Defining Audiences

For this specific video, out of Young and Rubicam's Four Consumers this video would target the Mainstreamers- 'make up 40% of the population. They like security and belonging to a group'. I chose this group as, the song is a typical top 40 chart song, which is the music that the largest proportion of the population listen to, also Katy Perry has a large fan base therefore they can belong to this specific group. This music video is also aimed at a certain age group, which is teenagers, due to the teenage character and common youth themes, therefore that is another group of people associated with this music video.

Out of the Values, Attitudes and Lifestyles approach I think this video is targeted at the
EXPERIENCERS- 'These people are young, impulsive, enthusiastic, and even rebellious. Action-oriented individuals who enjoy affecting their environment, these individuals seek excitement. They enjoy shopping for clothing, music, movies and fast food. They enjoy exercise, sports and social activities. They are uninformed and politically uncommitted.'
I chose this group as many of the characteristics shown in this approach are themes within the music video. For example, 'individuals seeking excitement' the music video is located at a party; a stereotypical exciting and fun place for a young audience. The clothing element provides the comedic element of the music video, as Katy Perry is supposed to be portraying the role of an unfashionable stereotypical 'geek' which contrasts to the other pretty sexualised women in the video.

Out of the LifeMatrix I thought this video was aimed at the Fun/Atics-'Aspirational, fun-seeking, active young people'.
As the narrative behind the music video is about the life of a teenager, they target audience must be a young youthful audience. Also as the music video is filmed at a party with lots of people enjoying themselves, the target audience must be 'fun-seeking'. 
 

Mumford and Sons- Magazine Article

Mumford and Sons- Music Video Analysis

Like the digipak and magazine advert created for the promotion of this album, Mumford and Son's music video for one of the most popular singles, 'Little Lion Man' follows a minimalistic approach. The music video is very heavily performance based and is shot in one location, with varying shots showing the interesting location and the band performing.

Mise en Scene

LOCATION + LIGHTING- The opening establishing shot shows the sheer simplicity of the chosen location. They are performing in a worn out empty wooden hall, which creates a vintage feel. The lighting is dark and ambient, to give the effect that it is only being light by the two hanging light bulbs. As Mumford's music is relaxing and has a traditional folk element, the empty location and low key lighting helps add to this mellow feel their music creates.
COSTUME- Many of the band members are dressed in sweater vests and baggy shirts, which is a common feature of traditional folk clothing, therefore their costume is used to establish the genre of music. Furthermore unlike many modern artists who wear very glamorous bright costume to receive attention, the band are dressed in dark and pale clothing, also suggesting they are all about the music not the glamor. 
PROPS- The only props used the video are the tea lights to create a vintage and relaxing alternative feeling location, and the instruments. This highlights what is important to the band, and that they want the emphasis of the video to be focused and the band and the way they make music. 

Camera  

Throughout the music video, there is a variety of shots used ranging from an establishing shot, a long shot, or a series of close ups. It opens with an establishing shot, to show the emptiness of the location but then shortly after moves to a series of close ups; this being a common feature of music videos. However unlike many music videos, there are quite a few long shots used to. I believe this is due to the simplicity of the video, so they wont to show the creative location choice. Furthermore, when the pace of the music builds up the amount of close ups build up to, as it focuses more on the hands playing the guitar or the mouths singing.

Editing  

The Little Lion Man video, isn't as conventional as many of the music videos I have watched as many of the shots stay on the screen for around 3 seconds therefore the editing pace is slower. All the transitions used are straight cuts, apart from the very last frame which fades to black to end the video. The editing pace of the music video, follows the pace of the music. Therefore throughout parts like the chorus the the editing pace is faster, but the video starts and ends at a slow pace.

From analysing this video, I have discovered that the location is key for creating a mood and feel throughout the video. Also, if  I decided to film a band performing, then many close ups should be taken of the instruments being played by the band members. 

Mumford and Sons Digipak

Steve Archer- How to Study Music Videos

Steve Archer suggests the following 'Top Five Things to Look for' when deciding if a music video is any good'.
 

At number 1 ... 'Thought Beats' or seeing the sounds in your head'

-He believes that synaesthesia is central to understanding a music video and they build the visual associations that connect with the audience.
-The lyrics such introduce a general feeling or mood.
-If a song is a story they stand out due to the first person mode of address
-These visualisations can arise from more personal, individual responses, sometimes even tied to a place or part of your own autobiography, the specific details of your life story and emotions.

