Research and planning: Generic conventions and analysing adverts

Generic conventions and analysing adverts

Purpose:

• 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. 

Planning: Pre-production paperwork

Pre-production paperwork

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. 

Planning: Digipak information

Digipak information

Artist name: Frankie Felone

Theme of the album: About his fame

Album name: "Felone season?"

Tracklist:

- Intro

- Revival

- Insomnia

- The game's mine

- Oh well

- I'm so blessed

- Young Frankie

- This hip hop

- No bystanders

- Stop that freestyle

- Bonus track : Felone season

- Outro

Music Institution: RCA records

Release: 4th February 2016

Production Company: Esoteric Records

Parental Advisory: Yes

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.

Planning: Editing

Editing

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. 

Planning: Characters

Characters

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. 

Planning: Location

Location

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. 

Planning: Lighting and Colour

Lighting and Colour

LIGHTING

1. Austin Mahone - Dirty Work

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,