Permission to film

Starbucks' decline email.

Since we have not been allowed to film a short scene in Starbucks, we quickly thought of a different location near by, and adjusted our original idea, which now in fact may run more smoothly once put together. Let's hope so!

Production: Day 4 filming - Southbank

Todays filming was in South bank, by the river thames, and in other locations on the Embankment. The weather was totally different compared to the other three days of filming, as soon as we got there and got set up it started to rain, a lot. But we just got on with it and filmed in some sheltered places. We found a really cool wall, which was bright and colourful, that showed a person growing up, and we decided this would be really cool to film with as our song is called the 'Evolution of man'. 

We may need to film some more footage, as we never noticed that Victoria 'ex-girlfriend' is wearing different costume to the other days of filming, yet Ali 'Prototype' is wearing the same clothing. 

Production: Day 3 filming - Regents Park

We chose Regents Park as our next place to film, this time we used the tripod, because we wanted to have still shots but with panning. 

We had really good sunny weather, a little cloudy at times (really cold!), but it was good to film in, the sun looked great coming through the trees, and gave a really nice effect to the filming. 

Costumes were the same, but this time the artist was wearing a coloured jumper to show him getting better. 

PRODUCTION : Skills Development

Development Of Skills

In my AS production work there was much less planning, we more a lot more unorganised and everything generally just happened whenever regardless of who/what was missing.
This year however, I feel myself and the rest of the group are more organised and altogether have a clear view of the direction of the music video and the way we want it to turn out. This, in turn means there is a great group morale and we all want to be involved in all parts of the process

Production: Day 2 filming

Today we filmed again in the same park as on day 1, but instead of practising shots, we wanted to get real shots that we could use and edit for our music video. We also used the same equipment as day 1, such as the fig rig, because we were tracking the artist walking along the paths. 

We got some footage of the 'ex girlfriend', and those shots will be shown as flashbacks.

The weather was good to film with, as their were spots of sunshine through the trees which made a nice panning shot. 

PRODUCTION: Evaluation of first day filming

After having just finished our first day of filming we decided to blog about what went right and what went wrong.

WHAT WENT WRONG :

• We initially planned to film in Starbucks and had gotten permission from one of the staff to film inside but today when we went to film in Starbucks we were told we had to get permission from a higher up authority at Starbucks and we have and are currently awaiting a reply from them.  This has delayed our filming slightly but due to clever planning we were able to film in another location near by.
• A small problem with the weather occurred; the light shower affected a few of our shots but they were only practice shots so they didn't heavily impact us. Also the rain ended rather quickly allowing us to quickly carry on filming.
• Fig Rig wouldn't work(camera wouldn't stay)
• People on bikes

WHAT WENT RIGHT :

• Got some extra footage in the surrounding area
• The artist practiced the choreography and sample shots

PRODUCTION: First shots blooper reel

Production: Filming Permission (Starbucks)

Here we are writing the e-mail below!

Production: Day 1 filming (behind the scenes)

 Today we were supposed to be filming in Starbucks, but we were told we needed a written conformation from the Starbucks Press Office, therefore we decided to film some extra shots on an empty road and park in Angel. We used a fig-rig to film these shots, as we were tracking the 'singer'.
These shots were just of the artist as we were practising what we could film in our half term filming slots.
Our artist 'Prototype' was wearing a white t-shirt and black jeans, as we wanted to use the 'opposites'.

[RESEARCH] Synergy

Musicians often create synergy between all their products, this is done to highlight their brand to customers. Synergy between the products can be presented in multiple ways:

• Colour scheme
• Font
• Props
• Location

If the audience can which musician a product (e.g. CD, poster, music video) belongs to then that means that synergy has worked. An example of synergy being used cleverly is the One Direction brand:


The similar logo and font present in both the CD cover and the poster are both indicators of synergy in their brand. Their clothing as well are quite similar in both products, also notice how all five members  are presented having fun and being really close, this is signature of their brand which presents their synergy to the audience.

Planning: Potential Performers

Ali (of course Prototype is male) and Victoria are the performers in our video !

PLANNING : Reflection on progress

*Vlog to be inserted*

PLANNING : Time Toast Production Schedule

Draft Storyborad

Pitch

Risk Assessment

We have identified the main risks and hazards that sometimes a lot of students may forget to be aware of,

and made sure we all know what we can do to avoid anything mentioned above from occurring, which will ensure an enjoyable experience of filming for us all.

Production Schedule

This is the Schedule as of Monday, October 14th, 2013

(+ TimeToast)

Animatic

Planning: Incorporating Synergy

the necklace will be seen in the video along with other productions in relation to the artist and their song,

which is key for the audience to have an awareness of this prop

Account of Costume and Mise-en-scene

The choice of costume: Casual, nothing out of the ordinary. We chose to include a simple style of clothing as it appeals to our target audience, and also the artist himself contains an easy going attitude. Therefore it makes sense for us to follow the convention and stick to a style that will attract our intended audience.

The choice of props: 

A necklace will be the main prop that will be seen across all three promotional packages. This will be done simply for the sole purpose so the audience can recognise this album before it has been released.

The choice of location: 

The many locations we've chosen to film at will be a variety of day/night shoots, also because we think it will appeal to the target audience of young adults. The nightlife and empty big city streets, along with the rush hours during the day, amongst which our singer will be filmed in.

[PLANNING] Social Media

Our group's Instagram page.

Our Group's Twitter page, currently following Candi Media.

Planning- Examine the website for original artist

Our chosen artist Example uses social media as his way of promoting his brand image and music. Many artists use a normal website, whereas Example has decided to use Facebook which is a social media site used by many young people, and as his following of fans are mostly young, therefore this is beneficial for him. On this he shares information about singles, albums and tour dates, as well as pictures and videos for his fans to look at. Using a social media site such as Facebook gives the opportunity for people with an interest in him and his music to follow or like his page.  

These shots above are a couple of how the artist promotes himself as well as his music on his Facebook page, it also gives his followers to comment. 

Planning: Incorporating Synergy

Me and my group have decided to use a necklace as our synergy product. The necklace we have decided to chose is a Yin Yang, and this will be shown up closely in our music video, as well as our two other productions which are the magazine and Digipak. As our song choice is about a person getting better after coming out of a bad relationship, and a Yin Yang presents the idea of good and bad, we thought this would be the perfect product to use. With some input from our teacher we got the idea to use opposites in our music video. We thought of using black and white filters, or clothing opposites, these ideas will be shown with the necklace.

 

 

 

PLANNING : Analysis of an original video

Analysis Of An Original Video 

Example - Kickstarts

This video uses mainly split screens as a main edit, using the faces and body parts of 5 or 6 people, male and female of a range of ethnicities.

The main people in the video however, are example and another women (his on- screen girlfriend) as it shows them together in various scenes

The video also features a fast compilation of different shoes tapping to the beat of the song, which then splits into 16 shots.

The song itself is fast paced and the video reflects that, with jump cuts used often, close up shots of mouths/faces/ears and slow-mo mid shots of the couple when the music calms.

The video is very consistent with the lyrics and has a nice running theme that is constant though the video.

This video was initially an inspiration for us but as we found our video becoming more similar

In our music video, we will use a wider variety of locations, more mid-shots and wide shots, there will be a running storyline of a guy reminiscing on a relationship and

[PLANNING] Profile of Target Audience

Following the class discussion, we have had to identify the target audience for our Artist/ Music Video. This is an example of someone who fits our target audience profile:

Target Audience Profile 

Jess Henley

* Indie/Mainstreamer *

Age : Young Adult

Gender: Female

Ethnicity: White

Class: Student/ Working Class

Hobbies: Playing instruments, surfing the internet, watching T.V

Mode of Transport: Bus, Skateboard 

Gadgets: Smartphone, Game Console

Why they like the Genre/Artist :  Likes the Band- sound, song appeals to her

[RESEARCH] Audience - The Mass Market

There are some obvious ways to classify audience :


Age

Gender

Race

Location

Another way to classify audiences is by their class- judged by the kind of job the main wage-earner of the householder has:

	Illiterate	School up to 4 years	School 5–9 years	SSC/HSC	Some college but not graduate	Graduate/Postgraduate general	Graduate/Post Graduate professional
Unskilled	E2	E2	E1	D	D	D	D
Skilled Workers	E2	E1	D	C	C	B2	B2
Petty traders	E2	D	D	C	C	B2	B2
Shop Owners	D	D	C	B2	B1	A2	A2
Businessmen with No employees	D	C	B2	B1	A2	A2	A1
Businessmen with 1-9 employees	C	B2	B2	B1	A2	A1	A1
Businessmen with 10+ employees	B1	B1	A2	A2	A1	A1	A1
Self Employed professional	D	D	D	B2	B1	A2	A1
Clerical/Salesman	D	D	D	C	B2	B1	B1
Supervisory Level	D	D	C	C	B2	B1	A2
Officers/Executives-Junior	C	C	C	B2	B1	A2	A2
Officers/Executives-Mid/Senior	B1	B1	B1	B1	A2	A1	A1

It divides people into 3 classes:

Upper class, Middle class and lower/working class

A - Upper middle class

B - Middle Class

C - Lower/skilled middle/working class

D - Working Class

E - Low level income

Young and Rubicam devised a grid to describe 4 groups of consumers 

Mainstreamers: Make up 40% of the population. They like security, and belonging to a group.

Aspirers: Want status and the self esteem of others. Like status symbols, designer labels etc. Live off credit and cash.

Succeeders: People who have already got status and control

Reformers: Define themselves by their self-esteem and self-fulfilment

[PLANNING] Location, Costume and Props

[PLANNING] Synergy in Our Three Productions

A Ying-Yang necklace; one of the props we wish to use to
relate back to the binary opposition of the brand. 

Our three products, the music video, the magazine advert and the digi-pack will incorporate major aspects of the Prototype brand to create a synergy between the products to make it easier for the audience to deduce similar products.

An important aspect of the brand are the colours that will be used, primarily miss-en-scene will portray the "two sides of life" theme from the artist's song. Props such as the "Ying-Yang" necklace will be vital to the brand; costumes will also focus on two colours to create a contrast between flashback moments of the song and the present.  Even the locations will contrast as we'll be filming in urban and rural areas and constantly cutting back and forth between the two.

[PLANNING] Potential Location Shots

Here are some location shots that we would like to use for almost the majority of the video, as we can keep coming back to the similar frames during the same and/or different lyrics during the song.

here are several shot ideas for the artist. They can be side face shots
and simply a silhouette shot from the back/side during singing/flashbacks

the locations shown here can be the shots we can use for the fast paced editing that was influenced by one of previous student videos, and use them during the chorus for a variety of locations and make the video visually interesting with a lot going on

the setting of a skate park will be used in and through out the video as it fits the style of image of our artist and once again, gives us a variety of locations to make it visually interesting for the audience to watch

Planning for Music Video: Analysis of 3 Music Videos

The three music videos that have influenced most of our filming and editing plans for this project are listen below.

All three contain certain shots such as the open place/field (with the sun) shot which we are planning to hopefully succeed in shooting(Mumford and Sons). The previous student video had influenced our many ideas for the fast paced editing for our work, and we also plan on using those. Finally the split screens we also want to experiment with and use in our video once or twice to make it visually interesting and different. Moreover, we also have several other of our own ideas in terms of editing and are looking forward to making that happen!

Mise-en-scene had also been influenced by the videos below, such as the location of stairs and open space/outside.

[PLANNING] Change of Song

After some careful thinking, we have decided to go along with a different song: The Evolution of Man however it is still by the original artist: Example so all our research on his brand, target audience and genre will not have been a waste.

RESEARCH : Costume, setting and location

Costume, Setting/Location, Props

Ellie Gouldling - Need Your Love

Costume
Beachwear
Casual clothing
Club wear

The costume goes along with the locations and holiday theme, the costume isn't the main focus but it does add to the storyline.

Setting/location
Miami, over the water (in a speedboat)
Holiday Scenes
Hotel rooftop
Club
Hotel room
Restaurant
Beach

The video uses a lot of locations and jumps between them frequently along with the fast paced music
The storyline of the video seems to be a couple on holiday and the audience are following on their adventures.

Props
Speed boat
Car

There is a lack of props in this video but it doesn't take away from the effectiveness of the video, as the fast jumps and variety of shots and locations are enough.

RESEARCH : Independent Research

Independent Research

Artist : King Krule

Album: 6 feet beneath the moon

Key Features highlighted on the album cover: Black & white, Minimalist style art, geometric style illustration, Black and white colour scheme and No Label- gives the feel of hidden identity

Feature Interview: 

Again, a black and white simple minimalist theme is used, with the image of him also added in black and white

Music Video Single: Neptune Estate

Features highlighted/across both products to create a bran identity: The video shows the album cover as the main focal point, then around 2 mins into the video he walks into the shot, lies down, and smokes as his dog accompanies him and runs around. This keeps in with the minimalistic theme as it doesn't involve any close ups or clear shots of him rather focuses on the birds eye view shot which furthers the theme of him being quite mysterious about his identity, there is little branding but I think that is what I like and makes his brand- the lack of it.

Planning: Music Video Influences

 

(Music Videos that have influenced final planning decisions)

[PLANNING] Artist Name

We've decided to name our artist: Prototype. We believe this works as it is a synonym of Example, our original artist. Also the name is edgy and memorable which is perfect for our target audience.