Risk Assessment for Shooting our Music Video

Taking our camera to Italy:

Hazard: Damage, loss, left in Italy
Harmed: The Camera, charging cable, rechargeable battery and dock.
Prevent Risk: Be careful, wrapped well and safely in luggage, list of things to remember
Action by Who: Me (Shona) and Co-Director (Priya)

The Inside of a Digipack

The inside of a digipack seems to carry on the same theme as the exterior covers. A trend being that an image either linking to the image on the front cover or an image from the same photo shoot is inside (Rhianna, see below). Some such as Lana Del Ray's (see below) has the lyrics to every song on the album listed. Others like the naughts and crosses album continues the motif of the bold, monochrome 'X', with even a 3D cut out.

Our Record Label Logo

Our record label logo for our record company: Preshow records. Derived from the combination of our names Priya + Shona = Prisho, which turned into Preshow. We decided to keep our logo black and white as it will stand out on any colour put behind it.

Digipack Research

Our research on the digipacks of three Indie Pop/Rock artists. We found that all the digipacks had the artist on the front, the song titles on the reverse and the artists names were in a bold font. 

Magazine Advert Research

I have a vast collection of Kerrang /RockSound magazines I recently re-discovered. Due to our genre of Indie Pop/Rock not often featured in magazines such as Cosmpolitan or Vogue, I thought it best to look for more pop artists featured in these typical alternative rock magazines.

Images of some album covers we found in the magazines above. We expected to find more album adverts than we did; instead, loads of tour adverts with dates were being advertised. This might link to the fact that a lot of these magazines were spring/summer editions, so advertising for tours over the summer occurs a lot. 

Audience Psychographic Profiling

Psychographic Profiling: is the study of personality, values, opinions, attitudes, interests and lifestyles.

To create this collage representing my audience, I used my audience expectations, some pre-audience research (i.e. my friend) and myself. I concentrated on bands and musicians that both parties liked but also threw in a few films, clothing stores and a TV show that came up often while researching. I notice that overall, the main theme is black, interesting...

Audience Expectations

Interview at least four members of your 'target audience' about what they expect or would like to have included in your music video. 

We also carried out a survey on SurveyMonkey. Here are  the results:

What popular Inide Pop/Rock songs can you list? 

American Idiot - Green Day, Fall Out Boy, Coldplay, The Kooks

What  would you expect in this artist/band's music video(s)?

Guitars, crowds, parades, dark lighting, representing the album's meaning, e.g. Jake Bugg's second album was about his home town and how hard it was growing up there so was set in Clifton, Nottingham, Both are usually in a natural, urban or city like environment. For the mellow songs something chill, minimal aesthetics. For the upbeat, them jumping around, a field rave type of atmosphere and just really happy vibes;

What do you think typically happens in an Indie Pop/Rock music video?

Person singing about how they feel and walk around different places, an unusual storyline that goes with the words of the song, violence, storyline

What would you like to see in our student music video?

INNOVATIVE IDEA

Typical Synopsis of 4 Indie Pop/Rock Music Videos

The 1975 - Settle Down 

The music video is completely black and white and is set in a working class industrial town. The video features 3 main scenes, two include a storyline following two boys who are being kept by their parents at home or with them at work. The other scene is of who we can assume is the lead singer. I think he is one of the older boys grown up, walking back through his old town, reminiscing of the shots shown. I interpret the story line as the two boys being in love, and despite the gay prejudice they receive from their parents who are trying to keep them apart, and the church, they still want to be together, defeating them (the falling). This gave me the idea of maybe using a child to represent my artist in some shots of my music video.



Paramore - Ain't It Fun
This music video has more of an unconventional story with the band trying to break as many world records as possible in a music video- for example: fastest time to smash 30 clocks with guitars, most vinyl records broken in a minute and most cartwheels done in 20 seconds while wearing boots. There are some lip synced shots including all 3 band members not doing any tasks but this is the only deviation from the main goal of breaking world records. (The record is now 10.) I could use these types of tasks seen in the music video as shots in my own to add some un-conventional themes to the story line. 



Coldplay - Midnight
A 1920s tune in the introduction introduces the plot of a 1920s magic show. The lyrics link to the plot line of the video as the lead singer talks about 'not want[ing] anyone else but you' as he is in love with his boss (the magicienne) but unfortuanetley, he cannot be with her until he makes her husband disappear. At the end of the music video, there is a dramatic plot twist, that he can actually perform magic instead of tricking the audience by using allusion - I could use this same idea in my own. 


5 Seconds of Summer - She Looks So Perfect 
There is no direct link (like Paramore's video) to the lyrics and the videos plot line accept for the in the chorus the line 'in my american Apparel underwear' where people strip to their underwear. The music video has a 'self pride' message with people of all ages, sexes and sizes striping near naked, exuberating with confidence.
Lots of close up shots of each band member lip syncing / playing are what we inter to do for out music video. 

