Alternative rock Artist:

In today’s music charts Alternative Rock is always based in the top of the charts, it isn’t the highest loved genre and its only certain songs that may become worldwide number one hits, however it’s never a full album that makes it to the top because with this genre you either love it or hate it. Example of Alternative Rock Artist that have become world hits are: Coldplay, You Me At Six, Fall Out Boy and Green Day.

Coldplay:

Coldplay are a worldwide famous Alternative Rock Band who has had sheer success for their songs. One of their biggest is Mylo Xyloto who reached No.1 in the charts in over 34 countries, showing the enormity of their success. They’ve won the world music awards 3 times, MTV video music award 5 time, the international dance music awards and so much more. As you can see he was won MTV’s exclusives Video Music award, this shows me that they don’t just create popular songs they create a music video for the audience to relate the song to. One of their most popular music video The Scientist has over 15 million views of YouTube, because they create music video that’s are different from all others. In this video Chris Martin, films the entirety of the music video backwards however the sing wasn’t, this meant he had to learn the lyrics to the song backwards. This made his style and music videos separate from all the other current hits of the day.

The second Band is You Me At Six, who are new to the world of fame, they have had several hits but aren’t established enough to be a global success. You Me at Six’s album hold me down reached no. 5 in the uk, which is amazing for a band that most people didn’t know or heard of. The band itself has won several different Kerrang awards including, Best British Band, Best Album, Kerrang hall of fame and several others. This  shows me that the band however new have made a big impact on the genre of Alternative Rock, they have made a name for themselves and are increasingly becoming a bigger hit for a Teenage audience. One of their new songs Lived A Lie video was published on the 2^nd of September and so far have had over 700,000 hits already, this shows me that they already have a wide audience. The reason for their success is because of the emotion and scenes they put in there music videos, it helps connect them with the audience. In their music video they tend to focus the camera on the main singer to attracted the female audience .

The third band I have chosen is Green Day:

Green Days awards they have won 9 different types of MTV Awards, an Echo award, the American Music Award 3 times and so much more. They are one of the most successful Alternative Rock Bands in the world with a wide age range of audience, they’re music and videos have set the way for Alternative rock and given a mark that other bands try to reach. They’re known for their outrageous set pieces and for daring to do what no other band will, this is why they’re so successful and continue to create spectacular music videos. Green Days song Basket Case is known for its insane asylum video which has over 26 million hits currently. 

Approaching my music video

The next step in create my music video I need to start planning what type of music genre I would like to base my music video around. To do this I need to consider several different genres so that I can always have something to resort to if I’m not able to create my original idea. So I'll look at 2 different genres, then I will explore the area of that genre I’ll create my music video around testing the typical conventions you see in a typical music video.

Ideas for music genre:
Alternative Rock – This type of music genre appeal to teenagers/young adults; another option in the genre of rock, the genre itself is more relaxed. The songs are more toned, and musical based, the songs within the genre focus on emotions people feel within the lyrics and the story that goes with the. It’s a more loved and powerful genre with a wider range of audience.
Dance - this type of music genre can fall between several categories, house, techno, electronic and Drum and bass. As a genre it's becoming increasingly popular for teens and young adults.  This is a type of music can recreate old songs into current hits; this is done through the use of electronic styling. The songs are made from several different beats and tunes that are added together to provide a thrilling tune; however modern dance songs are decreasing in the amount of lyrics within the songs, and the lyrics are mainly used to  indicate when the drop of the music is.

Why these genres? 
Alternative rock music – I chose this because it’s a genre of music that I like to listen to, when researching the genre I found that I liked many of its music videos and that they help inspire me. It’s also is popular genre therefore I feel that I can get people to relate to the type of music video I could create, it also means that there is a bigger audience to reach than some other types of genre.

Dance Music- I chose this because it's becoming increasingly popular and is a genre I already take part in. it’s a genre that you either love or hate and has a variety of different roles within it. When looking at their current music videos I found them to be exiting, thrilling and outstanding in regards to effects. Also because I do Production Arts at school I know how to create projections, lighting effects and displays, sound effects and quality, special effects, pyrotechnics and to create sets. Therefore this type of genre would fit me quite well. I think it’s a fun, diverse music genre which I could have a lot of fun with.

