Production Schedule

Before I can start filming my video, I need to plan what I am going to do, where I am going to do it and who and what I will need for the shots. 

Construction: Casting, Props, Costumes and Locations

Casting
Performers
Michael Buble/Performer - Alex Baggott
they will take the role of the lead performer and mime the lyrics, they will be the main protagonist in the story

Girl/Love Interest - Natasha McCulloch
they will be the love interest he meets and she will feature in different dates and locations with the performer

Musician/ Trumpet Player - Ryan McCulloch
they will pretend to play the trumpet for the shots required

Props

• Old style mic and stand
• Trumpet
• Cufflings
• Picnic blanket with food
• Confetti stars
• Mirror
• Bunch of flowers
• Book

Costumes
Performer
- black suit inc. tie
- jeans, t-shirt with casual shirt over the top
- black trousers, purple shirt
- smart jeans and pinstripe shirt
- smart jeans, shirt and suit jacket

Girl
- Outdoor, jeans, smart top, coat/jacket
- Vest top with cardigan, jeans
- Pretty dress/going out sophisticated
- Purple dress
- Evening dress

Trumpet player - all black

Location

• Park, scenic place with bench
• Studio plain room
• Bedroom
• Building with double doors
• Front door
• Restaurant

Final Proposal

Feeling Good
Michael Buble
It's Time 

The channel of broadcast for my production would be on Viva or MTV because when I asked this question in my questionnaire these were the most popular choices therefor I want to make my video appropriate to the channel for broadcast, because my production piece is a music video it would suit these channels best as they are channels which are specifically for music videos.

My target audience is middle class females in their 30's as this is the typical age for the artist's audience however the audience for the music video will be younger as this age group is the prominent viewers of music videos.

The genre of the music is jazz/pop my video will fit this as I am using a brass instrument which will relate to the big band era. They are typically seen wearing suits which I have incorporated into the storyboard. The pop element is shown through the love story which will interweave. My video is going to be a combination of a performance and a narrative based video because this is a popular way of making videos which I found in my research and analysis and when asked in the questionnaire this was a frequently chosen combination.

The style of my music video will have unique camera angles such as an ECU of inanimate objects, in hope to create a more dramatic and powerful video. I will use light shine effect to make it appear more professional. The shots will prominently be in colour unless at the editing stage they look better in black and white. In the tilts I will make them slower to make them more powerful shots and to add drama. When I use the trumpet images, I am going to repeat the image to make it appear like more than one trumpet and flip the image at another part, this is so when I repeat the same shot in a different place it looks more interesting. In the shots outside I am going to add a sunburst effect and make the lighting brighter to make look more sunny and more like summer time. At the end of the video, I will finish with a ending transition to give the video closure.

Role Allocation

I will be working as an individual on my project and will be adopting all roles in relation, this is known as an 'Auteur'. However, I will have help from the people featuring in my video.

Translated from the French, auteur simply means "author," but use of the term in relation to cinema—since the 1950s at least—has caused much controversy and critical debate

Extracts from the article found on the BBC - http://www.bbc.co.uk/dna/h2g2/A22928772

At first glance, auteur theory is deceptively simple; its basic premise is that a movie director, in certain circumstances, can be assigned the title of 'author'. Sadly, it is far more complex than that.

So who is an auteur, and how might they be recognised from a 'normal' film director?

To be considered an auteur, a film-maker must have a body of work which can be analysed for ongoing themes and considerations, whether they occur intentionally or unintentionally. One example would be the theme of the distant father in Steven Spielberg's work. In addition to this, an auteur must have a differentiating style, almost instantly recognisable.

At first it seems like a perfectly plausible theory: the director is responsible for the film, the director has the ultimate control, and is therefore responsible for the film's final output.

A problem with the theory is that it creates a hierarchy within film circles. Those who subscribe to it would automatically assume that an auteur is a better film maker than a 'normal' director, many of whom might make wonderful films.

The most common examples given to support auteur theory are Alfred Hitchcock, Stanley Kubrick and Jean-Luc Godard. Each presents a strong case, though perhaps the most well known example for modern film goers would be that of Tim Burton.

Case Study: Tim Burton

Tim Burton's films have a very distinct style, and he often deals with similar themes in his work. In general, the lead character is separated from the norm of society in some way - a misfit. In the character of Edward Scissorhands, this idea is taken to the very extreme: the main character cannot even touch another person. Other examples of this character type include Batman, Beetlejuice, and to a certain extent, Jack Skellington from The Nightmare Before Christmas. Burton's movies also have a distinct style, generally sporting a very Gothic feel. In addition, Burton is known for using stop-motion animation in his films, the prime examples being The Nightmare Before Christmas and Corpse Bride. He is also known for reusing actors and actresses, in particular Johnny Depp and Helena Bonham Carter. Danny Elfman regularly provides the right music for the soundtrack. Tim Burton has directed many movies, each of which can be examined and compared for similar styles and recurring themes.

en Scène

Storyboard: for Chosen Idea

My chosen idea is Michael Buble - Feeling Good
I have created a storyboard for the music video I am going to create but firstly the reasons for creating a storyboard first:

• To draw a photograph
• Visualise the whole thing before filming
• Lets everyone understand how to the film the shot
• Gives you the chance to change elements if it does work

What each frame should have:
1. Shot number
2. Framing (CU, LS)
3. Drawing
4) Action - brief description
5) Dialogue - single lines of dialoge, triggers
6) Sound effects

Here is the storyboard for my video

Audience Research: Questionnaire Results

After giving out my questionnaire here are a summary of the results
1) What makes a good music video and why?
Males answered:

• Good song with a film styled video (short film) and good looking girls!
• Video which makes sense and goes along with the song and should be well directed and suit the mood of the song.
• Another male agrees with the previous answer and says the video should go well with the song as it is the song we want to hear, the video adds visuals.
• The video should be visually stimulating.

Females answered:

• Actors acting a scene and the story behind it should help you understand the song more
• Again the thought is that the music video with a storyline which relates to the the song, they particularly hate it when a song with meaningful lyrics as a video which doesn't live up to expectations
• Lots of dancing because it seems modern and gives a better message.
• Relevant to the music - to be able to follow the story of the lyrics in the song.
• Narrative which is relative to the song and some abstract videos because they are interesting to watch.

From the answers given to make my music video appear good to the audience, I am going to incorporate a relevant narrative to go along with the song, the visuals I use will be interesting to watch, I may incorporate some dancing but not alot as I want to stay close to the storyline and try to get "good looking girls" to starr in the video to keep the male audience happy!


2) What music channel do you watch them on? and format?
Music Channels on the TV seem to be popular such as Viva, 4music and the sky channels
Watching them on the internet is popular too mainly youtube and itunes.


3) Which type of music videos do you prefer?
Performance: 4/9 reasons are: to see the artist(s) of the song, more entertaining and interesting to watch.
Narrative: 8/9 reasons are: helps to understand the song, tells a story, brings meaning to a song and makes it more visually interesting (this option was mainly paired with performance)
Abstract: 1/9 reasons are: more interesting to watch.


From the answers given I am going to make a performance and narrative video, to give the song a storyline interwoven to make it more visually interesting.


4) How often do you watch music videos?
Once a day: 2/9
Once a week: 1/9
More than once a week: 2/9 
4-5 times a week: 3/9
Less than once a week: 1/9


From the answers given I need to make my music video watchable and people wanting to watch it again as watching music videos frequently is highly popular


5) What's your favourite genre of music?
Pop, Hip Hop, R n B, Rock, Baseline, Dub step, Basement, Reggae, 60's Rock, Classic Rock, Christian, Punk


From the answers given I know my chosen song and genre will work well as people have a variety of taste. 


6) What's your ultimate favourite music video and why?
Chase and Status plus Plan B Pieces - likes the narrative of the girl getting revenge
The Beatles I am the Walrus - because its surreal
Taylor Swift Love Story - loves the story telling within
Pixie Lott Gravity
Cee Lo Green Forget You and Katy Perry California Gurls - they are both amazing, Cee Lo Green's is very clever and relates well to me and Katy Perry is just eye candy! 
SFH 3000 miles away - they had a tiny budget but still manages to create and impressive set, good props and interesting narrative
Rihanna Rude Boy - it goes well with the song, interesting to look at
A-ha Take on me - follows a story, interesting visuals
Blur Song 2 - weird and entertaining.


7) For the song 'Feeling Good', what idea would you have for a music video?

• Narrative - happy person, having a good day maybe in love  
• Start with sky changing from day to night, as song gets powerful the scene needs to be like a thunderstorm then developing into a new life, trees producing blossom
• A smiley singing sun
• Performance from the artist with a narrative about someone who is happy and feeling good
• Day which goes well, man as a good feeling, dressed in a suit.
• Guy having a good day from the moment he wakes up til the end of the day
• Happy people laughing
• Calm peaceful setting maybe focus on nature or tell the story of a couple in love, romantic times.

From the answers given I am going to incorporate a love story, go from when he wakes up, have a peaceful setting, use a performance and the narrative will be happy have smiles and laughing. 


8) When you think of Michael Buble what do you expect to see in his music videos?

• Him on stage mostly
• Him singing, performance with a narrative interwoven
• Big Band and a storyline
• Himself in a suit, good looking girls and an old fashioned mic
• Performance of song with an audience
• Brass Band
• Swing Band, suit, posh party
• Romantic storyline - girl meets boy

From the answers given I am going to use the performance aspect with him wearing a suit and incorporate some kind of musical instrument to make it relevant to Michael Buble and use the love story narrative of girl meets boy.

9) Where would you expect to see his music videos?
Magic, 4 music, Tophits, Smash hits, Viva, MTV, Youtube, Heart, VH1, Music Charts 

10) When you buy an artist's album what you expect to see on it?

• Artist on the front in a bright costume in a weird fashion
• Artist in dramatic pose
• Picture of the main person in the video along with words and maybe picture effects
• Imagery for the meaning of the album name
• Artist on the front
• Artist, their name, bar code, coloured background
• The artist
• Pictures of the artist, snap shot from the video, list of songs
• Cool artwork e.g. like roxy music covers, blur cartoons

From the answers given this will help me create the print artifacts later as it gives me typical conventions so mine design will look realistic.

Audience Research: Questionnaire

Initial Idea 3: Katy Perry - Teenage Dream

Initial Idea 2: Michael Buble - Feeling Good

Initial Idea 1: Israel Kamakawiwo'ole - Somewhere Over The Rainbow

Music Video Analysis - Eminem Love the way you lie feat. Rihanna (2010)

Eminem - Love the way you lie feat. Rihanna (2010)
Directed by Joseph Kahn

The video begins with a CU of Rihanna the background is out of focus, the CU shows the emotion from her face with the fire burning in the background. This is already a powerful image with expectations of more to come. With the artist performing we know it has conventions of a Performance video. It also as the a Narrative interwoven with the performance. The LS of the actress sets the scene and the tone of the story,

the LS allows us see the setting and the effect of the fire links the image with the artist's performance, and the lyrics, "watch me burn". It cuts between the performance and the narrative maybe the lyrics and the story are personal to Rihanna and that the actress in the story is her in our own life.

As the song quickens pace it cuts to a L/A shot of Eminem, the framing of the shot makes us feel as though we are in the grass, the grass then goes out of focus as it cuts to MS the setting looks brighter and more natural. There is a sunburst effect around the artist which contrasts with the burning image of Rihanna. The shots of the artist's face means we can see him singing/rapping, as the narrative continues to be shown through the performance.

The female realises her boyfriend as been with other girls by the phone number on his hand we assume their relationship through the mise en scene and the placement of the actors; they are sharing a bed and holding hands has she angrily pushes him away and leaves. It cuts to a quick pan to Eminem back in the field, there are sun spots on the screen, its looks like dawn this could convey with the storyline that she is waking up to the truth. As the action in the storyline heats up so does the pace of the editing it cuts between various shots of Eminem who performs to the camera, the ES where he looks tiny in comparison in the shot shows he is all alone, this could mimic the feelings of the actress that she feels isolated in her relationship. There are various shots of the two beginning a violent

argument the framing of shots feel as though we are looking from the front of the house, the lighting is dark and the only light is the natural light coming through the curtains, which contrasts with unnatural violent situation. As he pins her down the high angle of the shot shows his power and dominance. It cuts back to different angles of

Eminem and the sunbursts are 
still present making it look like early morning. As the narrative continues to unravel the female starts to leave, as the lyrics say "I'm leaving you" and "no you ain't" the actors mouth them as to be included into their dialogue. This makes it appear more realistic. As the

story continues the shots of Eminem are interwoven with the ES it uses a tilt, showing the landscape and the different shots this makes it more interesting and visually appealing. 

The narrative links with the song lyrics, on the word "snap" she reacts and kicks off. It then again starts getting brutal as he pushes her against a wall the lyrics seem to be his thoughts in his head when he goes to hit her he is ashamed.

MC of the shot lets us see the whole picture of what is going on and the power from his punch as he smashes through the wall, we can also see the frightened look on the female. The lighting gives the shots lots of shadows - shadows of his personality.

As the chorus starts again we then go back to Rihanna singing with the fiery background, the different locations make it visually more interesting, and the repetition of the CU of Rihanna keeps the continuity. The setting for both Eminem and Rihanna are complete juxtaposition, this could show the Jekyll and Hyde personality of the two in the story.

Which then becomes very apparent, when they start kissing and then suddenly changes to fighting back to being passionate with each other. This happens for a couple of various shots of the opposing image this highlights how confusing their relationship is, and goes back to the one lyric "one minute its good and the next minute being awful". The shots are very emotive to the audience due to how passionate the actors are in the scenes. The CU of Rihanna is slotted in between as she acts about what she is singing with her facial expressions and hand movements. LS of Eminem in the field edited in too whilst Rihanna still sings, showing the opposing locations, as the couple continue switching from good to bad. 

We are then shown the male actor alone with his head in his hands, zoom in to his face shows the regret and the emotion. It then cuts to a different location with the man at the bar, the MS allows us to see that he is upset. It then cuts from him at the bar looking at his bottle to him back sat on the sofa alone. The video then shows the female also sat the bar smiling and flirting, this may show images from when they first got together, yet interweaves the story now with her sat in a hallway upset and crying and cuts back to her happy in the bar. The MCU as he angrily leaves lets us see the anger in face. 
A CU of the female in the hallway is an emotive image as we can see her pain and how upset she is.

Although as the next shot seems to be back in time,




we have the female in the foreground whilst the male is walking behind her and steals a bottle off the shelf and hides it under his jacket. So the image of her crying may refer to that she had it coming all along as he was a bad character from the start.

It goes back to the male on the sofa, the next shot is very powerful I think as he appears to be screaming this shows his passion and his upset. Its provokes emotion to the audience, although we can't hear the scream due to the music it is still a very powerful shot. They are both out being a happy couple drinking the bottle of drink he just stole, the framing as it pans across the two kissing shows its the same bottle as its placed in the corner. It carries on switching between them out together and Eminem's performance still in the field.

It shoots back to her in the hallway as he comes to apologize for what he as done with a rose and a bear. It then shows Eminem's performance he is closer to the camera than before. As the chorus starts again it becomes a MS of Rihanna maybe the story is coming to a climax, yet interwoven the story is still very complicated it goes back to the male being violent in the bar, him sitting alone, and then the couple being close again. When Rihanna is shot this time Eminem is in the background, as the violence in the narrative peaks he smashes a mirror, the overshot angle shows the female stood behind him in the broken mirror with the foreground now out of focus. Connotations of a broken mirror insinuate an unlucky man, which as been present through the narrative and a broken life, the pieces of the mirror represent that his life is falling to pieces. As the artists performs they appear to be in the same location before it

 cuts back to Eminem in the field. The ELS shows both performers and the burning house in the background which we now believe is the house of the couple, the fire implies a fiery temper which the male in the story definitely has.

The field shots to quick paced pans from left to right and then from right to left, makes it visually more interesting and shows the spin and confusion of the couples relationship. It cuts between Eminem at the house and the field before it shows a shot reversed shot of the couple with a CU it shows him apologizing and the worry in the females eyes if she takes him back. As she doesn't accept his apology and walks away like the song

lyrics say. The camera tracks along the house as though the front is missing, his anger gradually increasing again as she barricades herself in the bathroom.

We then see the inside of the house in flames, and gives the video a serious tone, as the couple begin fighting with the burning house in the background. It cuts back to the first image of her with the fire in her hands, as though she had his temper under control the CU of her face as she looks up to the camera. The performance of the artist jumps from a LS to MCU they are both together again.

It then shows a visual editing technique as the characters begin to burn yet by the facial expressions no pain is shown more of a relief. Eminem also starts to burn alive too maybe this video was also personal to him with his fiery temper.

Rihanna's performance becomes more dramatic as Eminem wanders in the background. It then shows the couple kissing outside the burning house as Rihanna gets more emotional in her performance, both Eminem and Rihanna turn round to look at the burning house a ELS is used so we can see everything as though we are stood behind them. It then cuts silent and we go back to the begin of the story with the two asleep in bed, this could convey that her life is repetitive nightmare and she relives the fear each day.

Research: History of Music Videos

Music videos represent a crucial part of the music industry. Artists owe their careers to music videos as they are being given the chance of impressing to the public not just with their vocal talent, but also with their looks or moves.

Thirty years ago, music videos used to be less important then it is nowadays. MTV (Music Television) was the phenomenon that gave so much power and importance to the music video. MTV started broadcasting in 1981 in the USA and it marked the beginning of the music video's ruling over the music industry. The first video ever played on MTV was 'Video Killed the Radio Star' by The Buggles. As MTV was broadcasting 24-hour-a-day music, music videos were needed to be produced. Consequently, the music video began to play an important role in an artists' careers. It is considered that even Madonna's career has been greatly influenced by her videos that presented a sexy, appealing look for the artist.

MTV has been highly controversial: some saw it as the beginning of an amazing, new, fresh era in music, others considered it to mark the end of true musical talent, as artists have been become more appreciated for their looks instead of their vocal abilities.

Nowadays, the music video is as important as the song itself, sometimes even deciding the success of a song or artist. It seems that the music 'gurus', corporate managers, have realised the potential of using female sex-appeal in music videos, therefore this feature is being used excessively as it is more popular for the public.

The birth of the music video has created a new type of directors: video directors. MTV started even listing directors with video credits and this profession has become more and more popular. It seems that even video directors admit the fact that a music video is secondary to the song itself.

The music video is eventually just a work of advertising, destined to sell a product: the song.

Extracts from Ispas Marin - EzineArticles.com

Research: Conventions of Contemporary Music Video

I have chosen to do a music video for my project, therefor I now need to research in depth connotations of a music video and the history behind them, to make my video appear to follow and challenge typical music video ideas.

There are 3 types of music videos:

• Performance based - live band performances
• Narrative based - where a storyline is evident
• Abstract/ Artistic - creative and artistic

Codes and Conventions
They vary on the genre of the music, but generally the conventions are:

• There is the artist performing the song, this can be interpreted into the narrative or a previous performance
• The song lyrics influence what is shown in the video, this should therefor make sense to the viewer
• The pace of the music fits to the pace of the editing
• The codes of dress should reflect to the mood and tone of the song

Technical Codes of a Music Video

• Camera Shots - should cut between LS, CU and ECU primarily the main generic convention for a music video is the CU of the singer's face also the ECU should be used on the lips for lip syncing
• Camera Movement - pans, tracking and overhead crane shots are used to follow running, walking or dancing of performers, also the used of vertical tilts.
• Editing - jump cutting is the desired effect to feel as though you are 'jumping' from location to person to instrument, the beat/rhythm of the music determines the editing movements, the fast pace creates the need for viewing repeatedly
• Digital Effect - in particular split screens which are seamlessly used along with colourisation and slow motion
• Lighting - expressive lighting is a key feature it's used to create a bleaching effect on the artists faces making them appear ageless. The use of switching from colour to black and white or sepia is used to indicate a shift e.g. from chorus to verse. Lighting effects such as strobes and flashing this is used particularly in dance videos to enhance the atmoshpere.
• Mise en scene - this the overall look at the artistic concept in the video, there should be a theme and there is a need for authenticity in the performance

Short Film Analysis - This is the Life by Craig Devine (2010)

This is the Life
Craig Devine (2010)


From watching this short film we can see the genre is based around social realism and that he gets inspiration from director Shane Meadows in the way he frames his shots.

It opens straight away with the title which is very conventional of a short film, its very simple and classic with the white font on the black background as in not to direct any attention from the main piece.

It then opens with a LS allowing us to see the setting of the first scene, the camera is cleverly angled to give a "fly on the wall" illusion to feel like you are actually in the kitchen with the characters, the camera appears hand held and adds to the realism of the shot. The setting used is of a typical British family, and the mise en scene with the costumes e.g. school uniform, dressing gown allows us to assume its breakfast time.

The CU of the mother when the son asks for help with his tie, shows us the stress in her face the high angle of the shot suggests she is under pressure and when she asks her daughter to do it for her. The fact she hasn't got her self dressed and is busy getting the children ready gives emphasis that she is falling behind, we sense anxiety and for a first time viewer we would wonder why? The non diagetic sound begins to play the melancholy of the piece is very emotive. It then cuts to an ELS the piece of music then acts as a sound bridge to the end of the day when she comes to collect Dean from school, the shot is framed to mimic that of an independent film, the following cuts are of their journey home, he uses various shots of them in different places this makes us feel as though they are on a journey, the idea that she as brought a trolley for them to play with conveys the idea that she looks out for her brother and is a playful sister. She may has to take care of him and help her mom out because of the lack of a father figure.  The ELS here allows us to see the setting of the area of where they live, the music continues to play and creates a happy atmosphere with the characters. As we return to the family's home the reunion with the father shows that the family is working class, it looks as though they live on a council estate. We assume this because of the framing of the LS lets us see the rubbish outside the house, it conveys abandonment which could mimic the feelings of the mother when her husband wasn't there, the amount rubbish shows she doesn't care and that she has far more important things to do.  As he walks over to Dean who at this point is still on the other side of the street, we can sense

tension, the CU of the shot and the way in which it's framed makes the audience feel as though we are in the embrace, the closeness allows the audience to feel the love from the the father to the son but we sense resentment as the son doesn't react, this is then confirmed when Dean just walks away.

The TV dinner reinforces the class of the family and that the family couldn't be bothered to sit round the table for dinner. The scene looks like the "Royal Family" setting and the in and out of focus highlights the tension between the father and son, we are on the boys level the frequent looking back and forth from the two shows the mistrust the boys as. The mise en scene gives the scene a typical British family look. The

middle shows the relationship between the father and son unravel after him in prison. The father forgets to pick Dean up maybe showing his lack of commitment and that he forgets the important things. The silence from the son conveys resentment again as the father begs for forgiveness.  

 The following shot reverse shots are a CU has the father continues to beg; this shows us his facial expressions. The shots of the father are shown behind the railings this communicates a barrier between the two emotionally and physically, the bars connote the feeling of prison and being behind bars. When he finally persuades Dean to get in the

car, we then see Dean is left on his own again waiting for his Dad this shows the father has a lack of responsibility, the CU of the roll up cigarettes and matches give the image of man who as just come out of prison, as he returns the tension between the two is unavoidable and as he offers Dean a treat, the happy non diegetic sound begins to play, we notice that the music begins to play when happy moments occur.

Dean's treat is to steer the car, the positioning of the camera makes us feel as part of the scene and that we are in the car with them, the CU shots shows the happy smiles and has he turns the car it gives connotations of the turning of events in their life, and that things are going to turn around and get better. However, this contrasts with the argument the parents have.

 It cuts to the family's day out bowling; showing them with happy smiley faces, having a good time, laughng and that they are all together - this shows the parents do care and want their family to work.  






This contrast again with the next shot of the Dean and his mother looking fed up, as the father enters we can see him walk past at the top of the frame with this the mothers eyes roll highlighting tension within the household again.  

The camera then shoots from the side as the two talk the camera goes in and out of focus in particular of Dean this could highlight his fading belief in his father. The CU of the shot allows us to see the emotion expressed from the characters and feel empathy towards them.

As we come to the end of the short film, we see the Dad at the probation office the low angle of the shot may insinuate the father is over coming his problems, the extreme foreground is blurred making all the attention on him. The CU lets us see his relief as he expresses the fact he wants to spend time with his family. Throughout the conversation we only see the father, this shows that its all about him and what he needs to do as a father to help his family.

We then are shown a LS of the Father and his two children playing in a made up boxing ring this highlights he has changed and that he is making an effort, the happy faces convey this and the music begins again at a happy moment in the story.

It finishes with conventional credits for a short film.

This is the Life from Craig Dean Devine on Vimeo.