THINGS TO CONSIDER:

When creating initial ideas and storyboards for our music promo video it is essential to consider a few minor possible problems that could arise.

• One thing that needs to be considered is lighting.

Due to the environment we intend to film our music promo video in such as the the warehouse, if we need to use artificial lighting such as florescent lights the artists shadows could then appear upon the back wall we intend to film in front of. Therefore, it is essential we consider the prospect of shadowing when filming our footage and variation of shot.

However, in some circumstances shadows can be useful in creating specific effects such as one we intended to use an initial idea which is of an extreme close up shot of the microphone where the lead singer will walk into shot and the intended audience will be able to see his shoe and his shadow.

Lighting can also create editing effects which do not need to be placed there such as due to the weather conditions, if the weather is freezing then when creating shots of the singer it may be possible to extreme close up shots of the singer’s cold breath being placed on the microphone.

• Another problem that could potentially arise that could be a problem is believable acting.

The actors need to act and portray mannerisms of which their character or member of the band they are trying to portray, how they think that individual would act.
This is due to if the actors do not look realistic enough and believable then our music promo video will look un-professional and not up to the best possible standard we could produce.

One thing to consider is the plan of drama taking place in the narrative side of the music promo video is very serious and intimate (such as the scene between Kingston and Hannah)
Therefore, our actors will have to stay calm and keep the outcome of our music promo video in mind.

In all music promo videos it is essential to use a significant variation in shots to show the differentiation of drama occurring. An example of this would be a close up or extreme close up which could show the emotions and feelings portrayed by the actors and the band members. An establishing shot could show the location of the mise-en-scene and what relevance the location has to the action taking place within the shot. Another example would be mid shots could show the mannerisms of the artists, their body language and how they are acting.

• Another thing to consider is eye match with the viewer.

If the viewer is on the same level as the individual placed on the screen it enables the viewer to feel equal to the artist. This therefore, can lead to making the viewer feel as important rather than a low angled shot looking up at the artist which could potentially make them feel inferior and not on the same level. Therefore, this could make the viewer feel disheartened and not be able to relate to the band.  

Representation of the Band

 

• The band we have selected is a a 5 piece, indie pop band from Scunthorpe.
• The way the artists are presented is to be working class individuals that produce music for their target audience that do not have excessive disposable income.
• The artists will be wear/act and have the same mannerisms of their target audience therefore, their audience can relate to them.
• Their clothing worn is very casual and laid back e.g. jeans and polo shirts. This is everyday clothing therefore, they are not trying to be portrayed as more important and better than their target audience.
• From analysing the photo, each individual member shows different personalities and qualities however, it can be debated that together they all look as if they could have a joke and a laugh. Therefore, this makes their target audience feel compassion towards them, this makes them feel as if they could actually be friends with this band.
•  The poses/mannerism of some individual members is of hands in packets, lent against the wall, and not looking as if they're really that bothered. This shows them to be distant and mysterious therefore, this will attract the attention of their target audience.

Chosen Instiution:

I have chosen 4MUSIC as my chosen institution to broadcast and promote our promo music video. This is due to, I think this music channel is most linked to our chosen genre being indie pop, rather than other channel's such as Kerrang which is more suited to rock genres. 4MUSIC broadcasts a variety of different mixed genres and has the highest viewing figure than any other channels at 7.4%. This music channel broadcasts to only the UK and Republic Of Ireland. However, due to this focusing on selected groups of people, this actually works in their favour due to their target audience feeling prioritised and special.

Due to this channel being owned by Box Television, this creates connections to to its sister channels, which also advertise the channel on other channels.

Finally, the channel also broadcasts various other TV programmes therefore, due to a possible target audience already on the channel they may choose to carry on watching even if they have not actually switched on that channel to watch various music videos.

 

 

Institutions:

Music promo videos are exhibited from various different UK music channels, due to the variations in genre and what suits each individual artist/band due to what market or niche market they appeal to.

