Feedback

Excellent, sustaimed reserach and planning.  Clearly meets Level four requirements.  An outstanding effort.

My interpretation of Set Design

Here is a collage i made of the set design i would  like to have in my final music video, it involves star scape, lighting and chairs. And a colour chart, in order to set the colours for my scene. i thought it was important to visually show the audience what we are planning to set and also i showed this collage to Dan who organizes all the set, so he could get a visual of our final set.

These drawings and rough sketches explain a rough drawing of the set from a birds eye view.  Using the studio for the reason that we want a minimal, black and simplistic set. Another is details on the type of lighting we would like to use, such as colours, moods and positions in the studio.
The third picture is a hand-drawing of a throne i have drawn. also the fact i drew the chair in order to convey Affie as heroric/king like. This will be represented by him sitting in a thrown. The main prop on the stage will be this chair. Affie will also be wearing a 'crown', which will actually be represented by a cap instead, to fit in with the grime/RnB genre and look. The fourth page is a chaise-lounge, this was an alternative if we didnt use a throne. It is a larger peice of furniture, and may fill up more of the studio spce. Although could be classed as quite an elegant and feminine peice of furniture. Although aswell it can still be potrayed as being heroric and luxurious, king like.

My Digipak Ideas

Audience Feedback.

Audience Feedback-

 Song- Party Animal- Mikill pane.

After performing our pitch of our final ideas for our Music Video, we asked various students for some feedback on which aspects worked and others that didn’t. We also needed ideas in order to improve. The feedback that the audience came up with was-

Holly Finlay

Question- I really liked the whole concept of what you visually want to display but realistically will it work, with the oil canister inside the studio?

What we have done-

In order to still involve the oil canister, we are not allowed to alight the oil canister inside so we came up with the concept of having a third location outside in an abandoned playground where we can alight the oil canister. This change of scenery will contrast to the studio and there will be junk and old burnt items lying around the scene.

Megan Flook

Question- Your set sounds very minimal and basic, how are you going to make sure the audience is entertained and how are you going to make the music video visually interesting?

What have we done- Having a plain studio originally sounded like a very clever, smart idea, but now as we have progressed we have realised that shooting forty or more shots in just one room is very boring and does not appeal to the audience. So we have changed our locations from one to three.

1)      the studio, where all Affie’s shots will be taken

2)      An abandoned playground3)      Guilford high street- for all the shots of the girls walking around

We hope by introducing three locations into our music video, it will provide the audience with a more interesting and entertaining concept. Having a vast contrast from a studio into the open country air, hopefully will do it.

Bella Macdonald

Question- Your artists genre is Grime, do you reckon this will appeal to a mass market or a niche? How are you going to advertise and promote the song to everyones likes?

What have we done-  We have focused on the Hip Hop/ Grime genre with full attention to our target audience being a niche market which would range from 18-28 years old. Our market is niche because the genre of Grime is not as popular as genres such as pop. Therefore by targeting a niche market we are advertising the genre to an audience that we know will enjoy the music. In order to avdvertise our song to as many people as possible we want to let Affie come across as a similar artist to Wiley and Dizzee Rascal. These artists are major stars in the music industry and appeal to a mass market of people, I believe our audience will be similar people interested in the grime and hip/hop industry.

Gabi Restanio

Question- what sort of lighting are you using? As you are filming in three different locations, wont there be a vast contrast in the lighting?

What we have done- in the studio we have three walls and two of them well have mounted lighting, on one of the walls we have star cloth and on the other a ray of lighting. Outside we will use natural lighting, although in Guildford we hope for the sun to go down so we can filming from light to dark, this will produce a vaster contrast of lighting but hopefully it will all merge in together as one and  create a high quality music video. It is the way we shoot our shots and how we edit them and cut them in order for them to make sense.

Cast list and Costume

Cast and Costume

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Letter of permisson to 'The movement'.

Here is the request for permisson email sent to the record company 'The Movement'. We are now awaiting for a response in order to see if we will be granted with this permission.

Prop research- Thrones

Prop research- throne.

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Shooting Schedule

Shooting Schedule

In order to be extra prepared, we decided to create a schedule of our shoot day. Having two locations is another reason to plan our time, as travel time also comes into our shoot day and wastes time out of the short time we have already.

9 00 - makeup and costume, Georgina will get dressed into her appropriate costume, and get her makeup and hair done either by Karis or Mimi. Affie will be dressed by Hector or Jake. Arrival of Throne- delivered. Unpackage thrown, set up into place.

9 30 – Check all props are in place, and the set is perfect. Rehearse Georgina and Affie, with background song playing- like the screen tests.

10 -00 – 11.30- Shoot Affie's shots in film studio

List of shots

10.00- 11.30

–        Shoe

–        Mid close up of the face.

–        Puddle and Affies foot

–        Lips

–        Blackout

–        Establishing shot of the chair and Affie

–        Close up of Affie

–        Lips

–        Close up

11.30- 1.00

Shots outside at Beatrice Webb, abandoned playground- barrel being lit Barrel- oil can outside

–        Over the shoulder view of the girl and the barrel

–        Girl hands over the barrel

–        Establishing shot of the barrel

–        Extreme close up of the fire coming out of the barrel

1.00-1.20 -Lunch

                                                                                                                                                        

1 .30-2.00- Travel to Guildford

2.00-2.30- Find the location of chosen shooting area, and set up.  Off licence Shop

2 30 - 4.30

List of shots

- Girl going into the shop

- Outside shot of the girl buying a drink inside.

- She walks out the shop

- Girl continuously walking down a street

- filming her from behind

-filming her from in front

- Side on angle shot of girl walking

- Feet shot of the girl walking

4 30 - 4 50 - travel back to school

Feedback

There is some excellent evaluation of th ereserach and plannng here with good resentation work uisng slideshare and PPT.  I feel that you cover most point with the planning and developing of your ideas.  The evaluation of the animatic is under utilised tough and needs more detail into how this graphic represnetaion of your final product may be reachable.  Think about evlauting this according to the guidelines I gave out last monday.
The valid, detailed and reflective comments that you make need to be developed further with  key media concepts and theoretical ideas;  for example, link the planning to star image,  or how set design and lighting link to mise en scene and/ or what model's of lighting you are using in relation to your set - key, fill, directional, discuss the intensity and colour and what you are trying to represent about your artist

Lighting ideas.

Here is a video of our lighting ideas, it states various techniques and different uses of lighting which may be effective and artistic in our music video, such as the star cloth or fire effect. 

Evaluation of my Storyboard

Evaluating my storyboard

The way we portrayed the process of our final animated storyboard was shown by taking photos of work in process, which is displayed in the presentation called “planning and preparation of editing our storyboard”. Also in order to back up this evaluation. We also recorded two minutes of us editing in order to display the process we went through, it helps set a reminder so I could remember what process we went through and how we dragged each shot into the timeline etc.

Due to editing the storyboard is a group task, we all took turns on editing the storyboard, and it took a lot of time and patience, although resulted in a clear animated storyboard that will give a flavour of our music video.

It took time to match each shot to parts of the song, in order to do this, we broke down the song by using markers on final cut pro, but also having drawn and recorded various amounts of shots, we had a creative idea and plan of where the shots would go in the video.

This process was necessary in planning and research In order to achieve the possible outcome on the final day. This animatic storyboard will provide my group and myself with an insight in what we hope our final Pop video will look like. Obviously much improved and more artistic but this flavour is very important.

There were many moments I found difficult in editing; I wanted the video to make sense to the audience as well as us through the editing process. It wasn’t a case of dragging random shots onto the timeline, we had to be precise and accurate in order for it to look and sound appropriately good.

Following Richard Dyers star theory that a star is an image constructed, we wanted to make sure we incorporated that into our animatic, by focusing attention on Affies personal features such as his face and clothing. As well as the girl, in order to create a unique selling point for the artist and the music video.

I would like our stars (Affie and Georgia) to be made to appeal to audiences, which will in turn generate revenue for record companies.

In order to produce this animated storyboard we used the role of digital technology, such as high tech cameras in order to film the multiple images we drew. After filming 10 seconds of each photo, we then uploaded these images onto Macintosh on the Apple Mac’s then downloaded them into final cut pro. This use of technology enabled us to help formulate the best possible concept of out music video.

I believe my animatic helps me with the planning of the rest of my production as it gives me a visual idea of what wed like to present and how we like to portray our ideas. Our storyboard has changed since been edited but only has it improved by various props or shots changing, in order to produce the highest quality music video. 

Here is a video of our group editing our animated sketch, it clearly shows which actions and buttons we have used over short space of time. allowing the audience to view the process we undertook in order to accomplish the animated storyboard.

Animatic story board- Party Animal

Here is our storyboard edited and animated, in order to accomplish this video, we drew various shots and placed this in order. This allowed us to picture how the shots would flow. In order to upload the shots onto final cut pro, we filmed each individual shot for 10 seconds. After this we dragged each shot into final cut pro, and began our editing process. This video displays us editing a section of the video, dragging sound and images into the timeline.

Planning and preparation on editing animation and cd cover.

Props and Costumes list.

Props and costumes lists

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Here is a presentation of the props and costume we would like to use, each slide represents different ideas of the probs in the studio and outside the studio aswell.
The costumes we have chosen are based

Digipak covers

Digipaks are essential in the advertising marketing industry due to the fact it sells the artist, by using images that catch an audiences attention. It incorporates many different things such as where to download the artist’s music, logos from record companies and the tracks of song on the back of the digipak.

Having done some online research on particular Digital designs, I was able to research into some artwork used by similar artists and how it contributes to the star image.

The front cover of a Cd is one of the most important aspects for the artist, as it I what the audience sees before listening to there music. If they are attracted to the cd/digipak design then it will appeal to them. The way this digipak can appeal to them is by introducing bright colours, pictures and logos. This is made artistically by graphic designers, photographers and artists. Due to the fact we are targeting an audience of grime, hip-hop this is a very competitive, niche market. The particular look id like to convey on my digipak is similar to these ones-

Id like my digipak to be creative, appealing, colourful, artistic, graphic, eye-catching, etc.

These four examples of Digipaks relate to my genre of grime. Some of these digipaks shows the artist face, some are simple and focus on particular detail such as the tattoo on his neck. The other album cover belongs to Devlin, another rapper associated in the genre of grime. This is a more simplistic version, due to the fact he is just pictured up against a wall, and his facial expressions are serious. Most grime artists like to represent themselves as serious and hard people.

Also the actual font of writing where the artists name is portrayed is very important, as that need to be eye-catching and attract the audience. Colours and fonts are to be used here. 

Other example which caught my eye are- 

Research and evaluate the institutional context of your artist.

Our artist Affie, singing the song “Party animal remix- Mikill Pane” comes under the genre of Grime. Afiie is a young artist, who isn’t well known so a minor record company would be most appropriate, targeting the Hip Hop/ Grime genre. Finding a record company which will take on Affie is most important as we need a company which will not only sign him but also support and promote his songs and himself.  Having done some research on grim labels, I looked on grimepedia to see the range of grime record labels on offer.

Many which came under this title were-

Firstly I like the sound of –

Eskibeat Recordings

In 2004, Eskibeat Recordings was formed by Wiley to bring young grime artists into the spotlight as well as release his own music under the label. Eskibeat is a minor record label in the music industry  but due to the fact it was formed by Wiley in the grime genre it is a mjor record company.

Eskibeat Recordings is collective of grime producers, and established by CEO Wiley. There has been much confusion about what exactly comprises Eskibeat Recordings, with many artists, mostly MCs, joining and leaving the collective before any recordings or releases were made. However, there have been moves to revitalize Eskibeat, with the label selling T-Shirts and releasing material, including Wiley's EP Grime Wave.

