Question 3

Question 4

FINAL music video

music video draft 4

Question 2

Final Album Cover

Outside

Inside 

Final Advertisement

Question 1

Concept development

Ancillary task draft 2

Music Video Draft 1

Digipack and Advert Feedback

Advertisement Development

We decided not to make our images of our artist so straight forward. By zooming in on a particular element of out artist it makes it seem a bit more secretive and underground. Which is the look we want to achieve

Digi Pack development

We've made the whole front cover have a black background so that its looks more professional and continuous. We've also done this for our inside, only using on coloured light, makes it continuous and like it is one whole image not separate.

Concept Development

As our concept was 'behind closed doors' we as a group decided it would look more professional if instead of using real houses we set up in a studio a living room set. This therefore would make it a lot easier for us to film and keep the lighting the same in each shot. This is the start of our set. we have another one person chair to go on the left hand side of the sofa and also flowers on the table. We want to make our studio space look as homely as possible. Giving the audience a good sense of what the concept is about. Also we can play with the different lighting, using coloured lighting which is conventional for our genre and different colours can help us symbolise different emotions throughout our video.

Advertisement Draft 1

This our first album advert design.

We as a group liked the idea of the lighting, however our original images did not show our artist to her full and also it did not conventionally reflect the genre of alternative dance. The lighting is conventional as it's bright and interesting but the artists look and clothing did not. We therefore decided to paint our artist, using body art as a way of creating a unique selling point and making our artist stand out and look quirky at the same time. We looked for a design to use a motif that was interesting and that did not look like a tattoo design as that was no what we were looking for. I found a design that was quirky and different.

As a group we liked this design but we wanted it more colourful and tribal looking. Therefore we decided on the colours white, black, red and yellow. These colours would be good as they will be bright under the lighting we are going to use and they will stand out on an advert.

This is the process of myself being painted by a willing art student. It took up to an hour but as a group we were very pleased with the results. It looks bright and vibrant, which is what we wanted and it also looks like body art not tattoo art, which is again what we wanted. Matthew then led the photoshoot and we took up to 200 pictures which could be used as our advert picture.

This is our first draft of our advert.

Digipack Draft 1

For our digi pack we decided that we wanted a neutral front cover and then as you open up the lighting becomes quirky and different. This way the paint and artist stands out more than anything else on the front cover and it really shows off ours artist, what she looks like and her style. The inside we developed it so that it was very conventional with the Alternative Dance genre, very different and intriguing.  For the pictures of our artist we took over 200 to make sure we had covered every angle, working with the paint to develop a very eye catching and memorable image of 'Pandora'.

The lighting was very helpful in the development of photography. The lightbulb lighting is very interesting as it creates low key lighting and only showing the artist face, hand and arm, which again makes the audience focus on our artist, making the image of her and the paint very memorable.

This is the first draft for our digi pack.

Front Cover of Digipack

                                                                   Inside of Digipack

*the pink light in the middle continues over the line, like a continuous light streak.

Tester Shots

Below are some of the images we would like to use for our Advertisement and CD Cover designs. These are tester shoots as we were trying out locations, lighting, angles and poses. I think these images have come out very well and we like all three of them as they fit within the genre of Alternative Dance. When we take these officially Grace will be painted as this is our artists USP. The top of the pair is the original and the ones under are the ones I edited on photoshop using curves, levels, contrast and colour boost tool.

We took these shots so we could see what looks best on our advert and digi pack. For example a close up looked better on our draft one advertisement. However a long shot with use of low key lighting helped us develop our digi pack. 

Talent Release Form

This is the talent release form signed by Grace who will star in our music video. She has given her permission to star in our music video and will let us know when she is available.

Advert Design

This is the draft version of what our advert will look like. It will have our artist in the corner with paint on her face (her trademark). In the background and pointing towards her will be multicoloured lights (linking to the genre of Alternative Dance as she is in a club) and she will be the focal point of the picture. Above her is the name of the artist and the name of the album. Below thee are reviews from professional reviewers or fellow artists. It then states when the album is released and underneath has ways of keeping track of the artist (twitter, Facebook and a newsletter). Finally the record label logo is shown in the corner with the fine print next to it.

Locations

We have chosen three main locations to shoot our music video in. Therefore there and three main performance shots, where the artist will perform and lip sync to the song we have chosen.



This is southbank skate park. We thought as a group this location is very good to use in our music video and it's produces it's own low key lighting and it's very urban. This links with our urban theme of the video. Also the graffiti gives us a urban background. However we will be writing a letter to the council to ask for permission to film on the premises. Alot of our performance shots will be here.



Our second location is just normal everyday streets. We are more likely to film at night and see the artist lip sync to the song whilst walking. The street helps develop the concept of our video as it's about 'what happens behind closed doors'. Using an everyday street emphasizes the idea that no one knows what goes on behind closed doors and that people do weird and wonderful things when they feel no one is watching.



Finally a park will give us a contrast in lighting and mood for our video. The contrast will give the audience a break from the moody looking atmosphere. However this also ties in with our concept as the actors we use in the behind closed doors scene may be used in Nonsuch park showing how different they are when outside infront of people. 

Album Cover Designs - Front and Back

As part of our digipack we must create the album cover for our artist. Below I have designed two different front and back covers and have developed and created ideas that fit with our chosen genre and song choice. 'Right Thing to Do' by SBTRKT ft. Jessie Ware is an alternative dance track. Therefore both covers represent different parts of the conventions of alternative dance artwork.



This album cover front and back incorporated the convention of very club like lighting. As the genre is called alternative dance, it is played in places were people dance (obviously). Therefore we have developed that club idea and bought it into our artist look and style.



This album cover is slightly different. I've focused more on the artist by using a close up shot on both the front and the back. The artist face will be painted tribal like to give the audience a unique selling point. By seeing the paint they know it's our artist even if you just see the hand on the back of the cover. This quirkiness is conventional because all alternative dance artists are slightly different to just dance producers. For example if you look at the clothing style of MGMT this is a very clear statement of individuality. My initial idea for painting our artist came from Strategy an artist that alternative dance producers such as Dub Phizix uses on his tracks. I developed my own style of painting from the one below to create our artists style on the album from and back.

Photo-shoot Schedule

This is our groups photo shoot schedual, we wish to get this done quickly and work hard on producing the pictures we need for our digi-pack in two days of shooting. 

Shooting Scheduled

This is the shooting schedule for my group. This schedule is important for all members of the group so that we know when and where we are supposed to be during the filming period. Also this will keep us on track for deadlines.

Props, Costume and Make Up

These are the lists of props, costumes and make up we need.

The costumes are very simple and what I would call urban clothing. They are street and urban wear because it will relate to the urban setting. Also they are just normal everyday clothing because it relates to our concept as everyone looks normal but no one knows actually who the other person is or what they do behind closed doors. The look we are going for are simular to the gif's underneath.


 Girls:

 

Boys:

 

For our face paint idea our inspiration comes from a mixture of these two photos. The pain looks very tribal which is the look we've decided to go for. However we would like to use the colours red, yellow and black instead of just plain black and white. The clothing then should be very plain a simple so not to take the attention away from the artist and the paint.

Track Permission

The letter below is to The Yong Turk Records in regards to the use of their song 'Right Thing to Do' by SBTRKT ft. Jessie Ware. We need to ask permission from the record label because of the copyright laws of using and publishing a song that is not own by our group.

Animatic Storyboard

Story-boarding

                      


Animatic Story-boarding

                       

 As you can seen in the animatic alot of the shots repeat themselves. This is because the video is very quick and the beat and lyrics make it easier to cut on. Therefore the paper storyboard differs because the same shots repeat themselves, to stop viewer fatigue.

Concept Ideas

Concept Ideas on Prezi

After adapting a concept of my own as a group we came together and developed our ideas and incorporated each of our own ideas and made final decisions into our project. We've done this early as it gives us a good starting point in the development of our project. The video below explains and identifies the main concept of the group project.

    

Lyric Annotations

Lyric Annotations SBTRKT ‘Right Thing to Do

Artist Annotations

Image Annotation

Song Details

Song Details by GracePotton on GoAnimate

Animation Software - Powered by GoAnimate.

The Roles of the Project

Research Peer Assessment

Initial Ideas for Project

This mind map you takes you through a quick summery of our group discussions and ideas. All the ideas have come from the whole group and therefore we've now made our decision on what genre we are going to do. We have all produced separate research in all the genres on the mind map and also all the song choices. Also we have done extensive research on the types of conventions seen in Alternative Dance music videos and transformed this onto this mind map. For example the costuming choices of funky hair and make up is from watching an analyzing Alternative Dance videos. Similarly the locations are also from the research we have done on Alternative Dance music.

Technical Tutorials

As a group we were taken through a technical tutorial of Photoshop. This was helpful as we have to create a digipack as part of our project and Photoshop is the software we are using to do this. We learnt how to replace the background of picture which will be helpful in the making of our album cover if we wish to change the colours or actual background. We also learnt how to import pictures to Photoshop, this will help us as our new artist or band can feature on the front of the album and digipack.

This is a practice of the album cover we want to produce. We will improve this and work on our Photoshop skills so that our final digipack will be interesting and quirky, therefore it will then represent the chosen genre.

 

This is the finished product of my Green Screen technical tutorial. we started off filming the music video, we set up three camera from different angles so that there would be three performance shots. Unfortunately I've only managed to upload 2 as we needed more time to upload them all, this therefore means that we need to leave alot of time after the shooting of our project to make sure we are able to take our time in editing and uploading footage. Once we filmed the video we set about exporting the footage into final cut. We found that its annoying when having to crop the picture of your film as you need to be careful the person in the video doesn't come out of the picture or they will disappear. You can see this has happened with my arm in the video. When filming for my own project, I will now know that the frame should just consist of what you want to see in final cut as cropping and trying to get rid of items such as the boxes you see in this video is very hard and can make the film look less professional. 

Audience Research

A questionnaire about music, music videos and my genre

Above I have included the full questionnaire to show what questions I asked my audience. To enlarge click. 

 

In my survey I asked 20 different people. These are the ages of the people I asked, most of them are 15 - 17 so therefore from this research I will target the 15 - 17 age range when producing my own video. 

 

 An important question I asked my audience is where they watch there music videos. This is important because when producing my own music video I want to know where it will get viewed most. By this you can see that the website youtube is a place where most 15 - 17 year olds go to view music videos. This therefore could also be a good place to advertise my artist and band as i know that my target audience will go on youtube and see my advertisement.  

 

After introduction into the questionnaire, I asked my audience more specific questions into the genre I wish to base my project on. I asked them in there opinion what is the typical attire they would see in an Alternative dance video. The highest scorers were both casual clothing and quirky clothing. This therefore has given me the idea of dressing my artist or band is casual clothing however giving it a quirky twist, maybe not with the clothing but by using lighting or props so that the look of the video is quirky. 

 

Again this question is asked so we can find out what the target audience look for in a Alternative Dance video. A quirky narrative got the highest score however live performance was a close second. Therefore an idea for my project is to have an ongoing quirky narrative but also either cutting to a live performance by the artist and band, or having the lip sync throughout the video so the character in the quirky narrative is also the live performance.   

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Album Adverts

Magazine Album Adverts

Record Label Research

Young Turks 

 

The Young Turks most importantly are a British record company that were established newly in 2006. Chris Pawson launched Young Turks as an imprint from XL Recordings which are a huge recording company with artist ranging from Adele to Radiohead. However since there launch in 2006 they've used youtube, facebook, twitter and any other social networking site to become big enough to sign Alternative Dance band The XX and also up and coming Alternative Dance artist SBTRKT. Whom has already played at Reading festival on the 2nd biggest stage two years in a row. I think The Young Turks would be a brilliant label to use for my project as it is very modern, new and exciting. They also sign Alternative Dance artist and bands which is helpful as it's the genre my group and I are focusing on.   

 Kitsune

 

Kitsune is a French electronic and Alternative Dance music label. It was established in Paris 2002 by Gildas Loaec, Masaya Kuroki and a London based design company Abake. Whilst travelling to Japan these partners decided that they all loved both fashion and music and the product was Kitsune, which is both a record and fashion label. Before co founding Kitsune Loaec working with artists like Daft Punk so it's clear they were very interested in Alternative Dance and electronic sounding bands and artists. Since establishing Kitsune have signed well known Alternative Dance producers Siman Mobile Disco and AD band Hot Chip. Both of which have very quirky personas and fashion statements which have been designed by Kitsune. This would be a good label for our Artist or Band as it's independent and different. However is it French and I would rather have a British label for my new British artist or band.

Fiction Records

 

Fiction records is a British record label founded in 1978. Fiction was established by Chris Parry, it was formerly independent however was bought out in the 1990s and is now owned by the huge Universal Music Group. The record label is most famously known for it's signing of The Cure which is a huge British rock band which have been going since 1973 and still going strong. For example this year they main stage headlined at the huge Reading and Leeds festival. Fiction can be seen as more of a rock/indie rock record label signing the likes of the Yeah Yeah Yeahs and The Maccabees. However it has signed the likes of Alternative dance, American duo Crystal Castles whom are very well known in there genre. Out of the three labels Fiction would be my last choice for my project as it is not independent and seems to sign more famous well known rock and indie rock artists.