Costumes for music video

This are the hip hop images that have inspired my costume for my music video production, as it seems to be a repeat code within the genre of these real media products, this will help the artist appeal more to the target audience jus t like how these hip hop artist appeal to the target audience of hip hop.

This is how the artists in my music was dressed

Magazine Advert design

Digipak design planning

http://issuu.com/lloydm/docs/digipak_planning

Location

My music video is going to be located in a music recording studio, in jewelery Quarter, birmingham.
This location is perfect for a performance music video, as it has the equipment and props need to so, also recording in this studio is efficient because it saves me time and money, i might have to gather props or even buy them.

Music video schedule

26^th November

·                     11:00 am - Meet up with the artist at the studio, discuss on the production

·                      11:30 am - Set up cameras, cast make-up, props

·                     11:45 am - Capture photos of our cast for the digipak

·                     12:00am - Start filming

·                     14:45 pm - Finish filming of video

Production Team of my music video

Prop List for Shooting

For the days in which we are shooting scenes for our music video, we need certain props in order to do this. For example we need the following:

The camera - The EOS 550D redefines the boundaries of Canon DSLR range, incorporating technologies and features more commonly found in semi-professional DSLRs into the compact, lightweight body favoured by consumers. With a newly-developed 18 Megapixel (MP) APS-C CMOS sensor, coupled with Canon advanced DIGIC 4 image processor and the ability to shoot Full HD movies, photography enthusiasts are empowered to explore new levels of creativity.

The tripod - used for both motion and still photography to prevent camera movement and provide stability., as any camera movement while the shutter is open will produce a blurred image. In the same vein, they reduce camera shake, and thus are instrumental in achieving maximum sharpness. A tripod is also helpful in achieving precise framing of the image, or when more than one image is being made of the same scene, for example when bracketing the exposure Tripod allows free flowing movement with which you can easily track a subject or pan left/right as well as tilt up and down.

Mood board for music video

How did you use media technologies in the construction and research, planning and evaluation stages?

http://issuu.com/lloydm/docs/how_did_you_use_media_technolog
ies_in_the_construc

StoryBoard

For my story board I am going to be using primary & secondary research images and my own drawing to illustrate and in vision how my music video is going to turn out, as it a non-narrative music video, meaning because its performance I will have to focus on the types   shots and angles  I want to include in my music video.

As the song is roughly 3-4 minutes long, the music video is going to be approximately around that time as well.

LINK BELOW FOR MORE STORYBOARD

http://issuu.com/lloydm/docs/storyboard

Audience profile

Target Audience profile

Anton Johnson

Interests: listening to urban music like hip hop, UK hip hop (grime) and RnB.

Enjoys going to music events such as raves and concerts. Also enjoys going out clubbing with friends and socialising.

image

very much part of the urban culture shown by what he ways, each such jeans, hoodies and trainers, and baseball caps.

From my secondary research I have concluded that my target audience going to be mainly Black afro-Caribbean & white  young males aged 16 – 25 years who are fans of UK hip hop (Grime),

Majority of my target audience will be financially depend on their parents, who have a social grade of C2 these are skilled manual workers 

Audience research

Through my research on real media products I have gained a detailed insight on the codes and convention of a hip hop music video.

So I need to classify and find out who my audience is, then I after find this out I can then question what would appeal to them, so that I can incorporated the appropriate codes and conventions

I conducted a questionnaire which included 8 closed questions, having closed question will help narrow down the results and produce a more clear conclusion; this questionnaire was conducted around my college, as it had a good range of students in terms of age, gender , ethnicity and interests. Thus giving me a large pool of different social groups with different features, which I can incorporate in my production according to my target audience.

http://issuu.com/lloydm/docs/questionnaire

A Pie Chart to Show the Percentage of People In Certain Age Groups That Mainly Listen to Dubstep

These are the result of the genres that people listen to, although its not the highest genre chosen, I have choose to do a Uk hip hop music video, the results show that a good number of people liked this genre so it will appeal to a lot of  people. Unlike if I do a dance based music video  which would only appeal to a few people, as the survey show that only 3% of the people who took part

In the survey  listed it as their favourite genre.

This chart shows the percentage of people, categorised in age groups that listen to UK hip hop, it showed that the main UK hip hop is 14-19 years old, so my target audience is going to be young people within that age range

My chart show that the wide spread of the UK hip hop audience is male.

The chart also revealed the interest of the target audience that listen to hip hop, and the interests of target audience revealed the synoptic  link between the gender of participants and the interests. For instance because majority of the UK hip Hop listeners are male Its  only consistent that the high interest chosen be sports.

Fashion as a interest had high numbers as well, which showed me that these must be one of the codes & convention of my chosen genre.

Art was also high because UK hip hop its self is a art form of self expression, so I understood why the target audience would choose it as an interest.

Also as it is a young audience it is also logical that technology as a interest be so high as well

This chart revealed the sort of way the artist could appeal & connect with their target audience, and the way the music could be distributed.

Majority of my target  audience is  going to be Black Afro Caribbean.

In conclusion I found out that my target audience are young black afro Caribbean males who are age 14- 19 years old, they are mainly interested in Sports fashion & art, they also use networking sites such as Facebook, Twitter, Tumblr etc

Also my target audience will use a lot of social networking like

facebook,

Youtube

Founded in February 2005, YouTube allows billions of people to discover watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small. See our company timeline for more information on our company history. My target audience would use this site to watch new videos, from the artists they listen to.

Twitter,

This an online social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets". It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, generating over 300 million tweets and handling over 1.6 billion search queries per day. It has been described as "the SMS of the Internet. My target audience uses this site to follow their favourite music artists

the type of people who might be my target audience and use twitter

 in order to socialise with their friends, music artists, for instance by using twitter the audience can know if the artist has any new music out, or what they are touring, the sites act as a bridge between the music artists and the fans.

Myspace,

is an online social networking website that allows you to communicate with friends and other people around the globe. You can post images of yourself, you can blog about your ideas and favourite music, and you can post comments on other people's profiles.

Tumblr

is a website and microblogging platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog, a short-form blog. Users can follow other users

My pitch

I have selected to construct a music video using an original song made by local hip hop artist Corey Carter, I had permission to use his music and to produce a music video with him as the actor, I heard the song through Facebook and it was exactly what I was looking for, which was a UK rap genre while also been fast paced, as I wanted to do a fast paced music video, so that during the editing process I can do fast, and short cuts.

The music video is going to be filmed in a music studio that one of my friends owns. Because I want my video to reflect the process of making a song, my research showed that within the hip hop genre this is very widespread, meaning that I will be conforming to the codes and conventions of hip hop.

Because the song is 3 minutes long the video is also going to be roughly 3-4 minutes long as well.

Magazine Advert Codes and Conventions

I also researched magazine adverts that artist may do, so that their target audience are that their album is out/or coming soon. So it has to have certain codes and conventions in order to attract the target audience in their genre of music.

Image/logo/ illustration- which the target audience will recognise or be attracted to.

Band/artist name - allow audience to identify band/artist

Date of release of album/digipak

A name of retail store  - where the album is available to purchase

The music video must integrate with the digipak and magazine advertisement, making it unique and easily identifiable for the target audience. It also must be aesthetically pleasing for them, so that they are attracted to it.

Digipak Codes and Conventions

I will research real media digipaks in the genre of music my music video is in, this will help to make it appear more professional and realistic.

Most digipaks includes the following:

Artist/group name

Album title

Tracklisting

Parental advisory

Bar code

Front cover – image of the artist/something that represents the artist like a logo or a illustration.name of the artist/album

Spine - Names of artist/band and album, record label.

Back Panel - track list, on a different colour to the background so it’s clear and understandable . includes bartcode as well as the record label that the artist is in.

Fold in Panel - Often a image of artist/band, however if it’s a long fold out, the fold in panel would be a continued from the Front and Back Panel.

Inside Panels - usually images of artist, There may also be information about the album and lyrics from one of the song on the album..

House style  - Usually reflects the mood of album or the genre of the tracks/songs on the disc

Digipak research

Captain America: The First Avenger (2011) analysis

Rating:PG

Synopsis - Meek U.S. Army soldier Steve Rogers (Chris Evans) takes part in an experimental military program that infuses him with super-human powers, and uses his newfound strength to battle the villainous Red Skull (Hugo Weaving) in this comic-book adventure from director Joe Johnston (The Wolfman, The Rocketeer). Tommy Lee Jones, Neal McDonough, and Stanley Tucci co-star in a film written by Christopher Markus and Stephen McFeeley (who previously collaborated on The Chronicles of Narnia: The Lion, the Witch, and the Wardrobe).

Major actors: Chris Evans, Hayley Atwell, Sebastian Stan

Director: Joe Johnston

An American film director and former effects artist best known for such effects-driven movies as Honey, I Shrunk the Kids, Jumanji and Jurassic Park III, also known for period films such as The Rocketeer, October Sky, The Wolfman, and Captain America: The First Avenger.

Producer : Kevin Feige who is a film producer. He joined Marvel Studios in 2000. He has been involved in all of their theatrical productions, and was named President of Production in 2007. His films have a worldwide box office gross of $4.8 billion

Date of Release: 07/22/2011

Production Company and Film Distributor:

The production company was Marvel Studios, originally Marvel Films, is an American television and motion picture studio based in Manhattan Beach, California. Marvel Studios is a subsidiary of Marvel Entertainment, a self-contained part of the The Walt Disney Company conglomerate. Since 2008, the studio has released six independently produced films with shared timeline, cast and characters, making up the Marvel Cinematic Universe.

And it was then distributed by Paramount Pictures Corporation which is an American film and television production/distribution company, located in Hollywood. Founded in 1912 and currently owned by media conglomerate Viacom, it is the third oldest existing film studio in the world behind Universal Studios & Gaumont Pictures; it is also the last major film studio still headquartered in the Hollywood district of Los Angeles. Paramount is consistently ranked as one of the largest (top-grossing) movie studios.

Film Genre:  Action

Setting of the film: the film is set in World War II which was a global war that was under way by 1939 and ended in 1945. It involved a vast majority of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis. It was the most widespread war in history, with more than 100 million people serving in military units. In a state of "total war", the major participants placed their entire economic, industrial, and scientific capabilities at the service of the war effort, erasing the distinction between civilian and military resources.

Chris Evans as Steve Rogers / Captain America:A frail, sickly young man who is enhanced to the peak of human ability by an experimental serum in order to aid the United States war effort.

Cinematography: Cinematography by Shelly Johnson

The audience is shown that the film is set in the 1930s,by use of such props as the  appearance of the cars and shops in the in opening scene.

This also lets the audience that it was set around the Second World War two. Thus giving them a suggestion that it might be based on the war as that was one of the major events that took place during that time period.

Characters

Because it’s action movie there are very few female characters shown, it also reflects the ideology of that time period to audience, were a minority of women had jobs let alone in the military, which was and still a male dominated job sector.

Women in that time period, if they did have a job in the military it would be a nurturing job such as nursing, and in this trailer the main female character is made to appear to be nurturing towards the protagonist, thus making the trailer conform to  the stereotype of women been more nurturing than men.

Props

Costumes

As the audience knows that the film is based in America, because of the title, the costumes also show them what time period its based in as the military uniforms look outdated, also the uniforms also show the 

audience that it’s a action movie.

This is how a modern american soldier uniform may look 

The technology

Although the technology is supposed to be futuristic, it still looks pre dated.

There are a lot of explosions throughout the to show the audience that its action movie

Editing:

Smooth transitions are used to cut into scenes that will help  the audience understand the storyline better. Each scene length is the right length for a trailer as it show the audience enough for them to comprehend whilst not revealing to much of the film.

The trailer is quite fasted as it’s a action movie, this helps to grab the attention of the audience.

Sound

Non-diegetic sound - Rock and roll music is used in order to intensify the trailer as it is a action movie, this music also makes the audience anticipate the movie.

This type of sound reflects the mood and atmosphere of the movie to the audience.

Diegetic sound  - there are a lot of loud sound effects within the movie, for examples loud explosion and gunfire  this grabs the attention of the audience and informs that the movie has a bit of violence in it.

Camera shots/angles 

Close up’s and medium shots are used a lot to show, these shots help to familiarize the audience with the characters before they watch the movie, also  the mid-shots help deliver information to the audience, for example its used to the gestures made by the characters.

The target audience for this film would be males ranging from 18-44, and in order to target this audience the film used action clips in the trailer, such as clips with explosions and fighting seen. This film also attracts the audience by using the concept of the underdog becoming a super hero. As this allows the audience to feel sympathy towards the protagonists, thus enabling them to relate and understand him too. 

Hostel (2005) Trailer analysis

Rating: 18 Suitable only for adults. Nobody younger than 18 may see an '18' film in a cinema. Nobody younger than 18 may rent or buy an '18' rated video (These films may contain extreme gore/violence and/or sexually explicit content).

Hostel is a 2005 horror film written, produced and directed by Eli Roth and starring Jay Hernandez. Due to the graphic nature of this film, its showing has been restricted in certain countries.

Synopsis –  Three backpackers head to a Slovak city that promises to meet their hedonistic expectations, with no idea of the hell that awaits them.

Major actors: Jay Hernandez, Derek Richardson, Eythor Gudjonsson, Barbara Nedeljakova, Jana Kaderabkova, Jan Vlas?k, Rick Hoffman, Jennifer Lim

Director:  Eli Raphael Roth (born April 18, 1972) is an American film director, producer, writer and actor. He is known for his role as Donny "The Bear Jew" Donowitz in Quentin Tarantino's Inglourious Basterds for which he won both a SAG Award (Best Ensemble) and a BFCA Critic's Choice Award (Best Acting Ensemble). He is part of a group of filmmakers dubbed the Splat Pack,because of their dedication to the genre and their relentless horror films.

Producer :Eli Roth, Scott Spiegel, Quentin Tarantino

Date of Release: January 6, 2006

Film Genre:  Is a film genre seeking to draw out a negative emotional reaction from viewers by playing on the audience's most primal fears. They often feature scenes that startle the viewer through the means of macabre and the supernatural, thus they may overlap with the fantasy and supernatural genre. Horrors frequently overlap with the thriller genre.

Setting of the film

The movie is set in a dark gloomy underground warehouse, its immediately lets the audience know that it’s a horror movie, has darkness is one of the human primal fears. One of the characters are blind folded at a certain scene, this creates a feeling of isolation for the audience, and also lets them know that the dark gloomy warehouse is exclusive only a few people know about it.

Characters

The some characters faces are not easily visible which lets the audience know that those characters are the antagonists within film, but the audience clearly see one of characters faces who seem to be tied to a chair, meaning that he is going to be the victim. This trailer doesn’t seem to focus on the characters that much, it creates fear by focusing more on the props.

Props

There is a character wearing a butcher suit and there are a lot of dangerous tools that could be used as weapons shown, for examples pliers, this hints to the audience that one of the characters on the film maybe tortured. This types of props and costumes are to be expected in modern horror films as the horror genre has moved away from been about supernatural events such as ghosts and monsters but in fact they are now more relatively realistic in terms of that the event could actually take place. As thee audience of the horror genre has changed over the years, because of the influences such as loss of religion believe, meaning that people are more scared by realistic events rather supernatural one, as this generation is not as superstitious as the previous one which would have been scared by movies such as The Brides of Dracula

Editing

Slow but short graphic clips are to used so that the audience can see the codes and conventions’ that will scare, this keeps the interested.  A lot of text is used within the trailer to help portray what the movie is about but in a qualitative manner, as the trailer is only one minute long.

Sound

Non-diegetic sound

Dark murky music and sound effects are used to create a dramatic and chilling atmosphere for the audience. For example the audience hears a drilling tool been operated, this suggests that one of characters are been tortured. Making the audience able to relate to the victim who is about to be tortured.  

Diegetic sound

None of the character actually speak all the audience hear is the screams of the victims within the film. Thus dehumanising the film, making the film  look uncivilised and inhumane to the audience, thus attract the audience who are looking for those certain aspects in movies.

Camera shots

An establishing shot is used at the start of the trailer in order to show the audience some of setting of the film, setting represents a horror setting which lets the audience know that it’s a horror film.

Close ups are also used, this creates a intimate atmosphere between the audience and characters, and it also show the fear in some of the characters that are the victims. as a result installing fear in the audience.

The lighting of this trailer is very dark, consequently creating a sinister atmosphere which relates to a human childhood theories of things that go bump in the night. this dark sinister atmosphere can sometimes almost takes the audience back to their childhood fears and bring a sinister emotion. Therefore achieving the goal of a horror film, this is to scare its audience.

Medium shots are used to show antagonist mischievous gestures and movements.

Codes and conventions of a Trailer

Chipmunk's Transition Album Analysis

Front Cover analysis

Album title & artist name

Chipmunk's album titled transition is named around his transition in life after his success on his first album. Chipmunk said, "It kinda represents the growth in me as a person since my last album, so the sound has matured as well as I have and that’s the main thing for me with the record.

The Album title & artist name  are same size colour and style, they are plain and simple, as they are black and white colours that contrast each , and creating classy and professional production effect, thus showing the target audience his progression into becoming a celebrity

Color

There is a bright lighting on the image which creates a celebrity vibe.

Image

In the main image the artist is wearing jewellery and revealing his tattoos. These features on the image conform to the genre of hip hop codes and conventions of materialism and tattoo culture. Thus attracting the target audience.

The image was also photograph in a professional studio thus showing his evolution

From an underground rapper into a mainstream one.

Back Cover Analysis

The house style of the front cover is followed again at back cover, for instance the album & artist name is the same colour and style but the text is larger than the ones on the front.

The track listing are placed at the bottom very professionally, in a bold text that contrast the background, thus making it more eye  catching, also the featuring artists on the album are underlined to make them stand out so that it attracts the target audience of those featuring artists as well.

The spine contains the artists and album name, thus conforming to the codes and convention of this genre

There also a barcode which again show conformation to the genre.

There are  record labels and others companies involved in the production of the album, for instance Alwayz Recording is an independent label base in North London, Alwayz Recording work with's artist to help push there music to the target audience.

 Sony Music Entertainment (SME or Sony Music) is the second-largest global recorded music company of the "big four" record companies and is controlled by Sony Corporation of America, the United States

It’s also includes the artists logo

The house style is again followed , for instance the cd colour is black.




































Conclusion there are certain codes and conventions that are followed within the hip hop genre like having a parental advisory label on the album art, but there are also codes and conventions that are challenged like not having the artist’s personal image on the front cover.