Miss Miller - Magazine advert analysis

Magazine album covers have a large number of reasons towards there purpose, including the following. The first of which purpose is clear cut is to simply promote an artists album which they may have only released. This is as they get more exposure to the public, alerting them towards the existence of the album. Another reason is to appeal toward a wider audience oppose to just the previous fans of the artist which have been anticipating another album. This is as those that read magazines will have access to the advert as well as those that listen to music. Another reason towards the advert presence is to constantly remind people of the existence of an upcoming album. This enables for fans of the artists previous albums to be alerted towards them releasing a new album. Another reason is to link the advertisement in with other advertisements of the album, through doing so using more forms of marketing towards the album release. Through this additional marketing sources, it could get more support from other companies to further push sales. Lastly, it could also be done to link the articles of the magazine with the advertisements of the artist, through doing which benefiting both the magazine and artist. In regards to the magazine, this is beneficial as they can cater the magazine towards a particular group of people that the advertisements appeal towards, as they are linked together, through doing so making it appealing towards a specific target audience. In regards to the artist, this is beneficial as the people that are likely to read the magazine (potentially indie fans as the articles link towards the artist), the adverts get seen by the right group of people, maximizing the amount of money which could have been spent for the adverts to be present besides the articles.

I have chosen two adverts to analyse, one being from my chosen artist Jake Bugg, and the other being an album advert for Ed Sheeran, who is another example of a indie artists. I have chosen these two particular adverts for a few reasons. Both adverts appear to have a large number of similarities within them, in regards to both the portrayal of the artist and the conventions which are present throughout. This is therefore a good basis of comparison to compare both the differences and similarities of my chosen artists method behind his adverts beside a fellow artist within the same genre.

Above is the Jake Bugg album advertisement for his new album nearing the end of 2013. The slogan at the bottom can be seen, which is "me and you" with the release date just above it. The use of this Slogan is conventional to the indie genre as it promotes the artist to be on a similar level to the person reading it. This is evident through the use of language, as it promotes a viewer and artist connection. Paired alongside only the artist and his shadow being present within the shot alongside the text and the backdrop. This makes the person viewing it relate towards the artist and come across in a more personal way. This is particularly common for the indie music genre as the artists within the genre often come down in a down to earth and relatable light, through doing so making there portrayal more appealing for the average person. This is beneficial for the target audience as it makes the artist come across in a more appealing, through doing so making them feel close to the artist on a personal level. 

There are a number of connoted meanings which could be interpreted within this advert by Jake Bugg. One could be identified through the use of the slogan "me and you", where the artist Jake Bugg can be seen as the only person present on the page, alongside his shadow on the wall which he is leaning on. This could possibly mean that he can't look out for anyone else, having only his own back that he can lean on if he's in need. This could also be reaching out towards the viewer of the artist and fans of him and his music, as through the slogan and this representation, it could try to make him come across in a down to earth. Through doing this, it is appealing for the target audience as they may sympathize with the artist, which could promote a relationship to be built between the artist and reader. This is conventional to the music genre as indie artists often try to come across in this way to appeal towards there target audience through the portrayal of them via their media products.

The Artist promotes the music genre within the magazine advert. This is evident through the portrayal of the artist, through the body language and possible connotations behind such, as well as the colours of the background within the advert. The colour orange in itself is abstract, not particularly being conventional towards any genre or having a distinctive purpose towards it. For this reason it is conventional and represents the genre as a whole as it  is very diverse in what is included, as artists often try to stand out from the norms and make themselves come across as being different and unique, which is achieved through the use of colour on this occasion, as orange is a commonly unused colour. This is appealing towards fans of the artist as it shows him as being different to other artists in and out of the genre, making him come across as a unique and offbeat content creator, making him stand out as one of a kind. For this reason it could entice people to buy his new album because of his unorthodox portrayal. 

The use of colours throughout this advert is evidently conventional to the indie music genre. This is as for the background colour orange is used, which in itself many would consider to be an abstract colour. For this reason it is conventional to the indie genre as indie artists often try to portray themselves as being different and offbeat; going against the norms of the music industry which is evident here through the use of a rarely used colour. Through including this it portrays the artist as being abstract and different, which is appealing towards the target audience as it shows the artist as not being the same as everyone else and that he has something unique about himself, which be reflected with the music which he produces.

The design/ layout of the post is used to be conventional to the indie genre, and to assist with the portrayal of the artist. The artist is placed far away from the center of the visuals, as he can be seen in the bottom left hand corner holding his guitar looking away from the camera, the text being the main focus with the date of its release. This is conventional as it portrays him as being a distant loner, which is connoted through the artist being placed far away from the camera. This is appealing for the target audience as they may sympathize with the artist, through the beaten down portrayal which they may be able to relate to. Also, this could be appealing for the target audience as it also shows him as being a down to earth individual which may be fighting inner conflicts, as he has a long facial expression. This portrays the artist as being a person oppose to an extraordinary star who is simply a piece of the media, which makes him come across as being generally more like able and more relatable towards his target audience.

The choices of images within the magazine advert would be considered as conventional to the indie genre. This is as one of the main images within the frame which the artist is holding is a guitar. Within the genre artists are often seen with musical instruments, often guitars as it is conventional to that form of music. Having the artist carry this shows people that view the magazine advert that he belongs to the indie genre, as they might have not known about the artist previously. This is appealing for the viewer as fans of the indie genre will find this to be a familiar sight of the artist, and will be what they would expect to find when seeing the artist on a magazine advertising his latest album.

This magazine advert promotes the artist through his portrayal. This is as the artist is shown in a down to earth light due to a number of elements, one being the use of the language of the magazine, more specifically the slogan of the advert "Me and You". This shows him as being a genuine person trying to connect to his fan base on a more person level, rather than coming across as being a fake star. This is appealing for the target audience as it makes the artist come across in a generally more like able way, due to this down to earth portrayal, as the reader may feel as if they may be able to relate more with the artist because of the 'personal' connection he trys to form between the reader. Another reason why the advert might promote the artist could relate towards his portrayal once again, this time due to the use of colours within the advert. This is as he is shown as being a down to earth individual, oppose to a product as mentioned previously , and through the use of the colour orange he is shown as being different and diverse as it is not a common colour that people use. Because of this the reader may find the artist more appealing as he may stand out as being a unique artist and content creator, as shown with the many elements evident throughout. 

This advert does in fact attract an audience, which is achieved through the presence of genre conventions. The magazine advert by Jake Bugg is catered towards an indie audience and fans of the genre, which is made evident with what is included throughout. Examples of such being the use of colours and the orange, another being the artists emotionless facial expression, followed by the presence of the guitar. All of the above are what fans of the indie genre would expect and want to find within a magazine advert from Jake Bugg, which they may find appealing as it is a familiar sight and a portrayal which they have become familiar, maintaining the potential image of the star they know and admire. Alongside this, it attracts potential new fans due to the artist allowing for a relationship to be built between the reader, assisted with the prescience of  "Me and You", making it seem more direct towards just the reader. They may find this appealing and become fans of the artist as they may like his down to earth character, feeling as if they'd be able to get a better insight towards the artist if they were to purchase his album.

The artists representation is evident through a number of elements within the magazine. Ed Sheerans face covers one half of the magazine, and the other half is filled. This could show how the artist is someone who likes to keep himself to himself, as his face is also blended in with he background and is quite hard to see, which may also show him as perhaps being a distant person as he is blended in with the background. This is conventional to the indie genre as artists within the genre aren't usually bubbly and "out there", often being shown as being distant to others, often conveying personal emotions towards the viewer within there music videos. This is appealing for the viewer as the artist isnt shown as being too extravagant; coming across in a more down to earth light which they may be able to relate towards. This may allow for the viewer to form a relationship between the artist on the advert due to this down to earth portrayal, as he isn't shown as having a star like popular background. 

Another way the artist is represented within the magazine advert is evident with his facial expression, which is quite stern and serious as the artist is looking directly towards the front cover. This may have been done to show that the artist Ed Sheeran is a serious person, and is serious about the content which he creates, which can be seen through his facial expression. This is conventional to the indie genre as artists within often don't show much emotion, implying that they have serious personalities and treat there profession as top priority, which is often true as indie artists usually experience the hardest struggles with trying to create appealing content towards a large group of people, as they are not usually very popular due to the exclusiveness of their music. This is appealing for the target audience as it makes it clear to fans of the artist and potential new fans that he does care about what he does, and that he puts in a lot of effort with trying to please fans of his work, which may make the viewer appreciate the effort of the artist more and may entice them to purchase their new album. 

Connotations are hidden implied messages, which could arguably be present within this magazine advert by Ed Sheeran. As mentioned previously, the artists face covers one side of the magazine and the other side is covered by the name of the album, and places where it can be purchased. A connotation of this could potentially be that to experience the artist as a whole, fans will have to purchase his new album as it may show a new and different side to the artist. This is as he is showing a close up and direct mode of address towards those that read it, giving the cover of the magazine a more personal like feel due to this positioning, but only showing the artist on half of the cover, assisting towards the connotation as it links towards experiencing the artist on a greater and different level. This is conventional to the indie genre as indie artists often include implied and hidden meanings throughout there content. This is as it provides with something more and unique, making them stand out amongst other artists through keeping there image different. This connotation is appealing for the target audience as they may feel as if they are receiving a more personal insight towards the artist if they were to purchase his new album, alongside the direct mode of address of the artist providing with a more personal feel, which may make the audience feel closer to the artist as an individual. 

