18. Storyboard

Storyboard for Matt&Kim's Daylight music video

As my video does not have a narrative I have already picked out my five sections and explained them in my previous 'Story Arc' post. However, here's a story board I've drawn to illustrate the compostion of each scene.

17. Story Arc

As my video doesn't have a particular narrative, I have planned 5 sections to it to add variation in the clip and capture my audience's interest.

1) GRAPHIC MATCH
For my opening scene I plan on introducing my actors through the editing technique of graphic matches. A series of close up shots of their faces, eyes, mouths, hands&feet will be taken as they movement in beat to the music. This technique allows me to incorporate the idea of individualism in a range of different people, linking to the song's genre aspect of 'indie', through an eye catching editing style.

Example's video for their single 'Kickstarts' has been greatly inspirational to me. Check out the graphic match that takes place during the opening scenes and hopefully this will give you an idea of what I am aiming towards. Here is the link as the video's embedding has been disabled on youtube. http://www.youtube.com/watch?v=T9yGcKlYAiw&ob=av2e

2) STOP MOTION
Following the graphic match I intend to use stop motion to illustrate the lyrics of a song. Hopefully this clip will summarize the technique I am going for, although perhaps not as elaborate as demonstrated.



This technique adds interest to the clip as it provides a break between the filming of actual things. It also adds a little bit of a 'pop arty' feel which hints towards the pop genre, but also appeals to my indie target audience due to the creative expression displayed.

3) ACTORS RUNNING ON BEACH

My next section of the story arc will display the group of actors running on the beach. I feel this will  add interest as it contrasts the previous scenes focused on tight details as this one will feature mainly long and extreme long shots in corporation with jump cuts and slow motion, which will add variety to the editing, therefore creating a much wider breadth and idea of space within the scene. A vintage wash might be put on this scene as I think it could enhance the quirky and individual genre as well as be visually appealing.

The beach emits a sense of freedom

This image emits a sense of endless freedom as it is taken within the immeasurable area of nature. This idea of freedom will be very appealing to teenagers as they often have quite a strong idea of breaking free and rebellion which also relates to the lyrics of 'Daylight',
"we cut the legs off of our pants
threw our shoes into the ocean
sit back and wave through the daylight
sit back and wave through the daylight".

Therefore, hopefully my intention of emitting a highspirited atmosphere and youthful rebellious attitude will be achieveable through this section and the upcoming one I will now explain.

4) ACTORS MESSING AROUND SCHOOL

The word school can have connotations of order&confinement

Ideas of school can often be in correlation to images of a world of confinement and rules, therefore I believe that this section will be a great and interesting contrast to the previous which represented ideas that were completely opposite to the ones explored now.

This scene will feature my group of actors generally misbehaving around school in a rebellious but playful nature in order to reflect the high spirited attitude in the lyrics.

5) CHORUS
In this section the words to the chorus will be illustrated by actors holding up signs on which the lyrics are written. I intend to use jump cuts to edit these shots together, which will allow me to incorporate everything quickly and efficiently as well as reflect the bouncy and happy beat that supports the melody throughout the song. The fact that the words will be spelt out also emphasizes the lyrics and the fact that it is the chorus.

The image I am going for

The use of cardboard signs can also be associated with big 'statement making' and protests which correlates to a strong and opinionated attitude, thus I feel it would be ideal to reflect the nature of the lyrics.

These are the 5 scenes I have planned, however each one will appear twice within the music vid depending on which section of the lyrics and song they most relate to. I feel that this will keep the video simple enough to follow, yet the variety in scenes will add enough interest to capture my audience for the duration of the track. 

There is a very specific reason I have chosen to use no particular narrative in my music video as I feel that the song does not revolve around the telling of a story, but the emitting of a certain mood and feel. I want the vid to be about the reflection of an attitude, as opposed to the depiction of several events, as I find the portrayal of emotions much more powerful than any kind of narrative explored in todays more mainstream music videos. I also believe that the fact that no particular order is followed will reflect the indie/pop genre more realistically, as indie does not conform to the norm as it reflects attitudes of individualism, independence and just generally 'going with the flow', which is exactly with this music video will be about. 

16. Key Elements

Here is a prezi illustrating the key elements I am intended to incorporate in my music video in order to conform to the genre and target audience at which it is aimed.

Checklist: The one's I've got/organized

1) Actors- A number of mixed gender actors, each with their own style and look has been selected.

2) Costumes- Each actor has a selection of clothing which represents their own style.

3) Props- Paintbrushes, paints and canvases have been collected to illustrate creative expression.

4) Locations&Settings- The beach and the school have been selected to be my main two locations of filming. 

