Evaluation

As mentioned above, we produced a music video along with two ancillary texts, this put together being a promotional campaign. Throughout our ancillary texts we have tried to make reference to our music video using images from the video. This way our audience can relate to it by having seen the video recognising the album or advert or vice versa having seen them and being able to relate to the music video. Once again we have ensured that the performer or artists is on the cover of both or album and advertisement, so he is easily recognised.

From our audience feedback when have found that, many people would appreciate more of a narrative saying that too much of the video is performance based and it can often get boring. From this we have decided that it would be a good idea to introduce a girl to the video, so that the lyrics follow what is on screen. We have also found that even more camera angles and slightly faster editing was what our audience would like to see. Even though this is a fairly slow song, fast paced editing is still required.

Throughout this project all forms of new technology was used to aid us. Initially when we started filming we would use a standard definition camera, which while giving us good results lacked a real professional quality. Halfway through we invested in a Sony HD camera, and this really made our video come to life. Although it was not my job to film so I couldn’t use the camera, the results were clear on screen. Once recorded we uploaded our footage onto an editing suite, the particular one we used being Adobe Premier Pro. This helped us piece together our video, allowing us to cut or change whatever we wanted. This in turn is how we are able to edit to the beat. Whilst researching our video we looked into various other alternative rock bands work such as the scrip etc. In order to do this we gathered reference from Google, finding out the styles of the band and how various videos were shot. We also used the video upload website Youtube where there are thousands of videos on the band, from which we could take inspiration and changed the conventions they used. Of course we needed somewhere to display all this information, for this we found that Blogger was a great place. We can easily and quickly display our progress through various posts. It allowed all our work to be kept in one place whilst also being displayed to others. Discovering that through the use of the tools on the site, you could post questionnaires on your blog. I took full advantage of this so anyone visiting my blog could give some audience feedback in terms of filling out the poll.

Final Album Art

Final Album Art

Final Magazine Advert

The thinking behind the photo shoot....

For our chosen song nothing, we have decided to go along with the narrative of losing a girl, this bein gour representation. Therefore this has heavily influenced our choices throughout the work, such as in our camera angles, story telling abilities and in this cause photo shoots. The prop in our image is a photo frame ( showing reflection, or our character is looking back on what was). Primarily we have ensured that the back off the frame is showing so that we can place text etc on it when in the editing suite. Different moods have been opted for throughout the image, one bein sadness and regret, whilst the other is anger and hatred, expressing the emotions of the singer and song.

Photo shoot

Continued.....

Photo shoot

Pictures to be used on my ancillary texts:

Costume 2

Costume 2 was slightly smarter, due to the location. The actor was no longer in an abandoned run down locationbut instead a urban city one.

Costume 1

Group Roles

Daniel Fields- Actor/performer, Costume Designer, Creative Designer (Layout/Composition), Assistant Editor

Owen Clarke - Photographer, Chief Editor, Co- Camera Operator, Script Writer

Ashley Biglin- Co-Camera Operator, Ancillary Text Editor, Assistant Editor

A2 Coursework - Music Video from Owen Clarke on Vimeo.

Final Album Art.-

Final Digipak Layout.

It draft of the chosen idea, first hand drafted for the music advertisement ancillary text.

Initial draft for one of our ancillary texts, unfinished.

Progess

Over the past week we have been re filming parts of our music video. Following the new investment of a HD camera we felt that added quality of filming could make our video alot more professional. Using experiences from previous filming and knowing what works well and what doesnt we were able to quickly film half of our song again. One thing we noticed is that adding more camera shots was needed so we took this into consideration and shot from a wide varitey of angles. Location stayed the same, and we took into consideration how we could edit to the beat, so tried to target our shots around this. Another major factor which helped us was the whether, and the fact that now we have a stable forecast, however with the changing seasons we need to be sure that continuity is kept.

Run this town- Rihanna, Jay-Z, Kanye West

http://www.youtube.com/watch?v=yVA-xTBeHyM

Sound- Diegetic sounds from the fires are in place at the start, symbolishing destruction and helping to set the scene for the audience as there is no establishing shot.

Mise-en-scene-The artists and associates in this video are heavily dressed in leather, and metal, this strays away from the usual conventions of bling, money and girls which are normally scene in hip hop videos. The leather also represents a rebellious side to the artists who are going against the norms. Personally i feel that this refelects what all the artists wish to achieve in that they are trying to create new styles and stand out from the crowd whith there work. Obviously one of the narratives are performances from the individual artists themselves. In these sections editing is toned down so the audience can see the artist performing which is a key part to music videos in general.

Editing-Blurs and the slowing down or speeding up of scenes also gives the viewer the impression that this is a flashback, colours are faded, which adds to reality or verisimilitude. Over the top of the film has been placed a very grainy, old school lens effect which adds to the value of this being a handheld camera. The video lacks continuity as the shots are very much arrranged in a montage style and shots run back and forth between different scenes.

Cinematography- The shots used in this video very much give the impression of a documentary style or a home camera, supporting the dirty riot nature, as this is often what is scene when these kind of events are reported on the news etc. At the start of the video there are no establishing shot but instead medium- medium close ups which gives the viewer the impression that they are there in the crowd. Like most music videos, Run This Town is heavily laidened with editing to the beat, which helps keep the audience interested and adds to the flow off the narrative and the connection it has with the song. Other camera angles also see the artists most particularly Jay-Z shown in a good light or as a leader, this is represented through low angle shots, looking up at him. This reflects his role in the music industry as he is very much a front figure to the business and a leader.

Progress

On reflection we have realised that a few of the shots/scenes in our video could be made better due to previous weather conditions etc. At this moment in time we are to start re filming these particular scenes, and changing the editing in which we will make the cuts match that of the music which is the case in most successful music videos. Although our song is fairly slow, we feel that the pace of the editing must be quickened to make it more interesting.

Digi pack initial layout- design

Shooting Script

Shooting Script – The Script – Nothing – Music Video
Visuals	Audio
1.Location: Wooded area – County Road bridge. Dan Fields as main artist. Props: Plain white tee, long black chain, ripped jeans and white hi tops – Scruffy Look to represent the just woken up/rough night look. Shot: Close up/Angle: Eye Level/Movement: Still Camera focused on face asleep, eyes then open at the first strong beat.	Slow beat at the beginning of the song. Am I better off dead
2.Location/Props same as above. Medium/Low Angle/Tilt Upwards Dan gets up from the floor	Am I better off a quitter
3.Location/Props same as above. Medium/Eye Level/Right to left pan and tilt, eye level to floor. Dan bends and picks one of the many bottles from the night before.	They say I'm better off now Than I ever was with her
4.Location/Props same as above. Medium/Eye Level/Backtrack. Empty Bottle included in one line. Backtrack continues until the verse finishes and Dan emerges from the wooded area.	As they take me to my local down the street I'm smiling but I'm dying trying not to drag my feet They say a few drinks will help you to forget her But after one too many I know that I'm never Only they can see where this is gonna end But they all think I'm crazy but to me it's perfect sense
5.Jump cut to Green Room. Performance scene. Medium/Eye Level/Still	And my mates are all there trying to calm me down 'Cause I'm shouting your name all over town
6.Jump cut to front room. Ashley pulls back Dan, trying to calm him down. Dan looks frustrated. Medium shot. Over the shoulder of Ash. Eye level and handheld camera. This emphasises the infuriated mood of that scene.	I'm swearing if I go there now I can change your mind turn it all around
7.Cut to green room. Long shot. Slight low angle. Still camera on tripod. Performance.	And I know that I'm drunk but I'll say the words And she'll listen this time even though their slurred
8/9.Cut back to house. Right to left pan following Dan’s movement. Dan walks out of conservatory doors on the phone and in garden. Handheld camera remains in the conservatory looking out to Dan.	Dial her number and confess to her I'm still in love but all I heard was nothing
10.Jump cut to railway lines. Medium shot/Backtrack/Eye Level Throughout that short verse. Several shots cut to the beat. Same location.	So I stumble there, along the railings and the fences I know if I'm face to face that she'll come to her senses Every drunk step I take leads me to her door If she sees how much I'm hurting She'll take me back for sure
11.Jump cut to Green Room = Performance. Same clothing as above. Medium/Eye Level/Still	And my mates are all there trying to calm me down 'Cause I'm shouting your name all over town
12.Dan coming out the front door of the house. Long shot/Still/Eye Level Dan walks towards the camera and then begins backtrack.	I'm swearing if I go there now I can change your mind turn it all around
13.Pan left to right following Dan’s movement as he passes the camera. Medium - close up.	And I know that I'm drunk but I'll say the words
14.Following Dan from behind – Handheld camera. Tracking Dan/Medium.	And she'll listen this time even though their slurred Dial her number and confess to her I'm still in love but all I heard was nothing
15.Dan presses the bell, no ones in and sits on the step. Long shot/Still on tripod.	She said nothing Oh I wanted words but all I heard was nothing Oh I got nothing Nothing I got nothing Nothing Oh I wanted words but all I heard was nothing
16.Dan under bridge, darkness but light coming from lamppost above. Close up/On tripod. Performance.	Oh sometimes love is intoxicating
17.Same as above. High angle long shot on tripod. Dans performing this verse whilst making some eye contact with the camera. Performance.	Oh you're coming down your hands are shaking
18.Same as above. Performance. Slight low angle. Medium long shot. Dan walks up and past the camera as the verse fades out.	When you realise there's no one waiting
19.Dan is stood upon the top of the rocks near County Road Bridge. Low angle on tripod. Throws his jacket past the camera / Lands next to camera.	Am I better off dead Am I better off a quitter
20.Medium – long shot on tripod. Slight low angle. Dan jumps from the rocks, out of the frame.	They say I'm better off now Than I ever was with her
21.Green room. Full chorus of performance. Variation of shots edited to the beat. Long shot/close up/medium shots. End of chorus = High angle as Dan slouches to the floor. Fade transition.	And my mates are all there trying to calm me down 'Cause I'm shouting your name all over town I'm swearing if I go there now I can change your mind turn it all around And I know that I'm drunk but I'll say the words And she'll listen this time even though their slurred Dial her number and confess to her I'm still in love but all I heard was nothing
22.Dan laid on the floor. Only face, neck and bit of shoulders in the frame. High angle direct from above. Close up. Dan mouths lyrics for the first few lines then eyes close. Fade out.	She said nothing Oh I wanted words but all I heard was nothing Oh I got nothing Nothing I got nothing Nothing Oh I wanted words but all I heard was nothing Oh I got nothing I got nothing I got nothing

I have begun looking into modern boy band front covers for inspiration to our album cover itself. Primiarily i have discovered that front covers for boy bands are very much performance based and i will be uploading other examples to show this. This technique has not changed with time either, it seems to be a trend that carries on through the eras. This particular front cover is for boyzones 'come-back' album, soo having the only images of the actual band works in two ways. One being that fans will see there faces and immediately associate to them, and relate back to who they are. The second being that it alerts people that they are back with a new image. If they was to realise a front cover with a say landscape picture, the audience may think that this is an old album. The colours used are sophisticated, and toned down, representing that off a much older man, showing that the band are back much older, and appealing to a different audiences. Straying away from the previous childish boy band state.
The light casting, shows reflection back upon there careers, and also the loss of stephen gately as the album is entitled brother. It shows both good and bad with dark and light representing it.