Nandi Clarke's Media Blog

Further development of music video idea  As a group we decided to make some changes to our initial idea. We have kept the same concept, but however further developed it.Here are our 3 elements broken down. Element 1 We plan to have the main lead singer in a dark enclosed space. This would be to represent the underground tunnel. We plan to have a spot lights above him with grids in front of them (circular shape with square's) to replicate that the main singer is underground, along with having pieces of rubbish being dropped from above were the lights are and to the floor to convey the effect of everyday people dropping their rubbish into the (sewer). To make the video more in sync there would be close up of the band playing their instruments , which could be all edited together. Here is a video embedded from a previous video that has a similar underground effect that we are looking for within our video:   Element 2  There w...

Learning about story-boarding  In class we went through a booklet which explained to us what story boarding is. Story boarding is useful since it gives the group a visual understanding what each shot and scene will look like in the music video.

I made a mood board to demonstrate what our target audiences interests may be. This creates a visual representation of what we look for in our target audience regarding interests.

Teenage VALS and our music video As a group we decided that our target audience is 15-17 year old females. For the lead singer to appeal to our consumers , he will have to be young and good- looking with a niche selling point so that our target audience will be drawn to him. We imagine our main leading singer to look similar to Russel brand. His demeanour his exactly what we look for , for the face of our campaign. For example he has the edgy moody looks that we look for and he is perceived as eccentric , dangerous , daring but fun and that image we think will appeal to our target audience. As a group we see Russel as ideal figure for what image we would like to give off. However our idea includes a superficial element witch consists of having models modelling stylish and "in" clothes. The models may be perceived as the perfect female image for our target audience such as they may want to mirror the clothes that they wear and how their makeup is done, so the models al...

 Audience Profiling  Defining an audience is most important and useful for institutions because they want to be able to build up detailed accounts of how audiences are constructed. Demographic segmentation is another way of categorising your audience into divisions , were an audience is segmented according to various significant social criteria for example , gender, class, race, sexuality. Using the JICNAR scale is the most common demographic approaches to break up an audience. Here is a representation of the JICNAR scale  Psychographic Segmentation  Psychographic segmentation is more lifestyle profiling. It studies a psychological understanding of the consumer. By using this you can predict profiling (everyday person) - combines a psychological of the consumer with ideas about how they conducted their life in the market place   the various attitudes, beliefs and lifestyle choices are sorted into a number of distinctive categories which are ...

Group targets  as a group we put together bullet points of targets we as a group should work on. Here (Ella) my group member put them into order. My target is to work on numbers 3&4. This will give clear understanding as to the image we are putting across to our audience for what the models and and the underground setting withe the male singer , will look like.  Visual image of band Visual image of lead singer No dancers, models instead (their visual image) Underground setting with singer and models Underground setting with band What will out lighting be (colours shapes) Ending shot (spot light) How is it all going to link together (overall image) The overall image of the models is that they are being perceived as beautiful and exotic, "from out of this world". they will be shown as glamorous and superficial since they will be standing next to the male singer and trying to pose next to him. However the male singer will not take notice of their superf...

Comments/ feedback made regarding our group treatment   A very detailed and clear presentation. You and your group have clearly understood the process and your idea, explaining with clarity your proposed concept. Well done. Great use of visuals as well. You could have developed on the artist’s image and how this campaign will help, but overall an excellent treatment. Finally don’t forget to list your group members along with an introduction explaining what you have done. It would be nice to have seen a few more posts documenting this process, make sure to take full advantage of blogger as a platform, and document the rest of your pre-production work as you continue.  

As a group we Pitched our idea to the class and teachers - As a group(Ella, Tori , Ilana and me)  we put together notes of what was said to us as feedback  The tunnel may be difficult to build so how would we build it. It could be the common room corridor but it is difficult to film in there. Think about the start of the music and how you would actually perform it (you have to record the singer singing and the band can't start singing something else when the singer of the actual music hasn't started) They like the idea of filming from up high when he enters the stage but that might be difficult to do.  Not sure if the stage is suitable for the studio, it is not a stage more of a platform.   The stage is a lit through a high above light , which could be could be blue.  It's quite complicated and the audience might not understand it.  If we are going to distort the dancer how would we do it?    How do we film the same person?   ...

Our group treatment Made by our production group - Victoria , Ella Ilana and me. Here in our group treatment we have broken up our idea music video idea . y dividing it into 3 elements to create a clear understanding of what we plan to succeed. our first element explains what we imagine the stage/ platform to look like. then our Second element is explaining what we imagine our dancer to look like for example what style of dance is being performed and what costumes we would like to look at. Then lastly our third element is explaining what we picture the tunnel to be like and how we decided on having the tunnel in a dark- ish lighting to create mystery for the character.

Group treatments draft of dance performance element write up  As a group we are all working on different sections of our group treatment of our idea explaining each step of what we plan to produce. On the treatment i have focussed on the contemporary ? modern dance performance element of the music video here i have written a draft of what i plan to say on the treatment presentation : the dance performance -   the style of dance is a mixture of contemporary expressive dance. One female dancer is in moving in silhouette shadow. her movements are painfully slow , rigid and abruptly sharp at the beginning.there are lots of choreographic features such as falling to the floor aggressively to express how the artist feels within him. the choreography is abstract with intricate fast pace footwork. we plan the dance to have a combination of elegance but aggressive as it builds to its climax. We plan to work closely with the music so there for the dance will have a correlation with ...

Social media discussion on a social media platform  Here i have screen shotted our way of communicating our ideas for the video and and switching other each others contact information through using a social platform 'whatsapp' , we have found that this method of communicating has been a success and beneficial for the group. 

Treatment Example  For our music idea we needed to create a treatment to explain and have a clear understanding of our idea and our back up idea. For us as a group have a clear understanding of the how , we looked at an example treatment. Here is the final music video of this treatment 

As a group we got together and re-pitched our ideas to each other to remind our selves of different possibilites. We picked aspects of each of our music video ideas that we all liked, then agreed on a final idea.  here is the music we decided on as a group. we choose this aural accompaniment because we find it simple and effective and would go perfectly with the style of dance we are imagining which is contemporary modern style with a mixture of distorted sharp movements with lots of floor work and intricate footwork. We decided on to do the music video in the studio. We imagine a guy in a black hoodie walking through a dark tunnel.Then he would climb out the tunnel through a exit and into an old theatre that would be build in the studio. when the main male character is walking through the tunnel we don't want to show his face as we plan to reveal who he is as we see a shot of him performing on the old theatre stage with his band and we plan to  switch between ...