Final Music Video

Lighting

Lighting is a very imporant aspect of a music video as different types of lighting connotate different meanings. Before filming my music video I had to seriously think about what kind of lighting I wanted to use that would best suite the ideology of my video and also the genre. I decided to use as much natural lighting as possible as my the genre of my artist's music (male acoustic) is very slow and calm paced and felt that this would best represent a peaceful setting. Using natural lighting will also fit best to my anchillary tasks as the photos for my album cover and magazine advert are taken in an open natural environment and to make all three of the products carry a brand identity I shall carry this theme on through my music video. Below are a few screen shots of different lighting situations that I used in my music video as it was not possible to use natural lighting all of the time so I have explained how I used other light sources to fit in with my genre.

The very first shot in my music video is meant to show my actor waking up, getting out of bed and then opening the curtains. I have put an effect on the opening scene to make it black and white until the curtains are open and then the footage goes back to normal colour. The lighting is quite dim until the actor opens the curtain and the bright day light shines through the window.



For the majority of my footage I have used natural lighting for the outdoor scenes as there was not much additional lighting that I would add to the day light and also felt that the natural light was enough as the weather was not too sunny so it set quite a sad mis-en-scene which matches the tone of the song.

In my night scenes where my actor is outside I have taken full advantage of car lights as I felt that these were visually exciting when the cars are moving and want to play about with speeding up and slowing down my footage of my actor watching cars drive past him.

After the time-lapse transition part that I have filmed of the sky turning from day to night I have kept the curtains open to show when it is day and when it is night to show continuation. The only other additional lighting that I have used in these scenes is a little lamp that you can see beside my actor which connotes being alone.

Stop Frame Animation

Within my music video I have decided that I want to have a stop frame animation scene.Stop frame animation also known as stop motion is an animation technique by which an object is photographed repeatedly with a small movement of the object in between each individual frame and when all of the photos are played together in sequence it creates the illusion that the object is moving.

Stop frame animation has been used in an increasing amount of music videos and I feel that this animation technique is very suitable for music videos as the movement of the object can be fitted in time with the music in the editing stages.

For my animation scene I want to establish a clear meaning of the song as throughout the video the focus is predominantly all on the musician and so without actually filming a girl character I can still make it clear that the song is based around his relationship with a girl. I shall do this by showing pictures of my musician with his girlfriend piling up on eachother and then being destryoed in some way to symbolise the trouble in the relationship that the lyrics are about.

Below I have shown the stages of how I created my stop frame animation.

1. I first had to print of my chosen pictures as a prop for the animation.

2. I then had to establish a suitable setting for the animation. I chose to use the flat surface of a wooden desk as I do not want it to be a complicated setting that will detract from the animation and it also makes sense that the pictures are being layed out onto a desk.

3. Now that I had organised my props and settings I had to take the photos for the animation and I did this using a Nikon D40 camera and a tripod to keep the camera still as the technique is less effective if the camera moves inbetween frames. To take the photos I started off with a blank desk and then took a photo everytime a new image was layed onto the next and everytime there was a movement of the actors hand or the props.

4. Using photoshop CS5 extended edition I then put the photos into sequence. I did this by opening my first image and then creating a new layer, putting the next image onto the new layer and then continued this proccess until I had got all of my photos into order. Below is a printscreen of how I did this.

5. Once I had uploaded all of my photos in order I then had to decide how long I wanted each frame to show. It is more effective if each frame lasts less then a minute so that the movement is more smooth, after listening to song carefully I have decided that each frame should last 0.2 seconds so that it fits in time with the music and also so that the animation doesn't last too long.



6. After completing my stop frame animation I then had to save it and convert the file from a pdf into a gif so that it would be recognised by the sofware that I am going use for editing my music video.

Below is my finished stop frame animation that I will use in my music video;

Props and Equipment

As well as planning the shots and the locations of my music video it is important that I plan out exactly what props and equipment I will need for filming so that all of the costumes and props that I would need for filming as good organization will be essential if I want to complete my music video in the time given. To help make sure that I have everything that I will require to film my music video I have made a prop and equipment checklist which I shall tick of to make sure that I do not forget anything as I am travelling to the location to film. Below is my checklist that I took with me.

