Permission for Our Song

Before we could commit to choosing our song, we had to ask for permission from the band to say that we could use it. Luckily enough, one of the members in our group, Freddie knew the lead singer of the band, and was able to message her via Facebook to ask for permission of whether we could use the song or not. As you can see from the picture above, Freddie messaged the lead singer asking for permission and he said that they would get full rights to it. From the picture above, she has seen the message but has not replied, and therefore hasn't refused us permission use the song. As a result, we are allowed to use the song "Friends With Benefits" by Remember December.

Don't Go Breaking My Heart Evaluation

How We Filmed The Exercise:

How we recorded the sequence

In my opinion, I think I was able to complete this exercise very well. This was my first time of really doing editing by myself so I found it challenging but very rewarding at the same time. In terms of the takes that we used, we filmed Alex and Freddie lip syncing the song all the way through about 5 separate times. This was done from all different angles which means during the editing process, we could chop and change which scenes were to be used at the right time. We filmed the exercise in this way because we felt it would be much easier to edit this way. In addition to filming the whole take about 5 times, there was also 2 short scenes of which we filmed specifically to a part of the song. For example, when Freddie sung “Oh honey, when you knock at my door”, we decided to have him stand outside of the room and knock on the door in an over-exaggerated way, and when Alex sings “I gave you my key”, she pops into the scene with keys in her hand. In another scene, when the line “Nobody Knows It” is echoed for the second time, there’s a scene in which myself and Alanta are singing in that scene. We did this because it just makes the video more interesting.

Shot Types

When filming this exercise, we made sure to film lots of different shot types in order to be able to get lots of choices when editing the video together. We felt that the more shots that we was able to use, the better the exercise would be. Our first shot that we used is a mid shot. We filmed the first sequence from this camera position as we felt that this would be the best way to start the sequence, a bit like an establishing shot. Another shot that we used is when the camera was on the left hand side, so Alex was closer to the camera and Freddie was further away. We also filmed one take of the exercise from this exact position. Another position that we put the camera is high up, using a high angle shot. We filmed another take of the exercise in this position and we also used this shot a few times in our video. Another way that we filmed a take of this exercise is by using a camera dolly. We mounted the camera onto it, and was able to move the camera left and right while Alex and Freddie was signing. This allowed for tracking shots to be included of which we also used. Another shot we used is when Freddie was knocking at the door and Alex gave him the keys. We used this shot as we felt it would make the video more interesting.
 
How we edited the sequence together

To edit all of my clips together, and make them into some kind of video, I used the program adobe premiere. First of all, I made sure to edit my sequence in a way that the camera shots and the music match, so that lip syncing looks well done and not scruffy. I thought that the best way of editing the clips together would be to change the camera angle/shots in time with the song. This makes the editing fit in with the music that has been played. I also tried to make the shots that I put in there as short as I could, so it means that there would be many different camera shots and angles. I made sure I edited the sequence in a way that used a lot of different camera angles and shots. This makes the sequence look more appealing. I tried to add as much variety as I could to the sequence. I also edited the sequence accordingly to the lyrics of the song. For example, when Freddie knocks at the door, I made sure to edit the sequence accordingly so that, that shot was in the sequence at the specific correct time. To end off the sequence, I put a blank screen with my name on it, just to end it off.

Mistakes

I feel that we didn’t make many mistakes when we was filming this sequence. The main one that I can think of is to make sure we actually know the lyrics instead of reading them from a sheet of paper. This would make our next exercise look more professional as we wouldn’t be reading from sheets of paper. Another thing we could of improved in our exercise which isn’t really a mistake, but just a way of improving our video, would of been to use a more variety of shots. This would of given us even more choice of shots when we was putting our video together so could of made our video even better.

Lessons learnt for my Final Project
 

Doing this exercise has taught me many new things of which I will definitely use for my final project. First of all, and most obviously, this exercise has taught me how to lip sync effectively and made it look like they are actually singing. As this was the whole purpose of the task, and where we had never done anything like this before, we had to learn the techniques of syncing the music with the video clips. We found this challenging but definitely rewarding and it is a technique we will be using in our final project.

Second of all, I have learned that it is much easier and faster to film whole takes of lip syncing scenes rather than film each scene individually. It is also more beneficial to us when editing the piece together because it gives us more options of what shots to use at a specific time, rather than being limited to having to stick to just using one scene.

Another thing that this exercise has taught me of which I intend to use in my final exercise is that the more shots that you use, the more variety that you have. In particular, our group used the dolly for the very first time, so we all learnt how to use that effectively in order to film a tracking shot as evident in our practice. We feel that we used the dolly well for the scenes that we filmed it for, and is definitely a technique to consider using in or final project.

Model Of The Media

Andrew Goodwin's Key Features

In 1992, Andrew Goodwin wrote a book called "Dancing In Distraction Factory". In this book, he was able to identify some features that he sees in music videos. He was an important figure in our media and he identified the following 5 features about music videos:

• He thought that music videos showed stereotypical traits. He thought that characteristics and the content of the music video would depend on the genre of music that the video was reflecting. For example, if an artist was playing rock music or heavy metal, their music video would contain some kind of band performance which would show the artist playing their instruments and singing. Another example would depict a boy or girl band singing a pop song and their pop song would contain some kind of dancing within the video. The song "Hero" by Skillet is a good example of this as they are playing heavy metal music and they are performing within the video. In the video, there are lots of close up and mid shots which show the band singing and playing their instruments which reflects Andrew Goodwin's Theory. With regards to Mise en Scene, they are playing in a big open space with their performance. In terms of editing, there are lots of edits with lots of short takes which makes the video fast paced which also proves Andrew Goodwin's theory. 

• Another stereotypical trait that Andrew Goodwin believed is that there is always a relationship between the lyrics of the song, and the music video that has been made with it. This relationship can either be: illustrative, amplifying or contradicting. This is an example of an illustrative music video. This is because the lyrics in the song are demonstrative of the video that has been filmed for it. The lyrics in the song are about how Bruno will do anything for this girl that he has fallen in love with and everything he would do to be with her, and the video shows him struggling and doing some hard labour in order to be with the girl. With Mise-En-Scene, Bruno is shown to be wearing an orange shirt which symbolizes that he has already been in prison and is still willing to do anything for the girl. There are also lots of close up shots which show the struggle in his face, but still willing to do anything for this girl. Also, there are lots of shots which are quite a few seconds long, which again shows his anguish for this girl. 

• Another stereotypical trait that Andrew Goodwin believed in is that the record labels always demanded closeups of the artists face during the video. In the video for "Firework" by Katy Perry which is seen below, there are lots of close ups of her face all throughout the video. She is shown to be singing when the close ups appear. She also looks very similar in every shop as her face is shown to be the same in each shot. In terms of cinematography, there are lots of closeups of Katy Perry's face. The editing switches back and forth between shots of her face and the story that she's trying to tell. The mise-en-scene is also designed to make her look appealing with the bright colours that she uses in terms of clothing, and just the general lighting on her face. 

• Another stereotypical trait that Andrew Goodwin believed is the characters always looking at things. This is called The Notion of Looking. This can be seen in a number of different ways. This could be shown through artists constantly looking at other things. It also could be seen as characters looking at screens or looking through telescopes. In the specific example below of "Love is All Around" by Wet Wet Wet, the characters in the video are always seen to be looking at mirrors. Lots of medium shots are used in this video, which show mirrors and what is seen in the reflections. In terms of editing, there are lots of long shots which last quite a few seconds, which means the audience get to look at the mirrors more, which gives off the notion of looking proving Goodwins theory. 

