Nightwish "Endless Forms Most Beautiful" Digipack Analysis

The current Nightwish digipack includes their "Élan" music video, their website, CDs, T-Shirts and promotional images. Just as every Nightwish album release prior to "Endless Forms Most Beautiful" all of their merchandise has been themed in a similar way, this gives better continuity and integration between products. Nightwish is a symphonic metal band which is typically stylised as very dark and mysterious, similar to indie and alternative. This promotion is no exception, but rather than going with their dark blue theme of past promotions this uses more earthy colours like browns and creams. The album art is very abstract and stylised, which continues the Nightwish tradition and allows the audience to easily identify their work. The band's logo hasn't changed since its inception in the album "Angels Fall First" which was released in 1996. The logo is simply "Nightwish" written in serif typography. By keeping their logo consistent but slowly altering their style over the years has kept the  band familiar but fresh at the same time. The band always looks very proud and powerful in all of their poses, which gives a sense of power and stability. The lead singer Floor Jansen is the front woman of the band and represents it most of the time- this is prevalent in the music video which focuses most of the performance shots on her. Floor and the rest of the band dress very unusually and have their own unique style that fits with the alternative genre of music they create. As you open Nightwish's official website you are greeted by a large image of the band, this gives a face to the music and allows the audience to see who creates the content. It also shows the current band lineup, which has altered slightly over the years. The website shows important information on tours and band merchandise which is available for purchase, this links in to synergy with other companies who produce the merchandise and then sell them on external websites which are linked to Nightwish's website. Overall the digipack follows Nightwish's iconic stylisation, but providing a fresh insight into the band's new material and band members. It's headed by the lead singer and follows a dark and earthy colour scheme which is typical to the alternative genre. I feel that this is a successful digipack and displays a good use of synergy.

Mallory Knox- Beggars Analysis

Mallory Knox: Beggars music video is an amplification music video that follows a narrative of a beggar running away from a gang who is unknowingly trying to protect him. It is a circular narrative that begins with the beggar crouched on the floor and loosing his blanket when he gets up, and it concluded with the beggar crouched on the floor in an underpass and Mallory Knox returning the blanket to him. For the most part the video is linear and chronological, however there are cuts to the band performing in the underpass, which disrupts the continuity of the narrative and breaks up the timeline. The music video follows Todorov's theory of narrative, firstly starting with an equilibrium. Mallory Knox are walking along the pier and the beggar is crouched against the fence with his blanket. A disruption then ensues as the beggar begins to run from Mallory Knox and loses his blanket. The realisation of the issue occurs when the beggar is attacked by the gang and Mallory Knox scares them off before chasing the beggar. There is a restoration of order when Mallory Knox catch up to the beggar and return the blanket to him, this then returns the narrative to the previous state of equilibrium. By using Todorov's theory of narrative the video follows a conventional plot line that the audience can easily understand.

Sound (Music)

The music that Mallory Knox produce is of the rock/alternative genre which includes elements such as rock guitars, heavy drums and coarse vocals. The lyrics of Mallory Knox's songs generally have deeper meaning than the average song, this is typical of the rock/alternative genre which tends to focus on more emotional subjects such as depression, death and anger. The music itself is very fast paced with a consistent and loud beat, this is another defining area of the rock/alternative genre.

Mise-en-scene (CLAMPS)

The mise-en-scene in this video has direct intertextual links to "Clockwork Orange" which is a 1971 crime film. The costume that Mallory Knox is wearing, the all white trousers, shirts, shoes and the black hats is exactly the same costume that is worn in "Clockwork Orange". In this shot the members of Mallory Knox don't have bats which diverts from the intertexuality. The location that Mallory Knox have used is almost identical to that of "Clockwork Orange" which shows a dilapidated pier in what appears to be rough area of town. The lighting is quite dim and murky, which adheres to the typical dark and mysterious theme of the rock genre. The mixture of the dark lighting and distressed location makes the whole scene look edgy and unnerving. The band are standing behind a frontman, the lead singer as if he was a leader of a grad and they are following him. It's clearly a hierarchy system in place and is designed around the narrative to suggest gang culture. The band are wearing little to no make up and their hair is as they would normally wear it, the only thing that is visible is some dirt on their faces and clothes, this has probably been done so that they look more edgy.

Editing

Editing in this music video is extremely simple, and the only type of editing that has been used is invisible, with the exception of a small montage that is displayed when the beggar stands up. Most of the shots, including the montage are synchronised to the best, cutting when the music does. This helps to make the editing more seamless and integrates the narrative into the music better.

Camerawork

Camerawork in this video comprises mainly of mid shots and close up shots. The angles are generally at eye level but there are a few low angles and high angles when looking at Mallory Knox and the beggar. Close ups have been used so that the audience can see the band in more detail and see the emotion on the singer's face. This allows the audience to connect with the band and music on a more personal level.

