Developing my poster

My recording company

I chose Erosion Recording Co as the name of my recording company

I decided to get a picture of a rock and use a chalk effect on photoshop to create a shadow. I wanted the words to look chunky instead of blending in because I think it stands out more.

Developing my digipak

Editing software

 I am going to use premier pro to edit my music video. I have used this in GCSE and AS so I know how to use it. I did a music video in GCSE so I know how to sync the performance clips. This will make it easier when I edit.

I am going to be using photoshop to edit my digipak and poster. As a photography student I am used to using it and know how to achieve the best outcome. This will be helpful because I am able to produce my ancilliary tasks to a high standard.

Raw footage of the locations

Picking an artist name

I used a name generator to come up with some names. I then conducted a survey using survey monkey to get peoples feedback on the names. The most popular was Jake Evans.
This relates to the theory making is connecting by David Gauntlett because the audience have participated in something online to create something.

Pitch

Health and safety evidence

This risk assessment will help me set up a safe area to film. It will ensure the safety of my performers and others around.

Planning for poster

My idea for the poster is to have Aidan sat in front of Kate. I am going to have Kate wearing fishnets continuously through my project to create a link between the video, digipak and poster. Although I am not very good at drawing, designing the poster has made me think about the layout and develop a clear idea.

Planning for Digipak

First draft:

Second draft:

 

Planning the digipak has helped me think about the layout and concept. I have decided to have a running theme of fishnets throughout my project.

Structure of my music video- Timeline

The timeline will help me when it comes to filming because I can think about shot types and develop my ideas. When I start editing the timeline will help me because it is the structure of my music video. I am going to use it as a basic guide and maybe change things depending on how the initial screening goes.

Analysis of song lyrics

Analysing the lyrics has helped me decided on a structure for my music video. This has made it easier for me to make a shot list/timeline.

Storyboards

  First draft for my storyboard:


By using this storyboard maker I was able to see how some of my initial ideas would look. So far I like the storyboard but I want to continue it on different software so I can experiment and develop my ideas.

This storyboard has given me an idea of the order of shots. The task will help me when I plan my timeline.

Filming/editing schedule

The schedule will help me organise my time and I can arrange filming times around when my performers are free. As it is on my blog my performers can access it easily to check when they are needed.

- Editing schedule put on after the 29th

Contact with band artist

Props list

I am not going to be using many props in my performance, I am only going to be using speakers and a mobile phone.

-I am going to use speakers at the start of my music video to show the start of my song is diegetic at first.
-I am going to use a mobile phone to show the texts being sent between my two performers.

Photographs of locations

First chosen performance setting:

Narrative setting:

Second chosen performance setting:

Artist styling/costume planning

- Take picture of outfits when filming

Moodboards

Main performers costume ideas:



Record label ideas:



Narrative girls costume ideas:
These mood boards have helped me develop some of my initial ideas and made my ideas clearer. I decided to play a word association game to decide on a name for my record label. I then experimented with different fonts that look similar to to album titles and existing record label logos. By coming up with a record label I can now create a logo to fit with my music genre.

Inital planning ideas

My initial ideas are starting points for my music video. Throughout the planning I am going to add to and develop my ideas.

Tracking the band throughout their career

By tracking the Arctic Monkeys career I have been able to see how their music style has developed and how they originally used their fans to gain success.

Target audience research

Create your free online surveys with SurveyMonkey , the world's leading questionnaire tool.

Survey results:

Analysis of students work

WHAT WENT WELL:
- Close up of instruments
- Extreme close up of guitar with a narrow depth of field
- Costume: 'Indie style'
- Lighting good in majority of clip

EVEN BETTER IF:
- Lip syncing not matched up all the time
- Camera control
- Random slow motion
- Poor composition: 2 people on bench behind during performance shot
- Unclear narrative



WHAT WENT WELL:
- Editing in pace with the music
- Photobooth effect
- Non diegetic to diegetic music
- Clear narrative
- Balanced number of cuts
- Flashbacks were clear
- Instruments were synced
- Well choreographed
- Costumes match genre

EVEN BETTER IF:
- Camera control
- Framing slightly off
- Lighting hasn't been thought about
- Lip syncing



WHAT WENT WELL:
- Narrative matched lyrics: Andrew Goodwins theory
- Cutting pace goes with music towards the end
- Good location for the band
- Costume matches genre
-Variety of shots
- Good lip syncing

EVEN BETTER IF:
- Wasn't all in black and white
- Don't understand narrative
- Don't like the clip where the girl sings



WHAT WENT WELL:
- Clothing fits genre
- Location fits genre
- Experimented with green screen

EVEN BETTER IF:
- Lip syncing improved
- Used the green screen to much
- No variety of shots
- Switches performers to many times
- Narrative not very clear



WHAT WENT WELL:
- Clear flashbacks/dreams
- Narrative matches lyrics: Andrew Goodwin

EVEN BETTER IF:
- Camera control
- Performance shots were missing
- Too many effects
- Framing and lighting not thought about
- Narrative is confusing

Analysing posters/adverts

This poster is before the Arctic Monkeys became known worldwide. The poster takes the name of the band and matches the image. The colour theme is a light colours which contrasts to the darker themes associated with Indie Rock. The poster below is also from before the Arctic Monkeys were famous, the prices on the poster have dramatically changed. On the poster below the tickets are £5/£6 whereas now prices are anywhere from £25.

Both posters have a blue colour scheme and do not feature any of the band members. As the posters were produced before their career took off they may have had limited funds.

The more recent Arctic Monkey posters have Alex Turner as the front man because he has become the 'image' of the band. This picture was taking as a long angle to make him appear superior. The colour scheme is closer to the digipak I analysed previously. The title is also the same and this title has become an Arctic Monkey trademark. Like the first poster this one shows the performance dates and locations but the difference is that now they play more locations and occasionally festivals.

Web 2.0 has changed the way bands advertise. Bands websites have replaced posters because all the information required is available on their website. Fans can access news, upcoming gig dates, photos, videos, a list of all their releases, a forum for fans and a store to purchase merchandise. The colour scheme is the same as the new album but I think the theme changes as they release new albums with different colour schemes.

From analysing the different ways of advertising I have seen how bands develop during their career and the effect it has on the image of the band. I have also seen how a theme will be portrayed through all aspects of the bands resources.

What is a digipak?

Digipaks are normally made out of cardboard and can flip open like a book, or it can have three parts, so that one portion of the packaging opens to the right and one to the left, with the CD in the centre portion. Digipaks were first created by MeadWestvaco,and their product, called Digipak is trademarked. More manufacturers began to use this format making it a popular option.

Analysing a digipak

Music channels

MTV TIMELINE

August 1st 1981: MTV launches
1984: First MTV VMAS
1985: VH1 launches (sister channel)
1991: Animation hits MTV "Beavis and Butt-head"
1992: Reality show on MTV "The Real World"
1998: "Total Requests Live!" debuts, one of the few shows that played music videos, ran until 2008
2002: Introduced more reality shows
2010: MTV drops "music television"

Music videos that inspire me

Research in to the Arctic Monkeys

Narrative theories

Todorov

Music video theories

Andrew Goodwin
Andrew identifies 5 key aspects of music videos that the audience should look out for:
Thought beats- Seeing the sound
Firstly we must take in to account the structure of the song, then the voice singing the song as it can form identification or trademarks that work well with the star image and then we must take in to consideration the artists mode of address. Songs can be seen as stories and the artist is the storyteller, making the music video a two communication device.

Narrative and performance
Goodwin explains that music videos should ignore common narrative because it is important in their role of advertising. Narrative and performance hand in hand make it easier for the audience to watch the video over and over without loosing interest. The artist working as the narrator and participant helps to increase the authenticity. The audience needs to believe its real.

