INTERTEXTUALITY.

INTERTEXTUALITY IS WHEN A TEXTS MEANING / DEFINITION, SONG OR MOVIE IS REFERENCED IN ANOTHER TEXT OR IS INFLUENCED BY ANOTHER TEXT.

Iggy Azalea's music video called "Fancy", has some intertextual references to a movie called "Clueless". We can identify this as there are various parts of the music video, which are very similar to the movie, though they may be altered in a way.

Iggy Azalea's music video, called "Fancy", has some references to a movie called "Clueless".

Between these 2 images, we can see major and key similarities in their attire / costumes, as well as the location, body language and hand gestures. This portrays an image of there being a concrete relationship between the 2 types of shots. We can tell that the girls in both of the shots are in a Physical Education lesson, whereby the colour coding of the clothes linger around the black, white, blue and stripped style.

In this image here, we can see how there is a rather strong connection between Iggy and the actress from the movie "Clueless", as they both don a similar striking yellow 90's tartan. They are both holding a black phone to their ear, although they are in opposite hands.

Prior to this, Iggy chooses her outfit on her iPad. This is very significant, as we also see the actress from the movie doing exactly the same thing. Everything that Iggy copies, is modernised, as the movie she was influenced by, was shot in the 90's hence why there is lower visual quality. This is a deliberate action, as viewers who have watched the film, are able to instantly notice the meaning of the shot, hence why there is a strong relationship.

 Between these 2 images, we can see how a young white girl is wearing a full sleeved, white collared shirt, with a blue jumper on top. Charlie XCX can be seen wearing it in the music video, and is impersonating Tai from the movie. In both of these shots, the main character is placed in the centre of the frame, as well as having a confused look on their face, wearing a very similar outfit, and also being surrounded by a group of friends around a food table. This signifies how there is a good relationship with the singer and character that Charlie XCX is playing.

Another music video where intertextual references can be seen, is in a song called "Roar" by Katy Perry. In her music video we can see hints and similarities to the Disney character Mowgli from the film called the "Jungle Book". We often see Mowgli exploring the jungle by himself, and can also see this in Katy Perry's music video, though it may have been modified slightly, providing the shots with a more modernised and uniform look.

Katy Perry's music video, called "Roar", has some references to Mowgli from the Disney movie called the "Jungle Book".

Between these 2 images, we can see a how Katy Perry swinging off a green vine in the jungle. This is  very similar and easy to identify how Mowgli from the Jungle Book was also doing the exact same thing. We can see that Mowgli wears an orange underwear in the jungle, but can also see that Katy Perry try to replicate the costume by wearing a sexy orange bikini which is of the same print as the boy's shorts. As Katy is a female, and Mowgli is a male, it is evident that the impersonation factor is spot on, due to the adaptations we can see. The wide shot used, expresses the surrounding, again highlighting the similarities between Katy and her reference to Mowgli from the Jungle Book.

Between these 2 shots, we can see that Katy Perry is alone and so is Mowgli. She is holding a fire torch in one hand, and has her back turned to the camera as she is looking into the cave, with her head tilting to the left. This is extremely similar to Mowgli's case from the Jungle Book, as he is also holding a fire torch, but has a more grand and wide opening infant of him and not a cave. Katy Perry's attempt to copy this shot was very impressive, as the viewers would  instantly be reminded about how Mowgli and Katy are in a similar situation.

Another music where intertextual references can be seen, is in a song called "Material Girl" by Madonna. In this music video we can see similarities between a movie called "Gentlemen  prefer blonde", by Marylin Monroe. We can see that the costumes and on-screen visuals behind the music video and the movie share a matching meaning overall.

Madonna's music video, called "Material Girl", has some references to a movie called "Gentlemen prefer blonde".

Between these 2 shots, we can see that Madonna and Marylin are both wearing a bright shocking pink dress, as well as wearing pink gloves and tons of shiny silver jewellery. We can see that the red background is similar, and so are the hints of black. The positioning of Madonna and Marylin are in the centre of the frame, in order to tell the audience what they should be focusing on. Madonna has definitely succeeded in replicating Marylin's style, but is wearing a lighter tone of pink. 

Between these 2 pictures, we can see that the back-up dancers / performers, are dressed in a very formal manner, wearing white collared shirts, black suit, trousers and shoes, which is also accompanied by an off-white bow tie and a red and white tie strap running across their chests. They seem to portray a formal but classy look.

The focus on wealth and immense love for jewellery is shown in Madonna's music video, and in Marylin's movie. We can see that both of the girls are circled buy smart men, whilst they hold up very expensive and glamorous jewellery in front of them. Both of the girls are smiling and are in a happy atmosphere, clearly enjoying their wealth and jewellery.

