A2 DEADLINES

A2 DEADLINES

Research and Planning/Hand in Folder: November 4th

Finished Music Video: December 16th

Finished Website/CD Cover/Evaluation/Blog:13th January

Thursday 21 October 2010

STORYBOARD

Please click the above images to enlarge.

Storyboard drawn up by Alice and Ashleigh

The storyboard took a long time to create because it challenged us to think about each individual shot. We didn't have time to meet up as a group to discuss the storyboard so I worked on a draft version and e-mailed it to Alice who the perfected it and developed the points. Dean concentrated on the website analysis. We knew a rough outline of what we wanted the video to look like but after completing the storyboard, it's made us more confident about what we are going to film on the shooting date. We had ideas before but it made us think whether it was do-able and if so how we were going to do it. For example when the performer draws on her face, our initial idea was for her to draw with a pen but would this be practical? Instead we are going to use some paint on a brush. It made us think about the props we are going to use as well. Again, we thought about what props we could use but we didn't previously think about whether I was practical or where we can get them from. I have found a box that a human being can fit into so we are going to use that for the first shot and Alice has the flashing lights, face paint, animal costumes and outfit for the performer. We have downloaded the track onto our phone so it is portable and we can play it outside so the performer can sing along to it.

Ashleigh

Forms/ Production Schedule

It is important that we gain the permission of our performers to be in the music video and that we confirm permission for our work to be used in the four ways stated above. We had no objections.




We have set the date for Wednesday 27th October 2010 to film our music video. Although the official deadline for our media planning folder isn't due in until 4th November, we feel the need to complete our planning folder before the official deadline so we can film over half term. We have chosen this date because it is hwen all our actors and our group is free. Thinking ahead, we believe it would be diffficult to film after half term because we all have different timetables therefore it would only leave the weekend to film. Even then people have commitments to jobs and college work so we figured out that if we film during half term, at least it's completed and it will leave us with five solid weeks to start editing.

                                                          Picture of shooting calendar
Ashleigh

DIGIPACK ANALYSIS

Alice

i have designed a digipak template for our artist's track. i've considered the artist's image and also the genre in the layout and worked with visual elements we will have in our video such as the main performer's face, the trees in the woodland scenery and the animal performers.
Fever Ray belong to Rabid Records so i've included their logo on the back of the digipak. i know there will also need to be a barcode on the deign and a track list on the back including B side tracks, for us this is the original song Triangle Walks by Fever Ray (not remixed).

Below you cam see the digipak template ...

Drawing by Alice
The above scanned images show our idea of what we would like the digipack to look like. From my research, I have realised that less is more and therefore the little you put on it and the more ambiguous it is, the better. Something simple can mean a 1000 words. So we’ve come up with a simple design that our target audience can perceive and interpret in different ways. Some may say she is mysterious because of her fire-like hair and beaming light coming from her eyes. Then some may she’s sensitive but fierce because of the animal images. We have drawn these particular images so that it is appropriate for the genre we are catering in. The cover can be appreciated by people with open minds and it’s different from other electro-pop musician’s CD packages. The iconography and logos are appropriate to use for our digipack. Furthermore, we want the mise-en-scene to be mysterious and engaging for our target audience. On the outside of the digipack we have included a side view of Fever Ray and we want this image to be the main focus point. We want the ray of lines to somehow be illusional, weird and inspirational. We want the images to be a symbolism. Everything in the mise-en-scene from the colours to the images is a symbolism and representation; they convey themes. From the research, we’ve seen what makes an interesting digipack and what we should avoid so that it isn’t boring. We’ve thought carefully about what the target audience would like and appreciate.  Our thoughts are demonstrated on the drawing of our digipack design.  
The layout is very simple. We have tried not to over-complicate things and there is everything is evenly spaced out. The images and writing are not too tight and close together. This creates an element of freedom for people who have open minds. We also want to keep the font simple. We may change the font to a more quirky style later on when we’ve had a chance to look at what fonts we can experiment with but for now we are going to use standard capital bubble writing for her name and the album title. As for the image and style, we want the main focus to be on the music and hopefully the digipack will draw the target audience in. It’s not so much about the image but about messages and the electronic sound. You don’t see a long shot of what she is wearing, just a close up of her face. Her image and style is conveyed through her eyes and fire-like hair. She looks independent and free. She doesn’t look ‘hyped up’ or glamorised which is what you would expect to see for example on an R'n'B or pop CD digipack. Her image along with the pretty animals will help sell the artist because it’s weird in an interesting way and our target audience will like that expect something different from the stereotypical ‘glammed up’ CD package.
Written by Ashleigh


During todays lesson, work was started on the construction of the digipak. There were a few problems encountered to do with the scaling of pictures onto the front and back cover, and also when trying to put text onto photoshop, which is notoriously difficult. However, we still ended up with some good results.



The first image is the one which will be the inside cover of the digipak. This has been half completed already, but is obviously subject to change if we have extra time left over at the end to improve on it.
The second image is the completed outer cover of the pak. This incorporates an image of our artist, and also the strobe lighting effects which are predominant in the music video.

Evaluating/analysing student's videos

15th October 2010
Today’s focus was watching and evaluating past students music videos from the college. My group found this very benefical as it made us think critically as to what not to do and what makes a music video score high marks. After looking at the videos we now know to do the following:
1.       Have confident performers. This is vital because as a viewer you want to feel comfortable and at ease with watching the performance. They’ve got to be able to make eye contact with the camera and understand how the director wants them to perfrom. It’s important the performer makes eye-contact with the camera and not above it or to the side of it as we lose the engagment as an audience. Observing the videos we watched today, there were some performers that didn’t engage with the camera well and randomly ‘smiling’ at it instead of lip syncing.
2.       Shoot relevant footage. This comes with definitive planning beforehand and knowing exactly what to shoot and how this relates the target audience. Some footage we watched today were completely irrepleavant and did not make sense. We are going to try to avoid this by finfihing our planning folder in advance so we are not rushing before the deadline and by carefully thinking what interesting footage we can film that will capture the audience’s interest and meet the conventions of electro-pop genre music videos
3.       Target audience. Make it appropiate for the relevant target audience so they can relate to the video. Anothing obscure will confuse the audience. The purpose of a music video is to sell the song and market the artist to the target audience so it’s important you get the mix right.
4.       Advanced camera work. Framing is important. Getting a variety of shots such as establishing shots, long shots of characters, mid shots so the audience can see the artists visual style and image, close ups of face and even extreme close ups to see the lip sync. You should always film a   master shot so you have coverage of the scene and then move onto different shots. This way, you can always go back to this shot in the editing suite if things go wrong or you haven’t shot enough. We are going to use tracking in our video and a number of other shots to keep the audience interest. It is also important to film ENOUGH footage so in the editing suite you don’t have to re-use something you have already filmed.
5.       Effective lip Syncing. This is an important convention of a music video and should be done in conjuction with the lyrics of the song. The audience will immediately notice if the lip wordings are out of sync with the song. This will not only make you music video look unprofessional but will lose the audience’s interest as they will be critical of the fact that the singer’s lip movements are not in sync with the song lyrics. The advice we were given today was to make your performer say the words out loud because if they mim it does actually looked like they are miming. We will get our performer to learn the lyrics beforehand so we are not faced with the problem of the filming, stopping and reciting the lines to the performer. This would be time-consuming.
6.       MISE-EN-SCENE. Make sureeverything in the mise-en-scne is purposeful and is meant to be there. The lighting is also important. We watched a video today that was meant to have a ‘black and white’ effect but the lighting was to dark so you could only see the outline of the performer and not his facial expression and lip sync.
7.       Vary locations. We watched a number of videos today that had one or two locations for the duration of their 3 minute music video. As an audience, this was extremely boring to watch and our critical feedback was that they should have used more locations. In our music video we plan to have three different locations. This should gain the audience’s interest and not be boring.
8.       Effective editing. Many of the videos used some kind of special effect. Some looked ‘cheesy’ but others looked purposeful. They key with special effects is only use them if they will enhance that bit of the music video in a positive way. Some music videos we looked at today looked like they had put on the effect as a last minute decision because they were running out of time. We don’t plan to use special effects or CGI as our music video is going to be conceptual, so the video is going to be ‘weird’ enough. Editing to the beat is also important. A few videos we watched were out of sync with the music so it’s important the visuals and the instruments fir the rhythm of the beat. Our song is quite pacey and upbeat so this will prove quite a challenge to us but it is do-able. We will have to ensure we have enough footage to rely on.







