Storyboards

Before planning and completing my storyboard I researched into Example's other videos and saw that 5 of them used in between a number of 50-75 shots. This then gave me a guideline to how many I would need in order to present my music video, whilst sticking to conventions of the original.

Contingency Plan

I was set to film on Sunday the 6th of October, unfortunately my main actress had a family emergency which meant she had to be at home. With my two main actors being really into their sports one currently partaking in England hockey trail s and this date being the one we were all free for I felt a contingency plan should be put in place. I hope to film in a number of locations so to get the filming done over two days is the plan I hope to take these days out of my half term and do the filming on each day down to location- where is nearest to each other, hopefully this will work if not I have back up, although I hope I don't have to go to option 2 as I like the look and visual style created by my current choice of actors-one of which does a level drama as well as them being a couple making the scenes comfortable for them to do.

Risk Assesment

Audience Research

Example's music video for 'wont go quietly' has 13,181,780 views on youtube. It was released in 2010 as a single and reached number 6 in the UK singles chart. He is now touring America which therefore gives us an indication of how he has grown globally.

I attended his concert in Manchester in April 2012, therefore I got to see first hand what the audience was like, here I realised his audience is mainly younger; young teens to mid 20's is the bulk of his fans and audience, although on further research I realised this was his main fanbase as he is played on radio stations such as radio 2 because the older generation-listners of radio 2 do not mind listening to his music although they are not fans of it.

In order to expand my research I went on amazon to see what else people who are buying Examle's music are buying,here is the extent of this research:

We can see it is of similar genre for example Rudimental and Rizzle Kicks both upbeat 
artists with similar audience to Example.

To further my audience research and make sure my assumption of it being a largely younger audience I interviewed 3 adults and 3 teenagers with the same 5 questions:



1.Have you heard of Example?

2. Can you name 3 songs he sings?

3 Who would you say is his main audience/fanbase?

4.What other artist's do you like?

5. Have you seen Example live?

Here is an example of what the album and single looks like in the iTunes library, as we can see there is a large variety which indicates the popularity of the artist. 

And above we can see what other purchases people who bought Examples music bought it too is upbeat well known music therefore fitting a similar genre 

Example has his only veto channel on YouTube as a source of promotion and a way of his audience accessing all his music videos first, this channel has over 10,000 subscribers.

Another way Example allows his fans to have access to his goings on; tours, new album and single releases etc. Is twitter and Facebook accounts. His twitter is more personal and has nearly 2million followers on here he replies and follows fans. 

His Facebook has 1.7million likes it mainly gives updates on tour and album  information rather than being as one to one and personal as his twitter. As well as this 20 of my friends on Facebook all of a similar age to me have liked the page which shows the younger audience he has.

He also has a soundcloud account dedicated purely to audio tracks this has over 41000 followers-usually dedicated fans. 

Reviews are left on places where his album can be bought for example iTunes and amazon. From my research the majority of reviews are positive although he does get the odd bad review but none seem to be neutral they are either excellent or awful which shows his dedicated fan base. 

Media Treatment

Rationale

When choosing my song and initially the genre of the song I knew I wanted something upbeat which allowed me to use fast pace cutting and a certain narrative which I had ideas for. Therefore I decided to choose an Example song,as I felt when I watched the video I didn't enjoy it that much so redoing it how I feel would be better, almost making my original idea an improvement on the actual video for the song 'won't go quietly.'

Cast

For the cast I have chosen two of my close friends and have decided to keep the cast list to just them two. This is because of the nature of the video and genres I have researched are very similar, in the way it being a focused narrative on the couple- keeping it to them two keeps the initial plot simplistic so I can therefore complicate editing, effects and general mise en scene. The reason I have chosen Ellie and Tom is because Ellie is very good at drama as it is one of her subjects I feel this will benefit me during filming due to not only co operation but knowledge on how to compose and promote herself during certain shots. Tom being her boyfriend should follow into her acting pattern and with them being comfortable with one another it will allow the 'raunchy' and slightly taboo plot-line to develop perfectly! Although I am also leaving room for the idea of Ellie getting arrested in one scene, I need to make it possible to have a policeman/ fake arrest so for now this is a possibility. 

