The document discusses choosing a band and song for a music video project on the rock/metal genre. The group selected Avenged Sevenfold and their song "Nightmare." Details are provided on why this band and song were chosen, including that the lyrics could be interpreted broadly for the nightmare theme. Analysis is also given of Avenged Sevenfold music videos to get ideas for shooting locations, effects, and how they appeal to fans.

1. Initial ideas

2. Genres
Rap
Metal
House
Pop
Dance
R&B
Hip Hop
soul
etc.
My group chose to do Rock/metal
as we are all fans of the genre,
therefore we know what appeals
to the target audience. This will
make it easier when deciding how
to reach out to our target
audience and what we need to
include into our music video
project. Rock also has many
stereotypes which my group
thought we could manipulate as it
is stereotypically dark and gothic,
this genre seems like the best one
to do as we have many ideas of
what to include and how to
attract our target audience.

3. Bands
•
•
•
•
•
•
•
•
•
•
•
Bullet for my valentine
Korn
Slipknot
System of a down
Trivium
Down
Falling in reverse
Escape the fate
Bring me the horizon
Suicide silence
Avenged sevenfold
Cancer bats
Paramore
You me at six
Rammstein
Motorhead
Guns N Roses
AC/DC
Bon Jovi
Metallica
Five finger death
punch

5. Comparing- Slipknot V Avenged Sevenfold
The two images in the previous slide are both from popular
music videos within the Rock genre. Both include distorted
shots of the band members playing their instruments. This
references to the live aspect of being in a crowd and seeing the
full band, but your view will be restricted due to people
jumping and being lost in the crowd. This is represented In both
Rock videos.
In addition the distortion also complies with the type of music
of being fast and almost being all over the place, in a sense of
being hectic and loud. The blur symbolises the state of mind
almost. This is evident in the Psychosocial video by Slipknot as
the cutting rate is fast and there are many close ups on the
band members.
Both music videos use a fast cutting pace with lots of close ups.
Both Slipknot and Avenged Sevenfold use the effect of fire in
their music videos to show the anger and intensity of their
music. This is extremely effective as it symbolises being in
hell as the Rock genre is seen to be heavy and dirty in the
sense of being in hell, this is represented by the heavy use of
guitar and drums. Also the lyrics of some songs are about
being angry and aggressive which is shown through the use
of screams and growls; a different way of singing.

6. Comparing Bullet for my valentine to
Avenged Sevenfold
As I am a fan of both bands these two seem like the best bands to do as they both have many well known good songs to
use for my music video because I would class myself in their target audience I will know how to address the target
audience and what appeals to mine and my friends taste, although I will conduct a survey to discover what specific
details I will have to include in to the music video.
Both Avenged and Bullet are famous and popular within the Rock/metal genre and although they have many differences
they are alike with their look of being the stereotypical rock band. It will be hard to decide which band to do as they both
have extremely good songs that would work with my ideas of how I want my coursework to be.
On the other hand I would say that Avenged Sevenfold have a bigger fan base than Bullet For My Valentine they have had
many big singles and are extremely well known as they really promote their logo of the skull with large wings. However,
both bands use similar techniques when it comes down to their music videos as they both have a mixture of narrative and
staged live performances, although the majority of rock bands do this therefore me and my group can not choose a band
on this basis. Also my group want to defer from copying the music video because the songs are well known as well as the
Music videos we would have to much pressure to try and replicate a famous video and it would
reflect badly on my group because if we don’t recapture the greatness of the set video our
target audience would notice small details that have been missed out because the rock
audience are all about seeing their favourite bands and being in with the know about all the
latest news. Also the rock audience religiously follow their favourite bands as when it comes to
winning tickets to see the bands live the question is normally about a
Non-obvious detail that requires the fan to really prove they
are a fan of that particular band.
Avenged
Sevenfold
Bullet for my
valentine

7. Both bands have fairly recent albums that have just been released, for Bullet for my valentine the album is Temper
Temper which has taken off massively as they have played their new songs at festivals such as Download; one of the
biggest rock festivals in the UK which is yearly. Download attracts over 110,000 rock fans a year and Bullet For My
Valentine played the main stage, although they did not headline they still got to play the main stage for the first time
which shows they are increasingly becoming more recognisable. If my group was to do Bullet for our coursework we
probably wont use a song from their new album because it is so new our target audience will be unfamiliar with the
possible chosen song, which would make them maybe lose interest.
In addition to that the same goes for Avenged Sevenfold as their new album is more recent than Bullet’s. it is called Hail
To The King, my group have decided to definitely not consider any song from this album because it has had extremely
mixed views because they have try to change their style and my group have opted not to do anything from this album
because we all prefer their older music. We also asked our friends who are also fans and they are not particularly keen
on the new album, this we are going though trial and error to make sure we have picked the right band and song for
our coursework.

