My artist name: M.O.D.E.M
Song: Running Back to You - Martin Jensen, Alle Farben & Nico Santos
Genre: Electronic Dance Music
Intro
- EDM is a genre that has skyrocketed in popularity in the last decade and is now the most lucrative genre in contemporary music
- Applying Steve Neale's theory of repetition and difference, I will aim to make the video conform to some conventions of EDM such as bright clothing, fast paced editing and timing to the beat drop.
- I will subvert some typical EDM conventions by including one sole actor and by not including any sexualisation of women, applying Laura Mulvey's male gaze theory.
- If we apply Strinati's definiton of Postmodernism which includes the "confusion over time and space," it could be seen in my video by the mixing of reality with the power of my headphones. Through the editing, I will be using pastiche which will reference music videos from Calvin Harris, Robin Schulz and KSHMR
Mise-en-scene + sponsorship
The opening scene will be in monochrome. This makes life without the headphones feel dull, eventually switching into the next scene which will be vibrant and colourful. The bright colours contrasting with the dull colours worn by the actor/artist will become an image with which the artist becomes synonymous with. The headphones I will be using will be from Sony. Putting on these headphones in the music video makes the actor have 'magical powers' where the setting and/or the objects they interact with become better. This is shown by the change of clothes, linking with mise-en-scene and representation, as well as the 'powers' of the headphones.
Media language
I will use a match-cut of a jump to switch locations which will be a recurring theme throughout the video. This match cut will initially show the headphones making my day a lot better by transporting me to a much more colourful location, which will also be reflected by my change in costume (from dark clothes to bright). I'll be using the colour yellow which is strangely a colour that is seldom used in EDM videos, through this I'll be applying Neale's theory about difference.
Three key shots:
- Establishing shot of lecture theatre: this will allow me to open the music video with the text on screen mitigating the sponsorship and the music label.
- long-mid shot of actor dancing centre frame: This will allow me to maintain a common theme throughout my locations
- OTS shot of different watches: signify change in location/mise-en-scene and enhances the 'powers' of headphones.
Performance + representations
I will be placing the actor at the centre, left and right of the frame whilst dancing. The exercise scenes also add a dynamic sense of movement which contrasts with the static position of the camera. The mise-en-scene is deliberate to also show an alternate view of masculinity. Applying Butler's gender performance theory, I made sure that this video offers a different, more sensitive approach to the idea of masculinity. My alternative representation of masculinity agrees with bell hooks' theory of normalised traumatisation where I will be supporting her view that toxic masculinity indeed exists and I will be trying to avoid it in my video.
Magazine + audience effects
The music magazine that will promote the artist, song and tour will be called 'EDM Mag'. This'll feature many EDM artists across a few sub-genres. A few EP and release articles will be on single pages. The main feature will be a double page spread interview with the artist, called MODEM, speaking about their upcoming tour and their new single. The design of the tour poster will mirror the contrast of colour as shown in the music video.
The magazine will be targeted at the new-wave EDM audience and will make the audience feel nostalgic yet excited for new and interesting styles of EDM. Personal identity will also be evident here as the artist will be reflecting the 'quirky' lifestyle of the typical EDM fan. As the age range of the demographic is very young, they will use streaming platforms like Spotify, Soundcloud, iTunes and Mixcloud. The music video will be featuring on YouTube so that it's accessible to millions.
The reach on YouTube is amazing and will get the buzz going when it comes to the headphone advert too. The video will also be on the artist's and music label's 'IG TV' which will make use of the young demographic on social media. The magazine will also be available via a e-Book link on the artist's social pages as well as in the description on the YouTube video. The artist would sign for STMPD RCRDS and the magazine would be published by Hearst.
