Planning: Group roles

Seeing as we were in groups for this task, we set out to share the workload, resulting in work being done quicker and in better quality also. We first started with the main production roles of producer, director and editor. 

Producer
The group decided I be the producer for this project as my quick judgement and leadership qualities made me the best known candidate for this. I am considered proficient at dealing with problems the group may face during the filming stages as I already have experience from last years project. I have practical communication skills which will eventually help the whole team as i can deal with the cast and crew in an effective manor. I can contribute to the team with incisive decisions and use knowledge learnt about theorists, editing techniques and ideologies to help better the music video.

Director
We as a group decided that Gulustan was to take on the role of director as we feel she is able to keep the group stable, manage the work consistency just as much as consistently working to keep the group working at the same stable pace. She will be able to describe her ideas clearly to the entire group, thus making our roles much simpler, whilst also helping us to understand what we as a group, will try to do in each scene. As well as giving everyone construct criticism and feedback, she is able to feed it back to the group in a way that enables and encourages us to work on the faults and make it better. 

Editor
The group then decided that Elliott was to be the editor, as he is notably considered as a consistent, hard-worker who's general knowledge of all this technical equipment can be positively manipulated to better us as a group. As well as all this, he has the ability to identify enough detail in his work to contribute to the work. With the knowledge that the editing process will take time, we trust Elliott as he is a very patient individual, and in order for the video to look professional, he will need to put his patience to the test. This decision was made easier by the certainty that Elliott had found it interesting last year to be the editor, allowing us to entrust him in the role once again.

Location Manager
Gulustan was chosen to be the location manager as she is well aware of suitable locations to film the music video as she has experience, and has also been a regular travel during her time as a student. We further believe she has great communication and negotiation skills that we believe will work in our favour, as we will then use this attribute to allow for permission in locations where the land owner may be required to fill in a location release form.

Lighting Operator
Elliott was chosen as the central lighting operator, this is due to the group coming to the conclusion that he is well informed of the various lighting, especially handling well the knowledge of what they may represent within the media. An example will be high-key lighting can represent a character as being quite innocent and angelic as opposed to low-key lighting representing the character as being rather powerful and intimidating. This helped us come to the conclusion that it may help us with creating the appropriate theme for the music video. 

Storyboard Organizer
With being the producer, I was enlisted to be the storyboard organizer as I have the ability to visualize perfectly all the groups ideas and combine it into one initial idea. As well with all this, I won't find it difficult to picture each shot based on the different ideas given to me by my group. 

Camera Operator
As a group we decided that Me and my other group member, the director, be the camera operators as our chemistry is healthy, mixed in with the shared knowledge on cinematography techniques and theorists centred around the view of males and females from behind the camera. We also have the ability to dissect which shots we have filmed should be added to the music video. Moreover, with Gulustan being the director, also being one half of the camera operator helps her visualize the scene better.

Costume, Hair and Makeup
Elliott was elected to be the main man for this role as he is organised, good with time scheduling and can generate a strong idea on what can be worn and where. He is also very strong minded when it comes to artist image, with valuable reasons to what outfit matches the scenery and why it does so. Knowing the type of outfit to suit a genre of music also helps but with the help of me and Gulustan, we could decide to go against the norms. 

Cast Control
Gulustan, the director of this music video, was entrusted to be cast control as she is considered a professional young woman, together with enough power to gather their attention when necessary, and also sooth down intense situations in the case there are disagreements. We believe that she must have these skills in order to ensure the cast are in the right place at the right time, participating in the right actions.

Planning: Editing

There are very few parts of the post-production process of a media product, that can affect its success and feedback. With editing there are various editing techniques to manufacture a product capable of responding well to critical feedback and audience expectation. We had to watch over the shot images and analyse what different editing techniques went well with the scene, the music and the image, so that it enabled us as a group to agree on the same ideas. Other artists have used different editing techniques to establish a strong link with the video and the music, they make it so that the different changes and graphics enforce such an enhancing experience for the audience.