The use of colours within this magazine advert are very conventional to the indie genre, and represent the genre as a whole. Alongside the other images on top of the magazine cover, the colour of the whole background is orange. Orange itself is a offbeat colour which isnt used much by many music content creators, and has a number of purposes behind its use. Firstly, it portrays the artist as being unique and different to other artists, as it makes him stand our amongst other indie artists and the colour orange is rarely ever used. It could also portray the artist as creating different and unique music which stands out amongst others, as the artist can be seen through the orange background. This is conventional to the indie genre and represents it as the genre as a whole is very diverse in what is included, as artists often try to stand out from the norms and make themselves come across as being different and unique, which is achieved through the use of colour on this occasion, as orange is a commonly unused colour. This is appealing towards fans of the artist as it shows him as being different to other artists in and out of the genre, making him come across as a unique and offbeat content creator, making him stand out as one of a kind. For this reason it could entice people to buy his new album because of his unorthodox portrayal. 

The choices of images within this magazine advert are conventional to this genre of music. The advert itself consists of the artists face showing a direct mode of address, alongside the album name, artists name and places where his new album can be purchased. The artists face almost blends in with the colour of the background, making the other images on screen clearly visible as they are of a different colour. This makes the album name stand out, as well as making the places where it can be purchased stand out also. Through having the artist show a direct mode of address towards the reader, as well as making the places where the album can be purchased clearer to see, this could entice the reader to want to purchase it. This may be due to the artist creating a relationship between the reader, as his face would be looking directly towards the reader, which may make them feel as if they are getting a deeper insight towards the artist as a person, as the left side of the artists face which is besides the places to buy the album isn't very visible, therefore to experience the artist fully they may feel inclined to purchase the album. This is conventional to the indie genre as the artists within the genre aren't usually very well known (not as applicable now with Ed Sheeran), although through the use of these images it gets the artists face out there, and while doing so providing with a connotation which may entice the reader to purchase his album, as the artist comes across in a more down to earth and likable way through the 'personal' connection. 

The advert promotes the music genre in a number of ways. Firstly, the advert generally follows a large number of conventions throughout the indie genre, although through doing this also stands out as being a unique piece of work. Conventions such as the artists facial expression being stern and emotionless, to the use of orange as the main colour of the advert which is a very unique and offbeat colour to use, to the mood of address which the artist uses to direct to the viewer. All of the above clearly demonstrates that the advert belong to an artist which creates indie music content, standing out from the norms of other genres and being unique while in the process of following conventions, which is evident through the colour use as orange in itself is symbolic of what the genre stands for as it is rarely ever used or worn, and is different to what people would expect, making it unique and convention due to the effect it has towards the artists portrayal. This is conventional to the indie genre as the genre often tries to promote individuality and straying from the norms of what is expected, which is present in this case, although while in the process the artist has included a large number of conventions throughout which assist towards making the artist come across in a more appealing and down to earth light; helping their image which may assist with gaining potential new fans and for people to purchase their new album. 

The advert also promotes the artist in a number ways. It makes the artist come across in a generally down to earth and appealing way, while doing so providing with a more 'personal' feel towards the viewer and artist. This is achieved through the artists portrayal, which through the direct mode of address makes him come across as someone who is close to his fans and people that enjoy his content, providing the viewer with a feeling of having a better insight towards the artist. Alongside this he is shown as being dedicated towards his work which is achieved through the use of  the artists composed and stern facial expression, which makes him come across in a better light for a number of reasons; as it shows he puts effort into his work and is not a lazy person, which the viewer may appreciate. For these reasons, it shows how the artist clearly cares about both his fan base and the content which he releases for them, conveying this through micro elements. Alongside this, he comes across as having a down to earth portrayal, and not so much one of a well known rich and famous star, which is appealing towards the viewer as they may feel as if they can relate more towards him for this reason.  

The advert does in fact attract an audience. This is achieved through the artists portrayal which is positive, as well the presence of conventions from within the indie genre. As the artist belongs to the indie genre, the magazine advert is catered towards fans of the genre. This is evident as it is made clearly apparent that the magazine advert belongs to an indie artist, which fans of the genre and the artist may find appealing, as it consists of elements which they would expect to find. Alongside this, as the artist comes across in a generally likable and down to earth way through his portrayal as mentioned previously, this attracts potential new fans that may be fans of the indie genre, due to this, and alongside the presence of conventions from within the genre. 

Conclusion

I will use this research to inform me to what to expect within magazine adverts within the indie genre, and to what effect that they are included. Through looking at two examples, one being by my chosen artist and a similar counterpart, it will enable me to get a better insight into what conventions I would want to include into my own advert; also giving me a basis for comparison so I can gather inspiration from my chosen artist, so that I can build upon the idea. This is also helpful as it enables me to see the use of conventions with the other artists advert, and to see where certain ones will be suitable, and to what effect they are used. Within the two magazines I have analysed, it is evident that both share similarities between each other, one being the use of the colour orange. As both artists are successful and well known, including conventions which have been done in the examples should assist towards making my own magazine advert to seem similar to real life counterparts.  All of this will therefore help with the creating my own magazine advert as I now have a better insight towards what fans of the genre would expect to find and to what effect, allowing for a basis which I can develop upon to suit my group and I's artist and what type of portrayal we try to make come across, and how this will help the reader be able to relate more towards our artist. 

Miss Miller - Research into target audience

Above is the questionnaire which me and my group gave to 40 individuals regarding the indie genre. The research was carried out for a number of reasons. The first being so that we could question our intended target audience on what they would expect to find in a music video within the indie genre, alongside this asking them what they would want within them also. Through doing this it will enable my group and I to produce a music video which contains all the codes and conventions our target audience would expect to see, which will make sure that we are creating content which does in fact cater towards our intended target audience, making it appealing for them. Through the given feedback from the 40 individuals, we can alter what potential ideas we had previous and incorporate the new given feedback into our music video, taking on board the feedback from the target audience. We asked 40 individuals oppose to a smaller or larger number for a few reasons. The sample which we questioned coudnt be too small to the point where not enough results were achieved which could be collated and analysed, as if we asked only 10 people per say the results may lack validity as it may not be representative to the wider target population, making the results only apply to a small minority of the people which we are trying to reach out to. For this reason we questioned 40 people to increase how widely the results given can be applicable for our intended target audience. Questioning more people would make this even higher, although this number was appropriate as trying to get an even larger sample would be both more time consuming, as well as making the analysis of the results to be longer and more difficult due to the higher numbers. As mentioned previously, my group and I will use these results to create my music video as through the feedback given from our intended target audience, we can include and incorporate elements stated within the results into our music video, directly catering it towards them with the aim of making it more appealing, while doing so providing them with content which they can associate to real life examples due to the use of codes and conventions.

In the first question asked, the age of the individual was given and has been compared throughout the other people which were asked. It was found that the majority of people questioned were in fact 23 or over, the second highest result given was people aged 18-22, shortly followed by the age group 12-17. The age ranges stated consisted of the overwhelming majority of those asked, which shows that our target audience is predominantly teenagers and above, generally being an older age group.

 From this I will take on board that the music video that my group and I are going to create will need to be catered towards a generally old age group. Because of this, I will discuss with my group what elements should be included which will suit this group of people in regards to codes and conventions within the indie genre. This is as there are certain conventions which are present throughout indie music videos which are present to appeal towards an older age range. An example of this would I may go to include within the production is the presence of retro items/ props, which is used throughout to give the video an old fashioned feel. Another example which we could incorporate from this is editing the visuals to be black and white, which would assist towards creating a feeling of nostalgia for the target audience and to make it more appealing towards the audience. 

For question 2 we asked for the gender of those taking part in the questionnaire. It was found that the majority of those questioned were in fact male, although a large number of females were still questioned. This could potentially demonstrate how the target audience we are catering our indie music video towards has a larger male to female divide due to the slight higher number given.
For this reason I will take on board that the results achieved may be catered more towards a male audience, and that for this reason the content we will create may be viewed by more males oppose to females. My group and I may include more male appealing codes and conventions from within the indie genre in our music video for this reason so we are appealing towards a larger demographic of our target audience. An example could be the inclusion of low key lighting during a number of instances for example, which may be more appealing towards males due to the eerie and darker feel which is created through its use.

For question 3, we asked early on whether or not they were a fan of the indie genre or not. It was found that the overwhelming majority of people questioned were fans of the indie genre. This question was essential to ask as it was important to establish that those that we were asking the questions to fell into our target audience of people, making sure that the results we gathered were relevant to what we were trying to find out.
From this I will take on board a number of things. As mentioned previously, establishing early on during the questioning if they are a fan of the indie genre or not was important, as if they were not the research might have well have not been conducted as any results achieved wouldn't have any relevance towards the aim. As the overwhelming majority of the 40 individuals are in fact fans of the indie genre, this makes the results of the following questions have more significance as this provides evidence to support that the people which did complete the questionnaire do fall into our intended target audience and are giving relevant results.

