Ancillaries: digipak draft 3

Ancillaries: advert draft 5

Planning : Chosen song names for digipak

From the song names that Rhea came up with, we decided that these are the final 10 song names that will go in the digipak:

1: Old Yellow Bricks
2: Take a trip
3:Like Minded
4: Beginning Of The End
5: Ain't It Funny What You'd Do
6: Distant Memory
7: Misbehaving
8: Don't You Know?
9: Cigarette Dreams
10: Fumes
11: Ridin' high
12: Deep end

Ancillaries: advert draft 4

Ancillaries: digipak draft 2

Ancilaries: advert draft 3

Ancilaries: advert draft 2

Ancillaries: advert draft 1

Ancillaries: Digipak Draft 1

During the drafting of the first digipak I took a screenshot of what I have done so far, to record the progress of the drafts. I feel like doing this will help me see the journey of improving and completing the digipak. Seeing the drafts getting closer to completion really makes me excited to see what the final outcome will be.

rough cut 2 for music video

Blueprint media: Dave

Today, Dave from Blueprint came to give a presentation and a speech which helped us improve the quality of our music videos. The information that he gave out, especially about the editing that we didn't know how to do was extremely helpful. I feel that with this our music video has a more professional look, and this would've been hard to achieve without that information.

FINAL TA RESEARCH

TA research 4 focus group of 17 rough cut 2

Q1: Do you understand the narrative of the music video?
Preferred encoding reading achieved: 10
Negotiated reading: 3
1-It wasn't completely clear,
1-The song and the music video do not narrate clearly but it is understandable
1-I understand it in some respects, for example, I understand it is about a relationship and alcohol although I didn't put the two and two together.
Oppositional reading:
4 -The actual story is unclear
Action: 
Check if the lyrics and the visuals match, check continuity of the narrative (GOODWIN)

Q2: Do you understand the relationship between the two characters and how it changes?

Preferred encoding reading achieved: 10 yes
Negotiated reading:
-I feel the change in their relationship isn't obvious enough or more contrasting
-Not sure how the relationship changes
-Other times it is slightly unclear
-Implied shots are sometimes foggy to understand
-The relationship is evident but not the change
-I understand the relationship but not the change
Oppositional reading: 4
Action:
Check if the lyrics and the visuals match, check continuity of the narrative

Q3: Did you notice the costume changes? Which costume do you prefer/ remember/ like the best?

Preferred encoding reading achieved: 16 yes
Negotiated reading: -
Oppositional reading: 1 No, not really
Action:
N/A

Q4: Do you think the locations are effective? Which location do you feel worked well?

Preferred encoding reading achieved: 17 Yes
Negotiated reading: -
Oppositional reading: -
Action:
N/A

Q5: Do you think the visuals and lyrics matched?

Preferred encoding reading achieved: 15 Yes
Negotiated reading: 1
-Music was out of time
Oppositional reading: -
Action:
The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.

Q6: What was your favourite shot and why?

Preferred encoding reading achieved:
 6 - Red Shoes
 3- Lyrics on cards
 1- Head to head shots
 1- In the abandoned place
 1- Myles running and Emily on the skateboard
 1- Panning shots
 1- Emily laid on the floor
 1- Smashing the bottle
 1- Brick wall shots
Negotiated reading:
Oppositional reading: 1 unsure
Action:
N/A

Q7: Which shots didn't you like? Didn't understand?

Preferred encoding reading achieved: 4- Likes all shots
Negotiated reading:
2- Clicking of the shoes repeated too many times
2- Going around the pole/ lamp post
1- Vandalism scene
2- Filming out of the car
1- Didn't understand the shots with the beer bottles
1- Skateboarding
1- Head to head
1- Close up of face shots
1- Didn't like the shots of the actors together
1- The cards
Oppositional reading: -
Action: Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.

Q8: Do you understand the meaning behind the cards? What do you think they represent?

Preferred encoding reading achieved: 7
1- That they're a game
1- The red gamblers, the relationship was risky
1- Taking a risk, love being a gamble
1- Is it that life is a gamble
1- Love's a gamble
1- Represents the risk of love
1- Yes, words in the song
Negotiated reading: -
Oppositional reading: 
9- No
1- Did not answer
Action: Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.

Q9: What representations have been created?

Preferred encoding reading achieved: 
1- Alcoholism
1- Red shoes, Dorothy back home
2- Anger
4- Unstable relationship
Negotiated reading: -
Oppositional reading: 
2- Did not answer
7- Do not know
Action:
N/A

Q10: Does this music video launch the male singer as a new star? Would this video make you look online for more information about him?

Preferred encoding reading achieved: 12 Yes
Negotiated reading: -
Oppositional reading:
2- Did not answer
3- No
Action:
N/A

Improvements that need to be done:

• Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.
• Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.
• The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.
• Check if the lyrics and the visuals match, check continuity of the narrative

Planning: Group post - Ta research 4 , questionnaire for rough cut

1]  Do you understand the narrative of the music video?

2]  Do you understand the relationship between the two characters and how it changes?

3]  Did you notice the costume changes? Which costume do you prefer/ remember/ like the best?

4]  Do you think the locations are effective? Which location do you feel worked well?

5]  Do you think visuals and lyrics matched?

6]  What was your favourite shot and why?

7]  Which shots didn’t you like? Didn’t understand?

8]  Do you understand the meaning behind the cards? What do you think they represent?

 

9]  What representations have been created? 

10]               Does this music video launch the male singer as a new star? Would this video make you look online for more information about him? 

Group Post: TA research 5 focus group of 14 FINAL VIDEO

Q1:  When looking at the music video, do you understand what affects and harms the relationship between the two characters?

Preferred encoding reading achieved: 14 Yes

Negotiated reading: -

Oppositional reading: -

Action: -

Q2: Do you see the reflection of the genre through costume in the music video on the stars?

Preferred encoding reading achieved: 13 Yes

Negotiated reading: 

1: The smart clothes contradict the genre of the video

Oppositional reading: - 

Action: If we had more time to do this music video, challenging this convention would still be in our mind, as we want to portray the youth as people who can dress stereo-typically, and not at the same time.

Q3: Do you think that the cards and the bottles represent something negative in the music video e.g: the social issue that the youths face which should be addressed?

Preferred encoding reading achieved:  13 Yes

Negotiated reading:  

1: It is but it's very subtle

Oppositional reading: -

Action: Next time we would include more specific shots, for example of the female drinking.

Q4:Would a music video of such genre spark interest and tempt you to find out more about the male star and his music?

Preferred encoding reading achieved: 8 Yes

Negotiated reading: 
1: No because this isn't my type of music
1: Would listen to music, however from a different artist

Oppositional reading:  4 No

Action:  Next time we would make sure the artist seems more authentic to appeal to our audience.


Q5: Do you feel that the yellow is one of the main colours used in the music video? E.G do you see them in the title, shots, costume?

Preferred encoding reading achieved: 9 Yes


Negotiated reading: 
2: There was some yellow, but there could've been more
1: Not really, spray painting, smashing yes, but could've been seen more  

Oppositional reading:  4 No


Action: Next time we would include yellow edits, props, makeup, and make yellow dominant in locations.

Q6: The music video contains a lot of shots with drained colour, and some that are heavily edited, for example the shaking screen, 3D effect. Do you feel that this suits the song and the genre of indie?

Preferred encoding reading achieved: 12 Yes

Negotiated reading: 
1: Yes, could've had more steady shots to give a sense of professionalism
1: No, but I never seen indie music videos before

Oppositional reading:  - 

Action:
Next time, we would Include more closeups, shots of the main star in general to make it seem more like a promo video.

Rough cut 1 for music video

Planning: Evaluating the film shoots

When we filmed in the abandoned building location, I feel that these are the things that went well:

• Because of the good weather, we were able to film exterior shots
• Because of the wind, in the exterior shots we have Emily's hair blowing in the wind
• Good natural lighting was in the interior shots, providing soft light through the windows

However, these are a few things that we found difficult:

• Because both of our stars are not too fond of heights, it was difficult to get them onto the introduction shot on the rooftop, and the final verse was recorded at reasonable heights as well, making the stars a little anxious. However, this was fixed as we all sang the verse together to reassure the singer.
• The opening shot which included the female star spray painting onto a wall was quite difficult, as the wind was getting out of control, and the paint was very difficult to apply. We resolved this by waiting out the wind and painting from a closer range.
• The shot with The Dorothy shoes was quite difficult to shoot as the shoes were a little too big for the actress, therefore she found it quite difficult to get her heels to touch.
• In the actual location, the ground floor was very dark and difficult to maneuver in, therefore it took is some time to find our way around into the lighter parts of the building.
• Because we could not find an empty brick wall in the building, we had to settle for shooting only one of the opening sequence in the location.

Planning: improved company label

After discussing the logo of our company with my workmates, we came to a conclusion that the extra parts outside of the CD were unnecessary, therefore I removed them.

Planning : Greta's house Story Boards

Planning: Brigg Town Story Board

Planning: Dividing responsibilities between the group

In order to prevent any misunderstandings, we created a list of things that we are responsible for during filming days. I think this will help avoid any issues with leaving things behind, as everyone will be fully aware of who needs to bring what.

Planning: Risk assessment for Greta's house

Planning: Risk assessment for Brigg exterior shots

Planning: Risk assessment for Brigg Town

planning : Risk Assessment for Ryan's house

Planning : Call Sheet

Planning: Risk assessment for Abandoned building location [BRIEF]

After creating this risk assessment, and looking at others, I realised that the quality of this risk assessment table is too low, therefore I created  a new, better version of it.

Planning: Call sheet for filming [BRIEF]

After speaking with our teacher, I realised that this call sheet is very low quality, and did not give out enough information to the actors or the crew, therefore we created a new one. I feel like the improved version is much better than this one.

Planning: The name of our star

We thought about possible names for our stars a while ago, but never came up with something successful, however, today, we thought about keeping our actor's last name 'Champan' and Ryan thought of the name Chase to compliment it, which we all agreed on, as we thought that it sounds catchy and interesting.

Planning Group Post : Script Breakdown Location 5

Planning: Location 4 script breakdown

Planning Group Post : Script Breakdown Location 3

Planning Group Post : Script Breakdown Location 2

Planning: Location 1 script breakdown

Research: Conclusions of research into music videos

•          I am seriously considering using a closeup as our first shot in order to let the audience see the star right from the first moment the video starts
• ·         If we decide not to use a closeup, we will use a long shot in order to get the full body of the star and show the audience in fully who will be performing in the video

       ·                     I would like to make my fonts, even if they are different have some sort of similarities (kerning...)

       ·                     Use photos that appear natural and not forced, such as these when the band is performing

       ·                     I really like the way the song titles at the back are not in the middle, and might experiment with something like that

• If the song that we choose is too short, or we would want an introduction, we could also create a mini narrative before the song begins
• I would like to try interesting costume that can possibly represent something
• Strong, bold makeup
• Choreography
• I am considering using signs to represent some issues and create intertextual references within my own video
• I would love to be able to create massive signs such as the one with the lights on the building, however we cannot physically do that
• This inspired me to consider walking into camera 
• I will consider creating a few different narratives within the music video, however I feel that it would be very difficult and confusing for the audience to follow
• Raise powerful questions to the audience about our society and the issues we face as individuals.
• I really want to try and use lighting to create similar silhouette effect on a performer, although it depends whether it would suit my genre
• The use of props/ movements that could represent lyrics
• interesting effects, such as the mirrored effect on the singer
• I must consider the colour scheme that will take pace not only within the digipak, but also within the music video which will create an incredibly strong synergy
• Consider unconventional costumes, which will bring in a wider range audience, such as a man with makeup, tattoos etc...
• Carefully think about choreography and how serious/ easy going  I want the video to look like in the end
• I could use intertextuality within my own music video
• I could refer to things through costume
• I should change costume a lot throughout my video
• Singing into camera creates a relationship with the audience - I should use it too
• I could also use star images that do not physically match the actual performer's voice, however, I am unsure whether that would appear as normal as it did in this video
• I could also use similar locations to create some of my shots (school halls)
• I could use a wide range of actors to create diversity within my video
• We should try and get the female's hair blown in the wind for a dramatic effect
• we should try and get shots from either right or left of frame in order to avoid all shots being centered

·         I now know the meanings behind playing card symbols and we could use each one of them for different purposes and connotations, thus including symbolism and greater depth within our music video

• We could use binary opposites in our music video as well as in this one
• Dancing to show the more carefree side of our stars could be incorporated
• The symbolism behind masks and gestures EG: death waving in a friendly manner

·         We will have to work really hard in order to make sure that the audience understands that the genre of the music video is not rock, but indie rock.

·         Using a strong colour scheme is important

 

Research: Possible magazines for our advertisement

When considering which magazines we would like to advertise our star's new album, we had to consider the fact that our genre is mixed between indie and rock, therefore leaving us with more options. However, we also had to take our audiences age into consideration, as advertising our star's album in a magazine designed for a young teen audience would not benefit us in any way. Therefore, after thinking for some time, we thought that having Vintage Rock, The Wire, Q and possibly Kerrang. The reason why choosing Q or Kerrang would be a safe way to advertise is because these magazines promoted Arctic Monkeys previously (our song choice) , therefore I could predict that these magazines would advertise Chase Chapman well also.

Whilst looking for example pages for album adverts in the magazines I could not find any online from these particular magazines, therefore I could not complete this homework fully. However, I did find some advertisements that are of artists similar to our genre from unknown magazines that I felt looked very successful and Eye Catching.

Research Group post: TA 3 - Chirbit

Check this out on Chirbit


My findings:

• Although the location is rural, it links to the indie conventions of locations, as they are low budget, thus appealing to the audience who are interested in the genre
• The more urban costumes clashing with the rural area are something that the audience likes, as there was nothing said about the costumes for improvement.
• Due to the questioning of the knife, we decided that we will not use this in the music video, as it looks way too violent for what our ideas were for the music video, also the audience did not understand the link to the knife, therefore we will replace this shot with something more appealing.
• Due to the cards being a little confusing to the audience, we will try to use the cards as a strong and sometimes obvious indicators as to what they represent in the shots, and we will also try to use them as a way to foreshadow the future shots/events in the video.
• Due to not being able to use the train tracks, we thought of another way to show the sense of journey after completing this audience research.
• Although we wanted to use the sunflowers, we cannot do that anymore, as at this time of the year the sunflowers are gone.
• After speaking to the audience about the instrumental issue, we spoke about how we could fill those gaps in, and now we have a plan for the filming.
• When discussing the shots which show the male being more vulnerable the audience responded well, which encouraged us more to go through with the concept of the modern male and female.

Research Group Post : Target Audience 2 Analysis

Positive Comments:

• A much better exposure. Could you frame with the supports across the river?
• A lovely shot, it would make a great CU in the music video
• Like - no clutter in the background!
• A super, clean shot with just a little burn out from the flash. I like the diagonal composition.
• I love this shot - great for the music video, you could really get the light to play around and flicker on and off the blade.
• The strength of this is the diagonal composition. You may be able to add artificial flare if you wanted to highlight such.
• I like the location but not sure about the plant and intrusion of the metal on the left.
• Excellent job of keeping the shadows out.
• A lovely shot - could be intriguing if you put blue screen in the mirror and then added the male star moving in it...
• I like this - two objects - two people/ stars - a couple! 
• I particularly like this one - but what about the partial plant? I presume that is intentional?
• A lovely shot - you could get this cropped on final cut prox into an ECU
• What about filming this and highlighting/ emphasising the 'forever' - would that work with your lyrics anywhere?
• Nice shadow less shot. Just need to photoshop out the top right corner.
• A lovely shot - I think you could film this - maybe where there are problems in the lyrics you could separate the cards and show them messy?
• I like this medium shot pose however, she doesn't look very happy, she looks quite bored. I like the dungarees and mustard coloured top too - the make up is good on the female however, the male has very red eyes- perhaps some foundation is needed for him too.
• A lovely shot and I like the way her hair is blowing. Could be really nice cropped for use on the digipak
• I too like the hair blowing. She looks quite worried. A lovely shot
• A lovely expression and pose- could be good for the digipak. It may benefit from cropping.
• Really expressive - I love this shot. Cropping it to just below his hand would really draw their eyes into the shot and to the audience
• A great costume - I think this would be a good costume to use in the music video. She's not looking into camera which you need for promo materials so I wouldn't use it on the digipak or advert.
• A lighting issue here and quite aggressive. He looks washed out.
• This is somewhat better and has attitude. It depends really on what your intended/ preferred meaning is [Hall reception theory]
• That's a nice shot, I like the way he's leaning into her. Very subtle and well posed. It may work on a pane of the digipak
• A lovely shot, nice angle and could be cropped to a great medium shot
• A great shot. Crop it to a medium close up perhaps as the house in the background is distracting
• Back to back shots can have all kinds of 'not seeing eye to eye' connotations. If they are singing, it might be easier for them if they stand in a slight V rather than fully back to back.
• I love this location and think it is really atmospheric. You could place your star in either light or shade. Is his name Jay?      

Negative:

• Are you planning on using this? Is it disused? Remember it is illegal to trespass on used railway tracks!  
• The jacket/costume on the male star isn't very effective - it looks too big for him. The lighting washes them out and expressions do not connote positivity.
• A lighting issue here and quite aggressive. He looks washed out.
• Strange pose and expression - quite off putting! 
• Why the back of a clock, the ornaments, the shield etc? There is a bike in the shot as well
• For a promo video - it's not very attractive.
• No. What age is your target audience?

Response to Positive:

From what can be seen here in the positive feedback we have received it is clear that our principle photography roughly adheres to the conventions of the Indie genre when looking at the comments and making comparisons to our music video research. I think all but one of the costumes used adhere to conventions of an Indie music and they also attract our TA. We have linked some of the costumes to semiotics and also used them to create synergy for the plans we have for the colour scheme on our digipak. In addition to this we also have reached out to our working class audience by having our artists wearing cheap, casual clothes. We also have a broad range of locations which has also received good feedback, we have a range of different locations that are urban, suburban, busy, abandoned, compact and out in the open so we have near enough ticked all of the boxes for this,  we can also link some graffiti at some locations which provides our TA with a small, extra story line within the narratives which may unfold some of the unknown. Some of the poses by our artists within the principle photography adhere to indie conventions yet they also begin to raise questions to the TA, e.g. Why does the female look confused and sad whilst staring into the distance?

Response to Negative:

The first negative comment highlights the fact that it is illegal to walk on train tracks as it is deemed as trespassing and dangerous, therefore we cannot use it in our video which is a shame because we were going to use it as a discrete method to represent journey and how you can roughly predict what is in the near future, but cannot even begin to imagine the long term future. We think this would've been very effective when supporting the narrative towards the TA, we still intend to use it if we can get permission from the owners of a railway that is temporarily out of use in Louth.

The jacket also isn't effective on the male star in the image pictured above and this is understandable, it doesn't really have any colour towards it and looks bland and dead, this could be a reflection on the spirit of the male star in the narrative in the video however this could be portrayed more clearly using semiotics and linking it with clothing. The pose on the photo is also very off putting and I think it washes away the emotion and story lines in the narrative, therefore I agree with this and we will use another image of them for the behind the scenes images that portray them in a different light rather than what is shown on this image.  

My own comment:

Just as Ryan said, we should think about the train track location and find a less dangerous one that could represent the same thing, but would be easier to access for everyone. This could be carried out as long as we can get permission to film in Louth.
We should also look into some more dynamic poses that intrigue the audience more, however, in my opinion having some calmer ones that are not as 'dead' as Ryan mentioned would be useful too, as when we looked into indie music videos, they are not filled with movement throughout all of the videos, and some shots do include staying still, as they reflect the concept of thinking.

Planning: Photoboard

Dominant colours: 
Yellow
Red
Black
Cream

These colours will help with the synergy in our music video, as one of the most dominant colours is yellow. This colour directly links with the lyrics of the video, as the title of the song is called 'Old Yellow Bricks.' The representation of joy and happiness within the colour can also be used when positive aspects in life are addressed through lyrics and visuals.
The red that is used within the props and the costumes  represent the danger, passion and sex appeal. The relation to Mulvey and the male gaze will be a theory that we will be adhering to with the colour and the voyeuristic costumes/movements, and we rely on the colour red  a lot in order to use this theory.

The use of black and cream in the shots are used to link to the lyrics which refer to nostalgia, and the thought that things were better back then. So we use these colours to try and represent this longing for nostalgia.
The black links more to the neutral/ earth tones within the costumes and the props/locations, as the dark colour links heavily to the rock overtones within the song that we can either pursue or ignore.

Costumes:

We used some contrasting costumes for both stars in order to show diversity and make the costume change meaningful. For example, the first costume on the male is a dark green/black costume which links more to the grungy/rock side of the song, and the neutral/negative parts of the song due to the darkness within the costume. We also have a slight costume change when the neutral shirt can be replaced with a black one, and during this, when we took photos we decided to give the star an aggressive expression and a vulgar gesture of the middle finger. Therefore, the dark dominant outfit can signify the negative and the aggressive side to the song.
We also have a navy/dark green flannel top which creates a more rural look for the male, however, we felt like the costume was missing something, and therefore, upon reflection, we will incorporate the red scarf in order for the singer's costume to tie in with the female's.
However, to contrast both of these costumes, we also asked the star to wear something yellow, which is the opposite of the dark outfits we have seen before. There is no back, as the colours that the star is wearing consist of yellow blue and brown. This can link to the more cheerful, hopeful lyrics and show the more content side of the star. We also decided to use the yellow in order to get the visuals to link with the lyrics (Goodwin's theory).

The female also has four costumes, which compliment the male's. The first costume consists of a Yellow jumper and a blue jean pinafore, which links to the male's yellow outfit. However, we will not have the two actors wearing yellow at the same time, as the costumes will clash too much and be too bright. I believe that we will use them when we would like to accentuate on one of the actors more than the other.
We also got the female actress to wear a red, voyeuristic outfit which will be used more when we would like to appeal to the female and the male audience (Mulvey) by using our female star.  The use of red could be linked to the more romantic, passionate moments in the music video which can relate to the symbolic meanings behind the cards that we will use. Not only that, but we decided to use this outfit with a very calm dark green one from the male, and we thought about adding a small red component to his costume would link the two together really well.
To compliment the dark outfit that our male star has, we got the female to wear a complimenting, feminine black outfit that consists of black heel boots, black knee high socks, a black skirt and a black top. Because black and black does not clash as aggressively, I believe we could possibly use the two dark costumes together if we needed.
Finally, the female has a more casual denim costume which consists of a dark green striped top, a denim jacket, distressed black jeans and chunky black boots. This outfit could go with the male's khaki shirt top, as the colours are in tune and together, which can symbolically show that they are in tune with their emotions, and stable.

Location :

Even though the rail road links to escapism we will be unable to use this location as it is illegal and highly dangerous. The path seen in the bridge image links to our target audience as this is seen of a sense of journey/travel, as our target audience are aspirers they seek travel and change. Many of the locations adhere to the conventions of indie as these are easily accessed places. Furthermore, the bridge and the alley way will give the music video a grunge/rock appearance, which we know the target audience like due to the questionnaire. We had decided on using more rural locations as we can access these and challenges the conventions of indie music videos, as they are usually urban. However, we are adhering to an aspect of this convention ,as these locations are also low budget, just as they usually are in indie music videos.

Props :

We decided to use a red lipstick as this connotes danger, love and sex appeal which links to Mulvey's theory of the 'male gaze'. The yellow spray paint and paint links to the song title 'Old Yellow Bricks' as well as the costumes worn by the actors. Furthermore we plan on using the yellow paints in a rebellious and teen angst, which is used to portray youths in our music video.