9. Choosing the song and band
When choosing the band we selected a possible 3 and then looked at the lyrics to possible songs
from the 3 bands. We then decided the best song would be Nightmare by Avenged Sevenfold, we
chose this as the name is self explanatory. We thought we could manipulate the lyrics as it
describes being in a nightmare, which meant we could use this to our advantage because our
video could be wide and open to interpretation. The whole idea of having a nightmare is scary
and this fits in with our chosen genre as the music and videos are stereotypically heavy, scary,
different and strange. My group then took on the decision of our initial plan and how we want
our video to look and also what type of nightmare theme we could incorporate to the song. One
thing we have decided on is that we want a section of the video to be of the band playing all
together in a woods. Firstly, this makes it spooky like a nightmare, we thought a woods would fit
in well with the chosen genre because from our research we have found that many rock and
metal bands use isolated areas. In addition, we can use effects like saturation to make it look
colder, darker and most importantly like a real music video; my group wants it to look
professional and of a high quality, therefore we will be using effects to give it that high standard
look. Secondly, this also links with the idea of connecting to the elements, our chosen element is
earth, hence shooting the video in a woods as the band is within nature.

10. 3 possible Avenged Sevenfold song
• http://www.youtube.com/watch?v=HIRNdveL
nJI Afterlife
• http://www.youtube.com/watch?v=94bGzWy
Hbu0 Nightmare
• http://www.youtube.com/watch?v=Fi_GN1pH
CVc Almost easy

11. Afterlife
In the very opening scene there is the use of
spiders which represents fear. However the
spider is crawling on a woman’s face and she
isn't scared or moving she is quite
comfortable. This implies that those who are
not fans of metal may think it is scary but
really there is nothing to be afraid of.
Many close ups are used throughout the
music video, this will be so we can see
the famous band members and become
familiar with what they look like , which
is a way of promoting the band,
especially if the viewer is watching the
video on television and missed the
subtitle of who the band is, they can
easily identify who the band is.
Animals are again used as one of the band
members is holding three doves, this
represents a sign of innocence, tenderness
and affection. In art doves typically represent
peace an the Holy Ghost respectively. This is
evidently a huge stereotype contradiction as
people see metal as being dirty, depressing
and almost like the music from hell. Avenged
Sevenfold are trying to show that it is okay to
listen to rock and just because you do listen
to rock, it doesn’t mean that you are any
different to anyone else. There is also a
religious aspect to this as people view metal
music as far away from god and innocence as
possible, yet this band member is wearing a
cross on a chain around his neck and he is
also holding three doves this is showing the
audience that you can be religious and like
metal. They are clearly trying to challenge
old stereotypes and attract a wider audience.
Throughout the whole video there
is shots of the band playing and
singing the song to give it that
seeing them live and by yourself
kind of feel, almost like they are
purely performing for you. Again
you get to see which members play
certain instruments.
They are performing in an old warehouse of some sort which is proven popular in music videos. For example Foo Fighters
do it regularly. Using an old empty warehouse also shows they don’t need to spend millions on a music video to make
them look good , they are completely open and being themselves . There are no heavy graphics or effects just them and
basic and basic lighting, this will be considered when thinking of my groups music video .

12. Nightmare
Avenged sevenfold are well known for their band logo and they try to include
it in every video they make, this will boost the recognition of the band as the
audience will see this logo and know who it is straight away. Also this
particular image is a tattoo which definitely links in with the Rock genre
theme because stereotypically people who are of a rock/metal style have
tattoos, this is evident that the nightmare video is showing that they support
their own band so much they are willing to permanently mark their skin for
the rest of their life, with the logo of the band.
Again the use of creatures is used in the video as the spider appears
again. This can also be used to identify the band as they include the
spider in many of their videos. If viewer is watching the music video on
television and missed the subtitle of who the band is, they can easily
identify who the band is without having to wait for the end of the song
to find out who it is. Also the spider is large and for many scary, this
could almost be seen as a mascot for the band as the band is famous on
a large scale and because they are quite a heavy metal band they are
scary and intimidating but to those who know the band are not scared it
doesn’t affect them.
The religious aspect is again included in the music videos. As there is a vicar,
this implies that even if you are a fan of metal and rock it will not effect the
way you should be treated. However, the video is linked to the effects of drugs
so the vicar could be there to symbolise trying to get rid of the demon inside
of the patient i.e. drugs, almost like he is trying to cure the patient of all his
sins before he can go to heaven.

13. Tribute to the Rev
The whole of this video is dedicated to the drummer
who unfortunately died from a drug overdose. The
video represents some of the side effects that drugs
Cause, for example the image of the female with the distorted face represents
hallucinations, sadness and paranoia. The old drum kit abandoned down the
corridor shows that because the Rev has died so has the drums within the music
of the band, as it then cuts to a scene where a spider is crawling over the drum
Kit, spiders represents cobwebs and cobwebs represent being old and abandoned, just like the drum kit has been left as it
is all smashed up and rusty. There is also a sequence at the beginning where the patient is being tied down by the nurses
and doctor this could imply that the Rev felt tied down to life, the band and other things and drugs were his only escape. It
is highly evident that a lot of work went in to this video to represent and pay tribute to the famous drummer, although
simplistic there are a lot of different effects and obvious research done in order to represent the feeling of being on drugs.
For example, throughout the video it is shot from the patients eyes and everything is blurry and dizzy, this is a common
effect of drugs, from research I found that certain drugs cause hallucinations, nausea and dizziness.

14. There are many close ups in this video, at the beginning of
this song there are many extreme close ups on the
instruments used, therefore the viewer can see what type of
guitars are used for example. Also the close ups lets the
viewer see the band up close and personal rather than in
the distance at festivals, they get to see what the band
members really look like. In the image of the drums there is
fire around them this shows the heat and intensity of the
drummer as it is a heavy song it will take a lot of effort to be
able to play the song, this lets the fans appreciate the talent
that this needed to be able to play the drums.
There is an extreme close up of the singer’s eye, this will make the viewer feel
like he is looking straight at them. This links in with the song of looking
straight through the person. Extreme close ups are good ways to separate
scenes within the music video. As they are extreme close ups, it makes the
image stand out and it looks different to normal editing, this links in with the
stereotype that it fixated on to people of a rock/metal style of standing out
and being different. Although it sticks up for the view of not wanting to follow
the norm.
Throughout this video there is a fire effect behind and around the
band whilst they are playing, this makes the band look aggressive
and troublesome as they are playing with fire. Also, this goes against
what children are taught as they are told not to play with fire as it is
dangerous. Therefore this links with the target audience and
stereotype that teenagers and young adults go through a rebellious
stage and this video represents that as the band are around fire and
playing music that the majority of older people would not particularly
enjoy. In addition, the lead singer is wearing sunglasses, this implies
he is trying to hide his real identity which many teenagers
stereotypically do as they tend to follow social norms to fit in so they
Hide who they really are. The band members are all wearing black because black is the most stereotypical colour for the
rock/metal genre as it is dark just like the music being played.
Almost Easy

15. In this video there are many people walking and
gathering in to a large group/crowd. This
represents being at a gig or festival as they are
normally outside. It then cuts to a shot of the
band playing a staged live performance and the
camera angle is looking up at the band almost
like the viewer is in within the crowd watching
the performance. This will appeal to the target
audience as they will feel like they are having
their own personal live performance in their own
home or on the go via mobile. Also as there is
fire used it gives the feeling of intense heat,
festivals are normally hot as they are during the
summer period in school holidays. There are
large crowds of people confined in to a small
space which will be hot, stuffy and crowded and
that is what the fire symbolises. However, the
fire could also represent being in hell as people
stereotypically picture hell to have fire as it
resembles torture, burning and death, which is
often represented within the rock genre as the
music is heavy, dark and stereotypically about
death or tragedy.

16. Analysis of lyrics – Nightmare
At the beginning of the song they sing about being dragged down to the
devil’s show to stay there forever, this clearly implies that the individual
“Dragged ya down below being sung about is to go to hell, yet the reason is not yet apparent which
Down to the devil's show will make the listener carry on listening to the song to find out why and
with what
feeling
To be his guest forever” maybe it could link is trying to the listener isrelate toabout a certain person in
their life, the band
connect and
teenage anger and
dramas so they appeal to their audience because they can relate to each
other. This links with the stereotype of metal as it is seen to be about hell,
death and darkness.
Again Avenged Sevenfold use the element of religion to almost insult the person
being sung about as it says that God isn't on their side, this also connects to the
audience as they target audience are teenagers and young adults, at this age it is
“But God ain't on your side”
stereotypical to have a hate against the world as they are coming to terms with
becoming an adult and responsibility and this can sometimes feel like the whole
world is again them. The lyrics imply that even God isn't on their side, therefore
they are completely alone if they do not change. t
Here it talks about being in hell, as it says you should have known the price of evil
it implies that the person did not think about the consequences before making the
sinful action as he took a non-utilitarian approach. It is also about coming to terms
“You should have known
with receiving the punishment and accepting liability. This connects extremely well
with the target audience of young adults and teenagers as they cant get away with
The price of evil
bad behaviour anymore and they need to think about the consequences before
And it hurts to know
their actions because they will get in trouble as they are to blame because they
That you belong here, yeah should have known better. It is all about being an adult and taking responsibility.
In addition it then goes on to say it is their nightmare which stereotypically we link
Ooh, it's your fuckin'
nightmares to children having scary dreams and this again relates to the target
nightmare”
audience as they are teenagers can still be treated like children.

