ANIMATIC

ANIMATIC....

When trying to make my animatic on Windows Movie Maker, I had added all of the images into the storyboard with the correct amount of time however when I played it, the images didn't show up on the screen. Therefore I didn't meet the deadline for the animatic. It will be done as soon as possible!

STORYBOARD

LYRICS AND TIMINGS

THE VISION

These images show how I want my video to look. The images are all quite vintage inspired and fairly girly which is how I want my video to come across as this would appeal to the intended target audience.The old fashioned lights and candles show the types of mise en scene that I would ideally have in my video- however this is unlikely, but it's nice to dream- the colours in the outdoor image are the types of light, bright colours which I would like to have in my video. This will be interpreted through the use of lighting and mise en scene. The outdoor of a building shows illustrations which have a vintage twist. This has a link with the vintage, cluttered, busy theme which I want to show in my video and the illustrations show how I want to show my other products- the poster and digipack- to look. The last two images show other shots of mise en scene which I would ideally like to use, including girly coloured flowers which look slightly dry and are the tones of colours which I want to have in my video and products. This is because they have a vintage look to them. Also, the mise en scene including the photographs and light would also look good in my video. These images will be used as inspiration for when I shoot my final video.

LOCATION RESEARCH

POSSIBLE LOCATIONS

HALL

I thought that by having a big room whoch is faoilry bright could be really good as it is a large space whcich I could use to fill with lots of props in orderto create a similar mise en scene style that is used in the Florence and The Machine videos.

This is a room in my local village which is available to use. I have found this on the internet and so it would be better for me to go and have a look around it in order to see if it would be a good location to use.

DANCE STUDIO

Using a dance studio where there is mirrors and, again,a large bright space would be good as I would be able to fill with props to make it look better and more vintage in order to adapt to the style that I want.

There is a local dance studio which I need to go and look round, however I went there when I was younger so remember it being very bright and could be quite a good location for me to use.

CHURCH

Another idea which would be a bit different would be to shoot it insode a church. Although this might not look as cool and modern with a vintage twist, it would have an old kind of feel that Florence creates in her videos.

However, a church location might not be the most suitable for my video because the song I have chosen is quite upbeat and the church might not reflect that. Also the lighting may not be good for the video which is important.

I could still go and look around it to see if it would be good to use for some shots as it might be a good idea to change the location for some of the shots.

PITCH

Try our slideshow creator at Animoto.

My music video will be the folk-pop-indie genre and will have a female singer. It will be fun to watch and will entertain the intended audience.

ARTIST TWITTER

I have made a twitter account for my artist which means that my target market will be able to follow her and stay up to date with what she is up to. This is good as the people I have used as my potential target audience are all interested in the internet and social networking sites (particularly the tumblr kids and the rahs) so therefore my artist is keeping up to date with their interests.

ARTIST IMAGE INSPIRATION

I like the vintage style which Lana Del Rey shows in her videos and images. I think that my artist would suit this kind of look and this would link in with my vision well. 

Although Lana is a lot more professionally styled than my artist will be, I like how her clothes have a retro feel. The shapes and patterns used make her look like she is from a previous time however she manages to look very young and trendy. I need to ensure that my artist looks young to attract and appeal to the intended target audience however still has a vintage edge to match the sound of the song.

This look is very young and would be more like how my artist looks in the video. I like the converse trainers as they are very trendy and so would be appealing to the intended target audience and the curly hair is very like my artists (however Lana's is professionally curled). She is also wearing denim shorts which is an item my artist could wear alongside a vintage style top and jewelry and still have a vintage yet young, trendy edge. 

I like the redness of her hair as it makes her very striking and therefore looks like she has star quality. The vintage prints on the dress look really quirky and interesting and would therefore be fun to look at/watch in the video as well as giving a vintage edge.

I like the piece in her hair and the shorts and t-shirt combination. Although it is a vintage inspired look, it still looks very young and would appeal to the intended target audience. The difference between my artist and Lana would be that Lana is a lot more professionally made up to look more glamorous as opposed to more of a natural look which my artist has. 

The vintage style neckline is very flattering and would be a shape I would use on my artist. If she doesn't own any clothes with this neckline, then I would consider using a drawn image of this within my digipack and poster. I think that, although it is vintage (alongside the patterned hat and elegant hair), it could still look quite young and would be attractive to my intended target audience.

I like how her hair is slightly messy even though it has been professionally styled. this is the kind of look which my artists hair style will be like. Also, I like the colours within the image as they are quite girly. The flowers add a slightly vintage feel to to the image which is something I could incorporate within my digipack and poster. 

ARTIST IMAGE

I like the Florence and The Machine videos as they are quite simple (as in they don't act a story out) however there is a lot of focus on the mise en scene of the location and on her outfit. I need to make sure that my artist has a similar look with both the make uop and outfit and I need to make sure that I can recreate this as best as I can with my artist in my video.

HAIR AND MAKE UP

  

My artsit (left) has very simple make up however I think that this is good and would fit the song which I have chosen because it is quite simple. I think her style and look represents the genre well. Also her hair is a similar colour and makes her stand out as a person which is a reason I have used her as my singer in the video. Her hair is naturally curly (like Eliza Doolittles hair-the artist who sings the song which I have chosen) so her quirky look could be amplified by having her hair natural however Florences hair is more sleek which makes her look slightly more elegant. If I chose to do a similar style with Chloes hair then she will look more like a star in a video rather than like an amateur.

In this image, Florences hair is more sleek and styled which looks good. I could try doing this sort of style with my artist in order to make her look more professional. Florences make up is very simple like Chloe's is and I think that this look works well. It also suits Chloe and the genre which I am representing so I think I should keep the make up simple as well as the hair.

These images of Florence show her hair to be in more of an interesting, fun style. This could relate to and reflect my genre and song because it is more fun and also adds to the vintage feel which I wanted to show. I like the idea of her hair being plaitted as it makes her look more quirky and unusual. It also looks like a younger hair style and my artist is a lot younger than Florence Welch so maybe it would be better to keep her looking younger.

COSTUME

 

In her videos and in images, Florence wears vintage style outfits and it suits her sytle due to the simple make up and red hair. My artist also has simple make up and red hair and so this would be a good style to stick with in my music video. My artist has the ability to have a more vintage look as some of her outfits are vintage inspired.

This image of Chloe shows her wearing a vintage style dress which is a similar style that Florence has. The make up and hair also suit this style of clothing so this could be useful to use within my music video.

ELIZA DOOLITTLE

Although I think that the vintage style would be the best to use for my artist- inspiration taken from Florence Welch- the singer of the song which I am using- Eliza Doolittle- has a more young and trendy style.

She still wears vintage style prints just in a trendier way because she is a lot younger than Florence. My artist Chloe is a lot younger than Florence as well and so I think that this would be the best way for me to style my artist as it represents her age as well as having a slight vintage twist.

Her younger vintage style makes her look younger and more quirky which is how I want my artist to look so I will take inspiration from her when dressing my artist.

POSSIBLE OUTFITS

1 this dress is quite young yet has a vintage look and would therefore be a good option to use in my video. This outfit would appeal to my target audience and would reflect my artists age as well as having a vintage feel.

2 This flowery top has the potential to look quite vintage and stylish at the same time. I really like this print and would reflect my artists age and style as well as the genre

3 This skirt is patterned which looks quite vintage as well as being young and trendy. With the right top and hair and make up styling, this could look really cool and would work well in my video

4 Eliza wears shorts and makes them look young and trendy and so I think these shorts (with the studs and rips) look less vintage however a lot younger and trendy so would appeal to my target audience

5 This play suit is vintage inspired and so would suit the genre which I have chosen well and would have similarities to Florence and The Machine as well as having a younger feel to it

6 I like this jacket because it is young and fashionable and would therefore be appealing to the target market and audience which I have chosen

JESSIE WARE VIDEO ANALYSIS

Jessie Ware is an artist similar to mine as she creates music of the indie pop genre. She is also female (obvious) and is quite young so would therefore have a similar target audience for her music. Therefore her music videos would be created with her target audience in mind. My video should have some resemblance to hers if I want to appeal to the target audience which I have chosen.

To do this music video analysis, I have watched the video and have taken notes on what has happened. After, I have described the purpose of the feature and the effect this has on the audience to make it a fun, captivating video for the intended target audience.

1. Fast paced shots at the beginning of the video
   This quickly grabs the attention of the audience and makes an impact to ensure that they keep watching the video.
2. Landscape shots at the beginning (flower, field...then the artist)
   Quite interesting, clear, crisp shots which look aesthetically appealing. Therefore these shots grab attention and look nice in the eyes of the intended target audience, keeping them watching the video.
3. Shots then get progressively longer
   The attention has already been gained and so therefore allows for the shots to be a lot longer as the audience are already captivated by the video.
4. Blurred image of the artists profile turns clear
   First shot of what the artist looks like (not from the back of the head) and so grabs attention and makes the audience keep watching. As she is a fairly new artist, a lot of people won't know what she looks like and so therefore this will keep the audiences attention.
5. Same location, different pose adopted by the artist (lying in the field)
   The different perspective of the location makes an interesting visual for the audience and makes it more fun to watch. The different perspective adds more colour due to the flowers which makes the whole video brighter and more attractive and fun to the intended target audience.
6. Different location, still outdoors but by a building
   This adds to the continuity of an "outdoor" video, however makes for a more interesting visual for the audience ensuring that they don't get bored and stop watching.
7. Nature shots continue- tree
   
   Interesting visual, nature is associated with indie music as it is quite cool to include in videos and on album covers, therefore this links with the genre. The shots look very cool and crisp which make the quality of the video seem professional. The nature is all quite brightly coloured and so will keep the attention of the intended target audience.
8. Outfit and hair change
   This is a typical convention of all music videos and makes it more interesting for the audience to watch. If she was in just one outfit throughout it would be quite dull to watch and so the outfit change is interesting for the viewer.
9. Landscape shot of birds flying away
   Continuity of the nature theme running through the video, however the movement of the nature is captivating to the viewer (mainly due to the fact it has happened naturally).
10. Singing starts, artist walks, camera (wobbly) follows her
    This keeps the attention on her. The movement of the camera as she walks means she is the main focus for the target audience and makes her seem to be the star of the video as, up until now, it has mainly been about the location of the video.
11. Again a different outfit
    Again, continuing to make the video fun and interesting to watch. This will continue to keep the target audiences attention on the video and ensures they wont stop watching it.
12. Extremely long shot
    Makes the viewer try to focus on her meaning that although the location and natural mise en scene is the main focal point of the shot, they should look for the artist amongst the nature.
13. Close ups on parts of the artists body (fingers)
    This is interesting and different, breaking up the shots of her singing making the transitions of the video seem  ore fluent to match the vibe and sound of the song.
14. Artist reflected in the water as opposed to a regular shot
    This is a fairly unique shot and is interesting to watch, this also links in with the nature theme running through the video adding continuity.
15. Shoes off- vulnerable? 
    Giving the full body shot with her shoes off could be something which the intended female audience could relate to and therefore make her more popular amongst them/gain a larger following.
16. Shot length fairly long
    Giving the audience a longer time to look at her and engage with the star
17. Close up on back of head, side of head, straight after the other
    These interesting/unique angles make the video seem more original and memorable perhaps? These shots aren't used in many other videos and may have been used to give the artist an identity in the music industry as it makes her seem quite quirky and original/
18. Low angle watching her walking away
    Keeping the angle not the same throughout makes the video more interesting to watch and keeps the attention of the intended target audience which is something that the music video needs to achieve unless it is planned otherwise (see following video).
19. Long shot showing the artist making shapes with her body
    Adds to the interesting visual which the video needs to achieve to stand out and be interesting to the target audience,
20. Quick shot closer in
    Continues to make the visual more interesting. Zooming in gives the audience more detail of what happened in the previous shot and would help to keep the audiences attention.
21. Blurred shot, artist dancing
    The dancing is a stereotypical convention of music videos which is used to gain and keep the audiences attention in the video, the blurred shot adds means that the audience should try to focus on the star which they should be doing and keeps the attention on the artist.
22. Walking through the landscape- not lip syncing
    Tells a story and continues on from the beginning where it showed the landscape which she is walking through. The landscape is very pretty and so would be aesthetically pleasing to the intended target audience.
23. Different effects- blurred landscape (flowers) but artist in focus
    This means that the audience immediately focus on the artist which is the point of the music video- to create a buzz/identity for the artist amongst the intended target audience.
24. Artist looks directly at the camera
    This gives the artist the chance to engage with the audience and keep the attention on her
25. Bright colours in the location- flowers
    This adds to the interesting visual of the video and would appeal to the intended target audience as they will like to look at pretty things- shown in the video by the flowers.
26. Slowed down shot of her walking
    Adds to the interesting visual, makes it more interesting. Difference in speed of shots makes sure that the audiences attention is kept by the video and keeps them watching through to the end.
27. Shot with artist standing off centre looking away in a different outfit
    This isn't the stereotypical stance and makes it look a lot more interesting. Asks the question- "why is she not standing in the centre?" The outfit chance makes the visual more interesting for the audience.
28. Turns to look at the camera lip syncing
    Again, engaging with both the audience and the lyrics of the song. This captivates the audience and makes them feel as though they can relate to the artist.
29. Flash back to her walking being followed by the camera
    Continues the story which was being set up with this same shot at the beginning
30. Unusual close up exposing mise en scene- ear and earring
    Unique shots make the artist and the video more memorable amongst the intended target audience. It is quite unusual which is captivating and therefore would keep the attention of the audience on the video and on the artist 
31. Fairly quick paced shots
    Keeps the video moving and keeps the visual interesting to make sure that the audience don't get bored when watching it. This keeps the attention on the star.
32. Location flowers shown in detail very bright
    Continues to make the visual bright and interesting and therefore very attractive to the intended target audience.
33. Moving shot, slowly moves over her head and past her
    Yet more unique, interesting shots making the video quirky and interesting as well as making it memorable to the audience.
34. Mid shot, artist placed dead centre on the bench
    Captivates the audience, she demands their attention and looks authoritative which is unusual. The "strong woman" image that this gives to the intended target audience makes the artist seem unique and interesting and could possibly be seen as a role model to the young, female intended target audience. 
35. Quick change, artist standing off centre different outfit and location
    Because this follows the previous centred image, it is a very interesting shot sequence and would keep the attention of the intended target audience.
36. Lying down in a field
    Not how the audience would expect a "star" to be in the video. Although this detracts from her fame and star quality, it makes her more "normal" and relatable to the target audience as they may believe they can be just like her.
37. Close up of artist looking at the camera and changing position of her face
    This is fun to watch and the audiences attention is completely on the star which makes her more memorable and well known amongst the intended audience.
38. More blurred dancing shots
    Changes the audiences focus which makes the video more interesting to watch
39. From behind, follows her from a high angle as she walks
    The interesting shot gives a different perspective to the audience. The different shot continues to keep the audiences attention and makes the video more interesting to watch
40. Blurred shot, mise en scene, old car
    Different mise en scene grabs attention, however the fact that it is out of focus makes the audience have to really look at it to see what it is. This keeps the attention on the video and makes it interesting to look watch
41. Behind shot, artist walking to the car
    Continues the story (gives her purpose of where she was walking to from earlier in the video) and keeps the audiences attention on what she is doing.
42. Another person! (male) appears- continuous shot ends in an over the shoulder watching the artist getting into the car
    The other person makes the video more interesting, however takes the attention away from the female singer.
43. Long shot, boy walks round the car
    Allows the audience to see all of what is happening and keeps the attention of the video.
44. Over the shoulder, boy gets into the car and artist drives off
    The fact that she is riving keeps the attention on her and makes her seem to be the more dominant powerful gender. This could be something which the intended target audience could relate to as they could see her as a role model- this is common with pop stars.
45. Panning shot follows the car. Smooth.
    This continues the story and shows the audience what is happening. The shot is very smooth, as are the transitions, which makes the video have more of a professional quality.
46. Sun setting
    More nature to continue the theme which has been shown and used throughout the video. The fact that it is setting links with the story as she started walking in the daylight so gives some concept of time in the video
47. Car driving
    Again, this continues with the story which was being told throughout the video and keeps the audiences attention on the artist.
48. End fade out into the sun
    Finishes on the nature theme, however the end fade gives the video an ending which makes it feel like a finished product.

