Copyright/Gaining Permission

Copyright/Gaining Permission

Shooting Schedule

Shooting Schedule

Day	Scene	Location	Equipment	Costumes	Props	Cast +Crew
6th October 2015 26th November 2015	We plan to film the whole track on this day but will return to film more scenes We will again try to film the whole song	London, Camden town, Leicester square, Trafalgar square and tower hill Park, Heathway hill, bustop, trainstation	Camera and tripod to steady the shots Camera and tripod toe steady the shots	Casual clothing, jeans, jumper, t shirt, jacket, headphones. The clothing will be red and black to stand out. Same costume	Microphone prop Microphone prop	Ufuk ozgul and Ross McDermott Ufuk Ozgul and Ross McDermott

Risk Assessment

Risk Assessment

                                                                             

Hazard	Person(s) at Risk	Likelihood of Hazard 1 – Extremely Unlikely 5 – Extremely Likely	Severity of Hazard Outcomes 1 – Very Low Risk 5 – Very High Risk	Risk Level (Likelihood + Severity) 2	Measures to Take to Manage Risk	Risk Managed? Y/N
Bumping into people in public	Ufuk	3	2	2.5	Watch where Ufuk is walking and don’t walk too fast in crowded areas	Y
Tripping over something whilst walking	Ufuk	3	3	3	Make sure that the ground is clear of objects	Y
Walking into something	Ufuk	3	2	2.5	Look in the direction that Ufuk is walking	Y
Getting hit by a car	Ufuk	2	5	3.5	Don’t film near a main road and watch when Ufuk is crossing the street	Y

Contacts

Emergency Service: 999           
Robert Clack School: 02036473892          
Other Contacts: 02089847342

Costumes And Props

Costumes And Props

Character Name: Ufuk Ozgul
Costume Casual clothing          Jeans          Jumper          T-Shirt          Polo Top          Jacket	Props Microphone

Treatment

Treatment

Group Roles Cinematography: Ross McDermott Mise-en-scene: London Sound: Sound used from track Editing: Ross McDermott and Ufuk Ozgul

Title: Kwabs - Walk Tag Line: “Keep Walking”

Synopsis: The synopsis of our music video will be Ufuk walking in and around London. We plan to keep the music video simple to match the simple theme of the song, which is ‘walk’. We will also match the upbeat feel of the song by filming in colourful and vibrant places, such as Camden town. Ufuk will also be lip syncing to the track, it is important that the lip syncing is in sync with the track otherwise the music video will appear off beat.

Key Genre Conventions: It is typical of music videos to have a lot of cuts so this will likely be evident in our music video. We also have to edit on the beat of the song so that our music video matches with the track.

Location Sheet

Location Sheet

Location Sheet Music Video - Walk Kwabs

Camden Lester Square Trafalgar Square Westminster  Around the London Eye Central park General parts of Dagenham Explanation of location and key points to note General areas of London in the public for the music videos. Access to location via: Busses and trains in London using the underground. Name and number of location contact: London

Potential Filming Problems : Bad weather People in the public getting in the way Camera battery running out if time not used productively Time of day changing if time not used productively

Additional Notes:  (map of area/weather forecast etc)

Shot List

Shot List

Shot List
Scene	Shot Number	Description
1. Getting out of bed 2. Walking around in public 3. Flash back of the nigh before, argument with someone. 4. More walking around in the public 5. Band Scene	3 4 2 4 3	For the first scene, get the singer getting out of bed after a rough night, this is to give the music an narrative, a story of what the singer is actually singing about. - We will use medium shots Singer walking around in the public, this is because the song is mainly about him walking. - We will use lots of tracking shots of high and low angles. Singer flashback of the night before on why he had a rough night. - We will use medium shots and over the shoulder shots. Going all over London walking - Using more tracking shots. Recording the band scene outside near a grifted wall. - Using medium shots, low angle shots and high angle shots. (Most of the music video will be tracking shot of the singer walking, the reason for this is because the singer is singing about walking, and it wouldn't fit the music if the singer isn't walking much.)

Animatic

Animatic

This is the animatic created for our music video, from our storyboard.

Storyboard

Storyboard

This is the storyboard to our music video 'walk'. We plan to use this as a narrative for our music video although we may decide to do it differently.

Mood Board

Mood Board

Follow Ross's board Mood Board For Kwabs - Walk on Pinterest.

we created a mood board for our song to bring our ideas about mise-en-scene together, a mood board gives us a clear idea of what we would like our music video to look like.

Initial Ideas

Initial Ideas

This is the initial ideas we have for our song 'walk' by Kwabs, we have suggested the location where we might film our music videos, our costumes and the narrative for the video. For the location we decided that vibrant colourful places like camden town would work best for our music video. For our costume we decided that red and black clothing would make the singer stand out, and for our narrative we decided that it could be someone walking away from their problems, or simply walking around London.

Audience Research 1

Audience Research 1

We played our chosen song to small focus group, which made up the target audience of our music video (teenagers), and wrote down thier feedback. The questions we asked were;

1. Without too much thinking give 3 words that come to mind after hearing this song?

The focus group suggested that the first 3 words that came to mind was relaxed, slow and calm. This will likely be represented in our music video so that the music video matches the feeling of the song.

2. Which other artist does this music remind you of?

Our focus group said that the music reminded them of the rap/pop genre, including artists like wretch 32 and Skepta.

3. What are this/these artist music videos like? what would you expect to see in thier music videos?

Our focus group suggested that the videos would have a lot of the artists involvements, they also suggested that it would be filmed in urban areas like the city or a small town.

4. How would you describe the mood of this song?

The focus group suggested that this song had a laid back feel too it.

5. If the song was a colour, what colour would it be?

Light blue

6. What picture does this song create in your mind?

The focus group said, that in reference to the title of the song, someone would be walking through the streets.

7. What narrative do you imagine with this song.

The focus group suggested that the narrative could be a man walking away from all of his problems. This was the narrative that me and ufuk suggested in our initial ideas, so we will likely go with this idea.

Information About The Artist

Information About The Artist

Kwabena Sarkodee Adjepong (kwabs) was born on the 24th April 1990 in London, Bermondsey. We are doing a music video for one of his biggest hits 'walk'. He studied jazz at the royal academy, was the lead singer of the national youth jazz orchestra and in 2011 appeared in the BBC show 'goldies band: by royal appointment'. He was one of 12 participants of the show to perform at Buckingham Palace. His song 'walk' reached 71 in the UK and number 1 in Germany. 

Copy Of The Lyrics

Copy Of The Lyrics

Gotta slow up, gotta shake this high
Gotta take a minute just to ease my mind
'Cause if I don't walk then I'll get caught out
And I'll be falling all the way down

(Hundred, hundred, hundred) hundred headlights making me blind
All of your pleasures catching my eye
If I jump once then I never think twice
But your temptations make me stay another night

And my senses only lie to me, lie to me
I don't know how I feel so raw to me, raw to me
I gotta check myself before I get what I want
Find out it's not what I thought it was
And you know I

[Chorus:]
Gotta slow up, gotta shake this high
Gotta take a minute just to ease my mind
'Cause if I don't walk then I'll get caught out
And I'll be falling all the way down
Turn my head and shut my eyes
Doesn't even matter if I'm wrong or right
'Cause if I don't walk I'll keep messing around
And I'll be falling all the way down

Tell myself leave, while I'm still strong
Dont look back till I'm 10 miles gone
And when the road stops I'm gonna keep on
Until I end up in the place that I belong

But the pressure's pushing me back again
Telling me not to pretend
There isnt any use even trying to get you out my head
So I lift my feet off the ground
And I'm gonna walk right up

[Chorus]

Won't get caught in the old fly trap
Run away, run away, never come back
No way I'm going down like that
No, no, run away, run away
Won't get caught in the old fly trap
(I can't get caught up again)
Run away, run away, never come back
No way I'm going down like that
(No way, no way)
No, no, run away, run away

[Chorus]

I'm gonna walk now
I'm gonna walk now, yeah
No, no, no
gonna walk, yeah
Yeah.
No, no, no, no, no

Choosing The Track

Choosing The Track

When deciding what music track we were going to use, we decided that rap/slow paced would not work well for our music video, we also did not want to use a well known artist as they would usually have an already existing music video. The best type of track we could of used was an upbeat pop song, so to find unheard of artists we looked at websites like http://www.unsigned.com/. However we did not find many songs that we liked or what seemed suitable for our music video, so me and Ufuk thought of other lesser known songs we might know. The two songs we thought of were;

Foster The People - Are You What You Want To Be

And

Kwabs - Walk



We decided that Kwabs - Walk was the song that we were going to choose, as whilst 'Are You What You Want To Be' is an upbeat pop song, we felt that we could create a better narrative video out of Kwabs - Walk. So we begun to learn the lyrics to this song.

Purpose Of The Music Video

Purpose Of The Music Video

Mind Map created by rossmcder with GoConqr

A Model Of The Media

Case Study - Katy Perry

Case Study - Katy Perry

Katy Perry is an american pop singer who rose to fame in 2008 with songs like 'I kissed a girl' and 'Hot N Cold'. She has sold over 11 million albums, 81 million singles and has attained 5 number #1 singles.

How her pop videos appeal to her target audience and reflect her private life

Katy Perry's target audience is young girls in the 14-17 age group. To appeal to her age group she has to:

 1. be like an older sister/friend 

2. reflect some of the anxieties that young girls have 

3. be someone the young girls can admire and want to be (appear sexy in a non - threatening way)

How her pop videos appeal to her target audience and reflect her private life

Hot N cold (2008)

One of Katy Perry's earliest songs is Hot N cold. The song is a parody of the 'runaway bride' stereotype, Katy Perry plays the part of the bride who is stood up, whilst the man acts as the 'runaway bride'. This shows Katy Perry in a masculine/empowering way as she is chasing after the 'runaway bride' which is usually what the man would do. This is also seen at 2:29 also shows women as empowering as the women outnumber the man and seem to be ganging up on him.

Last Friday night (2010)



This music video is intertextual, as the start could be compared to the opening of a movie, as well as the credits at the end. The video shows Katy Perry's audience that it is okay to be different, as despite the fact that she has a makeover, she returns to her original appearance at the end and earns respect for throwing the party.

Firework (2010)



This music video is similar to 'last friday night' and shows the same message that it is okay to be different. The use of the fireworks is to show Katy Perry's target audience that they all have something special inside of them, this presents the video as being empowering to females, however the use of men in the video may also present the video as being empowering to people in general.

California Girls (2010)



Unlike her previous videos, this music video presents Katy Perry in a sexualised way. The music video was shot at the time when Katy Perry was  married to controversial actor/comedian Russell Brand. The marriage to Russell Brand and her new image may of alienated some of her younger fans, who saw Katy Perry as empowering, without the need of a man.

Wide Awake (2012)



This video was released soon after Katy Perry's divorce to Russell Brand. It reconnects with her female fans and may act as an 'apology' video towards them. The music video also shows the message of female empowerment, with Katy Perry punching the man at the end, who may represent Russell Brand. The younger version of Katy Perry may represent Katy Perry as regaining her innocence.

Roar 



The message of this video is similar to fireworks, which is self empowerment. The video shows how Katy Perry does not need a man to be powerful, as we see that Katy Perry survives in the jungle on her own.

Sexism In Pop Videos

Sexism in pop videos

Laura Mulvey's male gaze theory

Laura Mulvey suggests that women are viewed as objects through the use of camera shots in film or music videos. The theory suggests woman can more often than not only watch a film from a secondary perspective and only view themselves from a mans perspective. Often in films a female is shown to have no importance to the plot, and only exists in relation to the male character. Laura Mulvey also suggests that The male gaze leads to Hegemonic ideologies within our society, women gaze at other women the same way men do and end up objectifying them.

Mulvey states that the role of a female character in a narrative has two functions

1.As an erotic object for the characters within the narrative to view

2.As an erotic object for the spectators within the cinema to view

Sexism in pop videos

1. Wrecking Ball

Miley Cyrus gained controversy from this music video because people suggested that it was degrading. It was also a contrast to Miley Cyrus's innocent image on the Disney show 'Hannah Montana'. However some people also suggests that it shows Miley Cyrus's transformation from a young girl into an independent women. Whilst some may see the video as exploitative, it may also be suggested that Miley Cyrus is exploiting herself, as the video gained Miley Cyrus a lot of attention, and currently has over 800 million views.

2. Blurred Lines



'Blurred Lines' gained controversy from both its music video and its lyrics. 2 versions of the video were released, a video where the models wear plastic costumes and a video where the models walk around naked. The lyrics gained controversy as some thought that the lyrics were suggestive of rape, such as 'i know you want it'. around 20 universities in the UK banned the song because of the controversy it gained.

Case Study - Michael Jackson

Case Study - Michael Jackson

Michael Jackson is commonly referred to as 'the king of pop', and is famous for his iconic red jacket, dance moves and music videos. He begun his career early as he appeared in a group with his brothers called 'the jackson 5'. Throughout his career he has had 13 #1 singles and 47 tracks in the billboards top 100.

Rockin' Robin (1971)

The early videos for the jackson 5 were very experimental, as pop videos were not as popular at the time. The videos were usually basic and were simply used to promote the band/song. Most people at the time would of listened to the song on the radio, as services like youtube did not exist at the time.

Rock with you (1978)



Rock with you was Michael Jackson's first single in his solo career. the video showed Michael Jackson's dance talent, and further emphasised the fact that he was going solo, with the use of the camera focusing only on him and the unique costume making him stand out.

Billie Jean (1982)



billie jean was the first Michael Jackson video that included a story. This trend was continued in Michael Jackson's later videos, which also shared a narrative theme. this video also included Michael Jacksons trademark of lighting up the pavement as he walks.

Beat It



This music video aims at telling a story between two fighting gangs, the focus is not on Michael Jackson as he doesn't even appear at the start of the video. Like Michael Jacksons later videos, this music video is heavily choreographed, with professional dancers/actors accompanying Michael Jackson. The video shows a creative use of dancing to reflect the fight between the two gangs, and also features Michael Jacksons iconic red jacket and fashion, such as short trousers with white socks.

Thriller



Thriller is considered the most famous music video of all time, it was one of the first music videos to appear in the library of congress national film database in 2009., and is also one of the most successful, selling over 9 million copies. The main music video also acted as a short film, and appeared in cinemas even though it was only 13:20 long.

Black or white




The music video for 'black and white' was released at the time when racism in america was a big concern. It was also released at the time where criticisms were shown towards Michael Jackson, who was accused of bleaching his skin. The video shows how the colour of someones skin does not affect who they are.

Scream



At the time of its production, Scream was one of the most expensive music videos ever made. however some criticisms were shown towards the video compared to his previous videos, including the fact that it was in black and white and didn't include aspects of the dance choreography from other videos. The song was released to show anger towards the tabloid media, and the controversy surrounding Michael Jackson at the time.

Audiences - Reception Theory

Audiences - Reception Theory

Audience reception is the way in which we react to different media texts. The audience reception theory is a theory suggested by Stuart Hall in 1973. Stuart Hall suggested that audience receive and respond to texts very differently. The different effects generate varied responses. it is a way to characterise and group together different audience (consumer) interpretations.

Encoding/decoding theory

Stuart hall suggested that the produce encode a meaning in a text, and the audience decode the meaning Text might be decoded through things like body language, a certain actor used etc, However some audience may accept or reject the producers meaning. there are 3 types of ways in which the audience may react to the producers meaning;

1. Preferred reading - audiences agree and accept what the producers are encoding

2. Negotiated reading - audiences partially agree with the encoded messages

3. Oppositional reading - audiences reject/disagree or decode the text differently

Example

The preferred reading of this text would be that the audience like both the watch and the actor. The negotiated reading may be that the audience like the actor but dont care for the watch. The oppositional reading may be that the audience have a dislike for both the watch and the actor, which means they dislike the whole advert.

Case Study 3 - Alex Southam

Case Study 3 - Alex Southam

Like Emil Nava, Alex Southam also freelances for OB management. He originally trained as a lawyer but decided to go in a new direction and work in film. He begun making music videos to 'Learn the trade'. When he bugn to film music videos, he undertook all the tasks himself including camera, lighting and editing, he now uses a director of photography. Southam likes the format of music videos as you 'can try new techniques and can have real artistic freedom', he is less keen on commercials as they allow for 'much less freedom'. He uses vimeo to showcase his videos - this is becoming increasingly important platform as it is considered to have 'higher status' than youtube.

His breakthrough came with the video for the track 'tesselate' by Alt J. The budget was £10000 although it only took 1 day to film. The video contains a large cast and after effects were used to add cgi to the video.

Another popular music video that Alex Southam has produced is 'lost and not found' by chase and status. The budget for the music video was £50'000 and was filmed around Los Angeles. He used steady cam to record the music video and filmed it at 35 frames per second, he then slowed the music video down. The music video went for an early 1990s VHS look, and only 3 shots were used in the whole video.

Case Study 2 - Emil Nava

Case Study 2 - Emil Nava

Emil Nava is a music video directed who has directed a number of well known music videos. At his busiest Emil Nava has directed 24 music videos in one year, when he began shooting videos for independant labels, the budget would be as low as £5000 - £1000. His most expensive video has been for the singer Jessie J and the budget was £160000.

He begun his career as a runner for film production companies. After his work as a runner he graduated to assistant director where he would manage video shoots. he signed to academy, one of the biggest music video production companies, he later worked for between the eyes and now works mainly for pulse and freelances for OB management.

