24.03.2014 Lesson Objective

By the end of this week i hope to have completed the narrative editing of the video. And prepared for next filming day on 6th of April.

LO1: KTA3: Release Forms

LO1: KTA2: Call Sheets

LO1: KTA1: Production plans

LO1: KTA1: Analysis' of Music Videos

Catfish and the Bottlemen:

Purpose: This video promotes the song Cocoon by Catfish and the Bottlemen for their first album released 14.09.2014. Content & Meaning: The video begins with a tracking shot from behind a character who opens double doors, connoting the opening of the video. This is followed by a series of mid shots of people in the room, showing their expressions and outfits, it becomes apparent to the viewer that the events are happening in a hospital for people with mental illnesses. This indie style of the video portrays the band and the genre of their music. The repeated shot of two specific people with short and slow zoom ins on their faces highlights that they are the main characters of the video.  The use of tracking shots throughout portrays that there is a busy atmosphere in the house and the constant close ups on the main boys face allows the viewer to see his emotions clearly because this changes as the video progresses. Extreme close ups are used on objects such as flowers and nature in association with the female main character to connote her innocence and generally venerable personality. Insert shots of the characters having fun in between shots of the boy in bed
  signifies that these events are in his head and not reality. The use of Dutch angles roughly 3 minutes in connotes the mental stability of the characters an the emotion occurring in the scene. Genre & Audience: The band is in the genre of Indie Rock therefore the video follows the same conventions to relate to the subculture of the indie audience.

 Paolo Nutini:

Purpose: The video is promoting Paolo Nutini's single 'Coming up Easy' with the purpose to entertain the audience and get publicity for the artists. Content & Meaning: The video is set in a normal town which improves the verisimilitude however this image is juxtaposed by the main character being a giant rabbit. At the beginning of the video there are multiple close ups of rabbit items in the garden and in the house to foreshadow that there is a rabbit theme through out. The repetitive shots of the table and the glasses shows that they have been in the pub a long time therefore connotes time passing as the scene becomes dark and at night time. A wide angle shot of Paolo walking down the street art the beginning is used to establish the area he lives in to the audience making the video relatable as it is a standard area. The indie style of the music is portrayed through the video as it has a bohemian style through out and relates to the artists music. Extreme close ups are used on Paolo roughly 1 minute in when he is singing, to portray to the viewer that the artist is also singing in the video and acting. A mid shot is used of the characters walking through a door followed by a two shot of people sat at a bar and a mid shot of a women behind the bar. The use of these shots denotes the establishment that the characters are in a bar without using an establishing shot of the outside of the pub. Genre & Audience: The genre of the video is indie rock and is similar to all other videos which are in this genre as it portrays the music and the lyrics of the music. This is enjoyable to the audience of the Indie subculture. We focused on this genre as it relates to the band that my team and i worked with to create our own video.

Biffy Clyro:

Purpose and Form: This video is to promote the single 'Biblical' by Biffy Clyro, entertain the viewers and get publicity of the new release and band. Content and Meaning: The video uses repetition of scenes and events throughout, which is a common technique used in music videos as it is easy to watch and can be edited well with the beat of the songs. Therefore this works well in the video as it creates an enigmatic tone to the video, which entices the audience. The video starts on a close up of the lead singer, again a typical technique used in music videos as it establishes the 'main character' of the video and the face of the band. Insert shots are used of the room to establish the environment, then the repeat use of the close up is used when the vocals begin. Tracking shots are used throughout the video as the protagonist changes settings. Different angles are used such as wide angles to establish scene changes and mid front shots to portray emotion in the music and expression. At 1:41 the repetition of the close up used at the start of the video connotes the start of the second part of the storyline. By using the exact same shots in the second half connotes to the audience that the events are the same just in a parallel universe. Towards the end of the video the scene carries on where as it was cut at 1:41, this is used to captivate the audience as it reveals the ultimate ending to the video. The use a wide shot of the back of the characters creates curiosity but also makes the event clearer. Insert shots of extreme close ups of the protagonist's face are used to show emotion. The final repetition of the opening sequence concludes the video. Genre & Audience:

Reverend and The Makers:

Purpose and Form: This video is made to promote the indie Sheffield band, therefore the immediate setting of the video is a pub. Audience & Genre: This is important because it relates to the target audience, also the genre of the band (indie) is not played on chart music TV shows, therefore the use of alcohol consumption isn't an issue as the target audience is for adults of all ages. Content: The video begins with a pan and a fast zoom onto the lead singers face, establishing the persons role in the band. Fast cuts between locations of the character doing a continuous action in different locations is effective as it keeps with the fast upbeat style of the music. Also creates disorientation for the viewers which is a fun and indie technique in videos. This video includes cohesion between the lyrics and the images, a typical feature of music videos that don't have a particular story line through them. 

Vance Joy:

Purpose & content: This video, created with the intention to promote the new artist Vance Joy and to entertain the audience, uses cohesion between the lyrics and the images on the screen. This is because the song uses a lot of random lyrics which repeat throughout the song, therefore the song lacks a story line. Audience & Genre: The general target audience for this video is people of all ages, as the song is played on mainstream music channels and radios. Therefore the video and song includes no inappropriate language or images to make it suitable for the audience. The video is an indie style song, however has a fun upbeat style making the song fall into the pop genre of music also. Content: Basic wide angle shots from a direct approach are used in this video mostly, as the items on the screen need to be clear for the video to make sense. However the video begins with a pan from the sky to establish the opening sequence of the video. At 2 minutes in, they use a shot which lasts roughly 20 seconds without a cut, however they use a fast pan between the different events to show that they are separate. Also a dutch angle is used at 2:57, this is effective because it adds variation even though the shot is similar to the others when this line of the song is repeated. A close up of a woman singling is repeated in the chorus, and also to finish the video which then fades to black. 

LO1: Examples of audio visual promos

5 Different Examples of Audio Visual Promos

Purpose & Form: This is a promotional advert for the 1996 film Trainspotting, produced by Andrew MacDonald. The film is set in Scotland, England. Content & meaning:To the modern audience, the film appears antediluvian as it was filmed in the 90's; from the genre and style of the diegetic world which the film is set in. The fashion and the scenery with in the trailer portrays the story line of the main character Renton and his friends in Scotland and their struggle with Drugs and conforming with society. Genre: The trailer is in the indie sub-genre while being educational and making awareness of heroine. Audience: The target audience of the video is young adults who can enjoy the story where as it may be seen as unfit for young or elder viewers. 
The first shot of the video is a close up and two shot of the main characters, and the production company logo, cutting between the two rapidly for the first 4 seconds to an upbeat song to resemble the fast movement and energy of the characters as they are sprinting down the street. This is also emphasis on the voice over of Renton as he is speaking in a list style also in a fast pace to resemble his thoughts on the situation and his life in general. The scene then cuts to a tracking shot of Renton running down stairs and then a medium tracking shot of him running down the street, again to resemble the fact that he is being chased so he is moving at a fast pace which is also shown in the music choice.
After 11 seconds into the trailer there is a medium shot of Renton looking directly into the camera, and the colour changes to Black and White in a freeze frame with his name written underneath. This is to establish to the audience the character and also that he is the voice over talking throughout the trailer.
An astablishing shot is used 21 seconds in of the four main characters crossing a road in a line like the iconic Beatles album cover which gives a sense of parody and humour to the trailer. Repition of a close up of the characters looking into a mirror in the bathroom throughout to introduce the characters names followed by roughly 20 seconds clip of that character gives continuety to the audience so they can establish who the four main characters are.
An establishing shot is used at 42 seconds to show that the scene has changed along with the characters involved. Also the use of a train in this shot is to link the film to the title although the title of the film is not apparent through the trailer, or the film. At 53 seconds, a point of view shot is used when 'Sick boy' and Renton are looking through a BB gun, on screne the audience can in a sense see what they see.
A low angle over the shoulder two shot is used at 1:19, this could be used to represent that the girls are authoritive over the boys which again creates humour. A follow on shot is used from 1:21 to 1:23 when some one kick a football which heads towards the camera, then it cuts and shows the ball hitting Renton in the face which connotes the camera is a point of view of Renton. A final establishing shot of Scotland to finish the trailer of the main characters in the countryside with the phrase "this is not natural, man" to make the film seem funny and a must see! 

An example of a music video (audio visual) by The Smiths.
The purpose of the music video is to promote the artists music and the single on initial release. The genre of the video connotes the style of the band and the their general music. Purpose & Form: The purpose of the video is to entertain the audience while promoting the band and their music. Also by making a video which is available to purchase it has a profitable purpose. Content & Meaning: The video denotes the band in the general scene of them on a stage performing. There is no particular meaning in the video other than entertainment. Genre: The genre of the video is the same as the band genre; Indie. This is to comply to the subculture of the audience and which the music fits. Audience: The audience of the band belong to the subculture of Indie Rock, the music is appropriate to people of all ages therefore has a varied audience age range. 

Adverts as seen on television are all audio-visual promos!
The purpose of this advert is to promote the brand of Guiness beer, the advert uses comedy to entertain the audience as its target audience is young males therefore creates comedy around the diegetic series of evolution. Purpose & Form: The purpose of the advert is to promote the ale brand Guiness. Audience:  the advert is comical as it is televised at all times of the day and has an audience of people of all ages. Content & Meaning:  The advert denotes the evolution of the human race including the ice age, cave men and how people are now. This is relevant to the brand as their logo states "Good things come to those who wait." 

An example of a food advert Audio Visual Promo for Lurpak butter.
This promo advertises the brand by using bright colourful images and happy high tempo music as it appeals to everyone. The stylistics of the advert makes it memorable as it is relatable to the audience.

An example of a BBC Ident:
Ideants are used to advertise and promote tv channels in between shows. This is how conglomerates advertise their brands with in the company. Each tv channel has its own stylistic ident which is unique and represents the channel. For example the bbc ident uses bright coulorful images as it has a varied audience of people of all ages therefore cannot be patronising to an older audience but still appropriate for the younger members.

Lo1: overview

• The purpose of my Video is to entertain and advertise the music of the band. 
• The form of my video is a Music video.