First Rehearsal

Today Daisy held our first band rehearsal to check where the band were at unlearning their parts and how we could direct them next. Our lead singer (Luke) knows all of the words to the song already and spoke them as we rehearsed, making the lipsync more believable and will ensure that he is confident on the day. She also had Luke come in in possible outfits for the video. He has clothes that already fit the style of the video, therefore everything will fit him well and we don't have to buy clothes for him. The guitarist (Bashy), has baggy jeans which suit the video and jumpers we would be able to use. For the drummer (George), we will be able to get his clothes from friends to ensure a cohesive look between all 3 band members - someone stood in for him in this rehearsal as he was unavailable. Our group members also have certain clothing pieces that we will be able to bring in and put the boys in. 

Through watching the rehearsal video, I began having concerns that we need to find another guitarist to play the prominent sound in the beginning of the video. Meaning we have to search for a new guitarist by next week.

Luke's Outfits:

The Rehearsal Video:

Sets

Today we concentrated on sets and, realistically, what we could bring to life. Beginning with the performance space we discussed having:

• baby blue walls
• disco ball 
• potted plants/ vines (greenery)
• amps + wires
• carpets

When it comes to walls and painting sides, we were told to consider using wallpaper. This would allow us to use bold or quirky patterns and would help to cover the seams between the boards and hide any imperfections (especially as we are using light colours). We would have to find wallpaper that is inexpensive, easy to apply and that matches the style of the video. 

Secondly, in the room that mimics a kitchen we would have:

• 
  pastel pink walls
• a white fridge
• magnetic letters
• table + tablecloth
• chopping board
• peach tart half made
• cutlery/ glasses
• possibly a clock, chalkboard to curtains to put on the walls
• cereal boxes

In the room with an interchangeable set we would like:

• pastel green walls
• plastic flamingo
• paddling pool
• plastic balls (to go into the paddling pool)
• sun loungers
• a couch + pillows
• standing lamps

We have seen in a previous video made at our school a pink sofa that we would like to use. I went and
asked where it was from and there is a chance it is in the schools storage, making it easier to get hold of + transport.

The next step is for us to figure out what we can source ourselves, what the school can provide and what we need to order so that everything is organized and will arrive in time for our shoot. Additionally, we should start looking into costume - this will be done in our next band rehearsal.

Feedback On Our Treatment

We were told that the images were cohesive and worked well for a final 'look', it suits the genre well. However, with the Wes Anderson style of video, we run into the issue of it just looking bad, to put it bluntly. Additionally, it is very expensive as there is the idea of symmetry and we can't get that much furniture etc. to put in the space. 

With this in mind, we have room to have fun with mirroring in order spend less money on symmetry. This idea would take alot of planning but could have very cool and clever reveals. Naturally, the video lends itself to have a set up and punchline so we would have to brainstorm ways to have reveals.

A few ideas that this could work with:

- a record

- palindromic words

- dominos

- cutting peaches

- the props in the room (eg. shapes and patterns on the walls)

An example where there is a video that has a set up and punchline is the Prodigy 'Smack my bitch up' music video. The video is in first person and they do bad things such as beating people up (the setup). In the last few seconds of the video it is revealed to be a woman (the punchline).

Now we need to discuss what elements in our video we can mirror and how we could do a clever reveal. We also need to be extremely precise about the props we want and how they will be interacted with so that it doesn't look like alot of random props being thrown at the camera.

Our Treatment

After our initial introduction lesson to the treatments we planned and searched online for photos that could look similar to the vibe we want for our own music video. There are few words as you are meant to be able to understand it through the image - in the real thing we can't describe it, only show it!

CLICK HERE  to see it

I feel as though making this treatment really forced us as a group to think about what would actually be on camera and brainstorm the different elements to the video. It is really important that everything is thought through, especially in our video as it is predominantly in the aesthetic. Therefore, we have to really think through everything in the frame, its colours, how its personal to the band and how the band members can interact with it. 

