Initial research part 22

Check It Out - Nicki Minaj featuring will.i.am

The futuristic feeling is the first aspect of this video that strikes me. The introduction to the song helps increase the tension and build up to the video and I feel it also makes it seem more of a performance for the viewer therefore immediately capturing their attention. The crisp, synchronised cutting of the song helps enforce the fast tempo but also maintains the viewers attention as the footage is constantly changing. The vivid colours and costuming resemble the exuberant youth of the video and reinforce the futuristic effect which can also be seen in the neon lighting behind the artists. The main feature of this video are the numerous visual effects that have been incorporated into the footage which makes it much more energetic and vibrant, for example the chinese writing that reflects the modern style of the video. The repetition of footage and cross cutting gives the overall video a professional appeal and also makes it seem quite technological. What I love about this video are the effects which completely enhance the footage and make it much more visually interesting to watch, such as the freeze framing shots of the male background dancers.

Initial research part 21

Your Song - Ellie Goulding

What I like about this video is the intimacy created through the unique and wide variety of shots that are used throughout the footage. The delicate nature of the footage reinforces the feminine qualities of the lead female singer and I feel makes the video much more pleasurable to watch. The setting for the clip enforces a strong sense of realism and the fact that the footage involves many everyday actions therefore allows the viewer to connect better with the video. The female singer is the typical stereotype of young women in modern society so therefore this will attract many male viewers but also female viewers because they can yet again relate to her character. In my opinion this video exudes a romantic style which is visible through the soft lighting and accents seen throughout the footage, this is also reinforced with the wording of the song which accompanies and merges very well with the video footage.

Initial research part 20

Poison - Nicole Scherzinger

The storyline of this video has a sudden impact upon the viewer from the very first shot. I love the constant role playing throughout this video and the fact that it continuously changes therefore maintains our attention. The alteration between the good and bad sides of the female character create an in depth experience for the viewer and we are immersed into not only a music video but also a film. The costuming of the female singer in my opinion is one of the best aspects of this video as it helps emphasise the different personalities of the female however at the same time it also highlights her femininity and forms a seductive charm about her character. The choreographed dance routine is very impressive as it is made to look like a fight sequence, this in my opinion enriches the content of the video and makes it seem more like a performance. The shots used in this video constantly change and this reflects the excitement and drama that is created in the footage of the video and the smooths transitions between the different female characters improves the quality of the video and makes a powerful statement upon the viewer.

Initial research part 19

California Gurlz - Katy Perry

This is another favourite of my music videos as it is purely based upon the imagination. What I love about this video is when I see it, the inner child is released within me. The bright, colourful background is appealing for the viewer and constantly maintains our attention. The set design is bold and also enticing for the viewer as it makes my mouth water with hunger.The video also has a humourous nature as we see the female singer eat part of a gingerbread man and dress up as a girl brownie -this heavy use of CGI simply relates to our childish imagination but also makes the video seem more appealing for the viewer as we do not know what to expect next. The dance routine emphasises the women's beauty and feminine nature but also reinforces the humourous feeling to this video with the unique costuming. The shots used are completey different to each other and are constantly changing after each cut - the variety of shots helps to showcase the wonderland that has been created for the video.

Initial research part 18

Broken Heels - Alexandra Burke

The first two shots of the video show playing field lights coming on. I like this because it prepares the audience for the beginning of the song but also seems to show the footage in a more performance-like manner. We then cut to close up shots of young women changing into football gear, this creates a nice contrast between the femininity of the women against the masculinity which is portrayed in the uniforms. The next following sequence still of the women in the locker room, introduces the theme of seduction as we see them perfecting their image - for example looking in the mirror. The contrast of gender is reinforced with the panning shot of the male changing room, which is more drab and dull. I love the vibrancy and bright colour of the female environment and this simply attracts the viewer and makes us keep watching. Once the women get onto the field the intricate dance routine quickens the pace of the song and makes it much more eye-catching for the viewer. The slow motion shots towards the end of the video reinforce the seductive theme and showcase the female singer.

Initial research part 17

Greatest Day - Take That

This video starts with panoramic shots of a city at dawn - this in my opinion has an immediate and powerful impact upon the viewer. The beautiful imagery of the city maintains our attention and the fact that it is a panning shot seems to create a strong sense of awe and wonder. Suddenly we have a crisp cut to the beat which reveals the lead singer of the band standing on top of a skyscraper and we see him from a low angle shot which i feel makes him seem god-like, this is reinforced with the bright sunlight entering the shot. What I love about this video is that the band seem to merge into the cityscape with their modern, urban costuming which reflects the contemporary design of the buildings surrounding them. The outfits are similar and show that they are one/in unison but I like the little touches which make them each individual - such as the trilby hat for Mark Owen. The use of CGI helps reinforce the sense of natural beauty and wonder within the world but it also allows for the band to showcase themselves with a big finish. Another aspect of this video that I like is the fact that there are many shots of the individual band members performing by themselves however there still seems to be a strong sense of unison within the band - this I think is acheived by the XLS of the band standing together on the buildings.

Initial research part 16

Spotlight - Jenifer Hudson

The introduction sequence at the beginning of this video helps establish the scenario and immediately draws you in, making you feel part of the video itself, this sequence also helps to build the singer's character making it seem more realistic. Once the music begins we see a wide variety of close up shots of the female which introduce the theme of femininity and the low lighting helps emphasise this throughout the entire video. I love the quick progression in the storyline and the fact that we see her performing mundane, everyday actions yet again makes us feel involved, therefore maintaining our attention. My favourite section of this video is the middle, when we see her walking down a dark alley-way, this in my opinion creates a great contrast and builds interest as the femininty of her character clashes with the harsh, urban environment. The footage where we see her confront her lover adds to the realism of the video but also allows the viewer to connect better with the situation as it is easily recognisible within society and if a woman has been in that situation then she will appreciate the video much more. Overall I feel this video is a tribute to femininity and all women within society showing them in a strong and powerful light - this is what I like about it.

Initial research part 15

Thinking Of Me - Olly Murs

This video in my opinion is a tribute to the male singer's humourous and captivating personality. From the very beginning the cheeky characteristic of the singer exudes throughout the video - this is evident with the shots of him balancing on the bollards and railings. The props such as the ice cream van and the sweet shop create a child like feeling for the video and tap into our inner child therefore making it enjoyable to watch. His dance routine which is shown throughout the entire video simply reinforces his youthful and energetic personality but it makes the video seem much more like a performance/entertainment. The love story which is intertwined into the video addresses modern issues with today's society of young people and therefore captures our attention but it does so in a interesting way so therefore we are not bored. Overall I think this video is a great example of Britain as it contains many stereotypical elements associated with us Brits - such as the male singer himself, the ice cream van, the surroundings of the video.

Initial research part 14

I'm Yours - Jason Mraz

What I like about this video is how relaxed and simplistic it is and yet it still makes a vivid impact upon me. The heavy use of props enriches the storyline of the video and makes it much more realistic. The video has a strong storytelling nature as we see the male singer progress through the day - he is performing everyday tasks but what I love is that the video showcases his personality which then makes these tasks more interesting. My favourite aspect of this video is the high amount of vibrancy and life it contains - for example with the shots revealing the fantastic scenery and the youthful nature of the costuming and characters, who are associated with skateboarding mid way through the clip. The unusual shots used help reinforce the youthful approach of the video and makes it seem more like a video diary - therefore allowing me to connect better with it. What I particularly like are the underwater shots towards the end of the video as they add a new creative element, therefore keeping our interest through till the end.

Initial research part 13

One Night Only - Dreamgirls

I love this music video as in my opinion it truly represents what a music video should be about. I know that it is from a film however the excitement and amount of effort that has gone into the production of it simply makes me smile. At the beginning the long shots used, show the female singers who are wearing long cloaks to cover themselves - this immediately drew me in as I wanted to see what was underneath. The gradual build up to the entry of the song creates more and more excitement and when we finally see the women they are the typical stereotype of a disco seventies band - with the big hair and dramatic costuming. The crisp lighting makes a powerful statement and reflects the performance feeling of the song but also emphasises the presence of the female singers as it dims and brightens to sections of the song. What I love about this video is the shots. They are generally mid to long shots, but by using these they help showcase the band at their best, and this is evident through the intricate and detailed dance routine that they perform throughout the song. The male background dancers make the video seem much more like a show/performance and simply enrich the experience of watching the video. Overall this video is fun, exciting and above all a I think a pleasure to watch as it constantly captures your attention with a wide variety of aspects - such as the set, costumes, dancing, shots and the song itself.

Initial research part 12

She Wolf - Shakira

This is another of my favourite music videos simply becuase of its originality. The very first shot of her eyes immediately draws the viewer in but this also creates a theme of seduction which is carried on throughout the video - for example with the costuming (the figure hugging leotard). An aspect of this song which I like is the quirky instrumentation which in my opinion seems to reflect many seventies disco sounds - such as the constant syntehsised beat throughout the song. This instrumentation however also gives the song a contemporary twist which is reinforced with her unusual lyrics such as “I’m starting to feel just a little abused / like a coffee machine in an office,”. In the middle section of this video we see the female singer in a night club and I love the blurring effect which has been used on the surrounding footage to make the singer seem the centre of it all. Towards the end of the clip the cutting becomes faster, therefore increasing the excitement but it also puts emphasis upon the strange and slightly grotesque movements which the singer is performing - this reinforces the originality of the video. Overall this video is completely strange and bizarre however I think this is why I like it so much, simply because it tries something different from boring mainstream.

Initial research part 11

Ain't No Other Man - Christina Aguilera

What I love about this video is that from the first few shots you can immediately see that it is creatively rich, with the detailed set design, intricate costuming and the various titles. All of these factors make it seem much more film-like and in my opinion they are trying to get a realistic and interesting story across to the audience. This background detail adds to the whole authentic experience of watching the video and this is evidently carried on throughout the rest of the footage. The strongest aspect of this video I feel is the high level of detail - it is obvious that research would have had to have gone into the entire design of the video from the environment that it was filmed in to the costume design of the female singer and the extras. The close up shots of the singer exude femininity and create a theme of seduction - for example an ECU shot of her eyes and her legs. The up tempo and modern dance routine enriches the authenticity of the video and this is also acheived through the continuous alteration in scenario's - such as the bar which then cuts to a ladies dressing room. The cutting between each shot is not the same throughout the entire clip and this therefore helps maintain the viewer's interest - such effects include dissolve and fade away.

Initial research part 10

Tik Tok - Kesha

For me yet again this is another humourous video as it begins to set the scene with a drunken girl sleeping in a bath-tub. The sudden cuts at the beginning of the video keep our interest and help establish the situation early on in the video - that there was a party. I love the clash between the dark shots of the nigthclub against the bright white colour of the bathroom and in the first few shots of the video I can immediately see a youthful and exuberant nature that has been used - evident through the costuming. The female singer is a typical stereotype of a modern day teenager and I like this as it allows me to connect better with the video and her character. The impulsive actions that she does, such as the party but also getting into a stranger's car just emphasises the youthful and haphazard nature of the video. Another aspect of this video which I love is the way in which the shots create a storytelling essence to the footage - this is also acheived through her progression during the video. What drew me to look at this video is the down-to-earth approach which seems to be used, they haven't tried to use any special effects or amazing dance routines, they simply are trying to show off her unique personality in a way that young people can appreciate.

