A Model of the Media

A Model of the Media

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• Music
• Film
• TV programme
• Computer Game
• Radio programme
• Newspaper
• Magazine
• Website
• etc...

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| Consume - Which? - What happens? - Why? - Where? - How?

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> Audience
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| Financial Transaction
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> Institutions

• Nintendo
• 20th Century Fox
• Universal
• Warner Bros.
• Odeon
• Rockstar
• Sega
• Vue
• Sky
• Cineworld
• Lionhead Studios
• CNN
• Sony
• Apple
• Netflix
• Amazon
• Microsoft
• News International
• EA

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| Produce - Market - Distribute - Exhibit

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| Back to...

> Text (see top of page)

1st Production Meeting and Plan

1st Production Meeting and Plan

This was when we had our first production meeting, where we came up with the first draft of our plan for our Music Video and downloaded the Production documents for our coursework.

Case Study: Emil Nava

Case Study 2: Emil Nava

Emil is a music video director who started off as a Runner for film companies, particularly Blink Productions. He is now a freelance director working for OB Management.

From a Runner, he became an Assistant Director (or A.D.), who is responsible for managing video shoots. He then signed to different music and film companies, like Academy Films (signed first), Between the Eyes (signed second) and Pulse Films (currently signed).

Emil Nava's first directing job and budget was for the band KiD BRiTiSH and their song "Our House is Dadless". The song is a sample of the song "Our House" by Madness. The budget was £20,000. It was filmed in Manchester. The cast consisted of the band members and the local people of the neighbourhood the video was filmed in. It took 1 day for filming, 2-3 days for editing and 10 days for pre-production (13-14 days in total), meaning the production for this video was on a tight schedule.



Emil Nava gives career advice on icould.com

He talks about how he became a music video director, who he has worked with, e.g. Jessie J, Tinchy Strider, etc, and what his life is like as a music video director.

Emil Nava interview on set of Jessie J music video

He talks about his first ever music video (himself rapping to 50 Cent) and how his mood on the filming days affects the entire crew, including the artist, so he has to keep a clear head.

Examples of the music videos he has directed include:-

Jessie J - "WILD" (video includes playlist of his other music videos)


Behind the Scenes of "Domino" by Jessie J


The busiest he has ever been was when he made 24 music videos in 1 year. For music videos for songs that are signed by independent record labels, he makes the budget as low as £5,000-£10,000. His most expensive video was for Jessie J, which cost £160,000 to make.

Emil Nava has also directed several adverts, which have a higher budget and production value but have less creative freedom. For example, the L`Oreal "Dare To Be Different" advert.




Other examples of his music videos include:-

Paloma Faith - "30 Minute Love Affair"

Client Record Label: Sony Music

Paloma Faith - "Picking Up the Pieces"

Client Record Label: Sony Music
Budget: £80,000

Ed Sheeran - "Lego House"

Client Record Label: Atlantic Records

Jessie J - "Do It Like A Dude"

Client Record Label: Island Records
Budget: £25,000

Rita Ora - "R.I.P."

Client Record Label: Roc Nation

Ed Sheeran - "You Need Me"

Client Record Label: Atlantic Records
Budget: £35,000

Jessie J - "Price Tag"

Client Record Label: Island Records


Emil Nava's Top Tips (on making Music Videos)

• Use Extreme Close-Ups on the singers' faces as much as possible.
• Do NOT use Medium or Long Shots for the whole of the video.
• He used these videos (and possibly others) as inspiration for these tips and some of his videos:-

Sinead O'Connor - "Nothing Compares 2U"

Godley and Creme - "Cry"



OB Management
The production company that Emil Nava works for, OB Management, often works in collaboration with other production companies, like:-

• Pulse Films (currently signed)
• Rocket Pictures
• Agile Films
• Friends Film Company
• Wanda Productions

The company works to be hired by music video directors to be their "agents". They often call themselves "three straight up dudes who work out of Denmark Street, London". The company works to:-

• Nurture talent
• Work with different production companies
• Work with different record labels
• Pair the right director with the right artist

Audience Research

Audience Research

The kind of information we need from other people for our coursework include:-

• Types of music videos they watch?
• What kind of music do they listen to?
• Do they watch music videos?
• Age of the audience?
• How do they listen to music?
• Where do they listen to music?
• How do they watch music videos?
• Comment on the track
• Identify target audience
• Possible wider audience?

This information can be collected through:-

• Surveys - e.g. SurveyMonkey - Facebook/Twitter - Screengrabs - Evaluate results
• Questionnaires
• Personal filmed interviews
• Focus groups
• Vox Pops

Vox Pops

• Name comes from Latin phrase 'Vox Populi' - meaning 'voice of the people'
• Usually, the interviewees are shown in a public place and they give their genuine but impulsive opinions in chance encounters with the interviewer about a particular subject.
• Vox Pops are usually seen on news programmes to present balance in a debate about a particular subject.
• Before showing the Vox Pop, it is usually said that "opinion was divided on the streets..." or something along these lines.
• Each person is asked the same question and the aim is to get a variety of answers.

Like all good media...

• Our Vox Pops will be staged.
• Everyone needs to prepare to answer the following questions:

1. Do you watch music videos?
2. What is/are your favourite music video(s)?
3. What do you like about music videos?
4. What makes a good music video?
5. Where do you watch music videos?

Synergy in Music Videos - Ariana Grande - "Love Me Harder" ft. The Weeknd

Promotes to both fanbases of Ariana Grande and The Weeknd.

Case Study: Jamie Thraves

Case Study: Jamie Thraves

Jamie Thraves is a British director and writer of several music videos and short experimental films. He started making short films, namely "Scratch" (1991), "The Take Out" (1993) in Hull University, an achievement which got him a job at the video production company, Factory Films. He also made "The Hackney Downs" (1994) while attending The Royal College of Arts. He began with making short, low-budget music videos of around £5,000 each, which then rose to around £100,000 to £200,000.

As with many directors, the progression of their careers depend on their commissions and whether or not they get accepted by companies. Jamie Thraves, on the other hand, submitted treatments for (what-would-be) his two best known videos and both got accepted.

Examples of Music Videos he has directed include:-

Radiohead - "Just"

£100,000 budget
Shot in three days

Coldplay - "The Scientist"

£200,000 budget
Shot in three days

"Back to the Start" - the entire video consists of the footage in reverse; from end to start.

The Japanese Popstars - "Song for Lisa"

£200,000 budget
Shot in two days

Jamie Thraves became part of the film industry through his music videos.
So far, Jamie Thraves has three feature films:-

1. The Low Down (2000)
2. The Cry of the Owl (2009)
3. Treacle Jr (2010)

Jamie's Tips (on making Music Videos)

• Use the lyrics, but not too literally.
• Most of all, make sure you go with the emotion in the lyrics.

Other examples include:-

Katy B - "Broken Record"

 "Like a Broken Record" - the footage in the video plays over and over again, though with a few differences every repeat.

Death Cab for Cutie - "I Will Follow You into the Dark"

"I Will Follow You into the Dark" - one of the last scenes in the video shows the main character walking into deeper into the dark hole after falling into it instead of climbing out of it.

Tom Odell - "Another Love"

Analysis Of Three Music Videos Using Goodwin’S Terminology from sarah hemingway

Katy Perry - The New Britney!

Katy Perry - How her Pop Videos appeal to her target audience and reflect her private life

Her Target Audience:- young girls, aged 14-17

Katy Perry has to:-

1. portray herself as an older sister-figure/friend.
2. reflect some of the anxieties young girls have.
3. be a role model for young girls, i.e. to appear sexy in a non-threatening way.

Katy Perry - "I Kissed A Girl" (2008)

This song explores the insecurity about sexuality among young girls.

Katy Perry - "Hot N Cold" (2008)

This song explores the confusion young girls have about boys, i.e. always changing their minds about something (particularly at the worst possible moment). However, this video is presented in a comical way in an effort to humiliate the groom.

Katy Perry - "California Gurls" (2010)

This song explores how Katy Perry felt during her two-year marriage with Russel Brand (this video was published at the beginning of their marriage). It conveys a happy yet sexy image to reflect Katy Perry's feelings at that time

Katy Perry - "Teenage Dream" (2010)

Like "California Gurls", this song explores Katy Perry's feelings while she was married to Russel Brand and it also conveys a happy yet sexy image to reflect on this.

Katy Perry - "Firework" (2010)

This song explores how one should celebrate their differences instead of be ashamed of them. It conveys a positive message to empower young girls to accept themselves for who they are. There are several scenes in the music video featuring characters (girls and boys alike) with common insecurities

Katy Perry - "Wide Awake" (2012)

This song explores Katy Perry's feelings after her divorce with Russell Brand after two years of being married.

Katy Perry - "Roar" (2013)

Star Theory

Star Theory

Richard Dyer believes that artists are defined and constructed from artificial images from media such as advertisements, music videos, etc.

He also believes that artists prefer to convey their true feelings in their career instead of manufacture a fake image of themselves for the record labels for the sake of making money. This belief can be a good selling point for a "true" artist. Examples of these could be Adele, Susan Boyle, Ellie Goulding, Tsuki Amano and Utada Hikaru.

However, there are artists that are manufactured for purpose of making money for their currently-signed record labels by appealing to their target audience. Record labels have to advertise their artists to certain audiences as there are both "niche" markets (specialised but profitable) and "mainstream" markets (popular and universal). Some could argue that pop stars like Lady Gaga, Justin Beiber and One Direction are these.

Another of Richard Dyer's theories is that artists are "trendsetters", meaning that their audience will start imitating their appearances, e.g. hairstyles, clothes, etc. Sometimes, artists' religious and cultural beliefs (if they actually choose to reveal this information) are also imitated by their audience. These trends and the personal information about the artists can now be easily and greatly accessed by the audience through the internet.

Media Theory: Narrative Theories - "Stan" by Eminem

Media Theory: Narrative Theories - "Stan" by Eminem

Tzvetan Todorov's Theory

1. Equilibrium:- Stan (Devon Sawa) is obsessively writing to his idol, Slim Shady (Eminem), as well as trying to look like him. His pregnant girlfriend (Dido) can sense that something is wrong.
2. Disruption:- Stan's behaviour becomes more violent and out-of-control as his girlfriend desperately tries to help him. One night, she sneaks into the basement and finds Stan's "shrine" of Slim, but, he finds her and stuffs her in the boot of their car and drives away in the rain.
3. Resolution:- Stan yells into his recorder-microphone in his car about how frustrated he is that Slim didn't respond to his letters earlier. He then drives off the bridge and into the river. The car is found by the authorities and the case is televised on the news. Slim finally receives Stan's letters and writes back, saying he is flattered by his dedication but suggests that he receive help as he seems like a troubled man, only to realise to late that Stan is dead as he sees his death was televised on the news.
4. New Equilibrium:- Stan's little brother, Matthew, also a fan of Slim's ("a bigger fan than he is", according to Stan), mourns his older brother's death at his grave and reveals to his concerned relative that he also looks Stan and Slim to express his own dedication to the both of them. It seems as though Stan's little brother might follow in his older brother's footsteps.

Roland Barthes' Theory

I believe the narrative of this music video is an open text because, while in the end Stan is dead, his little brother, Matthew, is hinted to possibly follow in his brother's footsteps of being a fan of Slim, though this is left as an unanswered enigma (until the "sequel" track, "Bad Guy" by Eminem).

Vladimir Propp's Theory

1. The Hero (Protagonist):- Stan
2. The Villain (Antagonist):- Stan
3. The Donor (Provider):- Stan's girlfriend (tries to be)
4. The Helper:- Stan's girlfriend (tries to be)
5. The Father Figure:- Slim Shady
6. The Dispatcher:- None
7. The Princess:- Stan's girlfriend
8. The False Hero:- Stan/Matthew (Stan's little brother)(?)

The Three Act Structure

1. The Set-Up:- Introduction to Stan, looking in a mirror after dyeing his blonde like Slim Shady. Introduction to Stan's girlfriend, who is concerned for her boyfriend and needs to "go". Stan goes to the basement/his shrine of Slim to write a letter to him, in the hopes that he will write back.
2. The Confrontation:- Stan continues to write to Stan while receiving no reply each time. The longer he waits and the more he writes, the more broken-down and violent he becomes. His girlfriend tries to help him, to no avail, as he answers back with violent behaviour.
3. The Midpoint:- Stan's girlfriend sneaks into the basement one night, only to find his Slim shrine and finds out he's obsessed. Stan catches her in the act.
4. The Climax:- Stan traps his girlfriend in the trunk of his car and drives off. He screams a final message to Slim into his recorder before driving off a bridge. Slim Shady later writes a late reply to Stan's letters only to realise that he is dead. Matthew is hinted to follow in his brother's footsteps.

Claude Levi-Strauss' Theory of Binary Oppositions

Dominant:- Stan - strong enough to cause damage when reacting violently and to restrain his pregnant girlfriend and trap her in the boot of his car - able-bodied - male - white - heterosexual (has a girlfriend) - sings the crazed parts of the song; Slim Shady - successful singer - sings the final, less-crazed/calm verse of the song

Subordinate:- Stan's girlfriend - pregnant - unable to properly protect herself from Stan - sings "Thank You" by Dido (herself), a rather calming song; Matthew - child - only featured in the video 2-3 times - non-speaking role

Gaining Permission from the Artist

Gaining Permission from the Artist

This is a screenshot of the message we sent to Good Charlotte through Facebook asking permission to use their song "The River (Acoustic Version)" for our Music Video.

This is a screenshot of the message we sent to Three Days Grace through Facebook asking permission to use their "Wave of Popular Feeling" for our Music Video.

Creating an Image (Mood Board)

Artist Profile

Artist Profile

Three Days Grace (Groundswell) - "Wave of Popular Feeling"


Three Days Grace (formerly known as Groundswell) is a renowned Rock band from Ontario, Canada. The band members are Matt Walst (lead vocalist and rhythm guitarist), Barry Stock (lead guitarist), Brad Walst (bass guitarist and backing vocalist) and Neil Sanderson (drummer, percussionist, keyboard player, backing vocalist and programmer). Their former name, Groundswell, was used when making the song "Wave of Popular Feeling" (see video above).


Other candidate songs for our Music Video

Reel Big Fish - "Your Girlfriend Sucks"

Key Features in Music Videos - Part 2

Key Features in Music Videos - Part 2

Music Videos promote songs in three different ways:-

1. Illustrate:- a sequence of images are used to demonstrate the meaning of the lyrics and genre of the song in visual form. The most common form of promotion in a Music Video.
2. Amplify:- Certain meanings, effects and themes are repeatedly used and manipulated to further emphasise them and make the song and video more memorable to the viewer.
3. Disjuncture/Contradict:- The meaning of the lyrics and song are ignored, resulting in the visuals going against what the song is supposed to mean.

Narrative and Performance
According to Andrew Goodwin, "songs fail to give us the complete narrative". What is seen in Music Videos is only the tip of the iceberg and the rest is made up by our imaginations to try and figure what is being told in the video.

Goodwin believes that in order to better their advertising potential, Music Videos should ignore the common narrative. He believes that Music Videos should have logical repeatability, meaning that the viewer can watch the video over and over again without losing interest, through a collaboration between narrative and performance.

The lip-synching and mimed actions in the video must be timed perfectly as the artist themselves act as both narrator and participant to make the video more original. The audience has to believe that it is real.

For example:-

Will Young - "Leave Right Now"

What makes a Music Video memorable?

• They portray an artistic statement, for example:-

Talking Heads - "Once in a Lifetime"

Other examples include:-

OK Go - "Here It Goes Again"

OK Go - "White Knuckles"


Lady Gaga - "Born This Way"



These are good examples of promo videos because they stand out more than other music videos and are appealing to the audience (memorability).