Wednesday 16 December 2015

Characters within the music video

These are my initial ideas for the characters which shall be involved in the music video.
  1. The performer - He will be portrayed as a rouged individual - a change from my original idea, but will be in bright clothing. He is having trouble with life and we as the audience explores how a game of poker (Living the high life) compares to isolation and disparity. We see his journey from showing him in a game, to being on the streets - The concept that he does not have a lot of time. In the end, we see him walk off into the distance.

  • The poker players - These characters do not speak, but are menacing and can be seen as the antagonist to the performer. The low shots shall be used to show that these people are higher and subsequently more powerful. They will be some, but not all of the scenes. They shall only be present in the studio which will represent a dark room with minimal lighting, gambling for money.
These are my character concepts and will be used throughout. The poker players will be portrayed by several extras who are willing to play these parts.
 I also hope that these characters relate to my audience (users and gratification theory) so that they enjoy the video.

Tuesday 15 December 2015

CD BOOKLET ANALYSIS

The main feature which many buy in terms of the physical copies is of course the information booklets. These tell the audience several things, such as the cast of the songs themselves, lyrics, production information and other relevant pieces. In this there will be a few examples which inspire me for ideas of my own booklet.

  1. This album booklet contains photos of the respected artists in several shots which are in black and white. This is useful to allow the audience to get closer in to the lives of the artists - relatable to the Star theory.
    This is very useful for my album in terms of using a face on the album, which is my initial idea. The way the text is in the album booklet is similar to the style that I require for my own piece.

Wednesday 9 December 2015

Plan for shoot

I will begin shooting my music video after the Christmas holidays. This will take at least 3 weeks to complete and for the rest of my project I shall complete the editing process however during this I shall also start and finish my ancillary tasks which consist of a album cover and content (Shots from filming, information, back cover) and a magazine advert promoting the album to my intended audience

Monday 7 December 2015

Storyboards

These storyboards show the intended shots I shall use and how this is presented.....
This first section shows the opening sequence of the video with shots- with an introduction to the performer.
This next shot establishes the performers role within the scene taking place. this is where the music comes into place.
There is a cut to another location, where the performer is walking across a pathway. This shows a journey for the video to progress. The lyrics begin here and also the lip synching.
There is another cut to the first setting which shows a development in narrative. The song continues, no lip synching in this scene.
The continuation of lyrics happen and a transition of setting.







The last two shows a climax to the video. These shots are intended to show how the artist truly feels, and this happens throughout and the final shot of the clock will symbolise the shortness of time in life.

Friday 4 December 2015

The Lyrics

This is a post to show the lyrics of the song for the video:
Shake it up is all that we know
Using the bodies up as we go
I'm waking up to fantasy
The shades all around aren't the colors we used to see
Broken ice still melts in the sun
And times that are broken can often be one again
We're soul alone
And soul really matters to me
Take a look around
You're out of touch
I'm out of time
But I'm out of my head when you're not around
You're out of touch
I'm out of time (time)
But I'm out of my head when you're not around
Oh oh oh oh oh oh
Reaching out for something to hold
Looking for a love where the climate is cold
Manic moves and drowsy dreams
Or living in the middle between the two extremes
Smoking guns hot to the touch
Would cool down if we didn't use them so much, yeah
We're soul alone
And soul really matters to me
Too much
You're out of touch
I'm out of time
But I'm out of my head when you're not around
You're out of touch
I'm out of time
But I'm out of my head when you're not around
Oh oh oh oh oh oh
Oh oh oh oh oh oh
(Out of touch)
(Out of touch)
(Out of time)
(Out of touch)
(Out of time)
(Out of touch)
(Out of time)
You're out of touch
I'm out of time
But I'm out of my head when you're not around
You're out of touch
I'm out of time
But I'm out of my head when you're not around
You're out of touch
Time
But I'm out of my head when you're not around
You're out of touch
I'm out of time
Not around
You're out of touch
I'm out of time
All of this will be used for lip syncing in the video. I feel that these lyrics follow my intended narrative for the video.

Thursday 3 December 2015

Convergence

A PowerPoint looking at how technological convergence is affecting the music industry of today.

Monday 30 November 2015

Culture and subculture

 
Hebdidge ‘subculture: The meaning of style
 
Sub-culture – Not a mainstream culture, comes under this
There is a way of dressing, image and statements within culture
The meanings of sub and counter cultures follow: 
·         Subculture = has its own values and beliefs but is able to exist within the mainstream culture
·         Counterculture = fundamentally goes against mainstream culture and if large enough ends up reshaping the mainstream. -  e.g. Suffragettes, Hippies
This subculture went against the mainstream culture of a simple life style - School, job, marriage and a family life. These hippies were young and rebellious and went against the mainstream culture and we can argue that this division has changed the mainstream culture.
 
The Latin roots of sub and counter culture – Sub = under, Counter = against
·         In 1979, he wrote a book on the British youth culture and the different groups that emerged after WW2.
·         Saw style and its associations with music as a symbolic form of resistance
·         Although he analysed how each specific sub-cultures (Punks, Rockers, Skinheads) evolved. He also looked at the shape aspects common to that evolution
·         He looked at links between subcultures around reggae music and punk music. Saw links of rejection.
All subcultures go on a similar path. Groups join in a resistance against the mainstream and can possibly change the way the mainstream culture is perceived in day to day life.
Music has such cultures which can define such music in todays society. This applies to my music video as the styles which I will include, such as clothing will perceive as a rebellious way to challenge the mainstream culture of today and of the time period in which the song was made.

Thursday 26 November 2015

"Amy" - Textual analysis

“Amy” – Textual analysis

 
“Amy” is a documentary film released earlier in the month of November. The film followed the life of Amy Winehouse, who was a very successful and young singer who, although famous for her singing talent, was shrouded with allegations, drug abuse and hounding of the press on a daily basis who had destroyed her credibility. She died at the age of 27, and was remembered for her voice. The documentary aimed to reveal the real Amy Winehouse, which was backed up by her friends, family and record label company.
In light of this, the film had hard hitting footage of the singer outside of the fame, spotlight and the flash photography. I felt that this was hard hitting as we (the audience) saw how Amy had changed from being a young girl with a talent, to a singer known for drugs and alcoholism later on in her life. The use of personal footage was useful for the fact that it shows how normal Amy was before she founded fortune and other “evil” temptations. One piece of the film which had a huge impact for me was when the footage of the artists last stage appearance of her drunk and not performing. This showed the change of her caused by many factors which the director, Asif Kapadia outlined through the media archived footage and by the key interviewees such as Blake Fielder (Boyfriend and Husband), Mitch Winehouse (Father), and many of Amy’s friends. This is also hard hitting as she did not make a fake persona, like many artists do, but showed the truth on the effects of fame.
The impact of the film was huge. In a cinema, which was filled with other people and their reaction is much better than watching this film on a video site such as YouTube. This is due to the fact that within a cinema, we are exposed to different kinds of atmospheres as many people who are within a cinema gives an honest reaction. This is different from the internet as people may lie within the comments section and an in-depth debate on the internet may not be as kind, but online reviews also have positive reactions. One example of a review with an honest truth is from The Guardian. “Towards the end of her short life, Amy Winehouse’s last single, Love is a Losing Game, sounded like a private lament…Asif Kapadia’s documentary about the singer’s life and death, the song seems to bounce back on its singer, turning the lament into an obituary.”[1] This is a good way to sum up how the film is perceived to the audience. The film to me was a way to explore how those who were close to Amy was effected by the person she became after the glitz, but there is a debate whether one contributor was made to look bad by the director.
The response of Amy’s father, Mitch Winehouse caused anger to the director, as he claims that he was made to look bad. He told The Guardian “It was horrible” He told the journalist of the conversation between Mitch and the film crew, especially the director, “I told them that they were a disgrace. I said: ‘You should be ashamed of yourselves. You had the opportunity to make a wonderful film and you’ve made this.” [2]In defence to the director, it was Mitch himself who showed his true colours. One particular scene was in which he brought a whole camera crew to where Amy was on a relaxing holiday was seen to me as an intrusion of privacy. It was a way to make money on Amy’s success. However in defence to Mitch, the director did select specific interviews in which some of Amy’s friends did blame him for not being there for her when she was younger, which would have been out of his control. I feel that documentary makers do have responsibilities especially when it comes to a film on a deceased person who was famous. One of which is that the makers should obtain the truth from the contributors. This was achieved but in the case of Mitch, the truth can hurt, but this made this film different from the biased types of documentaries.
Looking in to more in- depth to the film, the lyrics of her songs were used, not only as an emotional trigger, but also used to tell the audience of her life. The Director had conducted an interview with The Independent and explained that “Once you read the lyrics, you understand that all the answers are there. There is nothing in the film that isn’t already in the lyrics.” [1] Most of her lyrics did express the way she felt about her life, but also how she felt about people. One of her songs which backs this is “Back to black”. Here is an example of the lyrics –
He left no time to regret
Kept his lips wet
With his same old safe bet
Me and my head high
And my tears dry
Get on without my guy  
This were the lyrics which related to the break up between Amy and Blake. This was featured within the film which I felt, had a powerful meaning on how she felt about her new found life, as if it was a cry for helped. Nobody had replied to her because of the way she had changed, and by the end, it was too late.
In relation to this, the star theory, developed by Richard Dyer can be relevant when looking at Amy. She was seen as a star who's image had tarnished her reputation in her later career, which she was known as because of the media and people who had used her image for jokes and to mock her career. She has followed some of Dyers "common values" of being a star :
·         A disregard for social values, relating to drugs, sex and polite behaviour
·         Conspicuous consumption of sex, drugs and material goods
·         Success against the odds
·       Originality
·         Creativity/ Talent and
·         Youthfulness