For the 4th question, we asked those if they preferred a single performing or group act, when it came to the indie genre of music. The results obtained showed that the majority of people questioned prefer to see a group act when it comes to the indie genre, oppose to a single performing act. In comparison to the other questioned asked, the results obtained for this one would be hard to alter/ incorporate into my group and I's music video production due to a number of reasons. This is as we already have a assigned role for someone to be the solo artist, hence why we are using Jake Bugg as a foundation to gather inspiration from. For this reason it wouldn't be possible to change anything based upon these results due to the lack of resources, as well as the planning which took place beforehand in preparation for the production.
Although, there are still things which I will take on from the results which have been given. This is as although it cant have a direct impact to the extent where we would change our original idea of having a solo performer to a group, there are still aspects which we can add to the video to assist with appealing towards the target audience. This is as my group and I can work around incorporating conventions of the indie genre in regard to group performers into our music video without having the change the whole intended setup. An example of this could be through including something such as props, which some may associate between being present with group acts within the indie genre, which through including within our solo artists performance it still provides with an appealing element for the viewer, without making drastic changes which wouldn't be reasonable to make.

For question 5, we asked those what there favorite indie artist was. The results we obtained stated that Jake Bugg was in fact the most popular artist chosen, which was followed shortly by Oasis and Arctic Monkeys. This demonstrates how the most popular act is in fact the artist which my group and I are basing our production upon. This result is reassuring at it shows that the target audience appear to be fans of Jake Bugg, which may be beneficial for my group and I as through following his work as a foundation of our own unique work, through including certain aspects and styles which are present throughout his it should be appealing for the target audience. Something else which can be seen through this result is that all the other categories to answer were group performers, which could suggest that the audience prefers Jake Buggs style as a solo performer, oppose to other ones as he was the highest result given.
From this, I will take on board what the target audience wants so that I can incorporate this into my own production. The results received for this question is reassuring as the most popular artist said (Jake Bugg) is the artist we my group and I intended on using as inspiration and as a foundation for the creation of our music video. This is beneficial as we can remain with the ideas which we had discussed beforehand during the preparation stage, which was to base our music video upon the Jake Bugg song "two fingers", altering the music video with our own ideas. From finding this out, I will take on board that a large amount of the target audience are in fact Jake Bugg fans, therefore the codes and conventions which are present throughout his music videos will be present throughout our own. One specific example of a convention of the indie Genre which Jake bugg often includes within his music videos is the editing of the visuals so that it is in black and white. My group and I could therefore discuss if something like this would be suited for this song and our music video, so we could potentially incorporate into our own content, through doing so attempting to make it more appealing towards the target audience.

For question 6, we asked the 40 individuals what editing styles they would expect to find when it comes to watching music videos within the indie genre. It was found that the most common type of editing said was jump cuts, followed by a black and white effect as well as a fade effect, the least mentioned one being the use of a dissolve effect. This could show that the audience prefers an array of locations to be present throughout the production, as jump cuts are often used to change the location to a new one. From this it will allow for my group to include a large number of locations which are conventional to the indie genre, transitioning through the use of jump cuts from one to the next.
From this I will take on board a number of things. Firstly it has given me an insight into what the target audience which we wish to cater towards would expect to find throughout indie music videos, therefore as we wish to make it as appealing and lifelike as possible for them, my group and I will attempt to include elements stated within the content we will go on to create. An example of this might be the inclusion of more jump cuts during appropraite points, and establishing what points within our music video this will be suited so that we can go on to use it. Through doing this it should make the music video seem more life like to real life media examples, coming across as what would be expected from the viewer. Another thing which can be taken on board from this is what shouldn't be included within the music video, which here is to avoid the use of the dissolve effect, as we would be better off using different editing style as it should be more fitting for the nature of the video this way. From taking on board the given feedback in regards to editing styles, it should enable for a more free flowing video which is appealing towards the target audience of our production, making the visuals more free flowing and realistic to an actual music video.

For question 7, we asked the 40 individuals whether or not they had ever seen an indie performance live, and if so what there opinion on it was. It was found that a clear majority of people questioned had in fact seen an indie performance live, and that they thoroughly enjoyed the experience. This informs me and my group to the type of people which were questioned, this is as over half stated they have been to see an indie performance live, which shows that they are eager fans of the genre and the type of music. This is beneficial to know as it increases the validity of our research as it reinforces that we are in fact addressing our target audience, trying to get feedback to develop upon.
From the results obtain, I will take this on board in the attempt of making a better and more appealing music video for the target audience. This is as those questioned have stated that over 50% questioned have and really enjoyed a live performance, my group and I will discuss upon whether it would be suitable during certain parts to incorporate live performance segments in, and if it will work with our pre-existing ideas which we are developing upon. If this is achieved and a live performance element was incorporated in, through the feedback given we would be catering the visuals directly towards the viewer. I will also take on board that as the majority of those that answered the question stated that they have seen an indie artist live, it shows that the target audience is predominantly dedicated fans of the indie genre. For this reason it will be important to include certain codes and conventions throughout as the viewer would have watched a large number of real life examples, therefore the content which we produce has to seem similar to that of real life examples through including popular conventions (an example being the use iconography, specifically a guitar during the video), while doing so trying to be unique so that it doesn't seem too similar to what already exists.

For question 8, we asked the 40 individuals what conventions they would expect to find within the indie music genre. It was found that the most common convention stated was that throughout the music video, it is essential to have characters which the audience can to relate to. Following this, the next convention which would be expected to be found is a hard hitting concept behind the visuals, followed by having a black and white effect added towards the video and having a good narrative. This question has a large importance due to it being focused solely upon what conventions the target audience would expect to see, and what they would want to see in a new indie music video.
From the results obtained, I will take on board what conventions the target audience preferred over others and which ones they would expect to be present the least within indie music videos. From this specific examples can be taken from the results given so that they can either be incorporated into our own indie production, or to prevent them from being included. An example of this could potentially be through having relatable characters within a potential narrative. This would be conventional to the indie genre as throughout the music videos they often have relatable characters throughout so that the audience has a more down to earth and like life experience, being able to create a relationship between the characters which can be seen. This would be beneficial for a number of reasons, as it will enable our music video to include a common convention within the genre, which makes it have an element of being similar to that of real life examples of indie music videos. Alongside this, it will be appealing for the target audience as through listening and taking on board the feedback given, the music video can be catered for them, providing with a more familiar experience by meeting the expectations of what should be present as stated by the target audience.

For question 9, we asked the 40 individuals which style of music video they preferred, consisting of concept, narrative, performance and a mix of those mentioned. The results were obtained and it was found that the most popular response was to have a mix of the lot incorporated into the video, on par with just having a music video dedicated solely towards the narrative. This could of be due to music videos which already exist within the indie genre, as there a large number which follow having just a narrative towards there video, without having other styles present, an example of an indie artist which has done this in the past is Hoosier. Additionally, as the indie genre as a whole is usually diverse as they often differ from each other, they can often include a variety of different aspects, which is evident through the styles which are used. This is evident here as the joint highest result is that they would prefer to see a mix of three styles stated, which could be due to the diversity of the pre-existing videos of indie artists.
From the results gained, there are a number of things I will take on board when going to create my group and I's indie music video production. My group and I already have discussed a number of potential styles to use for our music video, and what the video will be centered around, which we agreed upon creating a video which was centered around mainly narrative, as well as incorporating a concept behind the visuals. The results here have given us a reason to further discuss this as an idea to include for our final product, as the target audience states how both narrative and a mix incorporated is there preferred style of video. From this we can take on board the feedback given in the results, and build and develop upon ideas relating to the style when going into formal planning stage.




















For question 10, the question is more directly applicable towards my group and I's music video, as it asked the 40 individuals what there overall opinion on Jake Bugg is. It was found that a large amount of the sample do in fact like his music, and are very found of him. The next biggest majority said how they are not in fact that fond of the artist, which is followed by them simply not hearing of him, shortly followed by saying that he is a good artist. This question has a large amount of significance due to the music video which will intend on creating is based upon the lyric of one of the artists songs "two fingers". Due to this it was essential to find out what the overall feel towards the artist was, which was found to be generally split down the middle between saying that he is a good artist, to not quite feeling the same way. This could show the divide in opinion when it comes to indie artists and the genre as a whole, as the elements which are included throughout are often abstract and don't always appeal to everyone, which is evident here.
From the results gained on the last questioned asked, I shall take on board a number of things. The results evidently show that the target audience for the most part have a generally positive view towards Jake Bugg, although this is not a clear cut result. Although as a large number still value his work as an artist, he will remain to be a good base point to develop upon for when going to create our music video, as this gives room to include elements which appeal towards our entire target population. This would now be easier to achieve through the questions asked as they reach a large number of different corners within the indie genre, as feedback has been given now my group and I can go about discussing the conclusions we have drawn from analyzing the graphs, to going on to incorporate as many desired elements that the target audience would like to see. For this reason the research will assist with catering our music video towards our target audience as we have received feedback on what they would expect to find and what they would wish to see.

