Summer project tasks

1) Research: music videos

You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).  

Music Video 1: Narrative

Video: "Stan" by Eminem

"Stan" tells the story of a fan whose obsession with Eminem leads to tragedy. The video follows a linear narrative, imitating the song’s lyrics, and it switches between Stan’s increasingly inconstant behaviour and Eminem’s distant, detached life. This juxtaposition highlights the fan’s growing instability, while Eminem remains unaware of the situation until it’s too late. The video uses Todorov’s narrative structure: equilibrium (Stan as a fan), disruption (obsession), and new equilibrium (Stan’s death). The video increases the emotional impact, making the audience sympathise with Stan but also fear his descent into madness. By showing Stan’s tragic fate, the video critiques the dangers of idolisation, leaving viewers to question the unhealthy relationships between celebrities and fans. The use of narrative aligns perfectly with the dark, emotional tone of the song.

Music Video 2: Camerawork

Video: "Bad Blood" by Taylor Swift

"Bad Blood" uses camerawork to enhance its high-energy, action-based narrative. Fast-moving tracking shots follow the characters through complex fight scenes, increasing the sense of intensity and action. Low-angle shots emphasise the characters’ power, especially in scenes where the video’s protagonists confront their enemies. Close-ups are used frequently, focusing on the faces of the main characters to highlight their emotions, especially during intense confrontations. Additionally, wide shots reveal the futuristic, dystopian world the characters are a part of, establishing the setting's scale and magnificence. The combination of fast-paced camera movements and a variation of angles keeps the audience visually engaged, aligning with the video’s superhero genre. The camera techniques enhances the storyline and also emphasises the strength and dominance of the characters. 

Music Video 3: Mise-en-scene

Video: "Blinding Lights" by The Weeknd

In "Blinding Lights," mise-en-scene plays a very important role in creating a nostalgic, 80s-inspired look that enhances the song’s retro sound. The neon-lit cityscape and vintage cars evoke a classic film noir atmosphere, situating the viewer in a dark, almost dreamlike urban environment. The Weeknd’s red suit sharply contrasts the dark, cool tones of the background, emphasizing his central role in the narrative and reinforcing his brand as a stylish, mysterious figure. Props like the car and narrow city streets, along with moody, dim lighting, highlight the character’s isolation and emotional confusion. The use of reflective surfaces and bright lights adds an element of danger, with the setting reflecting the character’s emotional journey. The video’s mise-en-scene supports the retro aesthetic while aligning with The Weeknd’s signature moody, self-examining persona. 

Music Video 4: Editing

Video: "Sugar" by Maroon 5

The fast-paced editing of "Sugar" fits the cheerful vibe of the song. The band surprised couples on their wedding day as the music video cuts quickly between several wedding locations, capturing their happy moments one after another. A bright, energetic tempo is maintained by cutting quickly between close-ups of the band, the startled couples, and the dancing attendees. The seamless changes between scenes are frequently synced with the song's beat, producing a rhythm that matches the tempo of the music. The video's festive tone is enhanced by the editing, which skilfully creates a sense of excitement and delight. The video effectively maintains audience engagement by employing rapid cuts and several transitions, which visually reinforce the song's themes of happiness and love.

Music Video 5: Conventions

Video: "Uptown Funk" by Mark Ronson ft. Bruno Mars

"Uptown Funk" refers to several key music video conventions. There is a strong relationship between the visuals and the music, with synchronised dancing and choreographed routines matching the song’s energetic beats. The video frequently uses close-up shots of Bruno Mars, reinforcing his star image, something that is often done in performance-based music videos. The setting, an urban environment filled with stylish visuals and cool cars, emphasises the song’s themes of confidence and celebration. The bright visuals combined with the upbeat music, go well with the pop-funk genre’s typical conventions. 

Music Video 6: Visual Effects, Intertextuality, or Product Placement

Video: "Bad Romance" by Lady Gaga
"Bad Romance stands out for its use of visual effects and intertextual references. The video combines futuristic visuals with high fashion, portraying Gaga as a robotic figure in striking, futuristic costumes. Effects like her transformation into a mechanical version of herself intensify the video’s dystopian feel. The white setting and advanced technology bring to mind sci-fi films like The Matrix, creating a strong intertextual link. Gaga’s fashion choices, particularly her Alexander McQueen outfits, highlight her as a innovator. The blend of visual effects and intertextual references strengthens the narrative, reinforcing Gaga’s persona as a revolutionary, futuristic pop icon."

2) Planning: music video treatment
 

Music Video Treatment: "Blinding Lights" by Neon Echo

1) Artist/Band and Song:

• Song name: Blinding Lights
• Artist name: Neon Echo 

2) Music Video Concept:
For this video, I want to capture the fast-paced energy of London at night. The video will combine performance with a simple story, while also showcasing Stride trainers. The overall feel will be modern, with a focus on movement and self-expression though dance.

Location & Setting:
The video will be shot in two places in London:

• South Bank and Waterloo: This area has great views of the London Eye, the river, and lots of lights reflecting off the water. The urban look and neon lights will fit the mood for the video perfectly.
• Shoreditch Underground Car Park: This spot gives an edgier, more urban vibe. It’s rough around the edges and will be perfect for the dance scenes. The contrast between this and the neon-lit streets will keep the video interesting.

Performance Elements:
Neon Echo will be the main focus, with dancers supporting. The video starts with Neon Echo running through the neon-lit streets of London, creating a sense of excitement and motion. The city itself will play a big role, with landmarks and street scenes setting the atmosphere.

The main dance sequence will take place in the underground car park. Neon Echo and the dancers will perform an upbeat, street-style choreography that highlights footwork. We’ll use close-up shots to feature the Stride trainers, making them stand out without being too obvious.

Lighting & Visual Effects:
Lighting will be a big part of the video’s style. The neon lights from the streets will give everything a futuristic look, with bold colours like blue, purple, and red. In the car park, the lighting will be simple and dramatic, with just enough to focus on the dancers and their moves.

We’ll also use some slow-motion shots during key dance moves, especially for jumps and spins, to emphasise the movement and the trainers. Quick cuts will keep the video in sync with the fast beat of the song.

Costumes & Footwear Focus:
The outfits will be simple but stylish—dark colours that allow the Stride trainers to stand out. The shoes will be the main focus in the dance scenes, and the urban environment will highlight how well they fit the streetwear style.

Narrative Tie-In:
There will be a loose story following Neon Echo as they move through different parts of the city, from the streets to underground spaces. The video is more about energy and movement than a detailed plot. The Stride trainers will be part of this journey, showing how they fit into city life and self-expression.

Conclusion:

The video will end with a shot of Neon Echo on a bridge, looking out over the city. As the final beat hits, the camera zooms in on the Stride trainers, highlighting them before fading to black. The message is that Stride trainers are more than just shoes—they’re perfect for those who want to stand out and express themselves in the city.

3.Statement of Intent 

For my music video, I’ve chosen the song “Blinding Lights”. My original artist name will be Neon Echo. The name reflects the artist’s music, which blends an 80s synth-pop vibe with modern beats. The video will also feature a sponsorship by Stride, a street wear brand known for its sleek and stylish trainers. To tie everything together, the title of my music magazine will be Vibe Pulse.

For the music video, I plan to follow the brief by creating a three-minute visual that mixes performance with a bit of storytelling. The focus will be on movement and self-expression. For locations, I will be using neon-lit city streets at night and an car park. These settings create a cool, futuristic look, which highlights the energy of Neon Echo’s music.

I want the lighting to feature plenty of neon colours—mainly blues, reds, and purples—to keep the visuals bold and exciting. The artist and dancers will wear simple yet stylish outfits, allowing the trainers to stand out. During key parts of the choreography, I’ll use close-up shots of the trainers to make sure they remain the focus without it feeling like forced product placement. It’s important that the footwear feels like a natural part of the video’s style.

For editing, I plan to use fast cuts to match the upbeat tempo of the song, a montage, alternating between shots of Neon Echo running through city streets and dancing in the car park. I’ll also include slow-motion shots at certain points to focus on movement and draw attention to how sleek and comfortable the trainers are. This will help connect the video to the idea of self-expression through both style and movement.

The social context of the video is about individuality, confidence, and moving forward. Based on Stuart Hall’s Reception Theory, my preferred reading is for viewers to interpret the video as a journey of self-expression. I’m also using Uses and Gratifications Theory by aiming to give my target audience something they can relate to(personal identity and relationship)—whether that’s the music, the style or the theme of expressing yourself.

The target audience for the video will be 16 to 25-year-olds who enjoy music, street wear, and urban culture. It’s aimed at people who appreciate fast-paced, visually engaging videos.

If I were to consider who would promote Neon Echo, I’d choose Warner Music Group, as they have a history of working with artists who have bold and artsy styles. Neon Echo’s brand identity is all about being unique, stylish, and focused on self-expression, which I believe goes well with my target audience. To engage with fans, I will promote the video across social media platforms like Instagram, TikTok, and YouTube, with sneak peeks and behind-the-scenes clips to build hype.

My magazine will feature a double-page spread with an interview with Neon Echo, giving fans a glimpse into the artist’s creative process. I’ll also highlight the collaboration with Stride trainers. For the cover, I plan to style Neon Echo in a smooth, modern look, using bold lighting to emphasise the artist’s features while keeping the trainers in the focus. The magazine will appeal to the same target audience, focusing on the crossover between music, fashion, and street culture.

For my brand image, I will try to create this persona of mixing old and new, a bricolage, the 80's music with modern beats. Mixing old fashion with new. This will help me differentiate from other as there is a lack of brands that are similar to what I'm trying to create. Creating my image like this will allow me to be able to represent Neon Echo in a way that will attract people who are in need of music that will speak to them and their souls. 

4) Ignite presentation