3.7 - Evaluation

What the piece is.

My piece of work is a music video designed for the song Maps by The Living Daylights. The Living Daylights are a punk rock abdn fro Lincoln, and the song is approximately 2 and a half minutes in length.

Roles and Reasonings.

Throughout the whole process, research and planning and construction, I mainly took on the role of researching and producing the planning to stand the video on steady feet. As I had already planned and organised, aided with some help of my group member, Kyle as he knows the band, it was originally arranged to be filmed as a purely performance based video to showcase the band's talent.
As I have explained in Research and Planning 2.2 on my blog, the band had discovered some issues between the memebers and eventually eded in the video having to be completely changed as we could no longer feature the band. When this major setback occurred, initially we were stuck on how to resolve the situation.
To start, I replanned another video and re-made the call sheet and treatment etc.
During the editing process I put forward many ideas and also contributed toward the editing by assissting Kyle in creating our final video.
Although when I first laid down all of my ideas, many were not pheasable as we didn't have the software available and the extensive knowledge and experience needed to allow ambitious thoughts to be followed through.
For example, when we see the initial close up shot of the main guy in the video lighting a cigarette at the start, I came up with the idea of having only the flame in colour, this would therefore have grabbed the target audience's attention aesthetically. By having a bright flame shining out of the screen at you, many more people would have found it more interesting to look at as it is a known fact that people feel security and reassurance from a flames glow. Also this would have contrasted the de-saturated background and made the whole shot feel much warmer and inviting.
Another example when I would have liked to have let the colour dominate the shot was when, both character's arms are bleeding on the stairs. I wanted yo highlight the blood to show the pain of leaving scars in you, much like 'cutting maps into the ground'.

During the editing if I was to do this music video again, I would most definately include a lot more closeup, intimate shots of the lead girl, to allow the audience to gain mopre knowledge and empathy for her.
I generated this information from a collective audience's feedback from within our media class and from people picked at random.

As we added the black and white effect we wnated to create a blank canvas, in which the music was dominant. Also, as the song seems 'colourful' (as described by a member of an audience that saw our video), the black and white video has a beautiful contrast, allowing a more powerful yet subtle meaning to be portrayed.

Influences.

When trying to find influence for the original performance based video I looked on youtube for music videos by bands of a similar genre, like:
'Kiss and Tell' - Youmeatsix - http://www.youtube.com/watch?v=6hHA7vBJUE4
'Weightless' - All Time Low - http://www.youtube.com/watch?v=TpG3BxRctQ4
'Pray for Plagues' - Bring Me The Horizon - http://www.youtube.com/watch?v=AWggPLXeOkU
'Warm Me Up' - The Audition - http://www.youtube.com/watch?v=tbdSI-Fz2oA
I took influence from these videos by watching closely at each individual shot and angle that caught my eye, and thinking why i was so immediately attratced to them. I then pieced these together to get a good variety of aesthetically pleasing images.
Although plans for the original video changed, I still took my research and the typical conventions of a music video and applied them to the narrative video.
For eample when there is a staedicam shot circling the lead girl, I was inspired by a similar shot in the Pray for Plagues video, which also helped aid the disjointed scratching into the floor shots.

Also for this we aimed to create a natural lighting that made the outer world brighter, than the inner to show that there is more to the world than following a crowd and stereotyping.
For this I was influenced by the music video for Weightless as the video is about people stereotypes and them being broken, that things aren't jsut waht you see on the outside. This is also shown by the lead girl wearing a prom dress which is seen as being pure and more upperclass being contrasted with her slitting her wrists. Then when we see both of the character's arms together on the stairs we see that stereotyping is irrelevant as not only people who are seen as 'emo' for example, self harm, it then shows us a convergence of human characteristics.

Forms and Conventions.

To follow the forms and conventions of the punk rock genre of music, we included shots of a guitar being played, this is to show that the band aren’t just wannabe’s and that they are actual talented musicians, as guitars and the band’s instruments are the main part of their music we felt that by including these shots the audience could relate to the band more not only if they play instruments but by seeing that they are actually human/real people an audience can feel much more respect for them. To fit the forms and conventions of music videos we did include a lead male to help to aid the attraction of a male view – Laura Mulvey’s Gaze Theory.

But we also tried to break the conventions of a typical music video by having a more deep meaningful narrative than one that was simple to see at first glance. This then makes the audience want to study the video more to find then deeper meanings behind the shots. By doing this we went against the Music Video Analysis of Andrew Goodwin who believes there should be a clear relationship between lyrics and visuals and music and visuals. However although we go against some of the points Goodwin raised in his writing in ‘Dancing in the Distraction Factory’, we also conform to others like the need for close-ups of the artist to develop motifs and also frequent reference to the notion of looking.

Effectiveness and Reviews.

I feel that when the video is put with the designed digi-pac and poster they from together to make a well rounded and joined overall media package. I decided to have the black and white colour scheme continue through all 3 aspects so that they all fitted together as one collection. This was another reason that I intended to use the small coloured parts in the video to match with that of the highlight colours of red and yellow on the poster and digi-pac.
By using these colours I wanted to denote the feelings of power, courage and strength to show the pride that the band have in their music and every other aspect of their career – hence the link between all 3.
On all three pieces the lack of colour on the background makes the images more of an extra put onto the song, band and music rather than the main focus being the editing and technicality of everything. When I showed these three pieces as a whole to an audience I got reviews of; ‘The constant use of road maps and the theme of cars in the CD and poster together link cleverly into the video by the scratching of the word maps into the floor ’.

From gaining feedback from many audiences I feel that I have learned a lot more about what an audience look for in a familiar genre of music and also in those that are more unfamiliar. I have learnt that you do not need an image of the band on advertising to gain a fully responsive audience, and that they much prefer them to have an enigmatic feel about them, leaving them with a sense of suprise. From one particular piece of feedback, I found that an audience will look back over a video, if at first they cannot see the less obvious narratives they will endeavour to stick at it to find out the true narrative as ‘kind of a personal challenge’.

Media Technologies.

Throughout the process of the construction, research, planning and the evaluation stages of this course I have used software and new media technologies of the likes of Photoshop to help gain the full potential of my advertising and promotional design work. Also by using final cut pro on the mac computers, it greatly benefitted our final video by allowing us to have more options for bigger ideas being created. I also found using the internet for documenting the whole process very helpful as not only am i constantly editing my knowledge of new technologies, I am constantly showing my progress in a new media way.

From doing the course last year as well as this year, I have gained an extensive knowledge in using programs such as photoshop. I applied my knowledge of this to my digi-pacs and adverts for my artist. An example of this was how to have a black and white background but to restore the colour to certain defined objects, this then enhances the effect of my pieces by making them more aesthetically pleasing.
Also last year as we used web plus 10 to make our websites, even though I did not create a website for one of my final pieces this year, I was able to apply the typical conventions desired by an audience to make my final products the most appealing for them.
We also posted our work on the blog last year and, as a result, this has helped me create a more organised blog this year and enhanced my organisation skills as a whole in all my work.

Conclusion.

Overall, I feel that my advertising Cd poster and Digi-pac fulfilled there purposes as seen in post 3.6 and when joined with our final video shown with these I think that the audience have gained all I wanted them to get out of it. I aimed to create a slight enigma about the band and feel that I have successfully done that and managed to reach all of the target audiences while still fitting with many forms and conventions even though some were broken. I also think these pieces fit with the institutions desires.

3.6 - Audience Feedback of Video

Poster Feedback.

'Wow, Really eye-catching!'

'It clearly shows releveant info and the reviews listed provide a great incite into the music and the band.'

'It would make me stop to read it because of the bright colours..'

'The band name and track name are prominant as you would expect, they immediatly grab your attention.'

Digi-Pac Feedback.

'Front cover is really eye catching and great idea with highlighting Lincoln because it's where the band is from. It's awesome!'

'I like how the cars are carried through the whole CD, it links really well with the songs. Oh and the tracks are clear :)...'

'I personally found the CD looking like a steering wheel inspiring...it would good in my see through CD player!!'

'I love the band anyway and I think the album cover suits them and the song really well. I know I'd buy it.'

Video Feedback

'Interesting Opening, I like the black and white but I think if you carried the random colours from your adverts it would look well good in the video, other than that i like it.'

'It's a thought provoking video because at the start I didn't get why the girl was scratching the floor but then at the end when you see she was scratching MAPS, I thought it was clever.'

'I found the paning round the girl very dramatic and also I liked it when you could hear the scream under the lyrics. That was my favourite bit.'

'Some of the time when what I could see and what was being said were linked gave the video a kind of complete feel.'

'At first I thought it was weird that you never saw the band in any of the pieces but then it made me like the music not the band. Smart thinking!'

3.5 - Final Digi-pac

I have chosen Digi-Pac Design #2 for my final piece because I feel that in conjuction with my final poster design they fit well together with the shared main theme of the colour yellow. The bright contrast to the black and white background makes the colour seem more vibrant than it already is in itself. The yellow is also picked up in the lettering for the town names and on the back again in the cars.
Again on the final digi-pac I have not included a photo of the band, this is to hold an unwise audiences immediate judgement until they have listened to the true talent of the band.

I decided to link the poster and the digi-pac together by having the advert as the outside of the map this being the small incite into the album and the with the digi-pac I have chosen to make it the inside of the map beacause when you have a road map you don't see all the maps on the cover so here you are 'opening the map' and revealing the music within, what you wanted to come out of the poster and the digi-pac.

To fit the conventions of a digi-pac i have included the the sponsor, the publicists, copyright, tracklist, the band's ame, the album's title and a barcode. I decided to put all of the typical things you would find on a digi-pac in the conventional places, this then simplifies the cover for an audience and makes it easier to navigate around as it is familiar.

Screengrabs.

Here i was blending the label with the band's name on into the background to make it look more authentic.

This is where I was putting the colour back into the yellow mini.

This is a screen grab of when I de-saturated the back cover of my final digi-pac.

This is where I was restoring the colour to the LINCOLN sign.

Here I was applying the copyright text and the barcode at the the bottom of the back cover.

3.4 - Final CD Advert

I have chosen CD Advert Design#2 for my final piece because I think it looks like an authentic Road Map and also this is the poster with the biggest and clearest lettering. This allows the audience to be immediately struck by the poster and straight away they know what the poster is advertising.
I decided to use the bright yellow and contrasting black and red to use bold block colours to look aesthetically pleasing to an audience.
Yellow can be associated with danger as it is used on road warning signs however it is not percieved as hazardous as that of red. The Yellow represents the band's growth in the music industry and the risk they take in committing themselves to this tough lifestyle choice. Yellow also signifies courage in some cultures, this in turn emphasises the journey through music.
By using the contrasting black and white colours for the text, this represents the two sides to not only the band but the music industry as a whole. They show how versatile the band can be but no matter what they do it works in harmony.

On the poster in the black box on the right hand side I have included quotes from some magazines they have been featured in, this then gives the audience a mini review in order to get a slight understanding of what they can look forward to. This also gives the poster a personal touch and can seem like the band are making more of an effort to reach their audience and to meet their publicist and contractors wants.

To meet the conventions of a CD advert I included the band's publicitiy company, copyright, the price of the album, where it can be bought from, the band and the album's name.

One convention I didn't meet was seeing the band on the poster, I feel that this gives the poster and the band an enigmatic feel and therefore restricts peoples stereotypical judgements of the bands appearance and gives them a better chance of appreciating the music that The Living Daylights make.

Screengrabs.

In this screengrab I was creating the text to go in the red triangle.

Here I was editing the black box filled with reviews.

This is where I was applying one of the band's sponsors logo to the previously applied Speed Camera logo.

3.3 - Digi-pac Designs #3

Design #3

For this design I decided to go for the minimal look on the frot and back of the digi-pac design. However to make this simple design stand out I changed the colour of the background and the contrast, highlights and placed an inverted effect to create the desired colour.

