Changing Characters

When making decisions on our characters we thought that our original actor wasn't best suited for our particular music video. Therefore we decided to change them. Our main character is still a male aged 17. But Sonny our new actor looks more of the part. He looks more indie rather then mainstream like our old actor. Our old actor couldn't fit in our filming schedule as he works 8-5 and we would need to film in the day time and various other times. He would also be unreliable and may not do the things that we ask of him for example.

• Lip syncing
• breaking the 4th wall
• Be up close with another character

After changing our character once before we decided to change our character/actor again, as when we got audience feedback from what they think of our music video and what ideas they thought we should do. Our audience feed back also told us that Sonny (our previous actor) would not be able to make the expressions and complete tasks that we ask of them. 

Lyrics

Lyrics By Chelsie Godfrey 

Draft of story board

This is a draft of our story board. We have decided to use a wide range of camera shots and angles throughout our music video. This is not our final story board and we will be making a final one that is more detailed but for now this is just a rough guide line. 

Strengths and weaknesses of our previous work

In our AS piece we came across some strengths and weaknesses. 

Weaknesses: 

• Some of our weakness were finding a time when all of us could film and making sure our actors could make it. 
• When it came to editing we all edited our piece together therefore we all had to agree on a certain effect. For example some thought we should have the colour fading out at the end of our credits but in the end we agreed to have it in black and white to connote the fear and suspense. 
• Sometimes when filming it would become quite dark and if we had redo some shots we would have to make sure we had the same brightness. 

Strengths:

• No one complained about the schedule once times and dates were finalised. 
• We all agreed on the story line and liked each others ideas and compromised. 
• We used a range if locations in order to keep our audience entertained. 
• We also used a variety of camera shots and angles to capture everything we needed. 
• The music we had running through the whole piece added affect and created an creepy effect. 

Andrew Goodwin Theory

Andrew goodwin theory By Chelsie Godfrey 

Equipment / Props List

In order to produce our music video we will need a selection of equipment and props, these are as follows:

• Camera
• Tripod
• Backdrop (black/white)
• Car for transport to take us to our locations e.g. a field/country lane in order to get shots for the beginning of the music video and conduct a time lapse. 
• Costume items for female actor: baggy t-shirt of a dull colour, skinny black jeans with some form of jumper, jumpsuit, cardigan, loafers, dolly shoes, silver rings to wear on hands, nose piercing 

 

 

 
 

 

 

• Costume items for male actor: denim jeans, tracksuit bottoms grey or black, tracksuit bottoms shorts grey or black, leather jacket or some form of waterproof black jacket, hooded jacket, designer watch, silver bracelet 

Conventions and purpose of a digipak

A digipak is made of card and has several panes with two CD holders. Digipak-style packaging is often used for CD singles or special editions of CD. Digipaks were first created by MeadWestvaco, and their product, called Digi-Pak, is trademarked. However, as the format became more popular and began to be used by more manufacturers, the generic "digipack" came to be used to describe all soft CD packaging. This product normally contains  some information about the CD and pictures of the artists . 

But digipaks do have pros and cons: 

Cons:

• They look nice, and many bands and labels like to use them for aesthetic reasons. The three section digipak sleeves opens up more design options because there is more room. However, they're more expensive than traditional liner notes and jewel cases.
• Digipaks don't crack like jewel cases do, but they will rip and eventually the paper begins to peel apart and separate.
• The trays in digipaks break much more often then in jewel cases. There's not as much protection since the outer portion of made of paper, so the teeth that hold the CD in place crack and fall out easily.
• When the teeth of the tray does break in a digipak, the CD falls out of the bottom of the digipak, because unlike jewel cases, there is nothing to hold it in.

Pros:

• Digipaks can be more environmentally friendly than jewel cases because they can be made of recycled paper. 

Im am going to write/compare two Digipaks. One being Michael Jackson and the other being Rihanna. This will help me when coming to make my own digipak because i will know what to include and what is typical of a digipak. 