5) Cinematography- A range of different shots and shot angles have been incorporated into my shot list. 

6) Stop Motion- I plan to use stop motion at least twice in my video, and have started doing it in class.

Checklist: The one's I haven't quite figured out yet

1) Colour wash- I'll have to take a few tutorials on how to achieve the vintage wash on my film, and I need to ensure that the quality and light in the shot would be good enough to in order for it to be visible through the shot.

2) Graphic Match- Although I have planned two sets of graphic matches in my video, I am not sure I will have enough variations to make it convincing enough for my audience. More planning will have to be made to incorporate this completely.

3) Lyrics- Although I really would love the mise en scene to reflect the lyrics of the song, conforming to aspects of Andrew Goodwin's theory, I am not sure this will be completely possible, as it is always difficult to convey attitudes through themes and styles. However, I am going through as much planning as possible in order for this to be successful.

Key Elements to Include in Matt&Kim's Daylight Music Video on Prezi

15. Animotooo

Here it is all animated and playing to the track. As I've experimented with animoto it hasn't let me place the shots according to the actual lyrics, but I've marked down the exact time at which each scene begins and finishes. I think this gives you a real feel of the style and idea of the video.

14. Which scenes go with which lyrics?

So here is a basic breakdown of which scenes will be taking place in relation to the lyrics. This is just a rough idea of where to place the shots in order to develop the vid, and I will be exploring further detail as my storyline elaborates even more. I've divided the scenes into 5 main ideas to keep an interesting flow of ideas continuing through the video in order to keep the audiences' attention. In addition each scene represents a different aspects and idea in relation to the song and it's meaning.

 1. Graphic Match of Actors faces

Instrumental 

2. Stop Motion of Paint

we cut the legs off of our pants
threw our shoes into the ocean
sit back and wave through the daylight
sit back and wave through the daylight

3. Actors Running on Beach

slip and slide on subway gratesthese shoes are poor mans ice skates
fall through like change in the daylight
fall through like change in the daylight

4.  Actors messing around school

i miss yellow lines in my roads
some color on monochrome
maybe i’ll paint them in myself
maybe i’ll paint them in myself
these sidewalks liquid then stone
building walls and an old pay phone
it rings like all through the daylight
it rings like all through the daylight

      5. Jump Cuts Actors holding signs that read the lyrics of the chorus.

chorus
and in the daylight we can hitchhike to maine
i hope that someday i’ll see without these frames
and in the daylight i don’t pick up my phone
cause in the daylight anywhere feels like home

               


6. Stop motion of paint illustrating lyrics

I have five clocks in my life
and only one has the time right
i’ll just unplug it for today
ill just unplug it for today

7. Actors messing around school

open hydrant rolled down windows
this car might make a good old boat
and float down grand street in daylight
and float down grand street in daylight

 8. Actors running on beach

and with just half of a sunburn
new yellow lines that i earned
step back and here comes the night time
step back and here comes the night time

9: Jump cuts of actors holding signs that read the lyrics of the chorus

chorus
and in the daylight we can hitchhike to maine
i hope that someday i’ll see without these frames
and in the daylight i don’t pick up my phone
cause in the daylight anywhere feels like home

10. Graphic match of actors faces

Instrumental

13. Who's going to produce my vid?

The Partizan P

When it comes to the production, distribution and exhibition of my music video, I have chosen Partizan as my main production company, as I believe it possesses the attributes that would help my video to thrive in the outside world.

What is Partizan?
Partizan, established in 1991, is an award winning production company that is renowned for it's creative excellence. Since it's launch it has become one of the leading production companies for not only music videos, but commercials, documentaries, feature films and animations, basically encompassing the breadth of the media world. Partizan has offices in London, Paris, New York, Los Angeles, Berlin, Shanghai and Mumbai.

Partizan and Music Videos
Partizan's music videos have quickly become some of the annual and even all-time favourites, and for the last two years won both Best Director and Best Producer awards at the CADS. Along the way they have also managed to collect an impressive number of Grammy and MTV awards.

Screen shot of the Partizan Website

Artists with which they have worked include: Bjork, Beyonce, Daft Punk, U2, Jay-Z, White Stripes, Kanye West, Katy Perry, Chemical Brothers, Madonna, Kings of Leon, Lily Allen, Foo Fighers, Kylie Minogue, Soulwax, Duffy, Janet Jackson, Beck, MGMT, Rolling Stones and Klaxons.

Some music videos that can be related to my own include Florence and the Machine's 'Cosmic Love, directed by Tom Beard. This vid's main target audience is teenage girls as it features a female lead, and a feminine touch due to the soft tones, sparkling lighting and close ups of make up and jewelry. However, it does possess this alternative feel due to the initial genre of the music and Florence's performance reflects rebellion and breaking free, which mirrors the essence of my video.



Another two videos of note which fall under the reasons why Partizan Productions would be ideal to produce my piece, is The Kills' 'Future Starts Slow' and Band of Horses 'Dilly', both directed by Philip Andelman, as they both possess an essence of simplicity allowing the viewer to really enjoy the music without losing interest in the graphics. These editing of these videos is cleverly crafted as the black & white of 'Future Starts Slow' emits a rock n roll feel in correlation to the genre of the song, and the vintage wash on 'Dilly' mirrors the indie rock genre as the tones personalize the video and are remiscent of the rock era. The mise en scene in both videos reflect a certain rebellious attitude as the band are featured just doing their own thing, especially in 'Dilly' as they come face to face with the police. I would like to incoroporate this carefree feel into my video to really convey the indie genre and appeal to my target audience.



Ace Norton, once again working with Partizan, has directed videos for Foster The People and The Virgins' single 'Teen Lovers'. Both bands have emerged around the same time as Matt & Kim and can be considered of similar genre. Therefore I feel the fact that Partizan has taken an interest in the production of their music videos ideal, as both bands are of the same feel and style as Matt & Kim. The simplicity, yet quirkiness of 'Teen Lovers' is very appealing to me as it provides a fresh take on the lyrics of the song in a doable, yet interesting way and is therefore considered as insipirational for my brief.


After making detailed research on Partizan Productions and the types of videos they have produced, I feel that they would be ideal for the production, distribution and exhibition of my own music video. Due to their wide selection of artists and genres, and specific focus on indie rock bands, they have the experience and knowledge of which type of audience would be attracted to a video and how to target them accordingly. Partizan also provides a fresh take on themes and style throughout their music videos, which conforms perfectly to the indie pop/rock genre explored in Matt & Kim's 'Daylight'. The fact that it is a fairly modern company means that they are open to upcoming ideas and genres, but still possess the knowledge of attracting an audience and popularity due to it's success.

In terms of the exhibition of my video, I would not want anything particularly individual and low-key, as although the genre would be considered as indie-pop, differing the the more mainstream style, I would still like it to gain popularity. MTV would be my first choice as it is the tv channel that first pops into my head when the exhibition of music videos is mentioned. It is also very good as it broadcasts a whole variety of different music genres, ranging from Lady Gaga's 'Poker Face' which could be considered as the epitome of mainstream music and the more quirky Foster the People's 'Pumped Up Kicks' which reflects the genre of our video and track really well.

Another music channel which could be suitable for the broadcasting of our video would be Kerrang! Tv as it focuses mainly on more alternative genres. It also has a peculiar selection technique in terms of which video is played, as the decision is taken based on popular demand. Popular demand being the biggest number of requests via text message will be played. However, I feel the video must be broadcasted only when it has gained popularity as an alternative music vid, as it's success on this channel is determined solely by it's previous popularity. Kerrang! TV is also a sister channel of E4 and 4Music, which is suitable, as I feel 4Music would be an excellent way to gain popularity throughout the UK.

When it comes to aspects of the internet and it's exhibition to my video, I feel that Youtube and iTunes, although the most obvious, will be the most helpful in terms of it's gaining success. Youtube is a website that allows anyone to view music videos, amongst other things, at whichever time they choose. This is very advantageous in terms of viewing, as differing from music channels which have a schedule tv program, youtube  will allow anyone to view the video whenever they want thus increasing it's viewings and therefore popularity.

However, due to the increasing numbers of piracy, I feel that my video can not be exhibited solely on youtube, as no profit will be gained if people download it illegally. Instead, iTunes is an excellent form of internet exhibition, as the number of people downloading the accompanying video to a track is increasing everyday now. It also allows people to view them any time of the day, however we will still be gaining a profit as they will be paying for them at the same time.

12. Channel 4/4Music Audience Breakdown

Channel 4's 'Audience Breakdown'

After surfing the channel 4 website for a while, this is the only thing resembling an Audience Breakdown that I could find. Although it is not as detailed as I was hoping for, it does give quite a good overview on the channel's target audience, claiming that their viewers are generally female lead between the ages of 16 and 24. I think this does provide me with some good insight on what kind of people would be attracted to my video, as although it can be appealing to boys and girls, I feel the upbeat tune of my track could be considered as more 'feminine' than 'masculine'. Also the content of the actual video will not be displaying any kind of voyuerism, which could be a potential turn off for boys. However, I will be keeping it quiet 'unisex' in the sense that it could be appealing to boys as well as girls due to my choice of mixed gender actors, and the fact that the mise en scene will not be targeted towards a specific gender, but more of an age group revolving around teens as my actors' ages range from 16-18 and will be depicted messing around and generally having a good time like most teenagers do.

After searching around the website in a little more detail, I found a technique engaging with the semiometrie theory that will definitely aid me with the development of my own vid:

" Measuring subconscious desires

Semio is a quantitative tool by which the subconscious desires of adults can be measured. The idea behind it is similar to that of Semiotics, but rather than looking at associations with images, Semio looks at how respondents feel towards words. Semio maps users of brands and media to gain a deeper understanding of what motivates them and to identify synergies.

Warm or cold responses

Respondents are asked to rate how warm or cold they feel towards over 200 key words that broadly cover the English language. The difference in response is explained by five Freudian conflicts:
Community vs Individual
Pleasure vs Duty
Spirituality vs Materialism
Sophistication vs Simplicity
Idealism vs Common Sense "

To apply this technique I'll have to question whom I believe to be my target audience, and note which words appeal to them most. By doing this I will be able to establish the main themes that will be explored in my vid. Using the research I have done asking a group of people ranging from 16-18 years of age, these are the themes I will be exploring in relation to semiometrie:

-Indiviualism as opposed to community, due to the audience's self expression in relation to a more generalized society.
-Pleasure as opposed to duty, due to their sense of 'joie de vivre' and carefree/rebellious attitudes.
-Spiritualism, as opposed to materialism, due to their shying away from material goods and their strong sense of spiritualism.
-Simplicity as opposed to sophistaction, due to their ability to find beauty in the simplest things.
-Idealism as opposed to common sense, due to their strong beliefs and disregard to what may be right or wrong.

A study of audience

E4's study shows that it's viewers are predominantly female ranging from the ages of 16 to 24, much like Channel 4's findings. As they are sister channels, this is not surprising, however it does slightly alter my view on my target audience. I was previously aiming towards a more mixed gender audience, however after discovering these findings I see that females are much more like to consume music videos in general. Therefore, I shall have to alter the planning of my music video in order to appeal slightly more to a young female audience.

 

 

11. UKTribes

According to the website www.findyourtribe.co.uk (a website that determines your "tribe" based on your likes and dislikes in fashion, music, hobbies and media) my perfect target audience would be the 'indie scenster kids'. Here is what they have to say about it:

"You are an Indie Scenster! You are at the forefront of the indie scene-you know all the major players. You're alway ahead of the game-moving onto the next thing once everyone joins in.You like to look good and your icons go beyond the centrefold of the NME-your current look is James Dean meets Grace Jones. Just wait-everyone will be wearing it in a years time!"

Cory Kennedy, notorious for misbehaving&fashion symbol, a perfect representation of my target audience

I personally do agree with Uktribes on this one, as I think this idea of always being one step ahead really does relate to the song and the video I'm planning. However, I don't think it's only about constantly being ahead of society as much as it is about doing your own thing whether people like it or not, setting a rebellious and carefree image, much like the one Cory Kennedy has established for herself.

Instead, here's a slight more detailed target audience breakdown that I've created:

Free People-Clothing Brand

Clothes: Generally revolving around items picked up in trendy elusive thrift stores, and tons and tons of vintage accessories, as long as it is 100% unique and your own, its cool. Wooly sweaters, tight jeans, brogues and patterned scarves are must have items for your closet, applying to both boys and girls. Although, not a lot of money likes to be spent and you tend to veer away from big commercial chains such as H&M in fear of owning the same thing as everyone else, brands such as Urban Outfitters, Anthropolgie and Free People are appreciated due to their quirky styles and unique pieces.

Polaroid Images-The ultimate vintage feel

Hobbies: Interests and hobbies do not involve particular things, but merely activities that broaden your horizons as you love to discover the world and what it has to offer. Reading classic books like The Great Gatsby as well as analysing the more daring poetry of Charles Bukowski, you enjoy taking in an entire range of literature as it allows you to fully take in a variety of different views, opinions, times and scenarios. Art & photography would also be a great interest to you, as you love expressing your individualism through creative outlets such as taking pictures. Polaroids would be a particular fave as they add their own effect to the image, personalizing and branding it even more. Following up on fashion trends, although not that much of a hobby, does affect you due to your need for individualism, as the ever developing fashion trends mean you have to keep your style up to date. Music & movies are always a great love as well, and there is nothing more pleasurable than going to the cinema to watch a brand new movie or just kicking back with some wine at home and taking in the classics. Going out and having a good time with friends is something that always surrounds you love going out and meeting new people whether it involves chilling at a bar with a couple of drinks or seeing a gig at a local venue.

