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.