Mood Board

These are images that represent the things that are associated with the soul genre. With elements such as trending clothing, legendary musicians  and typical instruments that are used in the music genre. This would inspire might thought process of making the digipack, it should offer me various ideas on what to go for. 

Analysis of Light Up the Dark

The Lyrics of the music are important in the way that the music video would be made. However Andrew Goodwin states that there are three ways that the lyrics can be interpenetration to the music video. Illustration would taking the lyrics to heart as the correspond with the music video, most of the elements of the music video link with the lyrics and are corresponding with the visual interpretation. Amplification is sequence which add extra meaning, that are not necessarily in the lyrics themselves. What i attempt to do is cooperate this theory to my music video, where i would be able to tell a story with the lyrics and applying them to the visual.

We can light up the dark that’s in our hearts (x2).
I am the light of the world, yeah yeah yeah.
I am a king royalty,
I am the head not the tail, no no no no nooo.
Praise in me, you receive.

Impossible is nothing,
Nothing is too hard when you believe.
Back all light watch your legacy,
Yeah.

So, we can light up the dark that’s in our hearts (x2)
This salt and soul
I’m on a road, ending road.
We can light up the dark that’s in our hearts

I will win, my life won’t die
I live forever in your mind,
I wish upon a tiny star.

Yeah so break loose
Of all the ties and pains all those yesterdays
The world awaits you light to bloom
That we can... yeah yeah...
We can light up the dark that's in our hearts (x2)

This salt and soul
I’m on a road, ending road
I said we can light up the dark that’s in our hearts.

We can light up the dark that’s in our hearts (x2).
I am the light of the world, yeah yeah yeah

In the opening stanza of the song a solo piano piece begins the song, what I would attempt to do is show that and parts of it would be the beginning of the narrative with the main characters from the cut scenes included. The opening 2 lines immediately open the meaning of the song as the artist “Otty” makes the reference to “we” which implies that the relationship between two people. Lighting up the dark, would mean that there is emptiness that is within them and that needs to be rebuilt. Fans are able to incorporate this into their own lives and giving in a chance within a broken relationship. He states that he is the light, meaning that he would be the catalyst of the reconstruction or the development of two people’s love and affection between themselves.  My vision of using contemporary dance I would suggest within the cerography that there is something to instantly inform the viewer the meaning and long shot of the beginning of the performance would allow the audience to understand the format of the  music video.

I am a king royalty,
I am the head not the tail, no no no no nooo.
Praise in me, you receive.

Impossible is nothing,
Nothing is too hard when you believe.
Back all light watch your legacy,
Yeah.

Here he is able to show his dominance and his capability within the relationship, this emphasises his ability to ignite the deep depths of their relationships, showing that he is not afraid to withstand any challenge. King, is portrayed as the important figure in a hierarchy, I would illustrate this by the focus and mixture of close ups and long shots of the male dance as he is associated with the king figure. Tacking control of the situation and the praise would be given to both the parties as they are able to do it together, although showing the earlier superiority and his efforts to make relationship work would encourage men in the same situation and woman needing reinforcement of the good standard of men that are a there who are able to take charge. As the tempo increase I can replicate this with the visuals of the video, by possibly changing the different camera angles, increasing the intensity in the dance performance or use quick clean cut editing as a transition from different scenes, which would sustain the audience engagement with the video.

So, we can light up the dark that’s in our hearts (x2)
This salt and soul
I’m on a road, ending road.
We can light up the dark that’s in our hearts

The repetition of the lyrics reinforces the idea of belonging together and being able to become one again. Typical lyrics of a love song within the soul genre such as “soul” you would expect to hear this preserve the codes and convention of the genre. How would be able to illustrate this stage would be showing a strong relationship between the characters during the cut off scene of the performance, where it illustrates more of the narrative. Contradicting the lyrics to the visual context, I will be able to construct the existing narrative which would develop of the ideas that I can cooperate with music video.


I will win, my life won’t die
I live forever in your mind,
I wish upon a tiny star.

Constant repetition of “I” is there to emphasise the importance of the artist, how he will not relinquish the hope of losing his love, this suggest the desire and drive to succeed to be together. A long shot, medium shot and tracking of the star would be ideal as I am able to link with lyrics and the word “I” is put into context as it shows the star image. And making sure that the lip synch is corresponding with the video is important as the audience are able to see the synchronization of the music.  Similarly to the previous verse the tempo is increase which I would attempt to increase with the video and the way the singer would present that would be the most important factor in increasing the tempo. The way it should be portrayed is to grasp in the audience and to let the go, which is tend to be associated with the soul music.

Yeah so break loose
Of all the ties and pains all those yesterdays
The world awaits your light to bloom

In addition to the increase of the tempo and the volume of the song as this would be the point of most essential section of the song as it implode and drawn the audience’s attention.  I aim to make it the most intense moment of the song.  “Break loose” would sourly suggest that it’s time to let go and in line to this also identified that there is a need to move from the past and walk into the “world awaits your light to bloom.” At the moment I would wish to change the first half of the song, which would be shown in black and white, and create a fusion which would take the music video aspect and correspond with the visuals as the music video, returns to a normal colour.

