Research into chosen music artist- Miss Georgiou

The song I will be using for my music video is the RAC remix to Lana Del Rey's 'Blue Jeans'. I chose to use a remix of the song as I find that the original song is slow and dull and would be less likely to excite/intrigue an audience. As well as this, with the beat of the music, Goodwin's theory could be incorporated as there can be an evident link between visuals and music. I chose to use Lana Del Rey as the main artist as I enjoyed the remix to the song and mixing two genres together creates something new/exciting and would appeal to a wider audience also, she is a popular artist. Her music is also deep and meaningful therefore the lyrics can be applied to the music video.

Lana Del Rey (Elizabeth Woolridge Grant) was born in New York on the 21st of June, 1986 is a retro/indie pop vocalist. At the age of 15 Lana was sent to a boarding school in Connecticut and then moved back to New York at the age of 18 to study at a University. Del Rey was previously known as Lizzy Grant in 2009 and then transformed into her present self 'Lana Del Rey' with Video Games in 2011 and signed a joint record deal with Interscope Records and Polydor. As she became more popular and discussed within the media, her record label Interscope announced her first album 'Born to Die' in 2012 which went to number one on the Official UK Album Chart, as well as reaching number one in eight other countries. Next, Del Rey created a 'Paradise EP' soon after, including the song 'Young and Beautiful', used within 'The Great Gatsby' film soundtrack, film and trailer. Her most current album is 'Ultraviolence' in the summer of 2014, and became number one in over ten countries. Lana Del Rey has currently released three albums, eighteen singles and and seventeen music videos. Over seven million albums have been sold worldwide as well as twelve million singles. Del Rey has received many awards such an MTV Music Award for Best Alternative in 2012, UK Music Video Awards for Best Pop Video of 2012, A Brit Award in 2012 for Best International Breakthrough Artist, A Brit Award in 2013 for Best International Newcomer and  A Brit Award in 2013 for International Female Solo Artist.

In Lana's video for her number one hit 'Video Games', there is an evident representation of the artist. This is evident through the use of mise en scene as any clip that she stars in, she has been dressed up stylishly and presents the idea of classic beauty. From this, she is bringing back a vintage vibe to modern day music and is making this her own, thus in a way, creating something new. This promotes her in a positive light and reflects the indie genre. This also gives the audience and inspiration platform, as her target audience are females that idolise her i.e may change their own image to mirror hers.

The indie genre is also represented throughout through the use of cinematography as hand held camera work is used within many clips. This causes the whole music video to look inexpensive  which is conventional of this genre as the music video becomes relatable and reflects a true to life feel. The use of the causes a more authentic outlook, which appeals to the audience as the use of this camera work causes the music video to seem like a old home video. Indie music videos often contain a theme or the idea of a concept, as well as using elements such as this to create a bond with the artist and portray a message to the audience.

The editing also links to my previous point, as a vintage style editing technique is used on some clips. This again, causes the video to look more authentic and promotes the artist's lifestyle. This is conventional to the indie genre as the music video is more diverse and differs from a typical pop/R&B video. This is because the editing gives the video more depth and character, causing it to become more unique and interesting for the audience to watch. Including a unique element such as this causes the music video to appeal to it's target audiences as well as appealing to new audiences as the music video explores new and individual ideas.

Within the Video Games music video, mise en scene is incorporated further through the use of flashing cameras being used as iconography. This highlights the underlying meaning, concept and theme of the whole music video which is the idea of 'personal fame'. This highlights the idea that the artist isn't arrogant due to fame, and exploits the idea that everybody is important, whatever their profession or talent. This causes the video to contain more depth and provides the audience with a concept which is conventional to the indie genre.

Cinematography is explored deeply within the music video as there are constant close ups of Lana Del Rey included. This continuously promotes the artist through the video, which converts to Goodwin's theory. By adding these shots, the audience are able to view their idol as well as connect with her and the song. The artist builds a bond with her audience which is conventional to the indie genre, and almost tells a story, linking to the lyrics 'it's you, it's you, it's all for you'. In some clips, the artist is shown with a serious expression and others she is in more of a positive mood, portraying the initial meaning of the song, and how she's love struck and her life is complete now as she discusses how life is 'only worth living if somebody, is loving you'. This overall invites her target audience of females as she discusses a love story, which is stereotypical of this gender to enjoy. By looking deeply into the camera, the artist builds a connection with the audience and and learn more about her life.

Throughout the music video, a common element of cinematography used is mid shots. This shows continuous recognition of the artist and highlighting that Lana is sharing her emotions with the audience. These close ups occur through out the entire video, as after clips of flashbacks featuring past events, the camera jumps back to Lana, reminding viewers of the artist and her importance. This also causes the audience to look at the artist and have an involvement with the performance and storyline.

Goodwin's theory is explored within the video also, as there are parallels between the lyrics and visuals which is exploited through line 'holds me in his big arms' is played joint with a clip of a male helping his girlfriend into a car after a suspected party or event. This provides the lyrics with a deeper meaning and can show links to the artist's life, possibly highlighting that events such as this have occurred in her life. It is conventional of the indie genre for artists portray past events and memories from their own life to the audience, creating a connection.

This video also contains elements of mise en scene as highlighted previously, Lana is dressed in vintage clothing such as collared dresses and is shown through various close ups as styling her hair in a back combed fashion and wearing make up looks from a previous era such as the 60s with big eyes and nude lips. This takes the audience back to a previous time, and reflects the look of famous models and stars such as Audrey Hepburn. This creates a simply yet vintage look, which targets her female audience as they would want to achieve this look as well as intriguing males within the fan base. This over highlights the idea of reflection and re-branding previous items, and adapting them to the artist, which is extremely conventional of the indie genre.

Another element of mise  en scene is including within the video as the use of setting reflects the genre as a couple and other characters are shown around the beach and around the town creating memories. This highlights the theme of the song and message within the lyrics and exploits the genre as the setting is cheaper and creates a sense of meaning. It isn't luxurious and expensive like in rap or hip hop videos for example, therefore this element is conventional to the music genre. The use of this also relates to teenagers and young adults and appeals to them due to the typical teenage lifestyle included within these clips.

Lastly, elements that are true to life such as memories are explored through the use of editing as the clips appear slower as past events are shown on camera. This highlights their importance and the idea of the indie genre creating a reminiscent mood. This is also in sync include with another editing style within the music video as vintage 'sepia'/black and white' are added, causing the clips to look more authentic to the audience, like home videos, making them bond with the artist as this creates a sense of reality.

Within another of Lana's most popular songs 'Born to Die', there are elements that represent both the artist and the indie genre. This is explained by Dyer's star theory as Lana can be described as being a mixture of extraordinary and extraordinary. This is explored through the use of mise en scene as within the video  continuous clips of Lana wearing expensive clothes are included and highlighting stars from the 60s therefore, she is viewed as being privileged and leading a grand lifestyle however, she shows elements of her life and the idea of falling in love with the wrong man, which many members of her audience could relate to, especially her target audience being females. For example, in clips where she is alone, she wears a pure white dress and flowers in her hair however, when she is seen on camera with the male, she wears leather. This delves into her life and provides the audience with more information about her. Lana can be viewed as connecting with the audience through past experiences and creating the idea of a concept.

Goodwin's theory is followed through the use of a narrative throughout the video, as well as a concept and Lana portrays a woman in love that ends negatively and provides the audience that relationships aren't always positive, which involves her younger audience members. Dyer's theory links into this narrative as the audience can relate to the artist and relate to the concept and narrative she portrays. The artists portrays her own attitudes and values concerning the themes of love/relationships/heartbreak. As a large proportion of the target audience are females, the idea appeals to them the most causing them to agree with their idol's values, therefore connecting and building a relationship with her.

Mise en scene appears deeply within this music video, as whenever Lana is alone she is placed in a church or place of historical/religious features. This shows an element of purity and innocence, exploiting her character. However, when she is ever seen with the male/love interest, they are in and old car together or distressed field. This highlights the idea of her character being ruined through love which links to the lyrics 'sometimes love is not enough and the road gets tough' These settings connote Lana's feelings and the audience can easily detect this and learn more about her life story and possibly relate to these events and emotions.

Further highlighting this point, the lighting is high key in the church however low key lighting is used when the couple are together new the middle and ending as signs of bright lighting appeared in the in the beginning. This shows that she would have been happier alone and first, the idea of hope is explored however, soon fades to darker, low lighting. This again explores the idea of a negative relationship and Lana connecting with her audience (influential teenage girls) through this technique.

This video again contains elements of Goodwin's theory as there are constant views of the artist, mostly through cinematography as close ups are used to identify the artist. This introduces the artist to the audience as Lana appears throughout the video. She is represented a unique through presentation due to replicating style of an older time for example, famous Hollywood movie stars for example, a white satin gown and curls in her hair. The use of a diverse image is conventional to the indie genre and promotes the artist in a positive light.

This music video is in the style of a narrative as Lana is in a relationship with a man she knows she should be with. This can be seen through cinematography as he lights a cigarette and she almost looks anxiously yet with a look of appreciation and love. This ties in with the style of concept as this is applied too, as the audience are introduced with an element or emotion from Lana and the idea that love is meant to make you strong (as she is sat on a throne with lions surrounding her) however, actually causes a person to become week, as seen in the zooming out clip at the end of an horrific image of the male carrying her dead body.

Overall, the conventions used in these successful videos from my chosen artists will influence me in creating my own music video. With this information, I am now aware of the aspects that Lana Del Rey includes within her video and how elements such as editing and cinematography can be applied to show conventions of the genre and show the artist in a certain light. I will be using some of these elements within planning and producing my own music video as I have analysed what elements make an indie video conventional, for example, the vintage editing style has become my main inspiration, which I will take on board from these videos.