Gratification

Theory of uses and gratifications
media effect theory, believing and being engrossed in everything you read/see, and then acting in the way the news story is represented - assumes this happens and audiences are passive.
Active audience - more discerning, actively seek out media texts to have needs met or gratified

Watch news to be informed, for self-identity, perceived by others, or watch documentary out of interest.
To be entertained during free time - possibly to get away from real world? Social interaction, 'did you see when he/she...|| what's going to happen next?'

Sub-consciencous saying 'don't buy into mainstream, don't fall for it, support real music'

Copyright Notice

Dear Universal Island Records,

My name is Roshni Mepani and I am an A Level student at Park High Sixth Form in Stanmore.  I would like your permission to use a track by 'Florence and The Machine' from their album 'Ceremonials'.

The track I wish to use is 'Seven Devils, which is track 8 on the album released in 2011. With making use of this song I will be creating a music video, digipak and magazing advert for the release of the album.

These products will not be used for financial gain and the only people who will see the products are my Media class, teachers and the OCR exam board. The music video will be uploaded to YouTube where you be fully credited.

Yours Faithfully,

Roshni Mepani

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If He Hollers Let Him Go - Chester Himes

This song was inspired by a line (I was dead when I woke up thing morning) in this book; below is a summary of the book.

'Written in the 1940s, this novel fictionalizes the experience of being black in America at a specific time in the country's history - the early days of its involvement in World War II. The experience of being at war nationally is mirrored on a smaller scale in the struggle of the book's central character, Robert Jones, as he attempts to wage a personal war against racism. Other themes explored by the narrative include the nature of freedom and, on both a literal and metaphorical level, the tension between darkness and lightness.
In the book's final chapter, Jones is visited in jail by the owner of the shipyard where he works, who tells him that Madge has decided to not press charges. Jones, in narration, reveals his belief that she told the truth of what happened but the company has decided to spin the circumstances in their favor and against his. A judge then tells Jones that to avoid prosecution on a charge of gun possession, he can join the army. Jones feels he has no choice but to agree.'

As the novel begins, Robert Jones recalls a series of dreams that caused him to wake in fear and foreboding, feelings that, as he reveals in narration, he wakes with more often than not these days. His fears, he writes, include fear of the war and of being forced into the army, fear of the racism around him, fear of being unable to realize his ambition of simply being a man. As he gets ready for work, commenting on how powerful he feels in his uniform, he flirts with his house mate Ella Mae, asking her if she ever feels scared. She doesn't answer and sends him off to his job at a shipyard, where he has been newly promoted to a position of responsibility and leadership.

That day at work, the dark skinned Jones has an encounter that changes his life - a woman, Madge, refuses to work for him because he's a "nigger". Realizing that her attitude originates in a combination of racist fear and racially defined lust, Jones loses his temper with her. This, in turn, leads him to confrontations with his supervisor, who expresses disappointment that Jones has betrayed the company's hopes in him (that he would be an example of how to conduct positive race relations) and then demotes him. Frustrated and angry, not to mention nearly murderous after an encounter with a hostile man, Jones leaves work early and struggles to sort out both his feelings and his intentions.

Meanwhile, Jones also struggles to define and secure his relationship with the paler skinned but still black Alice Harrison, whose parents have achieved a measure of social and economic success in the white world and who have convinced themselves that they are, in fact, leaders in the transition into a unified society. Jones struggles to accept both their perspective and the conditional nature of Alice's love; she says she will only stay with him if he apologizes to Madge and to his bosses. At first he refuses, but when she convinces him that happiness is indeed possible living and working within the boundaries of the racist system of segregation, he agrees to do as she says.

Back at work, Jones begins to make amends with Madge and his co-workers, but is manipulated into planning revenge on Madge by a white co-worker, who gives him Madge's address. That night when Jones visits her, he is put off by her eagerness to use him sexually and leaves her frustrated when he refuses to have sex with her. The next day, as he is continuing his efforts to behave the way his supervisors want him to, Jones has a random encounter with Madge, which results in her shouting out that she is being raped. He realizes that there's no way that anyone will believe his version of the story and tries to escape, deciding that if he's going to be put in jail he might as well be guilty of something. He takes his gun to go and kill the hostile white man. A chance encounter with some patrol police officers results in their discovery of the gun. Jones is recognized as wanted on the rape charge and jailed.' - Source: Spark Notes

Seven Deadly Sins

Florence Welch has said herself that when writing this song she was not thinking about the Seven Devils. She was in fact referring to a quote from a Chester Himes book called 'If He Hollers Let Him Go'. The quote is 'I was dead when I woke up this morning' - which can be heard in the chorus of the song.

When thinking about the narrative and theme of my music video, I wanted to base it around the seven devils:
- Lust
- Greed
- Gluttony
- Pride
- Envy
- Anger
- Sloth 

When being chased by her 'own sin' I think it would be good if she was chased by either pride or envy. Pride of the character having a good reputation to then drop that good name or envy in terms of envying and mourning who she once was - before turning into something that was internally killing her.

The Seven Deadly Sins have been used in many different films/plays. In terms of films there is the obvious 'SE7EN' where people who portray characteristics of those sins are brutally murdered. In terms of plays there is the less known 'Ashgirl' - a darker version of 'Cinderella' where she is influenced and spoken to by the different sins and characters represent certain sins.

Make - up inspiration

When originally thinking about Make - Up, black eye-shadow and winged eyeliner came to mind. However, I recently came across this picture of a tutorial by famed tattoo artist Kat Von D. This was created using make - up from her own make-up line. Out the two, I am more drawn to the second the look for my music video. For my lead actress I think I would change the blue to purple. I was originally thinking red but I felt the red brought on a more devilish feeling, where as the purple would bring out more of a mysterious look. Another reason for using the purple above the black is I will be making use of a purple crystal mineral in terms of a special stone which is used in some rituals.

This is another image from Kat Von D; here are other styles of eyeliner I may make use of as some of the styles are not your everyday eye lining styles and may suit the essence of the 'out there' video.

Fan made Music Video - Seven Devils

This is a fan made Music Video of the song I will be using for my music video. This video has been made up of interviews, other music video footage and photo's from promotional photoshoots. With this video, I really like the effect of slowing down the footage and making use of it in black and white. It really adds to the atmosphere of the music and lyrics and also Florence's theatrical voice. Some of the footage has also been reused but used in rewind to give off the effect of a narrative of flashbacks or faded memories.