Research and Development for First Ideas

My group will work through the 5 stages of production. We began by researching pop videos and there convention and how the industry works.

I developed three ideas to pitch to my group. These ideas were:

• My first idea was Bird Song by Florence and the Machine. The reason why I chose this song is because I think it has a really interesting mean to the song. The song in a basic form is about feeling guilty. The girl does something bad and doesn’t want to find out about it but in the end she can’t help but to yell it out. I knew that it was a safe song to choose because it is the song by Florence that no one has herd beforeThe idea of this video is to have, at the beginning, for a girl to be outside in a perfect road and moving into a dingy dull messy horrible kitchen. This is where the band element come into it. there will be three shots. One of her throwing around this bird. One of her and the band playing and then when the song gets slow have all the feathers flying around her.

This is a video of the Mystery Jets and is a good example of how I imagined the feathers in the air:

• A second idea is My Boy Builds Coffins by Florence and the Machine. This is another flourence and the machine song that not many people know so it was okay to use it for my video. My idea for this is to have a girl in a coffin in the ground. I though if you shot the coffin a though a sub section in the ground it could look really effective. However because this seems as though it maybe in the 'goth' genre I would like to keep it as indie as possible, so bright colours and keeping the lighting bright. The idea is that whilst she is singing this are growing and movig ll around her, for example you would see a mole burrowing past and I think it would look really interesting if we could get the roots to gorw and wrap around her. This idea would involve loads of post production and we would have to either getr one on it to animate or try and master it our selves. If we took on this idea it would be a uge challenge. I also tought that for the proframce element we could have the band playing in an old coffin building work shop and we could incorperate the bashing of the hammer and nails into the loud drum beat of the song.

5 Stages of Production

Stage 1: Research and Development

This is when we will be making all the decisions about our video. Fist of all I will need to form a group with my classmates to work with. We will then need to get together and look at our ideas for the video and between us choose a track and an artist which is the best. We need to make sure that the song that we choose has not had a major video already done of it. After the decision has been made we will start to develop the ideas fro how we will treat the song in the terms of performance, possible narrative. I will then pitch the idea to the remainder of the class. This pitch will include how we are going to link the lyrics into the shots that we take. Information about the specific target audiences, our institutional context i.e major / indie record company. We will need to think about the history of our artist and about the current image that we want to portray in the video. We need to decide what the basic concept behind the video will be. What are we trying to say , do and promote. We also need to think about the ideological values behind our concept

Stage 2: Pre-Production

The pre-poduction of the video is all the planning and opreperation that we need to do to organise for the day of the shoot. This includes the following:

* Group roles list - Bertween us we need to decide who will be doing what role. (Director, producer, camera coordinator, chief editor, lighting designer, Studio floor manager, props coordinator, make up ect.) this is really vital that we do this because it means that on the day everyone will know what they are doing and it will be really organized and allow the shoot to run smoothly. Also it means that in the lead up towards the day everyone has their jobs to do and it is easier to get things done.

* Time line - This is a detailed timeline that illustrates how lyrics visual action coordinate.

* Storyboarding - We will need a full story board with all the technical directions, as previously instructed. (shot number, shot type, camera movment ect.). This is really important because on the day we will know what shots we need to get and it may help in the editing process. It allows us to have a really clear image in our heads of what material we need to shot.

* Floor plans - We will need bird eye sketches of the how we want our set to look. This is important so that the people who will be helping set it up have a good idea how we want it to look. They need to have rough measurements and show all light sources.

* Shooting schedule- This is a list of shots when they are to be shot.

* Equipment list- A list of all the equipment we need will help us keep organized.

* Props List- Like the equipment list it is important that we make sure that we have everything available on the day.

* Cast list- A cast list that includes digital photos of each cast member.

Stage 3: Production – The Shoot

For the shoot we will use all of our preparation that we have done. We will need a call sheet for the cast and performers a few days before the actual shoot. Everyone on the crew will each do their own role that they have been assigned however we will all take turns on the camera and directing as they are the things that we need to be able to do in this task.

Stage 4: Post-Production

This part is editing the video and getting it ready to be shown. The lead editor drives the work for this but of course the other members of the group have to contribute We will use final cut pro. We shall need to spend as much free time in working on it as possible.

Stage 5: Distribution and Exhibition

This is the stage when movies are stole to television or placed in cinemas.

POP VIDEO AND MARKETING CAMPAIGN 2010/11

The Brief

Your task is to create
-Three Multi Media Products
-Aimed at a specific target audience or audiences
-To establish the image and brand of your singer or pop group
-Help sell the song, their first single from their first album
-As part of a multi media marketing campaign

The group or singer must be a NEW group (even if they are doing a copy of an existing song).

The song is a SINGLE from their FIRST ALBUM.

The actual products to be produced are:
-THE POP VIDEO
-A DIGIPAK for the ALBUM
-A MAGAZINE ADVERT for the ALBUM.