5 Minutes Late

5 Minutes Late

5 Minutes Late Fact File

Who? - a local unsigned act

Genre - Indie Rock

Song - Say You Will

Website - www.myspace.com/fiveminuteslatemusic

Contact made - I emailed the lead singer, Philip Matejtschuck who sent me their lyrics and song in an MP3 format.

Why chosen? - I really liked their unique and creative sound. They clearly all have a passion for their chosen instruments and this is shown in the song itself.

I chose the particular song because it had a clear beat and rhythm, meaning in the music video I can apply Goodwin's theory of visuals to music and also the lyrics tell a narrative story giving the opportunity to match visuals to lyrics.

Not only that, the instrumental parts are quite long, meaning I can do a combination of narrative and performance concepts within my music video, adding a unique twist.

5 Minutes Late - Say You Will

Here are some ideas for my music video:

The lyrics have been annotated with reference to Goodwin's Theory on music videos. This will ensure I am going to create a strong video, applying all the main characteristics the audience are expecting to see.

Target Audience for 5 Minutes Late

Age - I feel the age group would be from early teens to mid twenties, so around 14-26.

Gender - Due to the song being about him trying to chase a girl, the target gender will be predominantly male.

Occupation - There would be no specific occupation, however their social life would have to be more upbeat e.g. parties, clubs etc. so they can understand the lyrics of the song and relate to them.

Lifestyle - In free time, the audience would have to have access to the Internet in order for their MySpace page to be noticed, fan pages on FaceBook to become more popular and other viral marketing techniques.

Socio-Economic Group - Any society class would be suited to the music as most people experience the idea of falling for someone and the chase that occurs because of it. This artist is definitely not split by society; everyone has the opportunity to enjoy their music.

Camerawork & Editing

I have decided to do a mixutre of performance and narrative for my music video:

The narrative will be filmed through stop frame motion, which is a series of images, each slightly ajusted from one to the next, making a fluid motion of still frames, telling a story.

The performance based will be during instrumentals, or the chorus of the song, where the artist has to be viewed.

I am deciding to do this because the artist sells 50% of the product - the other 50% is the song itself, shown through the narrative. This gives my music video a stronger chance of being successful.

Camerawork Ideas for my Video:

For the narrative:

- Still images of a tilt upwards of female character (links to Goodwin's Theory of voyeurism)

- Match on action of her entering the house (shows good camera coordination and sets the scene)

- ECU of eyes and other parts of the face - examines the character's in detail and gives the audience a stronger sense of intimacy

- Camera tilts on images of alcohol - adds the 'drunk effect'

- Images of feet and people gathering - gives a crowded feel, an intense feel

For the performance:

- Drum kit: camera resting on top of a symbol as it is hit, looking through the snare drum, CU of feet on bass pedal

- Bass: close up of fingers playing the bass, LS of bassist playing

- Lead singer/ guitarist: close up of lips, zoom in and out on guitar solo

Editing Idea for my Video:

For the narrative:

- Fast cut montage between both pairs of eyes in an ECU

- Straight cut transitions, goes with genre of music

- Split screens to show connection of characters

- Enhancement of lighting on the girl - she is the wanted character

For the performance:

- Speed up movement of characters to suit music

- Colourisation on fast beats

- Mix both narrative and performance - overlay of images

Shooting Schedule

14/10/2010

Stop Frame Animation

Today, I started by taking the party scene shots. It required me using a sport setting on the camera in order to create a smooth number of images that will flow well.

The lighting was going to be the biggest issue, but as I planned on using a lot of ECU I was able to stand the character's under lights in order to gain the best image possible.

The most difficult part of today would be attempting to get the match on action correct as the lighting contrasted significantly and so to keep it smoothly running was difficult.

Above is a video of a rough example of what the stop frame animation will show. The photos have not been edited and so this is not a clear example of what will appear in my music video, however the concept is there as this shows the notion of looking - vital part of the music video.

Overall, I am pleased with the photos I took (624 photos) all of which need to be edited so they work well on my music video.

01/11/2010

Today I filmed the performance based parts of my music video. It took several attempts to film as the weather was never certain, however today was a success! Inspiration took hold of me as I felt this should be a video that communicates to the audience and so got passers by to dance in my music video. This adds a comic sense to it creating a bond between the product and the audience.
A main issue was two of the characters were not available today and so them playing the instruments will have to wait for another day.

07/11/2010

I managed to get the last of my filming completed today meaning all that is left to do is edit!
There were no issues today as lighting was the main issue, but as I am going to be editing the footage it will not be a problem.

Editing Diary

08/11/2010

Today I edited all the images so they were the right length of time. I also edited them so each image had a different, quirky style, much like the music genre.

09/11/2010

I synced the images to the music today, taking a large amount of time. I am pleased with the results, however despite the advanced camera I used, the still images are not of the quality they should be. This being a disappoint means I am going to have to edit several of them to ensure better quality, taking more time than I had planned.

12/11/2010

I had an issue where the film clips could not be uploaded to iMovie due to an update needed in software. As I am not the administrator, I could not update the software so saved my work on a memory stick in search of another source for my work.

15/11/2010

I have found a MacBook and now am able to upload the video clips. There is now footage throughout the film and I now need to edit the lighting/ colourisation/ lip syncing/ noise on each clip.

17/11/2010

I edited the lighting on each performance based clip to ensure the it was bright enough for the video as a whole. The lighting also enhanced the green on the skinny jeans making them stand out - this style is stereotype of indie-rock music and so I am pleased with this. I also added colourisation to some of the stop frame animation to break it up as it seemed  a bit monotonous. This has made it more interesting and the use of different colours links to the front cover of my digipack.

18/11/2010

Today was my final full day of editing - I changed the guitar solo so the music and visuals matched. At each change in key on the guitar solo it changed the clip, so on each strong beat it changes it. Not only that, there is a section between the second verse and the guitar solo where there are four strong beats on the bass. I again applied Goodwin's theory by matching the music to visuals by changing the angle of the protagonist dropping the heart on each beat. I am pleased with this as I know it hits Goodwin's theory but also because it seems to have made the music video much more interesting.

Brand Identity Research

Both bands I have researched into below have a similar sound to my artist. As they are both successful, I am looking into the branding they have achieved to see what ideas I can gain for my artist:

One Night Only

Digipack

Website

The Kooks

Digipack

Website

Ancillary Task

For my ancillary task, I am creating my own digipack. The front cover of artists similar to mine have an image of the person and so I feel it is vital for that to be the image motif of my CD cover. 

Here is a flat plan of my digipack:

Magazine Advertisements

The purpose of a magazine advert is to give key information of the product - in this case, it is a CD. This is achieved through using the same image on the digipack as well as in the magazine advert creating a consistent image automatically making a recognisable symbol. The information it should include would be the key dates the album will be released and also perhaps the dates the artist will be on tour. It should also include where to buy the item - some have included this symbol:

This symbol being something seen on a computer suggests you can buy it online; this is something important that should be used on a CD cover. The most vital information to include would be the name of the artist and album so they know which album is the latest and who they are looking for. It does not matter whether the symbol is recognisable unless the audience can put a name to the artist.

Ratings and reviews could also be very useful as they give an indication on whether the album is suited to the person viewing the advertisement. Star ratings are also beneficial to the cover as they are a well known item of rating and so will make it clear for the audience to view how good the album is.

Get Cape. Wear Cape. Fly - Magazine Advertisement

SCAN IMAGE

My Advertisement

For my own magazine advertisement, I am going to include the same image as my album cover showing consistency for the audience. It will also contain other still images of the artist or freeze frames from the music video. This will make it eye catching and also more interesting to view.

I will include reviews for the artist from people in the age range of the target audience who I have asked to listen to the song - they will also be asked to give a star rating. This will make it seem more professional and also advertises the album more as it will have accurate reviews.

Flat Plan for Advertisement

Magazine Advertisement

As one of my ancillary tasks, I have decided to create a magazine advertisement. I decided to create with the same concept as 'Get Cape. Wear Cape. Fly's' advertisement by using the CD cover as a form of brand identity and the key dates and other important information underneath.

My first attempt did not go as well as planned - the text blocks were very abrupt being on square black and the colours did not stand out as much as I would of liked them to.

I was hugely pleased with my second advertisement, changing the orientation of the page and the style the information was given. I wanted to create consistency between both my ancillary tasks and to do this, I used the front of the CD cover as such.

Digipack Diary

Front Cover

I have created the front cover of my digipack. As I said previously in my branding research, I have decided to use photos from the stop frame animation of the music video.

Step One: Chosen images and typography

Instead of the artist's name being at the tip of the screen, I placed it down the side - I felt this was a better idea as the image was the bold item and therefore the album's title was the predominant feature. The artist is still important but they are trying to sell their music and so that should be key.

I have edited the digipack cover as I felt it was not eye catching enough.



Step Two: Idea of banner down the side and checkered background

There is now no empty space and the writing is enhanced, whilst leaving the idea of hand written signs still intact. The neon colours are now more poignant than before.

I was unhappy with the artist's name being at a curved angle and so felt it would be better if it was in a straight line and then stretched horizontally so it took up more room. I also felt the block of black on the left hand side was off putting and so changed it to a thin line of ragged spray paint. This links strongly to the target audience as well because it is often associated with youth.

The images were very standard - the were dark and mundane. I rendered the image to make them brighter and appear more attractive, but also to link in with the spray paint being 'casual'. The images have been tilted inwards so they overlapped each other, much like being stuck on a notice board. I also outlined the images with a black line, which emphasises them being overlapped. 



The images after editing

I created consistency between the front and back cover by the artist's name being printed on spray paint. This is my final front cover, which I am pleased with.

Back of CD Cover
To link to the front cover with the spray paint and four neon colours I have spray painted underneath each song title with the colours and also used the same typography as the front cover.


Back of CD Cover

Behind the CD

I created a link between the music video and this part of the CD as at various points throughout the music video, the protagonist is seen holding and dropping a heart at various camera angles. As a result, I decided to use the heart as a form of brand identity - it is roughly the same size as the CD. But, to link it to the front cover, I have used the same colours around the heart.

Originally, I did not blur the colours and it seemed very jagged, so I used the blur tool on Serif to merge it all, giving a more relaxed impression.

Behind Front Cover

To go on the back of the lyric book, I thought I would apply one of Goodwin's principles presented in the music video - the notion of looking. I would also apply one of the most famous quotes that kick starts the entire song 'a glance across the room'.

The typography created consistency through the whole digipack. I also adjusted the images so the eyes were poignant, elaborating the use of Goodwin's principles.

Final Digipack

Front Cover

Behind Front Cover

Behind CD

Back of CD

Final Magazine Advertisement

Question 1 - In what ways does your media product use, develop or challenge forms and conventions of real media products?

Question 2 - How effective is your combination of main product and ancillary tasks?

Question 2

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Question 3 - What have you learned from your audience feedback?

Question 4 - How did you use new media technologies in the construction and research planning and evaluation stages?

Question 4

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