Storyboarding

After brainstorming the initial ideas for my music video I have now produced a final story board which I shall use as a very close guide when filming. In order for my music video to be the best it can be I believe that it is vital that I have planned out every shot so that when the editing stage is put together then all of the footage shall make sense. By creating this story board it shall also ensure that I have enough footage to make up the video and also that the filming will be more organised as I shall know exactly what I have to film. I have produced my final story board on the computer using a graphics tablet to draw the different shot scenes. In doing this on the computer I can print out as many copies of the storyboard as I need to and then take them with me when filming which shall ensure that I am filming what I have planned to film.

Final storyboard

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Location Of Shooting

After brainstorming thoughts for my music video and choosing a final idea I have now decided on a location where I would like to film. I have chosen to film in Ipswich around the harbor as I can quite easily access the location and shall be able to travel up there on at least two occasions within a month to film which shall give me plenty of time to get all of the footage that I need.

Below I have taken some photos specific locations in Ipswich where I would like to film and have explained why I think these would be suitable locations.

Locations of Filming

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Ideas Brainstorm for Music Video

After researching into other music videos within my chosen genre (male acoustic) I was able to identify certain characteristics, signs, codes and connotations that were a running feature through their music videos and which I should apply in my video. Below I have created a word brainstorm of my initial idea that I have for my music video.

Inspiration Music Videos

Before planning and producing my music video I first have to decide what genre of music video that I want to make. My earlier research determined that there were three main genres of music video which include 'Performance based music videos', 'Narrative based music videos' and 'Concept based music videos'. To help me decide what genre of music video to choose it is important that I choose the genre of music video most suited to the genre of music that I have chosen which is a male acoustic artist. I am going to research into existing music videos to artists that are similar to my acoustic artist - Benjamin Francis Leftwich to gain knowledge of any repeated forms and conventions, running themes or any other important features that occur throughout other male acoustic artist's music videos that I might want to consider using in my music video.

The first music video that I have looked at is called 'For Lovers' by Pete Doherty

Pete Doherty who was a former member of the Babyshambles and the Libertines also has a solo acoustic career. I would say that the target audience of Pete Doherty is quite similar to that of my artist Benjamin Francis Leftwich so it shall be very useful to study this music video.

After watching the music video for this song it was quite clear that the genre of music video was a combination of a performance and concept based video.

The second video that I have looked at is called 'Old Pine' by Ben Howard

Ben Howard is a male acoustic artist who has emerged into the music scene almost the same time as my artist Benjamin Francis Leftwich. He also has a very similar target audience as Ben Howard. This was also another mix between being mainly a concept based video with elements of performance in it too.

Some features that I felt were really successful in both of these music videos and shall definatly consider using in my music video include;

• Lots of establishing location shots throughout the video of different scenery all help to set a a clear location. I also thought that these shots were also very interesting and kept my attention throughout the video.
• The video had a vintage, old fashioned style to it which I thought was very fitting for the genre of music. This was created through the type of the camera used or effects used on the footage.
• Mainly all natural lighting with a few subtle effects.
• I particularly liked the use of handheld shots where the camera is slightly shaky but I feel that this gives the video a more artistic and personal feel to the music video.
• I also thought that different shots of the same position focusing on the same area was interesting almost like stop frame animation.

After researching further into music videos within my genre (male acoustic artists) I have come to a firm decision that I want to produce a concept based music video with some elements of performance as well as I thought that this genre of music video really suits the male acoustic genre of music. Having a clear understanding of the lyrics of my chosen song I feel that this genre of music video would be most suitable for my artist.

Analysis of Chosen Song Lyrics

From briefly listening and reading over the lyrics it has become clear to me that the song is about a girl which could be a friend a partner or have some other emotional attachment too. Before making my music video it is vital that I understand the meaning behind the song so that the lyrics link to the visuals which is a key principal in Andrew Goodwins theory. To do this I have printed of my artist's lyrics for my chosen song and have then annotated them with what I think that they mean which shall hopefully give me some ideas and inspiration for my video aswell as a clear understanding. I have then copied and pasted the lyrics onto a word document and have then added my annotations which I can use as a reference point throughout the production of my music video.

Analysis of Lyrics

After analysing the lyrics to the song 'The Boat' by Benjamin Francis Leftwich I have decided that the meaning behind the song is definatly about a girl that he was in a relationship that has either ended or is going through troubles. Throughout the song it highlights how there is distance between them whether that is literally or metaphorically and how he can't seem to reach her which is both sad and frustrating for him as he is clearly very fond of her.

Audiences and Institutions: which institution may promote my artist/band’s music?

From last years media coursework project I gained a lot of knowledge about the different music magazine institutions, their genres and their specific target audience readership. Because of this is know that NME would be most likely to promote my artist Benjamin Francis Leftwich as he is an indie/male acoustic artist and which is a genre that NME often feature. Below I have given an overview of the institution NME and have explained why my my media product represents the social group that they targer and why I feel this magazine suits the ideology of my artist.

NME magazine history and why they would promote my artist

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Final Magazine Advert

Completed Magazine Advertisement

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Creating my magazine

I have recorded a few of the decision processes that I had to make when producing my magazine advert. I have presented these in a prezi presentation and have explained why I have chosen each option for the final outcome.

Creating my magazine advert on Prezi

Magazine Advert Flat Plan

My research into magazine adverts promoting an album release showed me that the artwork used on the cover of the album is typically the same as that or a similar shot used for the magazine advert. Because of this I do not need to think of taking new images but instead how I shall present my existing album artwork. From my research I also concluded that my magazine advert must include the album name, artist name, release date and to consider using the artist's website or other social networking links, reviews and the most recognizable songs featured on the album.

Below I have made a few flat plans of how I could layout my magazine advert. I have done this using a graphics tablet which has allowed me to quickly sketch out my ideas on the screen which is helpful because I can then place my album artwork in different arrangements which shall help me to decide which idea looks the best.

Idea 1

For my first idea I wanted to use the name of the EP as my main inspiration for the advert. The EP is called 'Pictures' and my first thought that came to my head was a polariod photo. I then developed this though into having the photo used on the album cover that I have created as the picture in the polariod and where there is typically writing of what the picture is of instead will be the name of the EP. By using the same photo as the album cover it will help to make the product more recognisable which helps to promote the product which is the overall function of the advert itself. On the magazine advert I have also included social network logos for 'twitter' and 'facebook', the web adress for the artists website and also 'OUT NOW' in the same typeface as the artists name.

Idea 2

My second idea is the one that I am going to use for my final magazine advert idea because I feel that this design best represents my artist. I have used one of the photos from my first photoshoots for the anchillary tasks as the background and then on top have placed the actual image of the product artwork itself which as I previously mentioned helps to make it more recognisable and promotes it better. All of the text and the image of the product is centrally aligned which gives it a clear, fresh and uncluttered feel which is what I want to achieve as I feel that to much visual clutter would actually deter my audience from looking at the advert.

Now that I have chosen to use design idea 2 I shall now develop this idea and using more capable programmes I shall properly produce the magazine album advert. I shall consider adding on the facebook and twitter logos aswell as the artists website adress as I feel that these social networking and online spaces are very important in promoting an artist just as much as traditional methods as promotion.

Complete Digi-Pack with side panels

Final Digi-Pack with side panels

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Final Digi-Pack

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Front of Digi-Pack

Back Of Digi-Pack

Choosing Fonts for Anchillary Task

The font used on an album cover and magazine advert whether it is obvious or not plays a very important role in what codes and connotations it gives to the audience. There are two types font which are 'Sans-Serif' and 'Serif' which determines the style of the font. Below is an example taken from Wikipedia which shows the differences between a basic Sans-Serif and serif font.

The definition of a Sans-Serif font is;is a typeface that does not have the small projecting features called "serifs" at the end of strokes which are the red areas highlighted in the diagram above.
And likewise the definition of a Serif font is a typeface that has the 'serifs' at the end of strokes.

From my research into the artwork for digi-packs and album magazine adverts for similar acoustic male artists to mine I discovered that there is an almost balanced mix between the use of serif and sans-serif fonts used. Below I have selected a few of my favourite fonts which I might use for my anchillary tasks.

After finding a selection of my favourite fonts it is clear that I prefer sans-serif fonts more as the two fonts which I have chosen to use are both sans-serif. This is because I think that they are more eye catching and also believe that the have a more personal feel almost as if they were hand written which is exactly what I want my target audience to get from it as my chosen artist's music is very personal. However I had to be very careful when choosing the sans-serif fonts as they can often look quite feminine and this would give a wrong portrayal of my artist and possibly deter my target audience from buying the product.

Photos for Digi-Pack

From my research I have found that to gain better recognition of an album the same image(s) that are used on the album cover should be used in the magazine advert promoting it. I have taken a series of photos using my actor for my music video and have used a variety of different angles and shots so I can then decide what photo(s)are best and that I will want to use for my final outcomes. I have presented my original unedited photos that I took in a slide share document below.

Photoshooot Artwork Presentation

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Digi-Pack Measurements

Before creating my final album artwork it is important that I know the measurements of a digi-pack so that artwork fits properly and is of the best resolution. All albums follow a standard size so I have measured an album case which I own to obtain the vital dimensions of the package.



Now that I have found out the measurements to the album case I am now going to measure the actual artwork that fits into the packaging as this is slightly smaller then the case and these measurements are most important when designing my digi-pack.

Digipack Design Ideas

After researching into other album artwork for acoustic artists I now know what I need to inlcude on my digipack. Before taking photos for my digipack I have first sketched out a few ideas so I knew what I want to shoot. I have scanned in my rough ideas.

My first idea was to have my actor who's posing as the artist leaning against the tree with a side profile shot of him looking straight in front of him so there is indirect address to the camera. The artist name is quite large and is aligned sideways on the left side of the album cover with the album title just below it in much smaller font as the artists name is of more importance and needs to be recognized.

My second idea was the main image to be in the style of a Polaroid picture taking up the entire front cover. This relates to the album title 'Pictures' as the picture is actually of a picture that has been taken. It will have a close up of the artists face who is looking directly into the camera and below it written in a handwriting style to give it a more authentic feel is the artist's name and album title.

My idea for this design was a silhouette of a couple holding hands in the distance against the sunset. This romantic shot reflects the genre and the lyrics contained in my artist's album which often illustrate relationship issues and stories. For this the text would be centered with the artist name positioned across the top of the album cover and the album title in a smaller font positioned at the bottom.

In my fourth design idea I have my actor sitting on a fence with an acoustic guitar also leaning against it. The guitar automatically signifies that the album is of an acoustic genre if they do not already know the artist. It will be in an outdoor park setting with a path leading away into the distance which leads people to want to metaphorically 'walk down the artist's path of music'.

My last design idea was to have my actor standing in the middle of the corn field looking directly into the camera in the centre of the frame. The artist name and album title is positioned on either side of the actor. The location of this idea (in a corn field/countryside) was my favourite and for this reason I shall shoot my photos for the digi-pack there.

Acoustic Artists CD Cover Research

Although I have already researched into existing album covers I am now going to look at the acoustic genre specifically as my chosen artist is an acoustic singer. It is important that I understand the forms and conventions of an album cover within this genre so that I can make it appeal best to my target audience. Below are the album covers of a few acoustic artists who share a similar target audience as my chosen artist.

From looking at these CD covers I can see certain trends that;

- Only the artist is featured on the cover.

-The location of the photos are in an open natural environment which connotes peacefulness and relaxation which relates to the genre of music.

-The Colours used on the cover are quite neutral including light blues, white, light greens and yellows.

-The artist is not directly addressing the audience and is looking away from or past the camera.

- The typography used for the artist name and album title is a combination of sans-serif fonts and serif fonts in the style of handwriting which gives it a personal feel.

Audience Profile

I have created an audience profile for a typical member of the target audience for my chosen Artist Benjamin Francis Leftwich. I have collaged a variety of different images that relate to my audiences lifestyle which shall give me some ideas of how to appeal to my market best as it is vital to understand the needs of who you are aiming your product to be successful.



The overall statistics of the target audience for my artist Benjamin Francis Leftwich are;

Age - 17 to mid 20's
Gender - Both male and female
Music interests - acoustic, indie, alternative, folk

Getting Permision From My Artist

My chosen artist Benjamin Francis Leftwich is signed to the record label 'dirty hit' which is a small label in which my artist is one of their most successful. Before using Benjamin Francis Leftwhich's song 'The Boat' which I have chosen for my music video I first wanted to ask permission to use it so that I did infringe on any copy right terms and conditions. I contacted him on the social networking site Myspace which he uses to promote his music, upcoming gigs and other information to do with him as an artist. I am still awaiting a reply from my chosen artist however now that I have attempted to ask permission I can use the song.

