Casting

Here I have looked at a range of possible people to cast within my music video. I need a boy and a girl.

After looking at these candidates I have decided on using Molly Taylor and Travis Lurkins.

Audience Profile

Above is the kind of belongings I'd expect my typical female audience to have. I would expect my audience to typically be creative and arty with a hobby like photography or art but also around the age of 17 so are taking their A-Levels and looking at different universities to study a creative subject to pursue their hobby into a profession. I would also expect my target audience to own singer/songwriter CD's such as Lucy Rose, Ben Howard and would even go as far as to queue up for three hours to meet and get a signed copy of Ed Sheeran and Nina Nesbitt. I would also expect that they would follow the trend of owning vinyl's which has become more popular recently after more and more artists are releasing their content onto the medium. The viewer would also belong to the social cliques which would be the fandom of their favourite artist, for example Nesbians are for Nina Nesbitt and Sheerios are Ed Sheeran fans, this title is totally exclusive and allows people to be accepted within certain areas of society, being part of this fandom means that they go and interact with the artist such as going to their gig's and meet and greets, as portrayed through the gig tickets and the polaroid's of the artist performing and being with the artist. My typical female target audience would be fashionable and pay attention to recent styles through online shopping apps, such as H&M due to the cheap, fashionable approach which appeals to the student budget, but will also treat herself to something from TopShop every so often, recently crop tops, mid-length skirts and scrunchies have been in fashion so therefore I have paired these accessories as this would be what she would wear to college, although she's into fashion she also likes to look after herself by moisturising and putting effort into her appearance by straightening her hair and often using face masks from her favourite shop Lush, this won't be the only way she looks after herself as during her frees at sixth form she will go to the gym to keep on top of her health and then read literary classics brought from a charity shop on the hour bus journey home, while listening to her favourite Singer/Songwriter track Hozier -Take Me to Church and George Ezra's new album Wanted on a Voyage. Although she doesn't have an iPhone due to her student budget she keeps social with her friends which she keeps photos of hung up in her room and messages them on different accounts such as Facebook or Tumblr. Even though she's stuck on a student budget her parents take her to places like New York, Marrakech and China but she also enjoys smaller college trips to are galleries such as the Tate Modern and Tate Britain.

For my other audience profile which focus' on my male target audience I have created a tumblr page to convey the typical life and interests of my male audience.

http://anotherguywithaguitar.tumblr.com/

Above is the URL for the audience profile blog. I called the blog Another Boy with a Guitar as male singer/songwriters are very popular at the moment meaning that often, due to the generic nature, teens often feel like they're part of a stereotype and this title emphasises and depicts his feelings towards this situation. A lot of posts are music and video links but also images of his favourite artists which are singer/songwriter such as Ben Howard and Ed Sheeran and also reblogged images that I find that my typical male viewer would find visually interesting such as graphic design as even though he would be creative he would be more interested in graphic design than art. Also there are 'gif's' from gigs and festivals that although he wouldn't be able to afford to go to all of them he would try and go to a local one at least once a month.

Looking at tumblr some of the moving images are from music videos such as George Ezra's 'Cassy-O' I would like to create a music video that could be made into a 'gif set' and fit into this style of blog, so it would fit in and look as professional as the other music video 'gif's'.

Due to my demographic being teenagers they will fit into the social class E which long term unemployed (which includes students).

Story Board

Todorov's Narrative Theory in Singer/Songwriter Music Videos

I am interested in using a narrative structure within my music video. For this reason I investigated Todorov's narrative theory and how they were developed in singer/songwriter music videos.

Music Video Analysis': Nina Nesbitt - Stay Out

Throughout Nina Nesbitt's Stay Out video, which is a combined Lynch's (1984) of performance and Narrative, like Ezra there is no beginning middle or end but it follows the journey of her night out, so therefore is a narrative. It would fit into Gow's (1992) Enhanced Performance convention.

