Research 

From creating and sending out a questionnaire, it helped me collect information from my audience about what they wanted in a music video, so it helped me when deciding what to put in mine. Questions such as “Do you like to see people from your age range in a music video?” and “What is your age?” are useful because it gives me an idea of who I should put in my music video, most people were between the ages of 14-24 and said yes, hence I will have people from that age range star In my music video. Also from researching other indie-pop artist’s they usually have themselves or others tar in their video who are around the age of 18-25, therefore it fits with my genre and what the audience want.

Textually analysing other artist’s music videos also gave me ideas of shots, as well as editing and lighting. I didn’t just analyse music videos that I wanted to use as inspiration, but by analysing a music video with a faster beat to get a wider knowledge. By watching and analysing Ed Sheeran’s music video for ‘Thinking out loud’, it has given me a better sense of onscreen love and shown me ways of showing this, for example eye contact is a very important aspect. From analysing Taylor Swift’s music video ‘Begin Again’ and looking into some of her others I really like the idea of the two shot to highlight the romance between two people, especially as you have one person’s shoulders and the other person’s face so the scene appears more realistic. I also like the idea of having shots, not only of the artist singing, but also of them in the same spot but looking away as this adds a more interesting dimension to the video as well as giving a more thoughtful edge to it. Also, from textually analysing music videos I have realised how important setting and locations are in a music video, especially in George Ezra’s music video where he uses pathetic fallacy to convey his mood, I have taken inspiration from this and decided that when there are happier moments within the song I shall use high-key lighting but as the song becomes sadder and when the boy is left along the lighting shall become dimmer to reflect his mood.

From researching both the audience’s desires, and what previous media producers have created, it has helped me arrive at the conclusion that I want to aim my music video mainly towards teenagers and young adults; as well as have a main love story running throughout. My target audience is such because the majority of people who watch music videos are from this age range, also my idea will appeal mostly to this audience. The love story will be between a teenage boy and girl, but from the boy’s perspective as he is the one singing the song, which shall be ‘Beautiful Tragedy’ by Mike Dignam.

(493 Words)

Taylor Swift- Begin Again

Textual Analysis

Taylor Swift's begin again, has a vintage film over the shots to co-inside with her more vintage costumes and mise-en-scene.
The opening shot is a long shot showing the main character, Taylor Swift, looking over a bridge showing the settings of Paris, suggesting she is glancing thoughtfully setting the tone for this music video. This shot lasts for three seconds and could be interpreted from somebody's point of view as the camera is slightly shaky suggesting its hand held, though it still looks professional.
The next shot pans upwards revealing Taylor to co-inside with the lyrics, this shot lasts for eight seconds so it can do so, but also reflects the peaceful tone of this song as slower and longer shots are used.
This then moves on to a second location within Paris, by a dockyard, where two shots are used, one a mid shot and the other a close up both of from the same angle and focusing on the same aspect; this brings the audience into the video and shows us both the scene and detail whilst showing the personal side to this video.
An establishing shot is used next, with quick but smooth editing in between and due to the length of the shots the transition doesn't appear choppy. Again another location in Paris is revealed, showing the audience everything fro the beginning; to add continuity there are two shots straight after each other like before, the first is the extreme long shot and the second is closer but is still a long shot. This then transitions into a third shot in the same location but from a side angle, creating a more complex video for the audience, despite the simple ideas and similar locations. This type of shot also reveals more of the outfit as its a long shot and from a different view.
The costumes use 1950s inspiration to create a vintage feel that is continued all throughout the text, Swift's hairstyles are very representative of that era also.
The rocky and shaky style of filming is still used when we cut to a close up of Taylor singing back at the bridge location, all the other shots not in that location are filmed with a steady hand, perhaps in the story the river is where she began was 'shaky' from her previous relationship, thus this is paralleled through the choice of shot.
At 00:27 seconds we are first introduced to her 'love interest' from an over the shoulder shot focusing on Taylor, we do not see his face but it becomes absolutely clear this is a love song, if it didn't from the words.
The lighting throughout the video is high-key to represent how Swift has re-discovered the love and happiness in her life.
The audience is then introduced to a fourth location in Paris with Taylor riding a bike, again wearing 1950s inspired dress; similar to before there are 3 shots that take us on a journey through this location. The first is an extreme long shot, before going into a medium long shot then a mid shot, again drawing the audience in to her story. The continuity of the three shots becoming closer each time gives a professional edge to the video.

A six second shot follows focused on Taylor singing the lyrics, having her in different locations singing the words reminds the audience that this is still a music video, buts adds a sense of complexity. Because the next shot returns to her sitting by the river, this time with her singing it ties all the locations together and gives the audience reasoning for her introducing us to the location.
The locations help to reiterate the 1950s vintage theme because it considered as a cultural and peaceful city; it is also famously known for being the 'city of love' which reflects her happiness now she has found love again.
An interesting shot is used at 00:45 seconds,
Taylor is again in a new location but this time we are shown she is in a clothes shop through a perspective shot; it is almost as if the audience are watching from a shop window, we see Taylor picking out the clothes and the clothes rail is placed in front of her so to set the scene. That shot lasts for 2 seconds before moving us into the shop showing the real Swift and her reflection in the mirror whilst she's picking out clothes- we see shots of her holding up clothes, both lasting 2 seconds as this is not part of the main story line of two people in love, but adds depth as we are seeing more of her life. Neither outfit appears anywhere else in the video, most females in the audience will be able to relate because they search for clothes they like but never have enough money to buy the clothes or simply just can't decide.
We then have some shots of Swift singing, none of them lasting too long as we are shown 3 locations, again conforming to the three shots that are continuously used. After that we are not shown anymore singing for 8 seconds, but are introduced (by three shots) to more of her love interest's face, the bridge but this time for below it, and the new location of the coffee shop where she first meets her new boyfriend; these shots last longer, on average 3 seconds, because they are more focused on the story and not the lyrics.
01:07 is a poignant moment in the music video, as it's the first time we are properly introduced to her love interest, we see his face and catch the first moment he looks at her through an over the shoulder medium shot. It's important to notice that we are introduced to him a quarter of the way through the video, this is to illustrate how she was lonely and upset from her previous relationship, but he came into her life and cheered her up- the minute at the beginning represents her time alone. 
A two second shot precedes this which is a medium close up of her belongings on the coffee table: a cup of coffee, orange juice, a glass of water, photographs, a small notebook which she is writing in and a book. All of these objects conform to the 1950s themes as they have a vintage look about them, and nothing from the modern day is there, for example a mobile phone.
The three shot rule is broke during 01:12- 00:22 as four shots are used of Taylor singing, though there are only three locations, so it could be argued it still conforms.
At 01:25 the producer has decided to use a one second mid shot of the man standing up, before quickly transitioning to a tracking shot lasting 4 seconds showing his approach to Swift- the short shot represents the fact that this is the action in her life and paired with the tracking shot gives a sense of 'this is the moment' as the audience are brought along the journey. This is then followed by a shot mid shot of Taylors reaction, quickly capturing this precious moment before there being a long shot showing some of the landmarks and scenery in Paris- this could represent how it came in a whirlwind and now she needs time to process all of the action that has just happened, it creates a contrast to the short and tracking shots.
The fourth shot after this moment shows Taylor smiling and looking behind, almost showing how she ahs left everything in the past and now it's time to be happy again. This then leads to a glamour shot of Taylor dressed up in vintage clothing with the signature red lipstick. The second classy shot is a medium long shot that reveals she is sitting on a roof with the Paris skyline in the background, highlighting how she feels on top of the world now she is in love.
At 01:46 we are then taken back to the café to reveal more of the story, here there are 4 one second shots to illustrate the action happening and add continuity to the piece as before the shots were shorter in the café. It could be said to mimic the fast pace of someone's heartbeat when they're falling in love.
The next three shots show Swift with a more solemn face, this is because it links with the lyrics 'you don't know why I'm coming off a little shy, but I do', here she is referring to her previous relationships that have disintegrated and left her with trust issues; again the rule of three is being used.
The audience then sees a close-up of her new love interests face and he's smiling to show he's not going to hurt her, he's looking at her and smiling, taking a photo because he wants to savour her; Taylor returns this smile which shows she is recovering and like the title suggests she is beginning her journey again.
After another classy shot on the roof top showing her smiling, we follow Taylor along her journey on her bike as she rides through the streets on Paris. We then see where she is riding to, because after an intimate shot of her with her new boyfriend, we are shown a new location which is a bakery shot- we can tell it's where she rode because she is in the same outfit. The producers then decided to show us three shots, one of Taylor looking at the cakes, another a close up of the cakes so we know what they are, and a third of her buying one.
A quick transition to the café uses shot reverse shot to represent a conversation- we get a medium close up of Swift laughing, then her boyfriend, then make to Taylor, the laughing and eye contact shows how they are falling in laugh and everything is becoming better in Taylor's life.
All throughout this music video there is no additional sound, only the non-diegetic music that is added on top.
The story then reverts back to the bakery where we get a medium long shot of Taylor in high key lighting enjoying her purchase and looking thoughtfully about her time at the café (we can tell she is thinking about that because she is smiling, wearing the same outfit, and the preceding shot is them in the café, suggesting it is a flashback).
Now they are sitting next to each other, laughing and chatting, and he has taken off his blazer to signify they now feel more comfortable around one another.
Similar to before when the clothes shop was introduced, the camera is placed behind a bush at 02:36 revealing the main character more slowly and giving information about the surroundings, it also makes the video more interesting because a variety of shots are used.
The mise-en-scene has a classy feel to it, so when an extreme long shot is used to show them walking side by side, it is fitting that there are 1950s inspired cars in the background to fit in with the vintage theme.
This shot is then followed by two shots of the same style, one from behind him focusing on Taylor and the other behind Taylor catching his reaction; I really want to use this as inspiration for my music video as I hope to focus on a relationship and this captures it perfectly.
The three second shot that precedes this has sexual tones as she moves her hands down her legs and smiles showing how content she is.
Two shots that are very effective in this music video are the long shot of her walking on the building tops, this portrays how she feels on top of the world and in control whilst setting the scene, we then see a mid shot in the same location which highlights her facial expressions and emotions. The use of these shots together build up a strong depth in the music video.
Another use of the two shot is used, which demonstrates their love for each other as they are looking longingly at one another, because the shoulder of the other person is in the shot it also brings a sense of unity to the piece and fits perfectly with her love themed story line.
The shot of her letting her dress go in the wind at 3:10 illustrates her letting go of her past and her old lover, it also suggests that now she is free as she has the opportunity to feel the wind run through her which is a typical aspect associated with freedom.
The editing and pace of the shots speed up as it nears the end of the video, with shots lasting on average 2 seconds, this is because the song is reaching it's climax; and all is well again so there is less of a solemn feeling.
Having said this, it is then contrasted for effect with a 5 seconds long shot followed by a 3 second reaction clip, here neither of the actors are speaking which adds to the effect. Plus the romance is clearly shown here as neither are speaking just using eye contact to communicate, they are also within close proximity; his reaction of nuzzling into her is a very protective and caring response, again reiterating their love.
The three second, medium close up at 3:42 is a powerful shot in the video as it takes the audience back to the beginning, as Taylor was originally staring over the bridge. This shot also sets up the ending of the video effectively because she does not sing any lyrics after this, she simply smiles and shows her happiness on her own and with him- highlighting the fact that she has found herself to be content in both areas.
The last shot of her looking at him and smiling sums up the message of this music video, she wanted to show that you can find love and happiness again, even if all hope is lost.
The fading out of this shot creates a gentle ending, dismissing all harshness from the video as it is a story about love. The fading illustrates that this story hasn't ended, it's just not caught on camera anymore.