The theory we chose to apply to our questionnaire and music video was established by CCCS (center for contemporary culture studies). This theory states that all subcultures come from one culture, ultimately becoming the reaction to mainstream. I believe this applies towards the music video my group and I will produce as this theory appears to explain the indie genre the best, which is the genre of music both the questionnaire and music video revolve around. This is as the indie genre as a whole often tries to promote diversity and being different, going against the norms established within other genres. Indie artists often try to come across in an abstract light, often trying to get the message across of being unique and different and clearly demonstrating this. This is therefore evident as the genre and artists within the genre nearly always try to go against what is considered to be mainstream and to try to create a sense of individuality/ diversity, which is what my group and I aspire to achieve when going to create our music video.

A vox pop is the filming/ broadcasting of the public, when trying to find out there opinions and comments about something. I went about gathering vox pops of my own also, where I filmed 5 vox pops (which can be seen at the very end of the blog) of individuals which fall into my target audience group for my research preparing for the creation of my music video. Vox pops were important to gather as it provides evidence for the research which I conducted and shows that I physically went out and asked individuals within our target population for the views in regards to the questionnaire questions my group and I constructed. This is important as it proves the authenticity of the results which I gathered, which in turn makes the conclusions which I have drawn more valid towards what my group and I were trying to find out. This is beneficial as it ensures that my time wasn't wasted conducting research which isn't valid to the aim of the research, and it provides with evidence to the research taking place, showing that the results drawn are authentic.

Conclusion

I found my research very useful for a large number of reasons. The first of which reason being the benefits which come from questioning the target audience which you wish something to cater towards. Through doing this it has enabled my group and I to get an idea of what would be suitable to include within our own music video. This is as the feedback given has given myself an insight into what codes and conventions the target audience would expect and wish to see within a indie music video, through receiving this feedback before going to create the production allows for the planning stage to be more effective. From knowing what they expect and want, we can include this into our own content so that the music video that we produce is directly catered towards the target audience, on the basis of the results achieved through the questioning of the questionnaire. This will enable us to make the music video appeal towards the intended target audience, making them have a generally more pleasing experience as what we will go on to create will ideally resemble real life counterparts, or at-least provide with an element of this through the inclusion of certain codes and conventions of the genre.

I will incorporate the results which we given from the questionnaire into my music video through a number of process's. Firstly the most important thing to establish is what is the highest result given and what it relates to. If it is connected towards what type of conventions would be expected to be found for example, going by the highest result given I will go to discuss with my group at a later stage at what points during the music video this would be suited to be included for example. Through doing this, my group and I will try to incorporate as many popular results stated within our final production, which will mainly assist us during the planning stage as it will give us an additional insight into what should be included throughout, where we would then have to go on to decide whether or not it is suited towards what we are trying to create/ portray, and when it would be most suited.

There are a few things I would do differently if I was to carry out the research again. This would often relate towards the sample, either the size or other elements towards it. One thing I would potentially do different depending on a number of factors is try to produce a larger sample. Through doing this it would only be beneficial as there would therefore be more results to collate with and more conclusions to be drawn. This would only be done however if there was a bigger timescale available. Another thing I would do is possible go about getting my vox pops differently. This is as the sample of people filmed answering the questions were all male, which I would ideally do different if I was to conduct the research again, as it would make them more representative other than just the males within our intended sample.

Miss Georgiou - Applying for music copyright

The copyright law states that intellectual property allows a person to own things they create in the same way as something physical can be owned. It is the right to prevent others copying or reproducing someone's work. It is used in a number of ways within the music industry, mainly to prevent content creators work from being copied by other artists, to which when the creative freedom borders are breached and exceed past what is deemed as original work when taking inspiration from already existing songs. One example of an artist which was hit hard when it came to breaching the copyright law is Pharrell Williams, in which he was sued $7.2 million dollars, as his song "Blurred lines" sounded very similar to that of "got to give it up" by Marvine Gaye. He passed the song of as his own, not giving any acknowledge to Marvine Gaye's 1970's hit, despite both songs having very noticeable similarities. This demonstrates the extremes as to what can happen if copyright for content isn't obtained, emphasising its importance for when it comes to creating and releasing your own content. If the artist marvine Gaye didn't have copyright for his own content, those that took part in the creation of blurred lines would have been able to get away with recreating the content (or at least to an extent), but to profit upon it and pass it off as there own. 

Above is a video discussing the blurred lines lawsuit, including a side by side comparison as to how it breached copyright. There are multiple over examples within the music industry in which the importance of copyright is emphasised through such large and mass scale lawsuits which have been taken on to large artists, receiving full media coverage on such.

For this reason, I had to apply for copyright before going to create my own content alongside my media group, after seeing what actual content creators/ artists have come under when its come to copyright infringements in the past. If I didn't do so, when going to upload our content onto youtube, we could have our work taken down or unable to be viewed due to it receiving a copyright infringement. If it was deemed to be too similar to the original song and the record label was to discover this, a number of actions could be put into place. 

We went around doing this by researching what record label our artist Jake Bugg was under (Mercury Records), to which I then sent the label an email stating the purpose of the music video, asking for permission to base our work upon it, stating how it would only being used for educational purposes. This was done as a precaution in case the record label which owns the rights to Jake Buggs content if they were unhappy and deemed the content to be infringing with the copyright of the song and label. 

We contacted them through the above email, although since sending it we haven't yet received a response from them, although we have provided evidence of attempting to contact the record label for the song which we intend to base our content upon. My group and I will now go on to create our music video, as we are still awaiting a response. 

Miss Georgiou - Lyric Analysis

There is a number of purposes behind analysing the lyrics within a song. It can be useful to establish who the lyrics are trying to be catered towards, through doing so Through deciphering the lyrics themselves, it enables for ideas to be built upon this, which would enable my group and I to develop towards through the included visuals. 

This demonstrates certain planning techniques as it is evident that my group and I have analysed the lyrics of the song, finding out whether or not certain macro meanings are being conveyed, and through discovering this planning to include visuals alongside this that further show this message towards the viewer. This will make the production more appealing towards the target audience as the visuals and lyrics will relate towards each other, providing with a better viewing experience, and making it more appealing towards them through making the meanings clearer.

As the song belongs to the indie genre, the lyrics appear to relate towards personal accounts of the artist. Within this, there doesn't appear to be any clear cut message which is being portrayed, although it could be argued that the lyrics relate toward the struggles of leaving home. More specifically connoting the message of not leaving to become independent without having a stable  in come, which is evident as the lyrics relate towards this idea, saying how he was a lucky one to get away with coming out alive and fine. 

The planning sheet which my group and I used to analyse the lyrics of the song, and how they will apply towards our music video production

My group and I have annotated the lyrics of the songs by doing a number of things. Firstly, we allocated two different colour highlighters to differentiate between what points we will focus upon within the music video my group and I will go to create; yellow indicating the chorus where a change in location with the visuals will occur, blue and blank segment linking towards the narrative of the song and the parts where the narrative will develop in our music video. Alongside this, we have made notes besides significant scenes, where we matched them with what time within the lyrics they will occur. One example of this can be seen before the stanza of the last chorus, where the scene we established to be the scene where the rich and successful artist will come on screen, where the contrast between them and our artist will be seen.

The annotations my group and I created will assist towards planning genre codes and conventions. This is as we can establish what codes and conventions would be suited towards what lyrics and sections of the song. One example of a genre convention which we will include is evident with the annotations of the change in location. This is as a large array of locations will be present throughout, all of which being conventional to the indie genre due to the diversity within the genre. For the first change in location, we will use Liverpool street station to be the basis of the visuals at this point. This is conventional to the indie genre as it is a built up and busy urban area, within the city of London, which is a common location to be expected within an indie genre music video. Annotating this clearly establishes what location will be present at the time, giving me and my group a definitive insight towards what locations the visuals will be in at this point, which should give us a better idea with the narrative of the lyrics, and assist towards filming.

Another instance where annotating will be helpful with the planning of the codes and conventions which will be included is present with the blue highlighting at the top of the sheet. This is where me and my group established a potential meaning behind the beginning of the narrative, how the artist is referring to how his life has change, and how he has gone through both the bad and good, but comes out alright in the end and that things are improving. Annotating this will help with planning as a common convention of the indie genre is to have a meaningful and personal narrative present. As we identified what the lyrics were conveying, my group and I can go about planning what the best way to go about starting the visuals of the narrative of the visuals, to correlate with  the personal accounts which are told.

The last instance where my group and I annotated something which will assist towards the planning of codes and conventions is evident through the notes of the fourth stanza. This is as we read the lyrics and found what they related towards, which appears to be more about the artists hard times where he is struggling. From knowing this and marking it down, we have planned a scene which we believe would be suitable for this segment, which would be the scene where our artist will be seen busking in London, where he will be shown getting no money off anybody, and that he has resulted to living on the streets. This will therefore allow us to relate the visuals and lyrics towards each other, which in itself is expected to be present throughout indie genre music videos, as this will allow for the viewer to get a clearer perspective on the theme which is being portrayed, being the artists struggle to get into the music industry.