Viewing figure: 3.8 %

MTV is an American based company based in New York City, which was first aired to television in August 1980. The actual original purpose of the channel was to play music videos to the public, aided by on air hosts and DJ's. However, nowadays the channel actually plays a wide range of other television programmes as well as just music videos. Although, these programmes do not take over the actual reason of the channel being to broadcast music videos. MTV broadcasts an extensive range of genre's of music, from indie to rock to RnB, along with the obvious top chart hits. MTV is very versatile in the target audiences it reaches out to therefore, due to its extensive variation in genre of music videos, it is very popular with the extended target audiences.

 

Viewing Figure: 1.2%

This music channel targets a niche market, of rock genre music.Therefore, although it is a popular music channel by its intended audience, it is not as popular as some other music channels that are more versatile such as MTV. This music channel is classed as digital television, this is due to the vast percentage of the music played on the station is coming from its audience watching, due to a 'text in' service that enables viewers to ask for the songs they want to be played. Therefore, the channel responds to this and plays the songs their audience wishes to hear.

 

Viewing Figure: 1.7%
KISS is a music channel, as well as a radio station. Therefore, this channel reaches a large percentage of the population. KISS music channel particularly focuses on what is current in the music charts, along with Pop, Rnb, Indie etc. Kiss regularly focuses a percentage of time on individual popular and well known established artists and bands to draw their viewers in.
However, it is not as versatile as perhaps MTV, as it does not focus of niche markets such as Rock genre. KISS is owned by Box Television which owns various other channels such as 'Smash hits Tv', 'Heat' and 'The Box'.

 

Viewing Figure:7.4%

4Music, is a music entertainment channel based solely in the UK, and in some parts of the Republic of Ireland. The music channel generally plays a wide range of different genre's of music therefore, hitting all various target audiences including certain niche markets. 4Music is also a part of the Box Television group, and is one of the only channels in the network to be broad casted in wide screen television. Similarly, to MTV, the channel also broadcasts television programmes as well as music videos therefore, this reaches a larger potential target audience. This music channel also is not a stranger to broadcasting particular summer festivals, and through significant links with 4Music is the host of 'T4 on the beach'.

 

INITIAL IDEAS:

The storyboard above is a first draft storyboard created with initial ideas, that we thought could potentially work well. One of the ideas was to include a low angled one shot pan that would take the camera from the bottom of the stairs, upwards and around the top of the stairs in one continuous shot.

Another idea I thought could potentially work well was to include a photograph and to tear it up, as if the girl character just did not want anything to do with her memories with her former boyfriend. Therefore, by disposing of the evidence it would mean disposing of the memories.

 

 

After creating the pitches on three different ideas and getting audience feedback on what our intended target market liked/didn't like I have chosen Idea3.

• Idea3 consists of a mixture between narrative and performance. Therefore, there needs to be a balanced section of each.
• There will be a feeling of 'regret'. Therefore, Hannah (being the female character) will need to show upset and hurt through some form e.g. looking at and old photograph and crying over what has happened.

• Due to our chosen location being set at a warehouse, we will need to look at possible options to set our performance side of our promo video. One possible location to set our promo video could be Henry's dads packaging warehouse. We would be able to use one of the sections of the warehouse and move everything around to create an empty space for our performance.

• One possible idea is to place the band in front of a brick styled wall to create the effect that it will look 'rural'. Therefore, this will give it an edge while sticking to what is expected of the indie genre. 

 

• Another possible idea that as a group we thought could work well was to create an extreme close up shot of a slightly titled low angled shot looking up at the mircophone from the ground. This shot would also include the lead singers foot steps walking into shot to show the relevance the object has to action taking place after this shot. This technique will also be used to grasp the audiences attention as they will be wondering why the object is placed there and whom of which the microphone belongs to. Therefore, they will want to carry on watching to find out therefore, even if they are not a fan of that paticular genre we have chosen for our band 4KICKS, they will still be intrigued to watch to find out what this band is all about as they will appear mysterious due to their opening of their music promo video.

 

 

 

 

For the ideas for the images for our digipak I considered creating still images of the band however, putting them in a formation that put them in a line straight on (one behind the other). This idea came from inspiration from another indie pop band The Script (shown below). However, the image below shows the artist one behind each othe but not in an obvious line therefore, when positioning the members of our band they will be placed directly straight behind one another.

 



 

PITCHES:

 

 

 

 

 

 

 

 

 

 

 

 

 

Audience Feedback:

• The audience feedback we received after showing our pitches to our media class, was that they thought Pitch Idea 1, was very similar to our AS production thriller 'The Disciple'. Therefore, due to our AS media production being a thriller, I pondered upon whether if we choose this idea, that it could possibly look more of a thriller than an actual pop promo video. Therefore, this would lead to myself not fulfilling and carrying out the actual task giving which was to create a pop promo video of a certain genre.
• The other real criticism that surfaced from Idea 1,was that the storyline I had thought of, could actually be portrayed as basically just another 'stalker situation'. Therefore, this would mean the audience would only recognise this aspect of the narrative and not focus upon the real message behind it, being his heartbreak from the ending of their relationship and the real anger and hatred towards her due to the fact she seems to have just moved on and does not care anymore.
• Another criticism that I received from Idea 1, was that due to the nature of the storyline being the main girl character flirting with all other males, if we was to try to film this we could have potential issues creating the seriousness of this due to characters laughing and joking etc if they found the scenario funny. This is important to consider as when filming other productions, we have found this a problem before.
• The audience feedback we received from Idea 2, was that due to the location being set in a pub in Bourne and various other locations around Bourne, this could be seen as 'boring' and 'not imaginative'. Therefore, I could lose marks due to not thinking outside the box and sticking to something 'safe' however, not interesting. Also due to the location set in a pub the lighting, could be a big worry due to not creating the best possible lighting and also a problem could be finding the time to film when the Pub is not occupied with customers. Therefore, if we did sort out the problem of occupation of the pub, the next worry is setting the performance in the pub and debating whether it would actually look realistic enough and what quality of a performance could actually come out of it.
• Another criticism we received from Idea 2, was that if we was to try to portray a section of just one continuous shot, where the camera would follow the artist around without changing shot or any effects etc it would look effective and we would have reached our goal of achieving mixing narrative and performance in the same shot. However, we could possibly find this difficult to achieve.
• The audience feedback received from Idea 3, was that overall our media class agreed this sounded the most imaginative and effective idea. However, one criticism they did point out was due to the location being set in a warehouse, one thing to consider was to possible use strobe lights to make it brighter and get rid of the possible chance of dark and unsuccessful lighting that could jeopardise the overall quality of our promo video.
• Also the criticism received from Idea 3, was due to the other location being set in a house, we needed to make it look as realistic as possible, and to create imaginative ideas to move away from the 'typical house' look and feel to the promo video. 



Inspirational Videos and Ideas:

Taylor Swift; 'We are never ever getting back together'

 

This video gave me inspiration for our music promo video due to the fact it attains a performance and narrative side of the piece. This is shown through only one consistent shot being used which does not attain any editing or any other variation of shots. This one shot follows the artist around the screen, which reasons with the audience, while making them feel as if they are actually there themselves.

 

In this shot situated on the left, the artist pushes the character out of the door. However, he is still focused in the shot due to the hole in the door, being the mirror, which enables the drama to proceed even though the character is not actually in the exact same location.

In this next shot situated to the right, the current location swings out to move onto the next location. This is all done in one continuous shot with no editing used. This is effective as it keeps the audience involved within the piece, keeps them focused on the action unfolding as well as its a unique technique that makes this video stand out from any other video. Therefore, this hopefully will make the artist stand out from any other artist.

 

 

 

The mise-en-scene used also in this music video e.g. the clothing used emphasises on the one continuous shot which this music video attains. This is due to the character sticking to the same costumes, which emphasises on the fact all the drama represented is seen to be happening at the same time. Therefore, if the characters clothing was to have changed this would not be seen as valid to the audience.

 

For our music promo video, we aim to include this technique used in the following music video. We enable to do this by using one continuous shot to follow the artist around within a particular section of music promo video.

We aim to do this method while using an open staircase so the character can be followed up the stairs, around and back down the stairs, all in one continuous shot.

 

 

(However, this technique will only be used for a short duration of time due to the need to add other editing techniques and other variations of shots)

 

 

KAISER CHIEFS- 'RUBY'

 

The next inspirational ideas are from 'Kaiser Chiefs -Ruby'. The two shots used (as shown below), which i have already researched earlier on, on my blog are simple but significant shots that I feel would benefit the overall performance of our music promo video.

