CD Cover Design

This is my first attempt at designing the digipak for the CD of our artist. I have drawn both close-ups and extreme close-ups of the instruments and microphone, as I believe this signifies how important these props are when making a music video for the indie-rock genre. I have also drawn two images of the band, as this represents the sense of unity that is created within long shots seen in indie-rock music videos. As well as this, conventions of a CD cover can be seen, including: record label logo, websites, a barcode, a track list, and the name of the artist/album.

Shooting Schedule

Here is the shooting schedule myself and my group have produced. By following this schedule, it ensures that we are prepared, and know exactly when/where we are shooting, as well as what props and equipment need to be brought. A shooting schedule enables us to check we have everything we need, and by what date it needs to be organised by. It provides structure; it makes sure we are on schedule to complete our task.

However, due to changes and developments from the first draft of my music video, reshoots as well as filming completely new material has been carried out. Due to this, although we followed our original shooting schedule, we also shot on more dates leading up to the next drafts of our music video. The filming of my music video ended in April, meaning that myself and my group were continuously filming whenever the opportunity was available, as filming had to coincide with the availability of those who were performing in our video.

Locations

List of Props, Costumes, Make-up, and Equipment

Props for our music video:

Some of the props that will be used within our music video will be included in the concept part of our music video, as many of the props are objects that the characters will use for searching. However, other props that will be used are those that are necessary for the performance side of our video, such as instruments and a microphone.

Equipment for our music video:

The equipment for our music video are necessary in order to shoot, for example: the tripod will be used in order to shoot a steady, still shot, whereas the fig-rig will be used to shoot a steady, moving shot. The Mac will be used for the editing process of our music video.

Storyboards

We created storyboards so that, when it comes to filming, we have some form of structure and organisation to what we are doing. The storyboard will act as a guide when we shoot our music video.

Our initial idea was to have a couple break-up, and the music video would tell the story of how they were affected, and dealt with the situation. However, when discussing and reviewing this idea later, we came to the conclusion that this concept was cliché and unoriginal. Therefore, with our latest concept, we can ensure that the music video is both creative and imaginative.

Video of myself and my group completing our storyboards:


Enlarge slideshow to display all of the storyboard images - in no particular order or structure:


We also created an animatic of our storyboard images, along with the song chosen for our music video. This helps to give us a sense of the editing, as well as the mise-en-scene, therefore, it will act as a visual aid when making our music video :

Concept

Click on brainstorm to enlarge:

For costume ideas:

http://brontewalker13cms2012.blogspot.co.uk/2012/10/image-annotation.html

For theories:

http://brontewalker13cms2012.blogspot.co.uk/2012/09/theories.html

http://brontewalker13cms2012.blogspot.co.uk/2012/09/theories-andrew-goodwin.html

Teacher Assessment: Research Posts

www's:

- Use of supervisual techniques.

- In depth audience research.

- Good research into genre.

ebi's:

- More analysis, less description.

- Labelling posts.

- Check SPAG.

Image Annotation

As well as Two Door Cinema Club, our group wants to create a style that is similar to other indie-rock artists. Consequently, this will ensure that we have researched this aspect in depth, and also that we will follow the conventions of costumes very closely.

Two Door Cinema Club:

The Killers:

The Pigeon Detectives:

Mumford and Sons:

From this research, I would want the artist in my groups music video to be dressed in the same style: smart/casual. This would enable them to come across as easy-going, and would seem as though they are attempting to relate to their target audience.

Not as much attention is paid to their costume - unlike the pop genre, where they promote the latest fashions and technology, or the rap genre, where they show off bold and expensive jewellery - as the indie-rock genre focus on the music rather than their appearance; the instruments and artists voice is the main appeal for the genre, and don't want to advertise materialistic objects.

As a result of this, this makes the artists belonging to the indie-rock genre seem quite reserved; the purpose of their music videos aren't to act as a medium to promote designer brands or how much money they have, instead, the purpose of their videos is to deliver their music, and promote their talent.

The indie-rock artists come across as relaxed, and are represented as unique and laid-back, yet smart at the same time. This is something my group should follow, as this is one of the main attractions to target audiences for this genre as they appear relatable. 

