Final Music Video

I have used different techniques and effects in editing my music video in order to create the final product. I have taken the colour from all of the production and left both the narrative and performance in black and white. This effective technique conveys tot eh audience a lonely feeling and sadness. However as this effect is used I have chosen to use another technique that can be used effectively with the black and white theme, this is the use of opacity on the performers. I found this effect to be useful as I chose to avoid the poor quality of lip-syncing. However another problem that I came to was the complication of the green screen in the shot. As Adobe Premier Pro CS4 can alter the effects of different shots, however the effects can have different effects due to most of the shots being long shots. When I was filming of the actors on the bridge the wind began to rattle the camera which led to unstable shot, meaning I had to edit the shot into a static shot. I thought that changing the colour to black and white was the most effective as it gave more character and narrative to the music video.

Evaluation

In what ways does your media product use, develop or challenge forms and conventions of real media products?

The main conventions of a music video would be the close ups of the band, singer and audience. My music video uses an array of close ups, fast cuts and still images. Music videos use these techniques to sell the artist or sell the song, however music videos that sell the artist is Richard Dyers theory, as it is his theory which sells the artist to the audience, the producers do this by filming primarily the artist while they are singing and performing the narrative.

In different genres of music videos the conventions can differ, such as different shots, images and techniques. In R&B music videos the artist sings to the audience while performing the narrative. However an R&B song has a balance of a narrative and
performance. Usually in R&B music videos the artist is in on a dark set, this is where lighting becomes important, as it certain positions of a light can create different emotions for the audience.

A majority of R&B music videos suggests the video is to show a slow and emotional connection with the audience, this is used to conform to Shuker’s theory of the artist connecting to the audience on an emotional level. Through this theory I have researched certain artists such as Usher and Michael Jackson who have performed both R&B and Rock music videos. In Usher’s music video “Trading Places” he frequently faced the camera which then created an emotional connection with the audience. Also in R&B music videos there are prolonged shots that cause a greater effect for the audience as it can create certain moods and emotions. To create these emotions and connections with the audience the video contains longer shots as this generates the sense connection with emotions that the artist portrays. A rock music video also conveys the conventions of the balance of a narrative and performance however they implement a more of a performance rather than a narrative. Fast cuts and short shots are taken to portray the artist as being aggressive and angry; however in Michael Jackson’s music video of “Beat It” he is shown to dance with gangsters. However the lighting in this music video is dark and dull, this portrays Jackson as being the victim.

My music video consists of some of the major conventions of an R&B music video, however it does not include many close ups of the artists due to problems I had with the actors being unable to lip synch correctly. This was a key problem with the progress of my music video however; I have attempted to correct this mistake by changing the performance of the actors. I have done this by changing the colours and opacity to blend the performance in with the video, resulting in my music video seeming similar to a narrative based video rather than a balance of the two. Though I had problems with the actors, I followed various conventions of an R&B music video such as using long takes, this is because I wanted to capture the audience and create a connection with them, and however I feel that I have not accomplished this because of the lack of a clear narrative. I tried to convey to the audience the connection between the two narrative performers and to create a link from the narrative performance and the track. This I believe was a partial success as the lyrics and video did connect through parts of the performance.

How effective is the combination of your main product and ancillary texts?

My website and digipak both follow the conventions of real media texts as they both include text and images; also my website includes the links from the homepage to the different pages around the website, which include the news, biographies, music, media, store and galleries, and my digipak consists of the images and track list of the band.



My music video and my ancillary texts are similar by name and title, however the contrast of the music video being black and white and the website being three main colours: red, blue and yellow. This use of colours proved productive as the differences gave it more character and gave me the opportunity to edit that allowed me to create the images that I would think is creative and effective for the band name. However the editing is effective but I find that it does not signify the true image of the band as the images are not clear.

After researching various websites such as Kings of Leon and Michael Jackson and digipaks such as Black Eyed Peas, I was able to conclude that both had to include a variety of texts and images. Though the digipak and the website both share the themes I have design, they do not offer a brand identity, such as a logo. This is a minor detail, although if it were a product that a company would want to use then the ancillary texts would both have to include the logo. Through the creation of the ancillary texts I have been able to develop a theme for the band and able to create a band identity: the three colours of the three band members. However I was unable to create the combination and connection between the music video and the ancillary texts as it had not occurred to me, although by implementing the colour scheme of yellow, red and blue to different members of the band I was able to create a connection between the website and digipak, however not with the music video.

The combination of the website and the music video is stronger than the combination of the digipak and the music video, as the music video follows part the black and white colour scheme. The colour of the font in contrast to the background creates the black and white theme that is associated with the music video.

Through my ancillary texts I have used images as a means of advertising as they are a key factor in the context of advertising. I have designed the images to appeal to the audience and be an image that catches the audience’s eye. On my website, the images are on the margins, creating an eye appealing effect.

If I was to change anything about the music video it would be that the colour scheme would flow with the website, as the website is a key factor in the advertising industry, as it is the selling of the band rather than the songs. Creating a website that is interactive with the audience; this is an example of Roy Shuker’s theory of the artist connecting with the audience, I tried to implement this into my website by including interactive links that lead to more information about the band which leads to the audience knowing more about them and strengthening their emotional connection between each other.

What have you learnt from your audience feedback?

During the audience feedback sessions we viewed everyone’s music videos, websites and digipaks and gave them good points about them and the improvements in which can be made. I felt that this was an effective way to personally evaluate my peer’s work as watched it in a group, and could give the person who created the products a contrasting view of what people thought as there were people who felt some items were stronger than others.
Once the class watched my video, I received both positive feedback and constructive criticism. Firstly, the audience liked the effects that I used to convey the band members and the fading effects I used “fading out of different players, creates movement and action”. I was particularly pleased when I received this feedback as I tried to use these effects to show the audience the transparent feeling from the song; also they commented on the effects of colour “the black and white effects add the emotion of sadness and loneliness”. This effect also received criticism as it did not clearly show the band, which flouts Dyer’s theory of selling the band.

I was disappointed as my video received more criticism than good feedback, however I knew this would occur as after watching my final video there were places in which I could have improved such as a clear narrative. As my video did not have a clear narrative it lacked the effect it had on the audience, and I did not receive much positive feedback. Some of the criticisms I received were about the shots I had taken “you used the same shot more than once” which was true as I had run out of film to edit, however this could have been avoided by re-filming. Another criticism was about the length of shots “your shots are too long which lack action”.

After the video, the group gathered around and analysed my website. The positive feedback that I was given was primarily about the colour scheme, and how I incorporated the name of the band with the colours of red, yellow and blue. I also received positive feedback on the instructiveness of the site and that the hyperlinks to the other pages and the other areas of the website give the viewers choices of which area to visit. I agree with this feedback as I designed it to create a welcoming feeling for the audience. The audience have also given me positive feedback on the images that I have used; they felt that the images gave emotion to the band members.
The positive feedback from the audience about the website, they were intrigued by the link bar as it gave the website more character and the sense of being interactive and as the rollover image changed to the colours of the head bar with “The Colours” written over it. They also commented on the organisation of the website “it looks well thought-out” in addition they commented on the “interactive elements” on the website such as the sign in and the link bar. As the genre of the band is R&B I felt that the website should flow and become emotionally attached to the audience, I felt that the website did create this emotional connection but to a minimal. However the criticism of website was that it lacked real images of the band, this criticism I agreed with as it was a valid negative point that I could have avoided during production. I received conflicting feedback as one student gave me a positive comment on the position of the central section “white background behind the central black box” whereas another student gave me the opposite comment on the same item. However some of the students did not like the all black background I chose.

When my peers came to look at my digipak, I was surprised as it had very little amounts of negative feedback. The negative feedback that I received was about the little amounts of text that were included on the inside cover. However after researching various digipaks it was true that there was text on the inside covers, and this was an error that could have been avoided. The positive feedback that I received from my peers was that the outside cover was well laid out and had a good use of images and the shots that were used were effective as it gave a diverse image of the band members. The use of colours was also mentioned about the digipak, which also related back to the website as it follows the same colour scheme, however does not include any black.

All the feedback that I received about both the ancillary texts and the music video were fair, however due to commitment in making the ancillary texts I was unable to repair the faults that were discovered in the music video, which if redone, I would immediately repair.

How did you use new media technologies in the construction and research, planning, and evaluation stages?

During my research stage of the course, I looked into the variety of genres that were available and suitable for the viewers and my own liking. Google has been the key factor to the research and planning as it is the largest search engine on the internet. Google has enabled me to filter main sites into the specific ones that I have been looking for, whether it is for bands websites, information and examples about genres.

As the internet has become the key source for most information during this course, certain websites have allowed me to search for the most difficult objective: the unsigned artist. This was a difficult task for me as there are very few sites that offer lists of unsigned artists looking for the star light. However, I found a number of sites that offer unsigned artists and the types of genres. I chose to go with a three man band called “The Colours” on www.unsigned.com/thecolours this enabled me to contact them and after waiting for quite some time they responded and gave me permission to use their track “For You”. During the waiting time, as I still did not have a band or a song, I returned to searching then I resorted to using another unsigned artist website: www.totallyunsigned.co.uk.

During the course, working Blogger was easy as it has been the site that I have used for the previous year’s coursework. However, the presentation of the blogger had to be in order and organised and the checklists have given me the guideline to what order I should place all research and planning I have done.

YouTube is another key factor during this project as it is a website where I could compare and analyse current videos and past music videos to make sure that my video follows the conventions of a music video. Currently my music video has been uploaded, it has had nine views, however no comments. But has it is on YouTube, I am able to transfer it to my other products such as my website.

For the planning stage of the course, creating a storyboard by drawing the scenes that will occur enabled me to scan them into Windows Media Movie Maker and then create a storyboard animatic with the track on while the animatic plays.

For the filming stage of the course I chose to use a Panasonic Video Camera. This was because the Panasonic camera was reliable and compatible with the college’s computers and I was able to easily transfer the shots taken to Adobe Premier Pro. Along with the tripod I was able to capture stead and high quality shots that could be used in the editing. Though the video cameras are relativity old they performed well during the shoot. For the performance of the band, I used a few techniques such as the usage of the green screen. This enabled me to film the band without going to the narrative scene.

During the editing stage of the course, I used Adobe Premier Pro. This is because Premier Pro is designed and programmed to aid people who have made a video and then develop it into a product. Through Premier Pro, I was able to create the images and shots that I wanted to include, but I had difficulty with the effects that I wanted to use, such as blending of the performance from the band; however I managed to overcome this obstruction by adjusting the opacity and brightness/contrast. Then after I had worked out the effects that I later wanted to use the editing became easier to me as I could use different effects, such as cross fades, dips to black and straight cuts that could create a more efficient effect for the audience.

The website was the trickiest product to make as Adobe Dreamweaver is a new program to me as I have never used it before. Firstly, when I entered the program I did not know how to create, design or plan the website. So after a quick drawing of the website I began. I was able to make a basic set up of the website, with tables and notes of what is going to go where. This then gave me a chance to experiment on how the program works and finding the secret of how to create a successful website. I firstly drew a large table that was within the limit of 800 pixels, and filled in the spaces with what I thought was necessary such as the news section and the tour dates. However I had difficulty positioning all images and texts, this is because the program is designed to make all items static and the program does not include the feature which enables the person who is using the program to position the items anywhere on the page. This was time consuming as I had to align all of the items so that the website did not look obscure and out of place, however I successfully positioned most of the items in the correct place. The red circle indicates the most difficult item I came across when using Dreamweaver, this was the link bar. The link bar is the links between the different pages on the website, unfortunately due to all the items being in one table, adjusting a table size lower down the page would adjust the position of the link bar. I successfully found that splitting certain boxes in the table I could move the items obstructing the positioning of the link bar.

The digipak was created on Adobe Fireworks CS4 and Adobe Photoshop CS4 which is the advanced and improved version of paint. By using Photoshop I was able to create pop-art images from photos I had taken of the band. I have chosen to create them as a pop-art image because they are eye appealing to the audience. I created these images by using the following process:

Image> Adjustments> Black and White
Image> Adjustments> Posterize
Filter > Palette Knife
Image> Adjustments> Photo Filter
Image> Adjustments> Brightness and Contrast
Image> Adjustments> Vibrance
Image> Adjustments> Shadow/Highlights
Image> Adjustments>Hue/Saturation

For the final evaluation I have used Microsoft Word Processor, the internet, Adobe Dreamweaver and Fireworks, both used only access the different products that I have created and paste the images onto the certain areas of the evaluation so that the examiner can see which areas I am talking about. I reason for me using word processor is because the purpose of it is too create a neat, organised and correctly spelt documents.

