HELP SHEET 1:

STEP 1
Research - TASK: - Embed 3 music video on your blog for
each one, answer the following questions:
i.
Who are the artists, producer, director and
production company behind it?
ii.
What is the record label?
iii.
Who are the target audience?
iv.
Is there a narrative? If so, whats the story?
v.
Describe some of the cinematography; including
camera work, editing, filters & special effects.
vi.
Describe the mise-en-scene costume, lighting,
make up, props, acting etc.
vii.
What make it successful?
Heres an example:

Take on Me - AHA

1.Who are the artists, producer, director and production company behind it?
Director: Steve Barron - Production Company: Limelight Productions, London - Producer:
Simon Fields - Cinematographer: Oliver Stapleton - Editor: Richard Simpson @ Rushes Film
Editing, London - Animation: Michael Patterson& Candace Reckinger

2.What is the record label? - Warner Brothers

3.Who are the target audience? - teenagers & young adults - women - comic book enthusiasts because it is centred around the heart throb coming to life

4.Is there a narrative? If so, whats the story? - A comic book hero comes to life and pulls a
woman into the comic - they have adventures but in the real world, the lady in the caf screws
up the comic book and bad guys come to get the couple - she escapes - but he seems dead - yet
later comes back to life!

5.Describe some of the cinematography; including camera work, editing, filters & special
effects. - lots of close ups - to show the lead singer - extreme close ups to show the emotions very notable for its animation and the way it crosses over with real life footage

6.Describe the mise-en-scene

costume, lighting, make up, props, acting etc. - high key

lighting in the caf to make it look naturalistic and boring - exciting and fast paced in the comic
book world - even though it's black and white -

7.What make it successful?

- the animation

HELP SHEET 2
STEP 2 - PLANNING
Decide upon the artist/group real or imagined must NOT be signed to a record label its best if
it is someone you know or yourself they must be available when you need them to be. PUT
EVIDENCE ON YOUR BLOG
This step is just a really short blog entry or PowerPoint slide you dont have to design a cover I
did for the reasons stated below.
Heres an example:

My artist will be Kingsley Beat a made

up persona played by me. The style of
music will be indie/hip-hop cross-over,
hoping to get fans from both genres. I
have designed a CD cover to help me
focus on the artist as someone who
could genuinely exist:

STEP 3 PLANNING
Decide whether your video will be performance, combination (performance & narrative) or narrative
only. The middle one combination is strongly recommended. PUT EVIDENCE ON YOUR BLOG
Another short but important step remember that most videos have some performance some are
100% performance, whereas a large amount have a story and performance (combination).
Heres an example:

I have decided to use the combination format for

my video. I think its important to have
performance because you want to try to get people
to your gigs and this means they have to be
interested in the person or people performing.
I will have a bunch of hoodies up to no good in
my video, who bump into the band and join them
in a game of street football instead of causing
trouble this will be interspersed with footage of
Kingsley Beat and his band performing.

STEP 4
REPRESENTATION & AUDIENCE Write a blog entry discussing the ethos of your chosen band or artist
how do you want them to be represented? What message are you putting across? Who is your
target audience? use the following categories: fans of (example: fans of Metallica will like this
artist because)/ audience demographics & psychographics)
A bit more detail required here. Firstly, here are the demographic and psychographic categories at a
glance:

Heres an example:
The ethos of Kingsley Beat is based around
chilled out loose beats (as the name
suggests) and will hopefully attract fans
who like bands like the Gorillaz, The Happy
Mondays & The Stone Roses. Also fans of
UK hip-hop (non-gangster variety) will
hopefully like this artist. The message is
about togetherness and expressing yourself
through music, sport, art and skill rather
than violence. The psychographic groups
aspirers and mainstreamers will be
specifically targeted because of: Firstly, the
positive message of the chosen song
people can aspire to achieve their potential
whilst enjoying cool music. Secondly,
mainstreamers because this is the largest
category there is no swearing in the song
and mass appeal means more revenue for
the artist.
Demographics will be the full range with an
extra emphasis on 30-50year olds and
categories A B and C1 who have more
money and more likely to like the bands
identified simply because they are an
older generation.

STEP 5

Audience survey design a quick survey and send it round electronically you
want useful data from representatives of your target audience but you cant
spend too long on this.

Firstly, sign up for the free version of SurveyMonkey and have some clear people in mind that you
will survey youll need their email or social media addresses.
Interview 10 people.
Collect the results put a screengrab of your findings on to the blog
Here are some questions you could ask:
What are your favourite music videos and what?
Do you prefer to see music videos with performance in it or storylines, or both?
What are your favourite genres?
How often do you watch music videos?
What media hardware do you watch music videos on? Etc.

STEP 6
Evaluate your survey blog your findings say specifically how the new data will inform your
production design decisions.

Heres an example:

My survey suggested that 90% of those

targeted wanted to see some element of
performance in the video so that helped
me make my mind up about that.
75% of respondents mostly watched music
videos on their phones this will help me
determine the aspect ratio for my video
when editing it in final cut.
Only 10% of respondents were interested in
serious videos, so I will make sure mine has
plenty of comic elements.
Overall, my survey has helped me make a
number of production design choices.

STEP 7
Storyboard your video remember it is only the first 2 minutes so the song doesnt need to play
out if you are making it for an actual artist it is better to storyboard and make the whole video
then just submit the first 2 minutes. PUT EVIDENCE ON YOUR BLOG