Research: Creative brief advert

: 11/12/2014    
Album Title/artist: ‘A Fresh New Beat’ by Pretty Flacko
Project Manager: Benjamina Kilembe, Khaled Jaffer and Sezer Karaman
Release Date: 28th January 2015

Product Overview 

Who are they? 

Luiz is an American DJ who started his career from performing in local clubs and bars. As his reputation grew, he started playing bigger venues and got more and more recognized. One day the studio director for Universal witnessed his raw talent and decided to sign him to their record label. From here, he started to DJ on tracks for artists like Usher and Basement Jaxx. This then enabled him to expand his reputation and name on the DJ scene. When performing in front of large audiences it enabled people to know what his music was about and he then developed his own fan base. Luiz then took this new found fame and started DJing at big club events globally, like in IBIZA, MALIA and MARBELLA. Due to the international fame on the club scene, there is definitely a demand for his new album release.

The Magazine Advert Concept
What is it?
We need aim to create a magazine advert which best represents the artist Luiz's star image which will not only appeal to the target audience but also market and promote his upcoming coming album 'A fresh new beat'. We aim to create a conventional club/dance magazine advert which will appeal mainly to our target audience and also target a wider mainstream audience also. For this task I am planning on using a single main image of my artist 'Luiz' sitting on a sofa slouched thinking about a lifestyle of a successful dj. This will convey his costume and promote his star image enabling me to appeal and encourage the target audience.

Why are we doing it?
The magazine advert will support Luiz's debut album and I believe that the artwork is as important as the artist image and information shown within this advert to help bring success and attract the targeted audience as well as a further audience also. The magazine advert created has to be a clear representation of the Club/dance genre in which the audience will immediately acknowledge what type of music to expect from this artist, as well as this his key singles, especially 'Revolution' will be included.

Consumer
Both females and males from the ages of 14 to 30.
In relation to audience categories my audience will be from the E to C1 class.

What is the reaction I want?
We want the audience and the consumers to feel like they can understand the artist. The target audience should be able to build and develop a relationship that is different from other artists.

How Will We Know It Worked?
We will know if it was successful from the sale targets. We will compare these alongside our sales figures to enable us to see if our targets where hit. If this is met or higher than the target, we will know it was a success. Following on, we will be hosting a focus group to allow fans and consumers to look at our first drafts and give us there feedback. From there criticism we we will know ways in which we can improve.

Sales Target: 250,000

Luiz campaign dates:
Press campaign: 20th January 2015
MTV Launch: 25th January 2015

David letterman promo show: 26th January 2015
Album Release: 27th January 2014

Research: Creative digikpak brief

Oasis Academy Hadley 

5 South Street

EN3 4PX

Benjamina.Kilembe@oasishadley.org

 

Date: 11/12/2014    
Album Title/artist: ‘A Fresh New Beat’ by Luiz
Project Manager: Benjamina Kilembe, Khaled Jaffer and Sezer Karaman
Release Date: 14th February 2014

Product Overview:
Luiz is an American DJ who started his career from performing in local clubs and bars. As his reputation grew, he started playing bigger venues and got more and more recognized. One day the studio director for Universal witnessed his raw talent and decided to sign him to their record label. From here, he started to DJ on tracks for artists like Usher and Basement Jaxx. This then enabled him to expand his reputation and name on the DJ scene. When performing in front of large audiences it enabled people to know what his music was about and he then developed his own fan base. Luiz then took this new found fame and started DJing at big club events globally, like in IBIZA, MALIA and MARBELLA. Due to the international fame on the club scene, there is definitely a demand for his new album release.

The Album concept:
What is it?
We want to create an album cover that best represents Luiz star image in order to pull in a variety of different audiences from the international Club scene. We want to create something that will appeal to our audience and also that will reflect the genre we are making our music video for, ‘Revolution’. The album will be a very chilled club album appealing to those who love to drinking and partying. We are creating this album as we hope to one day boost Luiz’s star image: this in turn will boost our chances of having a music video on the top 10 charts.