The annotations will assist with the planning of the cinematography use within my group and I's music video. This is as after identifying things such as significant plot points and scenes, relating towards both the narrative and concept we can begin to plan what forms of cinematography will be appropriate to be used to portray them. The first example of this could be the use of a establishing shot at the very beginning of the video, as soon as the lyrics begin to play. This would make it clear to the viewer what locations to expect to find throughout the further duration of the video

Looking through the lyrics of the song also enable myself to visualize potential ideas for what will take place in my group and I.s music video. This is as after identifying things such as significant plot points and scenes, relating towards both the narrative and concept we can begin to plan what forms of cinematography will be appropriate to be used to portray them. Another example of cinematography use will be the use of a close up taking place in the fourth stanza, where the artist will be shown busking in London, and their money basket will be shown to have no money in it. This will be used to make it clear to the viewer that the artist is struggling to get by, which through planning this use of a camera shot it helps to establish how we are going to portray an important theme/ message which is being conveyed throughout, and that being the struggle of getting by alone with no stable form of income, alongside the harsh reality of making it within the music industry.

Another element which will be planned out through analysing the lyrics within the song is the use of editing. This will be done through once again establishing what stanzas and lines will be used for the purpose of either showing the narrative or conveying a message, and to then try to visualize how the transitions of these shots will take place, which we can then note down besides the segment of song. One example I can take from our annotations is to have the use of jump cuts present throughout, to signify the change in locations in the visuals, which we have annotated by highlighting the chorus's, where the location will change every time the chorus plays again. One particular instance where this will take place would be a jump cut taking place to change the visuals from the suburban are, to the urban area of London, specifically Liverpool street, which would be used between the lyrics of "something is changing, changing, changing". This would make the change in location seem very drastic, emphasizing the shear contrast between the suburban and urban location, which would make the portrayal of the concept to be clearer towards the audience, which will be achieved through the planning that took place prior.

The next use of editing which was planned through analysing the lyrics is more for the purpose of assisting towards the portrayal of the concept, and helping convey this message. This was achieved through again establishing what stanzas and lines will be used for the purpose of either showing the narrative or conveying a message, which my group and I identified certain segments throughout which we deemed to certain editing styles to fit this scene and the lyrics. Another example can be taken from the second time the chorus changes, which will signify the change in location from Liverpool street to the streets of central London, where the use of a time lapse is intended to be used. This will be done to show how as the time passes as he is busking, no one is giving him any money, and that he is getting no acknowledgement or money. This form of editing will therefore enable for the artists representation to be clearly evident, which will show the concept behind the lyrics through the use of visuals to further emphasis the meaning.

The next element which the analysing of the lyrics has helped to plan is the use of mise-en-scene which will be present throughout the music video. The first element within mise-en-scene being setting and props. The annotating of the lyrics will assist with planning of this as my group and I can include certain settings and props to relate towards the lyrics of the song. An example of where I would include this would be to have the setting of Buckhurst Hill at the very beginning of the lyrics, where the artists home is referenced. This would make the lyrics and visuals to have a relationship between each other as they are both connected. This would enable for the visuals of the music video to flow better through the inclusion of this setting at this point, which is made possible through the planning prior.

The next element within mise-en-scene being costume, hair and makeup. Through the annotations, my group and I had to look at the lyrics and alongside establishing what scenes would take place during certain segments, we also had to consider what forms of costume, hair and makeup will be used to portray certain feelings, which are conveyed throughout. An example of where I will emphasis the importance of this particular type of mise-en-scene would be included in the third from last stanza, where the rich and successful artist will be seen wearing a bright suit coloured suit or just generally bright colours. This will be done to show how he is successful and well off, showing the comparison between them and my groups artist. Through this, we could therefore establish what segment this portrayal would be suited, being a significant scene with the portrayal of characters throughout.

The following element within mise-en-scene being facial expression and body language. As the lyrics within the song go out to convey certain emotions and feelings towards the audience, this can be emphasised and added upon through the use of facial expressions and body language, which is used to the same effect when it comes to the visuals of a music video. One example of where we have planned to include a certain form of body language is evident in the second stanza, where the artist will be shown travelling on the train. Within this scene the body language of the character will be slumped and layed back, with the purpose of showing how he is bored travelling. This relates towards the lyrics of the song as he is shown constantly changing locations throughout. This could connote towards the viewer how he is tired of being in the position which he is in, as despite all of his efforts travelling to multiple places in the hopes of his circumstances changing nothing happens, and that he is bored and fed up of it all.

The fourth element within mise-en-scene being lighting and colour. The use of lighting and colour is often to portray certain feelings towards the viewer and emphasising the presence of certain macro elements, which through looking at the lyrics of our song certain lyrics which appear to be used to the same effect or showing a certain message can be further re-enforced through the use of lighting and colour. Because of this my group and I planned to use low key lighting in the first stanza and beyond. This will be done to signify that the song is starting and that the events which are being shown on the visuals are taking place in the past, as before the song is played a short sequence based in the past will be included to assist towards the portrayal of the narrative; showing the artist in the present in present day as the remainder of the music video will show the events of the past. This form of lighting will therefore emphasis towards the viewer that the events are taking place in the past, which is re-enforced by the lyrics as they often relate towards the artist recapping on what's happened to him in the past with his previous life experiences.

The last element within mise-en-scene being positioning of the characters/ objects in the frame. Planning for this in relation to the lyrics were to establish if the portrayal of either a character or a certain macro meaning would be easier to show through showing characters in a certain way within the visuals. An example of where the positioning of a character will be done to this effect will be in the taxi scene which will take place at the very end of the lyrics in the last stanza, where the artist will be shown to be standing quite far away from the cab driver. This will be done to show how he is distant person, although as the lyrics say hey, hey its fine, I left it all behind, it will show how despite his portrayal throughout of being a lonely individual, he doesn't mind this as he intends on improving upon his situation by leaving everything behind

The annotating of the lyrics will assist with the planning of establishing what style of video my group and I deem to be most acceptable with the song. This is as we can see what style would be suited towards the lyrics of the song so that the lyrics and visuals correlate between each other, and if it fits with the genre of the song also. As a lot of the lyrics focus upon personal accounts of the artist, and heavily story based lyrics, this has made my group and I want to plan to create a heavily narrative based music video due to this. Although, alongside the clearer to see narrative, we wish to include a hidden concept behind the visuals also. This is as the lyrics of the song appear to be more open to interpretation when it comes to a potential hidden meaning behind them, therefore we can incorporate a concept which will be suited towards what emotions are being portrayed within the lyrics. As indie genre music videos are often diverse, incorporating a concept which relates towards the meanings of the lyrics, it will remain to be conventional to the indie genre and appealing towards the target audience.

Through analyzing the lyrics of the song, this will assist with planning how the music video will portray the artist, and the relationship the audience will have between the artist. This is as my group and I have established where significant scenes will take place during the song, being significant for the purpose of the portrayal of meaning towards the viewer. An example of this can be taken at the very beginning of the first stanza, where the artist is clearly recalling personal events and emotions which he conveying through the lyrics, and from identifying this my group and I will incorporate an opening sequence which will straight from the off establish the artists down to earth and relatable identity.

The target audience of my group and I's music video will be clearer to identify through the analyzing of lyrics which we have conducted. This is as through looking at the lyrics of the song, it can be seen whether or not there is any explicit content which wouldn't be suited for a younger audience. Alongside this, within the song it is clear to identified that the general vibe of the song emits a mature and gritty style towards it, telling of personal accounts of the artist. Because of this, we as a group believe that the target audience would be a maturer audience, potentially aged 15 and over. This is as the themes shown throughout and the connoted message behind the lyrics, about the struggles of leaving home alone without a steady income, alongside the harsh reality of the unlikelihood of breaking into the music industry would be more appealing towards an older audience. This is conventional to the indie genre as the target audience which the lyrics are catered towards is typically aimed towards an older group, which is evident here through the mature messages and themes.

I will use my planning of the lyric annotations to assist me with the creation of storyboarding my group and I's music video in greater detail. This will be as we have analysed another element towards our music video, beginning to plan more smaller details and how this will work in conjunction between the lyrics and the visuals which will be seen. This will allow us to gather a greater understanding of the narrative and what will take place, and will assist with the structure towards the storyboard. Alongside this, it will also provide us with more micro elements to include within the storyboard, as we have a better insight towards what we will include when, and when during the narrative and to what purpose.

