Creative Brief For Digipak
Release Date: 17th January 2015 Album Title: Belong to the City.
Project Managers: Darhyl Matias, Chloe Boylan, Sean Mutiso
Product Overview:
Who are they?
Sean De La Rose is originally from North London, and is releasing his debut album. The music video for ‘Follow’ will be released on the 17th January 2015 at the same time as his album will be released “Belong to the City”.
What is the concept?
We need to have the digipak looking very simple, yet eye catching with a simple background but a title that stands out. This is so that the audience will remember the title easily because Sean De La Rose will need as many new fans as possible with it being a debut. He is a modern artist who plays tribute to old styles of music like Jazz and Swing, but is influenced by modern day artists like Justin Timberlake and Chris Brown.
Why are we doing it?
This has to be a memorable cover simply because we want to get as many people to notice Sean as possible in order to create a new and long lasting fan base. He will wear smart, but fashionable clothing in order to try and create a relationship with the audience before even actually listening to the music because the public tend to be quite looks orientated so his looks have to be relatable and identifiable.
Comparable Products?
Artists such as Justin Timberlake, Chris Brown and Frank Sinatra are all artists that we would like to follow in the footsteps of. They attract all their fans by allowing the audience to have a strong relationship with them due to interests and hobbies, clothing and simple digipak designs that people will remember.
The Digipak:
Consumer:
Primary:
Male: 45% Aged 12 - 45
Secondary:
Female: 65% Aged 12 - 45
What is the reaction we want?
What we want is a positive reaction to the album due to our target audience mainly being teenagers and young adults as our consumer being able to related to our brand and artist. With this positive reaction from the mainstream and diverse audience, they will create a relationship between the artist and the consumer. AS for doing this it allows for the people to share similar view and beliefs with each others.
How Will We Know It Worked?
It would have worked by the product gaining a positive reaction from the consumers when released, this will be known by us breaking even on the sales target and definitely if we break the target. Furthermore with the first draft there will be a focus group being created so that we can gain some audience feedback from the fans he already has, with doing this it allows us to improve what we did wrong at first.
Key launch Dates:
Press Campaign: 11th December 2014
Album Release: 27th January 2015
Album Sleeve
Description: TO produce a friend, relating digipak with the group showing their personality and characteristics to appeal to the target audience making them want to have a connection with the artist and feel what he feels.
Deadlines 27th January 2015
Objective: To present and produce an album that relates to our target audience with night life, emotional connection, fashion sense etc. Helping the audience be able to enjoy life more.
Proposition: To appeal to a wider target audience that is still within the Jazz/Swing genre, as this will help build the Jazz artist who originates from a slightly niche genre, leading into more success.
Tone Of Voice/Brand Image/Positioning: To aim for our target audience and make them relate to the lyrics, genre and themes of the song.
Restrictions/Limitations: The only restriction is to provide the album and artist name, album image, the release date, the album title, information about the album, where it is available to purchase and record label.
Production Specs: 1 CD with a plastic case.
Creative Edge Spectrum: We want the digipak to be similar to the advert in terms of consistency and style but be more creative with it, to show to the consumers what the artist is really about.
Budget: TBC
Thursday, 11 December 2014
Research: Hebdige's Theory
The music industry is made up of many different sub cultures that differ from what is classed as ‘mainstream’. Many sub cultures are variations of each other. For example, Rockers and Metal-heads. They are very similar, but sub genres of music and clothing separate them. These types of people refuse to stick to what is classed as a mainstream society and they choose to be different and rebel against typical stereotypes. These people also tend to prefer niche music rather than the music that wider varieties of people listen to.
Hebdige said that many groups are involved in the protest against the mainstream society, which means that as well as there being a lot of people who do stick to the mainstream groups
Planning: Final Idea.
As a group, after thinking about all our possible options, we have now decided on the following song as our final idea.
Song details:
* Artist: Sean De La Rose
* Song Title: Follow
* Genre: Jazz
We have decided to choose this song as it combines two era’s of music, old school Jazz along with an Urban, modern twist. We think the genre is unique and the potential videos ideas for this genre will be very interesting to explore. The male artist ideas seem unique and we can be very creative with his ‘star image’ when considering combining the two genres of music, but mainly the idea of Jazz.
Video content:
The video idea is to have a pair of friends who are relaxing with each other and they spend a lot of time in each other’s company. They share similar ideas, beliefs and interests, so much so that they fall in love with the same girl. We are planning to show the girl feature as part of their friendship group and show how both boys long to be with her. They will display their love in their own unique ways, combining elements of narrative, performance and dance.
Video structure:
This video idea will show all parts of a conventional music video. We will show performance of the artist as he performs the lyrics, then show some narrative as the two friends engage in each others company and then show them enjoying the company of the same girl. Because the song is so smooth and sounds relaxed, we will also so some concept ideas of locations and the boys breaking out in dance routines.
Star image:
We will follow Dyer’s theory of ‘Star Image’ so he appeals to a mainstream audience.
-young
-follows popular culture
-dressed smartly but casual at the same time (suit with an open white shirt)
-has hobbies and interests like pool, playing cards, dancing etc.
Mise en scene:
Location:
-deserted but pretty locations
-parks
-isolated bench
-steps
-arcade playing pool
-round table for activities like playing cards
Iconography:
-drinking
-cards
-smoking
-pool table
Costume:
-smart/casual. Suits and white shirt
Lighting:
-Natural from city lights and lampposts
-low-key lighting
Body language and facial expressions:
-artist will have a very relaxed and chilled body language, so will the friend
-the female will be a little more flirty and elegant.
Theory influence:
Goodwin: will follow his 8 characteristics apart from intertextual references. Music to follow editing pace and visual to follow lyrics. Close-ups on star etc.
Dyer: we will show him following popular culture and having a lifestyle that people will want to buy into and want to be part of.
Mulvey: we don’t want to show the female in too much of a sexual way, but we will show her looking quite sexy at times.
Music video influences (include at least 2 with some analysis)
1) Justin Timberlake: Suit and Tie
This music video influences us as we like the way he is dressed and the way her interacts with the camera as well as the other characters in the scene. The editing is done in a slow stylish way which is something we also want to do. His character representation is good and it a good example of how dance can be incorporated into the video.
2) Westlife: Smile
Again, we really like the way the video is shot and the soft focus it has. The characters are dressed in a way to enhance their ‘star image’ with their casual suits. The natural lighting is really effective and we like the way the female characters are represented in a feminine, yet sexual way.
Final choices in relation to audience feedback (q’s)
The audience feedback was more based around an alternative RnB video, however ideas like the lyrics matching the visuals and having a strong star image is something we will apply.
Song details:
* Artist: Sean De La Rose
* Song Title: Follow
* Genre: Jazz
We have decided to choose this song as it combines two era’s of music, old school Jazz along with an Urban, modern twist. We think the genre is unique and the potential videos ideas for this genre will be very interesting to explore. The male artist ideas seem unique and we can be very creative with his ‘star image’ when considering combining the two genres of music, but mainly the idea of Jazz.
Video content:
The video idea is to have a pair of friends who are relaxing with each other and they spend a lot of time in each other’s company. They share similar ideas, beliefs and interests, so much so that they fall in love with the same girl. We are planning to show the girl feature as part of their friendship group and show how both boys long to be with her. They will display their love in their own unique ways, combining elements of narrative, performance and dance.
Video structure:
This video idea will show all parts of a conventional music video. We will show performance of the artist as he performs the lyrics, then show some narrative as the two friends engage in each others company and then show them enjoying the company of the same girl. Because the song is so smooth and sounds relaxed, we will also so some concept ideas of locations and the boys breaking out in dance routines.
Star image:
We will follow Dyer’s theory of ‘Star Image’ so he appeals to a mainstream audience.
-young
-follows popular culture
-dressed smartly but casual at the same time (suit with an open white shirt)
-has hobbies and interests like pool, playing cards, dancing etc.
Mise en scene:
Location:
-deserted but pretty locations
-parks
-isolated bench
-steps
-arcade playing pool
-round table for activities like playing cards
Iconography:
-drinking
-cards
-smoking
-pool table
Costume:
-smart/casual. Suits and white shirt
Lighting:
-Natural from city lights and lampposts
-low-key lighting
Body language and facial expressions:
-artist will have a very relaxed and chilled body language, so will the friend
-the female will be a little more flirty and elegant.
Theory influence:
Goodwin: will follow his 8 characteristics apart from intertextual references. Music to follow editing pace and visual to follow lyrics. Close-ups on star etc.
Dyer: we will show him following popular culture and having a lifestyle that people will want to buy into and want to be part of.
Mulvey: we don’t want to show the female in too much of a sexual way, but we will show her looking quite sexy at times.
Music video influences (include at least 2 with some analysis)
1) Justin Timberlake: Suit and Tie
This music video influences us as we like the way he is dressed and the way her interacts with the camera as well as the other characters in the scene. The editing is done in a slow stylish way which is something we also want to do. His character representation is good and it a good example of how dance can be incorporated into the video.
2) Westlife: Smile
Again, we really like the way the video is shot and the soft focus it has. The characters are dressed in a way to enhance their ‘star image’ with their casual suits. The natural lighting is really effective and we like the way the female characters are represented in a feminine, yet sexual way.
Final choices in relation to audience feedback (q’s)
The audience feedback was more based around an alternative RnB video, however ideas like the lyrics matching the visuals and having a strong star image is something we will apply.
Planning: Questionaire.
I created a questionnaire on my initial idea and distributed it to thirty people. From this feedback I was able to figure out what my target audience would prefer to see in the music video.
These were the questions I asked:
1)
What age group are you in?
12 and under 13-15 16-18 19-21 21+
2) State your occupation. _________________________________________________________
3)What are your hobbies/interests? ______________________________________________________________________________________________________________________
4) Do you recognise of like any of these bands? Circle the appropriate answer(s).
Black Veil Brides Motley Crue Kiss Def Leppard
5) Do you feel that it’s necessary to have a star in the music video?
Yes/No
6) What do you think the ideal lighting would be for video of the rock genre?
High key Natural Low Key
7) Do you think it’s necessary to have the whole band in the music video?
Yes/No
8) Do you think the video would be less appealing if it was in black and white?
Yes/No
9) Do you believe that all of the editing techniques should match the pace of the song?
Yes/No
10) Which camera shot do you think is best to use frequently throughout the video?
Close up Long shot Mid shot Establishing shot Other If other, please state. ___________________________________________________________
What age group are you in?
12 and under 13-15 16-18 19-21 21+
2) State your occupation. _________________________________________________________
3)What are your hobbies/interests? ______________________________________________________________________________________________________________________
4) Do you recognise of like any of these bands? Circle the appropriate answer(s).
Black Veil Brides Motley Crue Kiss Def Leppard
5) Do you feel that it’s necessary to have a star in the music video?
Yes/No
6) What do you think the ideal lighting would be for video of the rock genre?
High key Natural Low Key
7) Do you think it’s necessary to have the whole band in the music video?
Yes/No
8) Do you think the video would be less appealing if it was in black and white?
Yes/No
9) Do you believe that all of the editing techniques should match the pace of the song?
Yes/No
10) Which camera shot do you think is best to use frequently throughout the video?
Close up Long shot Mid shot Establishing shot Other If other, please state. ___________________________________________________________
Planning: Initial Ideas.
Each person in our group had come up with an indvidual idea. This was then shared within the group, and together we decided on a final idea out of the three.
Darhyl Matias
Artist: Mack Wilds Song: Remember The Time
Video Structure: Performance and Narrative Based
Video Content: I will have a person in their room thinking about things back in his past with some when he is thinking of the memories for example: having coffee, playing in the arcade, watching TV, playing PS3 etc. With this it will flick from the person performing and the memories, and then some of the memories will be linked with the lyrics.
Advantages: -Simple to film as the lyrics give some ideas I would use in the video - It's quite a slow song but yet has some tempo as well, which could be great to film and edit as we can do a lot in the editing with it.
Disadvantages: -Might be heard to lip sync -Trying to have good actors to play in the video
Genre: R&B
Characters: Male (performer) & female (actor)
MES: -Location: Coffee shops, home, shopping, spending time together -Costume: Casual, high fashion, lazy etc.
Chloe Boylan
Song: They Don't Need To Understand
Artist: Andy Biersack Genre: Alternative/Soft Rock
Narrative: One single person performing the song walking outside at night (Camden maybe?) while in other parts they perform in front of a black wall and videos of them growing on will be played. Also scenes of them being rejected from music labels and concert venues will be included. Then at the end, it will show them performing on stage to show the progress and that they didn't give up and didn't listen to people who put them down. This is relevant to this genre because the music videos normally have a meaning and they will relate to the lyrics.
Characters: One main character (other people may need to be used in order to play the younger versions of this character).
Iconography: Guitars, microphones and microphone stands.
Costume: Casual clothing, perhaps dark in colour to represent how hard their life has been.
Lighting: Low key. This will represent the night theme. I have chosen this because the night tend to be when people go for a walk and think about things. In this case, the character is reminiscing on the hard times in their life but being grateful because of what they achieved.
Location: Street at night and a dark room where videos can be projected.
Editing: The editing will be quite slow paced in order for the audience to capture the emotional feel of the song, visuals and lyrics.
Sean Mutiso
Artist: PARTYNEXTDOOR
Song: Recognize ft. Drake
Genre: PR&B (alternative R&B)
Narrative: The narrative will display the London night life featuring a group of friends who enjoy partying, drinking, smoking and listening to great music. The entire video will be filmed in low-key lighting to connote the mysteriousness of the night. The video will highlight the thrills London has to offer to those who are ready for it.
Narrative Structure: The structure I would like my music video to follow is Todorov’s. His theory includes a (start, middle and end) which is ideal for the video I am willing to create. Characters: The characters that will feature in this video will be a 3 guys and 3 girls initially. However, more characters will be included as the video progresses.
MES: -Location: A house which is where the party will situate. -Iconography: Bottles of alcohol etc. -Costume, Hair & Make Up: Characters have a free choice to wear what they like. The ideal clothes for this will be “party-outgoing attire” for both the guys and girls. -Lighting: The lighting will be low-key throughout. This is because it will be needed for the style of the video I will be shooting. The tempo of the song would correspond best with a night time video and not a day time. -Editing: I will include a range of editing types throughout the video such as: Slow paced editing, fade to black, straight cuts, jump cuts and many more. This will help to make the video very surreal and effective, drawing in the audience intended for.
Darhyl Matias
Artist: Mack Wilds Song: Remember The Time
Video Structure: Performance and Narrative Based
Video Content: I will have a person in their room thinking about things back in his past with some when he is thinking of the memories for example: having coffee, playing in the arcade, watching TV, playing PS3 etc. With this it will flick from the person performing and the memories, and then some of the memories will be linked with the lyrics.
Advantages: -Simple to film as the lyrics give some ideas I would use in the video - It's quite a slow song but yet has some tempo as well, which could be great to film and edit as we can do a lot in the editing with it.
Disadvantages: -Might be heard to lip sync -Trying to have good actors to play in the video
Genre: R&B
Characters: Male (performer) & female (actor)
MES: -Location: Coffee shops, home, shopping, spending time together -Costume: Casual, high fashion, lazy etc.
Chloe Boylan
Song: They Don't Need To Understand
Artist: Andy Biersack Genre: Alternative/Soft Rock
Narrative: One single person performing the song walking outside at night (Camden maybe?) while in other parts they perform in front of a black wall and videos of them growing on will be played. Also scenes of them being rejected from music labels and concert venues will be included. Then at the end, it will show them performing on stage to show the progress and that they didn't give up and didn't listen to people who put them down. This is relevant to this genre because the music videos normally have a meaning and they will relate to the lyrics.
Characters: One main character (other people may need to be used in order to play the younger versions of this character).
Iconography: Guitars, microphones and microphone stands.
Costume: Casual clothing, perhaps dark in colour to represent how hard their life has been.
Lighting: Low key. This will represent the night theme. I have chosen this because the night tend to be when people go for a walk and think about things. In this case, the character is reminiscing on the hard times in their life but being grateful because of what they achieved.
Location: Street at night and a dark room where videos can be projected.
Editing: The editing will be quite slow paced in order for the audience to capture the emotional feel of the song, visuals and lyrics.
Sean Mutiso
Artist: PARTYNEXTDOOR
Song: Recognize ft. Drake
Genre: PR&B (alternative R&B)
Narrative: The narrative will display the London night life featuring a group of friends who enjoy partying, drinking, smoking and listening to great music. The entire video will be filmed in low-key lighting to connote the mysteriousness of the night. The video will highlight the thrills London has to offer to those who are ready for it.
Narrative Structure: The structure I would like my music video to follow is Todorov’s. His theory includes a (start, middle and end) which is ideal for the video I am willing to create. Characters: The characters that will feature in this video will be a 3 guys and 3 girls initially. However, more characters will be included as the video progresses.
MES: -Location: A house which is where the party will situate. -Iconography: Bottles of alcohol etc. -Costume, Hair & Make Up: Characters have a free choice to wear what they like. The ideal clothes for this will be “party-outgoing attire” for both the guys and girls. -Lighting: The lighting will be low-key throughout. This is because it will be needed for the style of the video I will be shooting. The tempo of the song would correspond best with a night time video and not a day time. -Editing: I will include a range of editing types throughout the video such as: Slow paced editing, fade to black, straight cuts, jump cuts and many more. This will help to make the video very surreal and effective, drawing in the audience intended for.
Planning: Shot List.
The shot list is basically a plan of every shot that will be used within the production of the music video. This will allow the camera operator to know exactly what shot to use at each given time and exactly which parts it needs to be used. 
Planning: Copyright Letter.
Copy Right Letter
Oasis Academy Hadley
South Street, Enfield
En3 4PX
TEL: 0208 804 6946
7th November 7, 2014
RE: TOM MISCH - FOLLOW
Dear Tom,
We are Mos Wanted Productions, a company created by 3 A2 media students and we are writing to request your permission to be able to use your song to make our music video. Although it is a cover yourself that you song, we would like to use your version of the song as we are very inspired by it. The track that we wish to be able to use is Follow.
With your permission of being able to use this track we would like to create a music video of our own, as we are a group of three in this production group from the Oasis Academy Hadley Sixth Form. And this project for you media course is worth 50% of our coursework grade.
This project involves creating a music video for a song of our choice, and targeting a selected audience for this type of song. Furthermore we are going to create & produce an album and magazine advert to accompany it. This track I have requested to use is only going be used for the educational purposes of our coursework and the OCR exam board moderator.
If we can gain your permission to create the music video, we will only be promoting it in terms of gaining audience feedback for our course work on the social media sites such as; twitter, face book and YouTube. It would not be used for any promotional purposes in gaining views.
A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send us the full details to include.
Thank you very much for your time. We look forward to hearing from you,
Yours Sincerely,
Mos Wanted Productions:
Darhyl Matias
Sean Mutiso
Kloe Boylan
Here is an official cover letter that I have sent to Tom Misch via his Facebook page asking for his support enabling us to use his version of the song ‘Follow’ to use for our production.
Tom is an independent artist and therefore doesn’t have a record label for us to contact, so the easiest way to do this was through Facebook.
We are still waiting for a reply.
Oasis Academy Hadley
South Street, Enfield
En3 4PX
TEL: 0208 804 6946
7th November 7, 2014
RE: TOM MISCH - FOLLOW
Dear Tom,
We are Mos Wanted Productions, a company created by 3 A2 media students and we are writing to request your permission to be able to use your song to make our music video. Although it is a cover yourself that you song, we would like to use your version of the song as we are very inspired by it. The track that we wish to be able to use is Follow.
With your permission of being able to use this track we would like to create a music video of our own, as we are a group of three in this production group from the Oasis Academy Hadley Sixth Form. And this project for you media course is worth 50% of our coursework grade.
This project involves creating a music video for a song of our choice, and targeting a selected audience for this type of song. Furthermore we are going to create & produce an album and magazine advert to accompany it. This track I have requested to use is only going be used for the educational purposes of our coursework and the OCR exam board moderator.
If we can gain your permission to create the music video, we will only be promoting it in terms of gaining audience feedback for our course work on the social media sites such as; twitter, face book and YouTube. It would not be used for any promotional purposes in gaining views.
A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send us the full details to include.
Thank you very much for your time. We look forward to hearing from you,
Yours Sincerely,
Mos Wanted Productions:
Darhyl Matias
Sean Mutiso
Kloe Boylan
Here is an official cover letter that I have sent to Tom Misch via his Facebook page asking for his support enabling us to use his version of the song ‘Follow’ to use for our production.
Tom is an independent artist and therefore doesn’t have a record label for us to contact, so the easiest way to do this was through Facebook.
We are still waiting for a reply.
Wednesday, 10 December 2014
Planning: Production Roles.
There are nine different roles that are vital in the production of a movie. These include: The Director, The Producer, The Lighting Manager, The Editor, The Sound Technician, The Story Boarder, The Camera Operator, The Location Manager, Costume Hair and Make-up Designer. It was essential to assign all of these to the each person in my group, based on their characteristics, to ensure that everyone is involved, and so that each persons’ skills are recognised and developed.
The Director makes all of the ultimate and final decisions, and they develop upon the producers ideas, to create an overall image of the scenes. This would include all the elements of the production process, so they have a say in everything that goes on. The Producer manages all of the budgets that are needed, and works alongside the director. This person will have an initial idea, that they will present to the director, who will develop on it.
The Camera Operator's job is to operate the camera, considering the appropriate angles, shots and sizes to satisfy the audience and give the desired effect or character representation. This person will meet with the director, and some of the crew to make and decide on technical decisions.
The Lighting Manager takes into consideration the direction of light that is needed to create certain effects within a scene.
The Editor combines lots of different camera shots, and turns them into sequences. This person needs to ensure that the finished motion picture is smooth, with clear and evident scene changes.
The Storyboarder has to sketch out everything that happens in each scene, and the time in which it will happen. The camera angles, editing effects, sound techniques, dialogue, and characters will all be noted here, also. A storyboard is created to keep everyone organised, and so all the cast and crew know exactly what they are doing, and when they are doing it.
The Location Manager's job is to select the appropriate locations for the settings throughout the film. This person has to take precautions and think about risks and health and safety hazards, and how to overcome them if something goes wrong.
The Costume, Hair and Make-Up designer has to make sure that each character is represented in the correct way through appearance. This is so the audience can familiarise themselves with the characters, by what they wear, or how they look generally.
Designated Roles:
As there are only three of us in this group, we have decided to take on more than on role. We have divided up the roles equally in order to get the best results. We also had to be quite logical when thinking of these roles as we had to choose them based on our personal qualities and how well we can do each role.
Darhyl.
We decided that Darhyl will take on three individual roles and one joint one with myself.
-The Director
-The Photographer
-The Camera Operator
-Print designer(Joint)
We have chose Darhyl for these roles because he studies photography and he is able to operate a camera with ease and achieve extraordinary results. We felt that he would be able to make our music video look even better if he filmed it as he knows how to pull off the correct shots for the right effect(and he also made some great choices when we were writing up the shot list. In terms of being the director, Darhyl will be the best for this role because he is very well organised and he was really good at looking at things critically last year with the Thriller as the producer, so we all felt that the Director's role this year.
Sean.
Sean also has three roles within the production of our music video.
-Storyboarder
-Editor
-Location Manager
Sean has very creative and artistic qualities so we decided that he would be the best for the storyboarding roles, and he can make everyone aware of how each scene is required to look. Also a certain amount of creativity is needed for the editing role, so this is why we felt that Sean would excel in this. Also, Sean has been very good in deciding the locations for the music video, so he is adapt at finding out the good places to film to benefit the production.
Chloe.
I will be taking on three roles aswell as the joint role with Darhyl.
-Lighting Designer
-Costume, Hair and Make-Up
-Producer
-Print Designer(with Darhyl)
I have been chosen to be the lighting designer because I can be quite technical when it comes to lighting. For the Costume hair and make-up, I did this last year so I have quite a lot of experience within this field now. I am the producer because I can look at situations critically and think of good solutions to problems.
Overall, I believe that each role has been allocated for each member based on their individual qualities and how successful they will be within it. I also think that by doing this, we will achieve the best out of our music video.
The Director makes all of the ultimate and final decisions, and they develop upon the producers ideas, to create an overall image of the scenes. This would include all the elements of the production process, so they have a say in everything that goes on. The Producer manages all of the budgets that are needed, and works alongside the director. This person will have an initial idea, that they will present to the director, who will develop on it.
The Camera Operator's job is to operate the camera, considering the appropriate angles, shots and sizes to satisfy the audience and give the desired effect or character representation. This person will meet with the director, and some of the crew to make and decide on technical decisions.
The Lighting Manager takes into consideration the direction of light that is needed to create certain effects within a scene.
The Editor combines lots of different camera shots, and turns them into sequences. This person needs to ensure that the finished motion picture is smooth, with clear and evident scene changes.
The Storyboarder has to sketch out everything that happens in each scene, and the time in which it will happen. The camera angles, editing effects, sound techniques, dialogue, and characters will all be noted here, also. A storyboard is created to keep everyone organised, and so all the cast and crew know exactly what they are doing, and when they are doing it.
The Location Manager's job is to select the appropriate locations for the settings throughout the film. This person has to take precautions and think about risks and health and safety hazards, and how to overcome them if something goes wrong.
The Costume, Hair and Make-Up designer has to make sure that each character is represented in the correct way through appearance. This is so the audience can familiarise themselves with the characters, by what they wear, or how they look generally.
Designated Roles:
As there are only three of us in this group, we have decided to take on more than on role. We have divided up the roles equally in order to get the best results. We also had to be quite logical when thinking of these roles as we had to choose them based on our personal qualities and how well we can do each role.
Darhyl.
We decided that Darhyl will take on three individual roles and one joint one with myself.
-The Director
-The Photographer
-The Camera Operator
-Print designer(Joint)
We have chose Darhyl for these roles because he studies photography and he is able to operate a camera with ease and achieve extraordinary results. We felt that he would be able to make our music video look even better if he filmed it as he knows how to pull off the correct shots for the right effect(and he also made some great choices when we were writing up the shot list. In terms of being the director, Darhyl will be the best for this role because he is very well organised and he was really good at looking at things critically last year with the Thriller as the producer, so we all felt that the Director's role this year.
Sean.
Sean also has three roles within the production of our music video.
-Storyboarder
-Editor
-Location Manager
Sean has very creative and artistic qualities so we decided that he would be the best for the storyboarding roles, and he can make everyone aware of how each scene is required to look. Also a certain amount of creativity is needed for the editing role, so this is why we felt that Sean would excel in this. Also, Sean has been very good in deciding the locations for the music video, so he is adapt at finding out the good places to film to benefit the production.
Chloe.
I will be taking on three roles aswell as the joint role with Darhyl.
-Lighting Designer
-Costume, Hair and Make-Up
-Producer
-Print Designer(with Darhyl)
I have been chosen to be the lighting designer because I can be quite technical when it comes to lighting. For the Costume hair and make-up, I did this last year so I have quite a lot of experience within this field now. I am the producer because I can look at situations critically and think of good solutions to problems.
Overall, I believe that each role has been allocated for each member based on their individual qualities and how successful they will be within it. I also think that by doing this, we will achieve the best out of our music video.
Research: Star Image
Star image is how an artist is perceived to an audience. This can be used for advertising or the marketing of a product. This is happens because an artist will be asked to be the face of a certain product for a while, which will make the audience believe that that artist actually likes and uses this product. This will make an audience feel a closer connection to the artist if they use this product which will then lead to them gaining more loyal fans.
A music video can help to boost an artist’s career because this is what allows the audience to see what the artist is like personality wise. For example, the audience will be able to see the artists face(usually) and they will be able to draw up their opinion of them and maybe feel more of a connection with them.
An artist is manufactured to fit a certain target audience, so it is more than likely that the artist will say that they like or are interested in a lot of people from this group of people would like.
*Insert Decode Video* An artist that does this in their music video is Paramore.
In their ‘Decode’ video, it shows the band in the woods but also as they did they were chosen to create the main single for the movie ‘Twilight’, they also show movie clips in it. This will boost their career because the audience of people that watched Twilight will hear the song in the credits and would be more willing to listen to them. This also goes vice versa. If the fans of Paramore see this music video then they will want to go and see Twilight. This will gain them more fans if it comes across as though they are fans of the film themselves.
The way an artist is perceived is very important within music videos. This can be done in several ways:
Sexually: If an artist is physically attractive and they are shown in quite a sexual and seductive light, then people will be more drawn to them even if it’s because members of the audience have a crush on them-it is still giving them fame.
Political ways: If an artist has certain political views, they may want to get their message across in their music video. This is because they want as many people as possible to see it and also to maybe get them to see their points and begin to agree and follow them(especially if they are fans).
Social ways: This is the idea of having to live or look a certain way. For example, if an artist is always drinking alcohol in their video, then it will probably make the artist believe that it’s right to be drinking alcohol on a frequent basis. It’s the same with looks. If an artist is really thin and toned and a lot of attention is always being drawn to these areas, then their loyal audiences will want to make themselves look the same way.
Overall, I feel that star image should not be the thing that every artist relies on to make more money or fame because the people of today can be extremely shallow. I think that the amount of money an artist makes should be solely down to the music that they produce. But in spite of this, is very important for an artist because it determines how many people actually buy into these artists and how the artists respond to their personality, etc.
A music video can help to boost an artist’s career because this is what allows the audience to see what the artist is like personality wise. For example, the audience will be able to see the artists face(usually) and they will be able to draw up their opinion of them and maybe feel more of a connection with them.
An artist is manufactured to fit a certain target audience, so it is more than likely that the artist will say that they like or are interested in a lot of people from this group of people would like.
*Insert Decode Video* An artist that does this in their music video is Paramore.
In their ‘Decode’ video, it shows the band in the woods but also as they did they were chosen to create the main single for the movie ‘Twilight’, they also show movie clips in it. This will boost their career because the audience of people that watched Twilight will hear the song in the credits and would be more willing to listen to them. This also goes vice versa. If the fans of Paramore see this music video then they will want to go and see Twilight. This will gain them more fans if it comes across as though they are fans of the film themselves.
The way an artist is perceived is very important within music videos. This can be done in several ways:
Sexually: If an artist is physically attractive and they are shown in quite a sexual and seductive light, then people will be more drawn to them even if it’s because members of the audience have a crush on them-it is still giving them fame.
Political ways: If an artist has certain political views, they may want to get their message across in their music video. This is because they want as many people as possible to see it and also to maybe get them to see their points and begin to agree and follow them(especially if they are fans).
Social ways: This is the idea of having to live or look a certain way. For example, if an artist is always drinking alcohol in their video, then it will probably make the artist believe that it’s right to be drinking alcohol on a frequent basis. It’s the same with looks. If an artist is really thin and toned and a lot of attention is always being drawn to these areas, then their loyal audiences will want to make themselves look the same way.
Overall, I feel that star image should not be the thing that every artist relies on to make more money or fame because the people of today can be extremely shallow. I think that the amount of money an artist makes should be solely down to the music that they produce. But in spite of this, is very important for an artist because it determines how many people actually buy into these artists and how the artists respond to their personality, etc.
Friday, 5 December 2014
Planning: Locations.
Location notes on the locations we plan to use.
Living room.
Relevant to genre: -Connotes safety, wealth and style. - R&B music videos usually have shots in a house.
Relevant to target audience: -Audience are familiar with the location so it will be beneficial to film in.
Location description: -A living room containing a sofa, table and other furniture -Low key lighting will be included.
Advantages of this location: -Warm conditions. -Easy to obtain and film in. -No background noise.
Potential problems: -Finding a suitable living room that suits the style and genre.
Existing videos that have influence you with this idea: -Justin Timberlake - Suit and tie
Location: South Bank.
Relevant to genre: -R&B genre usually involves drinking, smoking and partying themes-We will be using this in our video.
Relevant to target audience: - These themes are also popular within teens and young adults of this generation, so it is relatable to the audience.
Location Description: -Used to capture famous landmarks of England. -Show teens exploring the popular places in London.
Advantages of location: - A lot of space to film - A lot of light even at night. - Easy to get to.
Potential problems: - External people getting in the way of the shots. - Dangers of being with expensive equipment near water.
Existing videos that have influenced you with this idea: - Frank Sinatra's That's life
Location: Car.
Relevant to genre: - Shows wealth and style. - Popular form of transport.
Location Description: - Modern day car with nice looking interior. - Will be used for transportation purposes to get to the different locations.
Relevant to target audience: - Popular stereotype of the genre that the audience will be able to identify with. - Audience will want to know what kind of car that the star drives
Advantages of location: - Easy to film in - No background noise. - Easy to obtain.
Potential problems: - Car accidents - Money for petrol may be an issue. - Police- filming while driving.
Existing videos that have influence you with this idea: - Justin Timberlake's suit and tie
Location: Central London’s Nightlife.
Relevant to genre: - Popular stereotype of the genre. - The themes that go along with this location: Having fun, partying, etc.
Relevant to target audience: - It’s a world-famous landmark. - People can identify with this location if they live in this area.
Location description: - Central London at night(dark, but illuminated by lights. - Tall buildings - Lots of cars and people - Very colourful.
Advantages of location: - Open space - Lots of room to film - Easy to get to - Identifiable to the audience.
Potential problems: - Police(legal paperwork may be needed) - Some of the people being used in the video may not know how to get there
Existing videos that have influenced you with this idea: - Westlife's smile as it is in the casino and suit and tie by Justin Timberlake
Living room.
Relevant to genre: -Connotes safety, wealth and style. - R&B music videos usually have shots in a house.
Relevant to target audience: -Audience are familiar with the location so it will be beneficial to film in.
Location description: -A living room containing a sofa, table and other furniture -Low key lighting will be included.
Advantages of this location: -Warm conditions. -Easy to obtain and film in. -No background noise.
Potential problems: -Finding a suitable living room that suits the style and genre.
Existing videos that have influence you with this idea: -Justin Timberlake - Suit and tie
Location: South Bank.
Relevant to genre: -R&B genre usually involves drinking, smoking and partying themes-We will be using this in our video.
Relevant to target audience: - These themes are also popular within teens and young adults of this generation, so it is relatable to the audience.
Location Description: -Used to capture famous landmarks of England. -Show teens exploring the popular places in London.
Advantages of location: - A lot of space to film - A lot of light even at night. - Easy to get to.
Potential problems: - External people getting in the way of the shots. - Dangers of being with expensive equipment near water.
Existing videos that have influenced you with this idea: - Frank Sinatra's That's life
Location: Car.
Relevant to genre: - Shows wealth and style. - Popular form of transport.
Location Description: - Modern day car with nice looking interior. - Will be used for transportation purposes to get to the different locations.
Relevant to target audience: - Popular stereotype of the genre that the audience will be able to identify with. - Audience will want to know what kind of car that the star drives
Advantages of location: - Easy to film in - No background noise. - Easy to obtain.
Potential problems: - Car accidents - Money for petrol may be an issue. - Police- filming while driving.
Existing videos that have influence you with this idea: - Justin Timberlake's suit and tie
Location: Central London’s Nightlife.
Relevant to genre: - Popular stereotype of the genre. - The themes that go along with this location: Having fun, partying, etc.
Relevant to target audience: - It’s a world-famous landmark. - People can identify with this location if they live in this area.
Location description: - Central London at night(dark, but illuminated by lights. - Tall buildings - Lots of cars and people - Very colourful.
Advantages of location: - Open space - Lots of room to film - Easy to get to - Identifiable to the audience.
Potential problems: - Police(legal paperwork may be needed) - Some of the people being used in the video may not know how to get there
Existing videos that have influenced you with this idea: - Westlife's smile as it is in the casino and suit and tie by Justin Timberlake
Planning: Characters
Analysis of music videos which portray friendships: 
My character:
Name: Ken
Age: 17
Ethnicity: Oriental
Gender stereotype of role: He will be very similar to the male artist in our music video. He will also like masculine hobbies like playing cards, drinking and dancing. He will be relaxed and chilled also to show he is a bit of a ‘cheeky chap’ which is what the genre of Jazz/Swing likes to show. He will be cool and also have a ‘star image’ that the audience will buy into.
Costume: He will have a similar costume representation of our artist as it is conventional of the genre. He will also wear a black, smart, tight suit and a white shirt with a few buttons undone. At time, he will wear a trilby hat which he will use to dance with. Smart shoes or white trainers to make it modern, we are yet to decide this.
Body language and facial expression: he will have a relaxed and chilled body language. We want him, like the artist to have a chilled persona to suit the genre expectations. He will dance in a freeway and have a cheeky and confident facial expression.
Role within the music video: he will play the best friend of the artist and engage with the same activities as the artist does. He will assist the artist in his daily activities but not steal too much of the limelight as that will belong to the artist. He is someone that will be liked by the audience. We want him to have a persona like Pharrell Williams to Justin Timberlake, someone that will feature often in Sean de la Rose’s videos as a cameo role.
Planning: Pre-Production Paperwork.
Location Recce:
The Location Recce is goes to everyone that is involved in the production of the music video. It helps them find out where it is if they are unfamiliar with the area and then it tells them exactly how to get there. This is helpful for these people because they will not have to worry about getting lost as all the directions are written in detail on there.
Risk Assessment: The risk assessment is given to all of the cast and crew so that everyone is aware of what could potentially go wrong and what to do if this does happen. The reason that this is so important is so that everyone involved will know what to expect of what will be involved in the making of the production. Also so they can know exactly what to do if something goes wrong. For example the car has a risk factor of four, and we will try to prevent this by making sure that everyone in the vehicle will be wearing seatbelts and we will ensure that the driver is not distracted at any point during this process.
Client Release form: The client release form is given to all member of the cast. This acts as a contract that all the members of cast will have to abide to and agree with. This is important because it is important for each member of the cast to be fully aware of what they will be expected to do and get involved in before they start the filming process.
Location Release: The location release form is given to the owners of the locations in which we will be filming. This is because some locations require permission to film there as it is illegal to film on the premises otherwise.
Production Schedule: The production schedule is basically a list of who needs to be out filming on what days. This allows the cast and crew to know what days they will be working so they will have to make themselves available. It also includes they equipment that they will need and the times they will be needed for.
Risk Assessment: The risk assessment is given to all of the cast and crew so that everyone is aware of what could potentially go wrong and what to do if this does happen. The reason that this is so important is so that everyone involved will know what to expect of what will be involved in the making of the production. Also so they can know exactly what to do if something goes wrong. For example the car has a risk factor of four, and we will try to prevent this by making sure that everyone in the vehicle will be wearing seatbelts and we will ensure that the driver is not distracted at any point during this process.
Client Release form: The client release form is given to all member of the cast. This acts as a contract that all the members of cast will have to abide to and agree with. This is important because it is important for each member of the cast to be fully aware of what they will be expected to do and get involved in before they start the filming process.
Location Release: The location release form is given to the owners of the locations in which we will be filming. This is because some locations require permission to film there as it is illegal to film on the premises otherwise.
Production Schedule: The production schedule is basically a list of who needs to be out filming on what days. This allows the cast and crew to know what days they will be working so they will have to make themselves available. It also includes they equipment that they will need and the times they will be needed for.
Planning: Analysis of Three Existing Music Videos.
Video 1: Justin Timberlake feat Jay – Z: Suit and tie
By Sean
Whilst analysing this video, I was mainly interested in the structure and artist representation.
Performance from the artist:
* Starts relaxed and slow, in keeping with the tempo of the introduction. The audience relates to artist doing everyday tasks, for example, eating cereal and watching television.
* Artist confidently approaches the stage to start the performance of the song.
* Artist is the main focus on the stage.
* Contrary to the opening of the song, the audience is now to engage with the artist as a performer.
* Artist is effortlessly confident performing his song and enjoying the production aspect also.
* Artist is portrayed as a multi-skilled artist, he can sing and dance.
Concept/abstract ideas:
* The piece does not intend to tell a story inspired by the song but rather showcase Timberlake as the author and performer of the song, also the themes suggested by the lyrics, for example, the confidence and swag he holds
* A day in the life of a performer, including friendship, collaboration (Jay-Z), performing on stage, attractive backing dancers, editing the song n the studio etc.
Narrative within the video:
* Artist starts his day at work, as many would, eating breakfast with a colleague / friend.
* Once at work he approaches the stage and enjoys performing his song to an audience, dressed and performing in a way that reflects the themes suggested in the song.
* Symbolic / Aesthetic use of female dancers throughout the piece illustrate to the audience the suggestive lyrics sung by Artist.
* Continuing theme of friendship is present throughout the narrative, between Artist and Jay-Z, expressed via the production aspect of the song.
Artist representation: (costume, body language, positioning)
* Artist is dressed in everyday clothes at the beginning of the video as he prepares to start his day with Jay-Z, we see him relaxed and laughing. This is also repeated mid song when the friends are editing off stage.
* As he approaches the stage to perform, we see he has changed into a smart suit. He confidently approaches the stage with his back turned to camera, this builds anticipation for the performance and we see that his costume is adding to his status on stage and his confident body language.
* When Artist is performing on stage he is the main focus.
* The choreography on stage draws attention to Artist rather than the backing dancers on stage, only occasionally does he join the same routine as the other dancers, this helps to add weight to moments in the song. Artist then breaks away from the routine and regains the audience’s focus.
* Varying camera angles pick up many aspects of Artists’ expressive body language whilst dancing on stage.
* We see that Artist’s costume is fuelling his confidence and expression of self on stage, as he dances and his facial expressions fall in line with the lyrics he is singing.
Video 2: Westlife – Smile
By Darhyl
Whilst analysing this video, I was mainly interested in the content and visual style of the video.
Themes apparent in video:
* 1940’s Las Vegas life style
* Gambling in Las Vegas
* Love and flirtation
Lighting and colour:
* Gives the sense of a smoky, dark Las Vegas bar in the 1940s
* Dimly lit, particularly amongst the audience members, offering selective lighting of women’s body parts, for example, a smile or legs.
* Stage lighting is more intense used to illuminate Westlife’s performance of the song.
* Vague, dreamy lighting used to increase the sensuality of the song.
* Images fading and emerging in time with the song.
Body language and facial expressions of characters and artist:
* Artists are relaxed, calm and happy throughout the piece, both on and off stage.
* Slow and sensual movements from the artists, in keeping with the tempo and content of the song.
* Artists sway slowly to music and gaze engagingly with the other characters / audience members.
* Characters / audience members gaze lovingly back at the artists on stage.
* The characters / audience member’s body language and facial expressions are more energetic as they interact with each other, drinking, smiling, laughing, kissing and enjoying the artist’s song.
* Later in the piece, the artists and character’s interact with each other more vibrantly when gambling.
Setting:
* 1930’s / 40’s in Las Vegas
* Poker place
* Champagne / Cocktail Bar in Las Vegas
* Vintage style
Iconography/objects:
* Las Vegas billboard in opening scene to set the scene and context of the piece.
* Champagne and cocktail glasses on the character’s tables showing the traditional setting of a Las Vegas bar.
* Poker tables and poker chips to re-enforce context of Las Vegas and the past times of guests there, entertaining both the characters and the artists.
* Las Vegas casino lights, to add to glitzy setting.
Character representation:
* Characters are seen to be enjoying the specific setting of the piece, all are smiling and laughing and enjoying drinks, gambling and each other’s company.
* All give an impression of being very classy and sophisticated, dressed well, composed and poised.
Artist representation:
* Artist’s are represented as being very loved by the other characters, they seem popular and charismatic, holding the other characters attention throughout.
* Artist’s engage with other characters enjoying Las Vegas and sharing moments of eye contact with them whilst on stage.
* Artist’s seem very comfortable and seasoned within the specific setting, thriving in the environment that they are in.
* Artists are smartly dressed but comfortable
Use of camera work:
* Camera shots work in harmony with the relaxed setting, following the artist’s journey onto the stage and panning out to their view, the other characters / audience members enjoying their performance.
* Slow camera shots glide over the character’s bar tables and past their glasses, providing glimpses of moments between them, drinking, cheers, kissing, loving looks.
* Camera tends to focus on each artist as they perform solo pieces using close ups and mid-shots, to give more attention to whoever is leading vocals at any moment.
* Vintage filters used to create aged feel. Camera lingers and moves around the artists.
Video 3: Frank Sinatra – That’s life
By Kloe
Whilst analysing this video, I was mainly interested in the character representation.
Body language/movement and facial expressions of artist:
* Main character seems a little sad in mood, perhaps fed up, looking at the ground and walking with little purpose.
* Once he is on the stage and adjusts his costume (putting on hat for example) he perks up and gets a spring in his step, dancing and looking up rather than down to the floor.
* After the tempo of the song picks up he walks with more purpose and presence, interacting with props and scenery around him.
* As the song builds and positive moments are vocalized, his gestures become more open and expressive.
Costume:
* Main character is wearing a suit, he interacts with the suit to express his mood, playing with his hat and flapping his suit jacket.
* Once on the stage the suit seems to empower him and improve his mood
Interaction with others:
* He seems to be looked down upon by other characters in the piece which makes him lose status.
* When he is chucked out of a venue by another character, this seems to fuel him to become more positive and confident in his body language.
Camera work around him:
* Follows his journey between the streets and the stage.
* Back and white throughout.
* Silhouetted figure when on stage.
* Faded edges.
* Very vintage feel.
From this analysis, some of the similarities I have found are:
* Artist usually wears a suit but in a casual way.
* Black and white colour added.
* Vintage style applied to all / a timeless sense of style portrayed.
* All seem to have the time performing on stage as the focal point to the piece.
* The costumes are most suitable to the piece when the characters are on stage.
* Other characters in all pieces do not add to dialogue or add directly to the direction of the piece but rather enhance lyrics that are being sung, the mood of the piece or the status of the artist.
From this analysis, some of the ideas we will take are:
-Dark Locations
-Black and white themes
- Vintage, timeless look to the video itself.
Research: Censorship
Many music videos can be censored for several reasons. This happens because the content would be seen as inappropriate for younger viewers. This is because some of the images that can be seen doing something that is violent, or maybe they originally use taboo language.
This kind of thing is not what children should be seeing or hearing as they tend to pick things up easily so they will end up repeating these things.
Some of the things that will usually be censored are:
Swearing/Taboo language. This is evident in many videos, but one example is Cee Lo Green’s ‘Forget you’ as some of these words have been changed to suit all audiences, but not many people are aware that the original version has bad language in it.
Sex: A good example of this would be Birthday Sex by Jeremih. Although the sexual theme is obvious with the title, the majority of the song is done discretely but there are a few lines in the bridge that is removed when it is played on the music channels.
Certain political views: Some songs are seen as very controversial because of their political views. For example Shoot the Dog by George Michael was seen as inappropriate because of this. Some people took high offence to the images and lyrics.
Some videos can get banned because of the extremities of the content. Some songs or videos received so much negative feedback that they had to be banned and taken out of the public eye.
In terms of cutting out words in a song, there are a few different ways of doing it so the whole song wouldn’t have to be restricted to the watershed rules. These include:
Blanking: The word cannot be heard but they music is still heard.
Bleeping: A ‘bleep’ sound is used to replace the word.
Repeating: The previous word is heard twice in replacement of the censored word.
Disc Scratching: A DJs scratching of a disc is heard in replacement of the censored word.
Replacing the word entirely: The artist will record a new version of the song, replacing the censored word with another appropriate word.
This kind of thing is not what children should be seeing or hearing as they tend to pick things up easily so they will end up repeating these things.
Some of the things that will usually be censored are:
Swearing/Taboo language. This is evident in many videos, but one example is Cee Lo Green’s ‘Forget you’ as some of these words have been changed to suit all audiences, but not many people are aware that the original version has bad language in it.
Sex: A good example of this would be Birthday Sex by Jeremih. Although the sexual theme is obvious with the title, the majority of the song is done discretely but there are a few lines in the bridge that is removed when it is played on the music channels.
Certain political views: Some songs are seen as very controversial because of their political views. For example Shoot the Dog by George Michael was seen as inappropriate because of this. Some people took high offence to the images and lyrics.
Some videos can get banned because of the extremities of the content. Some songs or videos received so much negative feedback that they had to be banned and taken out of the public eye.
In terms of cutting out words in a song, there are a few different ways of doing it so the whole song wouldn’t have to be restricted to the watershed rules. These include:
Blanking: The word cannot be heard but they music is still heard.
Bleeping: A ‘bleep’ sound is used to replace the word.
Repeating: The previous word is heard twice in replacement of the censored word.
Disc Scratching: A DJs scratching of a disc is heard in replacement of the censored word.
Replacing the word entirely: The artist will record a new version of the song, replacing the censored word with another appropriate word.
Wednesday, 3 December 2014
Planning: Target Audience.
Audience for ‘Follow’ by Sean De La Rose
It is important to know about audiences when creating a music video because if we know who are audience are, we are more likely to know how to appeal to them through the use of conventions. If we identify our audience correctly then it allows us to pick conventions like themes, locations etc that we will use in our music video. It will also allow me to create the right artist representation as I will know to make his similar to the audience.
My audience:
Age: 12-40+ as it is modern day Jazz
Gender: both genders
Race: All ethnicities
Audience category: B-E. I think this song has the potential to appeal to a diverse audience because of the style of the song.
Income bracket/status: medium to low. Again, can potentially appeal to a large audience.
Hobbies and interests: going out, relaxing and socialising with friends, dancing, drinking, playing cards
Audience reaction to my video: I want my audience to respond to this video by ‘audience engagement’ where the audience will be able to read into the message and style of the video. The activities like playing cards and drinking might appeal more to the male audience though. They should have ‘audience expectations’ of the video where they can pre-empt ideas from the genre. Finally, I also want ‘audience engagement’ as I want them to feel connected with my artist and the themes in the music video.
Why have you identified this group as your target audience?
I have picked such a diverse and wide target audience as I think this song is so mellow that it has the potential to appeal to so many people. It sounds like an old song, following the Jazz genre, but it is sung by a young male therefore I feel like younger people will like it too. The video will express mature and young themes like relaxing with friends and dancing which will appeal to a wide audience.
This has been beneficial because we can could see who we were aiming this video at and what their preferences are so that we can appeal to the most that the genre allows.
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