Call Sheet #4

Director/Costumes: Layla El-Alami
Contact number: 0796118798
Email: layla.el7@hotmail.com

Producer: Derryl Swaby

Location: Media Suit
Unit call: 10.30am- 9th December 2010
On location: 11.00am- 9th December 2010
Set: White backdrop
Camerman: Haroon Ahmed/Layla El-Alami

Editor: Nawid Obaydi

Makeup Artist: Layla El-Alami


Artist: Princess Landa, performed by Simone

Dancers:

Simone

Yannik O'Holi

Chris


Kiana

Transport: Walkin/Bus if necessary

3.30pm Call

3.55pm Meet in the Media Suit

Load Equipment/Set

Location Contact: TJ, Lory, Dan
4.00pm Unload Equipment

Set and Light
4:05pm Hair and Makeup for artist
Hair and Makeup for Dancers

Rehearse AND Shoot

7:00pm Pack up and return all equipment

Insufficient Footage

Judging from my last post, I had seemed quite optimistic about the amount of footage that we had and thought it would be enough to cover the duration of the soundtrack. Unfortunately as I have continued the editing process it has come to my recognition that in fact we need more footage as there is too much dancing and not enough lip syncing from Simone. I have consulted the director of the video Layla about this matter and we agreed as a team that another shoot should be scheduled and this time we will focus solely on making sure that Simone lip syncs the lyrics, also there is too much footage of just Simone and not enough of the dancers which is why I advised Layla on contacting both Simone and the other dancers and asking them to come to the shoot.

Editing the music video

I have started log and capturing the footage that can be used on to Final Cut Pro, at the moment it seems that there is sufficient enough footage to complete the whole music track. We have decided to create an introduction before the actual video starts and this will be done through footsteps which will be accompanied by background sounds of actual footsteps and at that point is when the actual video will begin, we will finish the video with end credits.

Shooting...Done!

After a long and hard few weeks, we have finally finished shooting our music video and hopefully have enough footage for the duration of the song. As a team we have learnt a lot during the shooting stage of our music video, cooperation is key when working with a group of people who share different views and opinions and we made sure that no arguments or quarrels ensued during the shooting period. A big thank you also to the cast of dancers especially Simone who without we would not have been able to create this music video.

Call Sheet #3

Call Sheet #3

Director/Costumes: Layla El-Alami
Contact number: 0796118798
Email: layla.el7@hotmail.com

Producer: Derryl Swaby

Location: Media Suit
Unit call: 11.45am
On location: 12:00pm
Set: Black screen
Camerman: Haroon Ahmed

Editor: Nawid Obaydi

Makeup Artist: Layla El-Alami


Artist: Princess Landa, performed by Simone

Dancers:

Simone

Yannik O'Holi

Zarah


Chris


Kiana

Transport: Walkin/Bus if necessary

11.30am Call

12.00pm Meet in the Media Suit

Load Equipment/Set

Location Contact: TJ, Dave, Dan12.05pm Unload Equipment

Set and Light

12.10pm Hair and Makeup for artist

Hair and Makeup for Dancers

Rehearse AND Shoot

1.50pm Pack up and return all equipment

Evaluation of Shoot #3

Pleased to say our third shoot was a success! We managed to organise ourselves much more effectively this time and arrived at the media suite a while before the artist and the dancers to set up the equipment and fix the lighting. Our director Layla was first on the scene as she did not have a lesson during the time at which we were scheduled to film but I soon came after and Haroon and Deryll followed as well. We had to make sure we all stayed motivated including the artist and dancers because this was our third shoot and some were getting tired of filming the same thing over and over again, nevertheless we all stayed optimistic!

Artist Problems...

Unfortunately we have had even more problems with our artist, our replacement who was originally going to act as Princess Landa has suffered an illness so therefore we have had to delegate the role of Princess Landa to Simone who is also one of our dancers. I believe Simone is much more suited to the role of Princess Landa as she is very confident and that is what we are trying to portray the artist as being as.

