Director Research

Daniel 'Cloud' Campos:

Daniel 'Cloud' Campos is a newer upcoming director who has directed videos for Panic! at the Disco and Paramore. Some of the videos that he has directed include 'Stay The Night' by Zedd featuring Hayley Williams, 'Now' by Paramore and 'This is Gospel' by Panic! at the Disco. In these three videos he uses a lot of quick motions for example he will have the actors or the artist to use a quick choreography sequence and then speed up the motion in the editing process. He also uses pans quite a lot during his videos, for example in 'This is Gospel' he will use quick pans to the left and right to symbolise the head turning motion by the lead singer. I could use his style of lighting if I use a black background, in some of his videos he uses a lot of spotlights to emphasise the main person in the video, by using this technique I could make it more obvious who the main star of the video is going to be. His use of slowed down and sped up shots are interesting because it shows that he is using the parts of the songs that are slower to use slow-motion and the parts of the songs that are quicker to use quicker motions, although I do not personally like the slow-motion to quick motion technique it is something that I could consider in my video.

Isaac Rentz:

Isaac Rentz is a director that has done music videos for artists such as All American Rejects, Blink 182, Paramore and Eminem. For his videos such as 'Still Into You' by Paramore he tends to use a lot of colour in his videos make them seem more bright, however I would not personally use this technique in my video it is a technique I could consider during the planning process of my video. In videos such as 'Up All Night' by Blink 182 he includes more shots of the artist than the narrative, this is an aspect I could incorporate into my video as it will show that the artists are the main focus of the video. Rentz also frequently uses mid shots of the artists he is making a video for instead of a normal close up, this could be because he wants to showcase the artists talent for example if they are playing an instrument, this is also an idea that I could use for my video. Some techniques he has in videos such as 'Up All Night' by Blink 182 is the use of a steady cam where there are slight jolts in the camera to create the idea of a hectic environment as portrayed in the narrative of the video. His videos also take in account of the mood of the video for example if it's a heavier rock track the video will be more intense and hectic however if it is more of a slow somber song he will incorporate more shots of a narrative to relate to the lyrics of the song. 

Audience Theory

 LifeMatrix has 10 audience groups, these groups are classified to how people live their lives, I could use this as a reference before making my music video and possibly targeting the tribe wired audience group because the genre of music i have consider making a video for in September has a mainly younger audience so targeting this or the fun/atics audience could work best as this is usually the type of people that listen to rock/punk music.

Tribe wired	Digital, free-spirited, creative young singles
Fun/Atics	Aspirational, fun-seeking, active young people
Dynamic Duos	Hard-driving, high-involvement couples
Priority Parents	Family values, activities, media strongly dominate
Home Soldiers	Home-centric, family-oriented, materially ambitious
Renaissance Women	Active, caring, affluent, influential mums
Rugged Traditionalists	Traditional male values, love of outdoors
Struggling Singles	High aspirations, low economic status
Settled elders	Devout, older, sedentary lifestyles
Free Birds	Vital, active, altruistic

Young and Rubicam had four classifications of Audience groups, I could use this as a reference for my music video, for example if I continued my plan of using a rock track I may refer to the mainstreamers audience group because people who listen to that style of music usually belong to a social group and I would be targeting this type of audience for my video.

Mainstreamers	Make up 40% of the population. They like security, and belonging to a group.
Aspirers	Want status and the esteem of others. Like status symbols, designer labels etc. Live off credit and cash.
Succeeders	People who have already got status and control.
Reformers	Define themselves by their self-esteem and self-fulfilment.

Music Video History Bullet Points

• Music videos are used to showcase an artists talents. If the audience sees how well a music video is done by a artist they will be influenced to see more of their videos as they will know that they are of a high quality.
• Since early music videos they would sexualise women hugely to gain popularity, this technique is still used in almost all of the music videos today. The more sexualised women are in videos will make them more popular as it is a risky thing to do in the industry (women dressed sexually with women wearing less clothes as the times changed, create shock factor).
• Promo videos would be used when artists couldn't get to the studio to perform live, for example if a song is on the top of the charts for 6 weeks they will use a promo video to showcase the song without having the same act perform each week therefore making it easier for studio bands to work on bringing out more music.
• Starting in the 80s, music videos were about Image, performance, choreography and the use of close ups. These are a major part of videos because if someone doesn't look attractive people are not influenced to watch the video, if the performance isn't too a high standard they won't watch same with choreography and lack of close ups used.
• By the 90s music videos began to cost a lot more due to the high demand of high profile directors and acts to star in videos, going from $8000 in the 50s to $2,000,000 in the late 90s, this made it easier for directors to go into film industry as they have experience with working with a high budget. 
• Music TV made it easier to show videos to the audience. With the audience having easy access to videos will make it easier for artists to break out with a new video.

Reference: Pete Fraser, Teaching Music Video (BFI, 2004)