Today I begun filming my music video. I have started with my Second performance element as this is the most simply of the two performance elements and the narrative. This filming only required a set of LED lights, a mirror, and some tea lights in some jars with water. This was filmed in my home using only the lighting that you can see in the footage.
These first two shots help to relate to Goodwin's theory of the notion of looking. Not only will the audience be looking at the artist but the artist is also looking at herself in the mirror.
I have filmed these shots from two angles so that there is some variety within this element. The lights around the mirror were used to create additional lighting.
This shot is of three of the tea lights being extinguished by putting the lid back onto the jar. I may use this shot but reversed at the beginning of the video and then again but played normal at the end.
Here is the second 'digipak' idea I have had. Again I have used the artist 'Florence + the Machine' as a place holder for the artist as I have not yet conducted a proper photoshoot for the 'digipak'.
I have used a similar effect as the first 'digipak' but this time not as a fracturing effect but as a colour overlay.
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5.without sleeve
with sleeve
Step 1: To start off I created two identical layers of the placeholder artist.
Step 2: I then created a clipping layer of the lower image and made this adjustment layer -100 saturation so that it appeared black and white.
Step 3: I then added a layer mask to the top image to make it unseeable.
Step 4: I used the diamond logo brush I had created and made only a diamond shape of the top layer visible so it fades from black and white to colour.
Step 5: The final step was to add the title of the album which is 'Howl' to accompany the music video I am creating.
One idea I have had in relation to my 'digipak' would be to give it a a 'sleeve'. The sleeve would be plain black with the white diamond logo almost filling the front. The centre of the diamond will be cut out to reveal part of the actual 'digipak' cover. The back of the sleeve will be identical to the back of the 'digipak'.
Here is a list of potential errors I may face when filming my music video:
Lighting: In all elements of the video the lighting is key. As I am aiming to film the outdoor shots late evening and in the winter it will be getting very dark, to make sure that the quality of my video is not hindered by the darker lighting I will need to do recce shots which will determine whether I will need additional lighting. I will also need to do lighting tests in my second performance location as this will be indoors but in a dark area and hopefully lit by just candlelight. Again to make sure the quality is not hindered I will need to conduct test shots using the planned lighting.
Weather: Due to the shoot being conducted in the winter there could be many issues caused by the weather. This includes possible damage to equipment and/or shoots being delayed due to extreme weather. Although the shoot will not be affected by the ground being wet, I will not be able to shoot whilst it is raining due to the damage it could cause to the lighting and camera equipment.
Location: My forest locations for the main performance element and narrative also poses a few issues. One of which is the general public. Due to the forest locations being connections to public parks I will have to be aware of the general public. Although the actual forest areas are rarely used by people a shot could always be disturbed by a dog as the locations are prime areas for dog walkers. There is no way that I could prevent this so the only thing I can do is be prepared to have to do many takes of the shots. Another issue posed by the locations I have chosen is the forest ground. I plan to have my artist shoeless so I will need to make sure that the path the artist will take during some of the running scenes is clear of twigs or other items that could harm her. If this becomes too much of a task due to the amount of close up running shots then I may need to either change the shot to a higher shot of the artist or have a pair of military style boots at hand to still keep with the 'boho' image of the artist. The former will be the most likely of the two as this does not change the overall image of the video and will add to Andrew Goodwin's theory of record labels 'exposing' the artist to their audience.
Cast: Although the cast is the biggest issue I could face it is also the least likely to happen. Due to both my artists having work commitments I could have to reschedule filming dates to fit around that, especially as it is approaching Christmas and they could be called in at any moment. There is no way that I can prevent this from happening and if it does happen the only way I can overcome it is by rescheduling. This shouldn't act as too much of an issue as I may only need 3 days to shoot the video. Due to the time of day the shooting will be done I will need to get all/ a vast majority of the outside shots filmed on the same day so that the lighting does not drastically change when I come to film the next day.
