Question 4

With the exception of Wix website builder all of the technology we used for making our video we have used before several times and have a relatively large knowledge on all of it. This helped us greatly as it made the time it has taken to complete the task quicker. Except Wix there is nothing new we have learnt from the technology. With the music video we did, we actually went more in depth into the usage of the camera and adobe programmes in AS. Although Wix was new to us, it was very simple and easy to use it.

Question 3

We had completed a questionnaire in order to get some research into the genre we had chose and to understand if the way in which we had represented the type of people that listen to that genre of music. Overall the target audience are people of our age, targeted at our social groups ranging in ages between 16-25.

Location - We have used a mixture of outdoor locations, mainly through the city centre of Peterborough, the embankment and Werrington Skatepark. We was aiming to create an urban scene and style. Props, with the use of 'old school' cycles helped create exactly the style we wanted, often emphasising the scene and style of today. We added an extreme sports element to make the video a bit more exciting and to encourage the audience to carry on watching. Editing, with the use of fast cuts and video affects made the video to flow with the beat of the music and increasing the frames per second when a drop occurs. We hope that this further entices the audience and makes it more exciting than just a bunch people riding on bikes.

Consumption - The song we have used, 'Cassius - I love you so (Skream remix)', is of the 'Drumstep' genre. This is the mixture of the fast pace beat of drum and bass with the wobble of dubstep. Using research I have was able to analyse the target audience, the recipients were an audience we are aiming the video at.

Question 1 - Male or female?

We wanted to determine whether the recipients where of an equal number of males and females. We asked 50 recipients in all and found that there were 22 females and 28 males. This will determine the audience by the types of people rather than the sex.

Question 2 - How old are you?

We wanted to find the ages of all the audience and found that most of the recipient where ages between 18-20, some between 16 and 17, and 5 over the age of 21. This showed me that five of the recipient where not the target audience but could show me results if that age are interested.

Question 3 - Do you like the genre Drumstep, dubstep and drum and bass?

We wanted to get straight to the topic and ask a question with two results, this would determine whether we were targeting the right age group and audience. 43 of the respondents answered yes and 7 no. We then deciding to exclude the results of the 7 people as this could affect the results.

Question 4 - We then gave the respondents 5 quotes and asked them to tell us which one they best agreed with:

- 'Keep things the way they are' - 1
- 'Work hard, play later' - 5
- 'Live for now and enjoy life' - 25
- 'To be something later' - 1
- 'To have, to be, to play' - 10

This question allowed us to determine the audience. Most of the audience are 'Hedonists' and their view is 'to play, or enjoy life now'. These are the target audience.

Question 5 - What is your thought on illegal drugs?

The results overall showed mixed emotions, some people accepted drugs some didn’t. It wasn’t a particular area recipient where keen to answer although drugs are often a common factor in the audience we are targeting.

Question 6 - Please tick any artists you have heard of?

The artist we gave:

Skream
Krome and Time
Camo and Krooked
Chase and status
Drumsound and Bassline Smith
High Contrast
Mt Eden
Nero
Noisia
Modestep
Rusko
Netsky

We decided that these where the artist best known and familiar in the scene. Our results show good results, showing that most recipients had heard of at least 9 of the 12 artist given.

We then showed 10 of the recipient best suited as our target audience, and they all viewed the music video. We then had an open discussion about the audience opinion on the video. Nearly all the audience enjoyed and liked the video, some gave criticism but overall a positive result. We asked whether the audience believed our video showed a representation of the young adults of today; the audience agreed with this which was exactly what we was hoping for. Although some of the audience felt it was slightly boring as the extreme sports element wasn’t something they were interested, but said some of the tricks where impressive.
Overall our questionnaire supported mostly what we had assumed, and also help us determine the target audience and receive feedback from the target audience.


Size - We believe that the audience/market is an upcoming and developing market that we gain mass market attention.

Subjectivity - We believe the video would be aged rated and some viewer may find some footage offensive, but found that some audience may simply not be interested in the video, especially older audiences.



We had also shown our production to our class in order to receive feedback from audience that are experienced and are also working on their productions. Feedback had suggested that what we had shown had no meaning to the song, although we had tried to convey a hidden meaning to the audience. We had used random clips and edited them together using affects but overall we believe this created exactly the style and representation we wanted. We also researched into similar products and had found that often music videos of this genre, due to the lack in lyrics, often showed some or no relevance to one another.

Question 2

The main brand for the artist has been the artist logo 'Skream!'. We decided to use this thought all the ancillary tasks and production so that the artist was constantly recognised by this logo. We also were trying to constantly keep the urban but modern style and scene throughout. The website is basic, only showing key information which we believed overall gave the same style in which we consistently wanted.

We believed that all products made constantly related to one another with the use of cycles especially between the main production and digipak. Although, a main difference between the website and digipak is that the website does not have the cycle theme as much; we only wanted the cycle theme for the main production, but have the artist focusing on the urban style.

We decided we wanted to create a representation of the type of people that would listen to the music rather than the artist themselves.

Question 1

Before making our video we researched into similar products (other drum & bass/dubstep [drumstep] music videos) to see what the codes and conventions were which we could either follow or challenge.

Although we didn’t shoot or edit our video in chronological order we did the opening scene first. Because the song we chose has such a long intro before it truly gets into itself, we made the opening scene of the video like this, slow and not much happening. We did this because we followed other similar media products’ codes and conventions with a long slow intro, where the video takes the same time as the song to kick in. We followed this as we had a good idea to do this and make it look professional, without it getting boring. We did a time lapse from day to night and then back to day, over an urban area in Peterborough. We filmed it on a night where there was some colour in the sky from a sunset to make it look interesting and a visual you can’t take your eyes off. When it came to putting the titles on there, we used simple, yet aesthetically pleasing font appearing on and off the occasional beat.

When it came to setting/locations we again decided to follow the codes and conventions of similar products. We filmed in Peterborough city centre, Peterborough embankment (under the bridge, next to the train track), Werrington Skate Park and random places around the city. All of these places look very urban and cool. The locations we used were either places where the target audience would “hang out” or places which looks good to them. This is just like several other drumstep videos.

The costumes and props was the easiest decision we had to make for the whole process of making the video. Because we ourselves are the main target audience of the song choice we had, we chose to wear the clothes we like to wear (baggy tops, skinny jeans, caps etc.) and used props which we enjoy using (road bikes, bmx, skateboards etc.). In some similar products the costume and props is like ours, very real and down to earth, however some are very surreal and out of this world. We obviously chose the first option. This is because we wanted to make by us for us. A video to explain who we are and what we enjoy no matter how random it is you could say, after all the only line in the song is “I love you so, but why I love you I’ll never know”

Because of what I have explained in the previous two paragraphs, the relationship between the lyrics and video is strong but not too obvious to prevent it to look cheesy. The target audience are the characters in the video doing what they want to do wearing what they want to wear, care free and having a good time. Also, as I previously stated, the shots are taken in the locations where the characters would hang out or like the look of. As everything in the video is what the target audience love, when considering the lyrics you can then realise the relationship between the lyrics and video. Often in similar products, the video is completely unrelated to the lyrics in any way. However we decided to go against this as it would have looked more random than our video already did. Our song is still not directly related to our video but there is a meaning in there.

Digipak

We have created the digipak:

Website

We have created a website in order to promote the new album. We used a free webstie builder to design it.

Click the url to view website

Skream! website

Main Production

We have now created our final media production for Cassius - I Love you so (Skream Remix). We have uploaded it to youtube.

Filming 7/3/12

-Yesterday we went out on our bikes which will be seen in the video recording lots of different shots. We recorded in Sols back garden, around Werrington and Paston, in the city centre, embankment, Millfield and Dogsthorpe and finally at Werrington Skatepark. This was a very productive day we got loads of shots done which will probably will the majority of our video.

Risk Assessment

We will be filming our main media production in the City centre of Peterborough, embankment, unused railway station and surrounding streets and roads. We will be riding cycles while filming, and filming characters on cycles both on cycle ways and roads.

