Work in progress

WWW- Pictures on the storyboard show the costume in detail and present many creative ideas.
EBI- If the story board had more detail and if the images on the board were not layered.

Evaulation of existing videos

www- This video is good in terms of editing as it shows how editing can be used to add interest to a video. Furthermore, it is also good because it uses simple costuming and makeup to put the focus on the image of the artist.

Ebi- The video could use more interesting locations even though this is not needed for this video as their is such a heavy focus on editing.

WWW- This video is good because it uses green screen throughout and shows how simple editing can make a video interesting and creative.

EBI- It could use a wider variety of shot types to make the video more visually pleasing.

Experimenting with creativity - M-E-S

 We believe that our most creative still is the one where the actor is blowing out the candle and the flame has morphed into a different shape, we feel as though the lighting reflects how the actor is feeling. It is important to be able to portray how the actor is feeling through M-E-S as this further installs the concepts into the audience. It allows for the audience to foreshadow events and to gain a better understanding of the preferred reading.
We feel as though our least effective still is the birds eye view of the actor behind the curtain, because it doesn't convey the actors emotions. Also it is not very creative in terms of M-E-S as it does not hold any interesting props or ideas. Furthermore, as the actor can not be seen fully it does not allow for expression to be shown correctly.

Analysis of existing music videos (including theories)

Media Theory for our video

WWW: we made sure that the theory chosen (levi-strauss) fits in with the codes and conventions of our music video - dark vs light.
EBI:  it could have been improved if we had included the audiences perspectives whilst planning, but luckily they agreed with us on the levi-strauss theory during the interview in the blog pitch.

Our record company name/profile logo

We have chosen to use this record label for our artist as we feel it fits with our artist identity well and will fulfil audience expectation well.

Todorov Levi-Strauss and Vernallis theory

Todorov's Theory: 

- Equilibrium - everything is happy

- Disruption - there's an issue

- Resolution - everything is resolved

How we used Todorov's theory:

- Equilibrium - They are in a relationship before the music starts

- Disruption - get into a fight as the music starts and drowns out into the lyrics, he 'needs something new'. she runs away and gets lost... blindfolded 'why cant you see'

- Resolution - they find each other since he realises that they 'cant fight on their own'

WWW - We followed the narrative theory 
                                                                            EBI - The video had more substance,                                                                                                              .                                                                              making it more appealing to the audience

Levi-Strauss' Theory:

- male vs female

- good vs evil

- black vs white

- These opposites create conflict - he was not interested in the order of events - he looked for deeper arrangements of themes

How we used Levi-Strauss' theory: 

- sight vs blind
- they're both at crossroads - she is blindfolded and struggles through the breakup since she is an emotional wreck but he can see and he enjoys himself feeling the freedom, however he has a realisation and wants her back.
- tonnes of extreme close ups of people with blindfolds - at the end of the song they slowly take them off in realisation

WWW - N/A
EBI - We didn't follow the real concept, and it was too much in chronological order, this made it ineffective.

Vernallis' Theory:

- Music videos have a polyvalent nature which results in the 'story' being less clear.
- The video is a visual response t the narrative/lyrics - making it look more disjointed as it has more than 1 focus. 
- Editing - the music video ill often dispute/break the conventions of continuity editing, e.g. breaking the 180 degree rule.
- Cinematography - establishing shots are often used as well as close ups, style of framing and the movement in time with the lyrics. 
- This also includes Diegesis as it slowly reveals the actions in the video as it may be disrupted with lots of repeating shots making sure that some frames are portrayed as more important than others.  

WWW - We edited it so that it looked fractured and disjointed. It wasn't in chronological order, making the audience think.
EBI - We added a backing track so that we could cut to the beat and link it to the lyrics making it more effective 

Pitch plan

In depth analysis of another students video

In depth analysis of 3 videos in your music genre

The music genre our music would generally follow is narrative/ concept narrative. Examples, of narrative videos are:

This video follows narrative conventions as it starts by trying to tell a story. This story thus gains the audiences attention. This follows Todorov's theory in a sense as it begins somewhat happy and then audience sees the boy lose his brother. This music video shows genre through the use of shots that highlights the importance of the boys in the story. This is done by them commanding the edit and the camera movement.

