Evaluation Tasks - Michael Moursi

Task 1

 

Q1 Evaluation - Michael Moursi from moursi

Task 2




  Task 4
 
Q4 Evaluation
by: Moursi
Task 3

 

Evaluation Task 3 Planning/Script

• Whole music video
• Ancillary tasks downloaded onto a phone
• Talk about pitch feedback
• Talk about rough-cut feedback from Holly
• Feedback on final video from classmates
• Record on Wednesday

Unfortunately, it did rain during our shoot in town. This meant we did not have time to rearrange the location of the filming. 

Luckily the rain soon stopped so we were able to continue unabated. 

Our narrative remained essentially unchanged. The only thing that differs is the lack of a girlfriend or argument as we instead opted to only utilise the singer for this narrative section. 

This was mainly because we felt the inclusion of this narrative thread would feel tired, trite and cliched.

We conformed to genre conventions of indie rock as originally planned. The only thing that might be conceived as uncharacteristic is our ancillary texts as we have used a brighter colour scheme for these products compared to current artists.

When it came to the drama studio, we decided to use the music studio instead. Unfortunately this has bright green walls, so the use of desaturation during the editing process manages to hide this fact as well as stick to genre conventions.

Well, firstly we have used a house for a setting in our music video. Secondly we stuck to our original idea and interpretation of the song which we believe ended up in a successful video.

Our teacher Holly watched our rough-cut and gave us feedback on what we've done so far and what she feels could be added to the video to improve it. One of the first things she picked up on was the good performance of the band members and particularly Michael's role as the lead singer & guitarist. 

Holly also said we need to be aware that we'll need to keep up the pace of our cuts and editing, especially our edits on the beat. Because of this advice we were conscious to maintain the same speed of editing.

After other suggestions from Holly we also implemented more cutaways to Michael walking in the streets and the use of split-screen in our video.

After we finished our music video and ancillary products and uploaded them to the blog we received feedback on them from our classmates and peers.

For the ancillary products there were comments that were raised multiple times, either positive or negative.

A positive point that was brought up by all of the groups was the good use of colour and effects in our poster and digipak. The posterization we used on the band members was a popular effect we used so we're pleased with this feedback.

Other positive feedback included that it represented the artist and genre effectively, the information was clearly visible and that the magazine advert and digipak were closely linked and there was an obvious theme.

Unfortunately we also received negative feedback for these ancillary texts. Though thankfully this was minimal, as the only negatives were the lack of "extra" information on the magazine advert and that the back panels of the digipak were too plain.

When it came to the magazine advert we were fine with this negative feedback as we purposefully neglected to include any reviews or quotes about the digipak. We did this to maintain our minimalist theme of our products and we felt that it also fitted with our genre conventions.

With the negative feedback about the digipak, we believe this to be fair, but are also adamant about the reasons we did this. The spaces with only our background pattern are where we're putting the DVD and CD so we decided that we should keep this area clear because it'd be wasted time and effort for something the consumer will not be looking at.

With the feedback on our music video, again it was mostly positive from our classmates. They almost unanimously agreed that our video used a wide variety of shot types, was well edited and fitted with our genre's conventions. The only negatives we received is that they felt we should have included more shots of Michael walking down a certain street because they felt it was effective.

We agree that this was an effective shot but we used it to it's capacity for the video, and because it is a narrative video we can only include it in sequence.

Final Ancillary Texts

This is our final version of our magazine advert. We have put all needed information on this advert. The audience will know who's releasing the digipak, what the digipak is called, when it'll be released and where they can buy it. We have also included information on how to contact the artist.

Final Music Video Feedback

We received feedback for our final music video from all the groups in our class. When all feedback was reviewed, we spotted a number of things:

• The music video definitely has appropriate content
• Mise-en-scene has been payed close attention, as there were use of costumes and different lighting techniques
• There was controlled use of the camera
•  A lot of different camera angles were used
• The editing was effective of creating a linear meaning
• There were a few effects and transitions included in the video
• The editing worked perfectly with the pace of the song
• Lip syncing was effective
• Apparently the star persona is not clear
• Overall, the music video was well executed

Taking this feedback into account, we believe the music video we creating is outstanding. One thing we should improve on in the future is making the star persona more clear to the audience.

Digipak Ideas

After experimenting with using posterization in photoshop, we have agreed that this can create an interesting and effective cover.

We have discussed using all 3 members of the band on different sides of the Digipak, with Michael, the lead singer in our video, being on the cover.

Using this we can create a continuous feel for the digipak. Saying this though, we do feel that while minimalism is a genre convention of indie rock album covers, using just posterized faces like in our previous post may be too simplistic/minimal. 

To combat this we are thinking of inserting a continuous pattern into the back ground. An example of this would be from the band Kid, You'll Move Mountains, who in both their advert for their album "Loomings" use an interesting pattern.

Here, in the advert for the album, it is used to create a wave like effect, which we like. We are thinking about using this kind of pattern, or one very similar, to give a more interesting and diverse look to our cover while maintaining an indie rock and minimalistic feel.

In the album cover, the same pattern is used to a different effect, rather than creating a wave-like effect, it acts more as a background pattern to break the monotony of the image.

Digipak Test Posterizing

Here we have an image we posterized manually of popular musician Neil Fallon of Clutch.
We have done this so we can assess the effectiveness of using posterized images for our digipak and/or magazine advert.

Here is the original picture for reference:

And this is the version we posterized, and we believe that this technique can be used effectively for our Digipak if done well:

Michael Moursi: Rough Cut Feedback

I have managed to show 3 people my rough cut music video and asked for their views and opinions of the video. I asked them what they liked about the video, and anything we should improve on next time we go and edit. This is what they had to say:

• Person 1: I really liked the beginning of the video. The cuts with the singer on the sofa were brilliant. However, as the video went on, the quality of editing slowly went down. So, improve the later on bits with more cuts.

• Person 2: I can see where you are editing and where you are not! The first part of the video was good. But it got sloppy towards the end. The clips need to be shorter. Also, there needs to be more variety.

• Person 3: It was good you were the singer. You looked really indie and it helped the song well. The only bit I would improve is towards the end. More cutaways would be great.

Overall, it seems that the beginning of the video really catches the viewers attention. All three people said there need to be more cuts. I will take this feedback into account and will try to include more cuts in the video and to shorten clips so there is more room for variety.

Michael Moursi: OKGo Music Video Analysis

I have watched and analysed OKGo's music videos. The bands star persona if much different to other bands and artists. The videos they make are extremely unique as there is no intertextuality involved in their videos. Almost all their videos are captured in one shot and are not really edited at all. They rely on perfect choreography and appealing distractions in their videos, instead of focusing on editing techniques. All members of the band are always featured in their videos. Pretty much everyone band member is equal in their music videos, instead of having one main focus, such as one singer. Here is an example of an OKGo music video. This is called 'Here It Goes Again'. It has amazing choreography, and it is a unique style of music video. It is taken in one entire shot:



There is not much use of Goodwin's theory in OKGo's music videos. The seem to be almost going against the theory, which is quite interesting. OKGo has definately ignored genre characteristics. They like to put their own spin on things. The visuals and lyrics do not exactly match together. The only use of Goodwin's theory is the need to sell the artist. They do this by creating visually appealing things in their videos. Apart from 'Here It Goes Again', here is another music video by the band called 'This Too Shall Pass'. It has the most amazing domino chain which keeps the viewer gripped from start to finish. It is a great way to sell the artist:



OKGo's target audience is anyone who can enjoy a good quality video. It does not matter what age or gender you are, the band's take on music video is very special, as everybody can watch it. This results in a large, diverse fanbase. When it comes to their music however, they would have a fixed target audience of young teenagers or young adults, either male or female.

Our target audience for our music video are teenagers or young adults, mainly females as they are more into indie bands such as 'One Night Only'. To attempt to target that audience, we would follow the conventions of a indie music video, for example having the band perform and to include elements of voyeurism so the viewer can see what the artist does in his social life. Also with our ancillary products, we would make sure that they are really appealing to the eye, plus to include members of the band on the cover of the digipak or on the magazine advert so our target audience would hopefully buy our material.

