PLANNING; Role Allocation

Looking back at our AS work, we both felt that my strengths lie within the filming and post production part of the process. For this reason I am taking the role as the editor and director of photography and production. Cathy will be the creative director and the artist.

Music video

We both will take equal responsibility for this product. I will take more of the control in post production and the filming role for example the editing of the video and Cathy will be the creative mind for the basis idea for example drawing up the storyboards.

Poster and Digipack

We both will take equal responsibility for these products. I will take more of a role in the idea process and making the ideas practical for example making the background connote mugshot, while Cathy will take more control of the production process for example editing the photos.

PLANNING; Advertisement Poster Drafts

Advertisement poster draft. Cathy and I decided on a type of theme we would like to run through all our products. This theme was a police mug shot. The picture below is a draft of what we are intending. Cathy first drew out a template of what we wanted and then I created a basic outline for the set and took this picture. The artist will be standing in front of a height chart and holding a board that should denote to the audience a police mugshot. The artist will be wearing plain, trendy clothes that connote a night out which we felt drew parallels to having fun.  Other successful artists have went for similar themes. For example Olly Murs.
Our justification for this idea was that we wanted our artist to have a rebellious/ mischievous streak and attract young teenagers that can relate to the artist. 

PLANNING; Director's Pitch

Conclusions of research
The artist and story we have decided to use is Miley Cyrus 'Girls Just Want To Have Fun'. We decided on this song because not only do Cathy and I have a wide knowledge in this subject, but we felt there were many ideas we could put forward to create a great interpretation of this song. We also felt that Miley Cyrus already has a similar target audience to us and although she has contrasted with the press about the nature of her music themes, we felt we could do her and the song justice it deserves. 


Our Brand
We want our artist to have a rebellious theme to her. This is to entice our target audience, as they are likely to relate to her and admire her 'I don't take life too seriously' attitude which will be portrayed in her look. This is where Cathy and I came up will the idea of police mugshots. The artists look will be messy to match up to the setting, with big hair and bright make up. The costume will be suitable for partying such as a short bright dress or skirt. We felt that this was the best way in which the artist should be presented as it suits the song and creates a distinct image which audiences will find easy to remember. To make the artist more noticeable we have decided to use a variety of colourful and crazy wigs to give off the impression that the artist is fun and again gives of the vibe of not taking herself too seriously. This technique has been used on other current successful artists; Katy Perry, Rihanna. Another accessory in which we are adding to make the artist’s image more memorable is lots of jewellery. This will create a tacky look and further add to the artist’s crazy over the top look. From the research we did we have realised that the more out going artists are the ones that become more successful and that is the justification for our brand image.


Storyline
The music video will begin with a teenage girl cycling home in the early morning after a night out. This will be made obvious as through the use of her hair, make up, and costume. She will also have balloons tied to one of the handle bars to connote that she is coming from a party. Throughout the shots of her cycling home, shots of party scenes from the night before will cut in to give the audience a feel of what the song and video is about.  The shots will be edited to the beat of the music. Shots of the girl getting ready will also be shown such as close ups of her painting her nails and brushing her hair. When the girl reaches her house she will walk through the front door and be confronted by a worried mother who questions her. The girl casually replies back to her mother and walks up the stairs to the beat of the music. Throughout this scene, shots of the girl getting ready from earlier will still be present and will also show her lip synching. She enters her bedroom and time is fast forwarded to show her in her pyjamas listening to music on her bed. The phone rings and her father picks up. He knocks on her bedroom door to give the phone to her and talks to her about how he is worried with how she is living her life. Very much like when talking to her mother, she replies and shuts the door after taking the phone. She talks on the phone and invites her friends round to get ready for another party. Her friends then turn up and they all get ready together in the main characters bedroom. They all dance and sing whilst getting ready. Whilst these scenes go on, shots of the girl lip synching on her bed from the earlier scene when she is listening to music is shown. After they have finished getting, they walk down the stairs and make their way to the party. After, more shots of a party/club are shown and also the shots from when the girl was on her bed earlier lip synching. This continues until the end of the song where the girl is walking to the party with her friends. There then is a brief clip of her lip syncing while graffiti-ing, and then getting caught by the police. It then flips back to her out with her friends  and she turns round to look at the camera, blows a kiss at it, and happily skips off. There then is some mugshots of her.

Location and Props

1. Outdoors through village

For the beginning scenes where the girl is cycling home, we have decided to set it in Cathy's village as we felt that it best fit the description of what we both had in mind.

Props:

Bicycle

Balloons
Party banner

The main character - This will be Cathy and therefore I'm doing the camera work and director of photography.

2. My bedroom

For the scenes where the young girl is getting ready and lip synching, we have decided to use My bedroom as it has a wide dressing table which is convenient for the camera to be out of sight without limiting the picture.

Props:

Nail varnish

A hairbrush  

Lipstick

Mascara

A dressing table

Hairspray
Spray paint bottle

The main character

3. My house and drive way

The scenes where the girl is with her mother and father, and gets ready with her friends will be held at my house. This is because there is more space and we do not need to ask for any permission. My driveway will be used for when the girls walk out of the house and make their way to the party.

Props:

Hairbrush

Clothes

Make up

Shoes

Handbags

Phone

Hairspray

A bed

A dressing table

Mp3 player

Pyjamas

Going out clothes

The main character, her friends, parents and angry neighbour.

4. Club or Party

Cathy and I have decided that to get the most realistic shots for the party scenes, we would have to film at an actual club/party. Therefore, we have decided to take Cathy's camera along with her and take the required shots. The permission details below.

Props:


The main character and extra's

Equipment we will need is a camera and a tripod to keep the shots clear and steady, except for the party shots as the effects of handheld movement of the camera will suit the shots.




Permission; The majority of the shots we do not need permission for, however the club shots we have got permission to film. For the specific song we needed to ask permission to use it and therefore Cathy sent an email to the owners requesting permission. 

Cathy works for a club and therefore got permission to get some club shots.


Justification; -  How does this video reflect the genre you have chosen and the brand image of your artist?


This video has been designed to connote pure enjoyment and letting go of the stressful things in life. According to our research the Dance Pop genre has given us reason to believe has a wide target audience, mainstream females, that want to have fun. This is the inspiration for creating a video for this song. We want our target audience to be able to relate to our brand easily, however be accessible to a much wider audience. We don't want our brand to come off to our audience that we are 'in depth with our sole' so to speak, we want it to be fun and comic and not too serious. Our research and planning has enabled us to create a brand we are truly happy connotes the message we want.

RESEARCH; Marketing and Distribution of the Product

Marketing
Online

As its the 21st century, online has become a major factor in a high percentage of the population's life. Shopping online is just one factor. This is the reason I would want to use the internet as a prime advertisement place for our product. I would put adverts on all the leading social networks. I would want to create a viral buzz. So using sites like Facebook, Twitter, Spotify and itunes to advertise the product would be aiming right at the target audience as well as the audience you wouldn't expect.


Magazines and Television
Using other methods of marketing like magazines and television is good because you can be more choosy with where your advertisement is seen. There is no point putting an advertisement up in a place no-one will be interested, so being able to decide what magazines or TV channels, depending on their target audience, would expose more target audience to the product. I would advertise in magazines like Glamour and Sugar. And television times I would put the advert up at non school times and during commercial breaks on popular youth programmes.

I

Distribution
Online
Looking back at my audience research, the most popular place to buy music is online from itunes. I would therefore make sure my product was fully advertised on itunes as well as primal place to buy it. The good thing about buy music online is that you can buy just one song of an album. You don't get an actual CD, it is downloaded to your library once paid for. This is a quick and easy way of accessing music and therefore a key place to sell it. 


Shops
I wouldn't stop here however, I would also sell my product in shops. This is where you get an actual CD for those fans who prefer a CD player rather than online, easier for the younger generations that don't have an online account. The shops I would sell my product in; HMV, Tescos, Sainsburys, Morrisons and many more.