Updated Story Board and Lyric Brainstorm

9 Frame Analysis of 'Foundations' by Kate Nash

Kate Nash - Foundations

• 1s long
• The first shot appears on first beat and then changes quickly on next
• Cassette tape - very retro which links to the genre

• 1s long
• Appears on the second beat and changes quickly on the next
• The blue and pink toothbrush represent a male and female - linking to the theme of lyrics

• This is a longer shot lasting 3s
• This time there is an action in the shot appearing on beat changing the pattern shown previously
• This shot of her shoes lined up neatly are ruined by his football introducing a theme that runs throughout the video of their confilcting relationship

• 1s long
• The shot changes on the beat
• Represents two characters, one on the right we are yet to see. 
• They are playing a game - this may represent that they are playing a game also in their relationship

• 1s long  
• The music contradicts visual (rule 4) because the tempo has quickened while the video shows the woman looking bored.
• Close up of artist abides by rule 6 - demands of the record label. 
• Her exasperated look confirms the earlier suggested theme

• 2s long
• The action in this shot is a dice hitting a table on the beat, emphasizing it 
• The action of the die hitting the table is quite violent and emphasizes the lyrics which have the theme of a slightly violent, argumentative relationship. 

9 Frame Analysis of 'Don't Stop' by 5 Seconds of Summer

Collage - 'Indie-Rock'

In our music video we plan on showing shots of real action playing of instruments, performances of the 'band' playing the song and having 'qwerky' ideas to portray the lyrics like in the images above of The Killers (middle) and Kate Nash (left).

Conventions of Music Videos -Andrew Goodwin

Goodwin’s Theory is based on 8 main principles.

1. Links between the lyrics and visuals - the video describes some parts, if not all of the song visually. These links can compliment, contradict or amplify the lyrics. 


2. Genre characteristics - certain traits associated with the genre will always be seen. For example, a rock music video = live band performance, dance routines = girl/boy groups.


3. Intertextual references- references to films, tv programmes or other music videos. 


4. Notions of Looking - direct gaze, other people looking at artist, insight into artists life, screens and mirrors


5. Voyeurism - men or women being portrayed sexually 


6. Demands of the Record Label - certain demands from the record label that the artist must uphold, for example, close ups of the artist in music videos and portraying a certain image (Lady Gaga, always looking wacky)


7. Relationship between music and video - often illustrative but could amplify or contradict the music 


8. The artist may develop motifs or iconography the recur across their work

Lorde - Royals

Lorde obeyed nearly all the conventions of music videos accept for conventions 5 and 8. She did not have any visible motifs or iconography that I recognised linking to her. She didn't have any obvious examples of voyeurism although she did have to men shirtless which could be counted?

30 Seconds to Mars - Up in the Air

30 Seconds to Mars we able to abide to all 8 of the conventions having a coin with their emblem and name in the first shots, several shots of the lead singer Jared Leto's face abiding by the record label's demands and live band performance, typical of a rock video.

Coldplay - Paradise

Coldplay didn't have any close ups of the artists face as it was soul-y about a person in a elephant suit, defying convention 6. They didn't show any motifs or have any voyeurism but did have a live performance scene which abides by rule 2. 

Award Winning Indie-Rock Music Videos

LORDE - Royals 

Award Show: MTV VMAs 2014
Award: Best Rock

In Lorde's video, it follows the basic narrative of the song; about their life being so mundane and basic.The first shot is an establishing shot which is circular as it is also at the very end but reversed, showing how their life repeats itself.

There a several shots of just her against a plain background lip syncing but everyone is different: either from different angles or distances making the video more interesting.

There is an awkward long shot near the end of the song at 2:18 that lasts for 26 seconds while she makes awkward eye contact with the camera. I've called this 'awkward' because it was very awkward to watch being used to the quick editing beforehand. However, we liked this idea and many use it in our video but maybe not for so long.

30 SECONDS TO MARS - Up in the Air

Award Show: MTV VMAs 2013

Award: Best Rock

At the beginning of the video we see the musicians dramatically walking towards their instrument, matching the tempo and tone of the introduction- setting a mood for the audience.

Differing from Lorde's, the shot changes with the beat, sometimes staying on the same shot for two counts at a time.

When the chorus is played "I wrap my hands so tight around your neck with love", the actor/ess in the  shot it miming the words and acting out the action of placing their hands around their neck. This is the only time where the video directly imitates the song.

COLDPLAY - Paradise

Award Show: MTV VMAs 2012

Award: Rock

The music video has a comedic value with the main character dressed as an elephant, escaping from a zoo and running around London. 

The chorus turns the video into a lyric video with the character holding up pieces of cardboard with lyrics on it as the song plays that line or phrase. We may want to use this technique during our verses. 

Like the 30 Seconds to Mars video, the shots change with the beat of the music. This seems to be a current occurrence sue to the genre having such a definite beat and rhythm. 

The video is also illustrative of the music, talking about escaping to a 'paradise'. We plan to take this approach quite literally in our music video. 

History of the genre: Indie Rock

Research the history of music videos for your chosen genre. Look at at least five music videos from 10 years ago to the present and comment on how the videos (and product) have developed.

MTV or 'music television' was launched in 1981 was the first real station to produce music videos or live performances (beside Top of the Pops). In 1984, MTV launched the first music video awards show - later named the VMAs.

Indie rock or alternative rock originated in the 1980s in the UK and USA and has many sub-genres such as punk rock, pop rock and punk rock. The term indie-rock comes from 'independent', describing the small and relatively low budget labels with a do-it-yourself attitude of the bands and artists- with a very 'filmed in your parents garage' feel and lyrically, a defiant, nonchalant attitude.  The genre indie-rock only hit mainstream in the 1990s with one of the most well known bands - Nirvana.


1980s INDIE-ROCK



NIRVANA - although a more punk rock band, in the 1980s, they were set under the genre of indie rock, due to the genre being so new. Comparing to Kate Nash however, they seem world apart. The lyrics although, have a very similar, meaningful and poetic base to them.
Comparing 'Smells like Teen Spirit' son the right, to Kate Nash's 'Mouthwash', this music video has a much more grunge feel, showing that the genre is diverse. The quality of the music video filmed over 20 years ago has a dirty sheen over it due to it's age. Although we don't want to use a basement as our main location, we want to have the same layout the band has- with several band members in a triangular format.

GREEN DAY's 1990 album 'Dookie' was said to have change music forever by defining indie-rock in the 90s.  The music video to 'Basket Case' would be classed as a that of a punk rock band, but again, the genre has changed and developed over the years, becoming more 'soft'. A common occurrence is also that the genre centres around a band more than an individual artist.
Green Day's music video has an electric vibe and uses numerous, interesting angles on close ups on the lead singer as well as other band members. This is typical of indie-rock music videos and is something we intend on using throughout our video.



1990s INDIE-ROCK

OASIS' released their single 'Wonderwall' has a very aged theme. Although released in 1995, has a very 70s theme; especially with the cutting of the frame to look like an old TV set. The use of turning the shot on a pivot gives the sense of confusion which fits in quite well with the lyrics of our song and would be affective.








2000s INDIE-ROCK

THE FRATELLIS' 2006 single 'Chelsea Dagger' is what I would call a classic indie-rock music video. With the alternative theme of vintage burlesque and shots of the band playing, however, it doesn't have that low budget feel which shows the genres progression into the 21st century. Having only three scenes: the burlesque stage, changing room and spotlight does throw the video back because it produces a narrative which is common feature of indie rock videos that has stayed throughout the genre's development.






MGMT's 'Kids' was released in 2009 and is a
clear opposite to what the genre would have been described as 10, 20 years ago. The music video, dramatic makeup and costume (costing a lot) is used to create the monsters. This contrasts with the typical indie-rock music video of being very instrumental and band based, however, there are shots of the band but they are dressed in very 'silver' outfits - not typical of the 'baggy t-shirt and jeans' genre.

Storyboarding Mouthwash

In today's lesson, we started to make notes on the storyboard/plot line of our music video with animation and shot types in mind. 

Contacting Fiction Records

Yay!

Music Video Song Choice

Kate Nash - Mouthwash

Grenre: Indie rock

Label: Fiction

released 1st oct 2007, is the 3rd single off album 'Made of Bricks'

What we liked about this song was that we had a broad spectrum of opportunities to work with. With the lyrics not telling a particular story, we don't have to stick with portraying a narrative- this will also work well with the wacky vibe of the artist and song. Because of this, we are free to use new techniques such as animation. 

We also had a lip singer in mind: she matches the sound of the song very well. We also wanted to use a secondary person as a piano/keyboard player to add an extra dimension. The song was written by a British singer and produced by a British production company, perfect as we don't have the budget to film in Los Angeles to fit the feel of the song.

Lyrics:

                                                                    "Mouthwash"

This is my face
Covered in freckles
With the occasional spot
And some veins

This is my body
Covered in skin
And not all of it
You can see

And, this, is my mind
It goes over and over
The same old lines

And, this, is my brain
It's torturous analytical thoughts
Make me go insane

And I use mouthwash
Sometimes I floss
I got a family
And I drink cups of tea

I've got nostalgic pavements
I've got familiar faces
I've got a mixed-up memory
And I've got favourite places

And I'm singing "oh oh" on a Friday night
And I'm singing "oh oh" on a Friday night
And I'm singing "oh oh" on a Friday night
And I hope everything's gonna be alright
And I'm singing "oh oh" on a Friday night
And I hope everything's gonna be alright

This is my face
I've got a thousand opinions
And not the time to explain

And this is my body
And no matter how you try and disable it
Yes I'll still be here

And, this, is my mind
And although you try to infringe
You cannot confine

And, this, is my brain
And even if you try and hold me back
There's nothing that you can gain

'Cause I use mouthwash
Sometimes I floss
I've got a family
And I drink cups of tea

I've got nostalgic pavements
I've got familiar faces
I've got a mixed-up memory
And I've got favourite places

I'm singing "oh oh" on a Friday night
And I'm singing "oh oh" on a Friday night
And I'm singing "oh oh" on a Friday night
And I hope everything's gonna be alright
And I'm singing "oh oh" on a Friday night
And I hope everything's gonna be alright
Oh oh oh oh oh oh: