Lyric analysis

The purpose of analysing the lyrics of our song  "I Know" by Shift K3Y is to fully understand the emotion or concepts that artist is trying to convey to his target audience. This then helps my group and myself as when planning our music video we then need to ensure that we too are conveying the same emotions so the target audience get a similar feeling when watching the video.This demonstrates certain planning techniques as it from the analysis we were able at what points of the song we wanted certain lighting, cinematography and miss en scene elements. For example throughout the club setting we decided as a group to use the club/party scene due to the lyrics and tempo of the song at this point.

Within the lyrics the overall message of the song is that the artist is not the type of girl that the woman is looking for how however despite this he still feels that he is better than another man she has come across before and he now wants to be able to prove that to her.In relation to how my group as annotated the lyric, we have written next to certain parts of the lyrics the various things we have decided to include at the point of out music video, for example at the start of lyrics we have annotated that the setting for this will be within the Gherkin.

The annotations that we have made on our lyrics will assist with the various genre codes and conventions, we are able to decide at which point of the song we would like numerous conventions such as fast paced editing to be incorporated within our music video. We were also able to determine which sections of the song we wanted the club setting to be shown in as it was clear that it was in fact a major convention of the dance genre.Again by annotating the lyrics were able to clearly label which part of the song we wanted the strobe lighting to be apart of, this may fit in with the lyrics of the song or the tempo of the song at that particular moment which makes the use of strobe lighting relevant. We were also able to annotate roughly were wanted certain types of cinematography to be used within our music video, for example we want to use a over the shoulder shot in the first chorus as what is shown in this scene will set the narrative for the rest of the video.We have also annotated that we would like to use a panning shot later on in the lyrics of the song to show the viewers a view of London, this helps us clearly plan where want to use certain shots.In regards to the editing styles, we repeatedly annotated the editing techniques that we plan on including within our music video such as fast paced editing that previously mentioned is annotated during the first chorus to give us an indication as to where we would like to use this, additionally we have also clearly annotated a jump cut to be used again within the first or second chorus.

Throughout the lyrics we have estimated at which points in the video the various settings we have plan on using will shown at, this will hopefully allow us to plan our music video further in regards to making sure there is space for all the settings to be used.Costume,hair and make up have not been annotated within the lyrics as we felt as a group that it was not necessary to include it with the lyrics and should instead be planned elsewhere to clearly layout what costumes will be needed for each setting.Facial expressions has also not been mentioned within the lyrics as the lyrics are extremely repetitive so if we decide to link to them to lyrics it will not be able to be applied to all instance so alternatively again we will plan this else where most likely in the planning of the cinematography as we will want to plan what body language or facial expressions will need to be seen in the shot.However lighting and colour has been mentioned a little as we have shown that we want to include strobe lighting and low key lighting in certain parts of the music video in order to relate to genre conventions.Positioning of characters has also not been mentioned within the lyrics as we feel it is not applicable here. The music video style will primarily be narrative as we feel that this style of music is most suited to this style of music video and that also we can create an excellent narrative that will engage the audience. The artists and audiences relationship will hopefully evolve through the music video as the target audience start to become more envolved with the narrative and start feel become as if they actually know the artist. Throughout the planning of our music video we must keep the target audience in mind as ultimately we are creating this music video for them so it must be appealing to them, factors such as creating a closer relationship between the artist and them will hopefully make the video seem more appealing.

In conclusion the annotations we have made on our lyrics will help us to create a more in depth story board as the point we have written alongside the lyrics act almost as a complete of how we plan to structure our music video. This in turn will make it far more easier when making out storyboards as the annotations almost act as timed plan of how we want to create our music video, so when creating the storyboards we can just refer back to the annotated lyrics which therefore makes our story board more accurately structured. 

planning artist image

Image in which the artist portrays can often be deemed extremely important by the target audience which therefore makes it imperative to the production of the music video. The artist is the main selling point for the music video as if the target audience do not like the artist they will not feel compelled to watch music video. Various micro elements such as hair, make up, positioning, costume, iconography, setting and cinematography  will all be apart of the artist image. Throughout a music video the artist is either represented as convention or unconventional, we plan to make our artist seem quite conventional which you will see through the numerous micro-elements.

The artist that we have chosen, Shift K3Y will most definitely be presented as a conventional dance which will be shown by creating his image in a certain way, this will hopefully make him seem more attractive to 15 to 25 year old male and females as they are our intended target audience for our music video. The target will be shown as inspirational, successful and influential all these traits should make him appeal far more to the target audience as either gender will aspire to live a similar life that he does within the music video. The extravagant lifestyle in which the artist lives will again be portrayed throughout the video however we will also see a different side to him.


One of the major factors in which will help further portray the artists image is the settings that will be used. The most extraordinary setting that we have in place to use is the Gherkin which will shown in at least the first quarter of the music video where the artist is seen to be sitting at his desk contemplating his decision. There will also be scenes of an expensive restaurant and central London streets.All these settings that we plan on using will make the artist seem of a higher status and very successful at a young age which will appeal to the target audience as they will be of similar, I would argue that this is in fact conventional as artist within the dance genre all seem to be of quite a young age and very successful such as Avicii.The image mirrors the style of our music video as we have gone for a more lavish route in terms of the music video which the artist ties in with as he too si considered to be quite lavish which therefore means the artist and the st6yle of music video both compliment each other.


Additionally we plan to further develop this idea of the artist being of successful and wealthy through the use of iconography. The artist throughout many scenes of the music video will be seen to be wearing an expensive watch and silver bracelet along with an expensive mobile phone.All of these pieces of iconography will be seen in the music video with uses of close ups.As previously mentioned will make the artist seem successful and quite materialistic which is often a symbol of wealth and allows for the audience to recognize these traits further. This should hopefully appeal to out intended target audience as the materialistic items that they will see will reinforce there opinions of the artist


The use of clothing will also be used to further represent the persona of the artist. A relatively large proportion of the music video will show the artist  being well dressed and wearing designer suits along with smart shoes. Again this shows the target audience the artist has quite a high status within society and is very professional which emphasises  his success and maintaining his impressive stature.The target audience will then gain a better understanding of just how successful the artist is as within society materialistic objects such as designer clothing and shoes is often used as an indication for wealth. Furthermore this will add to the inspiration in which the artist provides for the target audience. . Additionally, in later clips this professional presentation will be juxtaposed with the presentation of the artist's vibrant attitude towards club life and a party atmosphere. This will be conveyed through the use of less professional clothing such as jeans and a T-shirt.




The artist for parts of the music video will also be represented in a completely different light as we see him in a vibrant party lifestyle in a central London club which can be seen through the various elements in those scenes, an example of this is the facial expressions that will be completely contrasted from previous scenes.There will be use of close-ups of the club such as shots of the crowd and the artists friends as well as shots of the DJ.This further develops the image of the artist having a more relaxed attitude. This of course is extremely conventional of the dance genre as all music videos in this genre contain some sort of part scene usually within a club or a house party. The more conventional representation of the artist will still appeal to the target audience they will feel like they are able to relate more with the artist as they too will like to party.

Planning of cinematography

Cinematography is essential within a music video as it relates conveys various emotions to the target audience in a manor that a standard camera shot is not able to, so different shots and angles are essential in the making of a music video. Camera angles positioning and movement   can display a variety of different locations which express the image of the artist and therefore targeting the artist for a specific audience which makes the use of cinematography effective in marketing and the artist more successful.

A panning shot of the London skyline from the Gherkin building was the first camera shot we as a group decided to use within our music video.The reason for the use of this shot is to show the target audience the setting in which the artist both works and lives in, it also further adds to his high status as living or working within central London is deemed to be something of which higher class people usually do or simply shows that he has a high job position. This panning shot will be seen by the target audience within the first quarter of the music video as an individual shot and possibly behind the artist in previous shots where the artist is looking uneasy due to is hard decision on whether to go out to a club and enjoy himself or see his girlfriend.The shot we are using can be seen as conventional as during our research we watched many other similar music videos which always contained a shot of the setting in order to show the audience where the video was set or alternatively it may sometimes show them the artist is in fact quite wealthy if the setting shot is of something quite extraordinary such as the London skyline.As previously mentioned it makes our artist seem very well respected and respect full due to the whereabouts of his office and environment. The camera shot relates to the lyrics as it shows that the audience is more likely to go out into London and forget about his girlfriend, although this may not be evident yet in the music video this shot sublimely tells the audience that this is choice that he is more likely to make.

The second camera shot that we have decided to use is an over the shoulder which again shows in the first quarter of the music video, this shot will show the artist phone with some sort of message from his girlfriend.The reason for the use of this particular shot is to add to the narrative, in fact is a quite a key element of the narrative as it explain a lot of the artists actions throughout the video.The message that will be shown will make the artist contemplate whether he wants to get rid of his girlfriend due to the reoccurring annoying tendencies and go out with his friends to party in London or stay with his girlfriend. The use of the phone can be considered conventional as in our research of Shift K3Y's we see that he uses mobile phones in his other musical videos, this can then relate further to the target audience as teenagers and adults use phones in their everyday lives which allows them to build A greater relationship with the artists troubles. This camera shot represent our artist as previously mentioned more relatable to the target audience as they may have experienced something similar within their own lives. This camera shots matches at the lyrics to our chosen song as within the lyrics the artists is also unsure whether he is good enough for the girl as he may not have the qualities she wants.

Further along in the video specifically more towards the middle of the video there's a close up that shows the iconography in a club. The iconography could consist of drinks such as shots or cocktails, it may even show the DJ within the club setting. The reason for using the shot is to show the target audience the party environment in which the artist is in, it can also be used to show the audience again that the artist seems to be enjoying himself and that he may or may not have made the right decision to go out and party in London. Shots such as this would be considered highly conventional to the dance genre due to the party atmosphere and drinks that are shown in this particular shot, seeing the artist enjoy himself is also considered to be conventional as the artist always wants to convey elated emotions to the audience. This camera shot as previously mentioned represents our artists as being lively and out going which is A traits that the target audience may aspire to have or perhaps be in the same situation. This camera shot represents the start of the music genre as it shows the artists to have an exciting and carefree life style which is often the case of artists within the dance genre.


In order to further link in with the narrative of the video, shots will also be used to show him moving on with other women as he thinks about leaving his girlfriend. This may be conveyed through the use of a shadow focus shot, showing the artist in focus in the background looking towards a female character. This is evidently used to develop the narrative and show the artist as trying to move on with his own vibrant lifestyle. It is also seen as being conventional to the dance genre. This is due to the fact that it shows the artist as enjoying the freedom of his new found party lifestyle as he pursues various other girls. It may be seen as relatable for the male audience as they aspire to be like him. The shot itself presents the artist as being good with women, confident and flamboyant within the party atmosphere; this is all done in order to develop the presentation of which the younger target audience can aspire towards. 

The last shot that we've included in our plan is A long shot showing the artist kissing his girlfriend after one of their dates, the shot will be seen with the flashback period of the music video as the artist decides whether to leave his girlfriend or not. We have selected this shots as it shows that intimacy that the artist has with his girlfriend which he may possibly miss if he chooses to leave her, this then leaves him with the difficult decision as to stay with his girlfriend or lead a more fun and vibrant lifestyle. At this point the target audience should hopefully have created a large enough relationship with the artist. The start of shot is not necessarily consider the conventional however when researching Shift K3Y are the music videos we found that there was always an element of love or some sort of relationship with another girl which does not make this shot conventional to the dance training on however it does make conventional to Shift K3Y. This me appeal more to the female target audience as the element of love is something that they often enjoy more in comparison to the male target audience. This then again further relates to the narrative of the music video as he is still having to make the decision of whether to stay with her or leave her and lead and far more vibrant lifestyle however his choice may differ after the flashbacks which is something the target audience may want.

Planning setting

The purpose of a setting is to make the lyrics relate to them as the target audience would be able to relate to what is happening in the music video to the lyrics, which covers Goodwins theory of a relationship between the lyrics and visuals. A setting can tell the audience why it is being used and it will allow the audience to understand what type of music video it is going to be for example whether it will be a performance, narrative or concept based music video.Iconography is used within a music video to also relate to what is going on with the scene and it can used to make the audience relate to what is going on in the music video, as they may have had a past experience. Both the iconography and setting can be used to make the music video seem more realistic and believable, they will then be able to relate to what is going on within the music video.

