Initial Magazine Advert Idea

This is a draft of our initial magazine advert idea. We decided to use the same images from our digipak as we want it to be recognisably connected to the album and the artist. We chose to have large font so that it is easily read by those flicking through the magazine, thus grabbing their attention, and make them want to buy the product. We chose NME's opinion to be quoted on our advert, as it is a highly respected magazine that concentrates on alternative music, which is the genre of our artist.

Existing Magazine Advert Analysis:

Magazine Advert Analysis

Draft; Digipak

Intertextuality:

“The idea that a given text is a response to what has already been written, be it explicit or implicit; the reference to another separate and distinct text within a text”

An example of intertextuality is of Rihanna wearing this helmet, which is a clear modern twist on Walt Disney's Mickey Mouse.

Using Photoshop:

Before:



After:



Before:



After:



These are images which show we both were able to use the software, Photoshop to create a more visually powerful image. At first neither of us really knew how to use photoshop, but after a college workshop we learnt the basics and became much more confident using the program and experimenting with it.

Initial Draft of Digipak

Initial Digipak

Digipak Research

Today me and Cleo looked through all the different digipaks we had for research. We found that digipaks can vary from being quite simple and plain to ones that have extra things in it. Things you can fond in a digipak are song lyrics, competitions, posters of the band/artist, and messages from the artists/band to the fans. So for our digipak we are going to have song lyrics for the song 'Pearl's Dream' and a poster. All digipak themes relate to the artist/ band genre and their personalities. So we are going to do the same and match our digipak to our artist and genre.

Digipak Analysis

Digipak Analysis

Rough Cut

Rough Cut Feedback:

Audience Feedback

Ananlysis of Rough Cut

This is our rough cut and a lot of work needs to be done if we are to reach the level we want to achieve.
For example, the opening does not have any establishing shots; only erratic shots which look very unprofessional and unplanned. This is because we have managed to get the bulk of the editing done meaning that anything else which needs to be inserted will be allot simpler because the basic outline of the footage is evident.
We intend to change the first shot of the pink lips to something much stronger in its tone in order to make the opening far more powerful than its current weak state.
All of the footage that seems irrelevant like the subject looking unprepared will be replaced with video recordings that will be significant and related to the music video.
The footage is lip-synced in time so all of this type of footage will remain in the same place and we will work around the valid clips so that we do not need to change everything.
When the blue lips change to pink at 0:28-0:30, the syncing is not as good as it could be so this is something we will need to review and make changes to.
Up until we the big close up of the subjects lips painted grey and purple, there is an equal amount of footage for each change of scenery, however this clip lasts too long and we intend to shorten this by inserting another clip towards the end of the purple and grey lip image.
During the purple footage, at 1:28, Cleo and I will insert different footage in order to make it less lengthy.
From 1:37-1:42 there is simply a prolonged shot of the subjects lips painted blue and pink which is unnecessary and so will be cut.
This happens again at 1:44-1:50 and so this will also need to be cut for the same reasons.
The footage from 2:00-2:08 needs to be re-looked at as again the blue lips are prolonged and shots of other colours of lips could be inserted, and the shot of the cat needs to be removed as this was placed into the music video rough cut accidentally.
2:20-2:22 needs to be removed as the subject was not fully ready for shooting and is so behind in terms of the timing.
This happens again at 2:37-2:39 and so this footage too will be cut.
At the moment there is not a definitive ending of the music video, however, we have planned to fade-out footage of the flaming bat to close the footage. After we make all of the above changes, the music video should be finished and to a very high quality.

Visuals: Inspirations and Influences

Andy Warhol's colouful artwork has provided us with great inspiration for our work. I love the vibrancy and how the image contrasts the different colours.


















Here is an image that is used to represent the film 'The Rocky Horror Picture Show', which has heavily inspired our music video. This is because we loved how the image instantly draws your attention, and as the image is of lips we realised how it would fit perfectly to have as part of our lip synching scenes. Also both Cleo and I saw how it would be excellent to have the lips as our central focus because of the fact that lips themselves hold a lot of connotations.

Here is a screenshot of our version of the lips from our music video:

Final Storyboard;

This is our final storyboard for which Cleo and I worked on after re-evaluating our initial storyboard. We took into consideration shots which we wished to include that were absent in the initial storyboard. We feel that this will make shooting very clear as we will avoid shooting any footage which is not needed. We planned this story board step by step and in great deal. I now feel ready to start shooting as we have strong ideas set in place.

Existing Music Video Director, Mattias Montero:

Mattias Montero

Mattias Montero is a director of photography, whom has made many short films and commercials as well as music videos. One of his works includes a music video for Bat for Lashes. Most of his concepts are seemingly straightforward, but he has a genius ability to create rhythmic and ornate videos.

Here is the music video for ‘What’s a girl to do’ by Bat for Lashes. Mattias Montero shows how his precise positioning and movement in front of the camera creates a more elegant and haunting atmosphere within the video. Also both the choreography of the riders and the constant backwards movement of the camera created a fantastically eerie and ominous tone. I also appreciate how it goes against most other music video conventions, as it does not include any ambi-editing because it is all taken in one long shot.














I love the lighting used in this video because it captures the absolute beauty and essence of each object in each frame. The motion of the water and the lighting creates a crisp and stunning visual. All together Montero has created a series of spectacular images that are just fascinating to watch.


This music video for ‘I’m good, I’m gone’, by Lykke Li is sensational as you can see how Montero has thought about each little detail for each frame. With some of the frames being completely symmetrical and all the movements are strange and original it creates a weird and ominous tone. The ambi-editing is extremely well done meeting the beats 100%.

Our Music Video; Explanation

Basically, through all our research we have decide to make our music video very abstract. This is because most of the feedback we have received from those within our target audience have said that they much prefer music videos that stand out because they are different. Also many have stated their dislike for the cliche videos that show nude women dancing for the entertainment of "wealthy" men. Many have said that they enjoy watching music videos that are visually interesting and different. Some even said that they like it when a video doesn't really make sense or have a storyline, as they like to re-watch the videos and create a meaning from it for themselves. Therefore Cleo and I have decided that we want our video to be a little bizarre and not make sense, which also goes with our initial idea of making the video seem very atmospheric and dream like. As dreams never really have a beginning, middle or end and hardly ever make sense, but we can create meaning from our dreams by pondering them.

Visual Choices

Media Visuals

We Make Band- "You Came Out"

We looked at this music video as it is by an alternative, which is the same genre as Bat for Lashes, band called We Make Band. We already had the initial idea of using face paints, and by watching this video we saw how effective the use of them could be. They have successfully correlated the changing face paint with the ambi editing, which I think looks really effective, so we are going to incorporate this in some way into our music video.




These are some of the images we thought were very visually impressive. This is because of how the colour contrasts with the paleness of the skin, and creates an eerie atmosphere which is quite surreal. We want to try and create this effect for our music video as we want it to be dreamlike, eerie and atmospheric.

Treatment;

Treatment:

Song Choices:

· The XX ‘Crystallised’

· Bat For Lashes ‘Pearl’s Dream’

When we first received the specification at the beginning of the summer before the end of the school year, me and Cleo were going make a music video for the song ‘Crystallised’ by ‘The XX’. This was our first song choice as there is a definite and consistent beat throughout and we know a group of friends in a band who were willing to help us with ‘band’ scenes.

We then however changed our minds by the time we returned back to school in September, this was because ‘The XX’ had become a very mainstream band and we thought it would be difficult to recreate a video that would be distinctively different to the official one. Due to this we changed the song choice to 'Pearl’s Dream’ by Bat For Lashes. This was because this artist is also part of the Indie genre but is less mainstream. So as a pair, we thought this would be better as we could be as creative as we wanted and as the song is more abstract, we are be able to make a more abstract video. We decided to keep to the same name as the original band as we like it and it also fitted well with the ideas we wanted to achieve. We decided on to keep the title for the song also, as it is also relevant to our theme and would give the audience and indication of what the music or music video would entail. We also wanted to not change the name because we thought it was a good indication that the music video would be about possibly being in a dream like state, or something enchanting as ‘Pearl’ and ‘Dream’ connote such imagery. Furthermore, the incidence of the word ‘Dream’ would allow us to be fairly abstract when filming as dreams can be like rapid changes in thought or trains of thought which outsiders may not fully understand.

Our music video would begin with abstract shots of artistic and photographic images involving vibrant colours in order to establish a dream-like feel. We would then show rapidly moving shots of the camera cutting to the subject’s lips in numerous different colours and patterns. This would give the idea that a story is about to unfold or be told by the artist due to the closeness and intimacy felt by the mouth/lips. There would also be shots of sparklers to signify the possibility of hazard or something exciting about to commence.

There would then be medium shots of the subject lip-syncing the song and telling her story about the dream and a place that she knows she must go but does not know where yet; ‘There’s a place I must go, It’s not a place I have seen, But I’ll get there in a blue dream’. These lyrics are we will use blue imagery; like big close ups of the subjects lips and flashing blue lights etc. The fact that the lyrics state that ‘It’s not a place I have seen’ is why we will use abstract imagery; the audience are as aware of the events as the artists which will leave them wanting more.

The music Video will continue to develop upon this basis; abstract and artistic shots to correspond with the Indie/Alternative genre, and rapidly changing imagery to match the idea that there is an element of confusion due to the music video being based upon a dream and the idea of the unknown.

We want to use the motif of a bat in our music video in order to demonstrate that this is a ‘Bat for Lashes’ music video. Chloe and I plan to use matches or flammable gel to create an outline of a bat and set it on fire. This will also build tension from images of the sparkers as they will be developing into flames as the video reaches its climax.

We plan to close the music video with the motif of the bat on fire and fading out with the music. We believe that this will leave our audience wanting more as the ending will be left ambiguous just like waking from a dream causes uncertainty and the desire to ask questions about what has just happened.

Our shots will consist of;
• A Close-up of a jar full of colourful objects surrounded by a blanket of angels.
• Another close up at a canted angle of a blue deer surrounded by candles with a tiger-fur back drop

· A zoom in and out of coloured globe.
• A long shot of police cars with blue flashing lights.
• A medium shot of a large cross made from candles.

· A zoom in to candles.

· Different shots of the subjects lips changing colour at an extremely fast rate.
• A close up of a purple bird ornament.

· A Medium shot of colourful toy elephants.
• A long shot of a pink china doll with candles also in the shot.

· A zoom into a multi-coloured chandelier
• A big close-up on the subjects lips painted pink and blue.
• A medium shot of sparklers.
• A medium shot of a colourful ornament.

· A big close-up of the subjects lips changing from a snarl to a smile.

· A cut back to the shot of the subjects lips painted pink and blue.

· A mid shot that cuts away to blue flashing lights
• a cut back to a big close up of the subject lip-syncing; blue and pink lips.

· A medium shot of the subject with face paint on surrounded by candles and red decorative lights.
• a zoom out of the chandelier.


· A Medium shot of the subject with face paint on with a pink background.

· A pan of a bed of roses entwined with sparklers

· Big close up of Subjects lips painted gold and blue.

· Match cut to big close up of subjects lips painted purple and grey.

· Close up of sparklers.

· Big close up of pink lips.

· Long shot of toy dinosaurs lying on zebra background.

· Close up of bed of roses and sparklers; without pan.

· Birds-eye-view shot of bat made from matches being lit with a match.

· Medium shot of purple sparkers.

· Medium shot of green sparklers.

· Low angle close up shot of bat on fire.

· Low angle medium shot of a bedroom with a mirror decorated with necklaces, a cross and flowers.

· Big close up of Magenta and pink lips.

· Zoom in to green dinosaur.

· Close up of fire being blown out.

· High angle shot of the sky.

· Pan of bed of roses and sparkers overlaid with sparklers from earlier shots.

· Medium shot of the subject overlaid with sparklers.

· Birds-eye-view shot of bat on fire.

· Fade out.

Video Diary 2

Weather Forecast For Filming

Document 2


For our filming that needs to be outside, we are going to film on sunday. This is because, according to the forecast, it is going to be dry, plus we are both free to film. So we are going to meet at 5 at my house to shoot the firework scenes in the garden.

Locations;

Prop List and Locations

Prop List:

Face Paints
Fairy Lights
Sparklers
Matches
Candles
Dress
Tiger faux fur
False Eyelashes

Locations:

Chloe's House/ Bedroom
Lancaster Road
Molly's House
Chloe's Garden

Visual Proposal

Visual Proposal 2

Lighting Training

Today we had a lesson about lighting. We learnt of the effects of the Filler lights, Back lights and Key lights. We also learnt that when you use all three together its called '3 Point Lighting'. After we watched a tutorial, the lights were moved back and turned off, because then we had to recreate the lighting. This gave me a good understanding and gain practical skills about creating effective lighting.













Key Light:


This light is placed to one side of object. This can be used effectively as it creates a shadowy effect which can give an atmospheric feel. So we might use this for our music video.

Fill Light:


This light is used to fill the shadows which are created by the key light.










Back Light:


This light is placed behind the subject. If it is the only light then it causes the front of the subject to be very dark and hard to see. This may be used effectively if you want to create an eerie atmosphere.

Initial Storyboard

This is our initial storyboard. Here is a breakdown of each image.

1) Extreme close ups of candles.
2)Close ups of roller skates with sparklers attached.
3)Medium shot of subject (Chloe) singing with a setting of candles and red fairy lights to match her red hair.
4)Extreme close up of subject's lips with face paint on.
5)Cut to subject's lips with different face paint on them.
6)Ambi-editing on lips; lips change colour to beat while subject sings.
7)Really fast editing of lips changing colour; like flashes.
8)Key, Fill and Back-Lights on drummer.
9)Different shots of subjrct holding snake.
10)Close-ups of eyes changing colour.
11)Close-ups of eyes shut and changing colour.
12)Subject blinks to bring the close ups of the eye shots to a close.
13) Bat in flames to end the music video (Playing on the title of the band 'Bat for Lashes).

Target Audience Opinions

Here we got a group of 10 people that fitted our chosen target audience, which is for 15 years+. We asked them for their opinions on music videos, what they like and what they don't like etc. We then created a mood-board of their quotes so Cleo and I have something to refer to when we plan for our music video.

Target Audience

Here we asked some people from our target audience what they liked and disliked in a music video. From the information we received, we decided to do a video that is unusual. This is because they both said they disliked the cliche of relationships being portrayed, and the videos which have women dancing around in revealing clothes.

Lyric Breakdown

Bat for Lashes: Pearl’s Dream (intro lasts for 15 seconds)

There's a place I must go 15-18sec
There's a place I must go 19-22sec
It's not a place I have seen 23-26sec
But I'll get there in a blue dream 27-30sec

Down an ocean road 31-34
Past a sign that says 'good love town' 35-38
Into a darkness where the stars do drown 39-43
Where the starry me needs to be free 43-47

And when the battle was done 1.03-1.06
I was promised my sun 1.07-1.10
But with a thousand nights gone1.11-1.15
To any kingdom I run 1.15-1.18

And when the battle was done 1.18-1.22
I was promised my sun 1.23-1.26
But with a thousand knights gone 1.26-1.30
To any kingdom I run 1.30-1.34

There's a place I must go 1.34-1.37
There's a place I must go 1.38-1.40/1
For my heart is a child 1.42-1.45
That stumbles lonely for the arms of the wild 1.45-1.50


[ From: http://www.metrolyrics.com/pearls-dream-lyrics-bat-for-lashes.html ]

Hear the desert sigh 1.50-1.53
Sing the city's lullaby 1.53-1.56/7
The giant iris of the wide blue sky 1.57-2.01
Showing me the way 2.01-2.04

And when the battle was done 2.06-2.09
I was promised my son 2.10-2.13
But with a thousand knights gone 2.14-2.17
To any kingdom I run 2.18-2.21

And when the battle was done 2.22-2.25
I was promised my son 2.26-2.29
But with a thousand knights gone 2.29-2.33
To any kingdom I run 2.33/4-2.37

You know that it's time to go up, up, up, up, up 2.46-2.52
Had a big machine riding your shoulders 2.53/4-2.58

FADE OUT
You know that it's time to go up, up, up, up, up
Had a big machine riding your shoulders
You know that it's time to go up, up, up, up, up
Had a big machine riding your shoulders

Meeting Two

During this meeting we discussed who to have in our video and where we should film and what props to use. We decided to use me in the video as we wanted someone reliable, and as it is our coursework we knew we could only really rely on ourselves. So we both did a lip synch test and decided that I was better at it. Therefore I am going to be the lip synch in our music video.

What makes a successful music video?

Generally, successful music videos are predominantly based around close-ups and mid-shots, some of which will be of the singer or the band. As in most TV this is partly due to the size of the screen as well as to meet the desire of the viewer so that they feel personally connected to their band or artist. It has been stated by ‘John Stewart of Oil Factory’ that he sees the music video as ‘essentially having the aesthetics of the TV commercial, with lots of close ups and lighting being used most prominently for the stars face’.
It could be argued that the music video is a means of advertising; if people who are not yet fans are able to view a music video which is exciting and captivating, they will have a stronger desire to buy the artists records than if they were exposed to an uninteresting music video.
Continually, to maintain audience interest, directors and editors make sure to use the most effective means of editing in music videos. This is known as ‘fast cut montage’ which does not allow the viewer to be immediately aware of what the images are as they move so quickly, meaning that they will want to watch the sequence again to have a greater understanding; thus ensuring a higher level of hits on websites like ‘Youtube’ while keeping the audience interest very high

Video diary 1

Research: Existing BFL Website

Bat for Lashes Web

Permission for using song;

These images show that we sent an email to the Bat for Lashes asking for their permission to use their song 'Pearl's Dream'.

Analysis of The Knife- "Pass This On"

This music video is for the song 'Pass This On', by an electro-pop/alternative band called The knife. This music video reflects the bands genre as it is a strange video, which includes a transvestite, which you wouldn't see in a mainstream music video, as it is partially socially unacceptable and doesn't fir in with the stereotypical idea of beauty and way of life that mainstream videos and media portray. The lyrics of the song and the video do not correlate, which again shows it is of the alternative genre. The video doesn't have a storyline as such, but more of an ideal, which is that although you may be unfamiliar with something or unsure, you should just forget your inhibitions and enjoy it anyway, otherwise you will just be left out watching it. This is shown through close-ups of the people with disinterested facial expressions focused at the transvestite singing. However, later on the majority of people decide to go up and dance and enjoy themselves, this is shown through medium shots and medium long shots. At the end you see a medium close up of a girl looking bored by herself, whilst everyone is enjoying themselves. This video shows how the genre of alternative music enables you to be as creative as you like as there are not many convention boundaries within this genre.

Analysis of Lady Gaga- "Alejandro"

This is the music video for the song 'Alejandro', by the pop/dance genre artists Lady Gaga. This music video reflects this genre as it includes dancing. However, in general this music video goes against most music video conventions. For example there are no female dancers apart from the artist herself, and the males are all mostly naked. This is unusual because in most music videos it is women that are used a sexual objects, and dancing half naked. Also the female is shown to have some sort of dominance over the males, this is shown through close ups of the artists face, and medium shots of the dancers. Also the music video itself is quite dark and gothic with the mise-en-scene consisting of religious symbols and the low key lighting, this is unusual for a pop/dance music video as they are usually brightly coloured and jolly. Whereas this music video resembles one from a rock/indie genre, with its dark theme and that it challenges conventions.

The Making Of;

This is a behind the scenes video of the official music video "Pearl's Dream"by Bat For Lashes which is directed by Nima Nourizadeh.

Our Song Choice

We decided upon this song because we think it's really atmospheric and interesting. So it enables us to be really creative and imaginative in thinking for ideas for the video. At first we were going to do "Islands", by the XX. We changed our mind because we thought that the lyrics had to much of a story-line, unlike Pearl's Dream which is more abstract.

The XX "Islands"

Moodboard

Taio Cruz- "Dynamite"

This is a typical example of the type of music video you would see watching channels such as Viva, MTV etc. This video mainly involves half naked woman dancing around in a sexual manner, lusting over the singer Taio Cruz. Nowadays many music videos are along these lines, which after a while gets quite boring to watch. Therefore for our video we want to be experimental and different, to excite the audience, and make it something like they haven't seen before.

Meeting One

In this meeting we discussed what music videos we had seen recently and what we liked about them. We talked about he song choice and discussed it's genre to see what ideas we had that would fit with the genre. We then decided on doing a abstract video, and discussed what different ideas that we may include in our video.

Introduction

This is my blog for my A2 Media Coursework, in which I am going to make a music video for the song Pearl's Dream by Bat for Lashes.