That we can... yeah yeah...
We can light up the dark that's in our hearts (x2)
This salt and soul
I’m on a road, ending road
I said we can light up the dark that’s in our hearts.

As it approaches the coda the high intensity would have come to an end and the volume and the tempo stated to disintegrate the music video should also do the same. Including the narrative within the music video.

Contacting Artist

I have used social media to good effect in order to contact my artist. With technology evolving and having various ways to communicate with the audience in the forms of Facebook, Twitter and the classical conventional way of e-mail. I managed to contacted my preferred artist via Facebook. Giving the basic information of what I attend to do and the phone call I have explained in detail of the elements that I have to cover over the course. Having contact with the Artist would be helpful in terms getting the opportunity for them to inspire me with the vision that they had with song and how i can apply it to the music video. Additional input of the artist idea would allow me to gain a lot more access of what could be appropriate for the music video.  After Several emails, My Artist Otty added specific requirements that I have to follow due the the artist welfare. Insuring that I give the artist and the contributing cast a mention as a part of the credits with in the song. Also I have to show the final cut of the music video to their team, to insure it doesn't portray the artist to a bad image.
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Otty Freeman

Looking for a band or Artist, i have to use various sites in order to gain access to a different range of artist. On www.unsigned.com musicians are able to upload their own recorded and sound which people are able to listen and anaylse the music. Although the quality the sound varies with different artist and choosing the artist with the best quality recording would be subtle to include in the music video. It was vital that i was able to look in different genre and analyse compare and contrast the different qualities that I am able to use, unfortunately different sounds did not appeal to the music genre that I was going for.

Furthermore, there was different options where I able to look for an artist and www.bestofbritishunsigned.com was able to offer me different range of artist within Britain. The website had more of an organised structure and more appealing as it allow you to scan through the main genres on the map of Britain and it would narrow down the search highlighting the artist within different regions associated with that genre. Looking at different artist within each genre the quality of the sound are all at good standard and this showed great potential in finding a good artist. Looking through
the soul category i came across artist such as, McCrie, Mits and James Follete.

I have looked into varies genre that i personally i am interested in such as, Indie, hip Hop and R'n'B. These are the types of music genre are I am associated with, Having good knowledge on these genres a would allow me to developed ideas from what i have seen in the music genres, the idea is to to follow the music genre's Codes and Conventions, However in further development I am able to attempt to challenge the codes and conventions. I have Looked into unsigned artist such as The 99s. However the pace of was not something that in my interests. Moreover, another artist who was in the Hip-Hop '007' his music was to explicit and in appropriate to make in to a music video. With Wartford talent and the potential to impact the music industry. His current single, 'Words' was nominated for "Best Unsigned Song" by the Unsigned Music Awards panel. His sound, which draws comparisons with luminaries such as John Legend yet accommodates Jazz and Gospel. Although the acoustically gifted musician appels to an R&B audience which is one of the biggest market and the range of male and female fans, who can aspirational to the artist and receive advice from his lyrics. On the other hand, woman are able to compare him lyrical, physically to other male counterparts.


After looking the range of songs they all have a similar format which is depended on his genre. His song "Light up dark" appealed to me the most as i am able to have range of ideas of what i can produce as the music video. The lyrics have meaning behind it, and i am able to build a narrative on the song. As seen in the images there is general style to and the way he can relate to the genre as he has a classic soul look. As in his current video he shows the link with a classic performance. Although compared to his song "words" with a higher tempo, "Light up the dark" Has a slower tempo however still manages to maintain the genre of soul, which the target audience would appreciate as there isn't a massive change of image. I will be able to maintain the image of the star the soul genre by possibility of including dancers and a strong narrative that is an illustration of the lyrics.  As the analysis of music videos I am able to adapt the ideas that are placed forward from the videos as they linked with the genre, although R&B I able to integrate the concept with my ideas, which i am able to develop. The success that John Legend has made from similar song can replicated using a identical style and selling his image in the similar way our enhancing the image of the star, it would be more appealing to both male and female target audience.

The ambiance that the music video video creates should replicate the digipak, as it is soothing and relaxing theme it. A soft and appealing image of the artist and portraying the significant element of the package which would be the music video. Similarly with conventions of R&B and soul there is a demand of having the star image as the center of the product, which not only attempts to appeal to the male audience it allows the female audience to be have the voyeuristic gaze on the artist. Moreover corresponding with the lyrics they are able to seek integration and interaction from the audience.

Lip syncing Kendrick Lamar - Rigamortis

The lip syncing trials was testing my editing ability of my editing skills. I felt that It was very challenging, matching up the original song to the video in order to get the perfect synchronisation. I used Kendrick Lamar’s song Rigamortis which consist of a quick rap, this was to see what it would be like facing relatively difficult lyrics and how my artist would cope with the accuracy of the lyrics and how I would counter that with my editing skills. 

Animatic

“Otis” was constructed by Kanye West and Jay-Z,  the song featured on their collaboration album Watch the Throne . The song features soul singer Otis Redding, whose version of "Try a Little Tenderness" inspired the making of the song. The song peaked at number 12 on the US Billboard Hot 100 and reached position 2 on both the Billboard Hot Rap Songs and Hot R&B/Hip-Hop Songs charts. The song has since been certified Platinum for sales went beyond 1,000,000. Grammy for Best Rap Performance and Pitchfork Media named the video amongst the best of the year.

The song received a music video directed by Spike Jonze on August 2011. The video primarily shows Kanye West and Jay-Z customizing a Maybach and then racing around an industrial space, while four attractive models embrace the freedom of the ride as there is seated in the back, while Jay-s and Kanye West are in the front seat. The reconstructed vehicle was put up for auction, and the proceeds donated toward the East African Drought Disaster.

Long shot - is used as the establishing shot as you are able to see the Black Mayback car, with men in white jump suits standing aside the vehicle
Tracking shot- Following the long shot in slow motion, movements of the camera as it tracks Kanye west and Jay-Z towards the car, as they have in the hands blow torch and hand held power saw, these the instant idea to the viewer that there are about to demolish the luxury car.
Zoom shot - A clean cut change of scene, with in the dark lighting are able to make out the symbol of the car as it is a Mayback.
Mid shot - This shot shows the process of the modification of the car beginning.
Mid shot/ long shot - As we are able to see both hip hop stars, the soft focus, gives us the attention of the leading rapper Jay-Z and Kanye West in the background performing.
Long shot -  able to see the two men removing the screen of the car. this is placing attention on the modification they have done on the car.
long shot- We see more of the reconstitution of the car, as the man walks along side the car analysing it, illustrating that they are at the end of manufacturing the  product.
long shot - is taken at a low angle, emphasising on the scale of the product and the audience are able to understand more about the opening montage of the music video.
Mid shot - Jay-Z hold and shakes the camera, this suggest that he is the star image, and being center of attentions is convention of the hip-hop music genre. For the audience they are able to closely interact with the star.
Panning movement- is used to show the car in action after its been refurbished, seeing it for a low angle we are able to dimensions of the product as it goes past the camera. whist its being camera is panning the car.
Two shot - this enable the viewer to identify the relationship between the two rapper as the move across each other coordinately, holding on to each other as emphasises their good relationship as they have made a collaboration album

Codes and Conventions of Music Videos.

In the music industry there a various music genres, these are targeted to different types of people. allows people to interact due to there musical interest. Music videos show consist of different codes and convention depending on the genre and the illustration of lyrics however some genre seems to cross link items of what you may see in the music video. With cooperation of Goodwin's ideology of music videos would depend on what goes in a video and in what genre. However, some music videos attempt to challenge the codes of conventions of the typer input within that music video.

Typical Music videos tend to have fast cut montage editing this allows the videos to show multiple images, these images can come at various, some in synchronize with the music also the pace can determine the tempo and mood of the music video. Editing has had massive step in terms of the change in music videos this is illustrated by the ingenious skills of the music video Bohemian Rhapsody by queen. Essential filters can be used to create certain ambiance which makes the viewing interesting to the particular genre this is would be based particularly on the narrative. Where the is verisimilitude throughout the music video the key aspects to maintain as certain atmosphere would be the lighting from harsh bright light to a dim light which would be based soul on the narrative and the lyrical intentions.

Most music videos require the star Image, an advertisement of the artist or band, this is done so buy numerous number of shots, however it may vary from genre to genre. For example, in pop music videos close ups and long shots of the artist would be implemented on to the video to emphasis the artist maximizing there fame. This can also be used as inspiration to the target audience as they may class the artist or band as role models. Depending on how the artist want to portray themselves on music videos would effect the global media.

Moreover, voyeurism refers to the idea of looking in order to gain sexual pleasure which is mostly portrayed among  the male audience, which objectives women. this is illustrated by the camera work and editing, positioning them to where there is an emphasis on particular feature which can be seemed to be pleasuring the targeted audience. This is opposed by the likes a of Madonna who has shown in her videos to be sexually in control of her opposite attraction removing the male gaze.

Furthermore other elements of codes of conventions would be intertextuality   This is music videos that have been produced and designed to correspond with a specific text. However, not all audience would spot the references. there can be based on specific things such as movies, fashion trends and art photography. Examples of this are Madonna's "material Girl" which was done through "diamonds are girls best Friend." Also shown int he rap world with 2pac ft Dr Dre " California love" which is taken from the film "Mad Max." In addition, an emerging source of intertextual references would be supplied by video games which illustrate various narratives.