Camera Workshop - Lenses & Composition

This year we will be using the same cameras as last year, the Black Magic URSA, meaning that we already know how to set up, strike and use the camera well, so it is now about learning new technical elements that the camera has that we can use. Firstly we looked at shutter angles, 180 degrees being its most natural. The lower the shutter the sharper the image - making things appear quite chaotic, often used in rock, dance or rap videos as well as action films. A higher shutter degree makes it blurrier, giving it a softer and warmer old-fashioned feeling, typical of the Wes Anderson style, making this something for us to consider using in our own video. 

When changing lenses it is important to turn the camera off beforehand as it could damage the camera long term as it is more sensitive. Previous to today we used zoom lenses, while these are versatile and cost effective as they could do wides and close ups, the quality had to be compromised. Now, we have been introduced into prime lenses. These lenses do not zoom and need assistance, making the resource heavy, however the quality and texture is noticeably different and there is a smoother gradient from things in focus to those out of focus. In order to focus a prime lens you must use a tape measure to find the focus plain, placing the end of the tape measure on the focus plain symbol. Then using the line on the dial, you must line it up with the correct distance (m - meters/ ft - feet). The lower the number of the prime lens the wider it is, meaning that the higher the number the closer it is.

In Indie-Pop videos it is common that they use tracking shots into the lead singer, I asked what type of shot you would use for this with prime lenses - especially as we have discussed using it for our video. You would use the same method as you would with a zoom lens, the master shot method, filming a wide shot, then a mid and followed by a close.

When directing it is important to use clear and direct language when speaking to people to ensure all instructions are understood. If it requires touching/ moving people it is important to ask permission and keep it all professional. Other terms to use in the studio is "sparking" when turning the lights on and "sharp?" when double checking the focus with those looking through the monitor.

Lastly, we looked at interesting ways to position bands as often when making music videos people place the band in the same formation. Lead singer with each guitarist stood further back on each side and the drummer at the back. However, this works for live performances so everyone can see everyone, but is not interesting or original for music videos. As a class we brainstormed ways of creating interesting band placements with different camera angles for a visually interesting shot composition.

Researching Social Media Feeds - Album Releases

In today's class we used the search term "up and coming UK artists" to find an artist in our genre and see how they marketed their up-coming albums using social media. Initially I used that exact search term, however, it came up with a lot of rock and pop bands, consequently, I changed "artists" to "indie bands" as it would be best if I found an indie boy band as it would be closer to our groups campaign. 

I came across the British band 'KAWALA', looked at one of their music videos and found their linked social media - specifically Instagram and Twitter. I scrolled to 4 weeks before their album 'Paradise Heights' was released on July 23 and scrolled through 8 weeks (4 before the release and 4 after) to see how many posts they had, the type of post and what they included. I created a timeline with these screenshots to visually see the development of their social media.

Click Here to see the timeline

It is interesting to note that they had more posts on Twitter than Instagram (28 original tweets + 26 instagram posts), perhaps it is preference or the unspoken idea that Twitter is more informal and casual whereas Instagram is ordered and all about appearance and the post as a whole. 

Advertising Songs/ Projects:

Media Appearances:

Posts about the Album itself:

Performances/ Recordings:

These posts seem to have the most engagement, perhaps because people feel directly involved from being there and want others to see their experience.

Other - Tour, Merch

The amount of posts increase within the week of the release and/ or on the day of the release. Additionally, both captions on Instagram and Twitter follow similar language of English slang or common phrases such as "you cheeky lot", however, the captions on Instagram are often longer than those on Twitter - perhaps this is why they use Twitter more as, in nature, it is more informal. In general the band post daily on twitter and leave a few days between instagram posts (at least 2 a week). I feel as though this works well as if they posted too often it would 'clog' people's Instagram feeds (which can get quite annoying) yet this way they can keep up with the band enough to feel involved. Whereas on Twitter is common for someone's feed to be busy as Twitter is used often for people to tweet their different opinions or stories throughout the day. The advertising picks up closer to the release, I feel as though this works well, especially for smaller artists, as you don't want your audience to loose interest. If it was well-known artist such as Rex Orange County, people would wait for his songs for months, however, as a smaller up-and-coming band, there are not as many 'die hard' fans that would stick around making this method optimal for them.

