This is our animation of the music video

http://www.youtube.com/watch?feature=player_embedded&v=YAsvZ5PYo14#!

Shot List

Shot 1: Establishing band shot leaning up against a wall
Shot 2: facial close ups of each member
Shot 3: Band walking away
Shot 4: Establishing shot of band playing together
Shot 5 - 17: Close ups of faces and instruments
Shot 18: Ellie and drummer: fireman's lift
Shot 19 - 22: Rob crying 1 tear, remembering: fireman's carry, throwing bread to ducks and going on the swings
Shot 23 - 33: Close ups of drummer
Shot 34 - 39: Band shots and instrumental shots
Shot 40: Ellie and bassist: taking photos
Shot 41 - 44: Rob crying 2 tears, remembering: taking photos, relaxing time, playful food fight
Shot 45 - 55: Close ups of bassist
Shot 56 - 61: Band shots and instrumental shots
Shot 62: Ellie and guitarist: walking holding hands
Shot 63 - 67: Rob crying 3 tears, remembering: walking holding hands, shopping trolley, drawing a heart
Shot 68 - 78: Close ups of guitarist
Shot 79 - 84: Band shots and instrumental shots
Shot 85 - 95: Rob and Ellie fighting
Shot 96 - 101: Rob and new girlfriend
Shot 102: Rob, band and new girlfriend looking at Ellie
Shot 103: Rob, band and new girlfriend walking away from Ellie

Actors:
Rob - Main actor/Lead singer
Ellie - Main actress/The girlfriend
Laura - Second actress/New girlfriend


Locations:
-Outside scenery by a wall
-Jamming room/garage
-Park with pond to feed ducks
-A living room window for Rob to look into
-Outside Tesco/Sainsburys/shops
-Bedroom (neutral colours if possible)
-Worcester High Street


Costumes:
Band jamming costumes - t-shirts, black trousers, converse/vans. waistcoats?
Ellie - baggy jumpers, big/thick coat, scarf, hat, red lipstick
Rob (other scenes) - tidy clothing for start as video progresses through, clothing to get tattier, to finish, more tidy clothing
Laura - skinny jeans, natural makeup, cute clothing

Props:
-Bread
-Whipped cream
-Nail varnish
-Camera
-Pens
-Guitar
-Bass
-Microphone (stand?)
-Drums
- red lipstick

Audience Profile

Digipak

Time Plan

Idea for Digipak Design

Paramore Advert

This is the poster advert for the new release of the bands album. It is detailed with the a naturalistic feel including the wooden textured look background also with the images of butterflies. There is also a light pale like coloured theme throughout. The image overall suggests the idea of the band and their music are simple yet exciting with the contrast of 'ginger' coloured hair and the continuous visuals of stripes through out the band image. The female image is closer to the camera (bigger) which indicates that she is the singer. She is also pulling an unusual facial and bodily expression which looks as though she is impersonating the same position of the butterfly wings on the poster. 

The paramore font is different to the rest of the writing font on the poster in order to stand out. It is larger and bolder in order to be recognised as the bands name. In a text box below edited to overlap the picture, the adverb 'favourite' is used after the possessive pronoun 'your' to relate to the audience identifying this particular band as 'everyone's' favourite.

Comments following our Pitch

With our feedback we had lots of positive comments and positive criticism. This can be used towards helping us with the production of our music video and helping with the production of our digipak and advertising. 

Comments on suitability for stated target audience:

When it comes to majority of the feedback, comments were similar to 'Detailed - seems suitable' and 'Sounds a good narrative for audience as you can relate to it'. We were successful in portraying an audience profile for our target audience, we have received some rather helpful comments about our video narrative. The unsigned band that we have chosen works for the niche target audience of young people. It is also very suited to it's teenage target audience, by the way the narrative works. All we need to focus on now are the two comments which will prove very helpful, 'Specific - just need to explain and develop why they chose it'.

Comments on the originality of the idea:

Whilst looking at this section, we noticed one comment which stood amongst the others. This was: 'Not original at all'. We thought our main idea was something unseen, original and exciting with the use of technology involved. This audience member however clearly disagreed and has seen a similarity to our group idea. Many of our audience members on the other hand positively reacted to its originality with comments such as: 'Should work well with a mix of narrative and amplifying' and 'Upbeat, having a happy actor would sound and look good'.

Comments and thoughts on the logistical arrangements:

We had two comments in this section one comment included  'Looked into health and safety well', we included a powerpoint of the different scenarios which could possibly be a hazard indoors and outdoors. When we have detailed definite locations, we can then develop more into the Health and Safety procedures.

