Group: Schedule Update

Unfortunately, we have had to cancel the Sunday shoot as Rozzy has sprained her ankle. We will instead be shooting the short sequences we intended to film on Sunday as part of our montage shoot in the days leading up to our main shoot on Friday.

Group: Risk Assesment 04/11

• Roads could be dangerous, so we need to make sure we look before we walk in case of cars and traffic.
• Don't drop equipment on the floor, make sure we have a firm grip and are holding it in the correct manner and walk slowly.
• Make sure all wires are out of pathways so we don't trip over them.
• Keep food and drinks away from equipment so we don't damage it - risk of spillage.

Group: Concept Development

• We emailed the technician asking for equipment for our shoot for 9th November. We sent the following email to him:

Please may we have the following equipment for the 9th November:

Track and dolly

Stedicam frame

Boom mic and clapper

Oscar award

Red carpet

Thank you

Group 4 - Heather and Rozzy

• Rozzy is going to be working on the animatic so it is eaier for us to edit our video once we have the shots done, we will just slot each clip into the right time frame.
• I am highlighting key words on the blog and responding to comments on the posts.

Group: Storyboards

Group: Filming Schedule

GROUP	DATE	LOCATION	CAST/CREW	EQUIPMENT
4	04/11/2012	Rozzy's house	Cast: Rozzy as Electra Various as paparazzi Crew: Camera operation: Heather	Technical equipment: Camera (Leica) Handicam Tripod
4	05/11/2012	Performing Arts Centre	Cast: Rozzy as Electra Various as extras Crew: Camera operation: Heather	Technical equipment: Camera (Leica) Handicam Tripod
4	09/11/2012	Performing Arts Centre	Cast: Rozzy as Electra Ellie W. as presenter Various as audience Crew: Camera operation: Heather	Technical equipment: Camera 1 (Leica) Camera 2 (Nikon) Track & Dolly Stedicam frame Handicam frame Tripod Boom mic & clapperboard Mise-en-scene: Electra's green dress Electra’s dress for ‘meat’ shots Formal costumes for extras (which they will provide for themselves) Props: award, envelope, stand/microphone, camera, posters, magazine

Issues:

• We will have to have to have sourced/made all of the props and costumes we willl be needing before the shoot, including the award, the posters, etc.
• We need to recruit extras well in advance of our main shoot, so we can ensure we will have enough to create realistic crowd shots.
• Whether we will have enough time to film all of the narrative and 'meat' shots during our main shoot. We intend to shoot with extras for the first hour, then continue for up to two hours filming the 'meat' shots, performance shots, and sequence in which she rips the posters down.
• We will make sure we have all of our animatics, risk assesments and call sheets done well in advance, so that we know exactly what we are doing during the shoots.

Group: Audience Research

Methodology

As well as doing a focus group, we sent out a questionnaire. The purpose of our audience research is to see if our initial ideas give a positive feedback from our target audience. We sent out the survey through social networking sites such as Twitter and Facebook. We made the questionnaire on Survey Monkey as this was an easy format for people to fill out the survey. The types of questions that we gave our audience were close ended questions with the option to give other answers and to expand points, scaled questions and multiple answer questions. 25 people filled out our survey and we gained the following responses:

Results:



We have decided to split it by a ratio of 40:60 performance and narrative so these results fit well in what we planned on having for our music video because 48% of people said narrative was more interesting to watch.



Our audience responded well to have the visuals relate to the songs meaning as this is what we want to do through an amplified representation of the track we have chosen to use so it means that our ideas fit to our target audience.



The response we got on cutting rate was that our target audience wanted a mixture of fast and slow cutting rates. It was a popular response as 72% of people said this. We aim to do this in our music video through the montage editing which will be fast cutting and the slow motion effect we want to use will give a slow cutting rate.



We got a mixed response for the scene before the music starts. 20% rated it 4/10 and 20% rated it 8/10 however the majority of the responses were at the higher end of the scale, so it means our ideas are conventional to the genre. Having a scene before hand will also help with the narrative of the video so it makes it relevant for our video.

Asking how long our music video gives us an idea of how long our scene should be before we start the track. As our track is 3 minutes 31 seconds long, it means our opening scene will be around 30 seconds long.

For our location we are thinking of doing around 3 or 4 because of the montage, but it shall all be in one building but have different scenery around so the fact our audience have favourited having 3 or 4 locations means that we have provided a good setting for our target audience.

As we wish to convey a celebrity culture for our music video, we wanted to give our protagonist a glamorous costume in order to show this visually due to no dialogue by the protagonist herself, so these results back up our costume ideas.

Lighting is going to make our video look professional as it is in a drama studio so everything will be well lit so by asking the audience about how important it is shows that we have chosen a good location as we will be able to access good lighting. The fact 60% of people said it was "very important" shows it sets the mood for the video.



We asked our audience about colouring for the video and we got a neutral response as in no selection was predominant, but pastel colours seemed to be the most popular however, we will be using a bright colour for our protagonist and a neutral pallet for the extras because we want our protagonist to stand out to show she is the main character.



For our final question, we asked where our audience view music videos the most and our results show that 84% watch them online. This is useful as it lets us know the best way in which to promote our music video and this will be by YouTube as it is one of the most popular web 2.0 sites on the internet.

Evaluation

• The questions that we chose to ask our audience did not provide us with any demographics on who we were asking so we do not know if we are actually fitting to our target audience because we did not ask questions about an individual age or gender. 
• As we did it on survey monkey, the participants answering the questions may not have understood the questions being asked so could have given us anomalies. They also might not have taken the survey seriously.
• In comparison to focus groups, surveys are able to be completed by more people but these answers are not as in depth as in a focus group. But in focus groups, it is usually a smaller number and they could have conformed to other people in the group and agreed with an idea being put forward which might not be their own opinion.
• We only asked 10 questions, so in the future we would have asked more as this would have given us more variety of questions and enable us to see exactly what kinds of people were answering our survey.

Group: Concept Development

• In today's lesson, we will be creating an in-depth audience research post of our surveymonkey questionnaire, and continuing to storyboard the opening scene of the video with aim to create an animatic of it by next lesson.
• We also need to make improvements to our blog, by formatting in a more presentable way and commenting and improving on our posts.
• By the end of this week, we will have storyboarded for all of our key scenes, and created an animatic for the whole video.
• We also will be creating a filming schedule, including scheduling the tasks that we need to carry out before we can film. For example, creating the posters on Photoshop.

Group: Pitch Feedback

Today, we presented our pitch to members of our class. Afterwards we asked for feedback from the audience, which is especially useful as our class conform to most of the aspects of our target audience.

This is the feedback we recieved:

• Having the award ceremony scene before the music starts is good, as it establishes the narrative and creates tension.
• The contrast between the happy atmosphere of the award cemerony and then the sad feel of the song is a strength.
• They liked the idea for a shot of her leaving a car and then approached by papparazzi.
• Concern that the narrative could be confusing, however we felt that the opening establishes the narrative which will assist throughout the rest of the video.
• The semiotics of the green dress are appropraite, as green is a colour which connotes envy.
• Make sure the acting in the video portrays the right emotions.
• They liked the idea of a tracking shot of her feet as she goes to collect the award.
• It was suggested that we shoot the tearing of the posters through glass.

We also took questions from the audience, our answers are in bold.

Is there too much organising involved with our locations and extras?

Although the video will seem to have multiple locations, we are actually using the performing arts centre for most of these; as it will be the stage for the opening and closing shots, the 'poster room' for 'meat' shots, as well as the location for the shots of the protagonist singing into a microphone during the bridge of the song.

We are now beginning to organise our shoots, so once we know the time and dates (currently we expect this to be the first friday after half term) we can begin to recruit our extras. Therefore we will know in advance how many people we can expect, and can prepare to frame the shots in an appropriate way to disguise the numbers.

How will you commuicate through the posters that your protagonist is the supporting role in these films?

We will be using a variety of visual techniques to do this, including having her name lissted last/smallest, or the photo of her to be smaller or in the background. 

To make sure the audience notice this, we will have establishing shots of the 'poster room' to show this initially, and will use slow-motion and close-ups to reinforce this in the scene where she tears the posters down.

