Location of Shooting

[From top left down to bottom left]

-staircase from direct veiw for walking up stairs shot
-staircase from birdseye view for dancing shot
-lounge for majority of indoor shots
-room for the shot of her packing things

[From top right to bottom right]

-Bedroom for bedroom shots
-driveway for shot involving car
- window used in bedroom
-bathroom for shots using the door

Costumes, Actress and Actor

These are our two actors. Martha and Aaron. We used them because they are friends of ours and we knew they had chemistry. We thought this would add a sense of realism to the video if they we really comfortable with each other. When they were free was also useful, them having the same free periods meant we could meet up and go through everything.

We wanted all the costumes to fit with the song. Casual, laid back, simple yet effective.

With Aaron we kept to jeans and a range of different tops and with Martha, a mix match between tights, shorts and different tops.

I think all the costumes were effective in achieving a realistic feel.

These are our costumes:

Shooting: location and doing

When choosing our location we wanted to bring a sense of realism to the video. We therefore decided to use everyday environments to portray the normality of the situation brought about by the lyrics and tune of the song.
We wanted to relate the locations used to the song, so that they could represent the lyrics and the emotions evoked by the music.

The ideas for locations to be used were:
- park or field (for scenes of the dog walk together)
- house (for the memory scenes and scenes in present)
- bridge at local river (for scenes from memories)

All of these will be openly available as the house is one of our own, (lounge and bedroom scenes) and the local river is a close distance from house, and the field is opposite the house.
Because both me and my partner drive, transport to and from locations for actors and ourselves will be easy.

When it came to filming we found that some of the locations we had chosen were not always fit for the tripod. Some of the shots inside, were too much of a squeeze for the tripod so had to film hand held. This didn't affect the footage or the final product and was not a major issue.

We had fun filming, and at times too much fun, but here are some images of us using the camera and tripod.

Planning for music video: Final storyboards

After drawing our draft storyboards we finalised the timings, transitions, effects and order of shots. We also decided we did not need some shots, which are crossed through. We decided with the timing of the song some shots worked better longer which lead us to remove the shots we did.

They have been drawn out better, and are neater and clearer, making it easier for us to follow. This made filming a lot easier as to the smoothness of being organised. This enable us to know what shot was at which angle, with what action, and for how long.

It also meant when it came to editing the footage together, we had clear and concise storyboards to refer back to to ensure our music video was to the best quality.

These are our final storyboards.

We came across some issues when drawing our storyboards. We found it was very necessary to have the correct timings, because we wouldn't have known how long to film each shot for, and it was also important that the effects where clear, especially when editing. We also had to take into account the locations in which we were filming to ensure we were able to actually comfortably film each shot, and this also helped us decided at what angle each shot would be most effective at given the room at the location available.

With the draft storyboards we found that a lot of scribbling and crossing out/correcting was made, which meant that the final storyboards had to be organised well.

It was also VERY time consuming, especially having a song that was quite long, and the amount of different shots we wanted to incorporate.

Planning for music video: Storyboard drafts

Before we began filming we needed to ensure we had our storyboards to follow.
This would mean we were more organised and could achieve better results from being organised.
Theses are our draft storyboards. A brief outline of the shots in sequence of how they would appear in our music video.
They do not have accurate timings, transitions and are not drawn with much detail. We used these as a basis to the final draft of storyboards we did.

Ideas for our music video

Looking at the lyrics, we made basic notes on the ideas the song and lyric gave us.

We took quite a few of the ideas we got from looking at the lyrics and listening to the song and put them into our music video.

[added at a later date]

I think the most effective we used was the idea of colour contrast to show time gaps. The black and white brings a sadness to the shot even though it represents happier times because of the contrast between the colour shots. Not only was this one of our favourite features, but from the audience feedback questionaires we recieved, the audience liked the use of it too.





Different Types of Music Video

There are 3 types of music video.
- Concept based
- Narrative based
- Performance based

Concept based music video usually have no relation to the music. They can oftend be very random and irrelevent to lyrics or the music. Good examples of concept based videos are 'Here we go again' by OK GO and 'Declare independance' by Bjork.


Bjork





Ok Go





Narrative based music videos have a storyline. The video usually follows the storyline it is based on with a relation to the lyrics or the pace or beat of the music. Immagery and symbolism is commonly used. Good examples are 'Just the way you are' by Bruno Mars and 'Forget you' by Ce-Lo Green.


Bruno Mars





Ce-Lo Green





Performance based videos are commonly very in sync with the band performing their music and the video is a way of showcasing their taletent. Good examples are 'Notion' by Kings Of Leon and 'The Hardest Button To Button' by The white Stripes.


King of Leon




The White Stripes






Our music video will be very much narrative based, following the story of a relationship, very much like the song.

Andrew Goodwins Theory

- there is a relation between the music and the visuals: the editing may match the pace of music.

- a particular music genre may have a particular style of music video and iconography. (such as live performance video with rock genre)

- there is a demand on the record company for lots of close ups of the main artist/group.