The members of Eskibeat are thought to consist of the following:

Wiley

Bless Beats

Maniac

J.J.

Ice Kid

Furious

Chipmunk

Little D

Maveric

Suge

Hardsy

Due to the fact that the members of Eskibeat are well known, especially Wiley, Maveric and Chipmunk this will help promotion for Affie and its important the record company can place Affie into the right genre.

Also the genre of this recording company is-

Music - Rap & Hip Hop. Which will help attract different audiences with similar music interests, therefore allowing grime music interest a wider range of audiences.

It is a risk to be taken due to the fact that there has been some confusion on what exactly comprises Eskibeat but I think it’s a risk worth taking due to its reputation and well known image it has created. This is clearly identified due to the artists they have founded and signed, from the list above. 

The target audience-

Our target audience would be aimed at a niche market and range from 18- 28. Our market is niche because the genre of Grime music is not as popular as genres such as pop. Therefore by targeting a niche market we are advertising the genre to an audience that we know will enjoy the music. Because an audience has already been built after Dizzee Rascal and Wiley brought the grime genre to the mainstream audience between 2003- 2004 we know that we have an existing audience. Although it was brought to the attention of the mainstream media Grime / dance is still considered as ‘Underground Music’.

On the Jictar scale our target audience is under the categories of-

A- higher management/administration/professional

B-middle management/administration/professional.

C1-supervisory/clerical/juniour management.

 

We would use a physiographic segmentation- under the teenage VALS (various attitudes, values, beliefs and lifestyle choices). Our target audience would be categorised as-:

- rebels

-trendies

-drop-outs

-innovators

We believe our target audience would be from a black, urban, working class community. 

Real media practice- Negus and Dyer

The development of my idea with the work of Negus on the music industry or Dyer on star image. 


Negus 


Keith Negus is an independent "web of major and minor record labels'. Negus focuses on extened advertisment on the artist and record label, such as the marketing and distribution. due to the fact that the music video is a 'promotional tool'. In the book Negus has written it concists of producing pop and has a clear chapter about pop music as a promotional tool. 

Keith Negus identifies two distinct ways of thinking about potential artist from within the music industry. These ideologies shape the way in which the artists’ images and careers are developed and the way that they are marketed towards specific target audiences.

The organic ideology of creativity- a ‘naturalistic approach to artists who have to be ‘nurtured’ by the record company. The image of the artist is ‘enhanced’ by the record company, and the artist is given time to evolve and progress through their career.

Emphasis is given to album sales and the construction of a successful back catalogue. Often aims at older or more sophisticated consumers. Profits generated by this kind of act tend to be part of a long-term strategy by the record company.

 And the synthetic ideology of creativity- a combinatational approach to artists and material. Executives attempt to construct successful acts out of the artists and the songs at their disposal. The record company often constructs the image of the artist. The artist will be given a short time to prove their success before other combinatation will be tried out.

Emphasis is given to single sales and to promoting first album, often aimed at younger, less sophisticated audiences. Profits generated by this kind of artist tend to be part of an immediate, short-term strategy by the record company.

Balancing of the two-

In practice, the success of synthetic acts will fund the development and investment in organic acts. Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.




Dyer on star image


Richard dyer proposes that-"A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films music)".

Richard dyer’s star image theory has become well-known and is often used especially when talking of influential media products.

Stars as constructions- stars are constructed, artificial images with the unique selling point as they can be copied and/or parodied because of it.

Dyer says “A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials’.

Industry and audience

- stars are made to appeal to audiences , which will in turn generate revenue for record companies

- record companies nurture and shape their stars

- they tend to manufacture what they think audiences want, hence the ‘photocopied’ nature of many boy bands, teen bands etc.

Dyer says “stars are commodities produced and consumed on the stength of their meanings”.