Ashleigh.

visual style

Tuesday 12th October 2010
We looked at visual style and what you would expect to see visually represented in a video. For example, this could be costume, composition, used of variety of shots, overall image, continuous style, the overall package, mise-en-scene (including lighting) and everything in sync and focus.
To see how visual style is used in music videos, we watched a few. The first one was a music video that was made by some students from the college. The brief was from the old specification and it involved choosing a song that was at least 10 years old. They chose the song ‘Gold’ Overall, I thought the standard of the finished product was very high which explains why they got an overall ‘A’ grade. I liked how they incorporated the song title into the video effectively. The singers either had gold clothing or a stand of gold hair and the lighting was a shimmering gold and this created a beautiful back light in the mise-en-scene. They also incorporated special effects such as split screens which in this case was purposeful and they used well framed shots of close ups, long shots and mid shots. In fact the whole video was well framed and there was a variety of shots used and this is what made the video interesting to watch.
In our group, we brainstormed what we would expect to see in our music video in terms of four visual style elements. They are:
·         Coverage: Shot types/angles/movement
·         Composition and continuity
·         Mise-en-scene: Lighting, performance, location and colour
·         Editing effects
We discussed what we would do under the four elements. To view our comments, please click the below image:

Another video we looked at in terms of visual style was Chicks on speed ‘We don’t play guitars’. Although the song is very annoying, the video was very well framed, choreographed and edited. The song lyrics were repetitive but I couldn’t take my eyes of the video. The video was interesting to watch and I felt drawn into it because everything (including the mise-en-scene, camera angles) worked together in ‘total theatre’ to enhance the visual style of the song. The song was popular amongst fans that some even made their own music video version of the song.
Moving away from visual style, we then focused on advanced camera.
Watching Jarvis music video for ‘Don’t let him waste your time’ felt strange because stereotypically in music videos, you don’t get videos that is purely a POINT OF VIEW of the singer. Through this shot, we weren’t able to see his visual representation, style, personality but what he he’s from his point of view. The video was filmed with the camera hand held so at times the camera did shift instead of being a steady shot. It didn’t look like a professional video in my opinion. It looks like fan re-make or a homemade video.
Please click the link below to view Jarvis music video for ‘Don’t let him waste your time’

Although our music video is meant to be based on escapism, dream-like and unusual, we are not going to used the POV technique because we believe it will be far more effective using a variety of shots. We have looked at music videos that have come under the ambient/electropop genre and they don’t tend to go for this camera technique.  We looked at a different type of camera work. That is using a crane for an ARC SHOT. It not usual to see this type of camerawork in mordern day videos but it has been done!  We looked at Pulp’s video as an example. It felt weird and made me feel dizzy, a bit like you want to be sick. We looked at a similar video; one by U2. Again, this was weird to watch. We will not be incorporating this camera movement into our music video because the video is going to be conceptual and we don’t want the video to be even more confusing. We want the focus to be on the electro-pop music and not purely on the camera movement.
To view Pulp’s music video for ‘Do you remember the first time’, please click the link below
For U2’s ‘Even Better than the real thing’ music video link:

We looked a video that used REVERSE EDITING. It looked effective to watch but it would be very hard to film as A Level media students. It includes the singers jumping into the frame and the reversing it. This camera technique wouldn’t work very well for a music video so we are not going to use it.

