This is the costume I have decided to use for the protagonist the main character in my music video. Even tho my music video is indie, due the genre being huge spectrum I don't think theirs an exact dress code fo indie, generally clothes such as skinny Jeans etc, are evident in a lot of indie music videos, and also fans would be interested in similar dress styles. Indie in my opinion isn't like metal or rap it doesn't have what people would consider and exact dress code, as others do. Here are some indie styles.
On the other hand here are some examples of rap, styles. Here you can see the rap star wearing, expensive jewelry, clothes etc. For instance the CD album Rick Ross has an expensive car in the background, this is used for people to expire too, young people especially want to be like these Artists and live the lives they represent, big houses, cars, money etc. In my opinion Record labels sell a dream to the consumers, the fans of these people and therefore generate sales as they idolize them.
But because my music video has a story to it, I think
this will go best as I have previously said the music video treatment. I want to use a suit to represent someone who's going work, and thought this would be easiest way to do so as this is the norm, for most people when you would think of someone in a job. Their is little more to say with costumes as this is my only characters as the music video follows this particular character. This is a suit that will be similar to what ill be wearing. As far as props ill be using a laptop bag, to highlight more that Im going to work, similar to this one.
My target audience has a range from 16-28, mayby early 30s. Firstly this is a huge target audience especially for a music video, and I think that my song will appeal to huge range of people. All indie bands have a similar target audience of young men and women, Teens to early to late 20s. I think that my indie band will appeal to this most. I also think that my band appeals to anyone trying to break into the music market, all inspiring musicians.
This is the story board I have chosen to draw. I drew a story board so that when I come to film I know exactly what shots I need to get, also this will be important when choosing shots needed. It also gives me an idea of camera angles I might need to get. This will give me the first idea of what my music video will look like when it has been completed. Even tho I'm not the best drawer the image's are still visible and easy to see. I drew up the music video on storyboards, and produced and Anamatic using Imovie, it was very simple, all I did was drag the song from Itune, witch I downloaded on their, and imported my clips onto Imovie, in the correct place.
This is me desighning my animatic as you can see not the best drawings.
This is my Anamatic, its a short preview, this is because I thought that I understood, why I have used it, understanding the types of shots needed, and also a sense of a story, helping me when filming my rough cut. As I have already created the treatment for the film, I didn't think this was necessary, to create a full anamatic. Also the final music video will be completely different, as when filming I will improvise, also im using mainly the concept of the music video and the locations.
This is me designing the storyboard. I simply dragged the music from Itune on Imovie and and put the picture in.
The term "record label" derives from the circular label in the centre of a vinyl record which prominently displays the manufacturer's name, along with other information, the record label controls the band, if they don't have a a brand image or not a strong another representation for instance indie, the record label world force them to change or reinforce their image, more strongly. As the band could effect their image. A record label is a brand and a trademark associated with the marketing of music recordings and music videos. The record label is the company that manages the brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion the record label.They enforce copyright protection of sound recordings and music videos. This is very important in order for other music video's and the music aren't the same as it's important to be different and unique as this will help to penetrate the music industry.
Record labels promote the Artist. With the use of the Internet it has increasingly been a way that some artists avoid costs and gain new audiences, as well as the use of videos in some cases, to sell their products. So effectively this is what I'm doing.
Record label's come in two sizes, small an localised and independent, witch "indie" means. On the other hand they can be a large international media group, some can be in-between both. A sub label can be part of a much larger label, but under a different name.
This is an example of the big record labels, four out of the five are based in the USA and one based in the UK, which was EMI Group.
I wanted to go with a smaller record label, as large record labels, have complicated contracts, and unfair deals, but the rewards can be larger. After searching the Internet for small record label, i came across a record label called Small stone Records.
It's an American record label based in Detroit. It was founded in 1995 by Scott Hamilton and is a self-dubbed "heavy rock" label.Hamilton started the label with a $5000 loan. They specialised in stoner rock, indie, blues-rock, and psychedelic genres. Its a very small record and also it has many indie bands, that have been recorded by them.
