Planning Documents

Shooting Schedule:

Here is our initial shooting schedule, allowing us to manage our time effectively and make sure that we get all the necessary footage which we need. It is important to plan out what is going to happen before going to shoot, as we can make sure we have all the props, costumes and equipment that we need and can get filming done quickly and professionally.

Photoshoot plan:

Here is our photoshoot plan, which we needed to plan out for our digipak and magazine advert. This included listing what props, costumers and locations that we needed, and allowed us to get our ideas down on paper so that we would not forget them on set.

Prop, costume and make up list:
Here are our final planning documents for our music video, which included listing the needed props, costumes and make up. This was used to make sure we were organised when going to film, and had thought carefully about our mise-en-scene in order to effectively create the image of a synthpop artist.

Coming up with the band name:

Here is an example of the process which we went through trying to come up with the band name, which we finally decided will be 'The Ka$h Mob'. This name was decided through using existing band names as inspiration, and following the conventions of a synthpop artist which would be fun yet individual and different.

Talent release form:

Here is our talent release form, needed in order to be able to film and photograph our actors for our final media products. This is a legal form used in professional media, which mimics the products we are trying to create through our A2 course.

Magazine Advertisement Draft.

Here is the first draft for my magazine advertisement for my artist.

This was further developed into this second draft, which appears more effective and will be used as my plan when creating the media product.

Costume, Makeup, Props & Equipment

Here is a video explaining our plans for the mise-en-scene of our video, including costumes, make up, props and equipment needed.


Equipment for our shooting will include:

• Video Camera
• Tripod
• Figrig 
• Storyboards 

Props we need will include:

• Leaves - for the forest scene
• Microphone & Stand
• Paint

CD Cover Design.

Here are our initial ideas and drafts of what could make up our final CD cover design, including images of the artists and other images which could be related to our genre of synthpop.

Location Permission

For our music video, we will be using 2 different locations specifically. Here is the permission slip for filming in Nonsuch Woods and the email to Mr Walsh about using PDH.

Photoshoot

For our digipak and magazine advertisement  we arranged a photoshoot with a male and a female model, representing Ellie Goulding and Calvin Harris. For the first part of the shoot, I took photos of Sophie & Jack inside, with a blank sheet as a background, as to not complicate the photo and force the attention on the artist. For the next photoshoot, we plan to splash paint on Sophie, or 'Ellie Goulding', then take photos outside to demonstrate a more free and eccentric view of both the artist and the song which we are advertising.

Lyric Annotation

Here is a gif of our lyric annotations, which will help us towards what we could include in our music video, making the images link with the lyrics. 

Locations

Against a black wall/fence - for the paint scenes. We decided to shoot in a location like this as we did not want the background or surrounding areas to distract from the actions and events which will be taking place between the boy and girl, e.g getting paint thrown over them, drawing on eachother.

PDH/Black drama room - for dancing 'rave' scenes. We have chosen this location as the room can be lit up specially as we want it using flashing spotlights and strobe lighting. This room also has no distractions, and will look like a typical place for a rave to happen. The black colours of the walls will hopefully make the actors stand out more, as they will be wearing bright clothes which is a convention of our genre, synthpop.

Forest - for scenes of the singer performing. We have chosen a forest due to the 'unusual' location type which fits well with our genre, and the fact that we want our artist to appear 'pure' and stand out by wearing a white dress. 

Storyboards.

Here is a sliderocket of my groups storyboards, after we cut them up so we could easily move the scenarios around and add in extra shots if need be. This was an effective way of spreading our storyboards out and helped towards planning.




This is the animatic using the storyboards we created, showing a brief outline of the sequence of our music video.

Initial Video Ideas

During a brainstorm for our initial ideas, we came up with our specific concept which we would like to include in our music video. This and the other ideas around the spider diagram include:

• Romantic relationship
• Crowd dancing --> man & woman either side of dancing, push through to eachother
• Flashing lights
• Neon colours
• Close ups of singers face
• Paint splashing 

Photoshop Practice

In order to practice masking in Photoshop, these are the following steps which I took.

I found an image online, for this example I used a photo of The Beatles walking across a road.

In Photoshop, I created a new canvas in the size of an A4 landscape. I then created a new layer, and put  in my photo of the Beatles. From this, I made the image the same size of the canvas by using the transform tool (cmd + T). Then I duplicated the layer, by clicking on the layer whilst holding CTL.

Then, I went to filters --> blur. From the different types of blur effects available, I chose to add a motion blur. This made my image look this this:

As I wanted the first two people to be in focus, I then clicked on the 'add vector mask' at the bottom of the layers panel. Switching the main colour to black, I took the brush tool and carefully outlined the figures which I wanted to be in focus. This is my final product:

Using this Photoshop practice, I created a mock CD cover for my genre of synthpop. This cover included many skills to create a final product which included a barcode, images in the style of our genre, neon green coloured writing for the track list and name of album/artist. These all fit the conventions of a synthpop CD cover - the images which I shot were influenced by previous covers which I analysed, including Crystal Castles and Ellie Goulding. I decided to use a black background, in order to place neon colours on top to make them stand out even more than they already would, fitting our genre. The tracklist included alternative song titles, which also fits my genre.

Green Screen Practice

In order to get some technical practice, as a class we set up the green screen and filmed a performance with 3 individual cameras. From this experience with the green screen, I have learnt:

• To give enough time to both pack away and set up the green screen, as it requires quite a lot of time to put everything up and away properly. 
• The green screen must be set out so that there are no creases - any darker parts or shadows on the screen and this will be hard during editing to match up with the background, which can be seen in the practice video which I created.
• In order to reduce any shadows, artificial lighting must be set up in particular areas around the screen, however with diffusers as to not create harsh, high key lighting.
• Multiple cameras filming at the same time helps to reduce filming time and can get the images needed to create a short video, seen in this video which we used 3 cameras set up at different angles to the performers.

Sophie and Dayna's Roles

Here is a video explaining what each of our roles will be within our group during our planning and research process, which will aid us towards what we should be doing at each stage towards the making of our music video.

Initial Ideas

This is a spider diagram of my group's initial ideas, which we created from the first time we were discussing about which genre we have chosen. This includes our ideas surrounding synthpop, including props, costumes, locations etc.

Audience Response

A total of 21 people answered my survey about the genre of synthpop. The demographic results of the audience mainly matched those of my target audience, showing that 12 of those questioned were female, making 9 to be male.

The age range mostly included ages of 14-18, which I have identified as the main target audience for this genre of music, due to the loud nature of the music and the intention for the listeners to dance energetically. However, 4 people surveyed were over the age of 26, allowing for an outsiders view of this genre of music, although these people tended to dislike or were unaware of synthpop music.

Next, the audience were asked how they get their music. Although this may not be relevant specifically to the genre of synthpop, this allows for a clearer understanding of what the person answering is like, and how music is general obtained. The majority of people get their music from the iTunes store, however many either download it illegally or use the YouTube converter to get music directly off YouTube.

To get a further grip of the audience's demographic, I posed the question of what they enjoy doing in their spare time, allowing to recognise how many of those asked fit the stereotypical profile of someone that listens to synthpop - usually someone very active who goes to many social parties and clubbing events. However, out of those surveyed, only 13 admitted to going to social parties, and a mere 6 spend their free time clubbing. This could prove that the expected personality of someone that listens to synthpop is not true, and that you can never guess the particular type of person who listens to a certain type of genre.

 The questions then turn to the specific genre of synthpop. When asked if the audience liked this genre, most agreed, however 8 people were not sure whether they had heard of the genre. This could be just that they were not aware of the genre name of this type of music, or that they did not realise the bands which fell into the synthpop category.

When asked where the audience usually hears synthpop music, most replied at parties. This shows that my chosen genre is played at events where people are expected to dance, fitting in with the motifs associated such as raving or clubbing.

I asked the audience what other sub-genres of pop that they listened to, as to get a feel for the most popular type of pop that would be listened to. The responses were manly indie and dance pop, both which are extremely upbeat, quirky and good to dance to.

The results for the next question showed that synthpop music generally makes people feel cheerful, energetic and pumped. This all fits the expected responses, which will allow us to incorporate these feelings into our music video, to reflect upon the audience.

In order to see which artists within this genre were most popular, we asked who our audience have listened to before. The results showed La Roux, Ellie Goulding and Lady Gaga to be most popular, who are featured on the radio quite often. This shows that less people have listened to off radio music artists such as Crystal Castles, suggesting they are less popular synthpop artists.

In order to gain research on what to include on our digipack, we asked the audience what they expected to see on front of this genre's typical CD cover. The results were as expected from my previous research, that the expected things to see included elaborate costumes, exotic locations, lots of colour, a photo of the artist and large, bright title of the album.

When asked what the audience associated with the synthpop genre, the answers included glowsticks, energetic dancing, loud music, discos and neon colours. Again, these results were anticipated, and were featured in research videos that I have looked into of this genre.

To bring the questions to an end, we asked the audience where they have seen these artists typically advertised. The results shown the artists are common to be heard on the radio, shown on TV or advertised on Youtube or other internet sites. As most (16) said they have seen advertisements mainly on the internet, this could show that the artists are less popular due to not being featured on many posters or by word of mouth.

Lastly, the audience were asked whether they would like to hear more of synthpop in the charts. 10 people surveyed said yes, however 3 said no. 8 people didn't care, again suggesting that this is a less popular sub-genre of pop.

Feedback

Here is my peer feedback which I received.

Advertisement Research

Dayna Magazine Adverts from Dayna Palmer

Record Label Research.

Here are 3 record companies that I found for the genre of synthpop.

TVT Records, founded in 1985.

This company is American, and was founded by  Steve Gottlieb. TVT Records has existed for over 25 years, in which it has released 25 gold, platinum and multi-platinum songs. 
Artists under this label have included Nine Inch Nails, Ja Rule, Lil Jon, Underworld, The KLF, Sevendust, Brian Jonestown Massacre, Pitbull,  Snoop Dogg and the Eastside Boyz, Dashboard Confessional, Default and Ying Yang Twins.
The parent company of this record label is now Reservoir Media Management, from 2010 until present. Genre's included in their business include Alternative rock, hip hop and electronic music. 

Cube Entertainment, founded in 2008.

This company is South Korean, founded by  Hong Seung-Sung, who was the former CEO of JYP Entertainment. This is an independent company with no parent, and has made a subsidiary since 2008 called A-Cube Entertainment which was founded in 2011. 
Artists under this label include 4minute, BEAST, G.NA and BtoB. The genres taken on by this label include K-pop, dance-pop, electro pop, motor pop and  teen pop. 




Mute Records, founded in 1978.

 This company is based in the UK, and is again, independent. However, it has had a parent company of EMI from 2002 to 2010. 
Artists have included Goldfrapp, Depeche Mode, Yazoo, Erasure, Fad Gadget and Grinderman.
The genre usually includes 'experimental' music and is based in London.

Audience Research

Here are the questions which I asked my target audience to get responses on what I should include in my promotional package. First, I asked questions such as 'are you male or female?' and 'what age range are you?' in order to get an idea of the demographic of the people that answered. I then proceeded to enquire how they got their music, and what they enjoy doing in their free time. This allowed me to get a feel for the type of people replying to my survey and whether they were actually my target audience. The series of questions following this are all about synthpop, initially asking if the audience actually liked synthpop, and if they listened to it in their free time. The final questions asked about the promotional packages of synthpop artist's, asking what motifs are usually associated with this genre and what those asked would expect to see.

CD Covers

Robyn - Body Talk Part 1.

• The artist seems to be naked, as there are no clothes visible. 
• There are mini windmills on string attached to her face/shoulders
• Robyn's hair is blonde, with a short 'pixie' style haircut. This could lead towards the stereotypical opinion that women with short hair are lesbians.
• The title for the album is in black and looks almost disjointed, looks like it has been done with a stamp.
• Her skin is extremely pale, almost blending in with the similar coloured background. This could show she wants to stand out, but not in an obvious way.
• There is high key lighting for this photo, shown by her shadow appearing on the background behind her.
• She's not wearing much makeup, again suggesting that she doesn't want to stand out in a too obvious way. This may also show some people that she is plain or 'boring'.
• 'Body Talk' - an unusual title, matching the image as she is not shown to be wearing clothing.
• Windmills and string are pink - suggesting that she is quite girly.
• Not her expected image - Robyn is usually shown to be eccentric.
• She looks fresh - and has defined bone structure.

Ladyhawke - Ladyhawke.

• By naming her album as her stage name, she suggests that she is well enough known for this album to sell solely with that title.
• This is a hand drawn representation of the artist, which may make the album art seem more personal.
• The artist herself is blonde, yet the drawing is ginger, suggesting that she wanted to look more 'unique' and eccentric, also shown by the band around her head.
• This representation of herself is shown with cats and playing video games, something very causal which people would perhaps not expect her to be doing.
• There is a keyboard/synthasizer in the drawing with her, the main instrument of 'synthpop'.
• There are also wires everywhere, suggesting something electronic which links with the artist's style of music.
• The colours in the album art include blues, greens and purples, slightly contrasting with eachother and with the ginger shown in her hair and on the cat.
• This could be seen as a sexual image as she is shown to just be wearing a shirt and pants, or it could be argued that the 'sexual' image is not there because it has been drawn in such a casual style.
• The title is in black outline and not too big - suggesting it is not the main part of the album front.
• This image could show how the artist was before fame, or how she spends her free time, sharing an intimate image with the audience.

Crystal Castles - Crystal Castles.

• This is an image of a man and a woman slumping over in front of what appears to be a garage.
• Instead of a single photo, this image is made up of 2 disjointed photos.
• By the artist's leaning/slumping over, their identity is hidden. As this is the artist's first album, this could suggest that they are not too bothered by people learning their faces, only their music.
• They are both wearing black, with the man wearing a PVC type material, showing an alternate side to their dress sense.
• The title is in white capitals, repeated twice, which may be interpreted as how someone would be seeing it if they were under the influence.
• This is an informal and dirty location, suggesting that they are not sober

Conventions Of Sythnpop

Conventions of Synthpop Genre Music Videos

Synthpop Music Video Analysis

Moodboard for Synthpop

Here is a mood board that represents my group's genre that we have chosen, synthpop. This genre is associated with bright colours such as neon green, pink, red, blue and purple. These allow the motifs from this genre to stand out, especially with the neon colours in a dark space. Dancing is largely linked with synthpop, demonstrated at raves and parties where this kind of music would be played. Due to the connection with raves, this genre could be associated with drugs, such as ecstasy. The music is usually loud, allowing people to easily dance along, making large speakers and sound systems something that would usually be seen where synthpop is present. 

Artists from this genre such as Crystal Castles, La Roux and New Young Pony Club like to be presented as something new and fresh, which may appeal to a teenage audience.

Carol Vernallis' Theory.

Carol Vernallis looked mainly at music videos and their different elements compared to feature films. From her research, Vernallis found that these were the common functions and meanings in music video editing:

• There is multiplicity of incomplete sometimes obscure paths within the music video, such as in Flo Rida - Whistle. In this example, the artist can be seen to be standing on top of some rocks, seemingly doing nothing but dancing and singing into the camera.

The next shot shows some women running into the sea, which appears to be in a location far away, due to the sea behind the artist being extremely rocky and not at all what it looks like in the following scene.

Following this, the different paths or scenarios in the music video are then revealed side by side, with a split screen. This creates no sense of complete paths, as no one scene is completed before it moves onto the next.

• There is generally an unconventional order of shots, with no typical order shown. The video will shift freely between shots, shown in the video 'Take Care' by Drake ft Rihanna. Here, the shots shift freely between shots of Drake singing, to shots of Rihanna, alongside various shots of animals.

This would make the video appear confusing would it be a Hollywood film, however as a music video, the order of shots doesn't make such a difference as there is normally a lack of narrative.

• Time space, character and the narrative are generally incompletely revealed. Although there may be some exceptions, mostly music videos stick to this way of editing. An example of incomplete information is shown in the video for Arctic Monkeys - From The Ritz To The Rubble.

Although the video shows many different actions and characters, nothing is completely revealed, adding a sense of mystery. However this does not matter in a music video, as the images are simply connected to the music and do not have to have a clear narrative, such as in a feature film.

• There is a large theme of discontinuity editing within music videos, as a clear narrative is not essential. For example, in Justin Biebers 'Boyfriend',  where the artist can be seen sitting in a car in one of the first shots, having just pulled up.

The next shot however, shows Bieber to be out of the car, dancing with a group of other people. It is not clear how he got here as the following shot shows him again in his car. Although this would be a major flaw in film editing, continuity is not an issue for music videos.

• The final editing theory picked up by Vernallis includes a type of continuity created using visual hooks. This idea is based on the shots being linked by including the same or a similar figure, shapes, colours, settings etc. An example of this can be seen in Nicki Minaj's 'Super Bass'.

The video has many different backdrops, locations, characters and props, however the viewers can feel a sense of continuity through seeing the artist in each location. This is a figure that appears throughout the video, therefore showing that the different shots are linked and that she is the main artist.

Vernallis also brought up the idea that music videos show a 'phantasmagorical body.' This includes the idea that various shots of the artists different body parts will allow the audience to piece together an image of their body. For example, in Kylie Minogue's 'Spinning Around'.

First of all, the audience is shown an image of someone's feet walking along, which the audience suspect belong to Kylie.

Next, the audience is shown Kylie's head as she is dancing around, which allows the audience to make a connection with the previous shot of the feet, as at the end of the shot they are moving around as if the person were dancing.

Finally, the audience is shown an image of Kylie's bum. Through these images shown in the first part of the music video, the audience can imagine Kylie's body as a whole in their minds.