According to Goodwin there is a relationship between the music and the visuals which is true as this music video depicts a typical girls night out, which is what is reflected in the lyrics. There is also a style and iconography in this video with the genre singer/songwriter with the use of a guitar and a slight hint of performance, as investigate in the other analysis. There is also an aspect of voyeurism through which the camera will often look at a phone screen, and therefore be a screen within a screen which is relating to the modern society of 'selfies' and also involves the viewer into the music video. Although the video is meant to convey a typical night out it often refers back to Nesbitt isolated and performing which could be Universal requesting that she have a main focus due to her being an upcoming artist they demand an impression to be left among the audience and they remember her most and no other extra. This meaning that this will involve more medium shots and close ups of Nina as demonstrated below.

Few of the many close up's of Nesbitt

At times the film camera will become the centre of attention through the transformation from it being a film camera to a still camera which is used to take 'selfies' with, this brings the viewer closer to the action and also is likely to be recognised by the viewers due to the social trend of 'selfies' and it becomes part of societies expectations that the teenage target audience, who are more likely to relate to the nature of the video.

Above is a close up impersonating a 'selfie', which can be assumed through how Nina appears to be holding the camera and all people in the frame are posing for a photo and looking directly at the camera.

The lighting of the music video remains true to the location for most of the time. While Nina is performing on a cobbled street there is a natural light which appears to be quite flattering, which would again mostly conform to Goodwin's theory of Universal wanting to point out her beauty rather than her flaws. This then transfers to the chip shops bright light which is expected and would relate to all those who have experienced take outs on a night out. A similar light is used on the bouncy castle only more like a blanket light like a flash on a disposable camera, which suggests that everyone is having a really good time and that these moments will be snapshots in their memories. Opposing this is the night club light which conforms to expectations as well as providing a secretive and coloured experience which could truly reflect fame.

During the frames of Nesbitt performing she doesn't fill the whole frame but takes up the left third which allows us to see the location behind her, which emphasises the true Scottish character of the music video. Throughout the video the Scottish theme really shines and comes through as a motif and after research we find that Scotland is her nationality which is a huge part of her identity, which conforms to Goodwin's theory of iconography, for example the Scottish iconography is extended through the use of costume, such as tartan scarves, coat linings and Sporrans as well as the shots of iconic locations and signs such as 'kilts' which strongly relates to the Scottish culture.

Although Scottish props were used there was also a suggestion of English culture which could refer to the recent political events of the Scottish referendum and the idea of Scotland trying to break away from the United Kingdom, which is implied by the Queen mask and a shot of them in the telephone box, a huge number of the target audience is 16 and 17 year olds which have been given the power to vote for the referendum, so this music video could contain a subliminal message suggesting that Scotland should vote no, because Scotland isn't Scotland without England and the rest of the United Kingdom.

There is a high use of props within this music video which adds to the overall effect. The use of the guitar relates to Goodwin's theory of the iconography within the genre which I explored more in depth during Ezra's analysis, but as these two analysis' are of music videos from the same genre, this similarity is expected and that it proves that the use of a guitar within the singer/songwriter genre. Other props are conventional such as the 'fish and chips', 'drinks' and 'traffic cones' which is all expected due to the context of a night out and having a wild time. Two other props which are part of Goodwin's theory of the star developing their own iconography within and outside the videos which is seen through the use of the apple, relating to her first EP, and turtle, relating to her pet, which any fan of Nesbitt, know as 'Nesbians', would see and understand so while pleasing the audience she appeases the fans by referring to her iconography (which acts as Easter eggs) which is selective to that group of people making them feel like they almost know her personally, or more than other viewers of the video.

Above the turtle reference in the music video.

 Above another turtle reference in another video.

Above is the apple reference in the music video.

Above is Nina's very first EP which obviously has huge value to the fans and Nesbitt but also refers to Apples, so has clearly become part of her iconography.

Costume is conventional of a night out and that everybody remains in the same costume to identify that this music video happened in one night, so therefore relates to the target audience, as well as performance meets what the audience expect of slightly drunken and having fun, almost as if university student 'freshers'.

The editing techniques of the video have a filter/film style almost like Instagram which again is almost like iconography for the singer as this is how she relied on getting big through social networking, and her target audience relates hugely to these social networking sites as it is part of their everyday lives, so this reference is strongly understood by the target audience.

Above is the filter style edits and frames.

During the central part of the video there was a use of continuous short jump cuts which reiterates time passing and gives a disoriented feel as if everything happened in a moment, which reflects the feeling after a night out where everything happens at once. As well as jump cuts, time passing is shown through the use of a match on action on the pool table where everybody has a go within a few frames, which is an effective technique which when executed well can show something that takes half an hour within a short amount of time.

Nina Nesbitt - Stay Out Timeline

0:00 - 0:01: Rolling film technique of a view over filming location. Opening Credits involved of artists name. Opening credits are in artists typography, this connects and emphasizes the artist as a brand.

0:02 - 0:04: Artist playing guitar.

 

0:04 - 0:20:  Nina and her friends getting ready. Interwoven lip syncing to give a sense of narrative. During this shot location there are two 'eggs' seen. The apples are part of the mis-en-scene and relate to the artists earlier career and would only be understood by the 'Nesbians', this similarly goes for the turtle held up. This makes the fans of the artist feel more included, recognized, valued as if part of a 'club'.  

0:20 - 0:22: Nina singing with lip sync.

                        

0:23 - 0:31: Bus arrives while girls are at bus stop. Due to a music video having a restriction on length actions need to be shortened. I really like the use of a jump cut to shorten the length of time it takes the bus to pull up. When the girls are on the bus there is a use of a light leak to make a fluent transition from one moment to another, I really like this effect and how it progresses the video and adds the atmosphere. It also creates an Instagram style filter which relates strongly to the target audience who are around the age of the typical user of the networking site. There is also establishing shots edited in to slow down the pace and to highlight the viewer on the location of the music video. There is also lip syncing added to give the feel like the song is narrating the evening.

0:39 - 0:41: Lip syncing in another location with atmospheric sound giving the impression we are there. The slightly shaky camera movement suggests that either a friend is recording it or that we are there and one of the friends in the video. Nesbitt is in the foreground and is in total focus and the eye is drawn to her. 

0:41 - 0:42:  Nina walking down cobbled streets deepens our understanding of the location, that it has historic areas and is an older city, 

0:42 - 0:43: Outside a bar there is a long shot to establish the atmosphere and setting and then a Mid-shot to get the viewer involved, as if they are sitting there with Nina.

0:44 - 0:46: Friends run towards camera and again the camera is shaky as if in panic or being filmed on a smart phone. There is also a a match on action as a fast movement is in both shots adding fluency to the transition of the music video.

0:46 - 0:47: A sign for kilts confirms that the location is in Scotland. Scotland is part of the artists identity so therefore there is a feel that this video is very personal, thus decreasing the distance between the viewer and the artist. This close feel is important for this particular breed of musician as she rose from the internet so therefore her fans are mostly internet based and she wouldn't be successful in this area of the industry without the personal touches.

0:47 - 0:48: The singer runs with the traffic cone and this is normal as this is societies expectations for a typical night out.

0:48 - 0:50:Interwoven lip sync from the top of the bus. Emphasizes the idea of storytelling. Refreshing and keeps the audience interested as there isn't too much of the same thing.

0:50 - 0:51: Nina rides a bike and again this is seen as normal as this is societies view of a typical night out.

0:51 - 0:51:  Establishing shot of a stereotypical fish and chip shop with not fully working signs and bland decor. 

0:51 - 0:52: Entering the chip shop and developing the narrative.

0:53 - 0:54: Camera is away from action with stereotypical takeaway mis-en-scene in view such as the sauce bottle and the tables. Nina turns around and acknowledges the camera. 

0:54 - 0:55: Camera moves in with the use of film style and girls wave, they are playing up to the camera. I find that to me the film technique resembles a nostalgic look back, bookmarking memorable moments.

0:55 - 0:57: Artist Lip Syncing.
0:57 - 0:59: Scottish high street and Scottish flag establishing identity of the artist and location.
0:59 - 0:59: Artist and friend walking weirdly. Adds a sense of connection and this is the usual portrayal of friendships.

0:59 - 1:01: Friends in a phone box. The phone box could resemble the rest of the United Kingdom as it is mostly associated with England rather than Scotland, so could be a way to acknowledge the rest of the fans, as also explained above it could be a reference to the Scottish referendum.

1:02 - 1:06: People meeting Nina and making her look like a friendly part of the community. Brief product placement of an iPhone.



1:07 - 1:08: Photos are displayed through the filmic filter and border. It also refers to one of Nina's other songs 'Selfies', thus opening up about the rest of Nina's brand and reminding the viewer of other music videos by the same artist available. I really like the subtle changes between each frame which depict the atmosphere and the stereotypical friendship. It also relates to the internet craze of 'selfies' which relates to where Nina's career developed from the internet so therefore it is important to embrace this as the internet is a culture familiar with her audience.

1:08 - 1:10: Artist Lip Syncing.

1:10 - 1:11: Here is a shot of the typical nightlife scene and it conforms to the societal expectations. These images are matched with the lyric She thinks she's in Barbados but outside it's minus three. After a build up of the location (through establishing shots) being Scotland and is famous for being cold but the girls are depicted as wearing almost nothing, which is fine in a location such as the suggested Barbados. This is where the audio match the visuals which is picked up by Goodwin's theory of where the visuals match the music. 

1:11 - 1:12: Shot of friends giving piggy backs. This is expected of a friendship and a night out.

1:12 - 1:14: Close up of a Sporran to emphasize Scottish culture.

1:14 - 1:17: The use of a photo booth not only relates to a typical time with friends but also relates to 'selfies' the internet craze and other song which is part of Nina's career, so this reference is very important. We are also in the booth with them meaning that we are involved and we are a part of the moment.

1:17 - 1:19: Back to the lip sync shots at the cobbled street.

1:20 - 1:22: Repeated running with film style techniques. This running could resemble the moments fleeting and the night progressing.





1:22 - 1:28: A progression to a bar and during there is a set of shots around a pool table. There is a set of jump cuts aided by match on action to create a fluent portrayal of pool games passing within a short space of time. There are different shots from different distances interweaved to give an impression that we are watching and standing there with the friends. Again I really like the effect of the use of jump cuts as a technique of passing time.

1:29 - 1:30: Lip Syncing

1:30 - 1:40: There is a return to the bar scene. A close up in shaky style to impersonate a friend filming. 

1:40 - 1:46: Lip syncing with no direct eye contact.

1:46 - 1:50: Nina Nesbitt messing around in street with friends, atmospheric sound.

1:50 - 1:52: Another Scottish Reference.

1:52 - 2:01: Entering club.

-1:52 - 2:00: Music stops atmosphere sound only which raises tension.

2:02 - 2:08: Bouncy castle which includes jump cuts and slowing down action scenes (could infer a flashback or memory).

2:09 - 2:13: Lip syncing

2:13 - 2:21: Club scene with unstable camera to imply friends are filming.

2:21 - 2:24: Lip syncing.

2:24 - 2:35: Club scene continued with friends dancing, fancy dress queen mask, selfies and filmic technique of film frame.

2:35 - 2:39: Lip syncing.

2:39 - 2:44: Taxi home.

2:44 - 2:50: In the room they started in, one big journey. Comes back with traffic cone which references earlier cone. Has Stay Out written on which references song.

2:50 - 2:52: Lip syncing.  

2:52 - 2:55: Stay out in taxi window. Pull back as if someone is filming on a phone.

2:55 - 3:01: #Stay out, # increases internet publicity, vital part of social networking and demographic as well as boosts Nina Nesbitts career.