They continue to release 10-12 new releases each year. In my opinion i think this is a great Record label, their very new in terms, of record labels, and their growing steadily, and i think this would mean that the deal would be better. I think this record label would represent the band best.
I wanted to create
a music video that has a story rather than, a band playing or instrument, but
depending on if I'm able to get instruments I might incorporate them in the
music video, but at this point I'm not too sure, and hopefully I will be able
to find this out after my rough cut, and I have feedback for it. Firstly, the
song shield- All I know is a very upbeat song and so I wanted to create a
montage of clips, with a lot of varied and interesting shots, throughout the
music video that has a story. After analyzing the lyrics, I have
decide to create a video where someone who misses the bus to work, and
is annoyed and so decides to let all his stress of work out, by
acting childish and fun, with the use of bad dancing, and playing around. I
want to make it have a meaning to the song, emotion to the music video, with
the use of interesting camera shots and motions. I think it’s important to get
the montage of clips, in time with the music beats, which will make the music
video look very professional, this is what will be very difficult,
after listening to the song a key times, i want incorporate
a serious clip, of the protagonist thinking, for example. At the end
of the music video I want to create a sort of cliff hanger, i want
the audience to feel, different emotions; I think this will work best, as
it will keep the audience interested, which is the whole point of a music
video. To conclude, the music video takes you through a day in a life
my protagonist who, misses his bus and decides to basically run away
from the stresses of working.
A mood board is a type of poster design that may consist
of images of the choice of the mood of the board creator for instance when
creating a music video its helpful to have images that are similar to my design
for instance a indie song will have inspirations that are highlighted towards
the indie genre. Designers and others use mood boards to develop their design
concepts and to communicate to other members of the design team. Another
example of this is in a business such as Apple as technology designers will
need inspiration and use this tool to do so. The one like this might be used
for inspiration to design a new model or used by a technology and design
student.
Here's my mood board. It contains various things that
connote indie, what I want to create in my music video, image and also what’s
going to help me in producing my music video. Its shows various pictures of
things that will be in my music video, equipment that will be used indie bands
and the impression i want to create.
Even tho I'm producing a shot list i think its important to show the usefulness, to explore the various camera shots, angles, shots that are evident in a music video, Here are some of the camera angle shots shown below, and their effects and the effect they have on the audience. Firstly here is a video that best shows all the shots, this really illustrate all the shots and more, this is what i research to help me, when thinking of shots and angles, it also shows some editing techniques.
Their are many camera angles and motions that i can use in my
music video and these are what i want to incorporate in my music video to get
the best result, i think its important to get a variety of shots. These are most of them,
Close up - Typically showing just the face and shoulder area, to show emotions.
Extreme close up - Also showing the emotion, but highlighting them more
Mediam shot - To show characters, normally what their wearing.
Low angle - To show someones dominant
High angle - To show some vulnerable
Extreme long shot - To show scenery
Tracking shot - Typically to show action
Pan shot - Gives another shot of the scenery.
Tilted frame - To show confusion, or dizziness.
Hand held - To show realism
Arial shot - To show a birds eye view typically, high budget from a helicopter.
Long shot -Again to show scenery but all characters, and motion
Two shot - To show a conversation
over the shoulder shot - Can show vulnerability, or just even another conversation shot.
My main inspiration was the music video by Fatboy slim called
'weapon of choice', shown below.
As a video point
of view, I think it's really fun and exciting to watch, it’s very light-hearted
and it doesn’t look like a serious video, which is what I wanted to try and
replicate, in a way. Even no it's not an indie song, I think that a lot of
indie songs are about break ups, or missing someone, or something negative for
instance the songs "naive" by the kooks and the Songs
"always where I need be", these are the first that come to mind. And
therefore I want something that goes against the norm of the indie genre, I’m
not saying all indie songs are serious, but after searching and from knowledge
this comes to mind, as a convention of an indie music video.
