Animatic

This is the animatic for my video in order to give me a rough guideline as to cuts and timings and also as to whether the song fits with my narrative/codes and conventions/ideologies. I will have to synchronise the cutting in conjunction with the beat of the drum and guitar riff - thus establishing smooth transitions between the visuals and audio to make more sense of the video and make it somewhat more aesthetic and easier to watch.

I am content with the content/narrative of the video and feel it is analogous with Ed Sheeran's video for the A Team (which I feel has a slightly similar narrative to my video in terms of isolation etc. and monochrome visual effects) which is arguably subverting a convention as Sheeran is an indie artist, however, other artists of a similar genre such as Guns N' Roses have also produced videos using this monochrome effect such as "Sweet Child O' Mine" and "Paradise City", although these are both performance videos, and so it could be argued that I am subverting conventions which I will go into depth about when producing my evaluation. This is essentially collating footage over the audio without having to actually film or do any production work which gives me a head start in producing my video.

Despite the fact that in my actual video I will ensure cuts are conducted over drum beats and guitar riffs to maintain smooth transitions and establish a relationship between the audio and the visuals, the transitions are not quite as smooth as there will be far more shots used in my actual video as this is just a rough guideline for me - many of the different segments of the storyboard represent two or maybe three different shots that will be used.

Prelimenary Script

As it has been discussed in the lyrical analysis, the song is based on the idea of a failed relationship that has left the protagonist with a shattered psyche. This is why the editing of the video must feature some common codes and conventions featured in music videos that share some of these ideas. The Camera, Mise en Scene, Editing and Sound (which will obviously be the recorded soundtrack) all have to work in conjunction to create a slightly melancholy effect. It will incorporate the codes and conventions of narrative videos that not only are based on love but also ones that feature young actors and how this affects the camera and editing, and also the effect it has on the audience and how it builds meaning.

Narrative 

The narrative must be relevant, which means I must ensure there are no discrepancies between what is on screen and the soundtrack. I intend to produce a narrative video featuring a young girl who has received a note in her schoolbag, however, the audience are left questioning what was written on the piece of paper - we can only assume she has received some bad news that has caused her to become very upset. This in turn causes her to leave the house and roam aimlessly, but introspectively around cul de sacs, high streets and fields (large landscapes) that when encompassing a young girl, cause her to look even more isolated, vulnerable and insignificant. The girl will then be filmed roaming through a playground/park, in which she will still manifest a facial expression that connotes melancholy with a hint of vacancy, creating a binary opposition between the playground - synonymous for lighthearted fun and joy - and the young girls mood, who is subdued and somewhat gloomy. I want the narrative to bear similarities to the promo for "The A Team" by Ed Sheeran, as this video employs the kind of techniques, codes and conventions I wish to use in my video, whilst he also omits himself from as much on screen action as is possible, making some appearances playing insignificant characters sporadically. This is the sort of approach I want to take towards my music video: I want people to view the artists as having a minimalist mindset towards music that focuses exclusively on making music through making a video that is direct and incisive. When the song eventually reaches the pre- chorus/chorus (and when the lyrics "I've got to run away and get me back my rights" and also "Fight for my rights, fight for my youth" are sung) I will have a sequence of shots that show the girl running across the fields/past the playground in slow motion to make the video more cinematic, artistic and intensify the action that is happening on screen. Below I will be documenting a rough copy of my provisional script complete with timings in chronological order. The following has been tailored to adhere to my storyboard as much as is practically possible, my storyboard has given me a solid foundation as to how my product will pan out after my first draft/rough cut.

Script

 00:00-00:10 - ECU on protagonists eyes, capturing the lateral movement of the eyes creating a sense of ambiguity/foreboding

00:10 - 00:18 - Band logo in original typography to be displayed on screen over black background

00:18 - 26:00 - Revert to ECU of eyes

00:26 - 00:30 - Establishing Shot of house to establish location and time of day

00:30 - 00:35 - Match on Action to show girl arriving home from school

00:35 - 00:38 - Mid Shot of girl discovering note in schoolbag - mid shot allows audience to examine mise en scene/costume (school uniform) which connotes youth and innocence, and also naivety and vulnerability.

