For my A2 Product, I received a brief explaining I needed to produce a music video along with a CD album insert and promotional

poster to accompany it. All three would fit together to create a promotional package for a music artist we made. The music video was influenced by ideas I received whilst researching and analysing real media products from similar genres and artists. It allowed me to apply the same conventions to my own work. Whilst researching into media theory I found that Andrew Goodwin's theory that 'All music videos are just an extension of the lyrics'. Knowing this, I could apply this concept into my own work. It meant that our video could tell a story using both narrative and preforming shots. It also meant the video could be an extension of the artists initial lyrics although the audience may have some image as to what they believe they mean, I could create a different meaning during filming. I think the music video has a good variety of both performing and narrative shots. Similar to many music videos within the genre of soul and indie music, we used a relationship scenario between two characters to help balance the amount of shots. As we came up with this, it gave us many ideas on what shot types to used, what costume to wear and what location to film in. Character-Will Fixie We researched into a variety of artists that would be suitable enough for us to cover, such as; Professor Green, Ed Sheeran and Plan B. As a group we decided to then replicate a song from Maverick Sabre. A solo male artist who varies his work from indie to the soul genre. As our group consisted of 2 girls and a boy. Will (a group member) volunteered to be our performer. We thought Will would have a good personality to create this persona. Using someone from our group worked to our advantage, as this it meant it was easier for us to find time to film. Will performed with a confident and focused attitude/manor. As a group we represented a modern representation of male, in a positive light. We represented men to be emotional, sensitive and resentful.

Lighting Lighting wise we decided to and challenge the conventions of this genre. A lot of the lighting used artificial but meant to look realistic. Sometimes there is extra artificial lighting within the shot such as a lamp. We used only natural lighting throughout as it showed the song as more emotional and natural. However the down side to this was over/under exposure due to the weather. The idea to support conventions with a black and white theme help take away the lighting problem as it made it less obvious.

CostumeDuring filming we decided to challenge the conventions of the typical dress code relating to this genre. However I think our music video would be better if we put these conventions to use. The video would of been more simple, yet effect. The Target audience still would have been able to establish an idea from the lyrics. The costume idea that we chose to go for was casual and laid back. Our character Will Fixie dressed in trainers, jeans and printed tees. In some aspects this showed off our actor's personality and character's persona. On the other hand it doesn't work as well when the end product was put together.

Location We also challenged the conventions location wise. We decided to film in a urban area. After several different decisions made relating to costume and story, we thought this would be best. The group filmed in areas such as St Pauls,Easton and St Werburghs. These area's would be considered urban and therefore work well in the music video. Many teenagers aged 14-18 (our target audience age) would link in with these locations and this would give a chance for more of the audience to relate to video. Therefore this decision turned out to be good a change. Although the location didn't fit as well with the genre of music, it was easy for the audience to establish where the filming happen and why this decision was made.

Narrative Similar too many other videos within the soul/indie music genre are love stories. We decided to use the same kind of idea whilst planning our storyboard. We used the relationship between two characters (group members) as a chance to make a narrative. The lyrics help to create an idea and the video music helped to emphasize what the lyrics meant (very much like Andrew Goodwins Theory). The relationship involves two characters happily in love, next a love affair happens and the narrative turns sad.

We used the narrative scenes as a chance to tell the story. This meant we used the performing scenes as shots to help show emotion from the main character. There was a variety of several different shots such as long shots, close-ups and using the camera on a dolly to track characters movements/expression.

The narrative scenes involve a kitchen, sofa area and romantic walking. This is something realistic for the characters persona. After researching into more theorists we found the theory 'Todorov's narrative theory of 5'. This is where he believed there are 5 points to a story. A Problem, Disruption because of the problem, A resolution to the problem, Everything is back to normal and then a problem occurs again

Knowing this, we were able to construct a stable narrative between two characters. This worked well because the audience were then able to establish the story easily and it supported the conventions of this genre so the target audience may often expect this kind of story-line. 12345Equilibrium- Yvette and Will are happy together. Disruption- Will begins to talk to another girl Resolution- Both Will and Yvette break up with each-other Restored Order-They both carry on without being with each-other New Equilibrium- However, Will is now unhappy because he realises hes made a mistake.

We used Adobe Premier Pro to create this narrative. After filming a sequence of different shots that would match this, we began to edit the clips together to create a final piece. However, After receiving feedback from the class, which is inititally the same age range as our target audience we made various changes to the narrative. We re-filmed various different scenes so that the relationship between the two characters was more obvious Shot typesAfter looking into Todoravs and Andrew Goodwins theory, we had to use a variety of different shots to help tell the narrative, within the music video. We decided to stick to the conventions of indie/soul genre as we thought these shots worked when whilst inititally researching into music artists. We had to keep continiuity throughout. Show a variety of skill that had developed,this varied from the 180 degree rule and match-on action through to changing the apreature and focus on the camera settings. Long/Establishing Shot We used both long shots and establishing shots within the music video. This is so the audience can establish the loction,it sets the scene for the rest of the video and the audience can then gain an understanding as to where its being filmed. Maverick abre used these shots at the beginging of his music video to show a urban location.

(Our actual video)

(Maverick Sabre-Look What Ive Done to you)

Then, by using long shots to show all of the costume can then give the audience an ideas as to why the character has chosen to be there an wear that.

Shot Reverse Shot The relationship between the two characters within the narrative needed to be shown through camera shots. Therefore we used a shot-reverse shot of the two characters. This meant that for the audience they could establish each characters view point. We didnt break the 180 degree rule, this meant the shot worked well.

Two-Shot Again this shot is used to show the relationship between the two characters on screen.We used a variety of shots to emphasised the difference between good/bad part of the relationship. This worked well as we could show how close the two people were.

Close-ups and Mid-Shots. Many music videos within the general have slow cuts working towards a sequence and close-ups to portray emotion from the charcter on screen. We used the close-ups for the exact same reason. To emphasise the positive/negative parts of the narrative, we used close-ups of facial expressions to show how each individual felt about the break up. This means that the audience can begin to create a familiarity with the character and almost interact with them. E.g. close-ups of the individual looking sad, the audience will start to feel sorry for them which creates a connection.

We used mid-shots to show each character alone, this emphasised the narrative.

We feel the shots we used helped to show the narrative well. They fitted with the genre and represent our male character in a positive way.