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  • Visually conveys the artist's interpretation of the song

  • Advertisement for the artist/song/product/producer

  • Entertainment

  • Synergy - movies/TV shows

  • Easily distributed

  • Source of revenue

P U R P O S E  O F  A  M U S I C  V I D E O

T E C H N I C A L  A N A L Y S I S B O R N  H A T E R - EPIK HIGH

A N D R E W   G O O D W I N ' S   E I G H T   C H A R A C T E R I S T I C S

LINK BETWEEN LYRICS AND VISUALS

doesn't have to be literal

edits on the beat

eg. LITTLE MIX - BLACK MAGIC

ONE

TWO

LINK BETWEEN MUSIC AND VISUALS

eg. METRONOMY - ON THE MORTORWAY

THREE

GENERIC CHARACTERISTICS ASSOCIATED TO THE GENRE OF MUSIC

eg. POP MUSIC - teenagers, colourful, dance moves

four

PERFORMANCE

band / dance / rap

NARRATIVE BASED

story line

CONCEPT BASED

distinct concept

five

six

seven

eight

EXPRESSION OF DEMANDS OF THE RECORD LABEL 

new artist MV

shows artist's characteristic

OBJECTIFICATION 

turning someone into an object ignoring skills, personality and ability

eg. SEXUAL - object of sexual gratification

VOYUERISM AND NOTION OF LOOKING

watching others at intimate moments

USE OF INTERTEXTUALITY

reference and use of other texts

eg. LITTLE MIX - BLACK MAGIC

nerd vs jocks

S I X  S H O T S 

T E C H N I C A L  A N A L Y S I S A D E L E   R O L L I N G   I N   T H E  D E E P

M U S I C  S E L E C T I O N [S H O R T L I S T E D]

We listened to different music and these are the music we can visualise a music video of. 

O N  T H E  S P O T  

S T O R Y B O A R D I N G

We ended up with two songs to choose from 'Never Alone' - Lady Antebellum and 'Foreigner's God'- Hozier. Therefore to decide on our song we did storyboarding on the spot to see whether we could visualize the song. 

 

C H A N G E  I N  S O N G  S E L E C T I O N

After the technical analysis on Adele's 'Rolling in the Deep', an impactful yet effective and engaging music video which is doable for students like us. Therefore we aimed to find a new song which does not need a narrative but instead a performance type. We ended up choosing Adele's 'Hiding my Heart'. 

My ideas:

  • playing cards (hiding the heart card)

  • baking (heart shaped icing)

  • using care suite for decoration on the artist's close ups

 

 

Long Static Shot

Long Static Shot

Close-up Shot

Close-up Shot

Extreme Close Up Shot

Extreme Close Up Shot

Mid-Shot Static Shot

Mid-Shot Static Shot

Long Static Shot

Long Static Shot

Long Static Shot

Long Static Shot

Transition [Wipe]

Transition [Wipe]

Static Mid Shot

Static Mid Shot

MUSIC

CONSUMPTION TIMELINE

2000-3

 

 

 

 

 

 

 

 

 

Barney and Twin Bananas were my two favourite TV shows. I remember humming along with all the songs in both of their songs.

2007

 

 

 

 

 

 

 

 

 

My brother desperately wants me to go on a diet, for my inspiration he sent me a link to Girl Generation's Gee. Which sparks my interest in Kpop interest. 

20013

 

 

 

 

 

 

 

 

 

A friend of mine introduced me to the indie Kpop side which I am currently still into it.

T H R E E  M O S T  I M P O R T A N T  S O N G S

HARROW STUDENTS MUSIC CONSUMPTION

Harrow student have similar sources of music consumption.

Mostly Harrow students just like any other students around the world would consume music from the internet. At a young age before the age of adolescence and independent students are more likely to be influenced by the members of their family. Later on they would then conform with their friends, until they found the one they truly like and the rest of the music comes from online.

