The Artist

The Artist

Song

We have chosen 'Short Changed Hero' as our main song because it will fit with the narrative of the video.

The Artist

'The Heavy' are a indie rock/neo soul band and they are from Bath, England. They have released 5 full albums since 2007 when there band formed. The Heavy's songs are widely used in many different types of media platforms. Their song 'How You Like Me Now' has been used in many TV shows such as 'Community' and 'The Vampire Diaries'.

The song we have chosen to use,'Short Changed Hero', was also used in a video game called 'Borderlands 2' and other songs they have created have been used in other video game titles.

The song 'Same Ol!' was also used in the trailer for Quentin Tarantino's 'Hateful Eight'.

We have chosen 'The Heavy' because they are an indie rock band so it fits with the target audience and the song will fit the narrative of the video.

The band itself keeps up to date with technology to fit with their fan base. For example they have a blog on their website to keep up with fans. Their website is at http://theheavy.co.uk/blog

The band members are-

• Kelvin Swaby (Vocals)
• Dan Taylor (Guitar)
• Spencer Page (Bass Guitar)
• Chris Ellul (Drums)

Theorist In Music Videos

Andrew Goodwin's Theory

Goodwin's theory states that there are 5 key aspects to a music video.

• Thought through beat 
• Relationship between the song and visuals 
• Narrative and performance of the song
• Technical aspect of a music video
• The main protagonist 

How this links with our music video
Andrew Goodwin says that a music video will fall into at least one of these key aspects. Our main idea is related to a poker game. This idea would fit into the category of 'narrative and performance of the song'. Andrew Goodwin's theory should fit into our planned music video. 

Sven E Carlsson's Theory

His theory is Binary opposites drives the narration of the music video forward. He suggests that music videos fall into one of two categories and they are performance and conceptual.  

A performance video is when the video is centred on the main artist. He believed that  the performer is often made as a 'commercial exhibitionist'.

The second type of performance is electronic shaman. This is where they are displaying the music video as a form of art. An example of this is 'Arctic Monkeys-Do I Wanna Know' where they use a single line to display the different types of music

Another type of performance clip is that the main artist is turned into a 'television bard' which he is seen as a storyteller of the music video. An example of this is 'Ain't no rest for the wicked' By cage the elephant. Where the main protagonist (the artist) is walking down a road and singing the song like a story.



A conceptual video is where they focus on the story/narrative of the video instead of the main artist.
An example of a video where it is focus on narrative rather than what the main artist is doing in the video is Alt-J Breezeblocks.
This video is unique because the whole music video is backwards. This makes it hard for the audience to figure out who is the main protagonist and who is the main antagonist. Only till the end of the music video do you see who is the protagonist. They do this to keep the audience interested on the narrative

From this theory our music video will follow a conceptual video rule of  Sven E Carlsson theory. We will follow this rule because we will focus on a narrative music video.

Target Audience

Target audience 

The target audience is for the people who like and listen to indie rock music. The audience will be mostly male. The age of the target audience would be 16-25. These people would enjoy going to live music events such as concerts. Most of the audience would use up-to-date technology and would download music instead of buying the CD's. They would use such apps as Spotify and Apple music to listen to their music. The target audience would watch music videos of there favourite bands. The videos they would be more interested in watching is music videos with a strong narrative.


Our target audience would be a student in 6th form or at university. The target audience are likely to feel that music is a big part of their lives and because of this they will wear band merchandise and other items to stand out. They are also likely to play an musical instrument. The target audience will be studying an arts/media courses or personal care services.





Our video would also attract other people who are interested in poker/card games. These types of people can be included in our target audience as a secondary audience. This target audience wouldn't be that interested in the type or style of the music but would be interested in the narrative of the video. These type of people would play poker as a hobby and have a keen interest on how the game is being played.

Survey Analysis

Survey Analysis

We created a survey on 'Survey Monkey' to find out information about music videos. This survey will help the way we create our music video.  Here are the results.

This shows that majority of our audience is male.

From this our target audience will be between that ages of 16-25. This will mean out music video will be tailored to a younger audience.

50% of the people we asked said that they watch music videos. This shows that music videos have a great importance towards the band's image and it  is a important tool for promotion.

60% of the results say that indie rock music is the style they prefer to listen to.  This will mean we are going to have an indie rock song for our music video. This will effect the style of music video we will create.

In this question 60% of the audience says that they would like a combination of all of the editing techniques. This shows that we will include all types of editing techniques in our music video. But two people said that quick cuts and time-lapses are important to the editing. So will put more concentration on to those editing techniques.

The top choice was narrative but mixture/ Hybrid was also one of the top choices. From this question we will try and by narrative heavy on our music video. We might also have a band playing in some shots but it wouldn't be realistic to have a heavy narrative and a band performance.

Most people said that the music video show end in time with the narrative.  This shows that the target audience  would like a music video in time with the music. For this editing will play a big part  the creating of the music video.

Most people said that the colour scheme should be in full colour. Must a minority of people said that black + white. So if we have a flashback we will make it black + white to show it is a flashback.

Most people said that they prefer a modern style of music video. This will mean we will make the music video style modern to fit the target audience.

The majority of answers to this questions all involve a good narrative. We will have a narrative heavy music video as one of our main priority.  Other people said that editing was important. This will mean that editing in our music video will also be important and we will use different editing techniques to our advantage.








Overall our audience will be between the ages of 16-25 and will be mostly male. The audience as a whole like to watch music videos and if they are watching music videos they concentrate on the narrative of it. This is the main reason why we are going to focus on a narrative heavy music video. The music will also fit the theme of the narrative. The narrative will also be quite modern and the music will end in time with the video. From this we will also have a mix of editing features but to put emphasis on quick cuts.

The Heavy Music Video Short Analysis

This music video is also only a performance which is unusual for a indie rock. A typical indie music video would be centered around a narrative. Through out this music video they use the same lighting and location. The lighting they use a dark lighting through out. The majority of the video is focus on the lead singer.
Throughout this music video they use a lot of close up shots on the different musical instruments. They also use a shot where the lead singer is in the centre of the shot, sitting on a black chair. This is shot shows that the lead singer is the centre of this music video because no other character which has a similar shot to this.
All the band are all dressed in suits which is the typical dress code for the band. They have dressed like this to fit in with the theme of the video(Dark Lighting).

From this music video we will take the idea of the lighting of the video to be used in our finial product. We will look into using this type of lighting because it will fit our theme of our music video (Back ally poker game).

Casino Royale Analysis

Casino Royale Analysis

This scene is different from rounders because it is set in a expensive casino and 'Rounders' was set in a 'back street' setting. It was also different due to the types of clothes they we wearing. In Rounders they were wearing normal clothes but in Casino Royale they we all wearing suites to show that they are represented as high class.

The mise en scene shows that it is a high class casino. Everything to the amount of chips being played and the clothes that they are wearing shows that they are playing a high stake game.

In the middle of the scene that man says '115 million in the pot' this shows how much this game is worth. This represents all the characters as wealthy. But in the rounders game they are playing for a low amount and can be seen as 'putting it all on the line'

We will take the 1 vs 1 duel between the two main characters from this because it will make the narrative more interesting



via GIPHY

Rounders(1998) Opening Hand Analysis

Rounders(1998) Opening hand Analysis 

In this scene Mikey(the main protagonist) goes against KGB(main antagonist) and loses the hand. This scene will be one of the main influences on our final product. The camera angles used in this scene are extremely important to the theme of the film. The used close ups of the faces of the players to show that they have no expression. They also use good close up on the cards the players have. Which is a good use of the close up camera angle.

With editing they use fast cuts on each of the players. This is a good use in editing which we will use in our final product. They use a low key lighting within this which makes the scene more tense. The lighting is important to any poker/gambling theme video.

The audience of who would watch this would be people within the ages of 18-40 and those people would play poker.

This scene will be extremely important to our finished product. We will take the type of shots, the lighting and the general expression of the characters from this scene. For example we will take the 'back street gambling' setting from this and use it in our final product. 

Michael Jackson - Thriller analysis

'Michael Jackson - Thriller' is a influential music video which has affected the way music videos have been created.   This music video falls under the category of a mixture/hybrid because Michael Jackson is performing and playing a part in the narrative.   

The main narrative of this music video is that a couple leaving the cinema because the female character was scared of the movie. Walking away from the cinema Michael Jackson (The main protagonist) Starts to sing the song in time with the music video. Then later zombies surround the couple and Michael Jackson turns into one of the zombies and then the famous thriller dance starts. 

The mise en scene in this is set up to give the atmosphere a horror setting to fit in with the narrative. This is consistent through the whole music video.

Michael Jackson directed this music video himself with Quincy Jones and the label is 'Epic Records'.  It was released on January 23, 1984

The genre for this music is Disco/Funk.