Planning 4) Song details

The song me and my group have chosen is Successful by Drake. The genre is Hip Hop. We chose this song as the lyrics were interesting and from my research i noticed a large number of people are more intrigued by music videos that have catchy lyrics which the audiences can relate to.

Technical Tutorials 3) - Green Screen Lesson and Final cut

We used the Green screen for the first time in lesson and found it very rewarding in order to create an imaginative and creative music video. There are also a few rules i learned which must be carried out in order to achive a successful outcome, whilst shooting.

1. To have atleast 3 cameras so to achieve interestings shots at different angles.


2. To have a floor manager to check the cameras are rolling and also to count in to begin recording when everyone is ready.


3. Ensure lighting is correctly adjusted to avoid shadows and enable easier editing.

We also had a go at using Final cut which i found rather tricky as im used to using iMovie for all my editing, We used tools such as 'Blade' which creates cuts between the different cameras and creates a more visually exciting video. Im still learning the progamme and will upload further skills once i have learned them. So far im enjoying the process of the Green screen.

Technical Tutorial 3 ) - Photoshop

This is the mock CD cover i created whilst using Photoshop. Whilst creating this cover i learnt a number of skills including the fact that photoshop works with layering to achieve the desired look. I experimented with fonts as well as cropping images and adding effects.

Planning 3) Technical Tutorials

During the tutorials I learnt alot on how to use Photoshop in order to create my Digi pack. I experimented with a number of tools and used them to create a mock CD cover. I uploaded my photo and began by using the Green screen technique, as it wasnt available at the time we took the photographs we inprovised and used a white sheet. I beleive it still worked effectivly but it was just much harder to get a smoother surface for editing.

The tools i used were:

• Cmd + T to resize my photo.
• Holding Shift on the image to resize it without it becoming out of proportion.
• Use the Quick selection tool to change the colour of the background.
• Use the Eraser to manually smooth down the edges of the 'artist'.
• Cmd Z = Undo tool
• Control T = Transitions

I also learnt that PhotoShop works by using layers and experimented with these factors.

Planning 2) Roles

We equally spread out the roles between the 3 of us based on our contacts and what we would be more happy to do. Arun will be getting the actors and dancers together whilst George will be gathering the props which we may need in the video. I will be keeping note of Steriotypical costumes for Hip Hop videos and artists.

Planning 1) - Initial Ideas

Our starting point was having chosen the theme Hip Hop due too all of us having a interest in the genre and browsing through the Hip Hop genre to find a suitable song which we could create a video from. We started agreeing on songs by the artist Drake and eventually chose the song 'Successful'. Also the appeal of the genre is of interest to me and my group as the style of costumes and laid back vibe engages audiences. We chose this genre as we noticed not many people have really touched up on the elements of Hip Hop therefor we thought it would be more interesting to pursue this genre.

20) Audience research 2

Overall i found that the majority of the audience that watch music videos are aged from 17 - 20 and the most preferred genres are R&B and Hip Hop, lyrics seem to be the key attraction to the videos so by creating a music video with lyrics which the audience can relate to would be beneficial as this is what seems to draw them in.

19) Audience Research 1

What music genre do you most listen to?

• RnB
• Hip hop
• Rock
• Indie
• Pop

What attracts you to this genre?

• Beat
• Lyric
• style
• rhythm
• props

Do you watch music videos, if so what channel on?

• Mtv
• Box office
• SmashHits
• 4 Music
• VH1

Who is you favirote artist out of the selection?

• Jay Sean
• The Script
• Strokes
• Trey Songs
• Lady Gaga

Do you listen to the radio? If yes which stations?

• Kiss
• Choice
• Xfm
• Capital
• Magic

What style of clothing do you prefer to see from your preferred artist?

• In casual clothes (jeans)
• Sophisticated (cardigans)
• Punk
• Sporty ( tracksuits and trainers)
• Smart (suits)

How often do you listen to music?

• Every day
• Twice a week
• Every 2 weeks
• When ever you watch TV
• A few times a month

How often do you watch music videos?

• Every day
• Twice a week
• Every 2 weeks
• When ever you watch TV
• A few times a month

What gender are you?

M F

What age catagory are you?

• 13- 16
• 17-20
• 21-24
• 25-28
• 29-32

18) Advertisement research

Here Drake looks calm and casual with the black and white effect washed over the magazine cover. Theres also an article about Drake which seems to talk about what makes him stand out from the other artists within his music genre.

Here Eminem looks stern and strong whilst the heavily tattooed arms can seem intimidating and violent. He takes up the whole cover and also seems to be looking in a peculiar way, straight at his audience.

Here we have two artists Ne-yo and Keyshia, they look powerful by the way their standing yet they don't come across threatening like the other two covers. There both also wearing black on black which creates a contrast to the headings.

17) Record Label Research

Atlantic Records

The record label was established in 1947 by Ahmet Erteguin and Herb Abramson. They began by principally being a jazz, rhythm and blues label with a bit of country and western. The parent company is Warner Music Group

and some sighned artists include:

• Trick Daddy
• Flo Rida
• Missy Elliot
• Yung Joc
• Plan B
• Pretty Ricky
• Toni Braxton
• Diddy
• Danity Kane
• Lil Kim

Jive Label Group

The Jive record label was founded in 1977 by Clive Calder. It was know for its successes with Hip Hop artists in the 80's and teen pop and boy bands in the late 90's. It originated from the UK but its location is in New York New York. Its parent company is Sony Music Entertainment and the following artists have all been signed to Jive;

• Pink
• Ciara
• Chris Brown
• Usher
• JLS
• Britney Spears
• Justin Timberlake
• Outkast
• R kelly
• T-PAIN
• Backstreet boys

Def Jam records

The record label was founded in 1984 by Rick Rubin and Russell Simmons, the parent company today is Universal Music Group. Their distributing labels are Island Def Jam (US) and Mercury Records (outside US). The label originates from the US and is located in New York City.

A selection of artist currently with the Def Jam are as follows:

• Rihanna
• Fabolous
• Jadakiss
• Jay-Z
• Jeremih
• Juelz Santana
• LL Cool J
• Kanye West
• Ludacris
• Nas
• Neyo
• The - Dream
• Young Jeezy

16) CD cover research

Trey songs - passion pain and pleasure.

Theres an extreme close up of treys face on the album cover and only 3/4 of his face is visible. Hes wearing a greay shirt which links to the rain on the cover which also overlays his face which makes him look as if hes crying hense the album being about passion pain and pleasure.

The font which has been used to write the title is a soft edged font which looks clean cut and sophisticated, its also in a beige colour relating to the maturity of the songs withing this album.

Rihanna - Rated R

This album cover has a darker atmosphere to it and the composition consists of mainly rihanna. The cover consists of a close up of her face and upper body.The mise en scene is very punky and a contrast to typical R&B album covers. Shes wearing chained rings which makes her look as if shes locked up and has her hands on her face to maybe show its a album which consists of more adult related materials, so she hides her face like a little kid would if somethings a bit shamefull. Her hairs styled in a punk manor which also seems to be cloured blonde at the top like a lighting bolt to show power. She has heavy makeup on and is wearing dark lipstick and eyeliner.

The font of the title is very clean cut and is in white in contrast to the purity of the music within this album. In the top corner of the cover theres a 'R' writtin it seems in lipstick which looks very edgy and playful.

B.O.B - Adventures of Bobby Ray

This album cover is vibrant and seems loud due to the 'explosion' behind the artists.Mise en scene is dull yet contrasts to the red and blue jeans BOB is wearing. Hes the centre of the album cover to show who the artist is as hes a new and upcoming artist. Its visually exciting and makes you think that the music will relate to the iamge and be vibrant and fast paced.

The text looks very pop arty and looks like a superheros logo, hence it being called 'the adventures'. Its also in yellow which reminds me of the superman logo.

15) Genre research 3 - Conventions Of A Hip Hop Video

Conventions of a Hip Hop video are as following;

• Conventions such as Mainstream, old school, underground
• Hip Hop has also effected modern popular culture and the media, for instance, dancing and rapping being featured in non- Hip Hop songs.
• Rap in Hip Hop songs has also changed, the music used to be more about people having something to say regarding life, politics and society in general.
• Used as a platform
• Dance and art work battles
• Also cultural pillars such as; DJing, MCing, Graffiti, Beat boxing, Breakdancing, Language, censorship, product placement, media and diversification can also be found within the Hip Hop genre.

Clearly the Hip Hop culture has such a long history and strong influence on the media culture today that even middle aged heads of state cant resist the Hip Hop 'handshake'.

Alvin and the chipmunks poster inspired by Hip Hop, chipmunks wearing hoods and tracksuits with one of them even showing the peace sign. Shows the strong influences of Hip Hop.

14) Genre Research 2

Eminem Ft Rihanna - Love the way you lie:

This video also has a strong narrative of a couple fighting, its setting seems to be in a run down flat above a supermarket. The main artist is filmed singing on a large field which could be easily acted out in our video as its also low budget. The video does have special effects however of a building burning down, which may be challenging for us but would look more professional if we could get special effects into our Music video.

BOB - Airplanes:

This video consists of the artist mainly being the focal point as well as the female artist as they are new upcoming singers.The location of the video is in a warehouse which is quite budget yet still works with the digital effects and lighting.

Loick Essein - Love drunk:

Again another video which i believe is rather low budgeted and rather simple to get ideas from.The focus is again on the artist and cinematography is almost always big close ups or a contrast of long shots.

Chris Brown - No bullshit:

Here Chris Brown has a very slick style due to his clothing of suits and then a more black on black casual wear. The setting is based in a apartment and on a roof top which is an easy way of creating a music video and rather cheap too. Whilst the artist is singing we see alot of extreme close ups which provokes emotions and pulls you into the song.

Neyo - One in a million:

This video is based on the streets at the Paramount Studios lot in Hollywood. The song is more R& B ,but it had an interesting video, which i found would be simple to implicate and get ideas for.They used more props and dancing to achieve the effects it did on the video rather than the use of more costly effects such as locations abroad.

13) Genre Research 1

My genre primarily consists of the Hip Hop genre. The artist prefer to be represented with dance wear for the females consisting of shorts and vests and casual wear such as hoods and jeans for the males. Theres also a sense of the artists being laid back and chilled, which works well with relating back to the audience, as it gives a sense of being on the same wavelength as the artists.

12) Low Budget Ideas

On analysing the Roll Deep video i noticed many elements which make a low budget video.

Mise en scene consisted of a pink taxi, dancers in a club, party stuff, balloons, hoodies and sunglasses. This creates a youthful environment where everything seems to be carefree. There is also champagne glasses and bottles, and girls wearing cupcake tops and pole dancing, which are all low budget ways of making a music video.

The way camera angles are used are by confining the frame. For example extreme close ups of the artists are used therefore using little props in the background.

Tuning

This was a very good example of a low budget video as all they used mainly as a prop was the car other than that they used fields to film on and close ups of the body. A lot of cuts to different places of the farm was used, parallel editing which was quite interesting was done too. Editing was fascinating as the girl throws her head band in the parallel edit the detective finds it on the ground.

Lots of low angles of the car are shown as well as two shots and eye line matches. We also see a pan of a guys body and a pan up to a guy on the field.

11) Theories 3 - Andrew Goodwin

Goodwin identified 3 different approaches to the structure of a music video according to the relationship between the sound and the image.

Illustration

Music: The music always cuts on the beat or rhythm.

Lyrics: Images are illustrated the literal meaning or feelings of the lyrics.

Band Image: Would be singing, dancing, playing instruments and dressed as would be expected.

Amplification

Music: Film will cut on the beat but also off to emphasise features.

Lyrics: Images amplify the lyrics and wont be cliched, it will represent it in a different way and not necessarily picked up from reading just the lyrics alone.

Band Image: The band take on fictional roles in the narrative

Disjuncture

Music: Would cut off the beat the majority of the time and this would be a sign of a badly made video.

Lyrics: Images which do not relate to the lyrics are used normally done by very well established artists who can afford to take the risk.

Band Image: Would take on an image that is nothing like or the complete opposite of their expected image.

10) Theories 2 - Vernallis' Theory

Carol Vernallis - The Kindest Cut functions and meanings in music video editing.

Pop video editing

These types of videos consist of continuity editing governing small sections but also uses disequilibrium. The rules become inappropriate when continuity is deliberately broken. However certain shots pair up in a complementary way.

