Music Video Questionnaire Audience Feedback

Music video audience feedback from GroovyGuy

Questionnaire for feedback to the Music Video

https://www.surveymonkey.co.uk/r/8MC3GNZ

Fourth Draft of Video

16th December 2015

Using the new screen grabs I started playing around with them, inverting them to evoke the degraded black and white look that is associated with punk digipaks. I've started to change the background from the stark black, putting some noise over it to give to a fuzzy worn grey look that fits in more with the use of the screen grabs, whilst also pushing the degraded aesthetic of the punk genre and fitting in with the black and white aesthetic of the music video that calls back to '50s sci-fi (much in the same way that the punk genre did, though in a more ironic way)- thus creating a more cohesive product campaign.

Third Draft of the Music Video

15th December 2015

I realized that one of the shots was in the wrong aspect ratio (this had only really become apparent once I had exported a rough draft), this was due to using a different camera and different means of capture (digital as opposed to tape), this was solved by cropping the image and zooming in on the image. I then corrected the colour to make the footage match the look of the rest (the light greyish tint looked out of place and was detrimental to the video's overall aesthetic), this would allow me to try and achieve an image that was central to the initial idea, that of the protagonist looking up to the moon in frustration.

In addition, I built on the post from the 14th and took a few more screen grabs and started to play around with them in photoshop (as you can see from the two images). For the next time I intend to try and build on these screen grabs, to try and get the desired look for the digipak.

14th December 2015

The Objective for this lesson was to use some of the screen grabs that I had already collected to start to implement them into the digipak. Though after looking over a few of them, I started to have doubts over the overall direction of the digipak and the look of it, so I intend to get a few more screen grabs from the video and play around with them a bit more to hopefully get the desired effect, as at the moment it doesn't seem to be achieving the look I intended.

Second Draft of the Video

First Draft of the Music Video

This is the first rough cut of the video, a lot needs to be worked on from this video, as the aspect ration of some of the footage used is set at 4:3 rather than the 16:9 of the rest, this is probably due to the fact that the majority of the footage was recorded in miniDV, with only a few shots being taken on a digital camera. This is probably the reason for the sharp lapse in detail between the two (noticeably seen in the "moon" shots); this wasn't visible in the editing suite as it seems that the image displayed on the monitor in the editing suite is far darker than when the video is exported, leading the resulting product to look a lot less dark and grimy than intended- this is a problem that I intend to fix.

The ending also needs shortening, to fade out with the song may be more effective, and certain sequences could be edited more in time to the beats of the music.

Ancillary Text: Digipak Drafts

Digipak Advert Draft

Work done on the Digipak Advert

Progress on the Advert

Ancillary Product: DigiPak Advert Flat Plan

Magazine Advert Initial Ideas

Digipak Initial ideas

https://bubbl.us/?h=30d288/6625f5/318eBTRr6Tk/I&r=2007078296

Ancillary Text: Flat plan

Magazine Advert Research

Digipak Research

October/November assessment feedback

The feedback is mainly that a lot of the work isn't on the blog, this is mainly due to the fact that I haven't uploaded it rather than it not being done, so this can be rectified very quickly as I'll have all the missing pieces of work on the blog by the end of the week. The other point that this feedback is making is that certain pieces of work should be more detailed, and feature more images, again this can be easily fixed and will be done by the end of the week.

Principal Photography rushes

The bulk of the footage was shot on the large, more professional camera (the higher quality of the image will give the second half of the video the look that I'm looking for), whilst a smaller handheld camera was used to and get the more close up, claustrophobic shots that the video called (I came to this conclusion after some experimentation with the larger camera, and found that it is a lot easier to achieve the desired effect with a lighter camera). Also, the lower quality of the video will fit in with the fourth generation video aesthetic that I'm trying to achieve. The only problem with the footage (and this affects both sets) is the instability of the camera, though I did try and counter this whilst filming by getting as much coverage as possible to at least get some usable footage, and I could try and hide it through only using bits that are good (a benefit from really over shooting) and by trying to obscure the shakiness with visual effects in post-production.


