Planning: Locations

Location is a very important factor to consider in music video during pre-production, as the locations in our music video will be chosen to fit the themes and purpose. We have decided on the final locations using the plans from our storyboard and risk assessment. The main focus was to have a variety of locations/settings for the final music video, further based on the feedback from our questionnaire.

Location 1: Stratford/ Westfield

Relevance to lyrics: It relates to the lyrics in a way as the way he says, "I got my city doing front flips", with the filming of it in a busy area showing the audience that the character is in a 'city', and even "Clean up the streets so my daughter can have somewhere to play", has relevance to the setting as Westfield is clearly a busy area with a mass amount of people going there everyday to shop.

Relevance to genre: In terms of modern hip-hop it is not relevant, but by filming in a empty area rather than a busy environment it is ideal to show this jump from being a mainstream video to a niche one. 

Relevance to target audience: Areas may be familiar to the audience leading to them getting rather excited as to the fact that they know these areas and have been there, also it gives audiences an insight into areas they may never have been as it may appeal to them as a place to go.

Advantages of location: The buildings around the area are familiar, however we filmed in a closed off part of the area, so there are no disturbances. We did however film some parts in an area where people would walk past and acknowledge your presence within the area.

Potential problems and how you could overcome them: The area is busy every single day as there are thousands of shops in the area, appealing to different age groups and individuals, however, Sunday is the least busiest meaning that we could film on the day. 

Existing video that influenced this location:
Chance the Rapper - Angels - areas set around Chicago
T.I. ft B.O.B and Kendrick Lamar - Memories Back Then - areas set around Los Angeles, California

Location 2: Ponders End Car Park

Relevance to lyrics: It has no relation to the lyrics apart from one verse which speaks, "It's too many young n****s on the southside, got us scared to let our grandmommas outside", the word 'outside' is the only known subtle link as our character will be performing and dancing outside.

Relevance to genre: The location is irrelevant to the genre and more to other genres, meaning we have avoided the mainstream and gone for the niche pathway. 

Relevance to target audience: The area may be familiar to the target audience as the block of flats behind the character could be where some of them live, also the area of Ponders End could be a known region to a majority of the audience as the scene is a local area. 

Advantage of location: It is easy to get to and doesn't necessarily require permission to be filmed in due to its short gap between it and the academy. It is a large area and can be explored to film different parts of the song without the audience knowing if we have moved or not, allowing them to analyse our imagination and creativity. 

Potential problems and how you will overcome them: Since it is centered around a car park, it is possible that cars could be coming and going, making it incredibly difficult. 

Existing videos that influenced this location:
Major Lazer ft Travis Scott, 2Chainz, Mad Cobra and Pusha T - Night Riders
Dr Kucho and Gregor Salto x Ane Brun - Can't Stop Playing

Planning: Copyright letter

After choosing the final song for the group, it was imperative to gain permission from the copyright holder before we could proceed in producing our music video. There was the possibility that our music video could be taken down, leading to a range of issues as it is considered illegal to the content of someone else without permission from the copyright holder. This means that we would be required to send a letter asking for permission to use the specified song in our final product, this will also be sent via email to the copyright holder.

Copyright Letter

The copyright letter that was written, has directed asked the artist for permission as they don't have a known management team, and is not signed to a record label/company. We have included the purpose of the letter, and an explanation as to our intentions of the song, including the upload of the final video to YouTube.

https://mail.google.com/mail/u/0/#search/elliott/15a139fa6237c2d6?projector=1

Planning: Initial ideas

With the formation of the group, the three of us, we were then handed the task of coming up with an idea as a finale, for it to become our groups final idea. We had to take everything into consideration, then using all that knowledge to generate atleast a suggestion on what to do and what can be done. However, although there's three of us in a group, only two of us had an initial idea.

I initially had the first idea as I am full of different ideas, different paths to take, what to do and how to make it work. Due to the decent success of my AS short thriller, I felt like it would help me with forming a really good plan in my head. As the song I chose had no video to it, i felt making my own music video would not change the perspective of it, or the message I had tried to portray.

