Planning editing styles - Miss georgiou

Editing Styles

Using a variety of editing styles is essential to have when creating a music video because they add macro meanings to the video and emphasise on the messages and emotions of the artist. Having these different editing techniques make the very more entertaining for the audience and adds to the amount of understanding they gain from the video. They make a music video overall more effective, the audience can understand better what the songs means and what emotions are linked with it.

Filters- black and white

The first editing style we decided would be effective to use in out music video is a black and white filter over the flash date, date scene. This black and white is conventional because it gives the video a unique look, often soul music video use some black and white to show the seriousness of a song. The unique look it gives is effective to use in a soul music video because the artist normally like to be different and like no other, the back and white shows the audience this. 

The black and white filter represents the artist as serious because of the dull colours. There are no vibrant pink and green it is all grey and dark tones white connotes sadness, depressions or drama. The deep meaning full blacks and greys show the artists as grim, she is clearly not happy with the situation and is upset about the brake up. The artist can the relate to her blue feel and understand the effect the break up has had on her, they can build a relationship with her and the songs messages.

The black and white filter will appear in the flashback, date scene of the music video as the artist and her partner are sitting in a restaurant and seen having fun in each other company, until they have an argument. My group and I thought it would be effective to use in the scene because it shows the audience it is a tim of the past and how it made her feel back then. It contrasts her happier emotions in other scenes of the music video, once she has moved on. We thought the audience would be able to understand the narrative of the music video better if this editing style was used here and that they would be able to see the emotions of the artist with deeper meaning.
This black and white filter can also relate to the lyrics "in the night, in the night". The black and white  gives the effect of low key lightin gwhich is what is the lighting that occurs during the night. There for their is a lyrical visual match. This also emphasises the scene for the audience they can gain and understand of why the black and white has been used and how it relates to the song.

An example of this black and white filter used in a soul music video is from Amy Winehouse's back to black song which is entirely in black and white. This music video use of the filter is extremely effective because it represent Amy's sad ambition throughout the whole song and her loss of love.

Blurred (P.O.V)

Next my group and I decided to use a blur in the party scene. A blur edit is not extremely conventional for a soul genre but it can be argued. A blur is used in many music videos to show the emotions of the artist, it allows the audience to see what they are seeing, which in the party scene is very effective as she is under the influence and the audience are able to see she is unstable. It is conventional for most genre including soul because it gives the audience a better understanding of what the artist is going through. Emotions of the artist is key in soul music because the songs are based on their experiences and emotions, the blur emphasises this and therefore is conventional. 

The blur represents the artist and unstable it shows the audience that she is under the influence and isn't very stable. As it is used in the party scene the audience will automatically now that she has been drinking which is why her vision is impaired. She will be shown as clearly unstable and un able to take care of herself or control herself fully. Enabling the audience to see this means they can understand how the artist feels, most audience members will ave been drunk at some point in there life and know what it feel and hoe emotions can get the better of you, meaning they will know what kind of state the artist is in even without seen her as it is a point of view shot.

As explained a few times this P.O.V blur shot will be used in the party scene, through the artist perspective as she make her way thought the crowd of people. It will allow the audience the see that she is surrounded by alcohol and make venue drugs meaning the can make the relation of being intoxicated and the blur being her vision. It will be most effective if used here because the audience can see what environment she is in and how it is effecting her, they can see that she is unable and unable to control her emotions. They can relate to this and gain a deeper understand dog what therapist is going through and the emotions of the her and the song.





An example of the blurred point of view image we would like to create is like the image -





Colour-grading
Colour-grading is a technique used to take the warmth out of the colours and takes out red and yellow tones. This is going to be used the bedroom scene as the artist performs around her bed and dressing table. This colour-grading is conventional because of how it takes out the brighter colours and turns them into a weaker colours, it shows the lack of enthusiasm and highlights the depressive state. A lot of soul songs are about heart break so using the colours grading to tone down the happier colours connotes the sadness of the character/artist, it shows how she is not in the best of moods and that she isn't taking the break up of her and her boyfriend very well. This highlights the soul convention of negative emotions and love stories which didn't end in the best of ways.
It represents the artist as in a depressive state, she is not emotional stable, the audience can see that she is blue and unhappy about the break up situation. This shows her as slightly weak, the dull colours much with her emotions and emphasise the way she is effected by the songs meaning. This representation is effective for the music video because it allows the audience to relate to the artist and build a relationship.
This colour grading is going to be used in the bedroom scene whilst the artist is walking around her room performing and applying make up. My group and I thought it would be most effective to use the dull colour here because they highlight her depressive mood, the colour-grading shows the audience that she is not at her happiest. It emphasises on the emotions of the scene and the message of the song.




An example of the colour grading is shown in this before and after image, once the red and yellow tones have been weakened.




Transitions
My group and I also wanted to use a transition which would allow one scene run smoothly into another. We decided to do this my the artist walking through the door in her bedroom and as the shot shot changed she is re-appearing through the other side of the door but in the house party scene. This isn't really a conventional editing technique for soul music it is just effective and intriguing for the audience. It is not often seen in these types of music video because the editing transition are normally kept to a minimal to allow the audience to focus on the video content. But because it isn't used very often the audience find it interesting, it make the video flow better and shows the skills used on the product.
The transitions represents the artist as ready to move on because of how it moves from the scenes, it is a quick movement and shows how she is ready to move on rather than dwell on the last. It is effective because the audience can then go on to look up to her and idolise her as a strong woman how won't be held back by her past. This representations makes the audience able to build a relationship with artist.
As said before the transition is going to start in the bedroom scene and then move on the party scene as she walks through the door. This was chosen because of the contrasting emotions in the two scenes, in the bedroom the artist is unhappy and depressive but in the party scene she changes to be bubbly and relaxed. The transition represents the quick change in attitude the artist has, she decided to get up and move on rather than dwell on he rex partner and stay upset. So her reaction is go out, party and have fun with her friends and other men. This is effective because the audience look up to her as she doesn't feel sorry for herself instead she decided to move on, they idolise her for this and build a relationship based on her positive
attitude.

The target audience can build a relationship with the artist through editing technique because of the emotions the highlight. The different styles and techniques add to the meaning of the different scenes and the emotions that are trying to be created. They make the audience understand the artist better my emphasising on her emotions and her reactions to the situation she is in, they can relate to her emotions by comparing them to similar experience in their out lives and therefore build a relationship on that. They also provide macro meanings for the video which adds to how the audience read the video and what they gain from it. Overall they allow them to gain a better understanding of what the artist wrote the song about, what the messages are and how it is meant to make them feel. 

Planning lighting and colour - Miss Georgiou

Lighting + Colour 
Having a variety of colours and lighting in a music video is essential because it show the different emotions and message of the song. The lighting and colours create a macro meaning for the audience to relate to, they can gain deeper understanding of the song, the artist and the styles in the video. This therefore makes the music video more effective and easier for the audience to build a relationship with the artist. Lighting and colours highlight the different emotions which the styles are trying to create for the audience.
A few ideas my group and I had for the lighting and colours are;

High key lighting

My group and I thought it would be effective to use high key lighting in our music video. This will be used in the bedroom performance scene, the colours will be natural. This lighting is conventional because it shows the true colours of the artist and highlights the emotions of the song. Soul genre music videos often use the lighting to show the emotions of the song and how the artist feels about the messages. This is done so that the audience can relate and connect to them,  it is clear that they high key lighting is showing the positive side to the song. This positivty allow the artist to relate to her audience because it is a comon emoiton used in every day life. 

The high key lighting will represent the artist as powerful and positive. It emphasises the narrative of her moving on from her ex and how she is being strong by doing what is best for there. Having our female artist represented as powerful and in control of what she wants will make the audience look up to her specifically the girls, they will want to be strong as her. It is appealing because they have a idol to focus on through the video and they can again gain a better understanding of the song and its messages. The artist is able to relate to her audience through this because of the emotions represented, they are able to see her psoitvity and therefore enjoy her music and can connect to her emtions.  

An example of the high key/natural lighting we want to use is seen the image -

Spotlight

Another light my group and I are planning to use is a spot light, this will be used in the stage performance as the artist is singing in a bar setting. this spot light will  be placed directly on her so that she is the main focus of the shots. This is conventional because it emphasises on the scene of the video but also highlights that the artist is the key element in the scene. In soul music videos if a performance is used often a spotlight will be used on the artist or group in order for the audience to see that they need to be watched. Making the audience watch the artist make them more able to see how they feel about the song, therefore allowing them to also feel this way y relating the emotions back to their own lives.

The artist will be represented as important. She will be the main focus of the scene and the audience will only wan tot watch her, to see how she performs the song. From this the audience will be able to see what it means to her and build a relationship with her through the emotions she's portrays. The artist will main look quite black, her facial expressions will lack enthusiasm, this is to show the audience the  mixed emotions she has about her situation. They will be able to relate to this confusion as most will have been through similar experiences. Overall it is appealing because the spotlight will draw the attention to the artist which is what the audience want to see when watching the music video.



An example of a spotlight going to bed used is seen here - 

Low key lighting

My group and I also thought low key lighting would be affect if used in the walk of shame scene, as the artist is on her way home form a night out. The colours will be bland, dull and dark, this is conventional because often when soul music videos use low key lighting is shows the sad side to the song, which is why we want to use it. Although the song is about moving on the artist is still slightly upset about the break up and therefore the low key lighting will show the more depressed side. It is conventional because soul music is often about break ups or relationship issues, so using the low key lighting emphasises on this side to narrative. 

The low key lighting represents the artist as unhappy she will be clearly upset about the situation and the dull colours will highlight this and make it more effective. Having the artist represented as unhappy make the audience able to relate to her, all audience members will have felt unhappy at some stage in their lives and they can relate this to the way the artist is feeling wether it is for the same reason or not. This will enable them to build a relationship with her and there fore understand the messages of the song better.
This lighting also relates to the lyrics of the song where it says "In the night, In the night". The darkness of the lighting reflects the night, which the artit is thinking of . The audience cansee that when she is sad the night is the time the relates to her the most.




An example of low key lighting and the dark/ dull colours is in the image -




Strobe lights
The strobe lights were chosen to be used in the party scene. The strobe lights are controversial for the soul genre, they are not normally seen and don't emphasise the soul style. But it is conventional to the party scene because more often than not parties often have some kind of vibrant fast moving light to add to the party vibes. So although the strobe lights are not conventional to the genre they still work with specific scene to make it more understandable for the audience. They most likely will have been to this type of setting and will know what is it like to be there, therefore they are able to relate to how it feels in this environment, which is what my group and I are trying to pursue
The strobe lights represent the artist as a bold character because of how vibrant it is, the artist would have to be a fun, bubbly person to want to be in this environment with bright lights. The audience can see that she likes to party and have fun with friends, to them see is seen as an average young adult enjoying her single life and being free. Overall the scene, setting and the strobe lights represents her as independent and strong as they show her moving on from her ex and not being sad about it, They then look up to her because she is standing up for whats she believe is best for her, the female audience will find her inspiring and will idolise her for not being oppressed by her ex partner.

Strobe lights are made up of very brightly colours later lights seen here -

The lighting and colours my group and I have selected to use in our music video allow the audience to relate to the artist and build a relationship with her. This is done by showing her personality and how she is effected by the meaning of the song. The audience can see how some elements of the narrative make her upset about the narrative of the break up and some show how she is ready move on and is happy with her new life. Most of the audience members will be able to relate to the two key emotions as they will most likely have the same at some point in their life, or will have been though a similar situations. Not only do they see how she feel buts they can see how she expresses it and this sometimes shows her as a role model because she is being a strong young woman and coping with the break well unlike other who tend to get extremely upset, they can look up to her and idolise her for other situation like this. It is effective for the audience to look up to her like this and connect to her though her emotions as they can then go on to further build a relationship with not only her but the song bandits messages, they will be able to understand the deeper meaning and what it means to the artist. 

Planning setting and iconography - Miss Georgiou

Planning the location

Locations and iconography elements are important to use in a music video because they make it realistic and effective. If the setting relates to the style of the song it makes the over all look more effective and realistic for the audience, the same with iconography, if it relates to the setting the overall look is brought to life. With out a good setting and appropriate iconography a music video could be completely ruined. 

Bedroom scene.

The first scene takes place in the bedroom of the artist. My group and I chose this because we believe it shows an extremely relatable side to the artist, because she is seen in a average environment which the audience can relate to. This bedroom scene reflects on the message of moving on and that its okay to be alone, as the artist is seen alone in her room and has come to grasps that her partner was no longer needed. This is a conventional setting because of its simplicity, most should music video don't include extremely vibrant setting they stick to normal everyday place which the audience can relate. Therefore the bedroom fits in with he genre because of its realism. 

For this scene the artist will be seen getting out of bed and picking up a picture of her and her ex, which she lat places back on her bedside table, face down. She will follow onto get up and walk her to her mirror, where she will neaten up her make and apply some lipstick. There will also be some shots in which she will perform to the camera for example an over the shoulder shot of her performing through the mirror. 

The are limitations when it comes to what camera shots being used because of the small space. For example it will impossible to crete and ariel shot or crane, not hat they are needed. There are also some health and safety risks when filming in this setting as a will be a cramped space to fit all equipment and the camera team. There is a risk of tripping over thing in the room and a risk of no being able to get the correct camera shots. This will be over come by making sure all tripping hazards are removed or marked so that they can be seen easily. A practice run will also have to take place in order to make sure that the needed shots are achieve able in the camped space. 

Weather is not a issue for the scene as it is in side, thinly way it could cause an issue is if it is seen through a window, but we can make sure that the window isn't in shot to often. This is to stop any confusion when it comes to possible weather changes whilst filming.  

Iconography; The main iconography element in this bedroom scene is the red lipstick. This will picked up by the artist and applied in the mirror. It will continue you to be held by by her face whilst she performs to the camera. The lipstick will be in a white container and they if will be placed on the table. It will be a matte vibrant red. This piece has been chosen because my group and I believes it infers the artist personality, the red is a bold provocative colour which is how the artist is meant to be portrayed for the music video. It shows the audience that the artist is ready to have fun and isn't dwelling her past relationship anymore, they can look up to her confidence. It is conventional because in soul video the female artists are often seen with bold, unique make up making them stand out but keeping it appropriate. The confidence of the colour links with the lyrics, for example "I sleep alone". These lyrics match with how the lipstick represents the artist is shows her as a bold person and the lyrics show her independence, both the lipstick and the lyrics relate to the artist personality. It also creates a relationship with the performance style of the muscle video, again because of the persona it give the artist. Performer have to be confident in order to sing to a crowd, so having the lipstick connote confidence and a bold character make the performance more effective.

Date scene.
This scene is a flashback of the artist and her ex, it consists of them going on a date to a restaurant which then leads to them breaking up and the artist throwing a necklace he brought for her at him.  This restaurant locations was chosen because my group and I believe it make the video realistic. It is used for the sam reason as a bedroom, because it creates realism, the audience can relate to it as they often visit the same places. The setting reflects on the conventions of a soul music video because it is simplistic, as said above about the bedroom scene, soul music videos don't use extreme locations they keep it realistic. The restaurant is a average place for the audience and they can relate as they may often visit the kind of places. In the scene the artist and her partner will be seen walking up to the restaurant and taking a seat, everything will run smoothly until something stirs a reaction out of them both, which leads to the artist break up with him and throwing back the meaning item, which is a necklace her brought for her. Throwing the necklace at him symbolises that she has given up with the relationship and is going to move on.
There are some healthy and safety risks when it comes to filming this scene as it is in a public area. There will be a risk of members of the pulling tripping over wires and cables, there ill aisles be the risk of people run into shot or inappropriate background people. This will be resolved by taping any wire and cable to the ground, and making sure there is no one near to risk the shot being interrupted.
There aren't many limitations when filming this scene except when it comes to the timing, if shot are filmed at the wrong time something or someone could be caught walking past in the background or making un wanted noises. Weather could be a big issue when filming this scene as it is uncontrollable. If there is a quick weather change it could ruin the shots as they will not flow together with different lighting etc. To prevent this the weather will have to be checked before filming is set, so that there is less risk of having an issue with it.

Iconography; The main piece of iconography for this scene is a necklace given to the artist by her partner, which she later throws back at him. The necklace is going to be a silver box chain with a plain silver heart charm. My group and I have chosen this item because it symbolises her throwing away her love for him. It shows that she wants to move on and make the break up more evident to the audience. It tells the audience that she has given up with him and don't want his love anymore. It is conventional for the soul genre because it emphasises the love story, often soul music video contain some kind of break up or love story. This piece of iconography highlights this and make the video more conventional. The necklace links with the lyrics of the song when it says "river of no return", these lyrics explain that she has had enough of him and that she is going to go back to they way they were. This highlights to the audience that she has given up and isn't going to get back with him. The necklace create a relationship with the narrative style of the video because it emphasises on the narrative. It does this by showing the audience that she is giving back his heart and wants to move. This appeal to the audience because they can gain a better understanding of wha the artist is feeling and what her plans about her ex. 

House party,

The next scene is at a house party, this locations was chosen for the same reasons as the other, it is a average place the audience can relate to. House parties are often attended by the target audience meaning they relate the vibes together and understand the emotions of the artist, they can understand the fun she is having. The artist is seen to be having fun, drinking, dancing and flirting with men, whilst her ex is sitting on a sofa watching on looking sad and desperate for her attention. People will dancing around, during drinks, stumbling over, laughing and chatting whilst the artist and her ex narrative continues.
The limitations of this location is that it may be hard to get the necessary shots without getting other characters in the way, because although they need to be visible they can bot block to much view of the artist and her ex. Therefore the different shots will have to positions carefully in oder to make them as realistic as possible. There are also going to be some health and safety risk for the setting, this is because is going to be very busy creating a greater risk of issue. Wires and cable will be a tripping hazard, cups and glass will be an injury hazard incase of smashing and general buying in each other whilst dancing and moving around. To prevent these incidents from occurring the wires and cables will be taped down and there will have to be a warning talk before filming starts telling the extras to be careful of glasses and watch out of other around them. Hopefully this will make everyone more aware of what is going on around them and will them more wary of the glasses smashing and other things getting broken. Weather will not be an issue for this scene because it is all going to filmed inside, there is rick of a weather change effecting the look.

Walk of shame. 
There is going to be a walk of shame scene, where the artist is walking home from a one night stand. The setting for this is going to be down and alley way and empty streets. This has been chosen because it shows the carelessness of the artist/character. It tells audience who she isn't fussed who see's her looking the state she in and that she can do what every she like with no tie downs. For this scene the artist will be walking thorough alleyways and streets with her heels in her hand, whilst performing to the camera.
There aren't many limitations when filming this scene except when it comes to the timing, if shot are filmed at the wrong time something or someone could be caught walking past in the background or making unwanted noises. We will be faces with some health and safety risks though, for example the wire and cables again causing a tripping hazard and busy roads surrounding the location. To over come these issues the wires and cables will be taped to the ground and there will be someone constantly what the road for cars and making sure the camera man doesn't step into the road or breach the curb. Wether could be an issue for this scene because if there is a weather change it will effect how the shots look. It create a difference in lighting and if is rains equipment could get damaged. So to prevent these issue the weather will be checked before any filming takes place, so ensure that there will be no dramatic weather changes whilst filming.

Iconography; An essential piece of iconography used in this scene is the pair of black high heel being held in the artists hand. The shoes are going to be as seen in the image, black suede with cream inside. My group and I have chosen this asset because we believe it adds to the artist image, she is shown as unfazed by what people think of her and having her hold the shoes not wearing adds to her daring image. She is represented as unbothered by how the public may see her and tells the audience about her personality and her view on the break up, she is shown to be moving on. The heels are conventional for the soul genre because they daring and add to her bold image, often in soul music video the women have unique images so this adds to her controversial looks. This piece of iconography reflects the style to the video because it highlights the narrative. Having the heels carries by her side make the narrative more understandable, it show that she has had to leave where she was in a rush and that she is being careless about her image because she no longer has anyone to impress. This appeals to the audience because they can see that is going out, having fun and doing whatever she likes, she isn't letting anything hold her back. It the message to the audience that they shouldn't let people stop them form going what they want.

Stage performance.
Finally there is going to be a performance scene in which the artist is going to be performing at a small square stage in a bar. This location was chosen because it represents the artist is real life, not the character of the video. The bar setting allows the audience to relate they may visit places like this, they will understand the vibe given off and what the artist wants the to feel. It also show where the artist like to perform in real life not just in concert, it shows how she like to present her work. The setting is conventional because it creates realism, it isn't an extraordinary. The ma it conventional because soul music video keep their settings simple, they don't test the boundaries or go over the top. In this scene the artist will be strange on a small  square stage singing into a microphone and slowly dancing. She will perform the song to the audience in the bar and to the camera.
the limitations to film in this locations is not being able soot ariel or crane shot, not that er needed in our music video. There are some health and safety risk in this location for example the usual cable and wire tripping hazard which is resolved by taping them to the ground. There is also a risk over the artist misjudging the size of the stage, as it is quite small there is a possibility she could fall. To prevent this the artist will be allowed time t get used to the size of the stage and gain her bearings. The weather is not an issue in this setting as it is inside and it can not effect to the lighting or damage equipment etc.



Iconography; The final piece of iconography is a microphone used in this bar scene. It is going to be a black standard microphone on a stall stand, so that the artist doesn't have to hold onto. It has been chosen because it represents the artist in their normal performing environment, it show them in their everyday career. It feels the audience that the artist isn't just a character in the video and that the song does actually mean something to her in her real life. It does this by highlighting her in her everyday career and what she does for a living, that it isn't all for fun. This microphone is conventional for the soul genre because it shows a stereotypical asset for a music video. In most performance there is a microphone used, it adds to the effectiveness by make the scene more realistic.
Some lyric relate to this asset for example "Recognise my every sound". These lyrics are talking about her ex partner listening to her, which the microphone emphasise because it is a way of being heard by a big audience. Therefore relating back to how she wants him to recognise what she says. The microphone has a relationship with the performance style because of common element of music, a microphone is need to perform live, it is and essential to he style. 

Digipak Analysis - Miss Miller

Duffy Digipak

The purpose of a digipak is to attract the audience buy making the Album more effective, throughout the audiences eye. A digipak make the audience more able to relate and understand the artist and the album throughout he different element s used in the digipak including; CD, images, letter from the artist and sometimes bonus tracks. This makes the audience want to buy the digiak to find out more about the artist, their music and the album itself. 

For my research into digipaks I have decided to analyse Duffy's one for her Rockferry album released on march 3rd, 2008. This is because Duffy is a should artist and therefore I can take inspiration from her digpak and understand how she use conventions etc. Duffy's digipak is likely to follow soul codes and conventions meaning they will relate to my artist Amy Winehouse.

This digipak represents the Duffy as a conventional soul artist. She has plain clothing on, a black jacket and a white blouse with black collar and simple hair and make-up, including basic make up, no lipstick or extravagant eye makeup, her hair is half up with some backcombing and quite messy. This represents her as down to earth and ordinary. The everyday image the artist is using makes her relatable and realistic for the audience, she is shown as a normal person which matches the soul conventions as often the artist stick to a simplistic look, unlike pop artists, who might go a bit over to top and overly colourful. This relatable representation appeals to the audience because they can feel closer with the artist and are able to make a connection through her ordinary image, they can see that Duffy is down to earth and 'normal' meaning they will feel that they are on the same level as her. 

The whole digipak is in black and white white which infers that the album could be focused on songs of a deeper meaning. The excessive amounts of black show that the album is going to be very cheerful or happy, it is more likely to consist of powerful songs which represent hard times in the artist life or portray deep messages.  Another connotation used in this digipak is the images. There are two images which are both of Duffy and they both focus on her facia expression and body language. This show the same meaning as the black and white effect over the digipak because she is represented as oppressed and sad. This infer the song within the album are going to be of the emotions and that they are going to focus around Duffy's feelings in the images. 

The colours of the digipak are all black and white this shows the two possible messages of the albums. The black shows the darker more depressing side of the song and how they may be about something with deep meaning for the artist. Whilst the white shows some hope for the artist and that they will get over the dark times and move on. These contrasting colours make the audience intrigued to listen to the album and get and understanding of what Duffy was feeling when writing the songs and get  feeling for it themselves. they will want to understand how the artist wants them to feel and what messages she want to give to them. This appeals to the audience on a personal level because they can connect with the artist and find understanding of what they are feeling, they can understand what Duffy wants them to feel and how she wants them to connect with the music. 

The layout is again simplistic matching the artists image, with no extreme effects or over the top elements. In the digipak there are three images, two of which are very similar and two CD's (one probably and bonus disk). The layout is basic with some short texts overlapping the images, the typography is placed on the images of Duffy and but not on her face or her core area. This shows a soul convention because often soul genre products are made to be a simple as possible. They are not normally over the top or extraordinary they are basic and focus more on the artist. The two CD's are also basic with black prints, white text place on one side and the artists name places on the other. This is again simplistic and therefore conventional to the genre because they more basic the more relatable. There is also a piece which list the most popular songs on each CD, this allows the audience to see if they will enjoy, or know of the music within the digipak. 

An image used in the digipak is a sign which has 'Rockferry' written on it, this is the name of the album. Having the album title shows the audience the artist has chosen it because they have some sort of connection with it, 'Rockferry' is a place which means that it may have some kind of importance to Duffy or she may have a story behind it. This layout shows the macro meaning of the song title. The other images are of Duffy, one is mid shot and one is a close up both picture look although they are from the same shoot. The close up shows the artist, Duffy looking down to the ground and it shows her facial expressions and her make up clearly. She invisibly down and glum, portraying to the audience that some songs are also going to follow these emotions. The final image of a mid shot, is a contrast of the first image, as Duffy is shown as slightly more cheerful. She is hanging out the window of a train and has her held high, this show that she is in a better mood compared to the other image, telling the audience some songs maybe also be upbeat. The two image starring Duffy show the audience that the music in the album has two side, some may be sad and some may be joyful. This appeals to the audience because they have both key emotions met throughout the songs, they can decided on how they want to feel by which songs the chose to listen to. 

The typography of the digipak is mostly white, with the occasional black fonts. These two colours contrast in the same way that Duffy's facial expression do in the two images of her. They show the dark and light side to the album and how there are different tempos and emotion songs within the album. The white represents the upbeat songs which are used to make the audience feel cheerful and the black represents the more slow, depressing songs which are used to make the audience feel blue. The first font used it very curly, it is a classical style with the ends of the letter flicking off for quite a distance, this is because is it Duffy's signature. This shows the uniqueness of the artist and how they dews like to have plain writing instead they makes it feminine and different from any other font. The other font used is very bold and harsh, their are no current ends, the letter end at the same point every time. These two main fonts again show the contrast the same as they colours do, Duffy's signature represents the softer, more upbeat songs in the album, whilst the other font represents the deeper emotions songs and their messages. The fonts and their colours appeal to the audience because it all reflects on the songs within the album and how the artist feels about the music and message. They can then go on to relate the emotions to their own lives and  experiences allowing them to build a relationship wit the artist. 

There isn't any full sentence text to show the style of language, all the text is one word or titles of the songs with in the album. But vocabulary used in the song titles is formal, there isn't any slang used or unheard words. I would still say that the language is formal because the title and song titles are not often heard they are probably know better to a high class, rather than a stereotypical working class person.

The digipak promotes the should genre through the colours used for example, the black and white effect, these colours show the sadness of the artist and the songs whilst also showing the hope, this is conventional because often in soul music the messages are either about broken love and the negative effect of it, or it can be about the moving on from a past love. This appeal to the audience because they will all at some point in their lives been through on of these situations or felt the same emotions. The digipak also promotes the soul genre because of the two facial expressions of the artist. Duffy is seen to be happy in one image and sad in another, these contrasting emotions show the two main effects soul music has on its audience. The sad and hopeful emotions are often used in soul music because they are the most relatable feelings which all audience remember will have experienced themselves at some point in their lives. The digipak promotes the soul genre by highlighting the soul conventions to make the audience attracted.

The digipak also promotes the artist by making her extremely relatable for the audience. This is done by showing her true emotions to them, it is clear in the two images that Duffy is sad in one and happy in the other. In the first image Duffy comes across as happy and almost looks free, these emotions allow the audience to understand how she feels they can relate the way she feels by looking back on their ow lives. The sadder image shows her looking dull and upset, the audience can also relate to the is because they will have a some point felt like this. Allowing the audience to understand how the artist feels promotes her because they can feel closer to her, by understand how she feeling towards the songs in the album and their messages. The images used are to attract the audience as they enable the audience to build a relationship with the artist and her music.  

There are many ways in which the digipak attract the target audience for example, the colours discussed above. The black and white attract the audience because of the reflection on the song and artist. This attracts the audience because they can build a relationship with the artist and gain a better understanding got how she feels towards her music an dhow she wants make them feel. The images also attract the audience again because the way it allows the audience to build a relationship with the artist. It enables them to understand how they feel and the different ways they feel throughout the album. The typography attracts the audience because it makes the digipak appealing to the eye, it makes it quirky and unique. The two different fonts again congrats the two main emotions of the music and the artist allow the the audience the relate to the whole thing easier and therefore enjoying it more. Another things which attracts the audience to the digipak is all the elements used within it. The digipak has many different elements which add to the interest for the audience, it includes list of songs, three images, two CD's one of which a a bonus CD, stylish font and many other things which add to the package. 

My research into the Duffy digipak will help me when it comes to planning my own digipak as it has given me many inspirations and ideas which could work with my artist and their style. I like the idea of using the black and white effect because I believe it reflects on other aspects of the digipak like the songs and messages. But I would like to add on other colour to make some element stand out, maybe a pink or blue. I also took and inspiration of having a bold text, the blocked font used in the Duffy digipak stands out a lot from the images an other text used. I think using bold font against some other softer fonts and make the mots important information stand out the audience. 

This research has helped me to understand what the audience want and what stands out to them the most. I have been able to understand what is most effective to them and what I should use in order to make my digipak intriguing and appeal to me target audience. I am going to take some ideas and inspirations from Duffy's digipak and u se them in my own but adapt them in order to make them my own and more unique, this will make my product even more effective and appealing to the target audience.

Planning artist image - Miss Georgiou

Artist image

An artist representation is essential for music video because they are the main attraction of the product, therefore the way they are portrayed to the audience is very influential its success. The artists are used to make to a video appeal to the audience and can also make to make to song more relatable. Not only does the artist perform a song they can also be idols for the audience, someone for them to look up too and strive to be like. The artist representation is essential to music videos because they appeal to the audience and can show macro meanings of the song.

In my music video there are going to be a few different scenes which include different images for the artist, their hair, make-up and costumes will change throughout.

House party scene.

The first scene in the music video is the house party location, this is where the artist will be seen having fun, dancing and being flirtatious with different men. For this scene the artist will be wearing a casual yet dressy outfit consisting of smart black and white top, jeans and black pumps. The make-up will go over the top, with heavy contour, eyeliner, eye shadow, blusher and lipstick. The lipstick will also be red to match with the party outfit, it is bold and will portray her as fierce. The artists hair will be a half up do. It will be lightly backcombed into a quiff on the top of her head and the remaining hair will hang loose, possibly with some curls on the ends.

The image is conventional to the soul genre because it is unique, not only is it a party costume but her hair and make-up is also different because of the extraordinary elements. The extreme backcombed hair is rarely seen and therefore is conventional to the soul genre. This is because soul music artists often have a contrasting look to the more popular music genres, they prefer a different look so that they stand out from the crowd. This appeals to the audience because they want to see the how the artist can portray their personality through their style. The find it intriguing because they can get a deeper understanding of the artists persona through their make-up hair and costume.

This artist image helps represent my artist as a normal young adult who like to go out and have fun in social environments. She is represented as an everyday girl with friends and someone who enjoys drinking and partying. This appeals to the target audience as they are able to relate to her she is an everyday character who is seen in a normal environment. This makes them able to connect with her they can understand he aims of the scene and what emotions she may be feeling, for example happiness or excitement.
This mirrors my narrative style for the video as it shows her following the story of a young adults life, she is seen in a party environment showing the audience her way of showing her ex that she doesn't need him. It shows the narrative side to the song and not just the performance side to the artist. Her image makes to stay more realistic and believable for the audience . 

Stage performance.

The next scene is the stage performance, this I going to be set in a bar, where the artist will be the act for the night. She will have the same make-up as the house party scene with thick eyeliner, heavy contour, blusher, fake lashes and red lipstick. The hair will be extremely backcombed so in to a quiff on the top of her head and then down hair will be think and curled and the ends. The outfit for this scene will be a black of the shoulder dress at knee length, it looks classy and will be worn with black high heels. This classy look helps meet the conventions of the soul genre as it shows the simplistic image of the artist which is often seen in female soul singers, they are represented as smart classy women.

As said above this image represents her as a classy women who is respectable. She is shown as a middle class lady with good fashion tastes, not going over the boundaries and doesn't look to edgy. The hair and a make up contrast this because they are a bit more over the top due to the extremeness of the elements. The heavily backcombed hair show the uniqueness of the image and so does the heavy make-up. It shows that the artist like to be different from other but she still like to be classy and presentable. This contrasting image is conventional because the outfits for soul artist or normally kept classy and appropriate, whilst the hair and make up show the different side to the artist persona by creating a more daring image. The make-up makes the audience see that the artist isn't boring and can be extraordinary as well as high class. This appeals to the audience because they can relate both the looks to people they know with they same image meaning they can understand both sides to the artist personality.

This image mirrors the style of performance because a common setting used for the style is a stage, which is being used in my video. The classy outfit and dramatic hair and make up match this setting, because more often then not people performing on a stage want to look good to their audience, they want to look nice and appeal to the people watching. Her image is conventional to the soul genre because it shows her classy look, often soul music artists have a classy look, the genre originated in the 1950s so having the classical image relate to the time era in which is started. The other representation of her being unique is also conventional to the soul genre but for a different reason, soul artist sometimes follow a unique image they have their won fashion style and like too look different. My artist shows both soul images and the two main conventional looks that soul artist follow, this allows the audience to build a relationship with her and see that the video is of the soul genre. 

Bedroom.

Another scene is going to be in the bedroom of the artist. She is going to have slightly smudged, winged eyeliner, no lipstick and natural blushed cheeked. Her hair is going to backcombed and messy, with a half up half down hair do and fray aways. She will be wearing a short sleeved, red checkered top, with loose plan black bottoms. This image is quite messy to signify her just waking up and her getting over her break up with the ex partner in the video.
 

This image represents her as slightly hurt, she seems a little bit upset with the break up but throughout she scene she is shown to move on. The messy image helps the audience relate to how she feels and and emotions she is feeling through out the breakup. Throughout the scene she is shown to slowly improve her image by making it neater, giving the macro meaning that she is moving on from her ex. It appeals to the audience because they can gain a better understanding of how the artist feels and what the lyric means to her but relate how they feel when looking how she looks. They can make relations to their own lives and use experiences of the emotions to create a relationship and connect with the artist. 

The image mirrors the narrative style because she is shown going through a common life experience of a break up. Her messy look represents her emotions of the break up and how she is moving on emphasising on the narrative for the scene. It makes the narrative plot more effective and clear for the audience meaning they can relate to it enjoy the music video better.
Her image is conventional because of the emotions it show, her messy make up shows that she is emotionally unstable. In soul music there normally some sort of instability, the artist or a character in video will be emotional unstable or upset at some point. In this scene it is the my artist who is showing these blue emotions. This demonstrates the conventional emotions because it relate to what is normally used in soul music videos to help the audience relate and understand the message of the song.
This scene relate to the lyrics "In my bed". Not only is the scene relating to this image but so is the artist because she is copying the themes by looking as though she has just woken up and is in her pjamas. The allows the audience to relate to her and the lyrics because they the understand the situation.


Walk of shame.

The next scene is a 'walk of shame', the artist is seen walking home from a one night stand. Her image is similar but a more extraverted look to the bedroom scene. Her hair is going to be half up half down quiff but very messy with fray aways and loose parts, whilst her make is going to be worn away with smudged red lipstick and smudged think winged eyeliner. She will be wearing a black short dress with her heels in her hand. This image is meant to look like the artist has had a rough night and hasn't had time to get ready or re-do her make up from the previous night.
This image represents the artist as a bit of a floozy, she is seen as daring and un-phased by what others might think of her actions and out going outfit. The sloppy look allows the audience to relate it back to stereotypes in everyday life who may have this image. They can then infer from this what she has been doing and that she is clearly over her ex. The image is not very stereotypical for the soul genre as they are meant to be honourable, but it shows the conventional emotions of strength when is comes to the love story. Female soul artists are normally represented and powerful and independent, so having my artist image as bold and unique supports the convention and shows the target audience that she is strong.
The careless image of the artist can mirror some elements of the narrative style by showing the audience her actions and lack of worry about the way she looks. They can see that she has has a rough night hasn't bothered to maintain her image, therefore it shows the narrative that she has been out and hasn't been home yet.

Date.
Finally there is going to be a date scene in which the artist will be seen in a flashback with her ex. She will have small winged eyeliner, light pink lipstick, subtle contour and blusher. Her hair will be neat in a small quiff and she will be wearing causal outfit consisting of jeans, a leather jacket, with a plain grey top and pumps. This image shows an everyday look and is simple to show her in her 'normal' image.
This simple image represents the artists as a normal young adult, she is shown as causal. This image shows the audience the everyday side to the artist and how they have a different image rather than being dressed up all the time. It lets the audience to relate to them because the outfit, hair and make up is seen in everyday life, most young female adults have this kind of image. The image therefore allows the audience to connect with the artist because they can relate to them as a 'normal' person seen in their everyday life they are not seen as the celebrity everyone knows them as.
This image is conventional because often soul artist like to have a casual look in order for their target audience to relate better and feel as thought they share similarities in everyday life. Not only to the feel as thought they can relate but the feel on the same level, the artist is not shown as a celebrity or powerful, she does not oppress the audience. This is conventional as the style of image is used a lot with in soul music videos.
The image used in this scene mirrors the style of narrative. This is because of the everyday vibes the artist gives off she is seen to be following an average persons life. This show the narrative of her standard young adults life and that she is going through ordinary experiences.

The audience can build a relationship with the images used for the artist because of the ability to relate them to their own lives or other they know with the same look. For example the party and walk of shame looks are similar and enable tot audience to understand the narrative of the scene they can see that the artist has been out and having fun. Meaning they can relate the image back to how people in their lives look like this may feel, they can then further relate to the emotions of the artist and how they are feeling about their actions. The classy performance image allow the audience to relate to them as their artists selves, they can see her in her higher class look. This allows them to build a relationship with her in the sense of looking up to her as an idol. Finally the messy bedroom look enables the audience to build a relationship with the artist because the look is an everyday occurrence  when they wake up, they can understand the feelings of the artist and relate them back to the narrative. This means they can gain a stronger understanding of the artist feelings and can connect with them, as they know they themselves have often hd this appearance. Theses different images help the audience relate to the different aspect of the artist and her character throughout the music video, they will be able to have a better understand of how each scene makes her feel and what the macro meanings of the songs are.

Planning Cinematography - Miss Georgiou

Cinematography

Cinematography is essential when creating a music video as it adds to the meaning of the scenes, the song and the artists emotions. Different angles, movements and positions create depth in a music video by making the show effective for the audience they allow the audience to relate with the characters in the video and creative effective and powerful macro meanings.

Low angle.

The first cinematography element my group an I want to use is a Low angle. This is going to used on the artist in the performance scene, the camera will be looking up at her standing on the small staged area. We have selected this particular angle to use in the stage scene as it create a powerful effect for the artist, she is seen as a dominant woman which often how female artist or viewed. They are normally independent women who stand out, so portraying the artist in this way makes to audience look up to her. This also shows how the shot is conventional as it portrays the female artist as strong and confident which are two common asset seen in female artists. This camera angle helps represent to artist as powerful and leading. She look like an idol for the audience, some they can look up too and listen to there message for advice. Also often soul music videos are about getting over some kind of break up and the fact that she is shown as strong emphasises the songs message of moving on. This camera angle helps represent the performance style of the vide because it emphasises on the artist confidence to get up on stage and sing in front of and audience, it make her performance all together stronger and more inspiring for the audience. 

Close up.

The next camera shot my group and i have chosen is a close up of the artists face. This will be used in the bedroom scene as sh is waking up and looking at picture of her and her ex. We chose this because it will show her blue facial expressions she will be looking sad and upset with the break up. Meaning the audience can see this clearer and understand her emotions. The shot is conventional because it show the emotions of the character which are stereotypically seen as some point throughout and soul music video. These emotions are commonly used to make soul song more effective and make the message clearer to the audience. The close up helps represent to artist as sorrowful, the audience can see that she is upset about her relationship issues meaning they relate these emotions back to themselves. It represents the artist as weak because she is giving into her sadness of her issues, it is clear she isn't happy. The camera position connects with the narrative style of the video because it emphasises on how the narrative is effecting the artist/character. It shows how the narrative is emotionally effecting her and how she is coping with the situation. It also matches with he lyrics to the song because she talks about being un confused, for example "Now its hard to understand why we just speak at night". These lyrics show the artist confusion about why her and her partner do not speak as often as they should, she seem confused about why it is not working out. Overall the close up appeal to the audience because they can gain a good understanding of how the artist feel and can the go onto create a relationship with them by relating the emotions back to their own experiences and times at which they may have felt the same.

Tracking.
Another cinematography element my group and I want to use and tracking movement. This is going to be used for the walk of shame scene, it is going to follow her and she make her way home, through the alleys ways and down the streets, whilst she is performing to the camera. We selected this movement because we believed it will make the scene more realistic by showing her travel around. It will make the narrative to the video clearer and the audience will be able to see her outfit and image in depth. The tracking is conventional to the soul genre because it follow her throughout the scene, showing the audience her importance and emphasising her performance. It shows how she is essential in the music video and should be focused on. As said before the artist is represented as important, she is highly focused on in the walk of shame scene and the tracking movement makes it clear that she needs to be watched. The audience automatically watch the artist travelling through the streets and can see that she is showing the messages of the song. This cinematography element helps reflect the performance style of the video as it follows her, walking around singing. It emphasises that she is showing the emotions of the song and feelings towards the lyrics as she performs them. For example "A different way from where I'm going", This shows lyrical and visual match. These lyrics are highlighted by the tracking movement because it allows the audience to understand that the artist sticking to what she believes, she is showing her ex that he isn't good for her and the she doesn't benefit. This all appeals to the audience because it begin to show how she is moving from her previous relationship and that she is realising it isn't good for her and that she doesn't need him. The audience can relate this back to their previous relationships and understand what the artist is feeling. They can also see the message of moving on from something that isn't good for you, they can be inspired from this message to not let anyone drag you down.

Panning.

Panning is another cinematography movement my group an I would like to use in our music video. We think it would be most effective in the bedroom scene, we would like to it as the artist is getting up fro the bed and walking over to her bed. This movement was selected because it symbolises her getting u and moving on from the relationship with her ex. It makes the narrative more effective. Panning is conventional to the soul genre because it show the moving on of the artist and who she isn't being held back, it emphasises on the the strong representations. Often soul artist are seen as strong and independent, therefore having the panning highlighting this make it conventional. The artist is represented as an independent woman, she is shown to be attempting to get over her ex and move on from the troubled relationship. This appeals to the audience because they can look up to these actions an idolise the artist for being strong and able to do what is right for herself. The panning movement matches with the narrative style of the music video as it emphasises on the artist moving on, it shows her going through a situation which is see in everyday life and therefore emphasises on the narrative of the music video. The panning also reflects on the lyric of the song, for example "You'll never get my mind right". These lyrics show the artist has given up with trying to maintain the relationship and therefore link to the artist moving on which is showing through the panning.

Long/Mid shot.
Positions are effective when used in music video so my group and I chose to use a long/mid shot. This will be used for the walk of shame whilst the tracking movement is also being used, the distance between the artist and the camera will vary throughout the scene, moving back and forth from the long and mid shots. We selected these two shots because they show a good amount of artists image. The shots will show the artists messy hair, make up and costume, whilst also showing her body language. All these elements make the music video more effective for the audience. The shot is conventional for the soul genre because is emphasise on the unique look of the artist which is often used in soul video and also shows her way of coping with the love story of the video, which is also conventions because they are often used in narratives on soul music videos. The artist is represented and unique and strong, The mid and long shot show the audience that the artist isn't afraid to do what she wants and isn't afraid of what people think of her. She is represented as and having a courageous persona. This reflects the narrative style of the music video because it emphasise on what the music video is about. It shows the audience what the artist has had a one night sand to prove to her ex that she doesn't need him. Not only does the mid/long shots help with the style but they also highlight the lyric, for example "Everything is slowing down the river of no return". These lyrics show that artist is slow changing her mind about going back to him, she is begin to move on realise that she does need her ex. This relates to the mid/long shots because they show the artist going out an doing what she wants without think of the effect it may have eon him. All of this appeals to the audience because they see that artist is follow the message of the song by moving on, they find this inspiring because she isn't letting herself be held back. They audience can relate to how the artist feels and can understand what she going through, by her emotions and actions.

The audience can build a relationship with the artist through the different cinematography elements used because they highlight the emotions, actions and messages of the song. The different elements represent the different sides to the artist and how the lyrics make her feel. For example the close up shows her more sad emotions as her and her partner have just broken up, but further on the low angle shows her as an independent, powerful woman. Enabling the audience to see the different side to the artist makes her more relatable because they get to understand how her different emotions effect her, therefore they link this back to their lives and experiences in which they may have felt the same.

Major Record labels/ Parent Companies - Miss Georgiou

Records Labels 

Major record labels- Large companies within the music industry that may also own smaller record labels 

Record companies serve different purposes which benefit the audience, artist and themselves. The main reasons for record labels are for distribution, marketing, promotion and enforcement of copyright. These different elements of the record labels work help with the succession of the artist/artists, the purpose of them is to make a profit and sell the products.

Sony music entertainment UK is currently part of one of the biggest music and entertainment companies in the world. A few artists which this record label manage is groups such as The Clash and solo artist including Ke$ha.

This record company owns other smaller record companies such as Columbia records and Sony music Japan. This parent company owns many more smaller record labels showing the picture adjacent. Sony music UK is has many popular artist signed to them for example Britney Spears, Shakira and Calvin Harris. 

Sony music entertainment UK is owned by Song Corporation of America which is linked to many other types of media for example electronics, audio, film and television work. 

Another major record company for the UK is Universal Music Group (UMG), this is the largest business and family of record labels in the record industry. A few artist who are signed to this label are Lady GaGa, Gwen Stephani and Mariah Carey. 

This company also own smaller companies such as Capital Music Group,

Island Records, Universal Music Classical and Republic Records. These smaller companies have also signed some popular artists for example Republic records had a past with Amy Winehouse. And Island records are signed with Afro-Jack, Dizzee Rascal, Jessie J, McBusted and John Newman. 

UMG's parent company is Vivendi which owns a number of other companies in the film and television industry and music industry. For example the Canal+ Group which is a leading television group in France. This shows that although the company is successful in the uk it is also successful in other countries. 

Warner Music Group (WMG) is also successful in the UK. It is the third largest company in industry with artists such as Ed Sheeran, Madonna, Wiz Khalifa and Coldplay. 

WMG also owns other, smaller companies including Warner Classics, Warner Bros. Records and Rhino Entertainment. Warner Bros. Records currently has artists such as Lily Allen, Cher Lloyd and Jason Derulo signed to them.
The parent company for Warner Music Industry is Access Industries which is a privately owned American conglomerate. This companies owns other media companies in music and telecommunications such as AMEDIA, which is one of Russia's leading television production companies. 

Independent- Music label that operate one or a few music labels.

An example of an independent UK label is Factory Records. This was Manchester based record label which was started by Tony Wilson and Alan Erasmus in 1978. This company focused in giving the artist a particular sound and image. They signed Joy Division, New Order and Northside. 

Another UK independant record label is Native Records, which was based England, and foundered in Sheffield by Kevin Donoghue in 1985. In 2006 they formed their own distribution company Indie Distribution. Some current artists signed to Native Records are OneUnder and The Barristers. Past artist signed to this company are The FireFlies, Fatal Charm and Darling Buds. 

I think it is right that 4 companies dominate the music industry because it means that their isn't confusion about which artist should be signed to where, it is down to they own choices. The four main companies contain many smaller record labels which meet the requirements of different artist meaning they have a wide variety of who they would like to sing to but they can also stick to one company which they believe will be most beneficial to their individual demands. But i can also see the other view that it is restricting because technically there are only four companies to work with although there are smaller companies within, some artists may feel that they are being kept within a small circle of conflicting companies and find it hard to chosen one for themselves.  

I think that these four companies keeps the music record label industry from going out of control, it keeps the smaller companies within the boundaries of the major record labels and therefore the competition does not get to out of control when battling for artist to be signed. 

Sometime independent record labels are as successful as major record labels because they have less artist to focus on and can therefore provide for attentions and money for the few artists they have. Therefore they can become more successful as there individual needs are more likely to be met and they can make the artist extremely appealing for the audience because of the effort which is abel to be out in. 

The only think that independent record labels can provide which major labels can is deeper focus on their artist, they can crete a unique artist and put in the effort to make the successful and appealing. Major labels can not do this as well as independent because the have a wider range of artist to offices on they have to share the time and money between them all.