Initial research part 9

Rock DJ - Robbie Williams

The strong beat that carries on throughout the entire song I feel is the basis for this video. I like the strong industrial setting for the video as it provides a vivid contrast between the masculinity of the environment and the femininity of the zoom in shots of the female characters. The unusual birds eye view shot of the male singer towards the beginning captures the viewer's interest but also makes a visual statement as we only see his face - therefore creating anticipation for his big entry into the video. Once the male singer emerges onto the set, he is surrounded by women who are roller skating - I love this visual imagery as it brings me back to a typical eighties disco with the patterned lighting and the hippy costuming of the women. During the bridge between each verse we see close up shots of the man looking at the women in admiration which makes the video much more authentic - reinforcing his cheeky character. What I find fascinating with this video is towards the end of the song, the male singer begins to strip down to his underwear but then rips his skin off to reveal the bloody body underneath. This immediately captured my attention however not in a good way as I was slightly freaked out by it, but I do have to give some credit as it made the video much more original and unique.

Initial research part 8

Closer - Neyo

From the very first shot I immediately get a sense of professionalism and quality with this video - this is acheived through the heavy use of intricate lighting which is crisp and timed exactly to the beat of the song. I love the vivid contrast between the black background and the white strobe lighting which creates a strong visual image and this colour contrast is carried on in the male singer's costuming with a clean, crisp white suit. The occassional dancing helps relax the tone of the video and allows the singer to fully represent his personality, but this can also be seen through his outfits which I feel refelct his chilled out and suave attitude (for example with the knitted sweater vest and the trilby hat). The fast paced cutting between nearly all of the shots resembles the quick tempo of the song and this also yet again maintains the viewer's interest - what I like is that the cuts seem to be between shots of different light intensity, such as a spotlight which then turns to the full white background. What I love about this video is the use of props such as the motorbike and eighties style microphone which seem to add to the vibrant male stereotype that he is portraying. In my opinion he is selling a lifestyle in this video.

Initial research part 7

Fight For This Love - Cheryl Cole

At the beginning of this video we are shown a variety of shots focussing upon the female singer's face. This for me is a strong point of the video as it draws the viewer in and makes it much more personal and direct - the constant alteration in the camera shots maintains a high level of excitement and keeps the viewer's interest. Near the beginning of the video there are many shots which involve text and paint spatter which in my opinion add a new interesting element to the screen, so that you are not always concentrating on the singer. Because of this new element, I feel that this video is much interactive and it breaks the mould of typical modern day music videos. Her costuming is youthful and vibrant - this clashes well and makes a vivid statement against the white background (for example the leopard print trousers and orange eyeshadow).

Initial research part 6

Get Outta My Way - Kylie Minogue

I love the contemporary feeling of this video because as soon as the footage begins we are transported into a futuristic environment - this immediately caught my attention but it also inspired me creatively with the unique costuming and hairstyling of the lead female singer. Her rough, structured hairstyle compliments the tight, sequin dress that she is wearing and this also reflects the continually changing lighting effects in the background. The wide spectrum of shots used, constantly maintains our attention but also allows the viewer to get a detailed image of the singer - these images are also emphasised with strong lighting. The predominant graphics create a vivid contrast to the dark, dull background and in my opinion this makes a strong statement. The graphic effects that surround the female singer simply emphasise her presence but they also accompany the highly angular and structured dance routine which carries on a theme of the future. My favourite aspect of this video is the set design and costuming as it immediately stands out for me.

Initial research part 5

I Don't Need A Man - The Pussycat Dolls

From the very beginning of this video the theme of femininity is strongly portrayed through the vervacious dance routine, the figure hugging clothes and the styling of the women (nude makeup, long flowing hair). I love the fast pace cutting sequence in the first few seconds of the video as it immediately draws the viewer in and the constant motion between each individual girl showcases the entire band. The quick zooming in and out shots make the video seem quite erratic and they also reflect the fast, syncopated beat within the song - however in my opinion these shots are also a negative point as after a while they make me feel sickly and make the video seem too busy. The dance routine which is shown mid way through the song instantly increases the excitement and this is accompanied by the sudden alteration in lighting helps build towards this. The costuming in this dance sequence is all the same colour to show unison however each outfit is slightly different to show individuality - I love this concept because in my opinion I feel that each outfit reflects each of the girl's personality, therefore creating their own identity.

Initial research part 4

Haven't Met You Yet - Michael Buble

What I love about this video is the humerous nature of the footage. The producers have taken an ordinary and uneventful everyday task within modern society and have made it fun and exciting. This is evident through the lead male singer walking on top of the food stands, riding a matress through the supermarket and the carnival type party which emerges from the building towards the end of the video. Another aspect which I like is that these sequences of humour are broken up with quick shots of reality, therefore constantly keeping the attention of the audience. When the male singer looks directly into the camera this immediately draws the viewer into the action of the video but also entices the female fan base. The major area of interest of this video for me is that it seems to have a strong storyline/purpose - the man is talking about his love life and the fact that it cannot last. The fact that he meets someone in the supermarket introduces a fantasy theme but also reinforces light humour into the video.

Initial research part 3

Vogue - Madonna

The orginality of this music video is what drew me to use it as inspiration. The unique set design and costuming constantly keeps the viewer's attention and emphasises the modernistic and contemporary essence of the video (with the use of masculine suits). The soft 'dissolve' transitions between the shots contrasts with the angular and crisp dance routine which is carried throughout the video. A black and white theme is used for the entire footage and I feel this is beneficial as it means that the audience concentrate more upon the footage itself than being distracted by vibrant colours. The long introduction sequence allows for the video to set the scene - with the characters in their mannequin-like positions, but it also builds excitement and hints of tension as the audience want to see the lead female singer. The first shot of Madonna is from her back and we have a close up of a diamond neckline which reinforces the formal nature of the video so far and tempts the viewer to continue watching. What I love about this video is the constant cutting to completely different sequences within the footage but also the fact that Madonna herself keeps changing (visually) in the video which helps to keep our interest.

Initial research part 2

Don't Stop The Music - Rihanna

At the beginning of this video reality is suddenly reinforced as we see the lead singer getting out of an American taxi - this therefore provides us with a storyline for the video which is carried on as we see this woman progress through the night in a club, which reflects the title of her song. The constant cutting to the beat keeps the viewer's attention and makes the video seem much more youthful and vibrant. What I like about this video is the intense use of colour - such as people's clothing and the lighting in the club. This colour contrasts well with the black background and the lighting helps to acheive this. The fact that we can only see her face for certain sections of the video makes her seem more elusive and therefore builds a character - referring back to reality. The vast number of shots used creates interest and reinforces the story-telling nature of the video. The only aspect of this video which I don't like as much is the fact that it is quite repetitive with the storyline and the different type of shots used.

Initial research part 1

Single Ladies - Beyonce

From the very beginning of this music video I am immediately drawn in with the simple design of the shot - three young women standing side by side in front of a plain grey background. The short bursts of sound which are accompanied by darkness at the start instantly create and build excitement to then reveal three slender women dancing in crisp unison. The sudden alteration in light shows off the figure hugging leotard and reinforces the theme of simplicity. What I love about this video is that it constantly maintains the viewer's attention throughout the entire footage - this I feel is acheived due to the intricate and detailed dance routine that is carried throughout, the changing background colour from grey to vivid white and the constant motion of the camera. The main aspect of this video which I love is that there are very little cuts within the footage which in my opinion seems to add a strong sense of quality but also individuality to the video. What this video does so well is that it strips back what we class as a modern day music video (no effects or voice alteration) and places emphasis upon the artist's talent.

My song

The song that I have decided to use for my music video is 'Hometown Glory' by Adele. The reasons why I have chosen this song is firstly because of the gentle subtlety which is beneficial as it will allow me to use many different software techniques and shot types - for example slow motion sequences in the slow sections of the song. Secondly I like this song because you can see that it has a purpose - a young woman recollecting about her home and experiencing old memories, this will therefore help me when I have to storyboard my video as I have a basis for the song. Finally I chose this song simply because I like it - the lyrics won't be too difficult to remember and mime as it is quite a universal song. The fact that it only has a lead female singer is a bonus as well because this means I can focus on one person rather than having to juggle three or four other singers.