Synopsis

When looking at the beginning of our music vide we intend too create a sense of relatability and humility.The actor is going to be seen holding a polaroid picture over the canal of a young female. This female will remain a mystery throughout the video however we will imply the female means allot to the actor as the joinery will be long and exaggerated to try and find her.

During the entirety of the music video we are planning to empathises the journey in which the main actor is embarking upon. The actor will be shown searching for the female in the picture. The narrative will remain the same throughout the music video however we will show a more sporadic and desperate male as the storyline progresses. This will allow the audience to gain respect for the actor as the music video continues. Various different transportation systems will be used such as buses and roller-skates, this is to show the many obstacles the actor will overcome to find love. 

The ending of the song will present the male's struggles and journeys are all worth it as he will eventually find the girl. The female will be sitting fond on a park bench representing natural beauty due to the greenery environment of the park. The whole music video will come to an end with the two walking away together after a long struggle road to finding each other 

Summary by: Jack Baxter

Group Work- Equipment and Props

Summary by: Jack Baxte, Doaa Elmnayneh and Zacaria Elarichi

Group Work- Film Production Risk Assessment

 Summary by: Jack Baxter, Doaa Elmnayneh and Zacaria Elarichi

Costumes For The Actors

In this task, I have produced images of the type of style and clothing the actors within our music video will wear. We have decided on these clothing because through our research on dance music videos we have noticed that this style is a convention and represents this genre of music. Not only that, but this is the current trend that appeals to our target audience allowing them to interact and have a better connection with the actors. To conclude, we done this task as it helps us have a wider understanding and idea of how the overall costume will look and ensure we haven't missed out anything that we will need to get when it comes to shooting. 

Summary by: Jack Baxter and Doaa Elmnayneh 

Social Media

As for the social media, we have already created a Facebook and Instagram account for our artist. We done this in the previous posts. Furthermore, within this profile we decided to follow and like the official profile for the original artist of the song "Faded"- Alan Walker. Not only that but we also followed that official Facebook page for our chosen record label - "Ultra Music". By doing this it will enable us to stay up-to-date with the artist and record label. This will be helpful to us if we refer back to it throughout the process of our music video planning. Knowing the latest new linked to the artist and the record label will enable us to obtain more ideas and a wider understanding of the dance music genre and its sub-genres.

Artist Analysis/ Cast Notes

The following will display our final chosen actors for our Electronic dance music video. Within this section I will I will provide different facts about each actor and why we have chosen her to play each specific role in our music video. We have final decided to go within having two actors a male and a female, this is because it will be most suitable to helps us get our story and song across. It will also enabled the audience to interact and engage with the video. 

 1- Name: Ahmed Haitham - Age: 18                                           2- Name: Hannah De Castro - Age:18

         

                                

                                                                   

Characteristics/ why we chose them as our actors: Ahmed and Hannah are teenagers who quickly take on new styles and trends. Hannah is interested in current fashion trends which she follows and regularly updates. Whereas Ahmed is interested in drama and film production. this helps us in terms of acting as we wouldn't need to direct him frequently and will know how to play the role correctly. They are both live a 'typical' teenage lifestyle. In addition, they both have very similar characteristics and this is why we choose them. They are fun to be around and provide positive influence to the people around them. It is their nature to be "young, wild & free", making them very adventurous and spontaneous. So for that reason we have chosen them to play the role within the music video. However, we have chosen Ahmed to be our main actor within the music video, this is because he is a male which represents the singer a lot more. Overall, by choosing these two characters to join our crew has ensured our filming will go as planned because they are well organised and good to work with as they are good listeners. Furthermore, both of our actors are very photogenic and have previous experiences in such projects. Due to their experiences our group will have a better advantage in sticking to the specified time and produce effective footage in order to produce and successful and appropriate Electronic Dance music video.

Summary by: Doaa Elmnayneh 

Location Recce

Summary by: Jack Baxter, Zacaria Elarichi and Doaa Elmnayneh 

Treatment Draft 1

Summary by: Jack Baxter

Location Analysis- Final

Summary by: Jack Baxter

Record Label Final Decision

When we completed researching different music record labels, we finally decided to go with the choice of the "Ultra music Records”. The main reason for our final choice is that this record label is very suitable and appropriate with the Electronic Dance genre which we have decided to go with. Not only that but we also looked another music record label "Spinnin'Records" which we considered. This is because of their specialisation in electronic dance music just like "Ultra music

Records". However, the reason why we finally decided not to follow "Spinnin'Records" is because it is based in Netherlands, meaning it would be difficult for the label to distribute and market our product to the audience whereas the "Ultra music Records" is placed in USA- a multicultural country with opportunities open worldwide. Furthermore, one of the best reasons why we decided to go with "Ultra music Records" to distribute our single is because they specify in the electronic dance music. Therefore, this will enable us to target a wider range of audience as the electronic dance music refers to various different sub-genres/ sub-cultures such as, techo, progressive, house and much more. As a whole "Ultra music Records" is a very successfully and well developed label as it was found in 1995 and worked with a verity of different artists, so for that reason choosing the "Ultra music Records" is a very reliable choice.

In addition, we finally went with this music record because we believe it is the most suitable label, this is because through our questionnaire results, the target audience is set to include teenagers and young adults. This record label has worked with various artist which target teenagers and popular music which is found at nightclubs, raves and festivals. Therefore, this music records label is definitely the one and will engage and appeal without target audience. 

Who will appear in the video?

As group we came up with the final decision on who will be featured within our music video. We decided not to include the artist, this is because of the research we have conducted previously. The artist's do not tend to appear in the music videos. This will help us follow the typical codes and conventions related with the dance music genre and its sub-genres. The use of narrative which will be based on a male actor who will enable us to produce a music video which has a sense of storytelling rather than performance.

We are planning to use 2 actors a male and female as the story we are trying to portray will need a male and female actors. However, there is a possibility that we change and include only 1 model within the story line, depending on the time management and storyboard plan itself. Presenting 1 or 2 actors will allow us to follow the codes and conventions as the narrative often involves more than one person. The actor who may be featured within our music video are: Ahmed, Stefanie and Hannah. The actors they will be the same age as the audience we will be targeting, which will make it more appealing and suitable for the music video as it will enable the viewer to relate their personal life to the situations and scenes displayed within the narrative. Due the fact that the artist will not be featured within the music video, as group we have decided to reflect the artist within the models and this part of the reason why we decided the main actor should be male.

Furthermore, we are planning to include various filters such as thermal heat in our music video. We were influenced by the video Alan Walker- “Sing me to sleep”, where they have added this effect and more. We decided to take this idea and use it in our own video. We believe that this type of effect will allow us to produce a high quality and successful music video. 

Group work- Audience profile

JACK

Location Analysis- First Draft

Location draft by Anonymous iGRdfinK on Scribd

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Summary by: Doaa Elmnayneh, Zacaria Elcarichi and Jack Baxter

Group Work- Audience Profile

Demographic from doaa elmnayneh

Meeting- Representations

Throughout this meeting, we discussed the representations which will be included in our music videos. During our research, we have all decided to go with the song ‘Faded’ by Alan Walker, the video will focus on youth (finding love). This decision was mainly inspired by the original music video and another song by Alan Walker ‘Sing me to sleep’, which portrays different narratives. These two stories are based around youth searching for something.

In our music video, we decided to portray a young male and aged 17/18. The narrative part of our music videos will include a few stereotypes which are associated with modern youth, the stereotypes are usually presented within this music genre. The modern youth are strongly associated with hoodies, balaclava’s, drinking alcohol and relationship conflict will be displayed in a form of narrative, creating the sense of freedom. The idea of youth being presented as emotional, questioning their sense of belonging as well as obtaining relationship conflict might be also interesting to interpret. This stereotype can be linked to the theorist Dick Hebdige as his theory shows the youth division into categorisation of fun and mayhem. We would like to focus on the contrast between what is right and wrong.

Furthermore, the music video has a fast beat which enables us to present the models in constant movement which could be associated with the modern perception of youth and the way they spend their free time, whether it is due to partying or education. This will enable us to reach a wide range of audience. Due to the fact that youth may be interested in the representation of their age group. Reinforcing the stereotype and challenging them will enable us to produce a sense of identification with our audience, as they are more likely to interact and engage with the given narrative.

