Exploring artists within the Dance Music genre

Wilkinson 

Exploring Wilkinson through music video-'Half Light ft. Tom Cane'

This video both strays from the typical conventions of dance genre music videos as well as fitting with it. This is because it has a sense of narrative; following the main male actor within the video as he attempts to 'get over' a relationship break-up. The video therefore breaks away from typical dance genre music videos; as it focuses a lot more on actors rather than the artists (Wilkinson and Tom Cane); neither of them even featuring in the video.  Although the video has typical conventions of the genre within it, for example the scene within the video with the club (party) location (mise-en-scene) as well as the use of prop (for example alcohol and the main character having sexual relations with a female actress-being very common in this genre).  

Although the video has similar traits to other music videos within the dance genre; Wilkinson is a very unique dance music artist, breaking away from the stereotypical dance music artist through both his music videos as well as his life style (his brand). First coming onto the 'dance music scene' in 2013; Wilkinson has a very unique drum and base take on the dance genre; working closely with artists that aren't as well-known as you would expect a dance artist to feature within their music.  None of the music videos Wilkinson has produced feature him within them; instead promoting his music instead of himself (focusing more on the track and actors within the video). Although this is common with a lot of DJS; Wilkinson still differs in that he hasn't featured in ANY of them. 

A lot of Wilkinson's videos are based around exploring different relationships as well as modern day society ‘issues’. The video above is a good example of this; exploring the narrative of a young male attempting to 'get over' a break-up with his girlfriend by getting drunk (the use of prop) and having a 'one night stand' with a stranger only to leave her at the end of the video shows Wilkinson exploring the 'effects' of a one night stand and how the modern day society typically deals with a break-up (especially males). Other modern day issues Wilkinson covers through his videos are; gun crime (in Too close ft. Detour City) as well as relationship problems (in Afterglow-even though doing so with a comical aspect). 

Disclosure 
Exploring Disclosure through music video-'You And Me' and 'F For You ft. mary J Blige'

 

In both the videos above Disclosure are featured within them but there is still other people being focused on within the video (straying from the typical conventions of dance/drum and base music videos). Within both there is a 'dance' feel to them-'You And Me' featuring a 'club' scene (where the two members of Disclosure are featured and 'F For You' having a 'dance/club' feel when looking at the Duo 'performing' through the video (as well as Mary J Blige lip singing throughout). 

The 'You And Me' video has a sense of the duos personality throughout being reflected through the two actors being used throughout the narrative of the story-through their 'lifestyle' (e.g. going out clubbing and being shown to have a 'good time'). This gives both a sense of the duo's personality as well as their brand (being reflected through the loose narrative used throughout this video). In both videos the duo are shown performing-highlighting that its their song (music)-therefore promoting themselves-fitting with the dance genre video in this sense. Although both videos differentiate them from other dance artists (through their unique style etc.)

When looking at 'F For You', the dance DJ duo's almost 'cartoon' style that runs throughout their fairly new career:

^These examples of Disclosure CD covers shows how they use this almost 'cartoon' effect throughout their music (including their merchandise and music videos etc.). This both differentiates themselves but also gives a strong sense of 'brand' to them; this style being closely linked to the DJ dance duo throughout the music industry. This stylistic style reflects their unique 'stamp' on the dance genre, having a sense of 'drum and base' to their music; their fans in particular recognizing this style ('The face'). The duo's use of this almost 'logo' has meant that not only they stand out from other dance music artists; but also means that when creating merchandise, music videos, their set (for tours/live performances) they can use this unique style in order to become identified/stand out (show their brand through these types of promotion).

^This image is taken (screen-grabbed) directly from the Disclosure official instragram; showing one of the recently released T-shirt designs that are available for fans (the general public) to purchase. This is a good example of the Duo using their 'logo'/cartoon effect face to promote themselves through merchandise (in this example); promoting this through their 'official pages/sites'-going directly to their fans (their followers/the public).

Foxes 
Exploring Foxes through music video-'Clarity ft. Zedd' and 'Youth'

 

When looking at these videos together; it reflects the variation in Foxes music; having a 'mixed-genre' to her music (brand); having a pop feel to some of her music (e.g. Youth) but also a strong sense of dance music in other songs. When looking at these videos together it is clear that Foxes strong style (fashion/brand) is shown throughout her videos; this is particularly evident in 'Youth' when looking at her costume (mise-en-scene) as well as the actors within it-the way they have been dressed etc. By reflecting her strong individual personality/brand throughout her videos this helps her to differentiate herself from other dance genre artists as well as within the music industry as whole. 