Song: MKA - Voices

Genre: Grime, Rap, UK Hip-Hop

(Narrative) Structure: Concept, Performance and Narrative

Narrative: The video will open with a violinist walking into a dark room, straddling his violin by his side without letting even a whisker brush against the outer skin of it. He will have headphones on his head to make it out that he is listening to music, essentially at a very loud volume to block out unwanted disturbances. Then as he is setting up his violin to play with other musicians to the attending audience, something the camera doesn't pick up yet, the music progresses to male and female choir voices producing back up harmonising to his music. Yet while he is playing with his headphones he is unaware of these noises, until he takes them off near the end of his performance to realise it isn't coming from the audience or the backing instrumentalists but from inside his own head, as it was revealed at the very end of the video, that the headphones were not plugged into a device. However, the only performance related part of the music video, would have been when the violin was performing towards the audience with the other instrumentalists on stage.

Concept: The concept is hidden within the narrative, as the idea that the voices that come through in the video are all in his head 

Characters: A Caucasian male who plays the violin towards a crowd, bar the instrumentalist as they are not identifiable characters. Stereotypical would it be that males of the Caucasian ethnicity are more identifiable within the media to have mental issues, as it is more addressed in films and music videos.

Mise En Scene:

Setting: An auditorium. This is conventional for classical and opera music more noticeably, making it more creepy for a hip-hop performance. 

Lighting and Colour: The only lighting planned was a spotlight on the main character, while a dim to no light for the crowd. Low-key lighting on the backing instrumentalists was an idea to show that the bass guitarist is the main character. No colour use was really intended as the setting of the auditorium would have been kept the same, with maybe making curtains or furniture a red, burgundy colour, the colour of rage or loyalty, further confusing the audience.

Body Language and Facial Expression: His body language at the start would have been calm, to suggest nothing of the ordinary. However, i initiated the idea that my character would begin to feel agitated and uncomfortable more as the performance went on, with his facial expression going from calm and relaxed, to confused and fearful.

Applications of Theory:

Aristotle - Themes of mental issues amongst the youth culture in the current society is common, and can withstand clear representation as sometimes it goes unnoticed due to the individuals body language and lack of communication.

Todorov - The structure is clear, there is a start, middle and end. The audience will be able to dissect the video and understand that this is the case.

Goodwin - Close ups, and mid-shots of the character will be key to making sure the audience focus on just the main character, this way they can analyse the reverse psychology that because he has gone unnoticed by others, by the camera focusing on him for the majority of the video, it is a 'fightback'.

Advantages:

• It will be easy to get an audience to watch a performance
• The equipment and instruments needed for the video are easily accessible
• The characters needed for the video can be made possible

Disadvantages:

• Getting an auditorium to perform in will be rather unlikely or impossible, unless a payment was made
• To get a crowd to fill the entire auditorium would have been rather difficult.

Conclusion

This idea, plus Gulustan and maybe Elliott's idea will be key in ensuring we have a final idea together as a group and something we could all agree on. This would have been a good idea if the disadvantages were not greater than the advantages, the mise en scene needed to apply such a dark yet bright twist to the music video would have to be of the highest quality and accuracy to pull off my idea.

Planning: Storyboard

A storyboard is a series of shots put together in order to construct a final piece, with the task of delivering a message and telling a story. They can often be administered to ensure that the ideas and vision of the group are transferred onto the sheet or canvas, then used to help the group with visualising the shot-list and music video.  It is very helpful for the group as it creates a more accessible platform for the group to look at, understand, and visualise, in terms of a final music video, as it is each individuals idea fitted into one.


Scene 1-4

This is a rough but precise copy of the planned scenes 1, 2, 3 and 4. They depict the main character initially taking the literal meanings of the lyrics and trying to act it out like in scene 4, the lyric quotes 'I even had Steve giving out Apples for free'. so we planned to create a scene that looks like other ensembles displaying their apple iPhones to the audience.

Scene 5-8

This is also a rough copy of the planning of scenes 5, 6, 7 and 8. They depict the main character continually lip-syncing and performing the song to the camera, acting out most lyrics manually and presenting an image precise enough to allow our plan to go forward. 

Scene 9-12

This is the rough copy of the planned scenes between 9, 10, 11 and 12. This was an idea we had hoped to also take the lyrics to match the visuals. The initial reaction was that it would be too much of a burden on the characters, but we decided to let it slide as it would connect with the genre expectations of being hyped and energetic.