• The last stereotypical trait that Andrew Goodwin believed in is that there is often intertextual reference to other medias in music videos. Intertextual references are when other other kinds of medias (other music videos, TV programmes, films etc) are used in a music video. This can be done to mock and cause offence, or just to have fun with. In the example below of "Walks Like Rihanna" by The Wanted, they use a lot of intertextual reference in this video. There's one particular scene where they are sitting near a car in dull colour lighting, which is a copy of the music video Take That did for their song "Back For Good"  which also can be seen below. In terms of cinematography, The Wanted even copy some of the shots from the original video. There's a scene in both video where there's a closeup of one of the band members where water goes down their face which is a clear similarity. Looking at Mise-En-Scene, the same colour scheme is used, with the dark lighting being used. Both videos have also been edited in the same way, as there alot of slow motion shots in both videos. 

Artist Profile

Artist Profile

Age - The ages of all members in this band is that they are in their late teens or early 20's. 

Gender - The gender of 4 members of this group is male, which the lead singer is a female. 

Number of Band Members -  There are 5 band members. 

Genre - The genre of this music is Alternative Rock. 

Core Target Audience - The core target audience of this band would be late teens and early adults. 

Our Performance Mood Board

As part of our research, we was also asked to design a mood board which would showcase elements that we would have in our own music video. We was asked to find pictures of things that you are likely to see in our music video. As you can see from the mood board above, I decided to put in the look and clothing of which you will expect to see our band member wearing. Also, I put in some of the locations and props of which we have decided to use. Lastly, I decided to put in some pictures of the body language that our band will be using, and what our band performance scenes are going to be based on.

Genre Moodboard

As part of our research, we was asked to create a mood board about the genre of music that the song is based on that we're going to use in our final project. As our song "Friends With Benefits" is from an alternative rock band, we had to create a mood board detailing the characteristics of alternative rock bands and the stereotypical traits that alternative rock bands have and what kind of things they use. In the mood board, we showed the typical look of an alternative band, what their performance scenes look like and what kind of props that they use.

Potential Tracks

One of the potential songs we could use is "Friends With Benefits" by Remember December. This song would be a good choice because it has a woman singer of which we could get one of the girls to lip sync it well. Also, there is a really fast tempo to it and has a lot of tempo changes in it, of which we could do multiple different things with it. If we was to use this song, we would be able to showcase a lot of different skills, and even include a storyline within it.




This song is pretty similar to the first potential track in the way that it is a rock song, and it has a very fast tempo and can also be quite loud. There are also quiet bits near the middle of the song, which means we could also do a lot of different things within the video. This song has a male lead singer and we have guys in our group who could lip sync it. However, with this song, we may find that there is too much instrumental pauses within the song, which could be hard to put well in our music video.





Another potential song is "I Am Catastrophe" by the band "Shouting Signals". This song is also pretty similar with the first two songs. This song is probably a bit more heavier than the previous two. The vocal is a male singer and he sings very powerful, which could create opportunities for us in the music video for good use of lip syncing. This song also has a good change of tempo, of which has lots of fast and a few slower bits too. The voices remain powerful throughout the video.

Developing Brand Identity

 Brand Identity

In modern times, music videos allow artists to be able to create images and brand identities for themselves using visual images instead of just using music. Artists have used music videos in a way of which they appeal to audiences and present themselves in the ways that they want to be presented and hopefully to gain a following out of it. This was especially evident in the late 1980's when the TV Channel "MTV" started showing lots of these music videos which allowed artists to be able to create themselves a brand identity. These music videos are becoming so popular nowadays that they are able to make or break someone career. At present, there is a current decline in music videos being shown on TV, but the introduction of internet and the web have kept music videos as being important. Improves in web-based video technology have been useful. This includes Youtube, Vimeo and Social Media Accounts. This theory is proved by the song "Gangnam Style" by PSY. The song isn't really all that great, but the music video is the main reason why it became so popular. This is because PSY was able to perform the Gangnam Style dance which made it so popular. Music Videos allow artists to be able to hide lack of musical talent with the substitute of a music video. 