In both these videos Foxes 'strays' from the typical conventions of both pop and dance music videos. This both makes her stand out further from other dance music artists (especially females) and allows her to promote her brand further (putting her own ideas/style into the videos). A good example of this is in the video 'Youth' where Foxes is shown walking down a fairly urban looking street in a vintage styled circus costume (she got from her Mothers vintage store)-reflecting her unique sense of vintage/unique style. Also in the video Youth there is no 'club/dance' setting (one of the most common conventions of the dance genre music videos)-instead being based around a fairly urban looking location/road/abandoned building. This is a good example of how Foxes creates her 'own spin' on the dance and pop music genre through her music videos-differentiating herself (as an artist/brand).

Exploring Foxes through interviews (her 'VEVO LIFT' channel-YouTube)

 

These two interviews based around the 'making of Foxes' and the artist looking back on 2013 reflects her strong sense of personality and gives a feel of how and why she has become this quirky individual (brand/artist). Becoming Foxes in 2013; Foxes had a UK tour followed by the release of her first single 'Youth' (explored above), leading to her first (and only, so far) world tour. This reflects how the artist only just came onto the dance/pop music scene and has already becomes as popular as she is. 

Going to London music school and living on her sisters 'sofa' gives a sense of the journey that this artist has made to where she is today; spending a lot of her time before becoming 'Foxes' at gigs around London where 'no-one really cared or listened). Describing London as 'scary' as well as 'like wow'; Foxes' discusses how finding herself as an artist within London allowed her to become the person she is today-style (fashion wise) and as an artist in general. When considering this it gives an idea of why Foxes is so 'individual' as a brand in contrast to a lot of other dance music artists (specifically females) through both her sense of style (clothing) and as an artist-brand. 

Foxes-Looking at her brand (image-through her fashion sense)

Looking at an online fashion magazine feature

Foxes Talks Heels, Hats, And Her Obsession With American Magazines In Interview

MTV STYLE: How would you describe your style? 

FOXES: Usually I’ll just get up and totally mix-match my outfits, so I look a bit like I’m blind in the mornings [laughing]. I grew up in that sort of carefree environment, and you can see it in my style. I love pretty dresses, but with a bit of rock edge. I love pairing a vintage dress with boots or Converse, just because it's so easy to get up and wear it.

Where do you draw most of your fashion inspiration from? 

I don’t really look to other musicians. My mum owns a vintage store in London, and she's always been super stylish- so hopefully she has given me that gene! I grab like, loads of stuff from her shop and hope that her fashion sense rubs off.

What are some onstage fashion tips you’ve discovered while on tour?

Well, I can’t perform in heels- I'm so awkward, and I just can't. I usually go barefoot, actually. I think it’s so fun to just run around onstage.

Having grown up shopping vintage, what are some of your main thrifting strategies?

You’ve got to find great charity shops. You need to go outside the city, because in London you can’t find anything- everyone goes to the same shops and the prices are all marked up. I go to a place that’s my little secret in England and nobody knows anything about fashion. I literally found a Chanel bag on sale for a tenner (£10)... I’m NOT even joking!

^This example online fashion magazine feature above reflects Foxes' fashion influence both online as well as through her music videos (etc.). Having a strong sense of style (brand) that she states she doesn't get from 'other musicians' instead from her Mother that owns her own vintage store in London. This shows why Foxes is so unique as both a brand (in general) as well as through her fashion sense; not sticking to the current fashion (as a lot of other artists do), instead sticking to her own vintage style. Vintage clothing coming back into fashion means that when looking at artists such as Foxes, their unique styles become both appealing and inspirational to both their fans as well as the fashion industry as a whole. 

This example article also gives off a sense of Foxes strong personality; another reason why she stands out well as an artist (brand). A good example of this is where she is quoted directly saying 'I literally found a Chanel bag o sale for a tenner...I'm NOT even joking!'. This shows why both her fans and the music industry are so attracted to her as an individual; having both a strong ('stand out') fashion sense as well as personality that she reflects well through both her online interviews and TV interviews (etc.) Foxes also shows this unique style and personality through her music videos; reflecting her 'quirky' personality as a brand that she uses in order to differentiate herself and stand out in the music industry as both an individual and an artist. 

