Thursday, 19 December 2013
Wednesday, 18 December 2013
Photoshoot
Conducting a photo-shoot of the artist is important as the photos taken are to be used on the digipak and magazine advert. The images are vital in creating the media products as the way the artist is presented to the audience determines how they are perceived. The images must therefore be relevant as they must be suited to the artist and the genre. Conducting a photo-shoot will allow the group to plan the digipak and magazine which will be used to promote the album. The images are significant as they infer the genre and the style of the artist to the target audience. If effective, they may also attract potential consumers to purchase the album. Therefore the photo-shoot is vital as the promotional media will lack effectiveness and will be unable to appeal to the target audience if images aren't suitable.
Prior to conducting the photo-shoot, images were obtained through the use of screen-shots. Whilst viewing the footage, still images were taken. One of these images involves the artist playing the guitar on a cliff; the image visible on the magazine advert promoting the album. This is conventional to the genre as it displays the artist and his talent whilst illustrating his ordinary self through the use of costume and location. As well as informing the audience of the genre, the image may also encourage potential fans to research into the artist therefore encouraging sales of the album which is the advertisement's most prominent aim. The image used is a mid shot therefore allowing the audience to focus on the artist's facial expression,costume and iconography i.e. the guitar.The ability to see all of the mentioned elements allows the audience to gain a better understanding of the artist therefore making it possible for the audience to form a relationship with the artist.
The photo-shoot was conducted in order to construct an advertisement as well digipak. It therefore holds great significance as the effectiveness of the images has an impact on the extent the ancillary products appeal to the audience. Through conducting research prior to producing the ancillary products, knowledge has been gained regarding the conventions visible in the majority of these products. The majority of advertisements used to promote albums involve images of the artist as the artist is the product, according to Dyer's theory which states that a 'star' is an image constructed out of a range of materials, advertising being one of these materials. The images of the artist are therefore paramount as the audience's main interest is generally the artist, not just the material produced by the artist. Therefore the use of images across the ancillary products allows the audience to further develop an understanding of the artist as the images aid in creating the artist representation. The audience therefore gains awareness of who the artist is, their appearance being important in doing so.
The images which have been taken are simplistic yet editing can be used to further enhance the images in order to heighten their impact. The images involve the artist 'Callum Blake' in an upright position whilst playing the guitar or holding it as seen in some shots. The guitar has been used as essential iconography due to its ability to infer the genre of the artist as well as present his devotion to music itself. Due to the gender of the artist, the way he is presented physically is limited as opposed to females that can infer certain connotations through the use of make-up, such as natural nude colours connoting innocence. The image of the artist therefore heavily relies on the costume which involves jeans and a checkered coat; items which are considered to be ordinary. This allows the audience to derive the down to earth personality of the artist.This enables the audience to relate to the artist and therefore form a relationship. The artist's facial expressions are also visible which helps the audience to further understand the artist and potentially the style of his music.
The images taken have been modified through the use of Photoshop.
Prior to conducting the photo-shoot, images were obtained through the use of screen-shots. Whilst viewing the footage, still images were taken. One of these images involves the artist playing the guitar on a cliff; the image visible on the magazine advert promoting the album. This is conventional to the genre as it displays the artist and his talent whilst illustrating his ordinary self through the use of costume and location. As well as informing the audience of the genre, the image may also encourage potential fans to research into the artist therefore encouraging sales of the album which is the advertisement's most prominent aim. The image used is a mid shot therefore allowing the audience to focus on the artist's facial expression,costume and iconography i.e. the guitar.The ability to see all of the mentioned elements allows the audience to gain a better understanding of the artist therefore making it possible for the audience to form a relationship with the artist.
The photo-shoot was conducted in order to construct an advertisement as well digipak. It therefore holds great significance as the effectiveness of the images has an impact on the extent the ancillary products appeal to the audience. Through conducting research prior to producing the ancillary products, knowledge has been gained regarding the conventions visible in the majority of these products. The majority of advertisements used to promote albums involve images of the artist as the artist is the product, according to Dyer's theory which states that a 'star' is an image constructed out of a range of materials, advertising being one of these materials. The images of the artist are therefore paramount as the audience's main interest is generally the artist, not just the material produced by the artist. Therefore the use of images across the ancillary products allows the audience to further develop an understanding of the artist as the images aid in creating the artist representation. The audience therefore gains awareness of who the artist is, their appearance being important in doing so.
The images which have been taken are simplistic yet editing can be used to further enhance the images in order to heighten their impact. The images involve the artist 'Callum Blake' in an upright position whilst playing the guitar or holding it as seen in some shots. The guitar has been used as essential iconography due to its ability to infer the genre of the artist as well as present his devotion to music itself. Due to the gender of the artist, the way he is presented physically is limited as opposed to females that can infer certain connotations through the use of make-up, such as natural nude colours connoting innocence. The image of the artist therefore heavily relies on the costume which involves jeans and a checkered coat; items which are considered to be ordinary. This allows the audience to derive the down to earth personality of the artist.This enables the audience to relate to the artist and therefore form a relationship. The artist's facial expressions are also visible which helps the audience to further understand the artist and potentially the style of his music.
The images taken have been modified through the use of Photoshop.
Saturday, 7 December 2013
History of Music Videos
By researching into the history of music videos, awareness will be gained as to how the music industry has changed and developed. The research will take into account a variety of examples.
The music video industry has developed over the years which affects the way in which videos are consumed. The current generation is able to view music videos on numerous channels on television as well as use the internet to search for music videos on video sharing websites such as Youtube. They are also able to download the videos. However prior to the development of technology, the public did not have access to the internet therefore limiting the ways in which music videos could be consumed. Television was the only way to view videos; initially in solely black and white. This illustrates the change in technology and how it impacts the media. The current generation is able to consume music videos through numerous ways as listed below.
Videos that have gained at least 100 million views are recognised with the mark of being "Vevo Certified". As evident in the image, James Arthur is an artist that has been certified due to having approximately 34,600 views as well as 165,659 subscribers. The ability to subscribe allows users to receive updates regarding the artist and the releases of their music videos. Users are also able to comment on the material featured on the channel therefore allowing the audience to praise as well as critique the videos.
The most viewed music video on Youtube is 'Gangnam Style' by PSY that has reached a view count of 1,829,476,686 views despite only being released in July 2012. The song has topped the music charts of more than 30 countries. It was promoted not only through Youtube but also political leaders such as David Cameron who attempted the signature dance moves. U.S. President Barack Obama stated the success off the video to be an example of how individuals around the globe are being "swept up" by the Korean culture.
Budget
The most expensive music video to this day is Micheal Jackson and Janet Jackson's 'Scream' costing $7,000,000. The video aims to portray the anger felt towards the backlash received from the media. The location of the music video is a white spacecraft which aims to illustrate both artists getting away from the media that provided the public with an incorrect representation in 1993. The cost is so high due to the spacecraft having been specifically built for the music video. This is due to Micheal Jackson's desire to create a video which isn't on an ordinary set and differs from existing videos, in turn increasing the success of the music video.
MTV
MTV is an initial of Music television; an American channel that was launched in August 1981. The channel's demographic consists of adolescents as well as young adults. The channel's target audience is broad and so reaches a large amount of people. MTV has a variety of sub channels such as dance, rock, base, pop amongst many others. By providing a variety of genres, the channel satisfies a variety of individuals with varied tasted. The channel is considered to be mainstream as it attracts many viewers who are then exposed to the music videos which MTV air. Music videos are therefore widely available to the public as due to the development in technology, most of the population situated in countries that air MTV own a television; making videos easily accessible. In the past, this type of media was not available and so the amount of people who had access to music videos was limited.
Technology & Special effects
Technology used to produce music videos has developed on a large scale with producers of the 21st century having access to high quality video recording and editing equipment that allows visual effects to be incorporated within music videos. A green screen is a dominant example of technology which allows the background of footage to be removed and replaced with another image such as a location that may not be easily accessible.
Target audience and the number of views a music video/channel receives
Due to the substantial growth in the music industry over the past years, there has been an expansion in ways audiences are able to consume music videos. Individuals are now able to view videos on music channels as well as the internet through video showcasing websites. Music videos are heavily marketed and easily accessible on devices such as mobile phones which has significantly impacted on the view count videos they receive. Artists that subvert conventions or create videos that cause controversy are able to create a hype around the media product which leads to increased views. Due to the vast amount of music videos and genres, the music video market is extremely competitive with mainstream artists attempting to attract individuals to view the video and ultimately purchase the song or album. The success of the song itself is directly linked to the music video as the target audience typically displays an interest in how the song is interpreted visually therefore a video that fails to appeal to the target market will negatively affect the success of the artist.
How have music genres developed over the years?
The 80/90s were primarily focused on the pop genre. This contrasts against the current century in which various genres are present. Artist typically form collaborations meaning hybrids of genres are created. This simply suggests that individuals of the 21st century are more accepting and have more eccentric taste.
The music video industry has developed over the years which affects the way in which videos are consumed. The current generation is able to view music videos on numerous channels on television as well as use the internet to search for music videos on video sharing websites such as Youtube. They are also able to download the videos. However prior to the development of technology, the public did not have access to the internet therefore limiting the ways in which music videos could be consumed. Television was the only way to view videos; initially in solely black and white. This illustrates the change in technology and how it impacts the media. The current generation is able to consume music videos through numerous ways as listed below.
List of the ways in which people are able to consume music videos:
- Television (music channels air music videos constantly and so are widely available)
- Internet (by inputting a title of a video into a search engine, a variety of different web pages display the music video such as Vimeo)
- Youtube (video sharing website that has been specifically formulated to allow audiences access to videos of both the general public as well as artists. Youtube is commonly used to view music videos due to being a free website that allows the public to consume latest videos. It enables videos to go viral if it receives a large view count therefore creating hype around the video
-iTunes (iTunes is the most used supplier of music, created by Apple. It does however require the audience to purchase music video and music unlike Youtube)
Youtube
YouTube is a website solely focused on videos and the ability to share the content of the videos. It was created in February 2005 to allow users to upload their own productions and view videos that have been uploaded by other users and companies. It consists of a variety of sub sections such as education, and entertainment amongst many others. The channel consists of film clips, amateur content such as video blogging, tutorials and other types of videos. Youtube originally offered videos of one quality (320 x 240 resolution) however in 2007 developed an option to watch videos in a 3GP format on mobile phones. In 2008, a high quality option was developed ( 480 x 360 resolution).
-iTunes (iTunes is the most used supplier of music, created by Apple. It does however require the audience to purchase music video and music unlike Youtube)
Youtube
YouTube is a website solely focused on videos and the ability to share the content of the videos. It was created in February 2005 to allow users to upload their own productions and view videos that have been uploaded by other users and companies. It consists of a variety of sub sections such as education, and entertainment amongst many others. The channel consists of film clips, amateur content such as video blogging, tutorials and other types of videos. Youtube originally offered videos of one quality (320 x 240 resolution) however in 2007 developed an option to watch videos in a 3GP format on mobile phones. In 2008, a high quality option was developed ( 480 x 360 resolution).
Some media corporations offer material via Youtube.Vevo being a a joint venture music video website that offers music videos from three of the "big four" major record labels: Universal Music Group, Sony Music Entertainment, and EMI Records.
Budget
MTV
MTV is an initial of Music television; an American channel that was launched in August 1981. The channel's demographic consists of adolescents as well as young adults. The channel's target audience is broad and so reaches a large amount of people. MTV has a variety of sub channels such as dance, rock, base, pop amongst many others. By providing a variety of genres, the channel satisfies a variety of individuals with varied tasted. The channel is considered to be mainstream as it attracts many viewers who are then exposed to the music videos which MTV air. Music videos are therefore widely available to the public as due to the development in technology, most of the population situated in countries that air MTV own a television; making videos easily accessible. In the past, this type of media was not available and so the amount of people who had access to music videos was limited.
Technology & Special effects
Technology used to produce music videos has developed on a large scale with producers of the 21st century having access to high quality video recording and editing equipment that allows visual effects to be incorporated within music videos. A green screen is a dominant example of technology which allows the background of footage to be removed and replaced with another image such as a location that may not be easily accessible.
Target audience and the number of views a music video/channel receives
Due to the substantial growth in the music industry over the past years, there has been an expansion in ways audiences are able to consume music videos. Individuals are now able to view videos on music channels as well as the internet through video showcasing websites. Music videos are heavily marketed and easily accessible on devices such as mobile phones which has significantly impacted on the view count videos they receive. Artists that subvert conventions or create videos that cause controversy are able to create a hype around the media product which leads to increased views. Due to the vast amount of music videos and genres, the music video market is extremely competitive with mainstream artists attempting to attract individuals to view the video and ultimately purchase the song or album. The success of the song itself is directly linked to the music video as the target audience typically displays an interest in how the song is interpreted visually therefore a video that fails to appeal to the target market will negatively affect the success of the artist.
How have music genres developed over the years?
The 80/90s were primarily focused on the pop genre. This contrasts against the current century in which various genres are present. Artist typically form collaborations meaning hybrids of genres are created. This simply suggests that individuals of the 21st century are more accepting and have more eccentric taste.
Magazine advert reflection
How did you use your research into magazine adverts to start planning your own?
A magazine advert of James Morrison as well as Plan B was analysed prior to planning. This was of great significance as it provided a deeper understanding of the components and conventions of an advert which aims to promote an album of the pop genre. The analysis therefore extended my knowledge as well as inspiring me to involve a few elements such as a black background, dominant iconography that would appeal to the audience and most importantly, an image of the artist. Following the analysis, a first draft design was created.
What are your ideas and inspirations behind your paper design? A paper design was created prior to the development of a magazine advert in order to aid in decision making regarding the layout and the components that were to be involved. The paper design consists of an image of the artist, the artist name, a song which is most recognisable by the target audience as well as the caption 'Debut album out now' which provides the consumers of the album with information regarding its release. The advert is therefore informational as well as promotional due to presenting the audience with the most significant elements of ad advert. The iconography seen in the bottom right corner involves burning cards which is a re-occurring motif throughout the music video and so it is highly significant. It provides varied connotations which individuals may depict as pain felt by the artist or danger which he may have been presented with. This encourages them to complete their understanding by purchasing the album and gaining a deeper insight into the artist. The image of the artist is a close up of the artist's face which allows the audience to view the artist's facial expression which may potentially infer an emotion. The colours aren't clear as the paper design is a simplistic design which needs to be evolved upon in order to successfully appeal to and target the audience. It does however give an overview of what the magazine advert will look like.