Beginning with a shadowed profile of her face with some text on the screen, it is clear that the video will take a more minimal approach. This is a complete contrast to the previous video where there were so many shots within the first few seconds. Although these songs are both within the same genre, the videos are very different. This song is slower and more serious (lyrically) which could be the reasoning for using just one shot for the whole video. The styling in this video is a lot more minimal and (due to there only being one shot) there is only one outfit and one hair style. I think that this video would captivate the intended target audience as much as the previous video due to the fact that the panning shot is captivating and the only focus is the singer.

MARINA AND THE DIAMONDS EXTENDED ANALYSIS

MARINA AND THE DIAMONDS- PRIMADONNA GIRL

I like this video because it is fun and has a vintage style which I really like the look of. I intend to use an upbeat song in my music video which could incorporate the vintage style shown in this video.

Genre: indie pop/dance pop

Genre characteristics: dancing, effects, lip syncing, instruments (piano)

Relationship between lyrics and visuals: 

Relationship between music and visuals:

Are there close ups of the artist/star image motifs: there are a lot of close ups on the main singer for the audience to see and recognise

Is there reference to the notion of looking:

Are there inter-textual references:

Is the video illustration, disjunction or amplification:

EXTENDED ANALYSIS

1 Why did you chose the text you are analysing?

I chose this text because it is a fun music video to watch and I want to convey the same energy which they do in the video. I like the vintage style which has been adopted and I would like to use the same style as I think it is interesting. The song which I have chosen is supposed to appeal to me and I like the vintage style so therefore it would appeal to my intended target audience.

2 In what context did you encounter it?

I encountered it when I was watching a video on YouTube and it was suggested that I watched it so I clicked on the link which took me to the video. I have watched the other bands videos before and so therefore this was suggested as I like the band.

3 What influence do you think this context would have had on your interpretation of it?

I don't think that being on YouTube would have influenced my interpretation as much because I would still have enjoyed watching the video if i saw it somewhere else like on a music channel on the TV.

4 Which conventions of the genre do you recognise in the text?

• Bright and colourful
• Close ups on the artist singing
• Special effects have been used- black and white, home made style
• Some black and white shots 
• Costume changes
• Variety of shot length
• Location/room changes

5 To what extent does the text stretch the conventions of the genre?

I don't think that this video stretches conventions of the genre as it uses a lot of the conventions which are expected so therefore the conventions are followed, not challenged. The vintage style would suggest a folk edge to the song, however the bright colours and interesting make up show that the genre is definitely pop.

6 Where and why does the text depart from the conventions of the genre? 

The sound of the song is very pop which would suggest it is a new song, however the vintage mise en scene would suggest otherwise. Here, the styling of both the artist and the room. This has been done as it creates an interesting visual for the audience. The quirky style of the video and lack of "normal" pop conventions (full band shots, jumping, dancers, etc) makes the video memorable which is the reason artists create videos. 

7 What sort of audience did you feel the video was aimed at? And how typical do you think this is of the genre/style of music?

I think that this video was aimed at teenagers because of the fun genre (which teenagers stereotypically like) and the video was enjoying, entertaining and fun to watch. I think that this audience is typical of this genre as it is known to be a genre which is aimed at teenagers. The artist is female and fairly young which a young female audience would be able to relate to so therefore I believe the audience is predominantly female. 

8 What sort of people does it assume you are?
It assumes that you are young and are interested in the song. The artist is female and so therefore females would be able to relate to the artist. Marina and The Diamonds are fairly well known amongst younger people and so it is likely that the intended audience would already know/follow the band and would want to buy the song/know about the song regardless of whether or not they have seen the video.

9 What assumptions have been made about your class, gender, age and ethnicity?
The video assumes that you're quite young as the people who like indie pop videos are usually aimed at are teenagers. The gender would be female (as previously explained), however it doesn't specify a class or ethnicity.

10 What interests does it assume you have?

• Music 
• YouTube/music channels 
• Indie pop genre
• Fashion

11 What relevance does the text have to you?
The video is fairly relevant to me as I am interested in this genre and I have listened to this artist, therefore I have an interest in the video. I also like the styling which may be a reason for me to watch the video, so this appeals to me and is relevant to me.

12 What knowledge does it assume?
It assumes that:

• You are interested in the indie pop genre 
• You like the band/artist
• The video keeps you interested
• The videos concept is interesting- vintage and unusual

13 To what extent do you resemble the "ideal" reader that the video seeks to position you as?
I am a teenager who enjoys this genre of music and finds the video entertaining and fun to watch so I think that I resemble the ideal listener well. Also, I like the styling which has been used in the video so I am even more of a resemblance to the ideal audience member.

14 Are there any notable shifts in the videos style? If so, what do they involve?
There aren't really any notable shifts in the videos style as it is all vintage with the home made effects, however it flicks from different locations in different outfits in different situations.

15 What response does the video seem to expect from you?
To enjoy the video and to have fun. This could then lead to me watching other videos posted and performed by Capital Cities. This could then lead to the viewers wanting to buy the music or watch the video again

16 How open to negotiation is your response? Are you invited, instructed or coerced to respond in particular ways?
My response to negotiation is not that open to response. I immediately liked the video due to the styling as well as liking the artist regardless of the video. Being a fan makes me like the video more as I think that Marina and The Diamonds are really quirky and interesting which appeals to me. The audience are invited to relate to the artist which would make them enjoy the video. The laughter and faces she makes when she isn't lip syncing makes her seem more normal and so the audience are invited to relate with the artist and enjoy the video.

17 Is there a penalty for not responding in the expected way?
There isn't really a penalty for not feeling a certain way, however the main point of the video is to have fun (as the song is quite fun to listen to and the artist included in the video is having fun) so it is expected that you have fun when watching it. If you don't have fun there is no penalty it just shows that you are not the expected target audience

18 To what extent do you find yourself "reading against the grain" of the text and the genre?
I don't really find myself reading against the grain of the text and genre as I just watch the video and enjoy watching it. The bright colours and quirky styling is eye catching and draws you into the video.

19 How typical do you think this video is of music videos?

I think that this video is very typical of music videos as there are lots of conventions included. This doesn't make it very unique, however the styling makes it quite original in this genre and originality is something which should be there in all music videos. 

HOME MADE VIDEOS

In this video, lots of different shots are used to make the end result interesting and quite captivating. I feel that the home make look of the video means that the artist seems more relatable to the audience. The lyrics also have a link with the visuals which makes the video more captivating if the audience is listening intently to the lyrics.

The camera is quite wobbly (due to the fact it is supposed to look home made) and the transitions are quite smooth which reflects the song. The camera wobbling makes the audience focus on the artist and makes it captivating to the audience.

The American theme is continues from the start (due to the impersonation of Marilyn Monroe) and the home made look comes from the poor quality (intentional) of filming and slightly wobbly camera. I think that this makes the video more interesting to watch.

The home made look works for this genre as it isn't stereotypically "perfect" which reflects the sounds well. It works for a new artist as they are normally on a low budget but creates a good, relatable visual in the end.

Again, this continues to reflect the genre well and makes it relatable to the intended target audience. I think that, although this video doesn't look professional, it works well for this song and therefore a home made style video would work well for my video.

The dodgy quality of filming is what makes the home made video work well as it is interesting and the effect has an impact on the intended audience. The fact that this video is home made also makes the artist seem vulnerable which links with the lyrics of the video.

HOME MADE:

I like this style of video as I think that it makes it more personal for the intended audience to watch. This would be a good to use in my video as my target audience would appreciate the this as they don't want to get bored whilst watching the video. Also the quality of the equipment (and especially my filming) won't be that high and so I could use this home made edge to my advantage. I am also doing a hand drawn style poster and digipack and so therefore the home made effect would link in well with the theme and make the products come together as one. 

FLORENCE AND THE MACHINE VIDEOS

SPECTRUM:

Mise en scene: There is a lot of random things in the video however the costumes which she is wearing link into the scene well. For example with all of the ballet dancers, her dress is similar however it stands out more in order to make her be seen as the star (which she is). Her hair and make up are very prominent in the video and the unique outfits work due to the randomness of the video. In the first section of the video Florence is sat on a chair surrounded by a load of other props such as a chandelier, a plant, a table and a lamp. The shadows created from the light being shone at the chandelier makes different shapes on the back drop which makes the shot look really interesting. This teamed with the interesting choice of outfit encapsulates the audience and makes them want to keep watching. There are a lot of props used throughout the video and this is the kind of thing which I need in my video as the props hold the viewers attention. 

Lighting: The location where the music video has been shot is quite dark and only has light which shows the mise en secene and gives a creepy, mysterious vibe to the video that has been intended to make the audience question. This makes the video more intriguing to watch.

Camera angles/shots: The majority of the shots are very long which allows time for the audience to watch the Florence as she is performing to the song. She is really eye catching and the mid/long shots allow the viewer to see all of her costume which are really impressive and unique. The close ups on her face allow the viewer to see her make up and hair which adds to the captivation of the video. 

Editing: The transitions are smooth and they link in well. When it zooms into the dolls house the transition fades so it looks as though it is going through the window which looks really professional. I need to convey the same level in my video so I need to have smooth transitions. The smooth transitions also reflect the sound of the song which is something I need to consider when filming and editing my video. 

Story: The dancers make the video have a slight story to it which I think is interesting as that aside, its all quite random which is a really interesting way to present the video. This captivates the audience as, although it is very random and doesn't really have a story, it keeps attention because of this randomness. 

YOU'VE GOT THE LOVE

Mise en scene: The moon is really majestic and adds a 'special' feel to the song. The glitter also makes it more glamorous which reflects the artist. The costume used is really pretty and girly as well as being quite different and quirky which reflects Florences style and music. Her hair looks really natural which works well with her natural make up and reflects the song. Dry ice smoke adds to the magical feel of the video and makes it look even more special. The balloons which are added later on continue to add to the magival feel of the video. This continues in the glitter shower when it shows lots of people having a really good time which reflected the pace and lyrics of the song. 

Lighting: The lighting shining in the direction of the camera makes the shots look more special and in the moon scene they look like stars. This shows how all of the filming equipment can be used in order to bring the video together and portray a certain idea. 

Camera shots/angles: The opening shot of the video is a close up Florences face from the profile view against a dark background. This is a strong way of opening the video and captures the viewers attention. As she turns around, the camera zooms out into a mid shot allowing the audience to see her outfit for the first time which shows her identity. When she is stood on the moon there is a variety of close ups and mid shots from differnt angles which have been used to show Florence to the viewers. Panning is sometimes used which is quite fast in order to match the pace of the song. The mid/long shot which shows her sitting when the balloons rise has been used to show everything happening in the shot to the viewer.

Editing: The transition from the first scene (close up) to her standing on the moon prop is really smooth as the light goes out and then on again and by that time the scene has changed. The quick transition makes the video seem more professional which is something I need to incorporate into my video. The editing when she is on the moon is very fast which matches the pace of the song and works well.  

Story: She dances on the moon with confidence which is something I need to show in my video. She does a lot of hair flicking as well which looks really good and confident and reflects the fact that she is a very successful artist. In the end when she is performing to the audience shows the performance convention of indie pop music and adds to her credibility as an artist. Showing lots of people having fun and being "in love" reflects the story of the song. 

NO LIGHT, NO LIGHT

SHAKE IT OUT

COSMIC LOVE

MOOD BOARD

I have created a moodboard to show how I owuld like things to look in my video. I want it to have a vintage, random feel in order to match the genre which I have chosen- folk pop- and so would work well.

TARGET MARKET RESEARCH

I need to make sure that I have a specific target market/ target audience that my music video will appeal to. I have been on UK Tribes in order to find out more about the kind of people who would listen to my artist. this is so I can find out what they like and what I need to include in my final products in order to appeal to them.

TUMBLR KIDS

These would be the kind of people who will be watching my video. Large amounts of their time is spent online which means they will have a lot of access to things surrounding my artist (twitter feed, videos, blogs, etc- things which young artists have to keep up to date with current trends.) meaning that they will be the ones most likely to hear about my artist and watch the video. 

They are mainly female so this means that they will relate to the female artist which I have chosen. They also like Instagram and Twitter (which my artist, like many others, are likely to have) and listen to Radio 1 which my artist could be played on therefore my artist would appeal to this tribe.

RAHS

They have a great social life and would therefore be interested in the social things! This would include music which they would listen to on their phones as well as social networking sites where they would be able to keep up to date with my artist on these networking sites (such as twitter).

According to UK Tribes, the RAH lifestyle consists of "drinking games, chart music and cheesy pop, gap yahs and chilling out in Ugg boots and Jack Wills tracksuit bottoms" which are things that my artist can relate to! (a bit cheesy, chilling out etc) so therefore they may be a good target audience for me to aim my products at. 

CREATIVES

The creatives would be a good tribe for me to aim my music video at as they are open minded and so could easily be interested in my music video. This means that my (or any) music video could easily interest them and they may want to watch it again.

They are interested in fashion, art, design, music and photography (amongst other things) which my products could all have an aspect of. Fashion- what my artist wears in the video, Art and Design- the way which I design and present my digipack and poster, Music- the actual song and Photography- which I will use on my digipack and poster.

TRENDIES

The trendies may be a good tribe for me to aim at as they are interested in similar things that I am trying to portray through my artist and my products. This tribe is interested in fashion which is shown by their nick name, the "fashionistas" which my artist can relate to. Their favourite brands include ASOS and cool shoe brand "Toms" which my artist may reflect.

I want to portray a "vintage theme" within my video and poster/digipack as I think this reflects the genre and style of the music. On UK Tribes, the trendies are described as the type who "trawl around vintage markets trying to find and create the latest look" so therefore the trendies and my artist would have a lot in common and they may have an interest in the video.

ARTIST BIOGRAPHY

ALLIE JAMES

This is 18 year old, fun loving new commer to the music scene; Allie James! The nerves are slowly building for the release of her debut album "Studio West" in mid December and she is excited to let the nation see the video for her debut single "Money Box". Going to Studio West Academy in her home town Newcastle upon Tyne in Tyne and Wear, the inspiration for her first album stemmed from school friends and family, who she once described as "the foundations of her songwriting". "I have always liked indie folk music and so to get into a career creating music of a genre I love is so rewarding". Proud parents Geoff and Rose James have been a huge support in her career, backing her decision to take on the music world in London, leaving Newcastle and chasing her dreams to become a star within the industry. Speaking of his daughter, Geoff says shes alwasy had a "knack for music, playing on the streets on Saturday afternoons to improve skills and earn a bit of cash". Signed by Parlophone Records (who have also signed notable artists including the Beatles, Coldplay, Kylie Minogue and Blur) at the tender age of 17, its been 18 months of pure hard work and dedication for this teen star. "Playing in small venues down dark alleyways isn't something you imagine yourself doing," Allie says "but it's what has to happen if you want to create a following for your music". It seems right now its all about the blood, sweat and tears for this teen, however she dreams of lighs, glamour and world wide tours.

ARTIST COMPARISON

I have compared my artist to others of a similar genre