This is the second half of my digipack, the bit which will go inside the DVD cover.

Prezi link

http://prezi.com/gpn83g0wsxre/

Video link

This is the link to get to my video, which has been posted on www.youtube.com:

http://www.youtube.com/watch?v=BqSudt_UoYQ&feature=related

Evaluation

My coursework task was to produce a promotion package for the release of an album, including a music video, and two out of three ancillary tasks. The two ancillary tasks I chose were a cover for the video’s release on DVD and a magazine advertisement for the DVD. To begin with, I researched different music videos from different genres of music, to familiarise myself with the conventions of a music video, so I could keep these in mind when creating the plans for my music video. For example, I watched a video from a mainstream pop singer, and a video from a more alternative band.

I also researched media theories related to music videos. According to the Uses and Gratifications theory, which pertains more to the audience than the production, a consumer may watch/listen to a music video for many different reasons: as a form of escapism; as ‘pure’ entertainment; as something to relate to emotionally, for example a song about love or a failed relationship; and for social reasons, for example, controversial lyrics to talk about with friends; I wanted my music video to appeal to consumers for all these reasons.

A theory that is specific to music videos is Goodwin’s. A video that conforms to Goodwin’s theory would have: lyrics that have a semantic link to the visuals; links between visuals and the music (the visuals being either complimentary to the music or contradictory); some characteristics specific to the genre. In addition, it might contain inter-textual references. When planning my video, I decided to apply these media theories: my research makes me think that my video would get a wider audience if it conformed to both the Uses and Gratifications theory and Goodwin’s theory, satisfying my target audiences on different levels.

It is also worth looking at the theory behind a person’s motivation in making music videos to upload to institutions like YouTube or MySpace. It is media theorist Milstein’s view that the reasons ‘UMV-ers’ (a UMV is a unofficial music video) create UMVs are to; ‘create, blur genres, contradict ‘pop’ meanings, and revitalise what has become a slowly dying, ever greedy, talent-lacking industry’. This theory could easily explain why audiences are creating more of their own media, and why there is such an abundance of UMVs on websites like MySpace and YouTube. These kinds of videos represent a challenge to the type of video I was creating; a professional video, meant to be broadcast. This is because the UMV-ers are able to be more creative and original, as they are not held back by the conventions of the music industry; a UMV-er is only investing their time in a music video, whereas a promoter in the industry is also investing a lot of money, and therefore has more to lose, and has to hold back and cannot take too many risks. Another reason why UMV-ers can be more controversial is because they have no reputation to lose; a person in the music industry can lose their reputation and be ruined by a badly received video.

The band I chose to promote is a local outfit, Crescendo. They are a duo of around 18 years old, one male and one female. Together we produced an idea for a music video for their debut song ‘Long Goodbye’. The primary audience for this band is from around 13 to late 20s, and the band appeals to both genders. This is mainly because of the age of the band members: they are around 18, writing and performing songs about issues important to them, therefore the target audience would be able to relate to them; there are both male and female members of the group. Our original plan was to film the two band members standing in front of the camera and playing the song in different locations around Norwich, using a range of camera angles; this would show the locality of the band, and provide generic urban images for a wider audience whilst conveying a recognisable local mise en scene for Norfolk-based fans or viewers. There was a very specific representation I wanted to put across in the video. I planned to show the band as fun, friendly, yet respectable, as teenagers are generally shown in a negative light in the media.

Another aspect of mise en scene I considered was costume. I planned for the band members to be seen in casual, non-designer clothes: I wanted the band to seem identifiable and approachable, unlike many conventional singers/bands of today, whose videos include designer labels, fast cars and other expensive items which are clearly financially out the reach of the majority of their audience; whilst these items may appeal in an aspirational or materialistic way, I felt that there could also be a risk of alienating some audience members.

When doing my research, I watched a video from the band The Saturdays, called ‘Just Can’t Get Enough’. This video included many special effects, for example, the lyrics would appear in bubble writing as they were being sung. The video also included ‘snazzy’ transitions, for example, split-screens and wipes. I decided against using this kind of editing, as it gives more of an artificial feel to the video, and I wanted the band to come across as normal, approachable people. It also was very complex, and I wanted to create a simple video, as I did not want the band to seem superficial. I also watched three other music videos; one from a popular R’n’B singer, one dance video and one from a band from the same genre as Crescendo. There is a post on my blog in which I go into more detail about what I found out about the conventions of music videos.

However, after discussing this idea with the band in more detail, and getting feedback on my blog, we decided that it would not interest my target audience particularly and may not hold the audience’s attention if I just filmed the band playing their song in different locations, because it does not fit the conventions of music videos aimed at similar target audiences. We felt that this video risked appearing flat and passive, and would not create the fun, spontaneous, quirky representation that we wanted to show. We felt that our audience would expect to see more frivolous activity, so we changed the idea of the video slightly. We decided that instead of the band just playing, I would film the band having fun in the different locations, for example, playing a game of table football. We still included sequences of them performing on stage at the ‘Garage’, a fairly new studio theatre emerging as an established part of the local arts scene in Norwich, to remind the audience that the performers are part of a band, that they are Norwich-based and that they produced the music playing, and that they are not just a pair of actors on the screen. This, I believe makes the two seem more ‘real’ to the audience, that they are not a ‘manufactured’ band, as the audience may be able to relate to the values of represented in the film.

This music video does not adhere to the conventions of many music videos, in that a lot of the video does not particularly relate to the lyrics of the song. The lyrics of this song are about self-discovery and self-awareness; the first verse talks about looking inside yourself, and the second says ‘listen to your conscience’. Although these are often interpreted as serious issues, I wanted to make the video fun and quirky, as it is the band’s debut single and music video: I wanted the band to come across as spontaneous, not overly serious. My idea was that the video should help the band/song to appeal on more than one level: if the audience wanted to, they could listen carefully to the lyrics and take the message from it, yet many people listen to music because its fun and they like the song, not because there is a deep message behind it. I wanted to cater for both of these kinds of audiences – not least because (again in line with Uses and Gratifications theory) sometimes these two different ‘types’ are the same person, just in a different mood, with a different reason for listening to music at that point.

When filming, we encountered a few difficulties. Originally, my idea was to film around the same time of year, at around the same time of day so the weather and lighting would be similar, to keep continuity. However, this did not work out: it took us a while to film, as people had various other commitments and we had to travel to different places around Norwich. For example, the final shot was filmed on a sunny day, with blue skies etc, whereas there are some shots in the video where the two band members are playing in the snow. Although this was not planned, I feel – and others have commented – that it connotes the idea of different seasons and a sense of endurance, thus possibly representing the band in a broader perspective.

The first shots we filmed were at the Garage, the studio in Norwich. I filmed the band playing the song from many different angles and used many different shots, including long shots, aerial shots and close ups, which gave me many different shots to choose from when cutting the film together. However, I encountered a lot of difficulty when editing the film when attempting to make the lip synching fit the lyrics of the song: Marcus, the vocalist, sometimes did not sing in time with the recording that I used in the film; therefore I had to adapt my plans to get shots that fit the lyrics and the lip-synching. For example, at one point I planned to use a close up of Marcus singing the lyrics; however I ended up using a long shot of the band, as the lip-synching was not right in the close-up. This would have detracted from the realistic atmosphere I was trying to create; it could also possibly have suggested that Marcus was miming, therefore connoting many widely-held prejudices connected with manufactured pop bands which I was trying to avoid.

At the beginning of the film, the first four shots show the two musicians playing their guitars and singing the opening lyrics of the song. However, I edited these shots together: first of all, the shot has no one in it; then Sophie appears, then Marcus, then Sophie moves in front of Marcus. I did this because I believe it would look original. To do this, I had to keep in mind what I had learned about continuity when filming my AS level coursework: keep the camera in the same position; when a person moved in the shot, make sure the other person kept in the same position – the sequence would not flow if the person had moved, and it would look unprofessional. These shots caused another problem whilst editing: it was very difficult to edit the shots to synchronise the hand/arm movements of guitar playing with the music.

There was another shot in the video which, when filming, threatened to cause a problem with continuity. This is the shot at 1.34, where Sophie is on a swing, swings out of shot, and Marcus swings down. Again, I had to make sure I kept the camera at exactly the same angle and the same position when the two swapped places, to get the effect I wanted: to make it look like Sophie and Marcus had changed places in mid-air. This sequence was important to me: swinging connotes fun and freedom; by putting young adults on the swings I also wanted to create connotations of childhood and growing up but, as I’ve said previously, in a fairly light-hearted way.

When I had finished filming and editing the music video, I then had to create a cover for the release of the video on DVD and an advert promoting the DVD release. I used Microsoft Word to create the DVD cover, as I found it easier than other Microsoft documents to move objects and to put them in the place that I wanted. I did some research into both music DVD covers and posters promoting DVDs. The DVD cover I analysed was the Scissor Sisters’ We Are Scissor Sisters… And So Are You. I found a copy of the DVD on the internet, and copied and pasted it into a word document, and deconstructed it on there. I established the wide range of detail conventionally included on the cover for a music video: band name, title of the DVD, a band logo, a barcode, the band’s website, the logos of the companies involved with the making of the DVD and a track list/list of what is to be found on the DVD. Whilst attempting to create an aesthetically pleasing cover with some original features, I stuck to these conventions, to ensure that I was following established institutional practices and creating a cover with which the target audience would feel comfortable. For example, the band logo is needed, so fans can instantly recognise the band. I also incorporated the colours of Crescendo so fans can recognise them. I used stills from the video on the cover to show what kind of things will be found in the video. I used two images of Marcus and Sophie together, and two of them separately, to represent them both as part of the band, yet also as individuals. I used film strips as a border to outline the pictures on the cover, to emphasise the video aspect of the product.

It is also very common for DVDs to include reviews from related sources; I included fake reviews from NME and Q Magazine, which are both opinion leaders in the music media industry, so I felt that my target audience would take notice when they say, for example, ‘A definite must see’.

I researched into the conventions of adverts for music DVDs for my second ancillary task. I found the conventions of an advert are similar to a DVD cover, in that it has pictures of the band, the band name, the title of the DVD and positive reviews. I made the advert very similar to the front half of my DVD, so consumers who wish to purchase the DVD can recognise it easily. I used the signature colours of Crescendo, so again people can recognise the band. I added reviews and a list of extras onto the advert. The aim of the reviews was to represent the band positively and entice the audience into purchasing it, and I put a list of extras to show what the audience would get for their money. I used Microsoft PowerPoint to create this advert, as I found it the easiest format out of all the Microsoft programs to create an advert on.

I plan to show my music video to Norfolk Introducing, an organisation in Norfolk who promotes local bands. I plan to do this because it is a way to get Crescendo noticed by important people and companies in the industry.

If I had to chose anywhere to broadcast this video, it would be on two music channels; Kerrang and Q. I chose these channels because they play the kind of music that the band, Crescendo, play. Also, the channels have a very similar target audience to that of Crescendo. I also would want to broadcast the music video on BBC Radio 1, as this station is famous for promoting ‘new music’.

Word Count: 2755

DVD Advert

This is the advert for my music DVD. It follows all the conventions of an advert; the name of the product, reviews, pictures, special features etc.

DVD draft and final

These are both the draft and final version of my DVD cover. They stick to the conventions of a music DVD cover; band name, pictures of the band, reviews, what the DVD contains, certification, DVD logo etc.

The cover also sticks to conventions of the band. For example, the band’s colours of white and purple are featured. Also, the pictures on the cover seems spontaneous and fun, a representation I wanted to get across in all the aspects of this band.

Storyboards

These are the storyboards for my music video, Long Goodbye by Crescendo.

DVD cover research – Scissor Sisters

I have found that the conventions of a DVD cover are:

– Band name

– The name of the DVD

– Band logo

– A barcode

– An image to represent the values/ideology of the band

– A track list

– DVD logo

– Band website and other imformation

Revised plan

Having listened to many people’s responses I have decided to change my original plans to accommodate their feedback. Having looked at my plans for the film, most people said that having the band just playing in each of the locations does not show the values and ideology I wanted to portray in the video very clearly. As a result, I have decided to not have the band playing the song in all of the locations, just in the shots filmed at the Garage (the studio), and, in all the other shots, to show them having fun in a clean, friendly way to promote a band whose target audience will be able to relate to them. An example of the ‘fun’ they will be having is a shot of them playing hopscotch in the park, laughing and joking with each other, which will show that they are having fun.

Nowadays, the majority of music videos involve scantily clad women and ‘gangster-type’ males, and usually have strong sexual connotations, with the lyrics also having these connotations. I do not believe that these kinds of people are very good role models, and that young people should not aspire to be like them, because it is unrealistic and promotes aggression and sex. By not conforming to this image with my music video, I believe that it will stand out, and will show young people that being ‘ordinary’ can be fun, interesting and exciting because life is exciting.

Locations

– Sewell Park

– Waterloo Park

– The Garage (a studio in Norwich)

– At a member of the band’s house

– St James’s Hill

– Cathedral

– Mousehold

– The 6th form block at Sewell Park College

– Anglia Square

– Wensum Park

– Riverside

Film plan

Shot List/Film Plan – ‘Long Goodbye’ Crescendo 

This is the shot plan for my music video. I will be editing the scenes into this order.

Shot Number	Location	Camera Angle/Shot	Action
1	‘Welcome to Norwich’ Sign	Establishing shot	Marcus and Sophie begin to play. Music starts in time with their playing
2	‘Welcome to Norwich’ sign	Mid shot	Focused on Marcus and Sophie’s faces (singing and playing)
3	The Garage	Mid shot	Marcus and Sophie playing on stage
4	Forum	Mid shot	M and S playing outside the Forum, to the left of the entrance
5	Forum	Iconic shot (from below)	M and S playing outside the Forum, to the left of the entrance, shot taken from the right, looking up
6	Top of Anglia Square	Long shot	M and S playing on the car park, with long shots to show panoramic views
7	The Garage	Close up	Close up of M singing
8	The Garage	Close up	S’s face
9	Riverside	Long shot	M and S playing by the river
10	Sewell Park	Mid shot/close up	M and S sitting on top of the frame, playing
11	The Garage	Arial shot	M and S playing on stage
12	Cathedral	Long shot	M and S playing
13	Castle Museum	Close up	S playing
14	Castle Museum	Mid shot	M and S playing
15	Train Station	Arial shot	M and S standing in the middle of the platform, playing, camera looking down
16	The Garage	Long shot	From the back of the theatre, M and S playing
17	Chapelfield Gardens (bandstand)	Side Mid shot	Standing in the bandstand, playing, shot from the side, through the bars
18	Castle Mall entrance	Mid shot	M and S playing
19	‘Welcome to Norwich’ sign	Mid shot, pan up.	M and S playing, end of song