After watching Jamiroquai’s video ‘Virtual Insanity,’ I think that STATIONARY CAMERA is very effective. I wouldn’t have thought so if you had explained it to me but after visually seeing it, it does look natural. In the video, inspects, the floor, people in the video and birds move in the video but the camera stays still/stationary. The performer moves around whether that towards the camera etc. so you get the long/mid/close up/extreme close ups even though the camera isn’t moving.
 To view the video, please click the video below:

A camerawork that is commonly used in today’s society is the use of CGI and using a green screen. We were shown an example of a video that uses a green screen as a background for the filmed footage. We don’t intend to use any CGI because we have got our locations and they are realistic.
In the music video I liked the use of bird’s eye view, zooming out on the performer and projection of images.
To view the ‘Souled out’ music video by ‘Conor Oberst, please click the link below: http://www.youtube.com/watch?v=oYewptydkvE

I then did some further research into examples of videos that use green screen. Being inexperienced in using a green screen, I thought I would pick a video that uses CGI really well and see how they film behind the scenes.
I looked into three videos that are under the VEVO channel on YouTube. Although the production company that made the following videos, have got a much bigger budget that we will have to film (and therefore will be unrealistic to use as an influence), I still took it upon myself to see effective ways in which you can use green screens to look realistic.
LIL WAYNE: KNOCKOUT official video
The behind the scenes video of ‘Knockout’

BEYONCE: Sweet Dreams official music video:

The behind the scenes of ‘Sweet Dreams’

Alexis Jordan (an signed YouTube user artist) official Happiness music video:


The behind the scenes of 'Happiness':
By Ashleigh

representation and post modernism

Friday 1st October 2010 (By Ashleigh)
The focus today was on representation and post modernism. The aim was to understand what is meant by representation and how we can use the concept of representation in our planning to be aware and to be aware of the target audience for our music video. I feel we have grasped this idea and have well thought of what target group we intend to ‘market’ our video for. Although Fever Ray (real name Karin Elisabeth Dreijer Andersson) is 35 years old, our main girl in the video is going to be 17 years of age. We have made this decision because after doing some research, we have discovered that most of the songs written by Fever ray are about young people, so we thought that having a young adult play her in our video would be appropriate.
The first video we viewed was ‘The Scientist’ by Coldplay. Before seeing the video, my gut assumption was to think the video would be set in a lab, with the main singer experimenting with Bunsen burners and chemicals. This is what impression I got from the song title, but the official video completely different. It was mostly narration with some conceptual parts. I thought the beginning of the video was engaging because the shot was a bird’s eye view of the singer on a mattress and he was making eye contact and ‘talking’ directly to the camera; this made it seem personal like I could emphasise with what he was singing about. For me personally, I thought the beginning of the music video was boring because there wasn’t much happening apart from the singer walking backwards through dark forest, streets, fields and train tracks. The tracking movement and different shots was one of the ways used to show representation of this character. For example, when he was walking across the train track, my impression of was that he’s fearless and bizarre and weird because why would you do that. Having said this, maybe that location was deliberate because it shows he’s depressed and mentally disturbed. The close up and mid shot tracking of him made us see things from his perspective. I thought the end scenes were the most interesting. He lip syncs ‘I’m going back to the start’ which suggests he wants to rewind time, start again and go back to the way things were. The video doesn’t make sense until we see a female lying on the floor then in reverse form going back into the car ( after falling out via the car wind screen) and puts on her seat belt. There was a car crash and I presume that she died as a result. The lip sync worked although it was slightly out of sync because the video director would have had to play the song backwards when filming it; which is a challenge within itself.
To view the video by Coldplay – The Scientist, please click the link below.

The next activity involved thinking about representation. We had to draw a picture of either Mel or Mike who are media teachers. Alice drew a picture of Mel. We picked Mel because of noticeable and identifiable image – her glasses, red hair and tallness.  Alice then drew a picture of Beyonce. We picked this particular artist because again, her image is so iconic. We can associate Beyonce with her hair styles, lips, curvy figure, fashion (e.g. leotard) and eyes.



SKETCH OF MEL                                                                                                          SKETCH OF BEYONCE     
                                           




Images in the media of musician artists aren’t really realistic. There image is ‘perfected’ that way to sell records. The way the dress in photo shoots isn’t the way we would dress in everyday ‘real life’. Costume is an important element of representation; the clothes and fashion style tells us their personality, genre and presence. For example, Beyonce has her own fashion label; the majority of which clothes she’s designed she doesn’t wear regularly. She even admits the way she dresses in the media is for stage, premiers, modelling etc. She has a stage persona (Sasha Fierce) and the way how she is portrayed in the media isn’t how she is when she lives her ordinary life when she’s not working.



Beyonce not at work                                                          Beyonce 'Sasha Fierce' image               
                       



 
 

                






                  Beyonce at work                                                            'To come' beyonce's latest image


 Some props/ objects and colours are associated with some artists. Take lady gaga for example, we can recognise her because of her hair styles, fringe, coke can in hair, telephone, bizarre costumes and tea cups. I looked at an image before she was famous and her image now and they are completely different. She was singing way before she got famous. I believe that if she broke out on the scene with her ‘old image’, she wouldn’t have been as successful as she did now. This is because she talked about because of her ‘uniqueness and bizarreness,’ and fans like to see what the next is for Lady gaga and what extreme thing she’s going to do. She was pretty before but her latest image makes her different from other artists on the block and that is what makes her stand out and makes her records sell. 


I was amazed at how much lady gaga has changed. To view the video of the changing phase of image, click below:

 
Why is image so important?
The main thing that I’ve taken from this lesson is HOW important image is. In today’s society it’s all about image; in fact we live in a modern day society where we are image obsessed! In the music industry, image is as important as the music and in some cases more important than the music. Take Jedward (famously known from the X factor and East Midland’s train advert) for example, they cannot sing or dance yet they still have a career in music! Why? Because of their image (high quiff hairstyle) and personality. Image used for marketing purposes, it’s used to sell the artists and give the record as Unique Selling Point (USP). It is what makes one artist different from another. It is used to make people idolise them, to appeal to target audience so they have a strong fan base and to make them easily recognisable.
Someone in our class suggested that Lady gaga reminds them of Madonna in the early days.
Do you see any resemblance?

      On the note of image, it is important to know who you need to consider when making decisions about representing an artist in our music video. They are:
1.    Target Audience
2.    Record label
3.    Competitors
4.    The band or artist themselves

     This is important because you want the image of the artist to appeal to the target audience in order to build a supportive fan base and sell records. The target audience are the people who are going to be making the artist money (via buying records and concert tickets etc) so it is important to get it right. Take Cheryl Cole for example. Her image appeals to the younger generation both male and female. Some females want to be her and some males fancy her. It’s highly unlikely that she would market herself to the elderly or older generation.
     Believe it or not, the music world is a business and cannot solely rely on passion to drive them forward. They market the music to make money. Record labels sign artists on to a 360 deal and as long as they recoup the costs that they invested into the artist, then the contract will continue. The record company has a big stake in representation of their artists because that’s what’s going to make them rich and their artists go further and global. 
     It is important that the representation of one isn’t the same as another. That’s why stylists and managers have to work on a distinct image to differentiate their artist from competitors. Lady Gaga is a great example. It would be very difficult to steal Gaga’s style because it’s so distinctive and rare. That’s why Stephanie (Lady Gaga) stands out from competitors.
     It’s important to consider the band or artist themselves so that they can express their individuality. Although they have some input, It is mostly the manager that will have the concept of representation in mind and will tell a stylist to style them accordingly.

     Looking at REPRESENTATION in more depth, we touched upon age, gender and class. As an example of representation of age, we looked at Basement Jaxx video for their song ‘Oh My Gosh’. This video was comic for me because the song sounds playful and youthful yet the people in the video were old aged people. However, this contradiction is not what he audience expects and therefore it’s easily remembered. Due to the lyrics, you would expect the music video to be set in a club not an old people’s home! This again was another factor that made the video comic. I would say the video is aimed at teenagers and people in their 20s. Again, this a contrast in age because the age of elderly people in the video is not the age group who the video is intended for.
To view the video, please click the link below:

     We then watched Justin Bieber’s video for ‘One Time’. The video reflects some on the things young teenagers do e.g. play on video games, text, text on phones, flirt with the opposite sex and hang around with their mates. Justin’s target audience should immediately relate with Justin in his video because that is what stereotypical teenagers do at that age. Although he is 16 years old, his target audience is younger (11+ I would presume). Someone in the class suggested that Justin was trying to look older than he was in that video. I disagreed however. Although he was having a house party, there was no alcohol consumed, there was people skating around the pool doing their own thing; in fact people at the party looked innocent and young. Although he is having a house party and he’s wearing a hoodie trying to impress girls, everything from his image to camera angles to everything in the mise-en-scene is deliberate in order to appeal to a younger audience. 
To view Justin Bieber’s video, please click the link below:

We compared Bieber’s image to Kesha’s image. Although Kesha is 7 years older than Bieber the age group audiences they target their music for is different. Kesha generally targets older teenagers and people in their 20s. Bieber on the other hand appeals to girls who are younger than him.
To view kesha’s ‘Your love is my drug’ video, please click the link below:

     In terms of gender we looked at Call on me by Eric Prydz. The video starred all ladies in little clothing doing aerobics in a lesson. The video attracts the opposite sex firstly because it’s all females and because you see close ups of female parts like the bum and toned stomach etc. It’s a highly sexualised image. We compared this to the video called ‘Being a girl’ by Mansun. You would think an all male video working out would really appeal to the ladies but strangely enough, it was quite off putting. I think again, it’s down to image. The males weren’t the best looking we would expect to see in the gym. I think it was aimed at men who like fitness.

To view the ‘Call on me’ video, please click the below link

To view the ‘Being a girl’ video, please click the following link:

     Another ‘gender’ video we watched was ‘The Shame’ by Robbie Williams. It’s one of his latest/upcoming songs about his split from his band. It explores sexuality between a man and man. The video includes close ups of them near together, taking their tops off and making strong focused eye contact with each other. This video is open to interpretations. Some may find the ‘closeness’ between the two gentlemen disturbing but then some may say that it’s just two friends that are close.

To see Robbie William’s ‘The Shame’ video, please click the following link:

      We looked at two videos in terms of class; one of which was The Kaiser Chiefs song ‘The Angry Mob’. It was interesting to see the different types of class in this one video. They had middle (restaurant workers and hen night partiers), working (having a hen night party) and higher class (bosses at the restaurant). The video involve the two hen night partiers both of different classes having a fight and the bosses and workings telling them off in an attempt to stop the fight. There was an interesting shot towards the end of the video where there was a glass in the middle ‘separating’ the two classes; there was middle and working class on one side and the higher class at the other end.
To view the Kaiser Chief’s video, please click the link below:

We also re-visited the video by Kaiser Chief’s – Never miss a beat. Like mentioned previously in my last blog, the video is about judging today’s youth. It’s set on an estate and there are jump cuts showing a reporter reporting the action happening. This video explores how young children are represented in the media-especially those living in a council estate area. Another way the video is explores class is when the police (in authority/middle class) spots the children (on the estate, working class) running and chases after them.
To watch the ‘Never miss a beat’ music video, please click the link below:

------------------------------------------------------ By ashleigh Bossman
      On the note of Image, I thought it is necessary to blog after watching the X Factor on Sunday night. Competition shows are meant to discover and develop talent but I believe this was not the forefront motive of the X Factor judges this time. At the judge’s houses, they had to shortlist their acts to three people who will sail onto the live show. After watching the hopefuls’ attempts to grasp this opportunity, I felt extremely disappointed with the judge’s final decisions with who to let go and who to let through on the live show. Two in particular I feel were put through due to their IMAGE and who would make the entertainment show money and not necessarily based on their talent. Some of the people who I thought sang really well were eliminated from the competition in favour of those who can’t sing but ‘look’ style quality and are TV personality. See below.
       
       
To view Cher Llyod (X Factor 2010, Judges House) performance please click below

To view Katie Waissel’s (X Factor 2010, Judges House) performance, please click below
       Furthermore, there was this one particular lady, Treyc cohen, who caught my eye. I watched X factor last year and I remember seeing her audition. She came back this year after failing to reach the live final stage. I was amazed at how much she has shaped up her image. Even Simon Cowell said so himself. Even though she is the same person, I would get two different perceptions of her image after appearing in 2009 and now. Her 2008 image looks like a soul diva whereas now she's slimmer, looks more fashionable and got a sleeker hair style. To see the difference, please view the picture below.


Ashleigh.End.

textual analysis

For homework, we both completed the textual analysis grids. Both of which can be viewed below:
Alice Whitehouse:


My analysis was for Fever Ray's music video to their track 'When I Grow Up'. This link shows the video.
http://www.youtube.com/watch?v=4F-CpE73o2M

Ashleigh Bossman:


Dean Thomas: