Case study of iconic directors

David Fincher

These are examples of music videos directed by David Fincher.
1) Madonna - Vogue.
2) Justin Timberlake - Suit & Tie.

These videos by David Fincher are filmed the whole way through in black and white, giving a old-time twist to the video.



 Furthermore they feature smart outfits to make the artists look classy and rich, showing their glamorous side, to engage audiences.
There are many medium-close ups and close up shots of the artists face, showing their attractiveness as well as several long shots to show their outfit in full with dancers behind them.


Both music videos are performance based, with Justin Timberlake's video featuring backing singers and a band with musical instruments behind him. Along with Madonna's video showing backing dancers/ actors always behind her, copying her moves and positions so they are following her, showing she is the lead of the shot.
Madonna's video is mainly about her and her image, this is shown through a series of close ups of her outfit, showing her covered in sparkles and diamonds, additionally being seen as the temptress archetype to the consumer, with her perfect feminine figure being highlighted (Laura Mulvey's theory of the male gaze) and for women to aspire to. Also the whole video is about 'striking a pose' for the camera adding to the theme of image and appearance, with girls posing and singing about Vogue, a famous model and fashion magazine, in which can attract female audiences. Justin Timberlakes video is about image as well, with the artist made to look classy, in a suit and posh shoes, attracting female attention.

Themes : Image/Appearance, Wealth, Class and period of time e.g (both in black and white)

Still Shots For Specific Styled Artist's

Boy Band

Before Editing we selected a group of teen boys which most modern boy bands are formed out of (i.e. One Direction, 5 Seconds of Summer, Union J; who are or were all in their teens when they started their success as artists). We opted for a simplistic brick wall background as we wanted a stereotypical 'tough' image boys of that age are known for. Hence the choice in costume for some such as the all-grey tracksuit sported by the guy in the middle, and 'tough guys' stereotypically hang out on the streets. By using a simple background we were also able to display the individual characteristics of each band member (since not each member will be identical in personality), and the non-themed background allows each identity to stand out. The personalities we have gone for are the typical boys (the far two on the left)  who wear casual jeans and t-shirts, the tough/ gangster look for the guy in an all-grey tracksuit, the nerdy persona can be displayed on the boy with his hands in his pocket (who styles glasses and is the only one positioned up straight) and then the slightly more stylish guy who has opted for all black with a floral pocket on his t-shirt. Each member of the band is positioned in a casual stance, to suggest they are just like friends 'hanging out' which a lot of boy groups try to capture. 

Simple background and casual look

Brick Background and different personalities
(Harry's funny side shown through his stance)

After Editing we decided a simple split screen would make an excellent effect as it didn't create too much of a theme (via colour corrector or distortion...) which would draw away for the boy's personalities. By split screening though we were able to make the still more interesting to the naked eye as leaving it unedited would leave the viewer feeling a little bored by the shot. 

Rock

Before Editing this Rock genre shot we made sure the artists would have a rock related prop (the guitar; which is a stereotypical rock related instrument), we also chose a costume which would compliment the rock genre being created by the artists (for example the simple black and white t-shirt, as most rockers tend to wear casual t-shirts with text/ slogans). The individual is also pulling an iconic rock stance with the slightly tilted knee and 'sign of horns' hand gesture. She is also presented in front of a curtain to suggest a stage-like performance. 

Elvis Presley was an iconic rock performer
(he can be seen here with a guitar;
the very same star image we wanted to replicate)

SIGN OF HORNS HAND GESTURE

After Editing we simply desautrated this image to allow the audience to focus on the more on the performer's image than the colour which draws too much attention to the guitar. However the guitar is very important in creating that 'rock' styled shot, so we also cropped the still to draw equal amount of attention on the instrument as well as balancing on the artist herself! 

Pop

Before Editing, we created a pop image by using the iconic red lipstick worn by notable stars such as Marilyn Monroe. Using star image is a very common aspect of pop music videos, for example Madonna tried to create this image in her video Material Girls! We used a 'backstage performers' mirror with light bulbs to enhance this star image, as it highlights the artist applying her lipstick. 

Madonna pouts her red lips in an attempt
to replicate Monroe's

After Editing we didn't want to add many effects that would 'overcrowd' this shot with too much imagery for the audience to take in, so we simply adjusted the lighting via colour corrector (since the shot was slightly too dark and by adding light we were again able to draw in on the applying of lipstick).