Overall, we are currently in the process of deciding on the representations with our upcoming video, but we are sure that we want to link and go into the youth representation. However, this will also depend on the actor and actress as this we are planning to use one girl and one boy in our music video to help us represent youth. We will be going with this as our questionnaire results displayed a clear answer of 1 to 2 characters. The narrative will strongly depend on this aspect. Including two models within our music video will enable us to produce a contrasting narratives of going with and against the stereotypes. We believe this combination would work as it would tell the audience a story, not only that but it would also engage the audience more into the music video.

By: Doaa Elmnayneh, Jack Baxter and  Zacaria Elarichi

Narrative, Concept, Performance or Hybrid?

As a group we have decided to go with the idea of hybrid of concept and narrative. We come up with this as we were influenced by the research we had done previously on EDM videos, such as codes and conventions, lyric, analysing the entire video and more. While we were analysing existing music videos we came across surreal concepts, which are involved in part of the music video narrative. Also, in some of the music videos there was a story telling however it was hard to tell what was being portrayed till the end of the video. We loved this idea and it was used within the electronic dance music videos. Therefore, we decided to include this which produce a hybrid of narrative and concept. In addition, we are considering to include surreal features within our own music video mainly through editing techniques such as, mirror reflections, mutilating exposure and adding surreal element to display speed.

Through our music music video we are planning to include a model which will follow the storyboard of our product. During our research  we noticed that electronic genre artist often don't appear within the video products, but once they do, they tend to play the role of the actress within the narrative where they blend in within the streamline. This is way we decided to have a male actor instead of  female performer, as he could represent the singer (Alan Walker).

The actor we have decided to go with represents the presentations of youth culture through different stereotypes but also modern perceptions/problems associated with young people. This is usually seen within this music video genre, as it displays the energetic and dynamic nature. These representations could be displayed within the original video of our chosen artist.

Permission Letter

The following displays our final permission letter. This is a very important aspect within our work as it enabled us to gain permission for the use of our chosen song (Faded - Alan Walker). Within the letter we made sure to use formal language, explaining why we will be needing the song and what we will use it for. We will be sending the letter via email and post to ensure we gain a quick response from the

Summary by: Doaa Elmnayneh, Jack Baxter and Zacaria Elarichi

BBFC Research

The British Board of Film Classification

BBFC stands for the British Board of Film Classification and known as the British Board of  Film Censors. They are a non-governmental organisation, which are founded by the film industry in 1912. The BBFC is accountable for the national classification and censorship of films in the United Kingdom. According to their criteria they classify videos, DVDs and some video games.

Before any film is released it needs to be classified by at least two examiners using the published guidelines. The examiners will look at various matters such as drugs, discrimination, imitable behaviour, sex, theme, sexual violence, nudity, language, horror and violence when making decisions. In addition, they consider the text as the tone and impact of a work, an example of this is how it makes the viewer feel. Moreover, they include the release format, for instance, DVDs are bought and watched at home, this means there is a higher risk of underage viewing.

As for music, "Vevo" and "YouTube" are in a partnership with BBFC. They are creating permanent scheme to age rate all music videos by artists who signed to Sony Music UK, Universal Music UK and Warner Music UK, that are unsuitable for younger children (under 12). Also, some independent UK music labels have decided to join the phase of the pilot scheme. This is because it proves the consumers awareness about the content of a specific music video and enable to increase children's online protection.  All the rating for each music video will be displayed online on "Vevo" and "Youtube", including smart phone Apps.

The BBFC classify each video by watching the entire video and will then assign an age rating to it according to the content advice. For example, strong language, sex references or nudity, based on the BBFC published "Classification Guidelines". Parts of the issues considered by the BBFC when they classify a music video include: drug misuse, bad behaviour displayed as safe, bad language, sexual behavior, nudity and threatening behavior, gesture and violence.

As for our music video we think that the age restriction will be 12 or 15. This is because through our research we have watched and analysed music videos that  included content which wouldn't have been suitable for a young audience. Therefore, our video may contain some dangerous behaviour, drug misuse or other unsuitable content for young viewers. For that reason, we will first complete all our research and planning, which includes scenes, message which may be portrayed and the content of the music video. When this is complete we will then consider the BBFC classification guidelines in order to find out what would the age restriction for our video.

Audience Profile

Summery by Jack Baxter, Doaa Elmnayneh, Zacaraia Elarichi

Lyric Analysis 2

EDM Lyric Analysis by doaa el on Scribd

Lyric Analysis 1

The beginning of the song is very straightforward however can be interpreted in different ways, one way in which I initially took the lyrics was the artists expressing that when Avicii was younger life was so much easier and the "shadows" had disappeared. This could be suggesting that the lifestyle in which the artists lives now has factors in which are seen as gloomy or dark, this is yet unclear from the opening two lines however may be explained through the lyrics later in the music video.

I believe that the correlation between the lyrics and visual images are effective at the start of the music video, this is due to when the lyrics start the opening credits have finished and the pace of the music matches the high speed of the lyrics. The camera work used in this specific opening uses a variety of different locations including the inside of a car and also on top of a building which is expressed in the terms of a time lapse. The lyrics fast paced motion matches the fast paced time lapse.

The animals inside came out to play
Hey, went face to face with all our fears
Learned our lessons through the tears

The lyrics in which are above are taken from the opening verse once again. The terms "Animals" further empathises the child like manor in which the artists was stating in the opening line, This could be a feature in the EDM/Dance genre and may be something we see more when conducting further research into making our won music video in the same genre. 

One day my father—he told me,
"Son, don't let it slip away."
He took me in his arms, I heard him say,

When looking at the the next verse of the song we can now see that again the image of a younger child is presented, the use of the terms "my father" and "son, don't let it slip away" This informs the viewers that the artists has a good relationship with the father. When reading the lyrics i can interpret them as the artists reminiscing on past events with the father. Overall i can see that the lyrics are joyful and make the venires happy. This is a common conception in EDM music allowing for the consumer to feel joy and happiness when watching the music video. When comparing the lyrics to the visuals we can see that throughout the entire music video there are scenes where a father figure is apparent participating in what looks to be very joyous and adventurous occasions. The image to the right of the screen shows a father  

and son in both very formal attire, this could suggest that the two were at a formal event such as a celebration of achievements. However the shot also portrays a strong bond which is also portrayed in the lyrics, "One day you'll leave this world behind

So live a life you will remember." Suggests that the son is afraid of loosing this special connection, this is something my group will need to think about when creating the music video as it will make the music video have a clear narrative if the use of a storyline is introduced. We will take this into consideration when planning our music video as we will need our project to apply with current codes and conventions in the EDM genre. 

He said, "Go venture far beyond these shores.
Don't forsake this life of yours.
I'll guide you home no matter where you are."

When analysing this verse i am able to see that the video and lyrics directly match again. The word venturing implies adventure or to discover while the visuals of the video are also suggesting discovery and adventuring. The image to the right of the screen shows three silhouettes of what seems to be young adults/teenagers in a sunset. The sunset will also also shows adventure due to the day coming to an end and the light on the sea reflection creating a really effective moving images. 

One day my father—he told me,
"Son, don't let it slip away."
When I was just a kid I heard him say,

The lyrics shown above have a clear and simple definition, the connection between the father and son is amplified with a couple of images showing the older gentleman with a younger male. The narrative has been made clear throughout the entire music video, this will be imperative in our own music video, we will need to add a narrative to our own music video. 

Codes and Conventions Video Analysis 2

Marshmello EDM Codes & Convention analysis from doaa elmnayneh

Codes and Conventions Video Analysis 1

Genre from doaa elmnayneh

Semiotics

Semiotics: The study of signs and symbols and their use or interpretation.
Key theorists: Barthes, Chandler, Saussure and Strauss

Roland Barthes researched how audiences interpret what they see and argued that "The audience look for signs to help them interpret the narrative... These deeply rooted signs are based on expectations the audience has due to their prior knowledge of old tales or myths". His theory of how we interpret is as follows:

Today we learnt about semiotics and discussed how we can use symbols/signs to represent a particular message or meaning within our music videos.

Examples of semiotics:

Summary By:Momeena and Doaa Elmnayneh