Music Video Treatment
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Planning: 60 Second pitch
Hello, today I'm here to pitch to you my idea for a music video to Swim Deep's song "She Changes The Weather." After doing research into the lyrics and analysing them, I found the meaning of the song to be about him falling in love with a girl, who has completely changed his outlook on the world, in a better prospective. The song very much uses the weather as a connotation for love, therefore the main prospect of my video will be based upon nature and how love is a part of nature. The video will show the story of one girls life and how love can shape a person throughout their life. I will be using various locations within my video, in order to show different types of nature that will conote the different types of love people will experience within their life. Thank you for listening to my 60 second pitch.
Planning: Dynamics graph
In todays lesson, we were asked to create a dynamics graph for the song where we comapred the intensity of the song along with the time. From analyzing the song through this graph, I have learnt that the start of my song gradually builds up using piano, drums and guitar. It then stays moderately the same with few harsh dips in the tempo and after an instrumental towards the end of the song, the temp gradually decreases in order for the song to finish. Below, is the graph, to which you can see the intensity and dynamics of the song:
Independent Research: Bestival and Reading 2013
Swim Deep recently played gigs at Bestival and Reading and pictures were uploaded to an online website, thisisfakediy.co.uk. I thought that this shows the stage the band plays and the atmosphere they create and how that it will help me to incorporate into my music video. Below are the links to the website to which photos have been presented online.
Bestival 2013
Reading 2013
Bestival 2013
Reading 2013
Independent Research: Audience feedback
Below is a link and screenshot for an online analysis and feedback for the song from thisisfakediy.co.uk
thisisfakediy| Blog
thisisfakediy| Blog
Independent Research: Audience feedback
Below is a link and a screenshot from the Aberdeen Student Radio blog that Isla Hodgson gives her personal opinion of the song.
Aberdeen Student Radio| Blog
Aberdeen Student Radio| Blog
Independent research: Audience feedback
Below are screenshots of audience feedback that I have discovered on Swim Deep's various social media.
Soundcloud:
Facebook:
Twitter:
Soundcloud:
Facebook:
Twitter:
Planning: Analyzing song lyrics
"She Changes The Weather"
Seen it all but I've seen nothing yet
Cause I forget
Do I know or do I think I know?
It's all we are, it's so clear
*Here they could be suggesting that they've seen the world but now he's with this woman, shes changed his outlook on the world and he feels like there is so much to see now. Despite him being confused when they first met, he now realises that everything is clear and he now has an open mind*
She takes my time and I don't mind
She makes me feel like
Like I can see for miles
She changes the weather in my world
Seems like it's never getting cold
*The chorus may be suggesting that he loves her so much that she could do anything and he could always forgive her. Also, she has completely opened his mind to the world to what he was previously living and uses the weather as a metaphor for this*
It's ok, it's not obvious
Cause what you say will make my day
Rid of consequence
It's all we are, but it's so clear
*Here, he basically explains that it may not be obvious that he loves her as much as he does, but he is telling her in the song that she makes his day just from the little things and that erases any problems they may occur*
She makes me feel like
Like I can see for miles
She changes the weather in my world
Seems like it's never getting cold
*Chorus repeated*
She takes the time and I don't mind
She makes me feel like
Like I can see for miles
She changes the weather in my world
Seems like it's never getting cold
*Chorus repeated*
Research: Social Media
Below is a link to Swim Deep's official Twitter and Facebook page to which I personally follow. This allows me to see updates from the band, which will help me with this project.
https://twitter.com/SWIM_DEEP
https://www.facebook.com/SWIMDEEPUK
https://twitter.com/SWIM_DEEP
https://www.facebook.com/SWIMDEEPUK
Research: Soundcloud
Below is a link to Swim Deep's official Soundcloud where it is possible to listen to and download their music for free:
https://soundcloud.com/swimdeep
https://soundcloud.com/swimdeep
Research: Interview of the band
Through trying to find more detailed and in-depth research I have found interviews from various newspapers, that intrigued me into what the bad is like as band etc;
The Guardian Newspaper
Interview Magazine
Yorkshire Evening Post
Outline Online
Brumnotes
Artrocker
The Guardian Newspaper
Interview Magazine
Yorkshire Evening Post
Outline Online
Brumnotes
Artrocker
Research: Demographics and Psychographics
For example; demograpics (Income): if a person can command a high income, most likely he would purchase a luxury watches or cars.