Fast Paced Editing 
With the recording of the music video set at a normal pace, we will to ensure that the editing matched this speed too. And as we have an editor within our group, his task will be to ensure that this was made possible, the nature of the lyrics and upbeat tempo of the song meant linking the video to the song for the lip-syncing to be precise meant that it will be an even harder task for our team editor, but with a close analysis of other music videos and enough time spent in the editing room we will expect it to be on point. All of this can be done in Final Cut Pro with ease, with the link to LP X, we can seamlessly edit the captured images and recordings to match the song.

Jump Cut

As a group, using jump cuts at several sections of the music video to allow for this constant ideology that seamless editing makes music videos smoother, was an easy decision for us. Because the recordings we have were all linked, we then deemed it to fit to link them using jump cuts among many other cuts, however, we felt jump cuts were the most necessary to keep the music video clean. Additionally there are several parts of the song that felt quite innocently dramatic which will allow for us to use a jump cut to initiate this action. 

Slow Editing/Reverse Editing
With the idea for our music video in mind, it will make sense to add slow editing to the video, as it can slow down a fast recording, yet stay in time and still look exciting to the audience. With using Final Cut Pro X, our editor can then take the selected shot and change the concept behind the shot without re-shooting, allowing the audience to look at it from a different perspective but still experience the same vibe they would if the clip wasn't altered.

With seeing other music videos using reverse editing, I anticipate that including it within our own music video without making it obvious would enable it to give off a reflective response rather than keeping the editing simple. Reverse editing is a very slick editing technique and with attempting to add it to the music video, we may be able to generate such a vibe that it will make our target audience respond in awe and reiterated positivity. 

Planning; Research into similar videos

In relation to our music video we decided to analyse other videos, in comparison to our plans and storyboard, we will take other videos that are similar in terms of content, visuals and style. We have gone for a performance and concept based music video with our song, this is due to the emphasis and realistic views of the lyrics. In order to do this we had to further analyse different videos from different genres, artist representation will also be considered. I am going to analyse content and visual style, for Alabama Shakes - Sound and Colour, I will be looking at the artist representation and apparent themes behind the music video.

Alabama Shakes - Sound and Colour - Content and Visual Style

The video for this song is in most ways linked to the lyrics, allowing for the use of a narrative and concept based platform. The narrative is centered around a male character waking up in what appears to be a space pod. Confused and dazed as to why and how he got there, he stumbles around the ship excited, yet disheartened by his environment, the colour used in the screen shots are used to emphasize the tone and emotions.

Apparent Themes
The themes within the base of the music video, are enlightened to show the nature of his situation. The theme of hope is very clear in this music video from the contradiction of his facial expressions to the use of colour and lighting in the video. It has been shown through his shocked expression set against the bright white lighting glistening across his face.

Setting
Alabama Shakes used the setting of, an ice white space pod for the backdrop of their music video, the white lighting in used to scan across the male characters body is used to interpret the innocent, smooth and soulful background. We have also decided to include the use of bright lights, and natural lighting on a bright day to create a similar effect, provoke the audience emotion to feel the same happy, soulful feeling that this video creates. It is sad yet happy, and the audiences emotions have been triggered to feel the sadness and pain of this character, but his happiness as he sees the light at the end.

Colour and Lighting
As I have already stated with the colour and lighting in the music video, it has been used here to emphasize on the feelings and emotions the audience may feel towards the music video. The colour white is often associated with humility, faith and heaven most notably, and with that colour it is what my group have been aiming for and trying to achieve through the choice and use of white lighting also. Natural lighting will be a precedent force for us, as it will be used to instigate to the audience that artificial lighting isn't needed to express the emotions and joy of the character in the music video, rather the natural surrounding can provide a perfect backdrop for the best lighting. 

Asap Mob - Yamborghini High

We looked for different hip-hop/pop artists to analyse the way in which they represented themselves, regardless of the genre these artists belonged to. Certain artists look at modern society and attempt to transfigure a way to gather ground and aspire to be recognized as a mainstay within youth culture.

Costume, Hair&Makeup
You see within the video, that they are dressed in camouflage, holding weapons and standing amongst mother nature. The costume can be used to reiterate their appeal to the audience, as a sign that they are blending in with current popular culture of smoking cannabis and being violent, they may not participate in acts of violence in or away from the music scene but by promoting it, its a sign that they are trying to be a part of popular culture. The dramatic changes in colour, the constant blurring and distortion of the moving images allow the audience to assume this is the vision of those that tend to get high, it can be interpreted by audiences that, getting high is such a perfect experience and it encourages the youth to want to participate in such actions.

Body Language and Facial Expressions
The way in which the characters acted within this video can be directly linked to artists image also, as they are seen in the thumbnail holding guns yet they don't take a direct approach to say that they are promoting gun violence or crime, it can be perceived into their image that they want to be viewed as being a feared group of society, or even placed in a small minority of artists in the music industry that aim to create a social image that represents fear rather than violence. 

Structure
The video was set up not with a dark message but one of high clarification, as it can be related to our song as the name 'Angels', can be interpreted to say that with getting high, having angels around you is a synonym to be feeling or experiencing similar interactions. The message of this song may be different but the constant use of bright colours enhances the positivity around the structure, as with our music video, we will be looking into videos of this calibre to reiterate the strong positive vibe we are attempting to express.

Artist Image
The artists image has been clearly advertised and promoted within this video due to the constant visualisation and CGI. ASAP Rocky, seen as a man to break the rules, with the rest of the ASAP Mob throw an image to the audiences that they are rule breakers, they walk away from society's norms and do what the minority participate in. This allows them to appeal to a more niche yet modernized audience, as the song reciprocates the hidden but popular actions of the underground youth, "Ganja", also known as Cannabis among several other names, a drug intended for medicinal use, yet with youths and even minorities of the older generation using at as a psychoactive drug, the song reiterates that Cannabis is positive by promoting it indirectly. 

Conclusion
With looking at research into similar videos, the concept of our music video suggests that our artist is a good person rather than someone with the intention to take out a negative perspective towards the audience. My group will take the meaning of the song and use it to portray our character as a man of faith, respect and necessity rather than somebody who may be trying to fit in the norms and common conventions of modern society. 

Research: Popular Music Theory

It can be quite important to be able to understand different theories, as well as the people behind the theories, the theorists, because as an audience we don’t understand the roots and what influenced modern era music to how it is today. The spread of their research has given the audience an insight into believing conventions are added to music videos due to the mainstream appeal from the industry to global audiences. Down to the positive feedback and notability through being taught in schools and universities, it is likely more than likely to be useful and effective. The 'Popular culture' theory, Antonio Gramsci's Hegemony theory, the Frankfurt school, Theodor Adorno's theory, the Birmingham School, and Dick Hebdige's theory, all topics I will be evaluating, analyzing, and paying attention to the key characteristics about each one.

Popular Culture – Theory: 

The popular culture theory is the understanding of cultural ideas consumed by working class people. Describes the lifestyle and tastes of the majority of most younger people who are then more easily influenced by what they see and grow up watching. Popular culture changes with the youth of society, and at the same time, youth changes with popular culture. Popular culture became a mainstream mainstay in the 80’s, with youth groups like the Mods and Rockers dominating newspaper headlines with their antics and influences based around music artists and bands. This carried on all the way through society with the youth in the 90’s turning to violence, alcohol and drugs as popular Hip-Hop artists like Tupac, Nas, Biggie and N.W.A. were of a major influence with lyrical mentions of drugs, and even artists representing ‘gangs’ with their image. To this day, the current century it has been shifted to sex, drugs and alcohol. There are artists such as Nicki Minaj, Chris Brown using their popularity to avoid being drawn up for using sex talk within their songs, Nicki Minaj made a song called ‘Truffle Butter’, those who wish to remain uncorrupted will avoid the meaning, but a deep reference suggests she’s talking about the act rather than the delicacy.

Antonio Gramsci – Theory:

Gramsci’s theory was based and centered around the opinion that the control of the media can influence things such as what shows are aired or cancelled, and the degree to which a TV channel covers or doesn’t cover certain news stories. This can be reflected in the sense that due to the fact that the openly conservative Rupert Murdoch owns a percentage of Sky News, it can be seen with close analysis that they hide certain news stories in comparison to a majority of other conglomerate companies. This results in the audience being passive, thinking the same and then not challenging cultural dominant ideologies. Gramsci also stated that we the people, and society, follow the dominant culture and ideology of the country. Hegemony is now being challenged in the modern day media as people are able to self-publish music videos, etc. rather than being under the control of mainstream corporations. It is then easier to access by consumers.

