Shoot 1: Tunnel in New Southgate

Yesterday we had our first proper shoot and it was actually quite productive as we got a lot of the shots we wanted.

Costume

MAIN GIRL (Mia)
sparkly silver/black dress
Make-up - Quite heavy eye-make up, predominantly black
Silver and black jewellery
Black sandals

MAIN MASKED FIGURE (Selina)
Faded blue jeans
Suit jacket
Half-face white mask
Make-up - red lipstick

Props

Tealights
Candles
Smashed mirror
Black stick

We decided that the shots in the tunnel would be where Mia would lip-synch, which is what we did. We filmed some static shots for instance a MCU of Mia sitting against a wall and static shots at the end of the tunnel with Mia walking towards and away from the camera. We also did the same shot with Selina as the masked figure.

We also got some handheld shots of both the main girl and the masked figure. For some shots, we placed the tealights in a circle with Mia in the middle and a mirror. We got some shots of the masked figure in the reflection of the mirror. Reflections is also going to be a reccuring theme in our video so it was important ot use the mirror. We also used the tealights along with the candles in other shots by placing them along the sides of the tunnel. Mia then walked through the tunnel stopping to look at the flames every so often. This looked really good on camera.

In terms of performance, both our actors performed extremely well and soon really got into their role, so there are no problems there!

Problems/Lessons Learnt

Main issue: lighting!

We may have had a problem with lighting (will have to watch the footage back to be certain). We knew this might have been an issue as we didn't have any paglights to gain more lighting.
We also haven't got all the shots we need from the tunnel. One of the main shots we need is of the main girl smashing the mirror so that there are broken bits of the mirror scattered everywhere. We also now need to get a new mirror.

Idea Development

We have developed our idea quite a bit from the original idea we had. After having talked to Ms Blackborow we developed our idea even further.

We are going to use three locations: the tunnel in New Southgate, Grovelands park and Trent Park where there are thinner trees. We have decided not to use another plainer location like the black room we initially wanted.

We are currently trying to resolve the issue of the length of the song. The song is over 5 minutes long but we must cut it to at least 3 mins 30 secs. We were originally going to cut it and after Mia and Selina tried doing this they found it was still too long as it is still over 4 mins.

The very first shot will be a few bright lights in darkness perhaps out of focus. We have decided to have the main girl, played by Mia, initially be asleep but stirring in the tunnel and then in the forest where she will wake up. At this point she is entering the forest through another tunnel we found in the forest part of Grovelands park. She will then unknowingly be led by the main masked figure through the forest. In between we cross-cut to shots of Matt fire juggling. We will also cross-cut to Mia back in the tunnel, using a ECU shot of Mia's eyes closing before going to the tunnel shot. Mia will only lip-synch when in the tunnel.

Miss suggested that we should perhaps focus on reflections throughout the video. She suggested that in the tunnel there might be unusual things that wouldn't normally be there like a mirror or perhaps the shattered pieces of a mirror. She also said that perhaps at the beginning Mia should be looking at her body as this would tie in with the idea of self-discovery. There should also be a lot of focus on skin at the beginning with plenty of CU shots.

Near the end of the video we will cut to shots of Mia standing by a lake with shots of her reflection in the water. We have decided that at the end of the video we will have shots of both the main girl (Mia) and the lead masked figure (Selina) graadually getting closer to each other whilst mirroring each others actions. Finally their hands will touch and at this point we will add the effects of sparks when they touch. After this point we will use graphic matching where their actions match each others so that it appears as if they are the same person. The final shot will be of Mia, having dropped the mask, walking away with the camera on the floor and tilted to one side so the shot is a long angle.

Brainstorm Initial Ideas - Camera work

Brainstorm Initial Ideas - Location

Brainstorm Initial Ideas - Costume

The History of Music Videos

We recently had a lesson on the history of music videos that I found particularly interesting. So I have decided to summarize some of what I learnt in the post.

1920s and 1930s

The history of music videos can be dated as far back as the 1920s in Germany and the 1930s in the USA. Oscar Fischinger was a experimental film maker whose videos were abstract and visual interpretations of music. Two notable videos by him are Komposition in Blau (1935) and Fantasia (1939). These can be considered a part of music video history as they were visual interpretations of music that were used to sell the track as often at the end a title would appear on screen ‘get it at your local store’.

