Summer Coursework Project

1) Research: music videos

Music Video 1 : Gangsta Kelhani

In the music video for "Gangsta" by Kehlani, the camerawork plays a crucial role in establishing the mood and enhancing the thematic elements. The video frequently uses close-up shots of Kehlani, creating an intimate connection with the viewer and emphasising her emotional vulnerability. The camera often moves slowly, matching the song's haunting and sultry tone, which deepens the sense of melancholy and intensity. Low-angle shots are employed to convey power and resilience, aligning with the lyrics' themes of strength and survival. The colour palette is muted, and the lighting is dim, with strategic highlights on Kehlani’s face, drawing focus to her expressions. Additionally, the use of shallow depth of field isolates Kehlani from the background, symbolizing her internal struggle and sense of isolation. Overall, the camerawork meticulously complements the song's emotional depth, amplifying its impact.

Music Video 2 : Shape of you Ed Sheeran 

The narrative in Ed Sheeran's "Shape of You" music video intertwines romance with a journey of self-discovery and empowerment. The video follows Sheeran as he becomes involved with a female boxer, with their relationship developing through a shared passion for fitness and physical training. This setting moves the narrative beyond a simple love story, emphasizing themes of strength, perseverance, and mutual support. The female protagonist is portrayed as strong and independent, subverting typical gender roles, as she often takes the lead in their interactions. The training sequences highlight their growing connection, with the boxing metaphorically representing the challenges they face together. The narrative takes an unexpected turn with a comedic twist in the sumo wrestling scene, where Sheeran faces an oversized opponent, symbolizing overcoming seemingly insurmountable obstacles. Ultimately, the narrative champions resilience and partnership, suggesting that love is not just about attraction but also about residence. 

Music Video 3 : Roar Katy Perry

The mise-en-scène in Katy Perry's "Roar" music video is meticulously crafted to support the theme of empowerment and personal transformation. Set in a lush, vibrant jungle, the environment symbolises both the challenges and opportunities for growth. The video begins with Perry in a plane crash, dressed in typical modern clothing, symbolising vulnerability and disconnection from nature. As the narrative progresses, her wardrobe evolves into jungle-inspired attire, reflecting her adaptation and newfound strength.

The jungle itself is rich with symbolic elements—tigers, tropical flora, and towering trees—all contributing to the narrative of survival and empowerment. The use of bright, natural lighting enhances the vibrancy of the jungle, contrasting with Perry’s initial struggle and subsequent triumph. The props, such as the spear and throne, signify her rise to power, ultimately portraying her as the "queen" of the jungle. This transformation is visually communicated through her interaction with the environment, emphasising themes of self-reliance and confidence.

Music Video 4 : Kill Bill SZA

The editing in SZA's "Kill Bill" music video is crucial in crafting its homage to Quentin Tarantino's iconic film. The video uses rapid cuts, slow motion, and seamless transitions to mirror the intensity and stylised violence of the original movie. Quick cuts are employed during action sequences, such as the fight scenes, to create a sense of urgency and chaos, heightening the viewer's adrenaline. Slow-motion shots are used strategically to emphasize critical moments, like SZA's contemplative expressions or decisive actions, giving them weight and significance.

The transitions between scenes are smooth yet dynamic, often blending dreamlike sequences with stark reality, reflecting the protagonist’s internal turmoil and obsession with revenge. The editing also plays with pacing, alternating between fast-paced action and slower, introspective moments, which mirrors the emotional ebb and flow of the narrative. Overall, the editing amplifies the video’s homage to its cinematic inspiration, while deepening the narrative’s psychological complexity.

Music Video 5: Umbrella Rihanna 

Rihanna's "Umbrella" music video skilfully employs pop and R&B conventions to create a visually and thematically cohesive experience. The video's aesthetic is sleek and modern, characterized by a monochromatic colour scheme with silver and black tones that align with the futuristic and urban vibes typical in R&B. The use of water and reflective surfaces not only complements the song's central metaphor of protection ("under my umbrella") but also adds a sensual, atmospheric quality that is a staple in R&B music videos. Choreography plays a significant role, with Rihanna'

s dance sequences emphasizing fluidity and control, echoing the song's rhythm and reinforcing her image as a powerful, confident artist. The video's editing, with its sharp cuts and synchronized visuals, enhances the catchy, repetitive nature of the chorus, a common pop convention designed to make the song memorable. Overall, the video’s adherence to these conventions amplifies its appeal, solidifying Rihanna's position in mainstream music.

Music Video 6 : Uptown Funk Bruno Mars                                                                                                      In Bruno Mars' "Uptown Funk" music video, the intertextuality is central to its nostalgic and celebratory vibe. The video is a rich homage to the 1980s and early 1990s funk and R&B culture, drawing on visual and stylistic references from that era. The fashion, including colourful suits, gold jewellery, and retro hairstyles, directly nods to icons like Prince, James Brown, and Morris Day. The video’s setting in urban streets, barbershops, and beauty salons echoes classic music videos from the funk and soul genres, reinforcing the connection to past musical influences. Additionally, the choreography and group formations pay tribute to classic Motown and funk performances, where synchronised dance routines were a staple. Even the use of vibrant colours and flashy cars harks back to the visual aesthetics of 80s pop culture. Through these intertextual references, "Uptown Funk" not only celebrates its musical roots but also appeals to a sense of shared cultural memory, making it both fresh and familiar.

2) Planning: music video treatment 

Scars Till Your Beautiful: Alessia Cara 

Scars Till Your Beautiful by Narthanaa 

Concept Overview:                                                                                                                                            The music video for "Scars to Your Beautiful" by Alessia Cara will be an emotionally powerful and visually compelling narrative focused on themes of self-acceptance, inner strength, and the rejection of societal beauty standards. The video will feature a diverse group of individuals, each with their own story of overcoming struggles related to body image, self-worth, and identity. Through a series of intimate and uplifting vignettes, the video will emphasize that true beauty comes from within, celebrating the uniqueness of every individual.

Visual Style:                                                                                                                                                           The video will have a clean, minimalist aesthetic, using natural lighting and soft, muted colours to create an intimate and personal atmosphere. The focus will be on the individuals' faces and expressions, capturing their emotions in raw, unfiltered detail. The overall tone will be warm and hopeful, with the use of sunlight and gentle camera movements to convey a sense of optimism and empowerment.

Narrative:                                                                                                                                                               The music video will weave together multiple stories of individuals from various backgrounds, each facing different challenges related to their appearance and self-image. These stories will include a woman who has survived cancer and lost her hair, a young man with visible scars from an accident, a plus-sized woman embracing her body, and a teenager with vitiligo.

Each character’s journey will be shown through everyday moments—looking in the mirror, interacting with loved ones, and finding moments of peace and confidence. As the video progresses, these characters will gradually come to accept and embrace their unique features, symbolizing a journey towards self-love and acceptance.

The narrative will culminate in a final, powerful sequence where all the characters come together in a communal space—a park, rooftop, or urban street—celebrating their individuality and strength. This final scene will be full of joyful energy, capturing moments of laughter, dancing, and connection, symbolizing unity and collective resilience.

Performance Element:                                                                                                                             Alessia Cara will be featured throughout the video, performing in intimate, simple settings that complement the personal stories being told. She may be shown singing in a bare room, on a quiet street, or in nature, her presence understated yet powerful. Her performance will be intercut with the narrative scenes, linking the emotions expressed in the song with the visuals on screen.

Key Symbolism:

• Mirrors: Used as a metaphor for self-reflection and the internal struggle with self-image. By the end of the video, the characters will confront their reflections with newfound confidence.
• Sunlight: A recurring symbol of hope and healing, sunlight will be used to bathe characters in warmth during key moments of realization and acceptance.