Michael Jackson 'THIS IS IT': 

This is a Michael Jackson Digipak that is for the "This is it" album. The main unique selling point of this Digipak is special art work that will attract the most loyal fans. The front cover of the package is very simple but effective with the white background and then the silhouette of Michael Jackson in the middle. This was a special edition Digipak as the was going to be the last tour MJ was going to do. Therefore this Digipak became the last of his career. 

This particular digipak represents Michael Jackson as being the centre of attention. From having his body filled with past events and his concerts, this makes his target audience remember what he has achieved and from having a dull grey back ground on the front of the digipak makes his stand out more. The pose MJ is pulling in both pictures are very classic and original for him as everyone knows they are his original moves. This digipak isn't as original as some as it has pages of photos rather then a standard cardboard flip open. 

But on the other hand Rihanna's digipack is more classic. 

This digipak is a lot more pain but bold. Although the colour represented connote a lovable, sexy and passionate artist. Her eyes are shut in both pictures which could connote she is blind and vunrable to what going on around her but the title goes against this "LOUD". Which leads me on to my next point. The typography is very minimal which connotes that they wanted the attention to be more on Rihanna. 

Target audience

Age:

• 16-24- we have chosen this age range because the content of the video will contain some imagery of domestic violence therefore people under the age of 16 might find the video slightly distressing. there are some theorists that believe that children exposed to violent imagery will be affected negatively however this theory can be seen as outdated as more modern studies have found no scientific evidence to prove this. Additionally, people within this age range are often mature enough to understand the situation that the actors will be demonstrating in our music video. For our video we will be using actors that can get away with being at least 18 as we are unable to access people who are older and willing to take part in our video, therefore this age range will fit our target audience because they will be able to relate to the young adults within the video in terms of life experience, clothing and lifestyle. 

Gender:

• Male and female- mainly female as the female actor will be playing the 'victim' in this video therefore females watching the video might become more emotionally attached and gain empathy with the video because they might be able to relate to the situation, whereas males might find the video angering because it's stereotypical for men to abuse and control women and so they're being portrayed in a negative light. Furthermore, the tone to the singers voice is quite soulful which attracts women more than men, also the a straight female audience might find the male singer attractive. 

Social Demographics:

• C1, C2, D and E- we have chosen these demographics because the majority of people within them are most likely to be young e.g. students at school/college or university which will fit in with our age range. In general, people in a lower social demographic spend more time online using low brow media therefore our video might reach out to these people as well as the topic expressed within the video. We aim to produce a video that is of high quality and provides a unique take on the lyrics which might spark more interest in more people, potentially those in a higher class or even younger people around the age of 14. 

Occupation:

• The majority of our target audience will be unemployed or have part time jobs as they might be in some form of education. These people are more likely to have time to watch our video, unlike those in higher skilled occupations. 

Hobbies:

• Interested in watching music videos and keeping up with the latest trends in music
• Enjoy socialising with friends e.g. going to clubs and bars, going out for dinner and other leisure activities 
• Enjoy exercising e.g. going to the gym, taking part in team sports

Style:

• We think our target audience will have a mainstream style e.g. jeans, t-shirts, jumpers, trainers/loafers/sandals, the colours of the clothing is most likely to change throughout the song as the atmosphere becomes darker. Additionally, because the song is of pop genre and a lot of people listen to this style of music therefore it seems ideal to dress the actors within the video in typical clothing associated with pop.
• The music video will show two sides to the characters, particularly the female character as she will start out with natural, noticeable make up and towards the end of she will have barely any on to signify her depressed state. Therefore, the people that watch this video can either be people that take care in their appearance or those that aren't so bothered.

• 

Theory:

• When relating our music video to Young and Rubicam's theory we would put our target audience in 'The Struggler' category as well as 'The Mainstream' category. This is because 

  Strugglers live for today, and make few plans for tomorrow, others often see them as victims, losers and wasters - aimless, disorganised people with few resources apart from their own physical skills, they are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand choices and they often seek escape. Therefore this audience category links well with people who are interested in experiencing parts of life that aren't there own. Furthermore, it will suit a mainstream audience as the elements included within the music video will be everyday occurrences for people as well as the controlling element of it as domestic abuse and depression is becoming more common nowadays with one incident of abuse being reported to the police every minute. 