Scene 13-16

This is the final rough copy of the scenes 13, 14, 15 and 16. This idea was thought of by the majority of the group and involved both characters as it was nearing the end of the song, with interactions between both characters being key. The end scene was an initial plan to be an establishing shot of a few buildings with a slight view of the cloud to suggest that in the sky is where the 'Angels' are.

Conclusion

With the storyboard we will be hoping to take the ideas and visuals put down on each paper canvas and ensure that our characters put it to practice. With this we can take on the role of generating a positive artist image, with the mixture of positive body language, eccentric visuals and a funky vibe that has the ability to give the audience something to dance to and enjoy.

Planning: Characters

Name: Emeka

Ethnicity: Black British or African

Gender stereotypes of the role: Emeka will take on the role of the main character, portrayed as a young, humble rapper aware of the fame yet keeping it locked in the closet and not letting it get to his head and we will show this within the music video, his humble attitude. Emeka will be performing throughout the song, displaying to the audience that he is the main character, however his interactions with the second character within the chorus and other scenes will be used to depict that he isn't entirely robbing the limelight.

Costume: Our characters costume will change throughout the video, as he will be initially wearing light, fashionable and formal attire while also keeping it as modern as possible to fit the bill of a modern day Hip-Hop artist. Colour co-ordination will often be dark colours such as black, navy blue and brown amongst others, this will be used to keep to the roots of the genre.

Body language and Facial expression: The body language of our artist will vary within the video, as he will be engaging in various movements, e.g. dancing. Aswell as this, the facial expression we would like him to take in as a performer will be enthusiasm, happiness and joy, this may also differ and match the lyrics.

Role within the music video: The role we are aiming for with our artist will be to portray to the audience and music/media industry that our character is attempting to give Hip-Hop a positive image, taking a step from the conventional themes of modern Hip-Hop. And by making him the centre of attraction, we hope to achieve this. With the second character involved also, we hope to use the both of them to further make this target a success.


Name: Kayne

Ethnicity: Black Caribbean

Gender stereotype of role: Kayne has been selected to take on the role of a professional young singer, also personally good friends with the main character further enhancing the bond behind the screens, allowing for a smooth partnership on screen.

Costume: Our character will be wearing a slim bomber jacket and formal shirt, that of a businessman, yet with a shade of urban fashion sense. This is down to audiences having a conventional expectation of the fashion sense of an artist, something they look at to emulate and in turn dress like their favourite artist. We will also get him to try and be fashionable for sections where he may be dancing, therefore suitable attire would be dark clothing, a jumper and track suit bottom during this, as it is seen as conventional due to its common demeanour of a fashionable and attractive appearance.

Body language and Facial expression: The body language of our artist will be a hope of constant flexibility, and loosening due to the fact he will be moving about a lot with his dancing and acting. This will be assisted with his serious, yet joyful and enthusiastic facial expressions. Nothing to suggest the negative artist image we are attempting to avoid.

Role within the music video: Kayne's role within the music video is the featured artist who provides essentially the vocals for the chorus, the spoken words, or moreover the rapping sections are voiced by the main character. He will need to be able to lip-sync correctly the chorus, in different locations also in order for our video to be of the highest quality specifically for his hook in the music video. 

Conclusion

The appointment of these characters was made this way because of our attention to detail on the current/modern needs of society in terms of music. The audience don't want to see a scruffy artist, they want to see fresh artists performing a really good song to them, that way they can improve the attention span, and ensure the audience enjoys their music video experience.   

Planning: Questionnaires and graphs

Questionnaire

Age range?
11-16    17-25    26-35    35+

Gender?
Male     Female    Other

Social status? 
Currently working    Education    Unemployed     Retired

Do you like Hip-Hop?
Yes    No

What do you enjoy the most in a music video?
The song    The artist    The vocals    The visuals

What type of music videos do you enjoy the most?
Narrative based    Performance based    Concept based

Would you watch a music video that may not be typical construction of its genre?
Yes     No

What do you enjoy listening for in a music video?
Romance(Love)     Lifestyle(Choices)    Youth(Relation)     Politics(Issues in Society)

Do you believe close ups of the artist in a music video are a requirement?
Yes     No

Do you think you can relate to some artists in the different genres of music you listen to?
Yes     No

If marked yes, please explain why.

Should music videos portray the lifestyle of the artist?
Yes     No

Should music videos depict women as sexual objects?
Yes     No

Should a music video have links with the lyrics?
Yes     No     Depends

How often do you watch music videos?
Once a day    Several times a day    A few times a week    Rarely    Never

Graph

https://onedrive.live.com/view.aspx?cid=1a2a9791c378e85b&page=view&resid=1A2A9791C378E85B!10067&parId=1A2A9791C378E85B!10064&authkey=!AB1wedPrD2lTHyI&app=Excel

Planning: Audiences

In ensuring that any music video is a success, it is important to know and understand the audience better than we already do as a group, giving us a better insight, with key knowledge of audience expectations allowing for us to better our music video. And with that, we have considered it very important that our final media product has met the needs of the consumer, with the help of external research we are hoping this can be done. This may range from looking at a range of music videos similar to what we are trying to achieve. As a result of doing this research and collating the data, we hope to ensure our chosen song and artist matches what the audience wants to see and experience. 

Age, Gender and Ethnicity - Interests and Hobbies
After doing the research about our target audience and genre, we made it a requirement to understand the expectations the audience had on our music video. With the help of a questionnaire, were able to find out the following information on our target audience. 

• Although the target audience for Hip-Hop is males, both male and females enjoy and listen to this genre of music as it's modern message and style has taken a style that in turn has intention of appealing to a wider audience.
• The genre is popular amongst teens, as well as young adults and postgraduates, an age ranging between 18-32.

In addition with this key piece of information, we also found out more on the interests of our target audience, in order to assist with our research. With the constant exposure of violence and nudity to the media, it won't be a surprise if we added those elements and themes to our music video without it shocking the audience as they would have already been exposed to that touch of nature already, and with artists sharing their music through various platforms that are easily accessible for a young audience, it is more likely for them to be attracted by the thumbnail or first impression, based on artist or song title, making it easier to spread a message and gain the required attention from the target audience as initially intended.

Audience Reactions;

Audience Engagement – As our target audience will be reacting to our final media product, we have decided that there will be an age range of 12-19. This way we can analyse reactions and anticipate whether we will have the opportunity to expand our our final target audience. We believe that for the audience to engage with the final music video product, they will need to be able to relate, so things such as the artist dancing is a relatable subject as it draws upon the feeling to dance when listening to lively music. With the instance that within the music video there will be subcultures and also slight evidence of popular culture, we are hoping the audience will be able to feel the music while watching the video.

Audience Expectation – Having the ability to consider as a group what the expectations of our audience will most likely be, is a skill we have to engage with as majority of the audience will have various contrasting yet similar opinions on the music video. This could largely be down to various factors, may it be the gender, age, hobbies of the individual then so be it, and because Hip-hop is, and may carry on being an influential and mainstream genre, we will need to factor in conventional expectations as well to ensure our consumer is satisfied. 

Audience identification – According to Dyer's theory, an artist requires a type of image to be portrayed as ordinary, yet extraordinary to the public, something that will be taken into consideration. Before and after research, we proceeded with the group discussion of our audience, including their interests and tastes. With that knowledge we found a song, and then an artist suitable enough to portray the correct artist imagery we want for our music video.. 

Conclusion
With the conclusion of this research, we intend to take our finalised ideas and connect the missing dots using the research we have undergone to understand the difference between the needs and wants of the consumer, and media. To follow the audience expectations, yet still find a way to keep in touch with similar themes of the common conventions of this genre will be done using further information taken from this research. With the audience also being young and in the same bracket of our chosen target audience, we hope that we can take this and produce a final media product, with enough capacity to fit the bill.

Planning: Artist Image

Genre Ideas
The genre for our music video is Hip-Hop, therefore we will have the intention to follow some conventions while also challenge most of them. This is down to us as a group deciding that we want to separate ourselves from the mainstreams of this genre of music. Hip-Hop is a widely explored genre, and tends to fall under heavy criticism for its promotion of sex, gang violence and drugs, however, over time and with modern society gradually changing and expanding to meet the interests of society, it has adjusted to subtle promotions of violence, nudity and partying. 