What are we doing it?
Luiz’s debut album will have to bring success to an international audience and the digipak creation will help in order to do this. The art work on the album cover will be crucial in our success. The consumers should be able to understand the values and ideologies as well as the themes the artist is trying to portray. The pictures, typography and backgrounds will allow us to communicate visually to our audience. The theme of the album which is ‘getting over a break-up and moving on’ will allow the consumer to understand the Club genre, without even having to listen to the music.

Comparable products
- David Guetta

 

 

 

- Calvin Harris

What is the reaction we want?
We want the audience and the consumers to feel like they can understand the artist and enjoy his music to live their lives and get over their problems. The target audience should be able to build and develop a relationship that is different from other artist as this one is about getting to know your true self.

How will we know it worked?
We will know if our album was successful from the sales. We will compare these alongside our sales figures to enable us to see if our album was a hit. Following on, we will be hosting a focus group to allow fans and consumers to look at our first drafts and give us there feedback on our album designs. From there criticism we will know ways in which we can improve.

Luiz campaign dates:
Press campaign: 8th January 2015
TVC Launch: 10th January 2015
Album Release: 14th February 2015

 

Planning:Digipak information

Planning: Digipak information

 

As a group we planned the contents of our digipak.

Artist name: Pretty flacko

Album name: Draft Day

Track list:

·         Bopping beat

·         Get down, get hard

·         Revolution

·         Plug it in

·         Pump up

·         Lay and listen

·         Live it up large

·         It’s about us

 

Music Institution: Universal

Production Company: A1 Productions

Parental Advisory: Yes

This has been beneficial so we know as a group what information we need to include in our digipak. We must make sure that we include all this. The track list also gave us an idea of the theme of the album.

Planning:Artist image

                                                           Artist Image

In my group plan our artist image  in order to ensure we are following the conventions of the genre by making sure that we appealed to our  target audience through the way our artist  is represented.


Genre:

The genre of our music video is dance/club.

The following traits of an artist in our music video will be according to our music video genre. How the artist will be represented:

• The artist will be confident to the lyrics.
• portray the audience as down to earth
• Careless
• The artist will be creative
• Strong

The morals and values:
 

• The moral values of the artist personal appearance
• The moral values of their love and relationship
• Having interest of the opposite sex

Media perception:

• Being respected by the audience.
• The artist is niche
• The artist use social media such as twitter.
• The audience can relate to our artist as our artist likes their appearance.

Relate to theories:

• Goodwin's theory: would include lots of close up of the artists to enhance star image.
• Mulvey's: would consider having lots of medium close up of the artist.
• Popular culture: The artist will portray popular culture by engaging in things such as cool clothing.
• Dyer: The star theory audience and industry- I will show this by  having the artist being muscular good looking.  
• Hebdige: The popular culture that will be similar to the our artist.

 Example of  artist that have influenced my artist representation :

when analysing artists such as Calvin Hariss and David Guetta we could find number of relation from to the actual artist.




Calvin Hariss

Calvin Hariss is well known Dj in club and dance genre. throughout the music video he is associated with conventional  morals and values such as love. working with different artist. As for Calvin Hariss he could be seen as a bit of a bad boy.







David Guetta:



 David Guetta is also well known Dj that worked with many different artist. clearly he is someone that has a good reputation he is well known Dj. due to his sense of humour and he is considered as a respectful he is also considered one of the best Dj.



Costumes

The main theme costume will be quit relaxing and casual wear. The artist will be wearing  a black trouser or  a trainers this is because our artist will show an edge genre of dance and club style.


lighting

The use of low key  and natural lighting would used on the artist this will be used to emphasise on the negative aspect of his relationship.











                                                                                                                                                                                                                                                                       

Planning:Production roles

                                                             Production roles

In our group we will be assigned production roles to make creating our music video, we will assign the roles according to skills and interest of each members of the people in my group. Doing this we  will make sure that the production will run smoothly.


Production roles:

Camera man: This role will be given to Sezer as he is talented with a camera and he has good knowledge of shots angles camera effect and he knows how the camera works. He will be able to take initial ideas to make the shots  a lot more better.


Producer- Khaled, This role will be suitable for Khaled as he is good at guiding everyone he can supervise the making of a our music to see if everything is going on plan before we start the products and financing.

 Director: we have given Benjamina the role of director we felt that this role is suitable for her, as she will  directing the making of a our music video she will also be in control of  dramatic aspects, which she can let the actors that will be in our music know what going due to her role of directing.

Location manager: This role will given to Khaled as he knows exactly where we will be shooting our music video,  we thought that this role is acceptable for him as he is good at finding locations  when it comes to deciding where to shot for our music video.

Storyboard manager: As a group we chose Benjamina to be a storyboard manager, her artist skills are very clear to  see and she is good at keeping people organised.

Photographer: Khaled is a previous photographer which means he will be confident using the camera to take pictures for own digital Paik.


Print designer : 

Sezer will be the print designer, as he is creative when it comes to making up ideas of we feel this will be suitable for him when it comes  design he will be able to showcase what exactly we need. 


Editor: will be Sezer and Khaled editing as they have experience already of editing. they would know what to do next.

 Costume, hair and make up artist: This role is given to Benjamina as she will be responsible of taking care of the costumes and make up.  that's something that she is good at.

Planning: pre production paperwork

                                                            Pre- production


Pre- prdouction is the process of planning before filming process of a film starts it is where the producer and director and other crew members choose the locations, actors, the pre- production schedule.

 

 

The location  recce is  summary of the location that allows us to decide on what type of location  will be suitable and how we will get to the location. This document should be given to everyone within the filming team. This is to allow them be aware of  which route to take.
 
 
 

 

 
 
  Risk assessment  allows us  analysis  our location  and identify what risks might arise and how we will plan  to overcome  them. This document should be given to everyone within the  team  so that they are aware of the risks and help us check if the location is safe to film.

 

   The client release form  is  legal document  that discuss  the terms that agreements for any actors in our music video to allow the m understand the  terms and condition in order  for the actors to take in our music video.

 

 
 

location release form  is the a legal document that discus the terms and agreement from the company council people that they are allowed to film in their location this location should be given to the company  to show them the prove that we was given permission to shot our film in their location.

Production schedule- used to show where certains scenes will be filmed and what cast members will be needed, the equipment needed and the time the filming will take place, the production schedule is handed to out to everyone in the filming team and the casts members so that they have got all the information needed. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

 

 

 

 

Planning:Shot list

                                                                  Shot list

 

Shot list is essential as it allow the director within the group gather the information of the shots that will be used to show how the planning process as  the director have to decide on what each camera shot will be consist of and how the camera movement will be used in order to help with my music video. This is important    

                                              

Planning:Storyboard

                                                       Storyboard


Storyboarding is  important element of plannning to help visualise your production before filimg.We will be going through the scenes step by step of coming to an agreement of what would occur during each scene. This erase any confusion within the group about the duration of what happen each scene, frame number, and the amount of scenes that would be used.


We created our storyboard  following:






















frames1 -4

 

Frame5-6
























frames-13-16

 by completing all my storyboard allowed me to understand the frames and the shots  that will be taken and the order that would be taken at.

Planning:Location

                                                                  

                                                                  Location

The chosen location:
 Our first chosen location we chose is important as  the location  is the key moment of our music video which  allows the themes and genre of our music video. The location also allows the audience to visual what actually what's happening in the music as the lyrics can link to the artist. If my music the location doesn't match up with our music video it won't work.














Relevant to lyrics

• The relevant and lyrics  are in the '' The monsters in my head are scared of love''. The dark location  shows how the artist is feeling about the relationship.

Relevant genre

• Dance/ Club  uses dark location, glamour's location as it is conventional and also the location in music video such as the  life problems and substance issues relationship problems therefore this is the reason  we are using a dark location to show how the artist is feeling about their relationship.

  

 Relevant to target audience

• The audience  can relate as when they have relationship  trouble they would tend to go to  dark bedroom  think about the issues that happen  within their relationship. also the artist can connect with the audience through their experience, bedroom is some where two people sort out their problem concerning their relationship.

 Describe location:

•  There will be lots of  equipment  such as cupboard, table and  a large bed  nicely framed picture of the couple during filming in this location. This is something where their have their ups and down.  
• The bedroom location is used at the start of the music video, which can show the stages of the main problem happening in the relationship. The artist will be sitting on crying and staring at the ceiling.

Advantages of locations:

•  Suits the genre of the music video
• Conventional to our music video
• highlights themes  such as love, break up

Potential problems and how you will overcome them:

• lighting- add as much natural lighting to create  glamour.
•  This will be in someone else house. This won't be a problem.

 Existing videos that have influenced you with this
 idea:

• Leona Lewis- Trouble is set in a bedroom as well it highlight relationship.
• Leona Lewis- bleeding love, this is also based on broken relationship.

Relevant to lyrics:

•  Relate to the lyrics ''oh oh, ooo oh oh. this will be when the male is in the gym working out  the pace of  music will be fast. This will be the moment to show the location how he take out frustration.

Relevant to genre:

•  Dance/club genre relate to the gym location is a place where people are more likely to go to working and look good.  people can forget about their relationship problem whether go gym.

 Relevant to target audience:

• Common for people who go to the gym to help them with relationship issues.
• Gym  reflects self-esteem issues which the audience can relate to.

Describe location:

• Lots of technical equipment but large areas to film in.
• Small so shots should look nicely framed
• Unisex gym

Advantages of location:

• Suits genre of music
• unisex song
• unique yet  relatable for audience.

 Potential problems and how you will overcome them:

• Other people using the gym= ask to film in off- peak times.
• harm from equipment= only  use people who are trained  to use equipment.
• injuries=prep all actors and have a  medical ready.

 Existing videos that have influenced you with this idea:

•  Lethal  Bizzle music video set in the gym which influenced us as a group to create as our location is set in the gym.

Overall, location is beneficial  so that we know what and where to film out music video. I feel that the location is important to in order to create a successful music video.

Planning:Copyright letter

                                               Copyright letter

 

Khaled jaffer

South Street

Enfield

London

En3 4px

Dear copyright holder,

 I am writing to you from oasis academy Hadley 6th in order to request for authorization of the hit single 'Diplo- revolution.' we ask for permission for this audio simply to create a music video which is required in our A2 media studies coursework.

With your permission we will be able to produce a creative music video with the group I have been assigned to as our task involves creating a music video with a song of our choice therefore we chose of Diplo's hit singles. If we received your permission, this track would ONLY be used for educational purposes only and the OCR exam board moderator. It would be used for promotional reason and we have no intention to. In addition I would not like to stress you that this will be used for commercial use.

I and the rest of my group would be very privilege if you take our work into consideration and give the authority to use the audio. The artist and your company would of course be recognized throughout pre-production and through the actual video. A copyright notice with wording supplied by you can be included in the records of the project. If this is required, please send the full details.

Thank you very much for reading this letter and taking everything into consideration

We look forward to hearing from you

Kind regards

Khaled jaffer

Benjamina kilembe

Sezer karaman

 

Planning: similar ideas

                                                               Similar Ideas

                                         

It is important  to analyse exist music videos from similar genre because it helps us visualise how the music a video within Dance/Club genre  is represented. this gives us the opportunity to understand own chosen genre in more  detail  by knowing what features and factors are gain  response from the audience.  It is also important to see what is already out there and what might inspire us to  come up with ideas we can use for our own  music video and develop an idea can be difficult so  to  have something  to work from or compare to will ensure that the quality of recording within our music. Considering themes such as relationship, love and break ups.

                                                     Content and structure: Leona Lewis

Using  Leona Lewis, because of the narrative and themes of relationship and break ups.

The star representation:

The close up of the artist to portray the intense emotion such as when she is crying.
Close up  of her singing staring into the camera.
Medium shot of Leona Lewis showing that she is in pain, long shot is used when shown new location within the music video.

The location:

The house is where the location of the relationship occurs and both of the characters are shown in the bed, seen most happy as this signifies  the peak of their  love relationship.

Outside: representation in the dark night at the end of the music video. This highlight loneliness being alone.

The use of costume in the music such casual clothing for the both characters are fancy there's not much to emphasis on the style. The plain clothing can which is conventional to the age group of  the target.

Iconography:

The broken glass at the beginning of the music video can portray that there are problems within the relationship showing that both of the characters are unhappy and heartbroken.

The picture lying on the floor outlines the problems within the break up and relationship themes.

The lighting:

The use of low-key lighting  is used when both of the characters are together to imply that the relationship is going downhill and both of them  have no future together anymore. everything is not like it used to be like.

The natural lighting used at the end is shown that she's alone at night.

Editing:

•  The use of editing fit well with beat of the song.
•  Slow paced  used to reflect the pace of  the song and what is being sung about
• Editing gets faster when the problems occur in relationship.

Rihanna feat Eminem love the way you lie (visual style of video)

The music video expresses a negative and stressful vibe and we would like to have a this idea in our video quite similar but shown in a different representation due to the age we are and the activities that we do will be different from our music video. but it will be similar but be shown in a different representation of the characters  within the video however the main star of the video would be the most shown singing the most within the video however the male would be taking his anger out in a couple arguing in a bedroom.With the video it will also be shown n this way due to the editing style as the video will have back to back shots of the couple arguing the male working out in a hobby such as working.The visual style of the video will be shown idea  of the couple arguing in a bedroom. With the video it will also be shown in this way due to the style of editing as the video will have back to back shots of the couple arguing, the male working aggressively and her singing in a room. The visual content will be shown through cinematography of the video being filmed and also the editing of the video. This music video has a massive influence on us when making our own music video this is because our theme is the same/ relationship love and break ups.

 Banks- This is what it feels like (artist)

 The star representation is clearly seen and is easy  to be identified by the audience due to her being the only one in her music video. Her body language and facial expression portrays her attitude as well  as sense of her seriousness of her being he star artist the focus is on her only.

 The star is shown to be lonely and isolated in this music video  she is laying in bed all by herself, The lack of movement reinforces the star representation.

The long shots of the artists are used to show her body language.Also close up are used to capture her  emotions, results in the audience feeling a sense sympathy / empathy towards the audience.

Planning: Outline of narrative

                                                            Narrative of my music video


This is the song that i would  be using for my music video is Revolution by Diplo ft kamoni and kai.

Can you see it?
The worst is over
The monsters in my head are scared of love
Fallen people listen up!
It's never too late to change our luck

So, don't let them steal your light (Eh eh eh eh)
Don't let them break your stride (Eh eh eh eh)
There is light on the other side
And you'll all the raindrops falling behind
It's a revolution
Make it out tonight
It's a revolution
It's a reva, rev

Can you see it?
The worst is over
The monsters in my head are scared of love
Fallen people listen up!
It's never too late to change our luck

So, don't let them steal your light (Eh eh eh eh)
Don't let them break your stride (Eh eh eh eh)
There is light on the other side
And you'll all the raindrops falling behind
It's a revolution
Make it out tonight
It's a revolution
It's a reva, rev
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Oh oh, ooo oh, oh oh oh
Rev, rev, rev, rev

The main outline of the lryics mainly highlight the love, relationship, break up, trust and motivatition.This could be from male or female as the lyrics doesn't determine viewpoint it from which enables both genders to appeal to the lryics.I would portray lryics by combnation  both with narrative and performance based and concept music video.The performance based and concept consist of scenes such as female will be singing the song while the male character is trying to start the arguement. The narrative apect would be the female arguing the male character both of them being upset this would be evident the use of body language and facial expressios and their actions towards one another.



Can you see it?
The worst is over
The monsters in my head are scared of love

The first verse mainly be consist of a close up of the female and male while they are arguing to show their facial expression through the music video.


So, don't let them steal your light (Eh eh eh eh)
Don't let them break your stride (Eh eh eh eh)
There is light on the other side
And you'll all the raindrops falling behind

The final verse here would consist of  both characters having a massive argue the female will try to reach out for the male, he will push her arm. which this would give the audience image of them no longer have nothing to fight for any as the male would go to the gym to take out his frustration out by working out. whilst his girlfriend laying in bed crying in pain.





