Katerina Angelides HNC Creative Media

Introduction Carol Vernallis is a theorist who's work "The Kindest Cut" explores the difference in editing style used in film and music video production. The theorist mentions continuity, editing, meaning, sound and visuals and their relationship. The four main categories the theorist looks into include camera (positioning, movement and framing), editing, narrative and Diegesis (the world created in a music video). Narrative Vernallis suggests in her article (C., Vernallis, 2011) that a music video is a visual response to the music. She also suggests there is not necessarily a balance between performance and narrative. The theorist suggests the narrative in music video can sometimes remain incomplete, the narrative is partial or fragmented this could be primarily because of the time constraints in a music video. Vernallis suggests the structure of a music video can seem disjointed, as in music videos they usually do not contain much continuity this can make the piece seem

Planning  I have decided to conduct a second focus group as I felt as though the data gathered in the first focus group was inconclusive. This time I want to focus on planning out what the specific goal in mind for the questionnaire is and I want to have structured questions in place to help the participants form a well thought out response which will actually help me improve the product. As I am father along in the production stages of my product, I will not be using the focus group as a basis to gather ideas but instead to make improvements to the product I am already making. This focus group will act sort of like a beta test for  the video. In order to find participants for the focus groups I will be sending out posts and direct messages in online groups dedicated to the Arctic Monkeys, I am doing this as they are already fans of the band therefore they can offer me feedback which is most valuable as they are the target audience for the product. I will be showing them a draft versio

 Video Introduction Man sitting on sofa flicking through stalker type movies on the TV. TV footage will be VHS style, as music starts real life turns into a VHS movie. (First 20 seconds of song) Mid/Long Shot - Behind Shoulder - Man Relaxing On Sofa Watching TV Flicking through channel - Cut between this Shot and Close Up of TV Playing Footage.  Close Up - Ultra Key TV to put Movie on it - Just TV Face on is in footage Close Up - Eyes Reacting to show - Put very faint image of the tv reflection in the eyes, as he blinks life turns into VHS style movie.  Verse 1 Close up of girls face - Very Red Cheeks - She is Smiling (Have you got colour in your cheeks) Close up of guys eyes - Reflection in his eyes is of video of girl (Do you ever get that fear that you cant shift the type" Close Up of girls face - She picks something out her teeth (That sticks around like summat in your teeth) Close up - mans hands holding images of the girl (Are there some aces up your sleeve) Long Shot - Man

 Introduction Andrew Goodwin's music video theory states that every music video consists of 8 key principals. all of which I will analyse individually using example music videos to evidence the truth in the theory. I have analysed Goodwin's book "Dancing In The Distraction Factory" in order to inform my own music video production process.  Links Between the Music and the Visuals In Goodwin's book "Dancing in the Distraction Factory" he theorises that there is a distinct link between the music and the visuals of a song. This is mainly in regards to the beat; if a song is very upbeat like "Locked Out Of Heaven" (Mars, B., 2012) the visuals will represent the upbeat nature of the song, this can be done by providing visuals of people dancing to indicate to the audience that it is an upbeat party anthem. The beat can similarly affect the editing style, when as song has a slow tempo such as "Take Me To Church" (Hozier, 2014) the cuts in the

  Analysis of Song Meaning In Bruno Mars' hit song "Locked Out Of Heaven" he professes his love of sex. He starts the song by admitting he has not had much confidence in love and miracles which has prevented him from putting his heart out this can be seen through the lyrics "Never had much faith in love and miracles, never wanna put my heart on the line". The next lyric "Swimming in your water's something spiritual, I'm born again every time you spend the night" suggests that the sexual relations he is having now have change that, the idea of being "born" signify a spiritual rebirth however this is contradicted when paired with the idea of having sex as this isn't a very religious friendly idea. The pre chorus is the repetition of the lyric "'Cause your sex takes me to paradise", this suggests that the relationship is purely for pleasure, however it some how brings him some kind of repentance which can be seen throug

Why am I making a Questionnaire? I am creating a questionnaire to gather data on my target audience in order to determine what sort of music video I should create for my chosen song. The goal of the questionnaire is to find out what the bands audiences' demographics and psychographics consist of. By finding out who our target audience is, we can try to tailor a production towards them. The questionnaire will also find out what style of video the audience prefer (narrative, stadium performance, studio performance, location, conceptual/experimental). ​  Sample / Distribution Method I have chose to distribute my questionnaire using the social media sites, Facebook and Instagram, I will be sharing my questionnaire with fan pages for the arctic monkeys in order to gather a sample of people who are interested with the music to try and find out what they would be looking for in a music video. Using the questionnaire I can find out more about the demographics and psychographics of my audie

 Using Microsoft Teams the HNC group was able to set up a focus group meeting in which we pitched our music video to each other and offered each other feedback in order to improve our ideas. We each spent around 15 minutes talking about our individual ideas and offered our honest opinions. I believe this was a valuable research method, the sample of people within the focus group was effective as all the individuals are currently studying music video production therefore, everyone has an interest in what is going on and were able to offer feedback which can greatly improve the production. The goal of the meeting was to pitch our ideas and find ways to improve them, we was successful at achieving this goal, I believe one way in which we could have improved the pitch was to have pre-prepared questions ready to ask each other about the production in order to offer a chance to gather better more in depth research. Below I have attached a recording of our pitch meeting as evidence.  Within t

 What is a Focus Group? A focus group is a research method which is used to gather data through group interaction (B2B International, Accessed 2021). The group will be compromised of a small number of participants who have been carefully selected to discuss a specific topic. Generally, a focus group should have 8-10 participants, if there are too many people this can limit the ability to get ideas from all participants, having 8-10 people means you get a mix of different ideas and perspectives without it becoming to difficult to manage (Lotich, P., 2011). Focus Group surveys are a qualitative research method which can be either done by a market research company which recruits participants or nowadays online forums and chat platforms are used to conduct focus groups (Ghelber, A., 2020) .Focus groups are commonly used to gauge opinion and gather information from users about products, services and features before they have been developed (Experience UX, Accessed 2021). The participants ch

  Analysis of Song Meaning The general meaning for the song describes the effects that alcohol and drugs has on the artists ability to think, react and make decisions. In this case the artists suggest that the consumption of alcohol and drugs makes them want to message what seems to be an ex partner. The name of the song "Why'd you only call me when you're high" is a strong reference to this message suggesting the partner doesn't enjoy being treated as a decision the artist makes when they have altered their state of mind with drugs.  The song starts with the phrase "The mirror's image tells me it's home time", this lyrics suggests to an audience he has been under the influence all night and as he has looked in the mirror he has realised he is too drunk suggesting it is time to go home. He then contradicts this sentence by saying "I'm not finished, cause you're not by my side", this suggests he doesn't want to go home alone

Why did I Chose my Song?  I have chosen to produce a video for Arctic Monkeys song "Do I Wanna Know". I have chosen this song as the lyrics to the song are very visual and easy to understand. The song seems like it will not be too challenging to make a video for it as the song is quite visual therefore it will make it easy to illustrate the lyrics within the production. The pace of the song isn't too fast that it would make it hard to cut footage to the beat of the song and it also is a song which I feel I could listen to on repeat for a while whilst editing footage together to create my final result. What are the Conventions of the Genre? The artists create alternative/indie songs which conventionally have elements of live performance and narrative based videos. Many indie songs generally feature live performances within the video this is because up and coming alternative artists want the audience to focus more on the actual music and the talent the artists posses. a mod