The three costumes needed-
Long white dress for narrative/1st performance elements- to be brought
Shorter black dress for 2nd performance element- owned by artist
Black tuxedo- owned
Props needed-
Yellow contact lenses for narrative- to be brought LINK
minimum of 10 glass jars- being collected
tea lights- owned
Over the past few weeks I have not updated my blog much as I should have been. The reason for this has been inability to film as of yet. I have also been using the sketch book I have been provided with to sketch any 'digipak' ideas I have.
In this time I have also been creating a google calendar to help plan shooting days, recces and photoshoot days.
Here is my calendar which shows that I hope to beginning filming on Wednesday 19th December and then complete forest location shots on Friday 21st December. I hope to film the main narrative and performance elements between Wednesday 2nd and Sunday 6th January before we return after Christmas. I hope to have all filming completed before we return so that I am ready to begin editing both my 'digipak' and music video when we return.
I have also listed a possible 'digipak' shoot for Friday 11th January.
EDIT: I have now included when I would like to begin editing my video which will be from January 7th.
I have also ran into an issue with my artist working on the originally believed day of 19th December so this filming has been rescheduled to 21st December. Although this has potential helped the filming as I can now create some test shots on the originally planned day which will allow me to test lighting for this performance element which will be filmed in a dark room with minimal lighting.
"Hi Ryan. I wanted to give you some feedback on the work on your blog thus far and what a treat it has been to see such mature and diligent work. You are clearly really enjoying this project and your posts show passion, commitment and a depth of engagement. I really like your digi-pack analysis work and I would like you to start posting Photoshop print screens of the work you are doing in your digi-pack development. I agree with Leanne about your animatic and think it would benefit from a second location performance element. You must be explicit about linking everything you do and the decisions and revisions you make back to the institutional context of your video and try to weave in the theories of Goodwin, Adorno and Keith Negus into your analysis of process, decsisions and developments. I would like to see you get some original location shots and explore intertextual referencing in more detail as I think there is huge filmic potential in your promo to pay homage to some key cinematic moments either stylistically or visually. This is all looking really positive Ryan and I am so pleased that you are updating your blog regularly and doing all the homework I have set to a high standard. Thank you for your efforts and keep up the great work but make sure you act upon the advice that Leanne and I give. I have no doubt you will."
This is the feedback that was given to me by one of my teachers on how to improve my blog so far. The key point I have drawn from this is that I need to use more theories to explain the developments I make during the process.
I have also been further advised that a second performance element would help to benefit my music video as the original performance element does become a little repetitive and predictable towards the end.
For my first digipak idea I wanted to bring the diamond logo in but not just as the logo, I also wanted to highlight the red hair of my artist (in this version the artist 'Florence Welch' has been used to replace my artist). I was also inspired by a photoshop tutorial on youtube in which the showed how to make it look as if a person was fracturing. Rather than using the brushes they used and suggested I made a brush using my logo. I also used a generic forest background for the cover to use until I conduct a proper photoshoot.
The tutorial:
Step 1: For this step I got an image of an artist similar to that of my artist to act as a 'place-holder' until I do a proper photoshoot for the digipak. I then removed the background of the image and copy the layer but enlarged the image behind my main image.
Step 2: For this step, I created an adjustment layer where I changed the saturation to minus 100. To make sure that the layer only affected the layer below I created a clipping mask.
Step 3: I then used a black brush to paint around the hair, lips and eyes of the artist so that they were no longer in black and white and were the original colour of the image. I then repeated the image onto the layer below but gave that layer a mask so that it would not be revealed unless I painted over the mask with a white brush (which I will be doing later).
Step 4: For step 4 I used various brush sizes, opacities and rotations of a diamond (artist logo) brush so that it could help achieve a fragmented look.
Step 5: This step involved using the white brush on the masked layer using the same style brush sizes, opacities and rotations but this time avoiding the edges so that it made it appear that the artist is fragmenting.
Step 6: I added the original 'howl' text
Step 7: For this step I used an effect similar to the diamond brush but this time sing a leaf brush to make it seem as though leaves had fallen on the logo.
Step 8: I removed the forest background and replaced it with a black background which I felt complimented the fragmented effect better than the forest background. I also changed the colour of the logo and text so that it was now visible on the black background.
Costume/props- to be completed before Christmas
Tuxedo- DONE
White dress (for narrative and main performance element)
Black dress (for second performance element)
Cat eyes- (for end of narrative [and possibly second performance element])
Black diamonds to hang from trees-
Black paper
Black string/thread
Jars (at least 10 to be collected for performance element)
Tea lights (to go into jars)
Location shots- to be done 1st/2nd December (?)
Danson Park- Forest performance
Oxley Woods- Narrative
2nd performance location to be decided
2nd performance element ideas
single candle providing the only light
mirror (Aspect of looking [Andrew Goodwin])
Digipak/magazine advert photoshoot- To be completed before christmas (?)
Add another location for performance shots 2/3 way through
'hand on tree' shot too long
I will be looking into ideas for the second performance element of the video. One idea would be to bring back the projection idea that was originally thought of when finding ideas for the performance elements within the video.
This second performance element could be brought in around 2:46 near the close of the song just after the artist has 'transformed' in the narrative piece.
The 'hand on tree shot will now be cut down from six seconds to two seconds and will feature one or two new shots from 1:28-1:32.
The majority of the feedback I have been given is generally positive, commenting on my analysis and depth of progress. I was also praised for my use of Prezi and Glogster for my Mood Board and Artist Brief.
There are however some negatives. This includes the lack of visual labels [since been fixed by adding the labels gadget] and also feedback asking add images or more explanation to posts, such as my Prezi Mood Board. I was also questioned about the image layout in some of my analysis posts which I shall be looking at and hopefully changing depending on whether Blogger allows me to move the images freely.
A Digipak is a style of packaging used commonly for CDs and DVDs.
Here are a few examples of recent popular digipak designs:
Rihanna- Talk That Talk (2011) Digipak, Insert, and CD
Muse- The Resistance (2009) Digipak, Insert and CD
Mumford & Sons- Sigh No More (2009) Digipak, Insert and CD
Digipaks are most commonly used now for EPs and Deluxe albums. The digipak design is used instead of the usual jewel case used most by record labels. The digipak has a more stylish look and allows the artist to put more information on the case and also use the the leaflet inside to get across an image or to contain lyrics for the EP or album tracks.
The second idea i came up with was keeping the logo fairly 'hard' using many sharp and straight edges to recreate the strength of a diamond. The font I decided upon was called 'diamond d' I liked this font due to its hard sharp edges and felt that it fit in well with the theme. I did however edit some of the text to add the gaps in letters such as 'D', 'A' and 'R'. For the letter 'O' I thought it would be interesting if I designed the letter to look more like an diamond, as the basic shape had already been created. I did this by cutting a few segments out. The original 'O' letter has been used to act like a full stop at the end of the name. I have also come up with the idea of using the 'O' diamond symbol as a symbol in it's self which would be able to be used across a variety of mediums without having to use the full 'Fragile Diamond.
First draft black/grey:
First draft white:
The idea I had for the first logo came from keeping the idea of 'fragile'. This is reflected in the slightly disintegrated text and recreating a diamond shape with a crack going through it like the typical fragile sign which shows a crack going through it.
I will be doing some 'Audience feedback' sheets to see which design is more preferred by the target audience of my artist.
The process for choosing my song was very simple and did not take much thought. The song I have chosen for 'Fragile Diamond' is the song 'Howl' by the artist 'Florence + the Machine'.
I have picked this song as I felt that it fit in with the image of my artist. The song features heavy influences from rock and also gives the impression of a horror film within both the contents of the lyrics. But it also gives the feel of innocence and perhaps a loss of innocence which I think fits in well with the image I have in mind and also her name.
After deciding my song choice and genre I had to think about what name I would give my artist. I did not want it to be an ordinary name and at first wanted it to be only one name like 'Madonna' or 'Rihanna'.
The song I have picked is 'Howl' by Florence + the Machine. Due to this being an Alternative track I did not want the name to sound too much like a Rock artist but I also didn't want it to sound too Bubblegum Pop.
Here are some names that I came up with: Victoria- Not picked due to be a little too plain and old fashioned
Manhattan- Not picked due to being unrelated to both the song choice and my idea for the artists look
Tippy- Named after the 1960s actress Tippy Walker. Not picked due to being a bit too cute.
Monroe- Named after the 1950s actress Marilyn Monroe. Not picked due to being a bit masculine. Marilyn was also a name that was discarded.
Hepburn- Named after the 1950s and 60s actress Audrey Hepburn. Not picked due to being a little too irrelevent. Audrey and Tiffany were other suggested names that were discarded.
Ruby Tuesday- Named after The Rolling Stones song. Not picked due to having too much of a relationship with an exsisting song and band.
Ruby Diamond- Inspired by the name Ruby Tuesday I wanted to find a word to replace 'Tuesday'. I then came up with the idea of the name being two precious minerals. This is the name I have decided to use for my artist. [READ UPDATE]
[UPDATE]
After some thought a new name idea came to me. This name still kept with the precious mineral theme but changed it to sound less like an actual name and more like a stage name, like 'Lady GaGa'. The name I have come up with is 'Fragile Diamond'. I feel like this name is appropriate for the style of my artist because she has the edge and toughness of a diamond but is not so hard that her music becomes rock, hence the fragile part.
The notion of looking is expressed through the 'It's Raining Men' video in two ways. One way is the judging panel watching Geri Halliwell dance.This can also be expressed as quite a voyeuristic view of the female body as the judges are watching her perform in not many clothes. The notion of looking in this sequence also helped to get across Geris new image after leaving the Spice Girls. Another way is when Geri is singing on the stairs looking into the camera, an action not usually used in the media other than by TV Presenters. The notion of looking is also shown when a crowd begins to form around the door as people watch Geri in her audition.
Intertextual references play a big part in the video to 'It's raining Men'. The music video takes references from both 'Flashdance' (1983) and 'Fame' (1980). The video references 'Flashdance' heavily in the opening sequence and creates an almost shot-by-shot recreation of a scene from the film. The video then goes on to reference a famous scene from the film 'Fame', but instead of using the iconic yellow New York taxi used in the orignal they have replaced it with a Yellow London taxi. The video could also been seen to have references to Michael Jacksons 'Thriller' Music video, this is in the big group choregraphed sequence.
The video does meet the conventions of other music videos in its genre. The song is in the pop genre and features both a dance routine and lipsyncing, two conventions that are common throughout the pop genre.
During the music video for 'Hollywood' there are many intertextual references. Mostly all of these relating to American culture (1950s-60s).Two of these references come as references to people. These two people who are parodied/impersonated are Marilyn Monroe and James Dean. Another intertextual comes as a prop held by Marina during a segment of the video. This prop is a replica of the famous 'Oscar' film award.
This video also features the genre characteristic for 'Pop' by having the artist lipsync to camera and also features some dancing, but without a choreographed routine.
There a few relations between lyrics and visuals, these come as either a visual representation of the lyric or as a hand movement. The first relation between lyrics and vocals comes as Marina describes 'She is a polish girl in America. Tall, tanned hot blonde called Anya'. As this lyric is spoken a tall blonde woman appears and begins looking at herself in the mirror.Another relation between lyrics and visuals comes as Marina says 'Do anything for a dime'. At this point she looks in the mirror and begins rubbing her fingers together as if she is holding money. The other relation between lyrics and visuals comes near the end when Marina is chanting 'American dream is the American queen'. At this point we are shown a woman being crowned. This could also be seen as a reference to American culture as it could be viewed that she is being crowned Prom Queen.
There is a lot of moment within the video that show the convention of looking. This is shown by having many people look into a mirror and also through the photographer taking photos of the woman at the beginning of the video.
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