Magazine Advert

Ellie Goulding is wearing a simple black top which fades into the background and emphasizes the lighting. Her name is clear in luminous font, which matches the album name of lights. Underneath is the name of the album and reviews at the bottom, this is conventional of magazine adverts and is simple to follow  as it clearly shows the artist and the album, this is similar to Jessie j’s album advert as  both show the artist and the name of the artist clearly. The reviews have come from magazines and may be smaller as the magazines may not have recognizable names. Goulding's  pose represents her being laid back, indicating the genre of the music to be calming. The font has a Gatsby feel and could represent that the album has a classy, sophisticated  feel to it this also could have been used as it was around the time of the Gatsby film coming out which would have increased its audience. The neon lighting helps the advert to be bold, the colours contrast as it is light on dark and make the font look almost 3-D.  The album cover is the same, apart from the reviews at the bottom, this links the products together, also Goulding being on the cover will help her brand  as she becomes recognizable and people will start to know who she is. Also, the sparkly lighting in her hair and background represents that the music could have a pop feel  as pop is associated with the look and bright colours.

Jessie J is wearing black lace which suggests she is rebellious which could indicate that on the album the music is rocky and alternative. Her name is in gold writing which suggests she is  royal and important. Also,  the font has a gloss to it making it look 3-D, the album name is almost unclear, but matches the picture as Jessie is expressing who she is. Jessie’s pose indicates that she is confident suggesting that the music is going to be edgy with a bit of attitude. The album cover is the same, so the audience will associate these two images. Jessie’s make up is also heavy and expressive giving off an attitudey vibe and indicating that the target audience is teenagers as they are associated with being rebellious and different.   The songs are mentioned on the front as they are singles and the audience could recognize a song name and want to buy the album because they like the song.

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This magazine advert is rather simple, suggesting that this band is all about the music and doesn’t need extravagant make overs to advertise their music, this type of advertising also gives an insight into the genre of music as it doesn’t conform to the average advert, suggesting that the music would be rock or alternative. The font of the band is in a slanted, cartoony font which could suggest that their music has a similar feel. The album cover is the same which makes this image recognizable, giving the band a brand. The heart monitor like symbol could represent how the beat in the music correlates with a heartbeat and how music makes you feel alive. Also the white on black makes the advert very clear so it is easy to consume as an audience also there is a harsh contrast of the colours, which catches the readers eye.

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Behind the scenes: record label logo

We decided to try out Photoshop before we created our Digi pack so we added a picture that we thought could work and tried out different edits on it, we discovered that Photoshop is very complex to use.
From the image above we got an aliasing tool to blur the edges so the rest of the image wouldn't be in view, we then airbrushed a creamy colour on top to cover the D. We then used a scatter brush to overlay the image, we decided on the bright colour as we felt it matched the genre. We finally added and '&' sign to complete M&E records. We were happy with our finished product because of the edgy look and how it stems from the location of our video.

rough cut one

Video diary

Target Audience Interviews

Lip synching practice/ screen test for possible actors

We decided to have a screen test to see other possible actors we could've used before we decided on who was the right fit, this was also a successful way to practice editing lip synching, which we found is difficult and often it doesn't match up, also we felt that the character we picked was suitable for the part. If we refilled a couple of times we could have done this better. We ruled out Kat (first person in the video) as her natural style doesn't fit the urban feel we wanted. Davina, (second character) was also considered, but we felt Lj was more characteristic in her delivery of the lip synching. We used wrecking ball for our practise as we felt it was a simple song to lip sync to, but the song didn't match with our idea and Paper Planes did.

Behind the scenes

This is me directing Lj, our character. This is the part where the backgrounds change, we filmed on a number of backgrounds so we an decide which ones work the best.

Behind The Scenes

We liked the lighting and we found that the brighter colours worked best and luckily it was a bright 

day so the lighting worked well.

 We found this location and thought it would be ideal for a background to lip synching, but unfortunately it was closed off.

 We used this background for one of the changing background shots for a second character, this background is beneficial because of the bright colours, which works best as it makes the shot look more interesting.

 We took a break to plan before going back out to film.

This was a possibility for one of the changing background shots but we tried it and realised that not all of the tiger is shown in the shot so we decided against it.

production log #4

We had thought our 4th day filming would be our last but we re watched the footage and realised we need to re film a few parts because of lighting as some shots are too dark. We got some skating shots that we are happy with, we got our inspiration from Avril Lavigne 'sk8er boi'.Apart from that the day was quite successful, we managed to get more lip synching shots and shots on the train. Our music video is almost done we just need more shots of our second character.We are also going to look at the costumes, we are happy with our main costume as we got our inspiration from Rihanna's 'we found love'. also, in MIA's original video she has a number of outfits, we thought this is a good idea so we are going to have Lj and Luke wear a range of outfits.