For example; demograpics (Age): age is also a good way of determinant such as teens(12-19), there are tech savvy, wants the latest fashion, technological innovated, most likely they will purchase Ipod and high-end mobile phones.
Whereas psychographics use qualitative data that reflects the attitudes, lifestyles and preferences of the audience.
For example; psychographic (Social Class) : lower class, working class, middle class & upper class, always related to income.
Lifestyle : achievers, strivers & survivors
Personality : Compulsive, gregarious, authoritarian, ambitious.
Personality : Compulsive, gregarious, authoritarian, ambitious.
Research: Brief textual analysis of a music video
Artist: Jagwar Ma
Song: Come Save Me
Release Date: 22nd November 2011
Genre: Alternative Dance/ Indie- Rock
The video, in a way, illustrates the lyrics, therefore creating a relationship between the lyrics and the visuals. However, I think this is only done through the animation- like performance of the band members throughout the video.
The Billie Jean-esque square neon lights flashing at the beginning of the video also help build a relationship between the actual music and the videos as each light flashes at the same time the drum beats. This is also portrayed through the coloured shapes that appear in the background and zoom in throughout the video when the harmonies appear.
The importance of the artist is shown continuously throughout the video as the band perform all the way through, however we never see their full identities, only their shadows, which is a huge part of their image as a band. A typical trait that I have realised is that they rarely make appearances within their videos and that is a major factor for their public image. Perhaps they want their audience to focus on the music and visuals of their videos as opposed to what they look like and what they're wearing ect.
There are no voyeurisms used within the video and I believe this is purely based upon the bands image. Modern day society and media's impact upon the way in which media is produced and distributed, you would perhaps expect a video with voyeurisms within it due to its love-song essence within the lyrics. However, due to the image that this band has, they don't feel the pressure to add voyeurisms in their video, but instead can use animation 80's vibe sound and editing, which could all be involved within the genre of the music.
As previously mentioned, when I initially watched the video, the beginning instantly made me revert back to Michael Jackson's Billie Jean video, where the lights would appear when he stood on them and also cut to the beat of the music. Being released in 1983, Billie Jean also reinitiates the 80's feel to this music video and works well with the "Alternative dance" genre. Also, notice the beat of the drum at the beginning of both videos, again, very similar.
There is not necessarily any narrative view to the video as the song itself is very repetitive in what it is saying, so a narrative structure to the video, in my opinion, would be unnecessary and conforming to stereotypical music videos of the current media sphere at the time of its release.
Research: Andrew Goodwin's 6 Features of Music Videos
Andrew Goodwin, the author of "Dancing in the Distraction Factory," highlights characteristics and features that are typically found in music videos.
1. Music Videos demonstrate genre characteristics.
(E.g. Dance routines in boy/girl bands or stage performances in metal videos.)
2. There is a relationship between lyrics and visuals. The lyrics are represented with images.
(Either illustrative, amplifying or contradicting.)
3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
(Either illustrative, amplifying or contradicting.)
4. The demands of the record label will include the need for lots of close- ups of the artist and the artist may develop motifs which reoccur across their work.
5. Frequently more references to notion of looking (E.g. Screens within screens,) and particularly voyeuristic treatment of females.
6. Intertextual references to films, T.V programmes etc.
1. Music Videos demonstrate genre characteristics.
(E.g. Dance routines in boy/girl bands or stage performances in metal videos.)
2. There is a relationship between lyrics and visuals. The lyrics are represented with images.
(Either illustrative, amplifying or contradicting.)
3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
(Either illustrative, amplifying or contradicting.)
4. The demands of the record label will include the need for lots of close- ups of the artist and the artist may develop motifs which reoccur across their work.
5. Frequently more references to notion of looking (E.g. Screens within screens,) and particularly voyeuristic treatment of females.
6. Intertextual references to films, T.V programmes etc.
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