00:38 - 00:41 - Close Up to capture facial expression whilst reading the note

00:41 - 00:46 - Jump Cut to ECU of eyes (the same as the shot featured in the inaugural scene of the video) and emphasise lateral eye movement to show that she is reading the note.

00:46- 00:54 - Close Up of face to capture facial expression (upset, slightly vacant)

00:54 - 01:00 - Mid Shot of girl exiting kitchen

01:00 - 01:08 - ECU of coat on coat hanger, before seeing the girls arm reach out and unhook the coat.

01:08 - 01:12 - ECU of door handle and then girls hand/arm opening the door

01:12 - 01:17 - Long Shot of girl leaving house walking down the drive - by employing a long shot it will create connotations of isolation, coupled with the use of a High Angle to further emphasise the protagonists insignificance, which will evoke empathy in the audience/viewer

01:17 - 01:22 - Mid Shot of girl walking away from camera with hood up, engulfed in a parka - style jacket - the use of a seemingly oversized coat with the hood placed over the head of the protagonist is insipration I have drawn from Ed Sheeran's "The A Team" ; the use of these techniques contributed to the effect of the protagonists loss of identity

01:22 - 01:29 - POV shot (shot from a low angle), this will be a handheld shot to create the effect of an eye line match of the girl whilst she is walking, a pan will also be used (still handheld to create verisimilitude) to give the audience an insight into the environment

01:29 - 01:38 - Wide Shot of girl walking down the pavement - the camera will not pan, she will merely walk from one end of the frame to the other without being tracked, which connotes a lack of importance and further reinforces the idea of her insignificance, as the camera does not follow her

01:38 - 01:48 - Close Up of facial expression through the use of a handheld shot, this will create the effect of audience involvement and help them feel closer to the protagonist and give them a sense of empathy. In addition to this, the use of a handheld shot will go against the conventions of modern day videos whereby all camera work is neat and tidy, and this will help contribute to the minimalist image that the band are trying to convey to the audience. It is this 'rough around the edges' look that encapsulates the idea that the band are focused exclusively on music rather than fame and lavish/ materialistic possessions/resources.

01:48 - 02:00 - A series of Long Shots taken at a High Angle to emphasise the diminutive figure of the girl and how the environment that encompasses her makes her appear isolated, this will feature a plethora of shots to speed the tempo of the video as the song becomes more frenetic, almost creating a visual crescendo.

02:00 - 02:10 - Close Up of girl's face who stumbles across something intriguing. Showing two angles - two from either side of her face through the use of a Jump Cut.

02:00 - 02:30 - Low Angle Shot that Pans around the girls face as she looks apprehensive whilst also bemused.

02:30 - 02:45 - Canted Angle taken from alleyway (which audience are not yet aware of) which captures her facial expression and also causes the audience to invest interest, the canted angle almost creates the illusion that another living creature is lurking in the alleyway.

02:45 - 02:58 - The camera remains at a Canted Angle, the girl walks towards the camera but focuses her attention on something beyond the camera and so does not make direct eye contact with the camera, which is essentially breaking the fourth wall.

02:58 - 03:45 - Montage of footage of the girl walking through the alleyway before discovering that she is being encompassed by a huge field that makes her look isolated/insignificant - a theme that is repeated throughout the text. This montage will comprise of Mid Shots, Long Shots/'Wide Shots, Close Ups and ECUs. 

03:45 - 04:14 - In this segment of the video the girl will come across a playground (hopefully the playground will be vacant, however, this is subject to change as it may be in use by other members of the public) she will be sat on a number of playground apparatus with a miserable expression, looking somewhat pensively into the distance. This creates a binary opposition between a playground/park - synonymous for children having fun - and the look of apprehension and anxiety on the young girls face which creates a character that subverts the usual stereotype of a child (happy, carefree, innocent etc.)  I intend (if possible) to Intercut a montage of the band into this comprising of some performance footage obtained from a gig, as this will allow for an image of the band to stick in the consumer's mind as well as the video/narrative itself.

04:14 - 4:30 - In this scene I want to include Match on Action similar to that included in the beginning of my feature - showing her entering the house again and going back to the note and re-reading it. A Jump Cut will be used to revert back to an ECU of the protagonists eyes and lateral movement of the pupils to denote that the girl is reading the note.