17. “Fight
Not to fail
Not to fall
Or you'll end up like the others
Die
Die again
Drenched in sin
With no respect for another”
The band, Avenged Sevenfold then send out the message to be different and not to follow the
crowd because they will fail and their nightmare will become reality. This connects with Andrew
Goodwin and his idea of convention of genre representation because metal groups and followers
of this specific style want to be different and stand out and this is the message that the singer is
trying to get across that you need to be different and it isn't a bad thing because to be a sheep and
follow the crowd will leave you in trouble and to follow the crowd would be a sin. The band are
trying to be role models and people to look up to as they are saying they are different and yet they
are famous. At the beginning of this verse it tells them to fight not to fail, the word fight is used as
it describes the strength that will be needed to fail as it isn't easy and they will have to fight as
adult life isn't easy and they will need inner strength to succeed. Also the word fight is used as it is
aggressive which also links with the type of genre as it is heavy, aggressive and brutal.

18. Live performances
In many Avenged Sevenfold songs they film staged live performances which is extremely popular within the
rock and metal genre (Andrew Goodwin) because rock bands like to play live gigs such as festivals and
headlining gigs. This is a popular convention when filming rock videos because bands such as Slipknot, Korn,
Bullet for my valentine, Trivium and Bring me the horizon which are all very famous bands within the
rock/metal genre these all use staged live performances. This is effective because the viewer gets to see
the band as if they were to perform live, the viewer then feels like they are getting their own personal live
performance in their very own room. Also the simplistic idea of just having the band playing together gives
the impression that the band are not trying to go away from the music because a lot of chart music is more
dance based and has a narrative story where as rock is all about the music and band, they don’t need loads
of effects and actors to make a good video, they are happy doing what they are good at and that it
performing. The whole band is also included because a lot of the time chart bands only focus on the lead
singer whereas with rock band there is an equal coverage of all the band members because they are a team
and each individual member contributes something significant to the band and it is only fair that they are all
included in the music video showcasing their talent.

19. Lighting
In the opening sequence of this song there is a really light fade in
to the video, this is to make it look like a dream as it is blurry and
really light. They have manipulated the light to make it dreamy
because the song is about a nightmare, they have also included
their logo at the beginning this is to show that it is an Avenged
Sevenfold song. Therefore we as the audience recognise the band
through the video, this is a good technique to gain recognition as
my band will consider doing something like this.
Again throughout the video there is this continuous bright light like
the band are in a dream and the image is distorted like the viewer is
looking through the patients eyes. Also the camera angle is looking up
into a bright light this signifies death almost like the light at the end of
the tunnel; this song is all in respect of the death of the Avenged
Sevenfold drummer the Rev. The Rev died of a drug overdose and
therefore the distorted image and sensitivity to the bright lights is a
good way to show what the Rev was possibly experiencing.
The band use a simple spotlight whilst playing their staged live
performance to make it look like a love performance because
spotlights are used during live performances and because it is a
basic lighting technique, it really shows that they are all about
showing their music off and the viewer should not be focusing on
anything else other than the member playing that particular
instrument at that set time. In this part of the song it is all dark
around the guitarist, this can symbolise the Rev because he may
have felt that his life was in darkness and the spotlight is the light
at the end of the tunnel.

20. Band History
Avenged Sevenfold is an American rock
band from Huntington Beach, California,
formed in 1999.
Years active 1999 (1999)–present
On December 28, 2009, the band's
drummer James "The Rev" Sullivan
was found dead at his home at the
age of 28.
"we play music for the sake of music, not so
that we can be labelled a metal band. That's
like telling us we aren't punk enough. Who
cares?"
M Shadows came up with the name as a
reference to the story of Cain and Abel
from The Bible, which can be found in
Genesis 4:24, although they are not a
religious band
Labels: Warner Bros, Hopeless and Good
life - the fact that three different record
labels have worked with Avenged just
shows how popular and successful they
are because Warner Brothers is one of the
biggest companies when it comes to films,
TV and music.
Who were your musical inspirations
growing up? – an interview with Chad
Bowar
Guns 'n Roses, Pantera, Megadeth,
Metallica. These were gods among men to
me.