My chosen music genre: Alternative Rock

Analysing A Music Video - Rudimental - Not Giving In

This is a narrative based music video filmed in the Philippines. In this video you see two brothers living in a slum experiencing a bad child hood at home where the father beats their mother. The music video then helps to explain what path the brothers choose to go down, you see how one went down the wrong path of violence and crime. This brother ends up getting shot and dying. The other brother however would not give up on his dream of dancing and he uses this motivation to turn his life around for the better.  They video shows how, by making a choice to break away from the only life he knows - of violence and crime, he is able to become a successful dancer.  The powerful lyrics take the listener through the emotions of both brothers. All pictures are Jpeg images and are found on Youtube as well as the video.

Clothes. At the start of the video both brothers have dirty, old, worn, shorts and no top. This symbolises the poverty and the conditions they live in.  As the video progresses the dancing brother  is dressed in better, more expensive clothes - for example a Billabong jumper, whereas the other brother still has the old, worn out closes from earlier in the video. This shows me that the music video is narrative because, like the lyrics, it too tells the story of not giving in and becoming a stronger better person if you believe in yourself which is what one of the brothers is doing.  It illustrates how a person can succeed.

This video will attract both a teenage and a young adult audience. The song and video has been placed in a genre that appeals to this type of audience.  The lyrics and video have meaningful and powerful messages that are more associated with this the age group – a stage where teenage and young adults begin to decide what they want to do in life and that, choosing to become a better person also permits them to fulfill their dreams.  Having the story played out by twins who take make different choices also makes this video very powerful.

This is a good music video because it visualises the song and builds a story.

I like the way it was filmed and the different variety of camera shots, for example there was a pan so the audience can see what the location looks like. This pan was used to help connect the audience with what’s going on in both the video and lyrics of the song. There are then a variety of jump cuts and close ups of the two brothers bodies to show the audience their poverty and hardship.

There is also an extreme close-up with both brothers which shows the close bond toward each other; this is also continued when the brother gets shot. There is a close up on the dancing brother as he forms a move that puts him on his back.  The camera then zooms and spirals out to the other brother who has been shot and is led in the same position on the floor.  The camera continues zooming out and spiralling back to the dancing brother.  There is a short pause for affect before the dancing brother continues his dancing moves.  This initially gives the audience a clear signal of the connection between the two brothers which is evident at the beginning of the video, although by continuing to dance it also sends a clear message on the benefits of knowing right from wrong!

Analysing A Music Video - Biffy Clryo - Opposite

I have chosen to analyse Biffy Clryo Opposites, this is because there are different aspect of the video that are closely linked to what I want to do. This video is a Narrative based music video where Simon Neil the lead singer attempts to tell a story which is linked to the lyrics in the song. This video consists of several different shots but the most common is a close up on Simon Neil. The rest of the band aren't seen as much because the camera is focused on the lead singer who’s telling the story, however during the final scenes/clips of the music video they are scene or depicted more in the music video. The following picture will be jpeg off of the music video on YouTube.

This is the opening scene of the music video, it shows a smashed pocket watch that is going back in time; this is shown by the second hand going in its opposite direction or counter clockwise. I like its role within the music video because it helps explain the story behind the lyrics and is a creative effect on the use of time in the music video. It tells the audience that this music video is talking about the past and is shown through the use of several effects.

The video is based on a long stretch of road which has several different close ups, zooms, mid-shots and so on. The camera is focused on the lead singer, in the video he’s walking towards the camera which connects the music video and story behind the lyric and him. Throughout the video he is being very direct towards the audience through the use of these close ups, almost like he’s telling you a secret or something personal. In the video there are several different effects, the main one being a car accident where the singer is thrown out of the car. There are a lot of slow motion aspects to this scene. This is done to create an effect that is able to build a visual effect and experience for or towards the audience, in this scene the following happens. The seat belts are being thrown around the car; glass is falling to the floor, and the lead singer going through the windscreen. This is all done to show the audience the power of the song and what it represents to the band.  They also use a variety of jump cuts this is done to help the audience connect with the music, I feel like it helps the audience create a certain upsetting emotion towards the lyrics and video.