Digipak Templates - Need to print design to them.

Draft of Magazine Advertisement

Layout Idea Draft - Magazine Advertisement

I realise improvements need to be made to the colours and picture quality but only a draft.

The Script - Science and Faith (Album Cover)

This image is the cover of The Scripts latest album, 'Science and Faith'.

This cover holds a very simplistic layout. It uses the typical conventions of the text at the top of the cover with the image in middle being the main focus point to the audience. Despite it being simple, the image has a powerful meaning. the two hands grasped together reflect; loyalty, trust and relating back to the title of the album 'faith'. Also, the audience can clearly see it is a man holding a woman's hand therefore, putting the above meanings together with love. This is reflected in the theme of the album where many of the songs are about relationships, love and women. In addition, the background is the paper usually used as an ancient script relating to the name of the band.
In terms of colours, they aren't very colourful at all and the cover only uses 3 dull colours; white, black and brown. However, the editing techniques used to shade certain parts of the hands, and lighten the background to bring out the font used for the title ironically makes the dull colours stand out quite well against each other and in turn to the audience.
The title of the album is conventionally put in a smaller font and placed next to the name of the artist/band. However, although the name of the band stands out well in a bold and simple black colour, the title of the album is quite small to read and would make it hard to notice on the retail shelf. But maybe this puts more emphasis and adds more effect to the iconic image in the centre of the cover? The band may in this album specially want to sell the album based on the eye catching and bold image rather than the title. In reality, the name of the an album is not so much something you look for in a shop when trying to find an album but more the name of the band. The album title on the other hand is something which creates a powerful meaning and sort of describes the genre and type of album in a couple of words. In this case, 'faith' is included in the title and after listening to many of The Scripts songs on this album, they do aim towards singing about 'faith' in terms of relationships and love. This will be something I take on board when creating a name for my digipak.

Audience - Although my opinion may be biased after listening to many of these songs, I believe the genre of this album is very specific to alternative rock and slow music with an upbeat chorus - the typical style of music suited to The Script. However, this does not make the audience range limited as the style of music appeals to ages from early teenagers to late forties. On the other hand, in terms of the album cover, I do not believe it would 'jump out' to teenagers in a retail store because of the colours and image. In addition, this all depends on what type of person you are and obviously its hard to create a cover to target an audience range as big as The Scripts. Therefore, with my digipak, I will concentrate on creating something that would catch the younger persons eye yet still stand out to the older side of the audience range. E.g. not too many darker, dull colours.

Take That - Progress (Album Cover)

The above is the cover of Take That's latest album - Progress.

Title - The title of the album in particular strongly reflects Take That as a modern band today. With their growing popularity not only with the older generations but with teenagers now also. Furthermore, there is the addition of Robbie Williams rejoining the band again. Putting these two alone together, essentially shows the huge amount of progress Take That have made since forming again.

Image - The overall layout takes on the typical conventions of album covers such as the title and name of the band at the top left and the main image either centre or bottom. The image above I believe represents the monkey to man evolution theory which again shows progression but in the form of humans in general. Furthermore, the five characters shown in the main image possibly reflect the five members of the band. The image doesn't fill up too much of the album cover as the characters are being kept in proportion rather than being stretched to fill up more space. However, by the image being placed at the bottom rather than in the centre, it seems to be a lot more effective. This will be a point to take into consideration when focusing on the layout of my digipak cover because in conclusion from this, less can be more and this can be proved especially in the cover above and Olly Murs' in one of my earlier posts.

Colours - Whilst creating an album cover, it is obviously beneficial to not only the band but to the audience as well to make it eye catching. This has been done purely by the yellow background alone showing that you don't need too much to catch the audiences attention. Additionally, yellow is conventionally, a colour which is quite soft and feminine showing that Take That don't need to promote their masculinity as a boy band as long as it catches people's eyes in shops. Take That have then made a great decision to just use 2 more colours - black and a dark, glowing shade of orange. Both colours really stand out on the yellow background well. In turn, the brightness of the yellow captures the audiences attention but it's the main image that then has the effect on the audience and makes them take a further look.

Audience - Take That hold a huge fan base in the present day. Currently, ages from around 14-50 are fans of Take That's music and although their fan base is predominantly females, their music style also appeals to males. In terms of this album cover, I think that it would without a doubt appeal to females but maybe not so much males because of the feminine yellow background. However, because Take That are not just an up and coming band trying to sell a debut album, your either a fan or not at this point in their career.

Final Week

Today I bought some thin but strong card and have made a digipak template and placed inside a  plastic holder for the CD.
Tomorrow (Monday 13th) we will continue the final parts of editing and taking photos for the digipak and magazine advertisement which we will then be working on from our plans on the evening.
Tuesday 14th - Filming the final verse and placing it onto the edit suite to complete our music video. Continue with the editing on Adobe Photoshop of the digipak to complete it as soon as possible for Friday.
Wednesday 15th - Continue with the magazine advertisement and finish the digipak, both on Adobe Photoshop and the real one. Begin evaluation of research and music video.
Thursday 16th/Friday 17th - Make final touches to all texts; music video, digipak if needed and magazine advertisment. Finish evaluation from notes made over the period of production. Upload all texts to Blogger.

Olly Murs Cover

Whilst walking through HMV today, this cover of Olly Murs caught my eye. It's a really simple design which uses really simple colours but they stand out on each other very well which is what makes it eye catching. Furthermore, the several images and poses reflect the artists cheeky style of music and personality.

This style of cover has been very influential to the production of our digipak cover and also the simpleness of the cover basically does not reflect or represent a lot, therefore just like the song title of our music video - 'Nothing'.

Conventions - Magazine Advertisement

These are 3 advertisements for albums and singles in magazines.
All 3 of the advertisements have main images in the centre. In the above, there is 2 medium close ups but one is smaller than the other and a long shot. I personally think the Ellie Goulding one has more of an effect to the audience because of the brightness of the image and also it covering most of the page. Furthermore, the audience receive pleasure from seeing an artist they are a fan of, so therefore it may be more beneficial to use medium shots/close ups for the advertisement rather than a long shot unless other props or background is creating meaning as well. The Temper Trap advertisement isn't as eye catching because of the colours used yet it is more mysterious with the shadow cast over the image and the Outerspace/Alien style font. This could be exactly what the band wanted - to portray them in this light. In addition, as you can see, lone artists have an image of themselves, however the band above and many others have an image which symbolises or represents a particular thing.

The style of font used represents the theme of the album or single. In the examples above:
-Ellie Goulding - Bright, gold and bold = Lights. It stands out and can be easily read in the non-joined up font and the first letters are bigger than the rest attracting the audiences attention to that point to read.
 - Temper Trap - Small, luminous, slightly blurred = Mysterious just like shadowing used on the image and the black background.
-Noisettes - Retro style of font reflecting the artists retro style of music.

Other points to consider on my advertisement that are included in the above could be:
-Newspaper/Magazine ratings.
-Logos
-Websites
-Date of release
-Production Details (usually in very small font at the bottom)

Possible Idea - Front Cover Digipak

Edit to post:

After researching other covers of the similar genre to The Script, I feel like this cover is to much like a Hip Hop album cover and therefore have other plans for the front cover which are more suited to the alternative genre.

Current Stage

We are currently just fine tuning what we have filmed up to now and working on our ancillary texts. At this point in time, we have one last verse to film on Tuesday and then crack on with the finishing touches of the music video.
I've been using Photoshop to develop some ideas for my ancillary texts and we are just drawing some drafts which will be scanned up on to here. In the following and final week we have to:
-Complete the full Digipak
-Film the last verse and the last bits of editing
-Complete the magazine advertisement
-Evaluation

Back Cover Conventions - Kid Cudi Album

Track Listing + Numbers- Written clearly on the back cover. In many cases, in a bold font that stands out to the audience as the track list is the main purpose and focal point of the back cover. The colours on Kid Cudi's album stand out in bright yellow, blue and pink on a darker camouflage back ground.

Image - This is often an image of the artist or something relating to the theme of the album. Above, we can see the artist in a cartoon like form. This relates to the theme of the album which is obviously comic like with bright colours and bold and thick text.

Details - In many other album covers, production details will be located at the bottom of the cover in very small font yet with this one, Kid Cudi has used the logo's of the companies involved with production which would give the companies more credit for their work than on other albums where the details are almost unnoticeable. Furthermore, in an effort to promote the artist, they have included 4 websites in fairly large font which stands out.

Barcode - Unlike the cover above, there is often a bar code for retail purposes. Although it may be located somewhere else on this album, it would be conventionally placed on the bottom left of the cover.

Production Problems

We began filming in early November. We captured the first couple of scenes within the next two weeks to our satisfaction. However, the weather changed in early December and we only had 50% of filming completed. It snowed for 3 days straight and therefore we had no option but to film with snow in the background as it has not yet cleared. Furthermore, 80% of our music video is filmed outside as it would be hard to film our ideas inside. We altered our initial ideas slightly at this point.
The continuity in our video has therefore not being successful. However, we have decided to change our ideas in the following way:
-The song is about a relationship between a man and a woman, yet there's problems in the relationship where the man obviously loves the woman a lot more than she loves him.
- We have therefore captured the beginning of the video with an Autumn like background and 60% in the snow (which would be Winter time).
-This can be explained in the way that the video is strung out in multi narrative over a longer period of time. For example, the relationship begins to develop problems between the couple during Autumn time. These carry on getting worse all the way through to Winter. At this point, things between the two are finally at an all time low and on the verge of ending. At the end of the video, the actor jumps as to commit suicide, which really represents how bad things have got and how the problems in the relationship and love can affect someone.

Different album covers - Different genres.

Hip-Hop

Pop, R'n'B

Electro

Heavy Metal

Indie-Pop

Alternative Rock

Ancillary Task Brief

As part of my music video coursework, I also have chosen to produce:

-A digipak for the artist's album release.

-A magazine advertisement for my digipak.

In the above posts, I'm researching and developing ideas for both of these

Diddy - Coming Home (Music Video)

Above is the R'n'B/Hip Hop music video 'Coming Home' by Diddy & Skylar Grey. The video is mainly performance with a basic narrative relating to the lyrics such as when Diddy goes into a burnt out house during the line - 'Is a house really a home'. All of the video is set in a stone desert.

Cinematography - Throughout this music video, quite a few extreme long shots are included. These a really effective because it establishes the setting which is a rock paved desert in America. This then links to how lonely and isolated the single artist is walking across this desert which in turn links to the lyrics of struggling to get back to a safe place in his life.
When Diddy begins rapping his  first verse, this is the point at which the camera shots are mainly medium shots to close ups. Therefore, the audience get to see the artist they are a fan of - another convention of music videos relating back to the history of the music video and why they where first produced.
Because the video is mainly performance from this point throughout, the camera shots don't vary as much in order to see the artist performing. There is the odd long shot cut to the beat for the purpose of including the mise en scene in the frame such as the burnt down home in the second verse.
In terms of camera movement, the camera is obviously handheld and not very steady. This is really effective within this hip hop genre because it adds to the up-beat, abrupt and powerful lyrics during Diddy's performance. The camera movement becomes steady during the chorus whilst Skylar Grey sings because the pace has been taken down a notch because of the change in style of music.
At the final line of the song, the artist holds the final note and the right to left pan goes along really well with this because it runs parallel with the smoothness of the note, in turn, ending the song in a softer, less abrupt way.

Mise en Scene - During the beginning of the song, we see the typical conventions of hip-hop videos in terms of an ostentatious display of wealth. In the example above; a flash helicopter, sunglasses, smart, fashionable clothing and the confident walk. This is mainly used in many hip-hop videos because it often relates to what rappers write about. However, as the song progresses, Diddy turns this on it's head as background props start coming into scene. A burnt out; house, car and expensive household items spread around a lonely desert portrays the image that the rich lifestyle that many artists show off, could count as nothing if you neglect the things that actually count in life, such as; family. This then reflects the lyrics..For example, 'Is a house really a home when your loved ones are gone'. In addition to this, the line 'And money can't make up for it' again relates to how Diddy just walks by possibly thousands of dollars laid in a pile next to a cupboard in the desert and the rest of the expensive items.

Editing - The music video begins with a low angle shot placed on the ground looking out across the desert. This shot doesnt really have a purpose to the video but it allows the director to cut to the extreme long shot just as you hear the first beat - which is one of the conventions of music videos. The editing to the beat is continued throughout the whole music video and is really effective within this type of fast paced genre. Whilst the chorus is being sung, the editing pace is slowed down durastically to reflect the slow pace of singing. This will be something I take into consideration when producing my music video. The pace of beat reflects the pace of edit.
During the beginning of the music video, there is no continuity within the narrative. I can see this because the shots change back and forth between Diddy sat on a helicopter and walking through the desert. Both scenes eventually merge into the one of him walking through the desert as the performance of his verse begins

Music Video - The Script - Nothing

The Script - Nothing - Official Video found on Pop

Music Video Analysis - Tinie Tempah - Written in the Stars

Genre - Hip Hop, Pop
'Written in the Stars' by Tinie Tempah tells the audience the artists story and journey to success. The track is obviously influenced greatly by his own life and experiences.
The music video begins with a low angle shot of the artist, instantly representing power and success. The way the artist is looking out onto the city from the roof of a building just gives the impression that he is looking out into a dream he is aiming for.
The shot jump cuts to a plain white, bright, empty room. The camera zooms on an angle towards the second artist featuring in the video. At this point, we think the video is performance based from both artists in different scenes. The camera cuts back to Tinie Tempah again, building up to his part in the performance. The video then goes into multi strand narrative with a medium close up of a small child, cut again to Tinie Tempah in the same location as the boy. The child appears to represent Tinie Tempah through a stage in his childhood, acting out the moments in his life which are rapped out in the song. E.g, 'I used to be the kid that no one cared about', as he is been made to sit outside his own flat on his own. This line is further emphasised through other acts of the narrative in the video.
The artists mostly stay in one location during performances with a variation of camera shots and angles. This enables the audience to view the artists in different ways while they are performing, in turn giving them pleasure from doing so. During the song, edits are quick, mainly jump cuts with shots not much longer than 5-6 seconds each at the most. This represents the typical conventions of music videos where the edits match the beats. About 2 minutes in the video, performances by Tinie Tempah switch between 3 different locations within the same verse. The other two locations - basketball court and flat corridor can be seen as cutaways from the main performance stage - the rooftop - which Tinie Tempah is seen mainly on throughout the video. At the end of the video, the shot returns to the one seen at the start. This relates back to how he is looking out into the stars for his dream - the whole video was just an act out of the dream Tinie Tempah has in mind from the beginning of the video.


The music video portrays Tinie Tempah as a child throughout through the narrative which uses a child aged about 11 acting out Tinie Tempah's personal experiences. From seeing this, the audience know that the lyrics are close to the artists heart and represent his struggle to success from his childhood. The boy writing in his book whilst listening to music instantly shows characteristics of someone destined to be an artist as they could be scribbling lyrics to beats from a young age. The way the boy is pictured in each of the same locations as Tinie Tempah backs up the view that the child is representing the artist. For example, the boy is seen dancing on the same rooftop that Tinie Tempah is performing on throughout the video.
Furthermore, the narrative presents a child whose obviously struggling through life at the point. He is represented in an emotional state of depression, sadness and anger. The way he is lonely and bullied by others strengthens this and the music is the only part of his life which makes him feel like he is someone (seen through the last scene of the video on the rooftop).
The music also includes Eric Turner who features in the song. Him and the piano both are in contrast to the clean, white room during the chorus and he is not seen anywhere else than in that room on the piano. The artist is represented as quite a lower class man with just a black vest, long hair and in the close ups we can see he is sweating. Maybe this is because the artist doesn't believe success needs to be portrayed through image and background but by their lyrics and how their lyrics show their struggle in life to success. This contrasts with the usual codes represented in R'n'B videos, e.g. flash cars and money.


This type of music video definitely differs from those produced by artist such as The Script and Coldplay. Often in alternative rock videos, the artist is seen acting out the narrative and performing whilst in this video actors are used to act the narrative. Furthermore, I think that Mise en Scene has been paid a lot of attention in this video, especially locations and the director has thought carefully about how he wants to present the lyrics to the audience. The edits are also a lot quicker, matching the fast paced beats used in hip hop.

Michael Shore (1984)

Michael Shore (1984) argues that music videos are:

Recycled styles, surface with substance, simulated experience, information overload, image and style scavengers, ambivalence, decadence, immediate gratification, vanity and the moment, image assaults and outré folks, the death of content, anesthetization of violence through chic, adolescent male fantasies, speed, power, girls and wealth, album art come to turgid life, classical motifs, style over content, form over meaning.

Kate Domaille (2001)

Kate Domaille (2001) – Suggests there are only 8 narrative types which can be applied to different genres, these are:

·         Achilles – Fatal flaw that leads to destruction, e.g. Superman.

·         Candide – Indomitable hero who can’t be put down, e.g. Indiana Jones.

·         Cinderella – The dream comes true, e.g. Pretty Woman.

·         Circe – The chase, e.g. Terminator.

·         Faust – Selling a soul to the devil, e.g. Bedazzled.

·         Orpheus – The loss of something personal, e.g. Sixth Sense.

·         Romeo and Juliet – Love story, e.g. Titanic.

·         Tristan and Iseult – The love triangle, e.g. Casablanca.

Initially, you would apply these narrative types to films as I have done above with film examples. However, music videos also hold narratives and these narrative types can be applied to these as well. E.g.  The music video for The Script – Nothing could hold the narrative type – Tristan and Iseult. 

Andrew Goodwin (1992)

Andrew Goodwin (1992) argues that in music videos, narratives can be highly complex and a meaning can be created from the individual who is watching the video from their own personal musical taste and style. Also, the sophisticated inter textuality of contemporary music videos use the multi discursive phenomena of Western Culture today.

Many of the music videos that are out today are dominated by advertising references, film pastiche and reinforce the post modern traditions.

Tzevetan Todorov (1977) – Structure of Narrative

Stage 1 – There is a stable equilibrium. According to the audience, everything is satisfied, calm and normal.

Stage 2 – The stability is disrupted by a force, creating a state of disequilibrium.

Stage 3 – The recognition of the disruption.

Stage 4 – The re-creation of the equilibrium through actions directed against the disruption.

Stage 5 – Restoration of a new equilibrium.

Narrative Structure

Narrative

Narrative is a series of actions in a cause and effect chain occurring in time and space. It is affected by the media language such as editing, sound, mise end scene and representation.

Narrative includes certain ideological meaning, e.g. Bollywood is motivated by music and dancing. They usually run linearly (A-B-C-D – events of the narrative are in order) and this then works towards the resolution of the enigma (mystery). There are different types of narrative structure:

·         Open Narrative – Leaving the ending open, such as the use of a cliff hanger (e.g. The Italian Job)

·         Closed Narrative – Everything ties up together at the end e.g. Midsomer Murders.

·         Multi-strand Narrative – More than one story run parallel with each other.

·         Interactive Narrative – A narrative in which the audience can get involved e.g. X Factor, Big Brother.

·         Point of View Narrative – The story is told from the main characters point of view e.g. Bridget Jones’ Diary.

Narrative Structure Diagram

A)     Inferred Events – Additional events that the audience don’t need to see. B)     Explicitly Shown Event – What the audience see C)     Non-Diegetic Material – This helps the audience understand the narrative such as text on the screen, e.g. ‘South London – 3 Months Later’ I Story (Fabula) I A - - - B - - - C            I  Plot (Syuzhet)  I

The Script - Nothing Lyric Timings

 

By doing this, I can plan and film my video according to the times written above. I now know how much time I have to film a certain scene. 

Types of Music Video

Music videos usually consist of a performance of the song by the artist and a performance of the narrative. For example, The Script - We Cry. However, music videos can be split up into 3 types.

These three types are:

• Performance - This type of video consists of seeing the artist or band perform the song throughout all or most of the music video. This can be positive as the audience constantly get to view the artist and this is usually why they watch music videos in the first place. On the other hand, this can also be quite boring especially if the song is one that the audience cannot connect with.

• Narrative - This type of video consists of a performance of the story which comes from the lyrics. The music that the audience can hear tells the story, while usually the artist acts out the narrative. A very popular type with alternative genre songs e.g The Script or Coldplay yet not so much with the pop genre. This type of music video can also involve bits of performance however, the audience concentrate mostly on the story being told.

• Conceptual - These music videos can be seen as unusual as they focus their idea upon one particular concept. This type of video can use a particular editing technique in order to make the video interesting to the audience.

My music video by The Script will be narrative based and include aspects of performance (only singing). I believe this is the best type, in my own opinion and according to my questionnaire and is the type which engages with the audience the most.

Conventions of Music Videos

Camera Shots - Many different shots are used within music videos in order to reflect emotions, establish locations, represent aspects of the video in certain ways and most importantly for the audience, to receive voyeuristic pleasure from seeing the artist perform. This part in particular is usually created by the use of close ups and medium close ups therefore giving the audience a good view of the artist.

Camera Movement - The movement of the camera is used to follow the artist while they are performing. Providing the music video with a range of angles, tilts, zooming in and out and tracking.

Mise en Scene - This can be seen as the arrangement of props, locations and performers. It is important when trying to represent something or present an idea to the audience that is portrayed in the lyrics. For example, in the video 'Nothing' by The Script if the artist was just plainly walking down the street, there was no alcohol, no friends etc. included in the video, then the video would not be acting out the narrative and in turn not following the typical conventions of a music video. In addition, the way our actor in the music video we are going to produce looks scruffy, rough and drunk creates ideas that he is obviously in bad state.

Editing - Within music videos, if the narrative is being acted out, continuity of time and space is usually kept. However, in a lot of music videos, again using the example of 'Nothing' by The Script, continuity is not kept. The artist goes from been laid on the floor soaking wet after nearly drowning, to walking down the street singing and back to been laid on the floor. This occurs a lot as most music videos involve an act out of the narrative and a performance of the song.

Jump cuts are the most popular cut used in music videos allowing a sudden cut from one scene to another. For example, 'The Scientist' by Coldplay use a cut from a scene on the railway tracks to an extreme long shot of a forest/countryside. Music videos also use fade transitions in order for the video to run smoothly parallel with the style of song.

Colours - The colours that are used in music videos usually reflect the style of song or genre. For example, an indie song may be edited to black and white to reflect the darker lyrics compared to a pop song which will usually always have the video in colour to reflect the bright, fun and lively feel the song has e.g 'California Girls' by Katy Perry.

The Script - Nothing (Music video preview released 22nd October 2010)

http://www.twitvid.com/7573Z

The Script - Science and Faith (Album)

The first single to be taken from the album is 'For the First Time', which was released in Ireland on 3 September 2010 and in the UK on 5 September 2010. It debuted at number one in Ireland, becoming their first number-one single. The song reached number five on the UK Singles Chart in its first week, rising to number four the following week. "Nothing" will be released as the second single on 21 November 2010.

Audience Questionnaire - Music Video

9 Participants


1.How old are you?

16-20 - X O D A
21-30 - V S P
31+ - L G


2.Are you...
Male? - O D A G S
or
Female? - X L V P


3.What genre of music do you listen to mostly?
Rock -
Pop - L S
Hip Hop - O A
Alternative - G S
R'n'B -X D V P
Classical -
Country -
Metal -
Rap -
Indie -


4.Would you prefer to watch a music video that...
Acts out the narrative - S
Performance of song throughout - V
Bit of both - X O D A L G P


5.Which would suit a music video for alternative rock e.g The Script?
Fast paced filming -
Slow paced filming -X O D A L V G S P


6.Is it better to watch a music video which is...
Lively -X D A P
or
Calm - O L V G S


7.Do you enjoy seeing dance routines in music videos?
Yes -X D L V
No -
Depends on the genre - O A G S P


8.Do you prefer music videos with special effects and animations?
Yes - O A V
No -X D L G S P


Please list below 1 of your current favourite artists or bands...
- Beyonce - X
- Tinie Tempah - O
- Nelly - D
- Usher - A
- Bruno Mars - L
- Tinie Tempah - V
- Pixie Lott - G
- Coldplay - S
-Jay Sean - P

Note - A different letter stands for a different participant.

By looking at the results of my questionnaire on music videos I can see many things that will help me to create a music video that the audience will enjoy watching. First of all, I can see that the audience enjoy watching music videos which act out the narrative and includes a performance of the song from the artist. With my music video, I can take into consideration the typical conventions of an alternative rock genre and film the artist singing the song and also parts which are included in the lyrics. E.g, 'any my mates are all there trying to calm me down' this could be acted out as part of the narrative with the artist acting as a character but also singing the lyrics aswell.

In addition, I can see that slow paced filming would be ideal to use whilst filming a music video for The Script. E.g quite a bit of time between edit cuts, still camera, slow paced zoom in or out. Therefore, relating to the next question.. the audience preferring to watch a calm music video.

In particular with filming a video for the script, I think that a dance routine for this type of song would be a bad idea as it would not suit the pace of the song and pace of filming I have in mind.

Furthermore, in relation to question 8, it would be good idea to keep special effects and animations to a minimum. However, in my opinion this again depends on the genre of the song and if a particular special effect suits the narrative or meets the typical conventions of that genre, then it may be beneficial to my video.

Location Ideas Images - More to Come

LIIAR of my Music Video

Language - The video that I am going to produce will include a range of shots. I have included a long shot in order to establish the location, and also the audience can match the dark, urban surroundings to the lyrics of the song. However, my video will follow the typical conventions of an alternative rock/soft rock song of seeing the artist through the use of a back track and medium/medium long shot. This then gives the audience pleasure from seeing the artist nearly constantly, throughout the whole video.

The props I am going to use relate to those involved in the lyrics. The lyrics overall, relate to a man's apology to a girl through a drunken, broken hearted phone call. The character performing the lyrics needs to look distressed to the audience, uncomfortable in his situation of love and sad. I am going to try to portray the character to the audience as if his life has been turned upside down by his broken heart and by the girl related to in the song. The character will look casual yet scruffy after a rough night. I will included props such as empty beer cans relating to the line..'They say a few drinks will help me to forget her'.

I will mainly be filming around an urban area that I know well. The locations I have chosen will be suitable to create a feeling that reaches out to the audience that relates to the lyrics. For example, if the lyrics portray a dark, sad mood then it would be more ideal to film in a shaded, dark area rather than a bright and sunny location.

To slow down the pace of the music video to suit the genre and style of the song I will attempt to film the beginning of the video without a cut, this will hopefully make the video run smoothly parallel with the style and pace of the song. (Slow).

Institution - I will be working in a group of 3 for this project. This number of people could be seen as a number which could cause problems and may be hard to cope with. However, I believe that each individual in our group has their own individual talent and skills in different areas of this project. Furthermore, I strongly think that we all have the ability to work as part of a team and can easily rely upon each other to turn up for the practical production work.

Ideology - The ideology portrayed through my video will be that similar to other alternative rock songs, taking on board the typical codes and conventions used by other artists of this genre. However, because each song has a completely different narrative through the lyrics, we can film the music video adding our own twists to what we think the lyrics mean. In addition, because the song does not yet have a music video at this point in time, we can read the lyrics and produce our video purely from how we interpret each line of the song, with little influencing our ideas and decisions.

Audience - In terms of target audience, alternative rock/soft rock has a huge audience range. Possibly from teenagers to adults over 40. This is because this style and type of music includes a soft beat and usually a narrative or storyline and therefore the audience can relate the lyrics to their own personal experiences. I believe this can have a huge influence on the type of music someone would enjoy listening to.

Representation - Hopefully, the music video I am going to produce will be representative of The Scripts style of music and typical theme of 'love'. In particular with the song I have chosen, how an individual can feel intoxicated by love and also heart broken, determined and lonely. My character will definitely present the characteristics of someone who has been involved with all aspects of 'love'.

History of the Music Video

MAIN ASPECTS OF MUSIC VIDEO HISTORY

In 1965, The Beatles filmed ten black and white films which would later become promos for their upcoming albums. This kicks off a new wave of artists promoting their tracks through videos.

In 1974, music video clips were used as a method of promoting acts that were to appear on an Australian TV show called 'Countdown'. As the popularity of the video clips grew, the music industry began to realize the marketing potential of these music clips. 'Countdown' aired in 22 countries in the 1980's.

During this year, the New Zealand group 'Split Enz' became one of the first bands to create an entire set of music promo clips and market them on video cassette for each song on their album, 'True Colors.'

In 1981, the U.S. video channel MTV was launched and it began the age of 24-hour music television. They launched the channel with the video, "Video Killed the Radio Star." Throughout the 1980s, MTV expanded to become an important tool used in music marketing. In 1983, Michael Jackson released the music video for 'Thriller' which became one of the worlds most successful and influential music videos in history.

MUSIC VIDEO HISTORY TIMELINE

1965 - The Beatles tape ten black and white films which later became promos for their album releases.

1974 - Countdown used music video clips to promote acts on the show.

1980 - Split Enz created an entire set of music promo clips.

1981 - June - Night Flight, one of the first US programs to play music videos.

1981 - MTV was launched which began the age of 24 hour music television.

1983 - Michael Jackson released 'Thriller', one of the most influential music videos in history.

1985-Mid 2000's - MTV launched many other additional programs such as VH1, MTV Europe, MTV2 and many more. In turn, their music videos were reaching out to a worldwide audience.

2002 - The introduction of formatting music videos onto DVD brings about a 33% growth for music videos worldwide.

2005 - Itunes opens it's store for audiences to purchase music videos.

2010 - Currently, the number of music videos viewed online stands at around 34 billion per month.

Throughout many years, music videos have developed massively through how different artists belonging to different genres have added their own twist. The introduction of programs such as MTV gave artists the ability to have their music consumed by audiences in a way which would market and advertise them worldwide.