Music Video

The link is for our music video for Lily Allen 'Everyone's At It'.

http://www.youtube.com/watch?v=J46HO9LnQzM



Locations

The location of video was meant to all be filmed in Brighton. However we only managed to get the first verse filmed in Brighton, as due to some problems, as firstly it was very time consuming to get to Brighton and also it was very difficult for the whole of the group to be at Brighton at the same time. So we had to make some changes to the locations and decided to film in Lewes. We filmed in the town so that we will still fitting in with the theme of Brighton and the urban/city setting, which appeals to the target audience, who are more interested in an urban setting. Also we filmed in the forest, so that we could show the audience how isolated she is feeling and also so that it varies from the urban location. To make the setting interesting and appealing to young people we decided to add various different shots and camera movements for example hand held camera so that it made the camera more shaky and jerky to show that she is on drugs and how she may be feeling.



The first part of our music video includes the location of Lewes and Lily Allen in the studio. We sped up the road and the people walking so that it makes it interesting and unusual to watch and also it fits in with the music as it is fast paced. We also included the shots of Lily Allen in the studio because it introduces her and tells the audience she is singing the song. We wanted the beginning of the song to be interesting so that it keeps the audience interested and so they don't get bored.


Camera shots
We have used a variety of different shots in the video so that it keeps it interesting to watch and also so it doesn't get boring, for example as if too many close up shots were used it would become quite boring to watch. We also used some point of view shots so that we were able to tell the audience clearly that she was on drugs, we often done this by using hand held (where the camera didn't have a tripod) this meant the shot was a lot more jerky and gave the impression that she was on drugs. We used close up shots, so that the audience are able to see Lily Allen's facial expressions, which shows that she is on drugs as, she will look moody and unhappy, so that it portrays the image that drugs make you like this. We have used depth of Field in a number of shots, so that it creates a interesting and unusual shot, it also allows us to be focusing on one thing and have the audience's main attention on this and not the background.



Camera movement
The footage was mostly filmed using a tripod, so that we were able to get a smooth and professional looking shot, but we also used some hand held movement so that it made the camera more shaky and jerky, which tells the audience that she is on drugs as it is all jerky and not smooth. The smoother shots were used for the locations and when Lily Allen was miming so that the audience are able to see the shots clearly and also if too many hand held movements where used it would make the video quite repetitive.



Effects
We have used a lot of effects throughout the video to make it interesting and also by using unusual effects it portrays that she is on drugs. We used the 'fish eye' effect when Lily Allen is walking through the street, we have seen this effect used in lots of videos and would work in our video as this tells the audience that she is on drugs. We got this idea from the music video by Dizzee Rascal, Bonkers. The use of fish eye in this video makes it very unusual and abstract which want to portray in our video as she is on drugs and we want to show the audience what she is seeing.
We have also used an effect where we have placed another shot, over another shot, so that we are left with two pieces of footage showing, this makes the video fun and interesting to watch. I think that it looks very effective and makes it more interesting, instead of just using the one shot, which would of been quite boring.
Also we have sped up and slowed down a number of shots to create a unusual atmosphere and also so that it is in timing with the music. We sped up the part in the Forest in the middle of the song, as this where the song becomes allot faster and therefore we want to show Lily Allen being paranoid so we speed up these shots and have her spinning around, people running around and her being 'chased' this makes the video fun and exciting and tells the audience that she is on drugs. When Lily Allen is miming in the studio we also have the camera going out of focus when she sings 'Everyone's at it' to show that she is on drugs and to tell the audience this.


Timing
The timing of the shots are in time with the music so that it makes the video effective and look professional. We have also timed the shots where Lily Allen is miming so that she is in time with the music and also that it looks effective and professional. We sped up some of the shots so that it created a exciting and to show the audience that she is on drugs and to create confusion and an unusual atmosphere. We also slowed down some shots to fit in with the music and to also contrast with the faster paced shots used earlier in the video. The slower shots also allowed us to show more detail in the shot, as the audience are able to see everything that is happening in the shot, as it is slow. We used this for example when she was coming over the bridge, not only did this fit in with the timing of the music, it also created a very mysterious feel to the audience, as the rest of the video is fast and also it allows the audience to see that she is on drugs and that she is feeling sad and alone.

Editing
The editing throughout the video is quite fast paced as the song is fast and so that the shots keep in time with the music. We have simple cuts to each shot, whereas if we used effects, it would take longer to cut to each shot, whereas we want to have fast cuts, so that it makes the video fun and exciting, which appeals to the target audience, as they will want to watch a video which is fun and exciting.

Target Audience
I think that our video appeals to the target audience, as we have made the video interesting, by using a variety of different shots, such as close ups, long shots, mid shots etc and using lots of different types of camera movements which makes it interesting to watch and doesn't make it boring for the audience to watch, as our target audience is quite young people we needed to make a video which was interesting and fun to watch so that they don't find the video appealing. We have also used the correct locations, as young people are more associated with cities and would find the urban setting more appealing, but we have also used the woods in our video, but we have made this interesting by using types of shots which are sped up which creates a fast pace, which makes it exciting to watch and we also wanted to show the audience how isolated she was feeling, so we had her being in the forest alone to show the audience this.
During the editing we also used a lot of different shots, so that it made it interesting and exciting to watch for the audience, where as if a shot was on for too long, we think it would make the video a bit boring and repetitive, as the audience may get bored of just watching the one shot for too long. We also added some effects, so that we could portray the fact that she was on drugs and that she was feeling isolated and alone.
We also added some different shots of Lily Allen in the studio, as it escapes from the narrative of the video and allows some variation in the video, making it more interesting to watch. This is allowed Lily Allen's 'fun' feel that she portrays, as we show her messing around while she is singing into the microphone and having fun. This appeals to the target audience as they are used to seeing Lily Allen as having fun and not taking things seriously, so evethough we have a serious narrative throughout the video, we are still able to show Lily Allen having fun, by her in the studio, so we are still appealing to the target audience, as they can see the 'normal' Lily Allen in the studio.

Digipack

Advert

Below I have analiysied two adverts which advertise digipacks. I have looked at the colour, font, layout, design and content of each advert.

Rosie And The Goldbug Advert

Above is the advert for Rosie And The Goldbug.

Colour
The main colour in this advert is red and black, as theses colours contrast well together and stand out. The background colour is simple so that it allows the other colours stand out which makes it easy to read and also makes it eye catching and also beige colour of the background is almost a gold colour, which therefore keeps a theme going as the name includes 'goldbug' so the colour gold background works with this name. The advert uses a simple colour scheme so that it is eye catching, but at the same time it catches the audience's attention as it is simple and pleasing to the eye, as it doesn't use too many bright colours. By using not so bright colours it means that this advert is not appealing a younger audience, as bright colours symbolise fun and excitement, whereas this is advert uses more suttle colours which makes it more sophisticated, therefore appealing to young adults/teenagers.

Layout
The overall layout of this advert is simple with the picture being placed in the middle so that it is the main part of the advert that stands out, which will allow the person to notice this first and get to know who the advert is advertising and if they already know the person they will recgonise her on the advert making them interested. The text is placed around the picture so this means it will be the second part of the advert that the audience will look at, so the text is bold so that it is easy for the reader to read and understand what is being advertised.

Content/Design
The content which is used in this advert is kept quite simple, as too much will make the advert too complex and may distract the person who is looking at and therefore they may not understand what is being advertised. The main focus is on the picture which shows Rosie in a toilet with two people behind, who look like her servants. By doing this it makes her look important and also it makes her the main focus in the photo, which shows the audience that she is the singer. The picture is also quite unusual which catches the audience's attention as it is different and interesting to look at. The background is a light brown with some white print on it, which makes it look like paper. There is also images of bugs, which fits in with the theme of the name (Rosie And The Goldbug) and this also makes the advert different.

Font
The main font is of 'Rosie And The Goldbug' as this is the most important text on the advert as it is the name of the band. The font is a unusual font, as this keeps in with the theme of the advert and also as the advert is kept quite simple in other content, this allows the font title to be a bit more unusual. Also by using an unusual font this catches the audience's eye as it is different. The font is a sans serif font so that it stands out and so that it can make the text bold. The 'The' in the title is positioned on its side so that it keeps the advert fun and interesting. Also there are bugs with are fitted in with the text, which links in with the name 'goldbug'. The other font on the advert is advertising the product and is a serif font which makes the poster sophiscated, but also the font is quite bold and also looks quite modern, so that it appeals to a young target audience. This font is bold so that it can advertise what is on the poster easily and so that the reader can see it clearly.


Katy Perry Advert

Above is an advert for Katy Perry.

Colour
The colours which are used in this advert are mostly bright, daylight colours which make the advert fun and happy. The main colours are pink and white, which are quite 'girly' colours which makes Katy Perry seem girly and also appeals to girls, as they will find the pink and white appealing. Katy Perry is dressed in bright clothing so that she stands out from the advert and it also makes her seem fun and happy. The text is coloured white so that it stands out from the rest of the advert and contrasts with the background. The colour of the font for Katy Perry's name is coloured pink and white so that it makes it stand out from the rest of the advert and also it makes it girly and fun.

Layout
The layout is quite simple, as they want the main focus to be on Katy Perry and also the writing which explains what is being advertised.

Content/Design
The background is fun and girly as it is set in a garden with a paddling pool and some rubber ducks. They have also placed plants, flowers and a white fence which makes it girly and fun and appeals to a younger audience. The advert is also keeping in theme with Katy Perry's album cover, which is also set in a garden with her dressed in girly clothes. By keeping the same theme it allows the audience to become familiar with this partiucular design and will notice when it is Katy Perry being advertised and therefore if they like her they will be interested in the advert. The overall design of the advert is quite fun and quirky, so that it makes it different from other adverts and also so that it catches the audiences attention. By having Katy Perry dressed in girly clothes and also holding a lollipop it makes her seem fun and girly making the audience like her as a person as she seems fun. Also by placing a paddling pool with rubber ducks also makes the audience interested in the advert as it is fun and different.


