Mock Ups

The first initial idea was to make an album cover with a cartoon effect, that looked like Joss Stones "Mind body & soul" album cover. The paisley background is iconic of the 1960s when soul was most popular, we wanted this to come across to the audience in ours.

-This is our result -

However, we decided that we wanted something that was completly different and not imitate any other artists CD covers. We then came up with an idea and we drafted it out. We then changed that CD Cover that is now our final.

For our poster, we intended to use this image alone:

We chose to use this image because we felt that it fitted it perfectly with the song title 'Don't Know, Don't Care' as our artist is looking angry and almost breaking the Rose in two. However, with the CD cover we felt that it didn't really link together. So again, like our CD cover we did a mock up and that turned out to be our final. Here was our original Poster:

Storyboard

Images for the final product

We have taken photographs of Jenny the artist, which will be used for the CD and poster. We have edited them using photoshop, these are not finished but is roughly an idea of the sort of images we are using. We asked her to dress in casual clothing with her hair down and minimal make-up, conforming to the effortlessly pretty look that female soul singers are known for.

Shooting Script

This script is a basic outline of what is in our video and how it flows

SET: Rowheath park

Natural lighting

Jenny walking in part of park by benches, looking furious, looks at camera.

SET: Street

Natural lighing

Jenny walking with rolling shot, singing: Long shot

SET: Rowheath park

Natural lighting

Long shot of Jo and Stefan sitting down toegther, right by where Jenny had just walked in the previous shot.

SET: Street

Natural lighting.

Jenny carrying on singing, extreme close up and medim shots

SET: Street

Natural lighting

Medium shot of Jenny singing, then

Medium shot of Jenny not singing

Standing and sitting, changes.

Long and medium shots of Jo and Stefan together

SET: Alleyway

Natural lighting

Long shot of Jenny walking up to confront Jo and Stefan

Medium shot of Jenny confronting Jo and Stefan

Long shot with Jo and Stefan in, Jenny seen walking off

Pitch

SCRIPT FOR PITCH

Fae: The genre that we are doing for our music video is the Blue Eyed Soul Genre, which is white artists singing pop soul.

[CLICK SLIDE]

Jo: Our overall idea for the storyline of our music video will be about a relationship problem [CLICK SLIDE] and we shall stick to the conventions as we want to stick the genre. This will break all types of conventions of what is seen normal in a relationship [CLICK SLIDE] as a Christian viewing audience could take this in the wrong way.

[CLICK SLIDE]

Ellen: Typically in the blue-eyed soul genre the storyline of the videos will be about relationships and the singer’s boyfriend cheating on the singers, but with a woman instead- take VV Brown, [CLICK SLIDE] Joss Stone, [CLICK SLIDE] and Anastacia

[CLICK SLIDE].

Fae: This will stick to the conventions as in the videos the typical storyline is about a relationship problem with the boyfriend cheating with another woman, [CLICK SLIDE] also it will stick to conventions of sexuality- in a society same sex relationships are accepted and this is what we are doing. [CLICK SLIDE]

[CLICK SLIDE]

Jo: We have decided to do our music video in the style of videos of the Blue Eyed Genre. [CLICK SLIDE] We shall have our singer walking around in Urban settings [CLICK SLIDE] which is typical of the genre in whilst the storyline intercuts with the audience seeing that our singer has found out that her boyfriend is cheating on her and confronting him at the end.

[CLICK SLIDE]

Ellen: Here is part of ‘Shark In The Water’ by VV Brown [PLAY CLIP]. We are going to be using pastiche as we are planning to do our video like this.[CLICK SLIDE]. It shall stick with conventions of the Blue Eyed Soul genre.

[CLICK SLIDE]

Fae: Due to what Andrew Goodwin has said that genres and evolve, it fits our video perfectly; the Blue-eyed soul genre features storylines constantly about boyfriends cheating with women, but there is usually never a resolution at the end. We are going to have a resolution at the end, showing that the genre for Blue Eyed Soul video has evolved.

Jo: We are conforming to the convention of the Blue-Eyed Soul genre a lot, [CLICK SLIDE] but we are also challenging it just a little. We are going to conform to the genre [CLICK SLIDE] with things like the storyline and what our artist is going to be wearing. First of all, we are conforming the convention by having our video set somewhere outside in urban settings. [CLICK SLIDE] This has been displayed heavily in videos from artists such as Joss Stone, [CLICK SLIDE] Amy Winhouse, [CLICK SLIDE] and Natasha Bedingield. [CLICK SLIDE] However, we are going to be not going to be following the genre with what happens at the end of the video, [CLICK SLIDE] it being about relationships is something that is typical in the Blue-Eyed Soul genre. With the costume we are going to be conforming to the genre. We are going to have our artist wearing something typical of the Blue-Eyed genre artists wear.