Another video that
I really like is, OK Go - Here it goes again. It’s another exciting, and light-hearted video
that I really like. The music video is very unique and different witch I like
about it.
As a definition, Brand image is the current view of the customers about a brand. It can be defined as a unique brand of associations with in the main of target customers. it signifies what the brand presently stands for, but especially in a changing market such as the music industry the brand image can always change in order to keep in the public eye, and a demand for their music. It is a set of beliefs held out a specific brand. brand image is the over all impression in consumers mind that is formed from all sources, Firstly "formed from all sources" this is the promoting part of a music video, and the other forms of media such as posters, Digi-Pak's magazine advertisement, in order to create a band image through these forms of media, this is where you can make a band unique, from a business point of view, in order to penetrate the market, A USP you need to be unique. Its about creating an image, usually unique. The typical image of a indie band is skinny Jeans, young men etc, but this always changers, but stick to certain codes. This is a typical Indie bands.
Hi my name is Luke, i was just searching your music on Sound Cloud and really like the style of music and i was just wandering if i was able to produce a music video using the song All i Know, as I'm currently studying A-level media and need to produce a music video, I hope to here from you :-)
This was the message i sent them through the Facebook site.
This was the reply,
Hi Luke (I am Anthony the bands Manager) what did you have in mind for the video... ? You of course can use it, but would like to have a little look over your treatment first , if that was ok?
email me on anthony@riverman.co.uk
I replyed, by explaining that the music video will only be shared to my media teacher and the exam board. I sent a copy of the music video to anthony.
I found my band on SoundCloud, it was under indie, after i picked the song I liked, I decided to research about them. I found a website with all the contacting information about them and ill message them through Facebook. They are an indie rock band, witch is what I wanted.
After searching for a song for a long time I finally came across
the song witch I really enjoy. Initially I wanted a music video that is very
upbeat and this is the best song that I could find that I really like, and I'm
really glad with the outcome. Basically the concept of the song is about
memories, and I believe the character is talking about himself for example
"I found you in a paradox trying to separate" as if it was him.
It goes on to talk about escaping and crushed dreams, "certainty lies in
my memories" and "there’s no escape from this". Furthermore
"you follow me always, you follow me always from behind the line" as
if he talking about his emotions. To conclude, the types I want to create want
rely heavily on lyrics as such, and more for promotional reasons, a fun and
exciting music video, to increase sales.
The
genre I have chosen for my music video is indie rock; indie is a genre of rock
music which originated in the USA and UK in the 1980. It is rooted in earlier
genres such as alternative rock and post-punk. The term indie can describe any
music produced by artists working within the network of independent record
labels and underground music venues. And this is where the image came from,
young men normally rebellious, new styles and new fashions were created.
Indie is a very loosely used word as it roots from independent.
Normally indie bands are low budget; with the change in the music industry
especially in 2000 many bands have seen success. An example of a well known
indie band is Arctic monkeys, I think the whole concept of an indie band, is
that it appeals to a lot of young in inspiring people/musicians, as their
similar to you and I. I think that indie is a huge spectrum and so, there are
not exact conventions.
I
have found many songs that I would imagine fit the style of my music video I
want to make; all these songs were taken from Sound Cloud.
The
song names are
-
Dick and Jane by Sydney York
-
Indie electronic dance song Descentswithmodification
- I’m
from Barcelona - DR Landy
-
Echo and the Empress - Balloon
- Crystal
fighters - At home
-
Shields - all I know
When
deciding on what music I was going to use in my music video, I asked these
question, these songs range from dance themed songs to indie, after further
thinking I decided that I wanted it geared more toward indie, but
still upbeat.
Does
the music video represent indie rock?
Is
the music video upbeat?
And
finally do you find the music good to listen to?
I've concluded
that I will be using the song Shields - all I know, this was the initial song I
was going to use. This song is great in my opinion, as it was give the best
results for the questions I asked compared to the other songs.
