Planning setting & iconography *

what is the purpose of setting & iconography
include still images to support your points
what settings will you include & why?
what iconography will you include and why?
how is your settings & iconography conventional, to your music genre?
how does it build a relationship with your target audience?



The purpose of setting and iconography helps you plan your music video, this will be written down so you know what time of day and where you should be. As we are having many different settings, we need to know which setting would suit the dark or the light better. We also need to know what props would be useful and that would fit the genre. With both the setting and iconography they should relate to the music genre, and you should be able to tell what genre it is purely by the iconography.

In our music video, we are going to film in Theydon Bois by a tree which is by itself. This will show the audience that Georgia feels alone after the breakup just like the tree. Here she will be reviewing what has happend in her relationship and lets the audience figure out what has happen. While before this there are many clips where both of the actors are together which shows the audience that they did have a perfect relationship. Were also going to film in brick lane as its quiet an edgy place, with lots of graffiti it will make our video edgy and show the bad impression Drew has on Georgia. This is an area which is known to be very Indie. This is conventional for our music video and lets the audience see them being close and sharing memories together before the relationship turns sour. Were also filming at team members Drew and Jenna's house. This is both for different story lines, Drew's house will be used for the second verse when 'it all went wrong'. We see Georgia and Drew both enjoying quality time with each other but then we see Georgia sitting by the window thinking things through her head this lets the audience know that something is wrong and what we are seeing isn't always what we expect. During the footage where Georgia is by the tree we see that is is brighter this again lets the audience know that is it present times, whereas all of the parts of footage where they are together in different places making memories it is dark, which lets us know that they are memories that happend a while ago. Throughout the performance part of the music video we are making connections between visuals and lyrics which follows the rules of Goodwin's theory.

While making our music video, we will show Georgia regularly playing her guitar. This is a big part of the music video which allows the audience to find out that it's an Indie music video. We also want to include bottles of alcohol which shows the cracks that they have during their relationship, which relates to the lyrics. In order to portray the characters as rebellious we want to show Drew smoking. This will show the bad effect that he has on Georgia therefore breaking her heart when they split up. We will show Georgia and Drew together walking around London's Camden. This setting shows that they are rebellious people, as the background has a lot of graffiti. 

The setting and iconography throughout my music video is very conventional to the Indie genre. We see a real life story which involves a young couple. With them being rebellious it shows that they are a bit immature and have problems within their relationship, which we will start to see at the end. The iconography being used will again be very conventional. The main prop we use is the guitar which is pictured throughout the ancillary texts aswell. This is a key convention for the indie genre, and will inform people when they watch the beginning of the video that it's an Indie music video. The settings where we want to film which includes, camden town this will compare with the rebellious behavior that we see from Georgia and Drew. This will show a different side to both of them which will concentrate on memories that the pair have had. We also want to film in a forest by a tree by Itself. This will show that Georgia is lonely in her relationship just like the tree. This lets the audience understand how she feels. We also want to film in Drews house. We will capture a moment where Georgia is awake with Drew asleep next to her, and she is looking out of the window. This again lets the audience see how she feels as she portrays that she doesn't want to be in this relationship anymore. Another place we would like to film is in a council estate. This will be where the argument is held, again taking ideas from Rihanna's 'We Found Love' music video we will create an argument in which Georgia is taking the lead. At the end we want to have fireworks and a bonfire. This wil show the intensity that the relationship was and that she's happy and also sad that the relationship is over. This helps build a relationship with the target audience as those who enjoy Indie music will have a connection to the storyline and also the real music that is has been made. The target audience which will be around 15-30 year old mainly girls, would either be going through there rebellious stage or have been through it so can relate to Georgia Ray through that. The audience watching would probably dress similar to Georgia which is a connection and may even own pieces of clothing that Georgia Ray is wearing during the music video. This will attract more of a young audience, that will appreciate her Indie/grungy style. 

Record Labels 19 *

A Record Label is a large company that is in the music industry, it is associated with the marketing of music recordings and music videos. The music industry is known to be dominated by three main record labels such as Universal, Warner and Sony. These companies are also publishing companies that manages brands and trademarks.

Universal Music Group (UMG) is the largest American Music corporation. UMG also owns Universal Music Publishing Group, which is the second largest publishing company in the world. It has many famous artists signed to them like Emeli Sande, David Guetta and Swedish House Mafia. As Universal is a big record label it has two smaller companies called Island Records and Def Jam. With Artists like Jessie J, Nicki Minaj and Drake with Island Records and Rihanna, Jay-Z and Kanye West on Def Jam.