The bulk of the first half of the footage above is usable (with some bits being too shaky, or resembled a modern location so can't be used), however the second half isn't as useful as that day's production fell apart due to the principal location being unfit for use (it became a crime scene), the result meant that we tried to recreate the intended effect in a local area, which didn't work out at all; in an attempt to try and salvage some thing I tried experimenting with some extremely shaky close ups which could possibly be used, though the second half will need re shooting.
The footage from this camera will be used the most (with the handheld being used as supplementary), overall I'm happy with the way a lot of the footage from this camera turned out, especially the lighting in the night shoots which matches the tone that I was going for exactly. Though, like the handheld footage, quite a bit of it is on the shaky side, but it is usable (even some of the beginning bits, which were used as practice to an extent, is usable in portions). I tried to make sure that whilst in production I got as much coverage as possible to give me as many options as possible in the edit, along with doing as many takes as possible to be sure that there was at least one usable version of the shot taken; although in certain places I didn't get as many takes I would've liked, though this was more down to environmental factors, like when we were filming around the bus interchange, given the equipment we were carrying, the time of night we were filming at and the fact that there were a large group of youths hanging around near to where we were filming (who are audible at certain points during the footage above) made us less than keen to re-shoot certain shots (fearing the safety of the equipment).

There are some shots that need filming, this is mainly the crowd sequence, a shot of a horn, a shot of a moon, and more shots of pollution (in particular, a shot of pulsating black goo- though I may be able to find some archival footage for this).  

Organisation of actors, locations, costumes and props

Planning from GroovyGuy

Health and Safety Risk Assessment

Link to risk assessment

The decision to remove the performance element from the video

Initially, the plan was to integrate a performance element to the video, which would have been in keeping with the conventions of the punk music video conventions; it was agreed with the band that they would record a certain song ("Moon Over Marin") I would then film them in the studio and cut between the narrative footage and the performance footage.

However, with the plan being to film the narrative portion over the next week with preparations already in place, I will be unable to plan and record a video for a different song, therefore I have decided to use the original recording of "Moon Over Marin" by the Dead Kennedys, and move to a more narrative based video.

Mid-term blog assessment

Following this feedback, the mood board should be improved, and feature more images to have a better view of the target audience and their interests, adding to this, I feel that the shot list should be completed along with the storyboard and treatment ASAP; so, this should be done at latest by Thursday 22nd October. In addition, the embedded links from the one drive should be fixed and fully functional (as it seems it is currently out of action).

Shot List

-Very long shot- track in, low-key lighting, the band is in the center of the frame.

-Extreme close-up of the guitar.

-Extreme close-up of the keyboard, specifically the keys being pressed.

-Cut to b/w archival footage of a beach at night as the main riff kicks in.

-Close up of a full moon (b/w).

-Medium shot of the keyboard, playing the bass part which is following the guitar.

-Medium shot of the guitarist.

-Close up of the keyboard.

-Close up of the guitar (these shots will be fairly fast shots, building to a crescendo)

-Long shot of the band as it reaches the crescendo.

-Cut to an insert shot of the guitar, just as he hits the slide, the camera dollies across with the guitar.

-Low angle medium shot of the singer as the lyrics kick in, "a crowded future..."

-B/W footage of a dilapidated cityscape, bustling and crowded (stylistically akin to Begotten meets Brazil) (could use old archive footage from public domain sci-fi films, though the best bet is to try and film in the dilapidated areas in Sheffield, this could be done guerrilla style with hand held cameras, this would give the dystopian city a ratty sort of look, this would make the beach scene a more calming feel, given it's more static cinematography. Also by going for a "Hard to be a God" cinematography, it would mean that I would be able to make it appear busier and more claustrophobic with less people.)

-or-
-B/W CU of the protagonist's face, an every man type conformist, as he views the city, coupled with an over the shoulder shot of him viewing it from a vantage point (though this seems fairly conventional, and rather on the nose in it's attempts to make the connection between the audience and the character and their position with in this sort of society , it also feels far too reminiscent to the Devo "beautiful world" video), this could be done easily with the use of chroma key, and would rely on similar footage as the first idea for this shot.
-Medium shot of the lead singer.
-Long shot of the denizens of this dystopian society in unison, shot in B/W, the denizens should be dressed in white boiler suit type costumes- get numerous shots of this, this will allow us to create a montage, could do this hand held, similar to the city shots, then use it to show the alienation of the protagonist (i.e. being shoved around (could do this in a similar way to the shot of Joaquin Phoenix's character dodging the police in "Inherent Vice")  or ducking and cowering around the masses (him being the focus of the composition, but the masses take up all the negative space), this would allow the lyrics to take on an ironic meaning, "I still find time to exercise"). (-Idea that I might not use- Could intercut with footage of sheep to create an intellectual montage, though, again this is far too on the nose and I'm sure I'm ripping off a film, but I'm unsure what it's name is)
-Long shot of the band, still in the 4th generation video aesthetic, they are playing the verse refrain.
-Cut on the beat to a closer shot of the band, in time with the beat.
-Long shot of the protagonist in front of a wire fence, fiddling with a lock.
-Insert shot of this action.
-Over the shoulder shot of the beach, chicken wire (may change this to a more heavy duty type of fence)
-

Treatment

Artist Permission

To avoid copyright that may arise from using the song, I have sought to get permission from The Dead Kennedys to use the song "Moon Over Marin"; this is prudent as the video will be uploaded to Youtube which would allow the video to be viewed on by anyone, and be viewed outside of where it was originally posted, so this could be subject to copyright issues. So to get around this I decided to contact them on Facebook as they often post on there, so they should have a high chance of seeing it- but it has been a few days since I have done so and I haven't heard back from them yet I will have to go ahead and use their song and credit them fully in the description below and make a point that I do not own the music.

Stylistic influences

Feedback for the video idea (peer assessment)

The feedback is generally positive in regards to the planning, though the goals stated are more related to my confidence in putting across my ideas (which needs working on, as at the time I was fairly flustered), which even led to me forgetting the name of the band. I have a few goals to add for the project: to finish a more comprehensive shot list and storyboard, to get some location shots, nail down actors, create a comprehensive list of equipment needed, and source whatever archival footage that might be needed.

Call Sheet

28th October
https://studentthomrothac-my.sharepoint.com/personal/000022459_student_thomroth_ac_uk/_layouts/15/guestaccess.aspx?guestaccesstoken=CT7rUrij9XF54gDhK%2b4yCPWVk6QktZeIUgT1%2fT%2fD76Q%3d&docid=03475a4433c754b13b1fa4c0bc7714762

29th October
https://studentthomrothac-my.sharepoint.com/personal/000022459_student_thomroth_ac_uk/_layouts/15/guestaccess.aspx?guestaccesstoken=xj837GrXBpajpCaKfUTU1hDgpf0eAFKF68Ebu5BzXAg%3d&docid=0bff92724662b4025acbf8932d2e94414

31st October
https://studentthomrothac-my.sharepoint.com/personal/000022459_student_thomroth_ac_uk/_layouts/15/guestaccess.aspx?guestaccesstoken=pnYqxrtiXVUFU0RVeHUaGydkf%2bjZkv2t13RKs8dcxic%3d&docid=07cef1186436b4bfe9f96a2a946c8ad4f

November 1st
https://studentthomrothac-my.sharepoint.com/personal/000022459_student_thomroth_ac_uk/_layouts/15/guestaccess.aspx?guestaccesstoken=24o5rSF5cvlUo6re87klMOEcpvjWyMh0ndTJstanDHg%3d&docid=05eba79fea4224896b69c207994859602

Audience questionnaire results

Audience Questionnaire Results from GroovyGuy

Storyboards

Music Video Audience Questionnaire

 By doing an audience research questionnaire, this helps to shape the product to what the audience wants; by finding out what the audience likes in a music video and what the audience dislikes, this allows us to create a product that is specifically designed for that demographic, also, by looking at the age, gender and how they consume the videos, this allows us to gather data to reinforce the audience profile, and allows us to pinpoint the exact way to distribute the product to the audience to reach the largest demographic.