Instagram Page

We have created an Instagram page for our music video to gain interest and to update the public on how filming is going. The Instagram page will also help advertise our artist.

Music Video Permission

Representation of women in music videos

In the pop genre women are represented as only caring about guys and what guys think about them. One example of this is in Little Mix's video 'Love me like you', the girls are all asked to prom by the same guy and they just cry about it when they find out. There is no positive ending for the women and the guy is shown to have the good time. Women are also shown to care about the way they look, for example in 'Bang bang' Ariana Grande is shown applying make up, emphasizing that girls should care about the way they look.

Often in the RnB genre, women are shown to be sexual objects, in videos such as 50 cents 'candy shop' women are shown in little clothing dancing seductively singing sexual lyrics. Women are often objectified in music videos, in Akon's song 'Smack that' women are dancing half naked and he is singing about smacking them, showing women to be passive and worthless.

In our music video our lead is a female, she is shown to be in control as she is singing. Also, she is portrayed as being down to earth and having a personality rather than being the object of oppression or sexually objectified. In our video we will try to represent women as strong and independent.

Animatic

Costume Analysis

 This is our second costume in the video. We thought we needed variety in what our character wore so we added a second outfit, the coat is vintage style so this represents our character being interested in vintage fashion. She is also wearing a stripy turtle neck which shows that she is casual and wears what she feels comfortable wearing. We chose this to show that our character is an average teenager, representing our dynamic. We thought the black and white turtle neck was simple, but effective in our music video.

 There is a part in our video where there is on beat editing and our characters coat changes which could represent her being unsure or that she is still young and can choose multiple pathways in her life. We also thought the yellow on the coat stands out and is effective.

The main outfit in our video consists of a black top and jeans, with an oversized black jacket, this outfit shows that our character is laid back and casual. This style of casual clothing is often used in pop music videos for example in Rihanna's 'we found love', she is wearing similar baggy, comfortable clothing. We believe this style of clothing will influence the viewer as they could relate to themselves and what they wear, the black also represents that our character is down to earth and chilled.

How did we chose our track?

We were considering a number of tracks, firstly Radiohead's creep, but we realised we would need a male singer. So we started to consider female artists such as FKA Twigs but we couldn't find a clean version of her song, so we decided on M.I.A Paper planes as we had a clear idea of the video and we knew a person who was willing to feature in it and we believed this song and our music video would compliment each other.

costume and props list

Initial Ideas

Editing: Before and After

We attached our camera to the pole on the top floor of a bus with a gorilla grip so it could film London, the footage altogether was around 15 minutes long so we used a tool on Final Cut Pro to speed up the footage, creating our time lapse. We are happy with this shot to be the opening of our video. we believe the time lapse creates the effect of busyness in an urban area and introduces the setting.

Editing

Here we are editing the ending of our video and seeing if this is where that clip is best suited, it was difficult getting Lj's lip synching in time, whilst looking through our footage we had to cut a lot of unnecessary bits of film using the blade tool and drag the footage to find the right position in the video for it. We were also seeing were the clips go for example, we were deciding if the clip in the picture would go at the end or not.

Song lyrics meaning

One way of viewing M.I.A's Paper Planes lyrics is that it is a sociocritical and ironic song. M.I.A is expressing stereotypes, prejudices and generalizations that people have against foreigners. For example that they are criminals or violent. She also sells sandwiches wrapped up in tin foil which could be interpreted as drugs.

Meeting minutes

Initial ideas

• We decided on doing a simplistic performative video with a small aspect of narrative as we thought this would be the most effective in advertising our artist.
•  Our initial ideas consisted of our setting being in an urban area, so we decided on Camden, and an who our character was going to be. So we messaged our friend who was willing to do it. 
• We wanted our character to wear urban style clothing so we messaged our character so she knew what to wear.
•  We wanted our shots to look authentic and fitting with the genre for a urban music video so we used inspiration from music videos such as Jay Z's 99 problems, in which there are a few low angle shots, so we will incorporate some similar shots into our music video. 
• We decided on a time lapse for our intro and said that we would film in real time then speed the footage up whilst editing. 
• The song we chose has a clear beat so we decided to do on-beat editing, so we have thought up a few ideas of footage that we would edit to be on beat and will go out to film.

We originally set out to film on around 3 Saturdays to complete our video, our video took 5 Saturdays to compete. So, we know to improve we could have planned more efficiently and made sure we got everything done in the times we had set.

shot list

                                                                             Location
skate park                                                                                                            Camden
close-ups of skateboards so it will get the affect we want.         high angle of London scenery to get the full picture in.
high angles of skaters so  we can see what they are doing.               long shots of graffiti and locations to get the whole picture in
long shot of Lj and Luke walking away
                                                                             close-ups of character to make their face recognisable                                                                                                                    and close up of shoes walking                                                                                           and close ups and extremem close ups of                                                                                                                            phone so you can see texting
                                                                                              mid shots of character to advertise clothing                                                                                                   and mid shots of characters as they meet
                                                              close up of money and shoes to fit with the theme of the video
                                                       tracking shots of character so the audience feels as if they are there.
                                                                                                                     low angle of Lj lip synching

production log #3

Our third day filming was not successful. Our plan was weak and we kept getting distracted as we didn't stick to our storyboard. Although we managed to get a couple of successful shots that we will use. For our next time filming we plan to get more shots that link our story together and make a more successful plan so we know exactly what we need to film. We have researched some camera angles and shots that we would like to add to our video such as low angles as they are often used in rap music videos and extreme close ups of Lj's mouth to emphasise the lyrics of the song.

production log #2

Our second day filming was very successful, we got a lot of footage filmed and in different locations and we were lucky with the bright day for a clearer image. We got our opening shot that we are happy with, the one on the bus,  and we started with lip synching. We still need more of the shots that link our narrative together and more lip synching. In comparison to our AS we were less organised and dint go out with a plan, which we now know is very useful.

Production log #1

Our first day filming was quite successful,  although we didn't plan efficiently enough. Our character had not learned the song so we couldn't do any lip synching shots. Apart from that we got some successful footage for us to edit, including some on beat editing, which fits with Goodwin's theory of the sound matching the visuals. Next time filming we are going to try and get lip synching  shots, which also matches with Goodwin's theory as we are giving the artist a brand with lots of close ups.

Lip synching planning sheet

I fly like paper get high like planes	Lj lip synching, low angle shot
If you catch me at the border i've got visas in my name	tracking shot of Lj walking
If you come around here i'll make em all day	back to lip synching
I get one down in a second if you wait	tracking shot of back of Lj's head
I fly like paper get high like planes	moving lip synching shot
If you catch me at the border i've got visas in my name	Luke walking
If you come around here ill make em all day	back to lip synching shot
I get one down in a second if you wait	tracking shot of  Luke walking

Sometimes I like sitting on trains, every stop I get to i'm clocking that game	moving shot of Lj lip synching
Everyone's a winner, were making our fame, bonafide hustler making my name	close up of Lj's mouth
Sometimes i think sitting on trains	Lj walking into shop
Every stop i get to i'm clocking that game	Lj looking at clothes
Everyone's a winner were making our fame	Tracking shot of Lj walking
Bonafide hustler making our name	close up of Lj lip synching
(chorus)all I wanna do	(chorus) mid shot of Lj lip synching
and a	skateboarding shot

and take your money	Lj lip synching
Repeat	repeat
Pirate skulls and bones, sticks and stones and weed and bombs	Lj walking and lip synching
Running when we hit em	Lj walking into station
Lethal poison in the system	Lj lip synching
Pirate skulls and bones	over the shoulder shot of phone
Sticks and stones and weed and bombs, running when we hit em	close up of phone
Lethal poison in the system	Lj going down escalator

No one on the corner have swagger like us, hit me on my burner pre paid wireless, we pack and deliver like UPS trucks,	Lj walking and lip synching
Already going hell start pumping that gas	Lj walking down stairs
No one on the corner have swagger like us	Tube coming in to Lj sitting on the tube
Hit me on my burner pre- paid wireless, we pack and deliver like UPS trucks	close up of phone
Already going hell just pumping that gas	skate shot
Chorus	chorus
MIA world class democracy	Lj walking out of train station
Yeah i've got more records than the KGB	Lj greeting Luke

So uh, no funny business	Lj and Luke hugging
you already are, Some some some I some I murder	Lj an Luke walking
Some I some I let go Some some some I some I murder	Lj and Luke walking, arm in arm
Some I some I let go	Tube coming in backwards