Audience Task

Target audience for our music video

• Name:  Jayvon Harris
• Age:  18
• Where they live:  London, Urban areas, local estates 
• Gender:  Both sex's

• Describe what they do for a living:  Attend college, party on saturdays, have part-time jobs.
• Where they buy their groceries:  Lidle, Tesco, icelands and sainsbury
• Describe what they do in their spare time:  Listen to music, dance, chill on the estate, work part time, do a lot of leisure activities, party on saturday nights. 
• Newspapers they read:  Sun
• Magazines they read:  OK magazine, Nuts
• Mode of transport: TFL: Buses and transport and pedal bike
• Describe what gadgets they may use:   Ipod, Ipad, Mac, Blackberry
• Identify a brand that you think they would be attracted by/to: Clothing brand as fashion is important to our society
• Say where they most often buy their clothes: Topshop, JD, Footlocker, HMV,
• Favourite drink: Alcoholic
• Where they may go on holiday: Any where that has better weather then England probably Spain
• Why they like this genre/band: They enjoy, up beat songs, partying and appealing movies
 

Aspirers:  Own There own dance company and clothing line

Animatic of our music video

Here is our animatic of our planned music video using small dolls as the characters. Unfortunately we've muddled the characters by race. Julien is in fact the white policeman (Actor) while Ben is the black man with the top hat (Rapper).

Research: Laura Mulvey - Representation

Laura Mulvey's theory on representation is that women are often shown in music videos the way men want them to be.

Some of the genres that this applies to are Hip Hop and Heavy Metal. In these male-dominated genres women are often portrayed as objects

There are however many artists that challenge this idea of gender representation. Female singers such as Alicia Keys

Test shots of potential performers

Above: Sebastian

Above: Julien

Above: Ben

Video of us creating the animatic

Short video of julien describing the steps in which where taking to create the animatic.

Research: Carol Vernallis' Theory

Carol Vernallis's theory on music videos is that they do not obey the usual rules of other forms of video such as film and TV drama. One of the main points of her theory is that there are generally a lot more cuts in music videos, and the speed of editing is much faster than in films. She also noticed that the rules of continuity are often broken in music videos to attract attention to the artist/performer and also to keep the audiences attention.
Much of the editing & camera work is synchronised with the music, so the cuts are in time with the track, which makes the video flow better and become like a visual form of the song. This is not always true however, as there are often jump cuts and many videos do not relate to the song at all (disjuncture)

Most videos do have a base track (or master shot) which is like the foundation on which the other shots are built, giving the video some structure. The cuts between these shots are often very obvious (such as wipes or fades) to draw attention to it and keep the audience’s attention.

This video illustrates Vernallis’ theory, as it features lots of rapid edits between titles which are often in time with the drum fills to draw attention to the cuts.

Storyboard

Brief Shots of our Story Board