OUR MAIN DANCER/ARTIST SIMONE:

Final Cut Pro Training

I have decided to sacrifice my time after college on most days in order to go to the editing suite and familiarise myself with final cut pro, I used the footage from the Beech location which I decided was good to train on as it will not be used in our actual music video. I burnt a CD with the MP3 track of 'No Time Fi Dem' in order to be able to sync the music with what the artist is actually saying.

Me and the rest of my team have set high hopes in the editing process of our music video and as it is the most time consuming I also took with me a few tutorials that I had printed off the computer. I am now able to create the 'Sin City' effect on Final Cut Pro and also familiarised myself with other effects such as 'Dazzle'.

Shoots 1 and 2 Evaluation

The complexity of filming a music video had been shown to us when we watched over the footage and realised that NONE of the footage we have filmed is suitable enough to be used in the editing process, the main problems looking back were the lighting which was either too bright or too dark which gave a distorted look to the artist and the dancers and also the unwanted objects in the background such as the radiator in the beech location which could definitely not be corrected during editing. Time is running out but the advantage of going through such an issue is that now we are much more prepared as a team and know what must be done in our next shoot.

Using three cameras also proved to be an ineffective strategy as it meant three times the work when editing due to the fact I have to keep switching in between tapes so we have decided to stick to one tape from now on and also stick to shooting in one location being the media suite as we have everything we need and there are no unwanted objects in the background.

Hopefully now we have all learnt our lesson and the next shoot will be a success!

The Cast

Due to the fact our Director (Layla) has a personal relationship with the cast, we delegated the responsibility of contacting the cast to her. She was able to provide them with the song and ask them to create a dance routine in order to ensure everything is ready for shooting. Most of our cast were taken from the Performing Arts classes in the college so this is another plus point for us as it will mean they will have previous experience of acting and dancing to a high standard.

Here are the cast being used for our music video:

Dancer 1- Simone (Potential backup artist)

Dancer 2- Zarah

Dancers 3 and 4- Yannick and Chris

Types of camera shots we will be using...

We will be using a numerous amount of various different camera shots in the filming of our music video but the main ones will be:

1) Mid-shots: Due to the fact the media suite in which we are filming is not of a sufficient enough size for us to have long shots, we have had to settle with mid shots in order for the green screen behind the artist and dancers to appear fully.

2) Close-ups: Close ups will be used in the filming of our music video to provide a much more seductive and attractive edge to the video, having close ups will also us to make the artist pose in various ways such as licking her lips in order to be in line with the conventions of the music industry regarding female artists.

3) Mid close-ups: The mid close ups will be used to highlight the artists costumes which will attract our target market as we are going to dress her up in well known designer brands that our target market will be able to relate to.

Locations for our music video

Drama Hall/Beech:

Beech was our first intended location due to the fact there was enough space for us to fit a crane in there and also the black curtains behind the artist and the dancers will ease the editing process as our whole music video is going to be black and white. The advanced lighting is another reason why the drama hall/beech was chosen as our main location, we were able to use the lighting to our advantage in order to create various different effects and make sure that enough lighting was provided so that the artists could be seen. Nonetheless we all decided it was better to be safe than sorry and booked the media suite just in case the footage from the drama hall was not good enough to be used.

Media Suite:

The main reason for choosing the media suite was due to the fact that there was a fitted green screen inside the suite, using a green screen in the filming process of our music video will make it easier for me when editing as I will be able to cut out the green out as a whole and change the background to what I believe will look aesthetically pleasing. Green screen is used by many production companies around the world and even in Hollywood because in the editing process it allows various different effects to be used and can create a sense of illusion, for example a music video can show an artist sitting on top of the empire state building but in the filming stage all they used was a production studio and green screen. It is a very cost and time effective means of filming as it means we do not have to film the artist and the dancers in different places.

