Animatics

Animatics

In terms of animations I plan on playing around with filters and the lighting of the footage to give the video a more professional look and feel. Changing the brightness and darkness of the footage will allow me to limit continuity errors that may occur in the lighting as I plan to shoot in a number of locations, over several days at different times of the day which may cause some problems. Altering setting such as these should help resolve this problem.

An example of a video that I am inspired by which used a filter is We Found Love by Calvin Harris featuring Rihanna. The video appears to use a blue tone to it and also a sepia effect. This also gives a vintage and aged feel to the video which indicates to the audience that the footage is set in the past and the cold colour blue hues connote the softness of their relationship and the calming effect they have on one another. Also the orange tones of the sepia effect connote desire and sexual passion which you would expect from a young couple however it also has connotations of aggression, deceit and distrust. The colours used represent the ups and downs of the characters relationship which is portrayed throughout the video.

(https://www.youtube.com/watch?v=tg00YEETFzg)

During the editing process I plan to include an eruption of fast paced imagery combined with animations as and when the tempo of the song increases and the beat drops. As the music builds in music videos for dance music it is a regular thing to include imagery which is not part of the actually story line or narrative but links to the story or to the lyrics of the song itself, therefore it is still relevant to the video but adds another level of footage beyond the running narrative. Examples of this can be seen in the video for Clarity by Zedd featuring Foxes:

This footage links to the lyrics as their relationship is powerful and destructive.

I plan to create something similar are the tempo in the song increases. I do not want to smash things together but rather use animations such as different colours and lights flashing adjusting the colours onscreen and distorting them to represent how powerful and passionate the onscreen relationship is.

An example of an interesting use of animation is in the video for We Found Love. In the video the couple's relationship appears to revolve around their love for each other and their love of drug taking. 

This use of animation connotes the different emotions they feel the more they smoke. Again blue and orange are the most prominent colours used here.

Having been inspired by the animatics used in these videos I plan to include something similar when it comes to editing my own music video.

Risk Assessment

Risk Assessment

I have began creating a risk assessment for the creation and editing of my music video. I have began to think about possible problems and how they could be prevented. As I continue with my story boarding tomorrow I shall continue to add additional risks to the PowerPoint. Here are just a few examples of what I have done so far

Equipment Needed

Equipment Needed

I am currently planning for the shooting of my next music video for the song Clarity by Zedd Featuring Foxes. The narrative of the video focuses on the relationship of a couple. I chose to use the artists as the onscreen couple. As the video only follows the two characters through their daily struggles as a young couple I will not need high tech equipment to keep it as simple and realistic as possible. This will allow young people to relate to what they see within the video. On the days that I am shooting with the two characters the equipment I will need are:

1. Video camera
2. Tripod
3. Portable speaker

For editing I will be using Adobe Premier Pro CS6.

Artist's Name - Marc Atlanta

Artist's Names

For my media I have chosen to use a male DJ/producer and a female vocalist. The collaboration across different genres allows the target audience for my music video to be a lot more broad and varied. This will enhance the success of my video as the artist open doors to other fan bases and audiences. I have chosen to use one of my friends Callum Lincoln as the DJ/Producer as he is young and would appeal to the young male target audience as he is relateable. The artist name I selected for him is Marc Atlanta. I was struggling to think of a suitable name and so I searched through various random name generator websites such as http://random-name-generator.info/ and was not particularly impressed with the results that appeared. I then looked down multiple baby name websites such as http://www.babycentre.co.uk/a25008171/top-baby-boy-names-2013. I wanted to find a first name which was normal and not out of the ordinary so I chose 'Mark' however I wanted to make it more modern by altering it to 'Marc'. I then found a website which allows you to enter a first name and then randomly selects last names which may work well with the first name. I wanted a 'showbiz/rock star' last name which would mean I would not have to chose a stage name as many artists and particularly DJ's chose to do. I the last name 'Atlanta' appeared and I thought it sounded like a famous person and I liked it so I chose to use it.

DJ's/producer inspiration:

Calvin Harris:

Calvin Harris is a Scottish DJ and Producer. He was born Adam Richard Wiles and is better know by his stage name 'Calvin Harris'.He was born with a 'normal' name and created a stage name which sounds more like a 'star' but is not outrageous so it allows the public to believe his stage name is his real name.  He is the most successful DJ in the world earning $46 million last year. Harris owns a Vanity Label called Fly Eye Records. His first album 'I Created Disco' released in 2007 reached Gold status. The album included 2 top 10 singles 'The Girls' and 'Acceptable in the 80's'. Ready for the Weekend was his second album released in 2009. Ready for the Weekend charted at the top of the UK Albums Chart. The album contains the extremely successful singles I'm Not Alone, which reached the number one spot in the UK Singles Chart, it also includes the top-five hit single  Ready for the Weekend, and Flashback and You Used to Hold Me. In 2012, Calvin Harris released his album, 18 Months, including singles such as, Bounce, Feel So Close, Let's Go, We'll Be Coming Back, Sweet Nothing, Drinking from the Bottle, I Need Your Love, and Thinking About You. All of which charted in the UK top 10. Harris has worked with some very successful artists by writing and producing songs for Kylie Minogue, Sophie Ellis-Bextor, Dizzee Rascal, Cheryl Cole, Rita Ora, Example, and also Rihanna. On 4 November 2014 Harris is set to release his forth album 'Motion'. Calvin Harris currently holds the record for the most top ten hits from one studio album on the UK Singles Chart with nine hits, exceeding Michael Jackson. Harris appeared at the top of the Forbes highest paid list of DJ's in 2013 and 2014.

