Pitch Feedback

 Feedback from Peers:

Overall, feedback was highly positive, which was especially true for intertextual references. 

• One piece of feedback flagged up the possibility that the number of intertextual references I wish to include may be too many. While this could be true, a lot of my intertextual references are somewhat similar to each other, such as The Eras Tour 'Tolerate It' and Next To Normal. Therefore I believe it will work, however will keep in mind the feedback and ensure that the references don't appear forced. 
• Another suggestion was to ensure there is a clear link to the target audience, which could be through the website. I will make sure to do this through the merchandise and easter eggs throughout the pages. 

Teacher Feedback:

Music Video: Labour the Cacophony.

• Really good presentation, demonstrates high level of understanding of the codes and conventions. 
• Love the Last Dinner Party feminist vibes.
• Mood board evokes the ideas effectively.
• good to see you have considered lots of intertextuality-love the newspaper idea- look at Swifts reputation.
• great that you have access to Salem- love that you are going to bring your cloak to US!
• Great song. Sounds like there are a lot of people sing in this, any chance of a choir scene? I am thinking Greek chorus vibes?
• excellent understanding of web conventions. 
• 30 seconds- behind the scenes- interview around Salem- witches were the first feminists etc?

Key Takeaways:

• I originally didn't look at Swift's Reputation era because a lot of the songs are centered around love, however I could look at the 'Look What You Made Me Do' music video. 
• I was planning to include a group scene, with intertextual references to 'Anne With An E', however failed to express this during my pitch. My plan is to have a group of girls who have found each other, communally realising that what they lived through is wrong and they need to reform the system.
• For my 30 second audio-visual, I really like the idea of a tour around Salem as part of the filming locations. It would be really interesting to give a short explanation as to why references were made to witch trials in the music video and why it's still relevant today (feminists are still punished in the world, just as witches were).  

Pitch Presentation

 

First Draft Screen Test

 

Generic Research: Next To Normal

 Next to Normal

I have chosen to look at the musical 'Next to Normal' to aid my research in setting and movement within my project. The musical aired off-Broadway in 2008, and was revived in 2023 at the Donmar Warehouse before transferring to the West End in 2024. 

I went to watch the musical in August 2024 in the West End and found it interesting how the company use the set throughout the show. The set remains the same for the duration, consisting of a kitchen island on a turntable in the center, with other units behind to create a kitchen/living room style room. 

The Plot

The story follows Diana Goodman, described as a 'suburban mom' who has beenliving with bipolar depressive disorder and delusional episodes for the past 17 years. These are a result of the death of her infant son, Gabe, from an undiagnosed intestinal obstruction. Diana has visions of her son as a teenager, affecting her whole family and tearing them apart. 

'I'm Alive'

This song occurs during one of Diana's episodes in which she can see Gabe, however no one else can. 

This medium-long shot of Gabe depicts him becoming visible to his mother Diana. The use of a microphone gives the illusion that he is ghost-like, with his words echoing through the speakers. It's a clever addition to the set.

The low angle shot (above) shows Diana's realisation that Gabe is still alive in her world, however she doesn't realise that no one else can see her son. 

This two shot is something I would consider referencing in my own video. It represents Gabe's father, Dan, repressing and neglecting his grief. The use of the microphone can be seen as providing Dan with the opportunity to voice his grief, as well as being a comical aspect of the song. However the fact that Dan proceeds to walk away shows his unwillingness to face his emotions. The microphone further personifies Gabe's ability to amplify the problems his memory brings to the family, as he is the root cause of Diana's deterioration of mental health. 

Gabe uses his father and sister's neglect of grief to sing in their faces without them acknowledging his existence. Here, Gabe repeatedly sings the lyrics 'I'm Alive' to Natalie, finding her struggle amusing as he knows he is the root cause of the pain.

I will look to incorporate aspects of this performance in my own music video through the idea that those around a character can't see them move. This would be done during the climax of my music video, where the protagonist rebels against everything she has been taught to conform with. I like the idea of Gabe here giving the microphone to Natalie and Dan, and might consider doing something similar. 

'I'm Alive (Reprise)

The visuals of Gabe being behind a screen gives the illusion he is trapped in a box to be forgotten as a result of Diana's ECT. 

This two shot shows the neglect of Dan's grief through the fact that he can't see or hear Gabe. I like this idea that Dan isn't facing his grief (thus not facing his son) and could incorporate this in to the dining room scene of my music video. 

I really like the use of setting here, with Gabe using the kitchen counter as a metaphor for Dan's grief towering over him, yet he still neglects it. 

The projections on the set behind brings the chaos Diana is experiencing in her mind, as well as the internal conflict Dan is experiencing. 

I will use this performance as an intertextual reference to the protagonist walking on the dining room table in my music video. 

'I Am the One (Reprise)'

Gabe's facial expression portrays manipulative behaviour in making Dan remember him. I will look to incorporate this in my own work. 

I really like the way that Gabe hunches over the kitchen table, then as Dan begins to acknowledge his son, Gabe's body language opens up to imply he is filling the space in Dan's mind that he used to in Diana's.