The star image
The star image is a vital aspect. Meta narrative is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

Relation of visuals to song
There are three ways in which music videos work to promote a song:
Illustrate
Music videos can use a set of images to illustrate the meaning of lyrics and genre. This is most common.
Amplify 
Meanings and effects are manipulated and constantly shown through the video and drummed in to our vision.
Disjuncture 
The meaning of the song is completely ignored.

Technical aspects of music video
Technical aspects hold the music video together through the use of camera movement, angles, mise en scene, editing, sound and special effects.
Lighting and colour help set the mood and emphasise key moments of the song for dramatic effect.
The location of a music video is vital, it needs to look authentic to maintain professionalism.
Music videos have cuts to go with the beat making the video more entertaining.

Carol Vernallis 
This theory centres around 4 key concepts:
-Narrative
-Editing
-Camera movement and framing
-Diegesis

Narrative

The video is a visual response to the music
There is not necessarily a balance between narrative and performance
The narrative is not always complete – it may be a partial, fragmented narrative
The structure of the video may appear disjointed
Something drives the video forward, but often it is not the narrative. It could be the
music, the performance, a mixture or some other element
There may not always be a clear resolution (closure) at the end
The video may pose questions that it doesn’t actually answer
There may be a narrative or theme running through the video, but in a montage style

Editing

Editing may match the musical phrases or the beat
The video may break or disrupt many of the ‘rules’ of continuity editing – this is a clear
convention of music video editing
Editing may become ‘foregrounded – the edits may be really obvious, to draw attention
to themselves as opposed to invisible, continuity editing


For example, you may see:
Jump cuts
Breaks of the 30 degree rule
Breaks of the 180 degree rule
Cutting against the movement
Cutting within the lyrics
Fancy edits or cuts
Extreme jumps in time and space
Extreme changes in pace
Juxtaposed frames
Graphic matches
A style of editing that runs through the video and is distinctive to that video
You may not see:
Smooth transitions
Matches on action
An even pace throughout

Camera movement and framing


When it comes to shot types, extremes are very common.
The style of framing and movement may run through the video and is distinctive to that video
The camera may move in time with the music
The camera may move on the lyrics
The establishing shot and close-ups are used frequently

Diegesis

The diegesis may be revealed quite slowly
Actions are not necessarily completed – they may be disrupted or interrupted in some
way
Character or object movements may move to the music
There may be gaps in the audience’s understanding of the diegesis – in time and space,
music, performance and narrative
Some frames may be more important than others

There may be many repetitions. E.g. musical phrases, the beat, other musical elements, themes, lyrics, performance, images, colours, camera positions

Research in to relevant music genre

Influences of style

Analysing my chosen song

By analysing the first minute of the song I have a deeper understanding of the genre. Throughout the song there are no performance shots. I see this as a good thing because my ideas will not be heavily influenced by the original video and I can create my own interpretation of the style,

Researching in to existing record labels

The Black Keys
Record label: V2 Records
- Founded in 1996
- Origin: United Kingdom
- Represents various genres

The 1975
Record label: Interscope Records
- Founded in 1989
- Origin: United States
- Represents various genres

Bon Iver
Record label: Jagjaguwar
- Founded in 1996
- Origin: United States
- Specifically a indie rock label

Jake Bugg
Record label: Mercury Records
- Founded in 1945
- Origin: United States
- Represents various genres

Arctic Monkeys
Record label: Domino
- Founded in 1993
- Origin: United Kingdom
- Only represents indie rock/pop

Conventions of a Music Video

By researching genres I have learnt what conventions are specific to my chosen genre. For example lighting in indie rock music videos are normally dark compared to pop or R&B.

History of Music Videos

Videos in powerpoint:

Music video practice

For this task we used singing clips and narrative clips to practice making a music video. We put in all the clips that we wanted to use, cut them up lots of times and deleted sections.

Narrative task

This task was to help us understand narrative without sound. We had to pick a topic and portray it without sound. Our topic was 'spreading rumours'. At first we were unsure how we could spread a rumour without talking but the we decided we could use our phones and have someone sending a mass text about someone. This task was difficult because we had to in-camera edit, we had to film without needing to cut. This meant that if we had to cut between locations we would have to film one shot then move to a different location then move back to the location instead of filming all the shots for one location and the going to the next.

This task has made us realise that we need to come up with creative ways to show what is happening without talking.

Lip syncing task

For this task we were put in to groups and we each to sing Taylor Swift- We are never getting back together. When we were doing it we decided to lip sing because we knew the lyrics and we had the music playing next to us. We found this difficult to edit because even though we knew the lyrics we were out of sync. We didn't put a lot of effort in to performing properly but after seeing the final video we think if we preformed with energy it would have looked a lot better.
From doing this task we know that in out music videos we need to sing out loud and perform with energy to make the video more entertaining and easier to edit.

Composition and framing

 We were put in groups and given a theme and we had to take photos taking in consideration composition, angles and framing.
When we started doing the task we didn't take in to consideration the framing and just focused on getting the theme across. After the first few photos we realised that although the theme was obvious because we hadn't thought about the composition, angles and framing it didn't look very good and wouldn't benefit us when we make the music video.
I like the first picture but the framing could be improved, we cut out the top of the hand and I think the shot would look better if the whole hand was in it. The rule of thirds does not apply to this picture because the focus point is slightly off.
I like the use of negative space and the focus point is clear because it applies to the rule of thirds. The hand is on the bottom left cross over of the grid.

From doing this task I have realised that when we start filming for our music videos the composition and framing is vital to ensure our video looks professional.

Skills review

Research + Planning
For the previous project we used a range of different methods to research. Before we picked our genre we looked at the conventions of different genres. This improved my knowledge of different genres because I am able to name conventions that make up a specific genre. It also made it easier to pick a genre we wanted to do for our film opening because we made a note of what would be the easiest to do and the genre that would be the hardest. When researching in to our chosen genre we looked at different openings, This helped us to establish the common conventions used and the different shot types that were used often. We researched the age certificate that was most common within our genre and then we planned our storyboard accordingly to the limitations of the age certificate we selected. We then established our target audience by conducting a survey, by doing this we found out that it is an effective way to find out the specific target audience.

When planning we made a list of everything we had to do, this useful because it made it easier when we had to film. We all contributed to the storyboard so we could get our ideas across, this was important because everyone had their ideas heard. After we planned our story we played a word association game to come up with the production company name. We researched titles of existing psychological thrillers and used what we found out to come up with our title. We also had a look at some websites that help you come up with titles. I have improved at coming up with titles because previously I would of tried to come up with it before I planned the story. We found out that it is easier to come up with a title once the story is planned because you can link it to the storyline or use a key word in your dialogue.We did a location shoot so we had an idea of where we wanted to film and how our characters would look in the location and then we wrote a shot list so when we were filming we had structure. This improved our skills because we were able to think about different shot types and compositions. Another vital planning stage was costume, we needed it to fit with the conventions so we researched female characters. Researching everything individually has improved my skills because I have had to think about priorities and what needs to be done. I also had to use time management to make sure everything was done on time and teamwork was need to effectively plan.

 -how you improved (researching genre), storyboard, shot list
Digital technology
-Software (adobe after effects), cameras

When creating our openings we had to learn how to effectively use the camera and editing software. We had to change the software settings to accommodate different cameras. While using the different software my skills enhanced because I now have a basic understanding of after effects

Using conventions from real media texts
-analyse genre conventions, produce similar film
Post production
-after taking footage, editing
Creativity
- shot types, angles, music

WHAT YOU LEARNT + WHAT YOU NEED TO IMPROVE