We carrying out our research we opted for the pop genre, we found that this type of music was very current and would target a wide audience group. We found that the video themselves was a contribution of both narrative and performance. Therefore, this lead to us planning our video as a mixture between both categories. We stumbled upon a generic code of the fact that the story lines tend to be different throughout, but key features present however, taking this into account the story line we produced was unique. However, we conducted a primary research through a survey constructed on Survey Monkey, sending out questionnaires on what our audience expected to find in a Pop Music video. Although, we did also introduce the survey to some of the public who were not part of our target audience, to determine if the video, could interest those who are not who we wanted to target.From our feedback results we discovered that all had a similar option, to make a too complex story line, that would lose the audience. Expanding on this we began to look at story lines that we could use, when making a final decision we needed to determine what would produce the best polished outcome and would fit together as the best format. This process involved mood boards and story boards to plan and develop the final idea. But, a factor of time had to be taken into consideration, this being time, meaning we were unable to push the video in the factor of location, using local places instead of further places if we had time. We discovered that pop music videos tend to repeat factors over and over again or scenes are similar in style. we have opted for more variety and range, therefore having many of the scenes different, obtaining the maximum attention of the audience throughout. However, we used an even balance of studio and narrative performance throughout.
The video itself demonstrates the generic codes and conventions of the Pop music video, with great success that i feel the video attracts the audience and draws their eye into the whole of the video. By displaying the typical, teen relationship,we are directly targeting the audience, allowing them to make an instant link to the video on a personal level. I feel the flickers back and forth is good, interlinking in order to collaborate as one video, but to show various scenarios at the same time.
Development of music video:
When forming the body of the music video, we really needed to address the target audience, allowing them to relate as much as they could to the situation that they possibly could. Creating a interesting and eye-catching design, in order to draw the audience in the work. Referring back to exactly what the audience like, we created a mood board which brought all factor together, making an easier reference through the further processes. when looking at specific elements like fashion and clothing, we focused on branding, as teens tends to wear high fashion label brands. putting our focus on fashionable styles, therefore the audience would be instantly drawn and focused to the characters, but also relate to them, but inspired by what they are wearing. When we portrayed the band we decided in a professional manner, in posture and style. This due to the fact the song itself is about love predominantly, but with our interpretation based upon friendship.We did however brand each member with their own colour, running throughout the theme of the story line including the powder paint even being distinguished to each individual member. This represents a trademark, like most artists have. The drawn triangles on the faces of the members was an idea grasped to interlink each member, displaying their true friendship and commitment to one another. This segment is inspired by Goyte's video 'Somebody that i used to know'. His video shows paint slowly covering the body, in crossing lines among the featured artists bodies. We chose triangles for the factor that they have three sides and meet at three points, the formation of the band, working as one to bond and create the unity of the band, as of they almost need each other in order to survive. This idea of triangles has also been introduced in our first format and layout in the Digipak, in term of a repetitive pattern, involving this factor in subtle hints throughout.
Moreover, the introduction of the music video, is displayed in a monochromatic nature, a very classic take and old-fashioned compared to the nature of the bold pop style. This factor was also applied to the ending of the piece, reflecting the unity and mirroring the process, in terms of beginning and end. This black and white notion also continued in the final Digipak outcome, keeping continuity in every process. This traditional means continues in the use of the typewriter, promoting a traditional typing method, to indicate the heritage of text. Demonstrating the regeneration of old forms and the comeback of traditional means, this is in place to hint the revival of music consumption forms, like Vinyls. Further, bright colour are still predominantly present, displaying the modern age of pop, and ways that pop may have been expressed in the past. The bright colour restore the fun to the video, creating a bright and positive environment for the audience. The arcade setting is vital for this factor, with flashing lights that will draw the eye of the audience to our video. This setting is great for all age, targeting those who are not wanting to intentionally target. The powder paint is also to enhance the fun within the video, showing the connection they obtain as friends, to make a more natural friendship we included off guard scenes of them laughing, and just being very natural around each other, like they act when they are together as friends. The fact that they are all different, in many terms including personalities and interests, many friendship groups are too. They often refer to bands or use their favourite band, to apply a member to each of them of who they think they are most like. Linking to the band in a rather personal manner. The Digipak however incorporates group shots of the members to show just exactly how close they are as friends, the single shots that are used still remain close in distance among the composition, keeping the unity within the band. The advertisement, shows a group photo, referring to the bond they have without the band initially knowing and recognising this factor. The music video also portrays multiple shot types, even the singular shots are followed by one another, keeping the closeness of the band consistent through all factors.
Technical elements:
When choosing the right shots, we had to study other videos and how shots were incorporated to form the nature of the story line and the message that they want to convey in a clear and effective manner. When looking at the target audience, we found that they are at the age where they take inspiration for artist's and try to apply it to there trends and interests, trying to be like the artist. for this factor, we decided to portray a relationship, as the audience are at the age of experience a first real relationship and heartbreak to go along with this factor.
Within the beginning, we decided to fade the colour from black and white into colour. through a smooth and gradual transition. Reflecting this notion, we also used the typewriter segment, showing the name of the song, demonstrating a vintage idea. At the end of the video, we reflected and reversed the fading out from colour back into black and white, working well to come to a conclusion that reflects the idea of the beginning. The end also fades out into black, showing the end of line and story.
The transitions throughout the video are quick and keep a even pace, due to the song being upbeat, we wanted the shots to keep with the tempo of the music. However, some long shots were used to portray more important elements and the main body message of the story line. The quick cuts also demonstrate the fun and energy of the band enjoying themselves as friends and as a band. We felt that too long of a shot would cause the band to become bored of the story line. Within the story line we see a lot of the couple from a third party perspective, portraying less of the couples feelings, but instead how the public would view the relationship. We wanted the audience to hope for what the couple have, them being the goal they aspire to be with someone as a couple. This audience and public viewing continues through the performance sequences too, helping the audience feel that they are interacting within the video. The use of slow motion shots, forming still, good quality frames that pause on important parts that we want them to intentionally remember.
The typewriter segment also appear in the middle of the video, reminding the audience of traditional methods before the time of digital technology. When exploring Goodwin's Theory, we found that audience look at the link between the lyrics and video, using key aspects to show this including the typewriter. This also demonstrates some of the lyrics, for the audience to visually see, and know in order to join in a sing along with the song, making the lyrics more memorable to the audience.
The music video also involves some panning shots, the first main panning segment is showing the coupling basketball, this displaying the fun and connection they have with one another. However, also including their competitive side, this host also makes a more interesting composition, than short, quick shots, it also helps set the scene for the audience watching the video. The second panning, also shows them connecting more and a love interest between the pair as they begin to become closer. This also sets the scene, but disperses into the next fragment to the video in a gradual manner. This more of a romantic effect, like they are going to kiss, a rather sweet and innocent idea to the relationship. This sense of mystery and unknown really intrigues the audience more into the music video. We wanted to show more than just games, but the serious commitment of a loving relationship. The playful notion of the relationship, is shown in many moment but specifically the fist bump, showing friendship and relationship cross over. The slow motion allows the audience to tell that this is something we want their eye to focus on. Showing that they will always have each other no matter what, like them being locked and compatible as one.
The kissing and hugging segment were introduced much later, only showing friendship from the beginning, this way the gradual connection appear, like a real relationship instead of them instantly knowing each other, which would be unrealistic and not show the sweet innocence of the characters. The purpose of mid shots, demonstrates a playful nature they appear to have as a couple, also the surrounding and atmosphere within the arcade, with everyone being happy and having fun.
The chorus itself also introduces Goodwin's theory of displaying elements that the audience expect to see. With repetitive shots of the band, in paint throwing nature. Helping the audience to understand the complexity of the story line, but also linking the lyrics to the movements on scene, making the story line relevant to the words at hand. The chorus also sees more close-ups of the band, allowing them to link and making them the subject, in order to know that the lyrics and meaning behind the song shows them as the main subject for this matter. The paint throwing, also introduces the trademark colour we have applied to each member of the band, them throwing the paint of their colour shows this notion. With more time, more experimental shots would be used, and with better quality equipment we could of captured sky shots, making a far more interesting composition to the video.
Representation in music video and Ancillary text:
we wanted to conceive the band as a role model and inspiration to the target audience. with their image being fun and youthful, but someone that they feel they can relate too on a personal level. Using people who are the same age, is an instant link to the band also, without initially knowing. Along with simple fashion styles, we also kept the make-up very minimal, showing an element of natural beauty and this being important to a female audience who are very weary of their appearance towards others. Through the band all of the members, have their own characteristics and personality throughout, making them stand out within their own, unique way, but also obtaining a very positive attribute throughout. However, we also looked into the original members of the band, trying to apply them into the characters, being exactly like the band to target the same audience and fan base.
Changes we made:
Through the whole video we resulted in making some rather significant changes to the work. The first being our story line, with the fact we were hoping to introduce more of the performance side of the video, with a small proportion of the video demonstrating the band interacting as friends. However, upon discussion we found that this wouldn't have worked in order to link to our target audience, plus being a rather bland story line. Moreover, we also found that the story would not comply to the lyrics or that of Goodwin's Theory, changing the story line, with the video being the main focus, followed by the performance elements. We also changed the number of member in the band, based on the factor that we felt that three was the magic number, more rounded and no one would be left out compared the original five members within the band. This was clearly an effective choice, as too many character would bring too many personalities, clashing and showing friction on screen. Making a very unprofessional band. On the contrary, when producing the drafts of the Digipak, we discovered that is was not the image we were looking for, therefore recreating and adjust the design based more upon the video, taking part and aspects in order to make a more relatable design. We introduced more imagery of the band, creating a family atmosphere throughout. With more time, to work on the contents of the products we would use more intricate photo-shopping skills and fancier design, as i feel they tell a point, but don't create a particularly interesting view to the eye. As well as, different locations, really making a truly pop music generic pieces, with finalised elements completing the small touches.
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