Michael Moursi: Music Video Exhibition

You need to exhibit your video in order to get a large consumption. Fortunately, there are various ways you can exhibit your music videos. One example are music television channels. The two big dogs in this particular industry are MTV (Music Television) and VIVA. These channels exhibit popular, mainstream music videos to their audience. Furthermore, these channels will always show the Top 40 music videos, putting other videos to one side. Apart from music, they show TV shows instead of using that space to have different music videos shown. Our music video would definitely not get onto channels, such as MTV as we are not that commercial and popular enough to get onto these channels. MTV and VIVA would only show videos if they get on their Top 40 list. This is a shame, as viewers miss out on other videos which deserve to be on channels like this.


Another example is the internet. Websites such as YouTube is a great way to exhibit your video to the world, as YouTube allows anything and everything, varying from different styles and genre, to commercial and non-commercial music videos. YouTube works well as you can upload the video yourself, notify your fans through Twitter and Facebook, and you would eventually get views. Alternatively, fans can subscribe to your YouTube channel and keep up to date with your uploads. Therefore, websites like YouTube would be able to exhibit our video as you do not need to be mainstream and popular in order to exhibit your video. All you need to do is upload it yourself.

Michael Moursi: The Use of Social Media to Increase Consumption

We have researched our artists Facebook presence and Twitter use. It turns out that the band has both Facebook and Twitter, plus a website which is under development.

One Night Only use both Twitter and Facebook to communicate with their fans and to increase consumption of their music. On their Twitter, they usually talk to fans as it is more easier to communicate with them than on Facebook. By talking to fans, it keeps their fanbase strong, plus fans would deliver a good word of mouth to people they know about how the band keeps in touch with their fans. Here is a screenshot of One Night Only talking to one of their fans on Twitter:

Apart from talking to fans, they keep fans up to date with new releases of their songs, etc. They do this by 'tweeting' an update on what is going on with the band, if they are making new tracks, or if they are making a new music video. One example is recently, One Night Only posted on twitter that there will be a new music video. This increases consumption of their music as their fans are aware of what is being released. Therefore, they will be ready to by the product when it eventually comes out.

On the One Night Only Facebook fan page, the band members post all kinds of things to show to their fans. Varying from where they will be playing, notifying fans when new singles are released, and pictures of their personal life. When fans or members of Facebook see this, they would leave a 'Like' to their post. Again, this creates a stronger fanbase and more consumption of their music.

If we were to use Facebook and Twitter to increase consumption of our music video, we would do it the exact same way as One Night Only. This is because it is a nice way to keep in touch with your fans, as well as selling your music.

Michael Moursi: Ancillary Products

As we are doing a music video for a indie rock song, the ancillary products should match the indie rock conventions. Therefore, the main conventions for an indie rock album cover are:

• Filter effects are often used when real photos are the focus of the cover
• Drawings are often the main feature of the album cover
• Minimalism plays a big part on the text layer
• Most real photos look old and sepia, like a Polaroid picture or something taken with Instagram
• The text in the images are positioned in either the far left, the centre, or the far right
• The band often appear in the cover
• Colours appear crushed in real world photos

We managed to create a quick practice album cover to see what suits our initial ideas for our digipak. So we used  the conventions and created this:

As you can see, the album cover we have created is very minimalistic, but as various filters over it to make it more special. It follows the conventions of crushing down the colours, as we turned down the green and red on the image we used (the field). This creates a slightly vintage feel with a calm, relaxed tone. The surrounding inner shadow and the blurred background emphasis the crisp, vintage look, making it look more professional. A cream border is added as a finishing touch to the image, then finally the text 'One Night Only' is overlayed. This is a very nice example of what we would like. However, we need to make sure we add even more things to our digipak design when it comes to the time we do it. It is too minimalistic, and it does not have an album title, plus it really does not relate to the band as One Night Only's music is a little more upbeat and fun, and the album cover we made contrasts this a little. In the future, we would add the band to the digipak design and more fresh filters and colours to attract our audience.