 At number- Narrative and performance

 -should avoid a classic realist narrative, and that is their role in advertising.
-should have a repeatability factor therefore they can be watched over again.
-Often, music videos will cut between a narrative and a performance of the song by the band. Additionally, a carefully choreographed dance might be a part of the artist's performance or an extra aspect of the video designed to aid visualisation and the 'repeatability' factor.

 At number- The star image

-The music business relies on the relatively few big name stars to fund its activities; it usually fails to connect with popular audiences.
- Meta-narrative is a term that describes the development of the star image over time, the stories that surround a particular artist. 
- object of mass media fascination creates a star

 At number 4- Three ways in which music videos relate visuals to the song

-Music videos can illustrate the meaning of lyrics and genre, providing a sometimes over literal set of images
-Amplification is seen as the mark of the true music video Auteur, the director as artist, and an increasingly common way to view music video creative
-Disjuncture is a term used to describe those music videos that (normally intentionally) seem to work by ignoring the original song and creating a whole new set of meanings

And finally at number 5 ... Technical aspects of music video

-1. Speed! Speed is visualised by camera movement, fast editing (montage) and digital effects, camera, editing and post-production digital effects
-2. Meat! The meat of most music videos is the cut to the close-up of the singer's face.
-3. Beats! Often, the video will try and represent the music through the use of the cut to go with the beat or key rhythm.
4. Lighting and colour may also be used to emphasise key moments in the song, using methods from lighting live performances for dramatic effect.
-Mise-en-scene - obviously the setting for music videos is important, often to guarantee the authenticity of the clip rather than anything else.

Directors Research Task

The Malloys- http://www.malloybrothers.com/

Music video directors made up of brothers Emmett Malloy and Brendan Malloy who are signed to HSI Productions.
They have created videos for many different genres such as pop, producing videos such as la la land by Demi Lovato, but more towards my interest many rock music videos, such as Icky Thump and My Doorbell by The White Stripes and Breakout by the Foo Fighters.



As they produce many videos for rock bands, i like the way that they film live performance with a series of fast paced short takes adding an element of excitement as they band perform. From the videos I have looked at and analysed they commonly use a narrative throughout their music videos, for example Breakout by the Foo Fighters has a comedic narrative throughout as the lead singer Dave Grohl tries to impress a girl he has taken out on a date.

The Malloys produced there first music video in 2000- which was Responsibility by MxPx. The Malloys also produce a lot of videos for Jack Johnson, this is due to having a close and personal relationship as they both part own Woodshed Films and Brushfire Records.

Grady Hall

Is an american director who's career began working at Warner bros.
- He became a music video director in 2001- for artists such as Beck and REM.
In 2013 he won 3 MTV awards for his music videos, one of those being the peoples choice award, for favourite music video with Katy Perry's video- Roar.

Grady Hall often produces pop videos such as this one for Katy Perry, and pop rock for bands such as Papa Roach. Due to the directors history in film making the music videos are very dynamic and creative. I especially like the use of colour in Katy Perry's video, highlighting the importance colour has in a music video. Mise en scene is the focus of this video as it is set in a jungle environment with vibrant scenery and interesting props.

Despite not having a large budget like these huge companies, I like the idea of putting emphasis on the mise en scene rather than a narrative within the music video, which is something I will try to mimic in my music video.

Music Video Theories

Dyer's theory of Stardom

Dyer states that some of the common values of music videos are: youthfulness, rebellion, sexual magnetism, originality, aggression, creativity and a disregard to social values such as sex and drugs.

- he believes a star is a text or image constructed by a range of materials.

- that a star is a commodity not a person.

- the image of a star is incoherent and incomplete because of 2 paradoxes

1- star must be simultaneously ordinary and extraordinary for the consumer

2- star must be simultaneously present and absent for the consumer

Adorno

He believes capitalism fed people with products of a cultural industry.

- opposite of true art, to keep people satisfied therefore stay mainstream

- creates false needs, replacing true needs with emotions to manipulate feelings

- popular music, is a commodity being sold to the consumer however they feel like they are buying an emotion.

Hebdige

Argues that consumption is an active choice made by the audience, and there needs differ from their social influences.

- free to resist power of large companies by undermining the large companies by finding alternatives. 

-resistant often leads to audiences making their own content

-return companies tailor their products for sub-cultures.

Negus

Organic ideology of creativity

- naturalistic approach

- artists are given time to grow

- often aimed at older sophisticated audiences

- long term 

- eg Bob Dylan

Synthetic ideology of creativity

- attempt to construct an artist, combining artist and materials

- single sales and lots of promotion

- younger less sophisticated audiences

- short term profits

- eg One Direction