Mock footage (first attempt with no music)

This is a first attempt to get some footage for my music video, which is to Lily Allen, Sheezus.  I haven't edited any music to the clips through Final Cut Pro as I haven't edited the footage at all, but put the clips together.  I haven't edited the footage and put any effects on them as I wanted to purely see what kind of shots I could take to the song I chose.  
While taking this mock footage I was exploring locations, costume, makeup, the setting up of the shots, the equipment I would need and the type of shots I could take,whether it be a close up or a medium shot.  I experimented with what type of shot fitted to which parts of the song and where I could also use lip sync.  
By experimenting this helped me with ideas for filming my actual footage for my music video as I had already realised what could go wrong, for example, the weather and shaky camera footage and how to use the camera properly, to it's full potential.         

Ancillary text research (poster) (Edited for resubmission)

Looking at single/album posters I am able to look at the content on the page.  The conventions that strike out the most are the main image, the artists name and the name of the single/album.  Some artists have chosen to use themselves on the front of the advertisement but some have chosen an abstract route and used a form of art as the cover.  Depending on the genre this may differ as an indie band is stereotypically more likely to use art as the main image as the artist is more visually creative for the audience as a sign of expression.  

With the genre of pop, it is very focused on body image, most of these advertisements, for example, Rihanna has used herself, in what could be, a vulgar way for her main image.  Andrew Goodwin, from his book Dancing in the Distraction Factory, believes that there is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.  This seeks sexual stimulation by using these visuals, therefore attracting a bigger audience of males and females.  By crossing boundaries of nudity with an image it also conveys rebellion which makes the artist seem more outgoing and interesting.             

Lana has a more innocent and simple style to her poster, which could link in with the album she has made and the message and vibe behind the tracks.  By using simple font and muted colour the main focus go the poster is the main image of the artist. 

Rihanna has used a black colour scheme with red text to make one of the sell lines stand out.  By using black and red this conveys a rebellious, edgy vibe which links into the hair and makeup they have used for her shoot.  

Jessie J has focussed on her expression for her main image.  By using facial expressions an artist can convey the mood they are in and create a vibe for the whole poster, which could be full of attitude or very innocent looking.  

This poster uses an image that isn't of the artist.  By doing this the artist can create a memorable image for the public to remember them by other than just themselves, this can give the artist a trademark. 

This image of Madonna is heavily edited.  By using editing techniques you can highlight different aspects of the artists face and totally change the image from the original taken by the photographer.  By editing an effect over the to of the image you can create a contrast in colour with other colours you have used for the text on the poster, this can separate the poster up and make parts of the poster stand out more than others.      

Kings of Leon have used a combination of faces to create one whole one.  Over the faces is an edit of a bird like feature, which may convey a message of the lyrics.  By overlaying images this is a creative way of adding individually to a poster.    

Ancillary text research (Digipak) (Edited for resubmission)

By looking at existing single/album covers I am able to get a sense of direction for creating my own.  By looking at these examples I have captured a sense of abstract content as an option or having an overall main image of the artist for another option, some combine both.  A tastful image of the artist will draw the audience in but also an edge of abstract content will match the style of the song I have picked as I have chosen abstract content to my video.  One of the key aspects seems to be the artists name and name of the album/single itself.  Being creative in the layout, colour scheme and font has an impact on the audience as it draws their attention and connotes artist creativity and individuality.

Laura Mulvey's theory of the Male Gaze applies to these examples of digipaks.  Media texts are constructed from a 'male point of view'. The female is shown as the object of desire in the media, therefore creating an image that is tasteful is what artists are doing to attract the audience and in some cases cause controversy to become more popular in the media.                 

Shooting organisation

I have print screened my conversation with the cast of my music video.  The conversation was organising when we were going to meet to start shooting, what time was best for them in the week.  

Focus group

I gathered a couple of media students at my college and asked them these questions:

1. What typical conventions do you think you are likely to see in a pop music video?
2. Do you like watching pop music videos?
3. What costume would you expect to see?
4. Would this costume choice still be the same if the video was abstract?
5. Do you like lots of colour in a music video?
6. Do you like to watch a dance performance?
7. Do you listen to sound more or the visuals while playing a music video?

Feedback

1. From the feedback given, lipsync and dance are my main two priorities.  A change of costume and location was also mentioned which could also be a posibility for me to consider. 
2. For question two the feedback was mixed.  What swayed the argument was preference, Tara added that she liked watching abstract videos too, which is what I am doing myself.
3. Bright and bold were the adjectives used to describe the costume that would be expected.  Acting upon this I need to make sure my costume is stylish and fits the theme of the music video.  In terms of a bold choice in costume, I could use accessories like a netted top to add an edgy style to the costume.  By wearing a skirt this also connotates femininity, which is apparent in the lyrics.     
4. If the video was to be abstract the feedback on the costume choice being the same was depending on the mood of the song.  Colour seems to be the decider of the mood, matching colour with an uplifting song and dull costume with a moody mood of a song. 
5. Colour is given the ok unless the mood connotes otherwise.  This allows me to play with colour and style in my music video.  The graffiti is the main source of colour in my music video, this also adds an edgy vibe which ties in with the song choice as it has attitude.   
6. In terms of a dance routine Dan is welcomimg but on the other hand Tara isn't, she prefers a narrative.  My music video is going to be abstract, therefore dance is a big part of my video, especially contemporary.  I think a dance routine adds interest and movement to what could be a boring outcome. 
7. From the feedback the visuals appear to be very important for the artist.  For example, Vogue by Madonna is an iconic reference to her.  This makes the artist more recognisable for their work and also can add meaning to the song lyrics.  This tells me that the visuals have an impact on the audience by them remembering what they have seen and listened to. 

Equipment used

For filming my music video I have decided to use the model SONY HDR-CX190E DIGITAL HD VIDEO CAMERA RECORDER.  I have chosen this camera as it is light and portable as well as having a screen to see what I am filming so I can check the framing and lighting of each of my shots.  The footage quality is also to a good standard, which is important as I would like the video to look professional.  As well as the camera I will be using a tripod, this will make it easier to get still footage and have my hands free myself if any assistance is needed.  This is the only filming equipment I will need other than a camera charger.   







 

Lyric timings

Lyric timings – Lily Allen Sheezus

(Interval) 0-15
15-19
19-22
23-26
26-30
30-33
34-37
37-41
41-45
45-49
49-52
52-56
56-1.00
1.00-1.04
1.04-1.07
1.07-1.10
1.11-1.14
1.14-1.18
1.18-1.22
1.22-1.26
1.26-1.27
1.27-1.29
(Interval) 1.29-1.37
1.37-1.40
1.40-1.44
1.44-1.48
1.48-1.52
1.52-1.55
1.55-1.59
1.59-2.03
2.03-2.06
2.06-2.10
2.10-2.14
2.14-2.17
2.17-2.21
2.21-2.25
2.25-2.28
2.28-2.32
2.32-2.36
2.36-2.39
2.39-2.43
2.43-2.47
2.47-2.49
2.49-2.50
(SLOW)
2.50-2.54
2.54-2.58
2.58-3.01
3.01-3.04
3.04-3.05
3.05-3.09
3.09-3.12
3.12-3.17
3.17-3.20 (long Sheezus)
(Interval) 3.20-3.54

Chorus dance routine

As my music video has an abstract concept one of my potential ideas is to create a dance routine, I would like my dance routine to be contemporary.  Chandelier by Sia has inspired me by the thought that has gone into the routine and how it fits along side the mood of the song.   It also draws the audience into watching the video as they are following the routine.  The intenseness captivates the audience for the main part of the song, the chorus.  This is what I would like to achieve as the chorus lyrics of Sheezus are empowering as she has a strong belief in herself although she compliments others.   



The music video for Rihanna's 'What Now' also has an act of movement involved.  The movement fits with the music and also is edited by including glitching, which I would like to achieve in my music video as well.  By adding movement with emotion it can express more about what the lyrics are that go alongside the movement.  By having enthusiasm this can also make the music video seem more realistic to the lyrics that are being sung.     

Audience feedback

I received some audience feedback from some questions I asked the general public.  I used SurveyMonkey to gather the feedback. I find this feedback useful as I can see what the audience want and what they are expecting from a music video.  Asking questions like their favourite genre of music allowed me to see what genre was in favour for what age range.  I also asked questions like how they would stream their music, the majority preferred YouTube to a music channel on television or the internet, therefore it would be wise for me to upload my music video to YouTube as it is more likely to get viewed as this use of streaming, I have found out, is done very often.  Asking what type of music video they liked, abstract or narrative, also helped me see what was preferred.  The appearance of the artist and the location were the highest chosen for what attracts them to a music video, therefore I should focus on these aspects when filming my own music video.           

Narrative theory

Narrative theory applied to the music video 'Good Girls' by 5 Seconds Of Summer 

The genre of this music video is pop.  This means the music video has to have pop culture in mind, for example, the audience may be of a younger age. From looking at Tim O'Sulivan, the culture of women being prim and proper, well behaved and have lady like etiquette has been totally banished in this music video.  The music video is about 'good girls are bad girls that haven't been caught' and teaching girls to 'sit up straight, how to stay silent and how to obey'.   This conveys the mischievous side of girls and being sneaky about their behavior, also how times have changed over time and how girls act in this day and age in normal life situations and in an educational environment.  The stereotype of a 'straight A student' and that 'she lives in that library' are proven wrong by the devilish behaviour within the video of throwing books and paper around, disobeying the teachers and vandalising property.
From looking at Andrew Goodwin we can relate to music videos and their narrative from our own experiences.  As the audience of the genre and band themselves, the majority of the audience will be in education or left higher education recently so memories of education are vivid.  Therefore they can relate to stereotypes within education and relate to devilish behavior.  
In terms of Sven Carlsson, the video is a promotional tool.  As the majority of the audience are teenage girls they will want to see the band within the music video, therefore snippets of band performance have been added to the narrative shots of the girls misbehaving at the school.  At the start of the video there was also shots of the band talking and showing personality, which is also what the audience wants to see.  After all they are selling themselves and the record by producing visuals alongside the sound track.        

Health & safety

Making sure everyone is safe while filming the music video is one of my priorities.  Hazards:

1.  As I may be shooting on the steps the hazard of tripping and falling may cause injury to my cast.  Therefore fast movement on the steps will be avoided and may be unsafe. 
2. The barbed wire that is located on the steps could also harm my cast and myself.  Therefore we will not be going near the top of the steps and will avoid contact at all cost.    
3. Climbing on top of objects may also cause injury if we were to trip or fall, therefore all my cast must be aware of where objects are placed before filming. 
4. As there are bins within the located, any object could of been place inside or beside the bins.  The object may be sharp or be a fluid that my be harmful.  Therefore we will not be touching the bins unless assessed all around to be moved if they are In the way, making sure we put them back when we have finished.   
5. As there is an alley way we will investigate before we film as there may be harmful objects, people to be aware of or falling objects from the roof and windows. 
6. The camera equipment also needs to be in a safe position, for example, the tripod needs to be placed on stable ground so it doesn't rock or fall over.
7. If it were to rain, the camera equipment would also need to be protected with either clothing to keep it dry or a case.   

Complications during filming

As you know complications can occur during any activity we do in day to day life.  Some we can prevent and some are out of our control and are sprung on us all of a sudden.  These were some of the complications that arose while I was filming my music video:

• Model availability - Model may have other commitments or have transport issues. 
• Weather - As I am filming in the winter season it may rain or be windy, both not pleasant or appropriate filming conditions.  If the day is dull this will also affect the quality of the filming. 
• Members of public or objects getting within the shot.  This will draw focus away from the models.   
• Model changes her appearance - for example my model dyes her hair a different colour.  I have already come across this issue twice.  One of my models dyed her dipdye pink from blond, only temporarily, and the other brown from blond, which she is having permanently.  The complication with this is that the filming footage will be different over time.  To resolve this issue I will organise with my models when I am going to film.  In terms of my model dying her hair permanently brown I will record a small part of my footage again so that it will match the rest.    
• The site being closed off would also be an issue.  This would potentially prevent me from filming for a couples of hours, days, weeks, or months depending.  If it was only short term the issue wouldn't be a problem but if not I may have to consider changing my location to shoot my music video of choice.       

Advertisment

VEVO - VEVO is a website that features all things 'music'.  VEVO has its own app for mobile phones and is featured on YouTube with its own channel where it has VEVO top 40.  Artists also have their own VEVO channel that is dedicated to only them and their music.  (Video and audio)   

 

 

 

YouTube - YouTube is a huge site dedicated to videos the public and companies upload.  Artists can upload any kind of content to their channel, it doesn't have to music videos it can be tour footage.  The public can watch the videos as many times as they like, they can also share them.  Artists can work up millions of views on their channel and promote albums.    

 

4 Music - 4 Music is a website that features music videos, photos, the top charts, competitions and music industry news.  4 Music also has their own TV channel which features all of the above, mainly promoting artist's music videos.   

 

 

 

 

 

 

 

VIVA - VIVA has the same concept as 4 Music but features TV programs along side.  Cartoons and reality TV are the majority of the programs featured, the target audience of the channel is of a younger generation.     

Makeup/hair/costume/props

By organising and coming up with ideas about what styles of makeup, hair, costume and props I could use this gives me time to plan each model to what they wear and how their hair and makeup looks.  I also have to use conventions of a pop music video therefore I will think of stereotypical ideas and research current artists and their pop videos.  Using the internet, for example Google and Youtube I can find some ideas of what I could put together as well as using the knowledge I already have.  

Locations

Humber Street Hull

I chose this location as one of the alley ways was covered in creative, colourful graffiti.  I wanted graffiti to feature within my music video as it is a convention of a pop music video.  Not only does graffiti add individual style is also adds style, pattern and colour to the background of the video as well as main mise en scene shots.   

Cast

I chose these girls to feature in my music video as I wanted expressive, enthusiastic teenage girls to take part.  I also have contacts for them, making it easier to get hold of them to organise times and meet ups to film the video.  

Martha Godber                                                           Abbie Jackson

Main role                                   Along side Martha

Blond long hair                             Blond dipdye (brown)

Green eyes                                  Green eyes

Slim figure                                 Slim figure



Test shots

By practicing test shots I was able to improve my use of the camera and use it to it's full potential by the time it came to me shooting actual shots for my music video.  I found it helpful as I could practise different shots and access which I thought looked most visually pleasing and I could use to fit the genre of pop.    

PAN 

This is a test shot of a pan.  At the start of the shot the tripod movemnet was a stiff, therefore I need to take this into acount when I do the official filming of my music video.  By practising a pan and losening the tripod this may improve to get a smoother shot at the start. 

 Upwards and downwards tilt

This is an upwards and downwards tilt of the camera.  This shot will allow a full shot of the costume. 

Zoom in and out 

This is a zoom in and out and will alow a shot of the models face and their surroundings.

Hand held

Hand held camera work creates verisimlitude in a shot.

Storyboard and Animatic (Edited for resubmission)

By creating a storyboard (using PowerPoint) and an animatic (using iMovie) I could hand draw what type of shots and location I wanted to use to which lyrics of the song I wanted and chose the order of the shots on each slide.  By drawing up different shots it gave me chance to plan and think about every individual shot and what would look the most visually pleasing.  In terms of my animatic, I could put the music that I chose to use (Lily Allen, Sheezus) along side the hand drawn images, this gave me an idea of what shots I could use for what lyrics and how they would link together.  By having the shots lined up together I could see which shots linked and synced together well and which ones didn't.  I wanted the shots to be in sync with the beat of the song as this is very important to the flow of the video and the song put together as one.       

Linear and non linear editing (Edited for resubmission)

Linear editing - Linear editing is a post production editing process.  This process includes selecting, arranging and modifying images and sound into an ordered sequence. 

Non linear editing - Non linear editing is an editing system using video and audio.  It is a digital audio workstation system.  The system performs non destructive editing on source material. 
  

In the beginning of electronic video production, linear editing (tape to tape) was the only way to edit video tapes.  As the industry progressed, in the 1990s, non linear editing computers became available to use.  This enabled flexibility while editing.  
In the 21st century non linear editing became very popular and gained huge acceptance in the industry.  Almost all editing was then digital.  People within this field of work are still encouraged to learn the method of linear editing as the knowledge behind it improves the technique of the editor.