Final music video

media

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Oxford Comma by Vampire Weekend has given me inspiration for my music video, they are of a similar genre of music to The chapters. In Oxford Comma they use a conceptual themed video featuring performance as well, i will be using a conceptual theme for my music video.
Vampire weekend are an astablished successful band and this video has been a success, i therefore have confidence that the same style of music video will suit The chapters.

The institutions that would be likely to promote my band are magazines such a NME. I feel NME suits the ideology of my The Chapters because they seem to promote a variety of bands rather than one specific genre. The Chapters do not fit specifically in to one genre NME is good magazine for them to be featured in.
The chapters are an alternative pop rock group similar to
Vampire weekend, who also feature in NME magazine.

Nme magazine presentationn

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brainstorm of ideas from lyrics

Camerawork and Editing

Camerawork and Editing
Camerawork ideas for my video:
Long shots zooming in while figure is walking towards the camera can give a conferment which can be exciting.
Camera movement may accompany movement of performers - circling the band as they perform on stage

Editing ideas for my video:
There is a range of effects that can be put over the top of clips to make them more professional and interesting for example changing shots to black and white, sepia changing the clip to an aged effect or enhancing colours and tones and colourisation.
Split screens could be used


Technical Codes
 Most common form of editing associated with the music promo is fast cut montage
This technique is used to keep the viewer engaged with the video and to keep interest, a range of shots can be used changing every few seconds to give excitement to the video.
 Split screens, colourisation are also commonly used effects
I could consider using this to create excitement in the video showing a range of shots and communication between the two.
 Non-representational techniques, in which the musical artist is never shown, become more common
This could be an interesting technique to use as it could follow a story line or in a concept video could be a range of different characters or people.
 Lack of edits, Long take/steadicam also a common experimentation
This could be an interesting technique to use however may not show off many editing or camera techniques that I can use so will not show the skills I can use to the best of my ability.

story boarding for music video

After planning out these story boards I considered the stronger and weakest aspects of the concept. The initial idea could have worked but I feel i will struggle to keep the video interesting for a long period of time and the video would quickly become boring if i use this idea. I have come to the conclusion that these story boards will not be successful enough to use for my final peice. However I will still be using a conceptual video for the final outcome.

target audience

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settings i could consider using for my music video

Local settings i will use in my music video

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The chapters, Sick sick teens

I feel that the song ‘Sick sick teens’ by the Chapters would most suit being a conceptual video, the song is very up tempo in places but a lot slower in others. I will need to be able to change the scenes and shots quickly with big contrasts between them and therefore feel that this would fit into a conceptual video well.

magazine advert

The most striking part of my magazine advert is the image used to form the background. I selected this picture as it uses a contrast of bold colours that will standout in a magazine, drawing the viewer’s eye towards it. I took the image from a boat looking at towards city. I slowed down the shutter speed in order to give the effect of movement from the glowing lights. The image’s subject matter is confusing and unclear, I have chosen to do this as it fits in with the theme of the music video, a conceptual video, typically confusing and intriguing. The glow of lights that reflects off the water further down the image keeps it interesting and exciting to look at.
In the advert I have chosen to include both tour dates and an album release advert, this is using the space to maximum potential. The font I have selected to use is san serif, a bold but simple font, standing out from the page but not distracting from images or information. The san serif font apples to both males and females and therefore attracts both genders. In the top right corner I have put information about Facebook pages, raising the bands popularity online. To make this stand out and individual from the other text I have highlighted it in italics.
The colours of the lights on the background image tie in closely with the tone of the image on the album cover, this starts to form brand identity. The font is another thing I have carried across the products, keeping it bold and simple on both the album cover and magazine advert.

Evaluation of chapters cd cover

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more CD research/ other bands

Target audience research

Target audience

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This is my final completed Digi pack

I decided to use these images for my digi pack as they are mysterious but at the same time bold.
I edited the using serif page plus, some of the things that i manipulated was the contrast, tone and brightness.
I have chosen to edit the text around the hand so it links well and fits in with the image.

The chapters, spider diagram

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Permission to use The Chapters music in my media project

Here i have asked my firend who knows the band to get permission from The Chapters to use their music in my media corse work.

Here are two CD covers I designed to used for my digi pack, I like the fact that they are bold and stand out. The effects that I have added to them include, changing the contrast and lighting and editing the colours to black and white, taking out any tone other than these two colours. This simplifies the image and adds an edgy twist to the pictures. However I do not feel they are clear enough to use and may distract from the band identity.

Britney Spears remake preliminary task evaluation

Whilst completing this task I have learnt many things that will help me when making my final music video. One of the things I found very challenging would be matching the visuals to the music to make the lip syncing accurate. It is very time consuming and a lot of takes have to be shot in order to get the timing spot on.  One of the thing I enjoyed the most would be filming and directing, it was challenging trying to get the exact camera angles and movements however I learnt a lot from doing it.

Camera work, I have learnt that I should be using a tripod in more of my shots, this will give a steady shot, making the footage a lot more professional. This is a very simple method to make the footage a lot better. Having said this hand held shots can look effective when used in the right context and not too often.

Setting up shots, I think one of the key things to get right is the lighting as it can have a dramatic effect when setting a scene, we struggled to get this right in our preliminary task as we were in school with very little equipment and a short time in which to complete the task. Costume and props should be though about carefully as they play a key role in explaining the story and giving messages about the people in the scene.

Editing, this took longer than we planned for, it is a slow process if it is to be accurate. For my final product I will allow more time to complete this. From editing the Britney spears takes I have learnt of a lot more effects that can be put over the top of the video, for example some of the takes we shot were too dark to use but we were able to change the effects on the computer to make them a lot brighter. I have also discovered more cuts that can be used between shots that like fades in and out, cross cutting.

Working in a group, I would prefer to work on my own for this task, I have learnt it is hard to get all members of the group available at the same time and decision making can be harder due to varied opinions. I will be able to make decisions without having to check with other people first, this will save time.

Time management, I will need to plan carefully, making sure all people in the video will be available at the same time. I will also allow more time for editing the final piece.

Relationship between music and visuals, for a professional finish I would like to change the visuals on the beat every few seconds. However this may change depending on the genre of the song. Changing the visuals constantly is more fitting for an upbeat tempo, for a slower song I would have to consider adding effects to make the footage more exciting as it may not be fitting to constantly change the visuals.

The most important thing that I have learnt about doing this task would be to plan out my time more carefully, making sure I have time and recourses to complete each stage efficiently.

Preliminary Task, Britney Spears, Baby one more time remake

For our preliminary task we had to remake the Britney Spears, baby one more time video. For this task we were in groups of 3 and were given approximately 25secons of footage to recreate. My group had the first 23 seconds of the video, as show above. We had to watch the video very carefully and make a note of every transaction and effect used in the real footage. After filming between 3-6 takes of each shot, we then edited the footage on the apple macs, adding in effects where needed. Finally when all the footage matched the real video we downloaded the song and put it over the top of our material.

Andrew Goodwin[1]

Cultural positioning

When the audience decodes the text in a specific way, this can be affected by factors such as, gender, social groups or individual experience.

An example of this is would be in Willow Smiths video, twenty first centaury girl, different viewers may interoperate this in different ways, for example younger teenagers would see her as an inspiration and a fashion icon, she has a lot of friends and nice belongings such as cars, the setting is very modern and may inspire young girls to wan this type of lifestyle. This would be decoded very differently by a teenage boy, all characters in this video are female, and is aimed a lot more at girls. For example Willow Smith had a t-shirt on reading ‘boys need training’ the women are seen as dominant in this video.

Audience theory – Linear models

Effects/ hypodermic syringe theory

This theory was developed in the 1920’s, it is where the audience is effectively ‘injected a message by the media, they will agree/ believe this message. This is an example of a passive audience.

Two step flow theory

Developed in the 1940’s,
Sender ---- Message ---- Receiver
Ideas travel from the mass media – to opinion leaders – to passive individuals in society.

Uses and gratifications theory

This theory was developed in the 1960’s and states that the audience uses the media to do four things,
-diversion
-personal relationships
-Personal identity
-surveillance
This is a slightly more modern theory but still considered out of date, however it does involves an interactive audience.

All of the above theory’s are considered to be out of date in the modern society as consumers are a lot more opinionated than first thought and are likely to voice their opinions, new theory’s are a lot more complex as theorists look more deeply into this.

Performance, narrative and conceptual music videos

Music videos are organised into three categories:
Performance - Focuses on the artist/ group performing the track
Narrative - tells a story, normally linked with the lyrics
Conceptual – An abstract approach to a video that doesn’t have a straightforward narrative

	Video 1	Video 2	Video 3
Artist and track title	The doves, there goes the fear	Party Rock anthem, LMFAO	The kooks, you don’t love me
Which of these theory’s are used?	Conceptual, I can tell this is used as the video is very unusual and edgy. I don’t think that it necessarily makes sense the whole way through.	Narrative, I know this as the video follows the main characters, in a scenario in the video.	Performance, this is a performance video as the band is shown singing and playing on the stage.
Why was this style chosen for this track and how does it promote the artist?	It shows that the band is edgy and a little bit different from what’s already there. They are trying to break the mould and show something new.	This is chosen as is it a funky modern setting and dance, that fits with the song well.	It is showing off the bands talent, with them playing instruments in the video.
How does this style enable the audience to engage with the song?	I think that it is encouraging the audience to interact with the video more and look for hidden meanings.	This video makes the audience want to get up and dance with it. It is very lively and energetic. It is on the streets and very modern so relating to the younger generation.	This video shows a concert with bright flashing lighting and loud music like a rave, this will encourage fans to want to go to their concerts.

On this blog I will include all the research and final products of my A2 course. The final products will include a digi pack cover and a music video. I will do research into existing music videos and media theorists work.