Pitch

The narrative of our music video is about a girl at college who gets bullied where the affects of bullying are so bad she ends up cutting herself and becoming a stereotypical ‘emo’. The video will start showing Kimberley on the floor with blood coming from her wrist showing she has obviously attempted suicide. From this the song will start showing clips from both flash backs of how being bullied and the affects of it and also the performance by a band who some witnessed her being bullied at college.

The video will show some clips of Kimberley getting bullied by using a number of shots such as a long shot showing her walking down the college hallway. Here I will cut to close up of bullies and then cut to mid shots showing their actions. In the video I will show the affects of being bullied by using a number of close shots of Kimberley showing her facial expression being upset and hurt. This will also relate to the lyrics and the song title ‘Make Up’: “As makeup runs down your cheeks, you found that you are lost again” as she will be wearing make up crying ruining it also symbolising that bullying is also ruining her life. I will also use an arc shot showing a 360 of her upper body showing affects of bullying. Also Kimberley will be drinking alcohol which will be a reference to the lyrics: “So drink it down, we need this now, Make the pain go away”. This shows she is trying to get rid of the pain of being bullied and the humiliation that goes with it.

The performance section of the video is a band where members of the band also feature in the narrative section witnessing the bullying. I will represent the band by using a number of shots such as long shots to show the whole band, close up of the lead singer and instruments to show importance, low angle to show the band as powerful as they are narrating the story.The flashbacks basically show the audience why she has cut herself however it also shows before this she has resorted to alcohol in dealing with her crisis. The narrative is heavily advised by the lyrics but in the music video the shots will be cut back and forth from the narrative of flashbacks of the girl being bullied/affects and the performance of the band who members witnessed the bullying. In a way the band are narrators to the story.

The music video is going to have a number of different locations ranging from: the bedroom of the main character where she takes out her anger and depression, college hallway where she gets bullied, and college bathroom where she is upset and crying with make up running down her cheeks. Another location is a rough area of brick lane where she goes to be alone relating with the lyric: “Found that you're alone”. The performance section of the video is going to be entirely filmed in a studio where it is seen as professional giving the band and the song a serious outlook.

By Archie Leigh

Cast

-Protagonist

Kimberley Johnston : Kim (main character)

-Band

Vinny : Lead singer
Cameron Caroll : Bassist
Archie Leigh : Lead Guitarist
Gaur : Drummer


-Students/Bullies (Corridor)
Vinny : Student/Lead singer of band
Zainab : Student 1
Tom : Student 2
Liam : Student 3
Pierre Marcello : Student 4

Katerine : Main Bully 1
Monica :Main Bully 2
Maariyah : Main Bully 3

-Student/Bullies (Bathroom-quick appearance)
Tuan : Student 5
Maariyah : Student 6


By Maariyah Nakhuda

Target audience

The target audience for my video will be for mature teens and young adults ranging from ages 16-25. My target audience will be both male and female as the main characters consist of a male and a female. I have chosen this specific audience because the theme of my music video is based on suicide and bullying in high school. This means that people that have reached highschool stage will be able to relate to my video and therefore, 16+ is suitable. Also, due to the heavy themes and content within my video I will be unable to target it towards under 16’s. I believe young adults up to 25 will also be able to relate to my theme as it is likley that they will be studying in an environment where bullying may occur.

By Maariyah

Music Genre-'Post-hardcore'

The music genre I will be focusing on is Post-hardcore.The genre is mainly popular and mainstream through the United States. It has further developed its original genre; Hardcore punk. Post-hardcore is typically characterised by its clear vocals (including screams) and is supplemented by loud percussion & guitar instrumentation. It has progressed on its dissonant sound, producing harmonious melodies that create great emotion. Popular artists amongst this genre include Poison the well, Thursday, Finch, Thrice & The Used. Hardcore punk ties in with themes such as rebelliousness which influences its offspring genre; Post-hardcore.
We will be able to choose a song that consists of this theme where we can portray the protagonist as someone who is not ordinary and undergoes a dilemma that is universal, & members of the audience can relate to. My partner and I chose this genre because songs from this genre consists of serious, heavy themes that human beings can relate to and the audience can empathise with. Therefore, I believe the song we will choose should also have weighty lyrics to create a melancholic atmosphere amongst our target audience. This will enable us to explore a variety of techniques we may use for our video, in order for it to effectively impact its audience.

