Any paperwork you may need is linked to this blog.
There are 2 linked lists for PAPERWORK:
1. Advanced Production - general stuff
2. Video Production - everything you will need for Stage 1, 2 and 3 of your production
Wednesday, June 10, 2009
STAGE 2: TIPS FOR GROUP RESEARCH + PLANNING
Once your group have chosen a track, you will be able to start planning your production. It is quite likely that your group will be asked to pitch their idea to the class for feedback as soon as you get to this stage.
Firstly, agree and post the following as soon as possible:
1 who the band/ artist are, their name, their image/ identity
2 an outline treatment for your early visual ideas
3 Detail on the target audience – see audience posting below to help you
HELP WITH AUDIENCE PLANNING
Take your track selection one stage further by developing your ideas on the audience for this kind of music. Answer the following questions:
1. How would you describe the target audience for this kind of music? Is there a core and secondary audience?
2. How would you describe the tastes and attitudes of the target audience? What other media do are they likely to consume? Outline their media consumption profile
3. What function does this kind of music serve to its audience (uses and gratifications)?
4. Music fans often use music to help them construct their own cultural and visual identity – how do fans of your artist or band do this?
5. How/ when/ where is this kind of music consumed?
Firstly, agree and post the following as soon as possible:
1 who the band/ artist are, their name, their image/ identity
2 an outline treatment for your early visual ideas
3 Detail on the target audience – see audience posting below to help you
HELP WITH AUDIENCE PLANNING
Take your track selection one stage further by developing your ideas on the audience for this kind of music. Answer the following questions:
1. How would you describe the target audience for this kind of music? Is there a core and secondary audience?
2. How would you describe the tastes and attitudes of the target audience? What other media do are they likely to consume? Outline their media consumption profile
3. What function does this kind of music serve to its audience (uses and gratifications)?
4. Music fans often use music to help them construct their own cultural and visual identity – how do fans of your artist or band do this?
5. How/ when/ where is this kind of music consumed?
STAGE 1:TIPS FOR ALBUM COVERS RESEARCH
You can use this as a starting point for album covers research, and you may include this work as part of your research.
A: Look at a selection of album covers (minimum of ten, CD or vinyl), maybe from your own, your parents or a friends collection, or online - the more variety in genre, style, decade etc the better. Make notes in answer to the questions below:
1. What are the typical features that an album cover has? Make a list of all the elements they have in common.
2. How would you categorise the covers in front of you? Are there any other ways of distinguishing between them other than generically?
3. Album covers serve many different functions. What do you think these are (ie what is their purpose?)
B: Choose one album cover out of your selection. It might be a particular favourite, or one that is particularly visually interesting. Prepare deconstruction notes of the cover (back, front, inside sleeve).
For the deconstruction you will need to explore the following:
images used (layout, colour, style etc)
text (fonts, size, positioning, colour etc)
The relationship between text and images - how do they work together ie anchorage Differing functions of the front, back, inside sleeve
How the iconography represents the band, the genre of music and their overall image.
Are there any signifiers exclusive to the band/ genre
What the cover says about the institutional context of the music ie the label, mainstream, underground, first album etc
What can we learn about the potential/target audience from the cover ie specialist, niche, familiarity with the band, compilation, mainstream etc.
and anything else of relevance. Any work completed on album covers should be posted on your individual blog, with links to the album cover imagery.
STAGE 1: TIPS ON MUSIC VIDEO RESEARCH (BLK)
In
You can work on this with someone else if you prefer, as long as you keep your own notes and use them as the basis for your portfolio A: Watch a variety of music videos, and make notes using these questions:
1.Does the song belong to a particular genre?
2.Do the images illustrate, amplify or contradict the lyrics?
3.Do the images illustrate, amplify or contradict the music?
4.How are the performers shown?
5.Does the video present a voyeuristic view of women?
6.What other texts does the video refer to/ draw upon?
Summarise findings/compare and contrast/apply theory. Considerations of genre, audience appeal, form and style should underpin your notes. Link the videos and post your notes on your blog.
STAGE 1: TIPS ON INDIVIDUAL RESEARCH
Aim to focus your research carefully. Try to:
1. Work independently
2. Analyse
3. Apply theory learnt in class to examples of your own choice
In order to be prepared for both the evaluation and the exam, try to research the following:
a) Genre (a specific genre, genre signifiers, genre categories)
b) Audience (target audience, appeal, cultural identity)
c) Institutions (specific directors, record labels, marketing, branding, construction of image)
d) Style + Form (music videos, album covers, music magazines, adverts, websites, music channels/stations)
Get started straight away – you have time this term to complete this, alongside the music video teaching.
It’s fine to work with other people as long as you are responsible for your own contributions and note taking, and you write up your work separately.
How to present it:
The more visual and analytical your blog is, the better. It should look impressive!!
Your work around the individual tasks should go on your individual blog, and group work should go on the group blog.
STAGE 1: TIPS ON TRACK SELECTION
Conduct some individual music research. Listen to as many potential singles as you can, with or without the group, then select a few as your personal choice for the single your group will eventually work with. When listening to tracks and choosing one, you must consider and conform to the criteria listed below.
B: When you have chosen some tracks to present to the rest of the group, prepare your pitch. Post your initial ideas onto your blog regarding the style of miusic video you envisage, and the identity of the artist or band you plan to create. It is important to think about the whole concept (brand), not just about the music video. Make sure the track link is on your blog.
C: Pitch your ideas to each other, then you will need to decide on the best track for the project.
Please Note: A copy of the track will be needed for Premiere if your track is
chosen. This can be an MP3 or on a bought CD. To complete the above, you must work around the following criteria when selecting potential tracks:
Single criteria
Your potential track must conform to the following criteria:
it must provide opportunities for original and creative work
it must not have been promoted recently by a professional music video in the UK charts
it must have a clearly definable target audience
it must be generically identifiable ie as clearly belonging to a particular genre/sub genre
the track must have been mixed and recorded to a high standard, including if using an independent artist (eg local band)
It must be available as a digital download or on a bought CD
Your choices will need to:
be discussed by the group/ class – pros and cons identified
be filtered out by teachers if unsuitable (please anticipate the likely ‘secondary’audience at Latymer (parents, younger children, Headteacher etc)
be accessible to all members of your team
be chosen by a unanimous group decision (you must all agree)
inspire the group to make a creative, original music video that uses and/ or challenges convention
be suitable for public broadcast on both terrestrial and satellite mainstream TV channel in other words, no swearing, no sexually aggressive language/ imagery, avoid drug related lyrics/ imagery
D: To complete the activity, you should individually blog the feedback you received from the group regarding your track selection. As a group, you should identify the final track you chose, why you chose it, the pros and cons and what the feedback was from the group.
THE QUICKER A DECISION IS MADE, THE SOONER YOU CAN GET ON WITH PLANNING
THE PROJECT STAGES
The Stages:
There are 5 stages to be worked on, both individually (but feeding into the group project) and together as a group. They are:
Stage 1 (June/July): Individual research tasks, including
research for potential tracks
research into similar products (artists and record labels, album covers, artists websites, music videos)
exploration and analysis of the forms and conventions of similar products
target audience research
Stage 2 (August/September): Group research and planning - the focus by this stage should be specifically on the choices you are making as a group, including:
the style of artist you are intending to work with
the type of music video and other materials you are planning to produce
the genre of music you are intending to work with
the audience you are planning to target (demographics, tastes and habits, pleasures, other music/media consumption etc)
the actual track you have selected
your ideas for branding your artist or band
your ideas for mise-en-scene, location, special fx, costume, actors etc
Stage 3: (September) Group Pre-production - this is where your plans and ideas must be firmed up. Expected evidence will be in the form of a treatment, storyboards, photographs, shot lists, a shoot schedule, actor contracts etc.
Stage 4: (October) Group Production/post-production: shoot and edit music video, shoot publicity stills, design album cover, advert/website
Stage 5: Individual Follow-up work. This includes audience feedback (November - can be arranged as a group), plus the evaluation. Please note that your evaluation answers can be posted at any time during the project. Adding to your responses as you go along will be a much more effective way of tackling your evaluation than leaving it until the end of the project. Therefore you could argue that this stage should be managed simultaneously alonside the other stages of the project (from Stage 2 onwards) wherever possible,and finalised in November.
research for potential tracks
research into similar products (artists and record labels, album covers, artists websites, music videos)
exploration and analysis of the forms and conventions of similar products
target audience research
the style of artist you are intending to work with
the type of music video and other materials you are planning to produce
the genre of music you are intending to work with
the audience you are planning to target (demographics, tastes and habits, pleasures, other music/media consumption etc)
the actual track you have selected
your ideas for branding your artist or band
your ideas for mise-en-scene, location, special fx, costume, actors etc
Stage 4: (October) Group Production/post-production: shoot and edit music video, shoot publicity stills, design album cover, advert/website
Stage 5: Individual Follow-up work. This includes audience feedback (November - can be arranged as a group), plus the evaluation. Please note that your evaluation answers can be posted at any time during the project. Adding to your responses as you go along will be a much more effective way of tackling your evaluation than leaving it until the end of the project. Therefore you could argue that this stage should be managed simultaneously alonside the other stages of the project (from Stage 2 onwards) wherever possible,and finalised in November.
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