The 'Falling For Foxes' Topshop
clothing campaign

'FALLING FOR FOXES' CLOTHING LINE (Topshop website)

This Topshop campaign featuring Foxes reflects the popularity of her brand/fashion-sense; creating a sub-brand within Topshop (designing her own line of clothing for the clothing brand). Topshop being a leading clothing brand aimed at female teens (14-19) to women within their early and mid twenties shows Foxes as a brand appealing (designing) for females within her target fan base. The screen-grab above is taken from the Topshop website; being one of the main 'mini-links' on the home page; the campaign being 'highlighted' throughout the Topshop stores within the country as the 'Falling For Foxes' clothing brand attracts her massive fan-base to the store in order to buy clothing designed directly by the artist.

The campaign is not only featured on the Topshop website; it is also a link from the Foxes official website; also having its own Facebook and Twitter page in order to promote both the clothing as well as Foxes as an artist (her bran/style) becoming a fashion icon; with her 'modern vintage' look. Below there is an example from the 'Official Falling For Foxes' campaign on Facebook.

'FALLING FOR FOXES' FACEBOOK PAGE

^This screen-grab shows the ways in which Foxes and Topshop are sub-promoting each other through the clothing brand. This reflects Foxes' appeal to a teen and early twenties target audience; designing clothing for one of the leading fashion companies being aimed at this age range specifically. Using her unique vintage style of clothing is one of the key ways in which Foxes differentiates herself from other female dance music artists (and within the music industry as a whole); inspiring her fans to dress similarly by designing clothing lines for brands such as Topshop. 

My chosen genre of music-Dance Music

Dance music 

I have chosen Dance music as the genre to use for my music video. This is because when looking at videos such as 'Wilkinson-Afterglow' it has meant that I have been able to reflect on the other conventions of dance music were the narrative and performance is also a major aspect other than just focusing on the music itself (the artist). Having more of a narrative to dance music is a lot more interesting and personally my favourite style of music video which is why I have decided to select this genre as the style I want my own music video to be in. I also think that having a 'loose' narrative to dance music videos allows an effective, memorable video that normally catches peoples eye visually (normally being expressive and 'fun' music videos). Below I have analyses three different dance music videos in the style I wish to base mine upon; being a lot more narrative and expressive (considering the lyrics and the visuals etc.) 

Analysis of 'Foxes - Let Go For Tonight' 

The relationship between the lyrics and the visuals

These screen grabs show Foxes performing (lip singing and dancing) to the song/lyrics meaning a clear like between the lyrics and the visuals. The majority of the four images being taken from where the chorus says repeatedly 'let it go' and 'let it go for tonight baby' means that when dancing as well as lip-singing (for example in the first two screen shots) allows both the lyrics to become linked to the visuals as well as the music in general (as Foxes dances to the beat). The 'food/cake fight' in the background of these two images further gives a sense of 'letting go' as the actors behind foxes create a very expressive, 'fun' background for these two shots. Throughout the video I like how the camera work has been done to focus on Foxes throughout both singularly (on her own in the shot-can be seen in the bottom two screen grabs) through a range of big close-ups and mid shots (etc.) as well as being the main focus in the 'food fight' scenes. 

The relationship between the music and the visuals

The opening of the song is a very good example of how this video links the music with the visuals very effectively through the use of editing and the pace of it in accordance to the music (the beat). The opening scene of Foxes being sat at the top of the table with the actors around it with a lot of minimal colour (the mise-en-scene) is shown through mid-shots to big close-ups of both the white coloured food and foxes before she begins to lip-sing. This creates both suspense as the viewer awaits for Foxes to look directly at the camera (at the viewer) as throughout this opening instrumental she is always looking away as the shots cut between herself and the minimal coloured food. This creates more of an effect later on in the video where there is a colour 'explosion' when the 'food fight' begins (through to the end) the minimal (white mise-en-scene) throughout the beginning allowing the build-up of colour throughout the video to be emphasised (contrasting to the beginning of the video). 

References to the notion of 'looking'

These two screen grabs show different sides to the 'notion of looking'. The first shows Foxes to be slightly sexualised through her costume; wearing fairly minimal clothing and dancing in a way that shows off that she hasn't got a lot of clothes on suggests that she is both sexualising herself and being sexualised by the viewer as they are 'forced' (shown her) to be dancing in this way; wearing the costume she is in. The second screen grab shows a female actress within the video being sexualised by a male actor. He is doing this through both his (their) body language as well as the way in which he is presented to being almost 'controlling' of her within this part of the video as they lean into kiss; his hands/body language suggesting that he means to sexualise her (although in parts of this scene the female actress has similar, if not matched body language so is also sexualising herself). 

INSPIRATION FROM THIS VIDEO

My main inspiration from this video is the use of colour and how it is used in a very stylistic way in order to make the music video very interesting and memorable. The use of different camera techniques as well as the editing of the video allows these scenes to become a lot more stylised through slow-motion and the use of 're-winding' and 'fast-forwarding' certain parts of the video where showing (for example) the actors throwing and being hit by the cakes (colour)-this can be seen in both the first screen grab shown above as well as the first two on the second row. This aspect of this music video has inspired me to use a similar sort of style in my own music video; using bright and vibrant colours with a white background with a similar number of actors in order to create something as memorable and effective as this. I particularly like the part of the video nearer the end where Foxes is shown to be covered in colour by the actor’s hands (can be seen above). This both creates a 'fun' feel to the video as well as Foxes as an artist; the video itself reflecting her 'young' and very 'on trend' personality (brand) being a very 'now and current' artist; reflecting her individuality through videos such as this.  

Analysis of 'Wilkinson - Afterglow'

The relationship between the lyrics and the visuals

The relationship between the lyrics and the visuals both illuminate their meaning as well as add a sense of humour and 'personality' to the video (the characters acting within it). Having a strong narrative throughout; the video explores the relationship between the two actors over the course of five years, picking out fairly random facts about them and putting strong visuals with the lyrics in order to show these facts. The four examples above are good examples of 'quirky' interpretations of the lyrics in accordance to the actor's relationship.  The first screen-grab shows the video interpreting 'who cares where we go' with '16 trips', the second 'lights and action' with '128 movies', 'strong attraction' with '147 sweet temptations' and finally 'even thought the dancings done' with '123 arguments'. This fact like element of the music video brings the lyrics with the visuals together very effectively in a very individual 'quirky' way; being the most memorable and effective part of the video overall. 

 The relationship between the music and the visuals

The beginning of the music video is a good reflection of how the video 'cuts to the beat' meaning a very strong relationship between the music and the visuals. The opening instrumental to the dance themed music (the genre of this video) starts fairly slow (in contrast to the rest of the song); the visuals cutting to this slow beat-the three screen grabs above being the shots shown (cut) at this point. The first shot introducing the two main characters (actors) within the video and the loose narrative; cuts to shot the two individual characters through a big close-up. I believe this is very effective as this introduces them as a couple but also individuals before being 'thrown into' their relationship with the 'quirky' fact style video. I think this is very effective and I would like to consider doing a similar introduction to my own music video when creating it. 

References to the notion of 'looking'

Throughout the video there are many references to the 'notion of looking' and sexual references; most of them being put in for a comical element-e.g. '356 minutes lost' that can be seen above. Even though these references are put in for comical effect they still sexualise the main female character within the video as well as another female actress (can be seen above-'83 daydreams'). The use of sexual references also add to the loose narrative-including 'facts' of the two main actors 'five year relationship' (the first two screen-grabs from the video are good examples). 

INSPIRATION FROM THIS VIDEO

The screen grabs above show my main inspiration/favourite aspect of this video in terms of the narrative and the effectiveness (memorability) of it as a whole. The use of 'facts' throughout the video of the two main characters 'five year relationship' add an 'individual' aspect to the video-allowing it to stand out through this creative, sometimes funny way. The comical aspect that this brings to the video can be seen in the '1 predator' screen grab as well as the final screen grab where it starts as '1 bad argument' and leads to argument being crossed-out and replaces with 'joke'; meaning a comical aspect is given to both the video itself but also the two actors relationship. I would like to try and adapt with comical element to a couple within my video; potentially adding an extra element to it (maybe another narrative strand or just include a couple within my video with comical aspects to them). 

