Production Schedule

I would ideally like to have the filming completed within the half term, ideally on one day. This means that I can keep the natural light and look of the set within continuity.

26th - 30th October - Filming to be ideally completed

23rd November - Filming deadline

30th November - ROUGH CUT DUE

18th December FINAL VIDEO DUE 

Colour Research

Colour will be a large part of my overall video, therefore it makes sense for me to research into colour correction and film grain within my chosen editing software, Sony Vegas 13 Pro. I will be using techniques from this video in order to create the cinematic effect I am looking for.

Creating a Survey

Using survey monkey I created a simple survey so I can gather people's demographics and opinions on the creation of the video and what they believe the best approach to take for a music video. This will help me plan for the video and comparing the feedback to my profiled target audience will enable me to see if I am targeting the correct market with my products.

Target Audience

Age - 18

Interests - Music, Art, Videography, Photography

Occupation - Student

In terms of a target audience, I feel that sort of individual I will be marketing to represents an arty and alternative style. I believe that the overall product will appeal to this type of person because I am challenging conventions and providing more of a cinematic experience rather than a traditional music video. This will appeal more to an individual who respects higher quality abstract videography with a creative looking outcome. I also feel the appeal of the record label and the overall appeal of the track again supports this idea of a creative individual.

This image I took during a photoshoot for friend and fellow media student, Ben Moore. I feel that he shares a lot of the same film tastes as me, meaning that he is an ideal candidate to fit into my target audience and I feel this image represents aspects of his creative interest.

Andrew Goodwin's Theory

NWA - Straight Outta Compton

In NWA's video, the use of Goodwin's theory displays aspects of visual links between the lyrics and the video. This is used to reiterate what's being said and to get the message across in a blunt way. The use of controversial images such as guns presents what the groups stereotypes are within the genre. The performance element breaks the 4th wall, and immerses the viewer within the video and presents an aggressive performance directly to the viewer.

RHCP - Scar Tissue

Within the video for scar tissue, the use of Andrew Goodwin's theory can be applied when looking at the expectations of the record label, the Red Hot Chili Peppers are often associated with a warm, Californian approach to their music, which the music video directly relates to. There is a contrast however with the use of visual links. The only visual links to the video are based upon metaphors, for example the idea of 'Scar Tissue' relating to their past. The use of the desert, the broken instruments and the physical injuries are all metaphors to the overall theme.

Twixtor Research

During my time learning how to edit I came across a plug in called twixtor, allowing for incredibly smooth slow motion recording with 60FPS footage. This can help a music video go from an amateaur production to a professional looking one very easily. I will be using twixtor to help create some cinematic shots during the intro part to my music video. I will be using a 60FPS camera to help me create this effect to its full potential.

Star Image Research

The use of star image is a prominent feature in many music videos. This is due to the band's identity and the notion of looking (demonstrated in Andrew Goodwin's theory) which helps the audience connect with the artist in a number of ways including; sexulisation, narrative and stlye.

Richard Dyer came up with the original use of star image and created a theory whereby he stated that stars are icons created for financial success of the institutions. This is because stars create a following by fans, who then buy into merchandise and the cultural aspects of the icon. Dyer states that stars aren't people expressing emotion, they are people creating a following and money for the record label.

Within my own video I would like to go against the traditional idea of star image to create more of a 'genuine' person within my video.

A good example of star image can be seen in the music video 'Under the Bridge' By the Red Hot Chili Peppers. The use of Anthony Kiedis' face is prominent throughout the video as the viewers can see him and identify with the band and what he is saying to the audience. Also the use of Anthony running topless in slow motion at the end of the video relates to Andrew Goodwin's theory of voyeurism as this is showing Anthony in a sexualised light, but still relating to the videos meaning itself, and breaking away from his previous self. This is a powerful use of star image as it creates identifies with the audience, uses voyeurism and most importantly displays a relevant aspect of the narrative of the song.

Anthony Kiedis is displayed as a traditional californian arty individual. This is important due to the similarities with my own video in style. I will be using the idea of a subtle star image to highlight this aspect of personality, however I don't want to be using a strong self-indulgent amount of star image as this tends to be associated with pop music videos, which would not fit my target audience.

The concept of fashion is also something very prominent with Anthony's style and will also be appropriate within my own video, however in more of a subtle way (see costume post) to create a more authentic use of cinema inspired filming.

Recce and choosing the set

During my time deciding the song to use for my music video, I thought about the set and realised the best place to do the video would be within my own home, as many of the rooms I will be choosing to focus on relate to the song and the artist himself.

I will be using what I have to my advantage during the shoot as I feel I can create a more authentic and arty feel to the video. I want to give a cinematic effect to the overall video and this can be aided by the use of appropriate and genuine feeling set design and lighting. I will be using external lighting and natural lighting to create a slightly enhanced natural glow, as demonstrated in the first image.

Mise-en-scene

Creating the right scene design is of course important to the success of music video. This is because the effect having a well planned set allows for more creativity and a greater sense of detail within the video. I will be using props such as RayBan glasses due to their common association with the music scene. I will also be using amplifiers, instruments close to the nature of the music, microphones that would be used for such recordings. I will also be using a room with acoustic treatment foam to add to the look, as well as vinyl records, a record player and monitor speakers.

Research into professional music video production

I received the amazing opportunity to work with KSI and JME on their new music video in a studio based in London. The experience was incredibly useful due to what I learnt about the use of lighting, cinematography and the organisation of a professional shoot. Overall I felt that the experience was one of great influence to my video as I am now looking into getting reflectors, softbox lighting and adding more thought into my mise-en-scene and set design

Intertextual analysis

When coming up with the original ideas for the overall theme and the design of the video I looked over several different types of examples covering different aspects such as colour correction, references to other art forms and cinematography.

The Social Network

The social network displays a great use of colour correction and creates impact within the video. This use of a darker feel is exactly what I will be trying to achieve with my video. The use of heavy black levels can create a serious feel to a situation and engage the viewer.

Man With a Movie Camera

Within this silent film, the use of desaturation creates a dark atmosphere, something I could potentially look at doing for some aspects of my film, referencing the analogue nature of the artist. The film's cinematography is also a massive influence due to the use of different abstract shots and how they relate to one another through cutting or referencing previous encounters. The abstract shots create progression and allow for shifts in interest for the viewer. This effective use of desaturation, minimalist editing and effective abstract shots will have influence over my final video.

Funky Monks

This extract from the music documentary 'Funky Monks' shows genuine performance shots with extensive amounts of energy and complimenting cinematography that suits the performance style. I will be taking influence from this style of filming and performance.

Costume

The use of costume is of course vital in any professional media product and I will be taking influence from a variety of images, using the indie genre of music and clothing as a basis.

I will be using glasses similar to the artist I am using for my music video, this creates a similarity and they are commonly associated with this style of music and art.

Treatment

Within my music video I will be creating a video that draws on film like features to create an almost cinematic experience, conveying the emotion of the song in a realistic space that allows the meanings of the lyrics to come through. I will be shooting the music video in a house, creating the environment of a lone artist. The overall narrative will be looking at the idea of the musician trying to create something perfect through different forms of art and music but being limited by himself and the complexities of life, for example time and energy. This will be demonstrated through a number of different means such as using close ups of clocks, previous attempted works of art, drawings, unorganised records and general art based paraphernalia often associated with independent music videos and artists. To achieve a cinematic effect I will be using letterboxing and colour correction to create the experience I wish to portray. Getting this correct will be vital to the success of my product.

My target audience are individuals who are either musically or artistically alternative and who have a different sense of style to the mainstream. In all the traditional 'hipster' model of being an individual and avoiding the mainstream is where I will be placing my target audience. This means a challenging amount of artistic elements and intertextual references will be needed to truly create this feel.

Creating the overall film will include using a variety of shots, such as; performance shots, star image, long shots, mid shots, close ups and extreme close ups. I will need to create a believable looking costume that fits the role of the artist I have chosen. I will also need to use props that are authentic to the analogue nature of my video and will add to this with my editing style, by adding some film grain where appropriate. I will be using a variety of different cameras to create the finished product, mainly to get a variety of FPSs for the ability to experiment with smooth slow motion as this can look incredible with a cinematic looking colour correction and sharpening. I will be shooting in 1920x1080p at 24FPS to give an authentic cinema standard render.

Drawing Influence from Different Types of Music Videos

Abstract - 'Breaking the Girl' By The Red Hot Chili Peppers is a good example of an abstract music video. The use of colour highlights the feelings evoked by the music and ties in well with the psychedelic nature of the band at this time. The video also has a sense of distortion and sadness, which again reflects the music. The overall vibe of the video is created by the use of costume, mise-en-scene, effective green screens, and an amazing use of lighting. I will be taking influence from the use of shots to create an immersive and interesting video, for example the use of star image within the

Performance - 'Hallelujah' by Jeff Buckley uses a basic principle by using performance shots to create an atmosphere that perfectly reflects the mood of the song. Mise-en-scene has been effectively used to create an immersive video, in this case through minimalism. The use of close ups on the fret board and of the artists fingers on the guitar shows the focus on the instrument and of the artists focus on the music. This simplistic approach creates a genuine feel to the video and adds a layer of depth. I will be using the playing shots from this video in my own to create the same level of realism and create a similar atmosphere.

Lyric Analysis

For my music video I have chosen to use the song 'The Days Have Turned' by John Frusciante. The song is about the sadness and loneliness he feels as an artist whose music is distant from the world as he is an introvert and wants to be self expressive for his own reasons. The idea of tiredness is key in this song as he is seemingly done with the trivial nature of his life and the conflicts it causes with the art he wants to create. I will be presenting the audience with a clean and simple video, showing the loneliness of being depressed, introverted and giving up.

I will achieve this by working closely to create natural lighting and adding detail by showing close ups of different objects or parts of the body to reveal more about the individual.


The days have turned away from me
The lights no longer shine on my head
And people turn away from me
No more do they look to me with respect
Well, I know now
It was the first time
That was fun 
Now the life I've resigned
When I feel I've got problems
How wrong I am
I'm awaiting life as another man
Don't crowd me
There's riddles in the shadows
They're thrown the way that I'd expect
And people never seem to know
What they least suspect is coming next
Well it seems like times elapsed
And I've stabbed life in the back
I'm searching for what it means
To never be anything
And I know now
It's the first time that was fun
Now from life I've resigned
When I feel I've got problems
How wrong I am
I'm awaiting life as another man

Mind Map

General Summer Research

Kendrick Lamar - Alright

Within the music video for Alright, we can see the use of a cinematic opening, using a variety of different themes and ideas. The majority, based around the district of Compton and referencing struggles that he is rapping about. The overall theme is dark, and this is complemented by the use of black and white throughout the video. The use of smooth slow motion during the cinematic section at the beginning of the video is particularly effective, due to the tension that this creates, adding to the overall theme. The use of speed variation makes the overall section seem rhythmic and disorientating, throwing many ideas into one place.

John Frusciante - The Past Recedes

Within this music video the director has used a variety of different cut changes, some rhythmic and some not, to create an ever changing feel the video, with a clean feel to it. The setting of the video is in the artist's home, creating a humbling atmosphere to the video, complimenting the song and adding depth to the music. The use of colour is very simple but a definite additive to the finished product. The colours tend to be warm, adding a definite californian feel to it, relating to the artist's background. The use of a black border is also an interesting touch, this creates a more compressed feel to the video and forces the viewer to be more attentive. The use of a slight film grain represents the analogue nature of lots of the artist's music, as does the initial shot of the reel to reel recorder.

Red Hot Chili Peppers - Snow

This music video was recorded on stage, during a warm up session, showing the bands prominent live perfomance side. This then cuts to the actual gig in full colour, adding a punch to the video, complimenting the music. The use of cuts to fans from the gig is a nice use of shot variety and adds depth to the otherwise performance based video. The close up shots of the band members adds personality to the video and the use of black and white compliments their appearance.