Comments on the technical aspects of the idea - does it sound achievable with college equipment?

A first problem for us was how we are going to achieve lighting for outdoors, as there may be no way to achieve coloured lighting for any particular reasons or shots, and there was a comment sort of agreeing to this, 'Yes but will need to consider lighting'. Other than this, we think that we are staying as true to genre as we can, so using just the one camera will help, and it comes across that our idea is feesable with using the college equipment.

Does the idea sound realistic? - i.e.does it actually sound like an idea for music video/print work?

Our audience did seem to agree with us about how realistic abilities the video could portray. This is positive because it means that our idea is triggering similarities within their minds, and if we are able to produce a video which is going to be a realistic point of view from the singer, then hopefully we will receive positive feedback for our final outcome. One of the comments challenges the initial idea of time reversal indicating realistic qualities we would be able to ensure. 'Yes - sounds like it can be realistic but I'm unsure of how the audience will be able to tell the difference between the two different time frames - is there going to be an obvious stylistic difference?' Well this is a challenge that can be overcome through trial and error by trying out different effects to show separation of the present time frame and the past memory.

Overall, does the idea sound exciting and achievable?

Everyone did seem to agree with one another about the fact that our choice of video idea was very achievable. But one of our audience members did not agree to the excitement of the video, 'Sounds achievable but not very exciting or different', we thought that with what we produced in our pitch we were going in a different and exciting path, but it may be that this audience member is into this genre of music and is common with these kind of videos.

So when we reflect on our pitch's feedback, we had very positive comments and where positivley criticized, we will use this in producing a much better quality final outcome. 

Creativity Week

During the week in which we were able to be more creative with our ideas, we listened to different musics and then modelled play-doh and drew pictures of what we could visualise in our minds as the music played. To one piece of music, I drew an image of a child sat on his bed in the middle of the night in a ball position excited seeing his toys come to life and watch them walk around the room. I then made a play-doh model of the moon with a smiley face to another piece of music. It was really interesting to see what other people visualised as they explained their model and their drawings. It was really useful to be creative like this again as it opens your mind to different idea's and gives you the ability to use more of your imagination. I now often visualise images and different shots in my head when I listen to music now which is really useful when I listen to The Twees - Start Again.

How useful are digipack covers and print adverts when most people download their music and do their reading online? Why is it still important to have appealing and appropriate print work, as well as a music video, as part of a marketing package?


When you download the music on itunes it also comes with the digipak cover. This includes the front cover image of the artist. This also enables a preview image of what genre type you are downloading. People can be persuaded to buy an artists album if they have an appealing digipak especially the front cover as it is the first initial image that the buyer will see. Music videos are important for a song and also benefits the artists as people can see what type of character they are in what they are portrayed as in the video. 
It can also make the song more popular and therefore increasing sales. An example of this is the artists LMFAO with their video 'I'm sexy and I know it'. The video was so different to what people are usually seeing from recent artists that it created controversy but mostly interest and excitement. This increased the number of views on www.youtube.com which then increased sales for downloads on itunes.

Analysis of existing products DIGIPAK PARAMORE

Paramore - Riot

The front cover of the album is sketchbook like. It features scribbles of the word riot! in the background and when read more closely it can be seen that some of the smaller scribbles are in fact the credits for the album.

The album title stands out the most on the cover, it’s one of the few bits of text written in an orange colouring and takes a very central position on the cover. An image of the band is located directly below the album title in black and white and has been edited to give it a sketch-like look which compliments with the rest of the cover.

The RIOT! scribble theme continues onto the back cover of the album with that particular written in black with all important information written in orange. The back cover features a track listing in orange above another black and white image of the band with a sketch like effect applied. The image takes a central position on the lower half of the cover with the band focussing directly at the camera. The band and their record label’s web address are also featured on the back cover along with the barcode and copyright information.

The album’s insert further continues the notebook theme as you can see in the 2 panels pictured above. Images of the band are once again a recurrent theme here in a style consistent with the rest of the album package.

The insert includes the lyrics to four of their most popular songs with lots of extra notes and doodles alongside. The whole album package with it’s notebook theme implies the idea of mystery, craziness and frustration. These themes are reflected in the songs on the album, for instance in the songs ‘Misery Business’ or ‘That’s What You Get’. It’s clear to the listener that the theme of the album as a whole is reflected not only through the music but also through the album package.

The artwork on the actual CD is also very interesting as it looks as if the word RIOT! has been scratched on to the disk with an orange pen. 

The information here has been portrayed using an unusual style. The structure of the text has not been written in an easily readable structure as it does not follow structured paragraphs or points. This whole section is full of small writing in a hand written font making it quite difficult for the reader to follow.

Fall Out Boy

Fall Out Boy - DIGIPAK

The front cover of this digipak is different to the usual expectations for a band CD cover as it has a high value of entropy. This one is very much abstract, instead of the image of the artist this one has a sheep with wings in a bedroom. The background of the picture includes a bed, a cuckoo clock (symbolising insanity possible), an empty, opened wardrobe and a bath filled with pumpkins with a crow stood on the top. The walls in the bedroom have been digitally designed to look like the night sky with the light blue dots as stars and the large 3D model of the moon beside the name of the band. The writing for Fall Out Boy is in the font of neat, swirly writing to enhance the mystical sense that the image portrays. It is also glowing next to the moon as if the writing is in the sky. Underneath the the bands's name is the Album name produced in a smaller, more blocked lettering font 'Infinity On High' which is the name of the album.

The two inner panels of the CD digpak follows the previous night sky theme with black coloured night sky with small white stars dotted over it. In the first panel, there is a convient pocket which holds tarot cards . The CD is dark blue with a darker blue ink pattern on the left corner as effect. The font on the actual CD is white with the same font them which was displayed on the front cover. The credits for the album are written in a very small white font at the bottom of the CD.

   Underneath where the CD is placed, there is a photo showing two of the band members gazing into the mirror with the other two band members staring back at them. It is interesting and usual provoking interest and again the idea of mystery for the audience. This is the first photo shown of the band within the scene that is portrayed on the front cover.

The back panel is a photo of all four band members sat together with serious facial expressions. The image has been digitally edited to create a fading technique for the edges as they fade to from a dull colour to an even more dull, darker colour. This gives the idea of a dream sense which also implies the idea of mystery and magic as a band and towards the album. They are sitting in a room with a similar lighter sky style wall paper perhaps implying that the night has ended which compliments the idea for a back cover. The five pictures on the wall behind them are unusual and abstract following the same theme throughout the digipak.  Across the bottom in a white smaller font is the links to Fall Out Boys and Island Records website and then their logo. The logos for Fueled By Ramen and Decay Dance are also there. There is an FBI Protection warning in a bold font with the bar code on the right hand side of the CD.

Our Music Video

We may use entropy in our music video to provoke interest for the audience. The unusual scene will be unpredictable yet still have relevance to the rest of the music video. There will also be redundancy in the music video to match the idea's of the lyrics.

Music Video and Redundancy/Entropy

Redundancy "...is that which is predictable or conventional in a message. Reduncy is the result of high predictability..."
An example of this would be a male footballer playing football professionally as a career.





Entropy is "...unpredictability"
An example of this is would be a female footballer playing football professionally as a career. 
This provokes confusion as it is not stereo typically seen.

Creativity

Sir Ken Robinson, PhD is an internationally recognized leader in the development of education, creativity and innovation.He is also one of the world’s leading speakers with a profound impact on audiences everywhere. The videos of his famous 2006 and 2010 talks to the prestigious TED Conference have been seen by an estimated 200 million people in over 150 countries. Ken Robinson suggested that  'schools kill creativity'. He says that schools are more interested in preparing youngsters for examinations rather than helping individuals to express their creativity. Robinson quoted 'If your not prepared to be wrong, you'll never come up with anything.'

Pitch Materials

The first moodboard was created in order to express idea's for the scenes in which we imagine that the music would flow with the visuals of the video.  The second moodboard consists of similar idea's that other artists have taken as the music relates to each other in a similar way. The last mood board indicates an interesting array of target audience. this is important as we can visualise the type of person who would want to listen and watch this particular artists music video.

Music Video Analysis ( The Kooks - Naive)

The Kooks - Naive

http://www.youtube.com/watch?v=jkaMiaRLgvY&ob=av2e

Throughout the video you follow the singer through his relationship with his girlfriend. This is positive reinforcement for the star persona, as it shows that he is a human being, just like everyone else. Goodwin's theory says that the video and the star should fit together, and the persona is saying that he is normal which relates with the lives of members of the audience watching the video.  

There are many close ups throughout the video to show the main singer as he lips sings to the lyrics. The shots show him walking on his own which symbolises an isolation from everyone else as he is  the only one walking through the crowd.

