1. Digipak Advert Task 1- Conventions of CD Avertising and Analysis of Ellie Goulding's Lights

4. Ancillary Task 4- Star Image

In my media video, my dancers and singer look quite debonair and classy. I would like this to continue through the rest of my coursework in order to maintain my star's image. The hat will be my singer's distinguishable feature, like Arianna Grande's signature ponytail...

Singers like Ellie Goulding  with her Lights album, link their album cover artwork with the music video for the album's lead song.

As with the previous example, my video focusses a lot on light and darkness. Because of this, i think that it would be good to continue with this theme and have an image with darkness and light throwing interesting shadows and making it look almost 'shady'.

Star Image links the songs and their music videos to the artist, and therefore it makes sense to link things directly, like using the same font as used in the music video.

3. Ancillarly Task 3- Features of a Digipak

1. Ancillary Task 1- Research into Branding

18. Key Expectations of the Genre

15. Perfect Audience Member

My perfect audience member would fall under either the Mainstream Townie category or the Urban Stylers.

Townies 

Stylers

My perfect audience member would be your typical young adult. A person who likes going out dancing with their friends at the weekend and are pretty stylish in their approach to life. They like songs with a heavy emphasis on the beat but don't just want a song that has no meaning except to allow you to shake your butt and dance provocatively! When watching a music video, they want something passionate and intense but still classy and easy to watch. 

When my perfect audience member goes out, they go to restaurants like Pizza Express and Zizi's or out for sushi or Starbuck's if they are feeling more casual. They shop in Zara and River Island, use Apple and Beats products and enjoy dressing up to out for the night. When they hear a good song, they all start dancing. 

In day-to-day life and then when they go out, they dress like this: 

13. Mood Board

My video is going to have a central focus on lights and the dancers. My video will have a very definite colour palate of black and gold with small bits of white (eg. shirts etc.). The style is very classy as I feel that the combination of black and gold has connotations of wealth and luxury, hence the tailcoats, waistcoats and ball gowns. However, the song has a jazzy aspect to it with its tempo and strong beat and therefore i have put up images of gold fringe dresses that will catch the light and move with the dancer. I felt it was important to have dancers because the dance-pop genre tends to have dancers in their music videos and as they have strongly emphasised beats they come across as being provocative and sultry. As well as my main dancers and backing dancers, I want to have a person lip syncing, either into a mic with a focused light or backlight or in various locations. The singer is male and in order to attract a male audience to the video, I will have female backing dancers and while they will not be 'scantily clad', they will look attractive, as will the leader female dancer. The male dancer should also look sharp to attract a female audience, similarly the male singer.

9. Sophie Muller

7. Things To Consider- Lip Syncing

I feel it is important to have lip syncing in the music video as it is a form of performance. Sam Sparro is white, however he has a tone of voice that means people often confuse him for being black. I plan to have a black boy called Niya Clements-Hickson lip sync for me. I think he will be able to sing along while he is being filmed, ensuring his performance is more authentic because his mouth and throat will move like a singers. It is also important that he is in time with the song lyrics.

7. Things To Consider- Black and White vs. Colour

Because the song itself references the colour gold, I feel that colour is a necessary thing to include however, the rest of the video will stick to monochrome colours. I think this will make it look jazzy and classy. Therefore, a black background/black, white and gold costumes etc. Colour is good in music videos with continuity, eg. Meghan Trainer's video for All About That Bass and the use of pastel colours (ie. baby blue, pastel pink, soft yellow etc.)

7. Things to Consider- Lighting

As a member of the tech crew at the theatre, I have access to the stage space and lighting rigs. This is what I plan to use for my video. I want mood lighting, warm colours instead of 'natural light' or cold colourss. I will use Fresnels with perhaps yellow gels to cast a general light but they will be on a relatively low level. That will be used as general lighting, however for other shots, I may use a profile with a gobo to create interesting images. LEDs will be useful as well as they can be set to any colour. Light flashes will be in time with the beat of the music, illuminating the dancers briefly. The lighting is something I can play around with but I want it to create an intimate atmosphere. At some point, I think it could be good to have a back-light, again in a warm colour, perhaps a floor-flood and depending on the light produced,maybe  yellow gel again. I also have access to parcans should that be something I prefer to the others.

6.My Chosen Track

I have decided to do Black and Gold by Sam Sparro.



The music video version of the song is shorter, it has a shorter intro and outro, however I am going to use the above version which is on the CDs to allow myself to incorporate more dance and a bit of a story to the video.

This song is in the dance-pop genre and therefore it is very important to have dance invloved in the video. Dance-pop tends to be pop music with a heavy beat for dancing to in clubs etc. It is usually upbeat and 'groovy' and contains the following identifying traits:

• Uptempo, upbeat music intended for clubs, with a danceable or dance-centered nature.
• Catchy songs with an easy, pop-based structure
• A strong emphasis on beats and grooves
• Prominent hooks
• Simple lyrics
• Polished productions