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.