Copyright Permission

Completed by Ruby and Amie

We used Ruby's email address to message the record company to ensure that we were allowed to use the music for educational purposes and that we would not be infringing any copy right they may have.

Ellie Goulding is under the labels of Neon Gold, Polydor, Cherrytree and Interscope. In order to get copyright permission we had to contact a record label and this proved very hard due to the fact that there are next to none contact details. 

On http://www.codaagency.com/artist/53-ellie-goulding it gave us the email addresses for the agents, we have emailed them and are awaiting a reply.

Despite resending to various addresses we keep checking the inbox but afraid we still have no reply.

Storyboards

Initial Story Board

For us a group it was vital to produce story boards as this would allow us to ensure that our creative work would look effective and follow the forms and conventions to develop style and iconography within our video to ensure that it looked like a real media product. We were also about to look at how our video would need to be edited and we could have a look at the range of shots, angles etc we had to see if we would need any more. It was important to produce an initial story board as we were then able to see what could be improved on. 

Animatic Story Board

Our final animatic story board puts all our ideas together of how we want our music video to look like. It will become the structure of our work once we begin to edit. It will also be used on set to look upon what shots must be taken.

Final Animatic Story Board

Comments on Our Animatic Story Board

Editing Schedule

This is a brief summary of how video needs to be edited within to the song if it works alongside our animatic story board. We thought this would make the editing process a little easier as we are more organised. 

  

Target Audience

 When researching into target audience UK tribes was our main source of research as it provided detailed information which I know to be reliable as I have used it in the past and found that it is often updated. They do information on so many groups that it was easy enough to find what suited our video. Finding out our audiences tastes and interests is crucial in making sure that our music video will be well received and go on to make sales.

INDIE SCENESTERS... are always thriving to find new music of all different types. They search around online, records shops, nights clubs and look towards what their friends are listening too. They like to always be the trend setter and find something new before anyone else because their love of music always strives for them to look for the next best thing. The guitar in an more electronic formed has proved more popular showing their new extended taste in music as they are not only crazed by people like Bastille anymore or Bombay Bicycle Club. It clear a new genre is being explored often focusing on low key artists keep them rather hipster too! Most indie scenester will be constantly on the look out for building up their vinyl collection consistently looking for new tracks and documenting all on their music blogs. It has almost become the latest trend for girls to dress like boys following the skinny jeans and converse type look.

Favourite Social Networks...

Music Playlist...

Brands & Shops...

Music Directors

Amie 

Within the music industry a directors personal creative vision influences how all of their music videos look known as the auteur theory which translates author in english. It is almost a display of the artists style and them making their mark within the industry even it means within terms of genre or edition. Before making my own music video I have looked at music directors within the industry that I would potentially like to take something from and experience what has made their music successful by remaining creative and authentic to their our vision. 

  

John Landis...  

• is clearly be one of the most admirational directors of all time 
• He was one of the brains behind Thriller
• Born in 1950 the American film director, screen writer , actor and producer is a world wide phenomenon 
• he is mainly known for it his comedy and horror films as well as his music videos
• The 13 minutes music video was released in 1983 and was MTV's first premiere video
• Since being voted the most influential pop music video of all time it clearly was well received by popular culture winning numerous other awards such as "most successful music video" by Guinness World Records listed it in 2006 during to selling over nine million copies
•  The video is the most watch also as it is recorded as being seen by four billion all over the world
• After previous succession Landis continued to work with Jackson in 1991 on his Black or White music video which was premiered in 27 countries with an estimated audience of 500 million conveying the anticipation of the up coming collaboration of the time. 
• Throughout his videos Landis continues to modernize taking it a step further for example during 'Black of White' he set the new president for the use of digital morphing raising the standard of state of the art music videos. 
• Despite only working with Micheal twice the authenticity and originality within his music videos set the new trends and infact probably generated a greater career for Micheal by promoting his music on such an individual scale the world was fascinated with him and his unique style. 

• Graphic Introduction- at the time of the music video this is was the beginning of future graphics and technology so contextually I think it should be noted although we have come a long way since these videos were released.
• Unique Locations- from around the world really varies the feel to a music video strengthening connotations and meanings. 
• World Wide Appeal- by appearing in various locations throughtout the world illustrates diversity but also provides Michael with a bigger platform to sell his music on.
• Facial Interchange Effect- I would love to learn how to do this out of interest although it would not perhaps fit in my video it was perfectly suited to the lyrics and it probably one of the most amazing edits to be seen within a music video.
• Unique Ways of Presenting Locations- Authenticity is applied due Landis' original and creative ideas I mean the snow globe effect is just something we have not experienced before as an audience but the simple of ideas appear in some cases to be the most creative. 
• Strong Theme- from horror to diversity the key is to have a key theme and keep it strong throughout. It could in effect be anything, but just take it and run with it! 
  
• Catchy Dance Moves- Thriller's distinctive dance moves certainly made the video it's moves everybody knows no matter what generation or background although putting this effect into my own music video is beyond my ability to make something look professional as it has been previously tried but the end result is always extremely cheesy. 

 

 

Jonas Åkerlund... 

 

• He was a member of the Swedish black metal band Bathory. 

  In 1997 he directed the acclaimed video for The Prodigy's "Smack My Bitch Up", which sparked controversy due to its depiction of drug use, violence, and nudity and was banded from being play across many channels and stations. 

  In 1998 he worked with Madonna for the song "Ray of Light". He has also worked with acts such as Metallica, Christina Aguilera, U2, Blink-182, P!nk, Rammstein, Britney Spears and Lady Gaga.  

  He is a long-time collaborator of pop singer Madonna having worked on such music videos as "Music", "American Life", which was pulled due to its graphic content and the Iraq War, and "Jump". 

  He also directed her documentary film I'm Going to Tell You a Secret and her concert television special The Confessions Tour: Live from London.Among his more recent works were the controversial pornographic music video for Rammstein's "Pussy", the video for the song "Telephone" by Lady GagaBeyoncé, Maroon 5 and Christina Aguilera's 2011 single "Moves Like Jagger", and Duran Duran's single "Girl Panic!".

Check Out My Jonas Akerland Facebook Fan/ Profile Page: www.facebook.com/JonasAMediaA2

Photographs and Raw Footage of Locations

By Ruby and Amie 

Ruby & I went on a little adventure yesterday to Camden and Brick Lane to take photos and raw footage of the locations we wanted to use for our music videos and we didn't let the rainy weather stop us! We took plenty of shots with our camera and really became familiar with the area by walking around for hours on end which really enabled us to come up with ideas for a music video following our previous pitch strengthening the ideas we already had and creating images in our minds of what we wanted to produce and where.

DARTFORD➡LONDON WATERLOO EAST➡CAMDEN➡BRICK LANE➡WHITECHAPEL

 

CAMDEN➡

CAMDEN MARKET➡

CAMDEN HIGH STREET➡

CAMDEN LOCK➡

https://www.youtube.com/watch?v=tVKvJjxS-0A

Pitch

Ruby and Amie 

The feedback we received was a lot more positive as we now have a more concrete idea which we really cannot wait to get on with. Rather than our original idea of more of  field we have decided to film in trendy Camden and Brick Lane as the song cries out indie the location and visuals would be amazing and really fit in with our style. 

It was reinforced that our actress could potentially look too young also we must consider a test screen shot of whom we are going to actually use to ensure that they are the part. Although the oufits we have picked are well suited and work very well alongside the genre. 

 

The Genre

Ruby and Amie 

I just know that I'm a fan of all different kinds of genres. You're supposed to be free doing music, and that's how I feel.
Read more at http://www.brainyquote.com/quotes/keywords/genres.html#iDrj0CfmvVwlJBEF.99

"I just know that I'm a fan of all different kind of genres. You're supposed to be free doing music, and that's how I feel" Bruno Mars

I just know that I'm a fan of all different kinds of genres. You're supposed to be free doing music, and that's how I feel.
Read more at http://www.brainyquote.com/quotes/keywords/genres.html#iDrj0CfmvVwlJBEF.99

What Genres are about and examples?

"I think my music generally transcends a lot of genres" Mika

What Genre are you interested in and why?

Nowdays, there are many types of genres and stars tend to cross over that it has create this array of sub genres. When doing my own music video I am interested in taking a sub genre and using it to it's full potential as creatively it will give Ruby and I so much more freedom in relation to following the forms and conventions regarding stereo typical ideas of the genre that we have chosen.  In order to make our music video a real media product it must conform with the latest industry trends. For example Rihanna always likes to push the boundaries and conforms to different genres including R&B, Pop, Reggae, Dance and Hip Hop. With artists consistently transforming to keep up with the ever changing development of music it is vital for them to ensure they remain successful, fresh and current. This will definitely an approach we take when it comes to our music video and choosing a genre.

There's many different genres, and when you see R&:B and pop and house, as well as electronic, come together, that's the reality of what music is.
David Guetta
Read more at http://www.brainyquote.com/quotes/keywords/genres_2.html#rCzy5c8PklkOUDuK.99

Who would this appeal to and why?

With the cross over of genres you are going beyond our typical niche market and will be able to target a mass market audience as you have combined the audiences interests and desire. People who would listen to Rihanna would typically listen to pop, R&B and reggae and tastes will be dependent on national location and culture as she is originally from Barbados therefore her music has to appeal to all on a global stage. This is why institutions try to make sure that an artist is constantly evolving to maximize fan base which will result in more profit for the record companies.

There's many different genres, and when you see R&:B and pop and house, as well as electronic, come together, that's the reality of what music is.
David Guetta
Read more at http://www.brainyquote.com/quotes/keywords/genres_2.html#rCzy5c8PklkOUDuK.99

There's many different genres, and when you see R&:B and pop and house, as well as electronic, come together, that's the reality of what music is.
David Guetta
Read more at http://www.brainyquote.com/quotes/keywords/genres_2.html#rCzy5c8PklkOUDuK.99

There's many different genres, and when you see R&:B and pop and house, as well as electronic, come together, that's the reality of what music is.
David Guetta
Read more at http://www.brainyquote.com/quotes/keywords/genres_2.html#rCzy5c8PklkOUDuK.99

There's many different genres, and when you see R&:B and pop and house, as well as electronic, come together, that's the reality of what music is.
David Guetta
Read more at http://www.brainyquote.com/quotes/keywords/genres_2.html#rCzy5c8PklkOUDuK.99

"There's many different genres and when you see R&B and pop and house as well as electronic, come together, that's the reality of what music is" David Guetta 

Our Genre & Our Artist

Now we have chosen our artist and song we have decided to follow a combination of indie electronica and synthpop. Ellie Goulding is well known for crossing over sub genres which is why we have chosen her as her music will be so creatively versatile when constructing ideas for our video. 

Music Video Analysis: Ellie Goulding Your Song

Amie

Your Song was a ballad originally composed and performed by Elton John in 1970. Ellie Goulding re-released the single as part of album 'Bright Lights' 12th November 2010 and by Christmas appeared on all our screen as it was the soundtrack for the John Lewis Department Store Christmas TV advert. The music video was directed by Ben Coughlan and Max Knight, and premiered on Youtube on 14th November 2010. It managed to peak at Number 2 in the charts. The video has a homely look on Goulding's life with her friends and her journeys along the way. The single sold 755,326 copies in the UK alone.
Ellie Goulding stars in her own video, the personal video takes us back to her home town and the train station in Hereford. It was well received by the fans as it is personal to the artists and also develops her image. This is a good example of a collage type video which is used by many artists to give it a home video feel which is an effect that I would like to enforce within my music video.

 

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The atmosphere throughout seems very pure and introduces a country girl with many shots of Ellie in the park and all wrapped up in her winter gear always wrapped up warm connoting the cold weather perhaps making it feel christmassy explaining why John Lewis chose to use it (video as shown below). Using it for the Christmas video implies and enforces the homely feel that this song provides and the feeling that it gives someone who is listening to it. The shots of her and friends indicate a trip out almost as if they are filming a memory making the home video look appear and feel very sentimental. The images connote Ellie's values such as the importance of friendship highlight that is what life is about and that is what makes you happy as we often find shots of her grinning and laughing throughout the video. 

The calming tempo of the music creates a relationship with the visual of nature conveying a peaceful setting. The characters outfits proves that Ellie is just a down to earth girl like everyone except the lyrics of the song highlights that she still has the gift of song and it is something that she is able to share.She expressed pure happiness throughout and a love of music as she consistently plays piano creating a soothing atmosphere and her portraying her love of music throughout.