 

 

The next inspiration for our music promo video, is from The Script ft Will-i-am's, and their video called 'Hall of Fame'. This is due to the clothing and mannerisms of the artists, and how they move around the stage.



 

The image below, is a mid shot of two of the artists, Danny sings 'You can be the King Kong banging on your chest', when he sings these lyrics he bangs on his chest, to represent the lyrics he is singing. Therefore, this links to Andrew Goodwin's theory of relation of visual to song.

 

*From analysing various indie genre music videos this theory applies to the vast majority of them. Therefore, taking this into consideration this may be a possible option to include this into our production.

 

 

 

Our final chosen idea  for our indie promo video includes a 3 piece band, shown from the following above. The layout of the artists is pretty much how we aim for our actors to be placed as shown below.

 

 

Also, the location such as the mise-en-scene appears to be set in an abandoned warehouse. Therefore, by watching this video, it is clear to see there are vast similarities in between the planning for our indie genre promo music video and an actual indie promo video.

Therefore, this shows that hopefully, we are on the way to producing and successfully imitating or one to say 'Homage' of what is expected of this genre. A homage is classed as the highest form of flattery, where the music video is practically copied down to a tee. However, that is not what we actually want to do, what we want to do is include all connotations of the indie genre and produce a promo video up to standard of what is already out there in the music industry.

Music Video Theories Presentation

 

 

 

 

 

 

 

 

 

 

Audience Research:

When considering the chosen target market associated with my chosen choice of genre being indie pop, there were a few things needed to considered when pondering of whether the product will be purchased, and who exactly by.

• Upbringing
• Lifestyle
• Culture
• Education
• Attitudes
• Emotions
• Knowledge
• Expectations
• Latest fashion/trends
• Family background, and what they like/dislike

Our intended target market for indie pop genre are 16-24 years olds, mainly students and people with not much disposable income. The lifestyle and background of our intended audience, would be working class individuals. Therefore, this is something that needs to be considered when considering the finance side of the release of any indie pop genre music promo video.

The trends of our intended target audience and what they like/dislike would be down to the clothing worn by the artists. In indie pop bands, the clothing worn by the males is of smart casual either suits, or chino's and smart shirts with ties.

 

                                                                            

The clothing worn by indie women artists are really smart and bright. Their clothing is not simplistic or boring its imaginative with various colours, patterns and designs.



 

Audience Research On Expectations For A Promo Video:

 

 

 

The above video by Mumford & Sons, called 'Little Lion Man' gave myself an insight into what type of video I wish to potray from looking at other indie pop bands, like themselves.

 

• This is due to the opening of their promo video is set in an empty spacious garage style room, which looks simplistic however, the focus and they way the mise-en-scene is set out potrays the room to be special in a sense of being different from anything else.

• There is a vast usage of close ups used in the indie pop vidoes, particularly focusing on highlighting the instruments used. This is used to focus on the skills of the band members. This technique is used in many indie pop vidoes, and due to this I aim to include this is mine.

• The mise-en-scene shown such as the clothing is of a smart/casual. This is due to the usage of this type of costume in an excessive amount of indie pop genre videos. This is due to the laid back approach each individual artist has however, they need to represent themselves to their intended audience to benefit their popularity and brand name and to establish themselves as individuals.

• There is a vast amount of mid shots, extreme close ups and close ups used. The image below shows a close up of the artists face, it is also shown to the audience the emotions and feelings he is trying to potray. Due to analysing his facial features he seems to be annoyed and anxious, perhaps there is a problem bothering him, or something on his mind that he is unable not to think about.

 

• In Indie pop videos, establishing shots are used to frequently to establish the mise-en-scene, to create an already existing scenario, and to show the location of the music video therefore, the audience can ponder on whether it has any correlation to the music etc. The mise-en-scene is essential in indie pop videos, it should either be simplistic and un-imaginative or juxtaposed to completely individual and creative.
 

 

• In indie pop videos, the mise-en-scene such as background colour tends to be dark, and dull colours which make the artist stand out. The shot below shows a darkened shadowed shot of the artist showing his side of his face to be covered by darkness. Therefore, this could show the dark side of music.