Music genres I like the idea of focusing on

• Indie music 
  Conventions of Indie music videos
•  It is common for artists in this genre to use their live performances for their music videos (or use it as one of the narrative strands within the video
• Narrative based music videos are very popular in indie music videos; using a strong story-line throughout the video to reflect the lyrics (normally being written by the artist themselves)  a good example of this is Lana Del Rey-National Anthem
• Props play a large role in a lot of indie music videos; especially-reflecting the artists image (most of the artists being either retro or ‘strange’ in a certain way). 
• Costumes normally give the artists their identity and set them apart from both other artists as well as other people within the video. A good example of this is Lady Gaga whose known for her elaborate choice in clothing in both the social media as well in her videos (becoming somewhat a motif associated with her)
• Make-up also plays a significant part in indie music videos; being used as an indication of both what era (the video is set in or the artists style-e.g. Paloma Faith) or can allow artists to stand out from other artists (enhancing their brand image)
• Indie music videos typically have two narrative strands within the video; one typically being the artist performing and the other of them 'acting out' what the song is about. This allows the artist to both show themselves performing (lip-singing) and performing through acting with either other members of the band or actors. This also allows the music video to stand out, making it more interesting (memorable) as the lyrics link to the videos (music with the visuals); meaning both fans as well as the general public will also find the song itself more memorable and meaningful. 
• Diegetic sound is also used throughout a lot to help 'set the scene' of the video (normally at the beginning and end of the video-as almost a theme of music allowing the narrative to see almost circular). A good example of this is Lana Del Rey-Nation Anthem)

The opening of the video shows Lana Del Rey singing the American National Antem (acting out Marilyn Monroe and President Kennedy). Being in black and white allows an old fashioned (dated) feel to the video (linking back to the time in which the scene she is re-enacting from the past). This both sets the tone as well as the scene of the video; as she re-enacts Marilyn Monroe and president Kennedy's relationship (A$AP Rocky playing/acting as President Kennedy). As the video begins (after this short performance at the beginning) there is a 'theme' style of music of a crowd screaming (which links to the visuals). This links to the end of the video as the beginning scene and ending scene of the video are the same-with the same theme of music (screaming) meaning the narrative becomes in a sense circular with a sense of resolution. The ending of the video has a narration of Lana Del Rey over the visuals (the theme of music) as she almost recollects the narrative (video). This adds another aspect to the video as she narrates her feelings after her lover (President Kennedy) has been shot; making the video a lot more interesting and memorable. Lana Del Rey as an artist does a lot of narration over her videos; for example in Ride and the whole way through her short film- Tropico. 

Why I have chosen to explore (consider) this genre of music

I have chosen to consider the use of the indie genre for my music video (song and music video style/genre) as I believe I could make it very narrative based with performance; meaning the video would become a lot more interesting and could run along a two narrative-strand format. This would allow my video to become more visually interesting with more opportunity to link visuals to the music (the lyrics etc), again adding an extra 'layer' of detail (becoming more interesting/memorable for the viewer). When looking at the conventions of the music video it would mean I would be focusing on how my artist(s) within the video are being represented (as a brand/individual). This would mean I could establish my artist(s) image through the costume/make-up fairly easily (once researching the target audience etc.) meaning that the style of the video would be fairly easy to plan (the two narrative strands in accordance to the lyrics and the mise-en-scene). Many of my personal favourite music videos being of indie artists means that their videos become the most memorable to me, meaning I would be able to apply my existing knowledge/understanding of the genre to my own music video.

Indie Rock music 

Conventions of Indie music videos

·         A typical indie rock music video is about image (of the artist or brand)

·         They usually use a lot of performance in their music videos with less narrative because a lot of the artists within them play instruments (normally creating the music because they like it-not to keep with the music industry trends-this showing through their music videos typically)

·         The use of lighting is used frequently to reflect the lyrics through this genre as well as props (e.g. photos-things linked to memories)

·         Establishing shots and extreme close-ups are common in this genre; showing the artist/actors representing emotions (facially through lip-singing typically)

·         For example; the Foo Fighter’s-All My Life music video is almost completely performance apart from a few establishing shots at the beginning

·         Narrative based Indie Rock videos are usually more ‘deep’ and meaningful than in pop due to the artists song writing (lyrics)

·         Indie Rock videos tend to have a cinematic feel to them, normally being based around the artist (the audience either laugh at them or with them) 

• Indie rock music videos are normally in a fairly low budget, typically being within a school, woodland, city or studio. This both allows the artists brand (image) to stand out through the location (normally being linked to one of these settings) as well as setting the scene (working as the setting) for the video-a lot of indie rock artists using schools within their locations this can be seen below:

Fall Out Boy-Dance Dance shows the band to be within a school dance for most of the video (at homecoming) having a large amount of comical aspects to it. A good example of this is where Pete Wentz (the lead guitarist) attempts to impress the girl he has gone with-the viewer laughing at him (the character he is playing within the narrative). The lead singer is also laughed at by the viewer where he tries to ask a group of girls to dance with him-the use of mise-en-scene (being presented as a nerd) within the 'typical american high-school'. 

