Task 8: Final Proposal

Working Title 

My music video is going to be the subject of Lea Michele's 'If You Say So' and so the title of the production (as shown on YouTube) would be: Becky Utting - If You Say So (Official Music Video).

Channel for Broadcast 

I think my music video would be best suited to the channel MTV which shows music videos, TV shows and documentaries. The demographic for this channel is often young people and teenagers and so I think having my music video on that channel would benefit immensely.

Genre

For my music video, as it is classed within the pop genre the most stereotypical viewer is female and most likely a teenager. This stereotype however is applied largely to fans of pop groups of female or male members like One Direction, Little Mix etc; although it can also be applied to some single performers eg. Justin Bieber and Katy Perry.

Target Audience (as stated in my 'Audience Research' post)

My target audience according to Young and Rubicam, I think, would be Mainstreamers as fans of this type of music (genre) fit into this category. These individuals seek security and acceptance. Likewise, my target audience could fit into the 'Aspirers' category, as they too seek status.They can sometimes be materialistic and would definitely purchase a lot of merchandise from their favourite artists and their CDs also. They are conformist and so would fit into this category perfectly as popular 'pop'  artists often fill spaces in the Top 20 and by liking these artists they are conforming to liking the most popular thing. They are also sentimental and so would also opt for buying the physical CDs and official merchandise of the artist as they would like to remain loyal to the artist. A lot of their money would go to big saving brands such as 2for1deals on washing powder and shops such as Aldi, Asda and Sainsbury's. Although trying to save money they would splash out on big fashion brands. They would wear clothing brands such as Converse and Adidas as it is very mainstream and popular. They would probably be more left-wing and vote stay in the EU Referendum and most likely also vote for Hilary Clinton in the 2016 US Election.

Mosaic would possibly define this type of person as fitting in their 062 category: Central Pulse. "Entertainment-seeking youngsters renting city centre flats in vibrant locations close to jobs and night life" is the description Mosaic gives people in this category and I think this would fit well with the target audience of my music video as these people would try and live closer to work opportunities as well as wanting to be close to the night life. They will often be young students or recent students that are trying to save money but at the same time spend an extraordinary amount on alcohol on nights out.

Style

This music video will fall into the 'pop' category as it will play alongside a 'pop' song and it will contain both performance and narrative content. It will not really have abstract elements as it will follow a narrative story line of an intimate relationship followed by the death of someone in that relationship. The music video will be filmed entirely in colour and I think will contain a lot of dissolve editing so it will not appear that shots are sharp and placed one after another as it is a sensitive topic for a music video.

Task 7: Role Allocation

As I am working as an individual, I will be taking on the role of the director, the writer, the cameraperson and the editor. As well as this, I'll be the one to decide on costumes, lighting and location. Working on my own and taking on all these roles will position me in the role of the Auteur.


The Auteur Theory of filmmaking, shows a theory in which the director is viewed as the biggest and most crucial creative force. The theory was first invented in France in the 1940s and was given it's unofficial name by American film critic Andrew Sarris. The theory was first created from the combination of the cinematic theories of both Andre Bazin and Alexandre Astruc. The theory was created largely from Astruc's clarification of the concept of caméra-stylo (camera-pen). The theory states that the director who is responsible for all audio and visual decisions that go towards the final product is considered to be the "author".


The only role I will not be participating in is that of the actors, I have asked two young adults to play the role of the couple in my film and so the acting will be down to them although obviously I will be stating what they are doing.

Task 6: Storyboard

from left to right

1. The music video starts with a young girl on a bench sitting in a graveyard (medium shot), although it may not be obvious it is a graveyard at this point, lip syncing to the music, she looks around her, feeling lost and sad as she has lot her boyfriend - although this has not been shown yet

2. Cut to a flashback (medium shot) of her boyfriend. This will be a point of view shot where the camera will be the girlfriend.

3. The two are on the bed talking as this will show the intimate side of the relationship - this shot may be a long shot or a close up.

from left to right

4. The couple will be holding hands, to show the intimacy again which symbolises that they are a couple (close up)

5. The couple are on the phone telling each other they love each other. This will show relevance to the part of the song where these clips are being shown as in the song the couple are talking to each other (close up). This will also be edited to show a split screen where the female will be lip syncing to the words and the boy is speaking them.

6. In order to show that this is a real relationship I didn't want to just include the good parts but also the arguments and disagreements that couples have (close up).

from left to right

7. The other side of the argument (again close up). I will also show the male walking out of the room with a match on action shot.

