Treatment

We plan on creating a music video for the song 'End Credits' by Plan B featuring Chase & Status. We both share enthusiasm within the track and feel we can produce a successful music video due to the tempo of the song, and we immediately pictured this idea within our heads of a gritty east London production. The song is fairly fast paced so we will need to include a wide range of shots and from different angles to ensure we create an exciting and successful video.
We have pictured using a burst of clips to highlight the change of tempo within the song. This will consist of several clips building up faster and faster until a main introduction is caused. We have gathered several ideas throughout the thinking process and want our production to seem as realistic as possible. We intend on including several events causing danger and a threat to society.
We know and understand our limits and what is really capable, so we have assessed the options and want our music video to look professional and realistic. We also intend on including performance within the video as we feel it is important. We shall be cross cutting between the narrative and performer to highlight the main focuses and messages trying to be portrayed within the video.

Shot List

 We used this medium close up as we felt this was a clear for the viewer to be put into the perspective on the antagonists in this situation of the narrative. Also by using this type of shot this enabled us to captures the negative intent.

 The use of the long shot here is effective as we felt this was the best way of displaying how the narrative progress in this scene, starting further away but coming towards the camera. This was uses also as this was a clear way to establish the situation.

 The use of a medium close up here is effective as this captures the mood from the performer, and enables the performer to connect with the audience. This offered the opportunity to capture the genre of music visually through the use of costume and setting shown above.

We use this point of view shot to place the viewer in the perspective of the protagonist, this enabled us to make the effects of the situation more apparent to the audience, this was achieved through the blurring of the headlights of the car reinforcing the dazed state which the protagonist was in.

The use of the extreme close up is effective in presenting the situation and lip syncing, the direct eye contact between the performer and the audience enables engagement.

Evaluation Activity 4

This image represents the use of the computer and editing program. Without these two elements we would not have been able to create and produce a music video. We used a program called I movie HD to produce the video, this enabled us to organize the clips, edit them and fit them in time with the soundtrack. Then we also used the internet to distribute it online so it could be viewed by the public. We uploaded the video to a website called vimeo.com, this is a similar website to youtube but was more lenient on the copyright laws.We used the web to research into existing music videos and we highlighted how our music could explore the typical conventions of a music video. We wanted to make sure the narrative fitted in with the genre of music so we viewed several music video within our genre.

Then we finalized our main idea and started to film. We chose to use our own camera as we felt it would be more appropriate for our production as the image quality was of a higher standard to the cameras supplied and we wanted the video to look as professorial as possible. We felt the camera made a big difference in comparison to the other productions produced as ours was more defined and clear. Once the digital camera enabled us to focus in on certain parts of the frame causing a more effective shot. We also blurred the background on a few shots included due to the capability of the camera to emphasize the main focus in the frame.

This is the iPod and speakers which were used on every scene, shot as we felt it was important for the characters to understand the pace of the song and it also made it easier for the performer within the production to sing along. This helped later on when editing as the performer had the right timing so there wasn't much hassle to fit the lip syncing to the soundtrack. 

Evaluation Activity 3:- Audience and Our feedback

Evaluation Activity 1

This is a shot of the performance. We included this shot to replicate the shot of the character within the production. We used the same composition to create consistency within the production. I feel it works well due to the lighting within the frame and also the close up so it creates a main focus on the performer.

 Costume and Props were a vital part of this shot as it made it look realistic and believable. We wanted the situation to be as realistic as possible. So we carefully considered costume and the props used. This added more realism and fitted in within the location and lighting within the shot.

I feel this shot represents the music genre of the track due to the costumes used and the activity of the main character within the production.  The Uk Grime genre is seen as stereotypically 'Ghetto' and 'troublesome' due to the relations to their real life within their songs.

The Location of this shot creates the whole urban style we tried to create. We wanted to achieve a gritty, east london feel to the production. This shot was taken in an underpass so we carefully thought about the location. The graffiti on the wall adds the urban feel as well as the moulded wall. A great location for performance.

