editing footage

 Creating different effects with clips:

I tried to create more surreal effects, pairing the video with a more insane progression to reflect the tone of the song.

Music video brief

 

Initial development of the website

 Wix is a new tool so I spent some time adjusting to how it all works, I managed to adjust the main screen with a new font, layout and images as seen below

in addition to this I created a gif to put on the website as a background which is more interesting to look at than a static image.

In addition, I received feedback from my target audience surrounding the font and appropriately created alternate versions: 

In order to better fit the protest brief I added an overlay to the photo displaying a message.

Hamlet homage scene

All the raw footage from my shoot. I am happy enough with a lot of the shots with different effects, but some pictures are blurry and videos need brightening

Choice of fonts

 Font Shortlist:

Here are the typefaces I am considering using for the website logo, and possibly other parts of the website, for example headers.

Both 'Signed.ttf' and 'Traditional Punk.otf' are homage fonts with 'Signed.ttf' being a reference to one of the inspirations for my video: Wolf Alice and 'Traditional Punk.otf' being the more obvious reference to the Sex Pistols, which would make my artist fit better to the context of them making a protest song.

Each font would create an alternative tone to the style of my webpage and brand image. With this in mind I chose to consult my target audience, getting them to choose their 2 favourites, the overwhelming majority chose 'Matadero.otf' and 'Horrible.ttf'. Between these two, I think 'Matadero.otf' would be the best choice and fit the context of my artist's music better - alternative and moderately gritty.

Drafts of Music Video

 Initial shot: (decent stuff from all the filming so far)

Screen recording to bypass export limit. - no sound

The first scene I have tried to edit came out frustrating, the tripod was not changed but the image is slightly shaking, this creates a clear screen when paused, but I think it is the reason for the black line created when the video is played.

Generic Research Summation

For generic research, I looked into the codes and conventions of music videos and how they would apply to my media products. Starting with the music video, there is a focus on the performance aspect of the video and utilises a larger and more creative plethora of shot types than many films or TV shows. This is paired with a meaning or message within the video, that may be independent of the song itself. This message or meaning is influence not just by the modern zeitgeist, but also industrial and historical contexts. However, usually the song is reflected within the images of the music video as described in Andrew Goodwin's: music video theory and the performance aspect could easily bolster this by being shown with a lot of closeup shots. The pace of the song matches the video and a clear aesthetic is brutally important; in terms of website, the key thing I learnt from my research is a clear house style, usually lifted from the most recent cover art for an album or single. This will result in the same typeface and colour palette and will be utilised across a multi-media network to create the idea of digital convergence. The website is used more for self promotion than anything else and I will be sure to include aspects such as a merchandising store and upcoming gigs throughout my website, in order to create a more authentic music video website.

Revision of Pitch

After both my generic and audience research there are vast changes to my initial pitch. Mostly I intend to fit my video more to music video conventions to fit the brief, by using techniques such as intertextuality and performance elements such as lip syncing to my video. In addition more creative shots will be used to greater effect, with more rare shot types being a music video genre convention. More than anything I learnt to guarantee that my video will pace similarly to the song.

I have developed a clearer narrative and aesthetic to compliment the techniques I previously described in order to set a tone and develop meaning. The narrative will focus on a teenage/young adult man, who is struggling internally with mental health and the overall suppression of emotion and expression due to toxic masculinity. Masculinity is a complex subject to cover within such a shot space of time, therefore I intend to utilise intertextuality to invoke meaning from the texts 'Fight Club' and 'Braveheart' by building off of the cultural competency of my viewer. I have still been inspired to have a less saturated video and to have my lead wear a dress, but also incorporate more punk/ rebellious elements to the outfit to better create depth within a character who ultimately says nothing.

Most notably I have chosen to reject Richard Dyer's 'star theory', with my lead playing a character rather than the artist themselves. This, therefore, will have to result in a stronger brand identity and digital convergence across multiple platforms, incorporating a motif across not only my video but companion websites. I have chosen to have a motif of a mask to both reflect the anonymity of my artist, but also as a metaphor for the strong exterior enforced by toxic masculinity.

Audience Research summation

The audience research I carried out help me tailor a music video to my target consumer audience, a mid to upmarket, 16-25 demographic. In terms of my first product (the music video) I have concluded that perfectly fitting my shots with the tempo and matching the general feel of the song, will be much more impactful than a complex narrative or fancy visuals. However, this does not mean that I will not nor should not use these aspects as they can add more to the experience of music video and entice revisiting of the product. Within my second product (the companion website) I have a deeper understanding of the importance of digital convergence and cross platform marketing, with most teenagers using social media and are more likely to get news about their favourite artists through their social media accounts rather than their websites. From what I have learnt, a clear and interesting brand image will be crucial to the success of the second product (on a consumer basis).

Planning: Initial Ideas

Branding and Image

Music Video

I have really terrible drawing so I will supplement my storyboard horror thing with better plans. From this I can, however, create a shot list and can therefore go and take test shots in order to properly plan for the full video.

Wix Address

https://14-fcam.wixsite.com/chensu

Statement of intent

GENERIC RESEARCH: INDUSTRY CONTEXT

In order to meet the brief set by OCR, my product will have to abide by the conventions as if the artist of my music video, is produced by the Warner Music Group (WMG). WMG is an american transnational company, third of the big three within the music industry, trailing Universal Music Group and Sony Music Entertainment.

WMG describes themselves as a record label and entertainment conglomerate, meaning that the company is involved with both the managing of their artists and their music, but also the production of the music videos, merchandising and advertising. For my product, therefore I will have to create not only the music video but advertisement for it and merchandising for the band.

When researching I found a report by WMG from 2007. It is clearly outdated at points but some points, especially the points I highlighted, are still useful to attain knowledge of the company's perspective on themselves, in order to produce a more authentic end product.

2007 Strategic Report by Warner Music Group.

The main things I learnt from this report is around the specific targeting of mobile phone users over general use of the internet. I think this is still a key part of what I could do in order to target a 16-25 mid to upmarket demographic. In addition the importance of advertising encourages me to make mock 10 second advert similar to ones that are on YouTube. 

WMG has a repertoire of over 38000 artists across all genres, from country to metal music. Therefore I feel like my choice of artist would effectively fit into the context of WMG and in particular ADA a conglomerate label, which promotes both musical artists and those of whom work within other mediums. This is because ADA is made up of a vast amount of small independent labels. In particular Sub Pop Records would be the best fit for my artist, being the label who managed bands such as Mud Honey and more famously Nirvana. This fits with the more artsy, moody, 90's inspired narrative of my music video, the song and the artist themself, allowing for a more believable product abiding by the conventions of the industry. 

The final thing I noticed is that WMG music video all are stamped with their logo at the bottom of the video thumbnail, therefore I intend to do the same.