[CLICK SLIDE]

Ellen: We are going to engage our audience engaging them as it shall fulfil their expectations. [CLICK SLIDE] and because of that they will want to keep watching as [CLICK SLIDE] to the video. The fact that the video is also about a relationship problem means that what our artist is singing about has probably happened some time in our audience’s life, [CLICK SLIDE] so again they can connect to the artist [CLICK SLIDE] and have a closer connection with the video. [CLICK SLIDE]

[CLICK SLIDE]

Fae: In our music video we are going to be having an open ending [CLICK SLIDE] so there is not definite finish to the storyline. We are also going to using an multi-stranded [CLICK SLIDE] narrative as there are going to be a couple of things happening in the video so we can see both points of view.

Jo: Using Propp we have decided that our hero is going to be the female artist, something that would be seen as not the norm in society because it is usually the main male character that fits the role of the Hero. [CLICK SLIDE] This also goes against the dominant ideology. Our male character will be seen as the villain [CLICK SLIDE] and this is because he is the one that is cheating on our hero. He opposes the hero.

Ellen: In our video, the situation does not include an Equilibrium due to the fact that our situation has already been disrupted. [CLICK SLIDE] Our audience will be able to see this; the fact that we our having a multi-stranding storyline means that it shows the situation when it was once an equilibrium. Our video will, however, end with a new equilibrium [CLICK SLIDE] as we will see our artist walk away from the villain and establish a new beginning. This sticks with the typical conventions of the Blue-Eyed Soul genre, [CLICK SLIDE] as from the music videos we have researched most of the videos do not start off with a equilibrium, more like a disruption and ends with a new equilibrium.

[CLICK SLIDE]

Fae: If we take a look at this clip from VV Brown then we can see that the storyline intercuts [CLICK SLIDE] with another storyline of VV seeing that her boyfriend is cheating on her. [PLAY VIDEO] Therefore this is something that we are aiming to include in our video, and we have included it. Due to this being stereotypical of the Blue-Eyed Soul genre, [CLICK SLIDE] our audience will be able to recognise this and identify [CLICK SLIDE] that our video is part of the Blue-Eyed Soul genre.

[CLICK SLIDE]

Jo: Using the Uses and Gratifications theory we have realised that our music video it has come across that we are going to be appealing to our audience in several ways, for one our audience shall be gaining personal identity from the video [CLICK SLIDE]- they will be identifying with a valued other, that is if they are a female audience. If they are a male audience then this will not apply. To both genders though, the audience can engage with social interaction [CLICK SLIDE], gaining insight into the circumstances, and also they can use the video as a form of escape [CLICK SLIDE] and emotional release.

[CLICK SLIDE]

Ellen: After thinking about what could be criticised about our music video it had come to us that because we are sticking to the conventions of the genre and using pastiche people could argue that we are almost copying it and not having an original idea. [CLICK SLIDE]. Also the fact that they storyline conforms to genre could bore the audience as they might be too familiar with the storyline in the video. [CLICK SLIDE] Furthermore we could also be criticised due to our storyline we are encouraging the viewers of an affair, even if this is not so.

[CLICK SLIDE]

Fae: Youth in our music video will come across to the audience as the stereotypical [CLICK SLIDE] view. We plan to have alcohol bottles [CLICK SLIDE] in the framing of some scenes, in which indicates that our artist and character likes to have alcohol. Even more our representation of the female sex will be going against the views of such theorists like Laura Mulney, [CLICK SLIDE] who says that women are represented in two ways. One in which they are weak and object and the other in which they are warm and cuddly. Our artist will be strong, independent. This is shown through the costume, [CLICK SLIDE] body language and the situation in which our artist is in.

Jo: When we did our research we found that our audience would be more of a middle class background. However when we looked at the music videos some settings were Urban settings such as streets and public places. This had to make us decide whether we wanted to stick to the normal convention or go with our research, in which we have decided to have a mix of both.

Further ideas for the video

We have now decided that we will be using Jenny Rainey as the artist for our video because she is available at the times we want to film. We have thought about filming certain scenes matching the lyrics to the song after having listened to them. "Circus fun-fair, merry go round" is one of them for example and we have said about filming this at the German Christmas market because they have a merry go round and it's the same sort of magical setting as created in the lyrics of the song.

Other settings are a street, a park, possibly a cafe, typical settings of the soul genre music video which are also present in all of the music videos i have analysed.

Shooting Schedule

Having decided when we need to film we have produced a shooting schedule. We tried to film it as soon as possible to make sure that if we needed to refilm we had time.

Thursday 18th November

Characters: Jenny as Grace

Location: Streets in Bournville

Props: Trolley for rolling shot

Shots included:

-Rolling shot (Jenny walking and not walking)

-Long shots Jenny walking

-Extreme close up (Jenny singing and not singing)

Saturday 20th November

Characters needed: Jenny, Jo and Stefan (two characters in narrative)

Location: Same place as Thursday, Rowheath Park

Props: None needed

Shots included:

-Long shot (Jenny walking up to Jo and Stefan)

-Close up (Jenny singing to Stefan)

-Medium Shot (Jenny walking to Jo and Stefan)

-Extra long shot (Jenny walking to location where Jo and Stefan are)

Tuesday 23rd November

Characters needed: Jo and Stefan

Props: None

Location: Rowheath park

Shots include:

-Long shot (Jo and Stefan walking, having an affair, together)

Sunday 28th November

-RESHOOT-

Characters needed: Jenny, Jo and Stefan

Props: None

Location: Rowheath park

Shots Include:

-Long shot (Jo and Stefan walking together, sitting together somewhere)

-Close up (Jenny singing)

-Medium shot (Jenny singing and not singing)

Ideas for the video

Because the song we have chosen features lyrics we think are about trouble in a relationship, possible infidentiality, a few of the ideas we have had is challenging the codes and conventions, by revealing that the female (artist) is being cheated on by her male partner in a homosexual affair. This would clash against the stereotype of homosexual males, which is camp and feminine. We would instead dress them as a stereotypical straight male made to look masculine and effortlessly good looking. This would be for both of the males that might feature in the video.

Chloe Jones Jenny Rainey

We've also had a few ideas about who we think will play thefemale artist, we have narrowed down the choice to two girls (pictures above) that each fit the stereotypical look of a soul artist trendy, naturally pretty and confident. The costumes, hair and make-up will obviously add to this look we are seeking.

Finding the artist

Using the website http://www.unsigned.com/ we have discoverd "Frances Lobo" under the genre of Soul. The link to her specific page is - www.unsigned.com/1franceslobo. We had done some searching but decided that we wanted her because her voice matches the sound we desire and is perfect for the "blue eyed soul" genre we have chosen.

The small problem we faced was choosing the one song out of the three she displays. We have chosen "Don't know, don't care" because it has a catchy beat and we can be experimental when filming to this using sharp editing.

We already have a few ideas about what sorts of things we are going to include in the video, we are planning on challenging conventions by totally mixing up the stereotypical love song about a hetrosexual relationship; and instead making it into a homosexual relationship. This will only be revealed to the audience at the end of the video, creating enigma and keeping them entertained.

Narrative, Genre, Representation, Audience & Semiotics

Over the last few lessons we have furthered out knowledge about Narrative, Genre, Representation, Audiences and Semiotics. This will help us gain a better understanding of our Media coursework.

As a group, we chose the genre "Soul". As a sub genre under this, we chose a more specific "Blue-eyed soul".

Second Audience Questionnaire

After gaining the feedback from our first questionnaire, we realised that our questions where too general. We made a second questionnaire to gain more accurate results about the target demographic of our audience.


1. What music channels do you watch?


2. How regularly do you watch these channels?
1.never
2.daily
3.weekly
4.monthly
5.couple of times a year



3. What is your Mothers occupation?


4. What is your fathers occupation?


5. What are you hoping to do as a career or job?


6. Are you planning on going to university?


7. Do you have any hobbies? What are they?


8. What was the destination of your last holiday?



9. What do you tend to shop for? Clothes / Books / Food


10. Where is it you tend to shop for this?


11. What is your household newspaper?

Institutional Research

In the music industry, institutions are record labels. A music label is the brand that is associated with the marketing of the artist, their records and the artist's music videos. it is usually the company that co-ordinates the production, manufacture, distribution, promotion and then enforcing the copyright of all that belongs to the artist and its label. A record label is also one that scouts new artists and develops them into something that they believe will produce them revenue. Furthermore, a record label will also maintain contracts with their artists and their managers.

There are many record labels that are around today, like film institutions there are major record labels and minor labels, here are a few:

The EMI Group is a British music company and it is the forth largest business group and family of record labels in the recording industry. The company was formed in 193

1 and opened the famous recording

studio Abbey Road in London. During the 1930's and 40's it's artists that were signed included Edward Elgar and Otto Klemperer, and in this period George Martin was appointed and one of its A&R managers who later brought The Beatles into EMI. When EMI was managed by Sir Joseph Lockwood in the late 50's to early 70's it mainly consisted of signing artists of the 'Popular Music' field. The artists that were signed to EMI were also signed to its subsidiary labels, which were, at that time Parlaphone and HMV and Capitol Records, which then at that time made EMI the most known and successful in the World.

It also signed artists of the pop/rock sub genre including artists like The Beach Boys, Pink Floyd and The Beatles. HMV was then converted by EMI to an exclusive classical label in 1967. Nowadays artists like Katy Perry, Radiohead, Corinne Bailey Rae, Professor Green, The White Stripes and Gorillaz are signed to EMI and

their sub labels, give the variety of music taste and produce a large amount of income through their various genres.

Universal Music Group is the largest group of records in the recording labels, being the largest of the 'big four' record companies in the World due to its market shares and global operations. Before 1996, it was known as MCA Records and it was once attached to film studio Universal Pictures and in 1998 it was merged with PolyGram when its parent group brought the label. Universal Music Group has many subsidiary labels including Def Jam Music Group, Polydor Records and Mercury Music Group, and artists Annie Lennox, Mariah Carey, N-Dubz, The Wanted, Colbie Calliat, Avril Lavigne, Coldplay and Bob Sinclar.

Sony Music is the second largest global recorded music company of the 'big four' record labels. Sony Music was founded in 1929 as the ARC through the merging of several smaller record labels. Then, in 1938 ARC was brought by the Columbia Broadcasting System, and through various merging, eventually, on January 1, 1991 Sony Music Entertainment was born and further more 13 years later Sony entered a joint venture with Bertelsmann Music Group, 'BMG', then becoming known as Sony BMG. However, in 2008 Sony then acquired back it's 50% share and went back to Sony Music Entertainment. There are many standalone operating divisions of Sony Music Entertainment, and a few of these are Columbia/ Epic Label Group, Sony Masterworks and Syco Music. Signed to it's label of sony music are artists such as Alicia Keys, Anastacia, Beyonce, Britney Spears, Calvin Harris, Dido, John Legend, Leona Lewis, Natasha Bedingfield, Pink and Susan Boyle, showing the huge variety of artists that it takes on board, increasing their income through the large amount of genres.

Warner Music Group is the third largest business group/record labels in the recording industry. It began as Warner Music Group as it is today in 2004 when it was 'spun off' from Time Warner and it now as nothing to do with it, even though it still has the name. During the 1970's, Warner had a very powerful position within the music industry, having leading Rock acts like The Doors, Tim Buckley and Love. At that same time Warner's subsidiary record labels signed artists such as Ray Charles, The Drifters, The Coasters and also had signed many Soul artists such as Aretha Franklin, Ben E. King, Wilson Pickett and Otis Redding. Furthermore Warner also signed major British and American acts, particularly of the rock genre, including Led Zeplin, Cream, The Faces, Bette Midler and Average White Band. Warner continued to sign bands such wise, and one of their wisest investments was Fleetwood Mac, and they also had signed The Rolling Stones. Nowadays, such artists as Gnarls Barkley, B.O.B., Micheal Buble, Gym Class Heroes, JLS, The Kinks, Madonna, Muse and Paramore are signed to Warner Music Group, again like the other three major record labels increasing their revenue due to the vast array of artists that they have signed.

After looking at each of the Record Institutions it has been decided that our artist shall be signed to a subsidiary label, and this shall be Columbia Records, which of course is a subsidiary label of Sony BMG. This being due to the artists that are signed to Columbia Records firstly, and secondly artists that too are signed to Sony BMG. Artists like Adele are a perfect example, she fits the bill of Blue Eyed Soul perfectly. Previous artists, although they are not Blue Eyed Soul artists they are still legends of Soul, like Ray Charles. The fact that Columbia Records is a subsidiary of the second largest Record Institution in the World means that they have the support for out artist and she shall get all the support that she needs, and being that they have had the history of such Soul artists means that they know what they are dealing with.

Music Channels


4Music is a music and entertainment channel that is available in the U.K. It is branded under Channel 4, however it is within the Box Television Network. 4Music replaced The Hits and is available on freeview and also on terrestrial television. 4Music broadcasts 24 hours a day. 4Music doesn't consists of just showing music 24 hours a day, it also screens entertainment programmes, such as Balls Of Steel, Shipwrecked, The Simple Life and Trigger Happy T.V., indicating that its target audience is possibly young adults. 4Music also shows concerts of the likes of Kylie Minogue and has coverage of festivals during the summer.







VIVA is a free to air 24 hour music channel, very much like 4Music. It not only shows music but entertainment programmes too, and originally before it became VIVA on U.K. television on the 26th October 2009 it was know as TMF. VIVA was acquired by MTV and is now operated under it. VIVA plays up-to-date-songs and shows programmes like 'MADE', 'The Hills' and 'My Super Sweet 16' indicating its target age of teenagers.



MTV is an America network based in New York that was launched

1981. Originally the purpose of the MTV was to play music videos that were guided by on-air hosts. In the past MTV has had a huge impact on the music industry and popular culture as it was. As soon as slogans were thought of, the concept that MTV brought to our screens what we know of music television today. MTV has several sister channels in the U.S., however they are still viewable in the U.K. by terrestrial television. MTV operates a group of channels that are under the name of MTV Networks. These are VH1, formed in 1985, and it was initially designed to play adult comtempary music videos, whereas nowadays it is now aimed towards celebrity and popular culture programming. There are several other channels within the MTV chain, and these be MTV Charts, which show all the songs that are in the charts. MTV Base focus' on more of a Urban genre of music, whereas MTV Dance show dance hits. MTV Rocks are aimed more towards the Rock Genre, and MTV Hits shows the songs that are hits right at that moment in time.

It has been chosen that we will promote our artist on 4Music. This is due to many facts that seem to outweigh both channels, but in particular MTV. Even though MTV is a well established name in the world of music, people have to pay to watch it, and the fact being that we will gain a larger audience with a channel that people don't have to pay for, promoting our artist better as more people will tune in. The reason as to why we chose 4Music over VIVA was because of the audience that 4Music draws in. It draws in a much mature audience that is still young compared to VIVA, that is the type of audience that we want as our artist is getting promoted to the younger generation, however it cannot be too young a generation, hence picking 4Music over VIVA.

First Audience Questionnaire

1. Are you male or female?

2. How old are you?
1. 11-15
2. 16-18
3. 19-21
4. 22-30
5. 30-45
6. 45+

3. How often do you listen to music?
1. Never
2. Daily
3. Weekly
4. Monthly
5. Couple of times a year

4. Do you listen to the music under the soul genre?
1. Yes
2. No

5. If not, why not?

6. How often do you buy CDs from music shops?
1. Never
2. Daily
3. Weekly
4. Monthly
5. Couple of times a year

7. If you don't why not?

8. Why do you buy CDs in general?

9. What was the last CD that you brought?

10. What did you like about the CD?

11. What colours would you associate with the soul genre?

12. What kind of costume would you expect to see a soul singer wearing in there music video?

13. What gender would you personally expect to see within the soul genre?

14. What props would you expect to see in a soul music video?

15. What settings would you expect to find in a soul music video?

16. Do you expect to be given a clear narrative in a soul music video? What sort of narrative would you expect to see?

Further Music Video Analysis

Genre

The music videos i have analysed fit under the genre of "blue-eyed soul". I know this due to the codes and conventions which include stereotypical baggy, individual, stylish clothing and subtle make-up. Also the band which is present in both VV Brown and Gabriella Cilimi Videos' which play the guitar and support dread locks for example.

Audience

I think the audience for "blue-eyed soul" is mainly women because the lyrics along with the music videos, empower women. Unintentionally all of the videos i have analysed feature lyrics which support women and relate to them during the break down of a relationship. Stereotypically it is known for women to relate to lyrics, what is happening during the music video is relating to them personally. This helps the audience form an artificial relationship with artist.

Narrative

Joss stones video follows a clear narrative in which we see Joss leaving her Boyfriend because she found out about what we can only assume is him cheating (this is shown through flash backs as Joss is writing her letter). VV Browns video also follows a clear narrative, as an audience we follow VV's story of how she has witnessed her Boyfriend cheating on her. The shots of him and his other lover are shown through the point of view of VV empowering women. Amy Winehouses' video doesn't follow such a clear narrative, as the audience we assume that she has just broken up during a serious relationship and she is experiencing different emotions.

Representation

The representation of females through out the videos i have analysed empower them and show them as powerful and independent, especially in Joss Stones, Gabriella Cilimi and VV Browns video. In Amy Winehouses' and Adele's video it portrays women in a much more typical way experiencing difficult emotions, however staying positive and therefore reinforcing the inner strength women have, challenging stereotypes.

5 Album Covers - "Blue Eyed Soul"

Amy Winehouse - Back To Black

Amy is in the centre of the frame, posing with
a natural facial expression looking directly toward the camera.

This holds connotations that the album is open and honest.

She is dressed in her iconic beehive, thick black eyeliner and red lipstick. She also has a white cotton dress on teamed with a red leather belt. This is her own indivudual style.

The photograph itself is reletivley simple, its taken from a medium shot of Amy sitting on a wooden stool against a black background.

This supports the albums title "Back To Black". Which also holds some negative connotations that the songs included in her album relate to sad times in her life.

The title is at the bottom of the picture, because the attention should be focused on Amy herself. Her name is written in the biggest size and in a stripey font, then underneath "Back To Black".

The lighting is artificial and focused on Amy herself. Because she is in the press alot, and especially during the time her album was released - 2006 - the record company must of relied on her image itself, therefore keeping the rest of the factors quite simple.

Joss Stone - The Soul Sessions

The title of the album is "Soul Sessions" letting the potentional audience know exacly what kind of music to expect.

The photograph is yet again relaetivly simple and is a close up shot of Joss singing into a microphone in what looks like a recording studio.

This has been edited to a dark purple colour connoting mystery and sexuality.

At the bottom right of the picture it says in bright yellow almost stripey font "The Soul Sessions". This catches the audiences attention but following the main picture of herself singing.

It is a modern album made to look like a vintage one, suggesting to further possibley older audiences - rather than the target demographic of 16-30 women - that her music is how soul used to be.

Gabriella Cilimi - Lessons To Be Learned

Gabriella looks directly into the camera and poses naturally, with her hand scrunching her hair. This has been taken from a medium shot.

This has also been edited to a 'sepia' effect which also makes the album looks like an old one, suggesting her singing style is that of typicial soul.

We can see she is wearing alot of necklaces and a black vest top, the same as what she wore in her first single and the video i have also analysed - Sweet About Me. Because this reached number one (and therefore was played alot) the audience can recognise her immediatley from this.

The title and her name is written at the top left of the album, with out captials in an italic bold font. This is used to reflect her laid back, easy going personality much like her music.

At the bottom right is her record label and company logo and small details which is written in a tiny font and the colour matches the sepia effect on the photograph, so not taking the attention away from her picture and the title of the album.

Nelly Furtado - Whoa, Nelly!

The album title reflects real speach by using prosodic features, connoting ideas that she is laid back and down to earth going much like her music.

This is supported by the image of her lying on the grass, taken from a medium shot. She is wearing an orange top with her hair tied back and jeans, this is a very relaxed style and would have been relevant to the fashion scene when her album was first released - in 2000.

Her name is in the middle of the album in a huge curly green font and underneath is the title of the album, written in a light blue colour in the same font but smaller. The connotations of these colours and natural and fresh, reinforced by the image of her lying flat on the grass.

Like the other albums she faces the camera and looks at it directly also pulling a natural facial expression. This tells the audience she and the music featured is honest and relaxing.

The lighting is natural been as the photograph is taken outdoors, however this must have been edited because it's very bright.

It isn't particuarly clear that we know who the target audience is because she isn't doing anything encoded in the idea we have of stereotypical soul, so soul fans may not notice this.

Duffy - Rockferry

The image is taken from a medium shot, and shows Duffy looking down from the camera away from an old fashioned train.

The image is taken in 'greyscale' and her clothing - a high buttoned coloured coat and thick blonde hair - make her relevant to older audiences as well as the target demographic - 16-30.

Her name looks handwritten as a signature, at the top left of the page, this tells the audience that this is something very personal to her and that the songs like the other albums above i have analysed; are open and honest.

In the image we can also see her holding one side of her coat together, as if she is putting her hand on her heart and that these songs are very emotional.

'Rockferry' is written at the bottom left of the page in capital letters and in a bold and old-fashioned font.

5 Music Videos - "Blue Eyed Soul"

VV Brown - Shark In The Water

• The settings we see in the video include a Canal, a modern street and what looks like the inside of a Cafe. These kind of settings would be easy to copy and film our own music video in because they are local and common.
• VV Brown wears a short floaty floral dress, typical to the Soul/Pop genre. We can also see she is wearing a head piece which makes her quirky and individual, but mainly relevant to the fashion scene today.
• The opening clip is a medium shot of her walking in the middle of a road, which quickly changes to a close up shot of a hand strumming a guitar.
• The editing is fast and matches the beat of the music.
• We also see the band that provide the music, so all of our attention isn't just focused on VV (which can become boring). An example of this is in the cafe, there is a medium shot of a white man with dreadlocks playing a guitar.
• The bands clothing is encoded in meaning, like the white Man with dreadlocks, that is stereotypical of the soul genre but more so the "blue-eyed soul" genre.
• As the video continues, there is a long shot of a couple sitting close holding hands. This begins to unravel the story which VV is singing about.
• Following this scene, there is a long shot of VV in the Cafe flicking through photographs of this particular couple. The photographs look like they have been taken with out the couples knowledge, which then communicates to the audience that VV has been spying on them. Along with the lyrics "Maybe theres a shark in the water" for example, we can understand that her Boyfriend has been caught cheating on her.
• The lighting is natural because the majority of the video is shot outside relying on sunlight.
• In the Cafe the lighting is slightly darker because it is indoors, and the interior design is brown and dark red, connoting danger.
• Toward the end of the song, we can see VV confronting her Boyfriend about his infidelity. In one particular scene a medium shot of her walking in the road, her facial expressions connote anger and determination, which matches the storyline.
• This is then reinforced by her throwing off items of jewellery which we can assume her Boyfriend bought her. A close-up is used of a gold necklace with a envelope charm on it, this hits the floor landing by a drain. This shows how much she doesn't care about him any more.
• The target audience would be mainly women, because the song and video empower women showing them as independent, strong emotionally and fearless, even after discovering her Boyfriend cheating on her.

Joss Stone - You Had Me
Joss Stone - You Had Me found on YouClubVideo

• The video opens with a clip of what we imagine to be Joss' Boyfriend entering the apartment. We hear him call for her, to see if anybodies home. He walks over to the fridge where an over-shoulder shot is used of him retrieving a note off there, addressed to him.
• This then cuts to a close up of a digital clock changing to the time "6:24". Another clip follows this which has a black background and in white lettering says "13 Minutes Earlier".
• The music then begins and a long shot is used of Joss in an empty apartment sitting on a window sill. This reinforces the idea that soul is laid back and a "free spirit". Different to other genres for example classical where you wouldn't find a singer balancing on an open window sill ledge.
• A close up is used of Joss, which quickly changes to match the music beat to a medium shot of her writing a letter. - The one which her Boyfriend discovers at the beginning of the video.
• A close up is again used of the digital clock we saw at the beginning of the video reading the time "6:12". This gives the audience the idea that time is crucial in this storyline.
• There is a medium shot of her boyfriend that we are introduced to in the opening of the video, with his arms around two other females. This is used in between Joss writing a letter, which already gives us as an audience the idea that she has caught her Boyfriend being unfaithful and she is leaving him.
• There is another close up of her Boyfriend looking intimate with another female. This establishes the storyline that the audience have already interpreted.
• The follwing clips include a medium shot of Joss picking up her bag, leaving the aparment and a long shot of her walking down the corridor.
• The settings used are the apartment, a train and train station, the street, and the top of a building. These settings would also be ideal to film in because they are local. The only struggle we would have would be filming on top of a building in a very industrialised city.
• There is a high shot of Joss standing on the building which shows her as powerful and independent, even though she has left her Boyfriend, what the storyline is trying to connote.
• A Two Shot is used of Joss having a conversation with her Female friend, again empowering Women and there Independence and loyalty.
• The target audience would be mainly Women because not only the song itself but the video empowers women.
• Joss wears a pair of baggy denim jeans, her long blonde hair wavy and a black vest top. This is a very relaxed, natural style typical to "blue-eyed" soul.

Gabriella Cilmi - Sweet About Me
Gabriella Cilmi - Sweet about me found on Pop

• The opening clip is a close up shot of a hand reaching for a microphone on the floor. We can already note that this is a females hand because we notices she is wearing lots of wooden / golden bangles.
• The setting is a run-down spacious room, like a loft.
• The lighting is natural looking and because the rooms interior is white this helps it.
• Similar to the VV Brown video, there are shots of the band. There is a close up shot of a Black Man playing the Drums, and there is also a medium shot of a White Man with dreadlocks playing a guitar.
• Gabriella has long brown wavy hair, wearing jeans and a black vest top. This is similar to the clothing Joss wears in her video, which is again very relaxed and natural. She also wears necklaces, one being gold, similar to VV Browns.
• A medium shot is used of a man dangling upside from a ceiling tied in ropes. This begins to tell the audience a story, and matches the lyrics "the worlds a better place when it's upside down boy".
• A panning shot is also used of a man strapped to the floor using duct tape. We are introduced to many Males that are being held hostage in some kind of way, for example a man is strapped to a chair, and Gabriella is seen tempting him with a cold drink of Water. He nods for this, and against his will, she pours it over him.
• This shows the audience she is fearless, independent and although she is behaving what may be seen as quite maliciously she is doing it for a reason.
• Toward the end of the film she is shown dropping the rope which one of the Men is tied to from the ceiling. A close up, low angle shot of the padlock holding the rope is then used shown dangling.
• The video like the two above again empower women because they are shown as fearless, independent, and not afraid of revenge.

Amy Winehouse - Tears Dry On Thier Own
Amy Winehouse - Tears Dry On Their Own found on YouClubVideo

• The video begins of a close-up shot of Amy looking away from the camera, towards a window.
• The editing is fast and matches the beat of the song. The following clip is a long shot of her silhouette walking down a busy street. The colours are blues, purples, greens, all encoded in different meanings perhaps showing her mixed emotions.
• Amy wears a light blue dress with a black belt, her long black hair in a huge beehive style and her make-up is very distinctive - thick black eye liner and red lipstick. This is different to the styles we have seen in the other videos, however still matches with the "blue-eyed soul" genre.
• There is another medium shot of Amy sitting on the bed in a room, which looks like a hotel one with noticable empty bottles of alcohol. This is used to show the kind of trouble she is experiencing in her life at the moment through the storyline.
• A long shot is used of Amy walking down the street looking determined, which is supported by the songs title "Tears Dry On Thier Own". She has been through a tough time however she is not looking for comfort from anyone but herself. Yet again reinforicing women as independent and emotionally strong. Something not often portrayed through other genres of music and there music videos.
• There is also a medium shot of Amy walking down the steet, bumping into a black lady and continuing as if not noticing. This reinforces her determination and how she is not thinking about anything else.
• Following this is a another medium shot of Amy walking down the same street when a young Male approaches her, trying to recieve her attention however she continues to walk away.
• The lighting at the begining of the street clips is natural because it is shot in the day. However towards the end of the video it shows the change in time because it is now darker and the lighting is provided artificially, supposidly from the lighting off clubs and street lamps.
• The video does show a vulnerable side to women because she is not as fearless and angry perhaps as the other videos - VV Brown, Joss Stone and Gabriella Cilimi - however it is more realistic and the audience can still relate because she is determined to get over this break up.

Adele - Chasing Pavements
Adele - Chasing Pavements found on YouClubVideo

• The video begins with a tracking shot of a female lying on a path looking injured. This then cuts to a long shot of Adele looking toward this sitting in a car with a male. The car is crashed into the tree infront of them.
• There is a extreme close-up of her as she begins to sing. Her facial expressions look fed-up and slightly confused.
• The editing is slowest in this video because she beat of the song isn't patricuarly fast.
• There is a panning shot of the male in the car looking at Adele as she looks away, we can interpeate that this is her Boyfriend and they are experiencing trouble in there relationship.
• There is then a high angle shot of the injured female rolling towards a injured male next to her. This is performed like a dance, and portrays she trouble in Adeles relationship, and communicates to the audience that everybody is likley to experience times like this.
• There is then a medium shot of Adele standing next to a tree on her own singing toward the camera.
• "Should i give up" in the lyrics relates to her situation in the relationship and reinforces the storyline.
• I think the male and female lying on the path is a metaphor as to how she is feeling in her relationship, because they are both appear injured, struggle to get close and at times embrace. Like Adele and her boyfriend, they are both confused and unsure whether there relationship has a future.
• This video empowers women showing them as independant but mainly like Amy Winehouse's realistic and shows the confusion they face.
• Adele wears her hair tied back, minimal make-up a black top and a mink coulred coat. Not stereotypical soul but shows her natural relaxed look and so fits the genre.