Soundies 1840 - 1846

Soundies are an early version of music videos, usually three minute musical films that were displayed in Panorams. Panorams were coin-operated film/video jukeboxes used as entertainment in bars and other entertainment and amusement centres. They covered all music genres and are perhaps best known for their exhibiting of African-American artists who had fewer opportunities to perform at live venues.

1960s Scopitone

The first scopitone was made in France and was a jukebox that was similar to the Panoram however:

- Choice was built in.

- Films were in colour rather then black and white.

- Individual selection

- Play and rewind options

The videos shown were usually song and dance performance that were shot cheaply and the consisted of high levels of female display. These films were a pre-cursor to the overt sexual displays of contemporary music videos. They were produced in the USA and usually cost $8000 to make. However this form of viewing died out when television came about.

1975 - First Official Music Video by Queen – Bohemian Rhapsody

The rise of Music TV 1981 – 2003

Initially there was a British invasion of Pop acts that filled video airplay on MTV to break the American market. Soon American artist followed suit as they realised the potential of the medium. There was at first a dominance of white, male rock artists based on the assumptions of the producers about the demographics of the audience, namely that the audience was also dominated by white males.

Other than Michael Jackson who had success with his singles Thriller and Bad both of which had successful, high budget productions, black artists didn’t break through until the end of the decade. Reluctance to play black music videos meant rap videos only attracted small budget and didn’t find a mass audience at first. ‘Walk This Way’, the crossover by Run DMC and Aerosmith as well as the humour of MC Hammer and Coolio helped make gangsta rap more acceptable and so eligible for bigger budget videos. Hype Williams, a music video director, led the way for black artists and director in the music industry for more extravagant productions. Higher budget videos generated better record sales and meant that hip-hop now replaced rock as the dominant music form.

Eventually serious rock artists realised the importance and effectiveness of music videos. Bruce Springsteen, who was considered the ultimate to other rock artists, led the way with his 1984 video for ‘Dancing in the Dark’.

The Establishment and Development of the MTV Brand

By 1984, MTV had established itself as central to the music business and started up the Video Music Awards, its very own Oscars. MTV, now owned by Viacom, diversified and established VH1, a more album orientated channel for older audiences. MTV Europe started up and was a great success as Europeans were keen to get same benefits as Americans.

Music videos along with MTV and the introduction of the CD were considered responsible for the revival of the Music Industry. It improved sales and established image as a key factor in the promotion of an artist. By the end of the 1980s music videos were a pre-requisite in the promotion of singles.

The Present Day and the Influence of Technology

Music videos first appeared on the internet on chat/networking sites having been digitised form TV recordings, uploaded and shared.

1997 - I-film launched

1999-2001 – Napster launched

2005 – The launch of Youtube. Faster and easier viewing than sharing sites.

2007 – Myspace video functionality added

2007 – Royalties issue

Google and Youtube reassured the music industry they would ensure fairness so that artists got their cut. However the issue was complicated as some labels welcome the development viewing it as free advertising while others see their music video as ‘the product’ and so they must protect their product and profits as much as possible.

Various artists have achieved fame and success through videos first becoming known online only. Example: Ok Go 2005 ‘A Million Ways’

MTV – online streams of music videos

AOL – streams with supporting advertising

I-tunes – offers free music videos and sells them to view on video i-pods.

Viewer-generated content

Literal music videos, lip dubs and mobile phone clips from live performances.

Guerrilla filmmaking – An alternative to the mainstream. Refers to a form of independent filmmaking. Characterised by low budgets, skeleton crews and simple props. Scenes are often shot quickly in real locations without any warning. Usually made by independent filmmakers who don’t have the budget to obtain permits, rent out locations or build expensive sets. Example: Vincent Moon ‘The Take-Away’

‘Guerrilla filmmaking is driven by passion with whatever means at hand.’ - Yukon Film Commission Manager Mark Hill.

DYM MYSPACE FEEDBACK

Excellent work, Bhavika. Some very good evidence to suppport your marketing research.