Conclusion:                                                                                                                                                                  The music video for "Scars to Your Beautiful" will be a moving and uplifting portrayal of self-acceptance and the rejection of harmful beauty standards. Through a combination of heartfelt storytelling, intimate visuals, and Alessia Cara’s soulful performance, the video will resonate deeply with viewers, offering a message of hope, empowerment, and the beauty found in diversity and authenticity.

3) Statement of Intent: 

song name: Scars to your Beautiful Alessia Cara

Introduction key ideas:

Existing Band/Artist:

Artist: Alessia Cara

Original Name for the Band/Artist:

Original Artist Name: Ava Skye

Footwear Brand for Sponsorship:

Footwear Brand: Converse

Name of Original Music Magazine:

Magazine Name: Resonance 

Concept Overview:                                                                                                                                     The music video for "Scars to Your Beautiful" by Alessia Cara will challenge and subvert traditional stereotypes of beauty and self-worth often perpetuated in the media. It will focus on diverse representations of people, highlighting various body types, skin colours, gender identities, and personal stories. The video will serve as a powerful visual statement against the narrow beauty standards that dominate mainstream media, promoting self-acceptance and the idea that everyone is inherently beautiful just as they are.

Reinforcing or Challenging Stereotypes:                                                                                                     The video will challenge stereotypes by featuring individuals who are typically underrepresented or misrepresented in the media. Instead of conforming to the conventional portrayal of beauty, the video will celebrate differences, showing people with scars, disabilities, diverse body sizes, and other attributes often overlooked or stigmatised. This approach directly confronts the media's often unrealistic and homogenised depictions of beauty.

Application of Media Theories:

1. Bell hooks – The Oppositional Gaze: The video will encourage an oppositional gaze, where viewers critically engage with media representations that traditionally objectify certain groups. By showcasing diverse and authentic portrayals of beauty, the video invites viewers to reject mainstream beauty norms and embrace a broader, more inclusive understanding of beauty.

2. David Gauntlett – Identity and Representation: Gauntlett's ideas about identity formation through media are relevant here. The video will provide positive, diverse representations that viewers can identify with, helping them construct more inclusive and accepting identities. The emphasis on personal stories will allow viewers to see themselves reflected in the media, fostering a sense of belonging and self-worth.

3. Judith Butler – Gender Performativity: The video will challenge traditional gender norms by featuring individuals who express their gender in non-conventional ways. By showing people who defy binary gender stereotypes, the video will reinforce the idea that gender is performative and fluid, rather than fixed and tied to physical appearance.

4. Laura Mulvey – The Male Gaze: The video will actively resist the male gaze by avoiding the objectification of bodies, particularly women’s bodies. Instead of focusing on physical attributes in a sexualized manner, the video will highlight the beauty in diversity and authenticity, challenging the viewer to appreciate people for who they are, not how they fit into traditional beauty standards.

Reflection of Social and Cultural Contexts:                                                                                                            The music video will reflect contemporary societal shifts toward greater acceptance and celebration of diversity and individuality. In recent years, there has been a growing movement against the narrow beauty standards promoted by the media, with more emphasis on body positivity, self-love, and mental health. The video will tap into this cultural moment, reinforcing the idea that beauty is not one-size-fits-all and that everyone deserves to feel confident in their own skin.

Deliberate Challenges to Mainstream Media:                                                                                           By featuring a wide array of people with different appearances, backgrounds, and stories, the video will deliberately challenge the mainstream media's tendency to portray a narrow, often Eurocentric and heteronormative ideal of beauty. It will also address the harmful impact of media representations on self-esteem, particularly among young people, by providing an empowering alternative narrative.

Overall, the music video for "Scars to Your Beautiful" will be a celebration of diversity and self-acceptance, challenging the stereotypes and restrictive norms perpetuated by mainstream media and offering a more inclusive vision of beauty.

Target Audience:                                                                                                                                        The target audience for the "Scars to Your Beautiful" music video and accompanying music magazine is mainstream music fans, particularly those who are socially conscious and value diversity and inclusion. This audience is likely to be between 16-35 years old, spanning both Generation Z and Millennials, who are digitally savvy and active on social media platforms.

Demographics:

• Age: 16-35 years old
• Gender: All genders, with a slight lean toward female audiences due to the empowering, body-positive themes.
• Socioeconomic Status: Middle to upper-middle class, with disposable income for music, fashion, and lifestyle products.
• Location: Urban and suburban areas, globally connected through the internet and social media.

Psychographics:

• Values: Inclusivity, diversity, self-expression, social justice, and authenticity.
• Interests: Music, fashion, social media, activism, wellness, and mental health awareness.
• Lifestyle: Active on digital platforms, engaged in social causes, interested in personal growth and community, and likely to follow trends in music and fashion.

Comparable Artists and Products:

• Artists: Halsey, Billie Eilish, Lizzo, Ariana Grande, and Shawn Mendes, all of whom promote messages of self-acceptance and empowerment.
• Products: Magazines like Teen Vogue and Billboard, known for their coverage of music, fashion, and social issues.

Construction to Target Audience:                                                                                                                       The music video will use relatable narratives, diverse casting, and a visually appealing aesthetic to attract and resonate with the target audience. The music magazine will feature articles on social issues, artist interviews focusing on personal growth and empowerment, and fashion spreads highlighting inclusive and sustainable brands.

Audience Pleasures:

• Blumer and Katz’s Uses & Gratifications Theory:

  • Personal Identity: Audiences can see themselves in the diverse representations and stories of self-acceptance.
  • Social Interaction: The video and magazine will spark conversations about beauty standards, diversity, and mental health on social media.
  • Entertainment: Engaging visuals, compelling stories, and aesthetically pleasing content will entertain the audience.
  • Information: The magazine will offer insights into the artists' personal stories, lifestyle tips, and information on social causes.

• Stuart Hall’s Reception Theory:

  • Dominant Reading: The audience may accept the message of self-acceptance and challenge societal beauty norms as empowering.
  • Negotiated Reading: Some might appreciate the message but still hold onto conventional beauty ideals.
  • Oppositional Reading: A minority might reject the inclusive message due to preconceived biases.

Media Industries and Digital Convergence

Digital Convergence:

• Consumption Methods: Audiences are likely to watch the music video on platforms like YouTube, Instagram, and TikTok, where short clips and behind-the-scenes content can also be shared. The music magazine could be accessed online through an interactive website, an app, or digital magazine platforms like Apple News+.
• Digital Convergence: The footwear sponsorship will be integrated into the video with clickable product links, enabling viewers to directly purchase the featured shoes online. The magazine will include QR codes that link to the music video, exclusive interviews, and sponsored products, creating a seamless experience across different media.

Industry Contexts:

• Record Label: A record label like Interscope Records or RCA Records would suit the artist, as they both have a history of supporting socially conscious artists who blend pop with deeper messages, similar to Alessia Cara.
• Magazine Publisher: Condé Nast or Hearst would be ideal for publishing the music magazine due to their global reach and expertise in blending entertainment with social commentary. These major conglomerates would ensure that the content reaches a wide, mainstream audience, reflecting industry trends toward inclusivity and digital integration.

Industry Reflection in Production:

• The production work will reflect high production values typical of major record labels and magazine publishers, with professional quality visuals, well-researched articles, and seamless digital integration. The inclusion of the footwear sponsorship will demonstrate the industry's move toward integrated advertising that feels natural and enhances the audience experience.

4) Ignite presentation 

LINK: https://docs.google.com/presentation/d/1g8eK0-DV1_V7kcMVyDgRuET5hRevHwNO3GA_ygtCdyk/edit#slide=id.p