Costume and Makeup

I intend to carry through the sound of the song to the 'grungy' narrative I have applied it to. This will mean I want to make Ellie and Toms look as a couple quite indie but at the same time keep it quite tame and relative to the intended audience. In terms of costume I intend to have Ellie in a short dress, oversized denim jacket and a pair of fashion trainers . Her make up will be very plain throughout bar the bright red lipstick she will be sporting and her hair will be half up and messy. I feel tom will look plain next to Ellie in the video-plain t-shirt and jeans to allow them to contrast but look 'cool' and laid back at the same time-the look I intend to achieve.

Props

In terms of props they will be kept fairly minimal this is because the real focus is on the cast and location in order to create the video look I want to achieve. Props will be centered  around shots and need for location therefore they will include; a skateboard, a colourful smoke-bomb, cigarettes, sparklers, pills, a lighter, police, car sirens, and handcuffs. These are all props essential for the grungy, quiet rebellious video type I am trying to achieve in order to aim it at my target audience of teenagers. With having it quite touche and different I feel it fits well within the genre- not too dissimilar to other artists such as Katy Perry, Lady Gaga and Rihanna.

Locations

Locations are a key part of my video, as unlike some it is changing in every verse of the song whilst keeping to an open narrative. Location ideas include, an indoor skate park hopefully, I was thinking Ramworks in Liverpool- I intend on calling them before hand to research into there quietest day of the week- to make filming easier.An old block of apartments, council and rough looking-thinking outskirts of Chester;Crewe, Warrington area. I also want to find a place that will look like the top of one of these flat blocks if possible-more research that needs to be done! A kerb with double yellow lines at night time- unlike the others not a hard location to find, essentially where the pair will be sat smoking during one scene. If possible I have the idea of either a casino type place- i.e.. somewhere with slot machines etc, so far I have a seaside town 'Fairbourne' which apparently has one of these, although I am still looking for a closer location. A kebab shop is  another place where I feel I will do some filming, if I don't like certain cuts etc, I like to be able to have back up to support my days from filming which is adequate and matches the standard of the rest of the film! Finally I really want a scene at a fairground although due to the time of year and temperament of this idea I don't feel this will work, never the less it is something I am still researching and looking for!

Narrative

The narrative follows a young teenage couples 'flashback' of memories this means between each verse of the song an edit will be used-probably a 'cut' to change to a new 'memory' or essentially a new clip and definitely a new location. So a number of clips of the couple in certain situations will be shown.

Camerawork

I will use a wide range of different shots, to make sure there is variety within the video. For certain scenes I will combine extreme close ups to show the expression of the actors with shots such as long shots to show the general setting and mise en scene of  the clip. I may have to use camera devices such a tripod,trolley and a crane to help me create the shots I intend to use.

Why I chose to alter the current visual style of my chosen song

The current mood of my chosen music video is quite 'club' like and is aimed at a more niche target audience than I intend to aim mine at. I am not sure why Example has chosen to do this because the music video itself has a different intended target audience to one that would listen to his songs-possibly to attract a larger fanbase, therefore the music video being a way of expanding this, rather than making it appeal to his current target audience.  There is no specific 'thought through' narrative, it is very basic and more flowing with the music rather than focusing on telling a story.

I intend to do this, my target audience will be his initial audience and the narrative will be a intense way of representing the lyrics without making it sound like the lyrics are telling a story- that's an effect I want to stay well clear of! My narrative will be original and not fall to from Example's style. The visual style will reflect similar artists such as Rihannah and specifically Katy Perry- Teenage Dream music video! I was inspired by the focus on just the couple and decided to adapt this to my narrative. I also enjoyed the way it presented other people in the video but they were merely in the background, almost irrelevant or a source of props. I too will take this tecnique into account when drawing up my storyboard.

Calvin Harris ft Ellie Goulding- Need Your Love

Mise en Scene

What is so interesting about this music video is it is ALL filmed on handcam. This immediately creates a sense of realism and allows the audience to feel like part of the video.It too follows a coupl- being the main two characters but not too dis similar to examples, different 'random' characters come into play through out the video in order to create enigma. As well: this music video is a huge source of promotion for the singers, as they are not an 'item' in reality it alows it to be slightly contreversial therefore when they kiss etc, it could be talked about as if it were real 'Ellie Goulding and Calvin Harris kiss in the I need your love video' therefore a source of free promotion through word of mouth an extremely clever concept!

Editing

There is not much to be said for editing due to the nature of the camerwork- being a handheld camera device. Transitions are made by the video being made to look like it is breaking and between this happening it allows a scene or location change.

In a lot of the scenes we see Ellie in a white bed, with white walls, white curtains and she is very pale due to ambient lighting, this could portray connotations of purity.