Gwen Stefani – Love Angel Music Baby

For the deconstruction you will need to explore the following:
images used (layout, colour, style etc)

Front

Vivid and colourful

A medium long shot

Main colours used – gold, pink yellow

White background with a gold border

Gwen Stefani sitting on a gold throne in the centre directly addressing the camera

Head tilted up slightly and to the right

Curly messy hair – looks careless and so ‘cool’

Wearing a white top with frills, grey jacket with white fur, denim shorts, tights

Holding a gold purse and stick – link to royalty

Gwen Stefani is in focus but the surrounding images are out of focus

Slumped in the throne, one eye hidden, looks very laid back, relaxed, careless and so in control

Signature look – dark red lipstick, blond hair

Surrounding image – two Asian girls standing and posing

Back

Dark red background

Image is to the left has a white background

Image in black and white

Gwen Stefani sitting on same throne but more upright

Head tilted down to the right.

Curly even messier hair – looks careless and so ‘cool’

Eyes half closed – still looks chilled out

Big black stilettos

No longer wearing the grey jacket

Holding a tiara – connotations of ‘royalty’

Holding a stick – link to royalty

text (fonts, size, positioning, colour etc)
Font colour – gold

Album title in top left top corner and name Gwen Stefani in bottom right corner

Album title fairly small, Gwen Stefani much bigger and in bold

Font used is distinct, fancy style, connotations of royalty and ancientness

The relationship between text and images - how do they work together ie anchorage Differing functions of the front, back, inside sleeve
Anchorage - The text has connotations of royalty in the image, Gwen Stefani is sitting on a throne

The text, the throne and the border are all gold

How the Iconography represents the band, the genre of music and their overall image.

Iconography represents Gwen Stefani as individual and distinct

Colourful iconography is colourful and reflects the genre of pop, which consists of catchy dance music that is fun

Gwen Stefani’s image consists of her dark red lipstick, blond hair and her wild/different/out there fashion sense

Overall image is quite fun

Are there any signifiers exclusive to the band/ genre
Colourful and fun – pop genre

Signature look – dark red lipstick, blond hair, quirky dress sense

What the cover says about the institutional context of the music ie the label, mainstream, underground, first album etc
Owned by Interscope Records, licensed to Polydor Limited, Universal Music

First album as a solo artist?

What can we learn about the potential/target audience from the cover ie specialist, niche, familiarity with the band, compilation, mainstream etc.
We can learn that the target audience is mainstream, as the cover resembles other mainstream pop artists/bands, as it is colourful, fun etc. However, it is also individual to suit Gwen Stefani’s style.

Any work completed on album covers should be posted on your individual blog, with links to the album cover imagery

STAGE 1: ALBUM COVERS RESEARCH

A: Look at a selection of album covers (minimum of ten, CD or vinyl), maybe from your own, your parents or a friends collection, or online - the more variety in genre, style, decade etc the better. Make notes in answer to the questions below:

1. What are the typical features that an album cover has? Make a list of all the elements they have in common.

Front, back and spine

Name of the band/artist – usually bigger then title

The title of the album

Typeface – visual motif same font

The artist is usually on the cover

The image is strong and iconic: Lady Gaga - The Fame

Marketing stickers

Price labels

Offers

The tracks on the CD

Institional information - The record label, copyright symbol, publisher, designer date etc

Certain expectations – legal licensing fro industry etc

Artist/band website

Record label website

Bar code

Same design and colour scheme on front and back

Name of the band/artist and the title of the album on the side

Booklets

Distinctive debut albums – sell the artist/band

Second/third etc albums - work on familiarity

Greatest hits – play on nostalgia using iconic images of the artist/band, work on an emotional response

2. How would you categorise the covers in front of you? Are there any other ways of distinguishing between them other than generically?

Genre
Target audience

Artist/band

Male/female

Style

Band/artist on the front

Conceptual

Debut/first/second, third etc

Mainstream/alternative/niche

Compilation/greatest hits etc

Tone – funny/serious

Era/decade

Layout

Dual case/digi pack/vinyl album

Special edition/double album etc

Record label e.g. Motown, 2 Tone – associated with a specific genre

3. Album covers serve many different functions. What do you think these are (ie what is their purpose?)

To portray the artist/band artistically

Serves as an identifiable image associated with the artist/band.
To hold the CD

To advertise/promote/sell the artist/band

To advertise/promote their songs and music

Indicate the genre of music and style

Informative – tracks

Genre specific – has to sell a specific genre

Institutional identity

Individual, distinctive, should stand apart

Gets people talking about artist

Test Shoot 2: Grovelands Park

Now we have changed our song and idea this test shoot was for the song 'Eyes on Fire'.

Costume

MAIN GIRL
Sparkly dress
Black glove
Tights
Converse

Props

Glitter
Wool

I think this test went very well, especially in comparison to our last one! We found a spot in the woodlands part of the park that Mia and Selina had earlier come across. We set up there and began filming shots of the main girl played by Mia walking through the trees in character. The shots were mainly handheld.

Problems/Lessons Learnt

Having looked back at the footage, I think the lighting may have been an issue. Although we had enough lighting as we used paglights, the lighting from them makes the shot look unnatural. I think natural lighting looks better and so we will probably have to shoot earlier in the day. We also need more still shots to have a combination of handheld and still camera work in the video.

NEW TRACK!!!

Our new track is called 'EYES ON FIRE' by BLUE FOUNDATION.

Blue Foundation are a Danish alternative Rock band and this track is feature in the film 'Twilight'.

They started out in 2000 and their music can be described as a mix of melodic dreamy pop influenced by indietronica and shoegaze.

Apart from Twilight their music has also been featured in the film 'Miami Vice' and the American TV series 'The O.C'.

This track is very atmospheric with quite an eerie feel to it. Although it is very slow we could still use fast editing at various points to build tension, particularly when there are long pauses. Our idea is very abstract. The general idea is to have the main girl, Mia. in prefereably a white dress and barefoot walking through a forest (Grovelands Park). In the background, actors wearing masks will be walking around though the main actress is oblivios to them. One masked character (maybe Selina) will represent the main girl's alter ego and will lead her through the forest although she does not realize she is following anyone. Shots will show the masked figure running her hand over a tree and will then show the main actress doing the same thing in the same place. Finally at the end, the main girl will either put a mask on or the mask will shatter to piecses (if that is possible).

Evanescence – Rock/Alternative

Official Website - http://www.evanescence.com/

Conventional features

Can download videos from iTunes

Exclusive performance by the band

Photo gallery

New album advertised

Can join their official fan club

Ringtones

Official tour merchandise – T-shirts, bags, keychains, stickers, cards, wristbands, CD cover sticker, 2 piece necklace, button pack

Latest news

Upcoming tour dates

Advertising ‘Nightmare Revisited’ – theme links to their image

Layout design

Dominated at the top by the key image – links to the band’s image

All other options given about equal spacing

Semiotic analysis of key iconography

Black background

Yellow and green misty, use of light, other worldly, supernatural

Image – church-like building, very grand, chandelier, illuminating butterflies

Images used are all of the lead female singer – used to sell the band

Typeface

‘Evanescence’ is in white

Imagery of the moon tied into the font – connotations of something supernatural, witchcraft

Interactivity

New single plays as soon as you enter the site

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

MySpace - http://www.myspace.com/evanescence

Conventional features

Image of band

Pop out player – can play their tracks

Can contact them

General information about the band

Upcoming shows

Blog entries Discography – link to all their albums on Amazon

Biography

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

Link to:

- Exclusive performance for Live Sets

- Evanescence threads

- Youtube channel

- Fanclub

- E-news

- UK E-news

Watch/download their videos or buy their album

Ringtones

Merchandise

Record label

Layout design

Dominated by animated image of the band at the top

New album not advertised at the top, nearer the bottom

More focus on the band/upcoming tours etc

Semiotic analysis of key iconography

Animated image of the band – distinctive, makes them stand apart

Female lead singer at the forefront, more sexualised, used to sell the band and their music

Female lead singer wearing a black dress made to look unrefined, raw

All dressed in black, serious/moody expressions – band image

Grey misty background, tree branches

Typeface

‘Evanescence’ is in white

Imagery of the moon tied into the font – connotations of something supernatural, witchcraft

Other font is yellow, red and white

Straight, simple

Interactivity

Pop out player – can play their tracks

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

Can watch their videos

Ne-Yo – R&B

Official Website - http://www.yearofthegentleman.com/

(named after his album, iconography compliments ‘gentleman’ theme)

Conventional features

New album advertised at the top

Can play the video for his new single ‘Part of the List’

Blog information

Latest gigs

USTREAM – slideshow, videos – live blog etc

USTREAM chat

Can become a member

Twitter feed

Can subscribe to his mailing list, mobile list and Ne-Yo feed

Link to a forum

Images and video links

Advertising a CD with a link to Amazon, Ne-Yo is featured on the album as a duet partner on one of the tracks.

Layout design

More space given to Ne-Yo’s blog

Videos of Ne-Yo live or in the studio are given prime space and more focus

Music video for his new single is on the side at the top.

Semiotic analysis of key iconography

Background – cream colour, image of Ne-Yo his signature look, wearing a hat and suit, slightly blurry.

Goes with the name of his album ‘Year of the Gentleman’

Typeface

Black, white and brown font

Straight, simple, sophisticated, classy

Interactivity

Can play the video for his new single ‘Part of the List’

Videos from his blog

Slide shows

USTREAM chat

MySpace - http://www.myspace.com/neyo

Conventional features

Store – can buy Ne-Yo hats, T-shirts, autographed towels, beanies and a poster

Can access his video blog – takes you to his official website

Video of Ne-Yo dancing in the background

Can add Ne-Yo as a friend

Can play the video for his new single ‘Part of the List’

Loads of images and video links

Biography ‘About Ne-Yo’

Ringtones/videos/wallpapers

Can buy all three of his albums

Advertise album ‘Just Dance’ as it features one of Ne-Yo’s tracks

List of concerts

Layout design

Screen within a screen

His name is bigger than the album title

Album advertised at the top and takes up a lot of space

A lot of space given to the music video for his new single (near the top)

Lions down the sides – connotations of masculinity, strength, the alpha male

Semiotic analysis of key iconography

Background – grey and black, almost 3D effect, image of Ne-Yo his signature look, wearing a hat and long black suit, looking to the left out of the picture,

Goes with the name of his album ‘Year of the Gentleman’

Typeface

Name of his album as a title on the website

Mainly grey font, some gold

Straight, simple, bold

Sophisticated, fancy, curly

Interactivity

Can play the video for his new single ‘Part of the List’

Pop out player – can play his tracks

Ne-Yo’s official website is more about him with the focus on his live blog and video clips of him in studio. His myspace is mainly focused on his new album and new single with his biography near the bottom of his myspace.

La Roux – electro-pop

Official Website - http://www.laroux.co.uk/

Conventional features

Link to a forum

List of their tour dates (click on red door)

General information.

Link to iTunes (click on the internet café), Amazon and HMV

Can download their new track ‘Fascination’ for free by entering your details so that they can add you to their mailing list and will send you latest news about them

Can watch their music videos for free

Images and video links

Social Networks - links to Myspace, facebook, Last FM, Bebo, Youtube.

Can sign up and become a fan.

Audio player and press

Layout design

Dominated by image of the street

The image moves with your mouse

Bottom left corner – advertise new album along with previous debut album

Semiotic analysis of key iconography

Similar to their myspace

Black background – quite edgy

Electric avenue

Colourful iconography – urban city street, modern, distinctive imagery

Electric avenue, The Flamingo Lounge, Nails shop, shops,

Typeface

White and grey

Simple, straight, bold, edgy, pointy

Goes with their cool, edgy image.

Interactivity

The image moves with the mouse.

Noise of the city.

Cars drive by, birds in the background, red door opens, traffic lights,

MySpace - http://www.myspace.com/larouxuk

Conventional features

List of gigs

Link to iTunes and polydor.com so you can buy their music

Pictures

Videos

Banner advertising debut album ‘Bullet Proof’

Link to their Official Site.

Contact list so you can send a message, become a friend etc

General information – music influences

Link to their blog – link to Lily Allen’s blog on file sharing (Lily supported La Roux on their tour)

Layout design

Banner advertising their bedut album at the top

Dominated by image of the street

Music video for new single near the top

Link to the ‘Official Site’ and to ‘Get The Album’ – promotion of the album through the single

More focus on their music

Semiotic analysis of key iconography

Black background – quite edgy

Colourful iconography – urban city street, modern, distinctive imagery

Electric Avenue, The Flamingo Lounge, Nails shop, shops, orange, green, blue and red neon lights,

Typeface

Simple, straight, bold, edgy, pointy

Mainly in white and red

Goes with their cool, edgy image.

Interactivity

Music video plays as soon as you enter the site.

Pop Out Player – can listen to their tracks.

Can mix, sing and remix her music

La Roux’s MySpace has more focus on their new single, albums and music with less emphasis on them as their blog entry is given less space. Their Official Site is more about the band image.