Locations

• Studio – blue/ green screen and set

• Guildford in various places
(Possibly near flower market in Guildford)

• Outside the boiler room (a gig venue in Guilford)

Costume and Make up

• Studio – Green screen (In puddle) and performance in relaxed yet fashionable clothing eg. Jackets/blazer/ Jumpers, black skinny jeans, men's shoes or plimsolls (no trainers) This is so that they look similar to there target audience, this is because they are a new band and need to be easily recognisable what genre they are in. • Guildford – Casual tops (shows individuality), black skinny jeans, men's shoes or plimsoles (no trainers)

Props List

• Keyboard
• Bass
• Guitar
• Drums/drumsticks
• Mic
• Guitar piks
• Ink – red, blue, green, purple, orange, black, pink
• Paint – red, blue, green, purple, orange, pink
• Wax Spray
• Water
• Buckets
• Hosepipes
• Empty Coke Cans
• Hat for money
• Money –coins
• Plastic cup / cup
• Bed
• Cupboard / wardrobe
• Wallpaper

keith Negus

Negus said “what I’m looking for is the working act. The real act. The act that can get up on stage and do it. That act will give you a career. I signed black Sabbath umpteen years ago; they are still making records. These are acts that are career acts. Two years ago I started a dance label, now that’s not a career orientated label. I mean those records are one-off situations and every now and again maybe you’ll get an artist come out of it”.
“When I first started it was more about going out and finding bands. That method is becoming more and more redundant. More and more these days I find it’s as much about: I sit here and think ‘there’s really a gap in the market for this kind of project…’. I don’t go out to gigs. That’s not how I find my stuff. It comes through various writers and producers. So if a writer comes in he may have some great songs and maybe is looking for a front person. Or maybe I have the front person who I want to launch into the market but I haven’t got the songs. So you put the two together.”

Ideologies of Creativity
• Keith Negus – Producing pop
• Identifies two distinct ways of thinking about potential artists from within the music industry.
• These ideologies shape the way in which the artists’ images and careers are developed, and the way that they are marketed towards specific target audiences.
• The organic ideology of creativity and…
• The synthetic ideology of creativity.

The organic ideology of creativity 1
•A “naturalistic” approach to artists
•the seeds of success are within the artists, who have been to be “nurtured” by the record company
•The image of the artist is “enhanced” by the record company
•The artist is given time to evolve and progress through their career

The organic ideology of creativity 2
•Emphasis is given to album sales and the construction of a successful back catalogue
•Often aimed at older or more sophisticated consumers
•Profits generated by this kind of act tend to be part of a long term strategy by the record company

The synthetic ideology of creativity 1
•A combinational approuach to artists and material
•Executives attempt to construct successful acts out of the artists and the songs at their disposal
•The image of the artist is often constructed by the record company
•The arisst will be given a short time to prove their success before other combinations will be tried out

The Synthetic Ideology of Creativity 2
• Emphasis is given to single sales and to promoting first albums.
• Often aimed at younger, less sophisticated audiences.
• Profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company.

Balancing the Two
• In practice, the success of synthetic acts will fund the development and investment in organic acts.
• Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.

Promoting Organic and Synthetic Acts
• There are clear distinctions between the ways in which different types of artist are represented to ensure short term or long term success.
• Organic acts are often sold on their ‘authenticity’, both musically and socially.
• The image of the artist appears ‘unconstructed’ (although, of course, this is in itself a carefully constructed look)
• Synthetic acts are often sold on their ‘look’ or personalities
• The image of the artist is carefully and unashamedly constructed.

Creating an anematic

After we had finished sorting the final story bored we pined it to the wall and had one member of the group film the storyboard in order. To do this we used a Sony Mpeg2 SD NXcam with tripod. They filmed each individual picture for 10 seconds, this is so that we would have enough time in which to edit/cut them later. The filming took just under one lesson.
We then uploaded all the shots onto final cut server and we then had to save the file to the desktop and change the footage to edit proxy so that we could edit it. We then tried to also upload the song onto final cut pro, but because it was in the wrong format (wav) first we had to change to the format to wmp before added it.

Normally when editing footage on final cut pro I would store the shots into a log bin, however when uploaded they had already gone into a log bin so all we had to do was rename this log bin so that we could easily find our shots.
When placing the music onto the final cut pro we dragged it across to the timeline, we then locked it so that it would not be ruined or moved during the editing process.
When placing shots onto the timeline first we had to drag the shot from the log bin to the video window to first check it was the right one, if it was we would then drag it from there onto the timeline.

When editing a music video it is important for each cut to be on beat otherwise the video becomes akward to watch and becomes less effective. So to this we listen though the song and put a marker on each place where a cut from one shot to the other could happen. To do this we when on final cut pro you press m to place a mark above the timeline.

Building the storyboard 4

The next step was to talk with the band about the ideas which we had come up with, and hear any ideas' or feedback they had. We all seemed to like the idea of the colourd rain, shots in a basement, performance shots, black and white and the genrel outline of a storyline. Each member form out group then went away and stared to draw up rough verisons of part of the story boreds. We split this between us by having two of doing storyboards of performance shots and the other two doing the concept shots. Some of concept shots included shots of the coloured rain, puddles and the band in and around Guildford. The puddle shots will hopefully include images of the band as if they where inside the puddle (like looking through a weird type of window), this would be a unique and fun way in which to intoduce this new band.
During the video it would constainly keep cutting back from performance to concept. This is to keep the video intresting to watch. As the video is for a new band it is important to have lots of perfromance shots so that the audiance can see more of the group themselves and find out who they are. This is why in this video we are going to put in performance shots with alot of mid-shots and close ups.

We then came back together with our diffrent storyboards and as a group picked through which parts from each we liked the most and thought would be the most effective. We then cut them out and stuck them down onto a new storybored, added more when needs be.

Building the storyboard 3

This lesson we listened to the song on repeat again. This time we also put images to the song, so that we would have a visual aid when presenting our ideas to the rest of the group. These are my images:

Building the storyboard 2

We have now started creating our storyboard for the “Now is everyone” music video. The song is called “what we see”. We decided to use this group and song at the eng of the last lesson. As a group we sat down a listen to the song over and over just writing down things that came into our minds when listing to it. Here are my ideas:
• Lots of people with there heads down raising there heads slowly and opening there closed eyes
• Girl running across in front of the band, care free there heads raise as she passes
• Black and white with only certain objects in colour as the song goes on more objects in colour till its all in colour.
• Lying down on your back looking up
• Moving when lying on back as if standing up
• Very broken movements in the background but the band moving normally then swap over
• In the drumming break colours and words flying from drum kit and guitars.
• Close ups on guitar strings
• Shots of just the leads singers mouth when he is singing
• Shots of there eyes opening slowly with very bright eye colours in-contrast with there face which would be in black and white.
• Starts off with raindrops falling which turn into bright colours by the end of the song.
• Walking down the street which is in black and white, after the band passes the street turns to colour.
• Band standing in street performing at normal speed, the background everything is in fast forward.
• Following a guys day in stop motion ( getting up, brushing teeth, getting changed…) the band keeps appearing in the shot (on the TV screen, on the front of the newspaper, in the mirror)
• Lead singer singing directly into the camera, looking right at it (therefore looking like he is watching the person watching him) then offering his hand out as if to pull us into the screen.
• Tear rolling down someone’s face then in rewind the tear rolling back up into the eye and the camera tracks back to show they are now smiling.
• Some people running around posting up and handing out flyers, flyer says “open your eyes” or something to that nature on it. In the picture part of the poster is a moving image of the band playing. The posters are bright colours the rest is in black and white, when people look at the poster they come into colour also.
My initial idea of skiing no longer works with this piece as it would not be possible to actually film it in the Alps. So to do it , it would require a lot of blue screen which would be very time consuming and may end up not looking that good. We also thought it would not fit in with the star image of the band who are a local rock/indi group from Guildford.

Building the storyboard 1

This lesson we have been presenting our original ideas to the rest of the class. My music video idea was to start with an extreme wide-shot of a clean white mountain. Helicopters then fly to the top of the mountain and drop off heliskiers. The skiers are wearing big black hoodies with the hoods up. Each of the skiers has spray paints of different colours coming off the backs of there skies leaving a trail behind them. As they ski down they are doing tricks and jumps. Some jumps are put into slow motion so that you can see the paint in the air as they are flipping. The Band would appear in some shots in the middle of the peist with the skiers going down around them, also standing under jumps with the skiers coming over there heads. Skiers cross paths and do formations so the colours mix and cross over each other. End shot of an extreme wide shot of the mountain again this time covered in coloured pattern.