Video Construction

 When constructing my video, I had to apply the forms and conventions I had previously learn't form analysing other music videos along with correcting errors made in my rough cut. Although I had changed my entire story from my rough cut, I could still apply certain corrections into my final cut, these were things such as:

• Lighting in the shot
• Making my narrative clear and easily understandable
• Cutting down on walking unless the walking serves a purpose behind it
• Considering more realistic locations and more realistic scenes. 

I felt that in my final cut these were all applied, however, feedback from my target audience will be able to tell me whether my own opinion of the video is true or not, as if I were to depend only on my own opinion this would be biased. 

I began by uploading my footage into Final Cut Express, a programme which offered me flexibility in my editing due to infinite number of video and sound layers to enable a professional approach to editing my own video. 

The features where like that when I was editing for my rough cut however, I added in some new feature for my final cut.

For example, I added text inside a text box as my moving "title box" which contained the album name and song title like that when seen on a music channel on television. I added this into my video for authenticity and to add professionalism to the video as if it were to be broadcasted to the nation through this music channel. 

Not only did I add this title box at the beginning of my video, but I added the logo of my targeted music channel  in this case I chose "MTV". I decided MTV was the best suited music channel to host my video because of its vast range of genre's that it hosts on the channel. 

The two combined helped to add a professional approach to the video and this was easily achieved in Final Cut. By adding text I could then place a box on the background of the text and then add transitions to each so they faded in and out of the video when it first began. I was also able to alter the time that the text and box were on screen for during the beginning of the video. 

Similarly, the MTV logo was a simple .gif that I added into the video and could be placed there through the duration of the video by simply adjusting the length of the time it spent in the video layer. 

I could also resize and reposition the image to where I wanted to place it and what size I wished the logo to be. I chose to keep the logo relatively small so it did not detract the audiences attention away from the video, and to aid this I kept it in the top left hand corner, as this is like most of the music channel place their own logos.

To help this process the infinite number of video layers aided me in this process as they did not interrupt or get in the way of my video which was playing while the title box was fading in or out and the image placed in the video was not causing an obstruction either. 

I altered my use of transitions in this video too. I felt as though in my rough cut I used too many. To do this I decided where the transitions would be most effective and relatable. Therefore, I decided to place my transitions in the areas of "past memory" where I could use them to my advantage, by making it obvious to the audience that they were used to display the past. 

I also managed the length of shots more carefully in my final cut as before I did not think of continuity editing, therefore instead I cut to the beat more and arranged my shots and frames more effectively rather than just placing them in order, this I felt kept the audience engaged and responsive to the video so the could depict what was going on in the music video. 

Final Cut Video

Magazine Layouts an Conventions

To aid me in making my own magazine advertisement I have begun looking into adverts and posters which I think will help me in designing my own.

Above shows David Guetta's and his promotional poster and album cover for his CD "Nothing But The Beat". I chose to analyse this style of conventions and layouts as David Guetta is a popular and well recognised figure, so by looking at how his promotional posters are laid out, may help in creating my own. 

It shows a long shot of himself, while he is leaning back at an angle away from the camera and is tilting his hips forward whilst raising on his tip-toes. His direction of gaze is away from the camera and staring out and away, this body language presents power to the viewer and emotes the feeling of control over many other artists and rightly so, due to how quickly he has risen in the music industry

. The largest text displayed is of the artists name, and is written in its own unique font that is relevant to Guetta's music and is written in the font that the whole era's media is from. The font also represents his name and keeps the same style throughout many adverts and is used in pretty much the majority of all his promotional adverts. This helps with recognition and again allows the audiences to recognise who he is instantly.

 The second largest font displays the album title but this is of another font, however, it is relevant to the artists title too, it has the similar house style with complimentary characteristics to the style of music, thanks to the "Courier" effect.

 Noticeably, the promotional poster is extremely similar to that of the album cover, this is to ensure a house style is kept, and that it is maintained at a strict level. This means that there should be no new styles of image, font or layout that is not already on the album. This promotional poster is effective because even from a distance people will be able to recognise that this is David Guetta and being a notorious artist at the moment people are easily able to recognise him. The colour scheme is also very effective and reflects David Guetta well. The theme of black, red and white with some greys enables to viewer to find it less complex and focus entirely on Guetta in the centre of the picture.

