Planning the Location

Location

In my music video I have decided to use more than one location to shot my video. The first location I have chosen is a quiet street near Liverpool street station in London, in which the storyline about the tramp will take place. I felt that this would be a good location for shooting part of my music video as the setting links in well with the tramp because that represents the stereotypical day to day life of a homeless person, also Liverpool Street is always packed with people passing by and is very diverse in a cultural sense. So I think using this location will appeal to my target audience and they will be able to sympathise for the tramp. This location will relate to the target audience because in the questionnaire I asked which location is best to film a music video and on the streets received a high percentage of votes. This location reflects my chosen song well because the title is 'save the world' and as I am filming one of the main storylines there it will show the tramp wondering around the streets searching for food and then a man will come along and give the tramp a buger. So this scene mainly conveys a sense of giving and kindness, which all helps towards making the world a better place. Also when editing this scene I have planned to have certain lyrics playing which will match the visuals, so the audience have a better understanding of the message of this song.

The second location I have decided to use is a street and house in Woodford as it is local for me to film at, also it is convenient as the house I will be filming inside has a good layout for some over the shoulder shots of the antagonist to look up to the protagonists bedroom window. This scene doesn't reflect my artist in any way but the artist is not being shown in the video, so it won't affect it. Having this location is key to my video as it will show one of the two main story lines and the house will signify part of the song. For example whilst the protagonist is inside getting ready, listening to music, the antagonist will be outside watching and getting ready to mug the protagonist. So when the mugging takes place it will convey that the outside world on the street is reality where bad things do happen, and being inside conveys comfort and safety. Along with this, when I edit the filming I will make sure to match the music with the visuals for example I am planning to have an extreme close up of the protagonists hand turning up the volume on a radio, which will be shown whilst the lyrics 'turn up the love now' are playing in the song. The actors in these scene are 16-17 which comes under the target audience's age, so I think they will relate well to it, especially as it shows a girl getting ready to go out late at night, which my target audience presumably also do.

The third location I have decided to film in is a club. This will reflect my artists music genre well as usually in clubs they play dance music and as the song 'Save the world' comes under dance/house it is likely to be played in a club. I aim to edit the filming so that the chorus in which has the thickest texture of the song will be played when the clubbing scenes are shown. Using a club as one of the locations will convey the dance genre perfectly, with all of the flashing lights and crowd of people. As well as that it will also relate to my target audience well because they are at the age where they are likely to go out to parties or clubs. Overall it makes the video more light hearted as the other two locations are where serious actions take place, in the club scenes it shows fun and enjoyment in life.

Action

The main action that will happen with the scene set in Liverpool Street will be a tracking shot of the tramp walking through the town, passing by rushing people with busy lifes, which is totally opposite to his as he has nowhere to go and nothing to do. Once the tramp has sat back on the floor, there will be a shot of him looking through empty burger wrappers so he sits back on the floor, and along will come a thoughtful man will walk past and kindly give him a burger.

In the second location, down a street in Woodford there is quite a bit of action. As this is the other narrative, the filming we will show is the protagonist getting ready in her house, and going outside. I will use a long shot to show her walking down the road when the antagonist is about to mug her, run away with her phone and purse but then get run over by a car. As we cant physically run the antagonist over I will use close up shots of his face expression and a mid shot of the car coming towards him, so it appears that he has been run over.

In the third location, which is a club. The action taking place will be the crowd of people dancing, with their hands up in the air. As there is not much action in this scene other than dancing I will use a range of shots to make it more interesting once I edit it and to fully capture the partying atmosphere.

Limitations

For my first location which is Liverpool Street, I will only be able to film from 4pm onwards as it becomes dark from then and  I need low key lighting for filming. Another aspect which limits my filming time is that the actors that I need, are only available on two days after school a week so I have had to rescedule my own work to be able to get the footage I need for this music video. Luckily the actor and actress I am using in the mugging scene are available on the weekends so I will be able to film then, also because I am filming it in Woodford it is local for me to go to. Although the same factor that limits my filming time is that because I want to use low key lighting I will only be able to film from 4pm onwards. The club scene may be an issue as we didn't ask the people whether we could film them.

Health and safety risks

The health and safety risks I will have to run through during the filming of the first location is whether the actors will be able to get to Liverpool street without any problems. Also I as the actor of the tramp has to eat a burger I will have to check that he is not allergic to the food he is given and I will have to check if he is allowed to it eat it as there could be religious reasons or morals to whether he can't. I will also have to check that the area isn't too rough and I will have to watch the time when filming as I do not want the actors to get ill because of the cold weather, this also applies for the actor and actress in the mugging scenario. During the filming in all three locations there may be people that pass by in the background, more so when filming at Liverpool Street, if this is the case I will not be able to get everyones authority to be in my video but as they are not the main subject I don't believe it will matter that much.