Summary of artist: Escape The Fate

Escape the fate is an American Post-Hardcore band from Las Vegas and formed in 2004. The band came together via social networking site; MySpace when lead singer Ronnie Radke and bassist Max Green were searching for new band members after the separation of the previous group. The band found guitarist Bryan Money who came with rhythm guitarist Omar Espinosa. Thereafter, drummer Robert Ortiz joined the group, completing it. Debuting a month later they band found success on local radio.
In September 2005, Escape the Fate won a local radio contest judged by established alternative rock band; My Chemical Romance which awarded them the opportunity to open a show on the band’s headlining tour with Alkaline Trio and Reggie. The bands popularity increased via the media and were eventually signed on to 'Epitaph'. The label has signed many popular artists such as: Thursday & Parkway Drive. The band has toured with many artists including; Alesana, Motionless in White, Attack Attack! & Bullet For My Valentine. The band has been influenced by many musicians including The Smashing Pumpkins & Aerosmith. Their lyrics cover tragic themes based on death, bullying, lust, romance & obsession. Many of their songs contain deeper meanings that regard the psychological state of mind. Although the band was signed briefly before the release of their first EP; There’s No Sympathy for the Dead.

In 2006 they managed to reach number 12 in the US Album Charts. In 2007, the band released their first official album; Dying Is Your Latest Fashion. Unfortunately, In 2007 during the Black on Black tour, rhythm guitarist Omar Espinosa left the band due to personal issues. In contrast to the bands success the band also faced downfalls. In June 2008, Ronnie Radke was asked to leave the band, and was sentenced to prison as he participated in a fight that involved a death. Ronnie Radke was replaced by former Blessthefall vocalist Craig Mabbitt.

The band released many new songs including ‘Something’, ‘The Flood’ & ’10 miles wide’. As well as releasing new songs they recreated their song ‘Makeup’ adding slight changes to the lyrics that Mabbitt sang in Radke’s place. In August 2010 the band released their first single; ‘Massacre’ from their new album. The band officially released their new radio single ‘Issues’ in early September 2010. The music video premiered on YouTube later in September. In November 2010 the band announced that they would be pulling out of their European tour with Bullet For My Valentine in order to stay with bassist Max Green while he is in rehab for drug an alcohol addiction. Instead, the band will be promoting the new album with a headlining tour called ‘The Dead Masquerade Tour’, beginning in January 2011 and Max Green will be back in time to begin touring.

Permission request

I will be contacting the record company: Interscope records (in association with Escape The Fate)

This is because I need permission to use their song 'Makeup' for our video due to copyright reasons. The band themselves do not have any contact details I can access them with so, I believe contacting the record company is the best thing to do. Above is my email.

Star Image Analysis-Hailey Williams (Paramore)

The star I will be analyzing is Hailey Williams from Alternative Rock band: Paramore. Williams found Paramore at age 13 and was signed to a production deal at age 14 by managers Dave Steunebrink and Richard Williams in 2003. Williams was introduced to Atlantic Records which signed her on planning to make her a solo pop artist. However, Williams refused to change her image and style and wanted to continue making Alternative Rock music with a band. The label decided to accept her wishes and the after adding two more members to the 3 member band, 'Paramore' became an official rock band. Originally, Williams music was supposed to come out via Atlantic records however, the labels marketing department decided it would be better for the image of the band, to not have them attached to a huge label. Williams success rapidly became greater after releasing Paramore's first official album; 'All we know is falling' in 2005. From then onwards Hailey William appeared on Kerrang! as well as music videos for other band such as New Found Glory, developing her popularity among the rock music culture. Paramore released two new albums including 'Riot!' and 'Brand new Eyes'.

In Paramore's first three videos; All we know, Emergency & Pressure, Hailey Williams is portrayed as a rebellious teenage musician. This is visible through mise-en-scene as well as gestures. Her ruby red hair and her bright printed T-shirts with classic denim jeans portrays her as a casual rebellious teenager making music. Her movement also portrays this as she moves energetically whilst head banging to her music. Hailey Williams is portrayed as a young rebellious teenager that wants to prove her point via music. In music videos such as Pressure Hailey is purely seen as a performer that looks at other people's story from the outside. However, in Emergency, Hailey is part of the narrative as well as the performance. In this video Hailey addresses problems with relationships and here, we see her as a victim of one of her topics rather than an artist looking at a situation from the outside. In this video her side fringe is visible ( a clear symbolism of Emo/rock sub-culture). Hailey is wearing a white muddy dress, pearl necklace and trainers. We see that she is portrayed as feminine but sub-verses the stereotype to again portray rebelliousness. Her white dress and pearl necklace that represents angelic innocence of a young female clashes with the mud on it, as well as the trainers reinforcing the fact that she is dressing in a certain way and it is a false exterior for who she really is. In pressure Hailey's hair cut is simple suggesting she is laid back and isn't image orientated clashing with the narrative of the video which is based on image. However,in Emergency we see progress suggesting she is growing up but trying to break free from societies expectations as a role model to her audience. Furthermore, in Emergency Hailey's hair is fiery red with brig

ht tips. I have already previously researched that members of Emo-subculture often change their hair colour/ styles and feel that their hair style must be unique as it participates greatly when it comes to their representation.

During Williams career her image developed along with the sub genre of her music. When Paramore's second album was released Hailey Williams image changed slightly. From wearing Baggy t-shirts and jeans (dressing like a tomboy) she began wearing bright coloured lipstick as well as skirts above the knees and vests that show off her figure. For example, in their song 'Misery business' from their album Riot! Hailey Williams is portrayed as more feminine however, we do see her rebellious image via her bright hair colour and movement whilst performing. Also, Hailey Williams eye makeup is more feminine and focused upon and in videos such as 'Crushcrushcrush' we see the artist as a feminine character. Her shoulder-less t-shirt, bracelets and dramatic feminine eye makeup suggests that she is developing and maturing as an artist. Her hair style is also longer in length and her hair isn't dead straight ( a style that is common amongst the Emo-subculture). We see that although the artist is maturing she is still rebellious because her performances consist of energetic movement and feisty facial expressions. Also, through out her career Hailey tends to look directly at the camera which is often at a high angle to make her look as if she is in control. In her video, Misery Business Hailey plays a character within the narrative towards the end where she 'defeats' the 'villain' within the video. Here, we are able to visualize her as a inspiring artist for many teenage girls that face bullying in schools. At this point, Hailey's orange/ red hair was her trademark and her hair style defined her as the lead singer of Paramore. Motifs such as printed t-shirts and orange hair have become associated with Hailey Williams as that is her basic outline. Also, the font used int he background of Misery Business has also become associated with the artist, as it is the font used on the title of their album: Riot!. Currently, Hailey has changed her image as she looks more mature. Her style matches the style of an Indie musician as she tends to wear dresses and feminine clothing rather than printed t-shirts and jeans. She is often viewed as an abstract piece of art rather than an artist for example, in her video Brick by boring brick or Playing God from her most recent album; Brand New Eyes. In her new album, Hailey's hair colour and style has changed which contrasts against her trademark style. With Hailey's first album her videos portray her as an artist viewing issues and themes from a distant and purely narrating them. However, in her second album she begins to involve herself with the narrative by appearing with it as well as showing performance with the band. But, her new album shows Hailey as an abstract icon that is seen as a model or actress rather than musician as her new videos lack performance based scenes where she is performing with the band.

There are many close-ups of Hailey Williams through out her work. This makes us develop a personal relationship with her via her music videos. This is clearly evident in many of her music videos including; Misery business, Pressure, Emergency, Crushcrushcrush, Brick by Boring Brick & Playing God. There are many close-ups of Hailey within all of the videos. However Hailey's trademark performance where she is energetic is not visible within her new videos. Although, she is part of a band we don't see their involvement and she comes across as a solo artist. Hailey's old videos from 2005 suggest that she is rebellious and powerful as there are many high angles which give her authority. Also, she sings directly to camera making us feel involved as an audience. Now, we see Hailey Williams as a mature, feminine, solo indie artist who is less rebellious. The record company attempt to sell the star via her physical appearance and clothing. Her dress sense immediately suggests what genre she belongs to and we are instantly aware of who she will appeal to as an artist.

The camera work and editing are used to develop the image of the star in many ways. For example, in her previous videos the editing would be done, to show quick paced shots mainly consisting of close-ups and mid-shots from high angles making the audience feel vulnerable as the lead singer is rebellious and in power. For example in Misery Business Hailey is portrayed as a rebellious lead singer that is energetic and the jump from shot to shot represents the energy. However, we can see that Hailey Williams has developed as a star and is seen as more mature making calmer music because her songs are slow paced along with the editing. The shots aren't rapid but are slow paced focusing on minute details. We see more full length shots of the artist from a normal angle to add realism yet keep distance from the audience and artist so they seem more iconic. For example, in Playing God Hayley seems to be calmer and reserved as the shots drag on reflecting her music and her new self.

In addition to this, the stars lyrics also develop from being based on topics that teenagers are aware of to more realistic subtle topics within the adult world. In 2010 Hayley Williams worked with Rap artists B.O.B and Eminem. This went against some expectations of fans as she became popular amongst the Hip-Hop music culture as well.

I believe that the star has wider cultural significance as she went from being popular within rock music to a popular artist. The star has ideological power in terms of her influence upon the audience as her dress sense and style may influence many fans to dress this way. She also has artistic power as her image develops through out her career from 2005 up to 2010. Hailey William's music videos appear to be more professional looking presumably because more money has been invested in them. This is due to economic power through earnings generated by the sales of products such as CD's. This has added to the abstract image of the singer making her look like a celebrity and icon rather than musician. Through out her music videos, especially her music videos from her first two albums, Hailey Williams has represented girl power as she is seen in a band full of boys leading them and subverting the stereotype of a vulnerable female. She is currently popular because female musicians today are seen as dominant within the media industry and the roles have switched over- (so they aren't just background dancers or singers).

In conclusion I believe that Hailey's star image hasn't drastically changed from genre to genre. It has changed from one sub-genre to another. In 2005 we see Hailey Williams as a naive and rebellious teenage musician whereas, in 2009 we see her as a mature musician addressing more serious topics. I believe that the genre of her music has slightly changed, but her star image has mainly changed via appearance and her presentation in her videos. Hailey's new music videos are seen as her star vehicle to portray her as a whole new mature artist.

Analysis of music video: 'Numb' by Linkin Park

The music video I have analysed is ‘Numb’ by Linkin Park directed by Mr.Hahn or Joe Hahn; director and DJ for the band Linkin Park. Although the band produce both Nu-metal and alternative rock music, the genre of this particular song is alternative rock. The genre consists of many characteristics such as narrative and performance based videos. It also consists of many low angles shots to portray vulnerability as well as the focus on the troubled protagonist. Unlike this video, some rock music videos portray the performers meeting the protagonist within the video.

In the video, we see both an antagonist and the protagonist. The antagonist is the protagonists is the protagonists mother who pressurises her to be something she isn't.

The relationship between the lyrics and visuals are strong from beginning to end through out the video. The lyrics amplify the visuals of the video through out. At the beginning the lyrics start off with ‘I’m tired of being what you want me to be’ which immediately derives from the theme of ‘pressure’. Before the lyrics commence, the video the first filmed shot visible is a mid shot of the protagonist looking out against a dull grey background. Already we are aware that the lyrics will be based on this character. We can link the title ‘Numb’ to the theme and plot of the music video by looking at the first shot of the video. ‘Can’t you see that you’re smothering me, holding too tightly afraid to lose control?’ The first line of the second verse matches the visuals at the time; the protagonist sitting on the dinner table by herself, whilst her mother has her back turned. This directly matches the lyrics and we are aware that the song is based on the pressures a teenage girl undergoes from every angle of her life.

The music and the visuals also have a strong relationship. The video cuts to the beat through out the music video from the very beginning to the end. The beat is fast paced and many shots in the video are fast paced also. This mainly applies to the fast paced chorus. There are drastic changes where the camera focuses on a shot for not more than 3 seconds for a narrative scene. This goes well with the music as it reflects the pace of the protagonist’s thought process and emotion. For example, the bridge of the song is fast paced where the vocals are stretched to emphasise pain. Here, it contradicts the slow screaming of the lead singer’s vocals as they clash with the fast paced scenes of the protagonist showing emotion again via physical aggression. However, at the beginning which consists of a simple beat and the piano, the introductory shot of the protagonist lasts longer than 3 seconds. When the guitars (instrument that mainly represents rock music) are being played, the shots become fast paced as the volume and layers of instrument build up. This is also the case towards the end of the video where guitars stop and the focus on the protagonist lasts longer than 3 seconds. I have noticed that the music video starts with the same instruments and ends with the same instruments and the protagonist is being focused on; for more than 3 seconds.I have noticed that the music video starts with the same instruments and ends with the same instruments and the protagonist is being focused on; for more than 3 seconds. Furthermore, the solo instrumental parts are illustrated by the video during certain parts of the video to a certain extent. For example at the beginning the amplified piano sound is evident and there is a low angle shot of the band member working with discs to suggest that he is making that sound. The vocals are never solo but, when they vocalled powerfully it suggests emotion and the visuals help show this by using a close up of the lead singer putting power into his voice, adding meaning to every word. (The video is mainly gray which makes us feel grey and feelings of dolor are present within us without even watching the video completely or listening to the music. The lack of colour immedietly links in with the tile of the track 'Numb' as it makes us feel that way.)

There are close ups of the artist and star image motifs are visible but not to a great extent.

The record company is looking to sell the track via the visibility of the band (who were established before making this music video). The artist and band are in a dark Church hall through out the music video where they are performing. They are all wearing casual clothing and printed t-shirts- nothing too exaggerated and associated with a sub-culture. One of the band members is wearing a bandanna (his trademark) and the lead singer has platinum blonde hair and is wearing his glasses which help fans recognize them as a band. They are wearing casual 90's clothing as they are from the 90's. This video doesn't relate to the band's previous videos and contrasts them. In this video, the focus on the band is brief and they aren't seen as performers but more narrators and the main focus is on the protagonist and the story built around her. However, their previous videos such as 'Crawling' & 'In the End' portray the band as a visible group clearly, rather than musicians that are isolated whilst being in the same room. Therefore, in their other videos there is more focus on the band and the video isn't really narrative based but, more performance based focusing on the band.

Previously, motifs such as piercings and earrings are used as well as rebellious hairstyles to suggest the band have their own identity and are unique. However, in this video there is a change of image and the band seem to be out of the spotlight dressing more simply as if they are normal individuals, and their star image isn't focused on as they expect the audience to identify the established band via their unique sound.

There is no reference to the notion of 'looking' through out the video and no sexual connotations are produced amongst the audience either. The protagonist is well dressed as well as the people around her and the theme of the video is detached to sexual display as it is on loneliness and pressure from different groups surrounding her. The band are also wearing black in a dark room to draw attention away from them and focus on the setting and shots of the protagonist. The camera work and costume do not imply sexual display at all and there are no dance shots in the video. There are no other references to looking within the video. I believe these features have been chosen because if there were references to looking within the video we would see the protagonist a someone distant from us. The bands target audience are teenagers and the videos is based on teenagers and what they feel. I believe the director's intention was to allow the teenagers to put themselves in the protagonists shoes and feel like her rather than see her as an image or icon. Using looking techniques such as screens or binoculars would allow us to look at the protagonist from a third person perspective rather than be in her position. Also, if 'looking' techniques had been used for the band we as the audience, would give unnecessary attention to the band and ignore the importance of the narrative.

There are no inter textual references within the video to promote or remind the audience of a TV programme or film. However, there are Biblical references through out the video to suggest that religion may be another form of pressure. Firstly, the performance scene is in a church to subvert the idea of calm prayer in a church. This could suggest rebelliousness. The protagonist comes to the church towards the end of the video where the band perform to create a weak link between the bands involvement in the protagonists life. Secondly, the protagonist is seen drawing a statue of Mary which could also refers to Biblical elements. Lastly, at the beginning of the video there is a whistling sound and shots of old architecture are visible. This could also add to the Biblical elements and how it could either be a pressure or comfort zone for the protagonist when she is lonely. It could also suggest that music is her guideline and form of escape as religion would be for someone else. In addition to this, the protagonist wears dark netted clothing and has jet black straight hair suggesting she could be part of the 'Gothic subculture'. Elements of this sub-culture are heavily based on subversion of Biblical elements.

The music video is both performance and narrative based but mainly narrative based as we more shots of the protagonist especially at the beginning and end. Also, the shots of the band are not heavily focused upon as they blend in with the Mise-en-scene so, it is more narrative based as we are able to pay more attention to the protagonist and the narrative. I think the video is roughly 65% narrative based and 35% performance based.

In conclusion, I have drawn that the video clearly focuses on the target audience and what they want to see very well. The lyrics are from the perspective of the protagonist that we develop a personal relationship with (due to close up shots) and we feel distant from the band at most points of the song. However, when there is evident emotion from the vocals we are able to feel closer to the band and empathize with the protagonist as we see a close up of the lead singer.

We do not pay attention to the band as much as we do to the location that surrounds them adding to the narrative. I think the video worked well, by really representing the themes of the genre well which and made me feel what the protagonist feels via the techniques mentioned above.

Link for music video: http://www.youtube.com/watch?v=kXYiU_JCYtU