Shot list

I tried to use a range of different camera shots and angles to create different effects on each shot, I feel I did this successfully and included a wide range of shots.

Here is the shot list for my music video listed in chronological order:

• Point of view shot walking in different locations (x15)
• Close up of clock
• Zooming in on the clock
• Extreme close up of clock  
• Extreme close up of mouth saying the word 'change' 
• Extreme close up of light pixels created by car headlights
•  Close up of ticking clock displayed over long shot of moving transport 
• Extreme close up of mouth saying the lyric in the song 'change'
• Panning shot of rural setting 
• Extreme close up of mouth saying the lyric in the song 'change' (x3)
• Tracking mid shot of the protagonist in the video 
• Extreme close up of mouth saying the lyric in the song 'change'
• Close up of voice recording equipment 
• Dutch tilt close up of voice recording equipment
• Extreme close up of mouth saying the lyric in the song 'change'
• Point of view shot walking (x2)
• Extreme close up of mouth saying the lyric in the song 'change' (x3)
• Close up of voice recording equipment
• Close up of money
• Close up of money played over mid tracking shot of the protagonist in the video
• Dutch tilt angled shot of path 
• Dutch tilt angled shot of path reversed 
• Long shot of changing traffic lights
• High angled shot garden (x3)
• Panning shot of street lamp (x3)
• Long shot of moving transport 
• Long shot of moving transport reversed 
• Long shot of moving transport original 
• Zoomed in and out shot on moving transport 
• Panning shot of park fence 
• Panning shot of park fence reversed 
• Panning shot of park fence original 
• Close up of voice recording equipment (x3) 
• Tracking shot (mid shot) of protagonist walking
• Extreme close up of mouth saying the lyric in the song 'change'
• Panning shot of zoomed traffic lights

(Cross dissolve transition) 

Editing my footage

Editing is extremely important and crucial to the house music genre as videos in the category are differentiate from the rest due to their style of editing; to make my video fit into the house music genre I needed to ensure I stuck to the high level of editing throughout my video. 

The most obvious use of editing I used on my video was cutting the clips, I used clean cut editing on all the shots to create verisimilitude; I also did this as it meant the transition from each shot was as quick and precise as the changing of each beat which made it fit more with the song. However I used one cross dissolve transition at the very end of the music video to allow the clip to fade out slowly with the ending of the track rather than finishing quickly and cutting out the end of the song. Another setting I used was the precision editor, this was particularity useful when editing my lip syncing as it would pin point exactly when and where vocals where detected making it a lot easier to sync the track with the movement of the lip sync-er.   

I used a range of filters to give an unorthodox appearance to certain scenes within my video, I did this on the IMovie software which had build in filters that I could use. The filters I used the most was the negative and the x-ray as I felt these were he most effective and linked well the the genre, the other filters were only enhancing the slips where as I needed them to look completely different. 

Similarly to the effect created by the filters, I experimented with the use of colour in certain scenes, particularly on the shots with the watch as the clip itself could be seen as quite plain and boring and I didn't want to create this effect for my video. I did this by double clicking the chosen clip and selecting the 'video' tab on the tool bar, this brought up a colour wheel which allowed me to change the background tinge on the clip. This worked epically well edited over filters, as the x-ray filter cut out all the colour making it stark and clear, then the coloured added to this made it look more weird and unique; shown here on the image of the clock. 

Another key editing feature I used was the changing the speed, I did this by first optimizing the clips so I was enabled to either slow down or speed up clips; once I had done this I was able to change it, mostly I sped up the clips especially in the first sequence when I filmed point of view shots of the different locations. I Fast forwarded these clips on the by x4 as I wanted them to fast but not too fast so the speed of the walk looked unrealistic. However on some sections of the video I used the maximum speed of x20 to create an extra quick effect, I did this on the build of the song where the music hits its fasted speed, this looked really effective and fit the song perfectly. In the middle section of the video I also slowed down some clips, especially on the section of the song when the temp changes to a slower pace for a around 20 seconds, this gave me the opportunity to experiment with the other end of speed scale.   

Another key element of editing I used throughout the duration of my video was the advanced tools option installed within the software. I enabled this by clicking on the IMovie tab located at the top of the screen in the left corner, this then gave a few options and I clicked the 'preferences' option. This then brought up a tab with an option to turn on advanced tools, I ticked the box and this then enabled even more editing settings.  

Then when I dragged a clip from the bottom section and placed it over another clip in my current project it gave me a number of options.

These allowed me to put clips over other clips, the setting I used most in my video was the 'Cutaway' option; this allowed me to place a clip directly on top of another one whilst showing them at the same time. To ensure you could see both clips over one another I had to edit the opacity. I did this by moving the mouse up and down the bar located next to the opacity icon, usually placing it around the middle which create a equal balance in the two shots. 

I repeated this effect a number of times in my music video and thought it was really effective, giving a whole new extraordinary appearance to two basic shots. 

Changes made to my music video

The changes I made to my music video involved adding a lot more face pace edited clips, my audience feedback told me that this was really successful and worked well with the genre of the track. I took on this advice as filmed a range of new shots to be added and edited. 

I made three main changes to my video that I gathered for my audience feedback, these were:

• Using more fast pace editing
• Adding more effects, edits and filters 
• Adding lip syncing 

This included one of my props, the clock; I filmed this lock over a 3 minute period to capture it moving from one time to another, I edited this so every time the beat changed I inserted a very quick flash of negative lighting to break up the clips, this also gave the effect of fast pace editing. 

I also played around with a range of shot edits, to create interesting effect on the scenes, for example on this shot I played one clip over another by dragging and dropping the the shot. This combination of shots worked well as it transformed two ordinary, plain clips in to something more interesting to watch.  

Another big change I made to my music video was including lip syncing, originally I didn't want to include lip syncing as it wasn't very typical of the house music genre. However after gathering audience feedback from my peers it was clear that they thought the video needed an element of this to make it feel more like a real music video, this was also a prime opportunity to showcase my editing skills. I used Liam, playing Alex fiction in my video, for the lip syncing as he appeared in the video once before already.    

Final cut

This is the final cut for my music video, I am extremely pleased with the outcome and think it fits into the house music genre really well. I used all of the shots I intended to and more. I feel I have made huge improvement from my rough cut acting on all the feedback I received, particularly when developing the edits used on certain shots. 

Rejected shots

I filmed a whole range of different shots that I thought might be effective in my music video, however some of these did not work as according to plan. an example of this was when I filmed a pair of light up speakers that changed colour with the beat of the song being played out of them. I planned to speed up these up and use them in the climax of the song, however the pace of these changing in light was too slow and even when sped up didn't look fast enough. Because of this, I decided against using them in my music video.  

Another shot I rejected was one shot of lip syncing, I tried some full face shots of Liam saying the lyrics 'it doesn't really seem to make a change, it didn't really seem to matter' however this clip looked to long, as I only wanted to use snipped of lip syncing. I also edited this footage with a negative filter to add a strange effect to the clip, I didn't like the effect this gave and I didn't feel like it worked with the lip syncing at this part needed be clear and not overshadowed with heavy edits. 

Applying Goodwins theory to my rough cut

Previously I looked into Goodwin's theory in the planning stages of my video, I now want to compare his theory in relation to the rough cut of my music video to see how closely I have stuck to it and where I have drifted away from his expectations of music videos. 


Point 1 - Genre characteristics 
Goodwin states that music videos should include a demonstration of genre characteristics, for example in pop videos there is usually some sort of dance routine performed by the band or artist. I think I have recreated elements of this by using fast pace editing which are used constantly throughout house music videos, as well as the use of lighting to create a certain mood to the video; which almost recreates club lights,where this style of music is usually played the most.  


Point 2 & 3 - A relationship between the lyrics and the music with visuals in the video
This theory also states that there should be a relationship between the lyrics and the images in the video and also between the visuals an the music, I feel I have successfully stuck to this expectation by filming shots of small amounts of money to play on the lyrics ‘change’ in the song, as well as using shots on a clock to portray the change in time. In addition, I have demonstrated a link between the video and the music by editing each shot to change with the changing of beat, so the link between the video and the track and is consistent. 


Point 4 & 5 - The notion of looking and the demand of the record label
Point 6 - intertextual references 
Other points I challenged is the use of intertextual references; I decided against linking my video to any TV or film as I wanted my video to be completely unique and strong within its own category. I felt it I linked this with other areas of media or already existent music videos it would take away the exclusive and distinctive feel of the video. 

However I also challenged this as he also states that music video should have a notion of looking demanded by the record label, involving the a number of close ups of the artist so the audience can familiarise their self with them. I haven’t followed this as I have included no full face shots of the protagonist in the video as I wanted the sense of mystery to remain around him, which is un-typical of a music video for a upcoming artist but I thought it would not only be unusual, but effective. Although I did use an element of this by filming point of view shots, particularly in the first sequence of the video, allowing the audience to see what the artist is seeing; this lets them understand shot from a subjective view.  

Audience feedback from my rough cut

I asked my peers to evaluate my rough cut in order for my to recognise what I needed to change about it; the comments made very mainly positive which I was pleased about because I knew I was going in the right direction and my concept was working. The thing that my peers like the most was the fast pace editing at the start of the video and how each shot changed when the beat of the song changed, this was said to be very effective and didn't need any improvement. 

However I was told that I needed to use more edits on shots to make it link more with house music genre, as a lot of the shots by this point didn't have filters or any contrast in the brightness. Another point made was that I needed to continue to use faster shots in the build-up the song instead of slowed down lighting that was used in the middle sequence; it was said it was a bit of an anti-climax and didn't really fit with the music. This point was the key point that I took on as it was the completely wrong effect I wanted to create for the music video and I knew I needed to change this as soon as possible.   

One peer also said I needed to include some kind of lip syncing in the video as there was none at all, I wasn’t too sure if I wanted to include lip syncing as it wasn’t very typical to the house music genre, however I did consider it and tested it to see what it would look like and a number of people said it was a huge improvement. This convinced me I needed to use a small snippet of lip syncing just to break up some of the shots, I also wanted to include this to show the quality of my editing skills.

Another comment was made about the concept of my video, a few people didn't understand it fully.  They saw the link between the lyrics and the visuals through repeated shots at the opening of the video but said it needed to be clearer as this stopped as the video continued.  The feedback I got from showing my class my rough cut was heavily influential to the development of my product, and I went away feeling confident about my idea, but also apprehensive about capturing a range of new shots to cover all the issues raised.

Rough cut

This is the rough cut copy of my music video, I plan to use the majority of shots in the copy with similar if not the same edited style including overlapping shots, filters and edited speeds.

Filming schedule

I aim to film my music video within a 2 week period, this will allow me plenty of time to decide which clips I want to use as well as editing them all. I chose to give myself more time for editing over time for filming because house music video's are focused a lot more on the editing rather than the shots themselves. My filming includes one person, Liam, I will need to arrange times that fit in with his personal schedule so he is available on the day I want to film. I feel only having one person to film within my video will make it very easy because I won't have to arrange times with a group of people who probably wont be able to get together all at the same time.

November 2nd - This is the first day I planned to begin my filming. I began filming the walking shots in a range of different locations, I wanted to get this all done in day so the weather looked the same throughout. I filmed all of these from a point of view shot at a mid length, I needed to ensure I kept the camera at the same arms length so they shots flowed effortlessly with each other. 

November 5th - On this day I filmed the traffic scenes on Mansfield Road, I needed to wait until it was dark outside before I could do this; I walked to this location at around 8pm so it was no longer in day light, on the way to walking to this road I filmed some more filler shots on the way, such as street lights and some walking shots in the dark to contrast the one shot in the day time. 

November 8th - On this day I planned for my protagonist to do the lip syncing, however he wasn't available on this day so I had to re-schedule. this was a minor set back to my original plan but I knew it wasn't a big issues and I could work around it. 

November 13th - On this day I filmed all that shots I could that needed to be indoors, such as the ticking clock and the light up speakers. I feel by this point I had gathered all of the shots I needed t in order to put them together collectively and create the first cut of my music video.  

Props for my video

I didn't plan to include a lot of props in my video as I felt I wouldn't need them, because of my shots of scenery and transport and also because the main focus of my video was my editing skills. however I did include a few to break up some of the shots, ensuring it was interesting and enjoyable to watch. 

The first prop i used was a clock, this clock featured heavily in my video as i wanted t play on the lyrics of 'change' with shots of the time changing on a clock, running both clockwise and anti-clockwise to link to the lyrics of the song, showing even through the change in time, nothing really seems to make a change which is quoted in the lyrics. 

The next prop I used was small amounts of change (money) to play on the lyrics 'change' in the song, I did this to conform to Goodwins theory of having a link between the lyrics and visuals in music videos. 

Location shots

I had considered a number of different locations to shoot my video in, I knew I needed a wide range to get enough shots to fill the first sequence of the video were a different location is shown every time the beat changes. 

I simply filmed with camera help up to my face of me walking on a range of different streets surrounding my house, this was convenient to me as I didn't have far to travel and it didn't take  long amount of time because of these location were close and easy to access. I wasn't crucial that the scenery looked any specific type of way as long as each one looked different to one another. 

One I had filmed streets and paths I then moved on to filming in Arnot park which as again close to my house so was convenient, this gave a different effect to my shots as there was a lot more greenery which created a clear contrast between the two types of location; one being very urban and the other being slightly more rural. 

the next main location i filmed was Mansfield road, this is where i filmed the moving transport shots; i filmed here in the night time to get a contrast between the bright lights on the cars, street lamps and traffic lights to the darkness surrounding it. I filmed these shots on a tripod so the camera was steady and so i could also pan it to follow the movement of some of passing cars 

My chosen record label

Ministry Of Sound London, referred to as simply Ministry Of Sound or MoS is a record label but also as a nightclub based in London. Ministry Of Sound has a network of international offices in Australia, Germany and the United States. Its record label was first established in 1995 with the release of 'The Annual'. The Annual went onto sell over 160,000 copies and paved the way for a now-global label with over 50 million dance albums and singles sold to date. Ministry Of Sound remains an independent label, and continues to deliver albums and singles. In January 2006, the company purchased record label Hed Kandi from The Guardian Media Group and plans to continue maintaining the group. The logo for Ministry Of Sound gives of a British vibe because of the crown on the top, this also gives the logo a more official and governmental effect. 

The way the logo is set up is very modern, I like the way the 3D gate looking feature in the middle is the main focus of the logo. The writing around the outside is in a black background to make the white text stand out against it, the text is in capital letters which makes it stand out more. The logo has been created in many different colour schemes, each album has been had a different logo on it, they change the effects and the colours, I think this is a good way to ensure each album they release looks more interesting and appealing to the target audience. I will be using this record label to support my artist because of its heavy link to dance music, which is close to the house music genre. 

Richard Dyer's star theory

Dyer states that "stars" are constructed and are artificial images, even if they are represented as being real people', experiencing real emotions.  It helps if their image contains a designed audience so that they can be copied to the interests of that audience. Their image may be made over a single item or characteristic e.g. Katy Perry’s ever changing bright hair colouring. Pop stars have the advantage over film stars in that their constructed image may be much more consistent over a period of time and is not dependent on the films they choose as star vehicles.

Dyer proposes that “A star is an image not a real person that is constructed out of a range of materials”.

Stars provide audiences with a focus for ideas of what people are supposed to be like (e.g for women, thin/beautiful) they may support hegemony by conforming to it (thin/beautiful) or providing difference (fat/still lovable). Stars represent shared cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their ‘star quality’ and it is through conveying beliefs ideas and opinions outside music that performers help create their star persona. A star may initiate a fashion trend, with several fans copying their hairstyle and clothing, for example when Rihanna dyed her hair red in 2012, there was a sudden phase or normal girls following in her footsteps.

This theory is the idea that icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience or group of people. Dyer’s theory can be broken down into 3 sections:

• Audience and Institutions
• Constructions
• Hegemony

Audience and Institutions – Stars are made to make money for that purpose alone. Increasing the brand identity benefits the institution as they become a household name increasing sales in all of the media platforms they are in. The institution then models the artist around the target audience they choose. For example Rihanna, according to Dyer, was modelled around fashion forward people so the audience can relate to her as a person and also her music.

Constructions – This part of the theory states that the star is built for an audience and is not an actual person, specifically with someone signature to them that differentiates them from other stars, for example Miley Cyrus' provocative, skimpy styling.

Hegemony – We relate the the star because they have a feature that we admire or share with them. This develops from an admiration into an idolization. Some people may attempt to replicate what they like about the star, but this can be negative as even though stars are seen as role models, some abuse hard drugs and alcohol which can lead to people who worship these stars copying their actions.

Influential music video directors

I have researched into a range of different music video directors, but focused mainly on house music themed videos to keep a close link between all of my research. Through my research I found a variety of different directors with a wide range of uniquely styled music videos, these include:

Michel Gondry 
 

Gondry is a French director whom started his work in 1988 continues to do so to the present day, he is well known for his visual style and use of Mise-en-scene in his work. Gondry is famous for being both a music video director and film director, having directing films such as 2001 film 'Human Nature' and 2004 film 'Eternal Sunshine of the Spotless Mind' which was hugely popular and went on to win an Oscar. As well as music videos including Around the world - Daft Punk, Mad world - Michael Andrews and Gary Jules and Fell in love with a girl - The white stripes.

The most influential video for me is Gondry's work with The Chemical Brothers - Star guitar, which highly inspired me because of its simple, yet so effective, continuous shot of the train journey for one destination to another. The video has been edited precisely to the beat of the song which I think makes it look so effective and iconic, and although there are no lyrics within the track the video still presents a visual representation of what is being heard.  

Ryan Staake 

Another director that inspired me was Ryan Staake; Ryan is a new music video director and is responsible for directing the video for hit single 'My love' but route 94 featuring Jess Glynne, as well as Major Lazor - Sweat and A-track & Tommy Trash - Tuna Melt. Staakes videos are very typical to the house music genre, the shots included are very eccentric and unusual, with lots of negative and luminous edited lighting effects. I plan to use shots like this in my own video, to create the same quirky effect. 

The Major Lazer video is partially performance based, but instead of with instruments with speakers and dancers; this works well because of the house style of the song, which would of been made up digitally with an arrangement of repeated loops and beats instead of typical instruments; so still incorporating an element of performance in the video was a 
difficult task but Staake executed extremely well, he also managed to still link it with the club and rave vibe of the song by using luminous paints on the dancers to act as their sweat, suggesting the beat of the music is inside them and the colour of this is as vibrant as the track. Evidently this links with the name of the song; sweat.     

Huse Monfaradi

Huse is new music video directing, he started off his career at MTV UK before entering the world of promos with music videos for artists such as Snow Patrol, Arctic Monkeys and Eric Prydz on the iconic video "Call On Me" which won The people’s choice award. A commercials career soon followed with spots for Cadburys, Samsung and Nike.In 2011 he directed his first feature film through Partizan, a documentary about the DJ & Producer David Guetta, then in 2012 he shot the campaign for the BBC Hackney Weekend, which featured a range of high profile celebrities. Huse has been nominated for a number of music related awards such as best new director, best international director and best rock video director.

One of Huse’s famous projects is David Guetta – Nothing but the beat film, I particularly liked the short teaser trailer he created for this which was shot and edited very much like a music video. I liked the style in which this was filmed with a number of extreme close ups, clean cut edited in short, snappy shots, sots of the crowds gathered to hear is music and luminous club lighting used in-sync with the beat of music clip overlapping the video. I plan to use similar shots in my music video as this clip has highly inspired me. 

Meet the artist

I needed to pick someone to play Alex Fiction within my music video, for this roll I chose one of my peers Liam. I felt Liam had the right look for the character I wanted to create, with casual dress dense meant I didn't need to style him when I was filming him which helped a lot as it meant I had one less thing to plan. 

Liam is the only person starring in my video as I want to follow the conventions of house music videos as much as I can, and usually this genre of music only stars the artist as the main protagonist other than people in clubs if the video is performance based.

Lip syncing

As part of my planning, I created a shot roughly 30 second preliminary task to test out my editing skills on lip syncing; i filmed this in order to gain practice when editing songs to fit the movement of the person acting as the singer. I feel I constructed this well but will be cleaner and more precise on the editing on my final product, this helped me immensely as it gave me a platform to work up from when eventually filming sand editing my music video. 

The pitch for my music video

After some consideration I have finally decided on the plot of my music video; I have no real narrative to my video. just a collection of clips. Although there will be a clear a link between the visuals and music to link to Goodwins theory. I aim to link my music video as closely to the house music genre as possible using fast pace editing, adding edits and filter to create unorthodox appearance to the scenes.      

The first few scenes I plan to use will include shots of me walking in a range of locations, these will be edited to the beat to keep a link between the visuals and the music, to link to the expectations of music videos stated in Goodwins theory. 

The next few clips I aim to use will include shots of a clock to play on the lyrics of the song, displaying that the time continued to change even if nothing else does which is suggesting the lyrics 'nothing really seems to make a change'

As the pace of the song builds up I plan to build the pace of the editing on the shots to fit with this, I plan on using a variety of edits and filters in this section to break the shots up, this will also give the effect of quicker shots. I also plan to use snippets of lip syncing from the protagonist in my song, to allow the audience to familiarise themselves with the artist. However I don't plan to show the full face of my artist as i want a sense of mystery to remain around him, this is very typical for males in house music videos as it builds a sense of suspension. 

