2. MIND MAP
-The main purpose of a music video is to promote the release of a new album.
A music video will often represent a group or individual. For artists music
videos establish the artist into the genre, it shows the audience what they’re
about and what music messages they incorporate into their music. It increases
the fan base of that artist.
-To gain popularity some producers
pair big artists with upcoming artists,
which helps them gain their own fan
base. This was done with Emeli Sande
in Professor Green’s ‘Read All About
It’, since the music video release she
has re-released her own version of this
song and her increase of popularity
led her to perform at the closing
ceremony of the Olympics.
3. MIND MAP
Music videos can be promoting sales of not
only albums but films too.
http://www.youtube.com/watch?
v=zk4qJ3bzt5U Will Smith made this video to
promote his film ‘Men in Black’, this video
was made for his large fan base that will then
want to see the film.
http://www.youtube.com/watch?v=P4-
732dLRCw This video is promoting a band
name Skindred, they have taken into
consideration that the creativity of the video is
a talking point. Also using attractive dancers
for visual pleasure that draws in male
attention, this is more commonly know as the
Male Gaze Theory.
4. Phaeleh –Lament
http://www.youtube.com/watch?v=FuzHBSa_FDs
Codes and Conventions
The genre of this music video is Ambient/
downtempo. The video is slow paced and
filmed in exotic places such as the dessert, this
is because they are wide open spaces and they
connote with peace and freedom.
The women featured in the video are young and attractive, they draw in the
male attention noted from The Male Gaze Theory – Laura Mulvey, the men
want to be with the actors and the women want to be them. Maybe not just
through looks, but in freedom, these actors appear to be living a care free
life.
The use of exotic animals in this video may draw in viewers as it makes the
video more exciting.
The colours used in the video are very earth based and they connote peace
with mankind and nature. Although I believe black is used to show that
there will always be a mysterious or down side.
5. Narrative
As the music video progresses in a chronological order it is a
linear narrative, although as there is no real comprehensive story
it could also be viewed as non-linear.
There are fiction and non-fiction elements to the video that
make it somewhat relatable for instance the real meaning of
wanting a peace between nature and mankind and also everyone
longs for freedom. Yet, the fictional interaction between these
exotic animals and attractive women in slow motion almost
makes the video humorous as it isn’t believable.
6. Audience
As I have spoken about before, the video has a sense of the Male
Gaze Theory. Men will watch the video and want to be with the
women actors where as the woman will want to be them.
In other Phaeleh music videos I believe it is aimed at a younger
audience, yet the actors in this music video seem to be around 25-
30. I still think that Phaeleh’s audience in general are free
thinkers and carefree, those in the younger generation. But the
content of this video suggests freedom and I believe it is sending
that message to those who are older.
The content of the video also suggests that the audience attracted
will be those who want to help the earth and are very nature
orientated. They will also want to bring peace to mankind.
7. Editing techniques
The music video demonstrates a slow motion
effect that is used continuously through the
video. It adds to the atmosphere and the
surreal ambience.
There are many camera angles used
throughout, such as the wide angles shot that
establish the landscape, the close up of the
actresses faces which put across the emotion
within the scene and the many mid shots of
animals, shot in HD. These elements make
the audience not only appreciate the
professionalism of the video but the emotion
they are trying to display.
There is also fading between shots, this
compliments the slow tempo of the music
video and is more dramatic, making the video
more interesting.
8. Boards Of Canada –
Everything You Do Is A Balloon
http://www.youtube.com/watch?v=dQEmaj9C6ko
Codes and conventions
The genre of this music is Ambient/ Electronica.
It’s this genre that suggests the video will be slow
pace as ambient music is about the calming and
intriguing effects of visual aids.
The music video was originally a safety awareness
video for bike riders, although there were elements
added and removed for the video itself such as the
narration as it is a music video and they added in
animations to show the drop in the number of
people, which is eerier than the original as it’s
basically showing a count down to death.
The last animation and the end of the video is a 1, representing the last child standing.
The children wear monkey masks and tails to represent the misunderstanding of communication,
in the way that if it were monkeys being told they would not fully understand just like these
children didn’t.
There is an antique grain added to the film that has been added to make the video look older,
this effect goes strongly with ambient music because it adds to the hazy ambience that the music
makes you feel.
9. Narrative
This video shows a ‘situation’ to the audience. It is non-fictional
obviously due to the content of the video. Although the video is very
conceptual as it is about events that could happen. Visually the video
is linear because the ‘events’ happen in chronological order, there is
even a animated count down that allows the viewer to follow every
step of the video. Yet, as the video is non-fictional and has been
adapted to the music it had a non-linear element as it is a video
about a concept: awareness.
The original video tells the whole story of each child and what they
did wrong to end up dead. The music video has made each clip
more mysterious and quite sinister as you never find out what that
child did wrong to die. And then the one child who lives eats the
other children’s lunches, by not seeing the original video makes the
music video very dark.
10. Audience
The original video was made in 1963 and was aimed at children and parents, it was
sending a message of safety awareness. The video was then constructed to fit Boards of
Canada’s music in the 90’s, it brought in an audience as the video was considered vintage.
Due to the content of the video it was seen as quite visually stimulating as the band were
assumed to use psychedelic drugs, the way the video had been edited is considered to be
weird, dark and exciting. The word ‘trippy’ has been used widely by people who have
commented on Youtube , this refers to the psychedelic trips induced by drugs, a term used
since the 60’s, when the original video came out.
The expected audience to this music video are the creative and soulful people, maybe the
young generation with minds of their own, this is evident as the music video has been
adapted in such a way that it is matter of opinion of what the music video could mean.
“The monkeys are the wild creative desires born into us all. Over time, they die out. From
the cars, society's machines of system. From exhaustion; our natural state cannot keep up
with the artificial speed of the life. The pothole, a man-made danger, built-in to society. It's
a warning that the hustle and bustle of modern life is not at ease with our spirit and
nature.” – comment on Youtube
11. Editing techniques
As the music video is built by extracts from a safety awareness video
made in 1963, there aren’t many editing techniques that are the work
of those associated with Boards of Canada.
The narrative of the original video has been moved, removed, switched
and edited. So that the music video is more mysterious and would not
make sense if it was not for the music itself. Also, the voice over to the
original video has been removed.
The fact that these editing techniques did not come from those who
work with Boards of Canada shows that they already had a meaning
that they thought would fit well with the visuals of the original video.
However, they did add an animated countdown in between clips, they
do look like very old drawing, using soft colours, that fit with the video
well. I believe they added this countdown to make the video more
intense and ‘creepy’.
12. Summary
Looking at both videos I have learnt that I need to be
careful with planning what I want to example within my
own video.
From these videos my partner and I have decided that we
want to make a video that will not only be enjoyed by our
target audience but by everyone, thus widening the ‘target
pool’.
I really like the old-time grain effect used on the Boards of
Canada video and hope to be able to include it within my
video.
14. Boards of Canada –
Music Has The Right To Children
The genre of this album is electronic ambient.
The digipak sticks to the normal conventions such as
the album art on the front, a track list on the back and
the track list printed on the hard disk as well.
In a shop the first thing people will look for is the title
so they are able to find out what the album is called
and who it is by. The title is a simple text as it reflects
the calmness of the artists personality. The track list on
the back is so that people are aware of the song titles, it
is also printed on the front of the hard disk as many
people lose the cases and if that was the case then it is
handy for them to have the track list on the front as
they wouldn’t know which song was playing.
The album art isn’t bold and in your
face like many mainstream albums it
is subtle and it stands out because it
is different from all the other albums.
15. Lettering - The font is rounded and small
which, like the imagery, also
doesn’t stand out. That isn’t
necessarily a bad thing, it’s
good because it’s different and
it shows that this band are more
interested in their music than
their image and as a music
lover I respect that. And that is
why Boards of Canada have
earned so much respect from
their fans.
The modern text could
represent the electronic sounds
to their music.
They also haven’t used capital
letters to show that they are
different and to add to the
relaxing vibes from the artists.
16. Image
There is an odd familiarity to the
imagery Boards of Canada use. It is
warm and calming, which is
noticeable straight away. The blue/
green hues that are present are used
in a very different way to what they
usually are. Normally these colours
connote coldness and sadness but
the colours present here show
calmness and clarity of thought,
even though there is a haze to the
image. The haze connotes memories
and with the content of the image I
would say it is a fond memory. The
fact that they are faceless in the
image suggests it is for the audience
benefit. That they will be able to
place themselves as the model in the
image. This relates to personal
identity of the Blumler and Katz’s
theory of Uses and Gratifications.
(1974).
17. Representation
Boards of Canada are known for their
thoughts and views on society. It is evident
with their music. What they represent is
what the new generation are missing.
Appreciation for the way we live. They
example all of our behaviour and how we
worry for the little things in life. This is what
Boards of Canada are trying to show. That
society needs to relax.
The imagery represents the ‘old days’ where
things were simpler. They aren’t
trying to show that their music is better than
others of their genre or that they have more
money, girls, tangible objects, their digipak
shows that they are about their music, where
as other genres are trying to shove what they
have done society’s throat.
The blurred out faces could represent the
new generation that have lost their selves.
18. Audience
- As mentioned before Boards of Canada make their music because
that is what they love. It’s not for the money or popularity, it’s for
their genuine love of music. The audience will be those who agree
with their views and those already fans of the genre. There music is
noticed by recommendation of those who listen to this genre of
music. There isn’t much advertisement for Boards of Canada as
they don’t try to persuade people into listening to their music. This
is why they are respected as they respect the fact that not everyone
will want or like to listen to their music.
- Those who will buy their music is people who example the
thoughts and views of Boards of Canada. They will be people who
look to relax and will be calmed by the music.
19. Aphex Twin-
Window licker
The genre of the album is considered ‘electronic’ yet Aphex
Twin are also considered ambient. The thing with Aphex
Twin is that they love to confuse and shock the audience,
which is how they gained their audience in the first place.
It’s as if Aphex Twin are mocking the usual conventions of
a digipak, they have taken a woman with an attractive body
to put on the front linking to the Male Gaze Theory stated
by Laura Mulvey, yet they have used Aphex Twin’s (Richard
D. James) face, which has been superimposed onto the body.
This is comical and shocking it grabs the attention of people
who are just passing by.
These comical and shocking elements
are also evident on the back as it is
plain white with a barcode . This
shows that Aphex Twin is about
having fun and confusing the
audience. Which is why people like it.
20. Lettering
- It is obvious that Aphex Twin doesn’t
take himself to seriously. Which is
what people enjoy about him and his
music. The album is a single so there
wouldn’t be much text anyway but I
think the reason there is next to no
text is because it is supposed to be
confusing.
- There is the small text of the title, it is
a modern text and it does reflect the
music.
- There isn’t much to say about the
lettering for obvious reasons but the
simplicity of it all could be argued
more effective. It’s shocking which
makes it memorable.
21. Image The image straight away allows the
audience to see the oddness and
humour of Aphex Twin’s personality.
And strangely it does example the
music, it shows that it will be different.
The reason for this picture I believe is
to make the audience uncomfortable.
Applying the Male Gaze Theory, Men
will look straight at the woman’s body
but will then realise Aphex Twin’s
face which will be disturbing for them
but after that the humour of the
picture is what they will like about the
image. I think it is women who will
appreciate the humour of the image
more as they may be envious of the
body they certainly won’t be envious
of the face.
Overall, the image is so odd that
people will want to know if the music
reflects it, so it is in fact a selling point.
22. Representation
- Aphex Twin challenges normal stereotypes by using himself
on the front of his digipak, where as other artists from this genre
will most likely use a piece of artwork.
-He has used a woman on the front that has a lot of skin
showing this is not commonly seen in electronic/ambient music,
where it is regularly seen in hip/hop, pop and general
mainstream music.
-I think what he is trying to show is that not everything needs to
be so serious. I think he does share a similar view to Boards of
Canada.
23. Audience
The people most likely to buy this album are those who enjoy a
joke and don’t take themselves too seriously. ‘Life lovers’. They
will be young as stereotypically this genre is seen as just ‘noise’ by
those of an older generation.
People who will buy the CD will be those who like Aphex Twin
or are major fans of the genre, it is rare that people would buy a
CD because they liked the image or the front or that the text
looked interesting. With this genre making a digipak is just about
what the artist likes, instead of trying to make people buy it.
25. Aphex Twin
I would say that the poster
somewhat portrays the genre of the
music as it has visually conceptual
elements to it that has been thought
carefully by the producer but there is
the unfamiliar elements in there to
promote the artist. The blues and the
star are there to connote peace which
is usually in ambient music but the
red hues and the very industrial
looking background are there
because they are different just like
Aphex Twin.
There seems to be a anti-
establishment theme to this poster
that I think many of the young
audience will like.
26. There is a website on the
poster that informs people
that allows the audience to
know that there is extra
information available.
The layout of the text makes
it easy to read and makes
sure the the audience will
see everything on the page
however, I find the
background too distracting
and think takes attention
away from it.
27. Boards of Canada
This poster is eye-catching not only
because it’s bright and plain but
because it will take a while for the
audience to read the text. In fact some
people won’t know what it says until
they read the name underneath. I
think this is clever because it grabs
the attention of the audience and
keeps them there for long thus
making the poster memorable.
This poster reflects the music very
well because it challenges the
audience just like their music does.
28. There is a ‘seeing double’ effect to the art work
that may link with Boards of Canada’s positive
views towards psychedelic drugs, they may
have used this to symbolise the dreamy and
odd sounds to their music.
The pink and blue used may be to symbolise
the audience and how it is not aimed at one
sex. I think it symbolises their effort to connect
everyone.
Even though the artwork may be crazy I feel
the poster is very simple and straight to the
point which I like as it shows that they care
more about their music than promoting it, they
are in it for their enjoyment which I think is
inspiring.
