You must use proper file and folder management during any project.
Please follow the instructions below for setting up your project folder on the Media / Film computers.
Some of the file types may vary, so if your doing a print project the edits will be Photoshop or Indesign Files instead of Premiere Files. Equally your drafts will be PDFs and Jpegs rather than video files.
These are some very basic montages of how to use Presets in Premiere Pro for colour adjustment etc. There is also a very basic montage of how to use the DSLR in terms of pulling focus, filming in slow motion and the effect of movement on the image.
This is vital so that everyone knows what they are expected to bring for the shoot – costumes, make up, props etc.
You must include photos for costumes and props. Order on amazon, ebay now. Don’t wait until next week. Visit charity shops. Ask Mrs Cobb as Media have a good collection of costumes and props and so does she. The devil is in the detail – no wrong socks, hairbands on wrists, irrelevant necklaces or earrings! Make every detail count.
Check the background too – is there a random car, rubbish bags, your own camera bags? Remind yourselves of these essential checks on the PMA.
He argues that an audience decodes what the producer encodes in a text. However, how they read the text will depend on their
Demographics – age, gender
Psychographics – beliefs, politics, religion
Cultural competence – their knowledge of ‘stuff’
Circumstances in which they are consuming the media
So whatever you decide to include in your music video and associated products must use signs, symbols, cultural references and codes that your target audience will be able to read, interpret, recognise and decode so that they will enjoy it and have a preferred reading of your text(s)
This theory will be extremely helpful for the Critical Reflection. It will also be useful theory to understand for both Postmodernism and Media Ecology; sections of the last paper (Critical Perspectives).
Below is a handout on Hall and a slideshow on reception theory.
So…what am I supposed to actually do?
Answer… Design your perfect audience member.
Consider these questions when doing your research:
What platform is your production to be accessed on?
What is the product’s function? (What is it trying to do or achieve?)
What genre(s) does your artist typically work in?
Who are the target audience?
What do they find appealing?
What do they like to do?
What are their interests/concerns?
What do they expect from this type of media product?
As a pair/group agree the following features of your audience:
Which other bands/artists your audience would be into?
What other media they would consume, fashion tastes, musical genre preferences…
What are their values, attitudes and beliefs they hold about what’s important in their lives and the world around them.
What broad demographic groups do your audience fall into (gender, age, education, occupation, marital status, cultural background)?
What ‘communities’ do they belong to?
Where do they live, work and play?
Then as a group you should all contribute to designing your target audience profile in the form of a moodboard.
Here is a handout we gave you earlier this year which describes different audience groups / communities which is helpful in reaching some conclusions about their values, attitudes and beliefs, and how to describe their communities and social groups.
Use Google slides to design a profile for your target audience to include photos and call outs for key facts.
Give your ideal audience an image, name, gender, relationship status, groups, status, likes, dislikes…all of this should be through the filter of music and should help describe your audience profile. Make it as detailed as possible – why not consider someone you know (do not actually use them) who likes the music, is a fan of that music/band and use them as inspiration.
Note: This is a group task so share the document or moodboard.
You should try and outline the ‘typical fan’ on someone you know – this always helps to guide your design decisions – would he or she like it, respond to it, notice it, enjoy it?
REMEMBER TO USE TERMINOLOGY IN YOUR BLOG POSTS INTRODUCTIONS and REFLECTIONS! –preferred reading, encode, decode, oppositional reading, demographics, psychographics, cultural experience, uses and gratification, target audience, producer, target audience, entertainment, education, social interaction and personal identity, communities, tribes, tribewired, individualists etc from the audience segmentation sheet.
How the star/band/performer is represented in your video and on the digipak and social media page is crucial in constructing the values, attitudes and beliefs of the artist in the mind of the target audience.
REPRESENTATION, AUDIENCE AND OWNERSHIP ARE COMPLETELY INTERTWINED CONCEPTS!
WHAT IS THE INSTITUTIONAL PURPOSE OF A MUSIC VIDEO?
Music videos are made primarily to promote the star, in order to sell their music, in order to make money…well mostly!
They are also constructed to construct a set of desires in the target audience to be like them, think like them, love what they love, be involved in their lives & buy what they suggest.
There are huge synergies between marketing and star image! We don’t just buy a product we also buy into the values of the star image and in purchasing their product emulate them. Media representations of the star image is crucial in terms of raising an audience awareness.
STARS SHOULD BE STUDIED AND ANALYSED LIKE ANY OTHER TEXT!
They are essentially walking talking brands, who use their branding to advertise, publicise and sell to fans. Stars have to remain constantly interesting to keep the fans intrigued – the star image evolves and is constantly reinvented by media companies! In fact Stars could be seen as its own special kind of ‘species’.
Richard Dyer is a theorist you need to learn about. He came up with some concepts about how ‘star image’ works in the media. The link to the concepts booklet is in the menu at the top of the blog. Find it, add it to your drive, print it, LEARN IT!
CREATE A ONLINE CONCEPT BOARD IN CANVA STAR IMAGE.
Your task is to take the ‘star’ (performer, duet, band, group…) you analysed when you did the genre analysis and create a ‘concept board’ on how they are ‘represented‘.
Find examples of news stories, incidents, events, digipak covers, music videos, articles, blogs, tweetsthat all contribute to their ‘star image’. The way they are represented is called their ‘metanarrative‘ (over arching story about them).
And remember, just as you do in your TV drama analysis – you must add ADJECTIVES to how they appear through that particular event, story, picture etc. You can do this task as a group but must all equally contribute to the page.
This is a link to an excellent example. You should have at least 15 – 20 images and comments.
Instead of a written list of shots we want you to create a visual shotlist of the kind of shots you want to include in your performance shoot. This is a group effort so share a PADLET.com board amongst you.
However, certain genres (types) of music rely specifically on certain shots as part of the repertoire of elements (conventions, ingredients). For example:
Heavy rock might have canted, hand held camera shots with whip pans a plenty, which helps convey a genre that is energetic, anarchic and rebellious.
Indie acoustic might include smoother, longer, pull focus shots that represent the artist as sincere, laid back and unhurried.
You should study other bands of a similar genre and YOUR OWN and then collate @ 9 screen shots and make some GIFS (FOR MOVEMENT) of conventional shots, frames, angles they use in their performances. This way you can begin to learn what is conventional to your genre – remember you have to please your audience so need to make sure your video conforms to their expectations so that it is ultimately, THE SAME BUT DIFFERENT so that it will follow conventions but be different and new and unique enough not to be boring.
You should look at at least 3 – 4 other music videos and use shots from these. You will then title the shots with an explanation of the shot i.e.
close up of guitarist’s instrumental mastery represents his skill and talent
whip pans between band members looking at each other underlines their close team work and energy
master long shot of band performing as a unit portrays their oneness
mid shot pan of band members makes them appear approachable and ordinary to the audience
extreme close up of lead singer’s expressive face and vocals etc represents him as extraordinary and intense
Always add in some textual analysis….how does that shot help represent, connote, convey, portray the star and ultimately, the genre? YOU NEED 9 DIFFERENT TYPES OF SHOT; distance, angle, framing, movement, special.
Meet your group and thrash it out! Whose idea will you go with? One or the other or a combination? If it is a combination, then you will need to create a new presentation using slides from both individual pitches.
Complete the Perfect Production Group agreement. Print, sign and embed.
Embed all the pitches with summaries in your blog.
Meet your teacher and impress them with your pitch. Film it. Top and tail it and embed it and reflect on it.
Remember, to include the following in your slideshare presentation/pitch.
Embed the MP3/lyric video
Embed the lyrics
Complete a word cloud with @ 20 descriptive words, adjectives, adverbs, nouns that come to mind when you listen to the song – synesthesia
Complete a very brief 2 sentence description of the narrative – themes and action, location, actors etc
Complete a very brief 2 sentence description of the performance – where, MES, who?
Be prepared to share your vision with your teacher.
Once you have filmed your pitch. Top and Tail it and put it on your blog via youtube.
Please spend time this lesson working on your Production Group Agreement. Think about the general (transferable) skills your team will need: diplomacy, organisation, compromise, creativity… as well as the technical skills like choreography editing, costume design & lighting…
Think back to the preliminary video tasks: What technical and personal qualities did people possess that helped you deliver the product and on reflection, where were the problems and what did you lack as a group?
Upload it to you blog and remember to use a thumbnail to attach the link to. Also, please include a brief commentary on:
What is the document that you have uploaded?
In what ways will this discussion help you manage the project?
Remember to use pdfs and jpegs – NOT LINKS to GOOGLE FILES!