 
She showed many of these traits, but I feel that originality and the youthfulness which made her unique to her mass audience. This stayed with her up until her death because she wrote many of her songs and had the willingness to show the world how she felt through music. Although those points of Dyers makes Amy a star, however she does not conform to the classification of a star because she did not have a fake persona and she was not expected by her audience to do anything expected.

 

 

 


[1] http://www.telegraph.co.uk/film/amy/review/
[2] http://www.theguardian.com/music/2015/may/01/mitch-winehouse-interview-amy-documentary-film

Wednesday 25 November 2015

Costume choices

I have decided to have a costume which really fits the zeitgeist of the 80s in terms of fashion ideas. The following photos and explanations ideas:
The shirt shows a happy mood for the performer but my idea is to show that under all the colour and patterns, the performer is troubled and emotionally upset. - This will be featured throughout the video and give a nice feel to the video and the performer. This was a very stereotypical of this era and I believe that this may add a little element of comedy into the video.
This is the style of wig that gives the vibe of the era in which the song is set. Again this was a common style in the 1980s and I feel will make the performer memorable to my audience. I will have to purchase this but this should not be a difficult task. I may also have a typical 80s moustache included on the performer, however, this is yet undecided.
The final accessory that I will need will be a style of jeans such as these. I have a pair like this already. Again another style which was commonly seen as a fashion item. This I feel will fit the zeitgeist. The trousers give a message of a broken life, hence the rips and scraggy look and this will fit my performers style.
The styles I have chosen I hope will add an element of comedy but give an overall message to the audience that life is not always as good as you want it to be. I feel that this message may link to the zeitgeist of todays wold on how people have to survive.

The locations for the music video and camera shots.

I have several ideas in which where I will shoot my music video. My initial idea will be use of open and outdoor areas, to show an isolation for my artist. This may consist of an open field with a city or rolling hills in the background. This will require a wide/long shot and an establishing shot to show my audience where the specific section of the song- The chorus will take place. Of course I will shoot in this location several times to show a change in emotion so that the audience can see a change in attitude in which I hope will grip them to watching the video.



I feel that this location can show seclusion and loneliness, which is what I want to focus on as the performer has lost his popularity - for only the Chorus, but maybe for short cuts in between specific sections. it does give that desired effect. - The location for this will be Holmgate park, located near to Clay Cross.