Sony Music Entertainment, also know as SME has many famous artists such as Michael Jackson, Whitney Houston, Beyonce and Alicia Keys. The big record label again has a number of smaller companies, like Arista and J Records. Sony is also related to television and phones. Sony was founded as American Record Corporation in 1929, renamed Columbia Recording Corporation in 1938. Sony Music Entertainment was founded in 1991 when Sony Corporation of America, which bough CBS in 1987, changed the record company's name. It is currently the world's second largest record company behind Universal Music Group.







Warner Music Group Record Label have artists like Wiz Khalifa, The Notorious B.I.G and Paramore. Warner Music Group is owned by Time Warner, the worlds largest media conglomerate which has links in film and entertainment, publishing and television. Headquartered in New York City, it is one of the 'big three' recording companies. The company works with some of the most successful recording labels in the world including its flagship labels Warner Bros. Records and Atlantic Records. The company was publicly traded on thr New York Stock Exchange until May 2011 when it announced its privatisation and sale to Access Industries which completed in July 2011.




An Independent record label is a record label which operates without funding from the major record labels. Many artists and bands begin on independent labels. The traditional definition of a major record label is one that owns its own distribution channel. Some independent record labels in particular those with successful performing artists, sign dual-release agreements with major labels and may rely to some extent on the international licensing deals.

An independent record label in the UK which is well known is Boy Better Know. They are an English grime collective which was started by Jamie Adenuga (JME) and older brother Skepta in 2005. They are best known for their tracks ''Too Many Man'' ''Private Caller''.

Lyric Analysis - 18

Once, once upon a time
Thought that you'd be mine
But then you let your colors shine                          Girl realises the boy wasn't what she thought he was.
I wanted to believe                                                  True colours shine for the worst.
That you were right for me
Well how could I be so naive

Now we're broken    
Forget me not                                                         Relationship is broken.
I'm falling down and I can't stop

Let's go down to the apple tree
Naive as Adam and Eve                                         Girl metaphorically describes herself as the couple
Oh oh oh, oh oh oh                                                Adam & Eve, too naive to see her boyfriend cheat.
Let's go down to the apple tree
Fighting against gravity
Oh oh oh, oh oh oh

Falling too deep                                                    Wants him to fight for her and the relationship.
So can you catch me

Twice, twice I caught you out                                She let it go once, and her boyfriend took a chance     My head was in the clouds                                    and cheated again.
But I woke up and came around
To see, you play your stupid games                      Mind games are played.
Temptation in your way
Cause I went so fast from love to hate

Now I'm broken                                                    Girl is typically heartbroken.
Is this your plan
I'm falling down and I don't understand

Let's go down to the apple tree                          
As naive as Adam and Eve
Oh oh oh, oh oh oh
Et's go down to the apple tree                             Chorus repeated
Fighting against gravity
Oh oh oh, oh oh oh

Falling too deep
So can you catch me

You keep playing, you keep playing                    Mind games are continued through for e.g Jealousy.
I keep praying, I keep praying
That we could have been us
You keep playing, you keep playing
I keep saying, I keep saying
That it should have been us

So let's go down to the apple tree
As naive as Adam and Eve
Oh oh oh, oh oh oh                                              Chrous repeated
Let's go down to the apple tree
Fighting against gravity
Oh oh oh, oh oh oh

Falling too deep, can you catch me                                              She fell too deep in love with her
Falling too deep, mmmm, can you catch me                                boyfriend and lost independence.
Falling too deep, can you catch me, can you catch me               
Falling too deep


-What are the hidden meanings of your song?
-how have the group lyric annotations, assist you with planning the micro elements, style, target audience and conventions of your chosen song?
-include your annotations

The song itself is very simple and straight forward, straight away in the first paragraph the audience are aware that the lyrics are about a relationship between two young adults, that unfortunately didn't work out as true colours were shone. The relationship is broken up with the male character cheating on the female, not only once but twice due to getting away with it the first time. Metaphorically, she compares herself to Adam & Eve as she considered they had a natural and strong relationship which drew them together. She describes how she is now heartbroken but yet still willing to forgive offering him the chance to pick her back up again openhearted, despite any consequences. 

The lyric annotations completed by my group and i have assisted us with planning micro-elements of our chosen song, that are conventional to our chosen genre:

Mise-en-scene

• Clothing - we have chosen a rebellious style of clothing which will show the audience that the couple are very similar and share a match in personality.
• Location- We have selected a variety of locations in which we will film, such as Brick lane, a singular tree in Theydon Bois, a pond also situated in Theydon Bois, as well as in our team members Drew and Jenna's house. 
• Position of Characters - Georgia who plays the character of the female in the music video is positioned in the middle of the camera sitting on a tree for the performance section of the video. 
• Lighting/Colour - During the performance section of the video high key lighting will be used to connote a positive feeling after the relationship is over. This also creates an understanding for the audience of the differentiation between performance and narrative. The use of natural and low key lighting will be used in the narrative so theres clarity between the two. 
• Iconography - A guitar will be used in the performance section with apples surrounding the dead tree to show the strain on the relationship.

• Clothing - we have chosen a style of clothing with black elements of clothing to rebel slightly against indie conventions. This shows the audience that the couple are very similar and share a match in personality. This may also in fact create connects with the audience as they can relate.
• Location- We have selected a variety of locations in which we will film, such as Brick lane, Camden, Drew's house, a forest and a block of flats. Locations such as the forest, where the performance is filmed is very conventional to the indie genre, however the others help more in terms of the storyline of their relationship.
• Positioning of Characters - Georgia, the artist, as well as girlfriend to character, Drew in the music video is positioned in the middle of the camera in the forest. She is seen to be playing guitar within the performance, which highlights the indie codes and conventions and portrays her down to earth personality and passion for music. 
• Lighting/Colour - During the performance section of the video high key lighting will be used to connote a positive atmosphere, maybe one that is letting go of all the bad, which may suggest letting go of her relationship for good. This also creates an understanding for the audience of the differentiation between performance and narrative. In some areas of the video the use of natural and high key lighting will be used in the narrative so theres clarity between narative and performance as some are filmed in low key lighting. 
• Iconography - A guitar will be used in the performance section to meet the audiences expectations, as it is a typical feature portrayed within indie genre music videos that is extremely conventional. This is to purely highlight their instrumental talent, along side their singing and to give off that sense of purity. 

Storyboards - 17 *

·         What is the purpose of a storyboard?

·         How did you use your primary and secondary research that you carried out, to plan your music video?

·         How did you and your group storyboard your music video?

·         How did you share the responsibility?

·         Did you follow your storyboards, or did you make changes?

·         Include your storyboards

The purpose of a storyboard is to plan what is going to happen in the time we have planned to film, it lets us reflect back to the storyboards and remind ourselves if we have forgotten to film a certain shot. Whilst making the storyboard we write what actors are going to be in the shot, what editing should be made to it and what camera shots it would need so the audience can tell what's going on in the music video. By completing the storyboards we could find out in an easier way how the outcome would be if we did different shots which will show us if it looks good. If we hadn't of made the storyboards before filming we would have made it more confusing for ourself with how much we should film, it let us know how much we need to film in the different settings in order to have enough footage for the whole song. We also was able to add sections which each of us may have wanted which was a new idea, this let us plan about how to film it if it was going to be a bit difficult and make sure our audience would get what is going on.

Our group made some research before planning our music video which included vox pops and a questionnaire where we asked a random selection of people questions about different types of genres and questions related to the music video we had yet to film. Each answer we had back from our research helped us plan for out music video which would let us relate more to our target audience. We tried to make sure that the answers we got from our research could make the artist draw more of a connection with the audience and let the music video relate to the songs lyrics. 

When making the storyboard we each had a different idea which we wanted to bring into the storyboard process, all of us wanted the same idea to come across in our music video which we based on Rihanna's music video 'We found love'. As it is an indie video we knew that we needed to add some conventional features such as using an instrument and dressing with an indie style, we also needed to make sure we added the information which we recieved during our research to make sure we was making the music video suitable for all genres although sticking to our target audience which is 13-24 years old. 

We shared the responsibility during filming evenly, with Georgia being the actor she didn't have much to do when we was filming although she was constantly giving ideas on different shots that we should use. This also worked with Drew as he was seen frequently in the music video. Me and Jenna did the most filming which made us try and get everything that was happening in the shot so that the audience would be able to get the most from the music video. With many different camera shots and many different tapings where for one setting we used more than one camera shot, we tried to find the best shot that would go best with the music video so we could make the best music video. 


As a group coming up with lots of ideas, which we added into the storyboards we basically followed the storyboards near enough to the point as we felt that we had made good points in the storyboards and places to film which were conventional for an indie music video. This meant that there wasn't much that we didn't have that had to be re written as we didn't think it would work. Although we changed bits around in the editing process of the music video, we mainly kept what we wanted to film that we noted on the storyboard. We managed to stay focused and planned the time well, we didn't change the time that it would be viewed in the music video as 'The Apple Tree' is a fairly fast song we felt that fast clips would be better than slow clips that would be on the screen for a few seconds. 

Research into chosen music artists 16 *

Nina Nesbitt was born on 11 July 1994 in Balerno, Edinburgh. She attended a small village school in Bellsquarry, Livingston and attended Balerno Community High School. She started her music career by writing and recording songs in her bedroom and uploading the videos to her YouTube channel. She plays the guitar, piano and flute. After meeting Ed Sheeran, she was invited to support him on his European tour, and was also invited to support Example after he heard her cover of 'Stay Awake' She also appeared in the video for Ed Sheeran's song 'Drunk'.

Her Second EP titles, 'The Apple Tree' was released in April 2012 and reached #6 on the ITunes doanload charts after recieving airplay on BBC Radio 1, and also reached #1 on the ITunes singer/songwriter chart. In October 2012, Nesbitt embarked on a second UK headline tour ' Boy UK Tour' in support of her single 'Boy' and EP with the same name. Her next EP was entitled 'Way in the World' and was released on 21 July 2013. The title track was released as a single, the video for which was released on 12 June 2013. 

2012	"Boy"	139[16]	—	—	—	—	Boy - EP
2013	"Stay Out"	21	26	39	77	13	Stay Out - EP
	"Way In The World"	55	—	—	—	28	Way In The World - EP
	"Don't Stop"	61	—	—	—	—	Non-album single

Nina Nesbitt 'Stay Out'

In Nina Nesbitt's music video for Stay Out she has many performance scenes which show her playing her guitar. This is iconic in her music genre and in many of her songs which she is showed playing her guitar. The song itself is a very fun song that seems like she's telling her friends to stay out with her and make memories. As she is from Scotland she encorporates that into her video with a kilt that is shown in the video and also walking around the town. Dyer's star theory is used as she is a young girl with her friends playing around, you can imagine that they must of been doing something rebellious. We also see that in the film Nina is carrying a cone, this shows that she has done some crazy stuff. At first their is only Nina's friends that go out and are getting ready together, but as the night goes on they meet friends both boys and girls. I think that the music video is original as she has a bit of performance and narrative which shows the audience an insight into her life and what she normally gets up to. She shows off her talent in this music video in the performance part where she is singing in a side street playing guitar. This shows her rawness and the talent she has. There isn't any sign of drugs or sex in the music video which means more people can view the music video and can be interested in her, this also means that her target audience can be a younger age. Nina Nesbitt is represented as a natural musician who makes acoustic indie music, she is popular among a young generation aged between 15-24. Mise en scene is used when  

-Youthful

-Rebellion

-Sexual Magnetism

-Originality

-Creativity/talent

-Aggression/anger

-A disregard for social values relation to drugs, sex and polite behaviour.

3)     Artist music video analysis 

1) Analyse 2 music videos

2) Explain how Dyer’s star theory is used

3) How is Goodwin’s theory used?

4) How is the artist represented?

5) Who is the target audience?

6) What is the style of the music video?

7) How is mise-en-scene used?

8) What common camera shots do the music videos use?

• Links between lyrics and visuals
• Links between music and visuals
• Genre characteristics
• Intertextual reference
• Notions of looking - women being objectified
• Voyeurism - direct gaze, other people looking at the artist, insight into artists life, screens and mirrors
• Demands of the record label
• Performance based narrative based or concept based music videos

  Introduction Explain what your interests are within your chosen music artist and what inspired you to create a music video with this artist in mind

2)     Artist profile 1) Include a brief biography of your artist and include the most significance events 
2) Explain what record label your artist is signed to
3) Include information on the number of sales the artist has, with singles, albums  

3)     Artist music video analysis 
1) Analyse 2 music videos
2) Explain how Dyer’s star theory is used
3) How is Goodwin’s theory used?
4) How is the artist represented?
5) Who is the target audience?
6) What is the style of the music video?
7) How is mise-en-scene used?
8) What common camera shots do the music videos use?

4)     Summary Explain how your research on your chosen music artist will assist you with planning your own music video

Richard Dyer's Star Theory 13 *

Stars and Stardom
-In order to understand the relationship between the music industry and its audience its important to consider the roles of music stars.
-The term star refers to the semi mythological set of meanings constructed around music performers in order to sell the performer to a large audience.

Common Values.
-Youthful
-Rebellion
-Sexual Magnetism
-Originality
-Creativity/talent
-Aggression/anger
-A disregard for social values relation to drugs, sex and polite behaviour.

Richard Dyer
He wrote extensively about the role of stars in films, TV and music. They are only an image constructed out of a ranger of materials (e.g advertising)
They're commodities produced and consumed on the strength of their meanings (e.g girl/boy band have the shortest life span)
Stars depend upon a range of subsidary media, magazine, TV, radio, the internet in order to construct an image (for themselves which can be marked)
Fundamentally the star image is incoherent, that is incomplete and 'open'. Dyer says that this is because its based on 2 paradoxes.

Paradox 1:
The star must be simultaneously ordinary and extraordinary for the consumer.

Paradox 2:
The star must be simultaneously present and absent for the consumer.

Questionnaire * 9,10,11,12

Questionnaire

Questionnaires are important when considering a target audience as you can find out what a group of people think about different types of music and music videos. This makes the creator change their ideas to suit the target audience that would be watching, and then can attract the audience more. In our questionnaire we are trying to get to know the audience a lot so we can find out what would be better for them and what they would prefer to watch. We have written questions such as 'What is your gender' and 'How old are you' to 40 people who have answered them and we have our results in pie charts. This has given us an insight into what most people prefer to see and whether we can fit it into our music video.

We decided to make pie charts rather than a graph or just documenting our results as its a fun way to show our results and is very simple to use. This means that it is easy for us to see which each person preferred and which answer was the majority in the pie chart. Below are our results in the pie chart format.

We decided to film people answering some of our questions as evidence that we have asked people the questionnaire. This shows a wide variety of people and what music they prefer and other questions. It went very well and we got a wide variety of answers. As well as lots of different ages which will help us with our target audience. It will help us while planning our music video as we can refer back to the answers we have recieved whether it should be a fast or slow paced music video or whether we should make it performance or narrative based, along with many other questions. Below is the footage of our Vox Pops. 

Evaluation

The purpose of the target audience was to get a greater understanding into what our audience would enjoy. We would then take this into account and decide what to put into our music video to suit many different types of people. We carried out a questionnaire which we had 40 people answer and made into a pie chart. We designed 5 questions that we asked 6 people while they were being filmed this is for evidence that we have asked a range of audience members that could listen to Nina Nesbitt and watch our music video. I think the vox pops was successful and i think we learnt a lot about the different ages and genders that will help us plan what features we require in our music video and especially who the target audience is that Nina Nesbitt has. Such as we had an 18 year old that had heard of Nina Nesbitt this shows that cos of her age she may find out about more newcomers into music and will not be as well known in the older adults. Also because Nina is young so she can relate to her.
We asked 6 people whether they preferred fast pace or slow paced music video. Everyone said that they preferred fast paced music which has made us think we should have a fast paced music video so there is more to watch and keep track of rather than a slow music video which they may find boring. This is when we come up with the idea of memories of her and her boyfriend/ex-boyfriend which will have lots of fun clips of them which will intruige the audience and want to know what else they got up to.
Another question we asked was whether they prefer a performance or narrative style music video. This mostly come back as narrative being the most popular. This again told us that we should have a meaning within the music video. Although we are going to have a bit of performance to change it up a bit and so it isn't all memories, and can have a bit of fun with it.
Grant McCracken believes that the postmodern world is full of diversity, dynamism and creativity. McCracken says that if we look at the array of values and ideologies then we cant say all sub cultures come from one culture.
CCCS view ignores this, they think it assumes that all subcultures come from one culture (reaction to mainstream).
Hebdige come to the conclusion that although some people think subculture only appear to be different but deep down they are the same, he says if you look deeper, there is enough richness to warrant renaming 'subcultures' as 'little cultures'.
We think that McCracken's theory will suit our music video as the genre is diverse. We will have scenes in our music video where its slightly Indie such as Georgia singing beneath a tree with her guitar. This is a convention of Indie music as you expect many people who listen to this kind of music to be musical. There are also clips of memories which are going to be quiet fun and crazy. This again shows the rebelliousness of Indie listeners who are rebelling against the media who wants everyone to listen to pop.