Miss Georgiou - research into your chosen music artist

My chosen music artist which I have opted to go for is Jake Bugg, a music artist which creates content which falls under the indie genre. I have done this for a number of reasons, one of which being because of the artists themselves, and the other being because of the genre of music they fall under. I wanted to pick an artist which was part of the indie genre but not a band, due to filming reasons, the indie genre specifically as it enables for unique and diverse content to be created without being considered as unconventional and the genre itself has offbeat elements towards this. Jake Bugg in particular has a large number of songs which I believe would be suitable for shooting and adapting upon, due to it consisting of a large number of genre conventions which I can gather inspiration from, as well as using as foundations for my own indie music video. His music often has a concept and narrative present throughout, which I consider appealing as it brings more meaning and depth to his content, giving examples of deeper meaning past just the lyrics and visuals seen. He's mainstream yet provides with offbeat content of a high quality, making him a good artist to gather inspiration from within the indie genre.

Jake Bugg was born in Clifton, Nottingham, to musical parents who separated when he was young. His father, whose last name was Bugg, was a nurse, and his mother worked in sales, both having previously made recordings. He grew up in the Clifton council estate of Nottingham and started playing guitar at the age of 12 after being introduced to the instrument by his uncle Mark. 

Bugg is a 21 year old male artist part of the indie genre. He has had a number of significant events which have occurred throughout his life and career, often relating towards his rise to popularity and fame. In 2011 at the beginning of his music career, he was chosen by bbc to be the opening act in glastonbury festival at only the age of 17, due to which resulted in him being offered and accepting a record deal with Mercury records. At this point his songs were present on a large number of music TV stations as well as the radio, the start of his growing popularity.

In 2012, Jake Bugg self titled his album in october, being his debut album which ended up having a large amount of success. On the 21st of october the same year, his song "two fingers" was placed as being 28th in the Uk charts, while the album which the song was part of was in fact number one in the UK charts. Many considered the artist as "a talent fusing retro folk with blistering contemporary rock rtfs", being hailed for bring a unique element towards his music and the twist which he added towards the genre of songs he branched out into. The album which two fingers belongs to to this date has sold 604,100 copies, being the 57th best selling album of the 2010 decade. Later this year in may, Bugg appeared on the bbc musical program later ... with Jools holland. In the same year again, Bugg was the supporting act for Noel Gallaghers high flying birds at Belsonic music festival, in belfast. He also made a number of other appearances at venues that year, it being an important break through year for the artist. To the current day he is still releasing lyrical content which is popular amongst the public and the media, being present at big musical venues such as the ones mentioned previously alongside music festivals, during which releasing new albums and lyrical content. The artist belongs to the record label of "Mercury", and has done for a number of years. As mentioned previously, bugg has had good success when it comes to his album purchase numbers and general popularity

The first music video of Jake Buggs which I shall analyse is "what doesn't kill you", one of his many songs which falls into the indie genre. This video in particular follows many conventions of the music genre, although at times it can defy them to an extent to appeal towards the target audience in a more efficient way.

Dyers theory states how a star is shown as being both extraordinary and ordinary at the same time, which s evident through this music video by Jake Bugg. This is evident through the opening shot, which states the date and location where the artist was filmed for the music video. This portrays him as being extraordinary as he is shown as being a big star through doing this, as it almost replicates an advertisement for a concert of an artist through stating all the specific details at the beginning. However,  opposing this is the use of mise-en-scene throughout the video, as the artist can be seen as wearing standard regular everyday wear. Through doing this it portrays him as being a down to earth, ordinary person appose to being a star of the media. This is appealing for the audience as they can relate to the artist throughout the duration of the video through the down to earth portrayal of the artist, however at the same time aspiring to him due to the opening segment where he is shown as being a star and a big name.

The video follows the Goodwin's theory point of having either a narrative, concept or narrative element towards it. This is as throughout the entire duration of the video, the whole video is just showing the artist performing the song. This can be conventional to the indie genre as indie artists music video either follow a performance only video, or that of a narrative or concept only video. This could be done for a number of reasons. The first of which could potentially be that the artist wants there performance to be the main focus so that there face gets out there more, as indie artists dont often have a very big following and run  on low budgets, so through doing this it makes those that watch the music video recognize the artist, so perhaps when reminded of the song they remember the artist. This is beneficial towards the audience also as it allows for there attention to be fully focused upon the artist, making them more immersed in there performance.

Another element within Goodwin's theory is evident, which can be seen through the lyrics and visuals relating towards each other. This is as the lyrics and visuals appear to relate to each other throughout, as the song itself is called "what doesn't make you stronger", the lyrics throughout the video linking towards the artist expressing what he has gone through, which has an emotional impact upon the artist. This portrayal of the lyrics and visuals of the artist looking down is evident through the use of the setting of an empty, dull room surrounded by dark shadows. Alongside this, the body language of the artist connotes him as being emotionally damaged/ drained as it comes across as being very limp and weak, correlating with the lyrics. This is appealing towards the audience as it allows for them to connect with the artist easier, due to the visuals and lyrics portraying the emotion which the artist is showing throughout his performance, which enables for the audience to build a relationship with the artist.

Throughout the music video, the artist Jake Bugg is represented through a number of different outlets. From the start of the video to the end, the video consists of just Jake Bugg performing the song, for this reason he is present throughout the entire duration and practically every shot, excluding the ones focusing upon the mise-en-scene, all of which makes the representation of the artist clearer. One example which can be taken in which the artist is portrayed in a certain way is the very first shot where Jake Bugg is shown, where the setting which stays the same is introduced. He can be seen through the use of a long shot looking away from the camera, in an empty room showing a mode of address away from the viewer. This could potentially connote that he is somewhat of a loner, or that he is unhappy or depressed. Alongside this, the lighting of the artist is especially darker than any other segments within the video, which could also connote that he is a dark person, or shows very little emotion towards things, which is supported through the dull and lifeless facial expressions which are shown throughout. This is conventional of the indie genre as the artists are often shown in a dark light, often being shown as going through something emotional or having done, which is hinted here. This is appealing towards the viewer as they may sympathise for the artist because of this. As this shot is present right at the beginning of the video, this could try and create a relationship between the artist and viewer straight from the off, which is only re-enforced later through the use of cinematography, specifically extreme close ups which help build a relationship between the viewer. This portrayal of the artist is evident through the lyrics, more specifically in the third stanza where the artist says I couldn’t face the world without her eyes, I never knew it till she disappeared. This supports the idea of the artist being a loner, showing that he has been conflicted emotionally in the past, which is reflected through the lyrics within the song. 

The target audience for the music video is what would be expected for a song from an artist which falls into the indie genre. At the very beginning of the video, a parental warning can be seen straight from the off, stating how there is explicit content within the video. Through having this present at the very beginning of the video, it removes the idea of the video potentially being catered towards a younger audience. Indie artists often have a smaller following a niche target audience, where Jake Bugg follows this as I believe this particular song has a target audience of those aged 18+ over. I believe this due to the elements throughout the video, including the mise-en-scene use and conventions which are present throughout. The general style of the video appears to mimic former indie artists, an example of which being Bob Dylan. An example of this can be taken from the video being in black and white, which has been a common convention throughout the indie genre of music for many years. Relating towards the audience, this appeals towards an older audience as the convention of having black and white visuals and generally having a retro feel is appealing towards an older audience, due to the potential nostalgia factor, associating the song with previous indie artists and artists as a whole. During the very beginning part of the song, the artist can be heard talking about his own experiences in his home town "drinking outside car parks", telling personal stories of times of hardship for himself, which contrasts between this star like portrayal seen within the images. This allows for him to come across as being both a star and a relatable individual, which the audience may find appealing as it shows different two personas towards the artist. This creates diversity and provides with a different element towards the artists portrayal and the overall feel of the video.

The style of music video similar to that of what the audience would expect from an indie music video, consisting of performance and only performance. The entire music video is of Jake Bugg performing to the viewer, primarily showing a direct mode of address throughout the video. This is conventional of the indie genre as they often contain a strong element of performance throughout, which is done for multiple reasons. Through having the artists performance shown, it provides with additional exposure of the artist as the focus of the video is placed just on the artists ability to perform the song, which may appeal towards the viewer if they enjoy it, which may result in him gathering a bigger following. This is appealing towards the audience as there attention is drawn solely towards the artist and there ability to play there song, giving the viewer a better experience as it is not distracted with having multiple purposes behind the style of video, such as incorporating a narrative or concept. This is beneficial for the artist also as through this style of video, it provides with additional exposure for them. Alongside this, the lyrics within the song also reflected personal tales of the artist, providing with a closer insight towards him. This is evident in the third stanza once again, where the artist says "I couldn’t face the world without her eyes, I never knew it till she disappeared, My life would be a bunch of souvenirs". This gives a more 'personal' account of the artist towards the viewer, and may make them feel as if they can connect to him either more on a deeper level through the presence of personal and emotional lyrics, paired alongside with him being the primary focus of the visuals. 

Within the music video by Jake Bugg, the use of mise-en-scene, specifically settings and props can be evident to be conventional to the indie music genre. At a number of moments during the video, the camera can often be seen focusing upon said props, usually that of the artists electric guitar or the guitars amplifier. Both of which items are parts forms of mise-en-scene which is actually present throughout the video. Zooming into these forms of mise-en-scene makes it very apparent that the music video contains convention aspects which would be expected to be present throughout a music video. This is appealing for the viewer as these items make it apparent that the music video is conventional to the genre, through doing so appealing towards fans of the genre as the items which are present on screen are appealing for the viewer. In regards to the setting, it is just an empty backdrop/ room, in which the artist can be seen performing ahead of it. The setting allows for the focus soley upon the performance of the artist as it is very dull, has very little colour to and lacks anything in particular. Through having this setting and allowing for the artist to be the main focus, this is appealing for the viewer as there attention is never drawn away from the artist, making them fully experience the performance of the artist.

