Music Video Planning & Preparation - Music Video Production (Job Roles)

When making a music video there are many different roles to be undertaken. As this is my coursework project I will be performing all of these roles except from the role of executive producer which has been assigned to my Media Studies teacher as he is overseeing my project. Usually there would be a different person for each role.

Executive Producer
The executive producer controls the timeline of filming along with the budget costs.

Writer
The writer turns the original concept into a full script, or, in the case of a music video, uses the song's lyrics to create a narrative that contains a visual embodiment of the song's intended message.

Producer
The producer is in charge of the creative team along with planning out a shooting schedule.

Director
The director is in charge of everything, they have full creative control and oversees everything that happens.

Storyboard Artist
The storyboard artist works with the director and producer to develop a storyboard and visualise the script.

Camera Operator
The camera operator controls the cameras, shoots the scenes and operates the lighting.

Sound Technician
The sound technician's job is to make sure that dialogue and sounds are recorded properly.

Editor
The editor gets the final footage and cuts it to a suitable length whilst finalising all of the footage into a final piece.

Production Manager
The production manager oversees and controls the day-to-day co-ordination of production.

Actors
The talent.

Music Video Planning & Preparation - Music Video Production (Stages of Production)

There are four stages  in the production of a music video. To ensure that my final product is done correctly I need to go through all these stages.

Stage 1: The Brief
This stage looks at the intention, purpose, target audience and limitations that come with making a music video. In my case, my brief is to make a promotional music video along with a magazine advert for the song and a digipack for the single itself. My intention is to create a music video that follows the conventions of its genre whilst appealing to its target audience and, most importantly, promotes the artist and the single. My target audience is fans of my selected genre who are between the ages of 16 and 25 and working class. The limitations I am facing is the budget, due to the fact that I have to finance it myself, and the deadline as a final piece is due in for early 2014.

Stage 2: Pre-production
Pre-production is the planning of the music video. This looks at the script (in my case, the lyrics), the breaking down of scenes, the storyboard, shot listing, casting, locations, transport and health & safety. All the stages of pre-production can be seen on my blog.

Stage 3: Production
The production is the filming of the footage for the music video. This aspect can take a long time dependent on what it is being filmed, time allowance, location, weather etc. As I have a deadline to meet, I am planning on getting all of my footage in 5 solid days of filming.

Stage 4: Post-Production
This is where all the footage filmed is put together on an editing program. The clips are edited together in time with the soundtrack which has also been added by this point this then forms the final product.

Music Video Audience Research - Focus Group

Music Video Audience Research - Focus Group Questions

These are the questions that I will be asking my focus group:

1. How old are you?
2. What is your favourite music genre?
3. What attracts you to this genre?
4. How important is a music video in the promotion of a single/artist?
5. What type of music videos do you prefer? Narrative, performance or abstract?
6. What don’t you like to see in a music video?
7. What do you like to see in a music video?
8. What in a music video would attract you into listening to this artist/buying the single?

Music Video Planning & Preparation - Initial Ideas

Music Video Planning & Preparation - Visual Storyboard

Music Video Planning & Preparation - Lyric Analysis

Music Video Planning & Preparation - Lyric Timing

Music Video Research - Genre Conventions

Music Video Research - Success of Chosen Song and Artist

'Two Fingers' was the fifth single from Jake Bugg's debut album, 'Jake Bugg', written by Bugg himself and well-known songwriter, Iain Archer. It was released in the United Kingdom on the 7th September 2012 available as a digital download only. Upon its release, 'Two Fingers', reached number 28 in the UK singles charts. A video to accompany this single was released on 23rd September 2012. The song was also released in Belgium where it reached number 8 in their charts.




In 2013, Bugg was nominated for six separate awards including Q magazine's 'Best New Act' award which he won. His self titled debut album was released on 15th October 2012 and received mostly positive reviews with NME magazine giving it a rating of 9/10. It then went on to peak at number 1 in the UK album charts.

Music Video Planning & Preparation - Chosen Song and Lyrics

I have decided to make a music video for the song 'Two Fingers' by Jake Bugg.

I drink to remember, I smoke to forget
Some things to be proud of some stuff to regret
Run down some dark alleys in my own head
Something is changing, changing, changing

I go back to Clifton to see my old friends
The best people I could ever have met
Skin up a fat one, hide from the Feds
Something is changing, changing, changing

So I kiss goodbye to every little ounce of pain
Light a cigarette and wish the world away
I got out, I got out, I'm alive but I'm here to stay
So I hold two fingers up to yesterday
Light a cigarette and smoke it all away
I got out, I got out, I'm alive but I'm here to stay

He's down in the kitchen drinking White Lightning
He's with my momma, they're yelling and fighting
It's not the first time praying for silence
Something is changing, changing, changing

So I kiss goodbye to every little ounce of pain
Light a cigarette and wish the world away
I got out, I got out, I'm alive but I'm here to stay
So I hold two fingers up to yesterday
Light a cigarette and smoke it all away
I got out, I got out, I'm alive but I'm here to stay

There's a story for every corner of this place
Running so hard you got out but your knees got grazed
I'm an old dog but I learned some new tricks yeah

So I kiss goodbye to every little ounce of pain
Light a cigarette and wish the world away
I got out I got out I'm alive but I'm here to stay
So I hold two fingers up to yesterday
Light a cigarette and smoke it all away
I got out I got out I'm alive but I'm here to stay

Hey, hey it's fine
Hey, hey it's fine
Hey, hey it's fine
I left it behind

Music Video Research - Textual Analysis of Existing Products #3

As part of my planning and preparation for my music video I have conducted a textual analysis of 3 existing media texts, in the same genre as my chosen brief. In my analysis I have looked for conventions of my selected genre, the use of editing and cinematography, connotations, how the narrative is developed and how the text appeals to the audience. For my third analysis I have chosen the music video for 'Goodbye My Lover' by James Blunt. I have chosen this specific video because the narrative fits perfectly with the lyrics which is what I am hoping to do with my own music video.

Song:
Artist:
Director:
Producer:
Reasons for analysing:



mise-en-scene:

Both James Blunt and the unnamed couple are in the same room despite them being filmed separately. When the couple are shown, it is daytime and the room is brightly lit with white furnishings and bed covers etc. When Blunt is in the room it is at night time, the room is in dark lighting and furnished with darker items, Blunt himself, however, is wearing the same clothes as the unnamed man. This questions the man’s existence and suggests that he was just an apparition of Blunt created by the unnamed woman’s (played by Mischa Barton) imagination due to her missing him.

cinematography:
Throughout the video there are several shots embedded between Blunt’s performance and the narrative of the couple. These shots add an abstract aspect to the music video and provide connotations of emptiness and being alone. It could be argued that the abstract shots themselves provide their own story/narrative. The first abstract shot that can be seen is leaves floating in water. This shot connotes drifting apart and it could be argued that the leaves are a representation for the couple’s love, old and withered. The next abstract shot that provides many connotations is the long shot of an empty room. Although the fact that the room is bare provides connotations of loneliness, it could be suggested that, because the room and the small amount of furnishings it has in it are painted white and white is a colour that represents new, this could be symbol of a new start. The next abstract shot that follows is a tracking shot of green leaves on a tree. Without the first abstract shot, this shot would seem fairly pointless. The fact that the first abstract shot shows leaves that are all old and withered makes a harsh comparison to the leaves in this shot as they are green and full of life. This connotes new beginnings and a new lease of life, which also reinforces my original suggestion that the abstract shots have a story of their own.

editing:
Another factor that suggests the unnamed man is an apparition of Blunt created by the unnamed woman's imagination is the use of an eyeline match. This eyeline match is used when the viewer can see a close-up of Blunt laying on the bed who then looks up at someone/something on the other side of what the viewer knows is an empty bed. The video then cuts to the unnamed woman sat on the other side of the bed getting dressed. This also suggests that both the man and woman are a flashback of Blunts. The editing used at 2.17 also suggest that Blunt is having a flashback as we see a long shot of the couple embracing which then cuts to a medium close up of the same shot this then cuts back to long shot of Blunt on his own in the same position the couple were previously in which also, purposefully, coincides with the lyrics "I cannot live without you".

Music Video Research - Textual Analysis of Existing Products #2

As part of my planning and preparation for my music video I have conducted a textual analysis of 3 existing media texts, in the same genre as my chosen brief. In my analysis I have looked for conventions of my selected genre, the use of editing and cinematography, connotations, how the narrative is developed and how the text appeals to the audience. 
Song: Let You Go
Artist: Chase & Status
Director:
Producer:
Reasons for analysing:

The narrative has given me some inspiration for my own narrative.

 

Analysis:

The fact that the artists of the song are not shown what so ever in the video suggests that they feel that their image is not as important as their music. It could also be suggested that this was done to avoid distraction from the on-going narrative throughout the video. Although the narrative doesn’t tell the basic story of the lyrics there are some visual references to them throughout. This is first seen through the mid-shot of a man seen sat in front of TV screens that are monitoring the cameras and audience. This corresponds with the lyrics “Wherever you are.” The lyrics that then follow are “I will track you down” which correspond with a mid-shot of Patrick Chase, connoting that no bad deed goes unnoticed and it is his job to bring people to justice. This media text appeals to its audience because the narrative provides a humourous and slightly controversial outlook with regard to a popular figure in modern society whilst making connotations to the song and lyrics.

mise-en-scene:
The guests on the show have tightly scraped back hair and large hoop earrings. This appearance is very stereotypical of what the guests on Jeremy Kyle are like, hence showing that this video is slightly mocking the show. When Patrick Chase is filming his show he is always central to the shot stood on the stairs, above the guests, connoting his dominance. The lighting is always above or behind him, this provides connotations of Jesus, suggesting that the audience members and the shows guests see him as a dominant/higher power. When Patrick Chase isn’t in the studio and is out leading a hedonistic lifestyle he is no longer central to the shot and is filmed under either low lighting or red lighting. This shows a harsh contrast between his career and personal life.

sound:
In the beginning of the video, when the filming of the show is occurring, the diegetic sound dominates the song itself. This is first seen in the shows introduction “Good morning and welcome to the Patrick Chase Show.”  And then when the guests of the show are arguing with each other and Patrick Chase “and secondly you’re a fucking slag!”, “You are a disgusting and pathetic human being.” And “you absolutely disgust me”

The non-diegetic sound in this video is obviously the song which is sang in a threatening/stalker tone.

cinematography:
The opening mid-shot of this video shows the back of Patrick Chase’s head whilst he is sat in his dressing room. To the left of him is a woman who works on the show, presumably a runner who has come to take him to the studio. To the right of him is a family photo.  This connotes that he is living a split life. The fact that the woman from the show is stood to the left side of him makes reference to the fact that left side = side of the devil. This can be applied to the on-going argument that Jeremy Kyle and what he does on his show is evil and simply for his own benefit, no one else’s. The last shot in the video is a mid-shot from behind Patrick Chase with his arms raised in a Christ like pose as the audience can be seen over his shoulders, applauding and cheering. The music slowly fades out and so does the lighting on Patrick, the lighting on the audience stays the same. The difference in lighting between the two, juxtaposing groups connotes not only the space between them as individuals, but also enforces how Patrick is slowly losing his grip on reality.

editing:
From 0.29-0.37 in the video the build-up in the song is perfectly timed with the 5 editing cuts that occur during this period of time:

0.29 - 0.31            Close up of camera man looking through a lens.

0.31 - 0.33            Zooms in on camera screen to show audience members.

0.33 - 0.35            Pan across one of the studio cameras.

0.35 - 0.36            Slow pan across the audience as they are looking towards the stage and applauding.

0.36 – 0.37           Screen showing the opening titles of ‘The Patrick Chase Show’.

These quick editing cuts show the audience the preparation/build-up of the show whilst timing it perfectly with the build-up of the song’s introduction.

From 1.28 - 1.36 in the video, the ‘drop’ in the song is timed with 11 quick paced edits of the audience, Patrick and the guests fighting:

1                                             Long shot of guests fighting

2                                             Medium Close Up of Patrick Chase filmed from a low angle

3                                             Mid-shot of guests fighting

4                                             Pan across the audience who are on the left side of the shot

5                                             Mid-shot of guests fighting

6                                             Pan across the audience who are on the right side of the shot

7                                             Guests fighting

8                                             Guests fighting

9                                             Guests fighting

10                                         Guests fighting

11                                         Guests fighting

(Shots 7-11 are cut very quickly so that they last a duration of a second when put together)

These quick editing cuts not only set a recurring motif but also highlight the tension in the studio whilst timing it perfectly with the song.

Music Video Research - Textual Analysis of Existing Products #1

As part of my planning and preparation for my music video I have conducted a textual analysis of 3 existing media texts, in the same genre as my chosen brief. In my analysis I have looked for conventions of my selected genre, the use of editing and cinematography, connotations, how the narrative is developed and how the text appeals to the audience.

Song: 'The A Team'
Artist: Ed Sheeran
Director: Ruskin Kyle
Producer: Jake Gosling
Reasons for analysing:
The genre and narrative of the video and song are similar to the selected choices for my own task.

Analysis:
The music video for this song is strictly narrative based and has absolutely no performances in it which makes it difficult to identify conventions of this specific genre. The narrative, which follows the story first introduced through the lyrics, is done in a non-chronological order of events. At the beginning we are shown a girls dead body being found, the video then goes on to tell the viewer the story of how she died and the days leading up to her demise, which reveals the girls descent into drug use and prostitution. It could be argued that the lead character is a physical embodiment of the song itself. This can be seen in the beginning of the video when her body is discovered as the only sound that can be heard is the diegetic tweeting of birds and the music only begins when the flashback does then ends as she inhales from her crack pipe. This leaves the viewer to assume that, that was the fatal moment of her death. This also coincides with the lyrics "angels to die" as we see a mid shot of the girl, falling back on her bed in a drugged up stupor. This video contains several connotations towards angels. The main character ('Angel') is shown in a long shot to be stood directly under a sign for a train station which is aptly named "Angel Station". In this shot, Angel is the only character that is fully lit, with a light shining down on her, connoting that heaven is shining down on her or that she is a fallen angel. This video gives off a positive image of Ed Sheeran to his fans because he makes a cameo as a passer by who stops to help Angel and sit with her and talk. This shows Ed Sheeran to be a kind, caring person.

mise-en-scene

Stereotypically, the main character is wearing several layers and can be seen to be carrying a sleeping bag around. This is the classic attire expected of a homeless person and it is presented in this stereotypical manner to avoid confusion with the viewer and therefore develop the narrative quicker. The character can also be seen to be wearing large hoop earrings which connote “chaviness”. Her ripped tights also suggest that she can’t afford and/or does not own any other pairs. The fact that the mirror she is looking in is dirty connotes that her perception of herself is muddied and she is beginning to lose track of who she is.

cinematography
When Angel is shown out on an open filed, away from the stresses of her life she is filmed from a low, canted angle. This provides connotations of the freedom she feels. The same shot is used again when she is stood on a bridge except it is filmed in a straight angle, this shows that her freedom has vanished and, yet again, she is back worrying about her life.

editing
A close up of Angel quickly cuts to a close up of her crying, this shows the viewer how quickly her life is taking a turn for the worst. At one point in the video Angel can be seen sat on a corner, begging for money, the rest of the people in shot have all been sped up. This refelcts Angel's outlook on life as she feels it is passing her by. A prostitute can also been seen in this shot, she is sped up too but not as quickly as the other members of the public, Angel can be seen looking towards her direction. This shows how close she is to turning towards prostitution. This is then shown to be true as the video progresses to show her descent into selling her body.

sound
The lyrics (dominant non-diegetic sound) correspond with the imagery that can be seen in this video. for example, the lyrics "Too cold outside" correspond with a mid-shot of Angel shivering and "go mad for a couple grams" shows her holding a bag of white crystals. This provides cohesion with the song and the video. 

To analyse this video I used the classic grid method (second picture) where i divide the page into four sections, mise-en-scene, editing, cinematogrpahy and sound. I then wrote notes on another page (first picture) which were based on the representation and narrative as opposed to the four main sections used in the second picture.

Music Video Research - History of Chosen Medium

Music videos are made as a marketing tool for an artist and their music, specifically the single that the music video is for. They can be shown as a narrative or performance or occasionally abstract structure for the more artistically experienced. A narrative for a music video is usually derived from the songs lyrics and provides a visual interpretation of the artist's words. Music video's have become an integral part of the music industry.

The first attempt at a music video was in 1894 for the song "The Little Lost Child" by Edward B. Marks and Joe Stern which consisted of still images shown in a continuous loop in time with the song. This was done for promotional purposes, something which still occurs today.
Musicals or films containing musical numbers also played an integral part in the development of the music videos we see today. In the 1940s and 50s, certain songs or segments of the film were used as a means of advertisement. These promotional shorts acted as a trailer for the film itself whilst promoting the specific song used in the clip. A very famous example of this would be The Sorcerer's Apprentice from the 1940 Walt Disney film 'Fantasia':
In the 1950s songs from musicals were made into 'shorts' which, at the time, would have been the only type of music video in existence. Some of these shorts are so iconic that stars of today often still pay homage to them in their own music videos.

In 1964 The Beatles released and starred in their own film 'A Hard Day's Night' (named after one of their songs), this was something that had never been seen before as it provided an up close and personal view of the band along with featuring their own songs and performances. This was a very wise decision to make with regard to their audience. Not only did it show the band in a whole new light and give the impression that they were nice, normal, everyday people but it acted as a promotional tool for their songs. The Beatles realised that they had stumbled onto a good thing and made yet another film titled 'Help!' in 1965.


In 1981 the channel MTV was developed, this was a ground breaking time for the music industry as it just showed nothing but music videos, this opened up a whole new medium of promotion for artists. The first video to be shown on MTV was the promotional clip for The Buggles' song 'Video Killed The Radio Star'. MTV proved to be very successful and still continues today with several channels, all specific to different genres of music. It shaped the way we see music today.





The rise in popularity of music videos in the mid to late 80s and early 90s led to the rise in cost of music video production. They were a marketing tool and therefore had to impress and draw in their specific demographic. This resulted in popular directors making music video at productions prices that bordered into the millions.
The most expensive music video ever produced was 'Scream' by Michael and Janet Jackson. Directed by Mark Romanek (well-known director of costly music videos), 'Scream' racked up a costly £7,000000 in production costs.


In 2005, Steve Chen, Chad Hurley and Jawed Karim developed the website 'YouTube'. 'YouTube', developed on Web 2.0, was a website dedicated solely to videos. The website enabled users to upload their own videos and share others. This opened up a whole new digital market for the promotion of music and its videos.

Skills Development - AS to A2

Choosing Media Studies as an A Level subject requires you to take a lot on board when it comes to learning new skills and applying them to your work. Not only is a large amount of research and planning required, but a fairly sound knowledge of Photoshop is integral to coursework pieces.

Our introductory task at AS level was to create a perfume advert using Photoshop and our own, original images. Looking at the contrast between that and the finished version of my music magazine, I believe it can be clearly seen that my knowledge and skills in this area have developed greatly. When planning the perfume advert, I made several different drafts which were both hand drawn and digital; I think that this was good practice for the drafting process of my music magazine. I was very happy with the C grade I got overall but, looking back at the advert; I can clearly see that it needs some serious corrections. I had failed to follow the conventions of an advert by not sticking to the rule of using three colours (I had used four), I had also placed my masthead in the centre of the advert, which is not the correct or normal placement for it as it looks out of place and draws attention to the wrong areas of the product.

By doing such tasks as the perfume advert and the preliminary task of making a college magazine I have gained a better understanding of  the conventions of magazines and advertisements, using Photoshop, and how to appeal to a specific target audience. When taking the original images for my college magazine, I used  a digital SLR camera, supplied to me by the college. I thought it would be a good choice to not only get photographs of the buildings on the site, but also of my fellow students taking part in their daily routines Although I still maintain the opinion that the ideas behind the original images were good, I personally  believe that at the time, I was lacking in enough experience and knowledge to produce what I believe would be top standard photographs. With regard to the Contents page of my college magazine, I found that task very difficult, and the same can be said for when I was producing the Contents page for my music magazine. I was not happy with the final result. When comparing my preliminary task with my music magazine, I believe that there is a stark contrast between the two items of work which demonstrates a greater knowledge. For example, the image I chose for the front cover of my college magazine does not follow conventions of what a main image should be. Front cover images are conventionally mid-shots or close ups whereas the image on my college magazine’s front cover is a long shot which is also slightly out of frame, something which would never be done on a front cover.

It is safe to say that I am extremely happy with the overall outcome of my finished music magazine. I believe that because I enjoyed the task, it encouraged me to put all my effort into the end product. To take my images,  I once again used a digital SLR camera, which I  borrowed from  the college. I took all of my original images in college, as it was the only time that my friends were able to pose for the shots.  This was also a positive factor, as our Media department is very well equipped and prepared for assisting us with our work, and the facilities were available for us to use at any time that we liked. After taking over twenty images of my friend, Adam, I decided on the final cover shot because not only was it the correct shot to use as a main image (medium close-up), but I  believe it was very effective, as he was looking directly at the camera and his eyes stand out, which was the result that I was hoping to achieve. The main thing I found difficult about this task was the evaluation as I found it hard to write in detail about what I’d done and I believe this was the thing that brought my grade down overall. Although I didn’t enjoy writing the evaluation I can now see why it was useful for us to do as it gave us all a chance to reflect on our own work as well as teaching us to make conscious decisions in productions of our piece. We were mostly left to our own devices when it came to the planning and preparation for our music magazine. Our teachers gave us brief outlines on what to include but it was mostly independent work. This helped me develop my time management skills along with allowing me the freedom to do what I wanted when I wanted. I spent a large amount of time documenting all of my steps towards creating my final product and publishing them on my blog. This includes creating a mood board video (using Windows Movie Maker) and filming a behind the scenes short movie of my first photo shoot; this also helped me with my knowledge on video editing, something which will aid me in my A2 coursework. I believe this was a very important factor as it has helped prepare me for Media Studies at A2 and made it easier to manage other subjects independently. 

When starting this course last year, I had little to no knowledge on Photoshop as I’d only used it a couple of times very briefly. I soon learnt how to use it properly with regard to my given tasks. The skills I acquired were learning how to correctly delete parts of images using the magic wand tool (something which can be seen when comparing my perfume advert and music magazine), enhancing/changing colours using the brightness, contrast and black and white settings, along with altering hair and eye colour by adding an extra layer over the top. My experience with photography also increased greatly when producing these pieces of work as I learnt how to take a correct type of shot and apply lighting in the right areas, something which is really important when trying to achieve a realistic product.

Summer Task - Story board

Over the summer we were given the task of making a story board for 30 seconds of a music video that influencesw our choices in our own work. I chose 'Drunk' by Ed Sheeran.