Planning Lighting & Colour

Lighting and colour is very important within music videos as it creates an atmosphere which will show certain emotions and feelings. Lighting is a vital element that needs to be considered with great care in order to create an effective visual production. Without different colours and effects the music video will seem somewhat bland and will not entice an audience as much. Colour is equally as important due to the way in which we connect colours to certain emotions.

 For example a red light within a music video could portray anger, betrayal perhaps danger. For example in Paloma Faith's music video 30 minute love affair their is a red light which suggests that she feels by betrayed by her love interest as he has decided not to carry on with their relationship. The lighting is a dark red which may represent blood which connotes pain and suffering from on Paloma's part. There is also a hint of blue light which can depict a cold and icy atmosphere which suggests that she is feeling numb because the situation has made her feel so low. The lighting and colour from this music video will aid us in our own seeing as the artist is also experiencing these kinds of feeling with her current boyfriend. Therefore the use of red and blue light would be very effective when our artist is seen reminiscing by herself.

For majority of our music video we will be using natural light as it is conventional of an indie music video as the central focus is the sound of music rather the mise en scene.
In a certain scene we have chosen to locate in a forest at sunset therefore the light will be natural and therefore will portray a calm and relaxing atmosphere which we want as this scene will be where our artist has her thinking time about the situation with her boyfriend. The lighting will be warm in order to show how that when the artist is in her thinking place she feels safe and stable compared to when she is with her boyfriend at the moment.

Typically Indie music videos have little effects and natural light as they are known for their low-budget and simple videos as they are mainly focused on the music and the sound.
For one of our scenes where the two characters are playing with sparklers and watching fireworks at night time we will need a flash light in order to be able to see our characters against the natural night time light. We hope that the small light of the sparklers will connote the small hope they have for their relationship to get back on track.
We intend to also break the conventions of an Indie music genre by contrasting lighting with the use of fireworks which will connote the chaotic and overwhelming relationship the couple have. Also the lighter which he will use which will show how he is rebellious and enjoys an unpredictable lifestyle.
We aim to create a relationship between the artist and the audience as we hope that the lighting and colours will symbolise the hidden meaning of the song which for our target audience of young girls will entice them. As our audience are young women they will be able to connect with the feelings of being confused about a love interest and will be able to empathise with the artist consequently building a relationship also.

We are going to use the colour red continuously throughout our music video. The colour red will show how the running theme throughout the music video is love and danger which is a juxtaposition. We intend to have a red flare which will enable red smoke which connotes mystery and danger. Furthermore we will also have fireworks and sparklers that will show a red flicker of light. The fireworks will also show the chaotic element of the unstable relationship that they have. The relationship is seen to be a loving but argumentative and poisonous relationship. This is due to the artist's love interest to be influenced by alcohol and drugs. The artist will also wear red lipstick which will show that she is central to the events and she is involved within the danger.

The lighting and colours are extremely important in our music video in terms of assisting to build a relationship with our target audience. This is because the viewers are given the opportunity to understand the narrative of the music video in such depth that it feels realistic to them. Therefore any feelings that they evoke whilst watching the music video will allow them to build a deeper relationship with the artist, as they begin to sympathise with her due to the unstable relationship she is faced with. The lighting and colours we will include will also give the viewers the opportunity to depict meanings behind the red colour that is substantially present, to individually enhance their viewing experiences.

Styles of lighting 
Back lighting- this lighting is the main source of light that comes from behind the character which may create a silhouette of the character making shadows which will be effective lighting for the love interest within the music video to show he is mysterious.

Key and fill lighting- this lighting is the main light source in a particular scene which is usually directed onto the main character. This can soften shadows for example we will use this technique when the artist is performing in the forest to show a laid back attitude.

Under-lighting- this lighting is the main light source from below the characters which may shadow some of the face which we intend to use when the two characters are kissing as some mystery needs to be created in order to create a sense of romance.

These styles of lighting will be conventional to the indie genre as they are mostly naturalistic and do not seem over the top as lighting would be used in pop or dance music videos. Indie music videos are generally quite basic due to their low budgets therefore these basic lighting styles show how the video is laid back and natural rather than filled with special effects and techniques.

By planning lighting and colour I have gained knowledge in how these certain elements can change the atmosphere of a video creating different feelings and emotions. I now know that any action within the video needs the help of lighting and colour in order to create the intended atmosphere.

Major record labels

Major record labels are large companies within the music industry that own many smaller businesses in order to hold successful artist's who creates music that sells and receives a profit. There are three major record labels that dominate the music industry and these are Universal Music Group, Sony Music entertainment and Warner Music Group.


A major record label in the world are the Universal music group. They have a number of well known and successful artist signed to them which include  Taylor Swift, Rihanna and Robin Thicke. The universal music group own smaller companies who have associated labels within them. An example of label that is owned by the universal music group would be Decca, they own smaller labels such as Ace of Clubs and Ace of Diamonds. The Decca music label have Alfie Boe, Bela Fleck and Brooklyn Rider signed to them. The universal music group are linked with Vevo as they co-developed them. This allows for free, ad-supported streaming of music video and other music content. They also have a website which allows them to promote their artists by telling the public when their evens or singles are being released.publishing, and merchandising.
The recorded music business discovers and develops recording artists and then markets and promotes their music across a wide array of formats and platforms. UMG's music publishing company, Universal Music Publishing Group, discovers and develops songwriters, and owns and administers copyrights to musical compositions for use in recordings, public performances, and related uses, such as films and advertisements. Bravado, UMG’s merchandising company, sells artist and music branded products via multiple sales points including online, fashion retail, and live performances.
UMG’s strength and legacy of music flows from a diverse family of record labels which include: A&M/Octone, Angel, Astralwerks, Blue Note Records, Capitol Christian Music Group, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, EMI Records, EMI Records Nashville, Fonovisa, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, Manhattan, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Show Dog–Universal Music, Universal Music Latino, Verve Music Group, and Virgin Records. 