After showing the
song to the majority of the class and a teacher, out of the ten people I asked,
seven people preferred the song in general and also answered the questions
that I asked the best. So with an overall 70% of the votes I’m going to use the
song Shields - all I know.
When first thinking of ideas to but to paper when thinking of a
music video, I wanted to create a music video that was fun, exciting, and to
create a sense of happiness, which would leave
the audience excited by watching it. Then the idea of a dance themed
song came to mind, which will help me to create the image that i want to
create, but I was struggling for ideas, and so I have drawn up a mind map of
ideas.
Mind map - Short description
- A lad’s night out, the process through the day to the night, maybe
uses of costumes, having a laugh.
- Another simple idea was to use a silly costume, and to pretend
as if it wasn’t there, and so again it would be the process through the day of an
average person, but with the aspect of a costume, will hopefully make it fun, maybe
going to the cinema etc.
- Again with a costume, of someone riding a bike, throughout
Nottingham, enjoying life, with good shots of sites, with the aspect of dancing
in front of landmarks, and going crazy.
After this I wasn't happy with what I came up with and
also it would be very hard from most of these to be done as I would need to
rely on other people, and the teacher explaining to me that a dance video being
very hard to do and so I decided, to look at different genre witch
was indie, but still trying to find an upbeat song, and so instead of trying to
think of a concept, first ill find a song that will help me find an idea or
inspiration, and so a look on many website such as unsigned.com,
Unsignedband.com. After not much success i decide to look on a website called
Soundcloud after a class mate, had found a song from their
and recommended it to me.
The star's theory suggests that
the singer, actor, and model - takes several forms in order to sell their
product to their target audience:
The star is a construction: The
star's images is constructed and developed by the star him or her or the
management across various different media outlets such as magazines,
advertising, television and the internet. Many stars, need an ups unique
selling point for instance Lady Gaga. People such as lady Gaga are seen as
a brand image or a product and for new product to do be successful in the
market it needs a unique selling point, to penetrate the market, against it
bigger rivals or competitors.
They are
a marketable, constructed by the record label in order to make it money. The
record label will listen to the demands of the audience and develop that star
to fulfil their needs. For example, Cheryl Cole is constructed to sell her
music to teenage girls who will copy her fashion style and mimic her dance
moves witch intern doesn't just gain revenue through music sales, but also
through fashion, merchandise, and other commodities.
The star
is an ideology - Stars are connected to their audience through the beliefs
they present in their work. The star represents a set of values and
attitudes that reflect the audience's own values.
For example, Miley Cyrus's claim
that she is a virgin and will stay a virgin until she is married has received
much attention by the media. Her young fans will want to follow her lead, which
can be seen as a positive thing. But many people see this as a bad thing as
that people can be very influenced my stars such as these.
In my my music video i will be applying most of the concepts used the goodwin's theoryGoodwin's theory is based on, key features found in
a music video, which relate to my music video.They are the six points, - Music videos demonstrate genre characteristics - There is a relationship between lyrics and visuals - There is a relationship between music and visuals - The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. - There is frequently reference to the notion of looking and particularly voyeuristic treatment of the female body. - There is often intertextual reference
All in all their are six points to Goodwin's
theory, Goodwin's theory states that music videos are often constructed by the link
between the visuals and the song plus the artist. Relationships are built
between these in the video, and the close-ups of the artists gives them the
representation and publicity they require. Voyeurism is used to increase the
video’s attractiveness, particularly to males, whilst intertextuality is often
employed in humorous videos. Many of these
features are present in all music videos, depending on the genre of the song
and the aim of the record company/artist. For instance due to many music video's being more based towards promotional reasons, many music videos use voyeurism. Goodwin argues that the female performer will frequently be objectified in this fashion, often through a combination of camerawork and editing with fragmented body shots emphasising a sexualised treatment of the star.In male performance videos too, the idea of voyeuristic treatment of the female body is often apparent with the use of dancers as adornments flattering the male star ego. But I believe that I won't be using this in my own music video.