Carol Vernallis Theory - Experiencing Music Videos

Vernallis is a media theorist and compares music videos to Russian formalist films as they are both very
limited forms of media. 

Russian formalist films had:

- no sound

- no text (because the population couldn't read)

- were short (as there was a lack of silver to create film + was expensive)

This is similar to music videos as they have:

- short duration

- a mostly fixed soundtrack (with some exceptions such as Outkast's 'Hey Ya!' video)

- dominated by close ups and performance shots

There is an intro to both the character's with the changing room and then and intro to their performance.

Having every music video following the same style of shots and video elements lead to a lot of similar videos. The response to this has been various expressive style of editing and experimental camera angles. This provides an increase in visual interest and gives different videos a certain distinctiveness that maintains audience interest and originality. 

With this in mind, it is important for us to question how our music will be distinctive to our artist/ genre.

Dizzie Rascal's Bonkers is a key example of a video that uses expressionistic camera and editing

Planning Our Treatment

The first step to today's task was understanding what a treatment was. In the music industry it is when a label sends out a brief (occasionally including the artist's ideas) to roughly a dozen of directors asking them to deliver a treatment. The treatment being their idea for the video, a pitch of their vision presenting only using a document - it must stand alone as it is not presenting in person. 

It is important that the label can see various ideas and visions for the music video to see which would work best for the song, artist and their image. This is because music videos are often advertisements for performers, while they do make somme money from views, it is more about those viewers then going to stream the song as that is what makes the most revenue. Big labels do not have time to read through lengthy descriptions of what they will be looking at on screen, additionally, it is their visual ideas so it is best to relay it visually and as literal and straight forward as possible. 

We looked at example treatments from songs such as 'Housework' by Jax Jones from the label 'Polydor'. It was good to see a visual example so that we knew and understood the best way to lay ours out and with the most clarity. It also helped me to understand what to include, instead of editing and camera angles it is more about what the audience is actually seeing on their screen. Eg. costume, choreography, emotion, set etc. 

When planning our treatment, it was important that we organised 3 different elements (minimum) to cut between and maintain audience interest. One of these must include a performance or lip-sync aspect as, ultimately, we are selling the personality of the artist. It is also clear through this planning and our genre research that Indie Pop is all about the aesthetic and colour palette. While this means we must be very organised and ensure everything is cohesive, the Wes Anderson style that it takes after is what we are after and fits the song perfectly. Now we have split the different elements of the treatment between us and can start to look for our photos and visual evidence.

Finding Alternatives

After yesterday's screen-test we have decided to look at other people to really compare and see who would work best for our video. First we listed people who we knew would look good for the video and then we checked the list of people at school that have music lessons to see if there were any drummers, guitarists and singers that we could use. Yesterday I wrote out the lyrics to make the screen-tests easier and help everyone be more comfortable. 

Potential A1 leads are:

James Hadida

Tom Goss

Felix Wood

Firstly, we screen tested Luke Bedford, although he is a second year he hasn't been asked to be in any music videos and he was really comfortable in front of the camera and suits the vibe of the song in real life.

We then screen tested 2 alternatives for a singer, Joey and Max, however we feel as though Luke fits the vibe of the song more and could really perform to the camera over the course of the production day.

Max

Joey

Screen-test

After booking the space to do the test shoot we then met the students who we had asked to meet us. Unfortunately, 2 people didn't show up (a drummer and guitarist), however, it was still good to get the feeling of the other musicians and see how they would work together.

Leonie fit the song the best out of each of them and looked the most comfortable in front of the camera - she has also been asked to be in other videos and as a second year she can only be in one, therefore it is important that we screen record other people that would be able to play guitar in our video.

Neave suited the style and would be able to pick up the drums quite quickly for us, however, she is one of the few drummers and again is a second year so we need to ensure she will be in our video and scout for other drummers in case she is picked to be in a different video.

Bashy was very shy in front of the camera and was very uncomfortable when mouthing the words, he much prefers playing instruments and did not seem happy to be cast as the lead singer. It is important that we now look for other people as if he is uncomfortable it will be reflected in the video and we are looking for a light-hearted atmosphere. This is unfortunate as he fits the 'vibe' quite well but it would not work very well. 

Now as a group we must look into other people in the school who can play instruments at the school, I think it is best for us to be looking for first years as they will be able to be in multiple videos and have less commitments. Then we can do a second round of screen-testing and hopefully have more options and a confident set of band members.

Analysing Indie Pop Videos

After researching 2 artists each previously, today we printed them out to then identify the key conventions of the genre. Together we brought together 6 artists, these being: Rex Orange County, Thomas Headon, The Japanese House, Declan McKenna, Natalia Lacunza and Marina D'Or.

Immediately we discussed the colour palette as it became clear that they shared matte pinks, yellows, blues. It is a bright colour palette yet includes pastel colours and low saturation - it has a very summery atmosphere to it. This paired with other elements such as the 'awkward' movements and square angles (either direct address or completely profile) reinforces the stylised and non-naturalistic style of the video. It is important to note that the shots of instruments are mixed in well with other types of shots. The shot composition includes symmetry and high-key lighting that clearly display everything in the shot. There is also a large use of props in indie pop videos, from just looking at these videos we can see:

• hats 
• sunglasses
• food
• bike
• megaphone
• skateboard
• cards
• instruments
• lamp
• table
• plants
• deck chairs
• old televisions
• phones
• ladder

My favourite conventions of the videos are the colours palettes and the unique and quirky props and items that the artists interact with. The music video that is most similar to something that we would be able to create is Natalia Lacunza's - Tarántula video (the artist found by Ben). 

This is because it is filmed in a studio and our music video will be filmed in a music video with artificial lighting rather than the natural settings in most of the other music videos. Additionally, there is a similar theme using food and the lead singer being the main part of the video.

Choosing Who To Screen-test

As we have a limited selection of certain musicians, it was important that we approached people as soon as possible. After yesterday's class we asked our top few choices of Leonie, Neave and Bashy if they would be available. They expressed a big interest and said they were happy to do it and we were the first people that had asked them (as they are second years and can only be in one video). One thing to consider is how much time we will have to rehearse them together, however, it could work. 

Bashy - We would like Bashy to be our lead singer and bassist or guitarist because he matches the sound. We also know his personality would work really well and he would have a lot of fun with the song which is very important for the quirky and lighthearted genre.

Neave - She is one of the few drummers we have access to and (although this picture doesn't show it) she is very smiley and happy. She is also comfortable in front of a camera making it easier to shoot her and we can style her to be more 'cutesie'.

Leonie - We think Leonie would be a good fit because she fits the 'smiley vibe' when performing and her height also adds to that in terms of her appearance. Additionally, she is a good guitarist and would have fun with the song. All 3 members are friends outside of this manufactured band, therefore they will all have chemistry which will transfer on camera. Also, this will help the audience believe that they didn't just "meet on the street".

We have planned a screen test tomorrow to see a range of people rather than a few who may or may not work, we can then also play with different groups and their chemistry together. We have a group of 5 to test and will eventually have 3 in the video, if we do not find that anyone tomorrow suits the screen, we will then look to other people we can cast.

Making A Cast List

After listening to the song again we decided we definitely need a lead singer, guitarist, bassist and drummer. We have a list of second years that we could have but they are only allowed to perform in 1 video so we are trying to find first years that might be able to perform as well. We also need to consider whether or not we want an all boy band or not, while the song feels quite 'boy-ish' I feel as though we may be able to get away with having a female member of the band. An easy way that we asked around was using our house group chats to reach both first and second years.