Zedd:

Anton Zaslavski, age 25 is better known as his stage name Zedd. Zedd is of Russian-German origin and is a DJ and producer. Zedd produces mainly in the electro house genre, but has recently diversified through influences from progressive house, dubstep, and also classical music. Zedd's most popular productions are Clarity featuring Foxes which reached number 8 in the Billboard Hot 100 in America and at number one of the US Hot Dance Club Songs. Also Break Free peaked at number 4 on the Billboard Hot 100 and then number 1 on the Hot Dance/Electronic Songs. He won a Grammy award earlier this year for Best Dance Recording for his song Clarity. 

Avicii:

Tim Berglingbe better known as Avicii is a talented twenty five year old, Swedish EDM DJ, remixer, and producer. Avicii appeared 3rd on the annual Top 100 DJs in 2012 and 2013 for DJ Magazine . Avicii has twice been up for a Grammy Award, the first for working with David Guetta in 2012 on his track Sunshine and another for Levels in 2013. Avicii is best know for the tracks Wake Me Up, You Make Me, Hey Brother and Addicted to You.

David Guetta:



Pierre David Guetta is 46 and is a French DJ and Producer better known by his stage name David Guetta. 'David Guetta' is another example of a cool name which is also simple and relatable as 'David' is a normal popular name whereas Guetta is unusual as adds a flare and something interesting to the name. This is something that I wanted to capture with the name I chose 'Marc Atlanta'.
Guetta released his album One Love in 2009 which included the hit singles When Love Takes Over, Gettin' Over You, and Sexy Bitch, and each of them reached the number one spot in the UK chart. In 2011 Guetta released Nothing but the Beat, which was just as successful, including hit after hit such as the singles Where Them Girls At, Little Bad Girl, Without You, Titanium and Turn Me On. Worldwide David Guetta has sold over six million albums and 15 million singles. The DJ was voted number one DJ by fans in the 'DJ Mag Top 100 DJs'.



Audience Survey

Audience Survey

I have created a survey to discover what my main target audience for my music video would be. I would like to find out what different age groups prefer in terms of genre and music video style. I have created a very short survey on SurveyMonkey.com which allows people to complete the questionnaire quickly. This will allow me to get a higher response rate. I wanted a good insight to what the public like so I decided to collect data by asking a combination of questions which would allow me to receive both quantitative and qualitative data. This will be more useful to me as I can get a response in more detail and allows the participant to answer some questions without restrictions and other questions allow me to categorize participants into certain groups.

Here is my questionnaire:

The questionnaire aims to find out what the different demographics want from music videos of particular genres. This will help me with what content I should have within my video and who it this would appeal to.

Music Video Treatment

Music Video Treatment

Name of artist(s): Keira Black (Female solo artist) & Marc Atlanta (DJ/Producer)

Title of track: Clarity

Outline of ideas: For my music video I plan to include both performance and narrative clips. The narrative will show the ups and downs of a young couple's relationship. It will show how madly and blindly in love with each other they are and also the negative and violent side of their relationship. It shows the way the couple acts in public and when they are at home. The video shows a twisted love story. The narrative will be filmed simplistically infront of a plain background.

What resources will you need? 

• Actors: Charlotte Greaves & Callum Lincoln
• Props: N/A
• Settings: Charlotte's bedroom, my bedroom, fields, park, skatepark, park bench, old narrow road, bus stop etc.

Justification of ideas in relation to genre and artist:

My idea's show include a good looking boy and girl which would appeal to audience of the pop/dance crossover genre. I have chosen to shoot a love story which taps into a negative side to society and raises awareness of such issues for example, domestic abuse. It would allow young people to see a relationship that they may be able to relate to and to realise how damaging it can be. The genre of music more than often use a party/concert scene for their music video but I wanted to create something different to stand out from other music videos out there currently.

Song Request Reply

Song Request Reply

 

 

 

Rihanna Branding

Rihanna Branding

 

I am looking at branding in terms of female artists so this will help me with the branding for the female vocalist that I have created 'Keira Black' (Not rihanna's sexual manner but the way they brand). I have looked at Rihanna because she  presents a very strong representation of sexuality and she is represented as powerful and as if she is subverting the male gaze theory. However when men look at her they do not think that way they just view her in the way Laura Mulvey discussed in her theory.

 

Rihanna's image is very in your face and may be offencive and deemed inapropriate to some audiences. This is because she often dressed in very little clothing (if any clothing) to shock and catch people's attention. The majority of her CD covers and single covers include red, white and black. Red connotes sexuality, passion and love. This links well to Rihanna as her main image and aim is to come across in a provocative and sexual manner. This links to a common view in the media that 'sex sells'. It gets people talking about the artist which boosts their fame. The black included within each cover signifies her power. Rihanna is one of the post influential female singers in the charts. Many girls have grown up with Rihanna songs in the charts constantly and many teenage girls view her as an icon. Therefore, the black represents her influence and power she has over this innocent audience and how they aspire to be like her and maintain this 'bad girl' image.

 

 

 

Here is a massive list of the singles that Rihannah has released as I have grown up. Some of her songs are known for being particularly raunchy and sexual for example S&M, Rude Boy and Cockiness. Lyrics from these songs include 'sticks and stones may break my bones but chains and whips excite me', Come here, Rude boy, boy, Can you get it up, Come here, Rude boy, boy, Is you big enough, Take it, take it, Baby, baby, Take it, take it, Love me, Love me'  'suck my cockiness, lick my persuasion'. Nowadays many pop songs include very sexual lyrics along side a very catchy tune which often ends up being heard and repeated by young children. This shows how normal sexualisation has become.

 

 

 

Rihanna's logo is recognisable to most people as she uses it on everything she does. The typography has sharp edges which represnts her 'edgy' style. Her branding is very well thoughtout in that every last detail represents her style and personality.

 

(TO BE CONTINUED)