- the artist may develop their own star iconography, both in and out of their videos, which, in time, becomes part of their star image. (eg Lady Gaga)

- there is likely to be a refernce to voyerisum, particularly in the treatment of woman, but also in terms of systems of looking (mirrors, or screens with screens)

- there are likely to be intertexual references, either to other music videos or film or tv text.

Research Planning: Choosen Artist and Song Lyrics

Artist: Deborah Cade
Song: Nothing The Same

I guess that I will not have picked up the telephone just now,
if id on known that was how, you were going to sound.
its been a while we both know, we both know,
that words have been said,
but the movies all wrapped in my head,
play the bad memories down.
do you remember the nights that you laid in my bed,
can you recall all the promised desire you fed, me
and did it mean a thing.

(chorus)

'cause baby i tried, to let you get rid of me this time
to believe all the tears that I've cried, well how can it be
and what with the twisted view, lovers like me and you
I wont ever admit our love to be true but my hopes are never ending
i guess the world will start turning again
nothing will be the same again, nothing will be the same again.

haunted by dreams that, I'm afraid to forget,
i guess you were right that i cared, more than i care to admit,
its not the first time it wont be the last when i saw you you held me and its happened so fast and in spite of the odds we said we both somehow thought it could last
don't be surprised if i cry when you drive down my road for the last time, don't feel the blame if i lie when you ask out a new woman, you wish it would rain and baby i feel it coming

(Chorus)

[end of song]

Research Planning: Artist for music video

The artists we considered were
- 18 (http://www.unsigned.com/18) [song we liked was: keep on fighting]
Acoustic/rock/pop from Canada.
18's music was very slow, very laid back, and calming, with a slightly upbeat guitar. No immediate ideas came to mind when listening so we looked on for others.

- Dean Ford (http://www.unsigned.com/deanford) [song we liked was: dreams without doors]
pop/acoustic/rock from US
Dean's music was more upbeat, yet quite simple. The lyircs where sometimes not very clear, however the pace of music was slightly faster than other music we listened to meaning we could have played around with editing a bit more. I personally really liked this perticular song the most.

- Deborah Cade (http://www.unsigned.com/deborahcade) [song we liked was: nothing the same]
Pop/acoustic from Us
Deborahs music varies in tempo and pace, and the lyrics hold many more connotations than the lyrics from the other artists songs. quite a few ideas popped into our heads after listening to the first minute or so.
- Rebecca Watkins (http://www.unsigned.com/rebeccawatkins)

After discussing our ideas and preferences, my partner, Yasmin Purdue and I decided that Deborah Cade was the best artist for us.
Listening to her song 'Nothing The Same' loads of ideas popped into our heads. We loved the lyrics and the tune, and thought we could really make something successful to compliment her great music.
We contacted Deborah via myspace music, where she also exhibited her music. This was the email we sent her:

We still await a reply from her.

Research Planning: Advert in relation to Branding

Looking at the advert for Rihanna 'The Wait is Over'

The advert is distinctive. The R is all part of Rihannas rebranding as the good girl gone edgy. Its continuity with the website and album cover are clear cut and this has created her new brand image.

As you can see the 'R' plays a large part in the branding of rihanna. Its continuously used to enable the audience to identify her.

Back to the advert in relation to branding, the font is sharp and simple, edgy but clear; much like Rihannas music. The bold letters and uppercase letters emphisise the great contrast betweem the black and white and the play on words 'the wait is ova' stands out more. Ironically the wait is over for 'the wait is ova'. This simple irony plays great effect next to the release date. There is a sense of excitement for the audience. the wait is over. 'you can buy it/download it then and there' is what creates the excitement.

The layout is simple yet effective. the 'R' being central grabs your attention and sharpness of the text and the sharp contrast in colour just adds to the effect. Rihanna has rebranded herself, with the sharpness of design leading her away from the girly pop music she once was known for. The edgy design of the whole advert, joined with the album cover, and website (although rather girly) puts forward the idea that rihanna is not this girly pop star, and has changed her whole star image. The idea that if you saw the advert in a magazine and were not a regular listener to pop, you may think it was slightly alternative or rock/metal genre based. Its also a sign that she is trying to change her audience as her music has changed, or progressed. The design intices people to look, to investigate and to enjoy. It also has male connotations, as shes has tried to change her audience, i think the advert appeals more to the masculine audience than it does to the feminine, in contrast to some of her previous adverts.

Again being such a simple design, the 'R' has sexy connotations. With everything else within the design being simple the 'R' is the main focus. Knowing that it is an advert for Rihanna, the 'R' becomes much more than a letter. Her whole persona and star image has grown to be quite sexy. She likes to use her femininity to add a point to her music. Again the 'R' brings excitement to the audience because in relation to the whole promotional package, (website, album cover, single covers and adverts), the 'R' represents how she as an artist has grown and how her audience as fans have grown. almost symbolic.

as an addition, the only industry information availible from this advert is the release date. simple yet effective. thats all you need.

Research Planning: Digipack design with relation to branding.