04:30 - 4:54 - To retain some ambiguity within the narrative, the girl will stare angrily at the note before scrunching it up (meaning the audience will still not know what was written on the note) - switching to an ECU of the girls curled fist as this is symbolic for strength, power and defiance. She will then drop the note into the bin - an ECU of her fist will be used to intensify the scene and, again, symbolize strength and resilience - a trait the girl lacked in the beginning of the video and so the ending features some extent of semiotics to serve as a barometer of how the protagonist/narrative has developed throughout the video.

Magazine Advert Analysis: U2

This advert/poster is an old advert that was used to promote famous rock band U2's album "War" - which was incredibly political and one of their first album that documented the atrocities of war and invasion. Before I go into any major detail about the album, one thing that immediately amazed me was that throughout the digipaks and adverts I have analysed there has certainly been one commonality that unites them all: the concept of minimalism. This album takes that notion to a whole new level and actually compels me with how basic yet impactful the cover is: the rich red against the black and white/monochrome background appears incredibly pleasing on the eye and does the main thing that the advert is meant to do - sell the album. This album does that incredibly well with no fancy editing techniques, the red typography connotes blood due to the name of the album (War) and it is in bold font with no serifs or fancy text which as I said previously, encapsulates a minimalist approach to a digipak/advert so well. I find this advert so truly captivating that I am genuinely considering experimenting with black and white backgrounds and striking red, bold, basic fonts myself.

Also, the boy featured on the front manifests a very dissatisfied expression and consumes the majority of the frame to denote importance. To reinforce the importance of the boy the background has clearly been more blurred in order to make it more difficult to decipher and draw more attention to the boys facial expression and ensure people are able to recognise his youth. The album also encourages sympathy from the audience as there is a visible cut on the boys lip which connotes that he is a victim of war, corruption and the injustice that haunted the world at the time and the band clearly wanted to convey this message to people buying the album - a prime example of how people can set an agenda and get people to buy into an ideology: the consumers may just happen to like the music itself and be completely passive to the ideas and agendas in the album but by marketing/promoting the album successfully through magazine adverts the band can get people who are unaware of what they are buying to buy something solely on the aesthetics and audio thus allowing the band to bombard them with their ideologies that the audience will subconsciously consume - which makes reference to the hypodermic needle theory.

The text is placed further to the right of the frame in order to give the boy the majority of the frame when taking into account the rule of thirds as the boy takes up roughly two thirds of the frame. In addition to this, the band's name and the album name are the only text featured on the advert, which again contributes to the band'd idea of minimalism but the very rich red makes it stand out incredibly well over the background. I also feel that having an advert that uses the same image as the album cover is a huge benefit to the band as it gives them an identity and it gives the album as a whole and as a project a feel of cohesion and organisation that allows the band to market it as an actual brand, something that will be recognised on an advert or a digipak which opens up opportunities for other merchandise e.g. t shirts.

Also, the pose in which the boy finds himself reveals his slight, diminutive figure which connotes weakness and evokes sympathy from the audience especially when taking into account the social historical context of the album (war and invasion). All in all I was incredibly impressed with the advert and will look to incorporate many of it's ideas into my own products (ancillary texts) for the band I am producing for who are also a rock band. This will bring elements of "Pastiche" and "Bricolage"into the production process of my ancillary texts and I will look to gain extra marks as a result.

Magazine Advert Analysis: Arctic Monkeys

The following magazine advert is an old magazine advert used to promote Arctic Monkey's then up-and-coming album "Humbug".  The advert uses many minimalist features such as it's colour scheme: it uses simple colours such as black and white which connotes that the band are focused on making music rather than producing lavish marketing materials. The bold, white typography against the jet black background makes the band name appear striking and unmissable, it is in fact the first thing the audience see when viewing it. In addition to this it has included reviews from reputable music magazine  companies such as NME and Q which gives the band some credibility. It is also important to not the positioning of the bands text/typography: It is in incredibly large font and is centralised in relation to the confines of the frame, making it the focal point of the advert. This is different from some other adverts/digipaks I have analysed, as some have chosen to put the bands name in either the top left/top right hand corner. Interestingly, the image featured on the digipak has not been featured on this particular magazine advert which could be seen as subverting a convention in some way as normally the magazine advert is expected to feature the same image as the digipak (album cover) which is depicted below:

As you can see, the "Humbug" album itself features a very different image on the front which is quite peculiar and probably something I will avoid doing with my own magazine advert as I believe it builds an identity for that particular album and just generally prefer the digipaks and adverts to be synchronous.

Also noticeable is the stars that are featured above both the magazine companies respectively - it is clear that they are not too big but also not too small and are a good size, otherwise it would risk the advert looking ostentatious which would completely subvert the minimalist approach the band are trying to convey. Something that I also fin bemusing is the fact that the band have used two different fonts in both their digipak and magazine advert - this makes the album artwork overall less iconic in my opinion. As is common with many rock bands and their typography, the band have used serifs in some of the letters in their magazine advert which is something I should consider.

The image on the advert uses a white border to distinguish it from the rest of the advert and draw attention to it - the use of white over black helps to ensure that certain details are noticed and that they appear clear and easy to decipher. Also, at the bottom of the advert in smaller but still bold typography are the words "New Album" to catch the audiences attention and entice them to read the reviews for the album which (as previously mentioned) have been published by some very credible and respectable music magazines.

Progress Update

As I have changed my idea from a performance video to a pure narrative video, I have decided to analyse some music videos that contain features similar to my intended narrative: music videos that feature children and identify what some of the codes and conventions of these videos are. I will also be analysing the way in which these singles/bands were marketed as research to inform my ancillary texts, therein, I will be analysing merchandise produced for bands such as Blind Melon, Ugly Kid Joe and even artists who do not target the same demographic as my chosen band such as Kanye West because despite the fact the genre of music and target demographic differs, it will still allow me to gain an insight into how the use of camera, sound, mise en scene and editing change when featuring young actors and how these work in tandem with Andrew Goodwin's ideologies. This research will certainly inform the way I design my ancillary texts and how I structure my music video when producing my rough cuts. It will also allow me to come to a decision as to whether I want the video to be an open or closed structure in terms of it's narrative.

I will take inspiration from Andrew Goodwin's theories of how a music video can link back directly to the narrative. One of his theories postulates that the three elements that enable the song to correlate with the video:

Amplification
Illustration 
Disjuncture

Illustration

Illustration is frequently used in music videos so that the visuals work in conjunction with the song lyrics, and it is one of the most important concepts in a music video as the literal meaning in a song can be translated directly onto the screen to help people further comprehend the meaning of the song. This will certainly inform the production my video and the narrative will encapsulate the essential meaning in the song. This will mean that the video generally will follow the narrative in the song closely. For example when the lyrics "I've got to run away" are sung I intend to use shots of a young actor running through a field or a playground

Amplification

This is essentially repeatability, exaggeration to ensure that the concepts/conventions elicited through the camera, sound, editing and mise en scene are made clear to the audience. For example, in the Arctic Monkeys' "When the Sun Goes Down" the narrative in the video amplifies the theme of prostitution and this is made clear through the way in which the video is constructed i.e. camera, sound, editing and mise en scene. The girl in question is shown to be wearing very lackluster clothing when seeking clients, and is shown to be manipulated by sordid men in secluded locations after agreeing a deal when she is scantily clad.

Disjuncture

This is when there is a clear discrepancy between what is being presented on screen and the narrative in the song - these videos often make very little sense but create meaning through adapting the codes and conventions and using abstract imagery to convey ideologies. Disjuncture often means that a completely different meaning to what is featured in the narrative is conveyed and the video is often steeped in irony. These videos can give the song more exposure and make the artist more reputable.This subversion in the narrative is entirely intentional and is a method that has been employed by a number of artists to attract attention to their work.

Actors

Due to practicalities, I have chosen to use my younger sister Ella Warren, who is eight, to portray the isolated young girl in the video. Her young age will help the audience empathize with the protagonist and also bring an element of sensitivity to the video. Using a young actor to convey abstract problems such as love troubles will give the audience a sense of catharsis by showing that these problems can happen to anyone of any age and that they are not seen as trivial. Using a young actor will evoke a sense of pity from the audience which plays into the hands of the songs melancholy themes such as heartache and failed relationships. As a result of using a child actor who is female, it will impact my shooting schedule in a way that requires me to use a series of long shots to reinforce her diminutive frame, which will therefore connote vulnerability whilst I will also be using high angle shots to add insignificant connotations to her character. Also by using an actor rather than a performance from the band for the entirety of the video, it connotes that the band are taking a minimalist approach to making music and that they are trying to disband themselves from having a star image. It also suggests that the band would rather reinforce the message in the narrative of the song than spend all their time in front of the camera. The video will tell a story that is relevant to the narrative but also has deeper meaning, by using a younger actor I will have to shoot the footage in such away that they exploit the use of semiotics effectively: I must ensure that the use of a young actor signs and signifies the correct meaning and that the audience interpret the imagery correctly. She will have to act in a sombre manner whilst maintaining and element of introspection and pensiveness.

