Target Audience

After analysing the planning information we have obtained we feel that we should focus within the boundaries of an age 15 certificate and below. This therefore means that we are allowed to explore the boundaries of the following;

Theme: Our theme is based around rebellion.

Language: There may be a little bit of strong language in our music video and this will only come from the song itself. However the odd hand gesture may be used.

Nudity: There are no constraints on nudity in a non-sexual or educational content.

Sex: There will be no sex or nudity ion our music video as it would not be appropriate and not suit the theme or style of our music video.

Violence: There may be a small amount of violence in our music video but it will still be small and controlled.

Imitable Techniques: We feel in our music video we would not go to the extreme over violence e.g. using blows to the neck or head butts because this is not acceptable in this age certificate.

Horror: Sustained or detailed infliction of pain or injury is unacceptable. Therefore we would not use this in our video.

Drugs: Drug taking may be shown but clear instructive detail is unacceptable. The music video as a whole must not promote or encourage drug use. There may be a small amount of drug use or dealing in our music video.

Target Audience

Music Videos in general are widely considered to be a young persons thing. The genres of music that we will be working in are also young people’s music with people between the ages of 15-30 more likely to be interested in our video. With our music video being certificate 15 we hope it will reach out to our target audience and connect with them. Gender isnt really a major factor with both mend and women generally interested in music videos and drum and bass music. Our video however may be more targeted at males.

Textual Analysis of Digipak’s

The first product I am looking at is Michel Gondry’s digipak. He is a Director who has directed on Music videos for artists such as Foo Fighters and Kylie Minogue.

The front cover is very striking due to its strong colours, red, blue and black Lego. This is making reference to one of the famous Music Videos he directed for the White Stripes where everything was made from Lego. The colours attract people to it as it is so different and interesting for the buyer. The colour red is the most frequent colour on their, this could show Gondry’s passion for his job. Green is used to show feelings whereas dark colours show playfulness.

The back cover also has plenty of colours and imagery, showing off the directors work. The images show some of the stars he has worked for such as Mick Jagger and Keith Richards and this acts as a draw in for customers. The Digipak looks very professional and is layed out just like many other DVDs with Bar Codes, copyright information and other compulsory features, these are all things we must include in our print products.

The second product I am looking at is The Beatles Greatest Hits 1962-1965. This graphically is much different to Michel Gondry’s work. There is a lack of colour and the old brownish colour reinforces that this is an old band, which are no longer together. The photo looks like it is in black and white and the band are just staring at the camera and aren’t posing using any mise-en-scene or exciting colourful clothes.

On the inside you can make out that instead of a CD the disc is a vinyl which shows how old they are now, but it also shows how far the music industry has come. Apart from the picture of the band, the rest of the digipak has the usual conventions that you would expect to see. The bands name and logo are in the top corner and different logos and bar codes that belong to the publishers.

The third digipak I am analysing is ‘The sound of Dub step’ by the Ministry of sound. This digipak is covered in very dark colours which is portraying the underground scene closely associated with Dub step music. Black symbolises danger and darkness and all genres associated with the underground scenes are very similar in colour schemes. The darkness also helps to portray the darkness in the songs, which will be by various artists.

Just like on the other Digipaks there are many codes and logos belonging to independent companies who have helped to, produce this digipak. The look of the didpka is very good as it gives off the underground feel straight away. To make our attempt successful, we must strive to convey our message just as strongly.

1. Chase & Status. Feat Kano- Against All Odds

The video starts up much like the opening scene to a film, with some credits and the song title on the screen. We see two men in dark suits going into a building. The music suggests that there is something mysterious about them and when the music starts up, we see them gambling on a table gambling with a lot of money.The connotation of this would be that they are gangsters.

When we go inside the song properly starts and we see two contrasting stories in the video. Firstly, we see Kano performing the song while a party is going on in the background. Here there are bright lights and young people dancing and having fun. In the other scenes we see the men in suits gambling playing poker. The scene is dark, which may reflect the mood as people are losing money, hence the title Against All Odds.

The video obviously shows the performer’s lyrics relating to the scenes of gambling and drinking. The men are gangsters and we can tell this by their sharp suits, mean expressions, drinking, women and body guards which all accompany them at the table. None of the men like to lose and we expect that when someone does, he isnt going to take it very well, this is reflected by the dark light and dark atmosphere.

2. Chase and Status- Let you Go

This is the original video to the song that we are going to create a music video for. The video is very interesting as it is a sort of mini-drama. The opening scene shows the introduction to a daytime talk show, mimicking Jeremy Kyle, but with the host Patrick Chase.

He is shown as a hero as he sorts out people lives as they battle with Drug addiction, Alcoholism and relationship problems. The camera is looking up at him and this shows his dominant status over his guests as he gives his opinions belittling them and making them see the errors of their ways.

After the show finishes, we see him snorting cocaine while in his car. This leads to all sorts of problems as wee see him getting drunk, driving while under the influence of drugs and sleeping with different women. Now the lighting has gone a lot darker, reflecting his actions and the camera is now looking down on him with a lot of close-ups showing us his facial expressions.

After a long night on out, the host goes back to the studios and gets ready for a new show where he is likely to hammer people for their lifestyle while he is exactly the same. The video portraying a message that people can live double lives, this is the myth ideology.

3. Henry Rollins- Liar

This song is very different and the video reflects this. During the early part of the video, everything the viewer sees is red and this symbolises anger and danger. Henry Rollins is lying down and he turns to the camera and gives a speech and this makes us think about the connotations of his actions.

He dresses up in a police outfit and a Superman costume and this indicates that he is maybe trying to save us from something. He then spectacularly turns into the Devil and shouts ‘im a liar’. This takes the audience unawares and we immediately know he is a bad person who lies. The red we see throughout is warning the audience of Henry Rollins.

There is cardboard all around the outside of the set and this indicates that this is an imaginary world with danger and lies everywhere. We then see Rollins in more different outfits such as Police, Superman and this time a Nun. He is trying to get the point across that you can’t trust anyone and everyone lies at some point, the imaginary world we see him in is his way of getting the message across that we live in a unrealistic world. He uses the illusions of nuns and police officers and stretches the idea as far as he can to get his message across to the viewing public.

Props and Costumes

A Car- We will use this as one of the main locations for our Music Video. Nick, who will play the main character, will be behind the wheel and he will act drunk. The car was one of the main settings for the original video and we feel it worked well and so we will use the same idea. This will be difficult to film but we will have someone sitting in the passenger seat filming jack and there will be a car in front filming backwards.
Suit/Shirt and Tie- As a Doctor, Nick will have to be dressed very smartly and so a suit will have to be worn. He will wear this while in his office and after the working day while out getting drunk and getting up to all kind of mischief. The suit will look dirty as the night goes on but the next morning, it will be clean as he gears up for his next show.

Chairs- We will get a couple of armchairs as props for outside the office. This will make the office scene more realistic

Alcohol/Cigarettes- We will use these to portray the downfall of Nick after his show finishes. He will drink alcohol and smoke a cigarette on his night out and this will show the audience the kind of misdemeanours he gets up to away from his show.

Strobe Light- We will use this Strobe light to represent a night club. We will use it also for lighting effect on the face so we can get close up facial expressions to represent the main characters mood. We already a strobe light ready.

Flood Light- We will use flood lights, we have borrowed them from Jack’s work as extra lighting to highlight certain facial expressions and to emphasise certain props.

Cast List and Roles

Nick Norman- Main Character

“I will play the main character in the Music Video of the Doctor. This means it is my responsibility to make the video look realistic and smooth. However I feel it will be an enjoyable experience and I look forward to producing the Music Video”.

Jack Taylor- Camera man

“I will be the camera man for our Music Video. This means it is my responsibility to make the video look realistic and look smooth by using a number of appropriate camera angles and shots. I feel it will be an enjoyable experience and I look forward to filming the Music Video”.

Jake Parsons- Camera Man/Extra

“I will be the Camera Man and an extra character for our Music Video. This means it is my responsibility to help Jack with the camera while filming and to be of some helpfulness as an extra in the background for some extra shots”.

Charlie Bennett- Director/Extra

“I will be the director and an extra for our Music Video. This means it is my responsibility to make sure every group member is doing what they should be and there is no risk of anyone getting injured or hurt. I must make sure everyone is safe. But I will also be of some helpfulness as an extra in the background for some shots. I feel it will be an enjoyable experience and look forward to filming and taking part in the Music Video".

Research- Camera

Here are some of the camera techniques that are used to make films and Music Videos. To make our film as real and professional as we possibly can, we will need to consider using some of the following.

Establishing Shot- This will be used near the beginning of the video so that the audience the location.

Close-Up

Wide Shot

High Angle- This is a very effective shot that makes the audience feel more powerful then the character.

Aerial Shot

Pan

Tilt

Dolly- This shows the setting and the surroundings to the audience.

Framing

Hand-Held

Master Shot- This will be very effective when showing our leading character walking into the surgery.

Two-Shot

Long Shot

Low Angle- This is opposite to the high angle and makes the character seem more dominant.

Point of View

Crane

Track

Zoom and Reverse Zoom­- This is a way in which we can show characters facial expressions.

Composition

Steady Cam

Sound and Vision Editing- This are further techniques to do with sound and editing to make our video look good.

Cut

Dissolve

Edit

Fade

FX

Long Take

Slow Motion

Superimpose

Synchronous/asynchronous Sound

Health and Safety

As a group we should ensure, that we and others who are working with are not exposed to risks to their/our health and safety. An example of what may be considered as unsafe would be when we film scenes at night near busy roads. It would be appropriate to ensure that we film when the roads are quiet and we have sufficient lighting to see all traffic.

To help improve the health and safety we could place ourselves with at least one experienced member of the crew who is aware of health and safety issues from where we are filming.

Some parts of our music video may pose more risks than other scenes i.e. when we are filming the main character driving. As a group we will discuss safety issues before filming begins and take steps to avoid or reduce the risks identified.

We will adhere to the: identify, apply, review and assess technique in risk assessment. So for example while we are filming a driving scene we will identify hazards which could cause us, as a group, risks and members of the public and road vehicles. We would then apply controls which in this case would be waiting until the road is clear and safe. Then we would have to review the effects of this to make sure the controls are improving our safety. And finally we will be assessing the risk to ensure what we have done is not unsafe and dangerous.