Notes on mood-boarding and video ideas

We were told to listen to a peice of music, and then come up with a list of words describing the mood it gives us. Then come up with a list of actions
In my group this is what we came up with for ideas to make the video for this;

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Mood:
Cheerful, crazy, upbeat

Actions:
Bouncy castle, circus, trampoline, candy/sweets, quick cuts, circus dancers, pier, unsteady camera, party, performing on the bouncy castle.

Our ideas were completely different to what was actually made. However i think that this task really challenged me to think about what kind of music video i associate the music with and also the representation of the artist.

http://www.youtube.com/watch?v=lwIbb3McVW4
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The second video we listened to was called 'We know something you don't know', by DJ Format. Our initial ideas were really different to what was made:


Mood:
Floating, relaxed, authority, urban

Actions:
Driving/cruising, polics, cocktails, lilos, New York, women, bling

This was again completely different from the real video, but again i still think our ideas are a valid perception of what we had to refer to.

I really think this task helped me to look at music videos in a different way, and really help me grasp the concept of producing one.

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KEY TERMS -

Illustrative- illustrates lyrics to visuals


Amplificative- amplifies certain ideas


Disjunctive- the visuals and the lyrics don't match

Avril Lavigne Representation

This video shows the artist in a vulnerable way and uses camera work to exagerate the fact that she is alone. This is done through deep focus shots to show the crowd around her unclear which makes her stand out from the rest. Also the song itself is alot slower and therefore is synchronous. Slow motion is uses alot couples with close up shots to make her more attractive and gives the audience a chance to see subtle facial expressions which convay her emotions.
This video represents the artists is a vulnerable and conservative way through these devices.



The comparison to this video shows a large difference. This video shows much more of the artists attitude and rebellious nature. As this video was made before the one above, it might suggest that this was made to give a larger impact on an audience. Also this video carries links to skateboarding, graffiti and a general lack of respect towards authority. This is clearly shown by her jumping around on a car.

Also when you compare the editing to the video above, this one has far faster cuts. The camerawork is also completely different, as in this video it is very unstable and looks handheld. Another difference would be that she is always surrounded by people, while in the other video she is often seen to be alone. This gives the impression of popularity and being accepted into a particular sociual status, which is infact the social groups she is targeting as an audience.