VIDEO 1ST DRAFT

EDITING

FINAL CUT PRO

This shows me using final cut pro on a macbook pro. The software helped me to edit the footage together over the song so that I could create the video and ensure the lip syncing was timed correctly making the overall video look professional. 

WATERCOLOUR PICTURES

These are the images which I am going to use on my improved poster and digipack. They are the same images which I have used in my first draft however I have coloured them in using water colour paint. I think this has worked well as they look softer and reflects the genre and style which I wanted them to reflect.

Left: I have chosen these colours for the outfit because they are light, failry bright happy colours and I think this reflects the sound of the song well. Also, my artist has a dress in the light blue colour which I have used which she may wear in the video so I thought it would be fitting. I have done the bright, yet still fairly vintage colours to reflect the vintage element running through my project

Right: I have used the darker colour because I think that this outfit would stand out well against which ever backgriund I decide to use on my digipack. I like the purple colour because it is quite girly and it also makes the lighter green polka dots and the ginger hair stand out next to it therefore making it a very striking image. 

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.

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

NAME REASON

I have named my artist "Allie James" because it sounds quite girly and so would relate to the possible target audience. Also, it sounds as though it would reflect the genre well as it is a genre associated with cool, quirky people.

BAND/ARTIST NAME

I have created a spider diagram with thoughts for possible artist/band names. I have so far narrowed it down to Allie or Pippa beacuse I think these names are unusual and would be memorable. I considered using a backing band however I don't think it would sound as good as just using the artists name.