A rough idea of our media suite setup:

(Picture taken from musicsmartstudio.com)

Main effect being used for our music video

The 'Sin City' Effect

Here is a quick glance of the main effect that I am hoping to incorporate into our music video, as you can see the majority of the picture is black and white with only the egg yolk being shown as its true colour. This effect is very eye catching and also very attractive which will no doubt help to attract viewers to watch our music video. I have studied various different tutorials to learn how to create this effect and I am slowly getting there...fingers crossed!

The potential of the CD cover as a marketing vehicle

Having a CD cover will allow us to target a segment of our market who do not have access to the internet and will be used as a marketing tool in order to promote our music video further. The design of the CD cover will also allow fans of both Princess Landa and the reggae genre to relate to the cover and become aesthetically attracted to what is in front of them which will hopefully encourage them to purchase the single increasing the potential of the CD cover as a marketing vehicle.

Not only do CD covers allow fans of an artist and the genre to relate to the cover, it may also attract others who are interested, for example if a CD cover had a picture of a dominating female figure with money and no male by her side this will no doubt attract the attention of feminists and encourage them to purchase the single.

The potential of the music video as a marketing vehicle

Due to the fact me and my team have decided to go for something a bit different in terms of genre and the narrative structure behind our music video, I believe the potential of the music video as a marketing vehicle is beyond measure. The unique selling point of our video being the black and white setting with colour elements is a key segment of the marketing section of our music video, it enables us to ease on extensively marketing the video and allow the video to promote it self using the USP. Advances in technology will also increase the potential of the music video as a marketing vehicle, for example it can be promoted and marketed on social networking sites such as Facebook and Twitter which receive millions and millions of user traffic a day and allow artists to promote themselves for free which is a good foundation to build upon. Such network sites as the ones listed above are also where the majority of our target market like to spend their time therefore essentially we are able to kill two birds with one stone.

The distribution of both the magazine and the CD which relate to the music video will also help to ensure that the potential of the music video as a marketing vehicle is greater than that of other current music videos on the market to ensure that we are a step ahead of others. Distributing both the magazine and the CD will allow us to reach out to a larger market as not all have internet access and this can also be used as a promotional tool.

Sites such as YouTube are also another tool which will be used when marketing our music video, it is a very cost effective means of promotion and due to link sharing between users will no doubt help to generate a large amount of viewers to our music video and raise awareness.

Call Sheet #2

A new call sheet has been created due to the fact our original did not go to plan....let's hope nothing goes wrong this time!

Director/Costumes: Layla El-Alami
Contact number: 0796118798
Email: layla.el7@hotmail.com

Producer: Derryl Swaby

Loaction: Drama Hall (Beach)
Unit call: 3.30pm
On location: 4:00pm
Set: Green Screen in order for it to be edited afterwards


Camerman: Haroon Ahmed

Editor: Nawid Obaydi

Makeup Artist: Tanika Fearon

Artist: Princess Landa, performed by Belle


Dancers:

Simone

Yannik O'Holi

Zarah

Chris
Kiana

Transport: Walkin/Bus if necessary

03:00pm Call

04:00pm Meet in the Media Suit

Load Equipment/Set

Location Contact: Leanne (head of the arts)

04:15pm Unload Equipment

Set and Light

09:50am Hair and Makeup for artist

Hair and Makeup for Dancers

Rehearse AND Shoot

6:45am Pack up and return all equipment

Complication #1....Behind schedule!

Evidently from our previous call sheet, we were prepared to shoot the first scene of the video in the beech location and had got both the dancers and Princess Landa organised by providing them with the date and time of the shooting. Unfortunately with no warning, Princess Landa had pulled out last minute due to family commitments so therefore we were left rushing around in order to find another replacement to act as our artist but luckily we found a suitable looking female who was originally going to be a dancer in our music video to act as the artist. We also received permission from Princess Landa to continue using the song.

Risk Assessment of Shooting Location

The risk matrix is a tool used widely by production companies worldwide and is essential in assessing whether a location is suitable enough for filming and what actions must be taken if something goes wrong. Me and my team conducted our own risk matrix' to ensure that we take every necessary procedure so that the cast and crew do not get hurt or be in danger of getting hurt in the process of filming.

Here is our risk matrix assessment:

Production/Person(s) involved: Layla, Derryl, Nawid, Haroon, Artist, Dancers, Makeup Artist

Shoot Date(s): Friday 5th November
Wednesday 10th November

NATURE OF HAZARD:

A) Loose Wires

B) Tripping over film equipment

whilst filming

C) Overhead lights dropping

the area of the lights.

D) Food/Drink Spillage

E) Crane dropping

from the crane

PREVENTIVE MEASURES:

A) Tie up all loose wires

B) Ensure equipment is only used

C) Keep cast and crew away from the

area of the lights

D) Have cleaning equipment on sight

E) Keep the cast a safe distance away

IF ACCIDENT OCCURS?:

A) Call medical team ASAP

B) Call medical team ASAP

C) Call medical team ASAP

D) Call medical team ASAP

E) Call medical team ASAP

Call Sheet #1

Call Sheet

TUESDAY 2ND NOVEMBER

Director/Costumes: Layla El-Alami
Contact number: 0796118798
Email: layla.el7@hotmail.com

Producer: Derryl Swaby

Loaction: Drama/performing art hall; Beach

Unit call: 10:00am

On location: 11:00am

Set: Hall with white/black sheet (maybe edited after)

Camerman: Haroon Ahmed

Editor: Nawid Obaydi

Makeup Artist: Tanika Fearon

Artist: Princess Landa, formally known as; Ylanda

Dancers:

Simone

Yannik O'Holi

Diane

Chris

Belle

Transport: Walkin/Bus if necessary

09:00am Call

09:30am Meet at Beach

Load Equipment/Set

Location Contact: Leanne (head of the arts)

09:45am Unload Equipment

Set and Light

09:50am Hair and Makeup for artist

Hair and Makeup for Dancers

Rehearse AND Shoot

12:00am Pack up and return all equipment

(Call Sheet created by director- Layla)

Marketing Aims For Our Music Video

Marketing Aims for Music Video

Target consumer: Our target consumers will be aged around the 16-25 age range and we have set no limit on ethnicity as reggae is a genre listened to by many.

Unique Selling Point: The USP of our music video will be the fact that the whole video is shot in black and white and various colour edits will be added during the editing stage of the music video, this is our unique selling point due to the fact on the market there are currently very few or none at all music videos shot in black and white with colour edits. We will also be able to use our USP as a self promotion tool as it will sell itself to the market.

Attention/Awareness: We will raise attention and awareness for our music video by adhering to various codes and conventions that our market are aware of i.e. the use of revealing clothing in order to attract males and also dominating and strong females in order to attract the female audience. Different camera shots will also be used to grip the attention of the audience such as close ups, long shots and side shots.

Interest: We will need to maintain interest in our music video in order to increase the life length of the video and keep it on the market for as long as possible, to do this we will use the USP as a promotional tool which will increase the popularity of the music video and hopefully develop interest for a long duration of time.

Desire: My desire by creating this music video is to give the independent artist Princess Landa a gateway into mainstream music and if that is not successful then at least provide her with a larger fan base and increased popularity. I also hope to increase the amount of listeners that listen to the reggae genre and hopefully create a pathway for more potential artists to jump on the reggae bandwagon.

Product: The finished product will consist of the music video, CD cover and also an MP3 version of the single.

Price: The music video itself will be free for all to consume as it will be uploaded on popular video uploading websites such as YouTube but the single will be priced at around £1.99, the reason for this price is because we will be selling the single online on iTunes and Play.com which are discounted programs and websites therefore we cannot charge a premium price also it is only one song therefore £1.99 seems like a reasonable price.

Place: We will aim to market the music video in inner London as we believe this is where our target market will reside and therefore will provide us with a larger fan base.

Promotion: The majority of our music video will be promoted online as previous research shows that popular social networks such as Facebook, Myspace and Twitter are websites that nearly all of our target consumers use and therefore it only seems right we go where our target consumers are. The advantage to promoting online is the fact that we will be able to target a large amount of consumers/listeners for little or no money being wasted in comparison to promoting on television, billboards and magazines etc.

Music Video Storyboard

A storyboard is created in order to get a visual idea of what the music video will look like, having a storyboard will make it easier when creating the music video as the idea is already drawn on paper and all that needs to be done is to follow it.

Examples of storyboards:

Here is our own storyboard for our music video:

Music Video Treatment

A treatment is an essential part in the process of creating a music video, it outlines what the video will consist of and what it is about. It is written in conjunction with the song lyrics in order to make sure that the video relates to the actual song.

Here is the treatment for our music video:

Yoo tun me up tun me up
Introduction: 'Princess Landa' ripple effect into 'Featuring in' Fade in 'No Time Fi Dem'
Unuh can hear mi out deh
ah princess landa dis Side shoot/close up of artist's neck/face To all ah di girls dem Straight cut to 2 different females posing (attitude) - Flowing camera movement to look as though the audience is looking at them from a boy's perspective north wezzy we seh straight cut to artist's close up side shot mimingstraight cut to 1-2 different females posing with attitude to reinforce the title 'no time fi dem' (no time for them)

Verse 1

Rewind edit to go in sync with the rewind sound from the track I got no dam ******** time fi dem close up of artist with an expensive watch - points/shows the watch when she says 'time fi dem' Any time dem see mi dem a talk behind mi back again straight cut to artist in different costume mimingMe nuh to mind so me lose of ah di whole ah dem straight cut to a section of female dancer's body Coz any thing dem want dem tek di **** f idem straight cut to another dancer - upper body/face Mi nuh beg nuttin from no bwoi so no bowi can call mi own straight cut to artists miming with attitude to reinforce the meaning of the lyrics Anything me warn me tek mi time and den mi sort it out
Mi nuh owe fi mi money and fi yuh man mi nah go argue bout straight cut to to girls/dancers in frame whispering something to one another Mi tell a dutty gyal fi shout yuh mout cut to artist and have upper body and head in frame. Whilst miming, bring up hand do a 'shut your mouth' gesture True dem love mix up dem a walk and a talk mi an mi family dem straight cuts to 3 different body sections of dancers (1 second per dancer).
Watch ah how we live dem all a penny mi and mi bredda dem 3 straight cuts to 3 different dancers - different body disections.
Ah two brudda mi love mi begga ah ***** to go pree dem because straight cut to the artist miming salasie send dem

Chorus
- Breaks down - slighter slower edit wise!
fade to the artist herself - miming and place both hands sliding on her sidesMi she ah dutty gyal dem nuh fi be about nuh longa cross dissolve effect on the artist walking towards the camera dem too to likky straight cut to dancer doing the same hand gesture as artist liiky and dem belly to anga. straight cut to artist miming with attidude (holding collar up etc) What dem a we do fi money mi nuh need fi go unda no man ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nuh of dem good like landa .

Verse 2

So mi seh wat away they rember how mi hair and mi shoes stay .de woulda rember say ah dem ****** mek dem man stay.mi wouldtn want yuh man coz in mi bed mi have mi own ah lay ….. nuh worry dutty gya l dnt feel nuh way.
Any time them call yuh them a beg yuh fi come tek care of your pickney dem. Send dem gwarn ah skool and tek dem home fi find some food fi dem .
Yuh quick fi go ah dance and indidual like yuh deyah gen. di fire bun di whole lot of dem .

Chorus
Mi she ah dutty gyal dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no man ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa .


Verse 4
I got no dam ******** time fi dem
Any time dem see mi dem a talk behind mi back again
Me nuh to mind so me lose of ah di whole ah dem
Coz any thing dem want dem tek di **** f idem
Mi nuh beg nuttin from no bwoi so no bowi can call mi own

Anytign me warn me tek mi time and den mi sort it out

Mi nuh owe fi mi money and fi yuh man mi nah go argue bout

Mi tell a dutty gyal fi shout yuh mout

True dem love mix up dem a walk and a talk mi an mi family dem

Watch ah how we live dem all a penny mi and mi bredda dem
Ah two brudda mi love mi begga ah ***** to go pree dem because salasie send dem

di dutty bwoi dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no bwoi ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa . Artist pushes males out of her way to reinforce that she hasn't got time for time. Then title again 'NO TIME FI DEM' in balck and white so that it 'stamps' the meaning of the song/video.

