Digipak Reflection

I decided to use the same theme in my poster for this digipak. Therefore the front cover is the same as one slide in the digipak. We then joined all our ideas from the digipaks together to create a final one which was meant to be our ultimate digipak. In my digipak I focused on creating a digipak that holds its theme throughout and is that each slide relates to one another. Therefore I used the party scene in each slide as it shows our artist colors and makes the audience think of having a good time and partying. This is conventional to the dance genre as artists always try to entertain the audience by using upbeat music and fun scenes. As the image was taken from my music video I displayed low-key lighting which contrasted with bright lights such as pink, green and blue which represent strobe lighting, linking to the party. My front cover consists of this party scene, with the title of our group in bold and both the artists either side of the image. This has worked successfully as the colors are all quite subtle and I have created a good blend between each theme. I used this font for the title page as it stand out due to its size but is also see through so the background is clear. I have used images of me and George which relate to our concept as George is smartly dressed in a suit and I look scruffy in a shirt. This is breaking conventions of a dance music video as usually artists only focus on the performance value to entertain the audience. However, this makes my digipak and video unique from the other artists in this genre. The next slides are of our artist messages, which show thanks to various people. I chose to use separate images of the two characters as they relate to our concept once again. This is because the concept is represented by the two characters and their different behavior and lifestyles and although they are friends, I saw it fitting to separate them to highlight this concept. I used green writing in both slides as this is one of the artists theme colors and it represents the lighting we used for the party scene, making it unique to other artists in the dance genre and therefore challenging these conventions. I decided to use this font as it is easy to read and fun which relates to the music and the genre as dance tries to entertain the audience. For the next slide, of the back cover I decided to just use the party scene with the song list on. I saw this as simple but effective as it clearly states the songs and relates to the rest of the digipak as it shows the party scene. Also the main focus is on the party scene here as it is plain. This will make the audience feel like it is a fun dance video as it relates to the genre. However, i think that I should have used a bolder font for the writing as it is not completely clear against the strobe lighting behind. For the CD slide, I decided to blend in the title to the crowd by making it dark. This creates a cool vibe as relates to the dance genre as darkness is a theme of the party scene. I decided to use a different shot of the party scene here though and I added a pink filter as it is more unique to the other slides. For my final slide I decided to use the same image as the front cover. This is so that when the audience picks up the CD then they will see the a consistent image on either slide which will have more of an impact as it is so poignant. Also these images are of the artists looking serious and this will be seen as cool to my target audience who are also young. 

VOX POPS

My group decided that we would undertake vox pox videos as it is another way of gathering evidence on our target audience and to view their opinions on information for music videos. The good function of these is that we can see the emotions that our audience feel about each topic and question and this can therefore five us a more informed judgement of what they like. This is because doing a vox pox, means that we can see video evidence. When asking the interviewees these questions we can see their emotions, where as a questionnaire doesn't allow us to see these emotions. For example, when asking if they know who Avicii is they could be a response saying that they love Avicii or their initial opinion. By looking in between the gaps and not just the answers we can get a more personal and specific idea of what our audience would like to see in our music video.

The vox pox videos were a great success as we made sure that each video targeted a different category. For example, these categories including asking older and younger people as well as male and females. This allowed us to get more rounded and reliable results as we covered a larger range of the population. Also we wanted to get an idea on how each of these different categories felt about what we want to achieve and their interests in our ideas for a music video. We can now use these results in order to create a formulated and well crafted music video which will try to cover as many of these categories as possible. However, we do realize that everyone has a different taste in music and therefore like different styles. We therefore cannot please everyone and have decided that we will focus fully on our target market in order to make our video a success. Also, we don't want to use too many subcultures that will spoil our aim for the appropriate target market. However, we will try to include others to make this video unique and appeal to other audiences. 

These will also assist us in planning our music video as we can constantly refer to the opinions of our target audience. Not only will we look at the videos which match our appeal, we will also look at those who have different opinions and prefer other genres. This is so that we can come up with some subcultures that will also appeal to these other audiences in our music video.  

Lyric analysis

The hidden meaning behind these lyrics is to have fun when you are in your youth but get to grips with your life when you are older and growing up. This is by finding yourself and becoming wise. 'Wish that I could stay forever this young' is a line which shows how the artist enjoys his youth due to having no worries or responsibilities. However, he contrasts this by saying how he should be woken up when he is older, in order to settle down and have a structured life. He also says that he 'didn't know' he was 'lost', as he had experienced so much fun and had been deluded by this being the most important thing in life. However, he contradicts himself by saying that he wishes he could stay young forever to show how its the right thing to change although he had a lot of fun.  

