Copyright

Copyright is a legal concept which gives the original creator of the product the rights to it, meaning no one else can copy the product and put their name on it.
So before we could start planning our music video and using the song 'Stay Awake' by Example in our music video, we had to gain copyright permission from Examples record label, Ministry of Sound. We had to get this copyright permission to make sure our music video was legal, and to ensure Ministry of Sound that our music video was only going to be used for educational purposes. Also, if we didn't get copyright permission to use the song, it would be seen as infringement and you could possibly be sued for using the song in your own work without getting copyright permission from the right people. Therefore gaining copyright permission will make our music video fair and legal.

To gain the copyright permission we had to:

• Find out which record label Example is signed to, which we found out was Ministry of Sound.
• We then had to find out Ministry of Sounds contact information in order for us to either email or phone them with our request to use Examples song for our A Level media studies coursework, and also to assure them that if they gave us copyright permission we would give credit to the rightful track holder.

This is the email we sent to Ministry of Sound via their website in order to try and gain copyright permission:

Dear Copyright Holder,

We are A-Level students and we are writing to request your permission to use one of the latest tracks by Example. The track we wish to use is Stay Awake.

With your permission, this task would be used in our current A-Level Media Studies project, which involves creating a music video to a popular music track, as well as producing an album and a magazine advert for the artist.

If we received your permission, this track would ONLY be used in an educational context and be viewed by our media class, our teacher and the OCR exam board moderator. It would not be realised to a large audience.

The artist and your company would of course be fully recognised throughout pre-production and the final video itself. A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send full details.

We look forward to hearing from you.

Regards

Carrie Dwyer

Nicole Nancholas

Georgia Wetherill

Evaluation

A target audience is a group of people with certain values in common, a company will then market their product at this group as they are the most likely people to buy their product. So it is extremely important for a company to identify their correct target audience in order to maximise their sales. The purpose of a target audience is to allow you to be able to market your product, in this case a music video, to the correct type of people so that you're music video will get the most views and sales out of the appropriate audience.
So all of our primary researched has helped us to identify our target audience which will enable us to aim our music video at the correct group of people and include things in our music video that will appeal to this target audience in order to satisfy them. Primary research is research which we conducted ourselves, first hand, this means that all of our research is relevant and up to date. Primary research is usually more reliable than secondary research because you know it is correct as you have received the results yourself, and you know that the research you have received is relevant to you due to the fact that you are able to address a specific research issue.

The research we conducted was; a questionnaire, which we then turned into pie charts and bar graphs, and vox pops, which are video recordings of interviews.
For the questionnaire we surveyed forty people, this was because we needed to ask a reasonably large amount of people to get a wide range of opinions. If we had only asked a small amount of people then we would not have received very varied data and different opinions, which would have made our findings less reliable.
The vox pops were rather successful as it allowed us to get a more detailed insight into our target audiences opinions. We will use the results from our vox pops to decide which song by Example we will choose to do a music video for, and also to help us know what our target audience expects to see in our music video.

During our questionnaire we asked the question 'What is your favourite song by Example?' the results from this question showed that the majority of the surveyed peoples favourite song was 'Stay Awake' with 19 people out of 31 people voting for it. So the results of this question allowed us to choose 'Stay Awake' as the song to focus on and create a music video for. This is because we wanted to create a music video for Examples most popular song in order to excite and satisfy the target audience so they will want to watch the music video..

Another question we asked in our questionnaire was, 'What do you expect to see in a music video by Example?'. The results from this question were extremely important and useful as it allowed us to plan what we wanted to include in our music video to make it look more professional and appeal to the target audience and relate to the dance music genre. The answers show that we should include the artist singing, a party atmosphere and bright colours in our music video for 'Stay Awake'. So we will follow these results as we want our music video to follow the conventions and characteristics of dance genre music videos, as we want the target audience to like the music video and be able to quickly identify that it is a dance music video that they will enjoy.

Due to the results of our questionnaire we have decided to do a concept based music video as the results from the question 'Do you prefer narrative, performance or concept based music videos?' showed that 25 out of the 40 people surveyed preferred concept based music videos, therefore showing us that our target audience would be more entertained by a concept based music video. We want to follow our surveyed groups opinions as they will be the ones watching our music video, so we have to make sure that our music video entertains them otherwise the music video will not be successful as it wont get many views if lots of people decide it is not entertaining, so this is why we are doing a concept based music video. We may also put some performance based footage into our music video as that was the second highest result and we feel that it may help the audience to build a relationship with the artist, and also help them to understand the lyrics of the song better.

