Further Research & Planning - Locations Analysis & Ideas

As well as the audience being communicated different feelings and themes through the appearance of the characters, the mood of the scene can also be communicated through the use of the characters surroundings. In order to explore and understand various connotations of different locations I have performed an analysis into a few locations used in existing music videos and how they make the audience perceive the mood. Again, to ensure the research I gather is as accurate as possible, I selected music videos that are similar to my own, they therefore had the same or similar music genre (indie/acoustic) and also featured a female character whether that was either the singer or an actress.

Scenes from Ellie Goulding - The Writer

In the music video 'The Writer' by Ellie Goulding, the director has decided to use a number of out-door spaces and natural surroundings in order to create a scene that allows the audience to see the singer in a certain way. For example in the first featured scene (top of three images) the camera is following Ellie walking through a field, throughout this scene the tempo of the song is generally quite slow and the lyrics at this particular point in the song are quite sad which can be reflected in the dull colours of the sky. The use of dull colours, a plain and simplistic location and the pale appearance of the singer emphasises the pain of the singer that has already been presented in the lyrics. As the song goes on and the tempo picks up a bit, the locations change. Although they remain outside they are now more interesting and the weather has changed making the scenes appear much more beautiful. For example in the second featured scene (middle of three images) the singer is seen walking around the top of a lighthouse with bright blue sky behind her automatically making her appear much more happy and care-free. Similarly, in the last featured scene (bottom of the three images) the singer is seen lying in long grass with the sunset on her face. Again, this appears much more beautiful and makes the audience automatically think of her as care-free, at peace and much happier than she did at the beginning. Throughout the video clip the director has used a range of different locations and used days with different weather so that the atmosphere reflects the type of lyrics and the tempo of the song therefore communicating the feelings of the singer to the audience clearly.

Scenes from Keane - Some Where Only We Know

Similarly, in the Keane music video for the song 'Some Where Only We Know', the director has decided to use a range of different outside spaces but are each completely different from the locations used in the Ellie Goulding video 'The Writer'. Although the locations selected by the director are also very natural and open, in this case a forest, the way they are presented and the time of day they are filmed automatically make the connotation of each location completely different. Throughout the music video 'Some Where Only We Know' the band are featured in a forest location with there being lots of trees there is not much light let into the area anyways but with the music video being filmed at night, it automatically makes the video appear much more sinister. Especially in one particular scene that focuses up on a full moon with wispy clouds and thick branches, the clip looks like something off a horror film. Throughout the video, there is a frequent use of scenes that feature a number of dark spaces in the background which again, allows the audience to question what is in the background, making it appear much more scary and mysterious. Later on in the video, there is a scene that features a dark lake which again it very mysterious and sinsiter, this scene, as well as many others throughout the music video feature a number of conventions that are typical of horror films. Typical connotations of those conventions are generally quite negative, making the audience feel scared of the sinister scenes that have been before.

Summary/Conventions

• The location of a scene can change the way an audience interpret the feelings and themes of a certain clip
• The weather in the clip also goes towards the interpretation of a particular scene
• Outside spaces can have completely different connotations for example, dark forests can be quite sinister whereas brighter locations such as beach scenes generally represent a brighter and happier atmosphere.

Our music video location

After researching locations of existing, professional music videos we decided on our own location for our music video. We liked the idea of using open, natural, outside spaces because the space can be manipulated to connote very different themes. We decided to visit a particular space so that we could plan specific scenes. Due to the fact we want to project quite a sinister and cold atmosphere at the beginning of the video clip then for it to change to the complete opposite and for the location to make the scene then appear much happier, brighter and natural we have decided to use various differnt areas within one location. By doing this we can go to more sinister areas within the location for the beginning of the video and then to lighter, nicer areas of the park for the second half of the video. This will allow the atmosphere to change dramatically without the location changing as such.

We thought this scene could be used at the very start of our video. The very first scene we wanted to create is the spinning scene. This scene would be ideally set here because it has a good background, incorperates the nature side of the video and also has a lot of open path space that would make the spinning easy/safe.

Since the park is very built up with trees, we thought this would be particularly good for when we are filming the sinister scenes, the dark trees automatically connote a sinister atmosphere so this would be perfect for this scenes.

Whilst exploring the area, we decided that this specific space would be ideal for the end of our video when the model runs past the camera in slow motion. The open path means there is plenty of space and also means the model can run around the corner so the blur effect we use makes the model appear as though she has disappeared.