Rough Cut

Why is a rough cut important to consider?
Why it is important to consider audience feedback?
How did u receive you feedback? You tube, interviews?
What feedback did u receive?
How will the feedback assist you with finalising your final music video?

Rough cut is important to consider for the development of our music video as we gained a lot of feedback and critics from it. This allowed us to make changes when appropriate and to verify the parts that we did well.  It is important to consider audience feedback as it allows us to gain a relationship with our audience so that they have an input into what our music video contains and its ideas. Also, as our audience are expert in our genre, they can give good feedback on what the expect from a dance video and what they like and dislike about our music video. We could then edit it to suit their expectations. We also wanted another perspective on the video as after a long time of editing and making it, our opinions could be effected and probably biased. Therefore gaining opinions from our target audience has allowed us to gain some good knowledge.

We received feedback by the use of social networking site, Youtube which has millions of users and therefore we wouldn't be short of opinions. People simply commented underneath the video in the comments section giving us feedback and their opinion on our music video. We also conducted interviews where people watched the video and then we asked them questions about it. However, we made sure they were quite lose questions as we wanted our audience to speak flowingly about the video in detailed opinions. This would allow us to gain more from the task.

We received a variety of comments ranging from praise for the video to points at which our audience thought we needed to improve. One user commented on the editing, saying that we shouldn't use so many straight cuts. Therefore we added more of a variety of transitions such as a zoom shot and fades. Also our audience identified that there was not enough of a difference between the characters at the end, which relates to the concept of the video. Therefore we lowered the lighting of the poor character to represent how his life is going downhill, compared to his friend who had natural lighting relating to his happy, well-off lifestyle. From the interview, we received feedback from our target audience over a range of topics that our music video covers. One that was particularly focused on was the concept of our video, as this is something that we want to capitalise on by making it unique. However some critics said that the shots were too long so we went back and added shorter shots during the party.

Some of the comments we encountered included:

• 'I'd like to see more of a variety of transitions'
• 'I love this concept, very different!'
• 'Some shots seem to long when the characters are at the party'
• 'I love the entertainment value in this video'

Magazine advert reflection

Through my research on other magazine posters I understand that colors, lighting and the representation of the artist is needed in order for the target audience to be attracted to the song and the album. The research allowed me to understand what elements are needed in order to make a good film poster for a dance music video. My ideas and inspirations behind my poster are to focus the colors that we used during the music video, and to follow the concept of one of the boys going to a house with nothing which is placed on the left of the poster and the boy who has a job and family, on the right of the poster. This poster will help me when using photoshop as it will give a idea and the base of my poster when i start using photoshop. I made a paper based version of the poster so that I could get an idea of the layout and details that i wanted to include in the final version.

For my magazine advert, I used inspiration from my artist Avicii who's song we are using 'Wake Me Up'.
The advert that I used was promoting his concert to his target audience using the dance genre. The Avicii sign is the most predominant feature of this poster apart from the artist himself. I therefore tried to adopt this concept by making the two artists the forefront and main theme of the advert. The Avicii symbol is shown at the beginning of the title to show the artists trademark and this is recognisable to the audience. The artist has only included the essential details so that he can promote the concert. The colours used reflect the music genre the Avicii represents. I tried to use this technique as we went with florescent pink and green as our main color theme. I did this in my paper poster by creating a division between the characters in these colors. This looks like a flashing bolt, which is related to the clubbing scene as strobe lighting effects are a strong feature. This is because the lights in the background represent it being dark, linking to the partying lifestyle. I also carried this theme on by splitting half and half of the title in the selected colors. This shows what the audience will expect due to the concept, which will therefore sell more tickets as they want to go to a cool place like this. Avicii's name is at the very forefront of this advertisement, as it is the most important aspect as the audience need to know who is being promoted to them. I also used this technique by putting it horizontally across the page in a big font so it is recognizable. However, I used a different font that makes it unique looking. Avicii has chosen these images in order to promote the concert with a certain feeling. Avicii has given it a cool partying vibe, to attract the audience. This is represented by the bright lights in the background. I therefore tried to replicate this is my draft advert by giving a fun vibe which the audience can enjoy and have the desire to watch this group. 

As you can see in my paper design, I have followed the inspirations I gained through my research as I have drawn the artists at the forefront of the advert and the title of the artists in order to make them stand out. This is so that the audience can build a connection with the artist and see what they look like as they are a new group. I also included the colors that represent our group and that we agreed on, Florescent green and pink. This give the poster a party feel and relates to strobe lighting of a disco or club. I also decided to put the bolt between the characters as this relates to our concept, showing that one is happy and has a good job and family and the other is unhappy with no job or family although they are friends. Also the costumes represent this concept as George has a nice suit on and a sharp haircut whereas the other character (myself) has a dirty shit, scruffy hair and looks unhappy. 

After making this paper-based advert I decided to create the real one on Photoshop as it has a lot of features and tools which will assist me with editing and creating a professional looking advert. This was my product after making some changes to benefit the outcome. 

As you can see I have made some changes between the paper draft and the final version to make it look more professional. Firstly, I decided to edit in a crowd from the party scene as a crowd developed the conventions of dance and connoted people having fun. Also the advert looked quite plain and basic beforehand and this gave it more detail and a better view. Also adding in the crowd will allow the audience to notice straight away that this is a dance genre music video and they will therefore relate to it more. Also because the characters are positioned in front of the party scene, it shows that they are more dominant and have power over the other people there. This will make the audience look up to them as this is quite a cool affect. Next, I decided that rather than using the strobe bolt down the center of the page, that I would use lasers in the background instead. I did this as I think that it is easier to relate to a club rather than just the bolt. Also it is a more subtle affect and the strobe lighting doesn't take the attention away from the main characters. Also it look more crazy as the lighting is going everywhere which creates an intriguing affect. I used pink and green for them again as these colors represent our group and they are loud, fun colors.  I chose to use the same images of Me and George from the first picture although these show us looking more serious. This was done purposely as it portrays a deeper feeling on the audience as it shows that the artists are serious about the work. Also this serious look is seen as cool and the audience will aspire to be like their idols. which I used to connote the emotion that went into writing their album. Also their facial expressions would really draw an audience in as they are looking directly at the audience and the audience will like this as they will feel more connected to the artist as they are not hiding away. Next, I decided to change the font of the title as it looks more appealing to dance genre lovers as it relates to the dance/party scene. It also looks more professional as the writing is more subtle and not so loud. 


  

Magazine Advertising

Here, Avicii is shown at the forefront of the poster. He is looking straight at the audience in order to capture their attention. He is pictured wearing normal clothing, which the audience can relate to. However, he still has a cool, edgy look as his facial expression displays this. 

The Avicii sign is the most predominant feature of this poster apart from the artist himself. The Avicii symbol is shown at the beginning of the title to show the artists trademark and this is recognisable to the audience. The artist has only included the essential details so that he can promote the concert. 

The colours used reflect the music genre the Avicii represents. This is because the lights in the background represent it being dark, linking to the partying lifestyle. This shows what the audience will expect at the concept, which will therefore sell more tickets as they want to go to a cool place like this. 

The artists name is at the very forefront of this advertisement, as it is the most important aspect as the audience need to know who is being promoted to them. 

The artist has chosen these images in order to promote the concert with a certain feeling. Avicii has given it a cool partying vibe, to attract the audience. This is represented by the bright lights in the background. 

The language is very abrupt and to the point, so that not too much information is displayed and the audience can be intrigued by the images. The font is plain so that the audience can read it clearly. There is only one detailed sentence used so that it is not over complicated and the reader can make their own conclusions as to what and where it is all happening.

·               Representation of music artist

·               Connotations of the advert

·               Colours

·               Design/layout

·               Choice of images

·               Typography

·               Style of language

This poster relates to the artists album as the image of David Guetta is the same on the front cover. This allows the audience to link it to the album which they have heard and they will therefore want to go and hear this album live. Therefore it also promotes Guetta's concert. 

The artist himself is featured on the cover and therefore he is the standout object. The font on the poster is the same as on the album and it is recognisable to the audience due to this.        

I will use this research to adopt some of the ideas and themes that Avicii portrays throughout his work. This is becasue we are using the same genre and due to his success, his work is a good model to base our video. We will specifically concentrate on the bright colours that Avicii uses as this relates to the dance genre and will appeal to our target audience.                                 

History of music videos

People can consume a music video by;
- The album and single
- TV music channels
- The Internet
- The radio
- Concerts
- Record players
- Cassette tapes
- A magic Lantern
- Itunes - downloading music videos
- Apps

This has changed over the years as today music videos have become a lot more available for the audience through the use of technology. Now the audience can use websites such as Youtube to view music videos for free. This is also a very fast process as a click of the mouse allows the user to view the video. Years ago however, when there was no access to the Internet, people would buy record players to listen to the music and occasionally see a music performance based video on the Television. The initial invention of the music video began with the use of a magic lantern, which a man named George Thomas who projected a series of still images on a screen simultaneous to live performances. People were then able to watch music videos through the first 24 hours music TV in 1981 called MTV, which has evolved into a huge music video company which are now viewed today over 5 channels belonging to them. In 2005 the internet was the next technology to host be a hub for music videos. It is still a huge factor in them today and are peoples most common way of viewing music videos. The website that has the most music video views is Youtube. The most expensive music video of all time was Michael Jackson's 'Scream' which cost $7million to produce. Special effects are also used in todays music videos. Fillers, lighting, hd cameras and green screen are all common features used to make the music videos of today. 

Major Record Labels

The current major record labels in the Uk are:

Sony : Examples of the artists signed to this record label are:

• The Ting Tings 
• The Clash MGMT
• Ke$ha

Sony Music Entertainment UK is part of one of the largest music and entertainment companies in the world. It has a broad array of local artists and international superstars and has been responsible for some of the biggest records in history

EMI: Examples of the artists signed to this record label are:

• Whitesnake 
• Iron Maiden
• Spice Girls
• Kate Bush
• The Beatles

 The EMI Group (Electric & Musical Industries Ltd.) is a British music company. It is the fourth-largest business group and family of record labels in the recording industry, making it one of the 'Big 4' record companies. EMI Group also has a major publishing arm, EMI Music Publishing which is based in New York City. 

Warner Music Group: Examples of the artists signed to this record label are:

• Death Cab For Cutie
• Gnarls Barkley
• Basshunter
• Fleetwood Mac
• Enter Shikari 

Warner Music Group (WMG) is the third-largest business group and family of record labels in the recording industry, making it one of the big four record companies. The current company was formed in 2004 when it was spun off from Time Warner, and therefore Time Warner has claims to any of its ownership. Warner Music Group also has a music publishing subsidiary called Warner/Chappell Music, which is one of the world's largest music publishing companies of today.

Examples of UK independent music record label companies are:

• Boy better know: are an English Grime collective and record label founded by Jamie Adenuga (also known as JME) and older brother Skepta and they were founded in 2005. The very well known songs by these artists for this record company are, "Private Caller", "Duppy (Doin' It Again)" and "Too Many Man".

• Butterz: are an independent record label based in London that specialise in Grime music. It was founded by DJs and 2 music producers, Elijah & Skilliam in 2010, but it now is also partly owned by Terror Danjah, Swindle, Royal-T and Dane Bradshaw. The label introduces instrumental grime to the forefront of the electronic music scene.

• Clay Records: are an independent record label founded by Mike Stone in 1980, out of a record shop in the English city of Stoke-on-Trent. Clay's first signing was local Stoke punk band Discharge who released their most successful song, Realities of War single in April 1980.

Planning editing styles

Editing is important for a music video as it is used to provoke a certain emotion or create a certain effect on the audience so that they can relate to it and so it is entertaining. For example, quick cuts in a dance video creates a fast paced video which makes the audience want to dance along or feel amazed at the artists party lifestyle. Also colours and fillers can give the scene a completely different feel. A hazy filler can make it seem old so it is a narrative idea as the artist would be showing a scene from years ago.

The editing styles that we are using are firstly, slow editing for when we show a can with alcohol dripping out onto the floor. This is to slow the scene down and to emphasise that the video is addressing the partying concept and lifestyle. This is conventional to the dance genre as a symbol is often emphasised by using slow editing so that it remains in the audiences mind and they understand the video. For example Swedish House Mafia use this technique in many of their videos in order to symbolise a certain concept. This will build a relationship with our target audience which is young people aged from 16-25. This is because they can relate to this partying concept which is so predominant amongst the youth of this generation. They will also see this as cool as their idols are promoting and showing alcohol.

The next editing style that we will use is a fast cut of London City. This will create a fast paced effect of the city and this compares to the busy lifestyle of the people working in it. This will create a huge contrast with the characters in our music video, as they will be represented as hung over and moving slow without a care for work. This will emphasise that there is a huge difference between the youth of today and the audience will notice this and see this as cool as they are also young. This editing style is conventional to a dance music video as artists often contrast between themselves and another group of people by using as certain editing style. For example, showing slow editing of a library will conflict with the fast editing used for a party scene.

Another editing style that we will use is a transitional cut. This will be from the scene set in London in the morning, straight to the night before by the use of a mobile phone. One character will show the other one the video that they caught on their phone from the night before, and this will transcend to the main video of the night before. This is a conventional technique to a dance video as it is linking the two completely different atmospheric scenes. However, this is also a very specific technique that not many artists used and we came up with this transition ourselves. This will engage the audience as they will notice the link from the characters waking up, back to the night before, unveiling what occurred, which the audience are intrigued to see. This will therefore build a relationship with the audience as they will be apprehensive and excited to find out how these characters ended up like they did in the morning.