Representing Genre Through Music Posters

Pop- Lady GaGa Artpop

This poster is a good example of a typical pop promotion. The colours are bright and the imagery displayed is light hearted and fun. The text is thick and bubbly and coloured in a fuchsia pink which really makes it pop. There isn't much literary content but there is a slogan saying "Music. Faison. Dance. Party." This adheres to the convention that pop music is very light hearted and the music itself doesn't typically have very deep meanings, it's mainly made for people's enjoyment and to dance to, just a catchy tune that sticks in your head. Lady GaGa is considered odd even to the music industry, and this poster shows some of the odd things she does. The costume showed is very abnormal, such as the seashell bikini and the caged biker, this allows the audience to easily recognise her iconic style and creates a brand in which all other products can relate to.

Rock- Mallory Knox Signals

This poster is a good example of the rock genre because it embodies the usual dark, sketchy and textural imagery that is synonymous with the rock genre in general. It's a relatively simple poster with not much imagery about the band or music being shown, which leaves the audience to guess as to what the content may be like. The main focus of the poster is the name of the band and then the album/tour name which is in a very small font in the centre. The object surrounding the text appears to be a fan, which wouldn't link to the album in any way, so it adheres to the conventions of rock promotions being very abstract and dark. The text and background alike look very distressed and damaged which gives the poster an edgy feel, linking to the fast pace of the genre and giving it a sense of grunge.

Indie- Hudson Taylor Singing for Strangers

This is a very typical poster for the indie/alternative genre. It features the two members of the band, posing  in an unnamed location. The colours are rich and earthy, and the clothes they're wearing are very alternative, but fashionable at the same time. It's an arty poster that doesn't really link to the music in any way. The typography used is very plain, but it suits the style very well. The sharp white contrasts the dark wall and the small scuff marks add a sense of grunge. The text includes the name of the band, the name of the tour and the names of venues and which ones are sold out. This is a very informative poster, although the font is quite small which makes it harder to read, but keeps it looking good and not too cluttered. Overall, I feel that this poster effectively portrays the genre of music and also gives Hudson Taylor a recognisable style.

Hip

This is an example of a hip/rap poster. This follows usual hip conventions, which usually portray the artist in some "cool" way. Pictured on this poster is Iggy Azalea wearing sunglasses, pouting and staring off into the distance. This image clearly shows and adheres to the "swagger" stereotype that most rappers have. The typography used on this poster has a 1920s look and feel about it, which links to the title of the tour "the New Classic." There is a universal theme of blue and pink throughout all of the promotion for this album and tour, which makes it easily recognisable to the audience. Similarly to pop, this poster is very colourful and stands out, this isn't usually the case for hip promotions, which are usually black and white, or have muted colours. Azalea may have chosen this theme to make her brand stand out from the crowd, and it worked because she became very successful, very quickly. Other information on the poster includes information on tour venues, dates and who's advertising. There is also a small thumbnail image of the album cover in the bottom right corner. I feel like this is a successful poster because it communicates Azalea's genre, but in a style that is unique to her.



Music Magazines and Promotion

• Kerrang
• Rolling Stones
• Enemy
• NME
• Q

Analysing Two Door Cinema Club Poster;

• Title
• Band members
• Date
• Slogan
• Tour information
• Ticket sales information
• Websites
• Contact information
• Pug (sticker)
• Institutions (record label)

The image reflects the genre of the music, in this example it's alternative rock/indie.

Pop: Bright colours, candyfloss look
Rock: Dark, greens and blues- sinister
Rap: Slang, swagger
Indie: Earthy, nature

Music Promotion- What's the point?

• Synergy
• CD/DVD
• Music/film/TV Video
• Album/Magazine advert

Audience can see the link between the music video, the album cover, the promos and TV ads. This consistency is important for artists so that their brand is easily recognisable.

Conventions:

• Name of artist/band
• Name of album/song
• Typography
• Reflects the genre
• Mise-en-scene
• Layout
• Main image of artist/band
• Release date of tour/album
• Logo of record label
• Places you can buy album/single/tour tickets
• Reviews
• Price
• Features (behind the scene ,bloopers, interviews)
• Website
• Age certificate

Cutting to the Beat Screenshot Analysis- Mallory Knox Beggars

 This is an establishing shot of Mallory Knox. This shot type and angle have been used to introduce the band and to get a sense of narrative before the lyrics begin. This shot shows reference to "Clockwork Orange", a 1971 film. This is a good example of intertextuality.

 A series of close up shots are used to introduce individual band members. The lead singer is shown more than the other members as he is one of the two who actually perform in the music video. The lighting in this shot focuses solely on the singer and the rest of the band are obscured by shadows from the backlighting. This is done so that the audience does not get distracted with what's happening elsewhere and they focus on the singer.

This is a long shot introducing the protagonist of the narrative. This is a metaphorical representation of the "beggar" and he is seen throughout the video running away from Mallory Knox. Momentarily after this shot is shown a short montage of four shots shows him standing up and loosing his coat, snagging it on the fence behind him.

This is a close up of the lead singer performing. This is the only element of performance in the whole video and any singing is always shown as close and mid shots in this darkened underpass. The backing singer is also shown a few times, but the majority of the shots focus on the lead singer. These shots are close up because they focus on the singer and the actions that he's performing to match the lyrics. In this screenshot he is saying "The devil's been stuck in my brain."

This is a long shot showing the beggar running away from Mallory Knox. This is what the majority of the video consists of, and it's representing the title of the song and some of the lyrical content. He is running away which links to the chorus "You need me, but I don't know how to reach you."

 This is a high angled extreme long shot showing the beggar running around, shaking and looking confused. This shot type has been used to make the beggar seem inferior and give the sense that someone is watching him. I believe that the beggar is mentally unstable which would link to the lyrics "The voices they are loudest at night."

Cutting to the Beat- Mallory Knox Beggars

Lesson Objective: What effect does cutting to the beat have on the music video?

Vital part of a music video, it makes the music video interesting and gives it depth. It’s the biggest  part of a successful music video.

~Example~

Adele- Rolling in the Deep

Example of labelling- this shows you where to cut and what type of shots are used.

/There’s a fire starting in my heart C U A
/Reaching a fever pitch, it's /bringing me out the /dark 2 G
/Finally I can see you crystal /clear MS A
/Go 'head and sell me out /and I'll lay your ship bare
See how I leave with every piece of you
Don't underestimate the things that I will do

Create a key to label certain cuts so that you can easily see what’s being shows and what type of  shots need to be shown

Mallory Knox: Beggars Key

W = Walking as a group

S = Standing in underpass

MS = Single member standing in underpass

P = Performing

OW = Old man walking

OS = Old man sitting

Members Key:

1 = Lead singer: Mikey Chapman

2 = Backup Singer: Sam Douglas

3 = Lead Guitarist: Joe Savins

4 = Rhythm Guitarist: James Gillet

5 = Drummer: Dave Rawling

Beggars; Lyrics


(Long shot W) |(Close up MS1)/(Long shot W)|||||(Mid shot MS2)/|/(Mid shot MS1)|/(Mid shot MS3)|||||||/(Long shot W)|/(Mid shot MS4)|/(Mid shot MS1)|/(Mid shot MS5)|||||||||/(Long shot W)/(Long shot OS)||/(Long shot OS)|||/(Mid shot W)||||

(Close up P1)/The Devil's been stuck in my brain/(Long shot OS)/(Long shot OW)|/(Long shot OW)|/(Long shot OW)|
And he's been living there seventeen days
/(Close up P1) He said that I can't do better
But I know I'll /(Mid shot P1)get better
I'll /(Close up P1) do anything to feel something/(Long shot W)
/(Close up P1)The voices they are loudest/(Mid shot P1) at night
/(High angled extreme long shot OW)And they're so loud that they are haunting my/(High angled long shot OW)mind
Oh but it makes him/(Close up P1)unsettled to know I'll get /(Mid shot OS)better
If I /(Mid shot P1)find that something deep within/(Mid shot MS2)|
/(Mid shot W)See I can't/(Close up P1)find a /(Mid shot W)way /(Long shot OW) out m/(Mid shot P1)y /(Long shot W)mind
/(Mid shot P1) Breathe /(Close up P1)in, I'm coming to /(Mid shot P1)get you
/(Mid shot OW) You need me, but I don't know how to /(Mid shot P1)reach you
/(Close up OS) You know I'm gonna be the /(Mid shot P2)one
(But I don't wanna be the one)
/(Mid shot P1)But I don't /(Close up P1)wanna be the one/(Mid shot OW)

History of the Music Video

Terminology for A2 Media

Terminology for A2 Media

 

Narrative: The story behind the video, can be either open ended (the plot doesn’t conclude and can be added to at any time) or closed ended (the plot concludes, not allowing for any further additions).

 

Illustration: The video has direct links to the lyrics of the song and the narrative will follow a plot that is determined by the meaning of the song.

 

Amplification: Uses a key idea/image from the lyrics and develops it into a concept within the video. A link remains between the lyrics and the video.

 

Disjuncture: The video bears no resemblance to the lyric or its meaning; abstract, often seen as unconventional/ ‘arty’ videos; creates a new range of meanings for the song.

 

Synaesthesia: A condition in which one type of stimulation evokes the sensation of another for example; when the hearing of a sound produces the visualisation of a colour.

 

Equilibrium: A state in which opposing forces are balanced, all is as it should be.

 

Disequilibrium: A loss or lack of equilibrium or stability, everything is in disarray.

 

Linear: Following the correct order of time, everything is in the order that it actually happened.

 

Non-Linear: Events are jumbled, some shots may not be in the same order as in real life, often there are cutaways to past or future events.

 

Circular Narrative: A narrative that goes full circle, for example a person wakes up in the morning sad, goes about their daily life and at the end of the video they are going to bed, still sad.

 

Singular-Stranded: There is only one storyline throughout the whole video.

 

Multi-Stranded: The narrative has multiple active and non-active storylines all at once.

 

 

Selecting an Existing Music Video

Examples of Amplification, Illustration and Disjuncture in Existing Music Videos

Examples of Amplification, Illustration and Disjuncture in Existing Music Videos

Amplification- Mallory Knox: Beggars

An amplification music video represents certain elements of the lyrics in a physical form. In this particular song there is reference to a beggar, and the devil. This is manifested in the video as an old man walking around a town wearing nothing but tattered jogging bottoms; this makes him appear homeless which links directly to the song title of “Beggars”. The music video is nonlinear, jumping through time in a non-chronological order. It could also be considered a circular narrative because at the beginning of the video we see the beggar crouched against a fence and then losing his jumper as he runs away from Mallory Knox, in contrast at the end of the video we see Mallory Knox returning his jumper to him, as he crouches in the underpass. This is a single stranded narrative because there is only one active storyline throughout.

Illustration- Nightwish: The Islander

An illustration music video takes imagery straight from the lyrics of the song and then applies them to a narrative. In Nightwish’s “The Islander” we see an old man seemingly tying up the loose ends of his life before ending it. The entirety of the narrative follows the story that is set out by the lyrics. The first verse of the song reads “An old man by the seashore, at the end of days”, this is represented in the video by an old man on a small post-apocalyptic island as he ties up an anchor to a small airship. The video is nonlinear because it’s broken up by shots of Nightwish performing, sat in a ring of fire on the same post-apocalyptic island. It’s a singular threaded narrative because we only see the story of the man as he walks to the edge of the cliff.

Disjuncture- Lana Del Ray: Born to Die

A disjuncture video bears no resemblance to the lyrics and is usually abstract and arty. In Lana Del Ray’s “Born to Die” we see Lana sitting on a throne wearing a crown of flowers, with two tigers laying either side of her. This doesn’t link to the lyrics in any way, which in this particular scene are “Feet don’t fail me now; take me to the finish line.” It’s a nonlinear music video, jumping from various shots of Lana and a man in a car, to Lana on the throne and then her walking down a corridor. The video is multi-threaded because it has two storylines running simultaneously. The first being Lana in the throne and walking through the corridor and the second being the man and Lana in their turbulent relationship. It’s also a circular narrative because the first establishing shot is of Lana and her partner posing naked in front of the American flag, which is exactly the same as the last shot of the video.

Lesson 3- Looking at Existing Music Videos

Lesson 3- Looking at Existing Music Videos

Music videos are comprised of two types of image:

•       Performance clips

•       Conceptual clips

In the majority of music videos the two are combined

•       A performance clip is a video that shows the artist in more than one setting, performing with instruments and bands

Performance Settings

•       However, the performance can take place in a different setting, perhaps with more variety.

•       The singer could be in their bedroom, singing out of the window; they could be walking down the street

Narrative Clip

•       A visual story that is easy to follow

•       The story is an idea or concept

•       The narrative usually relates to the song in some way

Artistic Clips

•       Music videos use artistic elements to enhance the overall piece

Combining the elements makes a more successful video

•       Artistic Performance Video

•       Artistic Narrative Video

•       Narrative Performance Video

Using Narrative Effectively

•      A narrative based video can be more meaningful than a performance based video

•      It’s easier to film and edit

•      Makes it interesting for longer

The challenge of a performance video

•      Snow Patrol You’re All I Have

•      Miming has to be in perfect sync

•      Tracking shots are very difficult

•      Large number of shots and edits

•      Must follow the tempo/beat

•      Close ups are important, need to see facial features

•      Slower songs need to be carefully planned

•      Shots need to be varied, constant moving with multiple takes

Including Narrative

•      A purely story based video

•      You have the advantages of a short film

•      The success is heavily influenced by the choice of song

•      The narrative could feature the vocalist or an actor as the main character

•      The shots are more straightforward

•      It’s much more interesting

•      Can be made more fun

Intertextuality: Referencing other videos, movies, TV