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Crew List

Crew

It is impossible to create a media product without a crew to help, we will have various jobs for people to take on which will benefit the outcome of the opening.

Camera- We need somebody to operate the camera, get the right angles and highlight the key moments of action.

Editing- Someone will need to sit down at a computer with the camera, take all the shots that were filmed and order them, inserting transitions and text- this person will be in charge of putting the entire final piece together.

Director- Somebody is needed to direct actors and camera people as to what to do and how to do it, changing things they don’t like and making sure everything is perfect.

Light/Locations-  There will be someone in charge of where each shot will be filmed and how much light will be needed, it is down to them to decide what light is used and if they need to change it.

Green Screen Practise

           

This video shows us practising applying background images to a green screen behind our artist using the chroma-key. This practice has shown us the mistakes we have made and how to improve them in the future.
For example, our artist was too close to the green screen making her seem like she was glowing green. As well as this, it is also ideal to film on a tripod and not handheld because the handheld technique causes the background to be moving unnaturally, creating an uneasy effect however we could use this to our advantage if we need to.

Examples of lighting effects*

Pre-Production Diary 1

These pre-production diary will document the process of the journey up to filming. So far, I have learned how use blogger more effectively to ensure the presentation of my work is good. I have also learned the conventions of different genres and what the basic process of making a music video is. This will help me and my group, ensuring that we have as smooth a production phase as possible.

Artist Mood Board

Our Record Label Logo

Record Label Name

For our record label, we decided upon three names that we would all be willing to use, each with a different meaning. We then brought these forward to a group of people for them to vote upon which names they preferred and they decided that 16 Hour Records was their favourite, because it gets its name from the average amount of time a person spends awake a day.

Our Artist

The results of our questionnaire showed us that a majority of our target audience favoured the name Ava Grace.
The sample we used for this questionnaire was more female than male because we believe our target audience is predominantly female.

Key Concepts of Pop

Pop music has been the most prominent genre in the music industry since its conception. It has changed a lot with the times. In this post I will be talking about the key concepts that make up the pop genre from the turn of the millennium.



Appeal:
Pop music gets its name from the word popular, so it has to appeal to the larger, general audience. This means that it has to be conventional for it to be more likely to appeal to a larger audience.
It does this by conforming to the trends of the time and by having a larger emphasis on technology and production over the song and its meaning.


An example of this is the artist Katy Perry. Her videos are always high production elements and less emphasis on performance. An example is her video for her song "Dark Horse" she is playing a pharaoh in Egypt as pictured to the left. The video was massively popular and was awarded best music video at the MTV European music awards.


Rhythm:
A generic song from the pop genre will typically have a noticeable rhythmic element. This element changes with time and since the 2000's, the typical rhythmic element found in most songs are dance orientated.




An example of this is the 2012 song "Scream" by Usher.
Its rhythm is very dance orientated. This is further reflected by the video which uses bright lights and dance to accompany the dance oriented rhythm.




Gaze:
This refers to the gaze theory and the objectification of a man/woman to gain the audiences attention. This is often used in pop videos to increase appeal and re-watch ability however this forces the star image of the artist to be associated with gaze.

Laura Mulvey's Male Gaze Theory

Male gaze theory (now commonly known as just gaze theory) is the idea that women and men are used as objects; usually in a sexual fashion; to attract the viewers attention.

This theory was thought up by Laura Mulvey in her 1975 essay "Visual Pleasure and Narrative Cinema" where she states that the male gaze occurs when the audience is put in the perspective of a man. She also stated that in can be put in three different ways:

1. What men think about women
2. What women think about themselves
3. How women look at other women

Features of male gaze:

Mulvey quotes that the main feature of male gaze is that "the camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a man's reaction to these events."

She also states that it "relegates women to the status of objects. The female viewer must experience the narrative secondarily, by identification with the male." 

Audience profiles

Demographic
Gender: I believe that the main gender interested in pop is female. This is because there are more female artists associated with the pop genre than there are male artists associated with pop.

Class: An ABC1 audience is the audience we will aim for because we plan for our video to be more about narrative than performance and this will appeal more to an ABC1 audience then a CDE2 audience however we want to make it as universal as possible to appeal to as much as the CDE2 audience as possible because they account for a majority of the United Kingdoms population.

Age: 9-29. Even though this age range may be restrictive, I believe that the modern pop audience would range from an older kid to a young adult.

Religion: We don't plan on appealing to any specific religion however, we may make use of religious imagery and symbolism to build our narrative.

Education: Since we would be aiming at an ABC1 audience, peoples levels of education would need to be higher than that of the general population to best appreciate the video, however we will still try and not seclude those with a lower level of education.

Marital: I believe that this will be of no concern.

Income: This wont be of too much concern because our target audience's income will range from high to not earning at all.

Nationality: I believe that the nationality of our demographic will be mostly British because we will be using Great Britain as the shooting location.

Abraham Maslow's Hierarchy of Needs

Abraham Maslow is a physiological researcher who pioneered his theory about the needs of people which need to be met to further motivate them. He developed his heirachy of needs theory in the 1950's.




It is built upon multiple base levels where the next level up isn't available without the lower levels being fully actualised.

Media industries use this theory because it can be applied to have the media industry have to acquire an audience for a product. This is because when it is applied to a narrative, it allows the audience to connect with what they are watching. This makes it possible for a narrative to be targeted at a specific audience.

NRS social grade and Audience readership

The general audience can be split into multiple sections.
These are ABC1 and CDE2.

ABC1: This represents the more intelligent audience who like to find the hidden meaning behind pieces of text because they have highly knowledgeable occupations and are considered wealthy compared to the rest of the population.

CDE2: This represents a majority of the UK’s population. People in this group don’t have an interest in the sub context of text and will often take its message at face value. 

This table goes into detail about the Social grades which make up each audience group.

Social Grade	Social Status	Occupation
A	upper middle class	higher managerial, administrative or professional
B	middle class	intermediate managerial, administrative or professional
C1	lower middle class	supervisory or clerical, junior managerial, administrative or professional
C2	skilled working class	skilled manual workers
D	working class	semi and unskilled manual workers
E	those at lowest level of subsistence	state pensioners or widows (no other earner), casual or lowest grade workers

Hurts Like Heaven (Coldplay) Narrative Textual Analysis*

Hi miss. Hi sir. this post will be finished before the 15th





One journey many perspectives)

Goodwins Theory

Music Video Camera Techniques Textual Analysis:*

Music Video Textual Analysis: This is Love (Will.i.am ft. Eve Simons)

Will.i.am’s and Eva Simons’ This is love is a pop single released in May 2012 accompanied by its music video.

(C) 2012 Interscope Records

Binary Opposites - levi Strauss

Strauss studied many stories from myths to modern literature. He identified that most narratives use polar opposites to tell a story.

Examples of Binary Opposites:
Good vs Evil,                                                             This theory can be applied to our narrative
Black vs White,                                                          because our artist will be experiencing time flow
Boy vs Girl,                                                                differently to the rest of the world.
Peace vs War,                                                            
Civilised vs Savage,                                                   

Democracy vs Dictatorship,
First world vs Third world,
Domestic vs foreign/alien,            
Articulate vs inarticulate ,
Young vs Old,
Man vs Nature,
Protagonist vs antagonist, 
Action vs inaction,   
Motivator vs observer,                      
Empowered vs victim ,
Man vs Woman,
Good looking vs Ugly,
Strong vs weak,
Decisive vs indecisive,
East vs West,
Humanity vs technology,
Ignorance vs wisdom,
God vs Mortal.

There are many examples of Strauss' theory in film such as Harry Potter using the good vs evil; Terminator uses humanity vs technology; Snow White uses young vs old; Independence day uses domestic vs alien; Django Unchained uses Black vs White. As shown above, there are many examples of this used in cinema throughout the ages.

Roland Barthes Theory of Narrative Codes

Music Video Textual Analysis: I Love It (Icona Pop ft. Charli XCX)

"I Love It" is a song by Swedish DJ duo Icona Pop featuring vocals from British recording artist Charli XCX. It was released in May 2012.
Genre: Electronic Pop