PW - Institutional Context

What is the procedure for making a music video?

1.The artist first of all produces an album with the record label and shows it to the record company. The artist and the management of the record label decide what they would like to be released as a single and therefore have a music video. The record company then provides the artist with an advance of money which covers the cost of the production. The record company also employ people to work with the artist i.e. a video commissioner.
2.The video commissioner then creates a brief for the music video which includes the budget, the deadline and other details which is then sent to the potential directors.
3.If any directors are interested, they make a proposal which contains their individual ideas on what they think the music video should look like.
4.The video commissioner then chooses their favourite idea and they have a meeting with the artist where the chosen director discusses further about what the music video should be. This is where budgets and deadlines are agreed.
5.The director also has discussions with the artist and the record label to agree on what the music video should look like and what kind of image it should portray.
6.The director then produces his idea as soon as possible and provides storyboards for the whole music video.
7.Several teams are employed such as: the production designer, choreographer, production manager, production assistant, stylists and camera crew.
8.The sets are then built and the shoot begins.
9.Once the shoot is completed, the film is transferred to the editing production team who spend a few days creating a rough cut.
10.The rough cut is shown to the label, artist and record company and they then provide feedback to the editor on what they would like improved, changed or altered.
11.Once the changes are agreed the finished product is given to the record label to sell to TV. This is where the money is made but before the artist makes any money the record label has to pay back the money it has paid in advance for the production.

PW - Music Video Idea

Whilst planning and constructing this music video, I have also looked at many other music videos in the same genre but also other genres because it helps us to create our own music video at the best quality possible.

I looked at the video 'Against Alls Odds' by Kano who is a British Uk hip hop artist who is relatively similar to Jamie T. In this video, he is seen set back in the 1980's as a singer in a bar. There was one specific shot in this video which impressed me especially. It was at the time of 1.18 to 1.23 that the camera is in long shot of Kano, then it zooms in slow motion until he is in a close up shot where the slow motion stops and the action is sped up. This creates a very distinctive and creative shot which only lasts a few seconds but looks very good. I think that using this idea in our music video would create a very good look and style to it.

Here is the music video 'Against All Odds' By Kano:

PW - Filming #2 Evaluation

Filming production log-

This was our first main shoot which took place on 09/11/2009. We went to London where we shot most of our shots at southbank which is around the area of Waterloo train station. Southbank is quite an urban area with many graffiti walls, market stalls and buskers performing on the streets.

This shoot was very successful as we managed to shoot a large percentage of the footage. We were also lucky with the weather conditions as it was calm and did not rain.

One problem we had was when we got to London, we set up the camera but the batterys provided to us were not charged and therefore had no power. We overcame this problem by going into a cafe and charging the camera in there, however it reduced the time we had to shoot so we may have to go back to london to film more footage.

Editing production log-

We found that after looking through a lot of the footage from this shoot that we had a problem. In many of the shots there were members of the public either in the way or looking into the camera, this made some of the footage useless. However, whilst filming the shots we had planned ahead and filmed more footage than we needed to so that any shots that were spoilt we shot again until they were correct.

To conclude our second shoot, i think that we shot some very good footage which we believe were in ideal locations.

JB - Music Video Idea

I like the effect on this when they rewind the video to give the effect that leaves are falling upwards and the overall way they use the shaking of the camera to coincide well with the music.

JB - Digipack And Advertisement Mock Up

The digipack which I have designed is a simplistic cover, the image depicted on the cover is a photograph of someone under artificial lighting, i.e streetlight and with bad weather, however in contradiction there will holiday items connoting the dream of going on holiday, however being stuck in England, which is the purpose of the Jamie T song, the newspaper cut outs for the title name is due to the fact of wanting to keep it amateur and in his start motif as very scruffy and not too much of a professional style.

The advertisement follows the same idea, there are palm trees and lamppost covering the rule of thirds and the largest font is his name, then it follows a dominant reading path along the page, until it gets to the release date, the advert it would run in would probably be NME as this specialises predominantly in indie style music, it will be a half page advert underneath a article as the audience will take more of a focused view of that page and the are more likely to notice this then if they are just flicking through, ignoring full page advertisements.

JB - Filming #1 Evaluation

Whether was permitting this filming at my house as a lot of it appears outside, unfortuneatly the weather and wet ground stopped us from creating a bonfire needed for our shots, however all the interior shots have been completed from my house and we have also experimented with different shots which are not in the storyboard, just incase we want to adapt it.

JB - Animatics

This is the animatics of the storyboard, this has helped us roughly judge how long the shots will be in the music video and help synchronise the music with the shots. We can also plan arrangements on how we can shoot and when this is possible.