8. For another narrative shot I will show both characters playing a game together and then dissolve to another shot so only the female is in the room to symbolise the absence of the male.

9. To fully show that the male has died I will show my female character in a graveyard walking up to a grave (medium shot).

from left to right

10. Female character walking aimlessly around the graveyard, lost (long shot)

11. Female character singing emotionally. Thinks about their relationship, cuts to a few flashbacks to show that she misses him and their relationship (medium shot)

12. One of the flashbacks, the two of them sitting on a bench talking about things, a simple thing that everyone does and now she cherishes more after losing him (medium shot). Cuts to the female character sitting by the grave.

Task 5: Script

Instead of writing a script for the entirety of my music video, I will just be filming over the top of regular conversation and just act my actors to act intimate and talk closely to one another using facial expressions to connote love.

As my actors have known each other for quite a while and were very close at one point, I believe that chemistry on screen will just come naturally but if they need help creating conversation and making it look authentic then I shall talk to them behind the camera and give them conversation starters. For example: "Do you have any plans for the weekend?" , "Do you sing in the shower, if yes what song the most?" and "If you only had 24 hours left to live, how would you spend them?".

As there will only be inaudible dialogue on screen for about one third of my music video I didn't think a complete script was necessary. The other two thirds will consist of a performance and a section where only one character is on screen as the other one has passed away.

However for one section, I plan to show another side to relationships to make sure that this relationship looks authentic and real, showing just the good sides to a relationship and not the bad, in my opinion, makes the relationship appear fake.

Task 4: Audience Research

I handed out this questionnaire to people who were also producing music videos to complete to produce some audience research on what people like about music videos. I also handed some copies out to people who were not making videos in case there was bias in the class as people may just vote for what is most similar to their video.

Audience Questionnaire

(Circle where appropriate)

1.How often do you watch music videos?

• Whenever I go on the internet
• Only when I’m interested in the artist
• Whenever everyone is talking about a specific music video/artist
• Only listen to the music, don't watch the videos that much
• Never
• Other

If other, please specify__________________________________________________

2. Do you like music videos that are long and have a story to them?

• No, I think they're annoying and a waste of time
• Yes, I like music videos that also show a story and are entertaining
  

3. Do you like it when music videos have a direct reference to the meaning of the song or when they are totally abstract and different?

• When they have a direct reference
• Abstract and different
  

4. Do you think music videos are becoming more relevant or more irrelevant?

• Relevant
• Irrelevant

5. Where do you mostly view music videos?

• Youtube/other video platforms
• Facebook, Twitter/other social media platforms
• TV (music channels)
• Other

If other, please specify____________________________________________________

6. What are your favourite types of music videos?

• Pop
• Rock
• R’n’B
• Rap
• Comical
• Metal
• Other

If other, please specify________________________________________________________

7. Do you like it when music videos contain product placement?

• Yes
• No
• Don't care
• Don't know what product placement is

I also researched a target audience through existing categories made by both Young & Rubicam and Mosaic.

My target audience according to Young and Rubicam, I think, would be Mainstreamers as fans of this type of music (genre) fit into this category. These individuals seek security and acceptance. Likewise my target audience could fit into the 'Aspirers' category, as they too seek status.They can sometimes be materialistic and would definitely purchase a lot of merchandise from their favourite artists and their CDs also. They are conformist and so would fit into this category perfectly as popular 'pop'  artists often fill spaces in the Top 20 and by liking these artists they are conforming to liking the most popular thing. They are also sentimental and so would also opt for buying the physical CDs and official merchandise of the artist as they would like to remain loyal to the artist. A lot of their money would go to big saving brands such as 2for1deals on washing powder and shops such as Aldi, Asda and Sainsbury's. Although trying to save money they would splash out on big fashion brands. They would wear clothing brands such as Converse and Adidas as it is very mainstream and popular. They would probably be more left-wing and vote 'stay' in the EU Referendum and most likely also vote for Hilary Clinton in the 2016 US Election.

Mosaic would possibly define this type of person as fitting in their 062 category: Central Pulse. "Entertainment-seeking youngsters renting city centre flats in vibrant locations close to jobs and night life" is the description Mosaic gives people in this category and I think this would fit well with the target audience of my music video as these people would try and live closer to work opportunities as well as wanting to be close to the night life. They will often be young students or recent students that are trying to save money but at the same time spend an extraordinary amount on alcohol on nights out.

Task 3: Mind Mapping of Initial Ideas

1. The first mind map was my original one that I made when I was deciding on the genre I wanted the music in my music video to be. I noted some things that I could include in each of the genres. I wanted to make sure that whatever genre song I chose, I had video ideas for each one.

2.After I decided that I wanted to make a 'pop' music video, I mind mapped what I thought best fit into a music video of that genre. Pop music videos are often one of the most popular and so include lots of different elements.

3.When I chose 'If You Say So' I knew I wanted to film a music video that was close t the song's narrative and so I didn't want the music video to be abstract. As the song is about losing someone, I wanted the music video to have someone losing a loved one too and so I explored all combinations of that.

4. This is my final mind map of the song I have chosen to do my music video on. I listed some things that I thought could be included in the video that either linked to the lyrics or the style of the song. I drew inspiration from other music videos that included the same kind of story line.

Task 2.2: Research Into Existing Products - Abbey Road Album Cover

One of the most iconic album covers in history was taken by Iain Macmillan for The Beatles' album Abbey Road.  The album cover was originally supposed to be shot near Mount Everest but as the band eagerly wanted to finish the album, McCartney suggested they just go outside and take it. The collection of photographs by Macmillan were taken in August 1969 outside EMI Studios on Abbey Road. The photos had to be taken in only ten minutes as a policeman was holding up traffic behind the camera, six photos were taken that morning which McCartney examined before deciding on the famous cover. Their label was first against the idea of not including neither the name of the album or the band on the album cover. One member of the creative team behind designing the album cover, Kosh,  said that they should just have the picture on the cover with no artist or album name. Many others said that the record would not sell well without this information; Kosh later said "they didn't need the band's name on there...they were the biggest band in the world". On the original cover McCartney is carrying a cigarette, however many US companies photo-shopped the cigarette out without McCartney's or Apple's permission.

The band does not have their band's name on the front cover, they do also not have the album's name either. This does not follow regular codes and conventions of other media texts but due to the enormity and success of the band, they were able to do this effectively and not suffer from loss of sales.

Task 2.2: Research Into Existing Products - + Album Cover

This advert for Ed Sheeran's first album '+' follows codes and conventions of real media products well. The magazine advert that promotes Sheeran's album shows his name and his image (face), this is popular for adverts as it presents to the audience who the artist is and so they can therefore automatically choose to be interested or to not pay attention to the advert. The advert also features the album's name, with the font being a different colour to that of the rest of the text on the advert. The album's name and 'The No.1 album' is in orange as this is the prominent colour of Sheeran's album and branding at the time.

An image of the album itself is in the bottom left corner of the advert, this also is a very common feature of magazine adverts for artists as it directly shows audiences what they are looking for in the shop. The advert also features a quote stating how great Sheeran and the album is, this is shown as it is used for persuasion to audiences to but it. Lastly, the advert shows what can be found on the album by stating what singles are on there, as singles are released before albums, audiences know what these singles sound like and can decide if they would like the album based on if they like the singles. Sheeran's magazine advert follows codes and conventions of real media products well and promotes both him and his music well.

Task 2.1: Research Into Existing Products - Bad Romance

Lady Gaga – ‘Bad Romance’

As the music begins to play over the video we are shown an establishing shot where which we can see a dark room with light shining through a small slit in the window and large white pods occupying its space. The light shines through onto each pod and then onto the next one and finally onto the wall and the room lights the pods up and they awake. The pods then open to reveal women dressed in tight white latex with their eyes and ears covered. This could connote that young girls, especially girls in the music industry, are at first blank slates who are then moulded into what the industry and buyers want them to be. The covering of their ears could connote that the industry doesn’t want any outsiders to inform the ‘blank slates’ how manipulated they are being when they are joining the industry. Their covered eyes could also show that the industry doesn’t let them see certain things and they are not allowed to view products to take inspiration from, they are only to do as they are told. However, their mouth is uncovered which suggests that the only thing that anyone wants is their voice, their talent and they want to use that innocent voice to communicate to fans and sell them the product.

Gaga also appears in a bathtub, connoting that she is clean, pure and innocent, before the music industry has corrupted her and her image. She is dressed in total white and has most of her body covered which again implies that she is innocent. Medium shots of Gaga shows her wide-eyed which again is a physical metaphor for how innocent people are when they first go into the industry. Gaga is also wearing earphones which could suggest that she is being constantly told what to do or how to do things in the industry.

This close up of Gaga shows her being forced to swallow some kind of liquid, presumably an elixir or poison. This connotes that people perhaps are forced into being something that they are not when in the music industry.  A long shot shows that it is also women who are forcing her to drink the elixir suggests that the music industry brainwashes women into tearing each other down, slut shaming one another etc. Gaga could be trying to show that women are pitted against one another into who can be the biggest, hottest, craziest thing at the time. When standing in front of the men to be 'auctioned' and 'judged', it is again the women who are essentially forcing her to do something. In this case they are removing her clothing, this could suggest that in the music industry it is the women who are telling other women to dress more provocatively in order to succeed.

Throughout the video the women mostly wear white and the men wear black. The use of binary oppositions presents women as innocent and submissive, whereas the dominant use of black in the men's clothing shows how patriarchal the music industry is. This low angle shot shows the image of Gaga crawling on the floor is shown in-between a male's legs which connotes that he is standing up, therefore taller than her. The use of proxemics here is intentional to show how men tower over and control women in the industry and women have to start from the very bottom, taking orders in order to achieve. The image of her crawling also connotes that she is begging to get to the top and so again shows a degrading view of women.

Gaga changes to a black, more revealing outfit when being 'auctioned'. It first shows Gaga through a long shot and then switches to close ups of her in her new state. This connotes that the industry and it's figures have corrupted her and shaped her to be exactly what they want her to be, which isn't necessarily what she wanted to be. It could also connote that now that she has been moulded into what they wanted her to be she is now on the same level as men (wearing black) and successful. At the end of the music video Gaga is wearing red, this could suggest that she has and others have to find a balance of what the industry is forcing them to be and who they are and so they are now stronger and less innocent than they were before but are not totally corrupted and brainwashed as the industry would prefer. 

Task 2.1: Research Into Existing Products - Formation

The image of Beyonce standing on top of a police vehicle is a direct reference to the aid given, or lack thereof, to Hurricane Katrina victims. Beyonce here raises the topic of discussion which was very popular at the time and still today: What was the police (and government) doing when the public was in the most need? We can make this link between the video and the natural disaster as later on in the video images of sinking houses are shown: something which happened due to the events. It also refers to the nationwide movement, Black Lives Matter, as seeing an idolized independent black woman on top of a police officer’s car representing the idea of standing up against police brutality, specifically against black people, would be very influential to some people.

We also see Beyonce wearing a white lace dress in a upper class home in long and close up shots, as well as children of colour also dressed similar. Beyonce here is referring to the slavery that was forced upon people of colour around 150 years ago in which it was white women who wore this fashion then as they were seen as the wealthiest and the most important. By incorporating these shots into her music video she is stating that it is now possible for people of colour, including women of colour, to obtain this kind of status as Beyonce herself is an example of this as she states when singing “I earned all this money”. Beyonce makes several references to her being a woman of colour in the song’s lyrics: “I like my baby hair, with baby hair and afros. I like my negro nose with Jackson 5 nostrils” By doing this she is implying that she and other people of colour should be proud of who they are and where they come from.  By doing this she is making an indirect reference to the racism received daily by black people all over the world but especially in America.

Although not explicitly clear in this image here, Beyonce and the dancers are forming an ‘X’ shape, this is normally filmed using a long shot to show all the women there. Perhaps stating that is affecting many people. She does this in other shots of the video too including shots in which it is presented that they are being filmed on some kind of security cameras. This could be to indicate that they constantly feel watched and locked down upon. The ‘X’ formation is a reference to protesting against police brutality and specifically the movement ‘#blacklivesmatter’. The line “okay ladies, now let’s get in formation” is perhaps making a reference to preparing for battle as police brutality against black citizens in America is a continuous problem. The physical shape of the ‘X’ formation references Malcolm X who campaigned for Civil Rights in the 1960s. Another campaigner for Civil Rights is also referenced in the video as a black man holds up a paper with Martin Luther King Jr. The caption on the paper ‘more than a dreamer’ could be stating that this man is very responsible for the progress that was made for Civil Rights to this very day.

We also see images of a young boy dancing in front of the police, this is one scene that some black people associated with and one that also aggravated the police as it showed them as preying on the weakest, and sometimes youngest, members of society. Another shot that many people of colour thought was very realistic was a message written on the wall in the video stating ‘STOP SHOOTING US’. This makes a very clear reference to actions that have caused the movement : ‘#blacklivesmatter’. By including both this images, Beyonce is making the point that she is standing up to it and this shouldn't be happening anymore in America.

The video 'Formation' by Beyonce is completely targeted towards the actions of the police and the despair Americans are going through everyday because of institutional racism within the police force. Beyonce is using her popularity to raise awareness of these problems.