OVERALL...

Intertextuality in music videos provide a flashback or act as a reminder for the audience.

The intertextual references between music videos may appeal to the audience, as the 

audience would be able to interpret and view 2 different takes of a scene. 

The intertextual references allow the director and the artist to express themselves freely, showcasing to the world how, who and what they were inspired by, in order to have attempt at recreating a specific scene, with a hint of a modernised effect. Intertextuality in music videos allows the audience, musician, artist and the director to all interact with one another.

DIGI-PAK DESIGN / LOGO / FONTS.

I had only used 1 website to determine what style of text I would be using for my Digi-pak.

The name of the website is "1001Fonts". 

This particular website has a variety of different types of fonts, allowing them to complement my Digi-pak and support my music video.

I will be choosing out of these 8 fonts for my Digi-Pak.

I really adore the BOLD and Solid look of the text, as I believe that they portray an image of how sharp and precise our music video is.

It is vital for me to have a strong connection with the audience, as well as having a good strong relationship with my music video.

When coming to the construction of my Digi-pak, I will decide which ONE of the 8 fonts I will use.

I will be using all Upper Case letters, as I feel that they look more appealing and accurate. I had a look at the Lower Case Lettering and felt that their presence was not very visible and as attractive.

I have looked at Jet Pilot Regular, Budhayanti Script, and Zelta-Six Demo for my style of fonts.

Zelta-Six Demo is my preferred style for font choice, and I will experiment with the 6 different styles from the Zelta category.

DIGI-PAK RESEARCH.

FAVOURITE MUSIC VIDEO DIRECTOR: CRAIG MOORE.

Craig Moore is my favourite music video director because I really enjoy his unique approach to different music videos. From every music video he has directed, it is very evident that his style involves a burst of action shown at various parts of the music video. It is evident from his work that he includes lots of colour, dance and action that is specific in relation to the artist, the location and also the overall meaning of the song. Craig Moore has won an MVA award for his fantastic work, and had also become one of the founders of a new production company called FAMILIA. He has worked with huge artist's such as Louis Tomlinson, Bebe Rexha, Tinie Tempah, Zara Larsson and many more. He is truly an absolutely amazing director.

In terms of editing, he likes to change the pace of editing from fast to slow, and vice versa. This is due to the quick cuts that he makes to express excitement, and also makes shots with more screen time which ultimately shows the build up to the excitement. Moore enjoys altering the shot variations, as well as the pace, rhythm and transitions.

Moore's camerawork consists of various shots, but it is evident that his most commonly used type of shot is the close up or big close up. This is because he wants the audience to capture the emotions of the artist, and really take into consideration on what the main focus / attraction is on the screen. He likes to have the performer at the centre of the shot, or at the side of the shot if they are solo for a specific amount of time. He also likes to experiment from different angles, in order to gain more perspective and viewpoint of what is being shown.

Moore's work is definitely realistic as he likes to work around his simplistic style. We can see that in his music videos, the performers are using many props whilst dancing, partying, driving, and also using their location as entertainment. He focuses on the main aspect of everything being accurate and precise, rather than having special effects or something unrealistic on screen, which could potentially harm and disturb his simple flow, added with a twist such as an instant burst of energy being shown via the performers and change in location.

All of the music videos that Moore has directed include heavy performance in them. This crosses a lot of dancing, exaggerated hand and body gestures, as well as simple walking and smiling. Props such as cars are also used to make a more lively atmosphere. We can see that the performers in every one of his directed music videos are agile, flexible and compare to the moves of a gymnast, as they perform various stunts such as backflips and quick body movements.

Moore directs music videos that have a narrative and also directs music videos that are concept based. "Girls Like" by Tinie Tempah ft Zara Larsson is narrative and concept based music video but mainly narrative as the male and female performer are talking about their own and one another situation.  The music video " Friend Within The Renegade" was a performance / concept based music video whereby there was no narrative, but just performance of young boys showing off skills with a football, dancing and being acrobatic with one another, as well as the performers constantly remaining happy whilst they showcase their talent to one another.

