36. Revision to Pitch: Feedback- Videos

Pitch Feedback

Changes making to our filming plans:

In our pitch we made clear that our synergy and key visual element is our artist wearing a black dress. From feedback, it was said that black is a common colour that people tend to wear anyway. Therefore we added a nethat to our plan to become part of our synergy. We chose this because net hats are usually worn on sad occasions, and because our song has a sad atmosphere to it, it would be the perfect prop to represent our artist in this song. 

Pitch

Preview of footage - Location

 

Here are some examples of the types of shots we may be using to establish location for our actual music video. These aren't official footage but I went to one of our locations to see what the atmosphere was like and if we would be able to go and actually record our music video there.

Pitch task 14. Storyboard and Shotlist

        

18. social media

12. Post Production

For our music video we want to have roughly 9 base tracks.

Base track 1: Our artist walking through Piccadilly Circus
Base track 2: Our artist walking through Oxford Circus
Base track 3: Our artist walking through Soho
Base track 4: Our artist walking through Alexandra Palace
Base track 5: Artist standing on the bridge in Westfield looking out towards the skyscrapers
Base track 6: Artist sitting on stairs in front of the ArcelorMittal Orbit (Stratford).
Base track 7: Artist leaning her head a against a wall
Base track 8: Drummer angle 1
Base track 9: Drummer angle 2

We plan to have another base track which looks like our artist is performing on stage  - However we have not found a suitable location yet.

 

 

 

 

 Slow Motion:
-  In our narrative, we plan to have our character smash a picture frame out of anger. In order to capture the damage and debris flying, we plan to use slow motion at this stage to really show the movement.

- We also want to use it when our artist is walking

 

Discontinuous editing:

- We want to use this when we establish certain locations. For example, we may show a shot of a part of Park Street with the street sign in the frame, then jump straight to the actual sign of the road.

 



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Pitch Task 16-Production schedule

Here is the production schedule we created via timetoast:

Pitch Task 9: Draft Digipak

I (Iman) evaluated our chosen artist current digipak cover and concluded this:

Taking my evaluation to account, I used photoshop to produce my rough draft of a digipak:

 

Pitch Task 17:Risk Assessment

Risk Assessment

In is very important to have a risk to carry out a risk assessment to prevent potential dangers.As picture above shows, we have carried out all 5 steps to efficiently have a hazardous filming experience. Due to our multiple locations in is important to assess each one individually, here is what i, Iman have concluded:

Location: Busy Oxford /Piccadilly Circus streets.

Risk	Action Carried Out	How this can be prevented or changed
Hit by cyclist or bump into joggers.	Move away from path.	Avoid filming when there are cyclists and joggers.

 

Location: Hampstead Heath/Lake

Risk	Action carried out:	How this can be prevented:
Falling into the river		Film away from the waters’ edge.
Duck	Could get into the shots when we don't want them.	Film away from the ducks.

Location: Oxford Street/Piccadilly Circus

Risk	Action carried out:	How this can be prevented or changed:
Walking public	Could bump into people walking	Try to work around people and try to film during a quiet time of the day.
Companies	Could advertise the company	Try to point the camera in a separate area
Trees	Cameraman could walk into the tree when filming	Having a second man to help the camera as an aid

 

Pitch Task 3- Initial Ideas

Our initial ideas

As a group at first we decided that we would be doing Adele-Skyfall but due to the fact it the song was very high profile and associated with the James Bond movie changed our minds. So with much discussion within our group and teacher (Marissa) we came to the decision to remain with the same artist but change song, to 'set fire to the rain'. This is because it does not have a video, hence we have a blank canvas to work with, and can draw inspiration from whatever we choose to.


We have decided on 5 possible locations:
-Alexandra Palace
-Piccadilly Circus
-Hampstead heath
-Oxford Circus
-Primrose Hill

Me (Iman) and Ahsan, actually visited Alexandra Palace, to get a feel of the location and how we could incorporate it within our music video. We saw that there was a very nice skyline view and autumn trees which gives a sad appeal.Here are some photos we took:

In terms of base master tracks these are our intial ideas but we have agreed as time progresses we may have to change them our add to them:
1) Iman aka Aurora sitting on a piano singing
2)Abdul playing the drums
3)Iman aka Aurora sing in Alexandra Palace/Hampstead Heath
4) Oxford/Piccadilly Circus

We have drawn inspiration from our chosen artist Adele as she always has minimal things going on in her video and she try's to draw attention to the music and the lyrics.Another artistic that we agreed was similar was Lana Del Rey and we drew inspiration from her video 'Summertime Sadness':

         

Pitch Post 13

Our artist,  Aurora is signed to the record label "Universal Records". Similar artists that are signed to this label are Amy Winehouse and Adele.

We are signed to Universal Records who are a mainstream record label.

Our song will be released digitally and physically. This is because Universal Records are a big mainstream record label. Therefore we would have a big budget and be able to release it through digital and in a physical form.

Pitch Post 8

Key visual element

A visual element that we have for our artist is the use of black clothing (dress). This is what we will plan to have on our album cover, music video and our website.

     

The website, music video and album art will all link together through the clothing as that is what we're using for synergy and they will all link to the theme of the song.

Pitch Task 10

Ancillary work

This image is an example of our potential ancillary product. Here our is artist wearing black (of course a different attire in our actual product) which is the focal colour to resemble our artist.

6 - Setting And Location

LOCATIONS:

We have decided to film in many different locations:


One reason why Oxford Circus, Soho, Alexandra Palace will be a good filming locations is that these locations are the main centre of the country and this would be a great way of highlighting the strong meaning of the meaning of  "Set Fire To The Rain" and will be a great way of grabbing the audiences attention as the locations are well known and the song itself is well known is popular . We have planned to film during the afternoon, this is because Adeles lyrics of the song is much more soul based and is darker, as she is singing of her past relationship and hardships. The dark atmosephere will be a way of highlighting and giving recemeblance to the song itself, and allow us to attract the audience.

4 - Audience

A profiler for the listeners of Adele, through demographics and lifestyle the music video we have chosen to go for will appeal to not only this audience but the wider audience as well such as teens of all ages. One way we have chosen to do this is by getting different types of strong locations to highlight the lyrics of the song its for example, Central London as the audience will enjoy the main centre attention of the country, this will stand out and be something that will appeal to the audience. Another way is through the simplicty of the clothing that the artist will wear. So the core audience and the wider audience will be attracted by a dark black omnious type of clothing to match the artists persona. We have chosen to go for black as it will stand out and the colour will be enjoyed by both the core and wider audience rather than it appealing to only one group (for example a blue dress may only favour the wider audience of teens with brighter colours). The dress will be really simple but have strong meaning to represent the strength of the lyrics.

1- Song Choice

Pitch Task 5

Audience

Adele's Set Fire To The Rain falls under the Pop and Soul genre of music. Conventions of a pop music video is usually filled with vibrant colors and a lot of movement in the music video. However, this song is taken over by the soul aspect which almost eliminates the conventions of a pop song. Fans would expect to find a lot of slow motion and dull colors in this music video as it relates to a song about heart break or desolation.

An artist similar to Adele is Lana Del Rey. Here is what was found on YouGov about Lana Del Rey's fans. 

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19. Website Analysis

Adele's website is very simplistic and elegant looking just like herself. As you go to the website, her current '25' album cover is the first thing the audience sees. This is to ensure that she is promoting her music visually as well through hearing it.

Once you enter the site, there are many photos of Adele laughing, performing, and just being herself. This allows her audience and fans have an insight into Adele's personality.

Pitch Post 2

Our artist we have created is called Aurora. She is similar to certain artists like UK artist, Adele and the US artist, Lana del Rey.

Our artist will wear a dress which is black or grey. This is because she is different to other artists like Rita Ora or Nicki Minaj who tend to dress provocatively. She wants to be herself.

Her image will help connect to audiences because a majority of pop artists dress in a promiscuous manner and our artist just wants to show everyone her music and wants to connect through to everyone with her talent, not her ability to be flashy  or controversial.

Moodboard-Task 20

Final song choice-Lyric analysis

Set fire to the rain

This is our lyric analysis of the song by Adele, "Set fire to the rain".

Copyright Clearance - Letter Explained

As a group we had confidently chosen to go with the Set Fire To The Rain by Adele track for our promotional package, in order to use this we had to get permission from the copyright holder, or else we'd breach the copyright act. So we therefore created a formal letter addressed to the artist and its record company in order to attempt permission.

This included;

- Who we were and where we were contacting from 
- Reasons why we wanted to use the song
- Asking for permission
- And explaining that we'd not publicly post the video (e..g prevent from earning profit.)
- Signature

Copyright Clearance: Original Letter

City And Islington Sixth Form College

The Angel
283-309 Goswell Road
EC1V 7LA

Friday 9th October 2015

XL Recordings

Dear Adele Adkins & XL Recordings,

Request for Copyright Permission to use part or whole of: Adele - Set Fire To The Rain

I am a student of A Level Media Studies and for my Advanced Portfolio I will be working in a group to produce a promotional package for the release of a new album track. I would like to request permission to use the above track for this project. 

The finished project will not be made available publicly and will be used solely for coursework purposes. The holder of the original copyright will be fully acknowledge in the finished project.

If you do not hold the rights to this song me and my team would be grateful if you could forward this request to the appropriate person, or return it to me with the contact details in order that I might approach the copyright holder directly. 

Yours faithfully,

Ahsan Ahmed

Abdul Ahmed

Tahsin Kabir

Iman Jama

Mainstream vs Independent (indie)- Task 11

My research findings of the differences in appeal to target Mainstream vs. Independent (indie):

Individual Homework-Task 9

Favourite previous student video- Task 8

This is my favourite past student music video was Hall of fame:

 

 

The fast paced pan grabs the attention of the viewer and helps create a sense of energy for the beat.It  is as though the viewer is running with the character as it is shown in their point of view.

 

In terms of the video visually,the filter used helps to enhance the mood set to be created such as one of reflection. This suits the lyrics of the song.

 

 

The transition effect of fading used, is used very smartly as it ties in with the mood of the video.

 

The slow motion used helps this video be set apart from the normal conventions of a rap video, as  it adds emotion and reflection to not only the lyrics but also the characters with the actual video.

YouGov Profiler-Task 7

Here are screenshots of from YouGov profiler of a One Direction fan: