Research into Artist - Ms Georgiou

The artist I have chosen to research into is 'Gyptian'. The reason I am not researching into my chosen artist 'Shani' is because as she is not very well known within the music industry and because she has not produced any other songs apart from 'Hold Me' there are no other music video's that I will be able to analyse. Moreover as 'Shani's' song 'Hold Me' is not the original version I will be analysing two music video's from 'Gyptian's' releases as he is well known within the music industry and sung the original version of 'Shani's' song, 'Hold Yuh'.



Above is the original song by 'Gyptian' and below is the 'reply' version by 'Shani', 'Hold Me'.



As you are able to see 'Shani' does not have a music video for her song, however 'Gyptian' does. As a result of this as 'Shani' has only just been recognised which is again the reason why I will be analysing 'Gyptian'. The three songs I will be analysing are 'Hold Yuh', 'Nah Let Go' and 'Beautiful Lady'.

'Hold Yuh'

Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;

• A range of different locations
• Different lighting effects
• Quick editing styles
• Interesting camera shots
• Good use of lighting
• Different roles being played as part of a performance and narrative based concept
  

These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.

I will now be analysing 'Gyptian's' song 'Hold Yuh' and how it has become so successful in today's society through the use of different elements.

Camera Shots:
The first opening shot in the music video is a long shot of the artist while he is sitting down and singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the low key lighting effect that is used portraying a feel of a nightclub which is a convention consumers expect to see in a Reggae music video.

Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it will allow the audience to create a link between the lyrics in the song and the upbeat tempo to a club and the music that is usually played in a location like that.

A two shot is also displayed throughout the music video, this shot contains the artist dancing with a girl in a club to his song. This suggests  what the lyrics in the song represent as he sings 'Gyal, me wann fi hold, Yuh put me arms right around ya'. In the video this is represented through the artist holding a girl as he is dancing with her and holding her close to him which represents the lyrics in the song. This element also references Goodwin's Theory as lyrics and visuals match.

Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.

The second editing style that is used throughout the video is a fade to image editing style. The edit is used as the establishing shot of the club is shown which portrays that the characters in the video are already in the nightclub.

Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.

Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment.

Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of flashing lights and low key lighting the audience are able to tell the video is set in a nightclub.

Props:
There are many props used throughout the video to make it look more realistic. Props such as chairs, drink glasses, speakers, a motorbike and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.

Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is happy to be making a music video which is why he is also dance along to his music. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.

Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.

'Nah Let Go'

Generic Conventions:

The conventions consumers expect to see within a Reggae music video are the following;

• A range of different locations
• Different lighting effects
• Quick editing styles
• Interesting camera shots
• Good use of lighting
• Different roles being played as part of a performance and narrative based concept

These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.

I will now be analysing 'Gyptian's' song 'Nah Let Go'' and how it has become so successful in today's society through the use of different elements.

Camera Shots:

The first opening shot in the music video is a close up of the artist, however the camera is behind the artist so it can be argued that the shot is an over the shoulder shot. This opening shot shows the artist as he starts singing and sets the scene for the rest of the video it also demonstrates genre characteristics due to the natural lighting effect that is used to portray that the artist is outside. This is also a convention consumers expect to see especially as the location of the music video is set in a hot country which is Jamaica. The audience know it is set in Jamaica from the opening of the music video when writing is on display saying, ‘A Love Story from the island Of JAH-MEK-YAH’. 

Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it tells the audience where the artist/character is at a certain time if the video is following a narrative based element. Moreover this will also allow the audience to create a link with the type of music that can be found on an island like Jamaica and the music ‘Gyptian’ produces.

An extreme close up is also shown of the artist making it clear who he is and the role he is playing throughout the video. As well as this it suggests his importance and that he is the main character in the music video. 

Editing Styles:

Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.

The second editing style that is used throughout the video is a fade to black editing style. The edit is used as the shot from the room with the red lighting effect moves on to the establishing shot of a house which portrays that the house belongs to ‘Gyptian’.

Mise-en-Scene:

Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.

Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment. As well as this the relaxed clothing symbolizes being in a hot country and in this case the music video is set in Jamaica.

Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of red lighting effects and natural lighting the audience are able to tell the video is set in a outside and in a room with a red lighting effect.

Props:
There are many props used throughout the video to make it look more realistic. Props such as a car, a handbag, a bicycle, money, a motorbike, beer bottles, a bat and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.

Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing and he says, ‘Wine like that, Girl baby wine and stop’. As he sings he is dancing with a woman closely, this suggests that he is talking about the girl he is dancing with. As well as this the lyrics in the song match what is being shown on screen which is an element of Goodwin’s Theory.

Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.

'Beautiful Lady'

Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;

• A range of different locations
• Different lighting effects
• Quick editing styles
• Interesting camera shots
• Good use of lighting
• Different roles being played as part of a performance and narrative based concept

These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.

I will now be analysing 'Gyptian's' song 'Beautiful Lady' and how it has become so successful in today's society through the use of different elements.

Camera Shots:
The first opening shot in the music video is an establishing shot showing the location of the music video and where it will be set for the rest of the song. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the natural lighting effect that is used portraying that the artist is outside on a beach.

Following this a close up is shown of the artist allowing consumers to see the him clearly. As well as this it will allow the audience to create a link between the artist and the lyrics in the song from the way he is presented to the audience. 


A two shot is also displayed throughout the music video, this shot contains the artist standing with a girl on the beach in front of a beach hut. This suggests what the title of the song represents, ‘Beautiful Lady’ and his feeling towards her. In the video this is represented through the artist standing by his girl as he is singing the lyrics in the song.  

Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are fade to the next image. This effect is used to change shots or locations and move from different scenes elegantly and slowly as each image fades away from one another. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.

Straight cuts are also a common element used throughout the video to change shots and locations and to move from different scenes, this editing style does the same as a fade to the next image however a straight cut changes straight away without any hesitation.  As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.

Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.

Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment due to the location of the video being set on a beach.

Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of natural lighting the audience are able to tell the video is set outside on a beach were no excessive lighting is.

Props:
There are many props used throughout the video to make it look more realistic. Props such as a wedding dress, the beach hut and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.

Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the female character are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is moving with the rhythm of the song. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.

Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.

In conclusion to this from analysing three of 'Gyptian's' music video's I have a better understanding of him as an artist that follows a mainstream representation. As well as this it will enable me to relate different shots to emotions and different elements of Goodwin's Theory. 

Summary:
From the research I have carried out above and from  looking into ‘Gyptian’s’ music videos I have gained a better understanding of how this research will assist me with my own planning for my music video. During the planning stage of my video I have created storyboards. This has allowed me and my group to see what camera shots will be placed in our music video and if they follow on from each other making the narration flow and tell a story to the audience. As well as this the storyboards have enabled my group and I to have an idea of what our music video would have looked like before it was actually created. This therefore means that from looking at the different scenes and camera shots within the storyboards we were able to change certain shots if we felt they did not make sense or fit in with the narration of our music video.

From looking into ‘Gyptian’s’ music videos it has also made me more aware of the Reggae genre and what consumers expect to see from an artist like ‘Gyptian’. As well as this from the use of different camera shots, the locations used within each video, Mise-en-Scene elements and editing styles it has made me more critical about my own work in wanting my music video to be portrayed as a mainstream representation of ‘Shani’. In conclusion to this from studying some of the lyrics in ‘Gyptian’s’ songs it has again made me more aware of Goodwin’s Theory. The lyrics analysis I have done shows the detail I have gone into for the planning stage of my music video and has enabled me to pick up on different elements from Goodwin’s Theory such as; having a relationship between lyrics and visuals and having a relationship between music and visuals. An example in my music video where this is done is as ‘Shani’ sings, ‘Mi no se me give u di tightest grip u eva did see in your life'. At the time she says this she grabs the silk sheets tightly which references exactly what she says and finally, at the start of my video were the music starts to play into the establishing shot of cars driving forward in time with the beat of the song, cars then go in the reverse direction having a rewind effect. This looks very effective and is on time with the next beat in the song.