Overall the course has been an experience and the new found skills that I have learnt such as designing and creating a website, digipak and a music video. Even though the music video was not my largest success I am still happy about my product as it was of my own creation.

Website Final Edit

Website - Homepage



















I designed the website in Adobe Dreamweaver CS4, this program has given me a chance to experience a new skill. However though I had not used this program before I was able to construct a website that I find suitable for the genre. I firstly created a table that would include all contents and links to other pages. In addition to using Dreamweaver I had to use other programs such as Fireworks and Photoshop to create the link bar and the banner. These programs also aided me in developing other areas of my website such as the

images. After researching different websites I found that the typical conventions of them are that the link bar has a rollover such as them changing font, or what I did is changing the colour, and by this I carried on with the colour scheme of red, orange, yellow, green and blue. I have also included a sign in page for members who wish to join. At first I had difficulty linking the sign in button to the sign in page, then a fellow peer who has experience using Adobe software, showed me how to do it, then succeeding in linking the two pages successfully.

Digipak Final Edit

Inside Cover-






Back Cover-







Using Adobe Fireworks and Photoshop CS4 I was able to produce my digipak, and through these programs edit and create effects that are eye appealing and effective. Firstly for the digipak I had to research what the measurements for the basic CD case, however as I chose to do three panels I had to add more length onto the original. The images that I chose to use where a variety of photos taken of the band and then I transfered them onto the Photoshop program where I created pop-art, and through a series of changes, I resulted in creating the images for the digipak. However I thought that the inside cover was the weakest of the two because it lacked text and features, however it does include a slot for a booklet and the CD. With the two covers contrasting each other: the outside cover looking more real and the inside cover looking more solid, I thought the effect would be eye appealing and it gave a sense of creativity.

Draft Edit

Permission - Planning

Planning - Filming Schedule

Due to the Winter season approaching, the weather will be constantly changing, such as snow, rain or nice days through Autumn. Days which are bright and sunny will be the best days to film as there will be no complications, also the days which are sunny are more convient due to the rowing boats only being available when the weather is nice and sunny.

Planning - Treatment

The main plot of the story will be based around a male and a female, who both stroll around the University Grounds and show their pains and sorrows. Their thoughts and emotions will also be added through the camera angles and the effects of black and white imagery.

Throughout the video there will be intervals where there will be a several second shot of them both in colour and singing a section of the lyrics (chorus). During the intervals of the actor and actress singing, one being closer to the camera and the other being behind in the distance. The actor will be positioned at a great length which gives their distance from one another and to the audience, which enlightens the audience of their detatchment, this also gives a mixed element of a performance-based video and narrative-based video.

The narrative-based element of the video will be portrayed to be a couple who are avoiding each other but are continuously engaging with each other (bumping into each other). When the two meet they will immidetly turn around and ignore each other, however at the end of the video they will be no longer able to avoid each other and become a couple again and row beyond the trees.

Planning - Risk Assessment

Planning - Props Preperation

During the video there will only be a few props, due to them not being a vital necessity to the plot.



These rowing boats that are used on the boating lake are open to the public. The rowing boat is going to be used at the end of the video when the couple come back together.




The phone is going to be a symbol of communication between them both. One is going to call the other and the other is going to hang up on them. This will be a prob that will be on at certain points during the video and finally they will meet and board the rowing boat.

Costume Planning

Actors/Performer Decisions

Storyboard

Planning - Video Location Recee shots

The location of the music video will be on the grounds of Nottingham University. This is a beautiful environment that people of all ages can enjoy. The Boat lake offers civilians a chance to take a boat ride across the water. On one side of the lake, the gardens and small forest cover the area and on the other side the lake is Nottingham University. On the opposite point of the lake there are stepping stones that go across and these can help make a symbol of build a bridge between two people, which makes it ideal for my music video.

Brainstorm

Research into CD Covers

CD Analysis 1 - Gilles Peterson Worldwide > Exclusive

CD Analysis 2 - Common > Finding Forever

Research into Website - 2

Research into Target Audiences

My target audience of this music video are the ages between 15 and 19. The results of the questionnaire are below:

1) How old are you?