In terms of Mise-En-Scene, Moore wants the positioning and the framing of the performers and the artist to be central, in order to show the audience what is going on, as well as telling the audience where and what in particular they should be focussing on. Moore's work shows that in every one of his directed music videos, facial expressions and expressions are a must, so that emotions are captured as well as there being liveliness in the music video. Moore enjoys having the performers wear bright and attractive clothing, and to be specific, the male performers / artists are dressed in a stylish manner, whilst the female performers / artists are dressed in sexy outfit, revealing their curves and body parts. The hair and make up is even a modernised look, whereby the females have long silky hair, / tied up / straight and a lot of make up and the males have their usual hair as being nicely combed with a casual look. Moore likes to have an exciting location which enables, allows and gives his performers the opportunity to perform. In Girls Like, the location was primarily the friendly neighbourhood community streets, and in Shy fx ft. shingai - We Just Don't Care, the primary location was a very large, dusty, neglected and abandoned warehouse. Moore's take on lighting and colour is really amazing. In all the music videos that he has directed, they have all been highly lit, using brightening up of shots and natural lighting as well. In Tinie Tempah ft Tinashie, we can see a party like atmosphere, whereby the lighting is a mixture of red, pink and blue, due to the disco theme. However, in Tiggs Da Author Feat Lady Leshurr - Run, we see a more darker badge colours, but with many hints of natural lighting and coloured clothing and cars.
Overall, Craige Moore is well at adapting to many situations and coming up with imaginative ideas to enhance the final outcome of the music video. His main objective is to add life and energy into his music videos, and does not want them to look dull and plain.

This is Craig Moore, the music video director who lives in London,
but was born in South Africa.

These are the main music videos he has directed.
These are shown on his website at http://www.houndcontent.com/director/music-video-craig-moore

Here are some videos of the music video that Craig Moore has directed. These reflect on his style of directing, as well as the 8 music videos that are shown on his website.

STAR IMAGE: ZAYN JAVAAD MALIK.

My star image is Zayn Javaad Malik.

Starting at a very young age, Zayn Malik has had various hints of success from the very beginning. Over the years, we have seen Zayn develop, improve and impress in his career in the music industry. Having seen different versions of him, we are able to tell how he has matured in his life, from the start to present day. A theory of the "Star Image" was made by Richard Dyer. He states how the individual "celebrity" has changed overtime in terms of their appearance, how they are portrayed by the media , the news and especially from their music videos.

I will be concentrating and analysing Zayn Javaad Malik's life from the beginning of his life, all the way to his current situation.

Zayn Javaad Malik was born on January 12th, 1993. He was born and raised in Bradford, West Yorkshire, England. Zayn Malik had stated himself that he started to make pride in his appearance, and had studied a performing arts course, appearing in his school production as well. Having grown up listening to his fathers urban music records, (reggae, R&B, hip-hop) Zayn had started to write raps in his early school years, and also had the opportunity to sing
on stage infront of Jay Sean.

Zayn Malik had auditioned for the 7th series of The X factor in 2010, as a solo performer, but had then been unfortunately been eliminated from the show. He showed drive, passion and desire by appearing on The X Factor again, but this time with 4 other members. They called themselves "One Direction", and had a good image in their mind, as succeeding as the world's number 1 boy band. The group came in 3rd place in the competition, and had signed a contract with Cowell's Syco's music label., worth £2 Million GBP.

The public had seen Zayn's shy personality in first person, but Zayn's personality suited his style of singing, moreover than his appearance.

The One Direction band were very successful in the years 2012 and 20113. These 2 years were the highlight of the boy bands career. They had won the KCA's, AMA's and also the Billboard MA's. The entire world were absolutely in awe about how the group has excelled over years, and especially how attractive they are. Young teenage girls and young adults were their main audience, hence why Zayn was seen as a singer, songwriter and a model to the public eye. Zayn had attended many TV shows which had interviewed him about his career, and he had also appeared on TV award shows for kids.

During the early years of One Direction, it was no surprise that Zayn would surely use his fame to express his personal fashion statement. Zayn had created the "Zayn Quiff", which was a gold streak at the beginning of the front of the hair.

On the 25th of March, 2015, One Direction had decided to split up. This had left their fans completely and utterly heartbroken. Some would say that the real Zayn started to reveal himself as he was getting more tattoos on his body, started to smoke and drink occasionally and what was seen to be very evident, he had also attended less interviews and attendance at kids award shows after the rumours of the "split up of the boy band" were spreading all over the Internet. The entire world could could see that Zayn was beginning to feel more in his comfort zone, as soon as he left One Direction.

After the world was aware that Zayn had left One Direction, Zayn was seen as a free individual with no responsibilities from the group whatsoever. Whilst he was with One Direction, smoking, drinking, dyeing hair colour, dressing lower than the bands standards, growing a beard were all a forbidden act, as they would ruin the appearance of the band. However, as Zayn left, he had broken every one of these rules and had also started getting more tattoos. As he was now an individual artist, only the simple one on one interviews were seen on TV. Also, in one of his interviews he had stated that after leaving the boy band, he was able to do all the things that were prohibited and was also able to show the world who the real Zayn is inside of him. He really expressed himself freely after leaving the
boy band.

