A music video of the same genre as our chosen song

Our chosen song which we will create our music video to belongs to the alternative/indie electronic genre, similar to that of the artist 'Owl City' who are an alternative electro group. This chosen song is similar to ours in the way of its general electronic alternative feel, with a strong lead male vocalist over the top. It's tempo is also similar due to the minimalistic pace at the beginning of the song, until it gradually increases building up to the climax of the song.

The first opening clip introduces the audience to the setting in which the music video takes place. From this first opening shot, the audience can establish that it is in an Urban city, due to the tall skyscraper like buildings against the sky. 
This is a typical characteristic of the electronic genre, as an urban setting has connotations of a busy, bustling and cool location, whereby something is always taking place, and somewhere that everyone wants to be. It is most likely to also be where the audience of electronic music are located.

Another example of an urban opening
clip 'The Prodigy-Voodo People'

An opening clip of an urban setting is used in a vast majority of electronic music videos, including other well known examples such as 'The Prodigy'-Voodo people, where we again see that the opening clip clearly establishes an urban setting through the road, street lamps, and buildings.

However, this urban electro feel is altered when the next few shots are shown, of the well presented artist performing, and playing a piano in an abandoned looking industrial area. This is because singing and the piano are old and traditional, and so combining it with electronic music is rather post-modern, and as it completely contrasts the original electro tone it hence brings out the alternative undertone into the music video.

This mix of urban electronic, and more natural and traditional feel is also portrayed through other aspects of mise-en-scene, such as lighting. At the beginning of the video it has a gentle quiet tone,  and the scene is lit using natural sun setting colours so that it has an organic feel to compliment the start of the video. The aesthetics are carefully structured to look peaceful and natural, as for example he is mainly in shadow as if they do not want to ruin or interrupt the beauty of the scene with false artificial lighting.
However, as the song progresses and the song develops and leads towards the chorus, a gradual sense of arterficialness is introduced, not only through the increase in electronic music, but also by the floodlit scene, such as in the screen shot of the example below, whereby they are supposedly in darkness, but still well lit, and crystal clear to the audience.
This element of artificial lighting is then developed further during the chorus of the song, and edited in post production to become a concept of the video whereby a beam of light emanates from within the characters and leaves trails of their paths, as if they are alight with energy and excitement from the music upbeat electronic music.

After effects lighting used.

The editing too complies with the pace of the song, as it orginaly merely cuts from one scene to the next to the pace of the song, however again as it reaches the chorus at 1:14 fast cuts from a multitude of angles, making the image of the artist flicker before the audience, and conforming to the quick cuts and cut aways usually used in an electronic music video.

Characters joining together at the end of the video

The music video begins as if it has a paralell narrative, but ends with an interweaving narrative, as several different locations and characters are shown, and they cut away from one to the next, until the very end of the narrative where we see all characters running onto the scene of the artist, until he too moves from the frame, as if the music has united them all.

Aspects that we will incorporate into our own music video:

-The urban setting, which after a large amount of research, I have found to be in predominately all electronic music videos and therefore I think would be wise to use this convention in our own music video.
- An Interweaving narrative of two characters who are joined together in the end is now an idea which we may use in our own video.
-Strong lighting and key themes of lighting in general seem to be a dominant centre focus in electronic music videos, and we may decide to add into our video, however as ours is more indie and alternative than videos such as this, we do not have to stick to all the conventions, and can comply with the quirky nicheness of our music track.

Chosen song 'Bloodstream'-Firehorse

Myself and Joe decided upon collaborating to make the music video together, and after considering both mine and his possible song choices, decided that 'Bloodstream' by Firehorse would be the best sound track to make our music video to. This is because we felt that we would not be restricting ourselves to conform to the standard genre conventions, as the song itself is a hybrid genre, and therefore we were giving ourselves more options to explore creatively as opposed to if we chose a more traditional accoustic folk song like my other considerations.
In addition,the recording quality itself is far superior than the other music tracks meaning that if the video is created well, it will have a far more professional feel than if we used an amateur sounding track. The length of the song we felt was also just right, as it does not need to be adjusted or amended in any way. It's dynamics do however conform to the expected structure of a music video, with it's introduction and gradual increase in instruments meaning that we can easily build up a narrative to suit the flow of the song and show our understanding of conventions of music videos in that sense.
Although this song is by an American signed band, we ensured that we had full permission to use the music video, and although it is American, its general impression is simply that of an urban setting, so that it will not feel out of place if set in our local town -Norwich.

Lyrics to the chosen song 'Bloodstream:

I am wicked without it
I am afflicted to no end
I tick tick tick tick to the days end
A little taste will fix me up,
just to make the shaking stop.

Don't leave me,
Don't leave me,
Don't leave me,
…shaking

I am guilty of obsessing.
What I want is your attention.
Satisfaction is the devil's lie.
If we had eternity,
it would only be a tease.

This is what pain is,
to leave me wanting.

Just kick my craving;
get in my bloodstream!
Is this what love is?
Don't leave me waiting.

I want you mainlined!
Get in my bloodstream!

Don't leave me pale and weak!
Get me on an IV!
I don't want to get clean!
Get in my bloodstream!

Scratching the ceiling;
when will you inject me?
Get in my bloodstream!
Get in my bloodstream!
Get in my bloodstream!

Performance in a music video- Avril Lavigne 'Sk8er Boi'

Performance elements, depending on the genre of music, are often what make up the majority of a music video. Performances are so frequently used in music videos because it helps portray the bands image as well as their iconography and ideology, therefore selling and promoting the band, as well as the song itself. An example of a music video that uses a performance element is 'Sk8er Boi' by Avril Lavigne.

Close Up shot used

The camera shots used in a performance element of a music video are very generic, regardless of the genre. For example, close ups are frequently used in a performance video so that we can see the emotions that the band are feeling whilst playing their music, which consequently enhances the lyrics or overall mood of the song, and makes the artist put across the meaning behind the song. As well as being a Close Up shot, this shot is a good example of an eye level shot, which gives a true representation of how we would expect to see the subject in real life. This makes the audience feel as if they are truly their, witnessing the performance, and through this camera shot, the director is able to trick the audience into believing they are establishing a personal relationship with the artist.

Similarly, Extreme Close Ups and tight shots are also commonly used in a performance element of a music video to make the audience feel literally closer to the band, as well as enhancing the emotion shown by the artist. However an extreme close up is typically used to show the artist 'singing' (lip syncing) the lyrics of the song.


High Angle Shots are sometimes used in performance elements of a music video to change perspective, for example, this high angle shot portrays Avril as weak, and angry, where as throughout the majority of the remainder of the video, she is seen as powerful and influential. By making her appear weaker and less powerful it makes the audience
 change their outlook on how powerful she truly is, making the audience feel almost a sense of pity at how she appears so passionate and strong about what she is singing, but has little influence, making the audience feel a sense of almost obligation to support her as an artist.

However, in contrast to the previous idea, Low Angle Shots are most frequently used during the performance element of the scene, as it makes her seem strong and powerful, and implies that what she is doing as an artist, is significant and that she is to be taken seriously by us as an audience, and by fellow artists. This is further emphasised when she directly addresses the camera, by bending down and looking into the lens, making the audience feel threatened by her almost invading of space, as most of our view is then obstructed by her close presence.  This seemingly mild hostility that is captured in this screen shot is however typical of the punk-pop/rock genre, and is captured by the use of low angle shots.

This idea of making the audience feel almost insignificant compared to the artist can be further exaggerated by using a 'worm eye shot' which makes the artist appear enormous, and puts the audience through the positioning of the camera lens, at a position of vulnerability.

Long Shots are generally used within a performance sequence to allow the audience to be fully aware of the setting and surrounding in which the artist is performing in. For example, this long shot shows us that she is performing in a city, because of the shops, traffic lights, and cars, in addition to the crowds of people. We can also assume that this city is American, due to the style of cars, and its modern appearance, as well as the general dress sense of those in the shot which all indicate an American setting. By performing to an American audience, it also inadvertently implies that these people are her target market, and the market she is attempting her music to reach.

Example of the Still Shot used

The camera movement in a music video is as equally as important as the shot type, as it too conveys meaning about the artist and the song itself. In the music video 'Sk8er Boi'
during the main performance, there is only one still shot throughout the entire scene, whereby she is sat in a car, and the camera has very little choice about its placement as it is obviously restricted by how much it can move, as the car itself is also moving, so even in the only still shot, the camera still apears to be moving.

By keeping the camera constantly moving through scenes and transitions, it creates the feeling that the video is fast paced, making it a job for the viewer to keep track of. By constantly moving, it makes the scene appear more interesting and real and therefore relevant to us, as the camera lens acts as the viewers eyes and how we would view the scene. Because of this, many hand held shots are often used, as again, it brings a sense of realism to the sequence, as if what is happening is spontaneous and natrual, and we as an audience are part of that.

Tracking shots are also sometimes used in a performance sequence (as seen by the example screen shot) as it creates and maintains a natural flow of the music video, as if still shots of the artists were taken, it would restrict the artists movement, and they would have to adjust themselves to the cameras needs, rather than the camera following and adjusting to the artists movement. For example, if a still shot was used instead of a tracking shot for the example, then she would only be able to take a few paces before having to cut to another scene before the rest of those involved were cut out and before she reached the camera, but by using a tracking shot, all individuals in the scene are captured, and it does not feel as superficial and rigid as a mere still shot.

Panning shots are the main transitions used from one band member performing to another, as it smoothly changes the focus of the audiences attention, without using cuts to keep the flow of the music video going. It again also seems the most natrual movement, as it is what we as an audience would do if we were actually present, we would merely turn our heads to see the rest of the scene, and that is what the camera does on our behalf.

As well as the camera physically moving in performance sequences, often it is just the lens that moves, using zoom ins and zoom outs to focus in on an element within the scene, or for the audience to be able to put the scene into perspective. An example of this is shown at 1:40 where the lens zooms in quickly to the drummer to show him playing, and then to the emotion he portrays. Because it cuts quickly to the drummer, zooms in, and then cuts to another band member, it also adds to the feeling of disorientation about what is currently happening, again making the audience feel the emotions that they would if they were actually there. Another example in the video of how editing and the effect of zooming out creates the feeling of disorientaiton is between 2:03-2:05 when we again see the drummer, it zooms out from the drummer, cuts quickly to Avril, and cuts quickly back to the returning zoom of the drummer. Here both the editing and the effect of the zoom equally contribute to create the sense disorientating movement that fastens the pace of the scene.

The impact that editing has on the overall feel of a music video is siginficant. This is because the editing sets the overall pace of the video, which is why slower paced music sub-genres like acoustic have a slower paced editing, with frames being held for much longer, and less hard cuts, compared to faster paced music genres, such as punk/rock/pop. Avril Lavignes performance element in the video 'Sk8er Boi' is a brilliant example of fast paced editing, as between 1:38-1:43, we see 8 different shots, lasting less than a second each. This is often done in a performance video to merely make the scene more interesting for the viewer, as if just one shot of the artist was used, and held for a long time before being cut, it can feel dull and repetitive.
But as previously mentioned, it also sets the pace for the video, which usually is matched to the song, meaning it usually picks up the pace towards and during choruses, by increasing the cutting pace and decreasing the lengths of each individual shot.

Same scene but shot from
an extreme Long Shot

As well as this, during a performance in a music video, often the scene is cut from the same scene, but shown from different shot lengths, to replace the action of a zoom. This may be done to add variety between transitioning between shots, or simply to add a raw jumpy sharp roughness that a cut as opposed to a zoom can add to the feel of the video, which in this case, perfectly aligns with the slightly angry jumpy punk roughness of the song.

Same scene but cut to Long Shot

 In conclusion, although performance elements within a song tend to use certain features such as tight close up shots, and fast paced editing, all of the aspects used in a performance sequence of a music video also generally reflect the genre of music performed throughout the video.