When we asked the question 'What do you expect to see in a music video by Example?', one of the answers was 'footage of performances' which received 18 votes, however, unfortunately we will not be able to include live footage in our music video as we have limited resources, so we won't be able to include this feature that our target audience would like to see in the music video. However, we will be able to include performance based footage of the singer singing in front of the camera, so the target audience will be able to see the artist performing in the music video so they can get a sense of his personality and lifestyle, but they will not be able to see live footage of him performing in our music video.

Subculture Theory

A subculture is a group of people with distinct common behaviours and values that can separate them from a larger culture that they are also part of. Subcultures could have similar tastes and values in anything from politics to clothing and music. In this case I am talking about subcultures in music, some examples of subcultures in music are, Punk, Hippies, Emos and Indie. Subcultures in music are usually people who are not in the mainstream - so they usually go against what is popular, such as music that is in the charts.

There are three main subcultures that I have looked at, and they are Grant McCracken, CCCS (The Centre for Contemporary Culture Studies), and Hebdige's theory.
McCracken was previously the director of the Institute of  Contemporary Culture and a senior lecturer at the Harvard Business School. He believed that the postmodern world is full of diversity, dynamism and creativity, and that subcultures are not a result of groups rebelling from mainstream culture. McCracken believes that if we were to look at the array of values and ideologies then we will be unable to say that all subcultures come from just one initial culture.

However, CCCS subculture theory appears to go completely against McCrackens theory and says that it assumes all subcultures do come from just one culture and that subcultures are formed as a reaction to mainstream. So mainstream is the big culture that all of these subcultures were formed from as many people wanted to rebel against what was considered the normal and popular.

The last theory I looked at was Dick Hebdige, he is a British media theorist and sociologist, he is mainly known for his study and research on subcultures. Hebdige came to the conclusion that although some people think that subcultures only appear to be different, deep down they are all the same. He also states that if you look deeper, there is enough richness to warrant remaining 'subcultures' as 'little cultures'. He decided that subcultures are created by bringing together people with similar characteristics who feel neglected and overseen by societies norm and want to create their own identity by joining one of these subcultures.

The target audience for my music video for Example's 'Stay Awake' would likely be considered as a mainstream culture rather than as a subculture, due to the fact that my artist is regularly played on the radio and sometimes in the top charts, also as many of his music videos are regularly played on mainstream music channels such as MTV Dance. I think the subculture theory that applies to my music video the most is Hebdige, this is because he believes that the mainstream culture is made up of many different cultures, and as my music video is under the genre of dance I believe this genre makes up part of the mainstream. Also, the dance genre is usually mixed with other genres/cultures, for example some dance songs are also mixed with Rap, R'n'B and pop, so this links with Hebdige's theory. All of these genres are subcultures, but when put together they do all create part of the mainstream, so my music video for Example's 'Stay Awake' is mainly under the dance genre and will follow Hebdige's theory more so than the other two theorists.

Record Labels

Major Record Labels

Major record labels are large companies within the music industry that may also own smaller record labels.
The current major record labels in the UK are Warner Music Group, EMI Group,  Sony Music Entertainment and Universal Music Group.

Warner Music Group manages artists and bands such as; Death Cab for Cutie, Fleetwood Mac, Linkin Park and Red Hot Chilli Peppers. So Warner Music Group manages a large and diverse group of artists and bands which will appeal to a very large target audience.

EMI Group has managed thousands of different artists and since the music label was created in the 1930s and has managed artists such as 30 Seconds to Mars, Blur, Coldplay, Katy Perry and Gorillaz.

Sony music Entertainment was set up in 1929 has managed many bands in its lifetime, including; Adele, Beyonce Knowles, Avril Lavigne, Calvin Harris, The Fray and Foo Fighters.

Universal Music Group was founded in 1996 when MCA Music Group changed its name to Universal Music Entertainment, it has managed bands like 50 cent, The All-American Rejects, Backstreet Boys, The Cure and Lady Gaga.

Many major record labels have 'sublabels'  which are smaller record labels which operate under the major record label but have their own name. For example all of the four major record labels have their own small sublabels.
Warner Music Groups sub labels include Atlantic Record Group (which has artists like B.o.B, Ed Sheeran and Hadouken!)and Rhino Entertainment.
Some of EMI Group's sub labels are Blue Note Label Group and Capital Music Group.
A few of Sony Music Entertainment's sub labels include Epic Records (which has artists such as AC/DC, Cher Lloyd and Olly Murs) and Columbia Records (which manages artists such as Calvin Harris, Editors and The Vaccines).
Universal Music Group also has many sub labels including Polydor Records (50 Cent, Brand New and The Cure) and Mercury Music Group (Example, and Fall Out Boy).

In addition, many of these record labels also have links within the media, such as the TV and magazines, to help them promote their artists and company.
Universal Music Group is part of the multinational company Vivendi which has activities in many different parts of the media, including TV, films, the Internet and video games.  This enables artists and bands from the Universal Music Group to be advertised inside these different media platforms, for example Vivendi owns Blizzard Entertainment, so music produced by the Universal Music Group can be used in the video games produced by Blizzard Entertainment.
Sony Music Entertainment is owned by Sony Corporation, and this company also has subsidiary companies in the film, video games and TV industry. Sony Pictures Entertainment is also owned by Sony Corporation and it produces and distributes television and films, so music produced by artists on Sony Music Entertainment records can be used in the films produced by Sony Pictures Entertainment to help advertise them.

Independent Record Labels

Independent record labels are much smaller than the major record labels, but it is still possible for them to be just as successful. Independent labels are known to usually produce more diverse artists and music than the major record labels, which mainly produce mainstream music.

Rough Trade is a very well known and successful independent label, it was founded in 1978 by Geoff Travis. The label started off with bands such as The Smiths and The fall, but when bankrupt in 1991 and relaunched its label in 2000 when it managed to secure the band, The Strokes, who in turn have become a very successful band.

XL Recordings are also a very successful independent label which boasts new talents such as Adele, the xx, Vampire Weekend and Tyler, the Creator . The label started in 1989 as a dance and rave label but now releases albums from artists of all genres.

Domino Records was set up in 1993 and has held many successful artists in its portfolio. Domino released Franz Ferdinand's first two albums, which quickly rose to fame, and after this they have release one of the most popular albums which reached the top charts, Arctic Monkeys 'Whatever People Say I am, That's What I'm Not'.

Factory Records started in 1978, but before it became a record label it was a club which then decided to make an EP with songs on it from all the artists who had performed at  the club, including Joy Division. The first LP released by Factory Records was Joy Divisions 'Unknown Pleasures' and the record label continued to be successful with artists such as Happy Mondays and Durutti Column.



From a music point of view it may be seen that having three companies dominate the music industry is not acceptable. The current three major record labels dominating the music industry are Universal Music Group, Sony Music Entertainment and Warner Music Group. It could be seen as unfair as there may be less competition within the music industry if there are only three major record labels, and this could lead to some independent record labels finding it difficult to survive in the music industry as some artists may not look to be signed by these smaller independent record labels if there are only three major record labels that could make them extremely successful. In addition, due to there being little competition with only a few dominating record labels, this could lead to these major record labels controlling the music industry, as they could decide their own rates and make bigger profits at the expense of the artist as the artist wouldn't have many other major record labels to turn to, to look for a better contract deal.
Also, another way this could lead to the major record labels controlling the music industry is that if they decide a particular genre of music is selling well, such as Rap, then they may not sign many artists from other music genres, such as Country, even though the other artist is very talented, so these large companies could begin to control what the public listen to.

However, Independent Record labels can still be successful as they may not want to be as big as some of these Major Record labels, as the target audeince of the artists owned by the independent record label may enjoy music that is not mainstream, therefore they do not want these artists to become as big as some that are owned by major reocrd labels, but they are still very successful with a large fan base.
Also, these independent record labels could offer more to the artists than the major record labels, as they may have more time to communicate with the artists themselves and be able to focus on the creative music side of the business rather than the financial side. So they may be able to help their artists be successful and enjoy their music more than the artists signed to the larger record labels.

Censorship

When music videos first came about they were mainly performance based so therefore music videos were rarely censored for inappropriate content as performance based music videos only contain footage of the artist or band performing at a gig or concert. But now music videos are often concept or narrative based which give them a lot of creative freedom in their music videos, but this also means that it is easier and more likely for artists to include inappropriate content in their music videos, such as sex, drugs, alcohol and violence.
Censorship can stop a song or video being played on radio or television if it is seen as unfit for public viewing of all ages. Although, it is very difficult to have censorship on the Internet as it is such a vast Internet platform which is constantly being updated and added to, so censorship on the Internet is  quite minimal. But many websites, such as Youtube try to protect a younger audience from viewing inappropriate content by requiring viewers to log in to prove they are of the age consent, but this is very easy for people to get around.
The independent organisation, the Office of Communications (Ofcom) was set up in 2003 to regulate and sensor videos and songs. They do this to protect people who watch and listen to the TV and radio form unsuitable, harmful and offensive material.

Radio stations such as Kiss and Radio 1 have a lot of lyrical censorship on their stations when they play certain songs, as many songs which are in the charts today contain strong language and possible lyrics which could be seen as unsuitable, so the radio station would either have to play a radio edited version of the song, or blank out all words which are not suitable for a wide audience.

Eminem is an artists who is extremely controversial as the majority of his lyrics contain swear words and offensive language, such as rapping about beating women up,'You were supposed to love me
Now bleed! b**ch bleed!'. Also, many of his music videos contain questionably unsuitable content such as weapons, graphic gore and blood. Eminem has always been against censorship of his music as he argues that his lyrics are just him expressing his feelings and his past life, and that what he does won't influence children, and they are going to hear these words, which are classed as swear words and offensive language, eventually regardless of whether they listen to his music or not. He argues that he should be allowed to express himself and entertain his fans in anyway he wants, and that if someone is truly unstable enough to be influenced by his dark lyrics and videos, then they're are capable of many other crimes that are not influenced by Eminem.

However, many people are against Eminem and his lyrics and believe all of his songs should be strongly censored, mainly to protect children from hearing these offensive and possibly influential lyrics. A large portion of parents who have children that are fans of Eminem believe that his lyrics and videos should be censored as they could influence them to copy his lyrics due to the excessive use of violent and offensive lyrics, such as 'cut him up into pieces'. Also, due to the fact that he has young children as fans that look up to him and aspire to be him, they may come to believe that the contents in his lyrics and songs are normal behaviour and that the violence is acceptable behaviour and a normal thing to witness and do.

Music channels are similar to Radio stations in terms of censorship as they too have to have lyrical censorship, but they also have to censor the music video content as some music videos may contain too explicit content for younger viewers, for example the music videos for S&M by Rihanna and Hurricane by 30 Seconds to Mars were banned by different music channels, including MTV, due to their sexual content and both artists have now released edited versions of their music videos which are classed as suitable for daytime viewing.

Going back to Eminem, MTV rarely plays his music videos during the day as MTV has a very large and broad audience due to it being a multinational company which is also one of the biggest music channels in the UK, so they have to play music videos which have suitable content for people of all ages. Therefore they may not play music videos which contain graphic, violent footage, such as Eminem's music video for '3 a.m.' which contains images of him lying in a bath of blood and a dead man sprawled across his desk with some of his fingers chopped off.
Also, many of Eminems songs promote death and murder which could encourage harmful and violent behaviour in his fans, so MTV would not want to show his music videos on their channels as they may feel that the strong surrounding topic of death is too inappropriate for all of its viewers.

However, AKA Music Channel may have a different view on censorship of lyrics and music videos, and the main reason for this is that Channel AKA is a niche channel which only plays rap music, so therefore they may not wish to censor the music videos played on there channel as they have a niche audience, so the only viewers Channel AKA have are people who actually watch the channel to be able to see these specific music videos by artists such as Eminem. So the niche audience probably wouldn't mind if strong language and violent images were not censored as they want to be able to hear the whole song and watch the whole video without having certain content censored out.

It is not a simple task for music channels and radio stations to simply choose to not censor certain material or to use less censorship, as they have to protect their brand image and customer loyalty, and they don't want to cause a big controversy which could then result in a loss of viewers.
During a debate in class, we also talked about parent opinions on censorship for the specific artist Eminem. Many parents will have different views on censorship as it is based on personal opinion.
So parents that are against censorship of lyrics and music videos may argue that they don't mind whether certain contents is censored or not as the parent is in charge of what their child watches and listens to, so if the parent decides it is too explicit then they can simply turn it off and stop the child from listening or watching it, so it doesn't matter whether the song or video is censored. Also, some opinions are that censorship shouldn't be used so much on songs as they are only lyrics and visuals and therefore can't really have a huge affect on a child, and that, in regards to Eminem's music, he writes about his real life, so even if the lyrics do use strong words, it is only an artist expressing his life through words.
On the other hand some parents may be completely for censorship as they may believe that it is impossible to constantly filter what your child hears and sees, so therefore if the contents is already censored then the parents won't have to worry so much. Also, they may not want there child to listen and watch certain videos with inappropriate content and lyrics as it may influence there child to start copying the artists, especially if the child idolises the artist and look up to them.

Another controversial artist is Miley Cyrus, as she first came into the media as a Disney product, so she was therefore targeted at a young audience consisting of girls aged from around five years old to thirteen years old. Due to her double identity of 'Hannah Montana' frequently being shown on the Disney Channel as well as having to sing pop songs with perfectly innocent and acceptable lyrics, she also had to have a clean and innocent image so that she was an acceptable role model for her young target audience. However, when her TV series 'Hanna Montana' ended in 2011 she began to make music that she actually liked, as she is now 19 she decided to make music that is more relevant to her age. But this extreme change in her image has also drawn some controversial views towards her as she now has videos such as, 'Can't be Tamed' and 'Who Owns My Heart', which contain her wearing very minimal clothing, with leather boots and revealing tops, and provocative dancing. So some of her more recent music videos have been censored and are only shown after the watershed due to her revealing clothing. This change in her image has led to anger in parents of her fans, as when she sang under the persona of Hannah Montana she gained many young fans that looked up to her, and many of these young girls still do look up to her now, but parents don't want their children seeing Miley Cyrus' music videos whilst she is wearing this skimpy clothing as they don't want their children to look up to her and copy her. 

I understand that censorship is a sensitive issue and mainly based on personal opinion, as what one person may believe is inappropriate content, another may find perfectly acceptable. So my personal opinion is that large radio stations which a wide and varied audience should censor swear words, but not take words out of sentences due to them being seen as 'violent'. In addition, I think that music videos should be censored is there are only a few shots in them which contain inappropriate content, but if a music video contains a lot of censored footage, then the music video should just be played after the watershed as a music video with a lot of censored content would just ruin the audiences viewing experience.

For my own music video, I will follow many of the censorship rules to enable my music video to be played on music channels before watershed, this is because I want my music video to be seen by as many people as possible, so I want it to be able to be played at any time of the day. Also, due to the target audience being teenagers, young adults and some adults, it is important that my music video contains no content that has to be censored during the day in order to satisfy the wide target audience and make my music video as enjoyable as possible for the audience.

Pie Charts/Bar Charts

After getting 40 people to complete our questionnaire for research purposes we decided to draw up all of the answers into pie charts and bar charts to make the results clearer and easier to understand. Having the results in these charts also made the answers easier to read and find, and it helped us to compare the results in order to decide what artist and song we wanted to choose to create a music video for and what our target audience would want us to include in the music video to enable it to relate to them and entertain them.

These results show that the song we will create a music video for is 'Stay Awake' by Example and our target audience will consist of mainly females aged 17-20 who's favourite genre of music is Dance. Also, the results from our questionnaire show us that our target audience expect to see the artists himself i the music video, bright coulours and a party atmosphere. So to be able to entertain our audience and make it relatable to our target audience we will include those three things in our music video, and we will also show the artists lifestyle in the music video and make it a concept and performance based music video as our results show that this is what our target audience want.
As well as to make the music video relate and appeal to the target audience, we will also use this data to determine what Example usually includes in his own official music videos, such by identifying these features we will be able to include them in our own music video to make the music video look more professional and make it look like it corresponds with the dance genre conventions and what Example himself usually includes in his own music videos.

Questionnaires

Questionnaires are an extremely important form of research as it allows you to understand what your target audience likes, wants and expects in a music video. It also allows you to see what the majority of the people surveyed would prefer to see in a particular music video and what their favourite genre of music.

In our survey we asked both open and closed questions to get a better understanding of our audience, we then distributed the survey to 40 people so that we could get a better range of answers and opinions. The questions we asked, such as 'What's your favourite genre of music?' enabled us to know what our survey audience liked, and we then asked questions such as 'What do you expect to see in a music video?' so that we would know what features to include in our music video so that our target audience would enjoy the music video and be entertained by it.

Goodwin's theory

Andrew Goodwin’s Theory

Brand New – Sic Transit Gloria…Glory Fades

The band Brand New is an alternative rock band that has a target audience consisting of both males and females aged 16 to 25. The music video for their song 'Sic Transit Gloria...Glory Fades' is both performance and concept based, as throughout the video we can see Jesse Lacey, the bands singer and writer, mouthing along to the words of the song. The concept of this whole song and video is about following the crowd and a teenage boy having sex with a girl even though he's not quite ready yet and the heartache that comes afterwards.

The video begins with the singer/man running through an empty street, he then stops and stares straight through the camera and the shot changes to show us what he is looking at, a black door with a picture of a sheep on it, which follows Goodwin's theory in respects to the lyrics relating to the visuals as someone who follows the crowd is sometimes called a 'sheep'. The notion of looking and voyeurism is seen once he enters the dark bar, as when the other people all look up to see him there is a mirror which shows the reflection of even more people looking at him. Also, when the singer walks past the mirror himself we can see his reflection being reflected in the mirror several times.

Within the first minute of the music video the audience realises what is going on in the music video, as the visuals strongly relate to the lyrics and the whole concept of the music video. Once the singer reaches the bar and orders an alcoholic drink, which links to the rock genre characteristics, we understand the message behind the music video as the barman begins to copy every action that the singer does, therefore relating to the image of the sheep on the bar and the lyrics. Once the artist realises everyone in the bar is copying his actions, many close ups show us that he is confused and worried about this fact. But after the artist realises the power he has with being able to make the others copy him, shots of his face show that he is actually beginning to enjoy it. We can see his character begin to change as he makes another person stroke a girls face, by making him copy his hand movements. At this point the close ups we see of his face begin to look manipulating and evil as in the lyrics it shows he begins to slip into the dark area in his life where he begins to have a more serious relationship with his girlfriend.

Following Goodwin's theory, there is also a strong relation between the music and visuals, as each time the song reaches it's chorus or the climax the singer acts in a more angry and lively way so that he is moving in the same beat to the music. For example, when the song reaches its chorus at one point the singer violently pushes a table over, forcing the others to copy him.

During an energetic instrumental part of the song we see the singers personality completely change as he now looks fully evil and sinful as this is the section of the music video where, form the lyrics, we know that the boy gives into his girlfriend and has sex with her even though he doesn't want to yet. After we see this shot the singer walks over to a girl who is also still copying his actions and due to this he makes her take off one of the straps on her top.

However, straight after he does this his hand snaps up to reveal that he is now uncontrollably copying another person, this shows that now he has done the deed and given into being a 'sheep' and following the crowd, he is now one of the people that copies the others, so rather than being the one in control, he is now one of the followers. So this strongly relates to Goodwin's theory in terms of a link between the lyrics and visuals, as when the singer becomes uncontrollable in his actions the lyrics 'the station where the act becomes the art of growing old' these lyrics simply mean that when the act of sex is done the boy will be fully grown up and a follower of the crowd, and no longer innocent, so this is reflected in the visuals when he starts copying the other man.
Also, once he starts copying the other man the lyrics 'die young and save yourself' are screamed and in the visuals of the music video, the man he is now copying face is completely shadowed, but we see his fingers slide across his throat, which is a symbol for killing someone, so this relates to the lyrics about dieing before you turn into an adult and go through the difficulties of life and loose your innocence.
Throughout this music video there is reference to Goodwin's theory, in terms of following the genres characteristics, the whole music video is shot in a dark, dingy bar with many shadows which follows the alternative rock genre,and the reference to alcohol and screaming also relates to this.

So the main basis of the story is: a boy begins a relationship with a girl, which is when he first walks into the 'sheep' bar, and then he starts off as an independent person but soon begins to be a 'sheep' and follow the crowd by having sex with this girl, which is reflected in the music video when he tries to make the girl take her top off, but after this happens he has lost his innocence and grown up to become a 'sheep', which is shown when he looses control of his actions and begins to copy the new man who has entered the bar.



Within our own music video we will make sure we follow Goodwin's theory in respect to the lyrics linking to the visuals and the music linking to the visuals. We will follow this in our own music video in order to make video flow well and to make it more entertaining for the audience. Also we will follow the dance genre characteristics, such as a party atmosphere, bright colours and fast paced editing in order to allow our target audience to relate to the music video and therefore be more entertained by it.