Time management

Complete

• Pitch
• Target Audience
• Story arch + 5 sections
• locations
• colour + lighting

Nearly complete

• Storyboards
• shot list 
• Costumes + Props

What needs to be done

• Audience feedback to pitch
• test shots

Lighting and Colour

Lighting and colour from callumpugh

These are the colour palettes we intend to use in our music video. Keeping it very natural and using neutral tones, though this may be a bit difficult to do as we are relying on the weather a lot, so we can't guarantee a perfect outcome.

Music Video of the week

I have chosen to look at Blink 182, The Rock Show. 
I really like this video as it challenges the stereotype of today's Alternative/Rock videos, as they've documented themselves giving money to people; who need it. It is a performance based video, but its also pretty disjunctive, as it has no clear narrative in relation to its lyrics.

Pitch feedback

Why do you think our idea would work?

1.  I think this would work well as it seems well organised and you have a lot of good ideas for brand identity and styles for the video.
2. This would be a good idea as pop has a big following so you have a guaranteed audience.

Is the brand identity coherent?

1. I think it is, and the colours match the nature style well.
2. If the performers fit in to the scheme then it should look good.
3. I think you'll need some kind of performance part as it might get a bit boring if its all outside.

What genre does the music video appear to fit into?

1. It sounds like pop, but looks a little like country.
2. Pop if you don't watch the video with it, as the video isn't like generic pop videos with lots of dancers and bright colours.
3. Looks and sounds like a sub genre of pop, not quite mainstream.

Are there any other creative influences that we would consider? 

1. Maybe look at people like Ellie Goulding, as shes a pop artist who sometimes does more niche songs.
2. I'm not sure, I think it looks fine as you've planned it.
3. Have a look at mainstream artists Little Mix, and Nicki Minaj, for ideas on the performance section.

To what extent does this pitch idea intrigue you?

1.  I think it looks promising and could turn out really well.
2.  I'd like to see the video once its done, as it looks good on paper.

How could we improve the ideas in the pitch?

1. Have a bit more detail in what your performers will be doing/dressing/etc.
2. Maybe including a few mainstream ideas as it could add to the video in a good way.
3. As a first draft this looks good, you just need to refine and clarify your ideas more.

Pitch

Locations

Locations from amber360

story board/animatic

Lisa created this storyboard/animatic. I this helped with our planning and organisation as it allowed us to see which sections of the video would take the longest, and which need to be changed/improved.

Sections/story arch

Andrew Goodwin's Theory Applied

https://www.youtube.com/watch?v=QcIy9NiNbmo Bad blood, music video

Andrew goodwin's theory from amber360

Audience profile

Ideas from lyrics

creativity

Creativity can be shown with expression, and a persons subjective interpretation and how they present this through different ideas/hobbies. it can also come from just having the freedom to do new things. 
To try and be more creative you could try/do new things, or experience more. as well as try to gather more inspiration from their life.
Creativity isn't necessarily something your born with, but it is more your personal experience with things, influencing how creative you are. everyone is born with a type of creativity but they then apply it to their hobbies/work.
it helps to be creative whilst making products as you can have many ideas about how to do things. but it can also hinder you as too much creativity can lack structure.

Sir Ken Robinson believes that creativity depends on whether we are wrong, if we make mistakes. as that allows us to be creative with how we get a solution. But in education you aren't allowed to make mistakes, as that makes you a failure; so its forcing creativity out of their students. 
He also thinks that creativity is diverse, as it can be visual, movement, and sound. this means that it is creative to have any original idea that has a value to you.

I think some of what he says is true, as in school we were told not to make mistakes, and to only do particular things in art or music. But I don't believe its as extreme as he says it is, and that everyone can and will react differently to it.

Andrew Goodwin’s theory

Andrew Goodwin’s theatrical frame work is that a music video/clip that responds to the lyrics/music played.

Andrew Goodwin classifies five key features of music videos which are;

·         The star image

·         Performance and/or narrative

·         Visuals relating to the song

·         Synaesthesia, seeing the sound

·         Technical aspects of the music video

Synaesthesia, seeing the sound

1.    Look at the music itself, and take into account the structure of the song.

2.    The voice of the song. The artist’s voice is extremely unique and can form identification or trademarks that work well with the star image.

3.    The artist’s mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device – them telling us a story and we listening.

Narrative & Performance

Songs sometimes fail to give us the complete narrative.

We only tend to get an idea of the meaning of the song and then tend to make up what is being told – A negotiated view of a text.

Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising.

Narrative and performance work hand in hand its make it easier for the audience to watch over and over without losing interest.

The artist acting in the video helps to increase the legitimacy, however the lip sync and other mimed actions remains the heart of music videos. The audience needs to believe this is real.

Star Image

The star image is another vital aspect of music videos. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

1.    Illustrate –video used a set of images to illustrate the meaning of the lyrics.

2.    Amplify –the visuals add to the lyrics.

3.    Disjuncture –the meaning of the song is ignored.

Technical Aspects

Technical aspects hold the music video together through use of camera work, movement, angle, mise-en-scene, editing, sound and special effects.

·         Speed, camera movement, editing, cutting and post production are all forms of use of camera.

·         Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.

·         Mise-en-scene, the setting of music videos is vital; it needs to look authentic to attain professionalism.

·         Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.

Moodboard

Music video genre analysis

Little Mix, Wings music video https://www.youtube.com/watch?v=cOQDsmEqVt8
Ellie Goulding, Outside music video https://www.youtube.com/watch?v=J9NQFACZYEU
Taylor Swift, Shake It Off music video https://www.youtube.com/watch?v=nfWlot6h_JM

3 video analysis from amber360