We made sure we used a variety of shot within our production to engage the audience within the production. The image above is one shot of three we filmed of the two people approaching the main character. We wanted this scene to be fast paced so we included as many as many shots as possible.

I feel the camerawork within our production proved to be very effective. The still shot above is included in the fight scene at the end of our production. We wanted it to be as realistic as possible so we made sure the camerawork was spot on as we wanted it to be believable. It worked and made our production an success. The lighting within the opening shot and movement of the camera creates a very powerful opening and finish.

We did research several music videos within the genre of UK Grime, to gain an idea of what was expected and stereotypical features within the genre. We also viewed the actual video for the song we chose and admired some of the shots included. We found the close up was important and effective so we decided to include that feature within our production. It worked well as it created a main focus on the central of the narrative. It was definitely the right decision to shoot a close up of the character as the background of the muddy floor creates a powerful and creative image.

We used this shot to highlight the transfer of time. We deliberately chose this special effect. The monochrome shot was the only way we could represent the change in time. I feel the change in time was easily identifiable due to the effect used. It made the sequence of shots more effective and powerful.

Evaluation Activity 2

This is our analysis of our advertisement, we have broke down and analysed each feature detailing the effect which it has and how it is relevant to the song and music video. We used this font as we felt it reinforced the genre of our music video dictating the theme chosen being gritty and urban by having a white background this enables the title to stand out.The use of the black background is effective in making the features stand out, the black background incontrasts with the  picture symbolises how the song goes against the norm.We have featured the release date, as this is a common convention of music video advertisements this is also a good way to directly address the viewer of the advert.We have inputted these stars into the advertisement as this reinforces the statement from NME. For the potential customers of the single at a glance the 5 stars could draw their sight. The use of NME adds realism to the advertisement, as NME would be a magazine likely to review the single. The image we have chosen features the performer from the music and the light trails  resemble the obstacles which  characters like  the one in the music face  in everyday life which can lead to  their death hence the title of the song being  End Credits.

This is our analysis for our Digipak, we drew focus to every aspect of the Digipak and how in conformed to the genre indicated in our music video and how it contribute to the abstract we desired to convey. 


1.We have chosen this picture as we felt that it conforms to the abstract nature of the music video. This picture is effective as both shows a scene of our music video and offers our interpretation of End Credits.


2.We chose to use this background as we felt it conformed to the abstract theme of our Digipak. The picture chosen shows light trailer which resemble the fast paced features which are seen in our music video production and also give reason for the character coming to his end credits. We chose to use the white font as this is a clear and easy way for the titles to stand out. The barcode as realism to the Digipak.


3.We have chosen to select this picture as a panel of our Digipak as we thought this incorporates and contributes towards the abstract theme we wanted to present with both our Digipak and with our actual music video.


4.We chose to use this background as we felt it conformed to the abstract theme of our Digipak. We chose to print the lyrics in white as we felt it is a clear way for the reader to look at the lyrics. We decided to feature the lyrics in our Digipak as this is a major way for the audience to connect with audience and enables them to visualise as if the artist or Band is singing alongside them.


5. We chose this as our Digipak cover as we felt this exhibits the nature of Digipak and our music video. By having the title in white this enables it to stand out against the abstract background. The use of the parental advisory sticker allows the audience to be aware of the explicit content and enables parents to be aware of the content which their children are listening to.


6.In order for the audience to connect with the music we have used this picture for the background. By displaying the information on the Digipak enables the audience to connect and relate to Benjamin Drew and understand him and how he came about to becoming Plan B. We used the black font for the information to stand out against the background.

Digipak

This is our final Digipak created from several different clips from the music video and also from locational shots. Our Digipak uses abstract images throughout. We wanted to create an urban vibe as it relates directly to the song. We did this by considering where exactly the images were taken and what type of effects we were to use in each picture.
We chose abstract images as we felt it represented an urban and east London lifestyle. The two cartoon like images included within the Digipak are our own interpretation of the main theme of the song 'End Credits', this title is implying the end to his life so we felt the images successfully portrayed the stages of his death within our music video.
We felt the location of each image was very important as it tells a part of the story and represents the artist. We chose to include information about the artist as we felt it was a typical feature of a Digipak but we also felt it was appropriate for the consumer to understand the artist further in order to really appreciate the song and the lyrics.
Overall the Digipak we created is a success, we feel due to the thought in the colour scheme and the appropriate information included. The colours included within each image match and the font used on each slide create a flow and consistency within the Digipak. 

Scenes of our Digipak

Both of these above are the backgrounds of the CD holders, these contribute to the overall theme of the Digipak being abstract. We included these as this shows the scenes of our interpretation of End Credits.

We felt we should include the lyrics and this is a good way for the artist to directly appeal to his audience and gives the chance for his audience to sing along with him. This technique is assumed generally by bans and artists,

This is our front cover of the Digipak this explores and coincides with the abstract nature of our Digipak due to use of light trails and editing of the focus picture. We have impicted the performer in the music video as at stand still with the cars passing by symbolic of the challenges which are faced in the narrative by the protagonist,

This is the back cover of our Digipak we have maintained the theme of the Digipak being abstract, through the use of background in this case, we felt that light trails was a good way dictate and the support the fast paced music video matched with the interpretation of the song being something coming to an end, "End Credits". 

This slide explores the rise of Paul Ballance Drew (Plan B) and where he has come from.We decided to choose this picture as we felt that this picture exposes how Plan B goes against the norm and exemplifies his lack of concern for the human condition which can be interpreted as to live for the moment.

End Credits Poster

This is our poster we feel this captures the atmosphere created in our music video, we have taken conventions from advertisement used to promote singles and albums, as you can see we have presented a brief comment from NME this adds realism to the the poster. We have also included the release date on the poster a common convention from most general advertisements, the content of the picture shows our artist in the video standing as cars go bye we have presented these as light trials symbolising how life is moving past him at a fast rate hence the fast paced music video. the font we have used to describe the poster is gritty and urban which reinforced the genre of our music video.

Advertisement Research

I have chosen this advertisement as I feel it highlights the typical codes and conventions of promotional adverts for an upcoming single. There are several features to this advertisement that stand out and make it easily identifiable. The colors used play a very important role within capturing the audiences eye. They have used bold and vibrant colors to capture the consumers eye. The use of the black background makes the main artist 'Tinchy Stryder' become the main focus of the advert/Poster. They have included promotional phrases to emphasize the release of the single/ terms such as 'Pre order now' and 'Txt Tinch to 78789'. The advert is color co-ordinated, this highlights a sense of organization and order. The matching of the clothing and accessories to the main color scheme creates an successful advert.

Planning for Digipak

This is the back panel of the digipak, it shows the closing scene from the music video we felt this was an effective portrayal of the title theme 'End Credits' as it could be interpret that he is dying. 

This is the front cover, we took into consideration the genre element from the music video by incorporating the protagonist from the music video.

This is the CD holding compartment

We included the lyrics from the song in the digipak as we thought it would be a good way to promote the song by people being able to sing a with it, this is a common feature of digpaks.

This is the second holding for a CD in the digipak in which extra content is included for example other songs and the music video.

This is the information panel from the digipak in which we produce information on Plan B and his history with music.

Advert Research

When we were looking to do our advert for our dvd aspect of the digipak we researched advertisement conventions from sources such as magazines, internet:-

• colour scheme to match the genre of your video
  - images of the band/production
  - eye catching image
  - name of album/band
  - reviews of the album
  - short simple words to describe the album

A2 Media Music Video

This is our final media production we created for the music video 'End Credits' by Plan B ft Chase & Status. We enjoyed producing this music video because we found we could create our own style of filming and editing. We feel the video was a success due to the use of location, character and props. We felt detail and location within each scene was important to make it realistic and believable. We felt this was one of the most important features. We also took in consideration the quality of the camera. This made a real difference within our production compared to others produced in our class it looked more professional.