• 15
• 16
• 17
• 18
• 19+

2) What sex are you?

• Male
• Female
  
  

3) What types of genre do you listen to?

• R&B
• Indie
• Rock
• Heavy Metal
• Jazz
• Pop
• Hip-hop

4) Do you enjoying watching music videos that are:

• Narrative-based
• Performanced-based
• Both

5) Do you prefer:

• Male artists
• Female artists
• Boy bands
• Girl bands
• Mixed bands
• None of the above
  

6) Do you prefer:

• Music without a video
• Music with a video

Research into Websites - 1

This is a website analysis of the Kings of Leon home page, it has annotations of the different aspects of the website such as the font the size, the interactive options on the website such as the news page and band biographies.

Research into the Industry

LaFace Records

Parent company - Sony Music Entertainment
Founded - 1989
Founders - Antonio Reid and Kenneth Edmonds
Distribusting label - Zomba Music Group (US)
Genre - Various
Country of Origin - USA

Signed artists:

Usher

Pink

Ciara Feat

Justin Timberlake

Britney Spears

R.Kelly

http://www.zombalabelgroup.com/artists.html

LaFace Records have numerous artists who are R&B orientated.

Justin Timberlake is an American artist who is signed with LaFace records.

His greatest hit was SexyBack which reached number 1 in 6 countries, including US, UK and Australia from his latest album: "FutureSex/LoveSounds" (2006).

I believe the reason behind Timberlake signing to LaFace Records is the number of fellow R&B artists and also some of his future music video partners such as Ciara in "Love Sex Magic" (2009).

Timberlake also had a previous relationship between Britney Spears which could have also been used by the record company to sway Timberlake to sign with them.

Research into Genres

R&B:

· Music was created by African Americans in the late 1940s/50s

· African Americans migrated to cities such as Chicago, Detroit, New York and Los Angeles in the 1930s

· The stylistic origins of R&B are: Jazz, Blues, Jump Blues, Gospel, Traditional Pop, Electric Blues

· The riginal blues and jazz songs were song by Leroy Carr, Cab Calloway, Count Basie and T-Bone Walker

· Contemporary R&B is a modern day version of soul and funk which was influenced by pop music

Current major R&B artists are:

• Michael Jackson – Beat It, Thriller, Billie Jean

• Usher – Trading Places, Thinking of You, Nice & Slow

• Akon – Beautiful , Right Now (Na Na Na)

• Stevie Wonder – For Your Love, Jungle Fever, So What The Fuss

• Lionel Richie – My Destiny, Do It To Me, Angel
  

Rock

· There are around 22 different types of Rock subgenres
· Began in early 1950s in United Kingdom
· The stylistic origins are Rock and Rock, Blues and country
· The Beatles – Day Tripper, We Can, Paperback
· Rolling Stones – 100 Years Ago, Satisfaction, All Sold Out
· Queen – It’s A Beautiful Day, Made in Heaven, Let Me Live
· U2 – No Line on the Horizon, Magnificent, Moment of Surrender
· Bob Dylan – Dirt Road Blues, Standing on the Doorway, Not Dark Yet

Research - Music Video Analysis 2

The music video “Beat it” was written and sung by Michael Jackson, and was directed by Bob Giraldi. The genre of the music video is Rock and R&B, the videos characteristics are targeted at the black youth and the streets and Jackson “contemplating the senseless violence”.

Throughout the song the relationship between the lyrics and the visuals is that Jackson is singing about the rivalry between the two gangs. The connection between the lyrics and the visuals is the song title “Beat it”; this is constantly sung by Jackson as these words describe the entire video. The lyrics “beat it” is amplified by the gangster visuals and how they are preparing for a fight. Jackson’s lyrics are constantly representing the visuals, because his lyrics resemble a gangster theme, and they are amplified by the cast who are shown throughout. A specific example of the relationship between the lyrics and visuals is the lyrics “Don't wanna be a boy, you wanna be a man” when this is sung the camera is on two men hanging off the end of a pickup truck and they are smoking which is to resemble a man not a boy. This is contrasted against the image they are getting due to the fighting being seen as a boyish thing to do. However the fighting is also a way for the gangsters to show how strong they are and how they do not want to be defeated, “No one wants to be defeated Showin' how funky and strong is your fight”.

