17rachelleadbeater

To help me document my progress and spread the word to potential audiences, I set up a Twitter account: @Univers45668703 As of late April, I haven't had much to tweet but if I add anything I will update this post with screenshots.

Codes and conventions of a pop/sophisticated dance music video: One of the most common conventions of music videos of this genre is fast paced editing, and camera shots lasting no more than about 5 seconds (unless it is a performance shot, in which case it could be a bit longer). When mixed with the bright/vibrant colours and flashing lights that are normally present throughout, a party/rave environment is created which naturally makes the audience want to dance too, therefore meeting one of the main aims of the artist. Although the editing will be quick, slow motion shots may be used as well, giving the audience the opportunity to properly see the emotions of the actors/artist. Another typical way of showing emotions in dance videos is zooming in on the artists facial expressions. On the other hand, long shots may be used to establish the setting as this may give more context into the narrative of the video. This is done at the end of my video '2U', to show the storms that...

2U was produced by 'Def Jam Recordings', and distributed by Virgin EMI in the UK. This label mainly produces hip hop and urban music, and is owned by the Universal Music Group. Conglomerate- A large company made up of a number of smaller companies, which are called subsidiaries. This allows a media company to operate in a number of industries; television, film, radio, journalism etc and take control/domination of the market. Oligopoly-     When only a few separate firms own the majority of the market. In the music video industry, these firms are Universal, Warner Bros and Sony and they make up about 70% of the market. Universal Founded in September 1934, and bought other companies and grown since then. They made $7 billion in revenue in 2017. Universal is extremely diversified, in that they have artists signed to them of a whole range of genres. This has allowed them to grow bigger and dominate the music market. Their subsidiaries include Universal Studios, ECM, Def ...

In order to gain a deeper understanding of the song before I attempt to make my own video for it, I decided to analyse the artist, musicality, camera work, editing, lyrics etc. Analysis of 2U – David Guetta ft. Justin Bieber As the one who wrote the lyrics for this song, it is important to consider Justin Bieber’s musical as well as personal background as these factors may have influenced the meaning he gave to the lyrics, or way he wanted audiences to interpret them. His music generally falls into the pop genre, but over the past couple of years he has moved into the contemporary R+B genre through collaborations with DJ’s (such as David Guetta for 2U). This expansion into the newer, trendier genres could represent a change in Bieber’s ideology. Therefore, as the audience we must look for lyrical references to Bieber’s ideas and beliefs. For example, the line “ Let's take both of our souls, and intertwine” in 2U may be referencing the strong belief Bieber holds in relig...