Throughout the production of the advanced portfolio narrative was a key aspect which I focused on to ensure my music video had a structured start, middle and end. During the editing stage of the video, I was able to position each of the clips exactly where I needed them in order to see allow the video to progress. I was also able to edit the pace and speed of shots to ensure that it linked to the pace of the video. Throughout both the planning and development of the video I also had to take into consideration who the audience of the music video is and where about they are placed in relation to the narrative structure of the video.
As my video was a performance video where my artist was often both singing and dancing to an audience in a range of different locations, some of the narrative theories do not apply to my video. However the video which I created is still structured and is clear to the audience as to what is happening. Throughout the video the progression of the artist is clear to the audience, where at the start of the music video we see a much more quite artist where she displays herself mainly in quite places, however at the end of the video we see a much livelier character located outside in a much brighter place. This is also reinforced through the constant referencing to the sparklers that we see. This further highlights the start of a new beginning for the artist where the brightness of the sparklers reinforces her being in a much better place.
Throughout the video the audience may question what is going to happen next, meaning that the audience are allowed to enjoy the video by making assumptions to what will happen next. Roland Bathes supports this in which he said within his 5 ‘codes’ there are enigmas or questions that a reposed throughout the narrative and that there are often throw up questions which aren’t immediately answered. This is referred to as the ‘The Hermeneutic Code’ within his 5 codes to his theory. Not only this, but another part of Bathes theory called ‘semantic code’ can also link to the music video which I created. This part of the theory allows the audience to expand on the meaning of the micro elements which are seen within the music video. Firstly the referencing of the sparklers. This immediately questions the audience as to why they are referenced to in the music video. The audience are able to think about this and most often will link the sparklers to the artist and the progression of the female. In addition to this the mise-en-scene of the artist where she is displayed wearing very feminine clothing such as the white dress and her make up done in a very girly manner further gives this expanded meaning to the audience about why she is wearing what she is. The white dress could signify to the purity of the artist to the audience as well as highlighting the stereotypical pop artist.
Furthermore the video highlights a link between the lyrics
and the visuals of the song. This is supported by Andrew Goodwin who suggests
that music videos often display a strong link between the lyrics and the
visuals of the song. A prime example of this in the music video is through the overall
emotion of the artist which links to the lyrics of the song. For example when
the lyrcis become more serious she is looking directly into the camera giving
direct eye contact to the audience, however when the song becomes more upbeat,
happier and faster paced the artist is displayed in this way as well through
dancing and enjoying herself.
In addition to this Goodwin states that music videos
demonstrate genre characteristics, where in my video I am able to use location
and narrativeto link to the typical conventions of a pop music video. Through
the locations which I have shown in my video this clearly highlights the genre
of music along with the clothing and styling of my artist which reinforces
this. The stereotypical pop video usually highlights a range of locations which
I have highlighted in the video through both locations inside and out. I made
sure that I planned the locations accurately and made sure that they portrayed
the summery theme which I wanted to convey. When filming outside on location I filmed
in both London and Camden. When filming in these locations, it was a very
bright day and when filming in Camden I filmed again a graffiti wall which was
very colourful.
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