MGMT

Music: Music is a big part of your life, as it ties in with the fashion&art scene, and is always a great outlet for creative and individual expression. You enjoy your own genre of music, whether it be considered indie or rock n roll, as long as it satisfies your taste you'll listen to it. Preferring the likes of Angus & Julia Stone and The Generationals due to their low profile but great talent, you tend to shy away from mainstream music that everyone listens to. Although you do appreciate the golden oldies such as The Beatles, Oasis and even the Dandy Warhols who aren't so old, but just as great. You rather listen to a more chilled out tune, but occasionally enjoy the likes of MGMT when you're in an upbeat sort of mood.

Postmodern Poster

General Attitudes: You just go with the flow, do what you like and don't conform to the views of society. A generally happy personality, you're a lover not a fighter and just do your own thing as long as it brings joy. With no strict political and religious views your very independent with your beliefs as you like to keep an open mind and question the world and it's ways with theories such as postmodernism and post structuralism, always on the search to broaden your horizons.



In closing I hope this vid gives you a feel of the style and summarizes the type of people that will potentially be attracted to my video.

10. Audience Research

Why people choose the music they do?

People select their music based on a number of different factors such as preference of genre and style, whether it reflects the mood they're in, the lyrics of the song and what is popular at that particular time, as in aspects of taste in music, people can be very influencial.

In terms of genre and style, people may select particular bands and songs that could be categorized in a certain type that appeals to the person. Although they may not be familiar with certain bands, they might choose to listen to them as they may be tagged with a particular label that conforms to a person's taste.

The rhythm and lyrics of a song also have a strong influence on a person's choice, as the feel of a song can sometimes have a strong influence on a person's mood. Upbeat and happy tunes can trigger a jovial feel, whilst simple piano and darker lyrics can reflect a blue and sad atmosphere.

Popularity has a huge influence in today's music as with the use of TV, radio and websites such as youtube, we are constantly subjected to music, and more often what's is rated as top hits. Eventually this leads to the spreading of whichever song is stated as popular at that particular time.

Do music videos make a difference?

Depending on which way people wish to listen to their music, videos can either make a huge difference or be completely irrelevant to a person's choice. I listen to songs mainly on my ipod, so I do not feel videos to be hugely influencial in my choice. However, occasionally if I see a video that is particularly appealing I feel it does have an impact on my choice and will definitely enhance my liking of it. For example I wasn't a huge fan of Uffie's 'Pop the Glock' until a friend introduced me to a video, at which point I really started enjoying the song as the narrative and graphics featured in the vid really appealed to me.



In today's world with webstites such as youtube, music channels and itunes enabling people to download not only music but it's accompanying video as well, I feel that music videos are gaining more and more importance. These vastly developing ways of viewing mean that more and more people are being subjected to music videos, therefore increasing the need for catchy graphics and interesting narratives to match the origianl song. However, I do not believe that music videos are that influencial in terms of putting people off, as although I feel a catchy and interesting vid like Lady Gaga's series of outrageous videos can attract more and more attention to a song, a boring and simple video is not enough to actually put people off from listening to the track.

Genre and theme of video is also generally quiet important, as a convincing video possessing graphics and narratives that would generally be found in the genre of the song can contribute greatly to it's popularity. This concept can also go for the general atmosphere that the melody creates, as an upbeat tune conforms to a colourful and happy video whilst a heavy bass and house song suits the club scene of half naked girls, nice clothes and expensive drinks. A convincing portrayal and continuation in theme between video and song can definitely influence it's popularity as it would initially conform to it's target audience, therefore allowing the vid to have just as much importance as the track.

What attracts people to a video....

In terms of what is popular today, I definitely believe that an interesting mixture between dancing, attractive people, enhanced grapics and general money-spending attract a vast number of today's youth as this is comes as an overheader of what most kid's are interesting in these days. A good example of this is J-Lo and Pitbull's track 'On the Floor'.



However, disregarding the more mainstream aspect of music and considering the indie orientated genre I feel that an interesting narrative and style that conforms to the feel of the music is much more important than the showing of skin and money. Anything that is original can be viewed as attractive to the indie genre, as it will be expressing individualism, therefore a video that displays themes that relate to the genre will increase it's importance in relation to the track.


...And what puts them off?


Basically any video with a poorly made narrative, either considered as boring or too complicated to follow, in my research I've found that narrative is the main contributing factor to the success and popularity of a video. Another aspect of a vid that could potentially put people off is a poor performance on the band's part as they are the main attraction and an unconvincing act could make a joke out of them as they can no longer be viewed as professional.