Hollywood Editing

Continuity editing is normally predominant, whilst continuity rule regarding 180 degree, screen direction, match on action, shot reverse shot and over the shoulder have to be used and kept too.

9) Theories 1 - Bordwell and Thompsons

Rhythmic

Rhythmic editing manipulates the length of time that each shot remains on the screen e.g pace, beat,tempo. Different emphasis on particular shots gives inconsistent effects, for example;

• A rapid series of shots would give little time for thought.
• Compact shorter shots would build excitement.
• Longer shots would give the audience more time to reflect on what they have seen.
• Persistently lengthening shots gradually slows the tempo leading to the resolution or to build suspense.
• All shots the same approximate length would create a steady metrical beat.

Graphic
Draws upon pictorial qualities found within mise en scene and cinematographic elements. Say for instance a ball was to get thrown into the air it would change into the earth sphere object.

• Graphic match would create a linkage of shots by graphic similarities
  
• Graphic continuity; centre of interest constant throughout cuts, maintaining lighting level and avoiding strong colour clashes.
• Graphic Discontinuity; plays with juxtaposition of placement of focus figures, contrasts with colour and footage types,e.g super 8Vs DV, and movement and stillness.

Spatial

Concerns film 'space' (setting, location) and relation between and manipulation of different points through similarity, difference and development.

• Continuity editing produces analytical space via an establishing shot (extreme/longshot) followed by smaller range (mid) shots.
• The Kueshov effect shows the same expression of a man cut between 3 different images. the audience at first believe he is hungry, then we think he is desiring and lastly we think he is grieving respectivly.
• The audience will infer a connective relationship between shots or spatial coexistence.
• Crosscutting ( parallel editing) can emphasis action taking place in seperate places.

Temporal

Concerns time of action andcontributes to the plots' manipulation of story time - order, duration and frequency.

The order of presentation of events can be manipulated, Changes in story/plot relations, which interrupt temporal order.

Duration of story events within the plot can be altered via use of ellipsis ( presents action in less screen time than within the story)

• Ellipsis; Punctuation shot change e.g dissolve, wipe and fade signals omission of time.
  

8) Conventions of an music video

The conventions of music video's are:

• Mid shots of the artists
• Different Locations
• Extreme close up of props for example, microphones, instruments
• Quick cuts
• Long shots of mise en scene i.e cars, expensive houses
• Lip syncing
• A variety of costumes

7) Analysis of Rock video 3 - No Doubt - Don't Speak

No Doubt - Don't Speak

Cinematography consists of a pan of the artist on the opening sequence, two shots of the band members singing, extreme close ups of Gwen, low angle view of the band members on stage as well as high angles, high key lighting is also present.

Editing consists of a graphic match of the maggots in the opening scene , which turns into a fly on the artists head. Cuts are also present. The opening sequence opens with a mystical scene of a man in a forest at night with the moon shining and the water reflecting on his body, this same scene is also inputed at the end of the video but this time he places the orange back onto the tree. Also we see a point of view shot, over the shoulder shot and dutch angles on stage.

Mise en scene is rather rich in this video starting from the different locations al the way to the bands instruments. We see

guitars, drums and microphones, as well as props such as the dressing table, the diamond jewellery and rotting apple and fly. Flowers, stages, red lipstick, and a photo shoot was also used in this video.

Sound is a mixture of Gwen's soft voice singing as well as the sharp beats from the drums, guitars and outbursts of chorus.

Performance is interesting to watch as it does draw you into the video, we see the band dancing on stage, Gwen singing in the garage with the band, make - up and hair being done in the dressing room and the guys lying on the sofa.

6) Analysis of Rock video 2

Stone Sour - Say You'll Haunt Me

Cinematography

• Pans up to ceilings
• Zooms into the car
• Low angle on the side of the car
• Mid Shots of holographic singer
• Close up of artists
• Two shots shown when the woman is interrogating the man
• Extreme close ups combined with two shots
• High angles
• Birds eye view
• Low angle pan

Mise en scene

• Old race car
• Artist wearing suits and ties
• Abandoned mansion
• Holographic drums - very ghost like
• Red nails on the women
• Mirror frame with holographic video in it

Editing

• Cuts
• Graphic match of man with a hat over his face, pans away and back revealing the female interrogator
• Holographic videos of artists singing - The holographs are the key edit in this rock video

Sound

• Diegetic sound
• Drums
• Piano
• Artist singing
• Shouting
• Piano plays slow beats at the end

Performance

• Has some sort of narrative
• Female interrogating a man
• Bands playing
• Man tied up in chair
• Artists walking across ruined balcony
• Man in a car boot

Overall i found this video had interesting elements of editing, along with camera angles.

5) Analysis of Rock Video 1

Kings of leon - sex on fire

The majority of the time we can see one of the artists lying down singing then we see cuts to were the band are playing. Close ups of the instruments and hands are shown. There is very low key lighting which creates a warm glow combined with the minimal amount of light.

The sound is loud and has a catchy lyrical beat to

it.

I found the cinematography was very absorbing as you see a lot of extreme close ups which provoke emotion.

Editing was captivating with a lot of close ups being quickly cut to blurred fade in and zoom ins. I found the edit with the black smoke the most alluring as it was used to show deeper emotions of the artists lyrics.

4) Analysis of pop video 3

Elli Goulding - Guns and Horses

Mise en Scene

The location of the music video is located in a forest with a smoke dancing around all the trees and dancers.The dancers are dressed in military styled dancers wearing read coats and white socks which contrast the dewy background.Elli is wearing a checkered style shirt which is very laid back and boyish.Other props consist of horses, floating leafs and petals, guns, flags and bright flowers in a hidden area.

Sound

The music is very fast beat but at the same time has a smooth rhythm. The main sound used is the artists voice.

Editing.

There are lots of quick cuts and different lighting used to create a certain mood within the music video.

Cinematography

There are lots of quick cuts and close ups used through out the video as well as long shots to show the audience the setting and location. Its set in a forest location therefor high and low angles are used to show depth too.

3) Analysis of Pop Video 2

Cheryl Cole - Parachute

I found the performance in this video was interesting and

worked well with the music. Her costumes were very defined and figure hugging which looked effective when she danced.

Sound
The prodominent sound of this music video is cheryle coles voice. In the background you can hear piano beats, drums and echo voice said after the chorus near the end and digital sound which gives a edgy twist to the end of the music video. The lyrics too are very pop styled and catchy.

Mise en Scene

At the beginning of the video we see the artist walking down stairs wearing a black halter neck dress which seems very spanish. There is also a red tinted background as she's walking down creating a dark atmosphere. We next see a dancer standing in the middle of the dance floor wearing a suit styled outfit.

There is also another shot of the artist walking towards a large t

wo doored window. The artist changes outfits several times varying from military styled clothing to a white tight fitted dress with a pearl necklace. In a different location we see the artist singing but theres a painting almost of the dancer we saw at the beginning of the video hanging up above her almost as if the artist is singing about him.

We also get introduced to more dancers which dance with black sheets. The other props we see in the video include a metal semi circle chair, lace gloves, a watch, a canopy styled bed, crystal chandeliers and LED strip lights used on the dancers arms for visual effects.

Towards the end of the video, we see the silhouette of the artist in a dark space, along with a circular spotlight behind her and waving sheets on the ground to resemble a parachute.

Editing

The beginning of the film is like an ol

d film were the roll is trying to adjust to the screen, also a lot of tints have been used over the clips especially reds and dark blues to create a vintage feel.

Also towards the end of the video there is a dissolve which looks as is the clip is burning out which adds to the dated look of the video.

Cinematography

There are lots of quick cuts whilst the artist is dancing, as well as an eye line match. We also see a hand held camera when the artist is walking down the stairs. Two shots are predominant in the first half of the video as well as long shots. We also see a lot of mid shots, low and high angled shots, dutch angle and pans. Extreme close ups help create the emotion the artist is trying to put forward. Close up of body parts like for instance the legs and hands are shown to amplify the beauty of the artist.

2) Analysis of pop video 1 - Pixie Lott - Gravity

I found the section of the artist floating mid chorus the most effective performance visually, as i felt it really engages the audience and highlights the meaning of the lyrics.