NEA - Media Language Research

As part of my NEA task i have done research into camera angles and music videos that i can implement into my own music videos.

"The Silent Interview" is a charity promotional clip featuring Samuel L Jackson, a clip i saw in an interview with Jackson. The clip was produced by the charity 'One for the Boys'; a male cancer awareness charity that Jackson is part of and promotes. The video is fairly simple and only features one kind camera shot. Eight men are shown, all through a medium close up at eye level, some of them make eye contact but others look around with a certain nervous expression. The final shot is of Samuel L Jackson himself who then talks about the charity's promotion saying that talking about how "talking about cancer isn't the manly thing to do" and that actually it is and to not be dumb.

The shot is very meaningful and useful as it incorporates the entire face conveying all emotion and creating a personal connection with the individual.

My second piece of research is into Logic's video titled '1-800-273-8255'. This video follows a different narrative however near a similar topic. We follow a boy who when coming out in a relationship with another boy in his school suffers with a great depression and questions suicide. The boy however calls the number of the track which is also the telephone number in the United States for the line known as 'Samaritans'; a suicide helpline. The video ends with the boy finding happiness in his relationship and living a long happy life.


The first aspect of the video that interested me in my research is that the boy in the narrative uses running as a release and escapism from a difficult struggle. This is similar to the narrative I've planned however whereas this boy uses sport my character uses music as escapism instead and connects with this song specifically throughout the narrative. The second feature that interested me is the use of natural framing in the setting of the narrative, as shown in these shots (right). The use of natural framing is interesting and conveys the sense of isolation the character feels, similar to the one in my narrative.

World mental health day took place on the 10th of October. Yellow was the theme of the event and to show their support people were encouraged to wear yellow clothing; scarves, hats, t-shirts and coats etc. In my video the artist and the character present in the narrative will display this yellow clothing.

Humans - Marketing Campaign

AMC released the first season of 'Humans' in 2015 on Channel 4 and once season 2 was released an unusual marketing scheme was produced. The aim of the promotion was to produce what seamed to be real-life banners, and trucks from the show.

This interactive campaign works due to the use of simulacra in the show. The show is set what looks like our world however with a minor change. In the narrative we learn that synthetic humans have been developed an are now integrated into society to do the unwanted jobs and chores. We learn that there is a disturbance however (a disruption in the equilibrium - Todorv) as some synths are conscious and are being hunted down and taken.

The truck shown in the top right is supposedly for people to bring their 'faulty' synth back. Furthermore a very realistic mock website is present to supposedly advertise synths and give a run down of what they do and what to do if they are 'faulty'. This is to distort the line between fiction and reality to create the hyper-reality that is present in 'Humans'.

The use of this unusual marketing campaign creates a vast reach across a number of different platforms. The audience may enjoy the mystery of some of these features such as the ability to buy their own synthetic human, more dedicated fans of the show may enjoy the unique interactivity with this marketing.

Just a Thought - NEA pitch

Upon pitching my NEA task/video i decided to change my pitch and track. 'Just a Thought' by Gnarls Barkley (Ceelo Green and Danger Mouse) resonated with me upon hearing it. The lyrics reference mental health issues and the aggressive drum track accompaniment expresses the anger and rage that sometimes comes with mental health problems.

I then developed the idea of following a performer/student who would play this drum track live as use of escapism from the world and their depression. I've chosen a young male as mental health is something that men are often taught not to express or talk about and i wanted to show how this effects this individual.

This is my first draft of a Storyboard:
















And the following power point is the NEA product pitch that i presented:

NEA Plan 2 by Edward Pick on Scribd

Postmodernism in 'Humans'

'Humans' is set in the present day and to establish this and a self-reflexive setting the produces use intertextuality and pastiche. For example:

-The character Elster is a reference to Alfred Hitchcock's "Vertigo" where Gavin Elster creates the 'perfect' woman.

-Odi is a reference to Tim Berenes-Lee's Open Data Institute

-The character of Nishka is very reminiscent of Pris from "Blade Runner" -the basic pleasure model.

-The whole show is a remake of the Swedish programme 'Real Humans'

-The Hawkins' family name may be a reference to physicist Stephen Hawking.

-Anita mentions Isaac Asimov's three laws of robotics (Asimov blocks) when she 'accidentally' hurts Laura

-Sophia the robot can be seen in the opening sequence amongst other real-life robot.

The use of this intertextuality and pastiche creates a self-reflective setting for the text. However this isn't completely self reflective as technology is far more developed in this world, the synthetic people are shown to have been completely integrated into society doing the more working-class jobs that people wouldn't usually want to do. This creates Simulacra in the text as the world is only partly similar due to the advanced technology in this world.

Tzetan Todorov - Narrative

Tzvetan Todorov was a Bulgarian-French historian, philosopher, structuralist literary critic, sociologist and essayist and geologist. He studied classic fairy tales, stories and fables and developed his theory on narrative from them. His theory suggests that they, and many texts all follow a very similar formula for their narrative:

EQUILIBRIUM: The given state or balance of affairs before the..

DISRUPTION: Disruption of the equilibrium (may stem from a catalyst such as an antagonist) 

RECOGNITION: There is disruption -probably now recognised by protagonist

RESOLUTION: The attempts to restore the equilibrium

EQUILIBRIUM: Restoration of a similar or changed state of affairs after the disruption has been resolved

In Humans this does take place however there are some changes. Firstly a fragmented narrative is used (part of Baudrillard's Postmodernism theory) with features such as flash backs and multiple narratives taking place at once. Furthermore the formula shown takes place however, often as used as profitable technique, the equilibrium at the end is not restored. Often things are 'teased' or hinted at draw the audience in wanting to find this equilibrium in the following episodes. An example of this is shown in Humans where although the family have reached a state of peace with Anita's presence (equilibrium) she then does the unexpected and walks away holding the younger child.

'505' - NEA Chosen Audio Track

Choice 1:  505 - Arctic Monkeys

-'505' first debuted on Arctic Monkeys' second album "Favourite Worst Nightmare", the track stays true to many of the band's influences such as Indie Rock, Garage Rock, Post-Punk Revival and Psychedelic Rock; all genres prevalent during the target audience's lifetimes. The track has a rather melancholic feel to begin with and slowly crescendos throughout with slow canonic introductions of each instrument.
The lyrics are filled with imagery and lines open to interpretation that tell the story of a break up between our protagonist and his ex-partner. Through the words we see that our protagonist was deeply in love no matter the status between he and his partner; why they broke up is up for interpretation within the lyrics.

[Chorus]
I'm going back to 505
If it's a seven-hour flight or a forty-five-minute drive
In my imagination, you're waiting lying on your side
With your hands between your thighs

[Verse 1]
Stop and wait a sec
When you look at me like that, my darling, what did you expect?
I'd probably still adore you with your hands around my neck
Or I did last time I checked
Not shy of a spark
A knife twists at the thought that I should fall short of the mark
Frightened by the bite, though it's no harsher than the bark
The middle of adventure, such a perfect place to start

[Chorus]

[Verse 2]
But I crumble completely when you cry
It seems like once again you've had to greet me with "Goodbye"
I'm always just about to go and spoil a surprise
Take my hands off of your eyes too soon

[Chorus]
I'm going back to 505
If it's a seven-hour flight or a forty-five minute drive
In my imagination, you're waiting lying on your side
With your hands between your thighs and a smile

The chorus suggests imagery of when this relationship was stable and how our protagonist wishes to return to this stage. '505' could be interpreted in a number of different ways: a room number, a house number or a time (5:05). The imagery of 'lying on your side with your hands between your thighs' is a somewhat sexualised thought/position however also suggests loneliness perhaps conveying the break-up.

The following power point is my product pitch for my NEA task.

NEA Plan by Edward Pick on Scribd

NEA task Research

Chosen Brief: Music Marketing, Audio Visual (music video to promote artist)

Target Audience: 30 – 49 year olds with an interest in the chosen music genre.
-Gen X
-Millennial

During 1989 and 2004, when the target audience would be in there teenage years and at their most interested in music, the music charts was prominently made up of a number of genres. Rock and heavy metal had a prominence with artists such as Metallica and Guns n' Roses, this gave influence to artists later on such as the Arctic Monkeys and the Red Hot Chili Peppers. Typical music videos for this genre have a heavy foxus on the performance but also include a narrative that is up for interpretation.
Furthermore Hip-Hop began to make an appearance with artists such as the N.W.A, Eminem and Snoop Dogg. Hip-hop music videos often had a very specific style of promoting material wealth, conveying an agenda and a rather crude lifestyle. However some exceptions are shown, for example, Eminem's 'Stan' has a strong narrative that fits fluently with the depressing aggressive narrative of lyrics. Furthermore 'Mockingbird' shows a nostalgic and personal side to Mather's life.

Pop artists that dominated the music video scene often had a focus on the artist themselves, their performance and the narrative of the lyrics. For example Sinead O'connor's 'Nothing Compares to you' is heart breaking ballad that is accompanied by scenery and Oconnor's simple, emotional portrait. Although simple the music video conveys her loneliness and her heartbreak.