This video in particular does not include an introduction although many do but then the narrative is not overly exhaustive. However the setting does set the tone and mood telling the story of the song. The relationship between the artist and the lyrics of this song can be left to you imagination as it does not overly have a distinctive story line. Although there are now connotations such as 'travelling' which could suggest a journey but here it takes us back Ellie's routes before she was famous as she visits her home town as we quickly see the station sign of 'Hereford' although it is not obvious it remains personal as she shares her life with her fans. Moreover "my gift is my song" expresses that this song shows the artists voice off and this is the gift. The association with gifts also would again have made it perfect for the John Lewis TV Ad. The director does use cuts but it is not faced passed as the tempo matches the music also unlike Andrew Goodwin's focus on voyeurism this is not included within this video at all it remains very authentic and pure. 

The action shot below is although very simple adds a great stylistic feature a represents her on a travelling journey. This type of shot with my own spin on I will 100% try to use within my own video as I really like the way it looks and the effect it has on the story. It almost feels that she is taking her audience on her journey too. The personal touch to this video is definitely what makes it so special and warming. 

 

In the build up to the chorus the viewers are still met with home made videos enhancing the idea of memories giving the audience a insight to her personal life as she develops her image as an artist but also what she is like in her personal life. The lens flare throughout almost accentuates the memories that she is capturing. The collage feel I also love it is used by many artists including Lana Del Rey. I believe it is a cheap yet effective way of the institutions to make music videos. It differs from your traditional rock and roll sort of themed video. A sense of peace is created as nature has a big part to play throughout the entire video and shots of her paddling in the lake with her wellies on. The enhanced colours throughout highlight the pretty side of nature making it only seem more beautiful. 

Goodwin's theory is also exemplified here there are so many close up shots of Ellie Goulding throughout her video as there is a clear desire for her to be seen which is wanted by the audience as they wish to feel up close and intimate to their favourite star. This in turn makes an effective performance which is perhaps something to be considered when making my own video as it is also evident within other music video for example Miley Cyrus- Wrecking Ball. 

The progression of the video continues with her story and we are presented with our star as a very warmly and down to earth kind of girl as she is sitting on the sofa with her cat having a cuppa. This although reflects normal life of many people I chose to analysis this video as in the music video spectrum there actually is not much that you could compare it with it as it is a very unusual feel as its not raunchy or looking for attention its very stripped back and raw which is actually why I think it was so popular. It was so well received and taken well as it was easy watching and aproppriate for all as many videos now days are not suitable for children and many adults in particular are annoyed with what there children are being exposed. The song is a great cover and the video is absolutely beautiful. 

Learning To Use Final Cut

Amie

It took a while but I got there in the end with countless tutorials on youtube and asking friends but in order to be able to produce videos it was vital that for my coursework. Although not quite a pro (yet) I began using it for various mini project to test it out then finally alongside Ruby produced the History Of Music Video for my research which despite originally taking to long we got there in the end. I now feel confident with using the software and hope to continue to develop more skills and discover news ways of presenting my blog across a multi media platform!

Ruby

 

Forms and Conventions

Amie

Researching into forms and conventions is vital to ensure that you understand the components which make up a video as we want it to fit in the real media world so we have focused on how the music videos are presented by the artist and the institution following Andrew Goodwin's theory which has almost been our bible in understanding what really does make a music video! Looking into the different areas which make up a music video already kicked up conversation of creative ideas and how it could be implements within our own music video but with our own unique spin! 

Music theories give an insight to the purpose and reception of music videos by its audience. Different theorists have put across different ideas on typical conventions and elements within a music video.

Amie

Researching into forms and conventions is vital to ensure that you understand the components which make up a video as we want it to fit in the real media world so we have focused on how the music videos are presented by the artist and the institution following Andrew Goodwin's theory which has almost been our bible in understanding what really does make a music video! Looking into the different areas which make up a music video already kicked up conversation of creative ideas and how it could be implements within our own music video but with our own unique spin! 

Digipak

Amie 

What is a Digipak?

Existing Digipaks

Digipak Covers I Like

Features of Digipaks

On the back of albums there information featured which includes elements such as the year the CD was released, the record labels the artist is with, the people who worked on the album such as the executive and album producer.

When it came to writing our own small print of the CD we knew it would be vital to cover the aspect of copyright. After going through existing small print we found a trend in which it said 'the copyright in this sound recording is owned by (record company)' and 'all rights of the manufacturer/owner/producer of this work produced unreserved' and 'unauthortised copying, reproduction hiring, lending, public performance, rental and broadcasting prohibited'. We will use these phrases so that the writing is relevant and conventional to existing CDs rather than just some random text.  

This information tends to be set out at the bottom of the CD in a straight line that covers the width of the page. However, this is not always the case.

Panels of a Digipak

The spine is the smallest part of a digipak and can sometimes go unnoticed. Here are some examples of spines on CDs:

On the deluxe edition of Nicki Minaj's album Pink Friday: Roman Reloaded this is its spine:

The spine is arguably boring, all it consists of is a white strip with a few pale pink shapes on it. There is no mention of the artist or the album, there is no direct link to the artist either therefore it makes it not easily recognisable. This is the front cover of where this spine comes from (on the right) This gives us the idea that the shapes on the spine are representative of the paint that covers Minaj, it has spilled over from the cover onto the spine giving the album house style. The same picture from the cover is used on the back but it is more zoomed in/the writing covers the bottom half. The small shapes of colour that are featured along with the writing are what is used on the spine, showing how house style has been continued onto 3 panels.

The location of these panels have been taken with the same design as the front and back cover which gives the images complete house style. The image on the CD is the same one that is on the back cover. The name of the artist and album is written on the CD. This is the spine taken from Lady Gaga's Artpop CD:

The information found on the spine consists of the artist, the name of the album, the record companies and a number which I am not sure of what it represents. This is the cover of Artpop (on the left). From this we can see that the pink font used on the cover is also used on the spine creating house style. Another similarity is that on both the cover and spine the information is written in capital letters. The design on the back is like an optical illusion which continues the theme from the cover of the font overlapping and the images being cut. Despite this, within the background there is no house style achieved as the colours are different although on the cover 'Lady Gaga' is written in pink and so are the songs on the back. Inside panels & CD:

Where the CD is kept there is another optical illusion which uses the same colours (black and white) that are used on the back cover. This optical illusion continues from the album artwork onto the CD. In contrast to the bright and bold optical illusions, the panel with the track list on is plain but yet it works and it incorporates the pink used. Only the name of the album is written on the CD.

This is the spine taken from Rihanna's Unapologetic: 

This spine is different from the other two because it has what seems to be a picture folding round on to it; this is more interesting than just a plain background. The information covered on the back features the name of the artist, the album title, the record company and a number. The fonts used for the artist and the album are different but they both give the effect of being handwritten. This is the album cover. The font used for 'unapologetic' is the same which is used for the spine and the cover. However, the peculiar design on the spine has clearly not been taken from the front cover.

From looking at the design on the back cover it is clear to see that the design on the spine continues from the back cover. The picture used on the back cover is different to that of the front, it is also in black and white, this colour scheme is featured within the text on the cover.The CD sticks with the neutral colour scheme without large amounts of colour. The design on the actual CD is the same design which is on the panel where it is placed. The other inside panel is much more vibrant as the photo in is colour like the cover photo is. The name of the album and artist is featured on the CD. 

Parental Advisory

Explicit content in the music industry consists of themes of drugs, sex, and violence with the use of profanities. 

On CDs with explicit content in the form of song lyrics, the parental advisory logo will be placed on the front of the CD which stops under 18s from buying the album. However, this logo is not that effective as people do not always ask for ID and it is known that parents will willing buy it for their under age children anyway. Another method of gaining access to this CD is by buying online. 

Artists tend to release a 'clean' version of their album if the original is deemed explicit. This then allows the whole market to have the opportunity to buy the album. People who are over 18 may still not appreciate explicit content and therefore choose the edited version. The song we chose to do our music video to is called 'Your Song', this song holds no explicit content and it does not come from an album which is deemed explicit; therefore we won't have to worry about putting this on our digipak. 

Flat Plans

Ancillary Original to Edited Photos

Inside Cover -

CD -

Back Cover -

Construction