Preliminary Research

Here is my preliminary research on different types of music videos. At the start of the project I want to research on variety of music video genres and getting to know in depth about music videos in general, here are my thoughts on a few. This post is written by me (Chelsea). 

To get a head start before class, I decided to conduct a music video research in general. Even though I am already familiar with music videos and have seen a lot of them, especially recently during this age, I was still curious about what they are, why they are so important, and what their goal is. Below is the first video I watched titled, "The Power of Music Videos". 

The 11-minute video above covered discussions on why music videos matter, and the typical music video elements which includes choreography, narrative and experimental. Below are my notes summarised from the video:

• A music video is a way to take a song and help people visualise a way they have never done it before.
• A music video can tell a story (narrative), performance (dance), or to turn into a moment that lives forever to be watched decades later (time capsule) & to create something iconic.
• A good music video leaves a little bit of something up to interpretation, whereas a bad music video will simply just take the lyrics and visuals word for word; what the lyrics are saying as they are saying it (e.g. Jake Paul's music video).
• Music videos can be experimental concept videos ("what did I just watched") which includes many metaphors or striking imagery, or just simply vibes (having a good time). 
• Teenagers want to listen to mainstream artists because they want to be perceived as mature and cool. 

I also did another supporting research regarding the 3 types of music videos, which will aid me to decide what type of music video I want to execute for the final project. All the information I gathered is summarised bellow: 

1.) Performance

• Focuses on the artist or the band's performance (such as acting, dancing, lip-syncing, playing musical instruments, etc) in the music video (this can be on a stage, in a studio or a creative setting) with their song playing in the background, this lets audience focus solely on the performance and highlight the artist or band's presence. 
• Normally don't convey any message or depict any ideas, but they do typically feature performing arts like dancing, clubbing, or partying, which emphasise the band's or artist's performance over the story behind the song. 
• Example music video: Harry Styles - As It Was (2022) 

Despite its symbolic visuals, nearly all of it shows the artist (Harry Styles) running, dancing and emotionally reacting towards the camera. This emotional performance is linked to the movement and choreography. Furthermore, there is no storyline in this music video, and instead the artist uses his body language and movements to convey the song's emotion, which explains why it is a performance based music video. 

2.) Narrative

• They have a narrative or tells a story and leaves a message for the audience, hence it requires them to use both of their auditory and visual senses to understand the lyrics and story behind the music video and the song.
• Includes actors or the musical artist themselves acting or singing according to the story.
• It presents a sequence of events or a storyline with characters, conflict and resolution that reflects upon the lyrics which often makes it engaging to audience.
• Example music video: Sabrina Carpenter - Taste 

It tells a clear and cheeky revenge story (starring the artist herself, Sabrina Carpenter) with a playful tone. There is a progression of events and not just random visuals which makes it a narrative based music video (storyline: cheating → revenge → triumph, structured from start to finish like a short film).

3.) Conceptual 

• Based on an idea or visual concept rather than a literal story or performance, they are often artistic, symbolic or experimental. 
• Usually based on the artist's vision, it can be seen as a way to expand their creative vision with the song, this what makes it attractive from its uniqueness which can sear into the audience's brain because they will get fascinated to try to understand the music video. 
• Tend to have a niche audience since they are rare (difficult to make) and harder to be understood by audiences therefore they may need to use their vision more to actually understand the meaning behind the music video and song.
• Contains possibility for multiple meanings as it is open for interpretation by the audience as they do not have a clear or specific timeline and usually does not relate to the lyrics.
• Example music video: Grimes - Shinigami Eyes 

This is a conceptual music video because it focuses more on the concept with strong visual identity rather than a story. The concept revolves around futuristic, cyber-fantasy visual with no clear plot or performance which may be confusing for some audience, but this what creates the artist's identity. 

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During our first class, our teacher presented us a variety of music videos from various genres, including pop, indie, R&B, rock and Indonesian pop. We tried to used our prior knowledge to recall the conventions of each genre on our own before viewing. After viewing, We were instructed to proceed with filling in the remaining blank tables. Below is my research table: 

Here is the link in case the file is not viewable: https://docs.google.com/document/d/1s8TiKQbYPsdqS438OjMShqzNk2zRD4ECDAzHke2Obsc/edit?usp=sharing

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Doing this research alone is not enough; while analysis is crucial, particularly in the representation section, it primarily consists of me expressing my thoughts about the music videos of each convention. To improve my comprehension, I need to conduct additional research that explores deeply into the conventions of various music video genres gathered from various resources. Below is the summarised conventions (from different sources) I've made on Coggle:

View link: https://coggle.it/diagram/ZvLAHH7OTta-k6S0/t/music-video-conventions/df2ba9da91774944891572e8ccfdcc3da0c962ce7a823830712b45f3149c3065

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As the preliminary research table is quite simple and straightforward, it is easier to fill in the blanks. I have the basic knowledge that music videos have many genres that differentiate with one and another, however after filling this one table that must use my prior knowledge about what I think the conventions are for each genre, it made me realise that I haven’t actually master this yet completely since I can only think of the conventions from the back of my head. After this research, I also decided to conduct an individual research about the differences between all those genres as well as the main types of music videos gathered from different resources so that I can fully comprehend and help me to choose which possible genre I will be working on for my project. One of the most challenging part of this preliminary research is the representation part because critical analysis skills are needed to decode the internal meaning and issues that are discussed in the music videos, as most of the music videos shown shows it subtly, since we’ve done this together as a class, I did not finish that part hence I continued myself at home, which was easier because I can always refer back to the music video to analyse anytime. Moreover, the music videos are chosen by the teacher, however I did not have any problems with this because I am able to enjoy every single music video (there are some music videos I recognised and some I didn’t but nevertheless I'm still very interested to watch them). If I had to choose one music video that piqued my interest less than others, it would be The Beatles music video because it is quite long, repetitive, and lacks narrative flow, whereas I've always been interested in music videos with creative visuals and a storyline, but I still respect the fact that this music video is a tribute to the band's members.

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Research: Industry

Here is my research for music industries in relation to the genre I am working in (Pop). This post is written by me (Chelsea). 

Before starting an in-depth research on the music industry, I must understand the significance and importance of record labels in the music industry. 

What is a record label?

A record label is a company (large or small) that represents and supports artists by investing in, distributing and promotion their music. Without them, artists would have limited opportunities for success unless they are willing to handle all of the technical, marketing and financial aspects on their own, which can cause immense burden. 

Beyond providing a quick path to artist success, large record labels have their own captive audience, hence some of today's top labels are more niche because they can provide tailored resources to each artist. Many of today's rising artists want to maintain as much control over their music as possible, thus it's essential that smaller labels understand this. 

The role of record label in the digital age? 

As the digital era keeps on moving forward, musicians now can record high-quality tracks using digital recording software from their living rooms with only using a laptop. This accessibility allows musicians to produce and distribute their music independently, making it more difficult for record labels to justify taking a percentage of the earnings. 

However, record labels still can be relevant, particularly for musicians who are still trying to improve their careers as labels provide essential funding for promotion and distribution, which may be too expensive for independent artists. Hence, record labels will play a role to significantly increase an artist's reach because they have connections and experiences. 

What does a record label do? 

➘ Signing the contract: Artists meet various record labels to discuss potential deals and negotiate the terms of recording contract (including financial, creative & promotional support). Once both parties agree, a recording contract is signed. 

➘ Receiving an advance: Money is given upon signing to support artists during the recording process. 

➘ Recording the album: The label will assign a representative to assist the artist, they will help to find the right producers, songwriters and collaborators. The rep will arrange the recording studio time and provide feedback on the recordings. The team will support the artist's creative vision while also making sure it aligns with commercial standards. 

➘ Marketing & promotion: The label's marketing team will create & execute promotional campaigns to launch the artist's music such as handling press releases, media appearance and social media promotions. 

➘ Distribution: The label will make sure the music is distributed through both physical mediums (CDS & vinyls) and digital platforms (Spotify, Apple Music) to reach global audience. 

➘ Revenue sharing & royalties: The label will manage the income from recordings and will handle the licensing of the music for mechanical rights needed for physical & digital distribution. 

➘ Additional revenue opportunities: The label's brand partnership will look for opportunities to collaborate with brands, or to be used in movies, TV shows and commercials which creates more income streams.

➘ Ongoing support: The label will continue to support the artist's career growth through new recording projects, tours and other promotional activities as well as long term strategies for sustained success in the music industry. 

Resources used:

> exploration.io

> rollingstone.com

> killthedj.com

Below are the specific record labels I've chosen to research: 88rising, Island Records and Columbia Records. I specifically chose these labels because Island Records, which is owned by Universal, and Columbia Records, owned by Sony Music Entertainment is seen as the music industry's leader, whereas 88rising is considered a small and independent label. Thus, I'd like to compare how they differ from one another in terms of promotion, audience, and organisation.

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Getting to know the record label industries for music, particularly the well-known ones, made me recognise how important it is for them to provide a variety of support to musicians or artists, including investing money in the artist's recordings, style, promotion, and management, which is a lot of work. I'm also surprised that different musicians are in the same industry despite having very diverse styles and eras, allowing for a broad target audience to be reached. I've also noticed that the majority of music videos are distributed through YouTube, making them more accessible to a global audience; this exposure can help artists increase recognition and popularity. Furthermore, I enjoyed conducting this research since I was able to use a media website (Prezi) to develop unique presentations and visuals that are easy to view and understand. Although it took some time to look up specific information on the industry due to the limited information on the internet, I was eventually able to find relevant information from trusted sources. 

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Weekly Progress + Plan

This is my weekly progress for the documentary project. This progress report will allow me to evaluate and reflect what I did as well as what I could improve throughout the weeks. I also made a plan as a reminder on what tasks I should complete according to plan. This post is written by me (Chelsea). 

SEMESTER 1 - PRE PRODUCTION

Week	Start Date		Task		Blogpost Title	Content	Deadline
W1	30 September	Pre Production	Research	1	Brief
				2	Team
				3	Weekly Progress
				4	Preliminary Research	Broad genre research	W3
W2	7 October		Research	5	Research: Industry	Who makes music videos?	W3
W3	14 October		Research	6	Research: Genre	Codes and Conventions of your genre	W4
W4	21 October		Plan	7	Statement of Intent	Your initial proposal	W5
				8	Theory of Stardom: Richard Dyer	A summary of the class, plus your example	W7
W5	28 October		Plan	9	Moodboard	Your visual style	W7
				10	Lyric Sheet	Breakdown your song into scenes	W7
				11	Storyboard	Shot by shot plan	W7
W6	4 November		Plan	12	Song Research	Background of your song	W7
				13	Screen Test	star auditions	W7
				14	Classwork	How to: Camera, MeS, Sound, Edit	W7
W7	11 November		Plan	15	Location scout & Risk Assessment		W7
				16	Filming Schedule	Film over the break?	W7
							W7

Week 1 

In week 1, we did a preliminary research on different genres of music videos. This will help me to understand and analyse what makes different music genres distinct from one another. The teacher also explained us briefly regarding what are we going to learn throughout the term as well as the brief for the music video project that we are going to make. Furthermore, my teacher also explained about the timeframe of the lesson and the syllabus, this helped me to understand and expect the things that I will learn throughout the term and familiarise with it. We were also told to form our groups, which took some time due to difficulties in securing members of the group or the different paths we intend to take. Finally, I decided to join my former group, and I'm very excited to work with them because I know they're all hard workers and we frequently share similar ideas. We then started to research on industries that create our intended music genre at the moment, pop. However, this genre selection is still not fixed yet and so we will try to finalise the genre by next week.

Week 2 

During week 2, we have started our research on our genre, which consists of 2 big research and 8 small research on music videos. The research has always been one of the most time consuming task especially when I tend to overanalyse. Hence, I need to manage my time wisely so that I can finish it on time by working on them overtime so that I don't need to cram before the due date. My group and I had been contemplating whether choosing the genre indie pop was a good idea because pop is too broad for us and indie is too niche. It was a little confusing when we did our research on indie pop music videos, so at the end of this week, we ultimately settled on pop genre. Other than that, we created a document to write our rough ideas individually for the music video so that next week it will be easier for our to brainstorm and discuss the final concept. 

Week 3

In week 3, the approaching deadline for genre research heightens my awareness, especially since I have so many other responsibilities and busyness outside of media studies class, so I need to better organise these various tasks. As I know there will be more upcoming tasks, I know I need to keep track of my work, so I created a planner schedule that allows me to see how much I've done and which ones I need to complete as soon as possible. Aside from that, I needed to boost my motivation to complete my genre study, so I tried to convince myself that this is a fun task, and after all, I enjoyed the process. 

Week 4

This week, we started on our statement of intent. Because we have already have our initial concepts on our music video, this eases us in finishing the statement of intent. Additionally, we were introduced by our teacher to the Theory of Stardom by Richard Dyer as a classwork, this will help us in creating our star persona later on and I learned many valuable knowledge regarding how celebrities are intentionally constructed to target their audience and promote their product, hence I hope that me and my group can build our star persona carefully and with consideration so that we can achieve so. 

Week 5 

During week 5, we began creating a moodboard for our music video and started working on the lyric sheet. Creating a moodboard is enjoyable because we can arrange images that correspond to our vision into a collage; nevertheless, it appears cluttered and quite messy in the moment, and we intend to fix this later. We started annotating the lyric sheet on paper but decided to transfer it digitally because it is more effective and easier to collaborate and annotate our ideas and notes. We don't have a final clear plan for how our music video will run from start to finish, but we do have a vision concept, therefore we'll use our free time to discuss it. 

Week 6

Week 6 was a full project class, so we tried to use our time wisely to complete our lyric sheet, which took so long due to changing concepts and ideas. I also attempted to finalise and complete other blogposts so that I would have less work to do the following week and could avoid stress and burnout. Furthermore, as a class, we held a screen test to determine the suitability of the actors for our music video; although we did not find anyone for our main star, we used some of the screen test participants as side or supporting characters in our narrative. The screen test made it more enjoyable and temporarily distracted me from my hectic and stressful schedule. 

Week 7

For our final week of term 2 (pre-production deadline), we have to finalise all of our blogposts in the pre-production stage. Since we are almost finished with our lyric sheet, we asked for our teacher's ideas to our narrative, and he gave us really good ideas and references that we could use. Because we took longer than expected to finalise our lyric sheet, I needed to finish the storyboard quickly (which I did faster than I had anticipated), as well as my teammates' location scout and risk assessment. This week has been pretty hectic because I have tests every day of the week, so time management is critical in completing all of my work on time while also producing high-quality content. We also had different actors in mind for our music video cast, so we planned to conduct screen tests as soon as possible and then move on to creating the filming schedule to organise all of our schedules so we could shoot immediately; possibly over the holidays, and I hope everything will run smoothly. 

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Creating a weekly progress and plan is immensely beneficial for me as it ensures that my progress throughout my pre-production is on track and as a reminder on what tasks I should complete according to plan. For each week, I included what I've done, what problems I've encountered, solutions to overcome the problem, and what I needed to finish or do for the following week. Throughout the term, I discovered that making a weekly progress and plan and consistently filling them up every week has increased my accountability to complete tasks on time especially in a group and evaluating how well I performed in completing the tasks. I gradually came to understand how important this blog page is as it keeps an eye on everything I've done and what I should accomplish, especially when a deadline is approaching. Nevertheless, I would like to improve my weekly progress and plan for next semester by separating the to-do list (in bullet points or checklists) among the others so that it is easier for me to go back to it again without having to read everything from the beginning of the paragraph. 

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HOLIDAY BREAK - POST PRODUCTION

We had started the process of filming our music video during the holiday break. We only need to film half of the remaining shooting when we return to school because we only had two days of filming during the holiday break. This reduces the amount of work for everyone involved, as we also need to catch up on editing, social media, and the creation of digipak. Thankfully, everyone was present throughout the shooting days (since a large cast was required), so we were able to carry out our own respective roles and make sure the shooting process ran smoothly. More details of what we have done is discussed in this BTS blogpost. 

SEMESTER 2 - POST PRODUCTION

Week	Start Date		Task	Blogpost Title	Content	Deadline
W8	6 January	Production	Shoot	Mini-project: Lip Sync and Editing	How to edit	W10
				Behind-the-scenes	Images from your filming (all members)	W11
W9	13 January		Shoot	Social Media: Research & Development	The creative process for your stars	W15
					social media page
W10	20 January		Shoot	Digipak: Research & Development	The creative process for your Digipak	W15
W11	27 January	Production	Edit	Editing	Your editing process, including	W16
					screenshots
W12	3 February		Edit
W13	10 February		Self Reflection	Self Reflection	(1000-1500 words)	W16
W14	17 February		Self Reflection	Audience Feedback	Feedback from your target audience	W15
					which you will use to make improvements
W15	24 February		Self Reflection
W16	2 March		Finalise
W17	8 March		Finalise	Final Promotional Package
				Final Self Reflection

Week 1 

In this first week of the semester, there was one session of classwork where students must create a shooting video practice. I wasn't there that time hence I need to ask my teammates to catch up with the things I missed. Since holiday break has already passed, me and my teammates will also catch up with the shooting process. 

> To-do (individual): Ask my teammates for classwork recap (shooting video practice), create and finish the blog post individually based off my teammates' work 

> To-do (team): Continue shooting (possibly after school (to Rara's house) and during the weekends (to film Beach scene) 

Week 2

This week, we created changes and edits for our filming schedule to be finalised. We also had another classwork in class regarding multi-editing practice, since I didn't finish the final video in class due to the short amount of time given, I will continue to finish this at home. I will refrain myself from procrastinating and get the blog done so I can focus on more important blogs in the future. 

> Todo list (individual): Finish multi-editing practice blog post (both process & final video), finish other unfinished blogs (to prevent work overload in the future) 

> Todo list (team): Create filming rundown (for the day), prepare announcement to broadcast in the group, prepare dress code pictures for the cast 

Week 3

During this week, we started on brainstorming and planning our social media, branding as well as the digipak. As a group, we collectively agree to split tasks where me (Chelsea) and Kalista will be in charge of social media research and development, while Audrey and Rara will be responsible of digipak research and development. We also had to finalise and think of our artist name. We will continue shooting this weekend and I hoped it will go smoothly with no external factors (such as weather, traffic) that will get in the way of our filming.

> To-do (team): Finalise artist name ('Cinta Kyle'), research artists' social meddia accounts (Instagram), create social media account (basic account information details) and list possible post and stories ideas, research digipak inspirations 

> How to achieve: Regular and active group discussions for proper communication (via online group chat or face-to-face), split jobs for faster working (Kalista & Chelsea (me), Audrey & Rara) 

Week 4

This week, we did more shooting for more scenes (location: beach & my home) during the national holiday, it was quite exhausting since it took the whole day however we were able to shoot most of the scenes we want. Since most of the clips are shoot, I started on editing on some of the scenes with the clips I have now (since I need to wait for my teammates' camera files to be transferred to Google Drive). 

> To-do (team): Complete last day shooting on Sunday (karaoke) and shoot any extra scenes if needed, 

> To-do (individual): Sort and select final videos to be used for editing, Start on editing (continuously ask for input from teammates & teacher during class) 

> Problem & Resolution: I will attempt to edit the scenes that are ready first and will remind my teammate to transfer the camera files to Google Drive as I haven't been able to edit all of the scenes yet

Week 5 

During this week we started on our critical reflection plan. Since me and my group had already planned briefly at the start of our project, it become much easier for us to develop our points for our critical reflection which saves us much plan. Although a problem for me is that the final project, whether its music video, digipak or social media are not finished yet, it also create challenges for us to include some points in our reflection since it may change during our editing process (not fixed). This week we also finished creating our audience feedback which is ready to be sent to our target audience.

> To-do (team): Send Google Form (audience feedback) to our target audience, collect responses, finish audience feedback blog post 

> To-do (individual): Finish critical reflection draft (in bullet points) even though the final project is not finished yet to save more time in the future when writing the final critical reflection 

Week 6

In week 6, we started on collecting responses for our audience feedback form, since our project is still on progress, it is essential for us to receive feedbacks and comments for our project so that we could improve for the better. There are still so many unfinished blogs I haven't finished thus I need to finish there as soon as possible so that later on I can move on onto another blogs and not worrying about the unfinished blogs I have. 

> To-do (individual): Complete unfinished blogs (especially classworks), catch up with editing (combining all the clips together) 

> To-do (team) Continue social media plan with my partner (Kalista), think of other social media platforms that can be used to promote our artist 

Week 7

In this week, we continued on finishing all of the works for our projects that needed to be done. One of my biggest role is to edit the music video and create the artist's social media page, hence I need to focus on that part first and make sure to finish everything on time, then I can move on to help my teammates or finish the rest of the blogposts, especially the critical reflection. 

> To-do (individual): Music video editing, continue critical reflection plan 

> To-do (team): Finish behind the scenes (day 1-day 5), continue social media plan (create a Google Spreadsheet for posting schedule)

Week 8 

During this week, we only had time for only one Media Studies class due to school camping that lasted for 2 days. For this one class I continued with the project to finish the tasks I need to finish, I need to prioritise on the main projects (music video and social media) as soon as possible. However, there were so many mock exams this week which prevents me from continuing much of my media project. I have to balance all of my schoolwork and decide which needs to be done first in order to efficiently manage my time because I am rather concerned because I know the deadline is really tight.

Week 9 

This week, we continued with the project (everything that is needed to be done). Me and my teammate (Kalista) focused on the artist's social media page (Instagram, Linktree, Youtube) while Rara & Audrey focused on researching and developing the digipak. This week we planned to conduct a photo shoot (essentially for the digipak album cover, as well as additional photos/videos that could be used for the social media posts) in a studio near school, since the ideas were already there I hoped that it will become more efficient and easier for us to conduct the shooting later on. 

- To-do (team): Finish social media planning (in Google Spreadsheet), conduct photo shoot after school, start posting on social media (Instagram) 

- To-do (individual): Catch up with music video editing (compiling all clips)  

Since I know that this month and the following month will be extremely busy and hectic with all of my school mocks and other activities, along with finishing the media project, so I used my book planner to help me stay on top of deadlines. Since my Google Spreadsheet planner do not have a calendar with due dates, I use this planner to keep track of my daily to-do lists and to organise my calendar because, in addition to Media Studies class, other schoolwork also affects my organisation and time management. Below is an image of some pages of my planner, with my outside school activities marked by the blurred text: 

(Monthly calendar planner ^) 

(Daily planner ^) 

Week 10 

For our final week, my group concentrated on finalising behind-the scenes, finishing the final music video (with colour grading), post all social media posts & stories, final digipak (all sides), and - above - all - the most time consuming task, the critical reflection (essay writing). Time management has grown in importance for us to complete everything on time but also producing quality work at the same time. Hence, I had to sacrifice my sleeping time and other leisure activities in order to finish all of the tasks I need to finish before the deadline. Even though it might seem stressful and pressuring at the moment, I hope that everything I and my teammates have worked so hard for will be worthwhile in the end.

┏━━━━━━━━━━━━━━━━━━━━•❃°•° Self reflection: Post-Production °•°❃ •━━━━━━━━━━━━━━━━━━━━━━┓

Post-production was undoubtly one of the most enjoyable but stressful times throughout our media project as a team due to the tight deadlines, bad weather, and conflicting schedules, as well as the nearly weekly mock exams that took up my time instead of finishing the project. Our shooting plans were also delayed as a result, and since the music video, digipak, and social media are all connected, we ultimately had to rush through everything to finish them in the final week including the critical reflection. Nevertheless, even though it was exhausting at times especially when the shooting took the entire day, I had a fun time with my teammates and the cast because we were both productive and having a good time. I am also grateful of my teammates for putting in their best effort and trying their hardest to get a best outcome.

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