Unit 32: Indent Production (Task 2: Prep Work)

For task 2 that is part of prep work for the new piece of coursework which is Unit 32: Ident Production, I am going to be looking at six different television indents by writing an short description and giving at least 3 characteristics of it.

1) BBC One Ident

The first indent that I am going to be analysing by writing an short description is BBC One's Indent of the Hippos (animal) which I found on the indent gallery website where they have different idents from different boardcasters that has seen before on television from the past to now as the indents will may have been changed to an brand new one.

3 Characteristics:

In terms of the duration of the BBC Ident of the Hippos is about 15 seconds long mainly because normally, idents are meant to last for 20 to 30 seconds so it gains the audience's interest of what broadcaster they are watching so it allows them to stay loyal to the channel rather than being switched off and going to another channel to be a new fan of it but some channels for different broadcasters would have longer ident showings so the ident would need to be creative and interesting to keep the audience's attention since the technology has evolved from the 1950's where it was black and white to colour.

For the tempo of the ident that is being seen here, it is fast-paced mainly because the animal of an hippo is seen looking at the camera and then, it goes underwater and joins the other hippos that are swinnning underwater so in a way, it keeps the audience's attention to see of what is happening withing this showing.

There is no use of audience interaction being used in the ident instead, there is a voiceover being heard of what programme is going to be shown now but since they are showing this particular ident it could be suggesting that a documentary is about to be shown to the audience since it is appealing to them.

Link: http://theident.gallery/player.php?id=BBC1HD-2010-ID-HIPPOS-1

2) Sky Sports (Football) Ident

The second ident that is going to be analysed is this Sky Sports Indent which it is revolving around the sport of Football although they would cover different sports like for example: Formula One, Golf, Cricket, Boxing, Rugby (League and Union) etc.

3 Characteristics:

For the setting of this ident, it is being filmed in a football stadium called the Eithad which it is home ground to Manchester City. In the beginning of showing the ident which lasts (duration) for 12 seconds long, the camera is filming the ballboy holding a football in his hands in a long shot but it uses focus on him so the attention is on him although in the background, you can see the section of Manchester City fans which it is blurred out. As it continues on, the crowd of the City fans begin to start sitting up and they start celebrating a goal that has just gone in the back of the net which the cameraman uses a pull focus to put the attention on the section of the crowd (City fans) rather than the ballboy.

There is a use of typography being used in this ident where around the 0.02 second mark of the video, a 'Your Home of Sport' appears through an fade in effect that the editor used during the post-production stage of making this ident and not only that, the logo of Sky Sports appears around the 0.06 second mark. The reason why the Sky Sports channel decided to use an typography is because the designer of this ident had to make sure that the wording of 'Your Home Of Sport' is still appealing to the audience in a way.

There is no density of information being used in this ident because all of the action which it is being shown to the audience is happening on the screen and it only lasts for 12 second long anyway.

Link: http://theident.gallery/player.php?id=SKYS-2012-ID-FOOTBALL-1

3) E4 Television Ident

Third ident which I am going to be looking and analysing at the same time is from the channel of E4 for whom they are a entertainment channel which they target the audience who are between the age of 15-35 year olds although they are compainons with Channel 4 since they created this channel back in 2001.

3 Characteristics:

The setting that ident is being taking place is on the beach where it has got three huts with it as well but most importantly, it is showing that it is for the summer season where people can and go enjoy themselves by going out with their friends and spreading time with my family but if this was shown in the winter period, then it can get the audience excited and hyped up for the summer again.

In terms of what type of animation that is being used in this ident, there is a use of stop motion animation even though it is easier to create, it is most common type of animation that is being used today so it can target to a younger audience who are between the ages of 15-35 year olds.

For the density of information during this ident, it is quite heavy mainly because it is being conveyed through the action of what is happening and since it lasts for 22 seconds, it does well to keep the interest of the younger audience since the information is being shown though in an entertainment way.

Link: http://theident.gallery/player.php?id=E4-2007-ID-BEACHHUT-HD-1

4) ITV Television Indent

The next ident which I am looking and analying is ITV's version where back on Monday 14th January 2013, they had unveiled their new identity across its outlets which included broadcast, online, its studios and distrbution although the noticeable change was that the name was shortern to ITV by dropping the number one which it has seen since 2001 where it was introduced.

3 Characteristics:

Today, the ITV logo has been restructured in a way that there is a colour change so it suits each ident that has been made but in this partculair ident of the sea rescue boat skaking through the waters of the lake, there is a mixture of different tones of blue being used to match with the water and the environment  in general.

There is a voiceover being used here where the announcer says that the channel's news programme is about to be shown to the audience so it allows them to know of what is about to be shown although, there is no audience interaction being used at all.

In terms of the typography being used in this ident, there is a use of it being used here which was the ITV logo mainly because it stills need to appealing to the audience so it keeps interest of going back to keep on watching this channel more rather than becoming a new fan to another channel so this does involve brand indentity in a way.

Link: http://theident.gallery/player.php?id=ITV1-2010-ID-LANTERNS-1

5) Channel 4

Finally, the fifth ident is going to be analysed is Channel 4 where back in 2004, they had launched an new look of their idents since they were created back in 1982.

3 Characteristics:

For the setting (location) of where the production crew had filmed this is Tokyo which is the captial city of Japan but the reason why they did this is because even though Channel 4 is a British channel, it is broadcasting an multinational culture so you can tell that the broadcast is appealing to a wide range of people who are from different background and ethics as well.

In terms of the duration of this indent, it lasts for 42 seconds long even though idents are normally met to last up to 20 to 30 seconds so the channel had to make sure that the ident was extremely creative and interesting to look at, so it does not bore out the audience that the channel are aiming for and switch off from it and become another fan of an another channel like for example: BBC One, E4 etc.

When it comes to showing the channel's logo during this ident, they had used some of the buildings that had Japanese writing to see that setting is in the busy area of Tokyo within Japan to show that the production crew had filmed there to create this ident. Although, the bits of the building were formed up together to recreate the number four to show the audience are on Channel 4 but they used bright colours to make more stand out and easily recognised.

Link: http://theident.gallery/player.php?id=C4-2007-ID-TOKYO-HD-1

6) Cbeebies

3 Characteristics:

For this particular ident, this was made for the channel of CBEEBIES because the main purpose of doing this is that, it is targeting the audience of younger children as they will find it entertaining to watch but it is also targeting the parents of their children aswell as they will need to check if it is appropriate for their children to watch.

When it comes to different idents that are shown on television today, there are two types of animation which they are used today which are stop motion and the actual animation which are used in films today but in this ident, there is a use of animation being used to make this ident although it is harder to make as by using stop motion, it is easier to do.

At the bottom of the bubble writing of CBEEBIES which it is the name of the channel that the target audience are watching it, the broadcaster's name of BBC does appear towards the end of the ident mainly because they are the one that they do own this channel so it does give the remind to the parents.

Unit 32: Ident Production (Task 1: Prep Work)

Since we are about to be starting an new unit of 32 called Ident Production, we have been set prep work to do six tasks in order to be ready for the new term of coursework after resubmitting/putting the previous coursework of Unit 29: Music Video Production into the student blog of Weebly.

Task 1: Describling the following terms

Channel's Identify

The main idea of having an television ident is by making sure that the audience is able to identify of what the channel is about in general.

To Brand the Channel

By making an television ident for an particular target audience, it does help endorse the channel further through the content that is getting shown to them mainly because it will provide an consistant theme for the broadcaster and the channel as well.

Brand Loyalty

By building an brand for an particular channel in terms of making an ident for the target audience is extremely important is because it can encourage them to stay loyal to the channel which it prevents the audience becoming a new fan to another channel.

To Market

One of the main purposes of having an television ident is for marketing reasons which by having this, the boardcaster will normally place it at the start before the show (programme) starts for the audience to start watching because it will remind them of what channel that they are on but also, they can easily find out about the channel's branding and identity so it will give them an chance to return back to the channel after seeing one of their programmes/show on television.


Segmentation

Within an television ident on the channel, they have an segmentation where there is a voiceover being heard which it tells the target audience of what tv programmes that are going to be shown soon like for example: the voiceover will make an statement of what is going to be shown to the audience right now and it also informs the audience of what dates and times of when certain shows are going to be seen so it keeps the audience informed. Also by having a voiceover on your channel, it allows the channel and programmes that are getting shown on there to be advertise further.

Provide Information

For different Television idents that is seen today, they would provide key information about the programming of the channel mainly because it allows the viewer to be formed and enticed to keep on watching that certain channel so it does prevent them from switching to another channel that has very good indent which appeals better to them.

Re-brand the Channel

In terms of the television ident that getting shown on the channel which is presenting the boardcaster, they would often change the indent to keep up with the times of today like for example: the technology has evoled from black and white to more full colours that are seen in dfferent programmes today. This is mainly because by having an channel having different ident, there is a change in terms of the branding, indentity and brand new programmes that are getting shown on the screen so this compelety changes the audience as well but this does not happen all the time.

Music Video: Two Wolves

Targets (Improve my work to an better grade)

Targets (Improving my coursework: Prep)

During this prep task I am going to be writing up an list that I need to do is by improving my coursework to an higher grade because I would have looked at the feedback that I have looked at through the videos on YouTube that my teacher has done.

Task 1: Purpose of Music Videos

In terms of this task, here are few things that I need to improve the work to an higher grade from high pass to Merit or Distinction standard:

• Highlight the section of each purpose in Bold to understand what I am talking about in general.
• Embed the videos into each section of purpose of music video.
• Explain each section in clearer detail of reasoning why it is.
• Make sure that the Spelling and Grammar is correct.
• Check the sentences makes sense for the reader.
• Make sure that Capital Letters are being done as it is common to do when you are beginning to write an sentence.

Task 5: Pitch

For the pitch of my unsigned artist's track and their image, here are some things that I need to improve on to get an higher grade in the pitch:

• Being able to be more confident when presenting my idea to the camera.
• Refine the idea of the music video as it was complicated at first.
• Talk about each section in clear way.
• Do not stutter when I am speaking.
• Use the terminology that is set out in the blog
• Know the genre of the track well so it is easier for yourself to understand what you are talking about.
• Have to clear idea of what is happen in the music video in terms of the narrative
• Upload the video of the pitch onto the blog.
• Answer the questions in a correct way.

Multi-Clipping

Here is the example of an multi-clipping that our group made for the music video of Two Wolves where Lawrence was the main star (unsigned artist):

Selection of Technical and Performance Crew (Assistant Director and Producer)

Unsigned Artist - Johnny Hutch (main actor-performance)

In this screenshot at the bottom of the this text that is getting written, it is unsigned artist of Johnny Hutch or he is also known as Johnny Hutchinson where the director (Lawrence) founded him and listened to his one of recent tracks of Two Wolves which he asked for permission to use his track because we are going to be making a music video for him as it is going to create his image for him and his audience in general because they are going to be interested in the visuals more than the music (audio) being heard in the video.


Technical Roles

In terms of the technical roles during the music video, we have given different roles within the group to fill in since we are in a group of four because it has different responsibilities to do the job so the director had to decide to carefully the people to can do the job well rather than stacking behind but he needs to pick us in terms of the experience that we have got as well. 

James White: Director of Photography (Editor)/ Camera Operator

Age: 18

Gender: Male

Email: James.white1075@gmail.com

I have been chosen as the camera operator for this music video because I have creative skills in shooting footage and have done this camera operator work previously which he had worked with Kenny and Ashley when they had worked on the 1 minute short horror film in the previous course of 90-Credit which he had a good praise for the camerawork being seen in the video so he knows to use the camera well. In terms of the responsibilities of this role, he will need to write up an storyboard of what is going to be happening within the different scenes of the music video but also, he is going to be working with the director of Lawrence in terms of the shooting script as well.

Daniel Storey: Producer

Age: 18

Gender: Male

Email: danric25@gmail.com

The way that I found this person is via LinkedIn but the main reason why I was chosen to this role by the director is because I can be well-organized and self-motivated by making sure that the crew are up to date with the work in general like for example: if we are about to shoot on location for the music video then I need to make sure that everyone shows up on time to get started.

As I am the producer of the production company of I-Watch, the skills that is required to do this job is by being well organised and making sure that everyone in our group is working to their best ability as possible so they can meet the deadlines in time. Also I will need to write an risk assessment of the locations that we have chosen to film at because there will be hazards appearing which could end up harming one of our crew although I will need to get permission to film that particular location so we do not get in trouble with the police.

Rosie Hellawell: Assistant Director/Lighting Operator  

Gender: Female

Age:17

Contact Email: rosiemariahellawell@hotmail.co.uk

This person was found using the site of LinkedIn but the reason why she is good for this role because she has experience of working with lighting for other productions such as a short film that she worked with Maya in the previous coursework and how to use the equipment, which we will be hiring from the college for free of cost. Also she knows how to light a set so that it creates the mood of the song by having an steady hand which are holding the handheld lighting packs but during her role of this production team, she will be working with the Director of Photography for the animatic which it will show her creative side of editing each shot that is going to be seen in the video by cutting to the beat of the track which we are using to make an music video for the unsigned artist.

Lawrence Akintayo: Director

Age: 18

Gender: Male

Email: Lakintayo@ymail.com

He has taken the role of being the director because he found an unsigned artist and also has been given permission to use the track from the unsigned artist that we are going to be using to make music video with the track's genre being Electronic. Not only that, he is very imaginative when it comes to storytelling because he wants to show the audience of what is going to be seen in the video as it is his artistic vision so the video is going to be narrative-based story with some performance which it is going to challenge the conventions of an common music video that is seen today.

His responsibility is going to be making sure that he tells the actor (unsigned artist) what to do through the different shots that are going to be filmed at the location and may get seen in the final video and also includes doing an location recce where he wants to film and working with the director of photography/camera operator of James in terms of the Shooting Script.

Risk Assessment

Risk assessment (Canary Wharf) from Daniel-Storey

Permission for Filming

Before our group goes filming the music video and then goes to an editing suite where it will be edited and uploaded onto YouTube which it will promote the unsigned artist's image due to the audience want to see what the visuals looks so they will remember the song in general, we had to contact the filming council for permission to avoid problems with the police so this is my responsibility to do this since I am the producer of making sure that everything is in place which everyone in our group does their job.

Location: Canary Wharf

In terms of the location that the director (Lawrence) wanted to use in our music video is Canary Wharf which it is a major business area in East London so I had to research how to get permission from them to film our music video for an unsigned artist of Johnny Hutchinson who made the track of Two Wolves. So I research how to contact the press office of Canary Wharf to ask if we can film there with their permission which I found on this PDF file via the Film London website.

 

After finding out how to contacting the press office of Canary Wharf, I emailed them about if it is ok that we can film our music video for our unsigned artist at the location on the 27 to 28th November 2016 which it is for our BTEC Media Exended Diploma Coursework where the person who we emailed was Lesley Johnson who is the head of the office and here is the screenshot of the email:

After discussion with Lesley Johnson about filming there as Roopa's group gained permission already from them and asking if we were working with them which we are not at all because we are working with an unsigned artist, he finally said that we can film at Canary Wharf but not during peak times where business people will be around but did us that we are only the group to ask for permission to film there as they do not want to accommodate a lot of people.

Production Schedule

Production Schedule for our Music Video from Daniel-Storey

Pre-Production: Team Roles and Responsibility (Producer)

Team roles and responsibility

Within our group of four which are myself, Rosie, Lawrence and James, we have given the different roles by the director to work on while we are making the music video for an unsigned artist which it has different responsibility to fill if we are going to be as a group.

Lawrence A: Director

Lawrence has been handed the role of being the director for this music video since he is the one who came with the idea of making the video for the unsigned artist of Johnny Hutch's Two Wolves so it is promoting his image and the track of Two Wolves at the same time  to the target audience depending on the genre of the song that it is. While working with the per-production and production stages with the producer, camera and the lighting operator during the making this music video of Two Wolves, he is going to be using his artistic vision to visualize of what is going to happen in the video through the visuals so it is able to enhance the artist's image in a way that it will attract an bigger audience for the artist.

Daniel Storey: Producer

I was handed this role of being the producer by the director because he felt that I am more than capable of taking responsibility for the team of making sure that the team can get the pre-production, production and post-production stages before an deadline has to be met to be completed for the music video to be finished and put on YouTube to promote the artist's image and the song itself but not only that I will need to write an risk assessment on both locations that we are going to be using to film our music video because there is could be hazards that could end with one of the crew getting hurt so it is important to take photos of it so we can avoid it when it comes to filming.  

James White: Camera Operator

As for the camera operator of the music video, the director (Lawrence) decided to pick James of doing this role because he has got experience of how to use the camera in terms of changing the framing, focus and composition of different camera shots that are going to be seen in the video to gain the audience's interest in the visuals because they are interested in that rather than the music being heard today but also he will need to work with the director on the shot list of what types of shots are going to be seen in the video. Other things that he needs to do is story-boarding the music video of what is happening in the shots and how long the shots are going to be, shooting script of what is going to be happening with the visuals and the music itself which he is going to be working with the director and doing the animatic of what is going to be seen in the video with the assistant director.

Rosie Hellawell: Lighting Operator/Assistant Director

Finally I am going to be talking about Rosie who is going to be the assistant director during the pre-production stage where she is going to be working with the producer (myself) on the section where we have to talk about the technicial and production crew in terms of who is appearing in the production stage of making the music video and working with the camera operator in terms of the animatic of how each shot is going to look like but it will be drawn on paper. After moving from this and to the production stage of filming the music video, she is going to be acting as the lighting operator since she has experience of lighting a set which she did on a 1 minute short film which it is important for the music video that is going to be made soon as we need to create mood and atmosphere in the visuals.

Synaesthesia mood-board (Individual)

(ii) Visual Style, (MES - costume, locations, lighting, CAM angles, shot types, focus and composition, VISUAL EFFECTS)

Conclusion

In terms of this mood-board that I have done in terms of the visual style which I created by using the app of Morpholio, it has got the locations that we are going to be filming in which is an empty car park which it has not been used in years and the South Bank in central London where the character is going to be ending up although we will need to get permission from the film council to be able to do this.  

500 word on the treatment (Individual)

(iii) How it is on Trend for the Genre (with reference to competitors)

In terms the genre of electronic music which our track is in general when we are about to shoot the music video, it will be On-Trend with the genre because we do not want to mislead the audience by making a video that is not relating to the particular type of music which the artist makes for their type of audience. So I am going to be looking at the different competitor's example of music videos for whom the artist and the production crew have been made for their audience so they can see what is commonly used today.

Kavinsky: Odd Look

The first example that I am going to be analysing in terms of the on-trend in electronic music is Kavinsky's Odd Look. For what that I can see in this video is that is no performance-based happening in terms of the artist appearing in the video and lip-syncing the track at all which it is common convention that is seen in different music videos of different genres of music that is artist is making for the audience but in terms of what I have seen in this video is that, there is a narrative-based story being told here within this video where this man who has superpowers saves this girl from distress from a group of men in a local bar. I do believe that it is convention of electronic music as it looks more abstract in a way that it is showing the audience that the artist is trying to be more creative rather than having an box-standard music video for the audience to see.

James Blake: Overgrown

The second example of a electronic music video is James Blake's Overgrown. From what I have seen in this video, it is that there is a good use of low key lighting within this video when it comes to the visuals of the music video because it is allowing to see the character's darker side more rather than lighter side of him/her that is seen in the visuals. As a group, the director wants to use low-key lighting within our music video that we are going to be making for the unsigned artist soon enough after we moved on from the pre-production stage because we are going to show the character's ego of dark and later on into the video, it will get lighter.

Although in this video, there is one person playing as a character when the audience are looking at the visuals of what is happening in which it is trying to convey different emotions and having long thoughts at the same time because electronic music is meant be reflective so in our music video, we have one character who will go through different emotions of being angry and frustrated to being happy towards the end.   

SBTRKT: Trials of The Past

With the editing of the video, they manage to keep the editing as long as possible so there is longer shots being shown through the visuals so the audience can see this because it is slower and adding the use of slow motion in the post-production stage when the crew were making this, it allowed the video to be abstract and more interesting to look at so it adds more focus although we are intending to have some slow motion shots of the artist because our track from the unsigned artist is mid-tempo so it is medium paced compared to the video that I am talking about which is also medium-paced as well.

Assessment 3B and 3C (iii): How to use Green Screen and Effects

Assessment 3B

For this task of 3B of the assessment, I had to create to 10 second test footage of the song that we are using from the unsigned artist which my one is D_MajorUK's Go Hard off his eight track EP of A Dawn Of New Era where I have the use of Chroma Key (Green Screen) and effects within it so it looks like an Hip-Hop video but I am doing it in an guide of doing this.

So the first part that I did was filmed of myself being filmed in the green screen lip-syncing of the song of Go Hard by the unsigned artist of D_MajorUK for whom I found on the audio steaming service of Soundcloud which our group filmed one shot of an close-up and another one of myself to the side while doing this, the lighting within the green screen had to be correct in terms of lighting myself being away from the green background as it will prevent any shadows from being seen when I look back on the footage on the editing software of Final Cut Pro 10.

After putting the actual song and the footage onto the editing software of Final Cut Pro, I had to edit the song down to 13 second to get the intro of it but with the footage, there is was a problem with it which was that the microphone wasn't on because the group didn't realize this at the time during the filming in the green screen. The reason we needed the microphone on was because I will be able to remember where to put the lip-syncing parts with the actual song of Go Hard so I had to edit it to match with the song so for next time, our group will need to make sure that the microphone is on before start filming.

With the editing of matching the lip-syncing footage with the actual song of Go Hard by the unsigned artist of D_Major UK done, the next thing that I added the effect of Keyer that can be found on Final Cut Pro because I will be able to add stock footage from Shutterstock to the background so it makes the use of green screen more effective which after doing this, I went on Shutterstock to find the suitable stock footage that fits the genre of the song which is Hip-Hop. Next thing that I did that was done was added is Color Correction in terms of the Saturation and Exposure in the three pieces of footage of lip-syncing parts so it matches with the background of stock footage and looks like an Hip-Hip music video rather than it being dull for the green screen being ineffective but not only that, I also added another effect on the editing software of Final Cut Pro called Gaussian because it will make myself look like that I am actually there and making sure that I am not blurred out in a way where I turned it down to 1.82 which it was the amount.

For the stock footage, I had used the effect of Focus because it allows to give a better of depth of field within the background and it is better to look at in terms of the green screen so it does not look bad and poor but I also added the use of color correction of Saturation and Exposure to make it look more realistic to the genre of music where it is Hip-hop.

Conclusion

For the conclusion of this How to Guide of using the green screen and effects on Final Cut Pro 10 to create an 10 second video of the lip-syncing of the track 'Go Hard', I do truly believe that I used the effects and green screen effectively to make the video look like the genre of Hip-Hop because it looks more realistic in a way rather than using the green screen and effects ineffectively but there was another effect that I could have used to make it look better was 50's TV or in another words Black and White so it can be more interesting to look at and fit the genre of Hip-Hop more.

Assessment 3C

For this task 3C (iii) of the assessment, I am going to be looking describing the use of Chroma Key & Effects in terms of why it is used in the Music Video Production of the benefits and negatives of it while looking at the music videos that famous artists have used in an effective or ineffectively ways.

The definition of Chroma Key is an special effect that is mainly in the post-production stage where you can replace the original image that is being seen in the video which is the green screen and having an footage that the production crew has filmed like for example: an Location in London that is being filmed and going to be used in an music video, so you can add this piece of footage as a background to make easier for them as it is cheaper of doing this but not only that, it will interpret the track through the visuals and the lyrics in which the video is being seen by the audience but in way, the artist is creating an hyper-real world to show that they are creative and artistic rather than making an standard music video with the normal conventions that is seen today.

When it comes to the effects that is normally found on editing software of Final Cut Pro, it is a good idea to use them in an effective way because depending on the type of genre that yourself and the production are making an music video for the artist, it is important to find the right effect and transitions to match the genre of the song like for example: if I was making an Hip-Hop Music Video, the possible effects that I could use on Final Cut is Focus, Saturation and Exposure (Color Correction) and Gaussian to create an realistic video but has to depend on the type of location that you used.

After explaining what is and the purpose of Chroma Key and the effects that you can use on Final Cut Pro, I am going to be looking at two music videos that has good or bad use of the green screen and effects with the reasons why:

Micheal Jackson: Don't Stop Till You Get Enough

An example of a music video that has a good use of Chroma Key and effects is Micheal Jackson's 1979 single of Don't Stop Till You Get Enough where it is off his fifth studio album of Off The Wall which the genre of the single is Disco/Funk but the reason why the green screen (Chroma Key) and effects were being used throughout this music video is because it is matching with one of the Goodwin's 6 features which is music and visuals rather than the lyrics because the background is changing throughout the video since the track sounds groovy so it matches with it so the video more abstract so the artist is creative and artistic in a way. After this music video of Don't Stop Till You Get Enough by Micheal Jackson was shown on television in 1979, this was the beginning of green screen of being used from different artists in their videos although some of it were good but there was bad ones as well. 

Kanye West: Bound 2

Second example of a music video that I am going to be looking at the music video of Kanye West's Bound 2 which is a single off his sixth studio album of Yeezus but the genre of music that the artist does make for his audience is Hip-Hop. When this music video came out on 19th November, the reception that it got from audience and critics were mixed because the lyrics of the music wasn't linking with the visuals which it is linking to the one of Goodwin's 6 features so it made it more confusing for the audience to understand what is happening in the video but in a way when he is riding on the dirt bike, it is showing that he is arrogant as the artist is reforming his image or there is possibility that he is portarying an fake image which it is common use in music videos to create the hyper-reailty for the audience to believe it.

    
Conclusion

The question that is still unanswered is there an over-reliance on the green screen/FX in music videos which I believe that it is used today because it wants to show the artist is trying to be more creative and artistic when it comes to using the green screen or even the special effects but sometimes, this can be overused to the point that it becomes ineffective.

Asessment 3C (ii-Camera Movement and Angles)

For this task, I am going to be looking at the different camera movement and angles in which I need to identify and giving an detailed explanation of what is their purpose of using it so it makes it effective in a music video by providing examples as well from current music videos that have been made to gain the audience's interest into watching how good the visuals are since they are interested in this more rather than the track.

Arc

Arc is a type of camera movement where the cameraman is moving the camera around the subject that is being seen in the video so it is showing that the world is revolving around that particular subject which in this case, it is around the artist within the music video which in the example of In The Night Time by the band FranKo where the camera is pointing upwards but it is being spun around to create this effect which it appears around the 1.53 to 1.57 into the video.

  
Track Away

Tracking Away is a part of camera movement in which the definition behind this is where the camera is moving away from the subject that is seen in the visuals because the artist is coming towards the camera so in a way, it allows the subject to have the freedom rather than being cramped in one place which could make the music video genetic or predictable to watch for the audience that are seeing it on YouTube. A good example of an music video that use this type of camera movement of tracking away is The Weeknd's The Hills which it is a single off his second studio of Beauty Behind The Madness where this technique appears at 0.20, 0.43, 1.02 to 1.16 within this video although this technique is mostly used.

    
Dolly In

The definition of an Dolly In is where the camera operator is moving the camera slowly forward towards the artist but the way it is done is by putting the camera onto a dolly and then starting push it and zooming towards the artist itself but the reason why it is used and is seen in music video as it can be used for dramatic effect or making the character (artist) looking bigger when the camera moves in more. An example of a music video is Future and The Weeknd's Low Life where around the 1.08 to 1.09, you can see that the camera is moving towards them which it is making them look bigger in the shot which it is done to create an effect.

Low Angle

The definition of low angle is where the camera is pointing upwards to the subject so it makes them look like that they are dominant or powerful person that is being seen in the music video rather than the other people that also appear in it as well but an example of low angle is in Kendrick Lamar's Alright where it appear around the minute mark of 4.09 where the artist looks bigger as they are powerful as they are together.

  
High Angle

High Angle is when the camera operator is pointing the camera downwards on the person in the video so it makes them look weak compared to the dominant person when the audience are looking at the visuals of the song so an example of an music video that is use this angle is Lady Gaga's Just Dance ft Colby O' Donis where it appears around the 1.52 to 1.54 minute mark but the genre of the song is Pop, it is showing that the shot is focusing on the artist.

   
Canted Angle (Tilt)

The canted or also known Dutch angle (Tilt) is where the camera is in an slope so the horizontal and vertical lines will be changed rather than having an still camera shot of the artist so overall the composition would look better as the director is trying to be creative in terms of the camera work that the audience are going to be watching it due to the fact, they are interested in the visuals. An example of an Canted Angle being used is in Krept and Konan's Freak Of The Week which it had feature from American R&B singer of Jeremih which the angles appears 0.09 to 0.10 seconds into the video where Jeremih is lip-syncing his feature.

 
Crash Zoom

The definition of Crash Zoom where it is another type of camera movement where in any music video that is being watched by the audience is when the camera operator is moving in a fast rate towards to the artist which it is done by zooming in by the use of the camera on something but the reason why this is done because it creates an realization. An example of a music video that uses the crash zoom is One Direction's Perfect when the audience are feeling that they are moving towards the band member of Liam but the background of the shot is moving at the same time.

Birds Eye View

A Birds Eye View is where the shot is being filmed from the above of the location via going on higher ground or having an drone which it has a camera on it to film it although the camera operator will need to control it from causing damage to the product because they may need to pay for a new one. The reason why Birds Eye View is used in music video as it is establishing the scene of the location that is taking place and it can create an effect of looking down on the artist that appears in the video but here is an example of an hip-hop music video that uses this technique is Kid Ink's Summer In The Winter where it appears in the beginning of the video to show the location of which the video is going to be taking place.

Handheld

Another thing that is related to camera movement which it can seen in a music video depending on the genre of the track/song is handheld where the definition behind this is a technique where the camera is being held by the operator's hands rather than having on the tripod which it creates an more realistic looking of the audience watching it like it is happening in real life. Finally another example of music video that is use Handheld is the song of Back-To Basics by CezPresents but the reason the cameraman decides to use this is because it is creating an sense of static due to the slow movement of the camera.

Unsigned Artist

1. Individually find, research and contact an artist and their established image

2. Select a song

3. Develop an idea/concept for their music video that rebrands or strenghtens their existing image

4. Contact your client for permission

Track that I am using: https://soundcloud.com/d_majoruk/go-hard

Task 1) Finding the artist by researching them and listening to an track with the use of Teardrop

For the research task that I needed to find an unsigned artist via steaming services or even YouTube although, I did find this artist on the audio Steaming Service called SoundCloud called D_MajorUK with his real name of Daniel Taiwo which he is from South London but as you can see by this screenshot here, the artist has release an EP (Extended Play) called Dawn Of A New Era which contains of six tracks. The song that I am going to be listening to off this EP is called Go Hard for which it has recevied 343 plays within the audio streaming service of SoundCloud but I am going to be listen to the track and by using the describing techinque that we used during the lesson when the class looked at the band Massive Attack's Teardrop Music Video.

Teardrop techinque

• Vocals: Echoy, passive, modulated, orotund, religious
• Instrumental: Light-hearted, tinny, fading, hitting 

Task 2: Visualization

By using the same method of the Teardrop technique for Task 1, this time I am going use it for the visualization of what the music video could look like in terms of the concept and my ideas that is going through my head.

Location - where it is set

Mainly for music videos that are seen by the audience like on YouTube or even on the streaming service on Apple Music, Tidal, Spotify etc. Locations are mainly used because if you tried to hire out a studio outside our college then it would cost a lot of money so using the different places in South East London is the cheaper way. So the location that this song is taking place in an rural areas in the region but as the video is progressing through the backing track (Go Hard), it moves towards to a local church that we know well to fit in with the lyrics.     

Characters & costume 

Within this music video that I have envisioned in my head, I have got a few characters that are going to appear in it so the promo is going to be narrative being told rather than having an genetic and uninspired video which the audience could switch off if they are watching it on YouTube for the first time  although I am coming up with the initial ideas, there is the possibly of doing an conceptual with the unsigned artist not appearing at all.

Unsigned Artist: Main character
Sinner: Who does not believe in God until after time, he/she starts going to church
Person 1: Believes in a God (Religion)  

Key Moments: what happens - how it start and ends

As I listened to the track of 'Go Hard' by the unsigned artist of D_MajorUK, I had envisioned of what could happened in the music video so the video will have a narrative based to it with the use of montage but I used the lyrics of the song to help create an interesting story behind this.

Beginning: The main characters and his friends are walking along the street with a few bibles in their hand where they meet a person in the street that is sitting on the bench in which the character offers the person it but refuses to take it so the actor puts it down next to him after to the person for a bit to think about reading the bible. After the character and his friends leaves to go somewhere, the person takes the bible with him and starts to walk back home.

Middle: The person puts the bible down on the floor and sits on the couch and starts watching the television until over-time, he turns around to the table where the bible is lying there so he gets up from the couch and goes to the chair and starts to reading the bible which grabs his attention quickly as he reads the first few pages.   

End: After reading the bible which allowed to believe that he has belief that there is a God, the person goes to Church to join up with the main characters and his friends to go an service and as he is leaving, he looks up the sky with two index fingers pointing up to the sky for which he is thanking God.

Colours and lighting

When it comes to the lighting within different music videos, the reason why it is still being used today is because it is creating an mood within the video to make it more interesting for the target audience. So the type of lighting that is going to be seen in video is natural and low-key at the same time because there is going to be a character who does not believe in any religion even though he/she is given a bible by the artist (main character) to read which does not bother about at all which by using low-key lighting within this person's room, it could an interpretation he/she is a sinner and belongs to Satan in a way  

Camera movement

When it comes to the camera movement, I would want still camera shots within the video but it is possible that there could tracking camera shots which it does include canted angles in some of them because it is a common thing that is seen in music videos. 

Editing pace and any effects

The editing pace that could be seen in the new music video that we are going to making for our assignment will be matching with the backing track of the song (Go Hard) which is Cutting To The Beat because it is very common that Hip-Hop music videos uses this technique although the genre of UK Grime which it is sub-culture to this but the possible effect that I could use within the video    

Intertextual references (films, adverts, other Music Videos)

I do believe that there is a use of intertextual reference within the lyrics of the track called 'Go Hard' where D_MajorUK says in the first verse which it is before the chorus 'Many years ago, Jesus died  and that's final, crucified and he resurrected'. So it is possibly that he is referring to the highly controversial 2004 film of The Passion Of The Christ which it was directed by the actor of Mel Gibson because it was criticized for excessive violence that was being portrayed within the film.          

Task 3: Mood Board

After doing my own visualisation version of the song Go Hard by the unsigned artist D_MajorUK for whom I found on the audio steaming service of SoundCloud, I am going to use the website of Glogster where I am able to create my own mood board for the music video that is going to be made for our assignment.

http://danielstorey7685814a616eb2d7.edu.glogster.com/mood-board-for-the-song-go-hard

Task 4: Making contact with the unsigned artist (phone or social network)

For this task of four, the next thing that I need to do is to contact the unsigned artist via a smartphone or even the use of Social Network like for example: Instagram, WhatsApp, Snapchat, Twitter or Skype to ask permission for the use of the track that they made for an audience. On Sunday 28th October 2016, I contacted the unsigned artist via my smartphone and asked if I can use his track 'Go Hard' off his recent Extended Play of Dawn Of A New Era and he said that I am able to use the track to make an music video that is going to re-branded or establish their image in a way.   

Task 5: Interview with the unsigned artist

At the same time of making contact with the unsigned artist via phone or social network, I need to do an interview with them to talk about my ideas (concept) for a music video that myself is going to be making for an assignment but not only that, I need to ask the unsigned artist about the meaning of the song of what they made for the audience and what they are aiming for in terms of their image.

As of Sunday 30th October 2016, I called up the unsigned artist of D_MajorUK to ask him about the meaning of the track 'Go Hard' and talking about my own initial idea for a brand new music video so it is important to get feedback to get their opinion. During the interview with the unsigned artist, I had ask him about the meaning behind the track of 'Go Hard' in which he said it is about giving people an alternative to start believing to God (religion: Christian) rather living life in sin and with the initial ideas, he liked the idea of story that I created which he felt that it would establish his image if I had to make a music video in the near future.