The Gherkin used as our main setting this will show where the artist works elaborate on his high status and social well-being and show the setting of the music video , It is also the place which the artist decides whether not he will stay with his girlfriend. Do you see the setting has been chosen due to various reasons which will be explained, the first being that this is an extremely relate a ball setting to the target audience as the age in which we have targeted our video to consists of many working people which will therefore make new music video seem far more engaging. The environment in itself is a reason that we chose to incorporate this within our music video, the view of London in the background of our artists working environment and the extraordinary  location that is the filming in to reciprocate further to the audience the artists high status. This will again relate further to the audience as they will then aspire to become successful as the artists which therefore makes music video more engaging. In terms of limitations there does not seem to be many however unfortunately We may not be able to access all areas of the building but this is not necessarily hinder us as we only need to use a few areas, the places that we are able to access can however offer us what we need now to film our music video. There are no health and safety issues in regards to our setting. The only disadvantage to filming at the garden is that we need to ensure that the weather is at a decent condition in order for our panning shot specifically to be at its best.

The second majority setting on location all the years through out this music video is a club which will be located within central London. The reason we chose the setting is to comply with the conventions of the dance genre as when doing a research weekend to conclusion that every dance music video contained some sort of clubbing scene. The setting will clearly show the target audience for parts atmosphere in which the artist darling enjoy himself in, it will relate fully to the target audience as a large majority of our audience will also experience the clubbing scene or parties. This particular setting is is to show how thrilling this lifestyle is in comparison to the less extravagant lifestyle that he may lead with his girlfriend. The reason this artist is within the setting is to get over his girlfriend or to experience a different lifestyle in order to make his decision more clear. Unfortunately the club setting does however present us with a few limitations, for example it can often be hard to film was in clubs and gets the correct focus for the camera along with often poor lighting although the dark lighting is needed in these particular settings, the general public would also make filming a lot harder as they may disrupt filming. There are also  health and safety issues as these settings are often quite busy it does allow for the opportunity to take the camera to be broken if it is mistreated. The weather will have no impact on this particular setting as it is all set inside.

This saying he will be shot outside the female characters house which will be a reason of the average house on the outskirts of London however the car shown Will most likely be quite impressive in order to show the artists high stature and wealth. The use of their expensive car will hopefully write to the audience as they too will aspire to one they have a car or need a similar style to the artist which then makes a music video seem more appealing. However the female character use within the seams Leeds I more realistic lifestyle which against hopefully relate to my target audience further as the viewers can now relate to one the cat than it was in the music video, this makes the video related as well as inspirational. This may connect small the female target audience as they too will strive to have a successful boyfriend. Within the seeing the male artist is seen to be kissing the female character. This will be one of the flashback scenes that the artist thinks about when in the office as he remembers all the significant times he's had it with his girlfriend and  whether to go and party or stay with his girlfriend. This further engage the audience as they then feel a part of the decision, enable a more specifically to the female audience as they tend to have an interest in situations like this. There are not many limitations to the setting however as this is filmed in a public setting and maybe interruptions from the general public or possibly from cars. The weather have no impact however the scene with us we filmed at night in order to show the audience that it is the end of their date.

This particular scene will both the artist in a female character on a date in a restaurant. The setting on the restaurant will have to be quite impressive and possibly located within central London in order to show the high caliber of the restaurant. The reason for using this setting is to show the artists is again successful and  prosperous which the location shows. Once again this makes the target audience further aspire to be like the artists or the female character as they are perceived to lead a lavish lifestyle which many of the audience May also want to lead. This may also relate to the femur target audience as this scene shows the intimacy between both characters in the music video which is something that women tend to enjoy to see. They're not necessarily any health and safety risks however there will be limitations as again filming with the general public allows for disruptions within the shots, we will also need to get the permission of someone who works or owns the restaurant in order to film.

The setting will be a walk in the park with the male and female character, it shows them both on a date Which the artist remembers while having flashbacks of his happy memories. The filming will take part in central London again most probably within Hyde Park to show the audience That the artists really only stays within central London which of course shows that his wealthy and successful as central London is known to be a unexpected city to living and often shows that people that live there Are higher class. This narrative also shows the artist is able to flirt with women quite well which may appeal to the male target audience as this then makes it artist again seeing more appealing due to his impressive ways with women. However it's still can relate to the female target audience as this still shows them that the male artist is in love with the female character. There are no health and safety risks as such however there are limitations as again the general public will be involved within the scene which may cause disruptions but apart from this there are no other limitations.

Target Audience Results

Research was carried out in order to gain a better understanding of our target audiences thoughts on the dance genre and what they thought of aspects of it, as ultimately the music video we produce will be for our chosen target audience so it must appeal to them in order for it to be successful.We asked 40 people as it seemed that it was a large enough amount of people in order to collect a wide variety of data that will give us a better understanding of our target as appose to having to rely on a smaller proportion of people to represent our broad target audience.The results in which we gain from out questionnaire will most certainly be used when we continue to further plan our music video as we want to produce a music video that appeals to our target audience especially considering that we have such a large audience to satisfy.

Questionnaire:

1. How old are you?
2. What gender are you?
3. Do you enjoy dance music?
4. Do you prefer fast paced or slow paced editing within dance music videos and why?
5. Do you like the idea of being able to relate to a music video and why?
6. What style of music video do you prefer and why?
7. Who is your favourite artist within the dance genre and why?
8. Do you prefer a video that follows conventions or challenges them?
9. Have you heard of shift k3y? If so what do you think of him as an artist/performer?
10. What form of editing do you prefer in a dance music video?

• Strobe lighting
• Montage
• Fast paced
• Special effects
• Green screen

The pie chart here shows us that majority of people we had asked within our questionnaire were between the ages of 19-22 and 16-19 which are both apart of out target audience this will help make our research even more useful as this shows us that answers we have received within our questionnaire will fully apply to what we hope to achieve which is a successful music video that appeals to our target audience.In reference to this answer we will then take on board that in fact all 40 people we have asked do in fact into out target audience.

This pie chart shows me that we asked a larger amount of females when handing out our questionnaire which may mean that the answers we have given may be focused on the preference of females more however as it is not significantly more then the males that were asked so the results should not really be biased. Furthermore gender should not have impact on the results in relation to the rest of the questions as either gender can like the same things or have similar opinions. There is nothing we can take on as

such from this information however like i previously said it gives us an indication of the type of people we have asked and allows us to evaluate the answer based on that

 This pie charts shows us that the large majority of people that we have asked do in fact enjoy dance music which of course is advantageous for us as it shows us that our target audience will actually be quite wide as it seems that dance genre has grown in popularity in the last couple years. This reinforces our choice of the dance genre as it has shown as that will have a large audience watching our music video. As a group

we knew that we knew that this question would not satisfy everyone as dance genre is not a genre that everyone particularly likes.Again there is nothing to take on board as such apart from make it clear that we have chosen the right genre for our music video as it the groups favourite genre as well as many other peoples favourite  which should therefor allow our music video to be crated successfully. This will also help as us at it means the large majority of the people we have  questioned will most likely have some sort of knowledge of the dance genre and its music videos.

 The pie chart shows us that overall the large majority have chosen fast paced editing as their preferred style of editing due to various although that does not matter however this is vital information for myself and my group as it tells us that the large majority of target audience would like to fast paced editing within our music video. This is also a common convention of the dance genre in spite of this questionnaire it would have been included however this just reinforces our option as it is clear it is a style of editing that the audience wish to see.

Over all it is clear within this pie chart that the people who have answered our pie chart have preferred to be able to relate to a music video as they want to be able to relate and understand the lyrics within the song. Based on this we will plan our music video  in the direction of relating the scenes within our music video in relation to the lyrics which is not always typically conventional of the dance genre however it is clear it is something that the target audience want to see.

 Based on the pie chart the large majority of those asked like to see narrative used within music videos as they like to see the reasoning and emotion conveyed behind the lyrics, more then a quarter of people liked to see performance included within music videos. In regards to thsi we will then as a group take this into account while planning our music video however to satisfy the target audience we will most likely used the large majority of our music video  to incorporate narrative and possibly some performance for example the use of a DJ. There may also be a small segment of concept used in our music video although this will not be very apparent although there is always an element of concept in narrative based music videos.

The results of this pie chart seem to be relatively even with David Guetta being the top choice as people seemed to really like his positive attitude, although this may not seem like this information is important it is in fact quite vital as It gives us insight as to why people like these artist, is it due to their persona? or their just their music? It was quite clear that is quite a mix of both as people seemed to really like David Guetta due to his personality, Calvin Harris who was the second choice was loved for his mix of pop and dance genre which was obviously quite a popular sub genre of dance music. When looking at this data it will allows us to determine within the planning stage if we want to have out artist featured and if so what sort of personality will the artist have? It is quite clear already that the artist will have to have quite an outgoing personality and ultimately look like he is enjoying himself which should hopefully reciprocate the same emotions in our target audience.

When looking at this pie chart it is clear that the people we asked preferred music video to follows the conventions of the dance genre. With this information we are able to apply this to our music video as we are currently in the planning stage of our music so we can change certain elements of our music video if we feel they do not follow the conventions of the dance genre in enough detail. Certain conventions such as a party/club scene will now most certainly be incorporated into our music video as our target audience have shown us that they prefer to see this in dance music videos.

In order to see how well known our chosen artist was we decided to ask our target audience if they have heard of Shift K3Y and if so what were there thoughts of him, the results were very positive as the large majority of our audience has heard of him and those who has seemed to enjoy his music is  original and vibrant. This does not necessarily provide us with information as to what to include in our music video but it does allow us to see how popular our artist is with our target audience.

Within this pie chart there are various options of the types of editing that our target audience would like to see in our music video, it is clear that strobe lighting got a large majority of votes as well as green screen. These are both two types of editing that will most probably if not most definitely be included within out music video as they satisfy the audience the most. However the other editing styles mentioned in the question will also make an appearance as styles such as fast paced editing and special effects will have to be included as they are conventional to the dance genre as also as a whole make music videos far better visually.

Vox pop:

To be added as the computers at school will not allow me to insert them.

A Vox pop is an interview in which an average person is asked for his or her opinion on a matter of general interest. In this case they were asked the questionnaire that are written above which then allowed us to have a visual representation of the types of people we have asked which were all people from out intended target audience.They were beneficial as it allows us to see how our target audience have reacted to the questions that they have been asked.


Subculture in the music industry is defined by a group of people who unite against a common value system. These people are positioned outside the mainstream with traditional or neophyte (new ideas) that they build onto an existing genre. There is also a tribal/gang rivalry as well as contrasting elements such as attitudes to capitalism and consumerism, links to values and conformity and rebellionWhen studying subculture we came across three different ideas from numerous media theorists. The first one was a man named McCraken who stated that music genres are diverse, creative and dynamic. The post modern world is filled with diversity and music videos dipict dynamic creativity. If we look at the array of values and idealogies we cant say that all sub cultures come from one culture therefore new sub cultures are constantly being created. CCSS ignores Cracken and states that all subcultures come from the mainstream because people want to rebel against it. Pop is the mainstream, therefore people rebel and listen to other Genres. Hebdige came to the conclusion that all subcultures only appear to be different, yet orignate from the same subculture that changes slightly.

Although our music video follows the CCC's theory, it also follows the McCracken's theory. This is because our song is diverse as it appeals to a large target audience. McCracken explains that the post modern world is full of diversity, dynamism and creativity. This can be broken down as music genres are diverse and therefore they appeal to a wide target audience much like our song is. The final theory is Hedbridge theory, he came to the conclusion that although some people think sub cultures only appear to be different but deep down they are the same, he says that if you look deeper, there is enough richness to warrant remaining sub cultures as little cultures. This can be broken down as all subcultures come from the mainstream and little cultures are created as a result of this mainstream.
 

The sub-culture that most suits our style of music video and the song choice is the CCCS's theory. This theory is like our music video as we are using a dance song therefore we are going against the mainstream genre of music being pop and we are rebelling as we want people to watch our dance music video. The CCCS's theory assumes that all subcultures come from one culture such as people react to the mainstream and want to go against it and be different to what everyone else wants to listen to. As the song we have chosen to use for our music video is a dance genre song, it rebels against the media as it's goes against what they think should be at the top of the charts. The audience that we are targeting in our music video will give us the idea that our song follows the CCC's theory as we understand that they will not follow what the media says as they want to be different and unique.

Within my research I found out more about my target audience and their preferences within the dance genre this therefore allows me to convey these preferences in my music video which should hopefully help make my video more appealing and successful.The results we found will be then discussed within my group during the planning phase and collectively we will make decisions on what to include in our music video in  regards to the data found out in our pie charts.If I was to do more research on this field I would try to ask more people to gain even more reliable data and possibly make some questions more specific in order to help us further.