This is a really powerful moment in the show. It demonstrates Gabe's attempts to keep a hold of his father, however his inability to do this provides a pivotal moment. I really like this aspect of the song as it has so much emotion behind it, driven by grief. The fact that both Dan and Gabe are openly emotional about this shows the power behind this scene. 

This wide shot of Dan pulling free of his son's grip actively narrates his pulling free from his neglect of grief, as well as the acceptance that the past won't come back to haunt the family. 

I would like to incorporate this idea in to my own music video. The concept of a person being spiritually present is something I would like to explore. This would be done through the idea that the male/antagonist is 'absent', much like the stereotypical male in a nuclear family. My understanding of this was further developed in my studies in Long Form TV Drama via Stranger Things. 

Conclusion:

I am looking in to incorporating aspects of the West End version of Next To Normal within my own music video. These aspects include:

1. The setting of a Kitchen environment. I would like to set the majority of my music video in a dining room with a long dining table, mimicking the kitchen island in the show.
2. I like the idea of providing a voice for grief in 'I'm Alive', which I could use in the context of the protagonist giving the antagonist, and indeed the old-fashioned male population (in historical context), a taste of his own medicine in stopping him from finishing his sentences. 
3. The portrayal of Gabe being trapped in a box is something I would like to explore in my storyboard. I like the idea of a person being behind a screen and unable to reach those on the other side is something very much in line with the themes I wish to explore in my music video. 
4. I like the idea of Gabe using the kitchen island to tower over others, demonstrating the overarchig problem that is grief, of which is unable to leave the family. I will definitely include this aspect, with the protagonist walking across the dining room table to reach the 'other side' of society. 
5. Gabe holding on to his father is something I would like to reflect in my music video. The raw emotion in this scene is the main thing I want to include, as well as the kneeling on the table, exposing both vulnerability and anger at once.  

Generic Research

examples of brands with same cross platform presence 

close textual analysis of 3 case studies 

Paris Paloma: AURORA, Taylor Swift 

(need genre conventions, intertextuality, media language, representations, Andrew Goodwin, camerawork, editing, mise-en-scene, soundtrack) 

CASE STUDY 1: Fortnight - Taylor Swift

Genre Conventions:

Intertextuality: Swift uses references to the film Dead Poets Society as a sort of pun towards the artist's album The Tortured Poets Department. Actors Ethan Hawke (Todd Anderson) and Josh Charles (Knox Overstreet) feature in the video as scientists experimenting on Swift's character. 

Media Language:

Representation:

Andrew Goodwin's Music Video Theory: 

Camerawork:

Editing:

Mise-en-scene: 

Soundtrack:

CASE STUDY 2: Daylight - David Kushner

Genre Conventions:

Intertextuality: 

Media Language:

Representation:

Andrew Goodwin's Music Video Theory: 

Camerawork:

Editing:

Mise-en-scene: 

Soundtrack:

CASE STUDY 3: The Feminine Urge - The Last Dinner Party 

Genre Conventions:

Intertextuality: 

Media Language:

Representation:

Andrew Goodwin's Music Video Theory: 

Camerawork:

Editing:

Mise-en-scene: 

Soundtrack:

   

Pop Ballad Context

 History of Pop Ballads

The ballad was originally a narrative folk song, however by the end of the 19th century, the 'ballad' was used to describe a sentimental song of the Victorian parlour. These songs determined the success of the new sheet music and remained popular in European and American pop music. Artists such as Tom Jones and Elton John helped to steer the popularity of ballads, having a major impact on younger performers such as George Michael. A similar string of influence came from female soul singers such as Whitney Houston, then Mariah Carey and Celine Dion. 

Today, artists with famous pop ballad releases include Adele, John Legend and Bruno Mars. 

Codes and Conventions of a Pop Ballad

Pop ballads are slow, emotional songs often containing a narrative. They have a slow tempo and contain a louder, emotive chorus. Ballads take conventions from Pop music videos, such as the artist's presence within the video. However, they also contain close-ups of the performer to show emotion, as well as a prominent narrative to illustrate or amplify the lyrics.

Pop Ballad music videos predominently take a narative structure, however some choose to take a surrealist angle. A narrative music video tells a story that relates to the lyrics and tone of the song; surrealism refers to the art of movement in which takes a step back from reality. Pop ballads combine the conventions of the pop genre with the slower, more emotional style of music. 

Conventions of Pop music videos include:

• A focus on the theme of relationships and love
• A narrative that is aimed at the younger market
• Close-ups of the artist
• Performance, either through lip syncing or instruments
• Costume changes
• Location changes
• Fast-paced editing
• Mise-en-scene that reflects the scenery and location, as well as the lyrics
• A narrative that is easy to follow. 

Conventions of a Ballad music video:

• A slow tempo with an emotional and loud chorus
• Close ups of the artist to show emotions
• Artist performance
• Two-shots of the artist and the other main character within a relationship
• More neutral colours, if not a black and white colour scheme 

Case Study: Taylor Swift

Taylor Swift has released many albums of varying genres, from country to pop. Three of her most recent albums, Folklore, Evermore and The Tortured Poets Department, feature numerous pop ballads. 

Folklore debuted #1 on the Billboard 200, and became the year's longest-running album at no. 1, with 8 non-consecutive weeks at the top. The album's lead single 'cardigan' also debuted no. 1. 

In November 2020, Swift released her self-directed 'Folklore: the long pond studio sessions' on Disney+. The meaning and inspiration behind each song with Jack Antonoff, Aaron Dessner and Bon Iver. 

Folklore earned Swift 5 Grammy nominations, winning Album of the Year, making her the first woman to with Album of the Year three times. 

Folklore's sister album, 'Evermore' was released on 11th December 2020. With this album, Swift became the first artist to debut at the top of both the singles and albums charts twice consecutively. Its lead single 'willow' debuted atop of the Hot 100 and Billboard 200 charts. With this, Swift became the first artist to debut at the top of both the singles and albums charts simultaneously twice. 

Folklore and Evermore 'embrace an indie folk and alternative rock production' featuring many pop ballads. Both albums sold over one million units worldwide in its first week and folklore broke the record for first-day album streams by a female artist on Spotify. 

In 2024, Swift released 'The Tortured Poets Department', an album filled with pop ballads. It became Swift's record-extending seventh album to open with over a million units and spent a career-best 17 weeks atop the Billboard 200.  

Swift's Pop Ballads have helped to steer her career in a new direction, with poetic lyrics and strong visuals. The Eras Tour has emphasised the role in which ballads have played a part in her changes in genre, from country to pop. 

Industrial Context

History of Music Video

Contemporary Context of the Music Industry

The music industry is filled with Pop artists, such as Taylor Swift and Sabrina Carpenter. Their fandoms are dedicated to the artist, resulting in the ongoing and constant streaming of their songs. 

Finance

Music Videos are financed by the record label to which an artist is signed to. In order to do this, the label collect all royalties collected from the video. Royalties are payments made to the company for the ongoing use of the video through watches. Royalties are usually displayed as a percentage of the revenue generated from or a fixed amount per stream or watch of the video.

Distribution

There are three different types of music distribution: Direct-to-Fan, Physical and Digital.

Direct-to-Fan (D2F) distribution: this is where artists sell their music and merchandise directly to fans. They keep a large percentage of the sale price than artists who use traditional distributors. This is because artists using D2F usually handle all aspects of the sale.

Physical distribution: where music is distributed through CDs and Vinyls, straight in to the hands of the listeners. Music is sold in shops, providing fans with physical copies of albums. 

Digital distribution: specialising in distributing music in digital formats. This could be through MP3 files and sold to online retailers such as Apple Music and Amazon Music. Listeners can access music on their phones through online platforms such as Spotify, and can use them on social media apps such as Tiktok and Instagram. Digital distributors take a smaller cut of sales than D2F distributors. 

Most music is distributed through companies such as Ditto and Peeksound, who sign record deals with record labels in order for songs to be published by platforms like VEVO and YouTube. However in recent years, due to the rise in social media platforms such as TikTok, smaller artists have found other ways to distribute their music. They do this through posting small promotional videos featuring parts of their songs in order to gain and maintain a following. This has worked for artists such as Lil Nas X, The Weeknd and Shawn Mendes. 

How Audiences Access Music

The largest platforms to access music are Spotify, Apple Music and Amazon Music. For music videos, the majority are accessed on YouTube and Tiktok. 

Spotify: currently the largest streaming platform in the world, where listeners can stream music, videos and podcasts. 

Apple Music: has access to over 50 million songs, and remain the second most popular streaming platform in the world.

Amazon Music: is an online streaming service and music store with around 2 million songs.

YouTube: a video-streaming platform that allows both artists and fans to upload videos. Artists can publish music videos and monetize them through YouTube Content ID. 

Warner Music Group

Originating in 1958 with Warner Bros. Records, WMG is the 3rd major record company in the music industry, behind Universal Music Group and Sony. The conglomerate now owns companies such as Atlantic, Warner Records and Elektra. Its artists include Ed Sheeran, Bruno Mars, Dua Lipa and Coldplay. 

Atlantic

Atlantic Records, an American record label founded in 1947, is home to artists and bands such as Coldplay, Ed Sheeran, Alex Warren and Bruno Mars. It specialised in jazz, R&B and Soul with artists from Aretha Franklin to Ray Charles, then branched out to rock and pop in 1967 with Led Zeppelin and others. 

In 2004 it merged with its sister group Elektra to form Atlantic Records Group, however split again in 2018.

Elektra Music Group

Elektra Music Group, after splitting with Atlantic Records, has signed few artists. These include Maisie Peters and Alec Benjamin. The label was founded in 1950, playing an important role in the development of contemporary folk and rock music in the 1950s to 1970s.  

Warner Records

Warner Records was founded in 1958 as the recorded music division of Warner Brothers, the American film company. Its current artists include Benson Boone, Green Day, Teddy Swims and Michael Bublé.