Morals and Values
We are aiming for a change in our artists morals, and we want to challenge the norms and values of a Hip-Hop artist by the artist image we hope to convey with our artist. With the majority of Hip-Hop artists coming across to the media as being very thuggish, addicted to drugs and in love with the money, we aim to step away from that and use the chosen song to help with that, 'I got angels all around they keep me surrounded', the lyrics muster up an ideology that, with the right people around our artist, and the correct morals, he will be able to part company with the common conventions.

Media Perception
Our artist will be inspired and influenced by Chance the Rapper as he has an angelic and innocent vibe around him, also he doesn't wander off into the norms of the hip-hop culture and rather just do his own thing, bringing a positive image, and with this the audience will see them as a great role model to society, rather than give off a bad image and allow the audience to make a peripheral judgement based on the fact that our artist belongs to the Hip-Hop genre. Instead of giving the audience what they expect, we will instead reach out to the more niche minority of the Hip-Hop fan-base, therefore leading to the possibility of a positive audience and media perception.  

Similar Artists;

• Jeremih
• Taylor Bennett
• Big Sean

These solo artists have indeed helped us in our artist representation and the construction of our male performer, as they each have their own unique but prominent style, and give the audience a product to listen and relate to. Although they may not share similar tastes and interests, their morals and values are similar as they are clear representations of originality and stray away from negative controversy. In our prediction we want to emulate their values by depicting our artist in the same way these artists choose to depict themselves. Our artists tend to wear a mix of clothing, mixing colour and style yet not leaving the conventional fashion sense often associated with Hip-Hop. We decided to be influenced by Taylor Bennett's fashion sense as it is a long way away from the media's stereotypical representation of Hip-Hop artists. 

We took into consideration the fact that these artists tended to dwell in the gospel and Christianity sections of Hip-Hop, rather than the conventional elements of old-skool gangsta rap, where the constant promotion of violence and sex meant that artists went for a fashion sense that made them look like thugs and attracted the opposite sex. Our artist will use the key information gathered when looking at these similar artists to influence costume, hair and makeup. Hip-Hop artists also tend to be able to attract the opposite sex by looking fresh and in shape, we hope to achieve this in our artist by keeping him dressed in the freshest gear, and looking 'fly' as they say in Hip-Hop.In relation to Big Sean, new school, modern era Big Sean, we relate to his vogue and have been inspired by his coming-of-age style, his fashion sense is quite urban and the clash of the colours is so smooth that it goes well together and compliments the modern era of Hip-Hop. 

Our Artist 

For our production we decided to use me as the artist as we felt that my tall, broad shape met the requirements of an urban Hip-Hop artist. I didn't look too aggressive which also helped in leaving the common conventions of the genre behind and opting for a diverse artist image. I am also a great age for the audience to be able to relate to and understand the song better than if the artist was much older, however, if this was the case then the age of the target audience will then have to adapt to the age of the artist to ensure continued audience interest. I also have experience with acting as I done it last year for the AS Media product of a thriller film, so with me being cast as a character it will help me in preparation for this music video.

There was also an artist featuring in the song as it was set out in the original version. The second artist, Kayne Gordon a sixthform student from our school, was appointed this role as we felt it suited his calibre and image in terms of artist imagery and links to the music. Both artists were dressed smart for the video and look as innocent as can be yet still urban enough to match what is needed for the music video. He has also done some acting and with this knowledge it made it easier as a group to select him for our music video production.

Link to Theory;

Hebdige
We have decided as a group that our artist will part belong to the popular culture, yet still take a step away from the common conventions and be a member of a subculture. In the sense that our artist isn't promoting violence, sex or nudity, then to an extent its a step away from the popular culture the Hip-Hop genre drags along, as the song for the music video has a sense of gospel within its realms, which is rather unusual in the genre, allowing for the artist to link with Hebdige's theory.

Goodwin
With Goodwin's theory, we have decided to include mid shots, and close ups in our music video to portray and enhance the artists image in a clear light towards the audience. This will allow the audience to feel a great sense of positivity about the artist, and in turn support the star image we are aiming for with our artist.

