Production Diary 17

Production diary 17 from Laila Jaleel

Analysis of adverts - 3

Lady gaga advert from Laila Jaleel

Analysis of adverts - 2

Beyonce poster analysis from Laila Jaleel

Analysis of adverts - 1

Analysis of katy perry's advert from Laila Jaleel

Analysis of digipak's

Analysis of digipak’s from Laila Jaleel

Production Diary 16 - The British Film Institution

Production diary 16 from Laila Jaleel

The British Film Institution

My roles for the production - London

When we went up to London to film, we split the filming equally between us.

 I filmed some of the shots went we went to Regents Park. These kind of shots will consisted of our artist and her friend playing around and having fun. For example, I filmed the shot of our artist and her friend spinning around together on the field. The shot was a mid shot in order for me to capture them close enough to see their facial expressions but not too close as I wanted it to be clear where the location was.

We all took it in turns to film various shots of our artist walking around and we also took it in turns to hold the equipment whilst we were walking around.

Production Diary 15 - Filming in London

Yesterday, the 21st November we headed up to London to film for another load of shots. We started the day off by heading up to Camden and we filmed our artist, and her friends, walking around the markets, looking in shops etc. Then after Camden we walked by the river, filming our artist walking along, and we came by a bridge where we did a shot of our artist singing the whole song. We walked over the bridge which took us to Regents park where we did some more filming. At the park it started to rain slightly so we started to pack the tripods away however we kept one camera out because we noticed a rainbow form so we tried our best to get a shot of the artist in front of the rainbow. After this, we started to head back home however we carried on filming random things aswell as trying to get shots which would match our storyboard.

Overall the day was good fun and we managed to get a lot of useful shots!

Representation of women - Nicki Minaj

  

Nicki Minaj came into the music indutry alongside other well known rappers such as Lil Wayne, Drake etc. She was first mainly noticed in the 'Bed Rock' video. Her attitude was very confident and it was very refreshing to hear a new female rapper. Before she was signed by 'Young Money' Nicki Minaj was a normal and young looking girl. To help start off her new image she used to wear wigs, like Lil Kim. Nicki Minaj most likely knew that basing her image would be controversial and gain a lot of attention and it did. Many people still say to this day that Nicki Minaj copied Lil Kim's image when she started off. I think that she did this on purpose to become noticed however later on we see how her image changes over time.



Once Nicki Minaj started to become noticed she seemed to dress weirder and weirder, for a while. Her being a new female rapper and having this strange sense of style about her was new to everyone and thats why she became so famous so quickly. Another thing that was largely noticed about Nicki Minaj was the size of her bum. Her bum is well known for being really big and she has started to use that to her advantage.





Slowly, she started to feature her body into her videos more and more. Her image started to become more about her bum rather than her weirdness.

Now that Nicki Minaj has made a name for herself her image is very different from the wigs and weird clothing. She now has her hair back to her normal colour and she wears normal clothes. Her image is a lot more toned down compared to how it used to be as she doesn't need to make herself stand out anymore. In a lot of her videos she uses her bum to her advantage as that still gains a lot of attention but it terms of her image she has toned down a lot!

Production Diary 14

Production diary 14 from Laila Jaleel

London

We would like to film a lot of our shots in London which has taken a while to plan as we would like to film in several locations. We thought it would be a good idea to write out a list of things that we would like to do and then cross out the ones that we would not end up filming at. This will be helpful because it means that we can plan our day properly as we will know what trains to get on the day etc. Here is a list of locations that we could use but will not necessarily film at:

-Leake Street (graffiti tunnel)

-Big Ben

-The London Eye

-Park

-Coffee shop

-Camden Market

-Buckingham Palace

- o2 cable carts

-Canary Wharf (Christmas lights)

-Harrods (Christmas lights)

Release Form

These are the release forms that has given us the permission to leave the school premises on the 27th November which is the day we plan to film up in London!

Storyboard

This video shows the storyboard that we have drawn and come up with in order to try and show where we are going with our video. Our aim, when filming, is to try and capture the shots is a very similar way to this storyboard, as I think it flows well. This is only a rough idea of how the shots will look as the drawings are not detailed or specific. However, the aim of doing this storyboard was mainly to show how our music video will be narrative, that the shots will be quick and we would like to use some effects (writing).

Representation of women - Rihanna

I have been doing some research into the representation of women within the music industry and have noticed patterns with certain artists such as Rihanna and Nicki Minaj, for example. A brief explanation of how this pattern goes is by the artist starting off as a normal girl, then becoming more sexualised to gain attention, then dressing or acting weirdly to gain more attention. Once that big amount of attention has been gained the artist will then start to tone down. This is because now that they have made a name for themselves they can start to act and dress how they really want too.

Here is Rihanna's transformation...


1st stage

Rihanna came into the music industry with her first album 'Music of the Sun'. As you can tell by this image Rihanna looked like a youthful and innocent girl. She didn't neccessarily have anything about her that stood out apart from the fact that she is pretty. At this point her image would have been simple because she wouldn't have had the money to portray an outstanding character.









2nd stage

Then, when her second album came out 'Good Girl Gone Bad' we can start to see how she has started to become more sexualised. This is so people will stop seeing her as this young and innocent girl and they will start to see her as a sexy woman. In this image we can see the outline of her body which means she wants people to notice her curves and womanly figure. In comparison to her first album cover we can see the the image is much more proffesional. Now that she has become noticed she has more money to portray a prestige image.





3rd stage

This is the stage where Rihanna had to do something big in order to get herself noticed. She decided to dye her hair in a vibrant red colour. This seemed to really work because once she had dyed her hair red, so many girls also started to dye their hair red. At this point Rihanna was also doing things like smoking weed and this was drawing media attention towards her.










After a while the red hair hype started to calm down so then she needed to change her image again in order for people stay entertained. The next thing she did was cut her hair into a pixie cut. Frankie from 'The Saturday's even cut her hair like this. By this point Rihanna had made a name for herself, she is now very famous and is known by everyone.












4th stage


Now that Rihanna has done her job of becoming noticed she has started to tone down her image.  Previously, it used to be her hair that gained a lot of attention where as now she has her hair back to her natural colour and longer length. Today, she gets noticed for her fashion and she has gone into the modelling industry but she hasn't done anything extreme recently to stand out.

Production Diary 13 - Filming at the beach

Yesterday, the 14th November, we managed to get all of the shots that we needed at the beach. We went to Frinton-On-Sea for the day and luckily the weather stayed sunny for the whole time we was filming. Even though we have only filmed at one location so far, we think it will be a good idea to start editing the music video as well as planning to film in London soon.


 

My roles for the production - beach day

We are planning to film at Frinton-On-Sea on the 14th November which is coming up very soon therefore we have decided, as a group, who will be doing specific jobs on the day. We have split the job roles fairly and equally.

We are going to be using two cameras so we can film different shot types. I will be in charge of one camera and another member of my group will be in charge of the other. My job role involves me using one of the cameras to film close up shots of our artist lip singing. Whereas the other camera will be used to film longer shots. I think that my job role is important because we need to make sure that we get good quality shots of our artist lip syncing as these kind of shots will be used frequently within our music video. Its important that we get a range of different types of shots.

I have also been assigned to another role; prop handler. This role will include me blowing up the inflatable equipment that we will bring to the set on the day. We need to make sure that we bring along an inflator otherwise it will take a very long time as the inflatable duck we are planning on bringing is very large.

Production Diary 12

Production diary 12 from Laila Jaleel

Nicki Minaj VS Ella Eyre

Both of these music videos come under the dance genre however they are two completeley different videos.

In Nicki Minaj's 'Anaconda' video all we see is women showing off their bodies and twerking throughout the whole thing. Nicki Minaj is well known for having a big bum, its almost like her trademark, therefore we see a lot of it in all of her videos. Laura Mulvey's male faze theory clearly applies within this video because the video will mainly attract male attention due to showing off the female body.

Whereas Ella Eyre's video we see her having a fun day out with her friends. A key code and convention in dance genre music videos is to see people dancing. We see her and her friends dancing but in a non provocative way which is completley different to Nicki Minaj in her video. The other girls who are featured in Nicki Minaj's video are portrayed more like back up dancers rather than her friends which makes the video more serious rather than fun. We see Ella Eyre having genuine fun, laughing and messing around with her friends.

Out of these two artists we would like our artist to be more like Ella Eyre than Nicki Minaj. Not only do we want our video to have similar attributes to Ella Eyre's video but we would also like our artists image to be similar to hers. In the 'Good Times' video Ella Eyre's outfit is slightly similar to Julia Roberts outfit in 'Pretty Woman'. This outfit represents a kind of intertextuality as many people will recognise that outfit from the film. She's wearing the outfit in a cool, modern and trendy way rather than a sexual way. Throughout the video we can see her smiling and laughing with her friends which makes you think she is a kind character. This is how we would like to represent our artist aswell.

Mise-en-scene

Mise-en-scene is what goes into a music videos preparation such as the costume, lighting, actors/artist, make up, props and setting. These kind of things are really important and need to be thought about and planned before making a music video. All together they will create a theme and this theme will, usually, be consistent throughout the music video.


Mise-en-scene for our music video

Costumes

This is the outfit we came up with for our artist to wear in the beach shots. In these shots, as she will be on a beach, we want to portray a summery look. This look fits that criteria aswell as still being funky and trendy. The reason for wearing the kimono aswell is because we don't want our artist to come across as being provocative as this goes against the message in the song. This way the artist is still being seen as fun and carefree but not being seen in a sexual way.

Reasons for choosing this outfit is that she needs to be more covered up as she will be shown in a public place around strangers. However we still want her to look trendy so we chose this outfit according to what is in fashion right now. Currently, knee high boots are very popular so if our artist is seen wearing them then her target audience, girls, may feel as though they can relate to her.



Lighting

The 'London' and 'beach' shots will have natural lighting as these will be filmed outside in daylight. The natural lighting should show up to be light which is beneficial as bright lighting can be associated with positivity. If there is a positive and bright vibe then that fits with the genre of our music video.

We are also planning on filming some shots of our artist in front of a projector and a green screen. We practised using the green screen once before and we pointed a spotlight on the artist as she was singing. We found out that this should not be done because when we put an image over the green screen there was a green glow around our artist and we think that this happened because the spotlight had created a shadow around our artist whilst filming. So when we come onto filming with the green screen we will make sure that the lighting is neutral. However, when we come onto filming our artist in front of the projector the lighting will need to be dark in order for the projector to become effective. Although the lighting will be dark it will not convey a negative image because the projector will project patterns and colours etc.

Artist

Our artist will be portrayed as a young, fun, trendy and cool girl who many girls may aspire to be like. We want to show her having fun in all these different places with her girl friends because this kind of theme fits with the lyrics of the song.

Make up

Beach


This is a make up tutorial that we have previously looked at and have decided to use for the beach shots. Reasons for choosing this is because the make up is very dramatic and really stands out. As we will be shooting at the beach, may of the shots will be mid or long so that we can capture the background images too (the beach) so it is important that her make up can still be seen even from a distance. Also, our artist's character is out going and fun so it only makes sense that she would want her make up to be sparkly (the eye shadow) and bright (the lipstick).


We thought that this soft curl look will be suitable for the beach shots as some people interpret this kind of hair style as beach waves. The look is casual, simple and trendy which is how we want our artist to be seen as.

London


This hairstyle has been based on how Ariana Grande has her hair a lot of the time. She is also an artist who sings dance songs and her character is fun and bubbly so we thought it would be a good idea to have some relation to her. This big and curly hairstyle appears to be a lot more fun.



We have decided to go with this look for our artist when we come onto shooting in London. By the time we shoot in London the weather will not be summery so the fact that this is an Autumn look is beneficial as it will, hopefully, fit with the scenery.

Props

6 feet inflatable duck!
- We plan to use this inflatable duck when we film at the beach because it is something that you would not usually see. Our plan is to inflate it when we get there and then to film our artist standing next to it playing around with it and possibly jumping onto it. We want to incorporate it into our video because we want our video to come across with a fun vibe to it. Hopefully, the audience will view it as entertaining.


Beach ball
- We want our artist to be seen having fun and playing around at the beach so a prop like a beach ball will help portray this. A beach ball is something that someone would use at a beach in the summer so it only makes sense to show our artist playing with one as we want the shots at the beach to have a summery vibe to them.

Setting

Beach
-The first set we plan to film at is the beach, Frinton-On-Sea. The genre of our song is dance so it is important to portray this genre through our video. Things like smiling, dancing, singing and summer are codes and conventions for dance genre therefore we want to incorporate as many of these things into our video as we can. The shots at the beach will help to portray a summery vibe therefore it will help to portray the genre.

London
-We want our artist to be known as someone who likes to go out and party, have fun, be silly etc. So we think that filming in London will help add to this kind of persona because London is a big and interesting place. Our artist could be seen walking around, going into shops, trying clothes on, laughing with her friends etc.

The music industry

About the music industry
The music industry is an industry which consists of companies and individuals that make money by creating and selling music. An artist, who would usually make the music, may go to a company and then the two could collaborate and work together in order to sell that music. However some companies may also create the music themselves too. There are many ways to create and sell music and that's why the music industry is so huge.

Purpose of a music video
Most of the time, especially in much more recent times, an artist/company will release a music video to go along with one of their songs. There are many purposes of a music video for the company/artist who make them but the purpose may differ depending on who the artist is and what they want to portray. Here are some reasons as to why an artist/company may want to make a music video:

1) To help exaggerate and portray an image that they want to be seen as.

2) It can help to sell the song by leaving the audience with a reaction therefore making it easier for them to remember the song.

3) Possibly to show other talents such as dancing or acting.

4) Could feature other well known artists/people to get a certain type of reputation.

5) The video could attract more attention than the actual song itself - promotion.

6) Marketing strategy - the video could be aimed at a specific kind of audience to gain fans.

Hello - Adele



This is an example of a successful music video featuring Adele, herself, and directed by Xavier Dolan. This song became number 1 in almost every country but not only did the song become a major success, so did the video. The reason that this video has been so successful is because of the simplicity of it. The video is shown in a sepia tone throughout which makes us think that the video is quite old as does all the furniture in the house. Dolan has tried to keep everything as simple as he can, such as even using a simple flip phone, so that the audience can mainly focus on Adele's voice as this song is very vocal.

Money
The average amount of money to spend on a music video ranges from $200,000 to $500,000.

The estimated production costs are:

• Producer fee: $500 – $1250/day
• Director fee: $500 – $1250/day
• Camera operator: $500-1000/day
• Camera equipment rental: $150 – $3500/day
• Key grip + assistant + lighting gear: $1000 – $1750/day
• Wardrobe: estimated $20 – $1000/day per character project
• City permits: $25 – $1000/day (depending on the city, exact location, whether roads need to be closed, etc…)
• Location fees and rentals: $250 – $2500+/day
• Actors: $200 – $1200/day (each)
• Extras: $50 – $200/day (each)

(Estimated production cost info is from 'http://garrettgibbons.com/music-video-budgets/')

I have been looking into what the most expensive video has been and many artists have showed up such as Michael Jackson, Madonna, Puff Daddy, Celine Dion etc. But the top name and video was Michael Jackson's video 'Scream' which cost $7,000,000.

It is hard to say what the cheapest music video is of all time because people are constantly making music videos with tiny budgets but some of these videos do not get recognised. However one of the cheapest music videos to be recognised is 'M- Pop Musik' directed by Brian Grant. The cost of the video was about $400.

Universal Music Group 

Universal music is a production company founded in 1943 and it is still one of the worlds leading music company. This company records artists and songwriters and helps to produce, distribute and promote these artists and songwriters.

Universal music group artists:
ABBA

Ariana Grande
Drake
Ja Rule
Ludacris
Madonna

As you can see the Universal Music Group have been producing music for hit artists/groups for a very long time! Although ABBA and Drake, for example, are from two completely different times the are both big and well known artists. This is the impact of Universal Music Group.


Azealia Banks

Azealia Banks is now an artist of the Universal Music Group. '212' was her break through song and the reason why she became so big. We can see that the video has been made on a cheap budget as it is very simple and doesn't feature much except herself rapping. Once she became popular, people and production companies started to notice her. The second video was made once she had been signed by the Universal Music Group. Now, we can see that the second video has been made on a higher budget as she looks very glamorous in it, special effects have been used, a variety of locations have been used, her outfits are more expensive looking. Also, Laura Mulvey's male gaze theory has been used as Azealia is seen sucking on a lollipop which can be seen as provocative by many. A production company would be well aware with what all of the media theories are and they would want to try and incorporate these theories in order to gain audience attention.

Shooting schedule

These are the dates that we are planning to film on.

When we were choosing a date to film at the beach we had to do some research before deciding a date. This is because we want the beach shots to have a summery vibe so we would, ideally, like the weather to be sunny. We knew that we may have some difficulty finding a sunny day as we know we will be filming in November. However, we looked at the weather forecast and managed to find a day where the weather should be some what sunny. We can now only hope that the weather will hold out when we go to film our shots there.

The other day we have chose to film on is for our London shots. Choosing a day for this was a bit easier as it didn't matter too much what the weather would be like. We knew that by this point in November the weather would be a bit colder, gloomier and it could even possibly rain. However this would not be a problem as we would like to show that our artist can have fun anywhere and in any weather. If it does start to rain this could cause problems to the camera however we have all said that we will bring umbrellas to avoid the camera getting ruined, if this does happen.

Filming in these two different locations will oppose each other as the beach shots will represent the summer, daylight, high key lighting etc whereas the London shots will represent colder weather (the winter), lower key lighting, night time etc. This use of binary opposition will help to show that our artist can be seen having fun anywhere, no matter what the weather is like, what the time of day is and where she is.

Production Diary 11

Production diary 11 from Laila Jaleel

Representation

Representation from Laila Jaleel

Binary Oppositions within our video

The original theme for our music video idea was that  the video would have a summery vibe consistently. However we have all had a discussion about how it may be hard to film in sunny locations given the time of year it is currently. This hasn't created a problem, instead we have just come up some different locations in which we can film at for example, London. We thought that it may be a nice idea to go up London and spend a day filming there, as well as the beach, no matter what the weather is like. Reasons behind this is that we are trying to show that our artist can have fun anywhere no matter what the season is or what the weather is like. To really exaggerate this we may try to get some shots with Christmas lights in however it does depend on when we go up to London and what kind of places we go to when we are up there.

Also, the fact that we are shooting in two completely different locations, the beach and London could represent the daytime and night time. The beach would represent the daytime due to the high key lighting and surroundings whereas the London shots could represent night time as London is a city where lots of partying happens. We could start the video with the beach shots and then finish with a London shot so the video is representing a whole day of our artists life.

Codes and Conventions of music videos

The codes and conventions of music videos are the different techniques used to construct them. These techniques can be divided into two types which are technical and symbolic. Technical techniques show how the meaning is conveyed using technical equipment e.g. the way the camera angles are used, different types of shots used etc. Symbolic techniques are used to show different meanings beyond what you can see e.g. facial expressions, poses etc. Codes and conventions are used so that the audience can become familiar with a type of genre and to show that the lyrics of the song fit with the video.

Camera shots:
Music videos can feature many various types of shots for various reasons such as creating emphasis on the artists, locations and emotions being shown or creating emotions/feelings so that the audience can relate etc. Here are a few examples of where different types of shots can be used:

Mid shot - A mid shot will show the artist from their waist to head and it will mainly focus on them but will still show the location/setting. This kind of shot can also emphasise the costume and the make-up of the artist.

Long shot - A long shot can be used to differ from close up lip synching shots so there is a range of shots used which can keep the audience engaged.

Close up shot - A close up shot can be used to focus on the artist lip synching. This type of shot emphasises on the artist which can make the audience feel closer to the artist and more likely to like the song.


Camera movement:
The camera moves to follow the artist/band or it shows the performance of the artist/band. These movements will usually include panning and tracking. The action being shown in a music video may be shown through a series of cuts, going from one to another, or the action may be followed by the camera so the camera moves with the action.

Editing techniques:
Editing is the final process of making a music video as this takes part after all of the planning and filming for the video. Editing includes cutting scenes down, adding special effects, adding the song to the music video, jump cutting, CGI effects etc.

The image, to the right, shows Katy Perry in her 'E.T' music video. CGI effects have been used to make her look like an Alien and this is because of the lyrics in her song relate to aliens and space. Her video also features CGI shots of space which is a good idea as the video is within context of her lyrics too.

Mise-en-scene:
The mise en scene for a music video is the preparation for the music video which includes the lighting, props, costume, hair and make up, location and colour. These elements contribute towards the chosen genre as, all together, they portray what kind of genre the music video is.

Lighting - can set the mood of the scenes.
Props - performance equipment, band merchandise etc.
Costume - outfit for the artist/people featured in video.
Hair and make up - the style of the artist/people being featured in video,
Location - usually relevant to song/genre.
Colour - specific colours representing different moods.

Typography -

Typography is the use of words/text being displayed on electronic media. It could be used in a music video when the singer sings a certain lyric or word and then that lyric or word appears on screen at the same time. Nowadays it is quite common for some artists to bring out a lyric video for their song as well as a normal music video. I really like the use of typography and this is something I will definitley consider using when coming onto editing my music video.

Production Diary 10

Production diary 10 from Laila Jaleel

Equipment list

We created this video to show what equipment we will be using on set for our music video.

The reason we will be using a digital video camera is because it is the best type of camera we will be able to get. We would like our shots to be as clear as they can therefore we want to use the best type of camera that we can get. Ideally it would be useful to use a professional camera however we do not have access to one.

Tripods will be used to keep the cameras still and steady so the shot can, hopefully, have a better quality finish. We may not need the tripods for all shots but for the majority of the shots we will be using them therefore they are an important and vital piece of equipment needed for on set.

We will not be using equipment to set the lighting for the beach shots and other shots that take place during the day as this should come naturally. However in some other locations we may need to need to use a flashlight on the artist so that she can be seen clearly and so that the focus is on her.

Ideally, we would like to use a green screen so that we can create a visual element that we won't be able to create in reality. If we were to use the green screen correctly and if everything went well then these kind of shots could help add to the fun and carefree vibe that we are going for within our music video.

We could use our mobile phones simply for the flash light as this could add a strobe light effect which could be used at a party scene. Although we will add effects when it comes to editing our video, it may be a good idea to use some equipment for effect whilst we are filming too.

On the day of filming our aim is to, as well as filming, get some still shots of our artist and this is because we will create a portfolio of our artist.

Weather

As we will be shooting at the beach at some point, we thought that it would be a good idea to choose a day where the weather is meant to be sunny. This is because we want the beach shots to have a summer vibe to them. We think that if the weather is sunny that will really help with the kind of vibe we want to capture. Also, we need to make sure that it will not rain because if we set up all of the cameras on the beach and then it starts to rain this could cause great complications. We have decided to film on the 14th November as the weather app says it will 12 degrees and sunny on that day. All we can do now it hope that it remains like this on the day of filming. 

Production Diary 9

Production diary 9 from Laila Jaleel

Props for the beach

Risk Assessment for the beach

Activity Assessed – filming	Activity location – beach (Frinton-on-sea)	Assessment date – 1/10/15	Who’s at risk – group members	Assessed by – group members
Hazard – potential harm	Likelihood – /10	Severity – /10	Overall risk – (likelihood x severity)	Control measures
Drowning	4	10	40	Be cautious of sea/don’t go in deep.
Damaged equipment	6	5	30	Keep equipment well away from the sea/always keep an eye on all equipment.
Lost/stolen equipment	6	5	30	Make sure at least one person is with equipment at all times/ keep check of everything that we take with us.
Falling over	8	4	32	Be cautious and don’t rush, carry equipment equally, watch where you are walking and bring a first aid kit just incase
Make-up allergies	2	6	12	Only use make up that the artist has used before or complete a patch test before using new make-up.
Cars – being in the way of traffic	4	9	36	Follow the green cross code and look out/be aware of cars.
Pedestrians – getting in the shots	6	1	6	Look out for pedestrians before filming the shot and be prepared to film again if need be. Make sure we don’t take up too much room and we could politely ask them to go around the camera rather than appear in the shot.
Stepping on broken glass	3	4	12	Watch where you are walking and wear shoes when you can.
Nearest telephone Mobile phones	Nearest 24hr Doctor/hospital Clacton & District hospital

Editing/transitions - David Guetta - Love Don't Let Go

Transitions

 

The beginning of the song is slow paced and sounds like a build up because the notes get slightly higher. The beginning of the video shows montage effect transitions as the shots show two different things happening i.e the girl walking with her friend and the boy talking to his friend. The shots are not continuous at this point because the scene is being set by showing different locations.

As the boy and the girl notice each other close up shots are used on their faces to show their facial expressions. It is clear at this point that these two people have an interest in one another. The song is called 'Love Don't Let Me Go' so it makes sense to feature a boy and a girl. As their hands touch, the beat of the song drops and they both start dancing around the basketball court. From this point onwards the shots are continuous and they match to what we hear. As we hear the dance beat the shots begin to flow at the same pace.

The concept of the video is that when the next person is touched by someone dancing they will begin to dance aswell. The shots begin to change from person to person as they have their own way of dancing. The video also features a group of people free jumping so many jump screens are used. These transitions are effecting because they are still used in a continuous way so they help add to the quickness of the shots and song.

The song that we have picked also starts of slower and then speeds up at various points throughout the song. I think it is important for us to use the same kind of concept by using slightly longer locatio shots towards the beginning of the video and then when the beat drops we should use quicker shots that match the pace of the song.

Mise-En-Scene Analysis

The main purpose of mise-en-scene is to portray what genre the music video is in a clear and concise way. I watched this music video without the sound playing and I could tell that this is a dance genre video. The main attributes that show this are the bright colours, Rihanna's colourful make up and hair, people physically dancing, the lit dance floor and the strobe lights as it gives a clubby feel.

This music video seems slightly out of date due to the 80's inspired fashion however, because Rihanna is a well known, cool and trendy artist she can pull it off. It attracted today's generation because either people have already seen videos similar to this and they are seeing it again in a modern way or this kind of video is something completley new and different to them.

The name of the song is called 'Who's That Chick' and the video shows that Rihanna is 'that chick'. She is seen in bright coloured and glamorous clothing out on the dance floor having fun with other people. Whereas David Guetta is seen in shots with darker colours on his DJ mixer working hard to produce what is happening on the other side, the side where Rihanna is. I think the video represents the idea of how artists can take the credit for songs even though they have been written by somebody else. David Guetta is representing how the song writer is left on the outer skirts and doesn't get noticed for their hard work. Whereas Rihanna is 'that girl' who gets all the glam and fun for being noticed by people. The shots that Rihanna is seen in has high key lighting whereas the shots that David Guetta is seen is has low key lighting. This shows that there is a definite split between the two people. High key lighting conveys happiness whereas low key lighting conveys sadness.

Typography has been used throughout the video so that some words in the lyrics pop up on screen. I think it looks really effective as it keeps your eyes keen on the screen and it makes you want to sing along with the song. The text appears sharp and quickly so it doesn't take too much attention away from what is happening in the shot behind.

From watching this video, and many other dance genre videos, I have learnt that using bright colours is a key convention for dance music videos. The outfit, hair and make up has worked for Rihanna as it all looks very bold and outstanding. However, we would like to portray our artist as a normal, typical, young girl therefore we will represent our artist differently to this.

Production Diary 8

Production diary 8 from Laila Jaleel

Intertextuality in music videos

Intertextuality from Laila Jaleel

I like the idea of intertextuality however I feel like if you were to use it then it would need to be thought about and done right rather than doing it for the sake of it. We can see why Iggy Azalea referred to the film 'Clueless' in her video and that's because the girls in clueless are portrayed as prestige and 'fancy'. Therefore Iggy wanted to be viewed like this too as her song is called 'Fancy'. I like intertextuality when it is done right so it is something that we could use in our video but we are not sure yet.

Categories of music videos

Narrative based videos 

A narrative based video is a video which consists of a storyline relating to the lyrics and genre of the song and usually exaggerates it in the video. This technique can be a good way to engage the audience as they can seem like a mini film. If a song is featured in a film, and narrative video is usually used and it is common that parts of the film will be in the music video as it is likely that the film relates to the song, lyrics and storyline. 

Performance based videos

Performance based videos feature the band/artist performing the song to either on their own to the camera or an audience. This technique is popular with rock bands as their concerts have a high energy and it more interesting to watch the whole band rather than an artist on their own. These types of videos usually repeat a wide variety of camera angles in order to show each person performing in the band so their image is fully captured. 

Concept based videos

This style of music video is based around a concept or an idea. They tend to include a particular editing or filming technique. An example of a concept based video is the ‘Red Hot Chilli Peppers – Californication’ music video as it is in the form of a video game. This can intrigue a specific target audience. It also shows that music videos has become more advanced as the use of advanced technology has been used to make it.