The picture quality is of a normal lighting. The lighting used in the video is very simple as his face is the main focus throughout. The video consists of quite dark lighting to portray the mood of the artist.


I would personally say that the video is amplified, as the song talks of her being naive which compliments the ideas that are conveyed in the video as you see the girl that he is singing about doing reckless things and therefore seeming naive.

.
According to the theories of Andrew Goodwin, the visual imagery does give the correct amplified idea from the males perspective that the woman is acting naively. These are related visuals that I would imagine when listening to this piece of music.

The Clash - Rock The Casbah

http://www.youtube.com/watch?v=bJ9r8LMU9b

Usher - Burn

http://www.youtube.com/watch?v=t5XNWFw5HVw


1.) How do the visuals respond to the music?
a. How are the verses, choruses and bridges punctuated?
b. How do the visuals emerge from a process of synaesthesia?

Slow music - 27 shots in one minute is slow paced. The verses focus more so on usher switching from close ups of his face and the sad expressions to mid-shots of his body actions - he's seems depressed - hunched over, hands in face etc. It also cuts from shots where he is lip singing to other shots where is walking in slow motion and looking outside intently. Throughout the video he seems isolated - the girl fades in and out of shots-  from others and seems depressed. The video portrays a feeling of pain, sorrow and heart break. The chorus switches from both his focus and on the woman. Some of the lyrics matched the visuals of the video - in the chorus it says ' let it burn' and the video show the swimming pool which she has dived into setting itself on fire - this implies that the relationship is over. The fading woman and her in the back ground implies that she is not part of his life any more and now he is alone.

2.) To what extent does it follow a narrative?
a. what parts of the story can we and not see?
b. Why is part of the story withheld?

There is lots of slow motion which emphasises his pain. The first few scenes shows him alone at home. The woman is first featured at 0.22 seconds and is then featured in short clips with him and without him throughout the video. Some clips of them together are shown as a memory - this is done by fading the woman out of the shot as she walks away.  The video is amplifying as it doesn't show direct visual in the video to the lyrics although the video implies that they were together and now they are apart and its painful for him. The video is very dark and depressing looking. Lots of shot of him looking down instead of straight on. He looks really sad.
He reinforces his star image - he has a posh apartment with a swimming pool and a flash car. 


3.) What kind of image is the star presenting
a. How does it fit in with the overall story of that star?

Shows that he is wealthy -  he has a posh apartment with a swimming pool and a flash car. He wears sunglasses in doors even though its a dark, gloomy, depressing setting.
Its a love song about his loss

4.) How are cinematography, mise en scene, editing used in the video - are there any significant features worthy of comment and why are they used?

Mise en scene - the shots are really dull which gives an insight ito his sadness. The woman is edited in slow motion which implies that she's a memory.  When the camera is on him he is normal paced. The shots of him are dark, lots of shadow, close ups of eyes and lips - shows sadness, expressions.
The visuals of fire on the swimmng pool  and the bed indicate that he's letting the memories of her burn.

5.) Is the video literal, disjunctive or amplifying?
Amplifying - he is showing that he is sad, depressed he wants the memories of her to go. He misses her.
It is not disjunctive as the video implies that he's letting her go.

Bobby Brown - Don't be Cruel video analysis

This is a music video from the 80's
http://www.youtube.com/watch?v=pd7dCbEfTs4&ob=av2e

1.) How do the visuals respond to the music?
a. How are the verses, choruses and bridges punctuated?
b. How do the visuals emerge from a process of synaesthesia?

The beginning of the music shows close ups of the reflections of him in the womans sunglasses. The following shot then shows a car driving down dark, misty alley at night which portrays a mysterious sense. We then have clear visuals of a couple (the singer and a women) having an argument in the car and looking frustrated with each other. This is building up a story before the lyrics begin. The verses focussed more so on him lip singing and showed short shots of the woman strutting, dancing and looking beautiful. There is alot of dance involved and the chorus focusses on him singing/ dancing and then couple together. Some of the lyrics don't exactly match the visuals however the woman clearly shows that she is un-interested in him.


2.) To what extent does it follow a narrative?
a. what parts of the story can we and not see?
b. Why is part of the story withheld?