In January 2016, he had released his first single, which was called "PillowTalk". This song had made him the first UK artist to debut at number one on the Hot 100 with a first charted single. Now that he is a solo artist, his music describes him in a better light. He now swears in his music videos, as well as adopting a more rough look. Tattoos, drugs, sex and drinking are now the highlights of his music which separate him form the previous version of him. Also, he prefers to be called just "Zayn", rather than "Zayn Malik". He also released "Like I Would" and "Mind Of Mine", which were also a great hit. He also released another song called "Still Got Time", which was a collaboration with the PartyNextDoor.

Zayn was dating Perrie Edwards from Little Mix in 2012, but from 2015 until the present day, he has been dating Gigi Hadid since then. She was also in his pillowtalk music video.

Zayn had taken his fashion career a step further by releasing his own shoreline with Giuseppe Zanotti, who is an Italian footwear designer.

Overall, we can see that Zayn is able to interact more with his audience more freely than he had been when he was with One Direction. He is more comfortable with his skin, body, performance, career choice and attitude towards his work. He has also changed the appearance of his song cover album, as they represent him and his personality on life after leaving One Direction. Zayn feels more like himself after leaving One Direction, as he has no limits, no obstruction and also gets to be the boss of his own life.

Here are some some images which depict an image of Zayn's life, and how he and his career has developed overtime.

GENRE CHARACTERISTICS FOR POP AND RAP.

POP.

RAP.

OUR TARGET AUDIENCE.

For our music video, our target audience consists of both male and female, from ages 15 to 25. As our music video is based around the pop / rap genre, our sole purpose is to replicate an image of a fun atmosphere, expressing and addressing relationship issues between the typical boyfriend and girlfriend.
Being aged 15 is half way into teenage life, whereby boys and girls begin to experiment with each other. Also, as the age of an individual increases, so does the level of maturity.We thought that the catchy beat and electronic feel of the music itself would be appealing to both males and females in this age category. The teenagers would like the song because of the beat and the way he music sounds, where as and adult from age 20 to 25 would enjoy the video, trying to understand the meaning and story behind it, as well as listening to the music itself.
Our music video portrays an image of what expectations men have for women, and also what expectations women have for men. The music video is intense, and changes it's tempo along the way, often changing between a fast and a slow pace but with spectacular on screen action. The mid teens and young adults in their early 20's have adapted to music which is fast paced and catchy. People have become modernised that in the 21st century, we are wanting more and listening to the 2 genres of pop and rap which is the most popular in the music industry. Also, the song expresses a pop genre and a rap genre, ultimately enabling both of the genres to mix together, therefore attracting a vast amount of an increased audience who are interested in this. If we had picked a song with only 1 specific genre, then we felt that we would not be working to our full potential on engaging a maximum audience capacity of both sexes with a wide age group. Although our music video has a slight narrative, it is mainly performance based. We include quite a few dance moves as we know that many youngsters enjoy to dance and express their feelings and emotions through their body.From the research that we have conducted, many teens and young adults listen to rap and pop everyday. They listen to these types of music by using Spotify, iTunes, SoundCloud and even sometimes YouTube. 
Due to our enthusiastic approach to our music video, I believe that YouTube would be our mainstream website for teens and adults to view our music video. The reasoning behind this is because many teens and adults tend to go on the music section on YouTube, and YouTube promote new releases on their page. This would be an easy access point for everyone to watch, listen and enjoy our music video.Our music video involves dancing and plenty of colour for on screen actions, which both age groups of mid teens and young adults find appealing and enjoyable. Also, our costumes that are used in our music video appeal to all of our target audience as we show a mixture of smart, casual and flashy bright clothing.
Overall, I believe that we are satisfying the needs of our age group, hence allowing them to enjoy our music video. The use of the male and female character in our music video shows a different viewpoint  of exploring life in general. Our audience are students in education, and have many hobbies such as playing football, going to the cinema to watch a film, attending concerts of pop and rap, and also surfing YouTube to listen and watch music videos of the pop and rap genre. Zara Larsson, Stormy and Eminem are mainly their favourite artists. Their favourite films are all MARVEL and Dc films, also some action films... TAKEN 1, 2 and 3. Their favourite TV programme, show is Big Bang Theory and Top Gear.
The 15 to 25 age group covers a major set of audience and they will most definitely relate their issues and lifestyle to our music video and choice of song. Our music video contains many different elements and shows the crazy, fun and problematic issues in life for teens and young adults in terms of relationships, having fun and living life to it's fullest. Our music video will offer our target audience a huge buzz, with a lot of what they would expect to a high standard... dancing, cutting to the beat, on screen effects for added impact and enjoyment. Our music video will definitely be a favourite video to watch for our target audience.