pre production

We couldn't find an e-mail address for the record company mercury so instead contacted them to ask permission to use Chase and Status's song "Time" via twitter.

pre production - interaction with target audience

Interaction with target audience.

We mutually decided to put a lot of thought into our target audience and consistently get feedback throughout the pre production process to ensure we created and produced a music video that introduces a main stream artist that will be well received. We decided to brief a selection of target audience about what we were thinking about doing with our video, as our artist is a girl and she is mainstream we knew there was a lot we had to consider. With our artist being a mainstream female she is vulnerable to attack from critics and more importantly, to dislike from the target audience who could instantly repel the artist if constructed and shown the wrong way. With teenagers and young adults having a lot of power with social media and opinion being so easily published we decided we needed to tread carefully with our artist.

We have decided to create a video where the female is dressed according to preference of our target audience whilst also being in accordance with her own individual style which is what we are trying to exaggerate. We have decided to stay well away from the high budget video kind of thing where material possessions are a focal point of the video as this comes under scrutiny often and we need our artist to be accepted.

Using a video with our artist and a boy we are hoping that this will make girls accept her as a genuine and relatable artist with a situation that people may be able to relate to. We hope there will be no resentment to the artist. We are going to slightly sexualise the artists clothes to hopefully attract boys also.

Here are some questions we asked some of our target audience:

Would you appreciate a video with the narrative of a young couple and their story?


What do you find intimidating about mainstream female artists?


What kind of things do you like seeing in young, female solo artists videos?


Do you like the idea of not seeing a female artist dancing in minimal clothing or do you think that's just what mainstream is now?

pre production - costume and mise en scene

Costume

For the shots of the boy and girl together the girl will wear simple clothing to show that nothing else matters when they are together. This will also make sure the audience focus their attention more on the what is happening rather than what she is wearing Our artist is main stream and we want to show this through the clothing in our video. We think that this type of clothing is what the normal everyday girl of this age would wear therefore our target audience of teenagers and young adults will be able to relate to this. 

Some examples:

Black shorts

                                                                         White jumper

Black ankle boots 

                                                             skinny jeans

The boy in these shots will be very much the same, wearing casual clothes. This will again make him seem like the normal everyday boy and will helpo the video to appeal to a male and female audience.
 Examples:

 

Jeans

                                                                                                                   Casual top

In the performance shots the girl will be more dressed up to show variety in the video and also sticking to conventions of music videos as our artist is mainstream. However, she won't be very dressed up as his will again detract the audiences attention away from the song and the narrative of the video. We also want to show a difference between the performance shots and the narrative shots to keep the video interesting for the audience. We want to appeal to a male audience through her clothes but while at thye same time making sure they are not too revealing. This will ensure that we are also appealing to the female audience as they can relate to her still.

Examples:

Black disco shorts
 White top









Red heels



 Pink top

 

 Props

A clock will be used throughout the video as the song is called "time". In the narrative the couple are waiting for the boy to go away so the clock will symbolise this and show they are waiting. There will be cuts to the clock throughout the whole video with the time getting nearer and nearer to the time that the boy has to leave. We will use time lapse and speed this up to make it look as thought time is passing faster.

A rose will be used as this symbolises their relationship. Flowers are temporary and don't last forever, similarly their love is temporary and will end up breaking down in the end. It will also show the stage their relationship is at. When the rose is falling apart this will symbolise their love falling apart however when the rose is whole this will show their relationship is good.  

        A lemon or another fruit will be used to also symbolise their relationship. It will show that love is bitter but sweet like the fruit. These objects will be cut to throughout the video to symbolise thier relationship and help explain what is happening in the narrative.

pre production

"Time"
(feat. Delilah)

KEY:

Performance shots

Close up

Long shot

Prop shot

Quick paced

 

If you can find the time 
To give your love to me - Quite personal lines with personal pronouns "me" and "you" 
I will wait for you - So possibly use performance or close up shots to introduce the artist
If that's all you need
(Time, Time) - Quick cut shots of clocks to link to time and contrast again slow pace previously
If you can find the time
(Time, Time) - Again quick shots of clocks, repeat for all of repetition of time, time
If ever you're free
Just drop me a line
And tell me where you'll be
I'll be right here
If you can find the time - Use chunks of performance shots that are wide to contrast with close ups
Just be sincere.
If you can find the time - Lines where the artist seems to be questioning use close up shot
I'll wait for you. - This will be a wide shot of the artist in accordance with the bright light
But if you can't find the time - Here we are going to show just a shot of a bright light (cinema)
(Time, Time, Time)
Then cut me loose.- Now we are going to introduce the narrative, the shot is going to be of a remote being switched onand the artist staring at the bright screen, where the narrative begins

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In the first section of the song we are going to introduce the artist visually and show performance and close up shots. The artist will be casually sat and at this point there will be no narrative introduced, this is so the artist and subtly stress that they are more about the music and introducing themselves than throwing a large budget video out. The slow part of the song at the beginning allows the artist to be personal, we have decided to cut the song up and at the end re-introduce this slow section to finish the song, we think this will fit with our narrative better. 

Here the song gets faster and the tempo speeds up massively, this is where we are going to begin the "film" on the cinema screen (bright light) prompted by the pressing of the remote. There are going to be fast paced cuts of footage of memories with a boy, the artist will be the main character along with a boy. It is going to be obvious from fairly intimate shots that this is a romantic relationship. We are going to have cuts back to the artist showing her smiling which makes it seem like pleasant memories. We are going to continue to use shots of the clock all though not fitting in with the memories it links to the lyrics and title being "Time", we are going to use a few performance shots but not many to keep the focus on the narrative. 

It is quite difficult to plan the shots for the fast paced part as we are gonig to get loads of footage but then stucture the order in the editing process. 

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'Cause I don't have the time 
And I don't have the patience
What do you take me for
Why must I wait
'Cause while you decide
I'm fucking suffocating
'Cause if you can't find the time
My bleeding heart won't make it [x2]

If you can find the time 
To give your love to me
Just drop me a line
And tell me where you'll be
I'll be right here
If you can find the time
Just be sincere

'Cause I don't have the time 
And I don't have the patience
What do you take me for
Why must I wait
'Cause while you decide
I'm fucking suffocating
'Cause if you can't find the time,
My bleeding heart won't make it [x3]

I'll be right here 
If you can find the time
Just be sincere
If you can find the time
I'll, I'll wait for you
But if you can't find the time
Then cut me loose.

'Cause I don't have the time 
And I don't have the patience
What do you take me for
Why must I wait
'Cause while you decide
I'm fucking suffocating
'Cause if you can't find the time
My bleeding heart won't make it [x1] - previously repeated 3 times but we are going to repeat once and then re-introduce the slow first verse.

KEY:

Close up of boy 

Split screen

Memory footage

If you can find the time
To give your love to me
I will wait for you
If that's all you need
(Time, Time)
If you can find the time
(Time, Time)
If ever you're free
Just drop me a line
And tell me where you'll be
I'll be right here
If you can find the time
Just be sincere.
If you can find the time
I'll wait for you.
But if you can't find the time
(Time, Time, Time)
Then cut me loose.

pre production - location

Location

• Saddleworth moor
• Busy city
• Cinema room
• Car
• Road
• Bedroom
• stage

Saddleworth Moor

We are going to use Saddleworth moor for some of the memories and flashbacks as it is quite a secluded place with not many people around. We think this would work well as the couple in our video can be shown happy here with no one else around to interrupt or interfere with them. They will be shown being cute together and having fun here as though nothing else matters for example like in Calvin Harris and Elllie Gouldings I need your love shown below. The good views can also be used to make the video more aesthetically pleasing. 

The road up to Saddleworth moor can also be used in our video as it is a quiet road so will again show the couple together on their own being happy. Some of the performance shots will also be done here as there are no other distractions to take the audiences attention away from the singing.

Busy city

We are going to use a busy city centre such as Manchester as there will be many people, cars and lots of things going on. This will contrast with the shots done on Saddleworth moor and will show the couple being not as happy when other people are around and there are people to interfere with their relationship. 

We will speed up the shots done in the city centre to show time passing as the girl in the video is waiting for the boy to leave. The speeded up shots will represent this while also showing how busy the city is.

Cinema room

A room with a big cinema screen will be used for when the girl is watching her memories back. She will be watching memories of her relationship when they were happy together. There will be cuts throughout this to shots of clocks showing time passing as she is waiting for her boyfriend to leave. 

Car

We will use a car for some of the performance shots. Close ups of the girl singing in the car will be juxtaposed with long shots of the outside of the car to show the outside location aswell. We have taken inspiration from the music video Time by Chase an Status for this. 

These performance shots will be in between the memories to show her reflecting on them and the close ups will show her feelings and expressions towards these memories. This will tie together the memories with the lyrics and make the narrative make more sense for the audience. We will also film some shots in the wingmirror to add variety to our music video. 

Bedroom

The bedroom loacation will be used to show the couple changing clothes, this will be sped up to again like the busy city show time passing as they are waiting for the boy to leave. This will also show the couple together again.

Stage

We are going to use a stage with one spot light on the girl singing for our performance shots. This will be intergrated throughout the entire video with cuts to the performace shots the whole way through. This will show that the lyrics are important to the song and the narrative fits with the lyrics. 

                                                                        

pre production - mood board

music video analysis

Video games - Lana Del Rey

 

This video begins with a close up shot of Lana Del Rey which immediately allows the audience to get to know the singer, this then cuts to a clip of people riding on bikes which is made to look as though it is being filmed by herself without the technical camers and editing as the camera appears to be shaky. This is used regularly throughout the music video making the video seem effortless with a low budget.There are very fast cuts throughout the music video to clips of different parts of the narrative, these fit in with the beat of the music which helps to emphasise the important parts of the song. Some of these clips have added effects such as sepia and black and white which make it seem old and very much indie. Lana Del Rey doesn't appear in the video much herself but when she does she seems innocent and is just stood singing which keeps the music video simple, this also shows the audience her personality. The shots of her will also appeal to a male audience as she is shown to be attractive with her clothing and the performance. There are a few repeated shots and motifs such as the American flag which gives background knowledege of her as she is American, this is always in colour which makes it stand out when juxtaposed with black and white or sepia shots enabling the audience to notice it. 

 Many of the cuts seem slightly random for example from the men jumping into a swimming pool to a stage with people playing insruments, however this keeps the audience watching closely and observing what is happening. Some clips also seem quite fuzzy and hard to work out which again keeps the audience watching however this could have the opposite affect and instead confuse the audience. The clips with the papparazzi and flashing cameras will make Lana Del Rey seem popular as it shows many people want to see her, this seems to be used quite generically in music videos. This is also another clip that is repeated throughout the video bringing the audiences attention to it. The cuts to the Hollywood sign and Hollywood stars will bring fame to the audiences attention again making Lana Del Rey seem popular so the audience will want to listen to more. There are cuts to a cartoon clip of 3 women dancing which makes the video seem quite surreal and attracts the audiences attention as they will want to know why it is there. Towards the end of the video, clips the audience have already seen are returned to which will help to bring the whole narrative together while also reminding the audience of important parts.