The music video contains 40 shots in 1 minute which is slow paced. He is having an argument with his girlfriend - the short close up shots of the two show their expression . The video is amplifying as it doesn't show direct visual connotation to her being 'cruel' to him but shows in the lyrics that she acts uninterested in his affection -"you should be giving me your love too" He reinforces his star image - referring to his money in his lyrics - " you thought about the dollars I make and you were willing"  and dances through out the video to show his audience that he can dance. This is also conveying the idea that he is dancing because he enjoys his music - makes others want to dance and enjoy the music. At the end of the video, he drives away in the car alone - looks frustrated, unappreciated and fed up. There is then a close up shot watching the car drive away in the womans sunglasses. - implies end of relationship.



3.) What kind of image is the star presenting
a. How does it fit in with the overall story of that star?

Shows that he wants to be loved - following the girl around trying to be close to her. She doesn't appreciate him - ignores him, keeps distant. He is a dancer - shots in the video of him dancing shows that he is fun. Famous/popular - the shot where he gets first access into the club and shakes the hand of the doorman in a friendly way. He is still following his girlfriend. It also shows he is famous as his face/image is shown through loads of televisions.




4.) How are cinematography, mise en scene, editing used in the video - are there any significant features worthy of comment and why are they used?

Mise en scene - the close up shots of the two arguing are used to create a feel to the music - frustration. When the camera is on him, he sings directly looking into the camera whereas she doesn't look at the camera. We know that he narrates the story because this shows that he is the only one aware of the camera - he sings to directly to her in the lyrics but also sings to the camera.
 The shots cut to lots of different close ups of the women through out - this includes her sunglasses, her lips, her smile. There is a mid shot of her upper body walking then it cuts to a mid shot of just her shoulders to thighs walking - male fantasy image. 

The colour and shade of the music video is dark throughout - night time. Blue is also used as a base tone throughout to show mystery.
The woman had big long curly hair wearing a short skirt and high heels and make up. - shows her to be desirable.

5.) Is the video literal, disjunctive or amplifying?
Disjunctive in a way - the dancing from both of them does not really convey a story.
Amplifying - The video is amplifying as it doesn't show direct visual connotation to her being 'cruel' to him but shows in the lyrics that she acts uninterested in his affection -"you should be giving me your love too"

Literal - the chorus lyrics "don't be cruel" matches the visuals as she walks away from him un-interested and  he drops to the floor in frustration.

Andrew Goodwin - music video analysis sheet

50 cent - Candy Shop - http://www.youtube.com/watch?v=SRcnnId15BA&ob=av2e


1.) How do the visuals respond to the music?
a. How are the verses, choruses and bridges punctuated?
b. How do the visuals emerge from a process of synaesthesia?

The verses focussed more so on the women whereas the chorus focussed on him singing. Some of the lyrics matched the visuals of the video - he says he's the 'love doctor' and the video visualises a women in a nurses uniform acting seductive. Some of the scenes are seen through his eyes - the focussed close ups of the women.

2.) To what extent does it follow a narrative?
a. what parts of the story can we and not see?
b. Why is part of the story withheld?

He is in a dream - the slow camera movements and slow motion emphasise this as it focusses on the women's bodies. The video is amplifying as it doesn't show direct visual connotation to sweets but show how he visions women as 'candy' (pleasure).
He reinforces his star image - showing that he's made it as a star with the bling, expensive car, his own high quality brand 'G-Unit' clothing. His big furry jacket also gives the impression of a pimp as it is what the 1970'2 pimps use to wear.



3.) What kind of image is the star presenting
a. How does it fit in with the overall story of that star?

Shows that he is rich and famous -  mansion with gates, expensive clothing, expensive sports car
Shows he is powerful, demanding, strong and independent as he drives through the open gates of the mansion and walks in to loads a beautiful women dressed seductively. He walks through the house proud as if he owns it and is shown in different shots with different women in each room. The girls are all over him which suggests that he is someone to be desired.

4.) How are cinematography, mise en scene, editing used in the video - are there any significant features worthy of comment and why are they used?

Mise en scene - the slow motion shots are used to exaggerate his desire for the women. When the camera is on him he is normal paced. The shots cut to lots of different women acting seductive for him.
The colour red is used through the music video- initiates the idea of love, lust, seduction. This includes his red sports car, hat, love room, stair case carpet, the women's clothes when they are dancing. At the end of the video when he awakens from his dream, he see's the same main women standing behind the candy shop till wearing red uniform - hat and shirt.

5.) Is the video literal, disjunctive or amplifying?
Amplifying - it isn't literal as there are no sweets involved. He is trying to illustrate that the women are 'candy'.
It is not disjunctive as the meaning 'candy' is interpreted in a different way.