The final editing style that we will be using is a fade in and out. Here, the background will be the crowd of people partying and the foreground will show a flashing image of the Avicii symbol. This is so that we can promote the artist by showing the album symbol, which will be recognisable for the audience at a later date. It also represents a cult or 'gang' which the audience wants to be a part of if they enjoy the video. Therefore they will be led to find out more about the artist. This is conventional to the dance genre as many artists use editing in order to promote a symbol or logo which could be a sponsor to promote themselves. An example of this is Disclosure, who flashes the logo of their album through their video 'latch'. This is to stand out to the audience and make them remember it.

Planning characters image

As we do not display the artist at any pint of this video I will show the characters image as a representation of the artist. The only point where we present the artist is when showing the artists personal symbol which is the Avicii. This is used a way of promoting themselves and the artists album as the sign appear on the front cover of the album. Also if the audience like this video then they will remember the artists logo and therefore research into more of their music videos and songs. Other than this the artist is not going to be represented in this video as we are using a narrative and concept based techniques for the overall video. We chose not to do this as the audience can relate to the characters more as they are normal people where as the artist would represent themselves as better than the audience.

Both of the characters in our music video will be represented wearing jeans, a t-shirt and trainers. This will represent the partying or ravers lifestyle. In the first scene they will be seen looking very scruffy after sleeping rough and being hungover. This will be able to relate to the audience as this experience is very familiar to some of them. However, it also represents an ideology of this partying lifestyle that not a majority of our target audience get to experience. Also this is conventional to the music genre as many artists who want to show a concept, use 'normal' people who are not superior to the audience, as the characters in order to relate to the audience. They therefore wear normal clothes such as jeans or chinos.

Cinematography for Music video

The purpose of cinematography is to help add to the effect that we are trying to create. This is different when trying to show a concept, narrative or performance technique. For example when showing a performance scene, we will use a certain shot such as a mid shot. This might be to show the characters/artist dancing and focus the scene on them. Also, cinematography is used to provoke the emotions of the audience. This could be using a hand held shot in order to give the audience the point of view from being in the scene. This makes it more relatable and interesting for the audience as they feel like they are in the music video.

One camera shot that we will be using is a panning shot of the sights over the river Thames in London. The purpose of this is for the audience to establish the scene of of the opening to our music video. We will show all the famous landmarks such as the London Eye, The Gherkin and London Bridge, which will be recognisable to the audience and they will therefore know where the scene is set. They will therefore be grasped by the video immediately as they can identify this eye catching scenery and they can relate to it. This is conventional to the dance genre as the music has not yet started at this point and many dance artists show a scene before the start of the music.

Another camera shot that we will be using is a low angle shot, to show the busy workers walking around the streets of London. This will be of their lower half, to show a representation of the fact that busy people are going to work in the morning. This will relate to the fact that the characters are waking up after the partying night before and show their surroundings. This is conventional as many artists such as .... use this show small parts of the scene so that the audience can work out where it is being held. The audience will relate to this as they know what its like going to work in the morning and the early feel that this scene is portraying.

The next camera shot that we will be using is a close up of an alcoholic beverage dripping from a bench onto the floor. This is immediately before the viewer sees the main characters laying on the bench. This will represent the partying lifestyle and the audience will immediately identify that the characters have been out partying the night before and that they are waking up. This is conventional to a dance video as they often involve the partying lifestyle amongst youths and the fact that drinking is seen as a culture and as cool.

The final camera shot that we will be using is a mid shot of the two characters sitting on the bench when they wake up in the morning. This is so that the audience can finally be introduced to them as they wouldn't have seen them before.

Planning setting and Iconography

The purpose of a setting is to relate the lyrics and music to the visuals in the music video. Iconography is used to display this in more detail than just a setting. Goodwin's theory demonstrates this view and it helps to craft a music video. Also, a setting is used to entertain the audience and it could be obscure but it must relatable to the song. An artist will manipulate a setting in order to create a certain effect for the audience. Often, am artist will use a setting which their target audience can relate to. This is so that the audience feels as though the video is more personal to them and therefore has a greater effect. Iconography is also often used to promote an ideology or idea. For example a rap artist might use expensive jewellery in order to promote their wealth and display their rich lifestyles through this iconography.

One of our chosen settings for the music video is the view from the south bank in London over the river, which includes images of famous landmarks such as the London Eye. This will be our first scene and it will be set in the early morning. It will capture the audiences attention immediately as they will see these huge landmarks and they will identify these. This is a conventional setting for a dance music video as London is known for its party scene amongst other factors. However, it is also a unique setting as to my knowledge, no artist has used this setting before in a music video. The audience will be able to relate to this as the whole country knows the famous landmarks in London as it is the capital city and many have visited these. They therefore are grasped by it immediately and the video seems more personal for them. Here, we will include iconography such as alcohol glass bottles. This is so the audience knows that the video is addressing the partying lifestyle, which is so common amongst the youth of today.Other iconography that we will be using here are mobile phones. These will be used to link our current scene with the scene from the night before by looking at photos or videos. Many record companies use this type of iconography as a form of advertising. We will have to contact the company of the mobile phones in order to gain authority to advertise their product on our video.

The next setting that we will be using is the scene from a party. Here, the viewer will experience the artists lifestyle. This allows them an insight and they therefore they can relate to the artist as the audience can see the artists lifestyle. The party scene also relates to the lyrics and music, as we will cut to this scene as the chorus comes on and it is more up beat. This also shows the performance based technique that we are trying to portray. 'Wake me up when its all over', describes how the artist want to know when all this partying is over and he turns 'wiser and older'. Therefore the lyrics relate to this scene. There will be far more iconography here as the party scene is a lot more detailed and set up for the purpose of the music video, where as the city is already set up. Examples of the iconography that we will be using are, drinking glasses, champagne and party outfits. This is conventional as dance music often is associated with these props. For example, Flo Rida's 'club cant handle me' often displays champagne, promoting this partying lifestyle.

This setting is followed by a different setting which will show the two main characters making their journey home from London. Therefore the shots will display all different scenery from London as well as a scene in an underground train. This is so that the audience can follow the characters journey and they will receive honored to be able to see this journey of their idol. Also this scene is an integral part of the story line as it shows the characters interacting and their relationship and friendship before they part and go to their separate houses. The iconography that will be used is normal props such as a newspaper on the train. This will allow the audience to relate as they see that their idol is also normal like them and reads the newspaper. These are conventional to the dance genre as many dance artist want to create a normal video where by genuine settings are used in order to relate to the audience and so that they feel part of the video.

The final 2 scenes are shown alternately and run parallel with one another. This is because they show the two characters entering their separate homes and the contrast in these. This is because one character will walk into a nice house with his loving family greeting him and the other will be walking into a deprived flat by themselves. These settings will show our concept theme, which is that family is more important than the partying lifestyle and having a good time. Here, the iconography that we will use in the family home to give it a warm and comfy feel, are candles, paintings and nice furniture. This will contrast with the iconography in the other flat, which will display old pizza pieces, rubbish on the floor and smashed lights giving the scene a gloomy and miserable feel. This is conventional to the dance genre as it represents the end of the song and many dance videos end with a serious message and not a continuation of the party scene. However, as our story line is so specific it is unique to all other dance videos. This will build a relationship with our target audience as a concept is being highlighted and they will discover this serious hidden message in our video. The audience may then feel that they have learnt something from their experience watching our music video and will make the artist more popular and likable. This is because this effect makes the audience feel as though it is personally to them.

Storyboards

      The purpose of a storyboard is to have a clear and detailed plan of what we intend to do and how we will do it. This detail shows the camera shots, lighting and other specific features that we intend to use in the creation of our music video. Also a storyboard can highlight any issues we have with our ideas as not everything can work. As we display each frame with a picture, we can get a more informed view of how we want the video to look and all the features in it. We can also use it as guidance when we actually create the music video to make sure we don't go off track and that we are including all the features the that we want. 

     The primary research that we carried out, is videos from our own experience at festivals such as V festival. As we recorded this first hand we could refer to it when planning our music video. Also the videos are at live DJ's playing dance music which relates to our genre. We analysed these videos by looking at factors such as the crowd, music and atmosphere. This helped us relay it to our plan as we want to recreate many of these factors in our music video. The secondary research that we carried out was evaluating the techniques that other dance videos used in order to create success. These included videos from our chosen artist Avicii, as well as artists such as Daft Punk. We used a lot of technical features from these such as camera angles, setting, lighting, iconography and characters. 

     We made story boards my creating detailed summaries for each scene. These included a hand-drawn picture of what we want the scene to look like. We followed our written plan here however, we did come across some issues with the written plan that wouldn't be practical and therefore effective. An example of this was that we originally planned on having long-shots of the characters waking up in the first scene. However, the picture that we drew illustrated that this would be ineffective as it would look un-professional and boring. We therefore decided to start with a close up of a bottle of alcohol to represent the partying lifestyle.  

      We shared the responsibility by all making an input into what we thought should be in the story board and deciding on the best plan of action. If we have a decision which was undecided then we went with the majority vote. However, we also wrote down the decisions that other members had so that we can refer to them if something doesn't work. 

Bar Chart/Pie Charts

We decided to show the results from the questionnaire in this pie chart form, as it gives us a more informed and professional way of analysing the results. It shows what our target audience favours, in a clear format and the majority vote for each question is apparent, due to the loud colors which stand out. Therefore, we can make informed decisions on how we are going to make our music video using this audience feedback. Pie charts are generally used to show percentage or proportional data and usually the percentage represented by each category is provided next to the corresponding slice of pie. However, we decided not to use these percentages as we wanted to see the major requirement for each question rather than considering the other options. We can then use these to base the conventions and ideas on our music video. 

Research into chosen music artist

Introduction

We have chosen Avicii for our music video and the song we will be using is 'Wake Me Up'. The reason for this is because Avicii is a very current artist that is having success globally. Therefore, many youngsters will recognise this song due to its popularity and be able to relate to it. Also, I feel that as this is one of our favorite artists we can enjoy the process of making this video which will enable us to create the best possible video. Also, this so is constantly featured in the club scene and therefore is a big dance hit. We have therefore have chosen this song as it will appeal to our audience and it will attract them even if the video doesn't go to plan. Personally, I have always followed Avicii and my favorite feature of them is the music videos that they create. We have gained a lot of inspiration from these videos and the style and conventions that they use. However, we want to adapt some of these ideas whilst creating a unique video which has not been created before, and will stand out from the rest of the music videos. 

Artist profile 

After being initially signed to the label 'Se7en', Avicii achieved huge success and therefore they signed to the bigger record label, 'Universal Island'. The producers for Wake Me up, however was 'atnightmgmt'. This quote from Midweek Charts shows the huge success of Wake Me Up. 'Avicii's Wake Me Up has become the fastest-selling single in the UK in eight months after already this week surpassing 200,000 sales.'

Avicii first began their storm into the music industry when they released 'Bromance'. However, the artist Tim Berg was the featured artist of song and it was therefore not necessarily Avicii. They then released 'Feelings For You' plus hit remixes of Tiësto, Robyn, David Guetta, and Bob Sinclar which were all released in 2011. With massive monster tracks lined up and many of the world’s biggest events where Avicii were headlining, 2011 was clearly a very successful year for Avicii and acted as their platform to spring onto the world stage. No surprise when his first release in 2011, Street Dancer, went straight to #1. 

In 2010 Avicii released their first single, "Seek Bromance" which received 35,000 sales to date. Also, in this year Avicii release the song, "My feelings for you" which received 28,000 sales to date. They also have recorded their debut album called 'True' in 2013, which received 50,000 after 1 week. "Levels" which was released in 2012 went platinum in UK (600,000) and platinum in the USA (1,463,000). In 2013 Avicii have also release "X You " (600,000 sales),"We write the story" and "Wake Me Up" which has received 420,000 sales till this date. 

Artist music video analysis  

The first music video by Avicii that I will analyse is 'Seek Bromance'. The style of this music video is 50% narrative based and 40% concept based and 10% performance based. The narrative element is so large as this video consists of a story line of 3 friends being kicked of out of their houses and going on a road trip to Las Vegas. The audience sees all the trials and tribulations that the characters face along the way. The concept element is absorbed by the audience as the artist is promoting an ideology, which is the importance of friendship, being a rebel and having fun by doing this, as a young person. Also, the characters are represented as rich and therefore the artist wants to display his lifestyle through this. For example, they are seen leaving a big house in the first scene, implicating that they have a lot of money. There is only a glimpse of the performance aspect in this video and it is scene when the female character is dancing seductively at the end of the video. However, this also emphasises the concept idea of rebelling against society.