Another major record label is Warner Music which is an American major global record company headquarted in New York City. It is the largest American-owened music conglomerate worldwide and operates some of the largest recording labels in the world.

With its broad roster of new stars and legendary artists, Warner Music Group is home to a collection of the best-known record labels in the music industry including Asylum, Atlantic, Big Beat, East West, Elektra, Fueled By Ramen, Nonesuch,  Parlophone, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros., Warner Classics, Warner Music Nashville and Word, as well as Warner/Chappell Music, one of the world's leading music publishers, with a catalogue of more than one million copyrights worldwide.
WMG comprises many businesses aimed at helping artists achieve long-term creative and successful careers while providing consumers with the highest-quality music content available. WMG is engaged in the recorded music business  and the music publishing business, and is a leading company in national and international repertoire that operates through many international affiliates and licensees in more than 50 countries.
Our recorded music business includes our growing artist services business, which offers artist management, merchandising, touring, fan clubs, VIP ticketing, sponsorships and brand endorsements, and numerous third-party solutions that facilitate the sale of music-based content directly to consumers.
Warner/Chappell Music, the global music publishing company of Warner Music Group, is home to a a wide selection of legendary songwriters and a catalogue of contemporary hits and influential standards. With offices in more than 40 countries, Warner/Chappell provides deep expertise across a range of creative services and the most innovative opportunities for songwriters and copyright holders. The company also includes Warner/Chappell Production Music, a full service production music company.

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Sony Music Entertainment is an American music corporation owned and operated by Sony Corporation of America, the United States subsidiary of Japan's Sony Corporation. Sony Music was founded as American Record Corporation in 1929, renamed Columbia Recording Corporation in 1938 following on ARC's acquisition by CBS which later reorganized the record company in 1966 as CBS Records. Sony Music Entertainment was founded in 1991 when Sony Corporation of America, which bought CBS Records in 1987, changed the record company's name. In 2004, SME merged with the German Bertelsmann Music Group to create Sony BMG Music Entertainment but it was renamed back to SME when Sony acquired Bertelsmann's 50% of Sony BMG causing the dissolution of BMG. It is currently the world's second largest record company behind Universal Music Group.


Independent Record Labels
An independent record label is a music label that may own one record label or very few. This record label will receive no funding and will operate purely on money which is raised by the label itself. Budgets for music videos from independent record labels may be smaller than that of major labels due to the funding from other organisations that major labels receive.
However independent labels can be just as successful as major labels as up and coming artist generally start out in smaller companies and branch out when they become more well known.
Independent record labels can be very successful and generally include artists from the indie and punk genre for example Rough Trade who have artists such as The Libertines and Arcade Fire.


By researching into different record labels, I have gained an insight into how record labels progress within the music industry and how their artists and music benefit realty from being signed to a major label. We feel that our chosen artist and song would be signed to a independent label due to its Indie genre and niche target audience.

Planning Editing

Editing is very important within music videos as it creates flow to the final product allowing the audience to understand the narrative and the meaning in which it intends to portray. Editing will merge many camera shots together using different transitions and effects to make sense of the music video. Without styles of editing the final product would be very bland and not enticing to an audience. The audience need to know exactly what is happening with regards to each part of the music video whether it be artist performance, narrative or setting shots. Transitions need to be suitable to the narrative however timing is also crucial in order to keep the audience's attention leaving them fully satisfied with the video they have watched. The editing software we intend to use is Final Cut Pro which allows different tints and effects to be attached to the shots which can also be an exciting way to switch from shot to shot. As Indie music videos are generally quite basic we intent to use two editing styles throughout our music video. These will be slow-paced editing and fast paced editing.

We will use slow paced editing for the performance elements of our music video therefore this will be seen in scenes for example the forest and scene where the artist is playing her guitar and thinking to herself about the situation she finds herself in. The slow paced editing will bring a softer atmosphere to the narrative which will aid the relationship between the audience and the artist as people enjoy to see an artist reflecting and thinking as it shows them as ordinary people which follows Star Dyers theory. Having slow paced editing will also allow the audience to concentrate on the sound of the music and not so much the genre as this is conventional of the Indie genre as music is seen as the central focus. This is because most Indie artist have become successful for their love of music and constant gigs in order to share their music. In contrast to this editing style, we will also use fast-paced editing when the couple are having an argument and also when the male character is seen to be having trouble with drinking and controlling his emotions. Fast paced editing used here will show how the relationship is troubled and chaotic as time is moving very quickly and there doesn't seem to be an answer to their many problems. Fast paced editing will also
show how the male character has many things on his mind and he has lost himself as he cannot even begin to start to sort his life out. This style of editing will keep the audience on the edge, in turn adding to the entertainment factor as they will enjoy seeing conflict wondering how it will eventually end.

We also intend to use a time lapse which means that the argument between the couple will be happening in normal time however the rest of the characters and the action will be going at an extra fast pace. This editing style will be effective as it will show how the couple are so tied up in each other and their relationship that they are letting the world run past them and they are not caring about all the more important things in life. The audience will also relate to this as many people have experienced relationships where they feel trapped and that they cannot think about anything else other than who they are with.

