Beachcombing

Conventions of music videos

Lyrics Analysis

Song

This is the song that I Have chosen

Media Treatment

Your Artist

Luke Christopher Hubbard (born May 8, 1993) is an American rapper, singer, producer and songwriter. Known as Luke Christopher, he has released numerous mix tapes throughout his career. Luke Christopher is an unsigned, independent artist and his songs are of the Hip/Hop, R&B genre. He describes himself as “genre-less” and “border-less” which connotes him as an individual who thinks outside the box and would have a wider appeal than maybe most people. Influenced by everything from Kanye West, Tupac, and Frank Ocean to Nirvana, Elton John, and Queen, his D.I.Y. approach enchants listeners everywhere.. He says “doesn’t matter what race you are, what you believe in, or who you love. If you’ve got love, you’re TMRWFRVR. It's a movement.”  He is usually represented in the media positively, as someone who is influential and inspiring as he often talks about wanting to benefit society as a whole through his music.

Your Vision in Images

This is a mood board which I feel is representative of my artist and what he is about.

Audience:

Our intended audience will be 15-26 year old male and females. I feel as if this age group would be able to relate closely to my artist as he centered around youthfulness. This means they will be able to closely relates to the lyrics and interpret  his videos as they are intended for this age group. As other artists that have been mentioned in the above section have very similar audiences to us, it clear that plenty of people are into this sort of product. However, as the music industry needs to have something refreshing in order for an artist to be successful, my partner and I have decided to include this with our own musician.

 The unique selling point that we have is her vocal ability. Due to her being very similar to other R&B artists such as Drake and Chris Brown, she has to have something that differentiates her. Her vocal ability will allow her to interchange into plenty of genres. The way that my partner and I will showcase this in our product is by choosing song titles that are clearly of certain genres. The song titles on the digipak will be an indication that she will be singing songs from different styles of music and will be of great use to separate her from her competition. Another way that we will denote her vocal ability will be with the photographs and editing techniques incorporated within our three products. As the music video is of the R&B genre, we will definitely be sticking to the conventions of that for that product. However, with the digipak and magazine advertisement, in order to highlight her abilities to branch out, my partner and I will give her a certain mannerism that will show that she is not just a typical female urban artist. We could potentially use run down areas as backgrounds, cheap lipstick, high class costume etc. to show that there is more than just one side to her. This will be a great tool as we can showcase more than the expectations of an R&B artist, thus hopefully gaining a better response as people will be enticed by the refreshing personality we will be portraying.

Video Inspiration

This video is a remake of the scene from Kendrick Lamar's "Humble".

Goodwins Music Video Analysis

Andrew Goodwin's music theory

 Andrew Goodwin has identified a number of key features in music videos. He created 6 rules for making music videos. These 6 were taking from "Dancing in the distraction factory"
 
1) The first is that there is often a link between the visuals and the music
Visuals can be used to promote a song. Music videos can use certain images/shots to illustrate their song. The visuals can either illustrate, amplify or contradict the song.

2) The second is that there is often a link between the lyrics and the visual
  Godwin suggests that lyrics will make constant references to the visuals on screen. The visuals help us to understand the story that the artist is potentially trying to depict through the lyrics. Visuals will reinforce what the lyrics say.

3) The third is that music videos tend to include a demonstration of typical genre characteristics
For example a grime song would probably include a video with lots of young people, most likely boys with hoods or on bikes. The mise-en-scence, location, setting etc of the video with often be typical of the song's genre.
 
4) The fourth is that there is frequent reference to the notion of looking and voyeuristic treatment of the female body.
Godwin identified that a typical feature of music videos is that women are portrayed as sexual objects and are merely present of the pleasure of the men in the video. They are often seen being seductive or voyeurism is used as an attempt to use sex appeal to sell the song.

5) The fifth is that the record label demands frequent close-ups and a continous visual style

It is a common feature for record labels to use close ups of the artist and lots of shots in order to promote the artist. The artist will often have a visual style. The artist will often have a visual style which recurs across their work.

6) The sixth is that the music video often contains intertextual references.
The visuals or lyrics are often a direct reference to another media text.