Another location in which I am considering shooting a sequence of the music video will be in a large, indoor area. This will host the scene where the performer has gone to gamble, but ends up losing. This will be the start of the video where he (The performer) enters to a table with other people (secondary characters) will be sat, with cards on the table. For this I shall consider using a limited amount of lighting, to give it a dark to make it look like a stereotypical 80's film gambling scene. The camera shot involved will consist of close up ( For emotional use), long shots (to show the table and the other people around the table) and a panning shot ( When he enters and leaves). I may use the school dance room in the PE department as it has an open space and can have the desire to give an effect. This however is dependent on availability.


I will also shoot in other locations. These scenes will occupy little parts of the video to show the journey. The cuts required for these will be simple cuts as these show a shortened journey for the performer.  Places such as on a pavement will be used to show a developing journey after the poker scene and throughout the video.



Wednesday 18 November 2015

The distribution process

The distribution of music in todays society has been more easy than before. the industries themselves can upload specific tracks on to a specific website through a contract. However, physical distribution is also a key part to the music industry to reach the audience who can't access the internet. The industries will hire such companies who distribute the music through physical format to stores all around the world to grab the attention of the attended audience. As an editor on an article called Tune Core explains why distribution is important - "The music industry is about distribution.  Record labels make the "thing" to give to the distributor.  The distributor puts the "thing" in the store.  The record label then markets the "thing" to create demand. Stores have a limited amount of shelf space and can only have a limited number of CDs in stock.  If a CD is not on a shelf, it cannot sell.  Therefore, having a powerful distributor is important as it can force CDs onto the shelves " [1]

There is competition within the distribution industry as these companies want to make as much money as possible so that they can turn a profit. They also invest in artists or professionals to design an eye catching cover to grab their intended audience. As well as this, the input of the singer is also important. They would be considering the following, "How do I promote my music? How do I better reach my fans?" [2] With this in mind, this can now be imputed into the CD distribution  and then allow time for sales of the CDs. The distributors will then get a percentage of money made and the rest will go to the artist.

[1] - http://www.tunecore.com/guides/promote_introduction
[2] - http://www.songcastmusic.com/faq/what-is-disc-on-demand

Monday 9 November 2015

The production process of a music video

The production process of a music video is similar to that of a normal film, but the time to construct and produce the video itself is quicker and less stressful. The website author for "Video maker"  explains how a common music video is made, step by step. However we will focus today on the production.

The author explains a little of the history and also explains how people use the art of video to create their own view on the world of music -"In the last 25 years, the invigorating art form of making a music video has grown to be one of the most influential and individually stylistic modes of production in the industry. From the first frame to the last, music videos serve as a blank canvas to your mind's eye, a place to show the world what you can really do when let loose with a camera." This is significant for a person to be encouraged to create something that has meaning to the person and to spread this across the world, for all to see.

The site page (article) has specific points on the processes of the video production. As the author has stated, the end product only has "one purpose: promotion." This would have to be in mind throughout, even though the creator has some form of artistic freedom.
"The music video is a promotional tool for the artist. It sometimes serves as a conduit to attention from a label, but more often it is a catalyst for CD sales or artist song downloads. While a hit video can do a lot for you as a director, its primary goal is to serve the music artist." The director and producers have to work with several guidelines and systems in order to produce the perfect music video such as the budget (small or a large budget), locations and licencing issues.

There is also a section on the workflow in which many people manage when creating such videos as there are many distraction which could halt production, but this can easily be diverted so that the inspiration and artistic value can continue. Storyboarding is another and crucial prospect when it comes to production. Below is a common storyboard which is used to visualise the actions and locations on the page:


















This will be their backbone when the artist comes to producing the video itself and the idea's present can be changed later, which can affect the initial finished storyboard. But this is not a problem. of course this will be a key step in my own music video production and will be very useful to me during the production and even post production period.

After the video is complete the website looks at the "audio playback" aspect. The author quotes that (relevant to my video) "if you plan on doing any sort of lip and instrument synching, good technique is a vital part of your finished product." However from this can pose a little problem. From my own experience with my practice video, the timing of the lyrics on the audio and the footage recorded can be tricky to prize together, but this is possible - "prior to shooting your video, examine the song thoroughly. Find natural breaks in the song; then, using the editing software of your choice, cut the song up into parts and add an audio countdown to each segment." This will be useful when I come to do this
This article has been useful for this textual analysis of the production process of a music video. From this I have gained some ideas with the production and audio side.

Source:
http://www.videomaker.com/article/13049-the-art-of-making-a-music-video

Thursday 5 November 2015

The audience

My audience ideas using three different theories which define a specific audience
.

Thursday 22 October 2015

The Male Gaze theory

The theory of "The Male Gaze" was created by Laura Mulvey -"Visual pleasure and Narrative Cinema". She uses this to look at how male audiences view a female performer within a piece of visual media text i.e. Film, music video.
There are several features of the theory which must be taken to consideration: male ego
  1.   The representation of women as a sexual fantasy and from a heterosexual male point of view
  2. Scopophilia - The pleasures involved in looking at other peoples bodies
  3. Patriarchal society
  4. Objectification of female characters
  5. Active male and Passive female
  6. Men- the controlling subject
  7. Women as an image
  8. Men do the looking and the women are there to be looked at
  9. Needs of the male Ego.
This is very common within music videos, especially the fact that men do the looking and the women are there to be looked at. The ways that the camera work presents a female to the audience - for example, a camera present at the woman's hips, face and clothing in which the camera shows the male looking at her in amazement. This is a classic example of this and backs up this theory.

Here is one video in which a female artists music video can be used to back up the "Male gaze" theory :


Miley Cyrus is a classic example to use as she is idolised, not only for the way she sings and presents the audience her songs, but the way she uses her body within the videos. here for example, there is one section where she is on the wrecking ball:
This scene would conform to pint two and how now the male audience is used to such indecent images such as this and crave in more music videos. however, this is the choice of many female artists to gain the attention as they crave of it and the success such attention brings.
Some women enjoy being ‘looked’ at e.g. beauty pageants. The gaze can also be directed toward members of the same gender for several reasons, not all of which are sexual, such as in comparison of body image or in clothing.
However, there are some women (Feminists) who believe that this type of attention is wrong and the fact that men should not do this as they belittle many women in to thinking that they are the object of men. Some feminists may find this good for the fact that these women are showing their full potential, but there will be some again who objectify these actions. For feminists it can be thought of in 3 ways:
How men look at women?, How women look at themselves?,  How women look at other women?
There are some theorists who have defined this theory and how a Gaze can be reflected - Here is one example:

    • Jonathan Schroeder (1998), “to gaze implies more than to look at – it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.”  - This I feel backs up the feminist view and how they would feel about the aspect of men viewing females as objects.
Overall The gaze theory has many valid points in which how a male viewer sees women  in such visual media. The example proves that women can chose what they want to do but proves that as nudity and other forms of revelations towards the female body, men will expect and continue to want such content later on in other visual products.

Friday 16 October 2015

The professional pitch

I have edited my pitch and have made it to a corporate level document. This makes my initial ideas stand out more and to show my skills to be organised:
This is my company logo which shall be used throughout the primary course of my project:
 
I have designed this to show that my company creates masterpieces and music "Stars" through the companies work. It is simple but will be highly effective to mark on the CD back cover.


Tuesday 13 October 2015

My Pitch

I had presented my pitch earlier this month. This is my pitch which I presented to Frank Maloney- Maloney JR.
This is my pitch for my song and music video request which was one page and contained my innitial ideas for locations, equipment use and other relevant information. The interview with Mr Maloney was successful and we have agreed to go ahead with the project.
I will now begin to research for my project, then I shall begin to produce the music video in the coming months and should be completed by March of 2016.

Monday 28 September 2015

Key music video director - Textual analysis

The music video director whom I shall be analysing is David Fincher.

He now directs films such as "Gone Girl" (2014), Alien 3 (1992) which David Fincher made his directorial debut with Alien³ in 1992, and "Seven" (1995), but directed music videos before this and even up to date he is still directing music videos. . He has won many awards such the MTV music choice awards along with Spike Jonze and even Grammies and Oscars for his artistically perfect and film like music videos. Fincher has worked with big music stars such as Michael Jackson and Roy Orbison. Working with the likes of Madonna, Don Henley, Aerosmith and many others, Fincher became a successful director of music videos. He also helped found Propaganda Films in the mid-1980s.

He has directed such videos for artists for example Madonna's music video for her single " Bad Girl" which is about a woman's resent relationship breakup and is hoeing her emotions. In this he uses techniques that he does in filming Hollywood blockbusters. He always uses the advice of Top producer Steven Spielberg on making a good film. He applies this in to many of his music videos which give them a movie feel and grips the audience in to watching the video as well as listening to the song. He has captured the genre within the choreography and the mise-en scene and is performed perfectly by Madonna.



Another music video which he applies his special skills to make the video. This video was called " The way that you love me". The song's video was Abdul's first with Fincher in July 1988, who would later direct her most successful videos. It consisted of Abdul dancing and singing with male dancers at a photo shoot, while expensive product shots were flashed in and out. The shots used were again what he learnt while training and practiced film experience and again from the advice of Spielberg. 
The use of special effects adds to the feel of this music video

 
He is a very good music video director whom uses his skills from film to make his music videos of best quality and that's wars made them very successful for not only him but for the artists he's created them for. This I feel makes him a very memorable person within not only the film industry, but also in the music video business, which is expertly made by David Fincher.


Source -  IMDB - http://www.imdb.com/name/nm0000399/

Wednesday 23 September 2015

Iconic CD covers and music videos

Iconic music videos
 

One example of an iconic music is "Thriller" by Michael Jackson. This is because of the length of the video which is 13 minutes long and at the time had never been done because it was un ethical for a music video to be over 4 minutes long, and is now know to be one of his greatest songs that he has created to date up until his death. The 1980s would have been boring without this music video.
 


Another iconic music video of all time is Madonna's "Like a Prayer" which is famous for being controversial for its use of sexual activity an offence to religion. Many Religious figures took offense to this and had reported about it. It remains today as a iconic music video and possibly one of her best videos in her career.
This video links with the theory of the Zeitgeist through the rebellious attitudes of artists like Madonna beginning to dominate the music video and then headlines of national and international press


 
Iconic CD/Album covers
 

One iconic CD cover of all time is "Abbey Road" by the Beatles, released on September 26th 1969. This is iconic and has been created for many media over the years as a tribute to one of the Beatles greatest albums. The location used is now considered to be a national landmark. this was the last album that the Beatles recorded together. For the first time on a Beatles album, the front cover contained neither the group's name nor the album title just that iconic photograph taken on the zebra crossing near the entrance to the studios in London NW8 in August 1969. Abbey Road entered the British album chart at no.1 in October and stayed there for a total of seventeen of its 81 weeks in the chart. In the US, it spent eleven weeks at #1 during its initial chart stay of 83 weeks.



 
Another album cover which is iconic in today's culture is by Van Helen which portrays how the genre of rock and roll can corrupt anybody and shows rebellion. Especially in the 1980's when this album was released - Linking to the Zeitgeist. Some would find this offensive through the fact that a child is used smoking to promote the rock and roll genre. At the time of its release, much of the fuss surrounding 1984 involved Van Halen's adoption of synthesizers on this, their sixth album.
Another iconic CD/Album cover is "Dark side of the moon" by Pink Floyd. Released in 1973. The cover itself and its creation was debated - as shown from Shortlist's iconic covers
"Roger Waters, Pink Floyd's bassist and singer suggested to designer Storm that perhaps for the cover of Dark Side of the Moon, he might not use a photograph. He replied, “What do you mean? That’s what I do. Pictures...I don’t do graphics.” Thankfully, for the history of album cover design, he embraced the challenge laid down to him. Using twin inspirations of Floyd's live light show and a triangle - a symbol of thought and ambition - he created this cover and a piece of musical and art history." Although to me this cover seems very plain and unrelated, this has a big place in the music industry and so does the plain and simple design.
 
 
Unfortunately now because of the digital age in which we live in. These album covers are becoming obsolete and many people now prefer to watch music videos or download the song through the Internet, but the CD cover will always have a place in my heart and hopefully people can recognize this and keep the covers which are or will be iconic.