production schedule

Week Commencing- 30/10/10

Location: Drama Hall (Beach)

Today we went to the drama studio to shoot clips of the artist feet walking to the beat. We used a spotlight on the artist feet and tracked him as he was walking along the floor. We wanted to use this shot at the beginning on our music video when the beat first start. We were originally meant to shoot this outside in central London where they had lights, but we had to ask for permission to shoot in that area and we did not have enough time so we deiced to use the drama studio instead. 

tuesday 30th November 2010

Today we went to the drama studio to shoot film clips of the artist performing in front of the camera. We wanted to get as many different camera angles as possible so that when i came to editing it I would have a lot to work from. We decided to shoot long tapes of each shot so that we could decide what to get rid of when editing.

11th January 2011

Today we deiced that we did not have enough footage for the projection scene and the group decided to shoot it again. this time using a range of camera angles and different type of lighting to see what worked best. 

Final decision on CD and advert

Ariba front cover

Ariba's inside deisgn

My advert

Warsan back cover design

Ariba advert 

From our results that we gathered from our focus group. A majority of them chose Ariba front cover and inside cover, Warsan back cover and my advert, as the most effective advertising tool for our artist music. Although the audience chose my advert as the most effective, we decided to go for Ariba advert, as it fits in with design on the CD cover better and relates better to Hip-hop.
I think the designs we have chosen are effective because they act as an successful marketing tool in helping  to promote and build our artist image. The use of close-up images of our artist, engages the audience and catches their attention. The audience are able to easily idintyfy which genre our music video is, and also their are some stereotypical conventions  used on the adverts and CD cover. Such as artist costume and pictures on the graffiti wall behind him. These are typical to youth culture and thats what our target audience is aimed at, and they will  be able to identify with our artist which attracts them to viewing our music video and buying the artist products.

Alternative Location

On Saturday 27th November 2010 we intended to shoot at Finsbury Park Square. Here we wanted to shoot the feet scene that we have planned to use at the end of our video to match the rythm of the beat. At this desired location they had floors that lights up so it would further highlight the feet movements.

However, we asked the security guard on site and he informed us that we were not permitted to shoot or put down the tripod without notifing the council first. We conmtacted the Broadgate Estate council/EMO office and they explained that filming at this location was free of charge to students, however due to our busy schedule we werenot able to comrehend with their proposed times.

Nevertheless, we used a substitute  location which was Beach studio (Theatre studio) in Stanmore College. We tried to recreate the desired effect so we used a dark room and we borrowed portable lights from the media department. We intructed our artist to walk to the rythem of the beat whilst we played the tune on a phone. This meant that he was walking at the same time whilst one person recorded and another person projected the lights onto his feet.

edit decision list

As the editor I researched and have conducted an EDL for our music video. An edit decision list or EDL is a way of representing a film or video edit. It contains an ordered list of reel and time code data representing where  

each video clip can be obtained in order to conform the final cut.  

I have noted the time code on each tapes and the different types of transitions or edits we will use in our video. Below i have attached a copy of my edit decision lists.

looking for a projection room

We searched for different locations to shoot the projection scene. We looked around a number of different locations around college. We came across a few rooms but we could not use them as their was either not enough space to set up or equipment, or we could not move the projection screen. Also one of the rooms had too much sunlight entering the room and we could not be able to get the effect we wanted, as we would not be able to see our artist perform properly. We then decided on using the TV studio as their was no windows so it meant we could manipulate the lighting , and use three point lighting, to light up the artist and create a shadow behind him. to make the artist look strong and confident. We wanted to use the red fillers for the lighting but decided not to use it no more as we could not see our artist clearly against the images in the background.

screenshots of making music video

Above i have included screenshots of when i was editing using final cut pro. On the left hand side in the bin is all the footage I have captured and logged. I have placed the music track on the timeline and i will play around with different clips to see which best matches the lyrics. I have to make sure that the clips are lip synced with the music layed down. If the clip is not lip synced i can try slow it down or speed it up to match with it or use another clip. After awhile you get the hang of using the software, and practicing on it allowed me to understand how to creatively produce our music video using final cut pro. The two screens at the top allows me to see the selected clip in the bin and on the right hand side shows me what i have layed down on the timeline so far. I worked along side the directors and production manager to ensure that our music video comes out the way we wanted to.

shooting graffiti wall scene

(November)

Over the weekend we shot the graffiti scene. We recorded about 5 shots of each scene for a long period of time to ensure that we had a lot to capture and log from when we started editing. We filmed our artist crucial walking past graffiti wall whilst rapping he’s lyrics as he walked by. We recorded from different level of camera angles so we had a lot to work with when it came to editing. It also helped us establish which camera angle was best to use.

Above is pictures of all the group members filming on the day.

screenshots of producing digi-pack

These are screenshots of me using Photoshop to construct my digi-pack. At first i wasn't sure of what to do so i played around with Photoshop. I decided because all of my media text are synergistic that i should stick to the graffiti theme within the music video on the front of my CD cover and advert. This will be more effective as the target audience will be able to make intertextual links between the products and the bright bold colours draws the audience eye. the close-up and medium close-up image of the artist also promotes the artist as it will be the first thing the audience see's.

marketing aims for our music video

Target Consumer:
My music video is aimed at the demographic of male and females, aged 13-20 years old. It’s mainly aimed at the youth culture as their are certain charactersitcs and code that they are able to identify with. It’s mainly aimed at males as they will see our atist as a role model. It;s also aimed at potential record labels that could sign up our artist.

Unique Selling Point:
Our product does not conform to typical hip-hop conventional music video’s , but it still manages to use some ideas from real media products.

Attention/Awareness

The different use of camera angles to keep the audience attention so they don’t get bored. The use of location and power points was to engage the audience whilst also making the audience aware of the artist lyrics.

Product
music video

Price
Their would be no price for the music video.

Promotion
The music video is used as a marketing tool to promote our artist and he’s music. By the audience watching the music video it is making them aware of our artist talents and he’s music, by posting our video on social networking sites such as Facebook also promotes our artist, as there is a wide range of different audiences on their who could view our video and share it with everyone else. This in turn could attract potential record labels deals for our artist.

marketing aims for our digipack

Target Consumer:
My digi-pack is aimed at the demographic of male and females, aged 13-20 years old. It’s mainly aimed at the youth culture as their are certain charactersitcs and code that they are able to identify with. It’s mainly aimed at males as they will see our atist as a role model.

Unique Selling Point:
Synergetic product between the cd cover and advert, as they both use the graffitti theme.

Attention/Awareness

Used bright bold colours to attract the audience attention. Close-up pictures of the artist looking at the camera so as to attract the audience attention. The graffitti used is different and atrracts the audeince eye.
Interest

Product
Cd cover and music advert.

Price
Their would be no price for he music advert as it would be inside a music magazine. For the cd cover we could charge £6.99 for the single.

Promotion
The didgi-pack is used as a promtion tool aswell. Our audience would see the music advert in the magazines and be drawn to check out the artist music. This inturn would lead them to watching our music video creatd for the artist. Word of mouth could be generated and the audience could share the video to the friends this in turn promotes the artist music and image and helps him to grow in the music industry.

my evaluation

My evaluation

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call sheet 2

Week Commencing- 30/10/10

Location: Drama Hall (Beach)

Stanmore Sixth Form

Elm Park, Stanmore

Middlesex HA7 4BQ

Unit Call: 11.00am Tuesday 30th November 2010


On Location: 11.00am Tuesday 30th November 2010

Sets: Black curtains but low lighting/darkness makes it just look like a black background

Artist: Crucial (Real name: Usman Mirza)

Costume: Blue Jeans, Grey sweater, White trainers.

Transport: Bus & Walking

Location ideas

Over the weekend we went out to search for locations for our video. We took pictures of location we would like to use. we also prepared a risk assessment sheet for each location. I have included pictures of some of our locations we plan to use. We wanted to shoot around these times so we could use the natural lighting. Also we thought the location was a good place to shoot, as the graffiti wall fits in with our idea in our music video, and is a typical location that our audience would associate with our genre of music. Another benefit of using this location is that most of the graffiti was created by teenagers which our target market, so if the audience can see something they identify with in the music video it can help the audience relate better. The location was also convenient for us as extra props would not be needed.  

We have to consider on which times to shoot at our location in Liverpool street as if it is a busy crowded area and we don't want to be in the way. we cannot control the weather so we have to make sure we check the weather forecast the night before and pick a time where we can shoot that won't disturb the public.