Lead:

• Bashy Slater (A2)
• Jeremy Hendo (A2)

Guitar:

• Bashy Slater (A2)
• Molly (A2)
• Max Wright (A2)
• Max (A1)

Bass:

• Ginebra Garcia (A1)
• Max Wright (A2)

Drums:

• Neave Van't Riet (A2)
• George Robertson (A1)

Female Character:

• Connie Bowes (A2) 
• Naty Wright (A2)
• Fleur Melesi (A2)
• Blue Rowland (A2)
• Maia Mocanu (A2)

Bashy Slater - possible singer or guitarist

Comparing Artist's First Videos

When finding acts with low streaming numbers to find the songs for our music campaigns, it became clearthat there were more solo acts than bands. Perhaps this is because it is easier for people to make music by themselves in terms of rehearsals but especially in the recent time of lockdowns and the pandemic. Alternatively, it could be because all solo artists that display enough personality to sell within their music are already signed to labels. Spotify's top 50 from 2020 displays that there are only 7 bands which are: BTS, Maroon 5, Queen, One Direction, The Beatles and Coldplay. Not only is there a limited number, they are also 'old' and have been around for a while yet the solo artists change quickly and have recent artists such as Lewis Capaldi and Doja Cat. Other reasons why companies may prefer solo artists includes:

- Groups don't necessarily sell as much (solo artists are safer/ cheaper)

- It is easier to control 1 persons actions on social media (avoiding cancel culture of an entire band)

However, bands have their pros such as:

- Being favored at festivals - live events make a lot of money

- Work for niche markets

With both personality is a key factor as that is what the artist is based around and, ultimately, what sells.

In class we then looked at solo artists and bands first music videos and the differences between them in appearance and set.

Dua Lipa - 'Be The One'

With this music video there are a range of sets but each are introduced as the music changes and builds in atmosphere and tensity. As a class we discussed how there isn't an extreme amount of personality that shines through but they do make use of her appearance and the idea that she looks like a model. However,  there are many clues into who Dua Lipa is as an artist, she appears as young, fun, attractive, party girl, beautiful and that there are different sides to her with the contrast of light and dark.

Lady Gaga - 'Just Dance'

Perhaps one of the most infamous names in the industry for having an odd personality, her interest in fashion shines through in her variety of outfits. The video comes with a lot of energy and in a natural way, it doesn't appear as though she is uncomfortable, she is in her element. She has a quirky essence to her in her exuberant makeup and self expression but there is something appealing about it to an audience. It is although she shakes up the party scene in the video, mirroring her impact on the industry after the video. There are a lot of sets in this music video, while it looks cool and mimics the party vibe, it would be very difficult for us as a small group to set up and take down things for each set. 

Katy Perry - 'I Kissed A Girl'

Immediately from the offset of the video you can tell that Katy Perry is very suggestive, flirty and has a lot of sex appeal. There is a change in energy as it sets up for the chorus, however, it sets up the idea that her image has a lot to do with the way she looks and her sex appeal as a woman. 

Arctic Monkeys - 'I Bet That You Look Good on the Dancefloor'

There is one set in the entire music video, displaying that the band is enough as a stand-alone. The video looks as though as it would at a gig/ onstage which is a common convention to the genre. There is enough intrigue with each band members instruments and energies for the camera to do close-ups of and still have an interesting music video. They also give a raw energy which makes it quite exciting for an audience as they feel they are involved and watching something really unfold in front of them rather than something very overly produced.

Coldplay - 'Shiver'

Similar to the Arctic Monkeys, there is only one set and there is immediate establishing of the tone and atmosphere. They are facing inwards to one another making it feel warm and as though they have a real friendship, jamming out together. The band members as well as the set is clean yet still casual, and it looks as though they haven't overly prepared. Some are wearing space invaders t-shirts and another a Rolling Stones t-shirt. This easily presents to the audience that they have other interest, they are real people and they have their own inspirations for their music. It allows the audience to get to know their personalities without having to push it too far.

Ultimately, solo music videos have far more effort put into them in terms of the amount of sets they need to maintain the audience's attention and interest. A typical solo artist has 6 set ups for a 3 minutes song meaning that it takes a long time to set up each and take them down along with costume and makeup changes. With bands it is more about showing their individuality and about their vibe rather than trying to push them as interesting characters/ personalities by themselves.