The video opens on a cafe where there is only diegetic sound of people rustling in a cafe and a plate clattering into a sink, then as the gangsters leave, immediately when the cafe door closes a rhythm of low beats begins, this is produced by techno music and then becomes upbeat and has a faster pace, this music matches the video as the upbeat rhythm connects the gangsters to their personalities and to the music. In the centre of the video, around two minutes fifteen, Jackson appears through the door and walks into the bar where the first gang were, and the pace increases do to the chorus being repeated several times until the end. At three minutes ten, there is a solo guitarist and a beat from drums in the background and this is where the two gangs meet, and gives this an extra sense of excitement because it shows signs of intensity.

"Beat it" is a music video that was aimed at the black youth of today, this video was created to create awareness of the youth of the time and how the ever growing gangsters in the streets is continuing. During the video as Jackson is dancing to bring the two gangs together he is showing to be considerate to the rising influences of fighting and crime and showing that he is peaceful. Jackson's image in this video is being portrayed as confident, caring and cool, his attitude towards the violence shows that his personality is one which people to can look to for guidance and admiration. During the time of the videos release, Jackson had previously released "Billie Jean" which was only a few months before "Beat it". These two songs have a similar meaning because they are both show to have a story or an aim behind them. "Beat it" was to make people aware of the increasing black youth and the gangster background, and "Billie Jean" had a story directly from Jackson's previous music career with the Jackson 5 and how the groupies from those days wrote to the singer informing them of false accusations.

"Beat it" is mainly a narrative-based video as the true message of Jackson's song is in the lyrics, however the video is also partially performance-based because the video reinforces the message that Jackson tries to send to the viewers and fans. Both the performance and the narrative send strong messages and both combined are excellent for Jackson's image as it shows his caring personality towards the increasing awareness of the black youth and gangsters.

"Beat it" was one of Jackson's inspiring music videos as it was his first treatment to black youth and the streets. Overall Jackson's image in this video is showing his compassion to the world and the public. His narrative performance in the video enforces his message as it gives the people a taste of what he is trying to do, bringing music to every bodies lives. His dancing skills are shown in this video to express his to feelings towards the message, but also the choreographing of the video was to sell the star and his talent.

Research - Music Video Analysis 1

The music video “Trading Places” is written by the artist Usher, and was directed by Chris Robinson. The genre of the music video is R&B and the videos characteristics involve a sexual relationship between Usher and a woman.

The relationship between the lyrics and visuals can be shown through the facial expressions, dance moves, props and the other actress in the video. During the video, Usher sings while he is performing. The relationship between the lyrics and the visuals are important as when Usher sings “trading places”, Usher and his companion change positions from either on top or underneath each other, and on some other occasions their position does not change but the camera angle changes on the horizontal axis as they are laying down. At the beginning of the video the lyrics “Now we gonna do this thing a lil different tonight” are a little confusing to match with the visuals as the action which is happening is a woman swimming in a water tank, this is different to the lyrics however it is the “different” in the lyrics. The lyrics “And whisper in my ear I bet you really wanna do me” is truly represented in the music video as Usher sings the lyrics in the actress’s ear. Another good example of the relationship between the lyrics and the visuals is “Time to get up baby and let me make this bed up”.
The beginning of the video cuts a drum beat and a note from the piano Usher plays during parts the video. Throughout the video Usher performs a few instrumentals on the piano; however the piano sound does not always stay the same as a piano should sound, during the first minute he uses an oriental sound on the piano along with the drum beat which is off set. After two and a half minutes of the video the pace of the beat increases and becomes faster as they are in the vent-like set and when Usher begins to dance.
Throughout the video there are close-ups of Usher and the female actress, this is to reinforce the stars image and sell the artist.

The record company wants to sell Usher in this video as there are more close-ups of him and the female actress than of him singing, this is a perfect example of Freud’s theory of voyeurism which Pete Fraser Teaching Music Video (BFI 2004) then applied to music videos, which is shown in this video as the record company is selling Usher and his body and of the female actress and her body. From watching the video the target audience is both men and women due to the close-ups of Usher and the female actress. Goodwin’s argument “that the female performer will frequently be objectified in this fashion, often through a combination of camerawork and editing with fragmented body shots emphasizing a sexualised treatment of the star.” is true as the female actress is shown to be more revealing and sexual than Usher.

The image that is being offered to the audience is Usher the star, not Usher the artist, this is because if the record company would want to sell the artist they would make a video that involved Usher singing throughout the video and not only parts of the video. After watching My Boo, Trading Places is more calm and peaceful as in My Boo there is a lot of disco and performances. However the voyeurism is the same, with the women attracting the male gaze and Usher attracting the younger female audience.

Trading Places gives the image of Usher being a skillful and romantic star through him singing to the actress and playing the piano, in contrast to this music video, My Boo shows him to be wild and social-able person. Throughout this video, both Usher and the actress are on sexual display, this creates an eye attraction for the audience due to the woman wearing lingerie, whereas Usher appears to wear a t-shirt and trousers. This continues with Pete Fraser’s theory of voyeurism with the sexual display of Usher and the actress.
During the video, close-ups are used frequently on the sexual and intimate moments between Usher and the actress such as when they kiss each other. The sexual costumes that both of them wear also implies sexualised display, this is another way for record companies to sell Usher and also the costumes have been said to be samples of his new line of lingerie for men and women.

Usher stated that the song “was totally inspired by the work of Prince”, meaning the intertexual reference does not relate to any other music videos but to an artist, Prince. The location of the music video reflects a wealthy and luxurious background, a set that matches Usher’s wealth and personality.

Trading Places is a music video that is performance and narrative based due to Usher dancing in certain parts of the video and playing the piano, however he uses the narrative to display his affection to the actress.

This music video is very creative and intimate, as this is shown through Usher and the actress, the video represents the love and sexual desire both of them share. Also during the video, the imagery that is set is an eye appeal to audiences, and as the target audience is mixed sexes it gives the record company a broader audience. Chris Robinson has used Usher and the actress’s body to sell the video as this video is to sell Usher and not his music, however as this is Pete Fraser’s theory of voyeurism it also displays part of Dyer’s theory of the common values of the music stardom such as sexual magnetism, originality and creativity/talent.
As the artist uses golden and black colours for the main set of himself and the actress, the set gives a display of luxury to show the audience the sexual relationship between him and the actress. However the golden and black set is contrasted by the white pearl set with the see-through piano and how he uses the piano to show his artist features and skill while in contrast he also sings to the actress to show his romantic and sexual features. Although the music video is sell Usher, he is also selling expressing his creative ability as he is mixing a variety of skills such as playing the piano and performing a small dance routine, however the parts of the video which where himself and the actress, he displayed his romantic and sexual abilities such as singing to her and kissing her. This video also shows that the mixed abilities that Usher displays are also what he can show in future videos such as his previous video Moving Mountains where he displayed mainly emotional movements and lyrics while visualising a sexual woman dancing. So in conclusion this video was filmed to sell Usher and the actress and to express the romantic and sexual features of them both.

Research - Directors Research Task

Chris Cunningham:

Chris Cunningham was born in 1970 in Reading, Berkshire and grew up in Lakenheath, Suffolk.

Cunningham began by working for "Autchre" and from that formed a close relationship with "Warp Records". He is most famous for his videos for "Aphex Twins", "Come to Daddy" and "Windowlicker". He won an MTV music video award for Breakthrough Video and was also nominated for the "Best Video" award at the Brit Awards 2000 for "Aphex Twins" "Windowlicker".

After watching the music video "Come to Daddy" I have released that Cunningham focuses on Horror in his videos. The video is set in a cold, damp location and has very little scenery. The old lady and the vicious dog shows the horror and the dog also gives a sense of danger as it bites the camera, as soon as the broken video turns on and the face begins to sing loud and the music volume increases. This works well with the action and the music.

Michel Gondry:

Michel Gondrey was born May 8, 1963. He is a French film, commercial and music video director and an Academy Award-winning screenwriter. He is also noted for his inventive visual style and manipulation of mise-en-scene.

He directed music videos such as "Dance Tonight" by Paul McCartney, "Come Into My World" by Kylie Minogue and videos for The Chemical Brothers. He has also won an Oscar for Best Writing, Orgininal Screenplay.

Michel Gondrey directed many music videos for Bjork such as "Human Behaviour", this video shows that Michel had a very creative imagination due to the characters and animals that are featured in it.