Another location we decided to use was the TV studio in college. It had a big projector screen where we are able to play our slideshows on, Also because there are no windows in this room it meant that we could control the artificial lighting to how we’d preferred.

research exisiting music adverts

 I did research into current hip-hop artist (US and  UK artist) who had an advert in a music magazine, to see what to include in mine. As we can see in the first advert they used a colour scheme of blue, white and black. I think this is effective as the colours are bright and attractive and reflect well on each other.The sketching in the background also look like a graffiti effect and this fit's into the connotations of graffiti being associated with hip-hop. Their is a mid close-up shot of the artist looking to the side and you can see jewelery hanging from he;s pockets. This also fits into the idea of the stereotypical views that hip-hop artist should have alot of expensive jewellery's to represent their high status. The advert also include's a picture of the album cover and big bold writing going across the artist. I think this will attract the audience attention and help market him and he;s music, because the target audience it is aimed at can identity with this artist.

 This advert has big bright colors to attract the audience attention, against a simple black background. This makes the artist stand out more. Close-up shot of the artist promotes the artist.

This is an american artist, you can not see the artist face but because the artist is well established the audience are still able to identify who the artist is. The picture shows a medium close up of the back of a male body. The artist looks very masculine and this could have connotations that hip-hop artist must look this masculine. Also the gun in the back of hes trousers show the violent side towards him and suggest the type of hip-hop music he produces. The advert is promoting the artist song and movie.

tv studio projection scene look

Costume:

Male artist: blue jeans and white top.

Set

camera,  tripod and  projector screen

Props

no props

Lighting

lights off with camera lighting, positioned 3 point lighting on the artist 

Colour Scheme

red lighting 

Camera Style

medium close up  to close up shots of the artist performing in front of the projection scene

Straight cuts from different camera style

Special FX

Performance

in front of the projection screen using hand gestures and facial expressions. 

Kinetics

risk assesment for projection scenes

Week Commencing- 1/11/10

Risk Assessment for shoot 2 - Location; TV Studio, Stanmore College (Projection scenes infront of white board)

Production/Person(s) involved: Ariba Ahmed (myself), Estella Ossei , Nora Bulale, Warsan Barqadle and our artist- Crucial (Usman Mirza).

1. Hazard: Spotlight

Nature of Risk: Heat of spotlight could make the artists feel uncomfortable, this and the light hitting his eyes may cause damage and discomfort which will put his performance at a disadvantage

Prevention Measures: Only leaving the spotlight on when necessary &
having short, frequent breaks so no harm is caused to the artist.


2. Hazard: Loose wires from the spotlight

Nature of Risk: Team members/Artist may trip over the wires (especially because it was slightly dark)

Preventive measures: making sure everyone was aware of the wires and avoiding walking around there, not moving around or moving equipment around much until the main lights were on.


3. Hazard: Noise

Nature of risk: Noise from next door may distract team members and more importantly the artists so we may not all work to the best of our ability.

Preventive measures: Before we start shooting, inform the people next door so they don’t make unnecessary noise.


4. Hazard: Food/drink

Nature of risk: Spillage of food/drink could damage equipment (especially because shooting would be done during lunch hours)

Preventive measures: No food/drink would be allowed on set.

draft of advert

I created a draft of what I wanted my advert to look like when I produced it using Photoshop. From research into music adverts, some of the music adverts had a close-up shot of the artist on white background with some writting and logos. I decided I wanted to keep my simple like that, and keep a white background with a close-up of Crucial and logos such as iTunes and MTV to support the artist. This also draws the audience attention as the logos are recognised institutions that our target audience recognise and our popular sites that they watch music videos or downloads music from. 

drafts of my cd cover

I created a draft of what I wanted my front cover to look like when I produced it using Photoshop. I decided I wanted to keep the graffiti background on the front of the cover, to keep to the theme of our music video and it also creates a synergy between my products. I wanted to use a close-up photo of my artist as when I researched other hip-hop CD covers; most of them had close-up pictures of the artist looking at the camera. This will draw the audience attention to the CD as well. I also researched what else a CD cover has on it so I included a barcode, a parent advisory sign for ethical reasons, as some of the words are rude and are not censored. 

Editing

With the group we went over the treatment again after we had shot our music video, to see what edits we originally wanted to use, and as I drew up a tape log we went through the different shots to capture and log that we thought would be appropriate to use for our music video.  I layed down the track on the timeline and started experimented with different footage to see if they matched the song.  This was hard as sometimes our footage was not lip synced with the lyrics in the track. I learnt how to speed up or slow down the footage so it could be in lip sync; this helped with putting everything together.  We also had some problems with some of footage from the projection scene as you could see the wall or, pop-ups from the computer screen. Because there was not enough time to reshoot i had to blow up the footage in order to get rid of the wall and the pop-up. In turn this dipixlated our footage a bit but we were still able to use it.

As i was the main person doing the editing I spent a lot of hours trying to make sure that we had good enough footage to use for our music video, and trying to make sure that the footage was lip synced was hard. As a group we spent a lot of time going through the footage, and I worked alongside with the cameratographer and director (Ariba) and producer (Warsan)as Nora was not present sometimes to help us edit to make sure we had different camera angles of close-up to medium long shot of the artist, and to determine how many seconds each clip should be, before we added in a straight-cut.

Practising editing

After we had finished shooting the music video as the editor I watched tutorials on YouTube, and I also practised on extra footage we had shot that we did not need. I practised adding in different transitions such as fade away, straight cuts and dissolves etc to see what it would look like and how to use them for our final music video. With the help of the teachers I also learnt how to capture and log, save footage in the bin and add footage to the timeline. I could not capture and log the TV studio footage as Nora forgot to bring the the tapes and was not present at the editing suite. Me, ariba and warsan practiced editing the footage we did have from the graffiti scene.

Equipment needed for shooting

Lights

Camera

Tripod

Reflector

Before we started shooting we had to meet up as a group an 1hour before so we could practice with the equipment and setting.  We needed to practice how many lights we would need the type of lighting an were to place the reflector. For the projection scene we didn’t want to create to much of a shadow behind the artist so we needed to adjust the reflector in the right place.  We also decided to use low level lighting placed below the camera, facing the artist, so that you could see he’s face clearly in the video.

powerpoints

projection

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1.36 1.56 projection

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0.47 1.06 projection

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We gathered the images from Ficker.com website since we realised that we couldn’t use copyrighted images from the internet. Therefore, we collected the images and we made sure that we non-copyrighted images when we clicked on that option. Below shows print screens of how we achieved that.
I used slide share net to convert the powerpoints into a format that can be published on to my blog. This demonstrates technology that i have used in assisting me uploading files on my blog and creating my music video.

research on existing CD covers

One CD cover i decided to analyse to help me get some ideas into creating my own digi-pack was an album cover by chipmunk. Chipmunk is an up and coming UK hip-hop artist who is now signed to Sony. On the front of the cover their is a close-up image of chipmunk looking at the camera. This is effective as it will be the first thing the audience see and it catches the audience attention, it also helps promotes the artist image. An black background is used with lighting effects which have been photoshoped on to the front cover. The cover is simplistic yet still effective with big bold black and white typography of the artist name.

Another album cover i looked at was Eminem. A long shpt-picture of the artist is used on the front cover, however you cannot see he;s face. This is because Eminem is already an well known established artist, and can still attract the audience as they will be familiar with he's music and will still be likely to purchase this product. Their is a picture of him on a stage this corresponds with he;s album name as it called 'curtains'. I think the creativity of the design of this was effective. A parental advisory sign is put on to let the audience know that their are some explicit words within hes lyrics and it may not be suitable to all ages. I think it would be a good idea to place the sign on my artist album cover as some of he;s lyrics may be seemed as offensive and controversial. However i think it is important i use a close-up image of my artist on the front cover as he is not well known yet and it helps market and promotes our artist image and music.

 

The last album cover i looked at was by an artist called Chris brown i like the typography used on the front as it is in graffiti writing and it fits in with the whole generic idea that graffiti is associated with hip-hop. It creates inter-textual links that allows the audience to guess which type of genre he;s music is. Again their is a long shot photo of the album looking away, Chris brown is also well known and the audience will still be able to identify who he is, without having to have a close-up image of him. I like the use of colours used on this CD cover the colours blue,white and black are used, these colour are bright and reflect well of each other which attracts the audience attention as well as marketing the artist and he's music. 

the look document for graffiti wall scene

Costume

Male artist: blue jeans and white top.

Set

camera  and tripod. Graffiti wall, Liverpool street

Props

Lighting

natural lighting 

Colour Scheme

Camera Style

medium close up  to close up shots of the artist performing in front of the graffitti wall

Editing style

Straight cuts from different camera style

Special FX

Performance

Kinetics

storyboard

Me and Ariba helped the production manger devise a storyboard together. It helps the director, and camreatogrpaher visualize the scenes in our music video and helps us plan how to shoot the video and what camera angles to consider.
Below i have attached some copies of our story board.