Also, by looking at what other music videos the audience has viewed it allows us to look at what videos they like, by doing so, it allows us to look at comparable music videos to see what the audience likes and what works in other videos.
This would be on the whole very beneficial to the project, in seeing what the audience likes, it would also allude to the type of video that the audience would like, be it conceptual,performance or a hybrid.

Also, by looking at what the audience likes, dislikes and wants to see more of, we can effectively tailor make the product specifically for the audience.

Research in to music video production

The first half of this video gives a good insight into the process of planning for a music video shoot, from breaking the song down for visuals and a narrative to the planning of how to shoot the video. What was interesting is that he essentially used his own video production process as a case study for producing a music video, not only does it illustrate in a step-by-step manner the ways in which the video is created, but by doing this it juxtaposes the end product with the process of production which illustrates how the use of camera, mise-en-scene and framing can create meaning; it's also helpful in the way it shows how you can be creative whilst working with the conventions of a genre.

Research and planning: Cinematography Techniques

This video will help the project in that it provides a good insight in the manipulation of shots to help further the narrative transposing layers of meaning through composition; displaying a variety of these methods (with clear examples) is helpful in gaining a wider knowledge of meaning behind film language, this will be helpful to project given that the video will be a narrative music video and therefore the utilization of these techniques will help to make the narrative clear to the audience.

Audience Profile

The typical audience for this music video will be that of the punk audience, stereotypically teenage to 35 year old male, either student or middle class- usually with quite a bit of disposable income (however that isn't to say there isn't a strong female presence in the punk audience, it's just the majority are male). How they dress will depend mainly on what they listen to, almost splitting into factions, from the teenage pop-punkers with their dyed hair, skinny jeans and Hot Topic style T-shirts, to the hardcore punks with spiked hair (usually coloured), army boots, leather jackets (with excessive studs), along with black jeans (which may be covered in band patches).

The video will probably appeal more so to the hardcore punk demographic, as it will be more in line with the type of music they listen to, that being fast, hard and abrasive punk rock, such as Black Flag, The Descendents, Bad Brains and Fear, though they do listen to more melodic type fare, like The Dead Kennedys, which whilst being a punk band, it did have quite an experimental attitude, and the fact that the band didn't resort to three power chord songs.The hobbies of this demographic, can range from that of watching TV/films and reading books, to that of brewing their own beer and playing Warhammer (according to the punk subreddit).

Though the video may even attract some of the folk-punk demographic, being that they mostly got into that genre through being fans of more abrasive general punk rock and still holding a reverence for it (this is even true of some folk-punk artists, for instance Andrew Jackson Jihad even reference by using iconic riffs in certain songs (the key riff from California Uber Alles in Joe Arpagio is a Punk)), whilst also celebrating the more experimental side, as shown by the fan base for The Taxpayers (which at times goes into jazz-punk). The folk-punk demographic is just like that of the hardcore, with anarchistic tendencies and a similar choice in fashion, so it wouldn't be stretching too far to say that it would attract that demographic.

Mood Board

https://uk.pinterest.com/kyleholden263/mood-board/

Punk Music Videos Generic Conventions

Music Video Generic conventions

Textual Analysis of Devo-Beautiful World Part 1

Textual analysis for Devo-Beautiful World
The clip opens with close up of a control panel being toyed with, by some unseen character, this is synchronized with the synth beats denoting to the audience that the videos is for a synth-pop/new wave band, furthering this point id the fact that the control panel itself does look like a synth; given the look of it, it's use of bright colours (blues, reds) and lights is evocative of '50s atomic age sci-fi, the video uses this iconography throughout the video to mock the '50s idealized view of the world.