The use of hair and makeup for mise-en-scene use is not particularly noticeable throughout this music video, which could be for a number of reasons. The artist cant be seen wearing makeup when the camera zooms into his face, although this is expected for a male indie artist and would be unconventional for them to be wearing any form of noticeable makeup which the viewer would be able to see. In regards to the hair, the artist can be seen as having a rather basic hair style, not being styled, being left natural. Artists within the indie genre commonly have long hair which is un styled, in this instance it could potentially link towards the portrayal of the artist and the appeal towards there target audience and the viewer. As his hair is "normal" hair which would be expected of from any member of the public, this could be done to portray him in a down to earth light. This is appealing towards the viewer as the artist is shown in a more relatable light, which could make the viewer feel as if they can relate more towards the artist, through doing so enabling for a relationship to be made between the viewer and the artist because of this.

Within this music video, the artist Jake bugg is shown in the majority of shots, due to which his facial expressions and body language are clearly seen. Throughout, both elements of mise-en-scene are used to portrayal the artists emotions towards the viewer, the song and visuals both linking towards the portrayal of the negative emotions the artist shows. This is evident throughout all moments within the song in which an extreme close up is used to zoom into the artists face, where he can be shown very little emotion, being very dull. This could be done to show how emotionally drained the artist might perhaps be, which is conveyed to the audience. This is appealing for the audience as they are shown a better and more personal insight into the artist, which may portray them in a way which they hadnt had associated with the artist previously. This could enable for a relationship to be made between the viewer and artist as the viewer may feel as if they have a more person connection with the artist due to this portrayal. The idea of the artist being emotionally drained is also evident through the lyrics within the song. This can be seen when the artist says "she packs her bag and then she runs and all I can do is watch her go, I’ve lost all I own", which clearly shows how the artist has been emotionally damaged in the past, and is using the song as a form of emotional suppression. 

The lighting/ colour of the music video by Jake Bugg would certainly be considered as being conventional to the indie genre. At the very beginning of the video, it is evident that the video has been edited to be black and white. Although despite this, the setting of the music video would be dark regardless of this as it is set in a small closed room, where the artist is shown as having a dark shadow over him at multiple points throughout the video. This could be done to follow the commonly used convention of editing indie videos into being black and white, adding a darker and more retro feel towards them. This is appealing as it directly caters towards the target audience, which is a mature audience of those aged 18 and older, appealing towards them through the retro vibe which is emitted throughout through making the images and visuals darker.

On  a number of occasions throughout the video, the artist Jake Bugg can be seen portraying a number of different positions while performing his song, which as mentioned previously is the style of the music video. The most common mode of address which he shows is that of a direct mode of address towards the audience why performing. A specific of this can be taken near the middle segment of the music video, where he is centred in the middle of the shot, facing towards the camera as he performs. This is conventional to the indie genre as it portrays the artist as addressing the viewer directly, which is appealing for the audience as it is as if they are performing in front of them and just them personally. Through this personal connection element which is incorporated through this, it enables a relationship between the artist and viewer to be made.

Within the music video by Jake Bugg, two forms of cinematography, specifically camera can be seen to be present and repeatedly used on a number of occasions. The first of which identified is the use of extreme close ups. This camera shot is used from the very beginning, all throughout the entire duration of the video. One specific example which I gathered can be seen near the middle of the music video, where the artist is shown with this shot. This is done to show the artists facial expressions from extremely close up, making them the main cover of the shot and screen. Through doing this, it enables for the audience to see his full facial expressions, focusing solely on the artist. This is appealing for the audience as the focus of the entire video draws towards the artist, being able to see there facial expressions. This may enable for the viewer to build a relationship with the artist, as they may feel as if there getting a better insight into the artist as they are seeming looking straight at him. This is beneficial for the artist also as through the relationship which could have potentially have been built, it may make the artist more like able so the viewer may become to like the artist more. This could potentially result in having an generally bigger viewing base, as well as more YouTube views and concert ticket sales.


The second form of cinematography which comes up frequently throughout the video is the use of a long shot, where the artists full body can be seen, where he is holding his guitar and the entire background of the video is present. This is repeated on a number of occasions. One specific example of this can be taken near the middle segment of the song again, where the whole mise-en-scene is present within the shot. This could be done to show the artist having a direct mode of address performing to the audience still to maintain the building of the relationship with them, alongside showing the conventional items of the indie genre, which can be seen being the electric guitar, amplifier, and his leather jacket. Through doing this, it is appealing for the audience as allows for a greater perspective of the setting of the video, allowing them to see the artists performance better, while doing so letting the artist maintain there direct mode of address. This allows for the creation of a relationship between the viewer to be maintained.

Throughout the video, the visuals have been edited to reduce the saturation levels throughout, to provide with a black and white effect. This is done to the effect of providing with a more retro feel towards the visuals, generally giving it a more old fashioned style towards the music video. This is conventional to the indie genre as a black and white effect is often edited in due to the portrayal of the music video which is achieved through this, which can also link towards a darker themed message/ themes at time, which in this video it links more towards a sadder tone, due to the song being related towards the artists struggles. This is also appealing towards the target audience as the target audience is often of an older audience, which appreciate an element of messages and values portrayed throughout due to its intellectual appeal, alongside the nostalgic feel which is evident through the retro like visuals.

The next song I shall look at it is "Messed up kids" by Jake Bugg, one of his more popular songs alongside "two fingers". There are a few big noticeable differences within this video in comparison to the previous one, although the effect this has on the audience remains the same for the most part.

As mentioned previously, a paradox within Dyers theory is that the star is both absent and present throughout. It could be said that this is in fact present throughout this music video of Jake Bugg. This is as he is only present during two parts of the song, firstly at the very beginning and lastly at the very end, where he is standing stationary throughout. This shows him as being absent and present as the video itself has no editing and is one continuous camera shot, through doing this it gives the viewer the impression that the artist hasn't gone anywhere while he is off screen, as he is show standing still looking at the camera at both instances. This is appealing towards the audience as it gives the impression that the artist is present throughout the visuals of the song, as the song can be heard to continue to play after the artist leaves the shot. This could make the viewer feel closer to the artist on a deeper level as when he is physically present on screen, he displays a direct mode of address towards them. This may enable the audience to be a relationship between the artist.

Another paradox stated within Dyers theory is that the star is both ordinary and extraordinary, which is evident throughout this music video by Jake Bugg. This is achieved through the portrayal of the members of the public in the background alongside how the artist is portrayed also. He is shown as being ordinary due to the setting of the video, and the way the which he is portrayed as being a down to earth ordinary person, as it is a everyday setting surrounded by members of the public wearing practically identical types of clothing as him. Although opposing this, he is also shown as being extraordinary due to the way in which this idea of him being down to earth is portrayed. This is evident as he is only present at the very beginning and end of the video, during which parts he is made the main focus showing a direct mode of address. Through doing this, it makes him clearly stand out as having more importance amongst those in the background, as the use of shallow editing is also evident to make the artist clearer to identify. This is appealing for the audience as he is shown as being a down to earth relatable person through his ordinary representation, although alongside this being shown as being extraordinary as he is shown in a superior light through the use of the artists positioning within the frame, alongside the use of cinematography, specifically the shallow editing. This provides with the audience of being able to create a relationship with the artist, while doing so still being able to aspire to him due to his inspirable portrayal of being important and noticeable amongst everything else in the frame.

Goodwin's theory states that music videos often follow a structure towards them of having some element of; a narrative, concept or performance element towards them. Unlike the previous video which followed a structure of just performance, this music video drifts away from this and follows a style of having just a concept behind the visuals. The entire duration of the video is a slowed down segment of showing the setting and characters within the video, where the artist is shown on a few occasions amongst the other characters. This is conventional to certain indie genre music videos, as they often being heavily based on one of the three styles of music video, rather than incorporating multiple or all three. This is done so that the video can be catered towards a particular group of people, as through the use of different style it makes it appealing towards different groups of people. Through the portrayal of the concept of the video and not incorporating either of the other two styles, it is appealing towards the audience as it allows the visuals to portray just the message with provides with an intellectual appeal, which the mature target audience may appreciate as there attention isn't hindered.

One point which Goodwin's music video theory states is that there is often inter textual reference throughout music videos, in which this is evident throughout this music video by Jake Bugg. This is in fact evident on a large number of occasions throughout the video, often hinting towards a large number of references which could be worth mentioning, although one particularly noticeable one can be seen near the very beginning of the video, where a man can be seen through the use of a close up/ mid shot, in which he is holding an iPhone up to his ear. This could be present within the video for the sake of having a low key form of advertisement. This is conventional to the indie genre as the artists aren't often particularly well known so there income isn't always very high, hence why many productions within the genre are low budget. This would therefore benefit the artist as they could profit through agreeing terms with a product company to include there item within the video, providing with additional income. This is appealing towards the viewer as the item which is present within the video is an everyday product with the viewer may own or is used to see throughout various forms of media and everyday life, so it provides with a stronger feel of realism towards the gritty nature of the video, making it come across as more realistic which may assist with the portrayal of the concept.

Within the video "Messed up kids" by Jake Bugg, the representation of the artist is evident through a number of different outlets, his portrayal being slightly different to that of his previous video. Unlike the previous video, the artist isn't present nearly as much on screen, being only shown on a handful of occasions where he can be seen standing still where the camera pans him and the surroundings behind him. He can be seen wearing a standard dark coloured Jacket alongside Jeans where he is shown, very standard everyday where. In the background of the setting the members of the public can be seen also, wearing similar types of clothing to him. The setting itself appears to be that of a rather cheap and run down area, one of which that might have issues with poverty and low incomes. Through the artist being shown as wearing the same clothing as the younger people in the video, it could be him implying to the viewer that he used to be like them, being brought up in a poor area. This could therefore be done to show the viewer how he hasn't forgotten his roots and his origins, and that this part of his life is still there with him today. This is appealing towards the audience as the artist is showing how he isn't any different to them and never has been, portraying how he himself was brought up in a poor area of Nottingham and that he is retelling this through the concept of the video, which shows him in a more relatable way through the portrayal of a personal story of his. Through this the audience may gather a liking for him due to his down to earth portrayal, and how he is shown as a down to earth everyday character. With the lyrics "The streets are closed in the town, Places no one really goes to hang around, Give up on us long ago with no hope, All you hear's the cold wind blow and get stoned", this could support the idea of the song showing the artist recalling the types of things which happened in his town before he became a recognised artist, and that the song represents the harsh reality of how hopeless some peoples circumstances are in similar towns to his, yet he managed to break out and gain acknowledgement. 

Throughout this particular music video by Jake Bugg, I believe that the target audience doesn't differ far from the one mentioned previously, due to the elements within and the presence of similar conventions. I believe the age range once again falls into being those 18 and over, although in this instance it could be catered more specifically towards those aged 15-30. This is as the video itself focus's a lot upon the scenery of the settings and those within the shot, to which the majority of people in the shots are either old teenagers/ young adults. Alongside this, through these shots the artist can often be seen being present amongst the members of the public within the shot, wearing the same type of clothes, being portrayed as being the same as just every other member of the public. Through doing this, it is appealing towards the target audience of that age range as the viewer can relate towards the artist as he is shown as being down to earth, making him seem more ordinary and like able due to this portrayal.

Unlike the previous Jake Bugg music video, the style of this video branches out into a different style oppose to just showing the performance of the artist. This is as the entire duration of the video is focused around the scenery within the shot, including the members of the public, the artist being shown on a few occasions where he is the main focus of the screen. Because of this, the style of the video would be considered as concept, due to a potential message which is connoted throughout. This message could relate towards society and issues with society, as those that are shown in the shot aren't shown as being particularly happy, and the setting of the video is urban and a bit beat down and dull. Through doing this, through the portrayal of the concept, it could be done to show how everyone is the same and no one is higher or lower than anyone else and that everyone has issues in there lives, which is supported through the artist being present standing in a number of the shots among the rest of the public, where he appeals to blend in and not look very different to them. For this reason it is appealing as the style of the video portrays a very down to earth and relatable message towards the viewer, which they may appreciate through the intellectual of it.

There are multiple examples of the importance of mise-en-scene use throughout the video, the setting where the video is filmed and the props having significance towards the audience. One example to take from this can be seen near the opening segment, where the artist can be seen standing stationary with a dry cleaners sign in the back, where besides it has graffiti drawn on the metal cover of the closed neighboring shop. This shows how the setting which it was filmed was of a low budget setting, being filmed in the real world, filming members of the public behind the artist. This is conventional of the indie genre as the settings of videos within the genre are often very low budget. This is appealing for the audience as the settings are therefore often done in cities or just urban areas, which they can relate to as they are everyday settings.

In regards to the costume, hair and makeup element towards mise-en-scene use, throughout this video by Jake Bugg the most impacting use of the three comes from the costume of the artist, as well as the clothing of the other people present throughout the video. During the segments where the artist is actually shown he can be seen as simply wearing everyday where of a standard shirt and jacket, looking very similar to that of the members of the public in the background. This shows him as looking and dressing similar to them, portraying him as being just another member of society. Through this, this is appealing towards the audience through the down to earth portrayal, making the artist come across as simply being an ordinary and relatable person, enabling for a relationship to be built between the artist and viewer.

Throughout the video, the facial expressions and body language of the artist don't particularly stand out as having that much of a noticeable impact on the viewer, although the same cant be said for the members of the public which can be seen. One specific example can be seen near the beginning of the music video shortly after the artist goes off screen, where two people in the shot can be seen showing beaten down facial expressions. This shows them as possibly struggling with life and being unhappy with how things are, portraying the beaten down facial expressions of the public. This could be done to assist with the portrayal of the concept behind the video, as it demonstrates how everyone has there struggles in life and that many want to just make ends meat, which is evident through the use of mise-en-scene within this instance. This is appealing for the audience as it makes the message behind the concept of the video easier to see and relate towards, as the emotions of the people being shown are simply everyday people. Another appealing element for the viewer is that the visuals here link with the lyrics of the song, through watching the music video oppose to just the song allows for them to fully experience the portrayed emotions of the song better as they can physically see what is being said.

This music video by Jake Bugg follows the style of lighting and colour which he stays consistent with including through the majority of his music video, which is conventional of the indie genre. This is as straight from the off the video, it is evident that the visuals have been edited to have a black and white effect towards them, the black and white effect being edited in during the editing stage. This is the same use of lighting which was present in the previous video by Jake Bugg, and is used by a large number of indie artists. This could be done to provide the video with a retro feel to it, which is achieved through making the visuals generally dark. This is conventional of the indie genre  and is present throughout a large number of Jake Buggs songs and others indie artists ones, often for the purpose of catering the video towards the target audience, often being a mature older one. This is appealing for the audience as an important element towards the visuals has been directly catered towards the target audience.

During the segments in which the artist is in the shot, he is shown as being positioned directly in the middle of the frame, the camera often panning him standing still looking directly towards the camera. This in fact happens on two occasions within the music video, firstly once at the beginning of the music video, and later at the very end of the video, during both moments he shows the same mode of address as he is placed directly in the middle of the frame. Through doing this, it makes the artist stand out a bit from the rest of the public, as his portrayal throughout the video demonstrates how he is just like everyone else, and just another member of the public. This is appealing for the viewer as it makes them able to differentiate between him and the public, making the artist visible, but in the same way showing him in a down to earth and ordinary light, allowing for the audience to build a relationship between the artist.

Throughout the music video, the use of editing isn't evident in regards to the camerawork and the core filming towards the final product. This is as the visuals consist of one continuous shot, where it only changes when the camera zooms into somethings specific, as the only change which can be seen is when the camera pans the urban location which is present throughout. This lack of editing could be done to portray a theme throughout the video, as the use of one continuous shot could connote how the video is based upon the day in the life of the artist and any other member of the public within the video. This is supported by the video appearing to go in a spiral, starting with the artist standing in the middle of the frame and it ending on the artist standing in the middle of the frame, possibly showing the start and the end of the theme of portraying the daily struggles of every individual within the video. This is appealing towards the target audience as having the video as one continuous shot allows for the portrayal of a theme, which provides with an intellectual appeal towards the viewer, alongside the viewer potentially being able connect with the relatable nature of the message being shown, about the struggles experienced by many.

The research I have conducted into my chosen music artist Jake Bugg will assist me when going to create my own production, which I and my group are basing around the song "two fingers" by the artist himself. This is as I have gathered a number of ideas and inspirations from looking at specific examples of the other music videos which he has produced. It has given me a better insight into the conventions of the genre as a whole, as well as showing me what codes and convention's my chosen artist often opts to include. Through being aware of these, I can incorporate elements which Jake Bugg includes throughout his examples into my own work, but trying to alter it so it is still my own work, but while doing so making sure I don't drift too far away from the conventions of the genre. One example of a convention which I want to incorporate into my own music video is some way is the use of black and white visuals edited in, which will be achieved through lowering the saturation filter. also I feel as if it would be too clichéd if I was to have this throughout the entire duration, so I might be able to put it into certain segments, such as during flashbacks if they are present throughout our music video. Another convention which my group and I will certainly follow is to include urban environments throughout my own music video, which I believe will be suited due to it being conventional to our chosen genre, and being present throughout a large majority of Jake Buggs music videos. There are multiple micro elements which I have gathered inspiration from the analysis of Jake Buggs music videos, one specific example which I believe will be well suited would be the use of shallow focus. This is present throughout his videos on a number of occasions, and through looking at its use throughout the two examples above, I believe it will be a suitable shot to incorporate into my group and I's music video.