· Traffic

· Members of the public

· Props are safe to use

· Equipment will be used both on the tripod and on cycles handheld

· We will also need to safely carry the equipment to location while riding cycles

· Aware of other skate park users when filming inside the skate park ramps

· The weather is key

Firstly the characters riding the cycles could fall off cycles either down to personal error or obstruction with something which could cause serious injuries if not fatality. We could also harm members of the public and road users as in some locations they will be present. People in the skate park could also be injured while performing a trick or surrounding people in the skate park hurt from a performer’s accident. Finally the equipment could be damaged from weather, accidently dropping the camera, or damaged in an accident .

In order to avoid all the risks motioned we must take precaution in everything we do. I will state each risk and state how we will ensure everything is as safe as possible:

· Traffic; we will be riding on the roads and must ensure we pay close attention to road users, and avoid getting in the way, or dangerously riding near them

· We must firstly ensure all cycles, skateboards and inlines is safe and suitable for what we want, and that all characters involved in filming can safely ride them and a member of the group is a cycle mechanic so he will check over all equipment.

· We will need to be aware of all members of the public both walking and other cyclists and avoid getting in their way which could result in an accident.

· Sol Ilett a member of group is a cycle mechanic and experienced cycle user, so filming on the cycle will be done by him, he must ensure equipment is safely attached to him, and that he can still safely ride the cycle

· We will secure the camera in its own camera bag and put this with the tripod into a large rucksack, secure completely and carried on the back

· All other people in the park will be clear on the path of the performers in the skate park including surrounding areas within a 10metre distance

· We will check regularly the weather reports and ensure for hot sunny weather to allow us to get bright shots

· We will overall aim to make sure everything is as safe as possible and everyone involved happy.

Definition of Drum & Bass

Drum and bass is a type of electronic music which emerged in the late 1980’s/ The genre is characterised by fast break beats (typically between 160-180 bpm, occasionally variation is noted in older compositions), with heavy bass and sub-bass lines. Drum and bass began as an offshoot of the UK rave scene of the very early 1990’s. Over the first decade of its existences, the incorporation of elements from various musical genres led to many permutations in its overall style. Today we see releases of both remixed tracks and new compositions

Previous Idea and Project Outline

Title of song	Sweet Shop Doctor P ft. P Money
Plot/outline summary	This is the P Money version of the original dubstep Sweetshop by Doctor P. At the start of the video, the main character will be shown in a sweetshop purchasing sweets. Throughout the song the artist repeats ‘Come follow me, Come follow me’. With this in mind, one idea is to create a video about the main character leading a group of associates through an urban city centre. The video will be more of a short story rather than a conventional music video; rather than repeating similar shots every time the chorus is played. The final shot on the video will be of the character in the sweetshop, once again eating sweets. We plan to shoot from the afternoon to the night, so that that the video starts in daylight but ends in the dark. The main character will be shown through a mixture of different shots biking around. He will also be accompanied by other characters also riding similar bikes. Although this idea may seem very basic, and without much point, we aim to film it in a way that will make it more appealing and more professional. This will be done using a number of different shots at different angles and distances. We believe this video will be more unique than the usual music video of this genre and also more modern.
Summary	Just like the song, the video its self will express a story that truthfully is quite strange and peculiar without any actually point. This should convey that the video is a music video rather than any other media product. We plan that the main character will have a large bag of sweets that he seen purchasing from a traditional looking sweet shop, he will then be sown meeting with the group of associates and they will begin to ride through the city centre. We plan to have the group of character riding down a multi-story car park. We, will also consider other shots and locations within the city centre. The final shot will show the group of characters running in the same sweet shop, snatching up loads of sweets and then further running out with them.
Characters (consider genre, role, image etc)	Main Character: Sam Guy Extras: Sol Ilett Mitchel Brewster Aaron Letherton Nathan Bennet Sean Motley Steven Stapleton Other TBC

Locations: Costumes: Props: Lighting (what mood are you trying to create? etc)

Peterborough City Centre Extras – Similar style as Main Character – Urban Street wear Main character – Sam Guy – Snap back cap, FCUK Sweet Tee, Dark Green Chinos, Nike Air Max 1 Red and Navy The distinctive Bikes used and loads of bags of sweets We aim for the shots to be dark, with intense light focused on certain characters/areas etc.