His first music video as a director was for the track 'our house is dadless' by the band 'kid british'. The budget for the film was around £20000. He filmed around manchester and used local people for the cast in the video. It took 1 day for filming, 2/3 days of editing and 10 days of pre production.



Since then he has produced a number of different music videos for well known artists, some of them include;

Ed Sheeran - Lego House



Calvin Harris & Disciples - How Deep Is Your Love


Advertisements

He has also begun to make adverts, which have a far higher budget and production values but less creative freedom compared to music videos. one example of an advertisement Emil Nava has directed is 'L'Oreal dare to be different'.

Case Study 1 - Jamie Thraves

Case Study 1 - Jamie Thraves

Jamie thraves is a music video director who has made a number of music videos including radiohead - Just and Coldplay - the scientist. Jamie thraves begun his video directing career by shooting 3 very low budget music videos which cost around £5000 each. For a director to be chosen to direct a music video, their must be a number of different steps, this is how the process works:

• A 'commissioner' from a record label sends a track to 5-10 directors
• The Directors then each submit a treatment (this stage is unpaid)
• The director who has submitted the 'best' treatment is then commissioned to make the video
• Only then is the director paid

Jamie Thraves suggests that the best way to make a music video is to use the lyrics to the track but not be too literal.

Editing To The Beat

Editing To The Beat

To prepare ourselves for our music video, we practiced editing to the beat. For this video, we had a number of different clips, and we had to edit the clips together so that they matched the beat of the song.

In this music video we also practiced using split screen, as we may use effects like these in our final video.

Star Theory - Richard Dyer

Star Theory And Pop Videos

There are 3 ways in which music videos work to promote a song;

• Illustrate - the music video matches the lyrics to the song
• Disjunctive - the lyrics/meaning of the song is ignored
• Amplify - the video portrays the artists narrative but there is no clear distinction between the video and the lyrics. Layers of meaning are added.

Richard Dyer believes artists are constructed through artificial images e.g through advertising, films, magazines and music videos. He also suggests that icons and celebrities are manufactured by institutions for financial gain, they do this by appealing to the celebrities/icons target audience. Record labels have to market different artists to cater for certain target audiences. Dyer claims that certain artists can also act as trendsetters, the wider audience and their fans will follow their clothing and hairstyle.

Britney Spears

One example of a pop star who has been constructed is Britney Spears. She was originally viewed and constructed as a role model to teen girls, as she appeared on the disney show 'mickey mouse club' along with another well known singer, Justin Timberlake.

However as she begun her singing career, her innocent image was changed into a more sexualised one. An example of this is in her music video for the song 'womanizer'. 

This video could be related to Laura Mulveys male gaze theory. This is the theory that women are viewed as objects of male erotic desire in media. This is shown through various camera angles, and reflects patriarchal (male dominated) society. An example of this in 'womenizer' could be shown within the first 16 seconds. The camera angle and mise en scene of Britney Spears do little to move the plot forward.

Music Video Branding - The Spice Girls

Music Video Branding - The Spice Girls

Branding is the process of assigning a brand name to something. Branding is important because it leads to better marketing for the artist/band. One band that was heavily branded is the spice girls. The spice girls were formed in the 1990s to compete with the largely dominant male boy bands. Over 100 girls auditioned to be part of the girl band and 6 were originally accepted, however this was later reduced to 5. The 5 girls chosen were Melaine Chrishelm, Victoria Beckham, Geri Halliwell, Melanie Brown and Emma Bunton.

 Each girl was given a different portrayal in the media, baby spice, posh spice, scary spice, sporty spice and ginger spice. The marketing of the girls personalities was successful, as they released a number of different products centered around them, including 'dolls' and 'spices'. It could be argued that without the heavy branding the spice girls might not be as successful, however they were popular at a time where the main competition were boy bands. Whilst the boy bands mainly used thier sex appeal to attract a female audience, the spice girls used 'girl power' which is the idea that together girls can be 'stronger than anything'. This also attracted a younger audience, as the younger audience saw the spice girls as role models, and wanted to be like their personalities.

 In their first video 'wannabe', each of the girls personality is shown, 'baby spice' acts timid towards the men in the video, whilst 'scary spice' can be seen grabbing them. 'Posh spice' also seems to act more sensible and proper then the other girls and sporty spice can be seen wearing tracksuit bottoms, which are commonly associated with sports. finally 'ginger spice' is wearing clothing that is associated with her hair colour. The video is also 'one shot' this is to create drama in the video and shows how 'chaotic' and 'rebellious' the spice girls are. It also makes the audience feel like they are apart of the action.