Potential items the artist and characters will wear in the video

This is the suitcase we will hope to be using when the female artist decides to leave her boyfriend for the final time.

These is an item that will be worn throughout the video to keep the audience wondering whats inside it. At the end it will reveal a picture of her boyfriend she will then throw it away, displaying that he's out of her life forever.

These are a few potential dresses the artist and her friends could wear going out at the end of the video. It will show the artist back to her original self and looking really good without her boyfriend there to knock her down.




Our female arist will be wearing leggings with heels and a dress when she goes out with her friends at the end of the video.

These are a few options of what my female artist could wear towards the end of her video. When she is walking along the beach with her friends.

This is a picture of our potential female artist, we would like to have this person because she looks vulnerable, like she could be easily lead. However if pushed to hard she looks like she could fight back, and say when she's has enough. (She could be wearing this on the beach, or when she is leaving her boyfriend, maybe on the train).

This image is a vest which the male artist will wear, in films its a sterotypical item for a man beating his wife. The audience will be able to relate to this and know he's a bad man.

These are potential tops that the three friends will wear in the vide, i feel that they are appropriate because they are casual but fashionable. But dull coloured so the main artist will stand out.

This is a picture of the potential boyfriend of the artist. He looks violent and a bit of a bully. His clothes portray the typical thug and i feel the two of them will look good with each other.

Locations-Things that our group needs to arrange.

Description of our charaters

Our first charater is the female lead/artist;
She will be portrayed as quite vulnerablable but as the video goes on it will show her gaining inner strength. Her clothes will vary from quite a trampy look when she is with her boyfriend to a very pretty and fashionable girl it will show her going out with her friends a lot more and doing things she had stopped previously. She is clearly crushed by everything her boyfriend does to her and therefore doesn't want to upset him in any way because she is scared. Towards the end of the video she seems to be a completely different person, she starts going out with her friends, dressing better, gets a house of her own due to her up coming career.

The male lead/artist;
Hes going to be portrayed as an evil possessive boyfriend who won't let his girlfriend do anything. They start arguing about silly things and the cracks really begin to show. He will mostly be dressed in a vest top which some people associate with as a wife beaters top, so i feel this fits his charater. He will also be dressed in a lot of bling showiing an envious lifestyle to the audience. It also shows that he can afford to buy things for himself but not his girlfriend. He is a very selfish, and secrective person who can easily munipulate people.

The three friends of the female artist;
These friends are true and genuinely care what happens to their friend, they are pleased that she has stepped out of his shadow and getting on with her life. They are glad they have got their friend back to the way she used to be, i.e. going out having fun, shopping, dressing how ahe used to. The three friends really show the audience what the artist used to be like because they are so bubbly and out going and it's really obvious she was popular. Overall the artist and her friends are really pleased to be reunited and this part of the video really shows her moving on with her life.

Ideas for our video

List of possible ideas for our video, different scenes, locations, characters, props and costumes. Ideas that i choose for the video were the location of the beach showing her reflecting on her past relationship. i feel this is a really good idea because it helps the audience follow the video better. Another idea that was mine was the location for her brand new house, which is going to be at Cedellas, giving the audience different locations will really help them keep interested in the video.Whilst we discussed all of this as a group i wrote these ideas up by myself.

Moodboards 024

I used this moodboard to create an overview of what my target audience will like, and what they like to see in a video. I was the one who gathered the pictures and stuck them to the page. This shows evidence of our group researching our target audience and considering what they want to see.

Moodboards 024
Originally uploaded by Naomi Ellis

Images of our moodboard

These images are part of our two moodboards we created as a group. The decisions i made in order to create these boards was to gather a lot of audience research and present it in many ways, for example using statistics, a short paragraph about the the psychological reasons way people watch music videos and an interview with someone who is typical of my target audience. Furthermore i also helped collect images of certain things for example of alcohol to make the point that in the video the artist likes to drink(see images to make further comparisions). It also gives the client some visuals of where we will be shooting making it easier for them to picture what the video will look like. We also think pur video will appeal to our target audience because it is heavily storylined and the audience research shows that is what people like, that way they can relate their own problems with the artists. Furthermore our video has an artist whos lifestlye would be envious to the audience, which is something the audience likes to see so they can get fashion tips.

