Director: Mikey Alfred - Founder of illegal Civ (IC) in 2008 - A skateboarding company, movie studio and brand. Sign professional skateboarders and crate you tube videos as well as boards and a clothing line.
Produced Mid 90s and directed the 2022 film North Hollywood
Producer: Illegal Civilisation
The music video includes many popular skateboarders that skate for IC such as Na-kel smith, Ryder McLaughlin and Aramis hudson.
Artist:Alexander O'Connor (Rex Orange County (ROC)) - english musician
The band is classed as alternative/indie
The bands main demographic is teens and young adults
The song is about longing and love for his girlfriend - cant think of anything else. She's so beautiful and a ray of light (a sunflower) that he realises theres no need to feel down. To spread infectious happiness
Mise-en-scene:
The music video is a mix of narrative and performance. It centres the lead singer of Rex Orange County (Alex 0'Connor) as the lead character as well as the centre in all performative shots to camera.
Alfred starts the video with still (almost establishing) shots of idyllic streets and houses as use if the songs introduction. The slow pace of the song at the start matches the shots and also allows for the video to be introduced: The band name, the song name, the location and the producers. Still, simplistic shots are an occurring theme throughout the video - they reflect the calmness of his life and the melancholy story being told through the lyrics. (Goodwin)
The use of a performative and narrative style is able to reflect the lead feeling outcast and vulnerable although still surrounded by loved ones and support. He still plays pool with them and in shots like the image to the right, they all appear to have his back and support him through the heartache he is singing about. (Goodwin)
Camera work/shots:
The video is cyclical. There are reoccurring shots from the start and the end but they are all slightly changed (as pictured above) to show the happiness the lead is now feeling, being able to be present and in the moment. For example, the legs dangling over the pool were still at the start and are swinging happily at the end and the shot of a group of friends hula hooping is later followed up by a full body shot but the camera is much closer as if to show how the lead feels more included and present. Furthermore, adding to the idea of the shots reflecting the message of the song (Goodwin), the shots of the lead pulling off on his bike show how ROC wants the song to make you feel happier and carry on even when your sad.
The shots in the performative side of the video are mainly medium or medium full shots - allowing for the style and tone of the lead and actors to be shown reflecting onto the video and the branding of both IC and ROC.
The zoom at the start of the video are shows of Alfred being new to directing - trying out new ideas and techniques. Similarly seen in the juxtaposition of still, photographic shots and the section of shaky camera shots - the feel of the music video and what Alfred can do is being discovered. Alfred's use of colour can also be seen - the light is all natural mainly bright and sunny, and such shots as the one by the swimming pool show the use of colours - from the bright water and the leads red clothes to the towels lined up on the wall behind.
Branding/Marketing:
The video serves as promotion for the band, having the leader of ROC as the lead makes the video more enjoyable for audience and promotes Alex as an artist and personality - the same one he creates as part of his online presence - promoting himself and his personality.
The video is not only promotion for ROC, it also acts as promotion and an important project for IC to raise their fan base and please their existing fans. The companies pride shines through, for example, they state that the video was 'filmed on location in North Hollywood', where they are based. The yellow text and font maintains their brand identity and texts such as 'thanks for watching' at the end of the video maintain the friendly perception of both IC and ROC.
The music video is directed my Mikey Alfred and produced by his company Illegal Civilisation (IC). They are a skateboarding and lifestyle brand and began by making home videos of their group of friends skateboarding through North Hollywood. Their style is completely reflected in this video. The video is able to show its imperfections giving it its laid back, relaxed style. IC pride themselves on being authentic and having a sense of community and friendship which is clearly seen. Even by casting members of IC in the video. Their energy as a group is reflected in the video as seen in the final shots of the lead dancing with his friends. The video reflects the laid back, youthful, nostalgic style of IC.
All these positive messages reflect well on both ROC and IC making the video more successful and present how ROC wants the song to make his audience feel - joy.
These are my top possible song selections. I have annotated the song lyrics getting down my initial ideas for each song - general ideas, what i vision when i listen to the song and any further thoughts.
An important aspect i have included in my annotations are the timings within the songs - some songs are over the three minute mark so will need to be cut down.
This video presents a diverse and creative mise-en-scene
Parts can also serve as an intertextual reference to Adele's music video for 'Rolling in the Deep'
The artist is the main focus of the video
KHALID - LAST CALL (2022)
The artist is the main focus of the video
It follows a clear narrative
It presents an almost nostalgic feel reflecting the chill-pop song type
Intertextual references can also be seen throughout the video to Khalid's past albums
There is a key use of lighting as well as artistic shots
ABBA - TAKE A CHANCE ON ME (1977)
ABBA are signed to Epic records who are owned by Sony so give further ideas of how artists related to them are represented
Being an old video it can be seen how Sony and its conglomerates present their artists over time (recurring themes can be seen is the videos of the past still continuing now)
The group is the focus of the video
Due to emerging technology (1970s) there is new editing styles in the video (the four squares featuring throughout)
The video is a blend of a band performance and a performative video
The women are not sexualised but they are the main focus on the video
Sony Music Entertainment founded in 1929 is the second most popular record label today. It is classed in the top "big three" records labels with Universal music Group and Warner Music Group. They offer a diverse range of artists, genres, playlists and podcasts. They have produced some of the most prominent artists currently such as Adele and Beyonce.
The originally called American Record Corporation acquired Columbia Records in 1934. They joined with CBS in 1968 becoming CBS/Sony Records and by 1988 they owned the entire company. In 2004 they took on the name Sony Music Entertainment. The label are based in over 60 countries today. The company makes money by selling records, when an album is played on the radio or in a film or TV show and when streamed on a music streaming platform such as Spotify.
Sony Music Entertainment say they offer a "diverse roster of international superstars, developing and independent artists, and visionary creators".
Sony Music Entertainment labels:
Columbia Records
RCA Records
Ministry of sound
Epic Records
By owning these record labels Sony Music is able to promote an even larger range of artists and please a wider audience.
Signed Artists:
Beyonce
Adele
David Bowie
Electric Light Orchestra
Travis Scott
When going on the Sony Music website they are promoting their current artists and those who are in the news at the moment. They have sections for podcasts and playlists to interest and cater to their audiences. They also have a section for new releases as their main purpose is to promote the artists signed to them.
Music videos based on soundies technology - 16mm film clips with a magnetic soundtrack shown in a specially designed jukebox
shown at nightclubs, bars and restaurants
1960s
Music videos were being used as promotional tools
They were usually videos showing a bands live performance
The Beatles
The Beatles fell into the conventions of live performances but they started to develop the music video genre
The band had feature length films made such as 'A Hard Days Night' promoting their new album
They began to use animation as part of their visual story telling in 'Yellow Submarine'
The Band members were still heavily featured in the videos (as themselves or as caricatures) as to promote the band.
Bob Dylan's 'Subterranean Homesick Blues' is often called the first music video with Dylan holding up cars with the songs lyrics. It was simple in structure but subverted the common expectations of music videos
1970s
Technical advances allowed for more graphics to be used in music videos
Such things as green screens allowing for more visually dramatic and impressive videos such as Queen's 'Bohemian Rhapsody'.
Shows such as Top of the Pops began with artists singing "live"
Producers were beginning to see the power of music videos and their advertising potential so started to invest more money in them
1980s
MTV (Music Television) began in 1981 and was a platform for artists to show their music videos.
The first video shown in the service was 'Video Killed the Radio Star' by The Buggles
Large scale videos such as Michael Jackson's 'Thriller' increased views of MTV again increased the popularity of music videos.
The video cost $500K, was thirteen minutes long and when released in 1983, was played 3 - 5 times a day
Videos began being used as art forms using claymation, pixilation and stop motion animation
1990s onwards
There became a rise in music video directors such as Mark Rannek and Machael Gondry
In a more modern society, the spread of information has become fast and prolific with platforms converging into one
This can be seen with streaming services such as Spotify and brand such as Apple, Amazon and YouTube expanding their service to include music and music videos.
Videos began promoting desired lifestyles of being young, wealthy and fun as well as sometimes using a bands large audience reach to raise awareness of problems such as Hozier's 'Cherry Wine' focussing on domestic abuse.
My target audience is a 16 - 25 middle - market, aspirational demographic.
This diverse group of people are interested in such things as mental health and a balanced lifestyle. They are focussed towards sustainability, have aspirational plans for the future and find spending time with friends very important.
The age group being young adults means they have a stimulated focus on social media and often align themselves with celebrities and strive for celebrity culture.
The psychographic of aspirer means they are willing to spend money to keep up with the latest trends but their age range means they will do this is a money appropriate and sustainable way (such as buying from thrift stores). This demographic usually seek status (through social media or creating idealised lifestyles).
The demographic listen to all variations of music. This demographic seek escape so will mainly listen to music that brings elation or happiness as a break from normal life revolving around education and success. They see music as a break from reality and a place to relax, to be and express themselves in a media orientated society. The key use of streaming platforms such as Spotify mean the demographic have very diverse styles of music as any genre or artist is accessible to them.