We also did some research into indie rock magazine adverts. We did analyze these and found out some conventions we need to consider when making our magazine advert. This is what we have discovered:

• Must contain the band name
• Must make it clear what it's advertising
• Either has a picture of the band, or a drawing
• Is either square or vertically long
• The text is big and attention grabbing

This is what we would use in our magazine advert. We have looked at some indie rock magazine adverts for  research. Here is one advert:

This minimalist indie rock magazine advert by The Maccabees shows the use of stylish images and slick text to attract the viewer and to sell the artist. We defiantly would like to incorporate bold text for our digipak cover just like this advert as it is eye catching straight away. Also, on the bottom of the advert, you can see a quote from NME giving praise to the band. In our advert, we would like to have something similar, possibly a star rating. On the bottom right of the magazine advert, you can see The Maccabees website. Again, we want to include something similar to this. Apart from putting the One Night Only website on the advert, we could advertise the One Night Only Facebook fan page, or their Twitter, as the band does also rely on social networking and the internet to increase their consumption of their music, instead of relying on playing in loads of gigs and festivals to get a response. However, this advert does not really include the band members in anyway. In our advert, we will include all of the band members in our advert, but it mainly focuses on the singer.

Michael Moursi: Rough Cut Analysis - Goodwins Points and Micro Elements

Rough Cut

 

Goodwins Points Analysis:

1. Genre Characteristics

The indie genre does not include that many characteristics, apart from two. Almost every indie music video includes methods of band performance. In our rough cut, we have managed to do this as a group. The music video consists of the band performing the song 'Stay At Home'. We managed to get instruments such as a drum kit, guitars and a bass. These are typical indie instruments so the match the genre nicely. Plus, we booked a room in which we can film the performance.To keep the viewer interested in the video, there is a narrative for the viewer to follow. The narrative cuts back and fourth from performance. This is another indie genre characteristic.

      2. Visuals/Lyrics

There is not too much of visuals matching the lyrics. This only happens when we want the artist to lip-sync to the song. However, there is one point in with the visuals match the lyrics. For example at 0:54, the singer leaves the house (you can see this with the sped up clip) whilst the lyrics go "You wanted me to stay at home, but I didn't want to". Therefore, the visuals match the lyrics. In the future, we will try to incorporate more matchmaking with the visuals and lyrics, by trying to have the singer outside with his friends with the lines "Because I wanted to go out" in the background.

       3. Visuals/Music

Editing on the beat is one of our main priorities, and we have managed to keep that consistant so far with our editing. Throughout the rough cut, you can see that almost every shot is edited to the beat. One example which really sells itself is at 0:21. The artist is sitting on the sofa, so when every time there is a snare drum being hit, the artist changes position on the sofa. Overall, this keeps the viewer interested as there are some elements of quirkiness in the video, yet it looks professional as the visuals and music match perfectly.

       4. Need To Sell Artist

To sell the artist, we have made sure that the singer is the main focus throughout the music video. The reason for making the singer the more important figure instead of making the whole band equally important is because our audience are usually more interested in the singer. We have done this by creating a narrative which is entirely about the singer, plus included the singer multiple times performing.

       5. Intertextuality

Unfortunately, we did not include much intertextuality in our music video, due to the fact that we could not see this video having references from another music video, as our music video is indie, therefore it should be different. However, there is one element of intertextuality used in our music video. During the performance sequences, the singer wears a T-shirt with a Nirvana print on it. This could symbolize the artist's influences as interests.

       6. Voyeurism

Throughout the video, there is some voyeurism used to keep our audience (mainly our female audience) interested. In the rough cut, the audience have unscripted social interaction with the artist as viewers can see what the artist does in his time, for example when the artist is at home laying down on the sofa. Once we edit some more, we would include the artist socializing with friends in narrative parts. So viewers would be able to see where the artist socializes.


Micro Elements Analysis:

1. Editing

In the rough cut, we have various types of editing techniques included to keep the viewer appealed and to make the music video professional. For example, we make sure that every clip is edited on the beat. This keeps the video at a professional standard which audiences like. Another technique we used is speeding up clips. This was used when the artist leaves home. The clips speed was increased by around 400% to make the process of the artist leaving the house quicker. The editing technique works as the sped up clip matches the beat of the music, plus it fits in nicely with the build up. Finally, we have incorporated filters in our piece. We have decided that all performance clips in the video are black and white, because the room we booked to capture footage for performance scenes did not look the part, as all the walls were bright green, therefore it would not look professional and would not appeal to the audience. To make the clips black and white, we put a desaturation filter over every single performance clip in our video.

      2. Cinematography

 To make our rough cut visually appealing, we managed to include different types of shots. We have used close up and extreme close up shots right from the start and throughout. This helps the viewer pay attention to specific things in the music video, plus every close up gives a lot of detail. To have more variety with shot distances, we included medium shots (one example of a use of a medium shot in our video is 0:23 where the artist is sitting on the sofa), and long shots of the singer. Different angles were used, varying from high angle, low angle and canted angle shots. These were mainly used in performance scenes. Over the shoulder shots were used when the artist is walking out of the house. There were a number of tracking shots used in the video, for example when the singer is walking on the street at 1:04. The shots taken were sometimes handheld and on a tripod. We wanted to include a wide range of shots and positions for this video. It keeps it sharp, enjoyable to watch and overall, professional.

       3. Sound

Obviously, the song 'Stay At Home' in the music video is the main sound. To include different types of sound, we have added diagetic sound in the beginning of the video. As the video starts, you hear a drummer ending his warm up. Next, you see and hear an amp being turned on by one of the band members. Finally, the lead from the guitar is plugged into the amp and once it is plugged in, the music starts, which is now non-diagetic.

       4. Mise-En-Scene

• Lighting: During filming, we wanted to use lighting to hopefully make the footage more professional. We tried a number of techniques. However, we found that natural lighting looked more suitable for our video, and surprisingly it looked extremely better than using unnatural lighting. On the other hand, we did use a street light over the singer in one clip (this is not on the rough cut but will be in the video), which gave a nice shadowy effect on the artist's face. We managed to add a nice touch to that particular clip with the lip syncing. Under the street light with an orange glow, the singer says "I started to smile as you put out the fire, because it feels right". This is perfect clip as the orange light represents fire, plus the shadow effects look great overall.
• Costume: As you can see in the rough cut, the artist and the band members wear typical indie clothing. The singer wears black skinny carrot trousers, a white Nirvana T-shirts and brown leather and suede chukkas in the performance sequences. For the narrative, he wears black skinny jeans, a dark blue duffle coat, a checkered shirt and some light blue Vans. The reason why we had different costumes for different locations is because we had to make sure that the video does not have any continuity errors.
•  Hair/Make up: This was not a main priority for our video as indie people are not really fussed with their look. We can see this with our singer as his hair is quite scruffy.
• Location: There are a number of locations used in the rough cut. For example, we have the house were the artist lives, the forest where the artist walks through to get to a certain location, various roads and streets, plus the performance area where we can see the whole band performing the song together. There are more locations we have used, but we have not yet included them. The locations we need to include are Christ Pieces and the Cambridge city centre and town.
• Props: The only props used in the rough cut so far are the instruments used in the performance sequence. There will be more props included later on in the editing process, such as alcohol used in the scene where the artist, one of his band members and a friend sit down and socialize.

Improvements:

1. We must keep up with pace of edits and editing on the beat. Therefore, we need to include more shots on the beat and make the video more thrilling and fast paced.
2. Reduce the length of clips. The reason for this is because the longer the clip, the more chance the viewer will get bored watching your video, unless if the clips have amazing content
3. Another way we could attract our audience is to use split screen in one part of our video. We thought of having this particular moment when the instrumental comes in where all the band go "Do-doo-do-do-do". So in this case, there is a split screen of four so each member of the band is doing that part of the song.
4. We need to include more intertextuality in the music video. This is because we only have one example of intertextuality; which is the Nirvana T-shirt the artist wears during performance.
5. Include more locations and performance spaces. This means that we would have a lot of diverse footage to work with in the editing stage. Also, with more locations, comes more interest from the audience.

Additional Time Usage:

If we were given additional time to go out and film some more footage, we would defiantly use this time wisely. In the additional time, we would film scenes which include more intertextuality, as we only have one reference. Some clips that we have filmed in town look really unprofessional as the typical accident of getting the camera equipment in shot arrived when we looked back at the town clips. Using this time, we would gladly re-film those scenes as they did not take much time to capture. Whilst filming, we could go to random locations for the artist to sing. Therefore when it comes down to editing, we have more footage we can work with

Rough Cut Feedback

Some feedback we have received:

• Good performance
• must keep up with pace of edits
• Reduce length of clip thats sped up
• More cut aways when Michael is in the street
• Try split screen?
• Remain focussed on lead but show more of band members
• Ensure there is a conclusion

Rough Cut

Costumes

Singer's costume (Michael Moursi);

(For the narrative sequences).

- The singer will wear a long coat, most likely a duffle coat in a passive tone yet not too earthy, something in the blue spectrum, in a darker shade.

- He will also be wearing tight fitting trousers, in a park tone, but not too similar to the shade of his coat, darker. Black skinny jeans for this sequence.

- He will also wear a muted plaid shirt, featuring red and green, adding in colour into the wardrobe without becoming a singular focus for the outfit.

- For his shoes, we will have the singer wear brown leather and suede chukkas, to help complete this indie outfit.

(For the performance sequences).

- The singer will wear a white, or similar low-key colour, t-shirt. It would be a band t-shirt of a band in a similar style to the band. Something like Nirvana or The Ramones.

- He would also wear black, slim/skinny fit trousers in black.

Drummer's costume (Elliott Slingsby)

(For the performance sequence)

- In this sequence the keyboarder will wear a black hooded jumper.

- He will also wear a checked shirt underneath this, featuring red, blue and white, this will again add colour to this wardrobe but we'll play it down by either covering it slightly by the jumper of desaturating the colours.

Guitarist's costume (Luthais Morrison)

(For the performance sequences)

- The guitarist will wear a white T-shirt, possibly with a print on it, but the print must not be too in your face.

- Luthais would wear loose, baggy trousers.

- To complete his look, he will wear brown boots.

Focuses & Ambient Audiences

For this blog post I will be referencing "Can't Stop" by The Red Hot Chili Peppers, which you can see below.


How does the chosen music video appeal to the focus audience:
The focus audience for the Red Hot Chilli Peppers is (approximately) mostly males between the ages of 15 - 25, so anywhere between young teens and young adults. The way they appeal to this audience in the video, is mainly the theme of general silliness, and non-sensical scenes. For example, there's a scene where Anthony Kiedis, the lead singer, is getting empty plastic bottles wedged inbetween his legs and arms by one of the other band members.
The whole theme of silliness appeals to the alt rock audience, because people don't listen to alternative rock for whole hearted meaningful lyrics, but just because it sounds good. So making a video of the band being silly seems more real, and people watching can relate to being quirky and crazy.
To add to the theme, there's a wide array of costumes, that go from a "Tent Suit", to a giant purple dinosaur head. On top of this the video has zero to very little narrative, and literally is just a video consisting of crazy non-linear scenes of the band being zany.

Qualitative Audience Research

While doing audience research we used a quick questionnaire to gain an insight in what audiences expect of our song and it's music video.

To get the best results possible we played the audiences the song and then proceeded to ask them questions from our questionnaire.
The questions we used were:

1. Did you like the track?
2. What type of person would like this track?
3. Which age range would you typically associate with this song?
4. How would you picture the band/lead?
5. What sort of music video would you expect to accompany this track?
6. If performance, where and what type?
7. If narrative, what sort?

Audience #1

1. It was alright but something I wouldn't normally listen to or find.
2. Average teenager/young adult would probably be the type of person I would expect to listen to this track. "Indie" types in particular.
3. 12-20's
4. Black/dark hair, scruffy facial hair, wearing jeans and a t-shirt. Laid back style/attitude.
5. Mainly performance rather than a solid narrative.
6. Small gig e.g. pubs, bars, the junction. Maybe practice sessions like in a garage.
7. A consistent narrative/small, self contained story.

Audience #2

1. Yeah I liked the song.
2. Indie music types. Kings of Leon people.
3. 14-20's
4. Curly/indie hair, skinny jeans and stuff.
5. Narrative based, with a simple story. No performance sequences.
6. Small pub, like the Portland Arms
7. In the narrative, he would be playing a videogame, then the camera would go into the game and the character would be him. Like the "Califonication" video by Red Hot Chili Peppers.

Audience #3

1. Yes. It's the style of music i like to listen to but felt the chorus could have been differentiate from the verse in a better way.
2. People who like Indie, maybe some soft rock style of music. 
3. Probably teens to 30 years. Mostly a male audience.
4. Probably quite casually dressed but still with a particular 'look', such as certain haircuts or style or trainers etc
5. I think there would be elements of performance to show off the bands skills and talent, so that audiences would know what to expect at a gig. Also maybe some shots of the audience. This would be intercut with some narrative elements to reflect the lyrics. 
6. Small venue with a small stage, more of a focus on lighting and instruments rather than grand venues and costume.
7. Narrative would feature a band member as the centre of the storyline. In locations that are relatable to an everyday audience member. 

Audience #4

1. I liked it, it's definitely something I'd listen to.
2. Relaxed people, people who put the music on in the background and chill out. Just lounging about.
3. 16+
4. Laid back attitude. Casually dressed but not in tracksuits or anything similar.
5. Mix of both. Some narrative sequences, but the majority of the video is of the band playing, with the narrative sequences just used to accompany and support the performance sequences.
6. Practice session, in a very small location. Not too cramped but definitely not spacious.
7. Singer walking through town, shots of him singing the lines in the song. 

Audience #5

1. The song was pretty good.
2. Ambient music, played in the background of a house. The people might not buy the whole album but this song is something they'd listen to as they relax.
3. 13+
4. Conservative style. No mohawks, dyed hair or piercings. Just a fairly average guy, with a chilled attitude.
5. Mainly narrative based, focusing mainly on the singer but with performance sequences to add to the video.
6. Small, low-key venue, such as a music based pub or a plain room.
7. Relationships would feature, relationship changes like a falling out, a break up and mood changes. Happy to sad etc.

Audience #6

1. Okay, but not my type of thing.
2. Indie kinda people.
3. 15-19
4. Skinny jeans, converse, t-shirts and fashionable haircuts.
5. Them playing I would say.
6. Small venue, just them playing. No crowds.
7. Just walking about really.

Theoretical Study Into Audience - Uses and Gratifications

Our audience would approach and use our product for the reasons that Blumler and Katz argued, that audiences are active and not passive and will approach and use our music video for the following reasons:

Diversion - our target audiences are teenagers and young adults, these people can be pressured by the everyday stress of college, university, coursework and exams (teenagers) and work in general (young adults) and they could use our music video as a distraction to help them overcome the stress and to help them relax for a while.

Personal Relationships - our target audience could gain companionship with the singer in our music video, the audience may be able to feel like they know what the singer is going through. The narrative could also be a centre for conversation with others about the music video because of the fact that it could be viewed a lot of people included in the target audience and that some points in the video could be a topic for conversation, like the similarity/differentiation of our video compared to others.

Personal Identity - the target audience would most likely be able to compare themselves to the singer in our music video through the narrative that is told in the lyrics and represented through the video. They could see that they need to just go out and have some fun like the singer in the video does which would help them to answer a question on their identity and re-affirm what they should be doing.

Surveillance - this is something that the target audience wouldn't use our video for as we don't supply any information throughout the video and so the audience would only view the video for pleasure and nothing else.

Editing Techniques: Cuts

One vital part of the editing process which can make or break a music video is the number of cuts included in the video. Usually the cuts are made on the beat of the song and can make a music video look very smooth and professional. To get an idea of how many cuts we should perhaps use in our video, we decided to look at a mainstream music video and count how many cuts are in the video altogether.

Watch the video here

PSY - GANGNAM STYLE is a mainstream video at the moment which has gone to number 1 in the UK Chart Top 40 and has gained 480 million views on YouTube in the first 3 months. We counted around 170 cuts in the video but it was hard to count as at 2 parts there was some very fast cuts between alternate shots fitting about 20-30 cuts in the space of 3-4 seconds. This isn't something we would do in our video as there aren't any beats in the song to match this speed. However the overall figure of 170 cuts taking out the very fast cuts means that we ought to aim for around 120 cuts for the video to look smooth and professional like the current mainstream videos do.

Storyboards, Shot Lists, and Call Sheet

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This shot list shows what shots we want to utilise in our video and where. This may not be exactly what is shown in our music video but will be approximately similar.

These shots of our storyboard are showing the basic premise and start to our music video. This again is subject to change but the basic premise is going to stay the same.

Here we'll have more shots than shown, stressing the importance the performance of the singer at this time.

This storyboard shows the narrative of video. Again this may not be precisely what is in the finished video but the overarching "story" of the video will be the same.

Here we will have more shots of the band performing, making use of a lot of small, quick shots to have a more up-tempo feel to the performance making it fast paced.

Here is our production sheet, showing some locations we'll be using, contacts for that location and who the director and cameraman are for our project.