Copy of our treatment

This item was sent to the client in order for them to read it in more detail. i produced the paragragh about target audience and the client seemed to agree with me about the audience they want to attract.

Copy of my first meeting with the client

In this meeting i listerned to the brief, and explained a few ideas our group had in order to meet the clients needs.

i also arranged the next meeting and said that a treatment will be produced to explain our ideas in full. Furthermore i planned and structured the meeting; adjusted my language to make it more persuasive and professional; i used the resources we prepared as a group and a moodboard i created myself. I also did a lot of work asking my target audience what they liked in a survey of 20 people and from that i created a summary of what we will include in the video. That way i know we will be as fully prepared as we can.

Fan Profile of my target audience (making sure they get the message, and how appealing the video is.

In order to find out this information i produced a lot of audience research. for example i started by Asking 20 people who i believe are our target audience specific questions to find out what they like such as 'What type of videos do you tend to consume?' i have also created 3 different types of moodboards, one focus sing on the statistical side of my target audience, another looking and the distribution of my product, and the last one shows questionnaires about what my audience would like to see.(For further information see my moodboard which is published further down in my blog.

Our product will appeal to the target audience because my audience's lifestyle is very outgoing, and they love to have a laugh. They are very sociable and tend to copy the latest trends from celebrities. They are mostly middle class and come from a comfortable background. They consume music a lot mostly through T.V listening to channels such as chartshow, starz etc. Most of them party a lot, but only where their type of music is played. Artists my audience tend to listern to would be Jay-z, Alicia Keys, Rhianna, Beyonce, Mariah Carey etc. Mostly because these people have an envious lifestyle and have heavily narrative based videos. Interests they might have would be things where group work is prominent such as dance classes which is music influenced, this is because our audience is very sociable. My audience tends to dress in all the latest fashions such as heels, dark jeans, massive mid drift belts preferably brown etc a dress sense like Beyonce. Some of our audience would be borderline chavy for example white track suits with burberry hats etc. our audience will also be very interested in our video because we have tried to incorporate different genres into our video for example even though the main audience would be people who like pop and R'n'B, anybody can like this song because everyone goes through bad relationships and this is what the song is all about. Furthermore the message portrayed throughout the video is attraction we want the audience to think that our artists are attractive so they carry on watching the video. Furthermore the editing used in the video relates to the song, slow and up beat depending on the rhythm of the song. Also the settings we use are familiar and easy to relate too i.e. council house, luxury apartments, streets etc. The video also features black and whits so there is a range of different styles the audience can relate too.

The way the target audience tends to consume videos is through T.V looking at all the latest shows such as MTV. They love realism and story lined videos with a meaning, also located in remote romantic destinations such as the beach etc. They like to relate their own lives with whats happening to the artist in the video. Their use of media technology would be centered around MP3 players and ipods, so that they can get all the free downloads. Furthermore our audience would be very up to date with the latest gadits knowing all the tricks to get the latest music.

I will distribute the music video via the Internet, TV, magazines. This is because most of our target audience spend a lot of their time on the Internet looking for the latest tune, and looking at social networking sites such as facebook etc. Shops will also have an artists billboard at there doors so the audiences eyes are quickly drawn to the product. Hopefully it will also be advertised on the side of buses to really show that this is a good album. The audience will defiantly get every message that we are trying to portray within the video and about it, for example messages within the video are things such as the locket and the artist throwing it away symbolising her throwing her relationship away. Furthermore other messages we are showing would be trying to relate the artist life to the audiences that way the audience are going to be more inclined to like the video. Others messages that we want the audience to get would be the product and when it's for sale, and where on line they could find the CD.

Overall i feel that our target audience is easily impressed as long as you have the right amount of story within the video contrasted with meanings and envious lifestyles.

Filming and editing techniques that other directors use in music videos that would appeal to my audience.

After researching videos that included 'what ya say' by Jason Derulo and 'Doesn't mean anything' by Alicia Keys, i found that a technique used often in videos my audience liked is the use of extreme close-ups of their faces to empahsise the emotion they are trying to get across. i have also found that successful videos tend to be heavily storylined, mostly displaying a bad relationship. Both videos also give the audience flash backs of the life they once lead with their loved one. There is also a lot of long shots to show the overall picture of whats going on in the video. Jason uses a lot of point of view shots letting the audience see what exactly he is going through. Another technique which is always used is the link between the video to the lyrics for example Alicia at one point in her video is standing in the house ahe used to share with her boyfriend, it is really big and looks like it cost a lot, However as she is standing there she sings the lyric "But it doesn't mean anything now that your gone". Which tells the audience that she doesn't care about anything apart from him. Having the visuals there as well really helps the audience relate and get into the song more. Other conventional techniques is the use of fades showing flash backs of the artists life to now. It's an easy distinctive way of showiung the audience that this part of the video is in the past.

From this research i have decided to focus on incorporating the following techniques in my video:
Exteme close ups of the artists faces to show emotion,
Have a storylined video to keep the audience interested, and to give them visuals,
Long shots to show the audience the establishing shots of where the artist is?, how they are feeling?, what is in the overall shot,
Furthermore i am going to show different lighting effects night and day, to give the audience the feeling that this is how the artist feels night and day.
I will include many other techniques and some that are not conventional to make the video unique, i.e. Some special effects maybe of the artist standing on a mountain to show how vulnerable and alone she is. Furthermore i might incorporate what her life is like now she has got out of her bad relationship and show how far she has come physically and mentally.

Overall there are many conventional techniques that directors use to ensure profits, however i want to take a few risks and explore different avenues to maybe widen my audience, and prove to people that R'n'B isn't just about showing off what you've got it's meaningful too.

Budget

The majority of our budget is going towards transport for the cast and crew, to be able to get to different locations. This will work out to be £10 each way. £200 a week is going to the production office for stationary, euipment, utilities etc. £50 is going to the recce this is so the producer and production manager can confirm the locations, i.e. the beach. There will be one main artist and her supposed boyfriend. The boyfriend will be paid £142.62 and that includes his national insurance. The artist will be paid £237.67 which includes 5 days of shooting. Thfee is also to ensure her presence every day and to the highest quality equipment available for her. We will need a camera with a tripod with a camera to get the establishing shots of the market, furthermore we are going to display a lot of panning shots, this will cost £50 per day. I will also need to get the permissions of all the market stool holders to check whether or not they want to be filmed. Furthermore i will have to check with businesses to see whether they want their businesses featured or not.

Prodution Manager
Our main location is a beach in Great Yarmouth. Therefore i will have to check trains are running and the times they leave to and from Yarmouth, and to see whether or not the cast and crew will get there on time. i also need to decide how long we will be shooting at each location and make sure we move to our next location on schedule, to ensure we still have light. The food that everyone will have will be from the local fish and chip shop, this will be pre ordered so that it's there when we want it. Euipment that we will need will be a camera, tripod, and tracking euipment which can be borrowed from the local supermarket and returned that evening, because i feel a shopping trolley will be idle to track with. The rest of the euipment will be hand held by the crew to different locations. An idea that we could put into practiseis to use the Yarmouth wheel because it would give us a smooth shot and show good effects. The CD of the track will be needed so the artist can mime along to it. Lights may be needed to brighten up the locations due to winter nights, and these will again need to be transported by hand but carefully because they could break. Furthermore i may need to negociate with a local businessman whether or not we could use some electicity to power the lights if needed.

Budget Summary

Production Office-£200
Recce-£50
Cast (Casting)-£1652.66
Production Salaries-N/A
Unit Salaries-£502.66
Equipment Hire-£300
Art Department-£50
Studio Costs-N/A
Location Costs-£535
Post-Production-£237.68
Insurance and Legal-£100

Sub Total
Contingency and mark up

Final Total-£4931.14

Team Responsibilities

In our group there are three roles;

Producer- who is responsible for the overall finance. In charge of the client relationship, and in charge of all major production decisions. Lindsey has chosen to take on this role, because she likes to lead and make major decisions so she knows everything thats going on.

Director- This person produces the concept, directs the actors and plans and directs camera shots/movement. Post production and creative delivery. Cedella has chosen to take on this role because she would rather be behind the camera then infront of it.

Production Manager- This person is in charge of all costs, negociates all the shots and locations, and they organise the venues, cast, equipment and studio. I have chosen to take on this role because i feel that i have a good head on me to make relevant choices and i am good with money and know how to budget. Furthermore i can deligate the work to my team and equipment in unique ways.

Stationary

This is our logo, business card and invoice template for our company. We decided to create our logo the way we did because it's stylish, professional and the picture reflects our service well. In stead of just having a CD we decided to create a modern twist and have swirls coming out of the CD. This could be portrayed as sound coming from it, a bit like music.

Copy of the minutes throughout the meeting and a copy of the response back to the client

This is a copy of the minutes of the first meeting with our client on the 18th November. There is also a copy of the letter we wrote back to the client about further changes we will make. i took responsibility for writing the minites and in the letter back to the clieny i wrote what changes we need to make to ensure the video is what they are looking for.

The contribution i made to the meeting with our client.

Preparing for the meeting was a group effort, however we all had separate things that we focussed on. I was in charge of creating the moodboard and gathering all of the audience research. I chose to display the work on two separate A2 pieces of paper so it was clear for the client to see. I started to explain the video and what we have decided to do, but i made sure we kept to the clients original ideas as best i could. Furthermore i also explained that through my research it was shown that the audience love to see a storyline that they can follow and relate their bad relationships with.

During the meeting my role was to break the ice and get everything started. i did this by introducing the client to a lot of visual ideas so that they can get a good picture in their heads of what i was talking about. I also had the role of explaining the video and asking them if they had any changes they would like to make. I recorded the minutes during the meeting and created action points of things we as a group need to change.

Communication throughout the meeting flowed really well, everyone knew exactly what they had to say and pitch to the client. Once someone mentioned something for example the budget we all came together as a group and said something different to help that person out. Our ideas seemed to bounce off each other like electricity, and i feel it went really well. However in future we do need to let each other speak and not talk over one another because i think we confused the client slightly.

Problems and action points that arose during the meeting was our location shots. The client said that they wanted the beach to be the artists prominent singing location instead of the train, because the beach is a lot more peaceful and the surroundings will look better in the video. Furthermore the beach will show her reflecting on her past and what she has gone through. However they still like the fact we are going to use the train because it shows hidden messages of her moving on, looking towards the future.

The next step for our group is to solve the problems that arose during the meeting, and get back to the client within the next two weeks to show the changes we have made. Furthermore we will start filming the video in December which will envolve 5 days of shoting, and hopefully the client is impressed with the outcome.

Four videos reflecting our target audience

All these videos show a great understanding of what my target audience would like to see in a video. For example they all have a very good looking artist, and their lifestyle is envious. Furthermore my audience likes to relate the lyrics or the storyline of the video to something thats gone on in their lives, i.e. a bad relationship.

http://www.youtube.com/watch?v=rZVlVgpghA4 Akon-Lonely

http://www.youtube.com/watch?v=WfPqwoIBuXI Rhianna-Rehab

http://www.youtube.com/watch?v=2ZKdgFVqAkA Mariah Carey-I stay in love

http://www.youtube.com/watch?v=-jCDnwldrt8 Leona Lewis-Happy




In all my videos there are many close ups and extreme close ups. For example when Akon is singing to his girlfriend. A shot is used to emphasise his facial expressions and to show the emotion he is feeling. In the video with Leona Lewis she does a lot of walking across the screen, this was shot using tracking to get a steady realistic scene. Long shots of Mariah Carey in her videos are are used a lot. I feel this is done to show an outsiders point of view, and to give the audience the overall visualisation of the situation.

The pace of the videos vary for certain scenes for example Leona has a lot of shots cutting to and from her relationship with a man to the present day of her watching her man marry someone else. At this point the editing is reasonably quick to keep the audience interested and to keep the different time frames fresh in their minds. However in the Mariah Carey video editing is constantly slow with a few fades to and from shots. This done to entice the audience into the video and to make them think about their previous relationships. Rhianna uses a lot of slow editing for the same reasons. However they are mostly of herself, i feel this is done to show the audience her emotions towards her past relationship. No great effects are used throughout all the videos because they aren't about looking flashy they are trying to relate their past wsith the audiences, and try and make the video look like real footage of their lives.

The mise-en-scene used in all 4 videos are very different. For example Akon features him on a stage singing, but with no audience to watch him. This could be a link to the lyrics to show how lonely he is. It cuts back to moments in his life with his girlfriend and where it all went wrong which again emphasises his lonelness. The outfit he is wearing i feel doesn't reflect what he is feeling. For example he is dressed very smart and has a lot of jewellery on which is prominently featured. This tells me that although he is talking about a sad and depressing song he still wants to come across to the audience as a wealthy man who has an envious lifestyle. There are no props that are used that mean anything i feel this was to create the illusion that what he was doing was happening right there. i.e. there is no camera watching him, it's almost like it's real footage. Rhianna and Mariah Careys videos are located in similar places out in the dessert, this shows that they both feel on the outside looking in and mostly feel alone. Both women portray themselves as strong, like they are coming out of the slump thet felt they were in and fighting back. The outfits are very revealing showing that they still have confidence and that they are trying to appeal to the male audience. However one main difference is that Mariah Careys video is shot in black and white, this could show that is what she thinks about her life in terms of simplicity. The lighting used in both videos is bright because they are in the dessert, emphasising their faces.

Leona Lewis's video is more about the meaning of the lyrics. It features her in a foreign county with a man who the audience believe throughout the video is her boyfriend. However later on at the end of the video we discover that she is the bridesmaide at the wedding of the man she loves. All she sings about is how happy she wants to be. The location is very unusual because it doesn't look expensive if anything it looks like a place anyone could go to for a small amount of money. The outfit she is wearing is very virginal, i.e. a white flowy dress. This says to me that

she is the type of person who would rather say nothing then cause trouble, it also says that she is a good girl and respects the rules. The only props used is the conventional wedding things i.e. chairs, aisle etc.

The narrative and performance element to all 4 videos is amazing. They are almost acting throughout. They are all heavily storylined which is done to give the audience visuals and something to follow. Akon and Mariah both have small performnace elements in their videos, but both for different reasons. For example i feel Akon is using that stage to express his feelings that he has bottled up for so long wheras Mariah uses her performance element as her job in the video, something she does every night for different crowds. For me Akons stage presence is a lot more believable and emotional to watch because i can relate what he is saying to my own past relationships. Rhianna's lyrics to rehab is amazing and sums up love in one. However unlike some songs you don't need the video to listern to it because the lyrics alone are so powerful. I feel that the video could have been a lot better then it was. Maybe featuring her relationship in the video. Leona's narrative can be used on a very wide spectrum for example many people can relate whats happening with her to their own lives. It doesn't just have to be someone whos married your guy, it could just be someone whos stolen your guy and your showing your emotions. Throughout the video something else is happening it's like your seeing the build up to the big day first hand, like your invading their privacy. You constantly want to know whats going to happen next. Furthermore the still images of her face when they marry almost bring you to tears, because it makes you slow down and really think about whats going on.

Overall all 4 videos show elements of what my target audience want to see, and i will make sure that most of the shots and stoylines etc are featured prominently throughout our video, this way we can ensure the highest profits.

Different types of lighting

Analysing a music video Arctic Monkeys-Brainstorm

Analysing a music video oopsy Daisy-Chipmunk

video

The changing nature of the music industry

The last sentence of this essay should have been,

and as long as that is in demand directors and producers will take advantage of that.