Jason Mraz - Im Yours

Mise en scene: In the video Jason Mraz is wearing clothing that is very mainstream. The clothing worn is fashionable but rustic at the same time; I feel this complements the song and makes it quite raw. By Jason wearing clothes that the general public is able to wear it allows the majority of people to relate to him making him and his music seem genuine.
Camera work: The camerawork is very good in this music video and complements the song well. The movement is smooth and fluent which goes well with the relaxing/ laid back track. There is a huge variety of shops in many different locations. The song sounds as if Jason Mraz is singing it to somebody, this is why most of the shots on the video are eye level with Jason looking at the camera almost as if he is singing it to you. At the start of the video it is in slow motion, this is while the instrumental intro is playing, this allows you time to think about what the video is showing you and how or if you can relate to it. There is a lot of low angle shots looking up at Jason Mraz, I feel this has been done because in the video he is proud of himself and happy and a low angle shot makes him appear more powerful/ dominant/ authoritative. In the video  there is a few shots either under the water or showing Jason surfing on the water; this again shows smoothness and purity as the scenery is so beautiful.  
Lighting: The lighting in the video is all natural, this makes the video more real. The song is a happy song with a bubbly track which works well with the bright natural lighting. The sun symbolizes happiness and good health, as the video is in a tropical country you see the sun a lot and it passes on a feel good factor to the viewer.
Editing: The cut types in the video are predominantly straight cuts, this follows the conventions of a music video. I feel he has chosen to use mainly straight cuts as this is what has made the video so fluent and complemented the song. At the end of the song there is a transition that fades out as the camera tilts up to the sky, this is to prolong the ending of the song making it smooth rather than ending with a sudden straight cut.  
Sound: The sound in this music video is all non diagetic, this is because the song would have been produced in a studio and put over the footage. There could have been diagetic sound in this video however they have chose not to and simply play the track, I feel this works well and makes you listen to the lyrics more.

Digipak Analysis

Front and back

Inside












Front and back: 


Images: The image dominates the whole front and back of the digipak; it is one single image that pans across the pack. Pearl Jam wanted buyers to focus on the image on the digipak as they cross over the Golden sections of the rule of thirds. The golden sections are points of reference to where the eye looks at first and the image on the front and back crosses a lot of them.
Layout: The layout of the digipak is very elegant and is in a horizontal format. The picture which dominates the whole digipak is landscape and spreads across the front and back of the pack; this implies that the album has stability. By having a horizontal layout it shows stability in the band themselves and the music they write.
Lighting: The lighting used on the digipak are high key to make the image as clear as possible. This allows you to see far into the distance which I feel reflects the band and there music. They are a rock band, however this album 'Yield' is mellow and relaxing a little like the bright image of the peaceful plaines in America.
Text: The text is extremely minimalistic on this particular digipak by Pearl Jam; this is as there is only the name of the band on the front of the pack. The text easy to read and contrasts to the darker background it is on; I feel this symbolises that their music is clear and straight forward. The name of the album is 'Yield' which means give way, which explains why there is a Yield sign on the front cover.


Inside:

The disc follows the same colour code as the sign on the front of the digipak; this makes the inside link with the front cover rather than it being plain.

Sony A1E

"Boasting an incredibly small size, and providing HDV with the 1080i standard, the HVR-A1E offers a host of advanced features for professional use. Using technology such as CMOS means the HVR-A1E is an ultra-compact camcorder capable of providing HDV in full 1080 line resolution."
http://www.sony.co.uk/biz/product/hdvcamcorders/hvr-a1e

Sony A1E features:

• HDV / DVCAM / DV switchable
• Built - in down - conversion to DV
• Carl Zeiss lens 
• CMOS sensor with enhanced imaging processor 
• still image capture 
• B & W / colour switchable viewfinder 
• Exposure lever 
• Selectable manual focus / zoom ring
• Tele macro function

Sony A1E benfits:

• Designed for professional use
• Ultra - compact design
• Ability to choose the most appropriate recording format for my production

Media Software - Photoshop CS5

Photoshop CS5:

"  Adobe® Photoshop® CS5 software redefines digital imaging with breakthrough tools for photography editing, superior image selections, realistic painting, and more. And now, use it with creativity-boosting mobile apps. " http://www.adobe.com/products/photoshop.html

Photoshop CS5 features:

• make quick image corrections
• control colour and tone
• process images professional with photoshop camera raw 6
• edit and unhance images intelligently
• extraordinary painting and drawing toolset
• advanced compositing features  
• streamlined workflow
• new time saving tools

Media Software - Final cut pro

Final cut pro:

Final cut pro is video editing software that we will be using to edit our music video once we have done the filming. Final cut pro was designed and created by Apple themselves and is one of the best editing programmes available on the market;

" Rebuilt from the ground up to meet the needs of today’s creative editors, Final Cut Pro breaks free from the restrictions of old-fashioned timeline tracks. A new, dynamic editing interface lets you experiment freely while working with extraordinary speed and precision. " http://www.apple.com/finalcutpro/top-features/

Final cut pro features:

Revolutionary video editing;

• magnetic timeline
• clip connections
• compound clips
• Auditions.

Powerful media organisation;

• content auto - analysis
• range - based keywords
• smart collections
• direct access to content libraries.

Incedible Performance;

• 64 - bit architecture
• resolution independance 
• GPU utilisation 
• cocoa foundation
• background processing 
• shared render engine 
• high - quality rendering  
• coloursync - managed colour pipeline
• Grand central dispatch.

Target audience research - graph analysis

This question specifies the age of our target audience; we have targeted our music video for ages 15 - 18, middle to late teens. As this was our target audience we chose participants around this age so that we obtained relevant data that we could use.  We surveyed 20 people; 19 of which were 13 - 19, 1 of which was 20 - 30.

This question specifies the gender of our questionnaire participant. The data shows that we questioned 13 males and 7 females. We feel that the song we have chosen to make a music video on appeals to both genders but sways more to the male gender, therefore we questioned slightly more males than females so that our results were more helpful.

This question specifies what genre of music our target audience listen to most. The data obtained shows that indie/ acoustic music was the most popular choice for our target audience; therefore we decided to make a music video for Ellie Goulding - Be mine (ft Erik Hassle) as it fits the genre our target audience like listen to most.

This question specifies how our target audience watch music videos. The data illustrated in the pie chart   is that our target audience use a variety of different technologies/ gadgets to view music videos. This has informed me that when we advertise our music video we need to make it available to view on TV, mobile phones and online so that it can be viewed by our target audience.

This question specifies what our target audience prefer in a music video. The results show that a narrative story line is the most popular choice so therefore we decided it would be best to do that in our own music video.

                    

Questionnaire Template

Music video Questionnaire

1.      How old are you?

[] 12 or under

[] 13-19

[] 20-30

[] 31-50

[] 50+

2.      What gender are you?

[] Male

[] Female

3.      What Genre of music do you listen to?

[] Pop

[] Rock/ heavy rock

[] Indie / acoustic

[] R’n’B

[] Classical

[] Jazz

[] Dance

[] other

4.      If so what do you watch them on?

[] Online if so what site ……………………………………………………………………………………….

[] On the TV

[] Mobile phone

[] Tablets

5.      What’s your favourite Music Video and why?

6.      Do you prefer....

[] The band/ artist to be in the video

[] A narrative storyline (the video tells a storey which relates to the video)

[] Or an Entertaining act such as dancers etc.

[] Animated 

7.      What do you expect to see in and acoustic video?

8.      Where do you expect the location to be for a romantic song?

9.       Do you watch the video or just listen to it?

[] Watch

[] Listen

[] Both

Digipak Research Analysis - Paolo Nutini

The digipak for Paolo Nutini represents his very relaxed cheerful music which he writes and sings. Paolo is a young singer/songwriter but sings with a very mature almost old fashioned style.

On Paolo's digipak everything is very basic and is very easy on the eyes. Harmonising colours are used on the digipak which makes it appear very warming and peaceful; which reflects his music. This colour system is kept the same throughout the whole digipak which makes the packs simplicity very clear; this reflects the audienc Paolo is aiming for.

The text used for Paolo's name is in a 'hand writing' font which i feel represents him and his accustic style of music making him come across as a rustic person. The font type used for the names of the singles in the album are a 'serif' style; this is used as it is said to draw the eyes across the page much easier making it easier to follow the text. This represents how Paolo wants his album to come across; relaxing and not hard work, something you can pick up and have a look at without effort. 

Secondary research - "call on me"

"Call on Me" is a 2004 song performed by Swedish DJ and producer Eric Prydz. The music video is directed by Huse Monfaradi and features an aerobics class of women wearing 1980s styled aerobics outfits performing sexy gym routines led by Deanne Berry, much to the enjoyment of the sole man in the group, played by Juan Pablo Di Pace. While being interviewed by Chris Evans for UK Radio Aid, ex-UK Prime Minister Tony Blair said: "The first time it came on, I nearly fell off my rowing machine." Many politicians and family groups have pushed for the video to be banned, but there are actually two videos - an edited one shown in daylight hours and a late night version which is uncut. The song reached number 1 Singles Chart in the UK, Germany and Republic of Ireland. In Australia, "Call on Me" debuted and peaked at #2. The video was the highest-downloaded music video of all time in Australia.

Due to the popularity and high demand for the video, a feature length aerobics DVD was later released, titled Pump It Up - The Ultimate Dance Workout, which featured the dancers from the "Call on Me" video performing aerobics routines to various popular dance music songs.

 This music video was very controversial as it contains content to which some poeple find explicit. This research has shown me that in our own video we won't be so controvercial and show women in this nature.