This was the original idea in which we was planning to create our production; through careful thinking we decided that this idea wasnt the best and we wanted to use the same style and edit technique, but change both the song and story of the production.

Analysing Similar Music Videos

Analysing Similar Products

Artist – DJ Fresh
Track – Louder

The genre to this song is Dubstep. Usually in dubstep video you visual will be either very surreal or very cool and current. This video is the latter of them. The video follows to attractive women rollerblading though sunny streets around people playing basketball and skateboarding etc. There is no singer in the video just following the two girls.

Relationship between lyrics and visuals.
In a dubstep song it is rare to find any form of relationship between lyrics and visuals. Normally the visuals look completely random with the lyrics. Although with this video there is no direct relationship between the lyrics and visuals you can link them together. There are only the two girls in the start of the video and at the end there is a party at the skate park. As the lyrics repeatedly day “louder” throughout the song, more and more people appear in the video.

Relationship between music and visuals.
Although in dubstep songs the lyrics do not tend to have a relationship with the visuals, the music does. As dubstep songs is mainly music with little lyrics, and the type of sound it is, the visuals have to be on point with the music to make it look good. This is exactly what has been done in this song, every shot cut and effect which is in this video is timed to perfection. Also some dubstep can sound dark and angry; however some can sound happy and exciting. Because this song is has a happy and exciting the fact that the video is shot in the sun with everyone in the video smiling.

Artist Website

Nearly every mainstream artist will host a website for fans to view. Most artist website show seven different sections:


1. Homepage - This is the first page that loads up when visiting a any website


2. News - Information regarding anything that tge artist is up to or upcoming events (often news of ablum release dates, tour dates etc.)


3. Live/Tour dates - The artist will host dates and locations of live shows


4. Picture/Video - Allows fans/user to view live performance videos and often general pictures of the artist


5. Lyrics - Here users can view lyrics for any songs created by the artist


6. Contact - This page allows users to view contact information such as telephone numbers, emails, addresses etc.


7. Store - Most artists host an online shop within there website to sell specific artist mechandise to increase sales

Costumes

Because we are making a very urban, street video the trend in the costumes needs to reflect this.  This is good for us as all the people involved with the video dress in a very urban and street way anyway so it saves costs as we do not have to buy new costumes.

The type of clothes you can expect to see in the video are:

• Bobble beanies/Snapback caps
• Baggy t-shirts/shirts/jumpers/zip up hoodys
• Skinny jeans/chinos
• Vans/Nike air max/Riding shoes

In the picture is a potential outfit you may see in the video

Locations for Filming

Peterborough Catherdral Square

This shows several of the locations we will be filming, I have tried to include photos shot at nights, as this is the type of shots we plan to get.

Peterborough Cathedral

Queensgate Multistory Car Park (Inside)

Queensgate Multistory Car Park (Outside)



Peterborough Town Hall



Catherdral Square Water Fountains

Cathedral Square (Fountains Off)

Westgate Arcade

           

Filming Roles

Name	Role	Props
Solomon Ilett	Actor/Filming/Directing	Bike/Costume
Sam Guy	Main Actor/Assistant Director/Producer	Bike/Costume
Aaron Leverton	Extra	Costume
Mitchel Brewster	Actor (Inlining)	Inlines/Costume
Nathan Bennett	Actor (Bmxer)	Bmx/Costume
Sean Motley	Actor (Bmxer)	Bmx/Costume
Steven Stapleton	Actor (Bmxer)	Bmx/Costume
Craig Wooley	Actor (Skaterboarder)	Skateboard/Costume
Sam Hopkins	Actor (Scooter)/Driver (Transporting equipment)	Scooter/Car

Lyrics

I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know

I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know
I love you so, but why I love you I never know

The lyrics are very repetitive in the song and don't play an important part. The beat is the most important aspect of the song, and is extremely upbeat. This will be emphasied with the use of quick, short shots to create a blur of different activites

Main Production

I have organised a date which we plan to shoot our main task; 11/12/2011. I have set up an event on facebook, inviting the characters and props we need for the video and have received good feedback. As we plan to produce a urban style music video, we plan to invite some local bmx rider, skateboarders and inliners to perform in several location across Peterborough City Centre.
I have received confirmation that they will be able to attend on the night, and everyone is extremely interested.
I plan to seek permission from local authorities to enable us to film in a multistory car park in the city. We believe that this would be an ideal location for the genre of the video, and am hoping for a good result.

