Planning: Lighting and colour

Rihanna ft. Eminem - Love the way you lie

The lighting in this music video is High-key back lighting in the scenes which the couple are together in the house. The lighting represents a natural effect which makes the scene look more realistic in comparison to the other parts of the music video which contain various amount of lighting techniques. Moreover, we would like to use something similar when showing flashbacks of the couple arguing or spending time together. In addition, this is because it will help the audience to relate more to the scenes which take part as they look realistic. Lastly, the use of this lighting will help as the colours through editing will be able to stand out more.

Leona Lewis -Bleeding love 

The lighting in this music video is High- key top lighting in the scenes where the artist is presented with a performance. The lighting represents a glamorous  effect which helps to enhance star image. This helps the artist to appeal to the audience as the audience is attracted to the appealing star image on screen. We would like to use something similar when presenting our female character in the music video. Lastly, this is because we want our female character to appeal to our audience members as I believe this is the most effective way of attracting an audience

Rihanna ft. Eminem- Love the way you lie

The colour in this music video is orange. The colour helps to represent a flash back which will occur within the artists narrative story as well as a romantic theme. The use of this colour helps the audience to  separate the difference within the flashbacks and the present. I would like to use something similar when presenting the past of the couple

Research: Analysis of advert conventions

A magazine advert is a form of print medium that is used to sell and market a product. in the case in which we are focusing it is a music single or album.
Purpose:

• A marketing tool that accompanies a singles/albums release.
• Provides visuel information about the artist and the album.
• Display key information such as main song,after songs, where its available.
• Creates, adopts or feeds into the represntation of the 'star image'
• Appeals to the intended target audience.
• Buy into artist lifestyle and ideas.

Impact:

• To attract the target audience into purchasing the product.
• Attracts a wider audience.
• Reveals key information about the artist
• Audience to feel a stronger relationship with the artist.

Conventions: A magazine advert carries various conventions including:

• Main image
• Title of album
• Artist name
• Features of the song such as the song list
• Audience infprmation if neccesary e.g. parental advisery
• Key dates
• Availibility ( E.g. itunes

What to identify:

• Main image
• Star image - Dyers theory
• Colours
• Sub-images
• Typography
• Layout
• Artis and label information

Research: Creative brief for advert

Date: 11/12/2014    
Album Title/artist: ‘A Fresh New Beat’ by Luiz
Project Manager: Benjamina Kilembe, Khaled Jaffer and Sezer Karaman
Release Date: 20th January 2015

Product Overview 

Who are they? 

Luiz is an American DJ who started his career from performing in local clubs and bars. As his reputation grew, he started playing bigger venues and got more and more recognized. One day the studio director for Universal witnessed his raw talent and decided to sign him to their record label. From here, he started to DJ on tracks for artists like Usher and Basement Jaxx. This then enabled him to expand his reputation and name on the DJ scene. When performing in front of large audiences it enabled people to know what his music was about and he then developed his own fan base. Luiz then took this new found fame and started DJing at big club events globally, like in IBIZA, MALIA and MARBELLA. Due to the international fame on the club scene, there is definitely a demand for his new album release.

The Magazine Advert Concept
What is it?
We need aim to create a magazine advert which best represents the artist Luiz's star image which will not only appeal to the target audience but also market and promote his upcoming coming album 'A fresh new beat'. We aim to create a conventional club/dance magazine advert which will appeal mainly to our target audience and also target a wider mainstream audience also. For this task I am planning on using a single main image of my artist 'Luiz' sitting on a sofa slouched thinking about a lifestyle of a successful dj. This will convey his costume and promote his star image enabling me to appeal and encourage the target audience.

Why are we doing it?
The magazine advert will support Luiz's debut album and I believe that the artwork is as important as the artist image and information shown within this advert to help bring success and attract the targeted audience as well as a further audience also. The magazine advert created has to be a clear representation of the Club/dance genre in which the audience will immediately acknowledge what type of music to expect from this artist, as well as this his key singles, especially 'Revolution' will be included.

Consumer
Both females and males from the ages of 14 to 30.
In relation to audience categories my audience will be from the E to C1 class.

What is the reaction I want?
We want the audience and the consumers to feel like they can understand the artist. The target audience should be able to build and develop a relationship that is different from other artists.

How Will We Know It Worked?
We will know if it was successful from the sale targets. We will compare these alongside our sales figures to enable us to see if our targets where hit. If this is met or higher than the target, we will know it was a success. Following on, we will be hosting a focus group to allow fans and consumers to look at our first drafts and give us there feedback. From there criticism we we will know ways in which we can improve.

Sales Target: 250,000

Luiz campaign dates:
Press campaign: 20th January 2015
MTV Launch: 25th January 2015

David letterman promo show: 26th January 2015
Album Release: 27th January 2014

Planning: Advert information

Planning the information that will be used on my magazine advert is essential as it enables the viewers to be aware of the information that would be on in the advert. Also as I have knowledge of what it may consist of to come up with final information to finalise our ideas is better and allows our productivity to flow much easier through my group and I. Also this makes us more organised and makes our production team more efficient. It is also important to contain as much information as possible to ensure that we have everything listed.

Artist name:

-Luiz

Album name:
-A fresh new beat
(Signed to universal studios)

Key Singles:
-It’s about us
-Revolution (Most important)

Album release date:
-27th January 2015

Parental advisory:
-Yes

Typography:
-Sketchy, urban look

Available for download:
-Spotify
-Itunes
-Amazon

Planning: Digipak information

As a group we planned the contents of our digipak.

Artist name: Pretty Flacko

Album name: Draft day

Tracklist:

• Letter to London
• Revolution
• Pump up
• All too well
• Demolition (remix)
• Say my name
• Thirsty
• Forever now
• It’s about us

 

Music Institution: Universal

Production Company: A1 Productions

Parental Advisory: Yes

This has been beneficial so we know as a group what information we need to include in our digipak. We must make sure that we include all this. The tracklist also gave us an idea of the theme of the album.

Research: Creative brief for the digipak

Oasis Academy Hadley 

5 South Street

EN3 4PX

Benjamina.Kilembe@oasishadley.org

Date: 11/12/2014    
Album Title/artist: ‘Draft day' by Pretty Flacko
Project Manager: Benjamina Kilembe, Khaled Jaffer and Sezer Karaman
Release Date: 20th January 2015

Product Overview:
Luiz is an American DJ who started his career from performing in local clubs and bars. As his reputation grew, he started playing bigger venues and got more and more recognized. One day the studio director for Universal witnessed his raw talent and decided to sign him to their record label. From here, he started to DJ on tracks for artists like Usher and Basement Jaxx. This then enabled him to expand his reputation and name on the DJ scene. When performing in front of large audiences it enabled people to know what his music was about and he then developed his own fan base. Luiz then took this new found fame and started DJing at big club events globally, like in IBIZA, MALIA and MARBELLA. Due to the international fame on the club scene, there is definitely a demand for his new album release.

The Album concept:
What is it?
We want to create an album cover that best represents Luiz star image in order to pull in a variety of different audiences from the international Club scene. We want to create something that will appeal to our audience and also that will reflect the genre we are making our music video for, ‘Revolution’. The album will be a very chilled club album appealing to those who love to drinking and partying. We are creating this album as we hope to one day boost Luiz’s star image: this in turn will boost our chances of having a music video on the top 10 charts.

What are we doing it?
Luiz’s debut album will have to bring success to an international audience and the digipak creation will help in order to do this. The art work on the album cover will be crucial in our success. The consumers should be able to understand the values and ideologies as well as the themes the artist is trying to portray. The pictures, typography and backgrounds will allow us to communicate visually to our audience. The theme of the album which is ‘getting over a break-up and moving on’ will allow the consumer to understand the Club genre, without even having to listen to the music.

Comparable products
- David Guetta

 

- Calvin Harris

What is the reaction we want?
We want the audience and the consumers to feel like they can understand the artist and enjoy his music to live their lives and get over their problems. The target audience should be able to build and develop a relationship that is different from other artist as this one is about getting to know your true self.

How will we know it worked?
We will know if our album was successful from the sales. We will compare these alongside our sales figures to enable us to see if our album was a hit. Following on, we will be hosting a focus group to allow fans and consumers to look at our first drafts and give us there feedback on our album designs. From there criticism we will know ways in which we can improve.

Luiz campaign dates:
Press campaign: 8th January 2015
TVC Launch: 10th January 2015
Album Release: 14th February 2015

Planning: Location

The location of a music video is a essential part of the production, and the final product itself. A conventional location relating to the Club&Dance genre would enhance the interest shown to the music video and would appeal to the target audience even more. We have done this by looking at our audience feedback and coming out with three main locations that our music video would take place at. We also went into deep analysis of each location and what would be happening at each location.

Our two locations for our music video: 

• a bedroom
• a gym

Conclusion

All the locations were equally important as each other so the emphasis on planning each location was the same. The planning of my location helped me understand and evaluate the relevance of each location and also the advantages and disadvantages. With these locations the advantages had over-weighed the disadvantages as this was also a significant factor in determining which location to use and not to use.  

Planning: Production roles

Planning production roles are really important to make sure our production goes smoothly and would enable us utilise the specialisites of the members of our groups.

 

Camera operator: This is the person who films the scenes, he/she would work alongside the storyboard organiser and the director to take instructions from them about how to operate the camera. Such as what shot, angle and movement to use at the specific scene or time.They should create shots which are effective to use for the thriller genre and not to confuse the audience by using the appropriate camera techniques.

Actors: These are the people who are getting filmed, they act as the characters desired in the film, they work with the film director to get instructions on how to be feeling and how they should be positioned in the scene. Their job is to play a convincing character and to deliver the genre of R&B to the audience.

Sound technician: the sound technician is the person that creates the specific sounds that are relevant to each scene. They have to work with the storyboard organiser to decide the type of sound to use. They make sure that the sounds are effective to the audience.

Editors: These are people that edit the scenes. They would work with the storyboard organiser and also the camera operator to decide the parts which would require cutting, and what type of montage to use and what sequence of shots should be used. They would make sure that the cuts they use do not confuse the audience and that they are effective for the R&B genre.

Film Director: This is the person who is in charge of everything that goes on in the music video, but mainly controls the characters, he/she makes sure everything is effective and reflect the film producers ideas. Moreover, they control all the elements of mise-en-scene. They work with the whole team and makes sure they are pursing in the producers aspirations.

Location manager: This is the person that chooses the location of the scene, he/she makes sure that the location would be conventional for ouyr music video, and also he/she would have to work with the film directors to decide what time of the day and what area to set the scene at. This is to make sure that they have the best place to film the scene at the correct time to enhance the impact the scene has on the audience by choosing appropriate scenes so they can relate to making the audience more engaged and interested in the scene.

Storyboard organiser: The storyboard organiser is the person who creates the film on a storyboard which displays all the other workers of the film in rough idea of what’s going to happen in the scene, they make it relevant to a music video. It implies the shot number, cinematography, actors involved, editing style narrative, dialogue and duration of the scene to give the workers a more detailed guideline and a general idea of what they are meant to be producing. The storyboard organiser would make it as detailed as he/she can so there would be less work to do on the day of shooting.

Planning: Shotlist

The camera men would receive this draft as it allows them to know and be able to envision the types of shots they will be taking

Planning: Storyboard

Planning the storyboard greatly improves the structure and organisation of the filming of our music video. We would be going through the scenes step by step and coming to an agreement of what would occur during each scene. This erases any confusion within the group about the duration of each scene, frame number, and the amount of scenes that would be used. 

Conclusion

Completing all the frames for my storyboard enabled me to understand the frames and shots that would be taken, and the order that they would be taken at. It also erased any questions regarding the filming process as we were all aware of what filming would be done when.

Planning: Characters

In this section of our planning we had to decide on who our characters are going to be in our music video. We had to think of suitable characters that would fit in our music video and be able to portray the storyline in the best way possible. Characters would play a significant role in determining the success of our music video as they would have to appeal to the target audience and stick to conveying the generic conventions.

Name: Elise

Age: 18

Ethnicity: Mediterranean

Gender stereotype:  vulnerable, emotional

Costume:  - bright clothing to show her innocence
                  - casual clothing, home clothing, pyjamas

Hair and make up: casual to suit the bedroom environment

Body language: comfortable, stressed

Facial expression: upset, annoyed

Represented as:  subordinate character  dominated by an alpha male

Role within the music video: artist, girlfriend

Name: Diesel

Age: 19

Ethnicity: Mediterranean

Gender stereotype: Aggressive, doesn’t care about anything, assertive

Costume: Dark, comfortable, black headphones

Hair & Make-up: Casual

Body language &Facial expressions: Stern, robotic, stable

Represented as: A typical dominant boyfriend which is controlling with a bad temper

Role within the music video: Boyfriend

Conclusion

Planning the characters of my music video is crucial because the characters used has a important role in the success of the music video. Suitable characters used would appeal more to the target audience and consequently improve the quality of our music video product.

Planning : Pre production paperwork

It is important to create a pre-production paperwork before filming for our music video in order to avoid any filming infringment when filming in public. It also allows us to create and follow a detailed schedule which will make sure that we dont waste any possible filming time.

The risk assessment is a detailed analysis of the locations which are used in your filming. The purpose of a risk assessment is to uncover all the possible dangers which may occur whilst filming with solutions on how to tackle these problems. 


The location recce is a summary of all the different locations you plan to use.



The location release form are legal documents of agreements for which the company, council or 
people give us permission to film in their area.



The release and consent form is a legal document that goes over the terms and agreements for all that are acting in the production.



A Pre-production schedule shows you exactly when the filming is going to happen and also where it is going to happen. This is beneficial as it rules out any misunderstanding.

Conclusion

Filling out the pre-production paperwork has been very beneficial in regards of helping us plan for our filming as it has allowed us to save a large amount of time due to it forcing us to be organised. Furthermore, we went over everything concerning our production cast therefore reducing the chances of accidents occuring.

Planning: Copyright letter

Whilst planning a music video one of our tasks to create a copyright letter which I’d send to the record company of diplo music regarding the usage of one of his singles. this letter was purposely wrote to explain how this single will contribute towards our A Level grades. It was vital that we wrote this letter as it clarifies our intentions and stops the company from taking any legal actions such as getting sued.

 

Khaled jaffer

South street

Enfield

London

En3 4px

Dear copyright holder,

                                    I am writing to you from oasis academy Hadley 6th in order to request for authorization of the hit single 'Diplo- revolution.' we ask for permission for this audio simply to create a music video which is required in our A2 media studies coursework.

With your permission we will be able to produce a creative music video with the group I have been assigned to as our task involves creating a music video with a song of our choice therefore we chose of Diplo's hit singles. If we received your permission, this track would ONLY be used for educational purposes only and the OCR exam board moderator. It would be used for promotional reason and we have no intention to. In addition I would not like to stress you that this will be used for commercial use.

I and the rest of my group would be very privilege if you take our work into consideration and give the authority to use the audio. The artist and your company would of course be recognized throughout pre-production and through the actual video. A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send the full details.

Thank you very much for reading this letter and taking everything into consideration

We look forward to hearing from you

Kind regards

Khaled jaffer

Benjamina kilembe

Sezer karaman

Planning: Outline of the narrative

The song me and my group have chosen as our final idea is 'revolution' by the artist 'Diplo.'

 

Lyrics:

 

Can you see it?
The worst is over
The monsters in my head are scared of love
Fallen people listen up!
It's never too late to change our luck

So, don't let them steal your light
E eh eh eh
Don't let them break your stride
There is light on the other side
And you'll see all the raindrops falling behind
It's a revolution
Make it out tonight
It's a revolution
It's a reva, rev

Can you see it?
The worst is over
The monsters in my head are scared of love
Fallen people listen up!
It's never too late to change our luck

So, don't let them steal your light
E eh eh eh
Don't let them break your stride
There is light on the other side
And you'll see all the raindrops falling behind
It's a revolution
Make it out tonight
It's a revolution
It's a reva, rev
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Rev, rev, rev, rev

 

       
The overall meaning of the lyrics distributes a positive response to those emotionally hurt by love and relationships. in addition it motivates people to stand up for something worth fighting for and rebel against anything stopping hence the title 'revolution.' The perspective could come from a male or female whih allows both gender to appeal to the lyrics. I would portray the lyrics by using a combination of both  narrative and performance based music video.

 

Planning: Analysing similiar videos

It is beneficial to analyse existing music videos from a similar genre because it helps us visualise how a music video within the club/dance genre is represented. Also it gives us the opportunity to study the genre in more depth knowing what features and factors gain a response form the audience. Our aim is to impact the audience so looking at successful music video's will give us insight on how we can do this like those. It is also important to see what is already out there and what might inspire us to come up with ideas we can use within our own music video. Developing an idea can be difficult so to have something to work from or compare to will ensure that the quality of recording within our music video will be of a high level. Another reason to which viewing other music videos is vital is so we can know that the concepts and themes within the r'n'b genre that we will be considering are themes that are looked at positively and in an entertaining way.

Rihanna ft Eminem love the way you lie (visual style of the video)

The music video expresses a negative and stressful vibe and we would like to have this idea in our video quite similar but shown in a different representation due to the age we are and the activities that we do will be different from the video. With the representation of the characters within the video would also be similar as the main star of the video would be shown the most/ shown singing the most within the video however the male would be taking his anger out in a hobby such as working out. The visual style of the video will be shown in the idea of the couple arguing in a bedroom. With the video it will also be shown in this way due to the editing style as the video will have back to back shots of the couple arguing, the male working out aggressively and her singing in a room. With the visual content of the video will mainly be shown through the cinematography of the video being filmed and also the editing of the video. This music video has a big influence on us when making our music video this is because of the idea/theme of the relationship of the two actors we want in our music video.

Banks - This is what it feels like (artist)

The star’s representation is clearly seen and is able to be identified by the audience due her being the only one in the video. Her body language, facial expressions and also her overall attitude as a sense of seriousness was portrayed by the star.

The star is portrayed to be lonely and serious as she is seen in an isolated  house all by herself laying on a bed, staring into the blue etc. looking down at the floor. The lack of movement reinforces this star representation.

Long shots of the artists to show body language.

Close up shots to capture stars emotions, results in the audience feeling a sense of sympathy/empathy towards the audience

Leona Lewis - trouble (content & structure)

Using  Leona Lewis, because of the narrative and themes such as relationship and break ups.

The star representation: 

The close up of the artist to portray the intense emotion such as when she is crying.
Close up  of her singing staring into the camera.
Medium shot of Leona Lewis showing that she is in pain, long shot is used when shown new location within the music video.

The location: 

The house is where the location of the relationship occurs and both of the characters are shown in the bed, seen most happy as this signifies  the peak of their  love relationship. 

Outside: representation in the dark night at the end of the music video. This highlight loneliness being alone.

The use of costume in the music such casual clothing for the both characters are fancy there's not much to emphasis on the style. The plain clothing can which is conventional to the age group of  the target.

Iconography:

The broken glass at the beginning of the music video can portray that there are problems within the relationship showing that both of the characters are unhappy and heartbroken.

The picture lying on the floor outlines the problems within the break up and relationship themes. 

The lighting:

The use of low-key lighting  is used when both of the characters are together to imply that the relationship is going downhill and both of them  have no future together anymore. everything is not like it used to be like. 

The natural lighting used at the end is shown that she's alone at night.

Editing:

•  The use of editing fit well with beat of the song.
•  Slow paced  used to reflect the pace of  the song and what is being sung about
• Editing gets faster when the problems occur in relationship.

By looking in to three similar music videos, it has helped me to realise what techniques that worked well in other videos will work well in our video. From further analysis I now know how they make their music videos professional and therefore appeal to a large audience.

Planning: Final idea

Introduction

After analysing three of the initial music video ideas, me and the rest of chose the most conventional music video that I thought would be most effective and appealing towards the target audience. The song I chose to re-create a music video for was that of Diplo's song 'revolution' which belongs to the club and dance genre. I choose this as it was the best choice in terms of performance and narrative based.

Why have I chosen this song?

The reason why my groups decision to choose this song as our final idea is due to the lyrics as they were repetitive and somewhat meaningful which would allow us to really compliment the video when editing it and putting everything together. However, the artist and the actual song aren’t seen as mainstream as they are from the club/dance genre. The beat are repetitive which allows the audience to learn it very fast and also remember it in the future. when the beat drops it allows the audience to relate to it as they can then convey a connection to their lifestyle and make them feel as if the video is directed at them. In addition, this helps form a relationship between the artist and the audience.

Mise-en-scene

The Mise-en-scene will be used effectively as the characters will be dressed in clothes to work out with. This will allow them to look like they're motivated and ready to achieve their goal also the audience can relate back as the characters outfits will looks similar to what some of our target audiences wear on a daily basis, weather they are athletes or body builders. From looking at this I've decided to use this specific kind of costume because even though the genre of the music is club/dance, is can also be used as motivational music.

Star image

The artist star image are together one of the main and most important elements within a music video as they both help create a positive response from the audience in hope to visual appeal and attract them to watch the music video. There were many star image motifs used within the music video in order to make the artist recognizable and easy to identify by the audience. A variety of different camera shots were used such as close ups, mid and long shots in order in order to capture a different perspective of the artist. Furthermore, I’ve decided lyrics and pace of this song will suit the narrative I have planned for this music video as we plan to film two young adults going through a phase of a troubled relationship they have just been through. 

Lighting

natural and low key lighting will be used throughout the music video as it helps set and maintain the atmosphere of the scenes. In addition, this decision was made with the audience’s expectations in mind as they’d expect the club/dance genre music to be very gloomy. However, high key lighting will be used during for the apperance of the artist as she will be singing, looking back at old picture from when her relationship was at a positive state. This is effective as it promotes her star image as she will be the centre of attention.

Video Content

The video convent I plan to implement for the song is very conventional as I aim to follow Michael Goodwin’s theory of music videos being performance, narrative or concept based. I plan to make mine performance and narrative based in order to help boost my artist star image in hope to visually and lyrically appeal to my target audience. I believe keeping my video performance and narrative based with a little bit of concept footage which will fuel my audience’s interest as well as making the artist recognizable. I plan to implement a bit of Mulvey’s Male gaze theory within the music video as we plan to have a mix gender of characters in order to visually appeal to our audience.

Rihanna - we found love

'Rihanna - we found love' was one of the music video which influenced my decision to create my decided music video. This is because of the conventional elements it used such as low key lighting which relates to the genre of the music. I also liked the fact that a good and well thought of narrative was put together which allowed the artist star image to be clearly seen in order to make the artist more recognizable and appealing towards the audience. In addition the uses of editing were very familiar to that of our planned music video as a lot of jump cuts and Montage shots were used. Cinematography was also used such as long shots and close ups in order to promote the artist star image. Mulvey’s Male Gaze theory was also exploited during this video as it consisted the artist dressed explicitly which relates to the representation of them seen as a sexual object to visually pleasure men.