Font
The font is a sans serif font so that it keeps the advert looking modern as a serif font makes the advert seem older. Katy Perry's name is in bold and is boldest and biggest text on the advert as it makes you know her name and who she is, but for people who already know who she is they can be interested in the advert too. This font is also used on her album cover which makes the audience familiar with this design. The text under is bold and easy to read, so that the audience are able to understand the text and see what it being written. They have placed important information in the middle and have also made it the boldest so that it stands out and also as this is important information (for example includes the number 1 single) it makes people interested and therefore if they know the song they will be interested in this album, as they may have liked the number 1 single.

Advert Flat Plans

Above is my first flat plan for the advert.
I have kept it simple so that it is easy to see what is being advertised in the advert. I have used bright colours so that it fits in with the theme of being fun, which Lily Allen often portrays and so that it makes the advert stand out and catches the persons eye. I have used smiley faces in the background of the advert which keeps with the fun theme, but also as the song is to do with drugs the smiley faces can be linked to the drug theme also. I have kept the background white, so that it makes all the bright colours used for the text and the images stand out more catching the audiences attention. The font is a sans serif font so that it keeps a modern feel to the digipack and also that it makes the text stand out, as it is bold. The layout is simple and easy to see with the text placed in the middle so that the audience can see what is being asvertised and also they can see that it is Lily Allen.

Above is my second idea for the digipack advert. This idea is showing lots of different locations in Brighton where the music video is set, by having the same location and images this means that people will become familiar with these graphics and associate it with Lily Allen and the song. The images will be fun and simple so that it appeals to the target audience and also cathes their eye. Also by using the same images as the ones in the video it means that people who have seen the video may recgonise the images on the advert and therefore will like to know more. The text will be placed over the images in a sans serif font so that it stands out and so it is easy to read. The layout is quite simple, but at the same time there will be lots to look at on the advert keeping the audience interested.

Above is my third design for an advert. This design includes Lily Allen posing in fun positions to keep with the fun theme and then the text is placed in the middle so that it makes it stand out. I have made Lily Allen's name and the song name the biggest so that it tells the audience who the advert is about and therefore if they like Lily Allen they will be interested in this advert. This design uses bright colours so that it makes the advert fun and bright making the audience want to read it. I have also placed a number of different graphics such as flowers and stars so it makes the advert fun, but also makes the advert more interesting.

The advert design which I am going to use is advert number 2 (Brighton locations) as I think that this will work best as it is linked to the digipack design and also to the video, so that I am able to keep a same design theme throughout making it professional and also making the audience familiar with this design.

Third Shoot

Our third shoot was to be filmed in Lewes Town and Forest. We decided to film in Lewes, due to the limited amount of time we had left, as we didn't have enough available time for all of the members in our group to be at the Brighton location at the same time.

We firstly collected the usual equipment needed such as the camera and the tripod. Next we adjusted the camera's settings, so that we were able to get the best quailty shot we could. We started to film the footage for our second verse.

We then began to film the footage that we needed in the forest. We tried to use a variety of different shots such as point of view shot, close up etc, so that it made the music video different and have lots of content to watch, as it would be boring to watch, if one type of shot was used. After filming a variety of different shots in the forest such as point of view shots, which involved the actor holding the camera herself, to be able to get a clear perspective of watch she is seeing, we decided to move into Lewes town centre so that we were able to get some footage of a urban setting, which could look like Brighton.

Next we decided to place the camera in a sutiable position (just on the side of the high street, so that we could get lots of different people walking past) so that we could film for a long period of time, in the same position, so that when we came to editing we could edit this footage and make it faster, so that it fitted in with the song and also that it looks interesting for the audience to watch.

Second Shoot

On the 19th January we decided to film some more footage of our music video. As this was lesson time in college the whole of our group was able to attend the shoot. We had arranged to film in the studio room in college and had booked the equipment needed the day before. The equipment which we used for the shot was:

• camera
• tripod
• lighting
• microphone and stand

Firstly we needed to set up the lighting. So we adjusted the stands on the lighting and then placed them on either side of the camera. We adjusted the position of the lights so that we were able to get the correct amount of light needed for that particular shot.

Next we set up the camera on the tripod and adjusted the settings on the camera so that they were sutiable for indoor use and so that our shot would look ok.

Once we were happy with the position of the lighting we then placed the microphone and stand in front of the camera.

The person who was being filmed then stood in front of the camera so that we could adjust the camera if we needed to, for example if we needed to zoom in or out to get the shot which we needed.

Once everything was set up, we then began filming the footage. After filming a view takes, we looked back on the footage. From looking back at the footage we realised that there was quite alot of shadows in the shot, so we decided that we needed a extra light so that we were able to position the lights so that it meant that the shot had no shadows in it.