Song Lyrics

Here are the lyrics for the song that our music video is based upon:

Intro
Yoo tun me up tun me up
Unuh can hear mi out deh
ah princess landa dis
To all ah di girls dem
north wezzy we seh

Verse 1

I got no dam ******** time fi dem
Any time dem see mi dem a talk behind mi back again
Me nuh to mind so me lose of ah di whole ah dem
Coz any thing dem want dem tek di **** f idem
Mi nuh beg nuttin from no bwoi so no bowi can call mi own
Anytign me warn me tek mi time and den mi sort it out
Mi nuh owe fi mi money and fi yuh man mi nah go argue bout
Mi tell a dutty gyal fi shout yuh mout
True dem love mix up dem a walk and a talk mi an mi family dem
Watch ah how we live dem all a penny mi and mi bredda dem
Ah two brudda mi love mi begga ah ***** to go pree dem because salasie send dem

Chorus

Mi she ah dutty gyal dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no man ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nuh of dem good like landa .
Verse 2

So mi seh wat away they rember how mi hair and mi shoes stay .de woulda rember say ah dem ****** mek dem man stay.mi wouldtn want yuh man coz in mi bed mi have mi own ah lay ….. nuh worry dutty gya l dnt feel nuh way.
Any time them call yuh them a beg yuh fi come tek care of your pickney dem. Send dem gwarn ah skool and tek dem home fi find some food fi dem .
Yuh quick fi go ah dance and indidual like yuh deyah gen. di fire bun di whole lot of dem .

Chorus
Mi she ah dutty gyal dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no man ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa .

Verse 3

Anything mi talk mi ah tell u fi go ask one of mi bredrin dem.certain tings mi she coz me alone ah mind mi pickney dem.mi nuh badmind so mi big up all di mudda dem but lef out di loose fadda dem.true dem get money dem ah hype and ah model in di dance again .dem ah buy champagne f idem man deyah back ah dem .ah ediat mi she so no women ah fi trust dem .ah bare claffi and cluff dem.

Chorus

Mi she ah dutty bwoi dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no bwoi ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa .

Verse 4
I got no dam ******** time fi dem
Any time dem see mi dem a talk behind mi back again
Me nuh to mind so me lose of ah di whole ah dem
Coz any thing dem want dem tek di **** f idem
Mi nuh beg nuttin from no bwoi so no bowi can call mi own
Anytign me warn me tek mi time and den mi sort it out
Mi nuh owe fi mi money and fi yuh man mi nah go argue bout
Mi tell a dutty gyal fi shout yuh mout
True dem love mix up dem a walk and a talk mi an mi family dem
Watch ah how we live dem all a penny mi and mi bredda dem
Ah two brudda mi love mi begga ah ***** to go pree dem because salasie send dem

di dutty bwoi dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no bwoi ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa .

Famous Music Video Editors

Famous Music Video Editors

In order to gain an insight into the world of editing music videos, I have decided to research a few well known editors and try to incorporate some of the elements of editing that they have used in their music videos into my own.

Dustin Robertson

Dustin Robertson is a world renowned music video editor who has worked with the biggest names in the music video industry ranging from Madonna, Jennifer Lopez, Lady Gaga to Justin Beiber, Usher and Elton John. Most of Dustin's work is based around the 'Dance' music video category which is what the majority of our music video is based around and research into several of his videos has allowed me to see what steps I could take in order to reach the level of editing that Dustin is currently at, many of the videos he has edited show a large amount of cuts per second which is something I am hoping to incorporate into our own music video as the pace of the actual song is quite fast.

Here is one piece of Dustin's work:

Pink-Lady Marmalade

http://www.youtube.com/watch?v=gigqOsA-SLQ

Rich Newey

Rich Newey is another well known music video editor and is the person responsible for the editing of Sean Paul's music video, 'Watch Dem Roll' which is a video that I am hoping to use as inspiration due to the fact it combines black and white with various coloured areas. This 'Sin City' effect is one that has been agreed by myself and the rest of my team as being the main visual effect to be used in our music video.

Having researched these well known music video editors, my knowledge of editing has largely increased and proven to me that editing is one of the most difficult areas of creating a music video. I will now use my new found knowledge and ensure that the editing of my music video is up to a high standard.

Here is Sean Paul-Watch Dem Roll (Directed by Rich Newey):

http://www.youtube.com/watch?v=uPae06-5Fzc&feature=fvst

Artist Comparisons #2

Ce'Cile

Another popular reggae artist I have found who is comparable with Princess Landa is Ce'Cile. Ce'Cile is a much more well known artist within not only the reggae scene but also mainstream wise which shows that reggae artists are able to breakthrough and succeed in mainstream chart success. She has performed globally in countries such as USA, Denmark and the Carribean to name a few but also at popular mainstream awards ceremonies such as the MTV Europe Awards. Ce'Cile is much more revealing in terms of her personality and the clothing which she wears, in the picture above it is evident that the low cut top has been purposely chosen in order for the artist to appear attractive and sexy which is one reason why I believe she has gained a much more fulfilling career in comparison to Lady Saw and again coincides with the fact that female artists in the music industry are no more than sexual objects for the pleasure of the audience. For this sole reason I believe that in order for our music video to gain popularity and promote itself, we must ask Princess Landa to dress in revealing clothing.

Here is a CD cover from Ce'Cile, evidently it is very simplistic and has no real unique selling point. I believe this was done on purpose in order to keep the attention solely on the artist, although Ce'cile is not wearing any revealing clothing she is wearing a tight latex dress which I believe again holds some kind of sexual factor which was purposely done.

Artist Comparisons #1

Lady Saw:

The above artist goes by the name of 'Lady Saw' and is a Jamaican reggae singer hailed as being the 'queen of dancehall', she is one of the much more popular artists within the reggae genre and has collaborated with chart topping reggae mainstream artists such as Sean Paul and Beenie Man. One of the main reasons Lady Saw is a suitable comparison to Princess Landa is the similarity between their vocal styles and also the types of songs which they sing, Lady Saw is a very independent woman in her own right and does not conform to the stereotypes of the music industry which is that female recording artists must be visually attractive and portrayed as sexual objects.

Here is a cd cover from Lady Saw and as you can see once again she is going against the stereotypes of female recording artists by wearing non revealing clothing and she is also standing in a very dominating and assertive pose which is the type of image we are trying to portray Princess Landa as. The Louis Vuitton designer handbag again shows her independence and how she is a lone woman getting her own money with no need for a man by her side which coincides with Princess Landa's song, 'No Time Fi Dem'.

Primary Research Evaluation

The first question I asked my target market was, "Do you find seductive and attractive females a good feature in music videos and does it appeal to you as a person?" which gained a majority vote of yes with only 50 people saying no, the response to this question proved to be an advantage to me and my team due to the fact that our whole music video surrounds seductive and attractive females and judging from the response will no doubt help to be a useful promotional tool in gaining popularity and viewers.

"Would you say the colour and ethnicity of the artist/ dancers in a music video affects whether or not the music video would be aesthetically attractive to you?" was the second question that I asked my target market, the response I gained from this question was just as I had anticipated with 230 people saying no and just 20 people saying yes. The music industry is surrounded with music artists from all over the world and different ethnicities so therefore the idea of using a black afro Caribbean artist and also dancers for our music video was not a worry to any of us as most popular artists nowadays are predominantly black.

