NEA PLANNING PART 6: SCHEDULE

The purpose of this task is for me to identify potential designing and production dates; attempting to stick to them as much as possible. I think it's important to have a schedule to go by during the production process as without organisation, little but important tasks may be missed out, affecting the quality of the end result. Further more, it means that I will be motivated to get set tasks completed on time due to the obligation I feel to keep up with the calendar requirements.

 

One activity I am likely to struggle with is producing graphics and logos on photoshop as my skills are not so strong on this software due to not having used it in a while. Therefore, I will be watching tutorial videos on YouTube which will help me understand the different applications better, developing my knowledge and enabling me to produce work of a higher standard on there.

 

Another activity I may struggle with is coming up with layout ideas for my website. However, I can easily gain inspiration through online research and accumulate several designs which can be adapted to fit the needs of my own pages.

 

Finally, I may at first find it difficult to get professional looking shots for my video and website as I lack great experience in photo/videography, although I do have a little. However, practise does make perfect so if the shots need to be taken several times to achieve the desired outcome they definitely will be.

 

NEA PLANNING PART 3: PRODUCT PROFILE

NEA PLANNING PART 3: PRODUCT PROFILE

This planning task will be useful in influencing my stylistic decisions and the type of material/shots i would like to use in my video. In addition, it will help me decide specific content aspects such as: who will be featured, the style (e.g. performance based or narrative?) and location/settings, etc. 

NEA PLANNING PART 4: LOCATION INFORMATION

The purpose of this task is to identify the locations I intend to use in my music video, whilst assessing its suitability and the difficulties which could arise when filming there.

NEA PLANNING PART 5 - CASTING

The purpose of this task is to help me identify the actors/models I will use in my products along with the qualities which they bring, reasoning my decision to feature them. Specifically to my own video, the main message I intend to employ is individuality across females and so the selection of my cast was predominately based on the discovery of unique qualities in the girls.

NEA PLANNING PART 2: MOOD BOARD

The brief i decided to choose is the 'Music Video and Online' option which requires me to produce a 3 minute music video for a fictional pop band or artist signed to sony, and the working website for the band/artist. The minimum requirements for my chosen production is: a statement of intent, music video, distribution channel, number of web pages and have a cross-media production target audience. The target audience, as suggested by the brief, should be a fun-loving 16-25 year old mass market demographic. Specifically, through my own production, i intend to appeal to more-so girls aged 14-21 who find enjoyment in listening to/watching pop songs/music videos. 

In this task i will producing a mood board, exploring the types of settings, props and types of cast i intend to use in my video. Also, i will be looking into the connotations of these conventions and how these will have an impact on the way my audience interpret the video. Through the creation of my mood board, i will be testing out different creative techniques which contribute to the presentation of my mood board. 

1. Cast - outfit style, make-up, etc.

2. Location and setting













The creation of this specific mood-board is important in helping me define the style of music video i want to create. Specifically, it will give me inspiration for the type of outfits my cast will wear, as well as hair and make-up ideas. I intend to follow a pink colour scheme which i hope to reflect in the outfit and make-up my cast will be displayed with. in addition, i would like to use a range of different shots in my production. For example, close ups to capture and focus on facial emotion/expression, long-shots to establish the setting or over the shoulder shot to enhance movement of the cast. The general mis-en-scene i hope to feature are settings which reflect the general attraction of teenage girls such as bowling alleys, arcades and scenic, photoshoot attractions. Within these settings, i hope to film a few different cast members, presented with different types of outfits and props. A theory i hope to incorporate into my video is Neale's genre theory by ensuring that generic codes and conventions of pop music videos are evident in my own. Additionally, the message behind my video will hopefully be reflected through gauntletts identity theory. I want to show this through the presentation of my cast (how they dress themselves/what they do) in order to show that individuals have the opportunity to shape their identity and lifestyle.


3. Website Inspiration 













This mood board is useful in providing me with inspiration for the type of images I hope to include on my website, specifically focusing on the type of make-up looks and hairstyles they've been presented with. Also, I have researched and included a range of different fonts which I could potentially use - they are all quite different which is useful as it means I can pick one which best fits my theme. 

NEA PLANNING PART 1: AUDIENCE PROFILE


This question is useful in informing me of the most common age category, helping me to establish the most appropriate target audience for my own music video. What i found was that 100% of those who participated in my survey were aged 14-18, which take up a proportion of the brief-set target audience, suggesting it is important for me to construct my product in a way which appeals to teenagers and caters to their expectations. For example, they are likely to expect modern locations, music which is current to this generation and perhaps editing and camera work which is to a high, advanced standard. 


Additionally, this question considers a significant aspect of a target audience and has told me that almost 70% of respondents of my survey were female. This shows me that girls take a greater interest in music videos as more of them had the urge to fill out the survey titled "Music Video Survey" than boys. Therefore, i intend to produce a music video which will more likely appeal to the interest of females. For example, the inclusion of female cast members and locations which you are more likely to find girls in could be the strategy i use to mainly attract female watchers. 


In my opinion, this is one of the most important questions in terms of informing me which direction of music video to take in order to cater to my target audiences interests/wants. The most popular genre respondents voted for was 'Pop' (50%) with 'Rap' coming in as a close second (25%). Due to this outcome, I intend to create a product which establishes the typical conventions of a pop music video. For example, high-key lighting, lots of make-up and accessories and scenic locations.


This question is valuable in helping me decide the artist/song I could want to use, along with the cast I choose. As shown above, the  majority of people (almost 80%) stated that they preferred male artists. However, looking further into each individuals responses I found that those who voted they enjoyed 'Pop' music the most also voted that they prefer female artists. Because the music video I intend to create is going to Pop genred, I think it is more important to consider the artists who my actual target audience enjoy most; females.


As seen above, the percentage difference between Narrative and Performance-based videos is very little, meaning that I will not be ruling one out, instead considering both as an option for my own music video. After choosing the song/artist, genre and locations I will be using, etc, I will then decide which style seems best appropriate out of these 2. For example, I may decide to reflect a story through my video or focus on the performance aspect - both will similarly cater for the audience I am attempting to appeal to.


I asked this question as I wanted to take the time to watch some videos which my respondents would regard as their favourites. By doing this, I will be able to recognise features which make the video of such a high standard to the point that people will remember it and class as one of the best they've seen. Some patterns I found in the responses was that people liked the video they put because they viewed it as unique, appreciate the idea behind it and due to the visuals (such as setting and cast). Because these conventions appear to appeal to my audience, I will be sure to consider these elements and focus on them when producing my own music video.


In my opinion, this question is significant in giving me an explicit insight into the aspects which my audience would consider to contribute most to the success of a music video. Therefore, because the most voted option was 'The Artist and People Featured' this is the attribute I will focus on. For example, ensuring that my cast are up to a high standard in terms of how they are presented and the actions they take. Additionally, as the second most voted option was 'The lighting, Camera Work and Editing' I will also be attempting to ensure this is of the best standard possible, e.g. considering: which type of lighting best fits the shot, camera work which seems well thought-through and appropriate editing which contribute to a professional outlook of my video.


I asked this question as I needed help in deciding whether to focus the video on one main cast member or include several. Although there is not a significant percentage difference, we can see that the majority of my audience would prefer to see more than one cast member and so I will be taking this into consideration. What I can learn from this is that my audience are attracted to a more entertaining video which seems to have a lot going on.


This question has helped me to further establish the interests of my target audience as it informs me of what they like to see in terms of location and setting, which is a significant element of music videos. The most voted option and so the one I will be taking into consideration in the construction of my own music video process is 2-3 locations.


Finally, I felt this was an important question to ask in order to get a general idea on the way my audience feel about music videos as a whole. I found a significant percentage difference here which suggested that the majority of respondents prefer music videos which are more unique. Therefore, in order to appeal to my audience I will attempt to construct a music video which lightly includes typical conventions in order to establish the pop genre, but I will also divert from this and alter aspects to make my video seem different and unique  in comparison to other pop genre videos.


To conclude, the defined target audience I intend to appeal to is girls, aged 14-21, who find enjoyment in listening to and watching pop music/videos and following female artists on media platforms. 

NEA RESEARCH PART 7: PRODUCERS AND DIRECTORS RESEARCH

In this post i will be researching a few different media practitioners linked to the music video brief, focusing on the style and use of conventions in the products they produce. Additionally, i will be looking into some of their existing products in order to gain inspiration of techniques they have used, which can then be incorporated into the production of my own video and website. By effectively reflecting these practitioners styles, my tasks can be produced to the best standard possible. 

What I learnt from this research is that the majority of music video producers/directors have a certain genre of music videos they regularly produce and stick to this style. This gives them the opportunity to make each video as appropriate to the category as possible because each one will follow a similar criteria of conventions.

NEA RESEARCH PART 6: INSTITUTIONAL RESEARCH

In this post i will be undertaking research on media institutions linked to the music video brief, specifically focusing on the type of company they are and the products they produce. This will be effective in providing me with ideas to consider when completing my own production of the music video and website. I believe that by understanding the institution linked to my chosen brief, it will help me to produce a media text that follows and resembles their style, ideologies and ethos more effectively. 



I think that the institution has established these values and purposes to give them something to strive for, developing the standards of the company and increasing competition with rivals. For example, having the purpose to 'fill the world with emotion, through the power of creativity and technology' gives sony music the motivation to make an impact through the products they serve. I will incorporate this purpose into my own product through the use of creative editing and filming techniques. I hope to show diversity in the contents of my music video through the settings and people featured. Finally, i will be sure to avoid topics which could be deemed to interfere with the companies ethical values. 

NEA RESEARCH PART 5: MEDIA THEORY RESEARCH

After completing this task, i hope to have a better understanding of a range of media theories and be able to easily identify the use of them in Pop music videos. This means that i will have the opportunity to then consider which ones i would like to include in my own music videos. 

1. Blurred Lines - Robin Thicke


- Feminist Theory: Van Zoonen - A patriarchal atmosphere is created through this music video in the way that women's bodies are presented as objects of men. This idea is illustrated firstly through the minimal clothing the women have on, which contrasts with the shirts, trousers and jackets which the men are covered with. This is effective in making the men seem authoritative due to the girls lack of concealment, portraying a vulnerable state. In addition, there is a specific shot which presents women as working in the place of men, which can be seen when one of the mens cigarettes is lit by the woman. This music video is therefore likely to appeal to men, over women, as they may start to believe that they can replicate this authority the men have here on themselves in real life. 
- This music video can also link to/challenge Gauntletts theory of identity. It seems that women here lack entitlement to self-expression and are limited to the actions and orders of men. In the modern world, it is now an expectation that individuals make choices about their own identity and lifestyle, and these progressive ideas have been practised much more since the production of this video in 2013 due to the influence of the media. 

2. Ariana Grande - 7 Rings
 
- Theory of Gender Performativity: Butler - The female gender is clearly sexualised here through the performance and visual presentation of Ariana herself. Firstly, the use of provocative clothing, artificial hair, glowing skin and glossy lipstick makes it seem as if the producers have constructed her in a way which fits the medias established perceptions of beauty, drawing the attraction of men. In addition, this idea is further emphasised through the sexual gestures created in her natural, free movements which give off a sense of openness and invitation to the watchers. 
- Hyper-reality: This video appears to distort reality through the use of artificial settings, lighting and props, as well as the dramatic appearance of the Ariana herself. For example, the scenes are set in and outside of an enormous house, with lots of cars surrounding, and Ariana is dressed with an excessive amount of diamond jewellery and clothing. This presents a false perception of reality and may encourage young girls to live in simulacra as their lives do not live up to this constructed fantasy environment. 

Conclusion: 
1. Genre Theory - i will incorporate this theory into my own music video by including the generic codes and conventions of pop music videos, which i identified in my previous research tasks. 
2. Theories of Identity - i want to show in my video that everyone has the opportunity to create their own identity through the use of a range of different girls, with different appearances, fashion-senses, etc. 
3. Theory of Representation - I want to reflect several representations in my music video which can be interpreted in different ways, as watchers develop their own meanings from them. 

NEA RESEARCH PART 4: MEDIA LANGUAGE AND REPRESENTATION

in this research task, i am going to be analysing the construction of representations in 2 music videos and how media language has been used to create an intended effect on the audience. This is an important task as it means i will have an insight into how music videos are able to appeal to their audience through their strategic choices in production, helping me to plan my own video to the best standard possible. 

After identifying and analysing media language used in pop music videos and artist websites, i now have an idea of the conventions which should make up my music video. For example, the people in my video are going to represented in a way which makes them seem relatable to teenage girls, who are likely to be the primary target audience. I intend to use exciting camera shots/editing work which gives the video a sense of energy and excitement, provoking engagement from watchers. Also, the locations you see in the mis-en-scene will be ones which i believe teenage girls would enjoy themselves, e.g. bowling and the soundtrack will contain lyrics they would likely be able to relate to, as seen in my analysed music videos. In terms of my website, i hope to give it a quirky and modern outlook which would interest navigators as they are lead to believe that she has originality and is different to any other modern female singers. 

NEA RESEARCH PART 3: INTERTEXTUALITY RESEARCH

The aim of this research task was to identify how artists, specifically pop, embed intertextuality into their videos and the effect this has on their watchers. The main effect of using this is to enable audiences to make links between two pieces of text, enhancing engagement and interest. 



An intertextual reference i intend to employ in my own video is the features of Dua Lipa's "New Rules" video; mainly the inclusion of several different girls, with contrasting styles and appearances, but also the choice to focus on one girl (the artist) more than the others. In my own video, the artist will be the centre of attention, but not so much that the message i intend to give is lost - that all girls are unique and should be equally recognised. 

NEA RESEARCH PART 2: GENRE RESEARCH

In this post i am going to condense my research made into the genre of my chosen brief. The main reason for me doing this is to highlight and analyse codes and conventions of a variety of media texts in order to help me produce the most effective media product i possibly can.  

The genre of the text as described in my chosen brief is pop and i'll be looking at the conventions of 3 media products which fit this same genre. 

Conclusion/Summary of research:
This research was effective in giving me access to the typical conventions of pop music videos which will be helpful for me to reflect back on when producing my own to the highest standard possible. Elements of these existing texts which i would consider including in my own music video might be the way the cast are presented, in terms of hair, make-up and clothing. All of the texts i researched appeared to have a range of unique clothing, along with intense makeup and subtle but classy hairstyles. Because of this, I can only assume it is a generic convention of pop music videos and so i will be spending some time thinking about the appearance of my cast. After conducting this research, my idea has developed and adapted in terms of creativity and the locations i wish to record my video. 

NEA RESEARCH PART 1: HISTORY OF MUSIC VIDEOS

Learning Objectives:

• K: What the minimum requirements for the preparatory tasks.
• U: The relevance of each of these tasks.
• BAT: Undertake preparatory work as prescribed below.
• CO: Use media terminology throughout verbal and written communication. 

• 1. When and what was the first music video ever created? 1981 - "Video killed the radio star" - The Buggles. 
• 2. When and what was the first pop music music video ever created? ^
• 3. What are the 3 most viewed pop music videos of all time in YouTube and when did they become the most viewed pop music videos? Despacito (Luis Fonsi - Ft. Daddy Yankee and Justin Bieber), Shape of you (Ed Sheeran) and See you again (Wiz Khalifa ft. Charlie Puth). 
• 4. What is MTV and VH1 and when were they founded? MTV is an American pay television channel owned by Viacom Media Networks and headquartered in New York City. The channel was launched on August 1, 1981. VH1 an American pay television network based in New York City owned by Viacom. It was originally created by Warner-Amex Satellite Entertainment, at the time a division of Warner Communications and the original owner of MTV, and launched on January 1, 1985.
• 5. What is VEVO and when was it founded? VEVO is an American multinational video hosting service founded on December 8, 2009, as a joint venture among three major record companies: Universal Music Group, Sony Music Entertainment and EMI.
• 6. Find the 10 most influential music videos of all time and when were they released.  
• 1) Thriller - by Michael Jackson. ... (1983)
• 2) Sledgehammer – by Peter Gabriel. ... (1986)
• 3) Subterranean Homesick Blues - by Bob Dylan. ... (1965)
• 4) Here It Goes Again - by Ok Go. ... (2005)
• 5) Strawberry Fields Forever - by The Beatles. ... (1967)
• 6) Smells Like Teen Spirit - by Nirvana. ... (1991)
• 7) Bohemian Rhapsody – by Queen ... (1975)

This research will contribute to the planning and developing of my music video as by watching the most popular and influential videos, i will consider the codes and conventions they have employed and hopefully reflect this in my own to make it as professional-looking and appealing to my audience as possible. 

07/03/2018 - NEA BRIEFS (RESEARCH)

• K: The requirements for each of the briefs set by OCR.
• U: How to approach the chosen brief, including writing the statement of intent.
• BAT: Choose a brief and start planning what to write in the statement of intent.
• CO: Use media terminology (all areas of the theoretical framework) in your written and verbal communication.

BRIEF REQUIREMENTS: 

• Statement of Intent (approx. 500 words)

• Music Video: One, three minute music video.

• Distribution channel: Content must be suitable for broadcast on streaming sites such as YouTube and age appropriate for young adults from the age of 16.

• Number of web pages: One homepage and one linked page.

• Cross-media production target audience: a fun-loving 16–25 year old mass market demographic. 

After reading through the briefs, the one i have selected to produce is the 'Music Video' as i feel my skill-set could be best reflected through this option. I think this brief suits me best due to recording and editing being element of media which i find myself most interested in, along with my admiration for current pop music. Skills i already have which would help contribute to the success of my Music video are my recording and editing skills which i have developed over the past few years in and outside of school. Additionally, my efficient organisation ability will be crucial in ensuring the production process is well planned-out and runs smoothly. A skill i intend to develop on whilst working on is my creativity skills, which i assume will improve throughout the process as ideas come to mind.