Throughout the video we plan on adding in a number of different 'nature' scenes. We thought that we could film a 'pan' effect with the camera so that we are filming the sinister tree line which would go very well in our video because it takes in the nature side as well as the sinister theme.

Above are some photographs we took of possible locations for various scenes in our music video. Depending on the time of day, the weather and the effects we put on the clip we can change the atmosphere that is projected to audiences. After exploring the location we have decided we will definitely use it for our music video.

Alternative location - Beach location

This scene could also be used for the nature side of the video. A scene of the waves in slow motion or possibly of the whole beach sped up. Similarly, the model could be seen standing in the shallow of the sea, looking out over the horizon.

This photograph shows the largest part of the beach which I see as a bit of a blank canvas. The wide stretch of the beach could allow us to film a variety of scenes and manipulate and edit them in order to create the effects we want.

Although we were quite set on using the park/forest location for the music video, we thought we would explore other possible locations so that we were sure we were getting the best location and so our video was the best we could create.

Alternative location - Corn fields

This photograph shows tracks made in a corn field, in one scene we wanted to create, we wanted to have the model walking through the fields, running her hand along the top of the corn. Similarly, we could also film the model running through the corn fields or lying in the corn fields.

It would also be good to take a shot of the model standing in the corn fields from far away. Making the model appear lost which connotes the naive and vunerable characteristics of the model. Having a scene similar to this also allows us to take in the nature side of the video that we want to project and bring into the video.

The video could include scenes like this with the branch blowing in the breeze which would bring in the nature aspect of the video. This could symbolise the change between the negative and the positive atmosphere in the video.

Above are some photographs taken in a corn field. Although the location seems a little plain and not a typical location for a music video, but it provides lots of space and different ideas for the music video scenes whilst also heavily bringing in the nature aspect of the video that we wanted to create. The location also provides us with the potential to make the scene sinister or not which is important for our music video.

Conclusion

Despite the fact we thought it was important to explore alternative locations to make sure our video was going to successfully connote the different atmospheres and emotions running through the song, once we had analysed the different locations, we decided that the location we had originally picked (the park/forect location) was the most suitable for out music video. It allowed us to easily project the nature side of the music video whilst also allowing our audience to detect the emotions and actions of the model easily. From this, we will build our video around the location and create a more specific plan using location photographs.

Further Research & Planning - Costume Analysis & Ideas

After carrying out a large amount of research into various aspects of the music video and into planning techniques of the music video, we were able to create a storyboard and a script that enabled us to bring all of our different ideas together and be able to plan out how we wanted each of the scenes to look like. However, there are some minor details we needed to plan and perfect regarding the character costumes and the film location. To make sure all of the details present to the audience our wanted themes and feelings throughout, I carried out some research into the costumes and make-up of existing videos so we are able to communicate well with our audience. To make sure the research is as accurate as possible, I tried to use a number of videos that are similar to my own. So the videos I annalysed had the same indie/acoustic genre and the each of the 'characters' were all female.

James Morrison - I Won't Let You Go (female actress)

The James Morrison music video is filmed around the story of one female actress and is seen wearing only one outfit throughout the video. From the very beginning of the video, the actress is introduced and is featured wearing a light pink, silky dress, with no shoes and natural make up. This simple and natural look that is presented automatically makes the actress appear very angelic whilst also symbolising purity. The fact that the actress has been presented in this way with no shoes but is stilll in a rural area, makes the audience immediately question if there is something wrong with the actress and allows them to feel empathy for the model. When the audience is presented with this angelic type of model they automatically pressume that the actress is good, pure and delicate.

Amy Winehouse - Back To Black (female singer)

In contrast to the angelic and pure charctaeristics presented with the female actress in the James Morrison video, the negative and dark personality traits and characteristics that are typical of singer Amy Winehouse, are presented in her clothes and her make-up in her music video 'Back To Black'. In the video, Amy is dressed in all dark clothes throughout, has lots of dark make up, back combed, messy hair, piercings and tattoo's. The connotations that typically go with a girl being presented this way are very negative, people will see her as a rebel. Typically, audiences perceive people to be evil if they are presented this way. As well as the presentation of the model, the connotation of the singer can also be derived from the surroundings, with the backgrounds all being dark and very sinister further promoting the evil and negative connotation of the singer.

Summary/Conventions

• Evil and negative connotations are usually derived from models dressed in dark clothing and make-up.
• Models that are considered to be 'rebels' usually have tattoo's, piercings and messy hair.

In contrast...

• Light coloured clothes, natural make-up and beauty often reflect a angelic, pure, innocent and delicate personality characteristics.

Our music video costumes

After analysing contrasting costumes from similar music videos, I have a better understanding of the representations of different characteristics presented by different costume and make-up styles and can therefore plan what we want our model to wear throughout our own music video so that we communicate our desired feelings and themes to our audience successfully.

At the beginning of our music video we want the audience to see that the actress is evil and appears to be distressed and upset that she has been caught in this frame of mind so therefore we have decided that we want her to be dressed in a black dress with messed up hair and dark eye make-up so she therefore appears disheveled and distressed that she has been stuck in this frame of mind for so long. To make it appear more like shes been struggling where she is, we want her legs to be streaked with mud. All of this dark and dishevelled aesthetics of the model make her appear evil and sort of like a dark spirit which is exactly the type of effect we want to create. Later on in the video, we want our model to appear as though she has been changed and set free from the negative hold that she had over her and in a sense, has become a free spirit. After the way she has been changed, her appearence will also change and will become the opposite of what it was. For example instead of a black dress she will be dressed in a white dress and her skin will no longer be streaked with mud but will be clean and pale making her appear much more natural and at peace. Again, instead of dark make-up, we want her to be very natural. The representation we hope to create with this very natural look is that the model is very angelic, free, delicate and beautiful.

We are hoping that with the change of costume and make up will be a big enough change to make the audience realise that her personality, characteristics have changed from being very negative, depressed and sinister to ending up pure, angelic and happy much like a free spirit.

Changes before production

Despite the fact we were very particular about the makeup used on the model in the music video, we finally decided not to have a change in makeup throughout the film. However, we still want to do a costume change so that the mood of the film and the presentation of the actress connotes different things. We felt as though it would be better to keep the makeup of the model very neutral so that she still represents a delicate, pure and slightly naive girl. Changing the makeup would also be dificult to maintain throughout the video because of time as well as continuity. We feel as though it would be difficult to make sure the model's makeup was the same all the way through the video since various scenes would be shot on different days. However, I don't feel as though this will affect the representation of the model or the messages we are presenting within the video.

Early Planning - First Script

After creating the storyboard, we creatded a script that would give an accurate account of how the lyrics would fit in with the scenes. The script also gives a detailed description of the actress featured in the video and her actions throughout.

 

Early Planning - First Storyboard

After carrying out research in order to get a better understanding of my target audience and on existing products, I began to plan my music video. The first part of planning was to create a storyboard to plan out each scene and how it would fit the song...

I planned out my video into 15 different scenes, naming the camera angles, costumes and directions for the video. By creating the storyboard we were able to see how the video would fit together and how well the combination of different scenes would appeal to the audience and tell the story of the song.

After creating the storyboard, we did some work regarding the narrative theory of media products. As a result we have decided to modify and develop our storyboard.

Initial Research - Existing Scripts

As part of the planning for our music video, we need to create a range of different documents that will give us both written and visual aids when creating out music video. As a written aid to the creating of my our video, we need to create a script that will provide enough information on each scene including the characters actions, characters costumes and the location for each scene. In order to make sure our script includes all the required information and features the correct layout, and is therefore a successful planning aid, I have performed some research into the production of professional scripts...

When carrying out the research into professional scripts, I was able to find an example of how each piece of information should be presented in order to create a script that will provide all of the necessary information and therefore be a lot of help when producing the actual video. As well as a very particular layout, scripts should also be written in a specific font which is
'courier'
and should be in displayed in a size 12 so that it is very clear and easy to read. The very first line of the script including the scene heading which is a quick guide to the scene including the scene number, whether the scene is interior or exterior, the location and whether the scene is shot during night or day. Other minor details of the script include the use of characters names in capital letters and any speech directions, such as sarcastic should be written in italics. These little details make sure the reader of the script can differentiate between each of the details and separate all of the information. The rest of the script then provides detailed information about the directions of each scene including the character movements and speech. As a character is introduced into the film they are introduced in the script (example b). After that they are referred to as their name and although their personality or their particular characteristics are referred to again, their actions and their clothing are described throughout each scene. 

Intial Research - Existing storyboards

As well as a written aid for the production of our music video we also need a visual aid so that we can get an idea of what our video will look like when produced and also gives us a guide when we're creating as to how each of our scenes should look. In order to ensure the storyboard we produced features all of the correct information that we need to guide us through out production, I have carried out some research and analysis into existing, professional storyboards...

With this particular storyboard, the sketches are generally quite detailed and therefore provide a good idea of what each scene will look like. Although the storyboards don't look like they have much detail, they feature enough information to direct the scene by including a camera angle and the camera movements. Each box on the storyboard tells a little bit more of the video and makes it easier for the director to see what the producer wants to create.

Each cell on the storyboard should feature certain pieces of information from the camera movements to the scene numbers. For example this particular cell is named as frame number 2 and includes the camera directions, the shot type, the camera directions and the camera settings. By working out all the different directions through the planning stages of the video, it makes the production of the video quicker and more accurate whilst also allowing a third party to have an understanding of what the video will be like.  

Professional Storyboards

Although this storyboard is slightly unconventionally laid out, this storyboard for a music video contains over 50 different cells that include an image of the particular scene, the scene number, the camera angle and the camera movements. The storyboard is also set out in order of timing and song verse. By having the video set up like this its much easier to follow throughout the production of the video therefor making it more organised and therefore allows the process to run more smoothly.

Intial Research - Questionnaires

After the analysis of a range of existing products, I was left with a range of conventions that I could apply to my media products in order to ensure a high quality and professional finish. However I still didn't have a bery good udnerstanding of what my target audience wanted from the music video. In order to get a better understanding of what appeals to my target audience and what will potentially encourage them to watch the video, I created a questionnaire that would provide me with enough data to make decisions about my music video so that the product appeals to them.

To ensure that I got all the data I needed to make my product appeal to my tartget audience and therefore encourage them to watch the video, I asked the respondent 6 closed questions. By using closed questions I was then able to put all my data into graphs which enabled me to easily view and compare the results and make educated decisions about my product depending on the result...

Analysis of the graphs

The first question I asked my respondent to answer was to get an understanding of their prefence in music, I gave them a choice of 6 different music genres as well as an 'other' option. By finding out the repondents music choice, I was able to compare it to the other results and see if there are any common patterns for different genres and therefore see what my target audience (Acoustic/indie) want from the video.

The questionnaire asked the audience to pick between Indie, acoustic, results, the results were as follows...The answer 'Indie' was selected most, followed by 'acoustic' and 'other'. By finding out the respondents prefered music taste, I will be able to make choices on my music video depending on what answers they provide on the later questions. The fact the majority of people answers indie or acoustic, will enable me to see what my target audience actually want from the product.

Secondly, I asked the respondent to say whether they though the use of an introduction on a music video was effective or not. Unlike some of the other questions, there was no clear favourite and the answers were evenly split. In this case I will decide whether to use an introdcution or not when planning the product by creating storyboards and scripts.

After that, I asked the respondent whether they think the video should be properly introduced, for example having the song title and artist name displayed at the beginning or end of the video. The majority of people said they would prefer to have it introduced with 8 out of 10 people saying they would like the video to be introduced. Due to this results, I will try and incorperate an introduction into the beginning of the video.

Following the question regarding the introducing of the music video, I asked the respondent whether they prefered the lyrics of the song to be mimed along by the actor/artist or whether they prefered the song to just be acted out by the actor/artist. By asking this question I was able to see which my target audience would prefer so I could make the video appeal to them. The majority of people said they would prefer the video to be acted by the actor/artist with 80% selecting this choice. Due to this result, when planning the music video, I will create a series of scenes of the actor acting out the lyrics rather than miming them. This also makes the production of my video easier as it is often hard to syncronise the movement of the video with the actual song.

A common convention of indie/acoustic music videos was the use of black and white effect on the video clips, to find out if my audience actually prefered this effect or not. With 80% of the respondents saying they do prefer the effect, I will definitely incorperate the idea into my product in order to make it appeal to my audience.

The last question I asked the respondent was regarding who they thought should feature in the music video in order to make sure the video appealed to my target audience and would therefore encourage them to watch it. I gave them three different options, 'Just the artist', 'Just an actress/actor' and 'Both the artist an actor/actress' they repondents answered 20%, 50% and 30% respectively. Due to this result I will only use an actress/actor in my video.