Promo poster

album cover

This second poster promotes the Kasabian's album Empire. This band is well known in the Indie Rock and Indie genre and recognised for their unique sound and chart hits with a few Top 10's under their name. I have chosen this band to analyse in their conventions and layout, as although not as highly recognised as Guetta, they are still a very well known band among many fans and Indie-type genre audiences. They are a successful band and by looking into this "lesser mainstream" band I hope to understand how they promote themselves as well as they do.

  They have used these elements to create a simple yet effective poster. The largest text shown on the poster is of "Kasabian" in the centre of the poster and  is very similar to that of the album the only difference is the colour of the displayed in the artist title. This text is shown in a big bold font and even has a white boarder around the outside of the text to highlight the text shown and to make it stand out even more, and make it evident to the viewers.

 The difference in colour could be due to recognition, as people will see the poster, recognise it, and relate it to the album. This is also a very effective technique as it makes people think, in the fact that after they recognise the poster they begin to wonder if there is a colour change on the poster or whether it is the same as that on the album; in so the viewer ends up thinking about the band and its promotion, and may even ask friends. This is spreading awareness and at the same time- effectively promoting the band in doing so.

 The release of the album is also displayed at the bottom which is styled with similar conventions to the poster. There is also a banner across this "Playing Card" effect which hold the title of the album, this is extremely effective, as audiences instantly recognise the effect used and it is easily relatable considering the majority of the population around the world have played, seen or held playing cards at some point in their life. The title does not detract from the image either. The title is clear and eye catching so people know what band is being promoted, and the image also draws peoples gaze to the poster due to unusual effect. The colours are what draw the audience in most. It is an effective poster because of all of these aspects.

Digipak Ideas

I next needed to begin exploring my own digipak front covers, so I began to test with a few photos I had taken. The idea I had in mind, was that both characters are close, yet so far away, and there is usually an object obstructing them which metaphorically divides them both. I have played around with Lighting effects and Contrasts to try and make the most out of the images. As the original band- Bag Raiders has two in the band, I have decided to make sure that the two people in my cast, are the only ones especially on the front cover.

 I used the lighting effects in this picture especially to highlight the bodies and faces of the characters and to make sure that the text would stand out. the original picture I took was quite dark and a bit bland therefore I played around with the contrast and the brightness slightly just to make the picture stand out and brighten up a bit. I used a simple font for this text. I did not want to over do it as the photo is quite simple itself so if the font was too vibrant or outrageous it would either destroy the picture or it just wouldn't look right.

I am quite pleased with this photo, it will need some work if I were to choose this as my front cover such as playing with the fonts a little more, as I am not content with the style or colour of the band name. I also think I went a little overboard with the brightness and I would like to adjust the lighting effects so it was slightly darker around the side edges and the bottom. Also I have edited around some lettering that was on the lamp post, so I will have to go over that as it is obvious at the moment where I have edited over it. However, I believe this photo has potential.

My second tested image. Again I like this, as it displays both characters in a "close but so far" image, yet the bench doesn't completely portray that. Again, as it being quite a dark shot I played around with lighting effects and the contrasts to make the images stand out more. I used the same fonts as in the previous tester photo, however, in this one I colour picked the band name from Shannon's top. I was not content with the first colour so I thought that by colour picking it may have more of a place than randomly choosing colours. I also added a drop shadow behind the band name, this time a lighter colour than that in the foreground. I felt it gave a subtle 3D effect like that used in the actual band digipak. This photo also has potential, however, I do not think as a front cover. Instead, I think this would be more suitable for the back cover containing the track list, due to the large space in the middle of the two characters, I think it would look more appropriate and more fitting used in that context.

Copy Right Letter (2)

My second Copyright Letter to Modular People Records in order to request the use of the song "Way Back Home" by Bag Raiders

This is the original video by Bag Raiders

Filming for the Final Cut

On the 15th of February James, Shannon, Matt and myself all ventured up into London to start filming for my final cut. Shannon and James each were the characters in my film, obviously I was filming and Matt came along to guard our possessions during filming very kindly!

We started in embankment and it was very crowded, as I had expected, therefore filming was not easy without people intruding or disrupting my shots. However, I still managed to obtain the footage I needed after a few takes. I shot both Shannon and James in embankment around many different areas and placements, where the lighting was good and I could get a clear image of them both. 

Next stop was Leicester Square where the majority of our filming was to take place. Again the streets were busy, however, more manageable than in Embankment. We filmed in and around the streets, down some alleyways and in some open areas. I think overall filming went well in Leicester Square I was very pleased with the outcomes of my actor's performances and I thought they did very well under the pressure of being in a public place. 

Overall, I was very pleased with how the filming went, and now I have to piece my shots together and edit for the final cut. 

Second Cast

New Video means a new cast! Well almost...

I still plan to use James from the first video, however, I am making a few small alterations, such as the clothing he is wearing and his demeanour in the video, instead of being angry, confused and dazed, he will be panicky, anxious and impatient. 

JAMES

In Leicester Square during Filming

The picture shows James in Leicester Square during filming and showing off his "indie" style clothing- Chinos, T-shirt, Plaid Hoodie over the top, along with Boat Shoes and a Hacking Jacket.

James plays half the main role along with Shannon who are each out looking for one another after sudden realisation that they love each other. 

SHANNON

This is Shannon the other character in my music video. She will not be wearing what she is here in the video, and instead will be seen in jeans, a plain black top and a large baggy cardigan.

Shannon plays the other half of the role with James and also searches for her own lover, like he is searching for her

Shooting Scedule

I arranged a shooting schedule for the day that we are in London so that we can have a plan and try to stick to it as best as we can for time management and so that we are not in London all night long.

WEDNESDAY 15TH FEBUARY – SHOOTING SCHEDULE
TIME	LOCATION	SCENE
5.00PM	Embankment	Opening scenes on the bridge, and a few walking scenes along with Shannon’s shots
6.00PM	Embankment	Finish what was not completed above
6.30PM	Embankment	Break and travel to Leicester Square
7.00PM	Leicester Square	Finish break. Continue with walking shots both Shannon and James
8.00PM	Leicester Square	Searching scenes, and the areas where they cross paths but are not seen.
8.30PM	Leicester Square	Have a small break and review what is left to do.
9.00PM	Leicester Square	Final scenes, complete anything that has not been done- James spots Shannon and runs after her. Photography for Digipak

Risk Assessment (2)

This is my second Risk Assessment for my filming I am relocating to London for the busy vibes and energetic atmosphere. Therefore due to my relocation I will need an additional Risk Assessment.

Risk	Reasons for Risk	How to Overcome Risk
Run Down Areas	What I like to call “rough” areas where there is a bit of crime. These are the areas we all need to be cautious of for our own safety	As there will be a fairly large group of us, (four) so as they say safety in numbers, hopefully we will not run into any trouble, or draw any attention to ourselves.
Blocking Pathways	Some of the shots I want to do require standing in the way of a usual pathway used by pedestrians, for example the middle of a pathway. This could cause me bumping into someone or someone bumping into me.	To overcome this I will be cautious of my position, and make it apparent of my position to the people around me.
Theft	I plan to film in areas that are very busy and highly populated, therefore leaving my possessions around while filming may not be such a good idea as someone may pick up my valuables.	I have planned to bring an “extra” along with my cast and I. A friend you has agreed to watch my stuff and the actors possessions while we film.
Long Hours/Fatigue	I want to achieve my filming in one day this time due to expense for train fares up to London. Therefore there is a large risk that my actors could get tired and demotivated very quickly.	To overcome this risk, regular breaks will be taken for both the actors and myself. Also when required praise for the actors good work will be given to motivate them and reassure them that the work they are doing for me is sufficient and of good quality.
Long Exposure to Cold	As the majority of filming is again is shot outside, and beside the River Thames upon a bridge, winds are more likely to push the cold onto both myself and the actors.	Heavy clothing and coats will need to be worn to keep us warm and prevent any sort of coldness or at the very extreme hyperthermia.

Locations- Take 2

 For my second video I needed to come up with some new locations, the first locations that I had previously used were not suitable due to the lighting and being unrealistic, such as over used scene of the kitchen. 

Therefore I decided that I still wanted to film during the darker hours of the day for effect on this new track as it seemed most appropriate. I decided London would be the best option for me, I do not live far from London and catching a train would be easy, cheap and convenient due to frequent train times. Not only this but, London is a lively and busy area when you go to the right places, again, this is what I was looking for in my new idea and video. I decided the best places for me to film would be Leicester Square and Embankment- both all very close to one another and both full of street lighting for adequate filming and they are both very populated areas.


Embankment 


Embankment would seem to be a good location to film as there are many recognisable features in and around the area, such a the London Eye and Big Ben along with the Millennium Bridge also. I do not wish to film here for its architecture, but rather the people that it attracts. It will be greatly populated  and still rather busy after rush hour is over due to tourists and site-seers. The scenery surrounding the station and the roads adjacent to the Thames also have beautiful street lights that illuminate the pavements brilliantly, therefore this location for part of my video is excellent.

Taken from the Millennium Bridge

Leicester Square

Notorious for movie stars, opening or premier events along with being so close to China Town too. It is also filled with life and is highly illuminated, however, not by lamp posts but from highly decorated buildings, cinema, restaurants, shops and arcades. Again another ideal location for me to film in. I want to use this area for the main scenes such as when the two pass each other in the street but do not come into contact or notice and when James chases after Shannon once he had spotted her. 

What I Want To Include In My Digipak

After I did my own research on Digipak styles and features that I found in my CD collection, I found that they all possessed some similar qualities regarding conventions. These were: 

• Details of the record label the band were signed to including a website and production information in the form of text or pictures, along with Copyright notice on the inside of the CD case or on the back, near to the track list. 
• A visual image showing the band or the artist, this is very important for the audience to recognise the artist, therefore photography will have a big impact.
• A house style will need to be fluent throughout the digipak this includes fonts, styles and colours.
• The front cover- the very first thing a viewer will see before picking up or purchasing the CD, therefore this needs to be eye catching, relevant to the artists and overall, very effective in portraying the artist/band. This will also involve including the artists name and the name of the album.

A traditional Digipak has these such dimensions: 

This image shows the dimensions and the basic shape and size of the Digipak I want to use. It has 4 panels with an inside cover, CD holder and back back along with a front cover also. I think this will be the most effective one for me to use and I feel it will be adequate for my own digipak. This will also help me when it comes to editing the front cover photography along with the other images used in this digipak for sizes. 

A promotion package for the release of an album, to include a music promo video, together with two of the following three options: 

- A website homepage for the band

- A cover for its release as part of a digipak (CD/DVD Package)

- A magazine advertisement for the digipak (CD/DVD Package)

Taking this into account after selecting my two options, to do a cover for release as part of a digipak and a magazine advertisement. The magazine advertisement will hold a similar if not the same house style to that of the Digipak in order to make it more familiar to the audiences what is being promoted.

Features of a Digipak- Different Styles

CD Number One- Linkin Park- Minutes To Midnight




This is Linkin Parks 4th Album Minutes to Midnight and is the cardboard styled casing, which opens like a regular CD case, but then opens again additionally on the right panel to expose the CD inside the digipak. There is also a little pocket (which also folds outwards) on the inside of the front cover on the left that holds the Digipak's booklet, and tour information. When the Digipak is folded out to it maximum potential and the CD removed from its casing, there is a band photo that stretches across the whole of the Digipak.

Front Cover

This is the front cover of Linkin Park's Digipak Minutes to midnight. The house style of this is relatively simple, it appears to be black and white but on a closer look, it is more of a sepia tone in the ground, shadows and the waves in the water. This creates the illusion that it is darker than what it actually is, the viewer notices this in time.

inside 

When you open the cover it reveals to panels one has a photo of two of the band members on the left and on the right shows a collage of the band when they were recording the album. These panels keep the house style and it is kept fluently throughout the whole of the Digipak.

Right side inside cover. collage of all band recording photos

cover flaps over CD

CD revealed

When CD is removed a large panoramic picture of the band is revealed

Inside pocket on the inside cover holds tour program and CD booklet

CD 

I personally like this CD design, this is because, not only does it keep the house style in the image, but also because it incorporates the bands initials in addition to covering the edges of the CD with the track list being written along inside the lines, again keeping the house style. I like this idea very much.

Back cover

Back cover of the digipak, again shows the band in the same location, with the rack list above them located in the sky, between the clouds.

booklet

The booklet is located inside the front panel in a small pocket, on the front hold the same image that is on the front of the CD case and hold information and lyrics to the songs on the album as additional pictures.

inside the booklet- information

lyrics

band photos

on the back of the booklet

CD Number Two- Ones to Watch


This album is a plain cardboard CD case which only has a front and back cover and possesses a pocket in which the CD is held. A simple and effective packaging method however, I think this would be unsuitable for my digipak, because it does not hold any pictures of any of the artists, the only information that it shows is who is on the CD. I do like the house style of this Digipak however, as it is themed around 3D colours in glasses which consists mainly of blue and red. The effects used against the fonts also give off a 3D effect to the audience.

front cover

back cover

pocket showing CD

CD cover

pocket with CD

CD Number Three- Fleetwood Mac


This is a tribute CD to Fleetwood Mac which hold all of their greatest hits and are most recognised to the audiences.  The house style of this Digipak is one that suggests a quiet and delicateness about it. There are soft palette colours throughout the Digipak, and unlike the other CD's I have analysed; this is the only one that has a plastic casing. The font displaying the Digipak's title of the band is a common font as the band used this font regularly to display their band name. The picture showing a hand holding an orb which contains a previous band photo suggests an idea of memory, which in a Digipak is made for that purpose is an effective way to promote the CD. I like this idea, as it holds its own booklet, has pictures of the band throughout to promote themselves. I find this effective and will consider this in my own digipak.

Front cover

inside

behind CD shows a band photo

CD cover showing track list

in between the inside cases 

back cover

on the spine of the CD case

New Pitch and My New song

After considering that my first idea was a dead end and that I could not find any ways in which I could alter it enough for the narrative to be conveyed effectively, I have now come up with a new idea in which I hope will be more suited to the song and the narrative; more relevant.

The song I have now chosen is by a band called Bag Raiders, the track title is called "Way Back Home". The song is about trying to find something you have lost, in this case, a person, maybe even a lover.

Rain pours down over a city
Night has fallen like a stone
Are you gone or are you with me?
In my heart I'll never know
If I close my eyes I'll see you
Hear your footsteps in the rain
In my dream I'll never find you
but I'll hear you call my name


As I tread through crowds of people
Trying to keep from looking back
Got your sense on something passing
And it sends me off my track


Do I find you will I follow
To forever and a day
I can feel you in the distance
But you seem so far away


What if I just can't find my way back home (ooh)
What about all the things I just don't don't know (ooh)
What if I just can't find my way back home (ooh)
Would you be there to show me where to go (ooh)

Taking the lyrics and the songs, tempo, pace and instrumentals into account, I want to have a varied video which mimics the songs tempo, and pace along with quite a lively ending which is paced and rapid when the beats pick up and matches the song. The beginning however, is quite subtle and mellow. I want to convey and exaggerate this as much as possible for added effect. By the second verse the beat begins to pick up a bit and the pace quickens with an adding of crescendo to the music towards the end of the verse and start of the chorus. The chorus plays a large part in a song and it is the bit that is repeated the most times usually, and so the audience look to the chorus for recognition and familiarity. Therefore, I want my motif to be based in the chorus. The pace is kept throughout the rest of the first chorus and then a small change after which creates a slight tension as it begins to build again to the rest of the song, until the ending where the lyrics cease and the music quietens.






My Pitch


So after finding my song and evaluating the lyrics meanings and the contents in the songs instrumentals I have come up with a new idea for my final cut. I understand that it is a very risky choice to switch my song and my pitch after doing a rough cut which is completely different but after my feedback from my classmates I believe I have enough to help me achieve a new and improved final cut and provide me with what I need to make my final cut.


My idea with the implied idea of loss- I want to exaggerate this as much as possible- I want to show a boy who is looking for his soul mate, and he knows what she looks like, who she is, but she doesn't know that he loves her, when she loves him as well. The boy is searching for her, in a busy street and through different areas. He keeps her in mind while he's searching and at one point spots her and so goes chasing after her, but although he seems to get close to catching her, he just cant. He continues to search for her, until he finally catches up with her, until it fades out, and the love is almost ignited when the two look into each others eyes and when the embrace one another.


I'm hoping this idea will compliment the song well, I believe it will and I can see it fitting together very well. I will be very dependant on the location(s) this will be set in, along with the weather. Therefore I will consider the weather in my new schedule and pick my locations very carefully! 

Bag Raiders

A Duo from Sydney, Australia. Consisting of Chris Stracey and Jack Glass, they are mostly well known for their remixes and live shows however, this duo are not mainstream. The band are not very well known in the United Kingdom, and have only been active since 2006.

They are considered to be and create a House genre to their music however, this cannot be said about all out their music as I find it hard to believe that "Way Back Home" could be under the category of "House". Their music is lively, upbeat and bouncy, and possesses many more qualities than being primarily just one genre. I would argue that the music they create although being categorised under "House" I think many of their songs fall under genres such as, Indie Rock, Pop, and Electro as well as House.

To portray the band in my video, I will be using two people in my film, however, one will be male and the other female, not exactly like the band, however, the singer is male and so to the audience (unless they know the band) will be none the wiser. 

Bag Raiders - Digipak

Digipak Front Cover

Promotion Poster

These both show a same image however it is slightly altered on each. The album cover has the title in the middle of the surrounding pictures and the middle is displaying the complimentary background. However on the promo poster, the band name fall over the spherical pictures however, the conventions are kept the same.

The title is very clever as it has an optical illusion as the title is combined, this aids the back ground in the surrealist images and effects. It also gives the band a "unique" feel and is easily recognisable by the extremeness of the images.

In contrast, however, compared to the optical illusion and the whirling images, the background is fairly plain, with slight variations of the colours used in the images; blues, yellows, purples and greens. This is subtle but it is also very effective and compliments the middle feature well. The colours used in the front cover, are complimentary to each other and fit together well. The muddy and gold-y colours from the album title fit with the background and the surrounding colours from the images, it provides a nice contrast. This gold-y colour is also very effective due to the perception we have of the colour in real life. We imagine gold to be shimmering and illuminating which is the exact effect given off here on this title. 

The font of the title is also unique, due to its 3D effect and the shadowing that goes with it. In areas where the light appears to be hitting it is also distorted by the optical illusion which makes it so effective as a colour. The font also enhances this deceptive shadowing and although the font appear to be thin it is disproved by the shadowing used.

The Promo Poster possesses all the same qualities as the album cover, however, the title is made large and spread further across the page. This is to highlight to audiences who the band is and so the title is even more obvious to those viewing it.

Action Plan

After reviewing my feedback, I have decided I have one of two options:

Option One : Make drastic changes and re-film my entire video putting new changes into place. 

 I have written out some changes that I could begin to make to the video, such as over coming some hurdles, such as relocating my dark areas and taking the idea of the fox completely out, also cutting down the walking and replacing it with new scenes which could replace empty areas.

Thinking about this idea did give me new incentives to work on and improve on in my video, considering I do not have very long in which to complete my editing and add in my new footage to complete my final cut.

However, thinking about the work involved considering the time in which I have to do it in, and the fact that nothing has inspired me or given me a push in the right direction to make changes along with no new ideas that could replace many scenes, I may have to consider coming up with a new idea.


Option Two: Come Up With A New Video 


My second option is to come up with a new narrative and start again. I understand this will be a very risky and very pushed route, however, my other idea was going nowhere and I did not have any inspiration to show in the video where it is going, what the purpose was and there was no clear narrative. 


I already have a song in mind, locations and a basic storyline prepared if I chose to swap to this idea. I am inspired with this narrative and I can see a clear connection between the song and my narrative, therefore I believe this could potentially be more successful, than my previous idea. 


Luckily, this new idea, possesses the same genre and the same sort of house style to that of Helena Beat, therefore not many changes will have to be made. It is still classed as Indie-Rock and therefore, I have the research and help I have already previously looked at to aid me on my journey, so I feel like I now have a clear pathway and a good amount of understanding with the Indie-Rock genre.