Looking at the digipack design for Florence and The Machine 'Dog Days Are Over'

With relation to her video, the digipack ties in closely with the concept behind the music video for her single 'Dog Days Are Over'. The costume style from the video is repeated on the front on the digipack. The elaborate costume and concept of movement from within her is dominant within the design. she is central to the front of the digipack and the dark border highlights her. The colours are simple, with no mix match to distract from the music, and the colours within the costume are very earthy, natural and organic, symbolising what her music is about. the idea of her being individual is clear: shes a noncomforist when it comes to music.

Colours used are simple, plain, clear cut much like the fonts; the same fonts are usd throughout all of her media, both website and digipack, posters and mulitmedia adverts. all of this is building her brand image and making her work recognisable. the digipacks design has high levels of continuity with the colour palet and fonts, theme and background being the same throughout the whole of the design. all of this leads to the veiwers focusing on her as an artist not as a media toy.

the design helps suggests the music genre in which Florence falls. with the quirky costume, plain and bold clear cut design and individual font, its clear to see that Florence and the machine isn't a pop act, because theres no bright colours or 'in your face', eyecatching fanices on the cover, and she isn't going to be the next heavy metal act to hit the scene: the backgrounds black but its not got flames or some image symbolic of anything.

The whole digipack is designed around creating and expanding this star image: Florence and the machine. Individual is the one word to describe almost anything on the digipack; individual font, individual costume, individual colour scheme, individual image.
The designer has created this whole individuallity for florence to expand and explore with, and this is whats going to gain her new listeners, which is exactly what this is designed for. The digipack is a promotional tool used by the record labels to collect fans for their artists, enticing them in to listen to Florences music.
and of course, with the design linked to gaining an audience, we can also see the label, writers, producers, who recorded it, and who was playing the instruments.

What is a digipack?

Digipacks are a type of packaging for CD's. They are commonly made of cardboard with a plastic cd mount attatched to one of the card mounts.

They can either open like a book would or open in a series, with one folding out right and one folding out left.

For our ancillary task we are to designa digipack for our artist. We have chosen the traditional, or closer to a normal CD case, book style of digipack for our artist.
We chose this because we wanted the packaging to be as simple as possible.

This is the layout we will use.
Bottom left square is the back, the bottom right is the front, the top right is the inside panel and the top left is where the plastic mount for the CD will go.

Having A Niche Market: Lady Sovereign

Lady Sovereign aka 'Lady Sov'

Lady Sovereign has a clearly niche target audience. She is one of the UKs favourite and few, female rapper/grime artist. Shes known for her petitness and casual dress, laid back attitude and outrageous opinions, which all help her succeed in a market dominated by male artists.

She started her music career on chat rooms, joining forces with Dj Frampster, producing 20 minute sets using an old pc and microphone for the grime/hip hop audience also using the chat room.

From here, she landed herself a place in an educational film, which lead to her recording the soundtrack. Record producer Medasyn got hold of her soundtrack recording and joined her with other grime/hip hop artists for a contest called 'the battle'.

From here, she became more well known for being an individual female grime/hip hop artist.

Shes used her persona, and image, to attract more of her audience and has since become a well known and loved artist.

The niche market she once targeted has grown to become a lager, worldwide audience.

Target Audience

The three bands i have chosen to look into are Florence and The Machine, Lostprohets and Eminem.

These three bands have different audiences and therefore use different ways in which to promote there music.

Florence and the Machine.

Her website is very music based around her music and lifestyle, with her website very individually designed to match her genre of music.

There are direct links to her news and blogs and events she is taking part in. On the right hand side of the website is her latest video, which the audience can choose to share with there friends via different social networking sites, enabling simple 'free promotion'.

The main purpose with Florence's website is, I believe to create a relation between her, individually, and her audience. The idea of purchasing her music is not overly clear, its more a way for her to communicate with her fans. The option to purchase her music online is still available, via the link for media.

Lostprophets

Lostprophets however, their website is based more on informing fans and promoting their work.

The first page of the website is the name, photos, new album and 4 ways to purchase their music. you then click on a button to enter their website.

Once the website is entered by the audience the layout is basic and informative; more aimed to discuss and expand on recent events.

The website has clearly be designed with the bands audience in mind, with the dark background and interesting graphics, something that would appeal to Lostprophets target audience. The idea that purchasing the music immediately through downloads is big, and its clear to see the band uses online distribution of their music as a strong and successful way to sell their music.

Eminem

Eminems website is very basic. Clearly labelled navigation to news, store, community and his work, and in your face promotion, with the video of his latest hit being the only thing on the main page, is what makes his very basic website work well. The background image ties in with the theme of the video, which almost persuades the audience to like the video. For someone like Eminem to have such a basic website simply illustrates how he almost doesn't need to promote because he knows his fans, his audience, will be loyal and still purchase his music. 

(the white rectangle is where the video is displayed, unfortunately it didnt load when i took the screen print)

What is a music video?

A music video is a short film or video that accompanies a complete piece of music/song. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.

A music video is a tool used to do many things;

• promote the artist
• create a visually stimulating story for the song
• raise awareness
• representation of the artist/culture

Key features (varies dependant on genre)
- the artist/s
- song
- dancing
- product placement
- mise-en-scene
- instruments
- lip syncing
- both sexes