Use Of Technology For Our Music Video

As we progress further towards the completion of our music video, we will use the technological devices that we have in various ways to ensure that our music video is constructed in the way we would like it to be.
Listed below are the technologies that we will be using and how we intend to use them;-

1. Camcorder - using the camcorder, we will take various shots in our music video so that there is a variation of shots that we can work with. To ensure that our music video portrays a natural setting and cheerful mood, we will use close-ups to show the artists face as she is walking and dancing through the trees. We will also use a 360 degree shot to portray her dance movements to show the innocence and carefree nature that the performer will be trying to express. Zooming into the performer, as well as panning shots, will be used in our music video so that the performer is the main focus of the music video, and so that the audience is made more aware of what the performer is doing in different shots.
2. Mobile phone - a special mobile phone that plays music will be used in our music video. Although the phone will not appear in any of the actual shots, it will play the song for our music video as the performer walks, dances and sings along to the lyrics.
3. Apple Mac Computer - using Final Cut Express on this computer, we will use various editing techniques to match the performers singing to the music, add cross-dissolve transitions as well as other transitions that work with the genre and mood of our music video. Making the music fade-out at the end of the song, as well as slowing down or speeding up particular shots, are other examples of editing methods that we may use as we are editing our music video, as well as darkening/brightening particular shots.

B.o.B - Airplanes (Feat.Hayley Williams of Paramore)

Airplanes is an alternative hip-hop song with lots of black and bright flashing coloured lights.
There are two references to the notion of looking in this music video, which include a hidden lens in a mug that a female performer was peering into, and a camera that another person was looking into that had a lens.
There are many examples of lyrics matching to the visuals in the music video, which include the following examples; -
 1. "shooting stars" lyrics match effectively with the bluish-white spots moving in a black background, which is a reference to the stars in the night sky.
2. "fade to blackness" lyrics used as the lighting used in the background darkens.
3. "never call you back" lyrics used as a male performer makes a phone symbol with his fingers.
4. "had one chance" lyrics used as the actual words appear on a wall in the background.
5. "wish right now" was also sung out loud as the actual words appeared on a wall.
There are many short duration shots used in the music video which match with the steady pace of the music. The music portrays a mood which suggests that the artist is struggling or has doubts about herself or her life, and she is hoping that her life will soon change for the better.
A fade-in transition was used at the beginning of the music video and a fade-out transition was used at the end of it.

Lighting Research

Three-point lighting
This type of lighting is a standard method used in visual media including videos, films, still photography and computer-generated imagery. Using three different positions, the photographer can brighten the object or person that is the main focus of the shot however desired, whilst also being in control of (or getting rid of) the shading and shadows that occur due to direct lighting.
The key light, as the name implies, shines directly upon the subject and serves as its main illuminator. More than anything else, the strength, colour and angle of the key are the main factors of the shot's overall lighting design.
For shots that are taken indoors, the key is usually a specialised lamp, or a camera flash. For shots that are taken outdoors during the daytime, the Sun itself can serve as the key light. In this case however, the photographer is unable to position the key light in the position he wants it to be in, so instead, he/she will arrange the shot to capture the sunlight in the most effective way possible, maybe after waiting for the Sun to position itself at the right angle.
The fill light also shines on the subject, but usually this is from a side angle relative to the key light and is often placed at a lower position (usually at the position of the subject's face). It balances the key by illuminating shaded surfaces, and reducing or getting rid of chiaroscuro effects, such as the shadow cast by a person's nose upon the rest of the face. It is usually softer and darker than the key light (up to half), and more to a flood. The absence of a fill can cause stark contrasts (because of shadows) across the subject's face, depending on the intensity of the key light's brightness. On some occasions, such as in low-key lighting, this effect is done on purpose, but shots that are intended to look more natural and less stylistic are shots that you would need a fill to produce.
In particular cases, a photographer may choose to use a reflector (it can be a piece of white cardstock mounted off-camera, or even a white painted wall) as a fill light instead of an actual lamp. Reflecting and redirecting the rays from the key light back upon the subject from a different angle can cause a softer, subtler effect than using another lamp.
The back light shines from behind the subject, often (but not necessarily) to one side or the other. This provides the subject with a rim of light, which is done to separate the subject from the background and highlighting contours.

Four-point lighting
The same lights as mentioned above are used, with the addition of an extra light known as the background light. This light is placed behind the subject(s) on a high grid, or quite low to the ground. Unlike the other three lights which are used to illuminates foreground elements like the actors and the props, the background light illuminates background elements, including walls or outdoor scenery. This technique can be used to effectively get rid of shadows cast by foreground elements onto the background, or to draw more attention to the background. It also helps to off-set the single eye nature of the camera, which means that it helps the camera give depth to the subject.

Soul genre conventions

The majority of "soul genre" music videos have a narrative that relates to love, families, friendships, and other positive feelings that the artist expresses in the video. The mono-tone colour scheme is frequently used, but usually there are no added special effects to music videos like these. Slow cuts and special editing techniques are commonly used in these videos as well.

R&B genre conventions

R&B music video conventions


MEN
Clothes
Usually the men are topless as the songs are aimed at young teenage girls. They also wear jeans which hang low enough to partly show their boxers, as well as a designer belt which will have several close-up shots of it.
Tattoos - the R&B artist will usually have tattoos, which can be seen either on their chest, arms or both, and it won't be just one tattoo.
Jewellery
Unlike males in hip-hop, R&B stars wear subtle jewellery like a watch, chain and earring - whereas in
hip-hop they would wear lots of jewellery.


WOMEN
Clothes
Women in R&B usually wear very little clothing and their stomachs can be seen a majority of the time. This is because they do this to appeal to males in a way that portrays them as objects of desire.

Hair & Make-up - their hair is always styled in a very dramatic and eye-catching way. Their make-up is also very bold and defined, especially their eyes. They always have dark-coloured eye shadows with golds which make their eyes very alluring. To portray power, the artists may wear red lipstick.

Heels - R&B females will often wear very high heels to elongate their legs because since they are wearing hardly any clothes, the higher the shoes are the longer their legs will look. In some cases though, the women will wear trainers in choreographed scenes.

Jewellery - They wear big earrings and necklaces, but usually if they wear a lot of necklaces they are breaking gender stereotypes because it is normally the R&B male performers who wear this much jewellery.


SONGS
Slow R&B songs are usually in greyscale or sepiatone. This is because the dark colours evoke strong emotions which the artist is trying to portray. The white balance on these music videos is usually quite high because if the grey in the video goes more towards the black side, it can depict a sense of power instead of softness. if the video is not in greyscale, the video is usually softened and natural lighting is used to give a sense of reality. They normally follow a narrative as well, which involves having a co-star alongside the musician. This is a convention which is very common in "slow jamz". The artist is also pictured wearing minimal clothing which adds to the portrayal of sexuality. There can also be several close-up kissing shots of the musician and the actor/actress in the music video. However, this convention  is typically found in videos by R&B males and songs that are about intercourse.

Fast R&B songs
These consist of bright colours, flashy cars and jewellery - very much like a party scene. These videos often involve lots of choreography. They depict R&B males in a more wealthy status and R&B females in a more powerful status. The standard conventions of a fast tempo music video for an R&B male artist will involve being in a club, champagne, artificial lighting and women wearing minimal clothing - usually short dresses - as these videos portray the stars as fun-loving people.
Some R&B males will also wear sunglasses, as they convey a sense of "coolness" which the target audience find appealing. For advertising reasons, sometimes there will be a few close-ups of expensive bottles of alcohol which are used in the music video.
For R&B females however, the location will not be in a club as it would be for a R&B male artist. Normally, R&B female artists have their music videos done in a studio, because many special effects are used, particularly in the background (eg in Rihanna - Rude Boy). These videos don't usually follow a set narrative, and the female artists wear similar clothes to what they would wear for slow R&B music videos. However, they will have a male co-star or also involve male dancers as there is normally a lot of dancing and choreography in these videos. These videos will also portray the musicians in a more powerful light although there isn't a complete gender switch-up, and they still seem more powerful than they do in videos for love songs.

Inspirational artists music video's

Location shots

All of these pictures shows the places where we have been filming.

Indie Genre Conventions Research

Indie genre music videos


Indie music videos are not associated with any major recording label, and they usually portray a calm, relaxed mood which changes with the beat of the song.
There is some black and white used, although natural lighting and colours are normally used in these music videos. Many close-ups of the artist are used, which usually show the artist playing drums, a guitar, amps etc. The clothes the artist wears are simple, casual clothes, and the location would be a natural environment, in a forest or by a beach, but there would be very few/no buildings shown in the music video, as music videos of this genre are meant to be symbolic and show the artist's interpretation of nature.

Our second session filiming

Went to to the art department to shoot the next half of the video because it has a lovely pond area which was ideal for our music video

It had lovely water with green/pink Lilly pads which really fitted in to the way we wanted our music video to come across.

The little square in the middle is the pond that we used to shoot some of our video

That day we also had luscious blue sky with the sun shining which helped make the pond look fresh tranquil.

Our 1st session of Filiming

On our first day of filming we went to forest area of our college where there was green grass, tree's and a pond area. 

We used this as our location for the opening part of our video because it links in with the musical lyrics of the song.

The sun was shining well to create a really nice summers day which helps tp create the mood of our music video.

 

the picture shows our location of where we shot the first half of our video.

Idea's for our magazine ad

We were thinking about having a green and pink theme which we will use for our magazine advert. Daisies will also be used to help maintain continuity linking in with our album cover and video.

The artist will be the main attraction but she will have bubbles surrounding her which helps link the advert to the video this makes the whole thing more memorable.

We will also have the release date

website for people to visit for more details on the artist 
special dates. 
There will also be reviews from music critics and other magazine’s .   

Timeline of song

Early late at night (0:18 - 0:20)

I wander off into a land (0:21- 0:23)

You can go, but you mustn't tell a soul (0:24 - 0:26)

There's a world inside (0:27 - 0:29)

Where dreamers meet each other (0:29 - 0:31) 

Once you go it's hard to come back (0:31 - 0:33)

Let me paint your canvas as you dance (0:33 - 0:35)

Dance in the trees (0:36 - 0:38)

Paint mysteries (0:38 - 0:40)

The magnificent droid plays there (0:40 - 0:44)

Your magic mind (0:45 - 0:46) 

Makes love to mine (0:47 - 0:48)

I think I'm a love angel (0:49 - 0:53)

Take me back to Wondaland (0:53 - 0:55)

I gotta get back to Wondaland (0:55 - 0:57)

Take her back to Wondaland (0:57 - 0:59)

She thinks her left her underpants (0:59 - 1:01)

Take me back to Wondaland (1:01 - 1:03)

I gotta get back to Wondaland (1:03 - 1:05)

Take her back to Wondaland (1:06 - 1:08)

She thinks her left her underpants (1:08 - 1:10)

The grass grows inside (1:10 - 1:12)

The music floats you gently on your toes (1:12 - 1:15)

Touch the nose, he'll change our clothes to tuxedos (1:15 - 1:18)

Don't freak and hide (1:19 - 1:21)

I'll be your secret santa, you be mine (1:21 - 1:24)

Don't resist (1:24 - 1:25)

The fairygods will have a fit (1:25 - 1:27) 

We should dance (1:27 - 1:28)

Dance in the trees (1:29 - 1:30)

Paint mysteries (1:31 - 1:32)

The magnificent droid plays there (1:33 - 1:36)

Your magic mind (1:37 - 1:38)

Makes love to mine (1:39 - 1:41)

I think I'm a love angel (1:42 - 1:45)

Take me back to Wondaland (1:45 - 1:47)

I gotta get back to Wondaland (1:47 - 1:49)

Take her back to Wondaland (1:50 - 1:51)

She thinks her left her underpants (1:52 - 1:53)

Take me back to Wondaland (1:54 - 1:56)

I gotta get back to Wondaland (1:56 - 1:58)

Take her back to Wondaland (1:59 - 2:00)

She thinks her left her underpants (2:01 - 2:02)

This is your land (2:03 - 2:05)

This is my land (2:06 - 2:07)

We belong here (2:08 - 2:09)

Stay the night (2:09 - 2:11)

I am so inspired (2:12 - 2:13)

You touched my wires (2:14 - 2:16)

My supernova shining bright (2:16 - 2:20)

Take me back to Wondaland (2:20 - 2:22)

I gotta get back to Wondaland (2:22 - 2:24)

Take her back to Wondaland (2:25 - 2:26)

She thinks her left her underpants (2:27 - 2:28)

Take me back to Wondaland (2:29 - 2:31)

I gotta get back to Wondaland (2:31 - 2:33)

Take her back to Wondaland (2:33 - 2:35) 

She thinks her left her underpants (2:36 - 2:37)

Artist profile and research

Janelle Monáe
Performing at Austin Music Hall in 2009
Background information
Birth name	Janelle Monáe Robinson
Born	December 1, 1985 (1985-12-01) (age 25)
Origin	Philadelphia, PA US
Genres	R&B, Soul Music, Funk Music
Occupations	Musician
Years active	2003 to Present Day
Labels	Bad Boy Records, Atlantic Records

Janelle Monáe (born December 1, 1985) is an American R&B/soul musician signed to Bad Boy Records and Atlantic Records.

Monáe debuted with a conceptual EP, Metropolis: Suite I (The Chase). The EP failed to make much of an impact commercially-speaking with the general public; however, the EP at the time peaked at the 115th Spot on the Billboard Charts in the United States.

In 2010, Janelle Monáe released her debut studio album, The ArchAndroid (Suites II and III), a concept album sequel to her first EP; it was released widely to the general public under Bad Boy Records. This album received acclaim from critics and gained a Grammy Nomination for Best Contemporary R&B Album. The song "Tightrope" was also nominated for "Best Urban/Alternative Performance"; this album was also more successful commercially officially reaching the 17th Spot on the Billboard Charts.

Target audience

Our group is going to try and aim our music video at around the age of 9-20 this inlcudes both male and female. This is because the song doesn't include any swearing or have a violent nature, infact its the oppersite because it doesn't relate to anything in the real world and the lyrics are unmeaningful.

British Board Of Film Classification.
It is impossible to predict what might upset any particular child. But a ‘U’ film should be suitable for audiences aged four years and over. ‘U’ films should be set within a positive moral framework and should offer reassuring counterbalances to any violence, threat or horror.
If a work is particularly suitable for a pre-school child to view alone, this will be indicated in the Consumer Advice.

Discrimination

No discriminatory language or behaviour unless clearly disapproved of.

Drugs

No references to illegal drugs or drug misuse unless they are infrequent and innocuous, or there is a clear educational purpose or anti-drug message suitable for young children.

Horror

Scary sequences should be mild, brief and unlikely to cause undue anxiety to young children. The outcome should be reassuring.

Imitable behaviour

No potentially dangerous behaviour which young children are likely to copy. No emphasis on realistic or easily accessible weapons.

Language

Infrequent use only of very mild bad language.

Nudity

Occasional natural nudity, with no sexual context.

Sex

Mild sexual behaviour (for example, kissing) and references only (for example, to ‘making love’).

Theme

While problematic themes may be present, their treatment must be sensitive and appropriate for young children.

Violence

Mild violence only. Occasional mild threat or menace only.

A Magazine advert

Ellie Gouldings magazine advert shows that she is the main focus of this add as shes centred right in the middle of the page this links to Goodwin's theory about the record label promoting her as an artist. Around the image tells the readers all about Ellie's career so far with awards she's one, how many records she's sold so far. This is a techniques that is used to show off all the good qualities that she has as an artist. The advert also tells readers when shes touring and performing her new album to show that she's a willing artist who wants to show off her talent. It also gives special dates of when other songs or special editions of songs are available, shes giving the reader a lot of information to that its able to reach across to many artists. Ellie Goulding is the artist that has inspired our group to create the music video that we want to create.

Analysis of magazine advert conventions

The codes and conventions of magazine adverts are:- 

• - Using a celebrity to sell the product
• 
  
• - Advertised brand name used repeatedly
• 
  
• - Using a popular song to sell a particular product, so that when you hear the music or see that celebrity, you are made more aware of the product and therefore you may be more tempted to buy it.
• 
  
• - Using tag lines (slogans) which are commonly associated with your product in order to promote sales
• 
  
• - Using particular shot styles such as a close-up on the face of the person, and making it so that your artist is positioned in a particular part of the magazine advert cover, are ways in which the artist and the product can be better presented and therefore sales will increase

- Name of the artist

- Image or artwork for the advert (colour and font type will vary according to the type of music the artist specialises in)

- Links with album cover

- Release Date

- Tour Dates

- Websites of the artist and the distributors

- Reviews and ratings of the CD 

- Name of the album

- Where it can be sold

- Information about what is in the album eg format

- Where it can be bought or downloaded

Mise-en-scene Research

Key Factors of Mise-en-scene

Lighting 

The intensity, direction, and quality of the lighting have a great effect on the way an image is interpreted by a viewer. Light and shade used in particular parts of a frame can emphasise texture, shape, distance, mood, time of day or night, season and glamour. This also affects the way the colours are rendered, in terms of both hue and depth, and this leads to a viewer focusing attention on particular elements of the composition.

Space 

The representation of space affects the way scenes in a particular film are interpreted. Depth, proximity, size and proportions of the places and objects in a film can be altered using camera placement and lenses, lighting, and set design. This will effectively determine the mood or relationships between elements in the story world.

Costume 

The clothes that each character wears are an important way in which the social class and status of each character is portrayed, as well as being useful for further portraying a particular mood in a music video. Using certain colors or designs can be very useful in films, as costumes in narrative cinema are used to establish characters or to make obvious distinctions between characters.

Acting 

There is a wide range of different historical and cultural variations in performance styles in films. Early melodramatic styles, clearly indebted to the 19th century theater, gave way in Western cinema to a relatively naturalistic style.

Location choice

For our music video, we have chosen to do our filming within the Long Road College campus. Areas of the college grounds such as a pond and garden near the art department, as well as a square pond in the centre of the art department, are the locations we have chosen to do our filming at.
The reason why we have chosen these locations to work with is because the genre for our music video is an indie R&B song, and some of the lyrics used in the song such as "dance in the trees" and "the grass grows" relate to this idea of natural, peaceful environments, and since the garden at Long Road is a wide open space with lots of trees and grass, this makes the location very appropriate, as we want the lyrics and music of the song to match up effectively with the visuals.