 

 

  • Youtube

  • Billboard charts

  • Sound Cloud

  • Videogames

     

IDEAS CREATING & TRACK SELECTION

After reading this article there are four things I've learnt:

1. To be able to creatively and imaginatively think you always have to keep your mind alive to enable you to create something new

2. No matter how good the track is, what we are doing (creating music video) might lead to another step up in the music video creation

3. Sometimes the title can help spark an idea

4. There are three types of music video; narrative, concept or performance. Director Corin Hardy shares with us the story of him directing a performance which is for 'Warrior Dance' and narrative for 'Watchtower'. Despite both being named as music video, it is totally different in the planning process. Narrative is more movie-like where there are screenplays and detailed story boards. Whilst performance, although for 'Warrior Dance' there is a simple storyline, it is simpler in terms of executing the idea and planning. 

LIP SYNCING TASK

Today we tried out editing music video from raw footage. Lessons learnt from this activity:- audio can be locked therefore cannot be moved and would not cause troubles later on- the importance of enough footage- how to synchronize the video to the music to create a perfect lip sync scene- singer should play music as a guideline therefore makes matching the song to the video easier for the editor

120 MINUTES MV MAKING

We were put into groups of three and got given the same song, "Uptown Funk" by Mark Ronson ft.Bruno Mars and our due date is within the three lessons we have. This challenge have emphasized to me the importance of enough video coverage since in the lip sync part we were running out of footages even though we thought we filmed enough and taught me the effects of camera movement such as zooms can make the shots more interesting and more upbeat. Furthermore this challenge have also taught me the importance of performer's readiness and that there should be a clear, well-structured and planned pre-production in order to ensure that there are enough shots and to make post-production work more efficient. 

 

However, the brief was actually to make a music video as similar to the original music video as possible, this marked our weakness in listening to the brief.On the other hand, to be able to let our creativity run free and use the cards we already have such as the school and uniforms, we decided a plot based on school life of rebellious student and a strict teacher. Which we ended up with this outcome.Although it is not similar in anyway including the colour scheme and the shots, but some cuts on the beat or camera movement on some shots are pretty similar and it creates similar effects. However because the storyline is completely different our music video has a calmer colour scheme such as blue and white which conveys the school environment and the cute story between the rebellious students and the strict teacher.

 

Feedbacks from the other groups for our area of weaknesses

- some shots are over exposed
- the performers and music are not in sync
- we should have listened to the briefing more carefully

We wanted the MV to be white and bright, however we acknowledge that our camera skills are not up to par therefore we have to study more about the use of camera. The readiness of the performer is also not on point. I have now learned that it is extremely important for the performers to practice the lip sync before and are familiar with the song to be able to express the emotion of the song better. It further emphasizes the importance of pre production.

 

 

Personal Reflection

THREE THINGS I LIKE

1. performer's acting 

2. the various cuts in the beginning that shows the viewer the location (school)

3. the zoom for the "hot damn" on the guy next to tarn

 

THREE THINGS I WANT TO IMPROVE

1. cuts on the beat

2. syncing the performer to the words more accurately

3. listen to the briefing more carefully

 

ADDITIONAL WORK

Harrow International School have created H-Sports TV which I have received an opportunity to become a producer/director. However for this video, due to the clash with other activities in school, I have filmed and edited myself. 

 

Executing this video have taught me the importance of editing on the beat and to play with the rhythm of the song. At the end where the ball lands on the floor I edited so that it is the same time as the trigger sound which shows a greater impact. This project made me realize the importance of audio and visual synchronization and how to film creatively with unplanned events. 

I have this amazing opportunity to join the Peer Support Program at Harrow where we act as a counsellor to the younger students. 

 

I was in charge of the process of the introductory video. First we decided on how we want to portray ourselves to the whole school collectively as a group and then each and everyone of us think of their unique trait or a personal talent to show others. 

 

From this first music video I have ever made taught me the importance coherence, at first every individual scene are seperated and has no cohesion at all. That made the music video dull, therefore scenes such as the back flipping scene which then ended up in the water of the painter which paints the door that the guy walks out from, it connects all the scenes together. Unfortunately I realised this half way through filming therefore the first few scenes are not connected. 

 

Moreover I have learnt the importance of cutting with the beat, for example the score in the hoop and the cut from long shot to close up along with the beat which makes it look upbeat and fun.

 

I have to admit that I was lacking in camera skills such as focusing and was too timid about camera movements which might have made this piece more dynamic.

 

INSPIRATIONS

pressed rose
Purity Ring - Fineshrine
rose petals in hand
Poem
All I Want For Chirstmas is You
Twilight Cover
Rose Petals Falling
'Pre Raphaelite Ophelia'

INTRODUCTION TOMUSIC VIDEO TREATMENT

From my research on Video Treatments I believe the 5 most important aspects that treatment should have are:
1. concise and clear description of each scene
2. wild creativity
3. distinct style
4. moods
5. presentation

Although the director might picture it but the artist needs to see the same picture as the director no one wants their music video to become 'another music video' but to be ' the amazing new music video' music videos can be in any styles and any combined styles as the director desires since there are so many possibilities that can be done, different songs have different tones, beats and most importantly moods, the use of colour, lighting and shot types, it is important that the song and the music video compliments each other. after reading this article it made me realise how important presentation is, it is the first glance of the consumer on our product, therefore not only does the content have to be rich but the composition, colour and tone can captivate the artist's interest.

 

 

Do  you believe the pitch was good at communicating the ideas of the director and why?

The pitch sets a really good tone and mood from the content, language and pictures, it is also very descriptive that enables the artist to visualize the scenes in the director's mind clearly. 

Are there any differences between the pitch and the final video?

There are minor differences such as there is no taco balls, no restaurant scene but instead a family eating dinner, moreover there are no policeman, guns or the shoot out scene, this might be because they wanted to make the video available to wider audiences. Furthermore there is a different anti-climatic ending, this might be because they ran out of budget.

How do you think the pitch could be improved?

The pitch should calculate a rough budget at the end, therefore there won't be any sudden changes due to the budget.

 

MY MUSIC VIDEO TREATMENT

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MUSIC VIDEO TREATMENT PRESENTATION

After completing the music treatment, every group has a chance to share their treatment to one another, this enables every group to get feedbacks, ideas and points to clarify on the treatment. Moreover we have the chance to learn from one another and making the treatment even better. 

 

I feel like every group has a very distinct style of their own, every varies in their own way starting just from the song choices. Prior my presentation of the treatment these two made me aware of how risky my plan was therefore inspired me to create a simpler back up plan incase we cannot find locations, props and actors that will bring our plan to life. 

 

My interpretation of the song; A girl fell deeply in love with this guy who she never expected to leave 'watching you wave, watching you wave.' suggests that it was obvious that he was going to leave but she was blinded by her love and only realize once he is gone. She is deeply hurt 'darkest of my days' and so she decided that she would not love any more, she was scarred by her love.

STORYBOARDING & ANALYSING LYRICS 

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Screen Shot 2015-09-29 at 10.57.22

STAR REPRESENTATION MILEY CYRUS 

PLANNING PERFORMANCE BASED SCENE

GENRE RESEARCH

Song: Hiding My Heart - Adele

Genre: Country

Subgenre: Contemporary country

 

Origins of country music

  • Originated in Southern American states in the 1920s

  • Roots from southeastern genre of American folk music and Western music

  • Jimmie Rodgers considered the “father of country music”

  • Henry Ford invested a lot of money to promote country music in the 1920s in fear of, and to counteract, the rising prevalence of jazz

  • Country music came rose to prominence during the Great Depression in the 1930s - country artists were born into Southern rural poverty e.g. George Jones, Johnny Cash

 

Contemporary country music

  • 21st century contemporary country artists include Taylor Swift, Tim McGraw, Lady Antebellum, Carrie Underwood

  • Contemporary country blends classic country sounds with bluegrass, pop and rock, among other genres

 

Fans of classical country music

  • Generally thought to be rural, less educated, less tech-savvy and lower earning group of people than the general public

  • Research from MRI and CMA indicates the new demographic for country music fans puts them on average or above with most Americans

  • Average 45 years old with an income of $75,000

  • 42% of the population are country music fans - about 95 million in the US

  • 48% male and 52% female of all ages

 

Fans of Adele

  • Generally more mainstream and listen to many different genres of music

  • Generally 40-45 year old females, lower social class

  • Therefore, they don’t really care much about fashion

 

Fashion of contemporary country music fans

  • Arguably the most prolific modern country artist, from an adolescent point of view, is Taylor Swift and her fashion has influenced masses of people, especially young girls

  • Towards the beginning of her career, cowboy hats and boots were extremely prominent

  • People are much more flexible these days in terms of what they listen so there is really no set fashion trend that contemporary country music fans follow - everyone follows mainstream fashion trends set by celebrities


Fan communities

  • Many artists, of all genres, have their own websites, as well as numerous social media accounts where they can interact with their fans - Twitter is one of the most prominent in terms of fan interaction

  • Majority of fan communities are online due to the increasing amount of technology

  • Some websites, such as Adele and Taylor Swift’s have forums on them, while others, such as Fall Out Boy, don’t

  • Many fans have blogs dedicated to the artists and sometimes use this to interact with other fans - Tumblr has a large fan community of many different artists, including Adele, Taylor Swift, Twenty One Pilots, etc.

  • Another point of interaction is Instagram - artists/bands often have large followings as people are interested to get a glimpse of what they are actually like when not on stage/not doing interviews/etc

  • Due to the rising prominence of technology and online fan communities, fans tend to be young adults, although it is not restricted to them

 

Country music in films/TV

  • Skyfall - Adele [Skyfall, 2012]

  • Eyes Open - Taylor Swift [The Hunger Games, 2012 (not used in the actual film but part of the official soundtrack)]

  • The Man Comes Around - Johnny Cash [Terminator: The Sarah Connor Chronicles, season one finale, 2008]

  • Life Is A Highway - Tom Cochrane [Cars, 2006]

  • A Good Run Of Bad Luck - Clint Black [Maverick, 1994]

  • This Thing Called Love movie soundtrack, 1993

  • Beer For My Horses movie soundtrack, 2008

 

TV and radio stations

  • In this day and age, most radio stations play all kinds of music, from pop to alternative rock to country, to attract listeners so there is something for everyone

  • In terms of TV channels, MTV is the primary source of music and again, it plays different music videos from different genres of music

 

Magazines and fanzines

  • Wide range of popular magazines that are dedicated to solely to music

    • Rolling Stone

    • NME (New Musical Express)

    • Q Magazine

    • Smash Hits (aimed at younger audiences, focused on pop rather than rock)

    • BMG (Banjo, Mandolin, and Guitar)

 

 

 

Notable Music Festivals

 

  • Country Fest

    • held in late June every year in Wisconsin

    • established in 1987

    • largest country music and camping event in the US

    • artists that have performed at Country Fest include Taylor Swift, Johnny Cash, Tim McGraw, Lady Antebellum

  • Country Stampede Music Festival

    • held annually since 1996 on the last weekend of June

    • largest annual music festival in Kansas

    • notable artists include Blake Shelton, Florida Georgia Line, Travis Tritt, Rhett Akins, Craig Morgan

Labels

  • Cowboy hats - represents the west where it originates from

  • Guitars - country songs usually have a distinct beat and guitar to accompany the singer

 

Activities and Lifestyle

  • Giving courage

    • “The Climb” - Miley Cyrus

    • “Live like You are Dying” - Tim McGraw

    • “Fly” - Maddie and Tae

  • Being yourself

  • Being independent

  • Love songs

    • “You Belong with Me” - Taylor Swift

    • “Break Up With Him” - Old Dominion

    • “Top of the World” - Tim McGraw

    • “God Gave Me You” - Bryan White

    • “Back to December” - Taylor Swift

    • “Love like I’m Gonna Loose You” - Megan Trainor

MUSIC VIDEO ANALYSIS

Contradicting to other heart breaking songs, this song has fast cuts. . This song is about the girl warning the guy that he might get hurt because of her. The music video is cut to the beat. It starts off with presumably a guy holding rose petals with a glove, which connotes that even though love looks beautiful it can also hurt you. The colour scheme of this music video is red and white. There are also cutaways of blood dripping near to the white thorn, this might suggest that despite the girl’s innocent look represented by the colour white she can also be very harmful. Furthermore, the US army troops represents the guy’s effort to get to her heart which is in the den of white thorns, this shot is further emphasized by the shot where the girl is shot in the middle of the red thorns, which might suggest that the guys who are trying the get to her all got hurt. There is also a cut away to a silhouette contemporary dance moves in a thin layer of white cloth which might suggest that the girl is trapped in this perception of innocent looking but her real self is distorted and could

The music video started with a tight close up behind the shoulder of the girl, the guy staring angrily at her face and closes his eyes, this suggests the closure of their relationship. The next shot however is a frame in frame shot through the mirror which connotes that he is looking back upon his life and reflecting himself and how much he misses ‘her’. Every shot is in slow motion which might be suggesting that the world is now a different place when she is no longer in his life, which is supported by the lyrics ‘I don’t think I could look at this the same’. The mid shot of him tossing the coin in slow motion, with him in the center of the shot might suggest that he wanted to turn back time as he toss his coin in the air the bench is also floating. Low lighting key shot that follows the floating bench further supports the earlier claim that he wants to turn back time where he looks out of the window through a blinder the shadows work like bars that he is now trapped away from her, ‘she’ is representing the light that shone through the blind whilst the shadows represents their break up that bounded him up by himself. The performanced based scene are all shot in low-key lighting, the contrast of lighting makes it hard even to see the band’s face. Moreover the letter scene where he was writing a letter to her is supported by ‘I dream about you baby’, his mind is represented by that room, the words he wanted to say to her (lipsync shot in a room filled with letters) and the memories he had of her (performance based shot filled with pictures in the past). The singer wears a cap in his lipsyncing shot hiding his eyes from the audience, this might be because he is ashamed to show himself to the world because he lost the love of his life. We barely see the girl’s face as we are placed in the singer’s position, this makes the viewers curious about his ex’s face which is further supported by the lyrics ‘I really love your face’. The editing pace is slow which conveys sadness and further emphasizes the gloominess of the song and settings. Lipsyncing shot there is a moment when the camera zooms into the singer and he is composed to the left of the frame leaving an empty space beside him.

COMPARING MUSIC VIDEOS

All of these screen shots are from three of Taylor Swift's music videos (top: Safe and Sound, middle: Back To December, bottom: Mine). We can see that there are different uses of both warm and cool undertones, which can be used to convey different emotions. Generally, a cool colour palette is used when she is singing alone and is yearning for someone else to sweep her off her feet. In contrast, warm lightning and colour palette is used to convey a sense of warmth and happiness, and it is this that lets the audience know that this is the place where she will fall in love or find something that makes her happy. Our idea was to do the opposite. For our performance-based scenes, we opted for warm, dim lightning and our narrative-based scenes were brightly lit although it did lean more towards a warm tone rather than a cool one.

Adele's music videos are similar to Taylor Swift's structure-wise, with both narrative and performance based scenes. However, they tend to be much darker, lighting-wise, but still incorporating both warm and cool colour palettes. Adele's music videos also have a lot more cutaways and are much more abstract than the mainstream music video, for example, the visual representation of the drum beat in the Rolling in the Deep music video, or the dance where a couple is lying on the ground while doing it, as well as playing with light and shadow in the Chasing Pavements music video. We initially decided to try something abstract that would spark our music video up a little bit but during our first day of shooting, we decided that the performance and narrative based scenes with the actors and singer was a higher priority as that would make up the bulk of the music video. 

APPLICATION OF PSYCHOLOGY

After having studied 'relationships' in Psychology. The perception of relationships are solely economic; on rewards and cost. Since we are making a card scene I was thinking we could use tokens to represent the rewards and costs in her relationship with the guy. According to the 'Rewards/Needs and Satisfaction Model' people are concerned over the rewards they are receiving therefore we are planning to show how the guy accumulated more and more tokens while having fun playing cards showing that the girl is giving more into the relationship in comparison to the guy.

AUTUER THEORY S P I K E  J O N Z E

LOCATION SURVEY

BOY BAND CODES AND CONVENTIONS

 

Auteur Theory comes from the word ‘author’ in French. It is introduced in 1954 though a film director and a film critic, Francois Truffaut. He suggests that the auteur’s distinct creative voice breaks through the studio interference and the collaborative process; proclaiming the Director as the main influence in filmmaking, similarly to the European Union law regarding film as a work of art and the creator of the film is the original copyright holder. This theory has been advocated to ever since it was published. It was originally associated with the French New Wave, due to it’s prominence the theory has been developed a few years later in the states through the writing of a film critic, Andrew Sarris in his work ‘The Village Voice’ in which he analyses his respected directors and filmmaker ‘serious work’. Other than the misconception of the screenwriter claimed by prominent screenwriters and overrating the director’s importance, there are also those who saw this theory as valid and in term supports it. Cashiers du Cinema stated that film should reflect director’s personal vision through the use of Mise en Scene; this view is future supported by Alexandre Astruc comparing director’s camera as writer’s pen, he suggested that these tools should be guarded against hinderances. Furthermore Adre Bazin and Roger Leenhardt express that directors who brings film to life uses their thoughts and feelings about the subject matter; which, further shows their perception of the world through usage of lighting, camera angle, composition and key lightings. Francois Truffant has further emphasized this point in his essay “Une Certain tendency du Cinema Francais” (A Certain Tendency in French Cinema) as he uses a phrase “la politique des auteurs”, politique meaning ‘policy’ or ‘program’ he suggests that directors make conscious decisions to make and look at films a certain way. He later criticized those directors who lacks originality and rely mostly on the literary classics as he stated “there is no good or bad movie, only good or bad directors.”, as he regarded these types of director would just add performers and pictures to the given screenplay. Directors who are namely in favour of Francois Truffant who would regard them as an auteur are Alfred Hitchcock, Stanley Kubrick and Akira Kurosawa. However I strongly feel that auteur theory could also be applied to any directors involved in forms of art, because art forms are expressions of the artist. It is arguable that the music video turned film director such as Spike Jonze can be called an auteur. 

 

After observing Spike Jonze’s four most famous work in directing music videos there are patterns that Roger Leenhardt would express as bringing life to the music video as Jonze applies his perception of the world and his feelings to this subject matter. Jonze started his career filming skateboarders, his initial start to his prominent, star studded career life is still prevalent in his work. He uses very distinct camera movements; for example in Beastie Boy’s ‘SABOTAGE’ instead of cutting from the the mid-shot to a long shot he zooms in and out instead. Jonze likes his shots to always be moving, there are rarely static shots with no movements, when shooting a static object such as the building or arrows on the road he would move his camera instead; for instance the building scene where he rotates his camera around making the building spin and also the arrow on the ground when he both spins and zooms into it. In contrast with these extreme camera movements even a chilled song and theme for Weezer’s ‘Island in the Sun’ he still uses panning to shoot the static scenery and the pan to the right when the artist moves to the left. Jonze is a fan of long cuts but he never bores the viewer by using the movement in the foreground which keeps the long shot interesting; in Byork’s ‘It’s Oh So Quiet’ the mid shot of her walking out of the toilet into the middle of the shop only lipsyncing was kept interesting by the use of moving foreground of different objects as she walks past. Also in Fat Boy Slim’s ‘Praise You’ in addition to the wonderful dance performance which would definitely light up the mood, candid pedestrain walking past, the crowd’s head bobbing or the cars that drove pass the camera kept the audience’s interest. Unlike other directors instead of cutting through the beat Jonze use the occurrence in the scene to play with the beat such as the smoke that came out in ‘It’s Oh So Quiet’ or the cat’s paw moving in ‘Island in the Sun’ or the dancer’s movement in ‘Praise You’. His approach to music video is visually different from other videos as it is more vouyeristic; in ‘Praise You’ the handheld camera among the audience was as if it was shot in the point of view of the audience. Moreover Byork’s ‘It’s Oh So Quiet’ happens unexpectedly with a nearly candid pedestrains who then started dancing with her for example the ladies with umbrellas and the post box. Most of his work evolves around pedestrain life and something that is relatable in an everyday life making the artist look more down to earth and approachable. His tone is very similar in every music video it is warm and yellowy tone. The composition is always very busy, every shot he puts into the music video has movements and something is always happening; ‘Island in the Sun’ the bear falling from the tree, monkey thrown in the sky with overlapping of the scenery. Spike Jonze certain applied his presumably quirky personality and creativity in his work which clearly reflects his perception and feelings of each song in his very own style. 

 

In conclusion, Spike Jonze can be regarded as a music video auteur as he has his own distinct style. I strongly feel that music video directors can be more expressive in their work since everyone takes in the same song differently. Different expereinces shapes who we are and how we associate lyrics with our life would definitely be very different from one another. Therefore for Spike Jonze he has a very quirky way of expressing the songs into a music video, he favors long shots, foreground movements, busy compositions and he hates anything that is static. I would name Spike Jonze as a music video auteur as his creativity and idea shone through even though he works with different artist but the artist’s representation comes out similarly; quirky, cute and comical. 

 

TARGET AUDIENCE RESEARCH

For our target audience research, I decided to look into fans of Adele and Tim McGraw, a contemporary country artist and a classical country artist. I used the YouGov Profiler to find out the typical fan of these two artists.

 

There are quite a few similarities between the two fans - the major ones being that both fans are typically female and that they are middle-aged or older. However, fans of Adele are typically of a much higher social class than fans on Tim McGraw. 

 

Looking at the UK Tribes website, the mainstream and alternative tribes may be the groups of people that the artist could appeal to. The mainstream tribe is described as being the backbone of society. They turn to entertainment channels for influence and prefer to stick to what they feel comfortable with, with little desire to seek more obscure fashion and music. There is also a strong sense of conformity within the tribe and society as a whole, as they don't want to stand out from the crowd. The alternative crowd, however, are driven by the notion to set themselves apart from the crowd. They are passionate about music, sharing an appreciation for live music, independent record shops and grass roots talents. Although their desire to stand out completely contradicts the mainstream view, the fact that they are enthusiastic about sharing music, I feel like this would be a good opportunity to expose our artist to this group of people. I also feel like our artist has the potential to reach mainstream market, due to the conventional nature of our music video, and will therefore find its way into the circle of mainstream music. 

 

MOOD BOARDS

Warn Undertones
Cooler Tones

STAR THEORY K A N Y E W E S T

PAPERWORKMEETING SCHEDULE.RISK ASSESSMENT.LOCATION SURVEY.CALL SHEET. TALENT RELEASE FORM

T A N ' S  H O U S E
O K U R A  P R E S T I G E

COSTUME RESEARCH

CONVEYING LONELINESS

CONVENTIONS OF HEARTBREAKING SONGS

David Fincher uses empty spaces to convey meanings such as absent husband or evoke curiousity. We can apply his craftsmanship into our music video because our song is about a guy who left. Therefore we wanted to apply his usage of empty spaces in our music video. Moreover his limited use of hand held shots that conveys the character's ambiguoity and mixed feeling. So we planned to use the handheld shots during her lipsyncing scenes so that it conveys her mixed emotions and unsettling mind.

Film Schedule
Risk Assessment
Location Survey
Location Survey
Call Sheet
Talent Release
Talent Release

EQUIPMENT AUDIT

Canon EOS 5D Mark II
Canon EOS 70D
16-35mm
70-200mm
Lights

SONG RELEASE DATES


The majority of the songs were released towards the end of the year so we are deciding for the best time to release the single and maybe the whole album, as it would make for a Christmas present, which would be a marketing bonus since many people would be out looking for gifts around December.

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