Michel Gondry was born on May the 8th , 1963 is an
Academy Award winning filmmaker, whose works include being a commercial
director, music video director, and a screenwriter. He is noted for his
inventive visual style and manipulation of mise en scene. His career as a
filmmaker started with creating music videos for the french rock band Oui Oui,
in which he was also a drummer in the band. Michel Gondry is a unique music video director. He is more famously known for his collaborations with the artist Bjork. The collaboration lasted a long time , with Gondry directing a total of seven music videos for Björk. Other artists who have collaborated with Gondry on more than one occasion include Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead and Beck. Apart from being a successful music video director he is also a successful feature film director, commercial director and screenwriter. Personally this is what inspired me about him, as he has a wide spectrum in the media industry.
He has also directed many music video such as "Dance Tonight" - paul mcCartney, "Heard
'em say" - by Kanye west, he has filmed many other films but these are the
one's Im mostly interested in, as they have certain aspects that Im interested
in, that could compliment my music video and that i have analised. Although he has had many successful videos, he hasn't received any award for his music videos, however, he has received awards and critical acclaim for his features films, such as 'Eternal Sunshine of the Spotless Mind' where he received twenty two nominations and won ten of those awards.
Here's an example of his work -
Here's a very good insight into how the video was made.
Spike Jonze is another music video director. He's directed and co-directed many music videos including Bjork, Ludacris, Kanye West, Weezer and Fatboy Slim. These music genres are very unique and massively different to each other and this is why he really inspires me as he can adapt to different genres. His collaboration with Fatboy Slim to make the video 'Praise You' in which Jonze himself starred under the pseudonym of Richard Koufey was arguably his most well known music video, as he won three MTV awards. Personally i believe that award don't tell the full story, and they depend more upon the collaboration of the artists, not their talent.
The video was shot outside a movie theatre in California without obtaining permission from the owners, this is known as 'guerrilla style'. In the video Jonze and the dance group dance to 'Praise You' in front of puzzled onlookers. This really appeals to me, as its real, real emotion witch you can't re create, but at this stage i would love to believe a could do it, but i think it would be to hard to organise, but maybe something on a small scale
Spike Jonze is an American director, actor and producer, who's work
includes music, videos, commercials, films and television. He has collaborated
with writer charlie kaufman which includes the 1999
film being john malkovich that got him a Academy Award for best
director nomination. He is also well known for his music collaborations with
weezer, beastie boys, and bjork, which is where i am particularly interested
in, and have research many peaices by spike Jonze, shown here which has been
both helpful for ideas and also inspiring. His other work includes being
executive producer of MTV's Jackass which appeals to me, and also he an
entrepreneur as he is part owner of a skateboarding company, which has inspired
me in media and also in business studies.
Researching these both directors has taught me that they all have their own individual styles and that they incorporate into the music video, witch i think is needed, as it keeps individuality that shows in their music video's and many bands and performers might prefer a certain directors apposed to another, which will give the director a collaboration and that will add to their portfollio, and hopefully i will be able to add my own style, or at least my own twists.
The conventions of a music video
depend much on genre of music.
However, some general conventions
are that the artist is shown performing, the lyrics of the song influence what
is shown in the video, the pace of editing fits the pace of the music, and
the codes of dress reflect the mood of the song. This is a general look on
music conventions; different types of music genres have
different conventions to typically represent them. A very good
representation of the conventions can be a mood board. To keep within
conventions, these are some main music video conventions
There are
three visual elements to a music video.
-Clips of the band or
artist singing/playing instruments, separate images inserted in the video.
-The
vocalist can usually be part of the story/narrative in a music video, even
whilst singing/playing instruments.
-With editing, the most
conventional feature used in music videos is the ‘Fast Cut Montage’ – a series
of different shots cutting very quickly from one to another.
The fast cut montage element
appeals to me greatly, cutting from different shots, quickly, which has a story
and this is where I want to gear my music video towards.
These are common with Pop/Dance
videos, as it fits with the beat and style of the song itself. Gentler
transitions can also be used to establish a more ‘downbeat’ mood. By using a
fast cut montage, you ensure that people will want to watch the video again, as
they didn't quite catch the ‘gist’ or see something properly. Wanting
to watch the video more than once can mean promotional success, and this is why
many new videos are very unique.
This
year our project was to work on our own and to produce a music video, I thought
this was I good idea as it was different to working in groups, because in a
group your all contributing, to ideas and improving the ideas. But that’s what
your primary research is for (question air/feedback) which is improving on your
rough cut, Digi Pak and Magazine advertisement. Personally
it doesn't really matter to me if I work in a group or don't, I like to create my own image out of my head, in this instance a music video
concept and make it so other are able to watch it. Working on your own requires
a lot more work, and I didn't realize the extent of work that
was needed straight away, but step by step, slowly it can be done. Obviously
your doing the all work opposed to sharing the work
load. Usually a music video would have a huge production
team, ranging from one to few Directors, a huge cast big budget, a
high level of technology, etc; all this is importance to promote an Artist or
band. On the other hand you are able to create a
very professional looking music video with limited equipment and
software, this type of software quickens the process, which is essential
if working on your own. Also the use of simple equipment and software allows
even someone who's just starting, able to pick it up quickly, and it also
limits problems and issues as their fewer things to go wrong. My brother who is
also studying media will be helping with the filming process of the production.
Before starting the research or
planning of my music video a thought it was important to explain what a music
video is.
A music video and the song go hand in hand and both are vital in order for each
of them too succeed in the industry. Music videos are used as a marketing tool
which in turn promotes both the Artist or Artist's and the song itself,
moreover the music industry especially from the driving forces of the United
Kingdom and USA base how successful a song is on sales, which a music video is
a contributing factor of how many Artists are seen as a brand image, and many
will have following fans, loyal customers. Furthermore many Artists will
involve celebrities in their music videos which will bring other loyal fans and
in turn will give more sales. This can also be done by bands or Artists merging
together. A music video is a short film integrating a
song and imagery, produced for promotional purposes. Modern
music videos are primarily made and used as a marketing device intended to
promote the sale of music recordings. They came into prominence in the 1980s,
when MTV based their format around the medium. Before the 1980s music
videos were known as "filmed insert", "promotional (promo)
film", "promotional clip" or "film clip". Music
video's use a wide range of styles of film making techniques,
including animation and live action filming, and non-narrative
approaches such as abstract films. Some music videos blend different
styles, such as animation and live action. Many music videos do not interpret
images from the song's lyrics, making it less literal than expected. Other
music videos may be without a set concept, being merely a filmed version of the
song's live performance.
Here are some simple guide lines of a typical
music video, these don't have to be followed, especially as more and
more creative music videos are being made, challenging the conventions of music
videos.
video process, in which to decide whether to do the music video based on the
actual music, for instance have singers, band members playing the instruments
etc, or have the video merely to promote the video, this can be done by making
the music video look exciting, and fun. As I have already mentioned music
videos especially now are marketing tools, and more and more are becoming
videos in order to excite the audience, such as the video 'Good feeling', which
is an exciting video and a good example of this. To conclude I believe
that the music and the video is very important in order to create a good music video,
and personally I believe I will be going more to promote the song and make the
music video more exciting or maybe a mix of both but these are just thoughts
and initial ideas at this present time. Another important thing to say is that
the music industry is changing all the time, there’s always new idea put on the
table, this is because directors are searching for new,
and innovative ways to promote the music, through the media where
that be videos, magazine advertisement the internet and more.
The video 'good feeling' is an example of an exciting music video, as you can
see from the video it show all elements that I have listed above.
-The video lasts at least as long as the track,
but this can be longer if there’s an intro or outtro in the music video
-The video features the artist or the band.
-The video features some element of performance
-The video has some kind of concept along with
the track, normally a story
-The video does
not feature a complete narrative but the concept may involve fragments of
narrative Different genres of music produce slightly different visual
conventions in music videos
I think that this is key for the first step in the music