Frankfurt School - Theory: 

In working at the Institute for Social Research, Frankfurt, in the late 1920’s, theorists Horkheimer, Adorno, Marcuse, Lowenthal and Fromm were producers of some of the first accounts within critical social theory and of the importance of mass culture and communication in reproduction and superiority. However, it is only Horkheimer and Adorno that came to develop powerful analysis of the radical changes in Western capitalist societies that transpired since the classical theory of Karl Marx. They constructed the ideology that the media used different ways to come across as this ‘hypodermic syringe’, putting forward that some contents of the media were subconsciously infused into the minds of the audience who were, on many occasions, perceived as being quite passive and overlooking. This made it easier for all forms of media to bypass the audience and continue to be controlled by the social elites, as they are aware that they will not be challenged. 

Theodor Adorno - Theory: 

Theodor Adorno is a German philosopher, sociologist and composer, well known for his critical theories on modern society and music. Studying at Frankfurt School, Germany, he despised of jazz and popular music, often viewing it as part of 'culture industry', further blaming it for contributing to the current sustainability of capitalism. Often arguing that the culture industry manipulated the majority population, with popular culture being identified as a reason to why audiences became so passive, that "the easy pleasures available through consumption of popular culture made society tame and content", with no regards to their financial and economic status. Adorno also stated that, "the same thing is offered to everyone by the standardized production of consumption goods".

His theory is often devoted to identifying the different objective constituent involved in the experience of identification, than the real experience related to the individual. This can be linked with modern art as music charts are often dominated by mainstream artists with similar songs, promoting various themes such as partying, or taking drugs, having sexual partners and even being involved in individual or gang violence. This is the type of music that appeals to the masses, suits their taste, further manipulating them to accept the music being promoted. This confines niche genres such as classical and opera being excluded to just the ears of the non-mainstream audience, further stating that 'true art' was at the top of the hierarchy and included music from the identified niche genres.
 

Birmingham School – Theory:

Stuart Hall, a cultural theorist and sociologist who attended the Birmingham School where he created a theory based around the issues concerning Hegemony. This theory included encoding, the process by which a text is constructed by its producers, and decoding, the way in which an audience reads, understands and interprets a text, others will decode the text in a very different way.

• Encoding – The process by which a text is constructed by its producers.

S. Hall also pointed out that audiences will decode a product in a contrasting manner due to a wide range of factors. There was a sense that the Bourgeoisie will react to media text rather different compared to the masses. They will most likely scorn upon a hip-hop song, whereas the masses will have more of a chance of accepting and understanding the value, as it has a more tasteful appeal to that part, just as how the masses will most likely fail to be appealed by classical music whereas the latter will embrace and comply it.

• Decoding – The way in which an audience reads, understands and interprets a text. Others will decode the text in a different way.

Dick Hebdige - Theory:

Dick Hebdige, a media theorist and sociologist, known for having his work associated within subcultures in the music industry, and its constant resistance of the mainstream culture. Hebdige believed that the general audience have a choice on whether they resist the norms of the music industry by finding various other alternatives to consume. This then leads to the conglomerates of the music industry, making a step to diffuse this by trying to manufacture products they know the audience will be more likely to consume rather than leaving for another option. As modern society grows, so do music artists, and the way they want to be seen in society, will determine the way they use sub-cultural values to represent themselves. And with the media recognizing sub-cultures as much as the audience, they have now devised ways to allow it to be marketed and promoted on a wide scale, bringing further attention to niche artists and genres. 

Conclusion

In reading up about popular culture and the different theories about it, I can make a final judgement on how i would want my music to be portrayed as, who it appeals to and what it is classified as in terms of the masses and the bourgeoisie. In my music video i will, however be representing themes the masses will be able to understand and relate to, further promoting my music video and gaining the natural attention I am aiming for.