(Below is my comment asking permission to use his song).

Chosen Artist and Track

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The song which I have chosen to use by Benjamin Francis Leftwich is called 'The Boat' which is from his 'Pictures EP' which was released on the 6th of March 2011. I have pasted the lyrics to this song below.

Wherever you are
Floating on a boat or on a star

Whatever you do
Every time we touch you move

You have different eyes
For every time your heart arrives

I want you to sigh
It's alright

I am a fine lift swimming you are the line
If this was a new land, darling
You'd be the find
I wanted to keep you close
Make you mine
If this was a moon land, darling
You'd be the find

Wherever you go
All the different places you know

Whatever you hear
All the things you needed are hear

It is a different heat
To all the other things that you meet

So don't close the door...

I am a you are the line
If this was a moon land, darling
You'd be the find
I wanted to keep you close
Make you mine
If this was a moon land, darling
You'd be the find

I know it's hard to be calm in a storm
I know it's hard when your heart is
I know you tried to work it all out, now

I am a swimming you are the line
If this was a moon land, darling
You'd be the find
I wanted to keep you close,
Make you mine
If this was a new land, darling
You'd be the find

Choosing an Artist

I had originally planned on using an unsigned female artist called Lucy Rose and to use her single 'Middle of the Bed' for my music video however at this early stage in my coursework I realized that I did not have a reliable female actor to perform in my video. Due to this restriction I made the conscious decision to use a male artist instead because I have a dependable male actor available to perform in my video and I feel that this is important within the acoustic genre as most acoustic music videos feature a performance element or just showing the artist them self.

Magazine Advertising

A very common and succesful way of promoting a new album release is to advertise it in magazines which have a similair target audience as to that of the artist. I have researched and analysed some existing album magazine adverts and have presented my findings below as they shall help me to decide what forms and conventions will be neccesary when creating my magazine advert.

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From researching some existing album magazine adverts I have found out that the main features that should be included in the advert is the -

- Album name
- Artist/ Band name
- Date of release
- Image of or relating to the album itself
i shall also consider including features such as the artists website, reviews, songs featuring on the album ect.

CD Cover Design

Album Cover Research and Analysis

Branding

Branding is an important advertising technique that many bands use to develop their own brand identity. I have made a prezi presentation on a rock/metal band called Metallica and have looked at how they have used branding throughout their merchandise.

Branding on Prezi

Preliminary Task

As part of my research we were given the preliminary task of re-making the first 25 seconds of Britney Spears’ music video ‘Baby, one more time’ in groups of three.

Evaluation of Preliminary Task

Equipment - I had not previously used the video camera so it took a little while to get used to it's different functions and making sure that it was recording properly however I am now confident in using it. We used a tripod in some of our shots which made sure that the footage was stable and not shaky however if i were to do this task again I would find a way of incorporating the use of a tripod whilst filming a moving shot such as the first shot of the preliminary task which was filmed handheld and the result was good but a bit shaky. It was very useful that a member of our group owned a smartphone which enabled us to watch the original Britney Spears music video at the same time as filming so that we could match the angle, content and length of each shot to the actual video making it as precise as possible. We used an apple mac computer and the 'imovie' software installed on it to edit our footage. I had used this software along with another member of the group so we quite easily uploaded our filmed material onto the computer and then began editing it until we were happy with our finished outcome.

Setting up the shots - For each different shot we did about 4-6 takes to make sure that when it came to the editing stage we would have enough footage to choose the best from incase there were any problems with the others. The location of any music video is very important and we were very fortunate that the Britney Spears music video that we were re-creating is set within a school so we found it quite easy to match the setting as well as possible. We were not able to control the lighting for the shots we took and instead adjusted some of the shots lighting on the editing software on the mac however in my music video I shall take the lighting into much more consideration. Within the 25 second clip that we were allocated to film there was only 2 words in which we had to mime however there were visuals of the foot and pencil tapping on the table, the clock and the bell which we had to sync in time with the music for the video which we downloaded and imported onto the editing software.