By using my younger sister I am taking a more pragmatic approach to my film making as I do not have to rely upon contacting five band members at a time to organise shooting sessions is far less manageable than using one actor (who happens to be a family member ) who is reliable and has no commitments to any other projects in their spare time. These benefits do not contribute directly to the success of the narrative or codes and conventions themselves, however, it is incredibly practical/efficient in allowing me to get my filming done and means that in the event of any last minute changes I can be reactive and quickly make adaptations to my work. It also helps that she has recently subscribed to a series of stagecoach workshops due to her keen interest in acting and stage work. It is also a benefit that I know my sister well and get on with her, therefore I can convey my ideas coherently so that she fully understands how I want the video to look. It also allows me to play on the idea of isolation and rejection, which are two key themes in my video as they echo the narrative in the song, and due to diminutive size due to her age, I can use a number of angles/effects to help her appear islated, lonely and generally enlarge the environments encompassing her.

Initial Storyboard

This is my initial toryboard for my music video. In each shot I have made relevant annotations to help convey what meaning and connotations I want to portray in the music video.

I originally wanted the video to start with merely a set of eyes making very eary, subtle lateral movements in order to create a sense of foreboding with the slow guitar riff at the beginning of the song. I would then cut to a plain black background with the bands name "The Case" in a very original, iconic typography that gives the band a brand identity and allows them to be recognised. Despite the fact I have changed my idea, this is one of the shots I wish to keep in my final cut for definite as it is an efficient method of marketing the band as it renders them with an identity, a means of recognition - this logo/sign is how they will market themselves as it will also be displayed on all ancillary texts as well.

Although I have changed my idea, I may also keep the use of an extreme close-up on some eyes in my new idea as I like the ambiguity it presents and feel it would work well given the genre and conventions of a 'heavy metal' ballad. I was origininally intending to use the eyes of the lead singer, however, now that I have developed my idea and reinvented my product, I will use the eyes of a young girl to provoke a sense of empathy from the audience as it will come across as innocent, and is almost breaking the fourth wall to gain attention/interest from the audience.

However, despite all this, I will be changing my other ideas as I will no longer be using the band in my video as I have opted to shoot a narrative video rather than a performance video. Therein, I will be uploading another comprehensive, detailed account of how I wish to shoot my video in the format of a storyboard shortly before beginning to create some mock ups for my ancilliary texts that maintain relevance to the video.

Equipment List

I plan to utilise a range of the adobe products in order to edit my video to alter some of the effects to either adhere or break some of the traditional codes and conventions for the genre of my video (rock). I will therefore be using programmes such as Adobe Photoshop CS6, Adobe After effects CS6 and Adobe Premiere Pro CS6. Along with these editing tools, in order to actually film the video I will be using a Nikon HD camera and a tripod. However due to practicalities and availability, I will probably opt to use my own camera - a 12.1 mega pixel Casio Exilim. This particular camera boasts a better quality lens than some of the Nikon HD cameras provided by my school's media department, and I want to emphasise quality control in my product as using the more basic cameras may produce a more lackluster final product, whereas I want my product to be viewed as authentic and ever so slightly more lavish (despite the fact I still wish to incorporate a 'rough around the edges' look into my video, this does not mean compromising lens quality and subsequently picture quality to obtain this more original, authentic feel).

Using the aformentioned editing tools to edit my product will allow me to add important effects during the editing process such as slow motion and monochrome effects, both of which will work well with the slow intro of the song I am producing for. The tripod will allow me to pan efficiently whilst keeping the subject of the shot centralized in the frame and also ensure that the shot is consistent - there must be an element of quality control. It is also essential for maintaining still for close-ups, time lapses, zooming in/out of the subject and extreme close-ups/close-ups. A tripod is essential to filming landscapes as the increased range of motion allows for more dramatic panoramic shots to capture the larger environment - which will help in my video as I have to convey the isolation of a child to the audience, which is why I have chosen to use a large field that will encompass a large area of space surrounding my actor to further reinforce the idea that he/she is isolated.

 I will also have access to state of the art MacBook Air laptops on which to edit my product. These come with a plethora of Adobe programmes already installed to help me edit my footage, whilst I also find the MacBook range of laptops by Apple are far more accessible and easy to use than some of the more dated computers/laptops produced by other companies which seem somewhat  obsolete and, as I have stressed before, I want to maintain some level of quality control and ensure that my product is of the highest quality as is practically possible with the resources that I have access to.

Therein, my equipment list is as follows:

Casio 12.1 Mega Pixel Camera (for some elements of my promo I may also opt to use the Nikon HD camera provided by the media department of my sixth form)
Camlink Camera Tripod
MacBook Air Laptop
Adobe Premiere CS6
Adobe After Effects CS6
Adobe Photoshop CS6

In terms of using the tripod, I am going to omit the use of a tripod for some shots as I believe a handheld shot can give a very 'indie' effect which I want for my video whilst it also gives the audience a sense of involvement and realism. This technique has been heavily featured in Ed Sheeran's "The A Team" video which I am taking huge inspiration from due to the similarities found in my video (young, lonely girl who is isolated, dealing with some form of rejection). This serves as a sort of 'pastiche' reference to Ruskin Kyle's work on the video. I have also made this decision to film some parts of the production without a tripod to incorporate elements of verisimilitude into the video which maintains relevance to the mise en scene, the style in which the video is edited, the idea of minimalism in the video and also the genre of the song/artist.

It will also connote minimalism in my film making which is something I certainly want: if the music video represents minimalism then it will echo the bands approach towards making music which will earn them respect from other artists and potential record labels/executives.

Change in Idea

After drafting my first storyboard, my intentions were to film the band in a warehouse and possibly obtain some footage of the band performing and collate this footage along with the clips I had already recorded of the band in a warehouse performing (similar to the location in which Guns N' Roses recorded "Sweet Child O' Mine"). After contemplaiting this idea for a while, I decided to take a more pragmatic approach and use an actor who is more accessible rather than spend an inordinate amount of time organising sessions to film the band for numerous cuts each session when all members of the band may not be available, and so due to practicalities I have chosen to opt for a new idea. I will use a young female actor around the age of nine or ten roaming the streets to help connote/embody the metaphor of isolation that is evident in the song, and by using a much younger actor this notion can be portrayed much more sensitively when aided by a good choice of camera angles, Mise en Scene, sound and editing. Therein, I will be producing a new storyboard that chronicles each shot/scene in detail with annotations to suggest ideas for Mise en Scene, camera, sound and editing, in order to make it relevant to the song. By using an actor that will be available more of the time than the band (who will have a series of gigs to play) I will be able to shoot and re-shoot  my video quickly and can therefore make more adaptations to the product in a shorter space of time.

The idea centres on a young girl roaming aimlessly in secluded but open locations - mainly inspired by the lyrics: "Our youth you've strangled from us has brought me to this state" - which ensures that the narrative maintains relevance to the song; the video will be steeped in irony. The young girl will be the only character who features in the narrative as this will connote isolation, which is frequently alluded to in the song - which often makes reference to the desire of escapism with lyrics such as: "I've got to run away and get me back my rights", which is repeated throughout the song in the chorus which is why it is important that I successfully portray this through the camera, miss en scene, sound and editing. This idea will see the video incorporate elements of pastiche film making as I intend to take inspiration from Ed Sheeran's "The A Team" video that was directed, shot and edited by Ruskin Kyle, and I wish to emulate some of Kyle's work in tribute as I feel the same ideas can be applied to the song I am producing for. For example, I intend to use black and white effects and low-key to give a melancholy effect to the video. I also intend to use a lot of inter cutting in the video as I want the video to work on the basis of binary opposites, capturing different expressions subtly but using this editing technique more aggressively when the song eventually culminates during choruses. By using inter cutting to show binary opposites, I can build/connote meaning through my video and send messages to the audience not only through content alone, but also in the manner in which the footage has been composed.