planning: Location

The location of a music video is a essential part of the production, and the final product itself. A conventional location relating to the Hip-hop genre would enhance the interest shown to the music video and would appeal to the target audience even more. We have done this by looking at our audience feedback and coming out with 5 main locations that our music video would take place at. We also went into deep analysis of each location and what would be happening at each location.

Conclusion

All the locations were equally important as each other so the emphasis on planning each location was the same. The planning of my location helped me understand and evaluate the relevance of each location and also the advantages and disadvantages. With these locations the advantages had over-weighed the disadvantages as this was also a significant factor in determining which location to use and not to use. 

Planning: Characters

In this section of our planning we had to decide on who our characters are going to be in our music video. We had to think of suitable characters that would fit in our music video and be able to portray the storyline in the best way possible. Characters would play a significant role in determining the success of our music video as they would have to appeal to the target audience and stick to conveying the generic convention.

Most of our characters consist of having shorts cameo roles assisting the main artist within the music industry as we want to show that its not just him as an individual having all this success. Instead we want to show all the people who contribute behind the scenes and what it is, they actually do.

Office workers - our first set of characters will be introduced at the start of the msuic video where we will see them mimingand deciding what to do with the digipak. this will be whilst the song is playing and the artist enters the room. an example from where this is seen, is Chris Brown's official music video for 'Till I Die' ft. Big Sean & Wiz Khalifa. The idea of these characters is inspired from this music video however the difference in this is that the office worker's in Brown's video dont expect him to be there and are rather annoyed with his presense.

Producer - the purpose of having the producer within the visuals is to show he's the man behind the artists sound. As the artist enter the room we will see the producer greet the artist and tell him what to do by miming instructions towards him. This is an example as well as an inspiration from The Game's music video 'dreams' where we see the notorious producer, Dr dre at work with the artist.

Dancers - The use of the dancers in the music visuals will be back ups for him creating a music video. they will enable my artist to look more appealing and entertain aswell as knowing he can rap, the artist will discover he has more traits and skills. Justin Beiber's msuic video 'confident' is an example we will use as its a perfect represention of the kind of dancers we want, we dont them too have much of a personaltility, they're mainly there to show their skill.

Female models - Lastly we plan to have 2-4 young women to play as the young female models in the final scene where the artist will be seen at a photography shoot. a sense of mulveys theory of male gaze in music video inspired us as by having attractive girls we will attract a more mature male audience. An example of where this is seen is Action bronsons video 'Acting crazy'

Planning: Lighting and colour

While planning for lighting and colour we have decided to look at the use of lighting in these music videos bellow. Lighting and colour help set a mood or feel for the set of your music video.

Colour

Band aid 30 - 'Do they know it's Christmas?'

The colour in this music video shows where artists are presented with a performance. The colour represents a glamorous effect which helps to enhance star image. This helps the artist to appeal to the audience as the audience is attracted to the appealing star image on screen. We would like to use something similar when presenting our male character in the music video as he will be in a studio himself performing. Due to us focusing on the hip genre the dark colours make it a lot more conventional as its common in existing music videos. there weren't many videos that created the studio theme which is why i went along with it. Lastly, this is because we want our male character to appeal to our audience members as I believe this is the most effective way of attracting an audience.

Chris Brown - 'Turn Up The Music'

*insert video*

The opening scene of this video shows Chris Brown in a car during night time with the street lights on.This creates a slightly orange/green filter, making the area look very urban. We plan to implement this in our music video because,as Hip-Hop traditionally stems from urban areas, we want to keep that conventional characteristic by alluding to an urban setting.

Lighting

Lil Wayne - A milli 

The lighting in this music video is natural lighting in the scenes which the artist patrolling the streets preparing to shoot a music video. The lighting represents a natural effect which makes the scene look more realistic in comparison to the other parts of the music video which contain various amount of lighting techniques. Moreover, we would like to use something similar when showing him patrolling the corridors of the office building in order to make everything look naturalistic as we don't want the audience thinking its some sort of flashback. In addition, this is because it will help the audience to relate more to the scenes which take part as they look realistic. Lastly, the use of this lighting will help as the colours through editing will be able to stand out more.

Austin Mahone - Dirty Work

This video has very high-key lighting which fits with the office atmosphere. It makes the characters seem more alert and ware of their workplace, which is how we hope to portray our artists, as he is a businessman. Therefore in the opening scene of a meeting room, we will use high-key lighting to emphasize the professional environment. 

Planning: Artist image

Personality and trait for our artist within the experimental hip hop genre 

passionate- As the genre usually involves past experience and their struggle to success, the lyrics will be performed with a sense of passion from his body language and facial expression
egoistical- the entire song is about what he is,what he was and what he did in the past
deterministic- the lyrics amplify our perspective of him as well as the visuals 
influential - due to the visuals showing his hard work within the music industry the audience will be aspired by what he's doing
arrogant- the visual will mainly consist of the artist being the main centre of attention

*image of artist*

Age: 21

Ethnicity: asian ethnic

Physique: slim and tall

Costume: We will begin the video with our character smartly dressed however not too formal because the artist belongs to the hip hop genre. The artist will then switch to a more casual all black attire.

Representation within my music video: A young asian teenager who strongly believes in a hardworking lifestyle and appears to be very relaxed and friendly but also madly arrogant with the people arround him.

 

Interaction with others in the video: Centre of attention, shows the people in the office how he wants his album cover to be, gets instructed by the producer on what to do, perform a short dance piece with background dancers and interacts friendly with fmeale models.

Planning: shotlist

The camera operator would receive this draft as it allows them to know and be able to envision the types of shots they will be taking in the process of making our music video.

Planning: storyboard

Planning the storyboard greatly improves the structure and organisation of the filming of our music video. We would be going through the scenes step by step and coming to an agreement of what would occur during each scene. This erases any confusion within the group about the duration of each scene, frame number, and the amount of scenes that would be used.

Planning: production roles

Planning production roles are really important to make sure our production goes smoothly and would enable us utilise the specialisites of the members of our groups.

Khaled 

•  Editor 
• Director 
• Lighting 
• Location Manager

Gizem

• Camera person 
• Costume, hair and make-up
• Cast control

Lara 

• Producer 
• Print designer 
• Photographer 
• Storyboard

Camera person: This is the person who films the scenes, We chose Gizem for this role as she has previous experience in filming from last year's AS production. The camera person would work alongside the storyboard organiser and the director to take instructions from them about how to operate the camera. Such as what shot, angle and movement to use at the specific scene or time.They should create shots which are effective to use for the thriller genre and not to confuse the audience by using the appropriate camera techniques.

Editor: These are people that edit the scenes. I was chosen for this role as I have previous experience in editing for last year's AS thriller production. They would work with the storyboard organiser and also the camera operator to decide the parts which would require cutting, and what type of montage to use and what sequence of shots should be used. They would make sure that the cuts they use do not confuse the audience and that they are effective for the R&B genre.

Director: This is the person who is in charge of everything that goes on in the music video, but mainly controls the characters, I was chosen as director as I have past experience in directing from last years thriller production. I am also very organised and haveleadership skills suitable for this role. The director makes sure everything is effective and reflect the film producers ideas. Moreover, they control all the elements of mise-en-scene. They work with the whole team and makes sure they are pursing in the producers aspirations.

Location manager: This is the person that chooses the location of the scene, I was chosen for this role as I was the only group member to access the locations we needed, therefore, I was chosen for this. The location manager makes sure that the location would be conventional for ouyr music video, and also he/she would have to work with the film directors to decide what time of the day and what area to set the scene at. This is to make sure that they have the best place to film the scene at the correct time to enhance the impact the scene has on the audience by choosing appropriate scenes so they can relate to making the audience more engaged and interested in the scene.

Storyboard organiser: The storyboard organiser is the person who creates the film on a storyboard which displays all the other workers of the film in rough idea of what’s going to happen in the scene, they make it relevant to a music video. Lara was chosen for this role as she has previous experience in storyboarding. Also, Lara is the most creative in the group which suggests why she is suitable for this role. It implies the shot number, cinematography, actors involved, editing style narrative, dialogue and duration of the scene to give the workers a more detailed guideline and a general idea of what they are meant to be producing. The storyboard organiser would make it as detailed as he/she can so there would be less work to do on the day of shooting.

Lighting: The lighting person creates the set up of the lighting. For example, if there needs to be high key lighting they will ensure that there are lights set up around the location in order to create this atmosphere. I was chosen for this role as I already have the lighting equipment for the production making me suitable for this. 

Costume, hair and make up: The costume, hair and make-up person takes on the role of organising what the characters image is. This is important as this is what the artist will be represented as and this needs to match the conventions of the genre. We chose Gizem for this role as she has the most experience in this. She is extremely interested in fashion which is why we thought she would be suitable for this. 

Cast Control: Cast control consists of gathering the actors for the music video. Gizem was chosen for this role as she is organised and was able to get characters easily as well as the main artist. 

Producer: Lara was conducted to be the producer as she has previous experience  from our foundation portfolio. This is beneficial to our group as she has developed attributes and skills such as organisation, spotting risk and assisting the director. Additionally, Lara is also able to keep an eye on the campaign as a whole. 

Print designer: The print designer role was given to Lara as she has previous experience in photography, art and design. This is beneficial to our group as we will be successful when designing our digipak and advert.

Photographer: The photographer role was to take pictures for the digipak and advert where we chose Lara for this. Her previous Photography skills suggest why she is suitable for this role.