Editing, Cinematography and M-E-S:

How is this video creative?
This video is creative as it uses a number of post production effects to highlight the importance of the storyline, for example, the ghost like reflection in the Mirror. The use of these effects are important as it adds continuity to the storyline and helps with audience understanding. Furthermore, the creative way in which the focus on the boys is created is also important as it allows for the audience to follow their story in a interesting way. The special makeup used in this video is also creative as it brings the M-E-S forward to the audience and makes it more interesting as well as creative. In my music video I could also use post-product effects and editing to make the video more visually interesting to the viewer.

A narrative music video also tries to provide an emotional connection for the audience. Usually through the use of children or young people that the audience may be able to relate to. For example, the audience in this video may be able to relate to her inter conflict of wanting to be powerful. This video shows genre of the concept of her wanting power through the use of her not commanding the edit, but in a sense she is allowing the camera to follow her rather than commanding it to. This allows for the audience to understand the genre as they can decode she doesn't have enough power in the shot to command it, which suggests why she needs the costume in order to feel powerful.

Editing, Cinematography and M-E-S:

How is it creative?

This video is also effective in the way is uses bright lighting to suggest the girls innocence, which further supports the concept of her fighting for power. Furthermore, the M-E-S, such as, costuming also supports this idea as it allows the audience to decode the idea that she wants to have the powers of a superhero. The lighting is also effective as the glare on the camera lens makes the video more visually appealing and adds depth to the shot. Finally, the colour isolation that is used on her eyes is also effective as it shows her inner emotions. In my music video I will also use colour isolation and it brings more visual appeal to a shot and highlights key aspects.

Narrative videos also tend to have direct connections between visuals and lyrics, however, if these connections aren't direct then they can be inferred. For example, in this video the idea of being far away can be seen through the fire fighter who does not get to spend a lot of time with his loved ones. This video shows genre through the concept of fighting for love. It is shown through acting that even though the firefighter knows that his loved one does not what to see him go that he still goes because he wants to save lives. 

Editing, Cinematography and M-E-S:

How is it creative?

This video is creative as it uses natural sources of lighting throughout the video. This includes the use of bright sunlight, but also firelight, which makes the visuals link to the firefighter at all times. This also makes the video more aesthetically appealing. Furthermore, the use of a focus pull allows for the viewer to see the importance of the phone call at the beginning of the video as this focus change directly diverts the visuals in the video. The video also uses an effect which makes the edges of the screen faded. This is creative as if it gives a softer look to the video and provokes the viewer to put thought into what they are seeing and decode it. I will use these ideas in my music video by using natural lighting from flames also to make the visual look truly effective. 

Mood Board

Facebook page for music video

Facebook Page - This feedback will help us develop our thoughts on what should be included in our music video, including the new creative ideas that our audience comes up with.

YouTube Strategies

1. Firstly I'd use the tools available directly through YouTube. For example, provide a detailed and accurate title and description to each of my videos, and associate tags (keywords) that are directly relevant.

2. Or I could use a call to action within one of our videos to encourage people to like, rate, comment on and share your videos.

3. I could begin by promoting our videos to the people we know, including  real-life friends, relatives, customers and clients. Asking them to watch our video(s) and share them with their online friends.

4. I'd take advantage of the power and capabilities of the online social networking sites to promoting our videos. As a spokesperson for our company, for example, become active on Facebook, Google+ and Twitter, as well as other relevant services. But I must be sure to create an online presence for our business on Facebook and/or Google+, and then use that presence to promote our videos.

5. Incorporate our videos into our own company’s website and blog.

6. Share links to our videos with our existing customers or clients via opt-in email.

7. Use public relations techniques, such as using press releases to contact bloggers, editors, reporters and producers in order to generate free media coverage for our videos in mainstream media, as well as in blogs that cater to our target audience.

8. Get our videos (and our YouTube Channel page) listed with the major search engines, including Google, Yahoo! and Bing, and then focus on SEO strategies to get the best possible listing placements.

9. Try to collaborate on videos with other companies that are already utilizing YouTube effectively and that are targeting the same audience, but that are not in direct competition with us. This will allow us to capture the attention of our collaborator’s viewers and subscribers.

10. Start promoting our YouTube channel within our company’s printed catalogs, brochures, and sales materials, as well as within its existing traditional advertising.

11. Consider paying for keyword advertising on Google, Yahoo!, Bing and Facebook. Google AdWords for Video is also a very cost-effective and powerful tool for promoting YouTube videos.

12. If we have the budget, hire a YouTube video marketing company to help us plan and implement an online promotional campaign for our videos.

Youtube strategies

To create a succesful music video you must correctly use the platform you choose to upload the video onto. The most important element that is needed is an effective title and description as this is how the audiences attention is first grabbed. Secondly, creating a partnership with YouTube may be useful as this will mean they will directly promote your videos on videos that are similar to yours. This is the same with making the most of your connections with people that are creating similar content to you as those who post similar videos may be willing to swap promotions with you. Promoting on other social media websites is also important as this allows for the video to meet audiences that don't just use one social media. This also allows for free marking and promotion as people share the video. It is also extremely important that any video posted shares a similar logo or icon as this will allow for people to easily see connections between different videos by the same artist or director and if they have enjoyed one video they may be willing to also what a similar video by the same person as they know they successfully entertained them before.

Narrative Theories

Todorov's three stage theory

- Equilibrium - everything is happy
- Disruption - there's an issue
- Resolution - everything is resolved

For our music video
- Equilibrium - In a relationship before the music starts
- Disruption - get into a fight as the music starts and drowns out into the lyrics, he 'needs something new'. she runs away and gets lost... drowning imagery- blindfolded 'why cant you see'
- Resolution -they find each other since he realises that they 'cant fight on their own'

The equilibrium in this video is until 3:11 where it shows the 2 girls just enjoying themselves. The longer takes imply a sense of calm and rest. The disruption then comes when the 2 girls end up kissing and the boyfriend sees this. The resolution begins at 3:58 when the boyfriend is knocked unconscious and the 2 girls then make out and accept their feelings for one another.

Levi-strauss' binary opposites theory

- male vs female
- good vs evil
- black vs white

- These opposites create conflict - he was not interested in the order of events - he looked for deeper arrangements of themes

For our music video

- sight vs blind
- they're both at crossroads 
- she is blind but he can see
- tonnes of extreme close ups of people with blindfolds - at the end of the song they slowly take them off in realisation

This music video portrays the Levi-strauss' theory, the use of black and white shows how he is stuck in his own thoughts.

Narrative Theories

Todorov's three stage theory

A music video that uses this theory will start out in the equilibrium phase. This involves the narrative being at peace and everything being seemingly happy. For example, a couple before they are about break up. Next there is a disruption to the narrative and an issue arises. In this example, that would be the break up itself. This disruption creates the main body of the music video and usually is responsible for making a storyline creative of interesting. Finally, the problem is resolved and the video enters the resolution phase. This brings a 'happy' ending to a video and eases the views emotion. The resolution brings the video back to the equilibrium phase. A music video could possibly go through this cycle a number of times, but usually it only noticeably happens once. In this example the resolution would be the couple getting back together and solving their issues. In summary the three stage theory is: 

- Equilibrium - everything is happy
- Disruption - there's an issue
- Resolution - everything is resolved

For our own video: We could show the disruption through a home that becomes broken and this family break has an effect on everyday life. By the end of the video everything could have been resolved and shown that the break down didn't effect the person future as they now have their own happy family.

An example of a music video that follows this theory is:

The equilibrium in this video is the first 53 seconds of the video where it seems like the two men are just searching for something with the touch. This is also shown through the use of longer takes, which  imply the idea of calm. The disruption then comes after this point when they try to abduct the girl. The disruption then is shown through hand held cameras and short shots which quicken the pace of the video. The final resolution begins at 3.46 where the man and women get away from the older man once they have knocked him out.

Levi-strauss' binary opposites theory 

This theory creates a conflict in a music video through the use of opposites. This theory is not focused on the events being in order and it looks for deeper arrangements of themes. Not focusing on the series of events allows for the conflict to be focused on and easily be decoded by the audience. Examples of opposites that can create tension are:

- male vs female
These opposites usually focus on a power struggle between a women being less powerful than a man and the man being able to command the edit while the women is submissive to the editing. 
- good vs evil
These opposites usually focus on the fight between right and wrong and tap into the moral standing of the audience to create interest.
- black vs white
These opposites are usually used to represent deeper ideas for example, black and white can also be used to signify the past vs the future. 

For our own video: We could show through male vs female how life is different for either gender and that the other "can't see" the hardships of living either life. 

An example of a video that follows this theory:

This video shows the idea of binary opposites by presenting the binary opposites of two different body types together in one video in order to create conflicted between the thinner people and the other people in the video. This conflicted is created through dance choreography and the way in which the two body types are dressed. The audience decodes this as the people who are dressed in plastic as fake and the others as genuine people which causes conflict in the viewers mind.