Mulvey
With Mulvey's theory on the male gaze, we have decided as a group that although it sheds some light on the common conventions of our chosen genre, Hip-Hop, we won't be including any evidence to support her theory. 

Popular Culture
Our artist doesn't have a clear intention in the video aside from the fact that they are both dancers, they won't take part in anything other than dancing in time to the music, this is down to the decision of the groups producer and director deciding that the artists should just remain in a positive light and stray away from the mainstream conventions of Hip-Hop, even though dancing has now become a modern agenda with current strands of Hip-Hop music, it will be the only convention our artists will take part in.

Conclusion
Planning artist representation has been helpful to us, this does help us when producing and planning what to include in our final product. We have a clear idea of how we want our artist to be portrayed to the audience and music scene, and with this in mind we can generate an artist image that benefits both us and the Hip-Hop genre. Additionally, creating the right artist image allows for the audience to then relate back to the artist, something which is hard to generate in modern conventional Hip-Hop music, where audiences want to live like the artist instead of sitting back and understanding every or most words that come out their mouth.

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. 

Planning: Lighting and colour

What is lighting and colour?

Lighting and colour are a part of media that helps to create various meanings within a scene, whether it be a film or music video. Lighting can also help to convey unique but relatable moods and atmosphere, e.g. a certain type of lighting may make audience feel as if the character is represented by the colour and contrast of the lighting, bright – angelic. The use of colour in a music video can help support, in creating deeper meanings to a scene through connotations and interpretations.

Angles of lighting

Top lighting – This lighting style makes the character look rather innocent, glamorous and can help to identify a clearly prominent protagonist, the source of the lighting generally comes from above or a raised level and looks down on the character rather than looking up to the character.

Under lighting – This makes the character look scarier, have more fear, obvious antagonist, as the source of light comes directly below. An example of this is The Dark Knight Rises as the light appears below him making him look more superior. Not many music videos may use under lighting, it is common in rock however as it is used to show the dark tension within the room.

Back Lighting – This is where the light source may be directly behind the character or object, whether very little or no light is used, a silhouette forms. It is rare music videos use silhouettes but if executed greatly then it can create something of the highest quality.

Types of lighting

Low-key – The lighting is dark with small areas of light, which also creates shadows. The lighting, often a scene set in a dark room, may have the effect of expanding on the darker areas of the character in the room if there is one, and can create the type of element that action films use when introducing the audience to a villain, or their secret lair.

High key – When the lighting appears more natural and realistic to the naked eye. This specific lighting effect creates an angelic view of the character and exercises on the emphasis that this character is either a protagonist or innocent. Due to its common use, the audience will rarely see it on the antagonist in films or music videos due to the message it conventionally sends.

Conventional Lighting in music videos

The lighting used in music videos from the first day to now has changed and lighting has widely become a common element of music videos. Natural lighting, such as from the sky, street lights when its dark, cars driving by and even the sunlight, are drawn upon for assistance in a music video, with no extra effects or authentic lighting used as they have the ability to have as much impact as authentic lighting. High key lighting is the most conventional as directors use it to retract from the negativity; darker lighting brings to a music video. Back lighting is commonly used in indie genre music videos.

Conventional colour in music videos

The problem with mainstream music videos is that different genres use different lighting and colour, to create a different effect and feeling within the video. Colours also play a fact, as it would be very unlikely for a heavy rock band to wear bright colours in their music video, and it is more conventional for them to use darker, surreal colour mixes. A pop music video would often consist of primary colours and the lighter shades of secondary colours, whereas a genre such as Jazz would be more suited to royal, darker shades of the colours purple, gold, blue and other colour associated with royalty.

Conclusion – For my groups music video we have constantly instigated that we use natural lighting and top lighting to carve an angelic silhouette out of the main character rather than record it outside with the weather not being reliable enough, as a sunny day would be a most preferable time to record our music video. After carefully looking at other hip-hop music videos with an upbeat tempo, rhythmic groove and innocent vibe, which is primarily what my group has gone for, it is safe to say that they have acquired the director to film with brighter colours, and conventional lighting for hip-hop, which are commonly the primary colours on the colour wheel.