Audio Visual content for Website

PRODUCTION-Changes from Draft 3 to final product

The changes I made from draft 3 to final product:

       
          Changed opening Title:

• Changed song name to Wake me up 50- as that's what the video is all about, 'waking up in 2050' to a saved unaffected world and also made this song title black and in a certain font which reflects the one on the website
• I also only included Jude's name and not Joanna's and mine, because from my research, I found out that all singers only put their name to establish their identity and show that it is their Music video. I further did the colouring of Jude's name in yellow and white as this is the colour scheme of his website
• I also put Jude's logo that I created for him, which is present on both the album cover and throughout the website
• Overall the 3 colours of this title-match the website colour scheme presenting a clear link between website and music video.

          Extra things throughout video:

• I Put Jude lip-syncing the first line of the song, so the audience clearly know who the artist is
• Also when Jude holds up the words 'darkness' I used the vignette filter to add effect
• I also reshot and edited the close up of TV scene of Jude holding up the warning on paper, as I thought it was unprofessionally done, and the new way looked both better and brighter
• Added pop-up tweets that I created to look like their from the extinction rebellion's twitter account, this also aids the narrative and makes it clear to the reader why Joanna goes out and does the things that she does.
• I put Jude lip syncing in more areas of the video
• I also added my mum- which is Joanna later on  holding the sign #wakemeupin2050, a # which would go viral as shown by the website

         I completely changed the whole world in 2050:

• as I used my mum to play the role of an older version of Joanna and put more shots in to make more sense 
• I put a panning shot of the woods- trees, people and bikes all to show the sheer activeness of the people in this futuristic year and the green planet
• I also had my mum (Joanna later) walking and smiling
• I also put a nice silhouette shot of my mum (Joanna in future) doing a heart
• I further had my mum hold a sign saying 'save the world' so it really shows the clear purpose of my music video which was to fulfil the brief and by adding this I am targeting the mass-market directly, as a  large group of people will see my video and hopefully want to make a difference and environmental issues affect everyone, in particular the 16-25 age category

PRODUCTION-Music Video-3rd draft

Changes from 2nd draft to 3rd:

• When Joanna's dreaming, I have used a circular mask in order to make it look more like a dream bubble and have Joanna seeing him in her dream, however ideally I would want to have Jude in a cloud shape but the editor has prevented me from doing this
• As soon as chorus begins and throughout it, I have Jude lip-syncing the words, with a mixture of close-ups and medium shot types,  I believe this works more effectively, as he looks like the Pop star!
• The timing of Joanna coming down the stairs is also better, as her movements fit directly with the beat, which works very effectively
• I have included a panning shot of Jude playing the guitar on the 2nd instrumental
• I also put Jude lip-syncing with a medium shot against a white wall the words 'love is a prize' and the opening of the 2nd chorus

PRODUCTION-Music video- 2nd draft

         Changes from 1st draft
              following the feedback from my focus group I have...

• Added a title saying the song, who's stars in it and who made it 
• Added the main singer Jude right at the start playing the guitar with a green backdrop to reference the environment and to incorporate his presence earlier on
• Used intertextuality from 'Bob Dylan's subterranean blues' music video intertextuality with Jude holding up key handwritten core lyrics on paper
• I have also replaced the TV scene of the News-reporter, in order to have Jude clearly shown holding a sign about the dangers of the world ending, to avoid losing marks for not using original content
• While Joanna's asleep, instead of a high opacity of Jude in order to blend in with the scene, I have put him holding signs up relating to the extent of human damage on the climate, so it links to the narrative and makes clear why Joanna suddenly wants to be environmental
• However this scene doesn't yet look entirely like he's in her dream, so will have to edit this further later on
• Put Jude on the TV holding a sign saying 'Join the Rebellion' which clearly links to why Joanna proceeds to follow extinction rebellion on social media
• Incorporated footage of Jude holding blue # signs, which are meant to reflect twitter and are held before Joanna does something eco-friendly
• Replaced a  bad Gopro footage of Joanna riding bike on dark and cracked concrete with brighter better footage

PRODUCTION Music Video-first draft & Feedback

feedback from draft 1- from the focus group:

1.Do a tighter zoom on the guy lip syncing, perhaps jump between zooms

2.I like the shot of Joanna looking on twitter

bit confused at the lip-syncing of Jude

Great for TA-very Mass-market idea

3.Not sure about using videos of the news or the Simpsons

Some shots of Joanna on bike may need editing, as she stares at the camera at one point

Put it more Videos of Jude, as it is a bit sudden

4. I like the intertextuality/ postmodernism involved in it

very topical and culturally relevant

I was a bit confused as to who the boy was

love the shot of the laptop and twitter- very postmodern and an incorporation of Andrew Goodwin's theory - screens within screens.

PLANNING- How I will adhere to brief

PLANNING-shotnotes Part 1,2 and 3

PLANNING-initial storyboard

PLANNING-Feedback from pitch

Pitch 1

Pitch 2

This experience was useful in many ways. It firstly allowed me to develop my confidence skills, as I had to talk in front of a large group of people. Secondly, it helped me to solidify my ideas and know exactly what music video I was producing, because I had to explain the ideas coherently and clearly in front of the class. Furthermore, as you can see I redid my first pitch, because I didn’t express my ideas to my peers eloquently enough, due to a bad presentation/pitch  style, with too many slides, I also didn’t know my idea well enough and therefore couldn’t fully explain it. Therefore I decided to redo it. This was a very good idea, as it gave me the chance to limit down my pitch, to only the key points and therefore would fit the 3 min time limit. It also aided me in understanding my own idea. As seen by the reviews, people thought I was a lot more confident and coherent in my 2^nd pitch. Therefore, in redoing the pitch I have learnt key skills of presenting, which will definitely aid me in later life.

Moreover, people giving their feedback from my pitch has also helped me in this NEA. Many of them liked the ‘climate change’ idea and the intertextuality of the extinction rebellion. Although some questioned the idea of ‘climate change’ for a fun-loving audience, it means I have to reinforce the positive outcome at the end, and hopefully upon listening to the song, they’ll realise it is fun-loving. However, the  majority overall thought it was a very appropriate idea for the target audience listed on the brief.

PLANNING-Redone music video pitch

PLANNING-Initial pitch of music video

GENERIC RESEARCH-Andrew Goodwin's theory

What the theory is:
Andrew Goodwin's theory states that Music videos are essentially advertisements, so ignore common narrative
As the consumers, we make up our  own meaning of a song in our minds
A music video can also anchor meaning and give the record company/artist a method of anchoring meaning

The 5 key aspects of a music video- according to Goodwin
1)links between Music and visuals
2)Links between Lyrics and visuals
3)Genre characteristics
4)Intertextual references
5)Notions of looking
6)Voyeurism
7)Demands of the record label
8)Performance bases, narrative base and concept based music videos

Links between Music and Visuals
The links vary depending on the general genre of the music but also because of the page & rhythm of the music
e.g. speed of video could effect what we see, such as an upbeat rhythm being accompanies by a dance video

I will definitely follow this with an upbeat rhythm accompanied by actions and movement- e.g. cycling/running

Links between Lyrics and Visuals
This is where the lyrics of the music will have to make some kind of reference to the visuals of the video
The visuals will reinforce the meaning of the lyrics and will aid the viewer in their understanding of the lyrics

the words 'wake me up' will be in a literal and physical sense with the actress physically waking up but also waking up to the environmental problems surrounding them.

Genre Characteristics
This is when Music videos include particular characteristics in their videos which are specific to the genre of music that they are

I will use the a hybrid of the sub genres  'narrative and performance, in order to construct my music video

Intertextual references
When the music video is influenced by cultural references
These can be symbols to represent ideas to the audience

I will try to reference as many as I can in my music video

Notions of looking
When the audience is meant to feel involved with the video, when the artist does things, like look directly into the camera
Props can also be used in notions of looking, such as when the artist looks into a mirror or something similar

I will include this by having the artist Jude on the TV screen or the actress Joanna looking through the mirror. Also when the artist is in a dream bubble

Voyeurism
This is where a women is objectified by the use of camera shots in order to give pleasure to a male audience
E.g. Through camera shots which linger on the body as oppose to going directly to the face

I won't be including this aspect, despite my main actress being a women

Demands of the Record label
This is where the music video is altered in order to match the criteria of what the record label wants to appear in the music video
Either major or simple demands

Within my music video, I will have to adhere to the demands of the record label- Sony music

Performance based, narrative based & concept based music videos
Performance based
when the video is made up of a variety of shots of the band playing the music, or rapper performing their song
Could include all elements of the band
allows video to predominantly focus on artists themselves

Narrative based
When video has a story-line which runs through the video

Concept based
When lyrics focus on a particular idea
This concept could be one which features in the song lyrics or completely random and just important to the artists

I want my music video to be a combination of all 3 of these elements

GENERIC RESEARCH- the kids don't wanna come home case study

CONTEMPORARY CONTEXT-key players of the music industry

CONTEMPORARY CONTEXT- sony music

What is it:

Sony Music UK is owned by Sony Music Entertainment in the UK
It is the 2nd largest of the 'Big three' record companies, behind Universal music Group and ahead of Warner Music group

Success:
2014 saw Sony's best singles success for 33 years, with 11 number 1 singles
In 2015 BRITS- Sony Music artists won a total of 5 individual awards
This performance was label's best in nearly 20 year's
In 2017- Sony Music won 7/11 of the awards

Distribution
Sony Music UK also incorporated the independent sales & distribution company Essential music and Marketing
and in August 2016- acquired Ministry of Sound recordings

More info about it:
it is a global recorded music company, that has a broad variety of local artists and international superstars
Its catalogue contains some of the most important recordings in history
It is a wholly owned subsidiary of Sony corporation of America
Jason Iley is the chairman and CEO of Sony music

INDUSTRIAL CONTEXT- A brief history of music videos

The early era of music videos was in pre- 1965

1927- The Jazz Singer

The first film to sync audio & image.

For the  first time people could see a music performance which wasn’t live!

1930- Crying for Caroline by Spooney melody

They were first to introduce concept of short-films , mixing live-action footage of the performer

1958- Le poinconneur des Lilas (Scopitone)

Newest gadget was the scorpitone



During 60’s, jukeboxes  popped up all over bars & nightclubs around Europe and the USA

With film technology and 16mm being cheaper & more accessible and growth of broadcast TV

Rise of pop culture in late 60’s and early 70’s- was time of exploring new phenomenon's to promote the artist
1965- We can work it out (Beatles)

First music video to be broadcast on the TV

1966- Subterranean Homesick blues (Bob Dylan)

First lyric music video, with the artist holding up hand-drawn lyrics, a key video that influences modern takes if intertextuality.


1968 to 1974 was the era of experimentation in Film

1974- Bohemian Rhapsody


1981- The first music video ‘Video killed the radio star’ was aired on MTV, where it prophesizes the impact music videos will have on the industry

Music videos now became the main platforms for new artists to gain attention & consolidated artists to show their latest works


From 1992-2004, came the rise of directors

Where a whole new breed of young & talented directors expressed  their vision



The YouTube Era- 2005 to present day

YouTube became home for artists & directors to explore new concepts and reach out to a worldwide audience

In the mid 2000’s- low budget music videos started to go viral & ideas that weren’t possible to be broadcast before started appearing in music videos

With prices of digital cameras declining & quality of images increasing- Indie filmmakers could produce images similar to blockbuster movies

There was an explosion of music videos

AUDIENCE RESEARCH- conducted survey

AUDIENCE RESEARCH-focus group

AUDIENCE RESEARCH-demographic engagement

BRIEF 4-Music Video and Online

This is the brief I have chosen to do. The overall aim of the brief is to create a music video and a working website for a fictional pop artist that is signed to Sony music. The music video has to be 3 minutes and must feature a narrative appropriate to a music video and the web pages must be successful in promoting the band/ artist to its target audience and enabling fans to interact with them.