How will this help with creating it on Photoshop?
Having created an initial design, the process of creating a magazine advert was made easier. The design was transferred onto an A4 template on Photoshop. As I was clear as to what elements would be involved, the task was less time consuming. I did not spend useful time on decision making but simply creating the advert. The planning of the advert was therefore significant in assisting the formation of the advert on Photoshop.
After the initial design was created, Photoshop was used in order to achieve the desired effect. The images displayed below are the initial designs. The main focus of the advert is the artist himself which is a convention of promotional media and follows the conventions of the pop genre.
A midshot of the artist has been used so that his facial expression is visible as well as the costume and iconography i.e. the guitar. The guitar illustrates the artist's talent and therefore presents him as a talented artist. The costume conveys the ordinary aspect of the artist as stated by Richard Dyer's stardom theory. Burning cards have also been used due to being significant iconography. The typography presents the artist, his album and places emphasis on one song which the majority of the target audience would be aware of. An effect has also been used to create a smoke like effect in order to bend the fire into the background. The colours that have been used are primarily black and white however the fire is in colour which emphasises its impact and is likely to infer varied connotations to the audience i.e. the pain the artist is feeling.
Magazine advert analysis
The following post will display knowledge of conventions involved in a magazine advert. The advert will also be analysed in terms of its target audience. The analysis will be used as inspiration to create a conventional magazine advert for the chosen artist.
James Morrison - Songs for you, truths for me
A magazine advert is designed for promotional purposes. It is used to encourage, persuade or manipulate an audience to purchase an item. In terms of magazine adverts that feature an album, the item that is presented i.e. album is what the advert aims to promote. An advert that appeals to the target audience is most effective in terms of promoting the album and in turn increasing sales. If the magazine advert fails to understand its audience and so fails to display conventions, the advert will be ineffective. In order to seem appealing to the demographic, the magazine must present the artist in an effective way. It must therefore consider the representation of the artist. The colours used must also be highly considered as the audience may gather varied connotations. The typography is a significant element as it must entice the audience as well as connote specific elements. The aim of the magazine advert is not only to promote but also ensure that information regarding the album such as its name and release date is advertised.
The main focus of this advert is on the artist. The advert uses a long shot displaying the artist on the edge of a few steps that lead onto a road. The artist himself is dressed in casual clothing which presents him in an ordinary way; an aspects that conforms to Richard Dyer's paradox in which the artist must be ordinary as well as extraordinary for the consumer. The ordinary aspect allows the target audience to relate to the artist and therefore form a relationship. The casual style of his clothing which consist of jeans and a brown leather jacket may also connote the style of the album. The audience may be able to depict the idea of the album being about the experiences the artist has gone through; his representation conveying a sense of realism. Although the artist is presented in a way that allows the audience to relate, he is also likely to appeal to the female segment of the target market which he is aimed at. He is therefore visually appealing to his target market which is conventional of an artist of the pop genre.
The advert doesn't involve many different elements and can therefore be regarded as simplistic. This may also infer the idea of the album involving realistic experiences of the 'down to earth' artist. Due to its simplistic nature, the advert doesn't have many connotations that could be evolved upon. However the location the artist is seen in may potentially convey him being on the ground which in metaphorical terms refers to him being down and upset, his album may provide a reason for this.His facial expression reinforces this idea as the artist is seen in deep thought.
The colours used in the magazine advert are toned down to reduce the vibrancy and create a sepia-like effect. The darkness of the advert can potentially connote the emotions felt by the artist and the emotions that will be evident throughout the songs featured in the album. As the colours used seem to be washed down as opposed to visually capturing, the audience would be able to depict the correct connotations such as the mood and tone set. The typography featured on the magazine advert is of a brighter colour; red potentially signifying love which the album may be about. It informs the audience of the artist, album name, most recognisable songs and the release date of the album. As the artist's name is of the largest font, it is most emphasised as the main focus of the advert is on the artist himself. This allows the target market as well as potential fans to recognise or potentially discover the artist. It also informs the audience of vital information regarding the album.
When considering the layout, it is evident that the artist is at the centre of the frame which further highlights his importance; the artist being the main focus. The information regarding the album has been placed in the left corner. It is clear that the artist is highly emphasises by the photo as well as his name. The album title "Songs for You, Truths for Me" is in small lettering yet is still visible. The album title infers the idea of the artist developing his understanding of himself through the album which consists of songs for the audience. The style of language seems to be on a personal level with the audience who are referred to as 'you'. This therefore allows the audience to build a relationship with the artist, the album title providing them with the idea of the artist opening up and revealing parts of his life.
How does the advert promote the music genre?
The advert promotes the music genre as it follows the conventions of the pop genre. Unlike songs of a club nature that consist of vibrant colours or adverts that promote the rock genre and typically display colours such as black, adverts of the pop nature are typically similar to the one analysed. The advert promotes the music genre of James Morrison through the colours and image which would appeal to a mainstream audience. The audience is likely to be already familiar with the songs which are easily recognisable due to being in the UK charts. They will therefore be able to understand the choices made when constructing the album advert.
How does the advert promote the artist?
James Morrison is promoted by the advert as those who may be unaware of the artist receive an insight into the style of his music. This has been achieved through the use of photoshop that has manipulated the colours of the advert. The costume of the artist also provides the audience with knowledge of the artist's personality. The mise-en-scene being an empty road may also signify the artist being alone in some way which provides further connotations.
How does the advert attract an audience?
The advert mainly attracts the audience through the use of the image used. The female audience are likely to deem the artist as visually appealing. The audience overall can relate to the artist due to his down to earth image.They can get a sense of the artist and his music. Those who are loyal fans of the artist will be naturally attracted to the advert due to their interest. The advert is conventional of the pop genre and so it is likely to appeal to the audience. It meets its purpose of informing the audience of the album and its release date therefore it can be considered to be successful.
The artist 'Plan B' is presented in an unclear way due to him being hidden by a dark shadow. The emphasis is mainly placed upon the conventional advert elements rather than the artist himself. Nevertheless the audience is able to see the artist's costume which consists of a suit and tie connoting a sense of formality which emphasises the artist's style. The microphone and microphone stand is also visible which emphasises the artist's role as a musician and connotes his passion for performance. The artist has been presented through the use of a mid shot allowing the audience to see his costume, iconography and his facial expression which is of a serious tone. The way the advert has been constructed infers a sense of the unknown, the artist is potentially revealing more of himself due to the light being solely focused on him. The artist is presented in an extraordinary way as listed in Richard Dyer's star theory. His image is also somewhat incoherent which ensures that the audience strive to complete the image, possibly by consuming the album to gain a further understanding.
The album advertisement involves few connotations however may infer certain aspects to the audience. The advert being mainly in the colour black has quite dark connotations such as unhappiness, death etc. These connotations are also reinforced by the colour red which connotes danger. However the album cover makes clear to the audience that the colour red is used to connote performance such as the stage seen on the cover. This illustrates the artist's passion for music and the stage which allows the audience to gain information regarding the artist's personality.