Indie

Before Editing we tried to create an indie shot by incorporating a plaid shirt with a simple wooden background, to make the artist stand out. By choosing this outfit, we were able to create an indie look, as the term indie is used for independently produced music artists who does not fall into a specific genre (therefore we could be very diverse with the outfit, and so opted for something we feel most styled artists could wear)! The wooden beams in the background also shows this mix of genres as again it is not for a specific genre and could be used as a good example for any genre.The individual is looking into the distance as her hair covers her face, again masking a direct genre and leaving suggestions open to what type of music this shot may be related to. 

After Editing, we used the colour offset filter which creates this blue/ white effect on the still. We found it appropriate for this genre, as it again could be used for more than one genre (we found it could've been used for rock, metal or pop...), therefore it created that no-specific genre style. 

(As you can tell there are multiple styles of genre when it comes to indie artists)!

Band

Pop

Jazz

Folk

Rock

Green Screen Stills

Green screening was easy because we followed simple steps from a youtube video that helped us through the steps.
The difficulties with green screenings is where to position yourself in front of the green screen when taking a picture or video. This is because if you aren't far enough away from the screen parts of your body can be lost in editing and green specs can be seen on the final still, which reduces the imagination that we are on a stage.
Green screening can be used in music videos, especially spectical genres, to show the artist in different places and create scenes that cannot be done in real life, for example being pictured on the moon, giving a Lady Gaga feel. Furthermore it is a good way to change the mood of the video, can reduce costs and is easy to produce.

Still frames: Image, Performance and Narrative

With our performance still photo, we used musical props from the music department such as a triangle and tambourines! We used these instruments because performance videos often include such items. For example Broken Heart by Rixton. The location we deliberately chose was outside, to give a festival-like experience to the audience. We chose very casual clothing, as that's the stereotypical outfit one wears to a festival such Glastonbury or Reading. However to improve we may include better lighting and background to give the idea that there are spotlights and on a stage.


We edited our picture so it showed 4 identical pictures of the same image. We did this so it would add to a performance feel, such as being at a concert looking at the big screens.







With our image still shot, we chose to focus on a close-up of the face against a plain background of a brick wall, so the attention of the audience would be drawn towards the individual. By using a brick wall the individual seems rustic. Many performers use such still shots, as they are display the artist in their natural setting. Additionally the girl is portrayed as natural and innocent as she is not wearing any make up and is posing in a 'cute' way showing she is confident in what she looks like. This can therefore be an icon for teenage girls to aspire to.



We edited the picture with the lyrics from Taylor Swift's song love story. We believed that the still connected to the style of music Taylor sings, such as romantic narratives. Additionally both the girl in our still and Taylor are portrayed in a 'girl next door' style, with a natural classy look.

We used this still to portray a narrative genre, showing a girl crying on the floor of a bathroom in what looks like to be a public or school rest room. We used this as narrative because she is clearly upset at something and has gone into the bathrooms to hide. Girls and even boys of the same age could be a target audience because they also might be having trouble in their lives, whether it is at home or at school and can connect to the story of the music video.

We desaturated the colours of the image so that the low key lighting gives a dark gloomy feel, which reflects her emotions to the audiences, as she is shown to be crying on the floor of a rest room. Additionally the artist is also dressed in casual inexpensive clothes, portraying her as an average girl and not a music star in whom has money and doesn't have a 'normal' life, meaning the audience can connect to her more.

Links to real life music videos

Performance: 

This shows an example of a split screen used in a performance music video by Little Mix. This is used to show the whole group and their backing dancers.

This shows an example of a image still, showing Taylor Swift to be looking natural and classy in what she is wearing. Additionally they use a medium close up to show the jewellery and hair accessories she is wearing, giving her a princess look.

This shows an example of a narrative genre from Rihanna's music video 'stay'. This also strips back the rich music star image by showing the artist looking emotional through the video, thereby more audiences can connect to the lyrics and the video.

Representation of genre and semiotics

We created this representation based on Laura Mulvey's theory of the male gaze. This is where females are seen as passive objects for men to view, in which females just appear to be looked at by the active male.

 Using Berger's way of seeing theory the artist is represented as teenage icons portraying their youth and freedom. This is because Berger believes every media text has a view from the camera and the audience are aware of the photographer/cameraman/artist.

We as the audience, created this representation of the artist based on Gauntlett's theory of masculinity in crisis. This theory portrayed men in two different ways, the 'new man' and the traditional man. In this photo he is seen as the traditional man as he is in the centre of the shot and appears to be stong, surrounded by women.

 

Again this photo is part of Gauntless' theory of the 'new man'. This image makes the man look weak and innocent, showing the opposite of the traditional man who is strong e.g James Bond.

 

Genre of music videos

Goodwin's rules and music video genres