Group Treatment - Feedback

Today our group was able to present our treatment to one of our lecturers and our educator. Throughout this process we were given feedback on the concepts within our music video that might be difficult to realize and what parts of our music video we should alter to improve upon the overall idea. Our lecturer began by stating that because we are hoping to film at extraordinary levels of slow motion we should conduct research into what cameras would be capable of the task. Furthermore we have been told that only certain cameras are capable of shooting at such high frame rates, and that at least one of us should take the time to sign up for an educational course on using the camera we choose to rent. Subsequently our lecturer noted that our narrative is poor and that the way in which we would present it in our video could possibly look weak and amateur considering the equipment and actors we would have access to. It has been proposed that instead of displaying problems and bullying in the way we were planning to, that we instead screen said problems over the dancer using projections form a projector. On a different note our educator indicated that when preparing to chuck paint at our dancer we must make certain that said dancer is not allergic to the paint as well as that the paint is safe to use with humans. Once all of this has been said, both of our spectators were surprised that we would use the paint for only 1/3 of the video and have suggested that we somehow incorporate the paint into the rest of the video. The last issue that our lecturer had with our concept was that the dancing performance was to simplistic and that we should develop upon it in a way that incorporates more effects and actions as to not bore the audience. As for the rest of our treatment both our educator and lecturer were pleased with it and stated that with the right type of idea development and research we should be able to create a captivating music video as a group.

Group Treatment - Naomi, Oly, Matt

First Creative Meeting

A number of days ago our class was split into music video production groups. During my group's first meeting we discussed our different concepts for music video and the types of songs that we were interested in utilizing. By listening to each other and seeing what type of music and music video style each of us affinity for we began thinking about how we could possibly combine our ideas. At first this seemed like a good idea but eventually I think we understood that it would be better if we took out concepts of what each of us would like to see within our music video and combined them to create an original idea. Through this process we debated for a long time and noticed that we simply do not agree eye to eye on certain matters. However we continued talking onto the point at which we gradually began closing down on an outline for our concept. By then end of our first creative meeting we established our music video would consist of 3 elements. The following elements would be a performance by a lead singer, a dance performance and a narrative that would intertwine with the two.

Polydor Records

Today we had the opportunity to meet two members of the Polydor Ltd. subsidiary based in London. Polydor Ltd. is a British record label that operates as a part of the Universal Music Group. The two members of the company offered us insight into the process of designing and producing a music video within the industry. The company has utilized this process in the past to create music video for artists such as Years & Years, 1975 and Jax Jones. Furthermore the company works with VEVO to promote their artists through television YouTube and more and other types of websites. This allows for Polydor records to gain publicity for an artist or artists that they are working with which in turn results in greater sales.

At first when an artist or band is signed to Polydor Records the company directs them to their marketing team which then discuses with them what type of image would fit him/her or them. During this time the artist or band collaborate with the marketing team to compromise on an image that will be achieved through the release of the music video and other types of promotional advertising. Once the marketing team has decided on an image for the band or artist they will work together with other departments of the subsidiary to produce a brief for a music video. The brief will contain the name of the artist, track, and budget and information on what kinds of elements are to be represented within the project and in what way. The types of elements used within music video are narrative, performance, animation and conceptual, and are either used in combination with each other or not, depending on the project. When the brief is complete Polydor Records supplies it to the adequate directors and in hope of hearing back from them. At one point some of the directors that have been supplied with the brief will send back a treatment to the Record Label describing their ideas for the music video. The treatment will often times involve visual images, written notes, references and videos. At this point Polydor records will hire the director who they believe has come up with the most suitable idea for the project or one that will direct the project in the finest manner. Subsequently the record label will work with the director and artist or artists to further develop the idea for the music video and resolve any issues. Afterwards the idea is given a green light and within usually a month a music video is created. Out of this month 1-3 days are spend on shooting, while the rest is spent on editing and delivering the final projects. The budgets for music videos within Polydor records range from $5,000 to $150,000 with certain exceptions. The two members of the company presented to us some of the music videos which they have produced, as well as the treatments and briefs for them which gave us a further understanding of the whole process.

Within this process the two members of the subsidiary have also talked about the difficulties that come up over time. For instance it is difficult to create a music video for a new artist or band as this will lead to primary impressions of who the artist or artists are. Furthermore due to the amount of different opinions and visualizations certain situations become emotionally heated and are at times demanding to deal with. Also, although the studio provides new directors with opportunities to film their short videos, it disallows them and/or challenges them to visualize how the final outcome might possibly look like. However even though the following problems to appear at certain times they are always dealt with in some way.

Overall by being given the opportunity to see and analyze how a fragment of the industry that is responsible for creating music videos works was an amazing experience. Additionally I feel that this will allow me and my music video group to further improve upon the way in which will approach creating and designing our music video throughout the next couple of weeks. 

Music Campaign Concept 3 - Feedback

After receiving feedback from my class about my second music video concept I've have come to understand that there are  a number of ways in which I must alter my concept. First of all I think I could potentially display situations within my idea of the main teacher interacting with other average teachers in the educational facility. By doing this I could place emphasis on the peculiarity and abnormal behaviour of the teacher who dresses like a pimp. Second of all I now understand thin that the song I chose may be difficult to lip sync to and will either pick a song with more gradual lyrics or might attempt to find someone who is able to lip sync to the tempo of the song. Furthermore I also understand now that my concept may be displaying some controversial ideas and that I need to make certain that I represent it in a  way that is non offensive but rather comedic. I now also possess a clearer image of the main actor that I could possibly cast. At first I was thinking of someone young and cool looking, but as I have heard my classes feedback I now think that using an older actor would create a more interesting atmosphere within the music video. Lastly I might also cast one of the students within the lead teachers classroom as the lead singer of the song and portray him singing within that classroom while in some ways being affected by the behaviour of the teacher. Ultimately I think that I was able to develop upon my idea through the honest feedback of my close together with my  openness towards changing certain aspects of my visualisation of the project.

Music Campaign Concept 2 - Feedback

Today my class gave me feedback on my second concept for a music video. This feedback has aided me in understanding what are the issues within my concept and in what other ways I could improve upon it. Foremost I need to make certain that it is clear that the secondary singer is the visualisation of the lead singer conscious. I could display this through showing the secondary singer whispering his last lines into the lead singer's ears and than disappearing. This would perhaps make it more clear that the secondary singer is just a figment of the lead singer's imagination within the narrative of the music video. Subsequently I possibly might have to think of an alternate song choice that would fit my narrative and performance elements. This is because the band that I have chosen is quite well known and there may be troubles with copyright infringement once the music video is complete.  Furthermore I think that I can simplify the narrative by shortening it to one location and event. I could do this by changing the narrative to the lead singer being followed by his conscious as he loads a gun within his car, walks into the house and upstairs, and ultimately kills the people he finds there. I think that by limiting the narrative to this one event our production team could use the extra time to improve upon other elements of the project. Another interesting concept my class has helped me come to is the band being controlled as if they were puppets. In other words the band displayed in the studio would have corporate bodies standing in the shadows pulling strings that affect the way the band plays and does. In general I think that the feedback that I have received from my class has allowed my idea to grow and develop exponentially from the point at which it was before.

Music Campaign Concept 3 - Digipak

As the webpage and music video are stylized quit stylized I wanted my DJ pack to reflect that. Therefore because I am an artist I was thinking about creating an outgoing blur and smoke of colours as represented on the following image. I want to look at the digipak in wonder, feeling different things and grasping different types of ideas. At the same time I want the digipak to look modern, vivid, and professionally coloured to reflect the music of the artist. At the center of the Digipak I would place the artist's name, the name of the song and the featuring artist. All the writing would be in bold white letters that would be clearly visible at the center of the Digipak, but that would not take away attention from the artistic aspect of the digipak. I think that by correctly utilizing different types of computer programs I could achieve such an effect as the one within the following image.