Final Music Video

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Final Digipack

Digipack Ideas 2

Digipack design ideas

Final Magazine Ad

Magazine Ad

Location

In preparation to filming our music video, we wanted to find a suitable location; we felt this would help us gain a better visual idea of where we will be working. We therefore visited Frensham Ponds and found a number of different locations which are suitable for several shots we will be filming. The most important location we needed to find was the clearing with surrounding trees where the majority of our music video will be filmed. We found a circular clearing within the woods with surrounding trees, this will used for filming many camera shots including the actors dancing and setting off coloured smoke pellets.

Target Audience

Props/ Costume

We have now decided upon the costumes for our music video, the actors will be wearing masks to create a theme of hidden identity and mystery to our music video. The masks of which we have chosen are plastic animal mask of woodland creatures; we chose to use woodland animals as we felt this suited the location of the woods that we are using. The actors will also be dressed in black to make the masks the focus of the video.

Song Artist Permission

Digipack Drafts

Magazine Advert Drafts

Storyboard

Mood Board

Questionnaire Analysis

                             

Questionnaire- Heidi Nockels and Nicole Harman-Smith

Q1. How old are you?

15 or below     16-20      21-25    26-30     31+

Q2. What is your gender?

Male   Female

Q3. Do you watch music videos regularly?

Yes   No

Q4. Do you think music videos are an important element to the success of the song/artist?

Yes   No

Q5. What is your preferred music genre?

Pop   Rock   Electronic   Dance   Indie/Alternative   Classical   R&B   Other, If so please specify

Q6. Where do you purchase the majority of your music?

Itunes   Record Shops e.g. HMV   Downloaded Illegally

Q7. Do you think that physically buying an album in a record shop is a thing of the past?

Yes   No
Why?

Q8. Where do you find out about new songs and artists?

Music Channels   Radio   Friends/Family    Social Networking Sites    Magazines

Q9. Does Album advertising encourage you to buy new music?

Yes   No

Q10. Do you listen to music within the electronic/dance genre?

Yes  No

Q11. Where do you expect to find electronic/dance music being played?

Nightclubs   Mainstream Radio Stations   Pubs   Clothing Shops   Restaurants

Q12. Do you think if more electronic/dance music would to have music videos they would be more well known?

Yes   No

Q13. Do you think that more people would listen to the genre of electronic/dance if it had more chart success? 

Yes   No

Q14. What do you visually expect to see within an electronic/dance music video?


Q15. Which out of the following music videos do you find most interesting to watch?

CD Digipack Analysis 4 Written By Nicole Harman-Smith - Deadmau5: Album Title Goes Here

Joel Thomas Zimmerman, professionally known as Deadmau5 is a Canadian Electro House producer and performer. While performing Deadmau5 wears large headpieces which represents a mouse to hide his own identity and create a performance based self image that people identify and recognise him for. This is reflected and shown on this CD digipack front image of a broken mouse helmet similar to those he wears at performances. The use of the cat beneath the broken helmet is to reinforce the fact that he cares more for his music and work success than his own fame and recognition, therefore the image if the cat is almost mimicking him revealing his identity in a humorous way that fans of the electronic music genre would find visually appealing and interesting. 

The title of Deamau5's CD  'Album Title Goes Here'  gives the impression that Deadmau5 doesn't follow the rules of the music industry and presents himself as individual from other artists and therefore rebellious. The colours and font used on the album cover are simple along with a plain black background to make the image the most important and dominant feature.

The actual CD of this Digipack
is futuristic looking showing an x-ray image presentation of his mouse helmet. This follows a typical form of the electronic music genre as artists often present their music to be futuristic, new and unlike any other before it.

From analysing this digipack I have learnt that it can be just as effective to keep a digipack minimal looking. A strong visually intriguing image such as the one used on Deamau5's album 'Album Title Goes Here' can create a successful electronic dance digipack as it can have just as much impact as a complicated cover with lots of visual elements.  I have also learnt that the electronic/ dance music genre does not not necessarily have strict forms and conventions and artists and DJ's are free to experiment and come up with different ideas and images for their albums. This is because their self image has an important impact on their work and performances; whether they choose hide their identities such as Deadmau5 or make themselves look obscure and elaborate. They aim to stand out in the music industry and become regognisable leading to their music success. 

CD Digipack Analysis 3 Written By Nicole Harman-Smith - Nero: Welcome Reality

Nero are a British electronic music trio composed of members Daniel Stephens, Joe Ray and vocalist Alana Watson. In August 2011, they released their debut studio album 'Welcome Reality' which gained national success and reached number one in the album chart in the UK.

The Front image of this Digipack has been designed to look futuristic, space them which is a typical electronic music theme. Two figures are shown, however the main dominant feature is Nero's logo. The reason why a logo is used rather than their own images is to show that their music is of more importance  and therefore want people to recogonise their band rather than them as individuals. This way their music will be more appreciated and will gain more recognition. The large size of the text makes the logo have a large impact on the viewer as this is what is most noticeable. The same font is always used to present Nero's logo, this way fans and viewers of their adverts and albums will instantly recognise it as them. 

The actual CD is jet black and simplistic, with the artist's name at the top and  title at the bottom, however this still stays with a similar theme of space and mystery.

The digipack opens up to reveal a larger picture of the album cover presenting two figures 'on top of the world' looking down upon the city. This represents Nero's viewpoint as well as the success of this album and their careers. This space like theme is also continued onto the back of the digipack with the track listings. 

I have found from my research on electronic dance digipacks that artists within this genre carefully consider their self-image and their representation as it can have a big impact on their music and performances. However they are far more concerned with their music being successful and bringing pleasure to people. I therefore will carefully consider self image and representation when I come to create my own digipack and the images and fonts to use that will create a successfully representation of the artist within the forms and conventions of the electronic and dance music genre. I have also found out that it is very important to give a digipack a continual theme throughout to make it professional looking and visually appealing. 




Nicole Harman-Smith

Digipack Analysis 2 Written By Heidi Nockels- Basshunter: Now you're gone Album

Basshunter is a Swedish record producer and DJ. His style of music falls under the dance/electronic genres therefore is fitting to analyse for my own work. He is most well known for the songs 'All I ever wanted', 'Dota' and the below 'Now you're gone'.    

From looking at the front cover, what appears to be most striking is the use of the direct gaze, by Basshunter himself. The effect of this is that it presents an intimidating and powerful presence which correlates to the genre as being heavy with lots of hard hitting drops. The shot itself is taken from the shoulders up, therefore it focuses itself on the intense facial expression rather than his body, as to not sexualise him. The use of the solid black jacket also helps with this as it presents a futuristic style rather than showing lots of skin. The effect of him filling the majority of the frame is that it encourages the artist to be the main feature and focus, unlike a band cover. However, this is in contrast to many other electronic/dance artists, which aim to focus more on the music, than the artist/DJ themselves. Another main feature of this cover is the statement writing at the top. The use of the solid white block font is both strong and striking. Its boldness suggests that Basshunter has a strong presence who produces male focused music. This style and manner is a consistent feature throughout all his work as the featured font is continuously used for his other single covers, as shown on the promotional sticker. What is also a consistent style is the use of the strobe light effect. This directly relates to his genre of dance/ electronic as often this taste of music is played within both nightclubs and parties. The main colour choice of the green strobe light effect follows with the masculine and strong presence of the rest of the cover as well as presents a futuristic vibe.
The purpose of the inside booklet is to inform the reader. When looking through Basshunter's, it included, pictures, song lyrics, contact information and the names of those who helped with the album. The continuous style of the green warped lines and strong block white writing is used throughout the booklet to keep it both professional and to be easy on the eyes to the reader. By including all the song lyrics, allows the buyer to believe they are gaining more than just the music itself. It lets them become a bigger part of the music, encouraging them to then learn the words. Although there are some images of Basshunter included, others show a selection of women. As shown from the above image, it portrays women in a sexual light as something to look at. The location of the beach scene is a typical clubbing resort for those 18+ at places such as Malia and Magaluf, where traditionally dance/electric music is most played.   
The disk itself is both simple, yet striking. By following the green theme throughout the digipack keeps it professional. However, for the CD, they have used a different shade of green which presents a more summer/ beach vibe. This theme was also portrayed within the inside booklet. The use of the solid colour allows the writing to then be made a main focus. This is clear when looking at the word 'Basshunter' in solid white which is then vibrantly striking.



   
Typically, the back cover follows the same style and theme as the rest of the digipack. The back cover included titles such as 'Special Content' and 'Bonus Tracks' to encourage the public to buy the album as they will believe they are gaining more. As previously mentioned, the general style and appearance of the album is both strong and masculine whilst also sexualising women. This is common within the genre and aims itself towards the male market.


What I have found by looking at this digiopack is it is essential to keep to a continuous style and font. The benefits of this is that it gives a more professional look and keeps everything simple. Another area in which I have learnt is that by keeping it simple, allows the more important features to be made the main focus point and to appear more striking. 

Heidi Nockels         

Digipack Analysis 1 Written by Heidi Nockels- Chase and Status: No More Idols

Chase and Status are a British electronic music production duo formed in 2003, made up of Saul Milton and Will Kennard. Their music falls under the 'Drum and Bass' / Dubstep category and has taken off with huge success. They have collaborated with a mix famous artists such as, Rihanna, Dizzie Rascal, Maverick Sabre, Tinie Tempah, Cee-Lo-Green and many others. As a result of this, their music and collaborations have hit the charts and have become a well known music duo within the drum and bass genre.

Throughout the drum and bass/ electronic genre, it is common to use a symbolic image to represent a band or collaboration rather than featuring the artists themselves on album covers and advertising etc. The effect of this is that it makes it more about the music rather than the fame for the artists. The symbolic image of the British Bulldog is that it represents the genre as being hard and rough as it is mostly a popular genre for the lower classes. The aggression of the animal is shown throughout the genre as being hard hitting. Chase and Status often produce songs that follow a tragic story, for example wife abuse as a result of this, the music comes across as aggressive and passionate. The bulldog itself represents the traditional English culture as well as symbolising how the duo Saul Milton and Will Kennard met and came together in London.  The effect of making the image black and white is that it allows the minimal writing to stand out and make a statement. This also helps give the image a more professional and sinister feel. The only other feature other than the symbolic bulldog is the basic writing. The simplicity of this makes it more striking and eye catching, as it gets straight to point by being hard hitting. Both the block font and colour connote ideas of caution unlike other album covers in the charts which put forward a glamourous lifestyle. This is what separates Chase and Status to other artists, in that it focuses on the toughness of the lower classes, rather than showing an unrealistic idea of fame.       

Often within a digipack it follows the same style throughout. This is true for Chase and Status' 'No More Idols' album. It keeps a consistent style by using the same font and colour scheme throughout. The striking combination of black and neon yellow presents a dramatic and powerful statement. Often neon colours are found in nightclubs and parties, which is where electronic/ drum and bass music is frequently found. Not only does Chase and Status keep a continuous style throughout their digipacks, but they also keep with the same theme on other media levels, for example, advertising and other promotions. This then makes their style iconic to their band and becomes instantly recognisable to readers and listeners.

As expected, the back cover of this album follows the same style to keep it professional. Having no image featured on the back cover makes it purely about the songs and what each of them stands for. Throughout this digipack it is clear that it is focused towards the male gender. This is true for many other electronic albums/ artists as it is a male dominated genre. The block capital font used for each song titles suggests that every song is important and edgy. Its boldness then draws in attention. The use of the capitalisation allows for every song to be made powerful and hard hitting.

When looking at this digipack it is clear that simplicity makes the biggest impact and striking effects. This is something I am hoping to follow through on throughout my own work when I come to creating my own digipack.   

Music Ad Analysis 4 Written By Nicole Harman-Smith - AlunaGeorge

Music Ad Analysis 3 Written By Nicole Harman-Smith - The Prodigy

Magazine Ad Analysis 2- Written by Heidi Nockels- Rudimental

Magazine Ad Analysis 1 Written by Heidi Nockels- Basement Jaxx

Music Video Analysis 6 Written by Nicole Harman-Smith - Totally Enormous Extinct Dinosaurs -- American Dream Part II

Orlando Tobias Edward Higginbottom, known as Totally Enormous Extinct Dinosaurs (TEED) professionally is an English electronic dance music producer and DJ. This music video produced for the track 'American Dream Part II' has been made in a performance, artistic and abstract based style and follows the typical forms and conventions of an electronic dance music video whilst still being individual through techniques within: lighting; props, costume, setting and editing.

The Video begins in an artificial white setting with TEED wearing a white and plain but extravagant costume. The costumes he wears makes up his self image and musical identity and is what fans and people within the music industry associate him with, this therefore sets him out as individual and strange. This is a typical form of the electronic music genre, artists and DJ's focus on making their self image unique to those in the same music genre; whether its through wearing outgoing and obscure costumes and headpieces such as TEED's or completely hiding their identity with masks or helmets such as the DJ's Daft Punk. The Video then proceeds into there being explosions of metallic confetti, this creates a strong contrast with the white costume and backdrop and presents a visually interesting and artistic shot. The colourful confetti is seen throughout the music video and is a strong feature and theme used. The confetti is set off as the song builds up and attaches itself to TEEDs costume, it represents his music and the colour and joy it brings him as well as the attachment he has to it.

As the beat drops TEEDs DJ set up is revealed with complicated lights, wires, keyboards and buttons this adds to the obscurity and abnormality to the music video and strongly fits within the visual forms and conventions within the electronic dance music genre. TEED also nods his head as the beat drops suggesting he's most at home and confident while performing and creating his music. Several close up shots are used of his costume which reinforces the dominance it has over his identity and performance.

The artificial and UV lighting also helps to make this music video unique and artistic. The way in which it reflects off TEED's and the dancers white costumes adds to the futuristic and strange atmosphere and theme. It also creates an extremely effective visual effect by completely changing the colour scheme from the start of the video into neon whites, blues purples and pinks representing the change of mood and overall positive effects TEEDs music has.

Camera work is carefully considered throughout the music video showing low angled mid shots of TEED at his desk presenting him with authority and importance over the dancers and crowds. Aerial shots and pan movements are made over the crowd, establishing their enjoyment and showing them dancing and jumping to TEEDs performance.

Editing is also an important feature that adds to the success and overall style to this electronic dance music video. Slow motion is used much like in other music video of this genre to build up suspense and excitement before the beat finally drops and it returns to normal. However in this music video it also helps to add to the visual qualities of the glitter confetti and smoke as well as the movements of the crowd. The spreading of the glitter confetti symbolises TEEDs music having an effect of enjoyment and happiness on the crowd, the use of slow motion helps to capture their facial expressions and the light and movement reflected off both the confetti and smoke.

Overall I feel this music videos has many visual qualities and well performed camera work and editing techniques which helps makes this video exciting and individual as well as representing TEED as a unique and strange electronic dance artist.

Music Video Analysis 5 Written by Nicole Harman-Smith Flume - Holdin On [Official Video]

Flume is the stage name of Harley Streten, an Australian electronic music producer, DJ and instrumentalist. His music video for the track 'Holdin On' follows a narrative and performance style. The video consists of shots of both his performance and his travels and journeys to different cities and gigs while being visually intriguing and artistic through the editing style.

The video follows the DJ Flume through his journey of success and performances. Multiple shots are used of flume at home or doing normal everyday activities in contrast of those of  him on stage. This contrast shows how music has affected his life and has brought him success. This is shown through shots such as him signing his album covers as well as luggage, cars, and aeroplanes which symbolises his travels and therefore his success and popularity he has gained worldwide. The use of the shots showing him doing everyday activities and what he does away from performing, shows him as a normal and average person; therefore making him more relatable and likable as well as making the music video more personal and down the earth.

The camera work and techniques used in this music video include a number of different angles and movements to create different perspectives and variety of shots. Over the shoulder shots used looking down at the crowds presents to the viewer Flumes viewpoint, therefore the viewer is experiencing it from his point of view and perspective; showing the excitement and reaction he feels whilst performing. High angled aerial shots and pan movements are used to show the size of the crowds presenting flumes popularity as well as close ups of hands clapping and people dancing showing the enjoyment and excitement his performances bring to people. Low angle shots are also used focused on Flume at his DJ set up smiling down onto the crowd, this therefore shows his authority and power his music has on his fans. There are also numerous camera close up inserts of his hands at his desktop and laptop whilst performing his show reflecting the music genre of electronic dance

The most important and successful feature of this music video however is the editing and the way in which it has been used to make the music video unique and interesting to watch. The overlapping of shots in a single frame creates a sense of chaos and excitement as well as making the video extremely abstract and artistic.
The video has also been edited in a saturated purple hue to reflect his purple album artwork which therefore reinforces his self image as well as making this video surreal looking, unique and artistic; which mirrors his musical creativity and individuality. The video itself has been edited in numerous quick fast paced shots which fit along with the beat of the song. Cutting between of lots of short repetitive camera shots creates makes the viewer focus and involve themselves within the music video therefore making it more interesting and visually exciting. Slow motion is also an important feature in the editing of this music video.

Slow motion is used as the song builds up creating suspense and tension which then returns to a regular speed as the beat drops, this is repeated as a theme throughout the music video so the viewer knows what to expect and therefore gain excitement with the suspense; this also tries to portray the feeling of actually experiencing a performance of the artist Flume. At 1:05 slow motion is used as Flume appears through a bright light on stage at a low camera angle with his arms symbolically held out, looking down upon the crowd. Again this shows his importance and power he has with his music over the crowd. The camera shots and movements themselves are simple, it is the use of editing which makes the music video individual and artistic.

Overall, this music video represents the artist Flume as unique and individually separate from other artist and DJ's within the electronic dance music genre both through the narrative and techniques used. From analysing this music video I have learnt the importance of editing and the impact it can have along side a song in a music video and also how props such as a DJ set up and the use of a crowd can help identify the music genre of which it belongs.

Music Video Analysis 4 Written by Nicole Harman-Smith Swedish House Mafia - One (Your Name) Official Video

Swedish House Mafia was a Swedish electronic dance trio consisting of DJs and producers: Axwell, Steve Angello and Sebastian Ingrosso. Their music video for the track 'One (Your Name)' consists of a number of different styles including performance, narrative, dance and artistic elements.

The main feature of this music video is the white keyboard instrument which is of the main focus throughout whilst not revealing the identity of the person performing the song, this suggests that their music is of more significance and importance than their self image. It also helps to create curiosity and keeps the viewer intrigued in who is performing the song. The white keyboard instrument is made to look futuristic and strange which creates a technological and futuristic theme and look to the music video. The white mouse and white surrounding location has connotations of a science lab suggesting that Swedish House Mafia are experimental in their music. The futuristic theme seen in this music video a typical electronic dance convention in music video as this genre is often associated with the future through its new ideas and experimentation.

An aerial mid shot looking down on the keyboard is used for the majority of the music video, this gives the viewer the point of view of the performer and therefore gives the impression that the viewer is almost playing the instrument them self; this allows the viewer to feel more involved with the music video and find it both exciting and intriguing to watch. High angled and aerial shots are continually used throughout which gives it a unique look and individual style as the viewer sees acts through unusual and interesting view points such as the break dancer at 1:37.

The editing style of this music video is also of a futuristic theme. The close up edit of  images and text on a woman eye at 0:55 has connotations of technology and futuristic style of which fans of the electronic dance genre enjoy. The music builds up towards the middle of the video and this is reflected and shown through the sudden sequence of fast paced cuts between short camera shots of abstract and obscure things; such as people break dancing, breathing fire, dancing, fighting and drinking alcohol. This music video is therefore very obscure and abstract and does not have a strong narrative or story line, this reflects and represents the chaos and excitement of the song and the electronic genre of music.

The props and costumes used in this music video follow the forms and conventions of the electronic dance music genre. Masks are worn by some actors which has a strong link to this music genre as mask are frequently used to create a sense of fear, lack of identity or curiosity for the viewer and fans. The use of green strobe lighting has connotations of a nightclub which is also strongly linked to this music genre and we found through our questionnaire results with the question 'Where do you expect to find electronic/dance music being played?'.

Overall, this music video presents the electronic dance music genre in a conventional yet obscure way through the use of a futurist and technological theme. I have also found that it is important to consider different camera angles and shots such as the mid aerial shot used throughout Swedish House Mafia's music video, to make a video look unique and visually intriguing, I will therefore consider this carefully when I come to plan  and film my own music video. 

Music Video Analysis 3 Written by Heidi Nockels Afrojack - Rock The House (Official Music Video)

Afrojack is a dutch music producer and DJ, his music falls under the genre of dance. As he is a DJ rather than a typical singing artist, a lot of his music videos take a more performance based style rather than a narrative. This is the case within the above video, Rock the House. As it is a performance based video, the focus is made on both the artist and the audience. The inclusion of the audience makes the video more relatable as, both those in the crowd, and those watching at home can feel part of the experience. As this video is taken from one of his live gigs, it keeps in the audiences responses and reactions, for example the crowd cheers. The effect of this builds up a party like atmosphere between a community of people who are there to enjoy the music. This party themed video is reflected throughout the video, as in several shots its focus is on what the crowd are doing for example drinking and dancing. This proves that the dance/electronic genre is more about the music than the performance itself unlike a staged concert. This is also reflected through the spontaneity of the artists positioning on stage and his involvement with the crowd.        

Although this video is performance driven, what makes it different and more visually appealing to watch is the inclusion of the artists journey through travelling to his different locations when touring. By doing so, it makes Afrojack appear more relatable to his audience by showing the both sides of him; the popular performance side as well as the more down to earth side showing him with no crowds, but just at the hotel, or in a plane. By including these shots, as well as scenes of cities, gives the viewer more to visually look at, and see it as a journey they are going on with Afrojack. Frequently within dance/electronic music videos they include many abstract shots to keep with the fast pace beat of the music. Throughout this video it features shots of cities, the equipment, lighting and smoke effects. This helps build up an atmosphere to keep the video flowing with the pace and style of the music. 

The main target audience for the electronic/ dance genre is young adults between the ages of 16 to 25. This is also the case for Afrojacks, Rock the house video. The showing of alcohol consumption reflects this as those of the young adult generation are the most interested and experimental with alcohol. A younger target audience would not be able to view the video, and an older would disapprove with the level of consumption. The showing of alcohol also reflects the party like atmosphere as well as the relaxed vibe that goes with the genre. Typically, the electronic/dance genre aims itself towards the male gender. Many of the artists within this genre are men, therefore aims its music towards the male genre. This is shown throughout the video above by the continuous focus on both women's breasts and bums. Sexualising women encourages more men to view the video as it becomes more visually appealing to the males rather than females. When on stage performing within the video, Afrojack is dressed in jeans and a black hoody. Although this does reflect the genres relaxed style it also shows how the live performance is more about the music and the experience rather than him sexualising himself to gain more of a female audience. This would also result in him loosing his larger group of fans which is the males. 

As the idea for this music video is simple, much like many others within this genre, what they tend to focus more on is the editing rather than the shots themselves. This can make the most abstract and repetitive of shots to be made more interesting and visually appealing. Throughout the video, there are various styles of editing used to keep the audience entertained as well as to keep with the fast paced beat. As the video begins they use a slow motion effect before introducing the artist, Afrojack. The effect of this is that it builds up an atmosphere and tension for then the entering of Afrojack where both the beat and editing style then picks up. The use of slow motion is used throughout the video as each verse then builds up to the chorus where the beat then drops. The effect of this is that it makes the video work as whole with the music to make it run smoothly and professionally. A more unusual editing style that was frequently used within the video is how each shot overlaps. It fades one with another, so at some moments two shots will be shown together. An example of this is when they overlap two different angled shots of Afrojack performing live. The effect of this is that it presents a more techno, electronic vibe, keeping with the modern, fast pace beat. Another style of edit that gives a similar presentation is the use of colour effects over the different shots. This is repeatedly used over the variety of scenic shots as well as the different live performances. This also sets an electronic and modern vibe over the most basic of shots. 

Although I will not be able to recreate many of the scenes within this video, a technique that I am planning to include into my own work is the use of different editing styles. This is because it relates well to my focused genre and will help me aim my video towards my target audience of the young adults of today. It will also help me make my video appear more professional and genre related by focusing more on the editing rather than the shots themselves, as I do not have the money or equipment to create lavish scenes.

Heidi Nockels                         

         

Music Video Analysis 2 Written By Heidi Nockels- Skrillex - Summit (feat. Ellie Goulding) [Video by Pilerats]

Skrillex is an American male electronic musician. His work has only become popular in the more recent years, and often only attracts the younger generations ranging from 16-25. His music is mostly enjoyed in clubs and within the younger nightlife, as a result of this, he focus' less on expensive music videos but on videos that can relate to his audience.

 The video starts by following the one character shown in the image to the left. The fast pace editing used to follow the beat presents a style that as if it is a collection of photographs. The quick shots are all taken from the same angle, therefore the only things that change are the background and what the character is wearing. The various shots suggest she is getting ready for a 'night out'.

What I most admire about this music video is its use of artificial light. Throughout the 6 minutes it uses only light from artificial sources, for example, street lights, shop lights, sparklers, glow sticks, sign lights, fairy lights and phone lights. The effect of this is it sets the atmosphere for the theme of a 'night out'. The advantage of using artificial light is that it can change colours to set a different mood and can focus on certain areas within the frame; for example, the screenshot on the left uses blue light from only around the skater to make her appear as black silhouette, making the character less important but the editing more so. 
Other uses that appear in this video is it focuses one coloured light on a certain area of the face to create shadows that give out misty, smoky effect suggesting the use either cigarettes or drugs.

As this is a fast paced song, throughout the video it uses a continuous amount of abstract shots to fit with the beat. No two abstract shots have a link, nor have a purpose, but it is that reason that makes it work. Within this genre of music, being electronic, the videos do not have to follow a story line, or have to follow any typical codes and conventions. The input of random shots, for example the skull, creates the idea that a teenagers night out is random and doesn't have to make sense. Switching from shots of groups of people to abstract objects/editing suggests that there is an influence of both alcohol and drugs, as if they are dipping in and out of reality. 

Other than the use of light, the only other bursts of colour is the use of physical objects, such as skulls, plastic play balls and glitter. The pop of vibrant colour works as a contrast against the dark setting of the night. The bright colours represent the youth, suggesting it comes alive when they are out at night.

What makes this video unique to many other popular artists within the charts, is that it is relatable to its target audience. Throughout this video it does not use extravagant locations or sets to film, but instead, everyday backdrops that a normal teenager of today would be able to relate to. For example, in a park, houses, the high street, bedrooms and car parks. By doing so, it is more real to life and identifiable with typical student life. As the music is fast pace, the variety of quick shots, filmed in everyday locations does not appear boring or dull. It then works to keep the audience entertained and allows students to relate to the artist.     

As previously mentioned, throughout this music video it takes a down to earth, student life approach. What makes it clear that this video had a low budget is the fact that it focus is less on the expensive locations and featured artists and more on the editing. The different styles of editing is what makes this video the most interesting to watch. The use of the quick jump cuts is most frequent throughout the entire video, as well as the focusing in and out. These two main edits worked along with the music to make the entire video flow well together, including making the most abstract and random of shots work to keep in spirit with the music. The editing style used on the left uses different areas of different faces to create one singular face. This represents all the different teenagers/students out on this one night and come together as collective to represent the age group. 

Most music videos either follow a narrative based style or a performance based style. However, Skrillex uses both to follow his random collective of shots. The first 4:40 minutes features the variety of different shots, linking by only the theme of student night life, then towards the final couple of minutes it features Skrillex performing at one of his gigs, focusing on both the audience and the artist. Although only occasionally featured throughout this video, Skrillex, much like Chase and Status chooses not to be made the main focus with the video. This makes it more relatable to the audience and fitting with the genre, that they focus themselves on the music, rather than publicity of the popularity charts.

A feature that was used in both music videos I have analysed is using the same character to both open and close the video. The effect of this is that it finishes the narrative side of the video. It then has a beginning, middle and an end; opening with her getting ready for her night out, the night out, then closing with her at home. This then makes the video less abstract and random, as it has the continuity of one character.

From this music video by Skrillex there are some ideas and styles that I am hoping to copy and develop into my own work. Some of the styles in which I most admired is the use of artificial light to create more dramatic images making some areas of the frame stand out to be more vibrant than others. The other style of editing in which I am hoping to recreate is the fast past jump cuts to fit with the electronic style of music. This is frequent feature within many music videos within the electronic/dance genre. I admire the way in which the fast pace cuts then allow there to be abstract shots to be included to make the video more interesting and visually attractive. I believe I will take more styles and features from this video, as apposed to my analysis 1 as I consider this video to fit more towards the age group I am targeting and style of music. 

     
Heidi Nockels