Keeping On Without You - This Providence

I decided to analyse this video as well as it is quite a mellow indie sing like the one we have chose to do and so I wanted to look for similarities and conventions in these videos. I also think they are both quite good videos and have some ideas in that Claudia and I would be able to transfer into our own videos.

Directed by: Luga Podesta

Production company: London Ally Entertainment

Producer: Christian Heuer

Executive producer: Luga Podesta

Director of Photography: Tom Banks

Production designer: Sarah Lauson

Editor: Luga Podesta

Colourist: Lauren White

Label: Fueled by Raymen

Release date: November 10, 2009

TEXTUAL ANALYSIS

• This video is set in two main places; a sandy wasteland and an abandoned destroyed house
• During the video there are a lot of close ups of things such as a photo, feet hanging down, a clock, quite random things but then all things that add to the story of the song
• Quite a narrative video as you can tell the meaning that the girl has to the band members both through the song and the images on screen
• You see a lot of shots of the main singer lip syncing to the song, but this isn't too frequent and is interspersed with shots of other band members and landscape shots
• The timing of the day also progresses throughout the song in that its like early afternoon/morning when it starts and by the time it finishes its around dawn
• The broken down house really relates to the lyrics of the song as it seems that it symbolises the broken down relationship

Tonight Tonight - Hot Chelle Rae

Directed by: Luga Podesta

Production company: London Alley Entertainment

Producer: Christian Heuer

Executive producer: Luga Podesta

Director of photography: Rob Witt

Production designer: Phillip Boutte Jr.

Editor: Luga Podesta

Director's rep: Yell Productions

Colourist: Bob Curreri

Label: Jive

Release date: April 26, 2011

TEXTUAL ANALYSIS

• Uses montages of images from all scenes. The office and garden party are shown at the beginning of the video and then as the song progresses the band and party begin to be shown.
• The video is fun and the pace of the video is fairly relentless. The video uses lots of bright colours and high key lighting. This all matches the feel of the song.
• Whilst the narrative parts of the video are showing the band will occasionally sing lines but you don't see them singing the whole song. This is because this may become too repetitive, even with a change of location
• On the roof you see the whole band with all of their instruments playing the song. Its fairly dark and the atmosphere is very much party-like
• The band all have similar way of dressing, this helps to signify that they're all quite similar and marks them more together as a band

Research Methods

Primary research involves the collection of data that doesn't already exist.
Secondary research involves the summary and collection of existing research.
Qualitative research is that which involves words or a persons personal response.
Quantitative research is research that can be measured and evaluated to show trends or patterns.

In order to collect both a substantial and useful amount of data I will have to use a mixture of all of these methods. Each has its advantages and disadvantages when looking for different things.

Primary research can be useful when wanting to gather opinions or new information. A more typical method that is primary is a questionnaire, this allows you to collect whatever data you need, it will also be unique to you as no one else will have it for obvious reasons.
Secondary research is most probably the easiest research to get, it can be found on the Internet or in books and is anything that is readily available. It can be useful to find out things that you wouldn't really be able to find out yourself, such as specific information on celebrities or companies.
I will need both Qualitative and Quantitative data as they both have different uses. You will need qualitative data to find out information such as backgroud information. Quantitative data will be needed when looking at, as said above tends or patterns, such as viewing figures on videos.

ED SHEERAN

Ed Sheeran is an English Singer, Songwriter and Producer. He learnt to play Guitar at a very young age and began recording in 2005 and in 2008 he moved to London to pursue his music career. He played hundreds of gigs and was finally given mainstream attention in 2011 when he was signed by Asylum/Atlantic Records. He broke through commercially in June 2011 when 'The A Team' debuted at number 3 on the UK Singles Chart. Ed is currently touring in America and will be touring England again very soon after.

History of Music Videos

A Music Video is a short film or visual clip that accompanies a song or piece of music. More recent videos are used as promotional gimmicks and to enhance the enjoyment of the listener.
This first music videos were released in the 1950's but even as early as the 1920's animated videos were accompanied by musical pieces labelled 'visual music'. For example the early items from Walt Disney such as Fantasia were based soley around music.
Through the years videos have obviously changed a huge amount, in the beginning it was largely just simple videos of the artists singing with some variety. Nowadays there are many types of video such as narrative, lyrical or performance. The genre that our chosen song is from more typically has a narrative mixed with performance video. These are known as hybrid versions and many examples of these can be found on youtube like the couple below..
Love Drunk - Boys Like Girls
Tonight Tonight - Hot Chelle Rae
Call Me Maybe - Carly Rae Jepsen

A2 Brief

"A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band
• a digipak for the album's release
• a magazine advertisement for the digipak

I have chosen this as my brief and will be working with Claudia. The song that we have chosen to do is 'UNI' by Ed Sheeran. My two ancillary will most probably be the digipak and the magazine advertisement.

digipak: a digipak is a fairly recent type of packaging for CD's, its typically made of a heavy cardboard material and will normally open like a book or be in three parts with one opening to the left, another to the right and the CD in the middle in the more traditional 'jewel CD case' stuck onto the card background. They are most frequently used for special edition releases and allow for more information, including lyrics or information on the band and more graphic display.

If Only - Mine and Claudia's short film