Dyers star theory is a huge factor is this music video and it has a big impact on it. The rebellion aspect of this theory is mainly due to this. In the first scene we see one of the characters leaving his house to go travelling. However, as he leaves he is instructed to 'get the hell out of my house' by what appears to be his dad or a significant figure in his life. Therefore the artist is promoting rebellion against parents. This rebellion aspect can also be seen as the characters smoke, gamble and drink alcohol throughout the journey. Sexual magnetism is also shown, relating to Dyers theory, when the girl is seen in bed with two boys. This is to show the 'bromance' that the 2 boys have and them leaving after sleeping with her emphasises this 'Bromance' relationship. Dyers star theory also states that the star must be 'simultaneously ordinary and extraordinary for the consumer'. This idea is predominant throughout the video, as the youths are seen wearing normal clothing which the audience would wear, making them ordinary. However, the stars are also seen as extraordinary as they are so rebellious and can get away with just making a journey to Vegas. They are not seen as working to earn money to go on this journey or having to ask permition. Therefore it is unrealistic for any normal person to do this and they are seen as extraordinary by the audience. This music video does place fans for hegemony as the characters are showing dominance and leadership by travelling by themselves because the want to rebel. This will persuade the audience to empathise and feel the same way by wanting to rebel. This doesn't necessarily mean that they will by it is the idea which will entertain them. 

Evidence of Goodwin's theory being used in this music video is predominant throughout. This video demonstrates the dance genre characteristics when the audience sees the characters dance and the fact that the video is based on a relationship between a boy and a girl. Goodwin's theory specifies this and it is a key convention to the dance genre. This entertains the audience as they get to see a fictional story and they want to copy the characters dancing as they look up to their idols. Also there is a clear relationship between lyrics and visuals and the lyrics often illustrate the visuals. This is seen by the relationship between the two boys referring to their 'bromance' which is part of the songs title. This makes the target audience see this idea and the importance of friendship is a lesson for them to learn from this. 'I'm into you' is also a common line used in this song and it describes the girls' feeling about the boy. The lyrics also says 'I want you to treat me good', but these contradict the visuals as the viewer sees the boys tormenting the girl on several occasions such as pretending to leave her by herself in Death Valley. There is often voyeuristic treatment of the female body. An example of this is when the girl is seen dancing seductively towards the end of the video. This appeals to the male audience as they want to be with the girl and the female audience as the want to be her. The music often amplifies the visuals as when the chorus is played, the characters are seen dancing. However this is not true for every time the chorus plays. 

The artist is not seen in this music video, however characters have been implemented to portray the artists' ideas. This is a common characteristic used in the dance genre so that the audience can relate to the video better as normal people have been used. This relates back to the Dyer theory as ordinary people have been used to create an extraordinary effect.
The target audience for this music video is clearly young people aged between 18-26. This is because of the rebellion concept which is so commonly used throughout. Also the characters used are very young in order to make the video more relatable for the target audience. Also dance music is very popular amongst the youth generation of today and therefore they will want to watch this video. It is also often played in clubs where young people are and so they will watch the video after hearing the song. 
The setting is in a car for most of this video. This is a convertible car which will appeal to the audience as the artist is displaying his wealth. Another setting is Las Vegas, which is the perfect partying and 'rebelling' setting for this video, as this is the concept that the artist is trying to portray. As this is a world renown place all the audience will recognise it and therefore they can relate to it. This will lead them to think that the artist is cool as he has rebelled by going to this place which is represented as a gambling state.

Normal clothing is worn by the characters. This links to Dyers star theory that ordinary people have been created to give an extraordinary effect. This makes the audience relate to the character more and they will therefore enjoy the video they can imagine themselves doing the same. 

For the majority of the video, high key lighting is used in order to show the unveiling story about these characters. However, low-key lighting is used when the characters are in the clubs and casinos in order to represent rebellion. Also this relates to the partying lifestyle as clubs are often dark and the audience see this as a cool place to go to as it is rebellious against society. 

Iconography such as a convertible retro car is used in order to promote the cool lifestyle that these youths lead. Also it shows how they are rebellious as they are seen standing up in the back of the car which is illegal. Chips are used by the characters to symbolise that they are gambling and this rebellion concept once again. 

Mid shots are often used in the music video so that the viewer can see the emotions of the characters faces but also to show that they are 3 friends. This is because the mid shots always have the 3 characters in, joining them together. This highlights the concept that the artist is trying to portray which is the importance in friendship. This effect makes the audience want to have the same feeling with their friends as they can relate as the target audience is young.
Panning shots of the car going along the highways are used when the friends are driving to Las Vegas. This shows how fast they are going and it relates to the dance genre as the music in dance is often fast paced. This also corresponds with the idea that they are rebelling as it shows the speed at which they are running away to be rebellious. This makes the audience relate as this is seen as cool.

Summary

The research that I have undertaken of my chosen music artist will help me with planning my own music video as I can learn from a lot of the techniques that they have used in order to create this huge concept idea. As my video aims to also promote a large concept idea, I can use techniques such as low key lighting to show rebellion, which is a concept that I want to portray to my target audience who is also young people.