Some ideas for the costumes to be seen in my groups music video:

Male (for the performance):

As well as costumes, props also need to be incorporated into our music video, the main props being the instruments:

Lyrics Annotation

Having seen from previous music videos from the indie-rock genre that many are based around the artist and them playing their instruments, as a group we have decided that this would be our main focus point, and a narrative would be secondary. We want to provide both a story and performance to audiences, so that it is entertaining to watch. This will be supported by the fast-pace editing, creating an exciting and energetic tone to the video.

Song Details

'Someday' - Two Door Cinema Club:
As a group, we have decided on the song of 'Someday' - Two Door Cinema Club. The song belongs to the genre of indie-rock, meaning all our audience research and the research into the conventions of this genre can be followed through, so that we can create a successful indie-rock music video. We chose this song as we felt we would be able provide the song with numerous music video conventions of the genre, such as:
- The lyrics provide scope for a narrative, meaning we will be able to include the use of cross-cutting from a narrative to the artist performing.
- In order to follow the genres conventions, as well as cross-cutting, we want to accommodate both the audience research and conventions of the genre, so will be including editing that cuts to the beat of the music. As the song is quite up-beat, this would mean fast-pace editing is incorporated.
- The frequent instrumental parts in the song will allow us to include close-ups of the artist playing their instruments - this further supporting us in following the conventions of this genre, as it is very much based around the music and its instruments.
- As the song fits in with the indie-rock genre, features including: costumes, props, locations, etc.

Technical Tutorials: Photoshop Practice

Below are practices I have achieved through experimenting with Photoshop:

Below is a Screencast of how I carried out this technique on Photoshop:

Things I learnt from this technique, and things to remember:

- Custom preset, with a width of 297, and height of 210, with resolution being 300 pixels/inch.

- Make the image the size of the paper, using "cmd + t"
- Duplicate the layer with the image on it, by clicking on the layer, and pressing "ctrl"
- Filters → Blur → Motion Blur, which will enhance the sense of movement from the image.
- Add a vector mask, switch main colours to black, and use the brush tool to reveal colours.

Technical Tutorials: CD Digipak Practice

Below is a practice CD digipak that myself and my group created on Photoshop:

- We decided to include a green background, as we thought this would follow the conventions of the indie-rock genre, which makes use of muted and earthy colours. 
- The font stands out against the background - especially on the front cover - where we have incorporated a white outer-glow on the black font, this allows the album name, and name of artist to project out towards the viewer. The track-list and spine of the digipak is designed in the same bold font as the front cover - allowing a sense of consistency on the entire cover. 
- We chose to take mid close-ups and mid-shots of the artist, as these particular shot types are relevant to the indie-rock genre, as they enable viewers to see both expression through body language, and also performance.
- To enable the photographs to blend further into the background, and to appear together with the font, we inserted an effect known as 'Under Water' onto the image. 
- Other conventions of the indie-rock genre followed is the use of smart, yet casual costumes.
- Conventions of a digipak followed through on our practice CD cover are the use of a barcode, and also including the record label - we chose one that was relevant to our chosen genre of music.

Technical Tutorials: Green Screen Practice

In order to further our knowledge of technical skills, as a class we experimented by using the green screen. Green screen is a process used to insert effects in the editing stages of post-production, where the green screen layer is removed, to expose another layer: the background image.

When using the green screen, I learnt:
- Shadows on the green screen will mean different shades of green, which will register differently on the computer, and may make it harder to edit. Therefore, there needs to be no creases on the green screen, in order to achieve a sense of consistency in colour.
- The direction of lighting helps with the balance of colour.

When using Final Cut, we went through the following steps:
- Effects → Video Filters → Key → Chroma Keyer is then dragged onto the clip.
- Use the middle screen: "Viewer" → Click Chroma Keyer → Pepette → Click on the "Canvas Image" to remove the green screen, in order to expose the bottom layer image.

Although it is unlikely, as it wouldn't fit the conventions of genre, if we were to use the green screen in our music video, the improvements would be:
- Make sure the music and lip-syncing are in sync throughout the whole video.
- Ensure the green screen fills the frame - so we can't see the surroundings of where the video was actually filmed.
- To make sure it looks more professional, try to ensure that when removing the green screen to reveal the background layer, it doesn't remove sections of/spill over onto any objects/people in the video.

Roles

As a group, we will divide the tasks of directing and editing, so we are all given the opportunity to take part in the filming and construction of the final product. We have also decided and divided other tasks equally, so is each person's responsibility to take leadership in their roles, and ensure they complete them.

Initial Ideas

In addition to these ideas, we also need to concentrate on the editing. Within an indie-rock music video, the pace of editing usually matches both the pace and tone of the song. Also as a group, we want to accomdate the responses gained from our research (seen in posts: Audience Research 1 and 2), therefore, we should also include editing that cuts on the beat of the music. As well as this, my group should consider including a narrative, then cross-cutting to shots displaying performance - as this would follow the conventions of the genre.

Peer Assessment: Research Posts

 

From the Peer Assessment, the www's are:

- Good use of visual material.

- Use of media terminology.

- Go into good depth of detail.

While the ebi's, and also changes to my blog are:

- More examples in particular blog entries.

- Create a profile of my target audience.

Audience Research 2

Analysis of results from questionnaire:

From the 23 responses I received back: 17 were female, and the remaining 5 were male, this may indicate the type of target audience we want to attract.

As the majority of an answers received were from the age demographic of 17-19, this supports the target audience I want to attract for my music video.

As a result of over half the responses preferring the genre of indie-rock, this means that the following answers will have more meaning and knowledge behind them, as they are from people who are interested in the genre. It also implies that my group and I must ensure that all the conventions of the genre are followed, as they are what people want to see.

From these questions so far, the following profile for the target audience can be made:

From the answers gathered of this question, it can help my group and I when it comes to creating the advertisement for the CD; most people said that the radio was the main source of finding out the latest music, so this suggests that on the advertisement, we should include when the first air-play will be, an interview, etc. Following this, is YouTube, so this may indicate that on the advertisement, we should include when its songs premiere will be.

 Like the previous question, this suggests that within the album advertisement, we should include when it goes on sale on iTunes - as this was the main answer given from the respondents, and also when it goes on sale within shops.

 As the answers for this question appears divided between: a narrative where the lead singer is the central character, and a performance in which the artist/band are singing to the camera, this hints to me that my group should involve cross-cutting in the video; cuts from a narrative, to shots of the artist performing - like what is seen in 'The Man Who Can't Be Moved' - The Script.

These results show that the recipients of the survey prefer to see editing in which the cuts occur on the beat, as well as fast-paced editing. As a result of cutting on the beat, this would allow the pace of editing to sync with the pace of music - allowing the video to appear smooth; editing appears subtle. However, the use of fast-paced editing could be used when the song reaches it climax, giving off an energetic and entertaining experience to the videos viewers.  

The responses also summed up what should be expected from an 'Indie-Rock' music video, therefore informing us on what should definitely be included in our video:

- Low-key lighting, and maybe the use of spot-lights

- Dark, smart clothing, but should look casual

- Locations that are appropriate to the meaning of the song, that also fit its tone

- Props should be revolved around the instruments

- Based around individuality and originality

- Effects such as slow motion

- Close-up for lip-syncing, long shots to show the entire band and instruments

- Muted colours

From this, the predominate answer was that the artist be on the front cover, however, the idea of an abstract image on the cover was also popular, so we could still follow through with what people want, but instead have an abstract image on the back. This way, our CD cover would include numerous features that people expect from an album cover.

The answers about what conventions people want to see on a CD cover will act as a guide for me and my group, so that we can ensure all the elements are included:

- Cover that portrays the personality of the band

- Desaturated colours

 - Track-list

- Image of band-members, so that they are easily recognisable

- Big, bold font which stands out to the public

- The band and record labels wesbite

- A vibe needs to be given off from the CD which will tell the public what the music will be like

As a result of people wanting there to be similarities between both the CD cover and the CD advertisement, this inserts an element of consistency throughout the layout and themes, which therefore, would allow the promotional material and the album to be easily recognisable, and would relate to each other.

The answers based around the conventions for an advertisement prove to us exactly what people want to see from an album promotion, this included:

- An interesting image to attract attention

- Release date

- Where the album is available from

- Background should suit/relate to the genre or band

- Bold font displaying the album title and artists name

- Low-key lighting

- Possible tour dates

By taking all of the answers into consideration, by analysing and evaluating the results, it will enable my group to produce the best music video possible, as we will be following both the conventions of the genre, and what people want to see from a video, album cover, and advertisement from this genre, meaning we will target our audience as best as we can.

Audience Research 1

The survey my group and I created on Google Docs about research into our chosen genre of indie-rock:


This survey created on Google Docs, asks the recipients their demographic, interests, and what they expect to see from an indie-rock video, CD cover, and album advertisement. 

As our group sent it to people in our year group, we expect the gender demographic to be varied, while the age demographic is predicted to be between 17-19, with a few being 24+, due to sending it to teachers, in order to see their opinions from a different age range. We hope that recipients will describe in detail their expectations of a music video, CD cover, and advertisement, as this will help us when it comes to analysis of the research, and also when making our music video. Their replies will inform us of what people want from this genre, enabling us to include this in our video, so that it is conventional and appropriate for the genre.

Advertisement Research

'Sigh No More' - Mumford and Sons:

'X & Y' - Coldplay:

'To Lose My Life...' - White Lies:

Conventions seen throughout the genre:
- Dark colours are included, with stark colours contrasts.
- The band name and album title are displayed in bold letters, that stand out amongst the background.
- Either an image of the band, or the album artwork is the central focus of an advertisement.
- Record labels are credited at the bottom of the advert, as part of the promotion.
- Further information about the band and their songs are given; part of the track list is provided, the release date for the CD is given, and their website is shown.
- Reviews showing the potential and praise for the album may be incorporated in order to persuade the public further.

Record Label Research

Research into record labels of my genre:

CD Cover Research

'Slipway Fires' - Razorlight:

This album features the use of spotlights, meaning each band-member has been highlighted to viewers, and their attention is drawn; the artists stand out ammongst the black background of the album cover. A dark background is conventional for this genre, as well as the other colours seen on this album cover, such as: red and dark blue. The band-members are displayed in mid close-ups, and are wearing a mixture of costumes; some appear smart, while other appear more casual. Also, the back cover of the album features the usual conventions of an album: an image of a band-member (in this case, the guitarist), the track-list, a barcode, the record labels, a mixture of colours (on this album cover, they match the conventions of the genre: dark colours), and a spine for the cover.

'Elephant' - The White Stripes:

This album features low-key lighting, as shadows are generated, and the band-members are emphasised by the use of spotlight.
Convetional colours are used: black and red. Their costumes however, seem a little obscure - maybe they're taking on fictional roles for a narrative. A long shot is used, in order to show the band together. The back cover of the album also follows the conventions: barcode, spine for the album, a tracklist, record labels, and typical colours for the genre.

'Started A Fire' - One Night Only:

This album cover is a long shot of the band, wearing conventional indie clothing: smart yet casual, long hair, plimsoles, etc. Low-key lighting is used, which creates shadows of the artists. They appear to be in quite an eerie and isolated location, while the dark colours of their clothing allow the band to standout from the white background. Usual colours are included; red is used for the title of the album. However, the reverse side of the album displays a tracklist, and the record label.

An example of an ablum from this genre that goes against the conventions is 'Babel' - Mumford and Sons:

Unlike other albums from this genre, this album features high-key lighting, bright and calm colours: yellow, white, etc. Their clothing is more smart than casual. In the background of the image, the band appear to be surrounded by an energetic and lively atmosphere - which isn't normally seen on an indie-rock album cover, therefore this album breaks away from what is typically seen.



Genre Research 3

The conventions for a music video in the indie-rock genre are listed below:

Click on image of the brainstorm below in order to enlarge:

Examples of each convention:

- Close-ups of band-members and their instruments, followed by long shots of the whole band, can be seen in 'If You Wanna' - The Vaccines:

- A narrative which cross-cuts to performance, can be seen in 'Tonight's The Kind of Night' - Noah and The Whale. This also shows the change in location that is seen in indie-rock videos:


- The low-key lighting convention is seen in 'Techo Fan' - The Wombats:

- The muted colours in this genre of music can be seen in 'Chocolate' - Snow Patrol:


- The smart, casual clothing conventions for the indie-rock genre is seen in 'Somebody Told Me' - The Killers: