Research into Chosen Music Genre - Miss Georgiou

My interests for this genre is very much so due to the level of emotion which is being portrayed all throughout the types of videos, and how you are sympathetic towards the artist almost like you know them and want to comfort them like you would for a friend. This is a very effective element which music videos convey through their music videos. I also like how the songs are telling a story, which can make it easy and also successful to create a narrative for a particular type of song. I believe those two elements are the main reasons towards the inspiration of using this particular genre. The two different music artists I am focusing on that relate towards the artist Amy Winehouse are Duffy. These are similar towards the artist of Amy Winehouse as they are very slow artists who show a lot of passion within their singing and their acting with music videos.

The genre of this music video is soul and soft rock. There are a range of codes and conventions used to help make this video conventional towards its genre. Throughout the whole video, there is only the cinematography of close up used. This is effective and fits well with the song as the audience are easily able to see the characters emotions. They are able to see in in higher and more clear definition. An example of an element which enables the music video to be effective is the realistic locations. All throughout the video, its shows the artist performing the song, whilst remaining in a taxi like scenario where she is in the back whilst being driven around town dealing with her heart ache. This is effective as it then seems more relatable than having it in a less popular location as more audiences can then feel like they have experienced a similar type of pain. Audiences are then able to relate to the specific emotion of sadness and then sympathise for her as they feel sorry for her.

An example of mise en scene used is in the element of makeup. This is evident when the artist is being filmed with mascara running down her face. This creates more sympathy for her, as she is going through a sad time and is then affecting her physically. This also has an element of more sadness towards the artist as it interprets towards the audience that she had got all dressed up, making herself look very presentable, to only ruining all the effort made on the cab way home, due to the amount of sadness she is possessing. This also emphasises the fact that she has put effort in with her physical appearance by applying makeup and now she is out, is a waste of her time as she is only ruining due to her extremely sad emotion which leads to her crying. Another example of mise en scene used is the positioning of the character. Throughout the video, she stays in the exact same position which is the centre of the screen. The audience are able to focus on her on her way home or on her way somewhere, showing she is not even in the situation which. Add her sad but due to over thinking only made her extremely upset. This shows the importance to show facial expressions towards audiences which would match with the song. Allows audience to not get distracted by other things happening within the video, and keeping it all very calm with all the attention on her. This is effective for the genre of soul and soft rock as it all meshes well with the rhythm of the song, of the artist were to be performing whilst jumping around with lots happening in the background, like back ground dancers, bright colours etc, would only ruin the level of emotion the song possesses as the audience would not able to visually see how the artist is feeling physically. 

An example of editing is represented in the element of slow editing. This type of use is effective as it is going slow, which then matches the rhythm of the song. This makes it mesh well and make it a compatible music video towards the song. Slow editing is conventional towards the soul genre as the audience are then able to see the artist in a sad state for a longer period of time. This can convey that she has been in this specific mood for a while now, as it is extremely upsetting for her. 

The target audience I would say is mainly aimed at young girls as it is more of a relatable emotion (15-25 year olds.) This is an effective target audience as these variety of ages are stereotypically the time where females are new and unfamiliar with relationships and end up getting their heart broken. The ages of target audience are able to relate to how she is feeling, including sad, depressed, vulnerable etc, and build are able to build an easy bond with the artist as they understand how hurtful a particular situation is. The target audience is not aimed at older generations due to the fact that as people get older, they settle down, have families and more, they would not be able to relate to the lyrics and the type of emotion as presently as young girls. The artist herself is also young, which is shown through her appearance if young skin, nice hair etc, which makes younger audiences then able to create even more of a bond with Duffy as they feel they are all experiencing together similar things and are able to understand the artists purposes and decisions more clearly than older audiences. 
The artist artist is represented as vulnerable as she looks like she is travelling from somewhere where she has heard bad news. Most fragile state. This makes the audience sympathise for her as they are hen clearly aware that she has been disappointed and upset with a recent scenario. This is an effective representation for the artist as she is seen as very distraught throughout the whole video, which only boosts her fan base due to audiences being on the same side as a pretty young girl who is crying in the back of a car and hating on yeh mystery man who did her wrong. 

Goodwin's theories are used within the duration of the music video which allows it to be effective. An example of the artist performance(visuals and lyrcis.) This is shown throughout the video of the artist singing to the lyrics of the song whilst frequently looking out of the window of the vehicle. This is effective as it shows to the audience that she is going over situations with the other mystery character which is never shown, maybe both good and bad times, which is then making her cry. Shows the audience that she is also a human being, not just a glamourous celebrity who goes through similar emotions as everyone else, which allows audiences to build a relationship with her.

The next music video I decided to analyse was by the artist Amy Winehouse, back to black. I decided to analyse this video due to the independence the artist has, as she does not 'follow the crowd,' and decides to do what she wishes when protraying how she wants her music videos to look which will make the song more effective whilst also giving a bolder statement towards her iconic personality. This particular song and music video was one of her most successful work she had ever created with the music video gaining 93+ million views. The genre of this song is slow jazz, but more soul which is shown with conventions within the music video to ensure both visuals and lyrics fit well together. 

An example of editing styles used is the changing of colour throughout the video. It has been edited to fully change it to black and white. This suggests that the video is simplistic and straight to the point, malign through audience understand the type of concept Amy is trying to convey. This can show a depressing situation as the colours are very dull, rather than using bright colours which portray happiness and positivity. This can show an interpretation towards her inner feelings, how she is feeling and how she now perceived the world due to how many times she has been heartbroken, led down and more which leaves her upset and angry. In my interpretation, I think the meaning was very deep and meaningful, due to the music beat is very jazzy, using instruments such as trumpets. This can convey a past time, showing how music videos could have looked due to no colour with any sort of photography as it is a relatively new invention. The trumpet has a very low tempo, which fits in well win the genre of soul as it can convey a low period of time.This interpretation can then mean that she does not want to be in this generation and wants to be in what would be an easier time for her, travelling back in time; which then links with the title "Back to Black." Or that she has been in the same sad situation before, leaving her to her again go back into the depressing state of going "Back to Black," due to her always being mistreated, let down etc. 

Another example of an editing style used is 'slow editing.' This is an effective addition towards the music video as it fits well with the rhythm and emotion of the song, showing her mainly standing still lip syncing with her mouth moving slow, walking down stairs slowly etc. There is nothing too jumpy or exciting within the video, kept very calm to insinuate that she is not in a good enough mood to be happy smiling and jumping about. 

Goodwin's theories are used throughout the video. An example of this is voyeuristic representation of the female. This is shown through the artist being sexually magnetised through the micro element of mise en scene, costume, wearing a short tight dress. This costume then leads to lots of her leg and clevage on show. She also has very dark, heavy makeup and facial piercings. This then has a sense of danger towards her, and then reflecting back on her attitude. Wearing all black, which is seen as very mysterious, which is the same element to the song, linking it all together. This is subversive towards the genre of soul as artists are usually shown to be covers up, as they are feeling very upset and do not wish to be any more mistreated than they already have by men. This shows Amy's reckless and careless attitude which adds to her original characteristics, which I find extremely interesting due to how daring she is. 

The style of the song is shown to be in the past time, which is represented through the little colour of the music video, iconography used of style of cars and long tucksidos with hats from male characters which was very fashionable in past time (around 70's.) This can lead to a range of interpretations which the audience can relate to. As the video is set about 30-40 years ago, then suggests that the feeling that she is experiencing is not a relatively new thing, been around for a long period of time, by not only by her, but also everyone else.

Amy Winehouse is represented as a young woman going through a very dark time. This is effective for this particular genre of soul as this genre is stereotypically known as depressing and sad. She wants someone who wants someone else, which can be a relatable feeling to many audiences, letting people know they are not the only ones going through this emotion. This allows relation of emotion and audiences are able to sympathise for her as she is going through something very upsetting at it's very peak and people are able to feel sorry for her as they have also experienced it and understand how much it hurts. 

Mise en scene is used effectively within the video. An example of it used is through setting, shown to be at a generic funeral scenario. This is more of a symbolic meaning as there was no physical death but the death of the presence of someone that the artist knew. Unable to ever see them again, maybe due to them being in a relationship with someone else? This would then clearly leave Amy in a confused and dark emotion which is expressed through the music video. The audience are able to see that there is no physical death of someone as no one is being buried but an object is. There is no clear camera shot of what the object actually is, which leaves the audience to assume that it was something that was very important to Amy and is hard for her to say goodbye, maybe something that the mystery character who did her wrong once gave her, which could have made it so special to her. She has to let it go and let it die/rot away in order to be happy and move on.

There are two main camera shots used within the music video, ranging in close ups and long shots. Close ups were effectively used to primarily show the artist performing to the lyrics of the song. Used to clearly show the cold expression in her face, which then interprets that something is on her mind and is going through something negative but as she is constantly being known as a strong and independent woman, she does not want to portray the video by her being extremely vulnerable, for example crying, but still showing that it has affected her and created an emotional impact on her. Close ups were effective as the audience were able to completely focus on her facial expressions without being tempted to see what's going on in the background, being distracted. 

Long shot is used in successful ways all throughout the video. I would say the most effective scene that involved the long shot was evident at the symbolic funeral. Clearly showing all characters in a semi circle around the grave, saying their final goodbyes. This type of camera shot was effective as the audience were clearly able to see all characters type of clothing, facial expressions and body language. Showing a sad time. Also a good use of cinematography as lots were involved in that scene, the crowd of people saying goodbye, whilst also seeing the grave with the mysterious object within it and also the typical funeral setting of the church in the background. 

All of this research has extremely benefitted me as it has given me more of an insight towards the standards of successful music videos and what needs to be involved within them. This will help assist me with my music video as analysing a few from the particular genre of soul allowed me to witness generic and typical elements which are used for different types of soul but still effectively work. I have gained a few ideas and inspirations for my music video which I believe could be very efficient. I think using the stereotypical young pretty girl seen to be upset throughout the video which would fit the lyrics would be benefitical towards making an effective music video as it allows the audience to instantly create a bond with her as she is perceived to be young and naive, maybe being taken for granted. Young girls usually wear their heart on their sleeve, which is only a disadvantage for them when something bad has happened. Maybe using a typical love story will allow he audience to instantly side with the female character and disregard the male character, even if he is not present in the music video, as long as it is clear she is crying over a boy. I am also interested in using lots of performance from the character, lip syncing etc, however I think involving a narrative could make the music video more interesting towards the audience as they could feel like the are part of the situation with the characters, again, creating a relationship.