Planning editing

Editing is important when creating a media product as this will help to make a product look professional  and the best of its ability and for a editor this will really be a chance to show the skills and make their work unique; such Directors as Anthony Mandler have a specific continuous theme throughout his music videos, which makes him stand out. Mandler uses the use of montage and short jump cuts to get the viewer caught up in his videos.

Bad tv

Bad tv can link to our video, as the idea of a tv can show our theme of fame and show how what is seen is not always what is perceived, which will confuse the viewer and create a mystery behind the effect. Bad tv is the disconnected effect of a tv which creates a blur effect. This was really effective for my video as this could be a metaphor for fame and how we are are sheltered from the downsides of fame. Also shows like big brother show a fake outlook on so called celebritys and this can be seen as the celebrity being watched 24/7 and not having a connection with reality.



Colour corrector

Black and white effect can show the dullness to fame and how fame can take away the real you (metophorically it can drain you which can be shown through the use of editing from colour to black and white). We also used black and white to show the downfall of a star. Also the colours black and white set a more vulnerable quality which the demographic will feel sympathetic towards.


Jump cuts

A jump cuts consists when two sequential shots are joined together and seem to create the look of the scene to jump. This effect would go against the continuity editing as continuaty shows the scenes flowing and more natural. We used jump cuts to match the lyrics with the visuals which created a divide to the footage which I felt added to the unique footage of an R&B video that we were going for.

Solarise

Solarising is editing the colour to an image/footage where dark areas and light areas are switched. This is usually seen in over exposed images, but this creates a dynamic transformation. We focused on editing this on the scenes of London for the glamourous scenes to make an airbrushed esque effect. Also we used this effect on an extreme close up to the lips, which created an Andy Warhol looking scene, which relates to the idea of the video being arty and current.


Rewind/reverse/Fast forward

Rewind and fast forward editing is used to speed up a scene in a forward motion of a reversing motion.This effect my group used multiple times for our editing and was used to show the scene having a flashback but also the rewind scnes could be seen as the star wanting to go back in time and change her life as it wasnt the life she expected it would be. The fast forward scenes were used to create the illusion of how fast life can change and also gave us the opportunety to add more footage to our piece.


Fish eye

Fish eye is an effect which distorts an image and creates an illuion that the image is either stretched or squeezed. We used this towards the end of the video to show the mirage of the illusion that is fame and to confuse the viewer. By distorting the artists face this also shows that the look of an artist is very important and that my group has gone against this by disforming the face and usually in an R&B video the artist is perceived as looking glamourous.

Final Group Advert

Final Group Digipak

Here is the final digipak that my group decided was the most successful as it is clear for our R&B demographic who are artist is trying to appeal to. We have followed a colour theme of red, black and white which portrays an edgyness to the star and doesnt really follow a conventional pop star who would stereotypically be using the colour pink. We have tried especially to show off the fact that the artist is signed by Roc Nation (Jay Z's company) which is a majorly successful and helps to grasp and engage their fan base as the company has managed stars such a Rihanna and other very popular artists of the R&B genre which encourages the audience of Roc Nation to be intrigued by our star. Also when deciding on what we was gonna use 

as our final designs; we knew that we wanted to use close up's of the artist to familiarize the star with fans but keep the look basic, which we felt these gave the most balanced and professional look that we are trying to portray.

We decided that to keep the theme looking continious that we decided to use the drafts that consisted of red and black and showed our artist in the best posible way. I feel that this helps to engage our audiences attention as the colours are dramatic and the font shows two sides of the artist as some stand out with a bold graffiti font which is a conventional look for a R&B artist, whereas the swirly font shows a more innocent approach and goes against the stereotypical which makes our artist unique- which could be used as a trademark look.

We used photoshop to overlay, some of the effects of the digipak and also by calling the album 'Wonderland' called be a metaphor for the unknown journey of which the artist is about to go through and creates a magical vibe to the album, which would initially consist on a Pop digipak, so I feel their is a range of conventions from a Pop and R&B video.

Music genre research

JESSIE J- Who's laughing now

In 'Who's laughing now' we see Jessie confront her past with a powerful video to relate to her dynamic vocals in the lyrics. The scene is admediatly set in a school, which helps to set the scene as we take a journey of what Jessie is explaining of her cruel torments she experienced in school. Throughout we see the bitterness of the 'popular girls' attitude towards her and this creates empathy for the viewer as some of her demographic can relate to her and recognize what she is going through. In the video we see jessie poke fun at what the girls at her school were like, but through the brutality of the lyrics and harsh hair pulling and bitchiness from her pupils we witness the inner struggle that she was really going through and how she has overcome her past.

Keeping to the theme of Pop genre we see a wide variety of close ups to engage the artist with the demographic but also and exaggerated narrative to the video makes it clear that we are watching a Pop music video. However it is clear that the narrative of the story is to compensate for the lack of dance moves that would usually consist in a conventional Pop video, as the star feels it is important that the visuals and lyrics connect and show how serious she wants the video to look.

However, we see Jessie being confident and showing her rebellious streak to the girls who used to humiliate her and how she relates the title of the song 'Who's laughing now' to them as she has achieved her dreams and they want to be her friend. Her retaliation is humiliating them back as she expresses her frustration of their new positive behavior of her new found fame and how she finds it hilarious.

In one scene we see the artist stick her middle finger up to the audience which shows how she is now careless of their opinion; on the other hand we feel her desperation of how she wants the girls to feel her pain of what they made her go through so clearly she still has issues with her past which consequently ends with her lashing out with a fire estinquisher and drenching everyone who picked on her, which gives the star a sigh of relief as she has turned over a new leaf and got her revenge.

This video shows another side to Jessie as in her previous videos we witness a more ego centric woman who comes across as someone who is in control; this contrasts to this video and proves of what she has overcome and her fans can justify and learn from their idol that if they want to achieve something they can and stands a firm message that bullies will get no where.

Throughout the video Jessie makes various facial expressions and represents a cool R&B/Pop image which I feel in my music video if we interpreted would really show the kind of artist we are trying to perceive. In both mine and jessie J's video the lyrics both show a narrative and highs and lows which has encouraged me to follow a narrative based video also.

This video puts a positive outlook on how people who are or have been bullied can overcome and not to let anyone try and ruin their dreams and reassures her fans or critics that she has had to work intesively to get to the top of the game and had her fair share of blows.



RIHANNA-S&M

In this controversial video, we see the star Rihanna playing up to her sexy star persona as she expresses her love for S&M through the use of raunchy visuals to match the lyrics. The star received both praise for her fun and cheeky video, but with that critics demanded the video was banned and restricted to watershed times as the video was far to suggestive and has an overall message of pro sex; However this just brought more attention to the video as fans wanted to know what the fuss was about.

Not one to be intimidated by the media, Rihanna does what she does best and that is to show off her kinky and toungue and cheek side of her wild personality. We see her throughout wearing very suggestive clothes, but mainly underwear which leads to the theme of the song of being sexy and showing off her envious body to her edoring fans. As the star is a fashion icon, her audience will be counting on what she will be wearing and this will also capture more attention from the press as she is yet again wearing very little and also capture the attention of young men as she is seen tied up which for some will be their ultimate fantasy.

The video also shows a more innocent and fragile Rihanna as she is taped to a wall by the press, this shows her desire to break free and how she wants to do what she wants without being under the scrutiny of the media. This makes us as the demographic sympathizes with her as she cannot lead a normal life without everyone everyone speculating or judging her every move. We found this scene very influential in my group as this gave us the idea of not only showing the highs of the glamourous but also show the lows which shows can also show mixture of emotions for the life of being a star, which really helps engage the audience with our narrative based video as the footage may be less entertaining without a positive and negative input.

Also her revealing clothing, shows off some of her many tattoo's which her fan base will appreciate but also will grasp a closer connection to the star as they will feel as though they know her more intimately and this helps to develop a relationship between the artist and fans which is crucial.

A lot of props are used in S&M such as whips and chains which really exaggerated fetish designs of making the video appear the best of the fetish potential which clearly for Rihanna's young demographic may be unsuitable for them to watch; which some parents may be annoyed about as their children may look up to the star as a role model and some may say she is setting a bad example.

A variety of extreme close ups are used to familiarize the artist to the audience which is very typical in a conventional Pop music video, especially with an artist like Rihanna. Also this creates an intense atmosphere especially when she is seen sucking on a banana which is extremely raunchy and this will make her demographic feel wrapped up in this dominatrix world.

By researching into this video we do not want to conform to the sexy side of an R&B video, instead we have decide to follow her ideas on the highs and lows of fame as it will help us for a narrative based video and will help to engage our audience.

What is a music video?

A music video usually consists of footage that makes up a mini film; recently music videos have been used to market the artist/band to be specific to promote and make sells for the record label and star. Music videos consist of different footage to show or represent the genre of music the artist is trying to represent. Usually the video will link the visuals with the lyrics, but some artists like to go against this stereotypical convention and make their music video unique. It is very typical to see a boy band use close ups and flirt with the camera as they are aiming to please their young teenage demographic and this is a very clever marketing tool to engage the artist with the fans.

The target audience is important for any artist/company to know as it will be easier and crucial what to contain in a music video. Some might say that Rihanna should not be seen as a Pop artist as some of her demographic is very young and her provocative are very suggestive; this is why her target audience may be better suited for 18+ as kids could interpret her behavior, which some could argue is unacceptable.

Katy Perry - California gurls

http://www.youtube.com/watch?v=F57P9C4SAW4

We are introduced to a world full of candy which is very current and a clever marketing tool as Katy is doing a candy tour which consists of nothing more then candy, which relates reality to the video but also connects the demographic with the artist as the candy can connotate fun however is bad for you, which can represent Perry's cheeky,tongue in cheek self.

Throughout we can see the singer being provocative, whether this is through the use of her revealing clothes or licking ice cream in a seductive way; the star oozes sex appeal but still remains girly with a naughty but sweet image. This also aims to please her demographic audience which is for both male and female, as girls will want to look like her and guys will find her image appealing. Never the less she sticks to the Pop genre conventions throughout and also Goodwins theory as her catchy dance moves and extreme close ups show the stereotypical conventions of her pop star image.

By teaming up with R&B legend Snoop Dog this also engages a different audience as R&B fans would like to hear who he is collaborating with, which helps to expand her ever growing demographic. Also, we see footage in the video of Katy Perry and her 'California Gurls' destroying the evil gummy bears and Snoop which could connotate girl power and her dominating presence, which young girls can look up to.

This summer anthem really plays on the luxurious California town and makes us some what envious of her being on a hot sandy beach, by picking up on all the positives of what California has to offer we don't even picture what could be bad and just imagine, which shows off a happy pop music video. The music also matches the visuals throughout; "sun-kissed skin so hot we'll melt your popsicles" and this relates as we can see an animated popsicle melting, however Katy has used this to her advantage as her male audience may think this lyric is suggestive.

Her image has been structured specifically to entice her wide demographic and even though she sticks to her pop genre she still shows a hint of a rock and roll edge that makes her appear edgy and individual.

The colour theme consists of bright and vibrant colour's which connotes happiness, as we do not see any grey's or blacks in the video which deceives the audience to believe that California is always rainbows and never has a bad day which only shows one side of what the place is really like. Also by using the colour pink; we see Katy's girly side and how she wants the video to represent women and girl power.

A typical Pop music video would contain catchy song lyrics/chorus which is easy for the audience to grasp, this is to reach out for their wide targeted audience. Stereotypically we would see a lot of  dancing, smiles and a feel good atmosphere which may explain its mainstream demographic. This can be seen in California Gurls as the ultra bubbly girls in the video are seen dancing throughout the video and the video overall makes you get up and want to dance, which is the over aspect I feel of which Katy was going for.

This video appeals to the target audience as throughout we are struck by Pop and in some ways enter this world and 'take a journey' through her eyes of what she feels about california. This also connects her fans with the artist as they can relate and get a closer glimspe of Katy.

Final digipak

FRONT COVER:


I decided on this as my favorite front cover, because the flowers bring a purity to the artist and I feel that the cover goes against a conventional R&B album cover. This shows individuality of the artist and shows a modesty and feminine side as roses are very feminine and can be a metaphor to show love, which gives the audience an idea with what to expect from the album. This cover brought to my attention more then my other design as I felt that the other cover was not professional and did not really reveal the artist; whereas I feel this is eye catching yet straight to the point of making the star the dominant feature of the cover as we are admediatly drawn to her.

TRACKLIST:

In my opinion the tracklist creates an emotion to the digipak, because the lips look as though they are shouting but we cannot see anything else of the face which creates a mystery behind the artist. The layout feels professional and I think is successful as the colours I have used in edit clash but they somehow compliment each other. Also this could be a hidden metaphor of showing 2 sides of the artist in the album which could be shown through her music. It was tricky to decide out of my track lists which one I preferred as both I felt were successful but this however relates and connects with the R&B genre.






INSIDE DIGIPAK;

Showing a softer side to the artist, the demographic may feel a closer relationship with the artist through the use of extreme close up. Also the image represents a robotic feel which is very current as stars like Rihanna and Rita Ora have gone for the sky-fi feel. Inside shows a more unique outlook to the star and we feel as though the artist is trying to hide something, so as an audience/fan we feel sympathetic but want to know more. However the other image shows the artist looking more glamourous but overall look of  the inside of this digipak feels current and will hopefully attract the teenage demographic audience.

WELCOME/THANK YOU NOTES:

It is clear to see what the artist wants to say in his thank you message, also I felt the faded 'Thank you' is effective and being surrounded by a heart creates an embrace to show how much the artist cares about her fans. I chose this over the other thank you message because the theme of colour throughout have been dark and colours that compliment each other, which here connects to the rest of the album. However next time I would make the background red to match the red/white and black theme that has been featured throughout.

CD

To show the divide in the album I used flowers to create an illusion of pattern but also to show how the songs will be different. The colours are following the colour theme we have gone for but also the same colours that are used in the managements logo of 'Roc Nation'. Compared to the other cd which would ideally be featured as a generic rock cd, so I felt that this was best suited for the R&B genre.

History of a music video

Throughout time music has changed, whether its the genre of Rock & Roll or Pop all genres have made a dramatic transformation, which has defined the music industry and made the whole world of music change and become more dynamic and diverse.

From legends like Rod Stewert and Queen who dominated the charts for the Rock industry to Bob Marley who opened up the music industry for black and oriented people as before him, people uneducated and ignorant to other cultures did not believe that Reggae music should be pursuaded.Not only has music entertained people but a whole worldwind of emotions and indepth stories which may not have been known if it wasnt for music.

'Top of the Pops' which was aired on the BBC was one of the most dominant music shows featured of the 21st century, which involved the most popular singers/bands of the week to perform to build up the stars fanbase and acheive more publicity with their music. Also it was vital to be shown on such shows as Totp because music videos were only shown on a couple of tv shows, and video footage for music videos would usually be live footage of the performers as diverse videos were not yet to be achieved in the technical world but this also benifited the artist as their demographic would witness their idols performing without autotune or miming.

More recently in the past 30 years artists have adapted to the use of becoming a marketing puppet, which involves the stars being moulded to fit the music criteria of what the music companies think are 'perfect' for the industry, so they will make artists (especially new artists) conform to singing songs that the artist doesn't necessarily like but record labels agree will sell. But music used to be what an artist wrote and the fanbase would know the star more personally as they have wrote the songs.

The use of music videos has really encouraged the artist to engage with their demographic; such artists as Lady Gaga will provide videos to shock and entertain her audiences as this links her with her audience as she requires their needs of being an individual and providing footage fit for her wacky lyrics.

1970's

The late 1970's was completely different to today where artists can easily create and air music videos, the majority of music artists would appear on the show Top Of The Pops which was considered an opportunity in the music industry that helped artists become more established and known in the industry. By performing on the television show, obviously it was broadcasted meaning through this appearance they was automatically more recognized for their music/talent. This show broadcasted all current songs too, this made it vital for artists to appear on the show in order to be considered current and popular and reach out the a potential target audience, they would also obviously appear alongside already popular artists meaning they became familiar with the industry too. Before this the only type of music video that was created was performance based, this had both disadvantages and advantages, the disadvantages meant it was difficult to stand out against other artists as all music videos were similar, it also made it harder to distinguish the genre of music their music video fell into. However with a performance based music video it showed the artist live meaning the audience could easily see their talent. 

Queen - Bohemian Rhapsody was the first music video to step away from the performance based music video that all audiences were familiar with, the music video being different is a big factor in why the music video and song went on to be so successful. Despite it being so successful, due to the technology still limiting the music video the video still looks of a lower quality as opposed to music videos produced today, this is evident as this music vide was created with a videotape whereas today we have various pieces of equipment to create one music video. While some artists continued to create performance based music videos, many decided to experiment with concept and narrative based music videos which contributed to their success as it interested the audiences as it was new and different from the music videos they were used to. This made it easier for a artist to become successful and profitable from the music video, giving artists a advantage when creating different music videos this was because they could create something thats interesting meaning more people will view it, as they're considered more interesting than a performance based music video.

1980's-1991.

Slowly as more music videos were created where a music video could differ from usual conventions, they became just as popular as the song and artists themselves. The music videos developing with the software gradually also made it easier for the artist to create a certain image for themselves, e.g. a innocent image could be portrayed through a simple music video with the artist and a love narrative whereas a more edgy image could be created if the female artist was dressed and dancing provocatively. MTV is a network created in the US, its massively successful and recognized globally, although it was created in 1981 MTV has developed and changed according to the times meaning it air's the most current music, it began airing Madonna who contributed also to how big music videos were to become, it helped the artist not only establish a certain image it gave them a personality at the same time that the audience could take in. It also provided the opportunity for the fan base and target audiences to become more involved with the artist they found interesting, as the you become more familiar with who the artist was from how the artist was represented. Music videos soon became necessary to create publicity for the artist, taking all this into consideration the music videos still are no where near as advanced as they are today with all the software and technology that has been developed to edit the music videos making them of a higher quality.