Another editing style we anticipate on using is blurred frames on difference camera shots. We first see this effect in Nina Nesbitt's previous video 'Boy'. The narrative is quite similar as her love interest is also misguided and lost in his ways. Using a blurred frame will also show the artist's point of view of how she is feeling. This will create a relationship between the artist and the audience as they will empathise with her with how she feels towards her boyfriends drinking habits.

Some of the editing styles we intend to use are conventional of the Indie music genre however we also have chosen to use some that are not and will break the conventions. Slow paced editing is regularly used in Indie music videos as it adds to the simple and low budget ways of the genre. The pace will also match the tempo of the song as it not particularly fast as it is quite an emotive song. However the other styles such as the fast paced, time lapse and blurred frame are not conventional and have been chosen by us because we feel that they will create a more exciting visual experience for our target audience.

Planning Artist Image

An artist's image within a music video is important because is allows the audience to visually connect with the artist and it also will determine which genre the music video fits into.
Our artist is going to be perceived as Indie and Diverse as our video is following the conventions of an Indie music video. The original artist of the song we have chosen is Nina Nesbit who is known for her indie and different style.
The artist will be seen in array of indie outfits depending on the location of scene and which emotion we anticipate to portray.
We have chosen to stick to having a female artist who dresses in vintage clothes with piercings and messy hair as this shows individuality and as our target audience is young females we want to influence in a positive way showing they should embrace individuality and not follow the crowd.
Although the style of clothing will be continuous throughout the music video there will be a number of different outfits due to the different scenes and locations.

Items used

• Red beanie hat - The red beanie hat is a comfortable item of clothing and will show a laidback attitude of the artist. The hat also covers messy hair showing the artist is okay with having a 'bad hair day' which shows her as normal and relatable to a female audience. The red colour also connotes passion towards her music which is very conventional of the Indie genre as music is seen as the most important thing within the music video.

• Floral dress- The floral dress shows the artist likes to stand out however in a feminine and subtle way. The dress is baggy which allows the artist to be comfortable when herself and her love interest are having fun, for example in the scene where they play with sparklers.

• Black tights- The black tights give any outfit that the artist wears an edgy atmosphere showing that she is feminine however she is a strong personality and is not afraid to be different. The tights also cover the artist's legs showing she does not use sexuality to promote her music and her appearance is less important.

• Gold and black ankle boots- The black and gold boots create a subtle gothic look showing that the artist s also edgy and confident within herself and her image. The boots are also comfortable shoes rather than heels showing the artist is not high maintenance and is down to earth making her likeable and relatable.

• Denim shirt- The denim shirt will be worn by the artist in the  mid-shot performance scenes. This is a casual look showing the artist can relax, however in these scenes the artist is singing about her boyfriend and the issues she faces with them therefore her outfit is least important in these scenes.

• Red lipstick- The red lipstick that the artist wears shows passion and charisma. The artist has strong lips with minimal other make up showing that she has a strong personality. The lipstick also shows an attractive side to the artist making the target audience look up to her.

• Fur coat- The fur coat is a statement item of clothing which is very fashionable at the moment therefore this shows the artist as current and up to date with latest trends and fashion. This will attract the intended target audience as they will enjoy to listen to an artist who is seen as current.

Our artist has blonde hair that is messy and curly which follows the indie conventions as appearance is not vital within a music video within this genre.
The artist will also wear bold red lipstick which is conventional to the indie genre as it shows individuality and having the confidence to stand out and be different. Many artist from the indie genre will wear bold lipstick to stand out as they are known for their quirky style. The artist also wears minimal make up of subtle brown and earthy colours with provides the audience with naturalistic visuals. This will provide the audience with a relationship with the artist as she will remind them of a typical teenager and they will see her as a 'friend' they can relate to.
The artist also wears a nose ring which we have used Goodwin's theory of visuals relating to the lyrics as the title of the song is 'noserings and shoestrings'. The nose ring is conventional to the indie genre as piercings are very popular amongst artist's within the Indie genre as they are interested in looking different and also have a rebellious side.
The artist will be seen holding a guitar for many scenes within the music video which is conventional to the Indie genre as their passion for music would have generally stemmed from a love of an instrument. It is also conventional as music within the indie genre usually use many instruments to create their sounds. An audience will also appreciate the guitar as it shows the artist's musical talents and the fact that she is responsible for the sound of the song increasing the entertainment factor.

Through research of artist image we have found artist's in which their style would work for our chosen artist. The style of our original artist Nina Nesbitt has a very quirky style with casual clothes, bright lips and messy hair. Another artist's style in which we found fitting was that of Ellie Goulding who also wears casual clothes. The video in which we focused on was Goulding's cover of 'your song' where her clothing is very casual and laidback. She wears a beanie hat and a coat showing she is dressing for the season of winter showing she is dressing for comfort which is conventional to the Indie genre. For example Ed Sheeran also dresses for comfort when performing and in music videos, this also shows how the music is the most important element within the music video. Ed wears t-shirts and hoodies most of the time which denotes his laidback attitude.

Our artist's image will enable the artist to create a relationship with the intended target audience because of the relatable and likeable appearance we have designed for her. The image is conventional to the Indie genre as it shows individuality and a quirky style which is interesting for an audience. The image of the artist also links in to the narrative as the couple within the music video are both indie and rebellious due to their love for drinking and being creative.

Cinematography

What is the purpose of Cinematography?


The purpose of cinematography is to create effect with different camera shots. It is the art or technique of movie photography, including both the shooting and development of the film.
Within music video's there are many more camera shots as there is a lot to include at a faster pace. The narrative of the video will evolve a lot quicker than that of a film or a sequence. Therefore each camera shot needs to be effective and chosen correctly in order for the video to make sense. i helps to convey a narrative or concept within a music video by providing specific visuals to the audience which they can interpret into their understanding of the music video.  Cinematography allows the audience to view all the elements of the music video for example characters, lighting, mise en scene etc.
Camera work needs to be subtle and effective to create flow throughout the music video and therefore show a realistic sequence in which camera work is overlooked by an audience.

DAISY CLOSE UP
As the structure of our music video is a variety of performance, concept and narrative there will be a stark contrast in the scenes. For example for the performance scenes there will be mid shots of the artist singing to the camera. This mid shot will show the artists head and shoulders allowing the audience to clearly see her facial expression in order to gain the atmosphere of the song.
A mid shot is generally used to show part of

something In more detail, whilst still showing enough for the audience to feel as if they were looking at the whole thing. In this case the shot will only show the top half of the artist however the audience are made to feel that they are still looking at the artists whole body.
A mid shot is appropriate when the artist is singing without too much emotion or intense conversation, in turn this is when close ups should be used.
This mid shot will show the artist t-shirt, hair, make up and piercing. This gives the audience an insight into the artist's image in turn creating a relationship between them.


JORDAN SHOTS
The shots including the boyfriend will show the narrative elements of the music video. These shots were long shots at a low angle. Long shots are used to show the subject and some of the surrounding setting. These shots will show the love interest's whole body showing his image/clothing and the drink and drugs in which he is holding.  The shot will also be low angle showing the power the character has over his girlfriend. A long shot is appropriate for action such as when the character is smoking and drinking. The shot will show the clothing of the boyfriend which is quirky and unique showing his individual style. The shot challenges the conventions of the indie genre as it shows a skate park filled with graffiti which is more conventional to a genre of RNB and hip-hop. This shows a contrast between the

PANNING SHOT

In photography, panning refers to the rotation in a horizontal plane of a still camera or video camera. Panning a camera results in a motion similar to that of someone shaking their head from side to side or of an aircraft performing a yaw rotation. Or to that of an opening door if the door stays facing one way.Filmmaking and professional video cameras pan by turning horizontally on a vertical axis, but the effect may be enhanced by adding other techniques, such as rails to move the whole camera platform. Slow panning is also combined with zooming in or out on a single subject, leaving the subject in the same portion of the frame, to emphasise or de-emphasise the subject respectively.

These panning shots will show the boyfriend of the artist in different places within a skate park. This shot will be effective as the panning shots will show the boyfriend many times within the same shot creating a sense of amazement for the audience. The duplicated figures also show how the character has many states of mind due to the regular use of drink and drugs in which he uses.

DAISY AND JORDAN HUGGING
In film, a medium shot is a camera angle shot from a medium distance. The dividing line between "long shot" and "medium shot" is fuzzy, as is the line between "medium shot" and "close-up". In some standard texts and professional references, a full-length view of a human subject is called a medium shot; in this terminology, a shot of the person from the knees up or the waist up is a close-up shot. In other texts, these partial views are called medium shots. It is mainly used for a scene when it is desirable to see the subjects' facial expressions in the context of their body language.
These shots needed to show the intimacy between the two characters therefore need to show their facial expressions. The medium shots show the emotions between the two characters and how the boyfriend can show his happy and healthy state before he turned to drink and drugs. The medium shot allows the audience to see the characters head and shoulders creating intensity however still showing the setting and background.

Still images
What camera shots and why?

Mid shot of artist- This shot will show the artist with the guitar showing the instrument element which is conventional of the Indie genre in which we have chosen.

Close up of guitar- This shot shows the instrument in a closer frame which shows the artist is performing live which in also a conventional element of an Indie music video.

Establishing shot- This shot will show the setting in the background which will determine the atmosphere and mood of the scene. The characters will be seen in the video also showing how the artist and her love interest are interacting with each other. 

low angle of boyfriend- This shot will show how the artists love interest has a high status in terms of how he has taken over her mind. He has power over her as she is very much in love with him however she doesn't always agree with his choice of lifestyle.


High angle of artist- This shot will show how the artist is quite vulnerable as she sings about her sadness towards the situation she finds her self in with her boyfriend.



How are the shots conventional?
A mid shot of the artist is conventional of the Indie genre because the shot will show the artist singing and also show their  appearance. In our music video a mid shot of the artist will allow the audience identify the artist's indie clothing and make up. For example the artist wears a nose ring which shows Goodwins theory as the visuals match the lyrics of the song.

A close up shot of a guitar is conventional of an indie music video because instruments are vital as the music is a central focus of any Indie music video.




How does it build a relationship with target audience

Certain camera shots will build a relationship with an audience due to the eye contact in close ups and relatable settings in establishing shots.

Planning setting and Iconography

What is the purpose of settings and Iconography?

The purpose of settings and Iconography is to create realism to the music video. The audience want to be able to believe the narrative and therefore a setting will enable this to happen as the audience can visually see the character's within their environment.
Iconography is also important as it is the representation of something that contains certain conventions that we associate with different genres. The genre Indie is almost a hybrid of Pop and Rock music in terms of the appearance and the music that these musicians play.  The appearance of the artists is also very unique as well and can link in with both how pop and rock are viewed. The artists tend to look very clean cut like those found in pop music but also very unique and different like those found in rock. 

For example Katy Perry thinking of you, the setting and iconography show how the time period which is set in the 1940's. For example Katy's hair and make up is classic and elegant which is stereotypical of women in this time period. The male in the video also wears a smart hat which is also conventional of old fashioned dress. Katy also wears a swimming costume of burnt orange which can connote happiness which contrasts the lyrics of the song which are emotional. The setting of Katy's bedroom consist of brown colours and wooden effects which show how the room is very basic and archaic. The use of the mirror is very effective as it shows how Katy is reflecting and looking back into her past and how she was once happy with her late partner. There are two mirrors in the shot which creates a theme of identity and how she feels she has lost herself since the tragedy of her loss.

The setting of the woods and lake connote a sense of nature which dipicts how the romance between the pair came naturally to them and was real. The wooden bench shows the informal and fun date that the couple are on, and also the two inflatable rings represent the inner child that they bring out in one another, showing young love.

Setting and iconography we are going to use?

We intend to capture the young love theme that is featured in Katy Perry's thinking of you video. As our music video is set in modern day our video will differ in setting however we will include colours to connote happiness between the couple and also a mirror to show how the female character reflects on her relationship.

We have a number of settings which include Brick lane, southbank,skatepark, camden lock and also a white wall for performance based shots

The setting we aim to shoot in is a market street in London called brick lane which is known for it's quirky and exciting atmosphere. The vintage stools and exotic people will connote the way in which the male character is misguided and influenced by ilegal acts such as excessive drinking and drugs. 

We also aim to shoot at a skate park which will allow us to use Goodwin's theory as the lyrics  are linked to the visuals. The lyrics include 'hangs about at the skatepark, with his lighter and a pack of cards. A skate park is usually a unique place for teenagers to hang out in modern day society however as we are portraying our male character to be a quirky character he needs to be differentiated from regular males his age. Although the central focus in on the male character there will be others in the background which will show how the sport allows people to take out any underlying emotions they have.

Southbank is also one of our locations as we feel that this could be a romantic place to shoot the more intimate and emotional scenes between the couples. We have imagined a shot where the couple are hugging and looking towards the thames at night with the London eye in the background. This place can also be quite a relaxing place which will be ideal for romantic walks and important conversations that we may want to include.

Iconography

• Guitar 
• Cigarettes
• Playing cards
• Hit flask
• Skateboard

These props represent certain ideas and views that we intend to portray. For example the guitar will show live performance which is conventional of an Indie music video. It also shows diversity and it is alternative for a female artist to play the guitar.

Cigarettes are going to be used to show a rebellious side to the characters which goes by Star Dyer's theory of a key element rebellion. We aim to portray the artist's boyfriend to be under the influence of drink and drugs and therefore having a cigarette this will show he rebels against what is expected of him by society.

Playing cards will be used to support Goodwin's theory of having the visuals and lyrics parallel to each other. This also shows that magic and tricks is something the male character can focus on when he feels lost and 'misguided'. When he is playing cards, he  forgets about his troubles else where and is engrossed in the game.

The hit flask also relates to the lyrics 'hides a bottle in his vest'. The flask shows how the male character drinks during the day which shows an unhealthy lifestyle. Also the bottle is small which allows him to hide it in his vest, hiding his habit from the rest of the world shows he has insecurities and realises that he may need some guidance.

The skateboard represents how the male character is quirky and different from regular teenage boys. The skateboard will always be close to the character, almost as if he sees it as comforting because he feels so alone at times.

How the settings and iconography are conventional to the indie genre?
The setting of Brick lane is conventional to an Indie genre because it is an alternative place to go and it also very colourful and vibrant. This links to the Indie genre because it is about being different from mainstream. This street is where you would find vintage clothing, exotic food and drink, eccentric artwork and a variation of people. As we intend to portray our characters to be very street wise and rebellious. Artists within the Indie genre are known for being different to those of the pop genre because they are less stereotypical and predictable.

 

How does it build a relationship which target audience?
These settings will build a relationship with our target audience as they will be fun and exciting places to watch the characters. Places such as brick lane and Southbank are also real places that are well known therefore the audience will be able to relate to the video and therefore create more f a connection to the narrative and the artist. South bank has the very iconic landmark of the London Eye which our target audience of girl's ages 15-25 will have either seen, been on or definitely heard of before therefore this creates another connection. The setting also builds a relationship between the target audience an the artist as they will see the artist having fun with her boyfriend out in London which many girls will be able to relate with as many would have been on dates and had these experiences. Therefore the audience will enjoy to watch these scenes as they could imagine themselves in the situations.

StoryBoards

Storyboards are important as they show graphic designs for each shot within the music video.

Storyboards start with brainstorming. Another advantage of using storyboards during production is that they are a great time saving tool. Storyboards help keep the process of filming stay focused on pre-planned and pre-determined angles and takes. Furtermore, everyone involved in the pre-production, production and post-production process can benefit from storyboards. From actors to camera operators from lighting technicians to producers, from editors to wardrobe, makeup and hair stylists. Having a visual reference of what is being filmed and how it will flow when cut helps everyone work towards a common, organized goal.

My group decided to create individual storyboards so we could combine everybody's ideas and take everyone into consideration. This will then allow us to take all the best ideas and create a very good opening, also everybody in the group will be able to give their opinion on how they interpret and visualise the narrative.

Having a story-board is essential to a production process as it ensures organisation and provides a solid plan that each member of the production company can follow. The story board shows pictures of how the shot is meant to look therefore the person in charge of iconography will have more of an idea of what he has to do to make the shot look how the director wants it to. The camera man will find the story board useful as the shot and angle is identified. Also the costume and music roles will be informed of their job for each shot, making the process less time consuming and more productive

Why is a storyboard important?

By having a storyboard, the production team will be clear of what is expected of them and they will have a clear overall picture of what the whole movie will look like.

A movie will be enjoyable when the camera angles are correct. That is when the zooming fits in nicely and the characters are properly portrayed. This is integral also for animation productions. So when all this is shown on the storyboard and errors are corrected, the final movie will be more enjoyable to the audience.

Without a proper storyboard, the whole scene of a movie needs to be redone when it is deemed unsatisfactory. But with a storyboard, the scenes are laid out on paper and unsatisfactory ones can be redrawn using a new storyboard even before the movie goes into production. This saves time and resources.

 

Lyric Analysis

As a group we discussed what we believe the hidden meanings of the lyrics to Noserings & Shoestrings by Indie artist Nina Nesbitt. We decided the most appropriate method of displaying our thoughts was to print out the lyrics and annotate it in as much detail as we possibly could. The song is about a young girl who is in a relationship with a misguided and lost young boy. She is very much in love with him but she doesn't know if she agrees with his view on life. 'Live fast and die young' shows that he doesn't want to grow up. He also has a drinking problem as he is a 'little obsessed' and 'hides a bottle inside his vest', the lexical choice of 'hides' shows he is hiding this habit showing that it does have an effect on him.

By analysing the lyrics of the song we then have the opportunity to dig deeper into how the artist was feeling at the time when she wrote the song. This will allow us to build more of a relationship with the artist ,and will also help Daisy who is playing the artist in our music video to understand how to act in the video. For example Nina nesbitt feels frustrated and sad towards her boyfriend's lifestyle therefore Daisy will focus on making her facial expression solemn and confused in order to seem as though she really is in the artist's shoes. We also intend for our artist to connect with the audience as our target audience is young girls therefore we expect most to have experienced relationships and problems within them. This will make the artist seem ordinary and relatable which follows Star Dyer's theory to present the artist as ordinary and an individual. 

By having the artist in a relatable situation, this will instantly give them the likeability factor and therefore it will enable for them to be seen as friendly and someone that people can listen to and feel like they are being understood.
The first paragraph of the song shows how the boy in which the song is about seems to be troubled and unhappy with life. The lexical choice of 'misguided' suggests that the character is on the wrong track in life and is involved with constant drinking and drugs.
The lyrics 'he doesn't know what he's worth', shows that he was low self-esteem and may not be happy with his life and the choices he has made therefore he needs the help of the artist/ song writer in order to make him feel happier.
 'But his self-confessed and a little obsessed', the lexical choice of obsessed shows that the character is extremely into his bad habits and cannot break free from them and they are taking over his life.

The lyrics ‘keep calm and carry on’ are almost representative of the artist talking to herself because she is unable to talk to her boyfriend due to his behaviour. The lyrics ‘he’ll sit with his guitar and play another song’ are employed and the lyric ‘another’ is extremely significant in illustrating how the artists boyfriend leads a repetitive life in how he acts and what he does. It also presents how the artist is becoming fed up with having to put up with her boyfriend’s behaviour and the lyrics ‘will he come tonight before it gets light?’ shows how the artists happiness relies on whether her boyfriend will return that night as she is constantly left worrying about him. The lyric ‘light’ also typically connotes a happy element, however the lyrics provide a contrast to this. Following this the lyrics ‘I guess he might’ portrays how she doubts him and their relationship but however has hope that he may for once return. At this point of the music video we hope to include a close up of the artist performing to portray her emotions in detail to her boyfriends’ behaviour which will allow the audience to engage with the song on a higher level


  

But he's self confessed and a little obsessed   Little obsessed shows he may be 
He get's money from his parents to try and impress         to drink and drugs
I guess that's adolescence at it's best         Youth

He's never put to the test but still distressed
And he keeps a bottle inside his vest       Hiding his addiction to alcohol
I guess that's adolescence at it's best

He says 'live fast and die young     He wants to stay young and just live life to the maximum
Forget the past and move on
What's done is done'

He says 'live fast and die young
Forget the past and move on
You only live once'

woa-oh-oh-oh
woa-oh-oh-oh
woa-oh-oh-ohoaoh

Hangs about at the skate-parks        Shows he is quirky and not main stream 
With his lighter and his pack of cards
And he's going nowhere

Maybe if life wasn't so hard
If he got off to a better start
He'd be somewhere

But he's self confessed and a little obsessed
He get's money from his parents to try and impress
I guess that's adolescence at it's best

And he's never put to the test but still distressed
And he keeps a bottle inside his vest
I guess that's adolescence at it's best

He says 'live fast and die young
Forget the past and move on
What's done is done'

He says 'live fast and die young
Forget the past and move on
You only live once'

woa-oh-oh-oh
woa-oh-oh-oh
woa-oh-ohohoohaha

Keep calm and carry on he's drunk all night long
He'll sit with his guitar and play another song
Then he'll give me a phone

Another 5am call sitting worried in my hall
Will he come tonight before it gets light?
Well I guess he might

And I'll just keep calm and carry on
Cause he's drunk all night long
But he'll be home by dawn

I'll keep calm and carry on
Whilst he's drunk all night long
Cause he'll be home by dawn

And he says 'live fast and die young
Forget the past and move on
What's done is done'

He says 'live fast and die young
Forget the past and move on
You only live once'

woa-oh-oh-oh
woa-oh-oh-oh
woa-oh-ohohoohaha

woa-oh-oh-oh
woa-oh-oh-oh
woa-oh-ohohoohahaoh mm mm

What's done is done



By analysing the lyrics to the song myself and the group now have a deeper understanding into the message that the artist wants to portray. We now have more of an understanding as to why the song was written and how the lyrics describe the state of mind of the artist when writing the song. This research has aided us in deciding locations and narratives for our music video in order for it to make sense. From the song we understood that the love interest was under bad influences and had lost his way with drink and drugs, therefore we felt  we could incorporate this within our music video.

Research into Chosen artist

Nina Nesbitt

Nesbitt was born on 11 July 1994 in Balerno , Edinburgh; she attended the small village school in Bellsquarry, Livingstone and attended  Balerno Community High School. She is of mixed descent with a Swedish mother and Scottish father. She started her music career by writing and recording songs in her bedroom and uploading the videos to her YouTube channel. She plays the guitar, piano and flute. Nina Nesbitt is a 19 year old Scottish singer-songwriter and guitarist who was born in Edinburgh, Scotland. She begun her music career by writing and recording songs in her bedroom, and then uploading them to her YouTube where she first enticed a niche audience. Nina was founded by Ed Sheeran who was very interested in her music and felt as though she would be a very suitable as a support act on his European tour. Both the artists are from the Indie genre therefore share the love for music and find it the central focus of their career. Other artist's also enjoyed Nina's original music and covers , such as Example who also asked her to support them on their tour. Nina used these supporting opportunities to share her music in order to gain a fan-base and promote her image.
Nina is best known for her biggest hit single, Stay Out, which reached No. 21 in April 2013 in the UK charts. This song release gave her mainstream attention. She has also released a number of other EP's as well as this including; Boy, Way In The World and The Apple Tree. 
In October 2012, Nesbitt embarked on a second UK headline tour,  "Boy UK Tour" in support of her debut single "Boy" and the EP of the same name. She subsequently announced the title of her next EP,  Stay Out which was released on 8 April 2013; its title track of the same name entered the charts at number 21 in April 2013; it fell to No 41 the following week. Her next EP was entitled "Way In The World" and was released on 21 July 2013. The title track was released as a single, the video for which was released on 12 June 2013. On 9 October 2012, Nesbitt embarked on her second UK headline tour, this time to support the release of her debut single "Boy" under new label Island Records

My group and i were interested in Nina's laid back and quirky image as well as her chilled music. We felt that we could create a music video that would portray the individual vibe that Nina shows. Nina is also an up and coming artist and as we enjoy her music we feel we could use the music video as an opportunity to promote her in order for her to gain a wider fan base. We also feel that Daisy who is a member of our group would play the artist very well.

Title	EP details	Tracks
Live Take	Released: 5 December 2011 Label: Universal Music Group Formats: Digital download, Limited physical copies	"Glue" (Live) - 2:17 "Noserings and Shoestrings" (Live) - 3:36 "Skeletons" (Live) - 4:47 "Babylon" (Live) - 4:53
The Apple Tree	Released: 23 April 2012 [8] [9] [10] iTunes states 20 July 2012 [11] Label: Universal Music Group Formats: Digital download, Limited physical copies	"The Apple Tree" - 2:53 "Seesaw" - 2:47 "Hold You" - 5:05 "Only Love" - 3:15 "Make Me Fall" - 3:50
Boy	Released: 6 December 2012 Label: Universal Music Group Formats: Digital download	"Boy" - 3:36 "Jessica (Demo)" - 4:38 "Boy (Acoustic Version)" - 3:35 "Boy (Hostage Remix)" - 3:49
Stay Out	Released: 8 April 2013 Label: Universal Music Group Formats: Digital download	"Stay Out" - 2:45 "Just Before Goodbye" - 3:11 "No Interest" - 3:10 "Statues" - 4:13
Way In The World	Released: 21 July 2013 Label: Universal Music Group Formats: Digital download	"Way In The World" - 3:06 "Brit Summer (Demo)" - 3:10 "Not Me" - 3:24 "Spiders" - 4:03

 

• Youthful
• Rebellion
• Sexual Magnetism
• Originality
• Talent

1.      Music videos demonstrate genre characteristics (e.g stage performance in metal video, dance routine for boy/girl band)

2.      There is a relationship between music + visuals (either illustrative, amplifying, contradicting)

3.      Relationship between lyrics + visuals

4.      The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs may develop motifs which recur across their work (a visual style)

5.      There is frequently reference to notion of looking (screens, telescopes, etc) and particularly voyeuristic treatment of the female body

6.      There is often intertexual reference (to films, tv programmes, other music videos etc)

7.       Whether the video is primarily performance based, narrative based or concept based and now elements of each is used in it.

Way in the world

The music video to Way in the world by Nina Nesbitt is within the Indie genre and adopts a narrative and performance style. Way in the world shows a group of teenagers taking a trip to the beach. They are wearing quirky clothes which shows they are not afraid to express themselves. This relates to Star Dyer's theory of the common values of music stardom  being youthful and rebellious and this is shown how they group of teenagers are young and having fun. Nina wears nike which is an intertextual reference to promote the mainstream brand. The brand contrasts Nina's unique style.

The first couple of shots show Nina getting out of a old fashioned orange camper van onto the beach. Nina is joined by many of her friends who are all dressed very casually showing their laid back attitude towards life. Nina is seen to be walking across a beach looking deep in thought which shows a relationship between the visuals and lyrics as she is expressing her feelings and emotions. The panning shot follows Nina along the beach showing that the audience are following her on the journey within her mind, which creates a relationship between the audience and artist as they can empathise with Nina. This shows the element of Goodwin's theory being used. We will use this element of Goodwin's theory within our music video as it allows an audience to have more of an understanding of the narrative in turn creating a relationship between the audience and artist. Nina is wearing a light blue jumper which she teams with denim shorts which connotes a calm and cool atmosphere which again shows Stardom's theory of youthfulness. Young people are generally known for not having as many responsibilities as adults therefore are a lot more calm and the light blue colours show this.

The second scene shows Nina on a pier behind an arch where she cannot be seen by the other people within the shot which may show how she is invisible to the real world. There are also many shots of other unknown characters which shows Nina as a narrator and she is expressing the feelings of the other characters within the video. Nina wears red within these scenes, red usually connotes passion and anger which may be certain emotions that she is trying to express however there is a contrast between this and the lyrics as they say 'i'm not lost, i'm just finding my way' which is an optimistic view. At the beginning of the music video Nina looks on at the other young people however as the video progresses she seems to join in having fun and spending time with the other younger people which shows how she is feeling more comfortable and finding her way. Nina wears the same trainers as she did in the previous scenes which shows she is not high maintenance and worried about her image like many young girls which shows her individuality and also how the music is the central focus of the video. There are also many close up's of Nina which is an element of Goodwin's theory as he suggests record labels will demand these shots to make the artist the central focus of the video in order for them to become memorable to the target audience.

The next scene of the video shows the group of teenagers in an arcade and spending time on an English beach beneath the pier. They are barefoot and climbing which shows the child within them and this will create a relationship between the artist and the audience as they will see Nina as a fun-loving artist. The climbing beneath the pier is not  conventional thing for teenagers to do which shows individuality but also the rebellious nature's of the group which relates to star dyers theory of artist's having a rebellious side to them in order to be successful within their music videos. The use of establishing shots show the mise en scene of the seaside location showing how the teenagers are at one with nature and not stereotypically yearning for technology such as phones and internet. This shows the artist to be represented to break the conventions of a stereotypical teenage girl which makes her stand out from the crowd making her divers.

The video has both elements of performance and narrative. The performance elements are a variety of close up's and mid shots of Nina also featuring her guitar in some. One of the performance scenes shows Nina with a guitar in front of an old fashioned clothes shop. This shows a contrast between Nina's quirky and on trend style compared to the 'frumpy' and plain clothing displayed in the window. This could show how Nina and her friends are brightening up the town with their young influences.
 Towards the end of the music video the camper van that the group are travelling in breaks down which brings the trip to a standstill. The group find this amusing and do not let it dampen their mood which shows their optimistic views on life portraying Nina's music to be honest however intending to make the audience feel good.

The target audience for this specific video would be both genders between the ages of 15-21 as it shows a young group of young people spending time together away from adults. As the weather seems to be hot and sunny I feel that the group are on summer holidays away from school/college/university therefore I think the ages 15-21 suit as this is the age the audience will still be in education.

Stay Out

The music video 'Stay Out' by Nina Nesbitt  is also of the Indie genre and adopts the style of narrative and performance. The first few shots of Nina are variety of performance and narrative. The performance scenes show Nina in a quirky cobbled street in London with her guitar. She is wearing a black leather jacket with silver spikes which show a more edgy and mature side to her which may attract an older audience than her previous songs have done. The dark colours of the artist clothes contrast to her conventional bright and innocent choice of clothing, this suggests a development within Nina's career. The mise en scene is different from Way in the world as the location is dark and quirky with some bright lights showing London's night life. 

The opening scene cuts after 0:06 second to shots of the artist getting ready with girl friends for a night out. Nina is singing in these shots however she hasn't got her guitar. The camera is positioned on the table in front of her which gives the impression that she is looking into the mirror as she does her hair and makeup in front of it. To represent her quirky personality, Nina holds up a tortoise figurine to the camera which can be seen to portray her childlike humour. The setting of these shots are a flat which she may share with the group of girls that she is pre-drinking with. The flat is very student-like due to the mess, pictures and fairy lights which shows the youthful atmosphere which follows Star dyer's theory of the artist being youthful. Another element of the theory is rebellion which is shown as Nina stands on the furniture within the flat with her shoes on which is usually frowned upon by adults in the family home. This shows Nina not being controlled by anybody and enjoying the freedom she has now that she lives alone.

The artist and her friends are then seen on an open top bus sight-seeing London before their night out. Nina has her guitar with her which shows she is comfortable performing with her friends and also sees it as necessity as many people would not bring their instrument with them on a night out. This mid shot shows the artist's friends kissing her cheek showing a close relationship which will attract an audience of young females as they can relate to the fun loving relationship portrayed in the music video. I feel this music video would be targeted at females between the ages of 16-25 as the artist and her friends go into a club and 16 is usually the age young people start going out at night. Nina performs on the bus also with her friends in the background which is conventional to the Indie genre as performing the music is the central focus of the video. Goodwin's theory is evident within these shots as the lyrics are parallel to the visuals as Nina sings '

Nina shows a rebellious side to her as she carries a traffic cone down a busy London street. She shows her humorous side as her friends follow her and laugh with her showing that she can be seen as the 'class clown'. Her fun nature will attract the target audience of young females as they will be intrigued by her carefree attitude wishing they could be more like her as they are very likely to be under pressure with studies.
Later on in the video Nina and her friends go to a London club where the lighting becomes very dark and faded showing the chaotic state of their minds due to their drinking alcohol throughout the night.

Throughout the music video there are a range of camera shots used mostly that of mid shots, close ups and establishing shots. The close ups and mid shots are to portray the performance element of the music video. Close up shots will enable the audience to see the artist's facial expression therefore creating a relationship with her in order for them to gain more understanding. The long shots show the location in which the artist and her friends are in which will allow the audience to understand the narrative. The use of the camera shots allow the audience to create their own ideas about the locations and their significance to the artist and the plot.

The research in which I have made on our chosen artist will aid me in the planning of our music video as it has given me an insight into the personality and style of Nina Nesbitt. I have found out that Nina chooses simple locations such as houses and city locations which connotes her laidback attitude and love for simplicity. I have also noticed that Nina's clothing style is quirky which we will take on board for our artist within our music video. The elements of Nina's video will help us within the planning and constructing of our music video.