Digipak

A digipak essentially consists of a plastic CD tray glued inside a folding cardboard cover. Though it once referred specifically to the patented digipak packaging, the term has since become a genericized trademark, generally refering to any cardboard based CD package.
Most digipak's will be designed to promote and create attention to the target audience, usually following a similar theme to the genre or common codes and conventions of the type of music being sold.

Main Idea

This is a upbeat drum and bass remix version of the original song. Our main idea will shows 3 main characters riding through the City of Peterborough through the embankment, City Centre and surrounding streets. We believe this will create an urban style of video. Adding shots from characters on BMX  bikes, skateboards and inline will add more excitement for the viewer, shown throughout the production in quick edits and short shots. We will also include a time lapse of a streetlight and surrounding scene, showing day to night; we will edit this with the song to go with the slow start build up adding an extra element to the video.

Group Meeting - 24/11/11

Today Sol and I had a group meeting on what we will be working on in the up and coming weeks. We decided that the production needs to start getting done so in today's lesson we will be creating the storyboard. We know this will be a long process as we are doing lots of short, little shots. Because of this we will carry this over and complete it in tomorrows lesson. After we have created the storyboard we will start the recording next week.

Cassius - Released Songs

1996 - Foxxy

1999 - Feeling For You

1999 - La Mouche

1999 - Club Soixante Treize (Promo)

2002 - The Dream Songs (Promo)

2002 - I'm a Woman (feat. Jocelyn Brown)

2002 - The Sound of Violence (feat. Steve Edwards)

2003 - Thrilla (feat. Ghostface Killah)

2006 - Toop Toop

2007 - Rock Number One

2009 - Youth, Speed, Trouble, Cigarettes

2010 - I Love You So (I <3 U So)

As La Funk Mob

1994 "Tribulations Extra Sensorielles"

1994 "Casse Les Frontières, Fou Les Têtes En L'Air"

1996 "Casse Les Frontières, Fou Les Têtes En L'Air" (re-release)

2004 "357 Magnum Force"

1994 - Tribulations Extra Sensorielles

1994 - Casse Les Frontieres, Fou Les Tetes En L'Air

1996 - Casse Les Frontieres, Fou Les Tetes En L'Air

2004 - 357 Magnum Force

Production for other artists

1993 - MC Solaar - Nouveau Western (feat. Jimmy Jay)

1994 - MC Solaar - Obsolete (feat. Jimmy Jay)

1994 - Sinclair - Tranquille

1995 - Melaaz - Je Marche En Solitaire

1995 - MC Solaar - La Concubine De L'Hemoglobine

1997 - MC Solaar - Paradisiaque

2000 - Phoenix - United

2004 - Cut Copy - Bright Like Neon Love

2009 - Phoenix - Wolfgang Amadeus Phoenix

2010 - Chromeo - Business Casual

Cassius Background Research

In 1988 MC Solaar, a French hip-hop artist gained help from Philippe Cerboneschi and Hubert Blanc-Francart on producing his albums. The duo, better known as Philippe Zdar and Boom Bass, created their first project together in 1991, called La Funk Mob, and then the following year started expermenting with a more electronic sound.

In 1996, the pair under the name of Cassius, created their first self published house music track "Foxxy". The moderate success they had after their track lead them to remix songs for acts such as Air and Daft Punk. In January 1999, they released their first mainstream single "1999" which stamped their name in the music market going into the UK Singles chart at number 7. This was closely followed by their debut album also named "1999" which inluded the track "Feeling for You" which was also in the Top 20 Singles chart.

From then on Cassius has been working on and creating new singles and have always been on a constant rise since 1999 earning more and more popularity gaining a larger fanbase. However along with "1999" there most notible track is "I Love You So" which was only released earlier this year.