'Happy' Recreation

Textual Analysis 3: Pharrell Williams 'Happy'

'Happy': The Background

• Cross media convergence: Alongside the music video, the '24 Hours of Happy' was launched. It was the world's first 24 hour music video. Users would log on and a clip would appear from anywhere in the world that related to the time that they visited. The clip could be then shared on social media sites and so exchange was actively encouraged. The site features various people dancing around Los Angeles and it included some celebrity cameos. The 24 hour version was aired at the Buenos Aires Film festival. The music video, which was an edit of the 24 hours of footage, was released on YouTube a few weeks afterwards and has had 670 million views.
• The song comes from the 'Despicable Me 2' soundtrack. The minion characters made an appearance in the music video.
• The music video was directed by a French production team called 'We are from LA' and was shot using a steadicam.
• It has won many awards at the Grammys.
• It has a massive global impact. Thousands of countries and cities have made their own version of the music video under the tagline 'We are Happy from...'. Many were shot professionally and have received many views.
• Parodies, tributes and versions of the music video were actively encouraged and not contested by the record label despite using copyright material (the titling and the song).
• Some Iranian men and women made their version, but it was not taken well. Iranian law forbids women being unveiled in public and dancing with members of the opposite sex. This occurred in the video and so the dancers were sentenced to 91 lashes and jail.

Hall's Reception Theory:

'Happy' had a mainly dominant reception. The absence of discrimination and racism allowed many people to fully accept the video and the music. Many enjoyed it due to the upbeat tune and warming lyrics. However, some did have an oppositional reception. These people quickly became tired of it being played and found the song itself annoying.


Gauntlett's Media 2.0 Theory:

• Content - The content of 'Happy' is abundant. It was fairly cheap and easy to produce. In addition, there are many 'We are Happy from...' tagline videos from around the world.   
• Distribution - The distribution of the 'Happy' music video was abundant. It was a worldwide phenomenon that was open and limitless meaning that it was distributed all over.
• Attention - Happy's attention was fairly saturated. It was a mass product for a niche market. However, because the video and whole project was so big, it received more attention. People gave it additional attention due to making their own versions.

Significant Moments of Music Videos

The history of the music video from carmeldavenport

Storyboard of 'Californication'

I completed a storyboard of Red Hot Chilli Pepper's song, 'Californication'. By doing this, I have developed my storyboarding skills. I have learnt how to successfully storyboard and have realised the level of detail that is required in order to make a successful storyboard that will aid in the filming process. I now know how to fit the shots in with the bars of the music and how this would work when editing a music video.

Textual Analysis 2: Recommended Music Videos

Rat Boy: 'Sign On'

The genre of 'Sign On' is Indie as it is guitar based. It is fast-paced with a series of short takes and cutaways. This is representing youth and the fun that the music video is supposed to evoke. The Burberry car has connotations with 'chav's' and the lower classes which links to the lyrics of the song about signing up for benefits. The artists are dressed in simple, casual clothing which is relatable to the audience as well as representing themselves as young carefree teenagers.

There is also an intertextual referencing within the music video to Supergrass and their song, 'Alright'. Rat Boy drives around in a car with the rest of the artists and the Supergrass artists drive around on a bad. This is a clear link suggesting the fun and youth. This indicates that Rat Boy took their inspiration from the 'Alright' video.






 This same intertextuality is also present later as the riding of the Chopper bike appears in both videos. This represents the fun and energy the youth has.

Olly Murs ft. Demi Lovato: 'Up'

'Up' is part of the pop genre and so has some of these characteristics. Both the lyrics and the music video are emotional and it is about love and relationships as is a convention of the pop genre. The lighting is dark to represent the dark mood of the song and the breaking apart of relationships. The wall is a barrier between the two artist and this is broken apart with a guitar. This indicates that music has the ability to break down barriers. The artists are wearing casual clothing that allows the audience to connect with them, the music and the lyrics.

 

 The music video was filmed in the same place with the camera moving around them on a circular track. This gives the impression of them being together and yet being in different places at the same time.











Demi Lovato: 'Neon Lights'

The editing at the beginning of Neon Lights is fairly slow as it matches to the beat of the song. As the song picks up speed and pace so does the editing. It comprises of many short takes and fast cuts. Cutaways are also a prominent part of the music video. The lighting remains fairly dark throughout with only neon lights being the sources of light. This matches with the title of the song and the lyrics.

 'Neon Lights' has an intertextual reference with Kylie Minogue's 'Spinning Around'. Both Lovato and Minogue are using the same body language but this is more developed in 'Neon Lights' with the editing making there be two people.

The intertextuality is also present within the proxemics. Both artists dance with other people. This represents the fun and youth of dancing.

Textual Analysis 1: Steps

Steps: 5, 6, 7, 8 (1998)

 

The costumes within the music video are largely summer based. The women wear swim costumes and the men wear shorts with an open shirt over the top. This makes the video much more enjoyable as this makes it a light mood. The band themselves complete dance routines which is a genre characteristic for this pop group.

Close ups and wide shots have been used in the video. The close ups are of the main female singers which advertises the artists and the band. In addition, there are also close ups of other parts of the female body representing the women in a particularly voyeuristic style.





There is also the notion of looking in the music video. The band are performing for a crowd within the video. The editing of the piece is fast paced and upbeat. This matches the music and the shots are cut in time to the beat of the song.

A2 Media

I have started A2 media this week after completing the AS course. The new project sounds interesting and exciting and is as follows:

A promotion package for the release of an ablum, to include a music promo video, together with of the following three options (ancillary tasks):

• (A website home page for the band)
• A CD inlay for its release as part of a digipak (CD/DVD package)
• A magazine advertisement for the digipak (CD/DVD package)

Along the way I hope to develop my skills in a variety of areas including applying theories and editing the actual piece. This project is very different from the thriller piece I constructed but I hope the finished piece is just as good, if not better!