After analysing my music video I found that the themes that are highlighted  within the song are love , relationships, trust, break up and motivation: For example in the first verse of the song clearly mentions "the monsters in my head are scared  of love ". As a group we said that, the artist probably is afraid of falling in love due to the heart ache, afraid of falling again for someone who once mistreated her. Therefore for this music video I will try to display a star image of the artist telling the artist point of view of her relationship. This will also be a narrative based, concept. As the couple have their arguments, the male character will punch the wall to show that he is angry at his girlfriend. At this moment there will be a dissolve to show the male in the gym working out taking out his frustration in the gym by lifting heavy weights as he had this massive argument with his girlfriend he want to block out everything that just happen at home. The lyrics that will demonstrate will be when "The worst is over" this mainly will be highlighting. The falling of their relationship, as  there's nothing that the male can do.

Planning: Final idea

                                                                     Final idea 

Analysing the three music video choices from our group we came up with a idea of using  'Revolution' by Diplo ft. Faustix , Imanos and Kai. We have decided to use this as this song is current, fast in tempo and belongs to the House genre which we want to represent.


As a group we thought about all our initial ideas, but decided that this song would be most suitable to use and that and this song would be the best choice.




Artist: Diplo feat Faustix, Imanos and Kai.
Song Title : Revolution
Genre: Dance/club 
Audience: will be a mixed gender from 14 to 30 year olds as a large audience likes House music and it is popular amongst the mainstream audience now.
Audience category: C1 - E









We have chosen dance and club genre as this is a popular genre. The fan base are used to this type of music as House music is now mainstream in the charts. We could also relate to the themes  within the genre as the song reflects themes such as love relationship, violence, drugs and struggle. These are the themes that occur in peoples lives which would make the production easier to make as we have good understanding of it and a lot of music videos out there portray this idea.




Our final choice was also determined by our audience feedback , which was done in the from of questionnaire. The outcome of our questionnaire suggested that the theme  should about a broken relationship which this is a everyday lifestyle are  popular within the dance genre and the listeners of genre.


The song was a perfect example of showing a  star image also. The song is done by a male DJ but it will feature a female singer in it too so we can think about the star image of both characters.

Video structure:

This video idea will show all parts of a conventional music video. We will show performance of the artist as she performs the lyrics, then show some narrative as the two characters engage in their arguments and relationship struggles. Because the song is so fast paced and has a lot of beats, we will also so some concept ideas of the gym locations/character working out to show his anger.

Star image:

We will follow Dyer’s theory of ‘Star Image’ so the DJ and female singer appeals to a mainstream audience.

-they will be young and attractive, healthy and fit

-follows popular culture by going to the gym

-dressed in casual clothing to reflect the target audience and genre

Mise en scene:

Location:

-house, bedroom

-gym

Iconography:

-gym equipment

-headphones

-photo frame

Costume:

-casual and fashionable clothing

-sports wear when the guy is at the gym

Lighting and colour: 

-high key and natural to reflect that they are exposed and struggling in love

Body language and facial expressions:

- upset, angry, hurt, confused

-artist will look determined also and attractive

Theory influence:

Goodwin: will follow his 8 characteristics apart from intertextual references. Music to follow editing pace and visual to follow lyrics. Close-ups on star etc.

Mulvey: we don’t want to show the female in a sexual way, but we  will show her looking attractive as she is also the star.

Music video influences





















This music video ' workout'  by lethal bizzle was a music video influence. As in our music video we chose to do music video about people working, want to look fit due to their stress of life. want to do better in life overall. This music video has the same characteristics to what we want to achieve in our music video. which is mainly based on performances and narrative.









This music video  for Leon Lewis 'bleeding of love ' was another music video influence. This music video portrays relationship problems and  the negative energy of  love relationships. anger and  frustration is sign for this music video.

 Leon Lewis is shown, broken and destroyed  in several scenes to show that her love life is not going well and she is left alone in the relationship. This is something that I would use in my music video  relationship between a female and the male characters will be shown.

 My music video would represent my artist as going through relationship problems which leads him to going to the gym to release the stress out by working out. Trying to forget what's going on his life and just focus on him.



The planning has been crucial in point of  my production. Coming  to a final  agreement over what the music video would be consist of especially  looking at music videos that has influenced us enabled me to have a greater understanding of  what our final idea should be like.