Includes key information such as release dates for the audience to be aware of
Promotes the album for the artist
What are the generic conventions?
Album title
Artist name
Release date
Key singles
Where you can buy and stream
artist image
parental advisory logo
Three examples of adverts:
Analsying these three adverts has been extremely beneficial to my group because we have identified what ideas we could take from these Hip-hop adverts. I really like the first advert design because it very plain but different, the artist has used a plain background which is very good because it makes his advert look very professional. As well as having a plain, the artist has placed different sizes of objects over the background and he has placed a symbol on the objects which symbolises his album. I think that this idea is very effective and good so by using a similar idea to this will allow us to attract a wider audience as this design is different and not common in the Hip-hop genre.
Conclusion:
Researching this post was highly beneficial to my group because now we have an basic idea of what our advert could look like and the things that we want our advert to include. Analysing three different advert examples has enhanced our idea as we want our advert to be very eye catchy, we will be doing this by having an gold outline of the album, we will also do this on the digipak so our loyal fans will know who the album belongs to.
Before we started filming, each group ad to create documents that the filming crew and characters need to sign. This is because we will be making sue that we are ale to film on the day and we have permission from everyone in order to film.
This has been beneficial so we know as a group what information we need to include in our digipak. We must make sure that we include all this. The tracklist also gave us an idea of the theme of the album.
It is important that we plan how we will edit our music video because while filming, we will know what type of angles to film so our editing works smoothly over the video.
Slow motion editing:
Slow motion editing will be used at the beginning when the camera focuses on the male artist's upper body walking of him in the lift and also in each different location to show iconography before the artist entering the room. I have chosen this to do this in the lift because it almost creates a sense of tension as we want to know who is in the lift. This allows the audience to have an idea of the male artist being confused and discombobulated as a stimulus before the actual narrative within the music video starts. Showing the iconography in slow motion also allows the audience to identify what kind of setting there is before actually seeing the artist there.
Jump Cut:
Jump cut will be used in our video to help emphasis the transformation of our male character artist. This editing technique also helps to represent our theme in the music video which is creativity. The music video that influenced us to make this choice was the music video of Big sean's song featuring Kanye West and Drake, 'blessings'. The reason is because lots of jump cuts were used to enhance the feelings he was showing in the video.
Fast editing:
This is another editing technique that we plan to use in our music video. The reason being is to build up the tension of the male artist and characters and their hard work as well as their creativity and imagination. fast editing, will be mainly be used to build and portray the action between the male character and his work. The video that influenced our decision was school boy q featuring Kendrick Lamar 'collard greens'.
Fade to black:
fade to black will be utilised when we use our artist at the end to pose for a magazine with the female models. As the instrumental of the beat slowly fades away so will the image of the artist, turning into a black screen. the purpose of this editing technique is to prove to the audience that there is a string presence around him.
Overlay:
The overlay editing technique will be used when the artist is in the car being driven to the next location. This will show the multi-talent of my artist so the audience will admire him and this will enhance his star image. we also realised that by using this techniqueI it make the visuals flow and change in a relaxed manner.
In this section of our planning we had to decide on who our characters are going to be in our music video. We had to think of suitable characters that would fit in our music video and be able to portray the story-line in the best way possible. Characters would play a significant role in determining the success of our music video as they would have to appeal to the target audience and stick to conveying the generic convention.
Most of our characters consist of having shorts cameo roles assisting the main artist within the music industry as we want to show that its not just him as an individual having all this success. Instead we want to show all the people who contribute behind the scenes and what it is, they actually do.
Office workers - our first set of characters will be introduced at the start of the music video where we will see them miming and deciding what to do with the digipak. this will be whilst the song is playing and the artist enters the room. an example from where this is seen, is Chris Brown's official music video for 'Till I Die' ft. Big Sean & Wiz Khalifa. The idea of these characters is inspired from this music video however the difference in this is that the office worker's in Brown's video do not expect him to be there and are rather annoyed with his presence.
Producer - the purpose of having the producer within the visuals is to show he's the man behind the artists sound. As the artist enter the room we will see the producer greet the artist and tell him what to do by miming instructions towards him. This is an example as well as an inspiration from The Game's music video 'dreams' where we see the notorious producer, Dr dre at work with the artist.
Dancers - The use of the dancers in the music visuals will be back ups for him creating a music video. they will enable my artist to look more appealing and entertain as well as knowing he can rap, the artist will discover he has more traits and skills. Justin Bieber's music video 'confident' is an example we will use as its a perfect representation of the kind of dancers we want, we dont them too have much of a personality, they're mainly there to show their skill.
Female models - Lastly we plan to have 2-4 young women to play as the young female models in the final scene where the artist will be seen at a photography shoot. a sense of mulveys theory of male gaze in music video inspired us as by having attractive girls we will attract a more mature male audience. An example of where this is seen is Action Bronson's video 'Acting crazy'
Conclusion: By doing this post, it has helped my group to have a clear understanding about characters that we want to play in our music video. I think that this post has been highly beneficial to us because we have analysed how our characters will represent themselves.
In our groups, we had to discuss about the different locations that we will be using for our music video. We had to go over the lyrics of the song and the storyboard as this helped us to have a basic structure of what our music video would look like throughout these locations. We have five different settings that certain scenes will be shot in, the five locations that we will be using; artist driving on the motorway, meeting room/ office, photography room, dance room and recording studio. I think that the locations that we have chosen are conventional to other Hip-hop music videos.
This process has been highly beneficial to the group has we are sure that when filming, we will are prepared to have all of our equipment ready. This is important because planning about five different has helped us to identify what types of equipment we will be needing.
This video has very high-key lighting which fits with the office atmosphere. It makes the characters seem more alert and ware of their workplace, which is how we hope to portray our artists, as he is a businessman. Therefore in the opening scene of a meeting room, we will use high-key lighting to emphasize the professional environment.
2. Lil Wayne - A milli
The lighting in this music video is natural lighting in the scenes which the artist patrolling the streets preparing to shoot a music video. The lighting represents a natural effect which makes the scene look more realistic in comparison to the other parts of the music video which contain various amount of lighting techniques. Moreover, we would like to use something similar when showing him patrolling the corridors of the office building in order to make everything look naturalistic as we don't want the audience thinking its some sort of flashback. In addition, this is because it will help the audience to relate more to the scenes which take part as they look realistic. Lastly, the use of this lighting will help as the colours through editing will be able to stand out more.
COLOUR
1. Chris Brown - Turn Up The Music
The opening scene of this video shows Chris Brown in a car during night time with the street lights on.This creates a slightly orange/green filter, making the area look very urban. We plan to implement this in our music video because,as Hip-Hop traditionally stems from urban areas, we want to keep that conventional characteristic by alluding to an urban setting.
2. Band aid 30 - 'Do they know it's Christmas?'
The colour in this music video shows where artists are presented with a performance. The colour represents a glamorous effect which helps to enhance star image. This helps the artist to appeal to the audience as the audience is attracted to the appealing star image on screen. We would like to use something similar when presenting our male character in the music video as he will be in a studio himself performing. Due to us focusing on the hip genre the dark colours make it a lot more conventional as its common in existing music videos. there weren't many videos that created the studio theme which is why i went along with it. Lastly, this is because we want our male character to appeal to our audience members as I believe this is the most effective way of attracting an audience.
Conclusion:
By looking at different music vdieos that are from various genres, it has helped myself and my group to think about the lighting and colour that we want to our music video to include. By comparing and analsying different music vdieos, we now know what type of lighting could make our music video look more professional and realistic,
Personality traits of our experimental Hip-Hop artist:
Passionate - Hip-Hop usually involves themes of life experience, rags to riches...these are sung well in a passionate perspective.
Egotistical - the whole song is about how he once was, what he did and how he is now.
Deterministic - this is shown in his continuous varying activities through the videos, and the lyrics which amplify his perseverance.
Influential - audiences will be inspired to have goals and aspirations, by showing his hard work in the industry.
Arrogant - the artist is the centre of attention through the music video, and dismisses those who aren't in his group
Morals and Values of the artist:
He values achieving money and fame as this is his personal idea of what success means.
Those who don't work as hard as him are dismissed through the lyrics, which shares the ideology that you have to do something in life.
He has materialistic values, for example showing off his clothing.
He sees himself as superior due to his actions in life, which links to the egotistical personality trait.
Media Perceptions:
The music is genuinely niche, yet the artist is portrayed in commercialised ways - for example, having lots to do as a performer.
He values status in the media and his image supports being a part of hegemony.
He is very competitive in the industry, shown in when he confidently flourishes his DigiPack, and in the lyrics which shun other people.
FOUR SIMILAR ARTISTS
These solo artists of the Hip-Hop genre have created the revolution of Hip-Hop; to stop dressing 'hood' and start dressing casual-smart, while singing about the same things.
They're businessmen, as our artist is, which is why they inspire our ideas through attire. Professional, dark clothing on a man indicate intelligence which many women find attractive. Our artist's song is purely about his work life, which is why he should follow in the example of how these men dress.
Each artist shown here wears white (in one form or another). This shows that their intentions are pure and good, they want to run a business through legitimate means. This is what our video will be displaying - hard work in the right places get him far.
For the second half of the video we have been inspired by a Hip-Hop artist wearing all black. This is because there is a literal lyric in our song that mentions his black attire. We think this is used to represent the mystery behind his success; as he doesn't let outsiders into his group (also expressed through the lyrics) all they can do is wonder.
These ideas have bee devised to visually fabricate our artist's personality traits, morals and media perceptions.
In our groups, we figure out who will be working within each role. Planning out our roles has been very beneficial to us because it has helped us to be organised, which means that having the right equipment in order to work for that specific role. The list below, shows what role each of us have:
Khaled
Editor
Director
Lighting
Gizem
Camera person
Storyboard
Costume, hair and make-up
Lara
Producer
Print designer
Photographer
Storyboard
Camera Operator - This person is responsible for controlling camera shots, angles and movement. The purpose of this role is to film all of the shots so there is content for the other members - such as the Editor - to carry out their job successfully. Also to simply transform the storyboard into a visual motion picture. This requires taking into consideration risks such as breaking the 180 degree rule or breaking cameras.
Our camera operator is Gizem because she has a steady hand and remains calm within the group at all times.
Producer - This person is responsible for assisting the Director in procedures. The Producer also checks that every member of the team is working to a high standard and creating the correct content. This requires maintaining and communicating respect within the group, making everybody feel comfortable to that their job is of a better quality, despite the differences on task difficulty.
Our producer is Lara because she carried out the same role last year. Lara always comes up with ideas and suggestions which is what a director needs.
Director - This person is responsible for being in charge of the organisation of the production. The Director is very important as they make many choices that effect the whole outcome of the music video. They work alongside the Producer. An example of their purpose is the directing of artist - where to go, how to go there, and what to do once they are there. They can also yell 'cut' to stop a scene if they wish to make changes. This requires communication between the Director and every member of the team, so they are in a comfortable position to take advice and guidance.
Our director is Khaled because his ideas are clear and concise. The final idea has mostly elements of his initial idea, and he has helped with important stages of planning such as the copyright letter. These things show leader qualities.
Lighting Operator - This person is responsible for deciding which kind of lighting will suit each frame in every shot, determined by every factor such as location, time, and themes (e.g. romance). This role is important because the lighting needs to suit the shot and if a happy scene is accompanied by a dark, dreary lighting, it won't make sense to the audience and stir up false grudges of something about to happen when it really won't. This requires careful consideration particularly when filming inside and at evening/night-time.
Our lighting operator is Khaled because the Hip-Hop genre typically has low-key lighting; Khaled devised an idea that could use a mixture of lighting which is why he should be in charge of it.
Costume, Hair & Make-up - This person is responsible for the appearance of all characters. This includes designing their costume, the style of their hair and how their make-up is set. It's important because the appearance helps the character, particularly the artist, to get into character and perform better. Required attributes include creativity and a steady hand for make-up/hair
Our costume, hair & makeup person is Gizem. This is because she would like a career in business, and as our music video is centred around, essentially a businessman, she will have a good idea on what he should look like.
Story boarder- This person is responsible for the team's general idea of a plot, by creating detailed descriptions of every frame with a sketch of what it will look like. This role is really important because the storyboard is where all the ideas tie into such as a camera shots and the duration. It saves time, conflict, and in a real production a lot of money, to create a storyboard and follow the basis rather than making up decisions on set. This requires an agreement on details and the protection of the storyboard so it doesn't get lost. Somebody creative should take up the job as you have to imagine the scene you're writing/drawing about as if it's already been shot and edited.
The storyboarder is Lara. This is because she is interested in art so can visualise details into a picture well.
Editor - This person is responsible for making the scene look professional by putting frames together and applying changes to the footage. This includes things like Fade To Black or dissolve. These are both types of transitions between one shot to another. Editing programmes are an advantage because if something during filming is wrong, you can cut it out through the process of editing. This requires creativity and IT skills as it's done on the computer.
Our editor is Khaled as last year he edited his music video within two days, with an excellent result.
Print designer - This person is responsible for making the digipack, which includes a CD design and a poster. These are promotional tools so important in the making of a music video. For our music video, the digipack will be shown at the start of it, so it needs to be ready by the time we start filming.
Our print designer is Lara because she has achieved an A in GCSE ICT and briefly knows how to use programmes such as photoshop, BeFunky, etc
Photographer - The photographer is responsible for taking any images to be used on the digi pack. For this we need a good camera, but also a steady hand and observation & perception skills of which angles to shoot in and at what time.
Our photographer is Lara because typically the print designer and photographer go hand in hand
Conclusion: By doing this post, it has helped us to identity what each individual has do to within the group. I think that by planning this in advanced has helped us to be more organised as our filming and editing will ran more effectively.
Creating a storyboard is very important because it allows us to be sure that we have a structure of how we will be shooting each scene. Storyboards help us to consider the equipment that we will be needing on set, this can include; cameras, props and characters.
As a group our task was to analyse the lyrics of the song, which allowed us to understanding the meaning of it. By conducting this task, myself and my group now have a idea on how we will be linking the visuals of the music video to the lyrics. Knowing the meaning of the lyrics was very important because now we are aware of how we can present our artist, in order to entertain our audience. The lyrics of the song illustrates that the artist is independent and he doesn't have many friends, the lyrics 'Moving on everyday improving on' show that the artist is trying to become successful. So in our own music video we will make intersexual references to key events that happens in his life and we will be showing the digi-pack as an event of him becoming successful.
Applying music video to theory:
Goodwin
We will be using star image as the narrative revolves around the artists’ life in the music industry.
An intertextual reference is made to his life with the promotion of the digi-pack within the video.
Genre characteristics are not being precisely followed, though the setting of a recording studio may apply.
Dyer
Most of the video will be performance-based. Some concept shots at the beginning during the meeting scene.
Mulvey’s ‘Male Gave’
Our genre is known to sexualise women, however out video challenges this trait as there is no focus on women, nor sexual themes.
Adorno
The artist is alluding to the ruling-class through encouraging morals of success and wealth.
Video narration:
The video will begin with abstract shots outside the office, then followed by the extra characters in the office whilst we hear the start of the instrumental to 'oh well.' As video idea consists of one main scenario (with different locations) and is more of a concept song as it doesn't naturally relate to the lyrics. The visuals of the artist will begin as soon as the lyrics come in as part of his performance. It will have some sort of narrative however showing a young artist and his everyday life in the music industry which includes; meetings for his next album cover which will be shown in an office with his fellow colleagues, briefly recording music with a producer; shooting a music video within back up dancers etc. and even photo shoots for top magazines. an example of when a narrative visuals will be shown is when. the idea of inputting the narrative concept idea will come in where he say lines such as "no shades of grey here my outfit is jet black." its essential that in this line we go with what the artist is saying therefore through editing we will have the characters appear to change clothes instantly from a smart attire to a more retro urban one. We decided the idea of these visuals would be a much better option for the audio rather than a typical of the artist partying or going to a club which is why we plan to show the artist as a hardworking individual to have a positive impact on the youth viewing this music video. Because it will be more concept based, there wouldn't be much of a story or a message behind the music video, it will simply consist of his everyday life instead. the idea of concept visuals will be utilisedwhen the chorus comes in where we will show urban areas of London to represent the genre.
Conclusion
Doing this post was highly important for myself and my group because it allowed us to decide on a final idea that we are all happy with. We also spoke about the structure of the song and how we will be shooting different scenes.
Whilst analysing this video, I was mainly interested in the content and visual style of the video. The visual of the musicvideo does not combine with the content which makes it hard for the audience to understand, however, it does interest the audience because what the artist has done is very different compared to other experimental Hip-hop music video. The artist in this music video is wearing casual clothing which makes conventional to our music video idea.
Body language and facial expressions of characters and artist:
The artists body language show that he isn't as interested as he is eating while shooting for his music video.
his actions make him appear very lazy because he isn'tconcentrate with acting.
The artistsisn't dancing but the way he is moving around is also conventional to the Hip-hop genre has his body language shows that he is relaxed.
Setting and editing:
The settings that have been used in this music video is very interesting because the director uses a green screen to capture different shots.
The editing skills is simple but very creative.
Green screen is used which allows the director to create a more commercial music video.
The idea that we will be taking from this music video is the different editing techniques as it looks very interesting and different. As, we are producing a experimental Hip-Hop music video I think that by having different editing techniques we could attract a wider audience.
Video: sing for the moment
Performance from the artist: Whilst analysing this video, I was mainly interested in the structure and artist representation. This music video does have a clear structure as the lyrics link to the visuals of the music video, the artist is presenting himself as an independent character and he is showing this by the use of inter sexual inferences he is making. the music video contains different chips of the artist performing on stage. This links to our music video because in our music video we will be suing the dig-pack to make links to the artists life and in Eminem's video, he uses key events to make references to his life e.g. him performing on stage and getting ready for shows.
Artist representation:
The artist is represented as an strong individual and this is shown through his lyrics, 'Sing it with me, just for today, maybe tomorrow the good Lord'll take you away...' This means that the artist is trying motivate his fans, by motivating his fans, they will be interested in the artist even more and they will follow up with any of his new albums/ singles. Eminem is representing himself as a hard working person as he says; 'Just let our spirits live on, through our lyrics that you hear in our songs and we can..' The artists body language is very relaxed as he isn't dancing as much, this is also conventional to the Hip-hop genre.
The artists is also represented as a gangster because he is wearing a baggy top, loose jeans and a bandanna, this is conventional to our music video also because we are planning to create a experimental Hip-hop music video and our artist is going to wear similar clothes to what Eminem has wore.
Video: Austin Mahone – Dirty Work
Whilst analysing this video, I was mainly interested in the artist representation.
·Body language & facial expressions of artist
The artist is showing confidence in his movements. He weaves through the office isles to show the girl that he knows his workplace well and persistently works hard. This reflects the lyrics of our song, such as “came a long way”, which are encouraging success.
His body language is also slightly sexualised which puts forth the ideology that men with good jobs are more attractive. Again, this links to our ideas as our artist will be shown campaigning his idea and living a better life when it is accepted.
The facial expressions of the artist also radiate confidence which is a major theme in our song. Even the title itself, “Oh Well”, shows carelessness toward “haters” (competitors) in the industry.
·Costume, hair & makeup
His costume is genuinely smart attire; yet his hair is casual and floppy which suggests that he enjoys his job. We’ll be taking a similar approach in our music video as all his work is what makes him happy.
·Interaction with others
He acts with ease around his workmates which reflect some of the lyrics in our song “only ever us, it’s the perfect crew” suggesting the theme of loyalty and friendship within the workplace.
Conclusion:
In our groups, we analysed three music videos that is similar to our music video idea. It was very useful by analsying these three videos because in my group, we all had an similar music video that has influenced to decide on our final idea.