Example of Brand Identity - Jessie J

When an artist is creating their own brand identity, it is important that they consider a lot of different factors when trying to appeal to an audience. It requires careful consideration when promoting across different medias (Music Video, Adverts, Websites) etc. The image that is created by the artist must be kept consistent. An image is created through the use of: Colour Schemes, Size and Style of fonts, and images used. A good example of an artist who has done this well is Jessie J. In her debut album "Who You Are", she portrayed a lot of the same images in all of the media products that she used to promote this album. As you can see from the picture, this is an example of a online picture she made for this album. The album cover, magazine covers all followed the same concepts. They all had the black background, with gold metallic font with the same kind of hairstyle. This consistency portrays the image of her being really expensive with the gold font, but also quite masculine with all of the dark colours.


Example of Brand Identity - The Arctic Monkeys

Another example of a brand identity is the band "The Arctic Monkeys". They were able to change their brand identity by completely scrapping the first identity they had, and replacing it with one that they thought would appeal to a different target audience.

 As you can see from the 2 pictures, there is a clear difference in brand identity that The Arctic Monkeys are putting across to their audiences. The first picture shows the band in their very young stages, and they are wearing casual clothes with lots of different bright colours such as red, blue, yellow etc. As they were a young band back then, they would be wearing casual clothes like this in order to appeal to the younger target audience. In the second picture, you get a sense that The Arctic Monkeys have matured in a way because of the way that they are

dressed and the colour scheme that they are using. They are dressed in suits and ties, and are using the black and white colour scheme. From this, we can see that they have definitely changed their brand identity as they are trying to portray a more retro and old school style of band and music. This has been carefully planned in order to attract an older audience which is definitely different to the first brand identity that they portrayed.

Example of Brand Identity - Shinedown

Shinedown is another example of Brand Identity, and the 4 album covers above prove this theory. At first glance, all four albums look very different with no similarities, but when you look at it again, you realise that they all have something in common. All 4 album covers are of the surreal nature and they're all very strange in what they are and what they are trying to show. The album covers show: Tree in a dark wood, random birds in a white space, some kind of demon spirit thing, and then doll figures near a haunted house. They are all really strange things and all have some kind of surreal nature about them. This is an example of brand identity because Shinedown would have thought their album covers and decided to always use surreal covers. This brand identity makes them different because Shinedown want their fans to realise that they are unique and different from other artists out there, so that they stand out more.

Purpose of a Music Video

When a song is made, a music video can also be made with it. There are two main reasons why music videos are made for songs:

1. Make Money
2. Promotion/Publicity

If a song has a music video, people may decide to watch it so they can listen to the song and also see what the music video is all about. The music video is able to make the song more appealing if it has a music video attached to it. Because of this, music videos are able to promote the artist/song/album because more people would be listening to the song and watching the music video. If more people are becoming more aware of the song, then it is likely that more people would want to buy the song which means more money for artist of the song. All of this would also raise audience awareness of the artist and would be more willing to listen to future records from that particular artist. Music videos can also be used for product placement, which in fact, is advertising products that are seen in the music video. Example is "Christina Aguilera - Not Myself Tonight"




Synergy

Synergy can also be used in music videos. Synergy is when two or more medias come together and help each other to be successful. The music video of a song is just one way in which a song can be promoted and exists as just one part of the whole marketing campaign of one song. The music industry has a relationship with many other media forms and they are able to combine to help each other make money. In particular, films and music videos are able to work together to help make money for each other. A good example of this is the film "Skyfall" and the song of the same name sung by "Adele". In the music video, there are particular bits which are reminiscent of the film. For example, at 1:24, the music video shows flames. This is reminiscent of the film because at the very end of the film, there's a scene with flames to show that there's a connection. Also, the OO7 sign is shown right at the beginning of the video to advertise the film. In the film "Skyfall", the song is played at the start of the song. This creates synergy because the people who watch the film may also buy the track and vice versa.




Another example of the Film and Music Video synergy working well together is the film "Robin Hood: Prince of Theives" and the song "Everything I Do" by Bryan Adams. The song was featured in the film, and was at #1 in the UK Charts for 16 consescutive weeks, which is the most weeks any song has ever been #1 consecutively. Part of this reason was because the song was featured in the film, so it meant that people who liked the film, also liked the song and spend money on both medias, making them both successful. Also, parts of the film was also featured in the music video.