Last night we filmed at my house showing different point of view shots getting ready for a night out. We don't have enough footage so over the holidays we are going to film more of us getting ready etc to establish characters better, however we have got many good shots and believe the end product should be very successful! We are currently uploading the footage onto final cut express in order to be able to edit it.
We wanted to base our logo on the connotations of patriotism which the band often highlight. Furthermore, the idea of the logo being 'distressed' and 'rough and ready' is what the band aim to achieve through their image. The idea of the flag being torn or falling apart reflects what the band writes songs about highlighting the problems with politics and Britain. I used different effects in Photoshop such as brightness/contrast and filter effects such as chrome, film grain and sprayed strokes to achieve our desired look for our logo and a faded/washed out font to create the image of the flag being distressed.
Yet more adaptions:
Indie bands are all about being individual and different, we would like to have an album cover which does not have a picture of the band, but something completely irrelevant. Our idea is to take a picture of a broken and rusted street sign, saying 'Torrents'. This picture will give off connotations of the working class, rebellious behaviour and most of all, reflects Britain. These are the ideologies that our band offer.
A possible location for our video is 'Key Street' in Clitheroe:
MONDAY 14 DECEMBER - shooting at Beckie's house (beginning & end).
Here is an Animatic of our Storyboard for our Indie Video.
Excellent group - the best blog out of all my 3 groups! Well done- good work and analysis!
Other planning you can include....
- Storyboard and animatic with comments
- shooting schedule and call sheets
- health and safety form
- location shots
- costume shots/ideas etc...
- keep blogging on your ideas and progress!
Miss McNulty
Here is the music which we have chosen to base our music video around. It is young and energetic and capture our target audience completely.
At the beginning of the planning sessions, we decided to locate our music video mainly at a club in clitheroe. However, we are now going to film it at a house party instead as we believe this would create a more real image of young adults when a party takes place and the antics that happen also, instead of using extras to act out typical scenes. However, we are still going to use the other original ideas, such as the two different point of views and split screen, and also the same location (my house) for the beginning and the end.
Props List:
The cast we will use in our music video will be young men and women, who will follow the stereotype of the young, fun, rebellious teenager who is out to have a good time and don't care about anyone else but theirself.
Ideologies are messages and values. There are two kinds:
Using demographic profiling, our audience would be a mix of males and females around the ages of 16-25 years old. The reason for this being that they are a young and rebellious indie band, yet they have extremely meaningful lyrics rather than just being simply about love and drugs. They would most appeal to the British public as their songs sometimes contain lyrics about the bad state of the country, and also their logo is the Union Jack, again appealing to the British public. The audiences socio-economic group is more likely to be group E as they appeal more to younger people, who are mostly students. However, they would also appeal to group D as these are the working class, along with the band, and their lyrics and image would fit their interests and ideologies.
For our coursework, we are creating a music video for a local indie band called 'Torrents'.
Questionnaire
1. Do you watch music channels? …………………
2. Where do you watch music channels i.e home, online? ……………….
3. Has watching a music video ever influenced you to buy or downloads music?
…………………….
4. How often do you watch music channels? ………………...
5. What is your favourite music channel? ……………………..
6. Do you listen to indie music? ……………….
7. What is your favourite indie band? ……………………….
8. What is your favourite genre of music?
Rock Indie Pop Dance RnB HipHop Rap
Other ………………….
9. How often do you listen to indie music? ……………………
Luke
Excellent group! Very good research and links to video and images- well used quotes etc...
As the Torrents are an indie band and hold the image of being rebellious and crazy, we need to make them unique in order to catch the audience's attention and make them more interesting than being the same as every other British band. We want to combine the 'unexpected and familiar' (G.Burton 2000) in order to create a sense of familiarity and excitement also,
(The Torrents above)
Beckie :-)
The Genre, Music Video usually follows typical conventions including characters,settings, mise en scene, narrative and ideologies. As Andrew Goodwin suggested in "Dancing to Distraction" (2003) that there are six vital points:
During lesson, we were given tutorial packs to train us on the software we are going to be using (Final Cut Express). In this, we learned how to import files from the computer, how to render the clips, cut the clips and add freeze frames. We also learned how to control the volume of the sound on the clips, and how to fade in and fade out accompanying music. After we learned all of these things, we were given time to play around with the effects that can be added and also transitions.
As we can see in the video below, the Arctic Monkeys do follow the typical conventions of the indie genre. The video is set in a working class environment, in a city or on the streets. The video follows the life of a girl who lives on the street and in love with a dangerous man. This follows the typical conventions of indie music videos as indie bands often use the story line of love or relationship in their videos. Typical indie clothing is worn such as jeans, trainers and t-shirts as well as having long hair. The lighting used is dull and dismal also following the conventions of the indie genre. The camera shots used are varied but do stick to the common close ups, zoom ins and zoom outs etc., associated with the indie genre. There are examples of violence towards the girl at the end of the music video offering an alternative reading again indie bands tend to use this technique to appeal to their audience. Other conventions of the indie genre are based round live performances and concentrates mainly on the musicians talents, the video below does break the conventions but still succeeds in representing the image of the band and portraying their brand image.
The band we choose, the Torrents, follows the indie genre. The band follows the typical conventions of this genre as it makes unique and creative music. It can be argued that the band is a hybrid genre with a mix of indie, rock and punk. Their music is experimental, so generally appeals to a niche teenage/young adult audience. The Torrents make their own music and play their own instruments making them specific to the indie genre. They also follow the typical conventions of this genre, for example.
The label Rough Trade manages Indie bands who have unique genres yet all of them carry the brand image of youth, fun, rebellious and unique. Furthermore, all the bands are stylistic such as the Libertines, Mystery Jets and the Strokes who are all signed to the Indie record company Rough Trade. In partnership with Rough Trade is the well known singer Duffy who promotes the image of innocence, unique talent and youth. Here is part of her campaign: 
As we can see Duffy portrays a stylistic and innocent image in her black and white photo. Here is her album cover:
Again the image portrayed is innocence and the album cover probably did not cost much to develop which is a typical trait of the indie genre as they are not finically stable unlike major record label with defined genres. Finally here is one of her videos:
Amy.
As the Torrents are a British band, they would belong to an indie label such as Rough Trade Records. This institution is home to many similar bands, such as The Libertines and The Strokes.
What is a Brand?
A Brand is not the same as the product. A brand is the make of the product. For example toilet roll is a product with various brands such as Charmin, Andrex and Asda's Own. Wikipedia states that "people engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique" for example Coca Cola expresses youth, fun, togetherness and sharing. A brand can refer to a whole line of products such as Bird's Eye products. The idea of 'freshness' is highlighted all of their frozen goods.
What creates a Brand?
According to mudvalley.com there are eight elements which create brand identity:
Brand Essence: what the brand means in a sentence
Brand Slogan: often a catch phrase linked to the logo ie. Cadbury Dairy Milk, "a glass and a half full of joy"
Brand personality: what kind of character does the brand have?
Brand Values: what does it stand for/ against?
Brand Appearance: what does it look like/ sound like/ taste like?
Brand Heritage: what kind of tradition does it have?
Emotional Benefits: what feelings does it offer consumers?
Hard Benefits: is it cheaper, better, does it wash whiter? What "real" quantifiable benefits does it offer the buyer?
As Naomi Klein, No logo states "corporations may manufacture products, but what consumers buy are brands"
The Libertines
The image of the libertines creates the image of rebellious young adults who are unique, patriotic, stylistic, fun who enjoy rock and roll. Their video also expresses this image of them to highlight the well known qualities and characteristics that their target audience expect of them.