Weather

At the first location which is Liverpool Street, weather could affect the filming a lot because it all has to be filmed outside if it is snowing, raining or very heavy winds I will have to put of filming for another day. If on the day I have organised to film it is raining or there is bad weather that will stop me filming, I have arranged other days for it to take place, which will enable me to get the scene filmed.
In the second location, which is a house and street in woodford, the weather will not affect the filming of the protagonist indoors but when I film the outside part the weather have a massive effect on filming. For example if it is raining, snowing or there is heavy winds or fog i will not be able to film, because firstly the weather will ruin the camera also is its foggy and I try to film a long shot, the object in the long shot will not be seen, so it will not work. Similarly to the first location as they are both outside, I have arranged specific days for filming so that if on the first day it is raining and I cannot film, it will have to be held until the next day planned.
Thankfully as the third location is in a club, the weather will not affect the filming at all.

Digipak Reflection 1

[[[[[Introduction-

·       Do you think your digipak is conventional to your genre? Consider the colours/connotation, images, layout etc

·       Do you think your target audience will be able to build a relationship with your artist?

Evaluate-

Evaluate each of your slides by commenting on the following:

·       What choices and decisions did you make and why?

·       Are your choices and decisions conventional to your music genre and why?

·       What could you change and why?

Reflection-

·       How will this draft assist you with creating your second?]]]]]]

    When designing my digipak I had the dance genre in mind, therefore the colours and patterns used in my digipack drafts are bright and bold. Photoshop was a great programme to use for creating my digipak as it allowed me to edit pictures in hundreds of ways and it allowed me to make the precise effect I aimed for on each cover. For my first digipak draft I used a black background for each slide as it conveys a club atmosphere as its all dark, but I have added bright colours to represent the strobe lights. On each of my covers I have tried to stick to the strobe light theme as they are commonly used in parties, clubs and concerts, so to do this I have used bright colours on each cover. I have used images from google of silhouettes of people in dance positions, which clearly represents the dance genre of the album. On one of the covers I have made 5 silhouettes of people in dance positions, all in different colours. I have then used their matching colour to draw lines from them using the paint brush tool, which creates a strobe light effect. 

    The target audience for my artist is 15-23 which are the main listeners of dance music and are at the age where they would be going out to party's and clubs, so having connotations of a club atmosphere on my digipak will allow my audience to relate to it. Also bright colours connote the outgoing personalities of teenagers/young adults.

 

     Title page

   This is the front of my digipak. I didn't add the artists name because I wanted to keep a simple but bold look and felt that with this design idea I created, putting on anymore writing would ruin it. I decided to have a black background so that all of the bright colours and the title would stand out, also the black background portrays the dark atmosphere of a club, so this relates well to the dance genre and to my target audience. I used the paint brush tool to create the different lines of colours. I have chosen these four particular colours as they are bright and bold and represent the dance genre well but also because each colour has a different representation. For example yellow represents happiness, which I believe the listeners will be once they hear the album. The bright pink and electric blue represent the female and male sex. Finally I chose the colour green as it represents nature, which relates to the main song and title of the album which is 'save the world'. With the use of all of these bright colours I feel that if this album was in a shop it would attract my target audience straight away because of the bright colours, it appeals to a young audience. The typography used on the front was edited with a chrome affect, so it conveys a modern and rich feel, I thought this would make a good contrast to the bright colours as it still stands out well and appeals to both genders equally.
      In my second digipak draft I will add in the name of the artist as people will not know who the album artist is by just looking at the front of the pack. Also I will change the colour of the writing because although it stands out against the bright colours, it does not stick to the dance conventions   

    This is the back cover of my digipak, which has the song titles and copyright information on. I have put
     a picture of the world in the center of the page as it is the main image, also I wanted it to link in with the album title
     'save the world'. This relates to dance as there are many different forms of dance all around the world and dance is a way of bringing different cultures together. I have made the typography black with a yellow outer glow as it conveys the sun, as the earth circles the sun, also it is
      a nice bright colour which stands out against the dark background. The background on this cover is not fully black, it has a gradient of grey to black, I decided to do this because it makes it slightly
      different to the rest of
      the background covers and the white colour against the black in the top right hand corner represents a ray of light or hope coming through the darkness. I have
      added a bar code which, the ministry of sound logo as that is a record label which signs dance artists. Also I have added copyright information onto the bottom of the cover. In my next draft I will change the background because I don't think it conveys the dance genre that well, also I will change the typography because although it is a bright yellow it doesn't stand out that much and some of it for example 'save the world' is hard to read. 

This is one of my inside covers, I have used bright bold colours that stand out and convey the dance genre. I have made the background black so that the club atmosphere is conveyed throughout the digipak covers. I have taken silhouettes of people dancing and filled them each with a bold colour and then sticking to their correct colour scheme I have drawn lines, which convey strobe lights, coming away from their body. I think this gives off a great affect and conveys the dance genre well. Although on my next digipak I will try to use an image that I have taken myself. 

  This is another cover for this inside of my digipak. I have stuck to the theme of the strobe light affects, by using five different colours and making straight lines from the center point of the cover outwards. I wanted to convey a party/clubbing/concert look on this cover, so I cut 

     out an image of people in a crowd and filled it black. 

      By doing this the image blends in with the black background and looks as if the camera shot was taken just over the top of the crowd. In the image there are people with their hands in the air which creates more

    of a partying image. Also because the crowd is facing towards the light it suggests that it could be a concert as everyone is looking in the same direction. To make the cover more interesting I have added a red glow effect 

      on the background behind the bright lights, this creates

      a dance scene. 

   This is my welcome/thank you page, which has a black background. I have used the paint brush tool to 

   create a flashing light effect at the top of the page and I used the blur tool to make it less bright as every 

    other cover has bright colours I wanted a contrast. 

    The typography on the cover is in 'bank gothic' because it conveys the dance genre well as it looks quite techno, which links in with dance. I choose to make the writting silver because it matches the other writing throughout this digipak, it stands out nicely and represents energy. 

 

This is my CD cover page. I decided to leave the back cover white so that it is a contrast to the black background on all the other sides. On the physical copy of the CD I have used the colour tool to make it pink, blue and yellow, which fits in well to the bright lights colour theme. I have put the title of the album logo on the CD 'save the world', also it will inform the audience which CD they are listening to. I have used a primary source picture of my friend on the CD cover to convey the dance genre. This image of the woman conveys the dance genre as she is wearing short shorts and a black crop top, which goes with the stereotypical minimal clothing that woman usually wear in dance music videos. Furthermore she is standing in a dance pose, and I have added a blur effect to create a feeling that she is moving. If I had to change something about this CD cover side I would add more effects on the back page and on the CD I would have a darker background so that the 'save the world' logo stands out more. But I would still keep the image of the woman as she conveys the dance genre very well and appeals to my target audience.  

      Overall I think that by creating this first draft I will improve on my second draft by bringing across more conventions on the dance genre, by getting a primary image of a girl dancing. on my second draft I will still stick to one main theme which will probably be bright colours on each cover page.

Sub Culture Theory

Mc Craken Theory-
-Postmodern world full of diversity, dynamism and creativity.
"If we look at the array of values and ideologies then we can't say all sub cultures come from one culture."

CCCs Theory-
-Ignore this
- It assums that all subcultures come from one culture

Hebdige Theory-
-Hebdige came to the conclusion that although some people think subcultures only appear to be different but deep down they are the same he says if you look deeper there is enough richness to warrant renaming 'subcultures' as 'little cultures'.

I have chosen to use Mc Crakens theory, as he believes the world is full of diversity, dynamism and creativity which is what I will be conveying in my music video. For example there is diversity between the two realities shown in my music video, there will be a contrast in the clubbing scenes in which everyone is dancing and having a good time with no worries and then there is various stories throughout the video showing good deeds, so it is all reality but it shows a contrast between the different scenes. It will show the diversity between the good and bad people in the world and that we are all one so we have to come together to make the world a better place and that is part of the message being conveyed in the lyrics of 'Save the world'. This theory relates well to the dance genre because dance is creative and diverse. Music as a whole relates to many people across the world, and by creating a music video for a dance song I wanted to show various situations in day to day life that everyone can relate to. As Mc Craken theory says not all subcultures come from one culture, therefore is the subject was dance in which there are many different forms or dance, it does not come from one culture, so it can relate to everybody. This is why I have included scenes which are totally varied for example a kind man giving a homeless man some food to a teenager going out and getting mugged, both situations showing slightly extreme average life's.

Analysis of magazine advert 2

Calvin Harris

1)Representation of music artist

2) connotations of advert

3) Colours and connotations

4) Design/layout

5) Choice of images

6) Typography

7) Style of language

8) How does the advert promote the artist

9) How does it promote the music genre

10) How does it attract the target audience

This advert for Calvin Harris' new album represents him as quite a quirky, funny artist, because of the bold background colour and the yellow spotted sunglasses.

The advert connotes a bee hive, because the colours used are black and yellow and the glasses that Calvin Harris is wearing are made to look like a bees nest, because of the round yellow circles. There is a close up of Calvin Harris' head on the front which is artist representation, also the font conveys the type of writing that comes up on a calculater as there are gaps in the letters. The sunglasses connote the dance genre as it is seen as cool and conveys his fame.
There is only three colours used in this advert which are yellow, white and black. The colour yellow connotes happiness and joy, it also makes people alert and for people that are blind to other colours they can usually see yellow. Yellow is a very bright and bold colour which was fashionable in the 70's along when the disco genre was at its peak. The yellow and black colours also convey bumble bees, which appears to be conveyed through the funky glasses Calvin Harris is wearing.
The layout of the poster is neat, the artists name is written vertically along each side of the page in capital letters, and there is a close up of his face in the center of the page showing that he is the main focus. The font is the biggest for his name as he is already well known when the audience see his name is big letters that will attract them so they will read more to in find out what it is advertising. The album title is written in capital letters but in a light black colour font underneath the picture of his face 'I created disco' then underneath that it says what the poster is advertising which is his new album and the release date 'the album-11 June'. Then the font is even smaller explaining which singles are included in the album. On the right hand corner the logo for amazon is shown, as the album is available on there as well as the poster now advertising amazon as well as Calvins new album.
The image used on this advert is a close up of Calvin Harris' face, the edges make it appear as if it has been cut roughly and stuck on the page, this conveys an edgy look. The audience can not see any emotion in his face as he is wearing sunglasses, as well as this his mouth is straight so this conveys he is quite serious ironically as the use of bright yellow connotes his quirky side.
The font used in this advert is called digital, as it has lines through each letter, which conveys a cool advert for dance. The fact the that typography is in digital relates to the dance genre as dance music is created by digital/electronic devices.
The style of language used on this advert is in simple English, as it says the artists name, the title of the album the release date '11 June' and has two lines of information on the bottom telling the audience what singles feature on the album. This suits his target audience well as they will understand simple English well and it relates to them, as they are around 15-24.
The advert promotes Calvin Harris as quite an outgoing, happy, quirky person. It portrays that he is quite a simple person as there is not great use of effects on the poster, it only uses 3 colours and the image looks as if it has been roughly cut out and stuck on.
By the use of the word disco the dance music genre is conveyed well as disco is a form of dance music. Also bright colours relate to dance, so using yellow makes the poster stand out and is quite memorable. Also the yellow spots on the sunglasses could represent bright flashing lights, which relates to the dance genre.
The target audience for dance are around 15-24 year olds, this advert attracts them as it uses a bright bold background colour to capture their attention and there is little but enough use of information. Also there is a sign for amazon in the bottom right hand corner, which sells a lot of products on their website aimed at 15-24 year olds.

To summarize, analyzing both magazine adverts has helped me think of ideas when I create my own magazine advert. For example both magazine adverts have colour schemes, so for the Swedish House Mafia it is black and white and for the Example advert the colours used are black, white and yellow. I think I will have a colour scheme for my magazine advert as it makes it clear to read and more appealing, as having too many different colours on the front can clash and aren't great to look at especially for people who may be colour blind or have partial eye sight problems. Furthermore the colours that I chose for my magazine advert I will make sure they fit in with the dance codes and conventions, for example I will use bright blue, pink and yellow as they convey the bright lights in a club. Also I will make sure my artists name is in a big font and towards the top of the page as it is the most important part of the magazine other than an image of the artist, but as I am not showing the artist I will make sure the name stands out the most similarly to the two magazine adverts I have analysed. I think having images on the magazine advert makes it more interesting and is something that my target audience can relate to, whether it may be a picture of the artist or any type of picture that relates to the music genre. Other key information to add is the title of the album so the customer knows what they're buying, as well as this the typography I use is important as my target audience are teenagers and young adults I will need a font that looks modern and cool and that relates to the dance genre as well as relating to them.

Analysis of a Digipack

David Guetta

1)Representation of music artist

2) connotations of advert

3) Colours and connotations

4) Design/layout

5) Choice of images

6) Typography

7) Style of language

8) How does the advert promote the artist

9) How does it promote the music genre

10) How does it attract the target audience

The Digipack I have chosen to analysis is David Guetta 'One more love' as it is under the genre of dance which is the same genre I have chosen to use for my music video. 

This digipak represents David Guetta well as a dance artist because on the front cover it shows a mid shot of him wearing a white t-shirt and sunglasses. This picture links in with dance conventions well as he is wearing big sunglasses which connote fame and high status, also a lot of dance artist wear sunglasses indoors in their music videos. Also the black background connotes the dance genre because in a club it's usually dark and it conveys mystery. The splashes of colour on the digipak convey the flashing lights in a club which links in to the dance genre, also it conveys graffiti which is a way for people to show their emotions through art or to leave their mark somewhere. The only colour on the digipak is gold which connotes fame and richness and the expensive lifestyle of the dance artist. 

The connotations of the advert convey the dance genre because of his sunglasses showing high status, his t-shirt which is casual clothing which links in with dance, the typography is stylish and the name of the album is written in a graffiti type of font. The graffiti type of writing goes well with his tshirt as it has a gold graffiti affect on it. The use of black and white on the front and the bright bold colours on the back show a great contrast which makes the digipak looks more interesting, although he has contrasted the bright colours with black and white, the colour scheme for the typography still remains the same on each cover being either black or gold. 

The use of using gold as the only colour on the front cover portrays wealth and success but as the gold parts look like they have been graffited on, it shows that he achieved that success by being an truthful artist and having only started from the beginning like the streets, he has still come this far. The black and white colours are a simple contrast to the colourful paint effect on the other two sides, as a whole affect it connotes a clubbing atmosphere as it's dark but there's bright lights.
The design of the digipak represents the dance genre well, the splatters of paint on the cover convey bright lights and a none caring fashion as it looks messy. The layout has artist representation on the front cover for people to see and know who's CD they are buying. The image of David Guetta at the front looks like a papped picture so this connotes fame. The listing of songs is on the back cover, so before people buy the CD they can read which songs it includes.
The choice of images used is one close up of the artist David Guetta, it appears to be a high angle shot and the brightest part of the photo is his face so that gives the effect of a camera flash, which could connote his fame and celebrity status as it looks slightly like a photo the paparazzi would take.
The typography used for 'David Guetta' looks straight and stylish to convey the modern dance world, whereas the 'one more love' writing is done in a hand written or graffiti type of font to convey where the dance world originated from the streets. All of the writing on the front cover is in white except 'one' and 'love'   which is in gold to portray wealth and success. The writing on the back cover is in black and gold and quite a small font, this all links in with the colour scheme used on the digipak.
The style of language used on this digipak is normal English as the album is called 'one more love' but the word love has an ambiguous meaning as it could connote one more album or one more dance, but David Guetta called this album 'one more love' because it was an extended edition from the previous album 'one love'.
The advert conveys the artist in an urban way because of the high angle of the photo and the colourful effect on the digipack. Also the picture of the artist is conveys him in a cool, fashionable way because the audience cannot tell his emotions as they cannot see his eyes, also the white lighting on his face may represent the sun shinning down on him, hence why he is wearing sunglasses.
The advert promotes the artist well under the category of dance because of the use of props such as his sunglasses and the use of bright colours and the colouring effect on the image which makes the focus on David Guetta. The way the splatters of colour are spread out on the digipak  could convey the atmosphere of his concerts when his dance music is playing and everyone is going crazy.
The target audience for the dance genre is around 15-24 so this digipack targets them well as it is colourful, yet cool being in black and white on the front with David Guetta wearing sunglasses and a plain tshirt. The plain t-shirt shows that he does not care about his image that much and he is being himself which conveys the dance genre as everyone likes to be original.

To conclude, the research I have done on this digipack will help me in my planning when I create my own digipack as they are both targeted towards an audience who like dance genre of music and are both around 15-24 years old. The design of this digipack is kept very simple with a white background but connotes the dance genre well with bright colours on the back and side cover. I will use a colour scheme for the writing because it makes it appear more neat and clear to read, as well as conforming to the dance conventions in this digipack for example having gold writing to convey wealth and flashy style. Also I think it's a good idea to have one main theme spread across the digipack because it links in well and it represents the form of a dance being one long routine. 

Analysis Of Magazine Adverts

1)Representation of music artist
2) connotations of advert
3) Colours and connotations
4) Design/layout
5) Choice of images
6) Typography
7) Style of language
8) How does the advert promote the artist
9) How does it promote the music genre
10) How does it attract the target audience

1) This advert is for Swedish House Mafias tour. It represents house/dance music genre well because the black and white chrome affect is very modern and conveys a futuristic effect. House and dance music is very modern and without technology and music programmes it would not exist, so the digital effects on the poster convey this.

2)This advert connotes Swedish House Mafias last tour, as it says 'One last tour' in capital letters. The three rings could connote the three separate ways they will go after the tour especially as it is white, that connotes purity and innocence, starting fresh.

3)The only colours used in this advert are black and white with a blurred, drawing effect. I think they chose black and white because it portrays the beginning and the end, as this is their last tour. The black may represent the beginning and the white represents the unknown even though their music career as a group is coming to an end their lifes are continuing. The wash out black effect makes the three rings looks like they are bright lights shinning on the three men, making them stand out showing they are the most important and the stars. The circles could also convey bright lights that come

4) The design is quite simple, all of the dates are in capital letters in black writing in a list in chronological order. The title of their tour is in capital letters spread across the bottom of the image, although it is in a big font it blends in with the image because the colours are white and black.

5) The image used in this advert is of Sebastian, Steve and Axwell the three artists that make up Swedish House Mafia. There is close up shots of the three men, posing in various ways, but all of them look very superior and have serious facial expressions. The way in which they are posing looks as if they were three separate shots put together.

6) The title of the tour 'One last tour' is in capital letters and matches the colours of the background behind and is a lot bigger than the rest of the writing, so it doesn't stand out that much, this suits the style of the poster well and I think because they are so successful they don't need the advert to stand out as they already have a big fan base. All of the writing for the dates are all in capital letters and in chronological order. The font used is a serif font as the writing has straight corners.

7) The style of language used is simple and to the point, as all of the states mentioned are shortened. Other than the title of the tour and the tour dates there is no writing.

8) The advert promotes the artist in a modern, stylish way because of the chrome effect on the image.

9) The advert conveys the music genre well because the image has clearly been edited and similar to dance and house music it is made by using new technology. The editing effects are simple but affective on the advert.

10) The target audience for swedish house mafia are around 15-24. The metallic, chrome effect on the image will appeal to them as its modern and young people like that. Also because the three members are shown on the advert it shows star representation and will appeal to their fans.

Cinematography

The four main camera shots I will use in my music video is a close up, long shot, over the shoulder and track.



The close up shot will be used a lot to show the sticker 'save the world' so that it is clear to people and so that it will become memorable and show the significance as it will be shown throughout the video. Close ups will also be used when 999 is being dialed on the phone so that the audience can clearly see help is being called for. Close ups are regularly used in dance music videos to convey peoples actions and show that they are having a good time. For example there are usually close ups of girls dancing and showing girls legs and cleavage will attract the male audience and it portrays clubs truthfully as girls wear short tight clothing, so that clothing also conveys the dance genre. In my music video I will be using a lot of close ups to film the narrative scenes. For example I will use it to film the victims shoes when she walks down the street, also I will use it to film the homeless mans shoes when he walks through the streets of London, this links in the two innocent characters as well as showing the difference between the wealthier girl wearing black heels and the homeless man who can only afford socks and crocs. I have also used a close up to show the victim calling 999, so that the audience can decided whether they believe she is calling the police or an ambulance. So using close ups within filming the narrative helps tell the story, especially when there is a close up of the homeless mans face showing his emotions when hes upset and angry. Close ups will also be used to show the iconography which is a sticker with the logo 'Save The World' on it. This sticker is used to portray the concept which is to help others and together we can save the world/the people of the world. I will stick the sticker in various places e.g. brick wall, lamppost, letterbox, street sign etc.

The long shot will be used when I want the whole body or scene to be shown in the video when the tramp is sitting on the side of the street, I will use a long shot then to show the rough life in where he has been sleeping and it shows he has nothing. I feel that using long shots for scenes with the tramp and the mugging scene will show that no one is around them or there to help, so it shows how secluded they are. Long shots are commonly used in dance music videos as it allows the audience to see the whole length of the person/people dancing in a club or street. Long shots also provide the viewer with a general view of what they're watching and if they were there themselves that is what they would be seeing. Long shots usually introduce the beginning of a new scene so in a dance video they could use a long shot to introduce a new person dancing or switch to a totally new scene. Also as dance videos are usually performance based and there is a lot of filming shown of people dancing, it is common to use a long shot to make sure there is no action missed by framing too tightly or not being able to follow a wildly or erratically moving subject. In my music video I will mainly use long shots during the clubbing scenes to show everyone partying and to show the various strobe lights, having these scenes ensures that my music video will conform to the dance genre. I will also use long shots for some parts of the narrative, for example to show the wealthy man walking by but stopping to give the homeless man a burger, this is so the audience can see exactly what is happening. Another long shot I will use is when the thief runs into the road, in this shot the audience will be able to see that he is dressed in all black clothing to help disguise himself and that he is holding the bag and phone that the victim left the house with. 

Over the shoulder shots will be used in my music video to show the persons point of view. For example there will be a scene in the video when the protagonist is looking up at the bedroom window where the antagonist is, so I will use an over the shoulder shot to show that the protagonist is spying on the antagonist. Over the shoulder shots will re-enforce the dance genre as they are commonly used to show people dancing in a club so it can be used to convey the connection between everyone in the club. It is common to use in dance music videos because a lot of dance music do not have many lyrics or any at all so over the shoulder shots can convey the feelings of different characters in the video without them having to speak or without lyrics explaining how they feel. In my music video an over the shoulder shot will be used when the victim takes her phone back from the thief who is lying on the ground, having just been hit by a car. Another example will be shown towards the end of the video when the homeless man looks up towards the sky, so the audience can see his point of view.  

Tracking shots are usually done by with the camera being mounted on a camera dolly, it is a wheeled platform that is pushed on rails while the picture is video is being captured. In a tracking shot the subject is followed whilst moving but within the frame. There will be a lot of use of tracking shots throughout the video as they are great when trying to do tell the narrative. So it will be used when the tramp is walking around the streets and when the antagonist is going to meet her friend but gets mugged. The tracking shot follows everything the actors do, so the audience get to see continuous editing within the story lines. I think tracking shots make music videos more interesting to watch as it places the audience in the position of the artist or actor. Tracking is not a convention of the dance genre as dance music videos are usually performance based, but I have decided to use it as I am adding narratives in my video. In my music video I will use tracking shots for the victim walking out of her house as I want it to be continuous. Also I will use tracking shots for the clubbing scene, so I can show everyones hands in the air and be able to see all of the strobe lights and the large amount of people in the club. 

Pie Charts

This first question is 'Are you male or female?' and we made sure we asked an equal amount of males and females so that the test would not be more feminine answers or masculine answers.

The second question I asked was 'What is your favourite genre of music?' and dance was one of the answers which received a high percentage of 27%. This shows that dance is a popular genre especially compared to hip hop which only received 3% of votes. As this question proves that dance is a popular genre it helped me chose to do a dance track for my music video. 

The third question I asked was an open question of what there favourite music video is. All of the answers we received came under the dance and pop genre which is good as we only asked 14-24 year olds as they are our target audience, so knowing that they like dance music is good as our dance music video can appeal to them.

The fourth question we asked was which song do they prefer out of the six following choices, Swedish House Mafia received the third highest votes as Neyo ft Calvin Harris-Lets go and David Guetta-Titanium received 2% more votes. This shows that Swedish House Mafia are still very popular within dance music, but the song choice was 'Don't Your Worry Child' which I have decided not to use in my music video as it didn't receive the highest amount of votes.

The fifth question was a closed question on whether they prefer narrative, performance or concept based music videos. I found that 'concept' based videos were the most popular with 50% of votes, then narrative based came second with 32% of the votes and performance based came last with 18% of the votes. So after reading these results I have decided to mainly make a  concept and narrative based music video, as they are the most popular but I will show some performance in the video as it is the dance genre. 

The seventh question I asked was which music channel is there favourite out of a list of six options. MTV Dance received the most votes and got 36% showing that dance is the most popular genre and obviously the audience we asked enjoy watching dance music videos the most. Scuzz received the lowest results with only 2% of the votes, I think this shows rock and heavy metal have a niche audience especially compared to dance which is very mainstream. 

The eighth question was whether the audience like strong editing effects, the feedback we received suprised me as I thought the majority of people would like strong editing effects but I found out that 56% of audience do not like strong editing effects and 44% do like strong editing effects. As there is only a 12% difference, whilst editing my music video I will use a medium amount of editing effects to try and appeal to as many people as possible.

The ninth question I asked was which location they think is best for shooting a dance music video, the most popular answer was in the street which received 32% of votes, I can see why this is the most popular answer as dance and hip hop originally began on the streets of America in 1970 and developed the name of street dance which is now very popular. The location which received the lowest amount of votes was a house with only 14% of votes. Taking this into consideration I have chosen to film my music video in the streets of London which is a city and a city received 18% of votes and a club as that is where everyone goes to dance, so it relates to the dance genre perfectly. Although 'house' received the lowest votes I will be filming some of the music video in a house as it is part of the story line. 

The final question I asked was a closed question which was to see whether the audience think it is important to see the artist in the music video or not. There is only 4% between the two answers but the majority of the audience think it is important to see the artist, whereas 48% of the audience disagree. I have decided not to show the artist in my music video as the only performance based parts will show people dancing. As the song is called 'save the world' it has a deep message and I want to convey that as well as possible without showing the artist at all. 

To conclude, creating a questionnaire and designing a pie chart to sum up the results has enabled me to make final decisions for my music video based on what my target demographic like and what will interest them. It was very useful to do this as I now have an idea which location to use, whether the video should be performance, narrative or concept based, which song to pick and many more. Also making decisions based on what my target audience like will allow me to produce a music video that will appeal to them but still stick to the codes and conventions of the dance genre.

Research into chosen artist

Swedish House Mafia

Swedish House Mafia have inspired me to create a music video using one of their songs because I am a big fan of their music and I enjoy listening to their songs as their music comes under a few different genres including dance, house, progressive house and electro house. House music is not mainstream but Swedish House Mafias have done very well as their hit single 'Don't You Worry Child' has made the number one spot in the UK for two weeks in row. Having watched all of Swedish House mafias music videos they are mainly concept/narrative based which I think goes best with their music, although each song still gives out a strong message for example in their music video for 'save the world tonight' there are three bad situations for example a man steals a woman's bag and then a dog pounces on the man so he falls back into the glass. So the video conveys a message that bad things happen to bad people.

Swedish house mafia are an electronic dance trio made up of three house disc jockeys and producers from Sweden. The three men that Swedish House Mafia consist of are Axwell, Steve Angelo and Sebastian Ingrosso and they only formed the group in 2008 and on the 24th of June they announced their last tour before a hiatus.

In the DJ magazine Top 100 DJ poll 2011 they ranked in at number ten and have been called 'the faces of mainstream progressive house music'. In 2012 they won an European boarders breakers award (EBBA). The first production they released was in 2007 and it was called 'get dumb' and it was produced with Laid Back Luke, a few years on in 2009 they released another single called 'leave the world behind'  which again was produced with Laid Back Luke and Deborah Cox. In 2010 they signed to UMG's Polydors records after disagreements with previous record label EMI. Their first official single 'one (your name)' was released on 26th May 2010, where it achieved international success as it reached 7th position in the UK singles chart. Their next big single from the same album called 'Until one' got to the 4th position on the UK singles chart in September 2010 which featured Tinie Tempa 'Miami 2 Ibiza'. 'Until one' is a collection of productions and remixes by Swedish House Mafia some as a group and some as individuals. The album got a BPI Gold sales award in the UK. In May 2011 they released a single called 'save the world' which featured John Martin on vocals, this song reached number 10 in the UK charts, later in the year they released 'Antidote' featuring Knife Party which unfortunately didn't make it to the top 10. In March 2012 'Greyhound' was released and their most recent single 'Don’t you worry child' was released in September 2012 which reached the number 1 spot in the UK charts two weeks in a row. Swedish House Mafias second compilation album titled 'Until now' was released on the 22nd October 2012 which is exactly two years after the release of their first compilation album 'Until One'. Unfortunately for fans of Swedish house mafia in June 2012 they announced their last tour which is called 'one last tour' as they have decided to take a break and the three members are currently unsure if they will collaborate as a group again.

Save the world by Swedish House Mafia is 100% narrative based. At the start of the video the title of their group appears in white capital letters with a black background, then their logo appears which are 3 circles of splashed paint and then the name of the song appears underneath the logo. This helps the audience identify who's video they are about to watch as the artists do not physically appear in the video. Although in the second scene of the video the artist’s picture are on the front of a cash desk where it says ‘do not serve’, although their pictures aren't massive so it is hard to tell that is them. But I think having them linked in to the video is good and shows a new approach for artists being shown in their music videos without having to physically be in it. Throughout most of the video there is low key lighting, which conveys the atmosphere of a club as usually clubs are open at night when it is dark outside, so this conforms to the dance codes and conventions.

 

The first mise en scene the audience see is a low angle on a street corner at night and is a long shot of two girls walking down the street. The second mise en scene shown is a long shot of girl walking through a cafe and the third mise en scene is a mid-shot of a man sitting in a car parked along a side street. All three of these beginning scenes are very important in telling the narrative during this video as they are the three bad incidents that take place. As the song goes on the dogs take action on the antagonists, for example the thief gets pushed through a glass bus stop, the shop thief gets bitten by a dog and the man who stole the car crashes whilst trying to avoid two puppies. So rather than showing revenge from the protagonists, this video portrays karma as the antagonists have done wrong and have got bad things done back to them. I think this is beneficial for Swedish House Mafias target audience because it is so easy to become a criminal in today’s society this is a comical example of what could happen to someone for doing illegal acts.

The three scenarios link in well together not just because it shows bad acts taking place but also in all of the scenarios glass being smashed is involved, which could convey glass bottles or glasses which are used when drinking alcohol which relates to the dance genre. In the mugging scenario the antagonist is pushed through a glass bus stop by a dog, in the car scenario the man’s window is smashed and in the shop scenario the glass jar is smashed. Also each time the glass is smashed it is played in slow motion, this displays a stimulating effect to watch.

This video goes against the usual codes and conventions of the dance genre, firstly as there are no scenes of people dancing and none of the video is set in a club, also the majority of the editing is slow paced except towards the middle/end of the video when more action is happening. Although there are fast pace editing when straight cuts of the different dogs are shown and the visuals match the song as the images change along to the beat of the music. Also towards the end of the video another montage of shots of the different dogs are shown and there are bright strobe lights in the background to convey the dance genre, also there is a smoke in the background which is used in clubs. Also at 1.30 into the song there is a long shot of all of the dogs running down the street and there is a very bright light on the left side which connotes the bright lights in a club. As well as this there is a mid/long shot of two women walking down the street and the traffic light behind them is lit up in a silver/white colour which again conveys bright lights in a club.  

 

The song is called ‘Save the World’ so they are showing a contrast of good and bad people and oddly dogs end up becoming the heroes in this music videos which adds a humorous affect overall. In parts of this music video the lyrics match the visuals, for example in the opening ‘into the streets’ there is a low angle long shot of two girls walking down the street. Another example is when the man turns up the volume in his car when the lyric’s ‘turn up the love now’ are being sung. Also during this scene ‘Swedish House Mafia’ is shown on the radio which could convey that the man in the car is listening to them, this also gives the audience another advertisement that it is their song.

Greyhound by Swedish House mafia is 80% narrative and 20% concept based. The establishing shot is of a deserted land with mountains in the background, this suggests that they have chosen to film in a deserted area for a reason and this may capture the audience’s attention more from the beginning. The next shot is a close up of a man dropping a screw driver into the ground and then there is a straight cut to a close up of what appears to be a screw driver landing in the ground. There is then a long shot of the same man holding a big machine with a screw driver type of end, which is what we see go into the ground. As this is happening there is no music but there is diagetic sound of the machine landing on the ground and the man walking away from the machine he has planted. This instantly captures an idea and narrative which makes the audience intrigued to find out what happens next. This is opposite to the general dance genre codes and conventions as they are usually more concept based but using part narrative and part concept makes the music video more interesting for the fans to watch.

There is then a long shot of the three group members dressed in black action hero type clothing in a low key lighted room with one light above each person, which there is then a straight cut to the man standing in the middle and the 'light' now appears to be headphones, with the use of CGI editing. The headphones later appear to be laser suits which allow them to control metal dogs. The dog’s race through the deserted land and this conveys the fast paced music so the visuals and music match.

The whole video is very futuristic with crazy, modern outfits that you would see on cat walks and men wearing weird masks. There is a waiter who has a plate of drinks next to him but the plate appears to be floating, which suggests that is what could happen in the future due to new technology. There is a close up to the plate and it has 'absolute vodka' with glasses around it, the use of showing the alcohol targets their audience who are around 16-24 year olds who are at the age where they go out to party's clubs and listen to dance music and become drunk.

To conclude this research helped me grasp a further understanding of the codes and conventions of the dance genre. I know now which editing shots are common to use, such as straight cuts and fast pace editing is important to use. Also making sure that I edit the straight cuts on the correct beat of the music to make sure the music and visuals are in sync, will create a good dance music video. Using long shots and close ups are important as close ups allow me to show the audience precisely what I want them to see and as I am using a sticker in my video to convey a message it is important that I include several close ups of the sticker. Many dance videos show long shots whether it’s to show the location or to show what people are doing, which is usually dancing in dance music videos. Long shots help to capture the whole scene so I will remember to use them in my video.