Working in a group - For this task I enjoyed working in a group because we had organised ourselves well so that we each got a chance to try out each stage of the production and editing for the video. It was good to have different opinions and feedback from the other members of my group which sometimes altered the decisions that I would have instinctively made. Despite the benefits of working in a group I am going to work alone for my coursework music video as you have to come up with a completely new idea for your music video instead of recreating one that already exists and I feel that there would be certain limitations of working in a group for this as everyone else will have too many different ideas and therefor I may not be completely satisfied with what we produce.

Overall I felt that our preliminary task outcome was quite successful considering the time in which we completed it. It was helpful to do this task as I am now aware of what differences I shall use when planning, filming and editing my music video.

Andrew Goodwin Music Video Theory

We have studied Andrew Goodwin's theory for music videos in which he explains six key features of the genre which include;

1. Music videos demonstrate genre characteristics

2. There is a relationship between lyrics and visuals

3.There is a relationsip between music and visuals

4. The demands of the record label will include the need for lots of close ups of the artist may develop motifts which recur across their work

5. There is frequently reference to the notion of looking

6. There are often intertextual references

I have chosen the music video for Limp Bizkit's song Rollin' and have stopped the video and taken a print-screen at each point of the video which relates to one of the six points of Andrew Goodwin's theory. Below the slideshow is the link to the actual music video.

Music video example for Andrew Goodwin's Theory

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http://youtu.be/RYnFIRc0k6E

Analysing different genres of music videos

We can categorise music videos into three different main genres which include, performance based videos, narrative videos and conceptual videos. I am going to research into these three genres to see how they differentiate from each other. Further on in this project when I am making my music video I shall have to choose one of these genres so it is important that I get a wide understanding of them now so that I can make the right decision. For each type of genre I have found an example of a music video.


Performance

Performance based videos are quite simply the band or artist performing their music however this can be done in a variety of ways to retain interest which includes the video having footage of a live performance, staged perfomance, behind the stage scenes of the band in a casual relaxed environment which gives the audience a feel that they are getting a real insight into the artist/band. Perfomance videos are predominanty used by rock and indie artists/bands who are often prolific for their stage perfomances so this will boost their identity by having them perform in their video.This genre of music video has in the past and remains to be very popular amongst artists and bands. I think this is for the reason that the artist gets to purely focus on themselves and the music that they make rather then a glamorous video which can often detract from the raw talent of the music.

I have chosen Guns N' Roses performing their song 'Sweet Child O' Mine ' because I felt that this was a very clear example a performance based music video. Guns N' Roses are a classic rock band and this genre of video is very suitable for their image as it focuses directly on their music and the band livng the rock lifestyle. Each shot lasts only a few short seconds and sometimes only a second each which increases the Throughout much of the video the camera appears to be handheld as it sways and shakes which suits the nature of the song which is very upbeat and busy. There are many close ups on the instruments and the artists. The entire video is also filmed in black and white which gives the video a authentic aged feel.

Narrative

Narrative based music videos use visuals to narrate or tell a story which often directly link to the lyrics of the track. The artist or member(s) of the band might be used to ‘act’ out the story or an actor can be used as the main character in the video. This genre of music video gives the song a clear message to the lyrics with the story that is portrayed in the video.

The video for Paolo Nutini's song 'New Shoes' has a very clear narrative by linking the lyrics to what's seen in the shot(visuals). This makes the message of the video very clear and easy to understand for the audience. The video flows very well as the visuals are in time with the tempo of the song where the lyrics are being lip synced throughout the entire video and around the artist the actions are being played out.

Conceptual

Conceptual music videos focus strongly on the visuals within the video aswell as the music. They often focus on one idea or concept however this is not always clear to the audience as conceptual videos are often very abstract and even surreal.

The video for Nirvana's song 'Heart Shaped Box' is very abstract and does not follow a clear story that is obvious. There are a lot of symbols used within the music video which could have hidden meanings behind them which makes the audience concentrate and really think about the video that they are watching. This type of video suits the band a lot because their audience wanted something unique and original and Nirvana always delivered on that front.

Coursework Brief

On this blog I am going to present the research, planning, and evaluation of my final outcomes.

For my A2 coursework we have been given the brief to produce;
A promotion package for the release of an album, to include a music promotional video together with the following:
1. a cover for it's release as part of a digipak
2. a magazine advertisement for the digipak