"Reggae music is one that does not attract as much mainstream coverage as other genres, does Reggae music appeal to you as a genre?", I was very worried about the response to this question due to the fact that many music channels do not show reggae videos as much as genres although this is beginning to change now. Luckily the response to this question put my mind at rest with 180 people saying that reggae does appeal to them as a genre, although it may prove to be a difficult process in attracting a larger 'hype' surrounding our music video I believe with extensive promotion and placing our video on YouTube will no doubt help to increase the popularity.

"Do you think the success of an artist depends on their gender?", the answer to this question was once again as I had predicted with 230 people saying yes and only 20 saying no. I believe that female artists are actually MORE successful than male artists due to the fact that they are able to attract a wider audience and marketing themselves more as a sexual object to males and an inspiration/ influence to females attracting both genders and increasing their popularity. Some examples include artists such as Rihanna, Beyonce and reggae artists such as Ce'Cile and Lady Saw.

"How visually attractive would a black and white music video be in your eyes?", I was very sceptical about creating our music video in black and white due to the fact that there are a minimal number of music videos shot in black and white but I have come to the realisation that it creates a unique selling point to our music video (USP) and my target market seems to agree with me with only 30 people disagreeing. Having a USP allows product differentiation from the hundreds of music videos currently out and will no doubt help to ease the promotion and advertising process because the USP is a tool within itself and literally markets itself.

Primary Research

We could not just create our music video on what WE thought was best but rather what our target market thought was best and what they think should be included in the making and editing of our music video, this could not be done without conducting primary market research of our target market (16 to 25 year olds) which is why I put together an effective survey with questions that I thought would provide me and the rest of my team with a deeper insight into what should and shouldn't be done during the making of our music video.

Overall I asked 250 people from various different locations such as Harrow, Wembley and Kingsbury in order to make sure that our research was not biased and based on just one particular location, I chose these locations because they contain a wide range of different ethnicities and are full of 16-24 year olds so therefore it would make the primary research much more accurate and reliable.

The option of secondary market research was always available to me through the internet, books etc but I believed a first hand account would be much more effective and relevant to our music video and although it was much more time consuming in comparison to secondary market research the outcome was much more positive.

Questions and responses:

1) Do you find seductive and attractive females a good feature in music videos and does it appeal to you as a person?

Yes:200

No:50

2) Would you say the colour and ethnicity of the artist/ dancers in a music video affects whether or not the music video would be aesthetically attractive to you?

Yes: 20

No: 230

3) Reggae music is one that does not attract as much mainstream coverage as other genres, does Reggae music appeal to you as a genre?

Yes: 180

No: 70

4) Do you think the success of an artist depends on their gender?

Yes: 20

No: 230

5) How visually attractive would a black and white music video be in your eyes?

Not at all: 10

Just a bit: 20

I wouldn't mind: 100

Quite a bit:60

Very attractive:60

Technical Rehearsal-Planning and Preparation

Me and my team decided a technical rehearsal would be a good idea in order to make sure we familiarise ourselves with the location (Beech) and also the technical areas such as the lighting and the positioning of the cameras in order to increase efficiency when we actually shoot our music video. The booking of the cast and dancers was left to our director Layla as she knew them on a personal basis therefore we all agreed it would be best if she contact them.

We all decided three cameras, a crane and two tripods was the most suitable equipment to book, the reason we decided on three cameras was simply due to the fact that we wanted three different angles and perspectives (left, right and centre) with the centre camera being positioned on a crane to gain much more effective shots such as high angle, low angle and tracking.

From the onset, we all decided Beech would be the most suitable location to shoot our music video as there was enough space to fit a crane in there and the black backdrop curtains would provide me with ease of editing on final cut pro due to the fact we wanted the video to be black and white with various colour edits and having black curtains simplified the difficulty of using final cut pro. Another reason why we thought Beech was the most suitable location to shoot our rehearsal was the professional lighting equipment at hand which we used to our advantage in order to ensure that it created the type of effect we were looking for.

Our set up/Beech location:

Left hand side camera:

Lighting equipment Part 1:

Lighting equipment part 2: