A2 media music Video: October 2010

Friday, 22 October 2010

Storyboard

After creating the story boards, we decided not to follow them as we indicated. The reason for this was as we was conducting the music video we came up with more footage then we had planned so we decided to use them as opposed to our old footage. In addition when we had put it all together following this story board it didn't come out as good as we had imagined. However we did keep a few things the same such as having the single shots of an artist during their verses and then using the three of the artists during the chorus. However we never used the drums at the beginning during the instrumental. The reason for this was because it seemed to become a bit boring as it went on too long and this would loose interest of the audience so it was important that we improved this. Instead we used a dancer at the beginning to dance to the instrumental giving it more variety and making it more interesting. We also never used the ending of them walking away from the camera dropping the microphone the reason for this was because we decided to use shots at the end of the music video with their individual shots and the names of each individual artist. The reason we did this was so that the audience would remember who they are and get familiar with the band as the music video we conducted was their first so it was important we made an impact on the audience in order to influence them to watch their future videos. We decided not to get the girls to dance during the chorus as we thought it would be too much so instead we got them to mime the words and move with the beat rather than do a whole dance routine.

Friday, 15 October 2010

The Look

The look

Costume – We will create a sexy and high status look to show that the women in the music video are superior to men. We are going to create a sexy and stylish look to also show that they are strong and independent woman. We will challenge the conventions of the normality of music videos by not dressings the girls in revealing clothes, instead we are going to dress them sexy but classy. Going against the stereotypes that women are seen as sexual objects in music videos.

Props – we will be using many props to help us create and visualise the ideas that we have.

· Stage lighting – will help is brightens up and enhances the subjects,

· Microphones – to go with the sexy look and for artists to mime the songs

· Music instruments to create the montage of shots

(Drums, violins, piano and electric guitars)

Lighting – We are going to use Spotlights, Stage lights, Fillers (to get rid of shadows), different gels etc. We are going to use this type of lighting as it is creating the type of effects we want (fast, energetic)

Colour scheme – We are going to be using various different colour schemes according to the mood and the genre of this music production. Such colours are Black, Red, Blue, and White etc. However we will choose a set number of colours so the music video don’t look too much and over the top. We can’t use dull and boring colours as the tempo of the song is fast and the music video is very lively and energetic, so the dull colour scheme may just contradict the music video.

Camera style – We are going to use various shots and camera movements within the music video to produce a better quality and interesting video. Such shots will include mid-close ups, long shots, crane shots etc. Camera movement we are going to be using is pan, dolly, crab etc. The reason we are going to use these types of camera styles is because it allows us more variety of shots from different angles creating a more varied and packed music video to go along with the style and tempo of the soundtrack.

Editing style- The chosen allocated editor of the production will be dealing with the editing and other advanced aspects of this production. We will be using “Final Cut Pro” on the Apple Mac computer to put these clips together. With access to this high advanced technology we are able to put advanced editing that ordinary general computers will not be able to do. Such editing styles will include Swipe, Cut, Fade, Dissolve etc.

Special FX- will be used though out this production. We have been looking at many effects on the computers and the cannons camera that we will be using. Through the special effects we have been able to create certain images and movement that we cannot create realistically. We have added an idea of creating word and other visual images to keep the viewers interested.

Performances – During the Chorus of the music video we are going to have the members of the band do a dance routine to go with the lyrics of the song. The directors are going to help choreograph the dance. The band will be able to achieve this with no difficulties as they are doing performing arts at college and so dance is involved within their course. During each of the individual verses we are going to have the answer singing and “playing” up to the camera.

Kinetics – The four types of kinetics we are going use are the edits, screen effects, the band members when dancing and camera movement.

Risk Assesment and Health & Saftey

Risk Assessment of Locations

Drama Studio and Dance Studio-

· Make sure all electrical equipment is safe and up to date so it won’t be a fire hazard or any other type of hazard to the artists and the crew members at time of filming

· Make sure fire exits are clear in case of a fire

· All recording equipment is in a safe place so no equipment is broken and it won’t be in the way of people which may cause accidents

· No walking under the ladders that are used for filming in case of accident and have someone foot the ladder to increase safety

· Make sure health and safety signs are not covered

Make sure all cast and crew are aware of these measures.

Monday, 11 October 2010

Marketing Aims

Target Consumer- Getting the right target market is very important because it helps increase the general sales of the product. Our target audience is young girls from the ages of 14-25. We have chosen this target market because the lyrics of the song associate and relate to young girls and the issues they are facing in their lives. Our target audience should most likely be interested in the R&B/POP genre and the general urban scene. We have chosen this target market because the producers and directors have decided that this target market is the most significant as it will help to increase sales due to the fact that this age group is surrounded by music and its merchandise.

Unique Selling Point- Our product is very different to other products in the market as our artists are similar to the audience that we target due to their age group. Therefore having a positive impact on the target audience due to the fact that the artists are able to create products that they know their market will relate to.

Attention/awareness- Putting the video on YouTube will result in a high increase of awareness as it is free and easy to access. You can also copy links and embed the codes from YouTube to publish the video on social networking sites, allowing you to share it with friends. This also allows us to track the views and popularity. We are also going to create an advert to put into a magazine.

Interests- Our target market will be interested in buying our product as the song is catchy and the lyrics relate to their life situations. E.g. relationships and broken hearts. We grab the audience’s attention from the beginning of the music video by having a catchy instrumental and by having the song start straight away without a long introduction.

Desire- our target market will purchase our items because we are going to start off by selling the items at a cheap and affordable price creating popularity and awareness of our product. After it gains popularity we are then going to increase the price. The fact that the artists are also from the same age group as the target market it will create a bond between artist and audience.

Action- The action that we are going to take into marketing this product will be very different compared to other products on the market. Many free promotions will be used to expose the band and gain awareness which will lead to popularity. So we will invest into free promotional CD’s with a quick preview of the track we are selling. We have also created an interview with the band so we are able to publish it on the internet allowing the audience to have a clearer insight into what the band is all about.

Product- we will sell and market our product in many different ways, we will use the internet to free promote our product. We will promotional websites such as Facebook, twitter, MySpace etc. We will be using websites like YouTube will also give a visual insight of what the band is offering. We will be marketing a CD at this stage. We are going to cross integrate into different markets for example products will be merchandised as a CD Cover, CD, Posters, MP3 tracks, T-shirts etc.

Price- We are going to sell our CD at a reasonable price as it is new to the industry so therefore need to be aware that if the price is high on a unknown artists CD people will not buy it. The pricing scheme that I think we should use here is “Penetration Pricing” ( this is when the price starts of low and once it is recognised in the market we will increase the price along with the increase in sales)

Place- Our product will be sold through many different organisations and businesses such as HMV, other music stores and supermarkets such as ASDA, Tesco, Sainsbury’s etc. We will also distribute it through online shopping websites such as Amazon, iTunes etc.

Promotion- We are going to promote our products through adverts and other sources of media. This will help to mass expose our product. We will also use social networks to help promote it as the target audience that use these sites are in the same field as those that will consume our CD.

Treatement

Treatment

“Addiction” by Crystal Blaque

Keys- Purple writing = about the edits
Red writing= Lyrics
Black writing= general information on music video

Throughout this music video we are going to try and portray a “Woman’s Power” and her determination to steal a man’s heart. We are also going to create a sexy look with status to show the women are in control throughout this music video. We are also using this type of message to show young girls that they are not the only ones going through these types of relationship problems, there are other girls too and despite a woman’s stereotypical status women too can have dominance over men.

Introduction- Diegetic sound of the drums, electric guitar and violin. This will be a montage of shots based around the master of shots the drums and other musical instruments. However we will keep coming back to the main instrument which is the drums.

We also are going to use the editing software to write their individual names (after establishment shot of instruments we are then going to do each individual with the edits of their name during introduction)

Verse 1 Interior- Located in Drama studio, the set is all one colour (one soft pastel colour), the key props within the scene will include; microphone, chair which musicians will sit on. We are going to have a mid shot of all band members’ together (signify that they are the band members and the key vocal point of the video) there will then be individual close up shots of each of the band member singing into the microphone. Have them singing into microphones on stands. Then in final shot camera then will pull back to a medium to wide shot. Then we will use a wipe edit to introduce the next verse.

Three shot of all band members. After the three shot of all of the group members we are going to establish each of the members. We are going to do this by filming each individual singing their verse. The editing will be quick and according to the tempo of the song. The camera Movement we are going to use here is Dolly Zoom.

Verse 1

Here we are going to focus on the one girl who is singing this verse (show a woman’s independency). We are going to do mid close up shot of her then have the remaining two girls either side of her doing the backing singing( to show status). However the two girls are standing some distance away from the main singer showing status and that she is the main singer for this verse. Occasionally we may focus on the two backing singers when they do their piece. Camera Movements- Panning, Dolly and Dolly Zoom.

Gone so cold
Feelin that you neva knew before
When u need your fix
You loose control
I should know
See I am on a mission to steal your soul I'm your addiction
Knees gone weak
Instant reaction when you hear me speak
Your pulse is racing coz your wanting me, constantly
See I am on a mission to steal your soul I'm your addiction

The initial scene should have all three artists in a neutral location such as studio shot with white background possibly with a tint affect that could be applied to the entire video. The next shot could be a graphic match without any effects but with the exception of the other two singers. This scene will be edited with another scene where the two other singers are present and are in the background singing, The second scene will be a ‘cut out’ from the first scene as the first scene will be the scene with most the most action, dissolves will be used for the change from one scene to the next during the first verse.

Cut to the dance studio of the girls doing a dance routine to fit in with the chorus. Going to do an establishing shot then mid close up shot then zoom in on each of the girls. The girls will be wearing sort of the same thing. The dance routine has to be full of energy due to the song. Camera Movement- Panning and Track. Occasional Dolly Zoom.

Chorus

One touch I got u forever
Narcotic make you feel better
Aint no distractions
I got you hooked on me
I think its come to the time
Your gonna loose your mind
Coz your be slavin for me that your cravin an bo y it aint easy

More instrumental in-between chorus and verse two. Maybe cut to the musical instruments that is being used in this part of the instrumental.

From verse to chorus there will be a wipe to cut into the chorus scene, the wipe will be from right to left so it does not give the false illusion of the passage of time. The chorus location and setting will be of total contrast to the verse scene and may contain several colour which individually could be representing each band member, however because of the name of the band I feel that the editing should not have many bright colours because their first video should reflect their name and ‘characters’ that they are trying to create in their song, this will give them a better introduction into the market.

Cut to the drama studio again have the second singer singing this verse main focus is her this time and the other background singers will then be in the background or out of the frame (yet to be decided on). Whilst the main singer is singing we can do cut to the other background singers when they are doing that part except this time they have individual frames. To be recorded in studio however this time has a different look or setting. According to the lyrics in this verse. Could have the main singer up close in one frame. Then each backing singer in their own individual frame posing and singing up to the camera. Position and what the singers are actually doing in these frames are yet to be decided on. Camera Movement, Dolly and Dolly Zoom.

Verse 2
Seeking, what you've been waiting for me now you got some more
Of me, feeling inside tryna control the right that you are
Taking, I've got what you need
I can feel your heart beating
Calling out you want me want me
Aint no, denyin I put you on a high
No chance, I'm comin down you are mine tonight
I know, you want me for life
Desperation start pleedin callin out you want me want me

This verse will be similar to the first one as it will also have a scene where the other two band members are in the background going in and out of focus, this is to show the equality between band members and will therefore prevent any ‘favouritism’ within the group which will help the group itself be popular and not any band members in particular. A strong bond between the members will lead to better music production. The costume will be a different colour to the other artist and the main scene for this will be reflecting the costume of the artist.

Cut to the dance studio again where the group are re doing the same dance routine for the chorus.

Instrumental again, could focus on the instruments within this part of introduction or could do frames of each of the individuals of the group posing up to the camera.

Cut to the singer who sings the bridge of the song. Again recorded in studio, maybe consider again a different setting to fit in with the song.

Each verse will have a different location and setting to differentiate the members and their individual voices from each other making the band seam more interesting and giving the members some individuality but not so much that one starts to overpower the other. This will show contrast within the group and will leave a good affect.

Bridge

What it is that I have got
That leaves you delirious yearning for my touch
Flirtatious tensions got you thinking bout me desperate for my love
Dreaming bout me in your sleep
Like a drug your addicted to me
I've got you waiting an lusting
Until I cum back coz all I takes is one touch

Cut to all three of the band members in dance studio, doing their dance routine one last time.

The last sentence they sing “ One touch I got you forever” we could have them throw down their microphone’s down on the floor ( or something similar to show attitude) have them make eye contact with the camera and turn their backs to walk away from camera. So do a long shot of member walking off and then the video cuts. To show it has came to an end along with their performance. Here the camera movement we may consider to use is “Following”. This will also portray the message that the women have won this fight and their work here is done.

Within all of these camera movements we will also be filming a variety of different shots. This will include:

High and low angle shots – to create status

Long shots – to establish the characters and setting

Close ups – to establish the individual members of the group, we will also be using close ups on the props that we use and lighting.

Medium shot - to get the whole image on what the singers are saying and singing

Different effects that match the lyrics may be added to the video, this will show editing skill and make the video more appealing to the target audience. Before the editing is started it is very important that the camera angling and established shots are done properly so that the editing can be applied at the highest quality. Wipes and dissolves will be very popular affects, at the beginning of the video during the establishing shots, the editing software will be used to put the names of each artist and their group name on the video, fonts, colour, effects, and position will be decided later in the project.

Chorography-

We are going to use a simple dance routine during the chorus which is going to be filmed in the dance studio. However whilst filming we have to make sure we film the shot tight making sure we haven’t got any confounding variables that are not used in other shots as this may make the video look un professional.

We have to also be careful that we don’t get any stage hands or crew members caught in the shot either as there are mirrors within the studio.

We are going to have a variety of cameras surrounding the band so we have different shots, making the dance and the video look more interesting and professional.

We are also going to film some of the video from a low angle, which will then be looking up at the band, creating status. This will challenge the typical conventions of video when recording a girl band as they are normally filmed at a high angle creating little status.

We are also going to try our best to emphasise the dance making this the main and the most remembered part of the music video just like how Michael Jackson did in his video “Billie Jean”.