Codes and Conventions of selected brief : Music Video

Umbrella-Rihanna
The song is the genre R'n'B and the video fits the conventions of this. It shows Rihanna in minimal clothing, which is very typical of this genre. It also has a lot of close ups of the artist, giving the audience what they want to see. Rihanna is also shown dancing. This shows she is talented, not only at singing and the audience like the see the artist perform.
Rihanna is shown in a dark setting, dressed in all black, this gives off connotations of being 'bad' later in the video she is shown dressed in white ballet dancing, this contrast almost suggests good and bad, angel vs. devil.

 

 

The video is performance based, showing Rihanna dancing, making her look good. There are lots of long shots to show her dancing and also show her minimal amount of clothing stereotypical of the R'n'B genre. She is very sexualised with medium close ups of her legs and she uses a prop to dance with (umbrella) relevant to the song's narrative, the editing also fits this as in one scene of the video she is dancing and a water edit has been used.

 

 



 

Evaluation

To prepare for our coursework, we made a 30 second remake of an original video. My group picked 'You belong with me' by Taylor Swift. My group consisted of myself, Megan Coggin, Lois England, Alicia Baldwin and Sophie Marshall. We divided up the roles so we each had one. Sophie and I were to share the roles of filming and editing, while Megan was producer and Lois was director. However we ended up sharing roles quite a bit, Megan did a bit of filming and we all ended up chipping in ideas for directing on the night. We also took turns at the editing.
Previous to filming we made a production plan which included the props we needed, when and where we would film the video and what time, who was to be included and story-boarded the original video.In our video there are shots which needed to be filmed from outside a window.

 

We struggled to recreate this as we could not film from the outside of my house and get a close enough view of what was happening inside. We attempted to create something which looked like a window out of some glass from a photo frame and drawing lines on it.

When filming some of the footage Megan was in the shot as it was filmed in the mirror however we did not notice this until we were editing. Fortunately we had enough footage to be able to not include these parts. However this meant that some of the footage we did use, the lip syncing did not go with the music. This is definitely something I would change if I were given the task again.

From this task I have learnt I must leave time to refilm shots if not perfect and that props should be prepared previous to filming as we could have made a better window as although the idea was good, the lines did not look very convincing. Over all I was disappointed with quite a few aspects but I have learnt a lot and will not make the same mistakes in my actual coursework.

30 second music video storyboard

Audience Key Terms

Qualitative data: This is in-depth data which gathers detailed answers often including the audience’s thoughts and feelings, leading questions.

Quantitative data: This is data which is measured in numbers and groups, answers are often recorded as yes/no type questions which can be put into graphs and easy analysed.

Psychographic Data: This data includes people’s thoughts and feelings, interest’s lifestyles, answers questions with varied opinions and in-depth detailed answers.

Demographic Data: This is ‘pure’ data, for example a question such as “are you male/female?” easy to answer because it is either one or the other, not expectations or different opinions.

Cast

Artist:

Rachel Watkinson

Backing Dancers:

India Brumhead

Olivia Lake

Ellie Needham

Alex Settle

Lydia Kemp

Victoria Snowden

 

Still need male to represent Jay-Z

Umbrella-Rihanna

http://www.youtube.com/watch?v=CvBfHwUxHIk

This is my chosen song, Umbrella by Rihanna featuring Jay-Z. I will be recreating a music video for it, using this as inspiration. The genre of this song is R'n'B. The codes and conventions of this genre are:
Minimal clothing;
'Bling';
High heels
Sexualised women.
I've chosen this video for inspiration because it has a wide range of different shots of the protagonist and fast editing, fitting with the dance routines. The lighting and settings are dark.

Umbrella Lyrics (chosen song)

[Jay-Z]
Ahuh Ahuh (Yea Rihanna)
Ahuh Ahuh (Good girl gone bad)
Ahuh Ahuh (Take three... Action)
Ahuh Ahuh

No clouds in my stones
Let it rain, I hydroplane in the bank
Coming down with the Dow Jones
When the clouds come we gone, we Rocafella
We fly higher than weather
In G5's are better, You know me,
In anticipation, for precipitation. Stack chips for the rainy day
Jay, Rain Man is back with little Ms. Sunshine
Rihanna where you at?

[Rihanna]
You have my heart
And we'll never be worlds apart
May be in magazines
But you'll still be my star
Baby cause in the dark
You can't see shiny cars
And that's when you need me there
With you I'll always share
Because

[Chorus]
When the sun shines, we'll shine together
Told you I'll be here forever
Said I'll always be a friend
Took an oath I'ma stick it out till the end
Now that it's raining more than ever
Know that we'll still have each other
You can stand under my umbrella
You can stand under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh eh eh eh)

These fancy things, will never come in between
You're part of my entity, here for Infinity
When the war has took it's part
When the world has dealt it's cards
If the hand is hard, together we'll mend your heart
Because

[Chorus]
When the sun shines, we'll shine together
Told you I'll be here forever
Said I'll always be a friend
Took an oath I'ma stick it out till the end
Now that it's raining more than ever
Know that we'll still have each other
You can stand under my umbrella
You can stand under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh eh eh eh)

You can run into my arms
It's OK don't be alarmed
Come here to me
There's no distance in between our love
So go on and let the rain pour
I'll be all you need and more
Because

[Chorus]
When the sun shines, we'll shine together
Told you I'll be here forever
Said I'll always be a friend
Took an oath I'ma stick it out till the end
Now that it's raining more than ever
Know that we'll still have each other
You can stand under my umbrella
You can stand under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh)
Under my umbrella
(Ella ella eh eh eh eh eh eh)

It's raining
Ooh baby it's raining
Baby come here to me
Come here to me
It's raining
Oh baby it's raining

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Codes and Conventions of a music video