Questionnaire

What is  your gender?      Male/Female

How old are you?

Who is your favourite music artist?

What is you favourite genre of music? (Circle one)

Hiphop          R n B         Rock

Indie             Pop           Rap

Other

Where do you tend to listen to your music?

at home      in school      in your bedroom

with friends     in the car    at a party

Other

What attracts you to a music video?

the artist    the music     the promotion

the music video

What is your favourite music video? (State name of song and artist)

How often do you listen to music?

everyday    a fair amount    mo often

never

Who is your favourite artist?

Ed Sheeran  James Blunt   Nelly furtado 

Sam Smith  Ellie Goulding 

Have  you ever heard of James Morrison?     Yes/No

If so, name a few songs which he has produced

Stars and their identities

Skepta:
Skepta was originally a DJ from Tottenham-based grime crew 'Meridian Crew'. He then began searching for something new after the Meridian Crew broke up in 2005. Skepta, and his brother JME, joined Roll Deep for a short period of time before becoming new members of Boy Better Know in 2006. In 2006 he clashed Devilman for the DVD Lord of the Mics 2, remembered as one of the biggest grime clashes. This clash created a long running dispute between the two MCs starting a war with dubs being exchanged in 2015. The album Greatest Hits was released on 17 September 2007 which featured 'Boy Better Know'. 

Skepta self-released the first single "Rolex Sweep" in September 2008 and reached number 89 on the UK Singles Chart. Skepta then released the album Microphone Champion on 1 June 2009. He then also released single "Too Many Man" with JME, Wiley, Frisco and Shorty, which went to chart at number 79.
Boy Better Know is an English grime group and record label. The group was founded in North London by JME alongside his brother Skepta in 2005 as an independent record label and a means to publish their music.

Skepta falls under the genre of grime and rap. This type of music may attract a younger audience (13-18 years). Boys are more likely to listen to this music as it is usually more violent and abusive. Although girls could enjoy this music and feel socially accepted and feel part of a group. Rap music doesn't normally have a melody but more so a beat. 

Skepta sung with another famous rapper Kanye West. Who is also well known for his violent, loud and disruptive music. 

Skepta's locations for his music videos tend to be in estates with a group of people rather then just on his own. This could connote he has a big fan base and big group of friends. His audience might aspire to be like him and surround them selves in a big group. Even though a lot of people are present in his video there is no dance routine, the group of people are just standing around Skepta keeping him safe. But he also stands out from the group of people he is standing around with clothing. e.g in the 'Shutdown' music video he is wearing white when everyone around him is wearing black, Skepta is also above them by sitting on a wall or standing.  

Much like in his music video 'It ain't safe' he has surrounded him self with a group of people.

From watching his music videos and knowing his music he tends to cover up his identity this could make the audience feel as though they shouldn't trust anyone other then his friends and not tell anyone your business. 

Not only is he famous for his music but has also created his own style. He has had some iconic style moments, too, and has been extremely vocal about why fashion plays such an important part in his life. "I've been into clothes since I was a kid," said Skepta in a recent interview with Dazed, "going to garage raves and seeing all the Tottenham gangsters wearing Moschino and Versace; I just always had a passion for it." (http://uk.complex.com/style/2014/10/skepta-style-moments/)Boy Better Know is an English grime group and record label. The group was founded in North London by JME alongside his brother Skepta in 2005 as an independent record label and a means to publish their music.  The crew and label were established by Jamie Adenuga (born 4 May 1985). "Boy Better Know" also has a clothing line, and had a mobile network from 2011 to 2013. BBK (Boy Better Know) have also featured on songs by other notable UK artists, such as Chipmunk, John Eric, and Tinie Tempah. They feature on the remix of "Stay" by Jay Sean. They have also remixed N-Dubz's song "Na Na (Boy Better Know!)" etc.. But these artists also have the genre of hip-hop, grim and rap.