Market Research(5 similar products in relation

to our music video)

Snow Patrol – Chasing Cars This video (and its lyrics) relate well to our chosen music

video because the video conforms to the lyrics i.e “if I lay here would you lay with me and just forget the world?” we see him literally laying on the ground in different locations and just lip synching. We will try to achieve this through our whole video. Some specifics: “two paths to choose” where the singer is walking down to pick a path out of the two (lyrics conforming to the music video – illustration)

•Also whilst he is lying on the ground in different scenarios, alone as the world is still ‘carrying’ on without a care of his presence, the same effect will be attempted as in our video he is simply ‘living his life’ without a care about his surroundings.

http://www.youtube.com/watch?v=GemKqzILV4w&ob=av2n

He walks down the streets (going up escalators) alone whilst lip synching.

Coldplay – Fix You This is a similar product to Snow Patrol as

the main concept is based on walking (on the streets) whilst lip synching. These similar products help us to get an idea of what we should want to achieve as these music videos have been highly successful yet they are so simple. We want to aim and achieve the simplicity which these videos hold whereby the message and actions are obvious to the viewers as our audiences.

Camera shots: both point of views from the front and back, dolly used to follow his steps.

Is seen playing the guitar at a concert, we want the same effect but in a quiet area/room with a plain background to heighten the simplicity of our video.

http://www.youtube.com/watch?v=JI-o25K6B-E&ob=av2e

Coldplay – The Scientist Similar concept – lip synching. Has a rewind effect (is walking down

the street but backwards whilst lip synching and facing the camera.) Shots shown at various angles (low angle on feet to show he is going

backwards [on train tracks]) “I’m going back to the start” – understanding of why the video is

backward. We find out towards the end that he had been in a car crash as it rewinds the scenario. At the end of ours we will show our audience why he is acting the way he is (why he doesn’t communicate with others and is feeling lost) - because he has recently lost his wife.

http://www.youtube.com/watch?v=EqWLpTKBFcU&feature=relmfu

Jason Derulo – What If Derulo’s video is set on telling a story backwards whereby the

actual people around him are ‘rewinding’ but him and his life is going at the normal speed. (Time goes back to the point where he chooses a different path so things turn out different). This is exactly what we want to achieve in our music video, but with everything fast forwarding, with his life moving at a normal pace.

http://www.youtube.com/watch?v=4qQCx9mxV9gThis clock turns anti-clockwise to show that time is going backwards.

Here he stands still whilst lip-synching and everything around him is moving backwards.

The Script – Break Even In this music video, we see parts of it shown in black and

white to show the past, and colour for the present. We also see glimpses of them playing at a concert whilst it continues to cut back and forth on the past and present moment. We will take this into account as we want our video to also cut back on him playing the guitar alone and have a story running through at the same time.

Be Yourself – Audioslave The guitar and other instruments in the video are shown

at various angles. We will aim to achieve a similar effect. The whole video is based on them playing their band in an empty room. The high key lighting and different camera angles makes this look really effective, simple and acceptable rather than boring and dull. http://www.youtube.com/watch?v=WC5FdFlUcl0&ob=av2e

Analysis of Existing Products (5 Products)

Snow patrol – Chasing Cars Jason Derulo – What If Eminem – Space Bound Coldplay – Fix You & The Scientist

Analysis 1; Snow Patrol – Chasing Cars

This music video strongly conforms to our music video idea. The similar codes and conventions this holds is firstly the most obvious one; lip synching. Whilst walking and miming at the same time, we believe this is the best way to connect with our audience as the singer will be directly facing the camera for some scenes whilst walking.

Chasing Cars falls under the genre of ‘alternative rock’. Conventions for the alternative genre is that there is mostly always a deeper meaning in the song which is not immediately clear. The majority of them fall into the amplification category(sequences which add extra meanings that aren't necessarily in the lyrics) (like ours)Also the videos don't often focus on the artist but more on what instrument is being used to represent the message in the song (In our video the acoustic guitar is mainly heard and different shots of the way it is played will be shown [different camera angles and editing skills i.e fades, low key lighting (for that glum look)and the constant switching between the narrative and performance)

Camera: normally close ups of the vocalist and instrument, long shots of locations

Analysis 2;Jason Derulo – What If

Derulo’s video best conforms to our video in regards to the rewinding. It gives us an accurate snippet of how we can use the idea and implement it into ours. However, as his is of a R&B genre, ours will subvert in many ways, by not having such a strong narrative and keeping both our narrative and performance simple in order to connect with our audience in the best way we can.

Analysis 3;Eminem – Space Bound

Even though this is of a R&B genre, our music video has collaborative conventions with R&B and conforms to this in many ways. First the walking down the street with very low key lighting (shot in night time) to emphasise sadness and despair is evident. The video of Eminem subverts to the typical Rap/R&B video and conforms more to an alternative rock which is why we take inspiration from it.

Analysis 4;Coldplay – Fix You & The Scientist

Both songs by Coldplay are yet again ‘Alternative Rock’ they conform greatly to our music video idea.

The slow motion effect in ‘Fix You’ adds great concentration to the subject shown. It emphasises the sadness in the song, instead of it being upbeat and bouncy, which would create and set off the opposite atmosphere which is not what is trying to be achieved.

The continuous lip synching throughout both conforms to the codes and conventions of a typical alternative rock video. The direct look into the camera creates a relationship with the audience which entices us to carry on watching.

Scientist: slow edits, amplification, long/wide shots of locations, rewind of whole video. These videos seem to have the recurring theme (moving on from the past, sad events happening i.e accidents and death related.)

The constant slow edits and slow motion will allow us to conform to this concept as sadness can be well represented and how sad experiences are prolonged (stressing how times flies when you’re having fun?)