The album is displayed on the bottom left corner of the advertisement. This makes it clear to the audience as to what the album looks like. As seen in the album cover, the artist is on a stage which once again is dimmed. The artist is hidden by the black shadow which again reinforces the emotions which may be inferred by the audience. There is a clear link between the advert and album cover as seen by the use of colours as well as the way the artist is presented.
The typography seen on the advertisement consists of the artist name, the name of the album and the quote ' The multi platinum album of the year'. The ratings are used to persuade the audience to purchase the album. The typography is most emphasised due to the boldness and capitalisation of the letters.
The layout of the advertisement also placed emphasis on the text as opposed to the image which is placed on the side. It is however enlarged which makes the artist visible to the audience.
How does the advert promote the music genre?
The advert promotes the music genre by capturing the audience's attention in that it is visually appealing. It's dark tone infers varied possible connotations such as the emotion felt by the artist. It could also infer the artist revealing more about himself which may be the reason why the light is shone on him. The image would appeal to the pop genre as well as potentially a jazz audience due to the stage and microphone which have soul/jazz connotations. As the advert involves ratings, this suggests that the album itself has been released prior to the advertisement.
How does the advert promote the artist?
Plan B is promoted by the advert as individuals that have an interest in him will also have an interest in his album and the advert. They will therefore be drawn to the artist image.The advert itself promotes the artist in a sophisticated way due to his suit and tie. His passion for music is also illustrated through the use of the stage and microphone acting as iconography. Those that are not aware of the artist may also be encouraged to research the artist due to the darkness of the advert which may even be considered as a deviation from the stereotypical pop genre conventions.
How does the advert attract an audience?
The audience is attracted due to the colours used in the advert; the background and artist being in black and white whilst the typography also involves the use of colour red which is vivid and holds powerful connotations. The artist is also made to look appealing, specifically for the female audience that will find the artist attractive. The advert will naturally attract fans of the artist who will have an interest in the album.
By researching into the magazine adverts, I have gained more information regarding conventions of the pop genre and how these may be followed or subverted. I am also aware of the components that go into the formation of an advert such as the album name, songs included in the album, ratings etc. The research conducted will assist me in planning and creating the individual advert which will follow genre conventions. The research has also inspired me to incorporate a black background and dominant iconography. This is likely to appeal to the target audience and in turn be successful in promoting the artist.
James Morrison - Songs for you, truths for me
A magazine advert is designed for promotional purposes. It is used to encourage, persuade or manipulate an audience to purchase an item. In terms of magazine adverts that feature an album, the item that is presented i.e. album is what the advert aims to promote. An advert that appeals to the target audience is most effective in terms of promoting the album and in turn increasing sales. If the magazine advert fails to understand its audience and so fails to display conventions, the advert will be ineffective. In order to seem appealing to the demographic, the magazine must present the artist in an effective way. It must therefore consider the representation of the artist. The colours used must also be highly considered as the audience may gather varied connotations. The typography is a significant element as it must entice the audience as well as connote specific elements. The aim of the magazine advert is not only to promote but also ensure that information regarding the album such as its name and release date is advertised.The main focus of this advert is on the artist. The advert uses a long shot displaying the artist on the edge of a few steps that lead onto a road. The artist himself is dressed in casual clothing which presents him in an ordinary way; an aspects that conforms to Richard Dyer's paradox in which the artist must be ordinary as well as extraordinary for the consumer. The ordinary aspect allows the target audience to relate to the artist and therefore form a relationship. The casual style of his clothing which consist of jeans and a brown leather jacket may also connote the style of the album. The audience may be able to depict the idea of the album being about the experiences the artist has gone through; his representation conveying a sense of realism. Although the artist is presented in a way that allows the audience to relate, he is also likely to appeal to the female segment of the target market which he is aimed at. He is therefore visually appealing to his target market which is conventional of an artist of the pop genre.
The advert doesn't involve many different elements and can therefore be regarded as simplistic. This may also infer the idea of the album involving realistic experiences of the 'down to earth' artist. Due to its simplistic nature, the advert doesn't have many connotations that could be evolved upon. However the location the artist is seen in may potentially convey him being on the ground which in metaphorical terms refers to him being down and upset, his album may provide a reason for this.His facial expression reinforces this idea as the artist is seen in deep thought.
The colours used in the magazine advert are toned down to reduce the vibrancy and create a sepia-like effect. The darkness of the advert can potentially connote the emotions felt by the artist and the emotions that will be evident throughout the songs featured in the album. As the colours used seem to be washed down as opposed to visually capturing, the audience would be able to depict the correct connotations such as the mood and tone set. The typography featured on the magazine advert is of a brighter colour; red potentially signifying love which the album may be about. It informs the audience of the artist, album name, most recognisable songs and the release date of the album. As the artist's name is of the largest font, it is most emphasised as the main focus of the advert is on the artist himself. This allows the target market as well as potential fans to recognise or potentially discover the artist. It also informs the audience of vital information regarding the album.
When considering the layout, it is evident that the artist is at the centre of the frame which further highlights his importance; the artist being the main focus. The information regarding the album has been placed in the left corner. It is clear that the artist is highly emphasises by the photo as well as his name. The album title "Songs for You, Truths for Me" is in small lettering yet is still visible. The album title infers the idea of the artist developing his understanding of himself through the album which consists of songs for the audience. The style of language seems to be on a personal level with the audience who are referred to as 'you'. This therefore allows the audience to build a relationship with the artist, the album title providing them with the idea of the artist opening up and revealing parts of his life.
How does the advert promote the music genre?
The advert promotes the music genre as it follows the conventions of the pop genre. Unlike songs of a club nature that consist of vibrant colours or adverts that promote the rock genre and typically display colours such as black, adverts of the pop nature are typically similar to the one analysed. The advert promotes the music genre of James Morrison through the colours and image which would appeal to a mainstream audience. The audience is likely to be already familiar with the songs which are easily recognisable due to being in the UK charts. They will therefore be able to understand the choices made when constructing the album advert.
How does the advert promote the artist?
James Morrison is promoted by the advert as those who may be unaware of the artist receive an insight into the style of his music. This has been achieved through the use of photoshop that has manipulated the colours of the advert. The costume of the artist also provides the audience with knowledge of the artist's personality. The mise-en-scene being an empty road may also signify the artist being alone in some way which provides further connotations.
How does the advert attract an audience?
The advert mainly attracts the audience through the use of the image used. The female audience are likely to deem the artist as visually appealing. The audience overall can relate to the artist due to his down to earth image.They can get a sense of the artist and his music. Those who are loyal fans of the artist will be naturally attracted to the advert due to their interest. The advert is conventional of the pop genre and so it is likely to appeal to the audience. It meets its purpose of informing the audience of the album and its release date therefore it can be considered to be successful.
The album advertisement involves few connotations however may infer certain aspects to the audience. The advert being mainly in the colour black has quite dark connotations such as unhappiness, death etc. These connotations are also reinforced by the colour red which connotes danger. However the album cover makes clear to the audience that the colour red is used to connote performance such as the stage seen on the cover. This illustrates the artist's passion for music and the stage which allows the audience to gain information regarding the artist's personality.
The album is displayed on the bottom left corner of the advertisement. This makes it clear to the audience as to what the album looks like. As seen in the album cover, the artist is on a stage which once again is dimmed. The artist is hidden by the black shadow which again reinforces the emotions which may be inferred by the audience. There is a clear link between the advert and album cover as seen by the use of colours as well as the way the artist is presented.
The typography seen on the advertisement consists of the artist name, the name of the album and the quote ' The multi platinum album of the year'. The ratings are used to persuade the audience to purchase the album. The typography is most emphasised due to the boldness and capitalisation of the letters.
The layout of the advertisement also placed emphasis on the text as opposed to the image which is placed on the side. It is however enlarged which makes the artist visible to the audience.
How does the advert promote the music genre?
The advert promotes the music genre by capturing the audience's attention in that it is visually appealing. It's dark tone infers varied possible connotations such as the emotion felt by the artist. It could also infer the artist revealing more about himself which may be the reason why the light is shone on him. The image would appeal to the pop genre as well as potentially a jazz audience due to the stage and microphone which have soul/jazz connotations. As the advert involves ratings, this suggests that the album itself has been released prior to the advertisement.
How does the advert promote the artist?
Plan B is promoted by the advert as individuals that have an interest in him will also have an interest in his album and the advert. They will therefore be drawn to the artist image.The advert itself promotes the artist in a sophisticated way due to his suit and tie. His passion for music is also illustrated through the use of the stage and microphone acting as iconography. Those that are not aware of the artist may also be encouraged to research the artist due to the darkness of the advert which may even be considered as a deviation from the stereotypical pop genre conventions.
How does the advert attract an audience?
The audience is attracted due to the colours used in the advert; the background and artist being in black and white whilst the typography also involves the use of colour red which is vivid and holds powerful connotations. The artist is also made to look appealing, specifically for the female audience that will find the artist attractive. The advert will naturally attract fans of the artist who will have an interest in the album.
By researching into the magazine adverts, I have gained more information regarding conventions of the pop genre and how these may be followed or subverted. I am also aware of the components that go into the formation of an advert such as the album name, songs included in the album, ratings etc. The research conducted will assist me in planning and creating the individual advert which will follow genre conventions. The research has also inspired me to incorporate a black background and dominant iconography. This is likely to appeal to the target audience and in turn be successful in promoting the artist.
Filming schedule
Why is a filming schedule important to have?
A filming schedule is a project plan of the shooting required for the production of the sequence. It represents a timeline stating what events happen at what location and at what time. The resources are also stated; mostly involving basic filming equipment used along with a camera.The shot type and its content is also shown so it is clear when filming. This enables the shooting of the sequence to run smoothly as it has been previously organised. The filming schedule can be used alongside the storyboard whilst filming. The scenes have been broken down into shorter and more manageable sections with all equipment and props outlined in advance. This prevents wasting time on going back to get forgotten items.Each shot is estimated to take twenty minutes to film however contingency time can be used in case of the scenes taking longer to set up and film.
Did you follow the schedule while filming, or did you make any changes?
When filming, the filming schedule was strictly followed however
When filming, the filming schedule was strictly followed however
Shot
|
Date & time
|
Location
|
Content /Action
|
Shot type & Duration
|
Costume/ hair/ make up
|
Iconography
|
Personnel
|
Equipment
|
01.11.13
12:00 pm
|
White cliffs of Dover
|
Artist performing i.e. miming
to the lyrics as well as playing the guitar
|
Mid shot, long shot
|
Artist Costume: casual clothing consisting of jeans and
jacket
Hair: Natural
Make-up:
Natural
|
Guitar
|
Artist
Camera person
Location manager
Director
|
Digital camera, batteries, tripod,
memory card
|
|
07.11.13
15.05 pm
|
Drama studio
|
Artist performing with the
guitar
|
Mid shot,
Long shot,
Side angle
|
Artist Costume: casual clothing consisting of jeans and
checked shirt
|
Guitar, stool
|
Artist
Camera person
Location manager
Director
|
Digital camera, batteries, tripod,
memory card
|
|
21.11.13
16:00 pm
|
Indoors - bedroom scene
|
Male and female featured in the
video will be seen playing cards & their relationship will be made clear
to the audience
|
Mid shot,
Long shot
|
Male: jeans and top
Female: leggings and long
sleeve top
|
Cards
|
Actors
Camera person
Location manager
Director
|
Digital camera, batteries, tripod,
memory card
|
|
25.11.13
15:00 pm
|
Outdoor -
Various locations
|
Flashbacks of male and female in
a happy relationship
|
Tracking shot
|
Male: jeans and coat
Female: leggings coat
|
-
|
Actors
Camera person
Location manager
Director
|
Digital camera, batteries, tripod,
memory card
|
|
27.11.13
17:00
pm
|
Indoor - kitchen
|
Cards will be built up in a
tower and set alight
|
Close up, mid shot
|
-
|
Cards
|
Camera person
Location manager
Director
|
Digital camera, batteries, tripod,
memory card
|
|
03.12.13
15.05
pm
|
Indoor - living room
|
Female
is seen unpacking a box filled with photos of her and the male together
|
Close up
|
Casual clothing
|
Cards
|
Camera person
Location manager
Director
Female actress
|
Digital camera, batteries, tripod,
memory card
|
|
05.12.13
|
Outdoor 12:00
pm
|
The male and female will be
seen arguing
|
Long shot
|
Male: jeans and coat
Female: leggings coat
|
IPhone
|
Camera person
Location manager
Director
Actors
|
Digital camera, batteries, tripod,
memory card
|
|
06.12.13
|
Car
13:00
pm
|
Arguing scene between male and
female
|
Mid shot, Low angle
|
Male: jeans and coat
Female: leggings coat
|
Car
|
Camera person
Location manager
Director
Actors
|
Digital camera, batteries, tripod,
memory card
|
Saturday, 9 November 2013
Risk Assessment
It is important to consider risks before filming due to basic health and safety rules which should be applied to all members of the group. By assessing each potential risk, the possibility of injury is minimised. This prevents having to stop filming temporarily as a result of someone getting hurt.The risk assessment will outline the areas that are considered unsafe as well as minimizing the risk of of damaging the equipment.
Hazard
|
Hazard prevention
|
Individuals in the background
|
The filming of the music video cannot be disturbed by unwanted people in the background and so no one apart from the members within the production will be present when possible. However the outdoor location of Dover cannot avoid this therefore we will have to be cautious when filming so there are no disruptions within the video
|
Low battery on camera
|
The camera will be fully charged before filming but a back-up lead will be available in case of low battery. This will prevent the battery dying out which would mean the scene would have to be shot from the beginning as filming continuous parts on a different day is too visible
|
Weather
|
As the weather is unpredictable, all members of the group must be somewhat flexible. Weather such as rain may potentially cause water damage to the camera therefore the forecast must be checked prior to filming in order to avoid the weather preventing us from being able to film on the day planned.
|
Carrying/using the tripod
|
When carrying the tripod, it must be made sure that it does not incur any damage. Also, it must be carefully watched so it is not stolen. When filming. the tripod will be set evenly on the ground so it does not fall and no damage will be caused.
|
Household objects
|
Filming in a house means that all objects need to be moved out of the way so no one trips over while filming.It is also important that no unwanted objects are visible in the video and so attention to these objects must be paid.
|
Fire
|
As this may cause a fire hazard, when burning the cards all members of the production will be aware and ready to put the fire out with the use of water.To prevent others from being affected by the use of fire, an open location will be used.
|
Sunday, 3 November 2013
Lyric analysis
In order to create a successful music video that appeals to the target audience, the lyrics of 'Impossible' by James Arthur were annotated in terms of meaning. This was carried out in order to gain a more in depth understanding of what the song is about, allowing the meanings of the song to be interwoven into the narrative. The photo below shows the lyrics and the annotations beside them which display the interpretation of the lyrics. By doing so, ideas as to what should be involved within the video were stimulated. The narrative was therefore evolved upon the lyrics. Metaphorical meanings were also sought out in order to create a video that conveys more than the literal meanings of the song and therefore engages the audience.
