the extreme close up as it shows the props that are being used. Coldplay utilise this very effectively as the camera watches the lead singer of Coldplay walk down the beach in one fluid take. This demonstrates a high level of skill as one long take is very hard to produce without making any mistakes. The camera tracks the lead singer and provides different shot types such as close up and long shot in the one long take. Matt and I will use a wide range of shot types, extreme close for example to enforce a particular idea we want to imply to the audience. An establishing shot will be our first shot in our music video as the audience can easily see the situation. However, Mat and I will use a wide variety of shots to not only immerse the audience in to the video but to improve the standard of our work. If we do incorporate a live performance into our music video then we will use close ups of both the instruments and the band however if we do not have a live performance we are less likely to use close up shots. 

- Editing - Fast-paced editing adds to the atmosphere of the music and maintains the audience interest by using a variety of shots and effects to create the overall promo. The editing is extremely important as it blends together images and sound so we as an audience are able to connect to the characters. In "Fluorescent Adolescent" the editing is presented extremely quickly which is done through short takes to compose a high tempo music video. This matches the song as We will use Final Cut Pro to edit our music video which has a wide range of tools such as blade and trim to help produce a clean and professional finish to our coursework. As we are producing a music video the only sound will be the song. Therefore, Matt and I will need to match what is visually seen by the  audience and what they can hear. 

Mood Board of indie rock

The Arctic Monkeys are portrayed to be very casual across all forms of media demonstrated by their clothing in the pictures above. This style appeals to their demographic as the band are normal people wearing normal clothes. The audience can relate, feel more connected and understand the band on a personal level This is a convention of Indie Rock whereas in Pop music artist such as Lady Gaga wear extravagant clothing such as a meat dress.  This creates a divide between the audience and the artist and so they may find it harder to understand the lyrics. To have a connection between audience and artist is beneficial on both sides and so it is an advantage to Indie Rock to have this. In my music video I want the audience to be able to have this connection and in order to build this rapport the characters in the music video need to be relatable.

I have chosen an indie rock mood board as it will help me understand the way in which indie rock bands represent themselves to their audience, therefore I can produce an accurate representation of my singer. We can identify themes throughout each band that convey a indie rock feel. In the images above we can that the band are standing along side each other demonstrating each individual is just as important as the other. This equality can be projected on tho their audience, that the fans are just as important as the band demonstrating the integrity of the band.  This theme is carried out across indie rock as they are genuine people passionate about their music.

Another recurring theme is the clothing they are all wearing. In each of these images the bands are wearing everyday normal clothes without any extravagant outfits. This is juxtaposed with their audience as they too wear similar clothes. A rapport is therefore built between the band and the audience making them closer together. This is a key component of the indie rock genre that is necessary for me and Matt to capture in of character.







In the images above there are examples of indie rock album covers. Identifying themes that run across all covers will help me produce a successful indie rock album cover.

Music video conventions

For indie rock the music videos are very similar, they use live performances clips in the along side a cut to a narrative story. The live performance is done to demonstrate how passionate the artists are for their music. The story in the music video is there to enforce the meaning behind the song and offer a visual representation to the lyrics. Sven Carlsson said that there were three types of music video, performance, conceptual or a hybrid of the two. This theory is accurate as the Arctic Monkeys song "Snap out of it" has both a live performance of the band and a narrative. The narrative in music videos are becoming more popular as it creates a story in which it make the music video more entertaining for the audience. Matt and I will likely include a live performance in our music video as it will provide a visual demonstration of what the lyrics mean. The only reason for not including a live performance is if we are unable to use any instruments as props. However, both of us have friends that own instruments and so we can utilize those. 






Indie Rock bands use iconography in their music videos and usually use a wide range of props and have no specific style. Unlike certain genres such as heavy metal fire and blood can be a norm however in Indie Rock the style is much more original. This quirky style draws the audience in as it is something new and intriguing rather then repeating the same style. An example of this being implemented is Coldplay with "Adventure of a Lifetime" as they have monkeys replacing the band members creating a unique look to it. The band used motion capture suits to create and bring the monkeys to life in a completely computer generated world. This links in with the increase of technology as 10 years ago Coldplay would not have been able to create this video. As Matt and I are only amateur producers we do not have access to CGI however we can use our phones which have a high quality camera and so we can capture detailed shots. As a result in the development of smart phones we are also able to use either slow motion or time lapse to produce alternative shots.





Indie rock music differ from pop music videos. In pop music the videos typically focus on the performance of the artist an example of this is "Single Ladies" by Beyonce. In this music video we can see the three dancers preforming who are always center screen. Beyonce is in the very middle of the screen between the two other dancers suggesting she is the most important. Indie rock focuses on multiple camera angles such as extreme close ups and long shots to create a diverse music video. The close ups are used on the instruments when the band strum the guitar to reinforce the talent of the artists rather then as performers. The long shots are used to demonstrate the band as one as we can see all the members together at the same time which reinforces the idea that they are a group.

Richard Dyer - Star Theory

In this post by De Staat on Facebook we can see that the band have very up to date views on political events. De Staat are demonstrating their acceptance for anyone and everyone which gives the impression that they are genuine down to earth people. This benefits the band considerably as it provides a good reputation to help their success. If De Staat were to discriminate against a particular group of people then they are reducing their target audience and creating a bad name for themselves. Matt and I will attempt to replicate this approach to our target audience as we do not want anyone to be restricted as we feel they should be able to enjoy whatever they want.

Goodwins Theory

Goodwin's Theory

According to Goodwin there are 5 key aspects to a music video:


1. The audience gain an understanding from the lyrics,
In indie rock music the lyrics have a deeper meaning and the artist intends for the audience to solve the enigma behind the words. For our song Matt and I are considering the song "Firestarter" by Torre Florim. It uses the word fire consistently throughout the music video so we will have elements of fire or items that correlate to fire.  This will help the audience understand the lyrics as the audience can then visualise the meaning behind the words.

2. The images seen by the audience amplify the meaning of the lyrics.
In indie rock music videos the artists tend to create a message rather then a performance. This is evident in indie as we often see close up shots of instruments being played by the band to demonstrate their skill. Whereas a genre like pop music they often use long or medium shots to display a dance performance. We will include visual representations of what the lyrics mean so the audience can fully understand what the artist is attempting to say. This will add a deeper aspect to the music video as its more effective to see then to hear. In the music video for "Firestarter" there are no images of a live performance however there is footage of fire. This is consistent throughout the music video which has a profound affect on the audience as danger is constantly reinforced.  

3. There is a narrative of the video.
When producing the music video we need to ensure that there is a story to be told and understood by the audience. This will create a connection between the character and the viewer which will emphasize the meaning behind the song. The narrative in our chosen music video is that we see an unnamed man sitting by a pool while singing he is the "Firestarter, similarly a unknown woman is presented to the audience. This is ironic as the two elements fire and water create opposition which we can infer are about the man and the female. Most indie rock music videos have a narrative and so our music video will also have one to correlate with the conventions, it would also make our music video look more professional. 

4. The main focus is on the star, they are center of attention and are the most important.
In our music video Matt and I will need to make it clear who the main character is. This will be done by having them centre of the screen, having the most screen time and them having the most dialogue. Not only this but having multiple close ups of the band members will show off our technical skills as well as demonstrate the ability of the artists. When producing the music video Matt and I will use close ups of the artists to show who is important however, we want to also show the band as a unit as one because they are together for a reason and it is important for the audience to understand their unity.

5. Intertextual references to other media texts may be present.
To make the music video more realistic we may include relevant topics in the world which affects millions of people. This will make the music video more popular as more people can relate. Matt and I will attempt to use this to give a more realistic dimension to our music video which will allow the audience to relate more. 

"Music videos ignore common narratives as they are essentially advertisements. As consumers we make up our own meaning of a song in our minds. A music video can anchor meaning and gives the record company/ artist a method of anchoring meaning."

AS review and A2 planning

For year 12 coursework I created a a horror opening sequence called "Redwood". This was my first experience involving a camera and producing a media product. As a result the final product was not how I anticipated it to be. I had lots of creative ideas that I wanted to implement to our opening sequence but we only had limited resources and so some of the ideas had to be modified or abandoned.

I wanted to include more shots such as high angle as well as have better quality. When recording I found it hard to keep the camera steady and so I had to repeat some shots to ensure the quality was the best. This was because we did not have access to a stabilizer as we are only amateur film makers. However, from this I have learnt to be more creative in my shots rather then relying on conventional ones. This will not only make more quality shots but it will also have a diverse aspect to it which will attract our target audience of 16-22.

As well, I was unfamiliar our editing software Final Cut Pro. I could only use the basic features such as the Blade tool and the zoom but this year for my music video I want to challenge this and attempt to use a wider range of aspects of Final Cut Pro, adding a filer for instance. This will boost the appearance of the music video as it will add another dimension to it. I could use a darker filter to convey a saddening time for a character and the opposite for a brighter moment. The reason for including this is that the music will match what can been visually seen by the audience.

I want to challenge myself at A2 with my coursework as I believe I can achieve a higher grade now with the experience and key knowledge of producing a media product.

SWOT analysis

SWOT analysis - Music Video

Strengths 
I personally have an interest in the Indie Rock genre and so I already have some prior knowledge in this area. As well I will be enthusiastic about researching into to this genre as I want to further expand my knowledge. Another strength is that I have now completed the AS and have gained experience that I can implement into A2. This includes organisation skills which I developed as last year I was very poor at it. This year however I will have a clear structure of when to do my research and when to upload to ensure the success of my blog. Having filmed the opening sequence last year, I had the opportunity to practice filming which i did not have at AS.

Weakness
However, it is difficult to create something that is unique. As we are doing a popular genre we need to strive to be as original as possible to provide something different for the audience as they do not want to see the same idea reproduced.

Opportunities
I can use A2 as a way to expand my knowledge and improve my overall level of media. I have also passed my driving test so we have the opportunity to use a car in our music video if it fits in with the narrative. The group is much smaller as it is only Matt and I so we do not have to rely on other people and will have a decreased chance of being let down.

Threat

As there are only two of us in the group the work load will be greater and so we will have to manage our time more efficiently than last year. To maintain the correct standard Matt and I will have to ensure we review our progress each week so it does not get it of hand and become harder to control.

My group and I have chosen option 1, to create a music video. We have chosen this as we believe this option will allow us to be more creative as we can explore a larger range of ideas. The chosen music genre for the music video is indie rock as Matt and I are both in the demographic and listen to indie rock artists. 

Creative Intent

Last year I used Final Cut Pro to edit my opening sequence for my coursework as well as a simple camera to capture these shots. However this year I want to expand this technology base and implement different strategies to achieve my final goal of producing a music video. In order to do this I will use a better quality camera to capture higher definition, but also use newer technologies such as slow motion and time lapse. I can also look at other editing software's to create something original. both these targets will benefit me as I can develop my knowledge of technologies but it will also boost my grade.