This way by having an interesting colour scheme on the piece the audiences are aesthetically drawn to the CD. I used the dark blue as my main colour because it carries the connotations of importance, confidence, power, authority, unity and stability.
'Being very dark, navy can sometimes be a neutral like black which is also often seen as a conservative and authoritarian color.'

This reflects the band's pride in their music and starting out small and having the confidence to make it big.

On the CD cover I will include the barcode, sponsor, bands website, the artist and the album's name along with copyright to fit the conventions of Digi-pac.

3.2 - Digi-pac Designs #2

Design #2

The front of this Digi-pac is of the front end of a car on top of a road map. The town of Lincoln will be highlighted as that is where The Living Daylights originated from. Everything will be in black and white except for the car, Lincoln and the band. This way the audience are immediately drawn to the most important things on the CD cover.

Also by having the contrast of black and white to the bold yellow car it will stand out above other album covers that are all colour or all black and white.

Fans of the band will know why Lincoln is highlighted so that will automatically interest them, but even if you dont know where the band are from, by having Lincoln on the front, it will make the audience want to know why it is there and research into the band.

The back of the CD cover is a long shot of a section of England, there are also 4 different colour cars placed on the map. they are all starting out from different points on the map, but all are facing inwards to the same point. This shows the different ideas that each member of the band has, but means that they are all aiming for one goal - the band.

Again the background/map has been desaturated and the cars have been left in colour. This is to become more aesthetically pleasing to the audience. I will include a barcode, the sponsor, promotions, copyright,the band, tracklist and where it can be bought from.

3.1 - Digi-pac Designs #1

Design #1

This is a design of my first idea for a digi-pac. The front is of a guitar forming part of the map and the amp lead spelling out the album title. I thought with this design that I could make the song title and the music all come together as one on the front cover, Map - and guitar and vocals.

The front and back cover will be in black and white except the area of the map that is inside the microphone and the guitar. This then puts more emphasis on the music than the map in the background.

I decided on the back when applying all of the album tracklist, that it would be better to write the songs normally rather than try to make them look like road signs. This is because when in a different text size and type, it is much easier to see and notice than if it was blended into the map signs.

From an audiences point of view I want this to look simple but effective and easy to understand. I will include a barcode, sponsors, website, copyright and the band and album title.

3.0 - CD Advert Designs #3

Design #3



This design is a map of the British Isles, with the shape of a gutiar creating the roads on the map.
I was influenced by focusing on what the band does i.e. vocals, guitar and drums. I wanted to encorporate this onto the front cover to make people realise that the band are about the music and not jsut pretenders or wannabes.
The reason I chose Great Britain as the map was because the band are from Lincoln, so I wanted to include the band's heritage to celebrate that as well as their talent.
I have included the sponsor, bands website, date of release and where you can buy the album on my design to fit in with the conventions stereotyped with this genre of bands music and image.

2.9 - CD Advert Designs #2

Design #2





I was first influenced for this piece when I was looking through road maps for inspiration. This then lead me to think about designing the poster as a map itself instead of the roads to take a different look on the idea of a map.
By only creating th efront cover of the map it creates a sense of an enigma, as the audience don't know all about the band and their music, but they have an idea, a small notion to go out and buy the album to see what the rest of the 'journey through the band's music' is like.
The Advert will be in full colour, so the audience's attention is grasped from the moment they see it. I will also include an advertising splash for the price, and the sponsor and the bands website, also, where you buy the album, the release date and the title, this is to fit with the standard conventions of a CD advert.

2.8 - CD Advert Designs #1

Design #1

I was originally influenced by the song title itself - this being maps. As quite obviously the band produce music, I decided to use an un-raveled cassette tape to represent the roads on a map, ths is heightened by the toy cars being placed on the 'road'.
I did some reseach into the band's name and found out that there is aa old james bond film called the living daylights. This was my influece and reasonig for using an old effect flter, over the image and top fit with the period, again I used a cassette to emphasise this instead of a CD or Mp3 player/iPod.
The sign near the song title represents a road sign, but displays the price of the album, the release date and where it is purchaseable from.
To fit conventions I have also included the sponsor and the band's website.

Another of my designs for the particular advert is the same layout as the above one but has had the colour desaturated from the background and the toy cars have been highlighted in bright, bold colours. This then gives more focus to the cars being on the road and also will attract the audience's attention and potentially could be more aesthetically pleasing to a different audience than the one obove.

Research and Planning - 2.7 - Treatment #2

Treatment 2
Intro: guy smoking cigarette, flicks ash into ashtray
Girl in prom dress, scratching a map into the floor
Guy knocks ash tray off side
Guys playing guitar
Cuts to girl
Shot cuts to guys arm bleeding
Then to girls arm bleeding
]then both their arms bleeding together
girl in corner black and white crying
girl still scratching into floor
guy inhales cigarette
girl sat in corner close up shot, looks like she’s asleep, wakes up screaming please just take control
guy takes book off shelf and drops it slow motion shot of the book falling and then shot of girl catching it.
Shot of girls clothes in corner but no girl
Girl still cutting floor
Shot of corner but no girl or clothes
Shot of what girl has scratched.

Research and Planning - 2.6 - Call Sheet#2

Call sheet #2

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Research and Planning - 2.5 - CD Advert Analysis

Fall Out Boy – Believer’s Never Die.

All though the band have broken up, believers in the music mean that fall out boy will always live on. They will never forget the true essence and meaning of the band. This is emphasised by the stereotypical items of a rock band and the members being scattered on the floor: Guitar, converse all stars, record and keyboard.
The keyboard could represent their album before this one, being Folie a Deux. Here they broke down their normal more rock-hardcore music style and added a different flare. When doing this the band lost a lot of fans and were said to have ‘sold out’.

The two characters/skeletons on the floor could represent the relationship between the band members Pete Wentz and Patrick Stump. This is another way to look at the advert that the album is about the friendship between Patrick and Pete and even though Pete has moved on and is joining a new band the band won’t die even when split up.

The skeletons also show the death of the music, but as both bodies are intertwined this shows the close tight-knit relationship that they have with their audiences.

The blue lighting effect that is on the advert creates a sad atmosphere for its audience to share with the members for the loss of a band that has been together for about nine years.

The CD poster has used many of the conventions that are generally stereotyped to not only this band’s genre but to most others as well.
The use of bold writing for the bands name, date of release, the rating by Kerrang and it also highlights that this is the bands greatest hits. By putting these in bold it makes them stand out a lot to the audience and makes them see all the good points of the album, there fore hopefully persuading the audience to buy the album.
More conventions that this poster follows are:
It lists some of the songs that are included on the album, the music group and the type of album it is.
On the Fall Out Boy poster there is no band website, this breaks the conventions of a CD advert as they are no longer promoting themselves as much as possible, this although, is because the band is splitting up.


Lost Prophets – The Betrayed

The eagle in the background under the faces of the band show power as an eagle has connotations of power and strength. As the band however are above the eagle wings it gives them a higher status than the already powerful bird, and shows their own strength as a band and the confidence in their music and its progression.

The bold band and album title immediately draw your attention to them and consequentially attracts the audience, the glow from the text is reflected in the glow of the faces of the band – this could show the pride that the band have in the new album.

The blue album release date, although it is less noticeable the fact that it is the same size as other text allows it to have the same recognition.

The faces of the band being included, makes the poster much more personal and allows the audience to empathise and gain more familiarity with them.

Conventions of CD adverts that have been used are:
The release date, some songs that are included, where the album is available to buy from (iTunes), the bands personal website and sponsors.
One thing that I noticed was that under the band’s name, they have included some lyrics from one of their songs called Dstryr which is off the album advertised, this represents again the bands pride in their music and confidence that from this small amount of the lyrics their audiences are going to buy their album.




Youmeatsix – Hold Me Down

The main focus on the advert is the bands name, even above the colour as it is on white it shows up on top of the colour and becomes aesthetically pleasing to its audiences.
The hidden person in the poster makes you look deeper into the advert, and in turn longer and closer at the image, this makes you have a lot more focus with it and become more engaged with the band and their music.

The colourful background can relate back and link with their previous album Take Off Your Colours. The link between these can show that their music hasn’t changed and they haven’t moved with the music charts, they are staying true to their own style.

Around the bands name and the album title we do see an explosion of colour, above it we see the exciting, bright and vibrant side of the album which can be seen as their success in the music business and below the title we see a less colourful part of the poster this represents normality – life before fame and life perhaps without being able to express yourself.

The conventions used on this CD advert are:
A rating by a related genre magazine – Kerrang, where the album is available from, the band’s website, sponsors and the release date.
How the out now is in bold emphasises it and sounds like they are almost promoting how good the album will be and that it will sell out fast, giving a sense of urgency.

Research and Planning - 2.4 - Digi-pac Analysis

Escape The Fate - This War Is Ours

Youmeatsix - Hold Me Down

Asking Alexandria - Stand Up and Scream

Research and Planning - 2.3 - Camera shots

Research and Planning - 2.2 - Disaster Struck!!

Disaster

As we arranged our filming with the whole band, we were soon informed that in fact the band had recently split from the lead singer.
After finding this out we rang the remaining 4 band members to see if there was a way in which we could still film our video with our existing planning. They all agreed that they would be happy to help us and let us film with one of them filling in for the missing member.
On the new arranged day of filming, we arrived at the set and no band was there.
After several phone calls with the band, we discovered that they were having trouble with their promotion company allowing them to claim the rights back from the lead singer, as, when he left he took all the rights to each song he sung in. This therefore meaning we cannot use the band performing in our video and they can no longer perform any songs that the lead singer’s vocals feature in.
After finding this out we then had to re-plan a new idea for a video with 2 weeks until our deadline.

Research and Planning - 2.1 - Permission to use Song

From: tldmusic@hotmail.co.uk
To: kyemason@hotmail.co.uk
Subject: RE: Permission for use of band and song A2 media coursework
Date: Tue, 6 Oct 2009 17:35:05

No thank you for considering us, we're really looking forward to it and dont be silly about payment! we wouldn't expect to be paid for doing a good friend a favour!We'll bring all our own equipment to use, and we'll bring mics and PA system for vocals.Also, just an idea for your performance part of the story board. Have you considered the room at the college that we did that gig in that time? the old tradex building now called knights building is it?- it has dark, solid colors.- a great lighting rig - good open, black floor space.- And there are some great ledges and spaces for great camera angles and shots.Perhaps playing in the centre of that room with audience surround us would be a good idea? its your call.Also, for audience we could probably send messages to our friends privately and get 100 or so people to come and be the audience. would this work for you?Let me know closer to the time about location, time and duration then.Also, i don't know if this matters but technically we're not unsigned as we have record deals. This shouldn't affect anything at all because we're not PRS registered or VAT registered so it shouldn't be a problem at all.
THE LIVING DAYLIGHTSEMAIL: TLDMUSIC@HOTMAIL.CO.UK WEB: WWW.THELIVINGDAYLIGHTS.CO.UK WEB: WWW.MYSPACE.COM/THELIVINGDAYLIGHTSUKTEL: +447792341829 (MATT)

From: kyemason@hotmail.co.uk
To: tldmusic@hotmail.co.uk
Subject: RE: Permission for use of band and song A2 media coursework
Date: Tue, 6 Oct 2009 15:58:37

Thankyou for your reply, we're greatful, for your permission.the information we can currently give you is a little bit limited.-time, date location, and duration is yet to be set, but should be known within the coming weeks(we're in planning stages at the moment storyboards are to be drawn up etc)-Equipment needed, will most likely be basics, there may or may not be a need for Cabs etc it may just be guitars, drums could be supplied by myself if that makes transport easier for danny etc, mics would be handy to give it a realistic look.(once agin can be confirmed closer to date)-what you need to do i simple really, we need you guys to play Maps repeatedly while we take a range of different camera shots etc, there is one thing we ask, if we choose one of our ideas were gunna need to get some fans involved, as we may need to film them singing along, getting involved etc.-as for other info, im sure we can cater to your needs as we cant pay you as we dont actually have a budget but im sure i can fork out the money to sort you guys out with a crate for you hardwork
Thanks very much
Kye

From: tldmusic@hotmail.co.uk
To: kyemason@hotmail.co.uk
Subject: RE: Permission for use of band and song A2 media coursework
Date: Tue, 6 Oct 2009 16:50:21

Hi Kye.
Hope you're well.this sounds awesome, can you let us know more specifics like...- time, date, location and duration (we're busy writing album so our time is limited)- what equipment we'll need etc.- what we'll need to do for you and how we'll do it- any other ideas or info you think will be neccessary for us to know.thanks again for the interested and offer, looking forward to seeing what we do and hope we can help.
Matt
THE LIVING DAYLIGHTSEMAIL: TLDMUSIC@HOTMAIL.CO.UK WEB: WWW.THELIVINGDAYLIGHTS.CO.UK WEB: WWW.MYSPACE.COM/THELIVINGDAYLIGHTSUKTEL: +447792341829 (MATT)

From: kyemason@hotmail.co.uk
To: tldmusic@hotmail.co.uk
Subject: Permission for use of band and song A2 media coursework
Date: Mon, 21 Sep 2009 17:45:26

Hey Guys.It's Kye here, just wondering if i could get permission to use you guys and the song Maps. for my A2 media coursework, were making a music video as part of the project, and need a local or unsigned act, as we cant use major artists due to copyright issues, anyway, it would be great if you could give us permisson to use you guys, and also we thought it would be a brilliant idea if you guys could actually be in the video, that would be great, if you could send me a email back, with clearly written permisson that would be great.cheers guys.
Kye

Research and Planning - 2.0 - Call Sheet

Call sheet

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Research and Planning - 1.9 - Maps Treatment

Maps Treatment

Intro. Short shots of band tuning instruments, spot light/direct light on instruments, background black.
See a stage door open, hear music playing, slowly closes, music fades out as door shuts, then shot of gig poster on door.

1.Goes straight into music, fast cut shots of band playing.
2.Fast cut shots of band, lead vocals, guitar, bass, drums. Close-ups of instruments being played. Bass Pedal being played.
3.More shots of band playing, shots of crowd singing along, shots within the crowd to get a feel of perspective and inclusion.
4.Cuts back to band, shots of drums being played (close up) long or mid shots of the band playing, close-ups of lead vocals.
5.Close up of lead vocals.
6.Continue close up of lead vocals.
7.Cuts from lead vocals to other members singing into mics (close ups)
8.Cut to shot of girl crying in corner (long shot) possibly black and white
9.Cut back to whole band playing, fast close-up shots of instruments being played and crowd dancing/singing – mid shots.
10.Profile close up of lead vocals singing into mic.
11.Girl trouble breathing.
12.Fast cut shots of band, wake up screaming, lead vocals mid shot for please just take control.
13.Slow tracking shots of whole band, long/mid shot
14.‘Hope to god your story wont get old’ sung by band, mid shot of the whole band playing, camera spins round to crowd for the recall of ‘It wont get old’.
15.Same shot as line 8, but no girl only clothes on floor – long shot (maybe black and white).
16.Same as line 9.
17.Same shot as 8, no girl, no clothes, possibly in colour if others are black and white.
18.Same as 9, except, the end of the music fades out and cuts to close up of lead vocals hand with mic, and drops mic to floor. Camera pans to floor, fades to black.

Research and Planning - 1.8 - Maps Lyrics

Maps Lyrics

1. We've cut these maps into the ground,
2. I’ll never stop these raining ashes,
3. There's songs that help me stand up through it all.
4. Do you forget about the sound?
5. Is this down to someone else?
6. Or can you find a way to separate yourself?
7. Separate yourself. Separate yourself.
8. Forget about the place that we’re crying in.
9. Do what you can, you don't understand where it begins.
10. Do you accept the place you've found?
11. The air you’re breathing, the path you’re leaving.
12. Wake up screaming "please just take control".
13. Or is it words that clear your soul, you read the book your father sold,
14. And hope to god your story won’t get old. [IT WON’T GET OLD.]
15. Forget about the place that we’re crying in.
16. Do what you can, I don't understand where it begins.
17. Forget about the place that we’re crying in.
18. Do what you can, I don't understand where it begins.

Resarch and Planning - 1.7 - The Editing Process Part 2

The Editing Process Part 2.

•ONLY PUT ON EFFECTS IF THEY ENHANCE THE VIDEO!
•Use the triangle to mark.
•Press play until the end of the clip.
•Pause.
•Then drag onto the video.
•Dub out the sound.
•Then drag the shots onto the correct time on the timeline.


•V1 – main audio track synced
•Audio 1 + 2 – CD track
•V2 – Other shots on here
•Green screen also on V2 – effect



•To make slow motion, click on the clip and go to modify then duration or speed. Constant or variable.
•Key – blue and green screen drag and then double click
•Change to green and then drag to see through
•Anything red needs rendering, click out, sequence, then render all.

Research and Planning - 1.6 - The Editing Process

The Editing Process.

•Open up the final cut pro programme on the computer.
•Go to file save project as.
•Write your full name and save it into folder: Media, Yr 13, A2, then your self named folder.
•Go to final cut pro and quit final cut pro.
•Then open from your documents not the programme itself.
•Get the lead off of Mr Fletcher/Mr Smith and plug the camera in to the mac. The file, and log in capture.
•Open in window then press play, then press capture.
•Once captured press the escape key and turn off camera, then press the red box – x – never press it again.
•From now on go to file save project NOT save project as.
•Use the music off of a CD, it is a lot easier than an mp3 file, it will open itunes but you do not need it.
•Open applications and go to bridge, the computer, open CD, then the track, then edit, copy, go to documents, media, Yr 13, find your own folder and paste it there.
•You can then eject the cd and quit everything but final cut pro.
•Go to file, input files, find audio track, choose it and it will go onto the screen. Double click audio track then drag it onto the timeline and then you need to lock the track.
•Go to file, input files, find audio track, choose it and it will go onto the screen. Double click audio track then drag it onto the timeline and then you need to lock the track.
•You need to sync the lead singer to the video, double click on singer.
•Find the exact place, then press mark in, then skip to end and press mark out and drag to V1 then slightly move until in sync.
•Then turn off audio on video and lock it in.

Research and Planning - 1.5 - Using a Video Camera

Using a video camera.

•Need to book a camera with Mr Fletcher/Mr Smith with at least 24 hours notice.
•Get a video, this becomes our own responsibility and we have to keep it until the video is done and edited. If lost costs £5.
•To put the tape in the camera, press the eject button mechanism to open. It will only shut if the tape is in the right way if it is wrong it will not. Be gentle. Push it gently to close, once in then close lid/case.
•It is our responsibility to fully charge the camera before use.
•To switch on, push the green button to camera. Open the lens cap cover.
•Make sure that the tape is rewound, switch onto play mode because it could be an old tape.
•To record push the white button. The screen should read record. Also there will be a red dot in the top right hand corner. Remember to stop.
•After you have filmed a scene DO NOT REWIND THE TAPE.
•When starting to record, do a countdown of 10 seconds out loud until 4, then 3,2 and 1 shown on hands silently.
•You can cut out the spoken numbers in the editing process.
•After finishing filming each scene wait a few seconds to stop filming.
•It is a good idea to use a varied range of camera shots.
•Do not zoom.
•Return the camera and other equipment by date agreed.

Research and Planning - 1.4 - The History of the Music Video

The History Of The Music Video

In this essay l will be discussing the history of the music video, starting with what is claimed to be the first ever music video, Bohemian Rhapsody by Queen.
Bohemian Rhapsody was claimed to be the first music video ever made because it was the first to be shot on video instead of film. However when this video was first shown, the full version was never aired on television. Queen made a separate video of Bohemian Rhapsody to be shown on Top Of The Pops because the original song was too long and complex to be performed live. This then started all musical artists to join the new found trend of making videos to replace live performances. When MTV started in 1981 most of their videos came from British artists for purely this reason.
The video for Bohemian Rhapsody was very much concentrated on the aesthetic side of it as it was also the first video where the main focus was on the visual images and the song took more of a background role. The idea for it came from their album cover where the 4 members are all in
shadows looking up, this was shot in 3 hours costing $3,500. The way that the effects were produced was from the cameras feedback and also using prism lenses.
I think that Bohemian Rhapsody was written for the purpose of the band themselves as, when
looking closely at the lyrics, Freddie has incorporated a lot of jewish words to link to his religious
beliefs to make the song a lot more personal. Many of these words appear in the Qu'ran for
example; 'Bismillah' which when translated means 'In the name of Allah'. Another is 'Beezlebub'
which is one of the many names that is given to describe the devil, and 'Scaramouch' which means 'A stock character that appears as a boastful character'.
Freddie Mercury also tried to incorporate some of Brian May's interest's, by using the reference to 'Galileo' (a famous astronomer who was known for being the first to use a refracting telescopes) as Brian May had a strong passion for astronomy.
The purpose of a music video is to inform the audience of any meanings in the songs and add an
extra depth to the song. Also, it's there to be used as a promotion tool to sell more of the band's
songs. They can also be seen as showing your status in the music industry amongst other competing artists. However music videos can just be more like a necessary thing to do like a chore rather than wanting to do it for the pure pleasure. Although, the music videos in the eyes of record labels are still used to show some sort of potential exposure to the public and, possibly having the opportunity of becoming a 'Youtube Hit'. 1
As mentioned earlier TV shows such as Top Of The Pops were some of the first to broadcast the new rage of music videos, beginning in 1964.
It was the longest running popular music show in the history of television. It was first broadcast from a Manchester church hall on a Wednesday evening at 6.36 pm and was introduced by DJ


1 'From the first frame to the last, music videos serve as a blank canvas to your mind's
eye. ' Quoted from http://www.videomaker.com/article/13049/



Jimmy Saville. It featured artists such as Dusty Springfield, The Hollies, The Dave Clark Five andThe Rolling Stones. It was only intended to broadcast for six editions, but there have been
more like over 2000.
This show eventually began to make managers and record labels realise that being on
Top Of The Pops made the difference between being number 10 in the charts instead of
number 1. It was the red carpet of TV shows, everyone wanted to be seen on it.
Eventually in the late 1960's European artists began to arrive on the scene of Top Of The
Pops as well, including people such as Diana Ross and Stevie Wonder.
MTV became the next generation in music video broadcasting emerging into our lives in
1981.
MTV is music is a television network which was originally only to show music videos, especially
popular rock music. It later became used for a variety of different material all to be aimed at
teenagers and broadcasted this across the world 24 hours a day seven days a week.
The first video to be played was Video Killed The Radio Star by The Buggies, however when it first started out the channel was streaming hardly any music videos at all which is why the MTV business expanded to then form MTV2 which was purely for music. Also VHl was added but was to be aimed at a more adult audience although this became very quickly TV shows and music as well. On August 1st 1987 MTV franchised to Europe bringing stations like MTV Asia and MTV Latin America.
It took another decade for MTV Europe to split into channels to channel to different countries, and in 1997 MTV UK and Ireland finally began broadcasting and went digital in 2001. The 'main, original' MTV channel was used for showing the bigger programmes made in the U.K. or brought in from America, but the music videos themselves were/are aired on the other MTV channels, like MTV Hits and MTV Base. 2
Music Videos have turned into an art form and have progressed very far from the likes of Bohemian Rhapsody to the more new videos of Michael Jackson, Britney Spears and Justin Timberlake. The videos have evolved to satisfy the worlds population's growing yearn for exciting aesthetically pleasing videos with mysterious storylines.


2 'Wherever you go, MTV is now an established part of the entertainment landscape. ' quoted from http://www.ministryofrock.co.uk/the-beginning-of-mtv.html



Bibliography/Webliography

http://www.songfacts.com/detail.php?id=685
http://idolator.com/395561/what-purpose-do-music-videos-serve-in-2008
http://www.videomaker.com/article/13049/
http://www.televisionheaven.co.uk/totp.htm
http://www.spiritus-temporis.com/mtv/history.html
http://www.ministryofrock.co.uk/the-beginning-of-mtv.html

Research and Planning - 1.3 - Warm Me Up Presentation Part Two

Warm Me Up Presentation

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Research and Planning - 1.2 - Music Video Analysis Part One

Music Video Analysis

1. Warm Me Up – The Audition.

The genre of this band’s music is alternative rock/punk.
The video for Warm Me Up is shown as a performance video but has a narrative to it, the story however is not linked to the song but certain images shown are well fitted to particular lyrics.
The lyrics seem to read to be about sex and one of the first shots we see is a close up of a couple kissing on a bed. The camera also has a circular frame on it, and gives the effect of looking through a keyhole; this adds a slight feeling of mystery.
Further shots throughout the video, for example, a girl lying on a bed provocatively and a couple hugging also show the sexier side of the lyrics.
Although, other hints/hidden images show you the true meaning of the video. This makes the audience have to think about the video more, and in turn makes them want to watch the video again to try and decipher what the things we see are.
One of these ‘hints’ is near the beginning of the song, where the shot is filled with smoke/steam, which turns out to be the steam from boiling water, which makes a tea to produce a new drug.
Other signs that show the use of this drug are; the blank expressions that we see on the girl’s face when the main boy in the narrative enters, also his reaction to seeing what she has been drinking emphasises that it is not something she should be or something he is proud of her drinking.
Near the end of the video, we see the main boy running through the woods and see a hand grab his shoulder. As this turns out to be an illusion and not actually happening it shows the side effects of the drug. Paranoia. The true narrative of the video is that a group of college kids discover a new drug that is extracted from a flower, but to make it you have to boil the flower in water, into a tea. After people start drinking it, it turns against them and starts like an epidemic making people lose control of themselves and become taken over by the drug.

The target audience for this video is obviously for fans of the band, as you constantly see various shots of individual members, and extreme close ups of particularly the lead singer of the band (Danny Stevens), but also in contrast mixed long shots of the rest of the band. The video is also aimed at the teenage audience because of the subject of the lyrics, talking about sex and relationships, and the narrative behind the video, being drug use.
Another audience the video is also aimed at is fans of video games. This is because the reason the video was made was because the song went along with a new video game called ‘Obscure 2’. The video was made to be used as a new way of marketing the game, as a third media outlet, it has also managed to promote the band and their music.

The video fits the genre of the band by showing a lot of close ups of Danny Stevens, quite obviously singing and addressing the viewer through direct eye contact with the camera. This adds a lot more affection to the video and makes it personal to the audience.
Long shots are also used to show the whole band playing, then cutting to extreme close ups of the guitarist’s playing their instruments. Especially on the guitar solo at 2:13 in the song, the shot is only of the lead guitarist, the combination of all of these shots adds a lot of emphasis to how much the music means to the band and lets the audience know that they play their own instruments.
When the drum, bass and guitar all kick in, most of the band members start to head bang (mosh), this is a cliché stereotype of a rock band.

The lighting in the video is fairly dim throughout to show mystery, the dark effects of drugs and gives us a feeling of ‘the unknown’. Also when the lead singer first walks into shot he has his hood up and his head tipped down this creates an enigma.

A final thing about the video is where the lyrics and the video fit together. I found 2 examples, the first being when Danny Stevens sings, ‘To feed your hunger pains for tonight…’ in the first bridge we see a couple kissing each other on a bed, this gives us the impression that they are provoking sex. The next one is in the second bridge, when ‘Come closer to me baby…’ is sung the main boy and another girl move together and hug. This unites the lyrics, the narrative and the video together making it everything fit together well and seem complete.


2. Pray for Plagues – Bring Me The Horizon

The genre that this band fits into is Deathcore, Screamo.
The video for Pray for Plagues is shown as a performance predominantly however, has also got a range of images that do link together to create an overall narrative.

The first thing we see in the video is a close up shot of the lead singer’s face, Oli Sykes (the lead singer) is seen from the shoulders up and we hear him scream.
I feel that not only this scream, but others throughout the song and video, that seem to be completely isolated from the rest of the screams and placed where no other words are distracting your attention, represent and create the panic that the actual plagues of Egypt caused, by sounding loud and harsh.
As the song is called Pray for Plagues the video and lyrics refer to mainly the Egyptian plagues, however other aspects can show us links to the bubonic plague and perhaps ‘plagues of the mind’, these being mental health issues like insanity.

Going back to the first scream in the video, Oli Sykes’ head spins round in a semi circle and as he is screaming, it looks as though locusts or flies are flying out, this is then the first reference to one of the many plagues. Other references to plagues are when we see the almost cartoon like image/shot of trees on a river bank and then the water truning red, this showing when the water in Egypt ran as blood.
Further shots of a wooden sign having the song title ‘Pray for Plagues’ look as though it has been painted in blood, this relates to when the population of Egypt painted red crosses on their doors with sheep’s blood to prevent plagues entering their houses.
The mise-en-scene of the video also shows parts of the plagues, this therefore almost subliminally shows the audience more than first meets the eye and also emphasises more obvious points.
The lighting throughout the video is very dim, this in itself shows connotations of evil and death, but also represents when the sun was blocked out across Egypt again, as par of the plague.
Also, in respect to the lighting we only ever see Oli sykes with one spotlight, it is constantly flickering and moving but creates a shadow of what looks to be a window. I saw this as representing when ‘fire balls’ fell from the sky in Egypt, and this was the only source of light then and now.

The narrative as I have previously said is fairly hard to decipher. But in conjunction with studying the lyrics with the video, I saw that the whole video is about revenge, but not from people, from the world itself and its creator.
In the first verse, the first couple of lines have a reference to alcohol and sex, these are 2 of today’s focuses that we all hear about and that some are affected by, and therefore I feel that these are supposed to be seen as a modern day plague. These are compared to when the sun was blocked in Egypt, ‘the sun goes down and so does she’. Another reference is to liquor. The lyrics read ‘Oh lord, cleanse this earth and bring upon our dooms day’ from this I understood that the only way to serve the world is to bring it to it’s end as we, humans, are the actual plague. This may then in effect make the audience question the way we live and the world that we live in.
Also in the lyrics near the end, ‘death will stand where life once stood’, this shows that death will always come and that life is a plague in itself as it ends in death.

A main part in this video is it’s editing, throughout there is a lot of parts that you can see have either been digitally re-mastered or added in. The whole band in the video are only seen by there outlined-teeth, which has a white pen and scribbly effect on it. These are only seen in extreme close ups of the band members as it makes their mouths the main focus, and in turn allows you to pay a lot of attention to the words they are saying. ‘count your blessings’

Other edited parts are for example the one where we see, a heart and lungs, and one of the heart with white veins being shot through it, these look like the roots of the trees from when the rivers run red. This makes the audience think that now the world is trying to take over us.

Images like the big mansion that are shown constantly in the video is dim and dull and at one point shows a series of white ladders going under the house – the white emphasises them against the black background - and then we see a long shot of a woman dressed in an orange dress, we also see a long shot of her spinning in circles and walking/crawling aimlessly around the rooms under the house. This makes the audience feel uneasy as they are watching a woman turn mad from being captured in society from the modern day plague.

Stereotypes of the genre of music are also shown for example when the band ‘head bangs’. This is a typical cliché movement for any hard rock or metal group. A lot of the main shots are extreme close ups or mid shots of the band members playing their instruments to make you feel more included in the song, and also shows the audience that the band has talent and play their own instruments and to show that they are mostly about the music.


3. Weightless – All Time Low

The genre of this music video is pop punk rock.
The video is shown as a performance video but has a meaning behind the video. The lyrics and video link together as well. This brings the whole video together as one and can therefore make it seem more complete to the audience.
The narrative of the video is quite unclear but when seen in context with the video it seems to fit well.
The lyrics are about not caring what people say about you or what they think and about being an individual. The video also takes the mick out of all people who judge and stereotype, not just the band themselves but anyone in general. Throughout the video we see ‘typical’ people you would expect to see at concerts and their thoughts are shown above and around them like signposts or ‘labels’. This gives the audience a better incite into each person that we see and to each stereotype they pay be put in. Also I think that it makes you seem a lot more aware of your surroundings after watching the video.

At the start of the video we have an establishing shot of Alex Gaskarth – the lead singer – with 5 girls, being obsessive fans, this makes you see that the band is already quite famous.
Also at the start the sound of the girls talking over each other, gives the impression of chaos and confusion, also how the camera is moving constantly emphasises the confusion that Alex experiences and allows us to empathise with him.
This is done because we are shown a point of view shot, from Alex’s eyes and the way that the camera tracks, shows how we would react.

Throughout the whole video we see a lot of establishing shits looking over the top of the audience, to show their hands but also to give an overview of the type of people the band play for. There aren’t many close up’s or extreme close up’s in this video because it focuses on peoples images as a whole to give it a rounded feel and to see the clothes that the characters are wearing. This allows the audience to relate to the people they see portrayed in the video making it personal and slightly interactive.
One of the only close up’s in the whole video is of Alex Gaskarth’s face when the screen reads ‘lead singers are pampered’, however the lyrics say ‘I’m so sick of watching while the minutes pass’. This shows how the band really feel instead of reading his thoughts he sings them to us making them seem more important and easier ton relate to.

In this video we know it is about point of view and how we see each other. The director of the video has incorporated a few point of view shots. One I mentioned earlier, the other main one is when Jack Barakat – The guitarist – is going to collect his guitar from the band tuner. We see from Jack’s point of view the guitar being handed to him. This shows the status between both of the guys and that although Jack is the more famous the other guy holds the higher status in this shot, which is intimidating to not only people in the shot but to the audience.
Most of the camera shots are always moving, not stationery, this adds interest to the video and makes it a lot more aesthetically pleasing. It also reflects how chaotic fame is and how it is never the same. This is heightened by how the pace of the shot varies from slow transitions to fast cut ones.

The lighting in this video is fairly simple and plain. This shows how things can seem simple on the outside. Yet when I thought again about the lights on the stage where All Time Low are performing, I saw they are blue which creates a sense of fantasy representing the feeling the band gets when they perform and how it is like a fantasy to them. The lighting over the audience is normal house lights which represents reality and as the stereotypes are in the audience it gives a sense of realisation to what the world is about in day to day life.

The band shows how they fit with the genre of the music by having, mid/long shots of them playing their instruments, letting us know they make the music themselves and are proud of it. Also the band are constantly moving on stage and interacting with the audience i.e. when Jack crowd surfs.

Finally at the end of the video everyone in shot – the band and the audience – are seen with ‘Loser’ written over their heads. This closes the video with the overall message of, we are all the same in the end and leaves the audience to think over it.

Research and Planning - 1.1 - Mind Map and Initial Ideas

Initial Ideas.

We had three main initial ideas for our video. The first was a purely performance one when we see a short clip at the start of the video of two guys on the phone to each other arranging to go to a Living Daylight's gig. Then we had a range of shots demonstrating the band's talent.
Our Second Idea was a performance gig but not on a stage, as a house party with close ups of the aftermath of the gig party and also mid-long shorts during the party. This was inspired by the 'Kiss and Tell' video by Youmeatsix.
And the third was of a muffled sound of the band rehearsing as a door opened, this then cut to a shot of a band poster on the door, again it was performance and we would include shots of the band playing, birds eye shots of the band and crowd and shots from inside the crowd tpo make it seem more personal and real.