Wheatus-Teenage Dirtbag uses the same school setting (location/mise-en-scene) for a large amount of the video; having two narrative strands of Wheatus acting out the narrative and performing (lip-singing) in different locations within the school and an actor acting out the main narrative of the story as the actor attempts to 'win over' a girl he likes. This video also uses a lot of comedy through both the lyrics as well as the narrative performance of the male actor (e.g.  throughout the prom/dance scene towards the end of the video). Having a very similar story-line to Fall Out Boy-Dance Dance 

Why I have chosen to consider the Indie Rock genre

I have chosen to consider this genre of music when exploring the conventions as I believe I would be able to apply my knowledge (skills) to fit the genre (what is typically within the videos when considering location, the style of camera work etc.) I believe that the comical features of the videos would however be quite hard to make my own; comedy sometimes being hard to portray (actually make funny to different viewers). This in mind, I believe that the strong narrative sense to the videos with performance (normally forming into two different narrative strands) would mean hitting the typical conventions of music videos effectively and in a very interesting way; allowing me to be creative and explorative in making the lyrics of the song 'come to life' while still making sure the typical conventions of the genre are being covered but through my own personal way. 

Dance music 

Conventions of (Electric and) Dance music videos

• These music videos tend to be set in a club environment with dancing crowds (due to the style of music)
• The videos nearly always features the DJ of the song with their music equipment (showing their musical abilities)
• The videos are prominently performance based, rarely follows a narrative (being mostly based around the artists performance within clubs-where they can be typically found/produce their music for)
• Special effects and fast paced editing is very common within these videos; the music being very upbeat and fast paced being reflected through the camera work. Furthermore when being set within a club (the video) the camera work is what you would commonly expected within the environment
• The mise-en-scene of dance music videos are very dance based with a lot of strobe/flashing lights of bright colours in the spectrum of the video. There is typically a lot of people dancing (supporting the DJ normally performing within the video/setting) having a very good time, sometimes playing on the modern stereotype of modern-day teenagers (the main target audience) normally including a lot of alcohol, drugs, and revealing clothing (especially for the female actresses/artists within the videos). 
• There is typically a lot of high-key lighting being set either in a club or in a tropical location at a pool party (typically); with an up-beat feel to the video as the people within it dance and enjoy the music with a lot of fast paced editing (to the beat of the music) normally with a slight narrative to the video but mostly focusing on the music (artist performing) 

Why I have chosen to consider this genre of music 

I have chosen to explore (consider) this genre of music partly because of the conventions but also because I would like to create a stylistic; concept-based music video. Slightly 'breaking away' from some of the typical conventions, wanting to have a fairly simplistic narrative with performance through lip-singing and through dancing (expression). I have chosen to explore dance music when creating a video like this (as my main idea) as I believe it would be a good style of music to do fast past editing to; fitting with my overall beginning idea very well; starting to explore different artists such as Calvin Harris and Foxes to find an appropriate short list of songs I would like to explore (consider). 

A good example of a dance genre music video 'breaking away' from all the typical conventions is Wilkinson-Afterglow

This video slightly breaks free from the typical conventions as there is very little dancing without the stereotypical locations (mise-en-scene) instead having a strong narrative to the video that allows the music to be brought to life a lot more becoming a lot more interesting than it would have been if just being played in a club (if following the typical conventions of the dance music genre of music video).

NOTE: This is one of the songs I am particularly interested in using for my final video (being put into consideration on my short list that I will publish later on in my research when I have the final short list of songs to pick from).

Initial audience research (16-17 years of both genders)

What do you look for in a music video?

Most people out of the twenty I asked said they prefer a narrative video with a performance element to it in order to keep the video interesting; allowing them to connect to the song (lyrics/artists). People said that they expect to see attractive people within  music videos (whether this is the artist or the actors within the video). Although people looked for a performance/narrative based video several suggested that too strong a narrative can distract from the video (lyrics) and be 'too hard' to watch.

More female people suggested that they look for the artists style within the video-through the use of costume and make-up (becoming a big part of their appeal to the video/the artist). Male interviewees suggested that they wanted the lyrics to be a main part of the music video and wished to have a sense of the artists 'presence' through their personality being shown through the video and them actually being in the video themselves (performing/being part of the narrative).

What are the main features of a music video?

The main features that the interviewees wanted didn't vary very much-all expecting the same features from a music video. The majority thought the artists performing with a strong sense of narrative or performance to the video; believing that the artists being present or performing in videos being one of the key features of music videos in general. 

The majority of females said that they believed that the artist's style/personality should be shown through the video (through their performance/narrative and their clothing/style/make-up). Whereas most of the males suggested that having 'attractive people' within the video (most of them preferring male artists probably being the main reason for this assumption).  

Current favourite genre, artist and music video?

The people I asked suggested:

• Festival (happy.up-beat) music-their favourite artist being the Arctic Monkeys and Calvin Harris
• Rock and rap music-their favourite artist being Guns and Roses, Jay Z and Kanye West 
• One person suggested that at the moment The 1975 were their Favorited artist
• Milky Chance and Ed Sheeran liking acoustic/guitar music 
• Many people suggested that indie music was their favourite genre; liking artists such as Ellie Goulding, Lana Del Rey and Hime (group band)  
• A artist that people like a lot is Wilkinson and Calvin Harris (preferring more dance styled music)  
• A large selection of individuals I asked said they found concept-based videos a lot more interesting than narrative; believing they were more 'fun' to watch (visually interesting)-they felt that they were the videos that they 'remembered after' and stood out 

The individuals I questioned stated that the following were a few of their current favourite music videos:  

  

 

 

When looking at a group of twenty late teen's (16-17) favourite music videos (as a collective) you can see that narrative and performance videos are very popular (e.g. Lana Del Rey- Ride and The Arctic Monkeys- Why Do You Only Call  Me When Your High). A few peoples also suggested they liked more creative videos (being slightly odd-for example Awolnation-Sail). A lot of the videos feature the artists performing or being within the video through performing or acting) apart from Awolnation-Sail. This is because they are known (as a brand/band) as rather 'strange' having very weird videos (this linking back to them as being very 'weird). A few of the people that preferred concept-based videos suggested this was because they found it a lot more interesting to watch than narrative music videos; fitting with the genres of music they preferred (e.g. Dance, Dubstep type music)

Do you enjoy music videos that follow a clear narrative/story that is relevant to the song and its lyrics?

After getting my survey back I discovered that the majority of people felt that a clear narrative was a good way to enhance a music video. However, some people tended to express that as well as the narrative, they enjoy some form of entertainment (is almost necessary to be included)

>      ‘They help understand the song’

>      ‘It shows the artist’s vision, meaning of the song’

>      ‘I think they are good because they give a sense of relevance to the viewer, listener’

>      ‘This is my favourite type of music video because it gives meaning to the song and artist’

These are quotes taken from the survey (when being able to add a comment about their personal opinion) reflect that people within my age group (who I will be targeting my video at) like a sense of narrative and think it adds to the overall effect of the ‘meaning’ of the video.

Do you like artist’s that try to differentiate themselves through their music videos (have a sense of individuality)?

Concept music videos have very mixed views from the range of people that took the survey. A selection of responses have been included, which reflects the controversial nature of this style of music video. Many people said that it allows the video to become more memorable, but not always for the right reasons so it could be difficult to create a music video like this that a large range of individuals would appreciate, enjoy to watch.

>      ‘Stand out from other videos, but aren’t always suitable for all people to watch’

>      ‘Are either really good or very bad’

>      ‘There is too much focus on being eccentric and not the actual music itself’

>      ‘It can show the creative side of the artist’

>      ‘I’m not keen and don’t really like artists trying to be something they’re not’

What do you most like to see in a music video of your choice?

Asking this question allowed me to get an idea of what people would like to see in a music video, most people liking a comical aspect to the video or a sense of a narrative story, something which I will incorporate/consider when producing my own music video

>      ‘Dramatic setting’

>      ‘A narrative story’

>      ‘Relevance to the music, song’

>      ‘Something funny, comedy is really good’

>      ‘A bit of the band playing and live sets from real gigs’