Storyboard and shot list

Laura Mulvey

Representation of females in sub-genre

Planning aims

Throughout our planning stage, we aim to make detailed, well structured plans which we can follow and refer back to throughout our construction process.

For example, we will create a simple editing and filming schedule which will keep the process organised.

We will relate all our planning to the solo female artist we desire to use. We will elaborate on our chosen song choice within the Pop Acoustic genre and relate our props, costume and setting to an emotive narrative.

For the planning to be successful we will apply techniques and themes that we have identified to be successful from our primary research.

For example, we will suit our planning to the feedback from our target audience survey and other aspects of the research stage which we believe to be useful conventions to include. 

Secondary research

Research aims

I aim to make a music video which promotes an emotive narrative representing youth and escapism. I will encorporate ideas of female independence through a solo female singer, however focus majority on the storyline and youth culture. When I watch Ed Sheeran's music videos I want to understand what makes them so important to mediators, and how the target audience connect with the lyrics, and more specifically the music video. Through-out my research stages I will explain the role of Pop Acoustic artists, and the ways in which idols such as Ellie Goulding, Lorde and Ed Sheeran have climbed the ladder of musical success.

I will then research target audience to learn what ideologies promoted in Pop Acoustic music videos, the audience identify with and desire to consume. I will then research other promotional aspects of artists and advertisements.

Next I will add secondary research, i.e. any relevant wider contexts outside of the music videos themselves and highlight the role of the music video itself as a mediating factor modern artists are dependent on.

Target Audience Feedback: Psychographic

Target Audience Feedback

Outcomes of textual analysis

 

Representation of gender

Costume planning

Costume planning from Niadalton

Film and editing schedule

Filming and editing schedule 

My partner has created this filming and editing schedule. We sat down and planned the days we were available to film and edit from the current week in October, up until the end of January, with our actress. This will ensure we know what we are doing, and meet our deadlines, keeping us organised.

Contact with artist

We have emailed Alice Olivia, the female solo singer on YouTube, and asked permission for the song we will use to produce our music video. 

Mood Board

I have created this mood board as a collection of inspiration and images that we can creatively build upon. We can keep referring back to this blog post when in need of inspiration. We plan to capture shots/mise en scene similar to these photographs.

Music Channel research

It is important to create a music video suited to a specific channel in order to appeal to the target audience. This research will be beneficial for my final constructional when I decide how I will distribute my product.

Song choice

 

We have chosen to use this cover of Ed Sheeran's I See Fire, as we really liked the acoustic song, sub-genre Pop Acoustic, and Ed Sheerans style. However, our main character will be a female solo singer, therefore we needed a female voice. Our performer will lip sync to this cover, instead of the original to ensure the mouth movements match the exact song.

The original music video and song:

 

Initial planning ideas

We created a mindmap to show our initial planning ideas. Our brainstorms are beginning to come to life. We will look deeper into makeup, costume and mise en scene, and also practise editing and shot types. It is important to consistantly document our journey.

Location video

Location shoot

 We have chosen Stoke Park, Frenchay as our main location. This is due to the fact it is within a 15 minute driving distance, accessible and public. It suits our narrative and lyrics, and fits in with conventions associated with our sub-genre Pop Acoustic.

This slide share shows a variety of images, we will use the same location for both performance and narrative, similar to Ellie Gouldings Beating Heart music video.

The large log will be a seating area for our performance whilst she plays an acoustic guitar.

We are considering using the large tree and rope in relation to the death of the younger brother.

It is really ideal to have a grave yard by our location, because it means we won't have to travel far in order to film the final shot.

It was important to visit our location and not only fulfill a risk assessment, but begin to put our ideas into a reality and consider any problems. We have concluded that we will need portable lighting in the forest and may also use candles for effect.

Risk Assessment

Risk assessment from Niadalton
I have completed a risk assessment for the filming stage of my coursework. It is very important that I understand how myself, other filming members, and the public may be in danger. By completing this in advance, I can now base my filming and planning process around the dangers and warnings. This will keep me more organised, prepared and safe. 

Inspirations and Influences

I have expressed my style influences through a Blend Space presentation. This task has allowed my creative ideas to be condensed into a few points, and look further at other music videos and solo singers. In conclusion our costume should consist of: Dark lipstick, dark curled messy hair, simple face makeup with dark eyes, black basic dress and black boots, with a guitar performance prop. I will refer back to this when planning my costume.

Target audience research: Demographic

Ed Sheeran's target audience is not restricted by age, gender or genre. This is because his lyrics relate to females and males, ages from 16 up to 40 years, and his ability to beatbox, rap and acoustically sing attracts a wide varied audience. The target audience for our music video will be females specifically aged 16-25 due to the social media plat-forming distribution, solo female singer and emotive narrative. Females will be able to easily relate to the main singer, specifically those that are older sisters or have gone through a tough family life.

Below is a custom made survey in which the response will help me suit my music video upon what my target audience would like to see. I will ask females aged 16-25 to answer it and give feedback. I have also attached a Voki character to display a typical audience member.

By researching my target audience, the feedback will allow me to suit my video to females 16-25 based upon what their genuine likes and dislikes are.

Create your own user feedback survey

 

Analysis of lyrics

Lyric Analysis

I analysed the lyrics of my chosen song, utilising conventions of my genre and inspiration from music videos I have looked at. This research and planning task has created a clear path for me to follow. I can now consider props, settings and costume in relation to my ideas and bring the project together. The original music video was written for the film 'The Hobbit: The Desolation of Smaug' released in cinemas during December 2013. We have interpreted the lyrics in a completely different perspective. Changing the era to modern, creating a non-fiction narrative and single female solo singer.

Original music video: https://www.youtube.com/watch?v=2fngvQS_PmQ

Things to consider

I am beginning to put my ideas into reality and consider how I will take on specific conventions. I feel that the next step in my research should be to analyse the lyrics of my song and begin to plan a narrative. I can then consider scenes and costume.

It is important to consistently question how I will perform my ideas to prevent any simple errors in filming.

Comments from Mr Rees:

• Get in location- 3 different shots of performance
• Edit shots together and experiment
• Try to shoot fire and smoke (Mr R disagrees)

Music production and distribution

Conventions of the genre

Conventions of my sub genre: Pop Acoustic from Niadalton

Tracking an artist throughout their career

It is evident that Ed Sheeran has been incredibly successful in his musical career, and continues to be. From busking on the streets, to performing for the Royal family, it is clear his opportunities have increased massively. I believe his success is driven by his determination, experiences of being at the bottom of the music chain, and his unique relaxed identity that's very rare in solo singers.

This task has taught me how a Pop Acoustic artist has succeeded in their musical career, and ways in which Ed Sheeran appeals to his audience whilst sticking to his roots and being comfortable in himself. I think it is the challenges, stories and emotions that he has had to face, that inspire him to write his lyrics. I will continue to study his work and analyse his lyrics before creating my own video.

Research into an artist

Textual Analysis

Textual Analysis

Textual Analysis

Types of music videos

For this task, I researched different types of music videos. It has expanded my knowledge upon music video production and planning. This will be useful for my construction as I have been inspired and understand how types are separated. I plan to combine 2 types in my final piece; narrative and performance.

History of Music Videos

Music videos are often called promos used as promotional devices to sell records. Also known as 'short-form' music videos to distinguish them from full-length movies involving music.

1940s:

• Disney released Fantasia, an animated piece based around classical music.

1950s and 1960s:

• The defining work in the development of music videos was The Beatles' major motion picture 'A hard day's night', directed by Richard Lester.

• The first manufactured band made in the 1960s was 'The Monkees'. Manufactured bands were introduced as a money-making business dominated by an economic purpose and to give the Record label control.

1970s:

• The self-produced music videos by Devo "The truth about devolution" was heavily influential.

• Queen's "Bohemian Rhapsody" was a new era for music promo.

• The UK's Top of the Pops became incredibly important to promote a single as it was the only live music competition available at the time.

1980:

• Also known as the Golden Age of music videos
• Music Videos pre 1980s weren't known as a big entity, only having small air time on shows like top of the pops when the band couldn't appear.
• Robert W.Pittman came up with the idea to have a TV Channel solely for music. MTV launched in 1981 grew to play a central role in popular music advertising. However, only a few thousand people could watch it on the satellite television at the time. The first video to be aired in Buggles "Video killed the radio star". 

• Madonna owed a great deal of her success to the skillful construction and seductive appeal of videos. Physical appearance became critical to popularity, some say this resulted in the death of true musical artists.

• Artists started to use more sophisticated effects in their videos, becoming experimental and independent with their ideas. Michael Jackson was the first to use a narrative concept of a short film first with "Billie Jean" then later the more successful "Thriller".

• Madonna and Michael Jackson evolved music videos into forms of Art.

• Grandmaster White Lies being legally banned gained popularity and got it into the Top 10.

1990s:

• MTV reached 28 million viewers worldwide, so they started to broadcast music videos 24 hours a day, 7 days a week. Critics were starting to review music videos and national music awards were starting to introduce "best music video" categories.
• Music video production would become more cinematic and the budgets were bigger.
• MTV2 was later launched in 1996 to show more alternative music like Nirvana, to attract a wide audience. 

Current day:

• Information technology era and the evolving technological convergence has expanded the distribution and audience accessibility of music videos. They are now viewed freely on many internet sites on many devices. 

• You Tube took over MTV music.

• Bands now take time out of their schedules to shoot their videos and can take a few days to produce. Millions are spent on the production videos, more than ever.

• Music videos are now watched purely for their aesthetic value.

• More consistently, females are represented as a sex appeal.

• It is believed that musical stars are now brands instead of artists, making more money out of merchandising than the music itself.

Narrative structure- Lorde 'Royals'

Narrative structure- Ellie Goulding 'Your song'

Narrative structure- Ed Sheeran 'Give me love'

'Till my voice is gone'- Expectations vs Reality

"Hard times they come a mile a minute

One after another

Wave after wave of storm clouds

Threatening the shore

But I won’t go for help

Won’t run away from what I have been given

Cause nobody ever knows

Just what the future has in store

And I will stand up high on the sea wall

Where the wind is blowing strong

And I will push this rock to the top

Of every hill that comes along

And I will take the stand and raise my hand

And offer up this song

And I will sing my tune until my voice is gone

My doctor appeared carrying a palm tree in his pocket

Looked down above his glasses with pity in his eyes

He said you don’t have much time

I’m sorry to be the one to tell you

I said well I’m not the only one

And thanked him for his time

And I will stand up high on the sea wall

Where the wind is blowing strong

And I will push this rock to the top

Of every hill that comes along

And I will take the stand and raise my hand

And offer up this song

And I will sing my tune until my voice is gone"

I was given these lyrics, sang by The Old Ceremony, and asked to give my own instant expectation of the music video.

I believed overall that it was show a males journey from a storm beach, to the top of a hill, including the literal additions of a doctor, palm tree, rock and fist pump. However, the metaphorical meaning could explain a character being brave and strong, being told her cannot continue, then ignoring the advice and being independent. Therefore this narrative could be represented in a range of context and scenes not set on the beach/hills. 

In contrast to my expectations, the music video displayed a romance between an elderly couple in a retired home, featuring a child band and lots of close-up shots of facial expressions. It was quite confusing as it didn't literally relate to the lyrics. Therefore it figuratively interpreted the lyrics to tell a different narrative. 

By completing this task I have learnt that you do not need to literally interpret lyrics in order to create a successful music video, and I will be taking on board this advice with the construction of my own additional portfolio.

Taylor Swift 'We are never ever getting back together'

Analysis in relation to Goodwin's theory "Music videos are simply an extension of the lyrics"

Vladimir Propp

Tzvetan Todorov

Andrew Goodwin

Carol Vernallis

Lip Syncing Task- Workshop 3

The purpose of this lip syncing task is to learn the skills and importance of miming and matching not only the image, but the composition to the song. We were organised into a small group and were given Taylor Swifts "We are never getting back together" then spent one hour filming the following clips. 

The process of creating this miniature music video begins with choosing 2 back drops, and 3 members of the group singing the lyrics out-loud in both settings. The action of saying the words out-loud ensured the music video would later be well synced and look more realistic. It was important to take forward the skills we learnt during composition and framing tasks, and utilize this through the mise en scene and shot types. 

After filming this, we uploaded the files to Adobe Premier Pro, where we inserted the full length song as the main audio, and layered the videos above.  We used a clip marker to mark important moments in the song, then match to the beat of the video. After matching the videos identically to the song, we un-linked and removed the audio. Next it was necessary to incorporate the shots that were mimed the best and had high quality framing, so this was a precise cutting and choosing process. 

I will later combine this task with the narrative workshop in order to create a full preliminary music video. This task has been important in order to learn the process of making a music video, as it de-constructed each stage. I will use these skills next year to create my final construction. I believe our video was very successful considering it was the first experience we have had with lip syncing, and I hope we can only positively improve. 

Preliminary Task- Workshop 4

Narrative Task- Workshop 2

In order to learn the concepts of building a narrative within a music video, it was vital that we created a short clip with no audio. This allowed us to focus on what we have previously learnt from composition and framing, and incorporate this into video. We collected 9 series of shots to fit the brief "Lovers affair" in which a male 'cheated' on his former girlfriend with another girl. 

Composition and Framing- Workshop 1

Love and Hate Theme

To create these images we focused on composition and framing over mise en scene to reflect the theme in a more technically developed and discreet way.

I learnt camera techniques such as:

Symmetry- point of interest through leading lines to generate audiences questions

Depth of field- Smaller aperture=high F stop e.g. F2.8 (shallow depth of field)

Larger aperture=low F stop e.g. F22 (wide depth of field)

Framing- highlights main point of focus and adds context

Perspective- different POV to create interest 

Space- negative space gives subject breadth

Colour- bright= vibrancy, energy, distracts from focal point

Applying rule of thirds- place point of interest on intersecting lines

Love

To create this successful composition we used symmetry and leading lines to follow the receivers eye line directly to the girl stood in the far middle of the trees. The tree props acted as an alley way. We also used a shallow depth of field to create the focal point as the distant girl in contrast to the out-of-focus male over the shoulder shot. Furthermore the blue and green contrast colours bring the white. The distance between the two creates questions from the audience and curiosity as to their relationship through the two shot facing each other. 

Hate 

This image uses symmetry to replicate the backwards facing body positioning. The male is closer to the camera and more in focus. I would improve this image by zooming in on the manual setting before taking the photograph in order to ensure the boy was in clear focus. The shallow depth of field blurs the background making the female less significant. Directly in between the couple is the leading line pathway of trees creating a dividing line between the two however implying they have the same future path.

Love

This image using contrasting colours with mood and vibrancy to create an energetic atmosphere. The red heart in the bottom left also allows lots of negative space and empty room giving the subject space to breathe. I used a low aperture with a wide depth of field to make everything in equal focus and bring texture to the image. 

Hate

I used a shallow depth of field with a high aperture to create the focal point on the red heart. The colour red connotes love and warmth however the slicing of the metal rod divides the love aspect. The out of focus background is misty with saw dust creates a mysterious atmosphere. The de-saturated colour and high ISO also brings a dull, un-emotive tone reflecting the hate theme. The canted angle and close up shot also has lots of empty negative space.