 Is the high production value that your pitch suggests an appropriate approach for an indie artist?

Although Marina and the Diamonds is classed as an arist of the indie pop genre, we feel that the sad emotional colouring of this song lends itself more to a video of this kind, rather than a disjuntive/performance based video that you might commonly expect from an indie artist. 

As well as this, during our planning process we looked at all of Marina's videos, and we noted that the videos from the album our track comes from, 'Electra Heart,' are of a higher production value than videos from her debut album.

Have you considered your editing techniques yet? What are your thoughts on special effects, coluring and transitions?

We intend to experiment with colour correction and colouring, as we would like our video to have a professional and stylised look. We don't intend to use any special effects in our video, however we may use filters and colouring techniques (for example, black & white, sepia) to convey different emotions. For example, we want the montage section towards the end of the song to have a look that distingueshes it from the rest of the video. We may also use cross-fade transitions during this part of the video.

Tell us about the end of the video!?

After the last chorus of the song, it returns to the slow feeling of the introduction. The scene will change to a stage on which the cast of a play are taking their bows. Electra will then run of from the wings to the last line of the song "my starring role." She then walks forward to take her final bow with the rest of the cast, as the audience cheer on.

The very last shot of the video will be her silhouetted from behind on the stage, similarly lit and framed to the shot from the opening of the video. It will then fade to black just after the song ends.

End of term 1 feedback

Well done Rozzy and Heather. You have produced some excellent work this term. There is clear development of your production ideas and your pitch shows that you have used all the preparation tasks well. During the last week of storyboarding, you will need to ensure that you update the blog in every lesson, considering how you have moved your concept on. Also you need to use the comment facility on the blog; you can start by reading my comments and replying to me. Also it is a good time to post any other video ideas which inspire you and get the other to comment on this too. This is currently a level four for research and planning for both of you.

Group: Pitch

This is our pitch which we presented to our class. It contains all of the planning and concept development that we have conducted so far, in order to obtain the green light to go ahead with our project.

   

RA: Digipack analysis

Digipack deconstruction: "In Between Dreams" by Jack Johnson



Genre

How is the genre of the track/artist evident?

• The front cover of the digipack shows the silhouette of the artist with an acoustic guitar on his back. This use of iconography connotes an acoustic/folk genre.

• The fact that you can’t see the singers face shows that it is more of an alternative genre, as the labels of mainstream artists would commonly insist the artists face is shown.

Media Language

What visual techniques are used?

• On the back cover of the digipack the rule of thirds is used. The track listing is shown on the left third, and the image of a palm tree on the right third, with negative space in between. This creates a more interesting visual, designed to attract the consumer’s attention.

• The colour scheme of the outside of the digipack is grey scale with a yellow background. On the inside covers and in the booklet, a warm, neuted colour palette is used, and many of the photos in the booklet feature a grainy filter to make them look like old photographs.

How is meaning generated through these techniques?

• Many people would associate the old photograph look that the filters create with the holiday photos from disposable cameras. This is reinforced by the choice of locations inside the booklet, for example, a beach, as well as by the warm colour palette. This creates a positive association with the artist, as consumers will relate this music with happy memories.

What linguistic devices have been used?

• In two places on the front of the digipack cover, it uses the phrase "Special Edition." Digipacks were introduced to try and combat illegal downloading by giving the consumer something extra to keep, as well as the songs itself, so the face that this digipack is marketed as a special edition of the album should reinforce this idea.

• In the back of the booklet there is a message written by Jack Johnson in which he thanks his friends, colleagues and supporters. This creates a feeling of familiarity with the artist, which encourages the consumer to support their music in the future.

Is there any intertextuality/references to pop culture?

• There is little use of intertextuality within the digipack, however there are references to aspects of the music industry, which are used to demonstrate the critical success of the album. For example, there is a golden sticker on the front of the digipack which reads"BRIT Award 2006 winner"

• There is also a logo on the back of the digipack alongside a link to the website onepercentfortheplanet.org. One Percent for the Planet is an international organisation whose members contribute at least one percent of their annual sales to environmental causes. This creates a positive and caring image for the artist, and will encourage consumers to support Jack Johnson's future work. This choice of charity is appropriate for the digipack, which has a very natural and authentic feel; containing multiple images of trees and plants. 

Representation

How are the band/artist represented?

• Unlike for more mainstream artists, for whom the record label may demand close-ups to add to their star construct, the cover of this digipack only shows the artist silhouetted from afar, and is not the main focal point of the front cover.

• On the inside cover, the artist is shown, but once again his image is unconventional- in this case part of his face is covered by his hand, and the guitar takes up the majority of the shot. However, the fact that the guitar is included both of these images acts as a visual motif for the artist, and promotes the genre of their music.

Institution and audience

How might this print text be consumed?

• As you would buy this digipack in a music store where there will be many similar items, the initial audience consumption will probably be ambient. By using eye-catching visuals such as the high contrast yellow/black image, and the "special edition" stickers, the digipack aims to attract the consumers attention.

Group: Cast & Crew

After experiencing some issues with unreliable actors in our last project, we have decided that the protagonist should be played by one of use to ensure complete commitment.

Therefore we have decided to divide the roles in this way:

• Directors: Both of us
• Camera operation: Heather
• Protagonist: Rozzy
• Extras: friends and family

Group: Treatment

We are making our music video to the song "Starring Role" by Marina and the Diamonds.
The video will use an amplified approach to the lyrics, telling the story of an actress who is stuck in supporting roles.

 This idea came from this lyric of the song:
"You know I'd rather walk alone
than play a supporting role,
If I can get a starring role."

The video will begin at a small award ceremony, in which the protagonist, Electra (named after Marina's album Electra Heart), wins an award for Best Supporting Actress. She accepts the award, smiling, but begins to look sad as she walks off stage while the music fades in.

The video will be a combination of 'meat' shots of 'Electra' lip-synching to the song, and a narrative about her life. Most of the 'meat' shots will take place in a room full of posters of the supporting roles she has played.

During the bridge of the song, after being criticised by a tabloid magazine, she rips the posters down, which begins a montage of the protagonists working towards her starring role.

The last scene of the video will show actors on a stage as the audience gives a standing ovation, waiting for the star to come on and take their last bow. The protagonist will run on to the last line of the song "my starring role." Then she takes her bow, centre stage, as the video fades to black.

Group: Audience Research - Focus Group

On Tuesday we held a focus group to receive feedback from members of our target audience.

We did this by playing the track, showing a presentation of our ideas and talking through our treatment.

We then asked the attendees to write feedback on our ideas, in two sections:

1. Something positive
2. Something to improve on/ suggestions

These are the responses we collected.

Person A
Strengths:

• Message about celebrity culture
• Award ceremony part at the beginning

Improvements:

• The posters should show the protagonist in the background with the main characters in the foreground

Person B
Strengths:

• Like the idea of a political message in background
• Set on a stage
• Montage & close-ups
• Different tones - ripping up posters (linked to political message)
• Good ending of her silhouette with her centre stage
• Great idea- not literally following the words of the song

Improvements:

• More time spend on stage rather than performing arts centre?

Person C
Strengths:

• Incorporating political message - celebrity culture
• Intro of film award ceremony

Improvement:

• Is the protagonist the actress and the singer? Confusing.
• Alternate ending: another award ceremony, the protagonist receives the award for best leading actress

Person D
Strengths:

• Like the intro
• interpretation of songs message
• repeating silhouette

Improvements:

• How will you make the performing arts centre look like awards ceremony?

We found this was a very useful exercise, and we will try and take the improvement suggestions into account in our next concept development discussion.

It is reassuring to know that our target audience respond positively to the aspect of celebrity culture, have an introduction before the music, and that they appreciate our shot ideas.

HR: Deconstructing music advertisement

Genre
How is the genre of the artist evident?
The Prodigy are an English electronic dance music group, and the genre of music is evident as it says on the poster Warrior's Dance Festival so you know the music genre is dance. The fact that the band is not shown means it is more focused on the music rather than the star appeal of the band.

Media Language
What visual techniques are used?
The rule of thirds has been used in this advertisement as all of the text is along the rule of thirds whether its horizontal or vertical so it makes it easier for consumers to read. The colours are fairly dark as they use black, white and orange but the name of the tour is in bright green, a contrasting colour to help it stand out. The red banner on the bottom tells consumers the date so that is another contrasting colour used. There is a black widow spider right in the middle of the advert.

How is meaning generated through these techniques?
The fact that the spider is right in the middle of the advert makes consumers feel more uncomfortable as your eye line usually sits comfortably to the side which is why rule of thirds is usually used to help break this up. The fact that the spider is in the middle helps to draw in the consumer as it is unusual and therefore makes it stand out. The contrasting colours also helps to make it stand out and it goes with the genre conventions of electronic dance music as lighting is used in these kinds of concerts so this reflects off of this. The people in the background dancing helps to create a preview for what audiences expect if they go to this viewing in cinemas.

What linguistic devices have been used?
There have been reviews by music magazines placed conventionally underneath the band's name to help make their show more impressive as this is a viewing of their concert in cinemas for "one night only". The fact they used this highlights the urgency to go and see it. They have mentioned some of the songs they play, their more famous ones so people are guaranteed to know what songs to expect "and more" gives them some mystery.

Is their any intertextuality/references to popular culture?
It makes a reference to Warrior's dance festival which is where the band had played, so it shows if the consumer went to that, they would know what kind of music the band plays. The spider could be a reference of one of their songs, so people who are aware of this symbol will appreciate it on the advert.

Representation
How are the band represented?
The Prodigy are represented as a music experience as the background shows a crowd of people with their hands up in the air. This is trying to replicate the environment to expect if the consumer goes to one of their concerts so hey are represented as having a good time. The fact the review from "Q" says "if there's only one band you see this decade, look no further" makes their star image rocket as it is from a popular magazine and shows how good they are in comparison to other bands.

Institution and audience
How might this print text be consumed?
This advert would be consumed in a magazine as it shows the date is "one night only" so therefore only the big music fans will be going so in order to get the right target audience, it should go in a music magazine. Magazines need to think where abouts in the magazine to place to adverts in order to get the most views out of it. The best place to put it would be in the middle of the magazine before a big article, that way more people are likely to see it. The problem with putting adverts in magazines is that only a select few people will see it. i.e the consumers who have purchased the magazine. To make it stand out more, I would have put it on a website (pull advertising) or as a poster on a billboard (push advertising) so it was more easily assessable for a wider audience. Also it is free for audiences to consume.

Group: Concept Development

Today, we have divided up tasks ahead of our pitch on Thursday, to ensure that we will get the green light for our music video:

• Heather will be creating the slides on initial response, secondary research, mise-en-scene, band promotion and difficulties.
• I will make the slides on shot ideas, treatment, audience research, digipack & advertising, and cast & crew.
• We are making the presentation on SlideRocket.com for ease of formatting and embedding.

I will be using this lesson to turn our draft audience research questions into a completed questionnaire on SurveyMonkey.com so that we can distribute the survey to our target audience and obtain good results in time for the pitch on Thursday.
We have also began planning for a focus group which will take place on Tuesday or Wednesday, which will widen our understanding and results of the audience research which we will be carrying out for our video.

We have arranged to discuss with our drama teacher later today the dates and times when we can film in the performing arts centre.
We hope to be able to use this location before half term, which would mean that we can begin editing as soon as we return after half term, as the majority of the music video will take place in this location.
This is because we are using it as both a theatre for the narrative and as a studio for 'meat' shots.

In anticipation of filming, we need to start sourcing and creating our props.
For the film posters which will be behind the protagonist during the 'meat' shots, we have decided to use the titles of Marina + the Diamonds other songs as the film titles.
This will be an example of pastiche within our video. We will each be making three posters in Photoshop from these titles, which we chose because they can suggest a range of film genres:

• The Family Jewels
• Radioactive
• Power & Control
• The State of Dreaming
• Homewrecker
• Girls

Group: Initial Storyboard

Here is a story board of six key shots for our music video.

Group: Brighton footage

Where did you go and what were your aims?

• The locations we went to were: Brighton Pier, the beach, monuments and the Royal Pavilion
• Our aims there were to think up inventive shots that we could use for our music video because Brighton was not a location in which we wanted to record our actual video, so instead we used the time we had to practise potential shots and camera angles.
• We were also given certain tasks to perform such as 360 pan, tracking shots and close ups.

What did you achieve?

• On our location reccie, we managed to carry out the practise shots task which include the following:
• MLS panning establishing shot
• Use of high/low angle
• Footage for sped up shot of character in crowd
• POV handicam shot
• 360 pan
• Tracking shot
• A variety of CUs 
• We also thought of more unique shots such as an over the shoulder 180 pan shot and managed to use the "rule of thirds" to make the framing more uniform and interesting.

What problems/obstacles did you encounter?

• We planned initially to film some of our shots indoors, but that would have required permission in order to do that and as we arrived there on the day and had limited time we were not able to do this.
• The weather tended to change frequently from rain to sunshine, so the continuity of our shots was not totally consistent because of this obstacle.
• Members of the public were in a few of our shots, but this was inevitable since we were filming in a public environment.

What did you learn that you can take into the next shoot?

• We learnt how important framing was in a shot as the environment could overshadow the person and vies-versa.
• You need to take a lot of footage so you have more variety to play around with in case the initial idea did not work out as planned.
• Make sure the continuity is constant eg filming when the weather is sunny or making sure that the actors are wearing the same costume, hair and makeup.

Group: Location Reccie

Our principle location that we intend to use for our music video is our schools performing arts centre.

This is an ideal location as it comes equipped with professional quality lighting, meaning we can experiment with multiple lighting states to create the right atmosphere for our piece.

It also has electricity outlets which can help for contingency plans, as we can charge our camera on location if it runs out battery.

The seating can be retracted to leave the ideal number of seats to create a realistic looking size of audience, and creates the opportunity for creative high angles and distancing as the seating is graduated.

Group: Props

During most of the 'meat' shots of the video, the protagonist will be in a room full of the posters from films in which she has been the 'supporting role.' We intend to make these posters on Photoshop, using original and high-quality photos.

We also intend to create a fake tabloid magazine, containing an article that criticises the protagonist. This will be used as the motivation in the music video for our protagonist to tear down the posters, and journey to become the 'starring role.'

For the beginning scene with the award ceremony, we will need the appropriate props, including the envelope and the award itself. This prop will then feature again, as we intend to have a shot of the protagonist looking at the award in the foreground, during the lyric "I've turned into a statue / and it makes me feel depressed."

Group: Costume

• The first 'scene' of our music video will be an award ceremony. Although the ceremony will be presented as a small and little known one, hence giving reason for the protagonist to be unhappy about winning 'best supporting actress,' we would still want our actors to be dressed in a formal manner.
• So we have decided to have costumes that you would commonly see at a black tie event, such as suits and dresses.
• To make our protagonist stand out, we plan to have her in a green dress to create juxtaposition with the monochrome costumes of the extras in the scene.
• During the bridge of the song, the protagonist is singing on a stage. During these shots, she will be wearing the same dress that she receives the award in from the beginning of the video.
• Other than this, in the rest of the 'meat' shots of the video, our protagonist's costume will be a more casual dress.

 

• We have chosen to have our protagonist in dresses to reflect the glamorous and feminine connotations of the lyrics.
• Our intention is that the effect of these costumes will create the effect of verisimilitude, making the narrative more believable for the audience.
• Having formal and expensive-looking costumes is a genre convention, as music videos often show values of celebrity lifestyle, such as cars, money and- in this case- clothes.

Group: Target Audience Profile Presentation

Group: Profile of Target Audience

Demographics:

• Gender: Female
• Age: 13-25
• Income: Small, e.g. from part-time job.
• Occupation: Student
• Loction: U.K.

Phychographics:

• Technophile or technophobe: Positive technological determinists
• TV: Reality shows such as Made In Chelsea, british comedy-dramas e.g. Fresh Meat
• Websites: Twitter, Tumblr (social networking), Instagram
• Films: Indie/cult films such as Submarine. Old films such as Valley of the Dolls
• Books: Young Adult novels, e.g. Looking For Alaska by John Green
• Hobbies: Music, creative activities (e.g. acting)
• Magazines: Glamour, Company, Vogue
• Gaming: iPhone apps
• Music: Indie-Pop, New-Wave. Artsits such as Gotye, Lana Del Ray,  Florence + the Machine

Group: Draft Questionnaire

1. Do you prefer a music video that is narrative or performance based? Or both?
2. Do you prefer music videos to be related to the song (illustrative/amplified) or not (disjuncture)?
3. Which is better, fast or slow cutting rate?
4. How would you feel about having a 'scene' of the video before the music starts?
5. What is the ideal length for a music video?
6. How many locations should a video contain?
7. What costume(s) should our protagonist have?
8. How important is lighting in creating atmosphere in a music video?
9. Which is more suited to an indie-pop ballad, bright colours or a more neutral pallet?
10. Do you mostly view music videos on music channels, or on video sharing websites?

HR: Female Representation Research

• In Right By My Side by Nicki Minaj ft Chris Brown directed by Benny Boom in 2012, there is only one female which is the artist herself. She has a distinct grain of voice and style that differs from many other artists, so she tends to convey a lot of aspects of the Mulvey theory. One of these is women as child. She refers to herself as “Barbie” as a part of her image, so she is wearing brightly coloured clothes in one scene of the video where she receives a car as a present from the male.

•  She gets picked up by him just as adults toss little children so she is acting sweet and innocent which is appealing to the male audience as it shows they are protecting the female, and the females can relate as it is an image that most women would like to happen to them. Linking on with this idea of ritualisation of subordination is the scene where she receives a coin to throw into the well, she does licensed withdrawal where she looks away from the male. It shows that she is not aware of what is going on as all the gifts she is receiving is a surprise to her.

• Nicki Minaj is well know from having breast implants. This artificial look is inaccurate of how most females look, so men tend to expect other woman to look like this. During the rap where the beat is faster, she shows off these assets by leaning forwards towards the camera which is one of the voyeuristic treatments of the female body. Another is of her backside where she walks away from the camera to the beat of the music moving it from side to side.

•  As the genre of R&B is mainly focused on the sexual nature of females, this is conveyed visually for audiences. When the rap is about to start, there is a pan of her bare legs. This dismemberment detracts from thinking about women as people, but instead objects for the males pleasure.

• The feminine touch conveys that a person or object is desirable, so Nicki Minaj tends to hold onto the men in the music video a lot. An example of this is when a male and her are shopping and she is hanging onto his arm while he is holding all the shopping bags which is a function ranking that women are to be pictured supporting the male while he does the hard work. She also hugs him a lot which is another physical sign of protection.

• The men in the music video frequently reference to the notion of looking. An example of this is when there is a shot of a car’s rear-view mirror and we can see his eyes hidden by glasses which is fetishistic because it insinuates that he is looking at Nicki Minaj secretly.
• Another example is when the male and Nicki Minaj are in the café and the camera is being shown from inside of the car’s windscreen as there is a reflection in the corner so it parallels with the scene at the beginning of the video where he is looking at her in the car. The camera is below the males eyeline to make them seem bigger than usual physically and socially as it reflects that men are more powerful than women, and it plays with Mulvey’s theory of relative size as women are almost always pictured to be shorter than men. The man is most of the time shown in slow-motion. This technique is used usually to recapture a key moment in a text, so in the music video, the focus is on the male as it is who Nicki Minaj is singing about. 

• When she is rapping, there is another male in the shot sitting on the floor with her. This is a less conventional approach as both genders are at the same level and in media this can be represented as lowering yourself in a social situation physically, plus the female is the predominate figure in the shot, it could have easily be done without him in it, but by putting the male in the shot where he is bobbing his head in time with the music could be shown that he is agreeing with what she is rapping about.

•  For the final shot of the music video, there is a kiss but instead of it being initiated by the man, it is by the woman. This goes against Mulvery’s theory as she said that sex is about male aggression and female submission, but these have been turned around as the final person you see is Nicki pulling an aggressive facial expression towards the camera as if she was being protective of him, or that it reflects the forwardness of her leaning in for the kiss.