The video then cuts to close up shots of flowers blossoming in time-lapse (and in time with the rise of the synth beats) , this creates connotations of growth, innocence and new beginnings, this all fits in with the audience's preconceptions of what an ideal world is and is therefore used (as most of the footage is in the video) to create this conventional view of a "beautiful world"- this is playing on a superficial interpretation of the song's lyrics to play with the audience's conceptions , though this is later subverted by use of harsher imagery (with the common theme of war, death and intolerance) that is used to challenge this idealized view of the world as the sardonic nature of the song is made all the more clear; this could be seen as an attack on the way the media represents the world around us (these images are after all shown via a large TV), and the rejection of reality in favor of an artificial idealized representation.

The opening of the video also introduces the character of Booji Boy to the audience, by way of a medium close up, the fact that the character is edited between the clips, and seems to react to them makes it clear that he is meant to be an audience cipher, this point is further strengthened by the way he seems to control the images via the panel (shown here by the lever he pulls), this is a reflection of how the audience would be viewing the video. In keeping with Goodwin's theory on the conventions of music videos, it is also creating a star image that is recognizable to the audience.

These two shots of flowers blooming in close up again carry on this "call and response" editing between Booji Boy and the screen images; the use of colour carries on the running theme of the mise-en-scène, that being of pastel colours, which connote a sense of happiness, but whilst also being artificial. By framing them in close ups in the center of the frame, it makes it the focus of the shot, this is heightened by the shallow depth of field which renders the background in decipherable- this could be read as encapsulating the message of the video and song, that being with something pretty in the fore, it is distracting us from what is going on in the background.

Also, in the second shot, featuring the flower releasing white buds that take over the screen, this is then used as a graphic match to a shot of rolling clouds.

Cinematography wise, the shot pulls back from the image of the clouds to reveal the set, this creates the idea of pulling back ans looking at the whole image, this is central to the message of the song.
The mise-en-scene, both alludes to the band's recently released album at the time ("New Traditionalists"), by way of incorporating Roman pillars in the background of the video- these recur in the other videos supporting this album, almost forming a motif throughout them; this is then conforming to Roy Shuker's 2001 theory, stating that music videos are "promotional devices" used to encourage record sales. Though given the way in which the video is presented, it lends itself more to being a far more artistic venture, given the nature of message of the video, the sardonic nature of the lyrics and the general way it is delivered (via archival footage)- this would then put as a conceptual clip in Sven E Carlsson's (1999) types of music video- this is shown in the music video in the mise-en-scene by the use of pastel colours which are put into direct juxtaposition with the black and white visuals on the monitor. This is used by the video to contrast the initial idyllic view of the world that is presented, with that of the hate and intolerance that is shown in the video later.
It also introduces the idea of Gerald Casale being a televised bard, guiding us through the plethora of images, using the song's lyrics to provide some context.

The next shot is a closer shot of the monitor, this focuses on Gerald Casale as a televised bard; his positioning makes him appear to be talking directly to Booji Boy (looking to the left of the screen), before making a direct address towards us while stating "it's a beautiful world" (breaking the forth wall). His hand movements during the sequence reprise the imagery of the opening, that of flowers in bloom, creating connotations of the happiness and new beginnings, but it could also be seen as drawing the viewers attention to the images that appear on screen- which is '50s stock footage of women and leisure; this almost seems as though it is criticizing the use of the male gaze and women as stock items in other videos.

The Booji Boy character moves in time with the lyric "for you", this further stresses the breaking if the forth wall and directly addressing the audience. He also pulls down on the lever in time with the synth beat, this again links back to the mechanical nature of the music production.

Initial Ideas For Music Video