What are the hidden meanings of your song?
''Someone told me I should take caution when it comes to love'' refers to a warning the artist received regarding falling in love. This may potentially imply a possibility of getting hurt. "You were strong and I was not"' may potentially regard the male being weak and falling for the female or simply getting hurt. This idea is reinforced by the lyrics "'I was careless, I forgot'' which means he forgot to regard the warning and simply let his barriers down due to being in love and therefore careless. This led to him getting hurt which is implied by the lyrics ''And now when all is done'' which means the artist's love interest has done something which as stated by the lyrics, means she "has won''. This means the artist has lost the game which in this case is a relationship. "Tell them all I know now'' refers to everything he has learnt and now knows from the failure of the relationship which may potentially refer to trusting someone else. "All we had is gone now" confirms that the relationship is over and everything that the male and female once had does not exist any more.
.JPG)
The artist states that he ''was happy'' however now his "heart is broken'' and this is visible which is inferred by the lyrics ''all my scars are open''. What was done to him, he once deemed as ''Impossible'' which suggests he was too happy and in love to ever think the female was capable. Although the actions of the female aren't made clear through the lyrics, the artist refers to the actions as ''betrayal" which caused ''broken trust and broken hearts''. He then refers to the beginning of the relationship in which faith was built upon "love and words'' which he then criticises with ''empty promises will wear'' suggesting he was wrong to trust someone else.''There is nothing to say'' suggests that the relationship is ended and his decision cannot be changed as nothing can be done or said to make things better. He considers what the female did as ''embarrassing'' due to him ignoring advice he once received and trusting someone that didn't deserve it.
What are the hidden meanings of your song?
''Someone told me I should take caution when it comes to love'' refers to a warning the artist received regarding falling in love. This may potentially imply a possibility of getting hurt. "You were strong and I was not"' may potentially regard the male being weak and falling for the female or simply getting hurt. This idea is reinforced by the lyrics "'I was careless, I forgot'' which means he forgot to regard the warning and simply let his barriers down due to being in love and therefore careless. This led to him getting hurt which is implied by the lyrics ''And now when all is done'' which means the artist's love interest has done something which as stated by the lyrics, means she "has won''. This means the artist has lost the game which in this case is a relationship. "Tell them all I know now'' refers to everything he has learnt and now knows from the failure of the relationship which may potentially refer to trusting someone else. "All we had is gone now" confirms that the relationship is over and everything that the male and female once had does not exist any more.
.JPG)
The artist states that he ''was happy'' however now his "heart is broken'' and this is visible which is inferred by the lyrics ''all my scars are open''. What was done to him, he once deemed as ''Impossible'' which suggests he was too happy and in love to ever think the female was capable. Although the actions of the female aren't made clear through the lyrics, the artist refers to the actions as ''betrayal" which caused ''broken trust and broken hearts''. He then refers to the beginning of the relationship in which faith was built upon "love and words'' which he then criticises with ''empty promises will wear'' suggesting he was wrong to trust someone else.''There is nothing to say'' suggests that the relationship is ended and his decision cannot be changed as nothing can be done or said to make things better. He considers what the female did as ''embarrassing'' due to him ignoring advice he once received and trusting someone that didn't deserve it.
The group lyric annotations will assist with planning the music video as it has enabled us to gain a better understanding of the lyrics and the meaning behind them; allowing us to depict the emotion felt by the artist. This can then be used to produce a music video that reflects the lyrics and the emotions they aim to infer. By having an understanding of the way the artist feels, we will be more able to present the artist in the correct way. This will also allow the audience to relate to the artist and therefore form a relationship.
Planning cinematography
Cinematography refers to the art or technique of motion-picture photography i.e. filming. This refers to the way in which footage is filmed and the effect it achieves. Cinematography depicts varied emotions on the audience, depending on what camera shots and camera movements are featured. It must therefore be carefully considered in order to create an affective music video that appeals to the target market. It is a fundamental aspect of a music video as this in simplistic terms is what the audience views therefore having a great impact on the overall success of the music video. Cinematography determines what is inferred to the audience i.e. the narrative, concept and performance elements of the video. From what can be seen, the audience is able to interpret the visuals into their own understanding. Cinematography also ensures continuity of a narrative as the audience is able to follow varied shots which have denotations as well as connotations. The way in which the production is filmed enhances the viewing experience for the audience as a selection of camera shots provides enticement whereas a production filmed with limited shots would be too simplistic and in turn would fail to attract viewers. The cinematography is able to present the viewers with the mise-en-scene, artist image and the location. It must therefore be planned in depth prior to production in order to assure all members of the group are aware of what is being shown.
The cinematography that will be used in the video will vary in order to provide a wide range of shot types and movements. One of the most significant shots that will be used will be a close up. This shot will be used to show the artist whilst performing. A close up shot is able to show the artist's facial expression and therefore convey his emotions to the audience. This enables the audience to form a relationship with the artist on the basis of gaining an understanding of his experience which is conveyed by the lyrics. Close ups will also be used to place emphasis on the guitar which is an important feature of the performance. The iconography underlines the artist's talent therefore displaying one of the reasons for the artist's newly established fame. It also conforms to Dyer's paradox in which the artist must be both ordinary as well as extra ordinary. The down to earth image of the artist shown by him performing with a guitar follows the image that has been already set for the artist and makes the artist seem ordinary yet extra ordinary due to his talent.
A panning shot will also act as vital cinematography. This camera shot refers to the movement of the camera from one side to the other. It displays many elements in a single movement therefore enabling the audience to receive a wide shot. A panning shot is effective as it presents the mise-en-scene effectively, establishing the location. The location will be emphasised through the use of a panning shot. The location will be the cliff top which has been selected in order to create an impact on the viewer and therefore provide a pleasurable viewing of the music video. This type of shot will show not only the location but the artist which is the main focus of the video. A panning shot may also be used in the black studioroom, panning around the artist to signify him being surrounded by his thoughts which he aims to put across to the audience.
Long shots will also be used throughout the music video. To provide the audience with a variety of camera shots, the artist will be shown through mid shots, close ups and long shots. A long shot allows the audience to receive a full picture of the artist. This will simultaneously emphasise the emotions felt by the artist, the artist's talent and the costume being worn. A long shot displays the artist's body language which infers emotions as well as characteristics such as confidence or an introvert personality. As the artist holds the most significance, is is vital that the artist remains as the main focus throughout the music video. This is conventional of the pop genre and so the video is more likely to appeal to the target audience who have an interest in the artist.
A mid shot will also act as a dominant camera shot that will enhance the visuals of the music video. It will be used on various occasions. A mid shot will be used to display a flashback of the artist and his love interest playing a game of cards. The cards act as significant iconography and a mid shot is able to illustrate their importance as not only this is visible but the male and female also. This therefore emphasises the relationship between the two individuals as well as establishing the iconography. It also displays the female whose presence is not necessarily stressed in the video due to artist having most importance, A mid shot will also be evident when the artist will be performing in order to display him as well as the guitar.
The use of cinematography is conventional of the pop genre as the camera shots specified are commonly visible in videos of that genre. Long shots and mid shots are extremely common due to them being quite simplistic yet effective in displaying the narrative. Close ups are also re-occurring camera shots due their ability to illustrate individuals and therefore their emotions as well as elements of iconography which every music video has. A panning shot is also conventional of the pop genre as it presents the audience with a wide shot of a specific location. This is a dominant part of the mise-en-scene of a music video, especially when it has an underlying meaning. All the shots chosen have been selected for a specific reason that is somehow linked to creating a visually appealing video that appeals to the target audience.
The cinematography enables the audience to build a relationship with the artist. This is because the audience is then able to understand the narrative which aims to reflect the lyrics. All the shots will be somehow incorporated with portraying the artist. A close up especially has the ability to show the emotions felt by the artist, allowing the audience to relate and therefore form a relationship. A long shot shows the artist facial expression as well as the costume worn which conveys meanings due to its colour. When the male artist is shown with his female love interest, the audience gains an insight into the artist's personal life which also allows the audience to feel closer to the artist as they have a more in depth understanding. The cinematography is therefore a fundamental aspect of the music video as it enables the audience to receive an effective viewing experience as well as gain an understanding of the artist and the lyrics.
The cinematography that will be used in the video will vary in order to provide a wide range of shot types and movements. One of the most significant shots that will be used will be a close up. This shot will be used to show the artist whilst performing. A close up shot is able to show the artist's facial expression and therefore convey his emotions to the audience. This enables the audience to form a relationship with the artist on the basis of gaining an understanding of his experience which is conveyed by the lyrics. Close ups will also be used to place emphasis on the guitar which is an important feature of the performance. The iconography underlines the artist's talent therefore displaying one of the reasons for the artist's newly established fame. It also conforms to Dyer's paradox in which the artist must be both ordinary as well as extra ordinary. The down to earth image of the artist shown by him performing with a guitar follows the image that has been already set for the artist and makes the artist seem ordinary yet extra ordinary due to his talent.
A panning shot will also act as vital cinematography. This camera shot refers to the movement of the camera from one side to the other. It displays many elements in a single movement therefore enabling the audience to receive a wide shot. A panning shot is effective as it presents the mise-en-scene effectively, establishing the location. The location will be emphasised through the use of a panning shot. The location will be the cliff top which has been selected in order to create an impact on the viewer and therefore provide a pleasurable viewing of the music video. This type of shot will show not only the location but the artist which is the main focus of the video. A panning shot may also be used in the black studioroom, panning around the artist to signify him being surrounded by his thoughts which he aims to put across to the audience.
Long shots will also be used throughout the music video. To provide the audience with a variety of camera shots, the artist will be shown through mid shots, close ups and long shots. A long shot allows the audience to receive a full picture of the artist. This will simultaneously emphasise the emotions felt by the artist, the artist's talent and the costume being worn. A long shot displays the artist's body language which infers emotions as well as characteristics such as confidence or an introvert personality. As the artist holds the most significance, is is vital that the artist remains as the main focus throughout the music video. This is conventional of the pop genre and so the video is more likely to appeal to the target audience who have an interest in the artist.
A mid shot will also act as a dominant camera shot that will enhance the visuals of the music video. It will be used on various occasions. A mid shot will be used to display a flashback of the artist and his love interest playing a game of cards. The cards act as significant iconography and a mid shot is able to illustrate their importance as not only this is visible but the male and female also. This therefore emphasises the relationship between the two individuals as well as establishing the iconography. It also displays the female whose presence is not necessarily stressed in the video due to artist having most importance, A mid shot will also be evident when the artist will be performing in order to display him as well as the guitar.
The use of cinematography is conventional of the pop genre as the camera shots specified are commonly visible in videos of that genre. Long shots and mid shots are extremely common due to them being quite simplistic yet effective in displaying the narrative. Close ups are also re-occurring camera shots due their ability to illustrate individuals and therefore their emotions as well as elements of iconography which every music video has. A panning shot is also conventional of the pop genre as it presents the audience with a wide shot of a specific location. This is a dominant part of the mise-en-scene of a music video, especially when it has an underlying meaning. All the shots chosen have been selected for a specific reason that is somehow linked to creating a visually appealing video that appeals to the target audience.
The cinematography enables the audience to build a relationship with the artist. This is because the audience is then able to understand the narrative which aims to reflect the lyrics. All the shots will be somehow incorporated with portraying the artist. A close up especially has the ability to show the emotions felt by the artist, allowing the audience to relate and therefore form a relationship. A long shot shows the artist facial expression as well as the costume worn which conveys meanings due to its colour. When the male artist is shown with his female love interest, the audience gains an insight into the artist's personal life which also allows the audience to feel closer to the artist as they have a more in depth understanding. The cinematography is therefore a fundamental aspect of the music video as it enables the audience to receive an effective viewing experience as well as gain an understanding of the artist and the lyrics.
Planning editing styles
Editing is a post-production process of video making that combines separate footage into a continuous sequence. This is a fundamental process that achieves continuity. Continuity editing is simply a style of editing that prevents inherent discontinuity of shots and establishes a logical coherence between shots to make one sequence. The editing guides the telling and pace of the narrative. It can be used to create illusions through the use of varied paced editing styles as well as to emphasise certain elements that may not have been necessarily noted. It is a vital process when producing any media products such as a music video as it allows the audience to develop their understanding of the narrative, performance and concept elements within the music video. There are various editing styles that can be used to enhance the visuals which in turn provides the audience with an effective viewing experience. As well as simplistic editing techniques, tints can be employed to modify the shots filmed in order to connote certain meanings.
An editing style that will be implemented within the music video is slow paced editing. This editing technique refers to one shot being followed by another shot after a few seconds as opposed to sudden and abrupt movement of frames. This allows the shots to be continuous which is typically employed to allow the audience to follow a narrative with ease. Slow paced editing will be used within the performance and narrative element within the video. It will place emphasis on the artist and his talent that presents his ‘extra-ordinary’ side, therefore conforming to Richard Dyer’s paradox. It will also display parts of the narrative in which flashbacks of the male artist and his love interest will be displayed. This will illustrate the stability of the relationship therefore connoting a positive experience.
An editing style that will be implemented within the music video is slow paced editing. This editing technique refers to one shot being followed by another shot after a few seconds as opposed to sudden and abrupt movement of frames. This allows the shots to be continuous which is typically employed to allow the audience to follow a narrative with ease. Slow paced editing will be used within the performance and narrative element within the video. It will place emphasis on the artist and his talent that presents his ‘extra-ordinary’ side, therefore conforming to Richard Dyer’s paradox. It will also display parts of the narrative in which flashbacks of the male artist and his love interest will be displayed. This will illustrate the stability of the relationship therefore connoting a positive experience.
A contrast will be created between flashbacks of the past and the present through the use of fast paced editing.This style of editing will create a more abrupt sequence of frames that will convey the instability of the relationship. It will present the chaotic aspect of the relationship therefore allowing the audience to gain awareness of the artist's emotions, helping them to form a relationship with the artist. Fast paced editing will be achieved through the use of jump and straight cuts which means shots will cut quickly. This will be employed within the argument scenes in which the male and female aren't in a stable position.
The editing styles chosen to be employed within the music video follow genre conventions. Varied paced editing allows the audience to focus on the performance as well as narrative whilst viewing a visually effective media production.
The editing styles help the audience to form a relationship with the artist as they are able to depict underlying meanings such as the instability of the relationship therefore providing the audience with a more in depth understanding of the narrative. Through understanding the narrative, the audience is also aware of the emotions felt by the artist and may potentially relate which is a fundamental element of forming a relationship. This also evokes a sense of realism which in turn makes the lyrics of the song come to life.
The editing styles help the audience to form a relationship with the artist as they are able to depict underlying meanings such as the instability of the relationship therefore providing the audience with a more in depth understanding of the narrative. Through understanding the narrative, the audience is also aware of the emotions felt by the artist and may potentially relate which is a fundamental element of forming a relationship. This also evokes a sense of realism which in turn makes the lyrics of the song come to life.
Planning lighting and colour
Lighting and colour have great significance within a music video as both elements are able to connote specific meanings. They are able to depict certain emotions from the audience as well as infer certain aspects of the narrative which illustrates the lyrics of the song therefore allowing the audience to develop their understanding. Lighting and colour visible within videos can also potentially provide the audience with a representation of the artist and their environment i.e. the light evident in certain locations may connote varied meanings. By varying the colour and lighting used, a change in the mise-en-scene can be enhanced.
Both lighting and colour will be considered in detail prior to production and editing. Various styles of lighting and colour will be employed within the music video in order to infer specific aspects of a music video. The video will feature a scene filmed in a drama studio where no natural lighting is present due to a lack of windows. Technical lighting will therefore be used in the form of a spotlight to place emphasis on the artist and in turn the performance aspect of the video. Although a spotlight will be employed, the lighting in the drama studio will be primarily low key due to the black walls and flooring.
Naturalistic lighting will also be used when the location of a cliff will be visible. This will provide the audience with a realistic overview of the relationship between the male and female therefore allowing the audience to develop their understanding of the narrative. The naturalistic lighting will place emphasis on the location which symbolises the contrast between the emotions felt by the artist in the past and present. The location of a cliff will include sun light which will aims to highlight the artist performing with the guitar; a convention of the pop genre. Flashbacks will infer the happiness once felt by the artist therefore having a varied gradient to the performance scenes where the artist is the same location yet the relationship has ended.
In order to infer the breakdown of the relationship, naturalistic lighting yet of a darker tone will be used. The scene filmed in the room where the male and female are arguing will convey the negativity of the relationship. This will contrast against the flashback of the male and female playing cards where high key lighting will be visible. The high key lighting has positive connotations therefore displaying the positive emotions felt. This is conventional to videos of the pop nature therefore conforming to expectations held by the audience.
The burning of the cards will be made effective through the use of low key lighting surrounding the flames. However the flames will act as a burst of colour therefore enticing the audience. The cards burning have not only great significance due to being having dominant connotations i.e. the relationship burning down but also act as an effective visual.
The use of flames will mean colours such as orange and red will be visible within the music video. Red is significant as it is able to infer varied meanings such as the love and passion between the male and female. It can also convey the pain caused by the heated arguments that arose from infidelity of the artist's love interest. The colour of the flames therefore has a great impact on the audience's understanding of the narrative. The cards falling down and being set alight illustrates the instability of the relationship and so further presents the breakdown of the relationship.
The lighting and colour chosen are vital in terms of creating a relationship between the audience and the target audience. The viewers are able to depict certain connotations which allow them to understand the narrative in more depth. This therefore enables them to gain a better understanding of the artist himself; forming a relationship. This is reinforced by the emotions which the use of lighting and colour evokes such as sympathy for the artist due to his experience that is displayed through the video.
Both lighting and colour will be considered in detail prior to production and editing. Various styles of lighting and colour will be employed within the music video in order to infer specific aspects of a music video. The video will feature a scene filmed in a drama studio where no natural lighting is present due to a lack of windows. Technical lighting will therefore be used in the form of a spotlight to place emphasis on the artist and in turn the performance aspect of the video. Although a spotlight will be employed, the lighting in the drama studio will be primarily low key due to the black walls and flooring.
Naturalistic lighting will also be used when the location of a cliff will be visible. This will provide the audience with a realistic overview of the relationship between the male and female therefore allowing the audience to develop their understanding of the narrative. The naturalistic lighting will place emphasis on the location which symbolises the contrast between the emotions felt by the artist in the past and present. The location of a cliff will include sun light which will aims to highlight the artist performing with the guitar; a convention of the pop genre. Flashbacks will infer the happiness once felt by the artist therefore having a varied gradient to the performance scenes where the artist is the same location yet the relationship has ended.
In order to infer the breakdown of the relationship, naturalistic lighting yet of a darker tone will be used. The scene filmed in the room where the male and female are arguing will convey the negativity of the relationship. This will contrast against the flashback of the male and female playing cards where high key lighting will be visible. The high key lighting has positive connotations therefore displaying the positive emotions felt. This is conventional to videos of the pop nature therefore conforming to expectations held by the audience.
The burning of the cards will be made effective through the use of low key lighting surrounding the flames. However the flames will act as a burst of colour therefore enticing the audience. The cards burning have not only great significance due to being having dominant connotations i.e. the relationship burning down but also act as an effective visual.
The use of flames will mean colours such as orange and red will be visible within the music video. Red is significant as it is able to infer varied meanings such as the love and passion between the male and female. It can also convey the pain caused by the heated arguments that arose from infidelity of the artist's love interest. The colour of the flames therefore has a great impact on the audience's understanding of the narrative. The cards falling down and being set alight illustrates the instability of the relationship and so further presents the breakdown of the relationship.
The colours that will be visible within the music video in terms of the mise-en-scene will be primarily natural shades. The costumes of the artist will involve plain colours to emphasise the down to earth nature of the artist. This therefore maintains the image constructed by the record label and is expected by the audience. The artist's love interest can potentially be seen in darker clothing in order to convey the negativity she causes the male artist due to infidelity.
The lighting and colours chosen are conventional to videos of the pop nature. The naturalistic lighting enables the audience to focus on the mise-en-scene as opposed to the artist alone. It emphasises the location therefore having a greater impact on the viewing of the video for the demographic. The use of both high and low key lighting provides the audience with a variation of underlying meanings and aspects the video aims to infer. High key lighting of a bright nature will be employed to engage the audience, contrasting against the simplistic light used to aid the audience in understanding the narrative aspect of the video. A variety of lighting forms is conventional of the pop genre which are typically enticing and provide the audience with different aspects such as performance and narrative. The specific use of colours is also vital in terms of developing the understanding the audience has of the artist and lyrics; providing connotations that infer certain meanings.
The lighting and colour chosen are vital in terms of creating a relationship between the audience and the target audience. The viewers are able to depict certain connotations which allow them to understand the narrative in more depth. This therefore enables them to gain a better understanding of the artist himself; forming a relationship. This is reinforced by the emotions which the use of lighting and colour evokes such as sympathy for the artist due to his experience that is displayed through the video.
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