Toward the end of the song I will start to show a bit more of the artist to make the audience feel as if they are a little closer to knowing their identity, again I plan to use edits and filters in order to conform to the house music genre.

Lyrics analysis

The lyrics in my chosen song are very simplistic and repetitive, I plan to make my video in the same style as the lyrics to make a consistent link between the two.

It doesn't really seem to make a change

It doesn't really seem to make a change

It doesn't really seem to make a change, it doesn't really seem to matter

It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really make a difference now that I'm not there for you

There for you (echoed)

Change (echoed) x2

It doesn't really seem to make a change, it doesn't really seem to matter

That's life (echoed)

Change (echoed) x2

It doesn't really seem to make a change, it doesn't really seem to matter

It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really make a difference now that i'm not there for you

For you (echoed) x2

It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really make a difference now that i'm not there for you

For you (echoed) x2

it doesn't really seem to make a change, it doesn't really seem to matter
It doesn't really make a difference now that I'm not there for you

My aim is to link the lyrics to the style of video by replaying scenes over to show the fact there is no change; I will also make time a key factor within my video to suggest there is no change even through the change in time. I also plan to replay a lot of similar, if not the same shot throughout the duration of the video to also link to the lyrics of the song. I want to include a few shots of male in the video to act as Alex Fiction and so the viewer can have a visual representation of the voice singing in the song; I will consider lip syncing in the video to make this representation clear.

Inspiration for my music video

The chemical brother - star guitar 

I looked in to a number of music video to gain inspiration, however the main video that stuck out to me the most was this track by The Chemical Brothers, the video features a train journey from one destination to another; it is filmed out of the train window and caught all the scenery it passes by. it is edited to the beat so the location changes as the beat of the song does, I plan to keep my video very similar to this with the same use of scenery shots and fast pace editing. however  plan to develop this by adding filters and changing the contrast in brightness on sots to make it fit more with house music genre. 

Ideas for my music video

For my music video I aim to create a strong urban theme to reflect the underground style of the music; I have considered a lot of different ideas to include within the video, and have came to these initial ideas: 

• Point of view shots walking in a range of different locations
• Footsteps to the beat in various footwear
• The sun rising, falling and setting
• Rain drops running down car windows in different speeds
• Moving vehicles (sped up and slowed down)
• Traffic lights switching from red, to amber and to green
• Tracking shots of the male protagonist's (acting as Alex Fiction - the artist) side profile walking with at the same pace as the camera
• Shots of the time changing on a clock, running both clockwise and anti-clockwise to link to the lyrics of the song, showing even through the change in time, nothing really seems to make a change which is quoted in the lyrics
• High speed panning shots of rural areas to link to the urban theme
• Extreme close up shots of street lamps/car lights 

Mise-en-scene, camera shots and angles
Mise-en-scene is an important factor to consider within my video, I will mostly be using location shots; possible locations I will use for my video, including parks, alley ways, main roads, recreation grounds, town centres and many others. I plan to use a very wide range of locations as the change in beat I think my chosen song is very quick, so I will need a fast change is shots to keep up with the speed of the track. Of all of the locations I will use will be outdoor, and quite rural to link to the urban, underground theme I aim to create. The costume in my video will be minimal, I will dress the male protagonist is informal clothing such as jeans, a t-shirt and coat or a hooded jacket to make him appeal casual and again to link to the urban theme of the video. I don't plan to use many props other than a watch/clock to film the change in time, other than that I will mostly use abstract shots. My aim is to use mostly point of view shots, but I will also use close ups to focus on certain things within a shot, dutch tilts to show alternative angles; the majority of my camera work will be purposely made to look handheld so the shots are jerky and immediate.

Editing
Editing is crucial to making my video look successful in this genre of music, as house music videos revolve around the beat of the song, meaning my transition in shots will have to be very clean and precise. I will ensure I edit each shot to the sound of the beat, changing the location in-sync with the changing of the beat; this will make my video look clean cut and consistent. I may use transitions such as fades or dissolves on certain parts of the song when the pace slows down or at the very end of the song to allow a a slow fade out with the music. I plan to use a range of different editing effects on the shots I use to add an unusual, distinctive edge, this will include filters such as negative or simply black & white, I also want to incorporate spilt screens, editing zooming both in and out and picture in picture edits. 

Sound
I don't plan to include any dietetic sound within my video, purely just the track. I will edit the clips to the beat of the music so no other added sound will be needed for effect.

Audience demographic

The house music genre is mainly targeted at students, both male and female; this is because the band or artist can relate to the student lifestyle as they are mostly young adult age group, living the life of a student through consuming lots of alcohol, taking drugs as well as going to plenty of club, raves and parties. My chosen artist, Alex Fiction, is aged 23, this age is reflected within the target audience.

Age
I have chosen to aim my artist at young adults aged between 18-24. I feel this is the right age group as any younger people are to young to relate to the song, because it is heavily inspired by alcohol which is unable to be consumed by anyone younger than the age of 18. Furthermore this age group regularly buys music online and through stores, showing loyalty to good music and increases the demand for it.


Gender
Alex's music is aimed at both boy and girls. I feel like the majority would be boys because of the heavy, hardcore rhythm of the song. However I want my band to be appealing for girls as well, to broaden the popularity of not only the music but the artist as well. 
  
Income bracket
All forms of media are made with an audience in mind, ie a group of people who will receive it and make some sort of sense out of it. And generally, but not always, the producers make some money out of that audience. 

After studying different income brackets from my previous AS course in media I was aware of the type of income bracket needed when selecting my audience demographic; The target audience for my artist Alex Fiction would typically fall under income bracket E because this style of music is aimed toward students, at the starting age of 18. This links well with the low budget for the music video. 

My song choice

I had a lot of deliberation when choosing my song because of the wide choice I was offered on the websites I was looking at; however once I knew what genre I wanted to look at my search became a lot quicker and easier. I chose the house music genre because it was it a different style of genre to anything I was used to or have listened to before and wanted to take on the challenge of creating something I wasn’t too familiar with, this way I would go deeper into the research surrounding the genre as it would intrigue me more than genres such indie, R&B or pop. This genre was also very practical as I felt it would be simple to shoot because of its low budget, meaning the shots I need would be very easy to create, in addition the editing is more crucial in house music videos rather than the shots themselves. I also wanted to chose a genre that was current so it was easier for me to create.


I originally looked at range of artists on unsigned.com and narrowed down my search to 5 artists, these were: 

1. Alex Ghost - an Italian house music artist and producer 

1.  Barron Simms - an English house and drum and bass producer 

1. Alex Fiction - a German house music and techno artist and producer 

1. Artzero - another German house and electro artist 

1. Stepfour - an English house artist and techno producer 

I considered using all of these artist as each had at least one song that I was intrigued by, however after replaying the song over a number of lessons the one that as constantly stuck in my head was Alex Fictions - Waston and Creek's Change remix. Not only was I intrigued by the song but also that it was a remix, this allowed me to listen to the original song to see how it progressed from one sound to another. I was extremely impressed by the transformation of the song and this then confirmed to me that Alex Fiction's - Change was the track I wanted to create my music video to.  

Contacting my artist

On the website where i found my artist Alex Fiction there was an email address attached to the webpage, I recorded this address and contacted Alex with the following request.

The email read: 
Hi, my name is Paige and i'm currently in my second year of studying Media; for my A2 coursework assignment I have been asked to create a music video for an unsigned artist, I chose the house music genre and looked at many existing artists on a range of different websites, whilst doing this I came across your music on my search, I particularly liked your style of music and specifically your Watson & Creek - Change remix. I am emailing you to seek your permission to create my music video to your Change remix and post on my music video blog http://paigerandle.blogspot.co.uk/ 

Thankyou, Paige Randle.   

By emailing my chosen artist this gave me the opportunity to contact him letting him know my interest in his music and my request to make a music video to one of his songs. 

My chosen artist

The artist i have chosen to make my music video for is Alex Fiction; Alex is a German house music artist who create remixes for already existent songs as well as his own tracks. He is producer, artist, live act and dj, but before progressing to this standard he first started learning to play the harmonica in his younger years, to them move on to playing the guitar and developed his musical skills further.In his early teenage years the fiction played rhythm guitar and yelled with a crossover band in his home town, then at age 16 Alex wrote his first rap lyrics after having been freestyling for two years; from then on he became fond of the Hip Hop culture, whether it was beatmaking, rapping, graffiti writing or breaking. 

He then introduced himself to electronic music, but didn't pursue it, but after a break of two years he started doing electronic music all over again. With one of his close friends Alex then started producing house tracks, and has continued to develop his work ever since with his most recent tracks: One more daim time and Join the club. As well as creating his own music Alex has also remixed some tracks in his own style, such as: Dr.Berger - ROS and Watson & Creek - Change.