Research and planning – Advert: Advert information

Album name: China White: We have decided to call our album China White as we believe the name is short and mysterious and can relate to the album as we believe that the songs within the album will evoke confusion and curiosity from the audience. We also decided to go with 'China White' because it is a nick name for a drug which connotes to the drug abuse the artist experienced and is a consistent theme within our products.

Release date: 14th February 2017: We have chosen our release date to be the 14th of February 2017 because it’s the day were couples enjoy their day together, meaning that the song that touch up on themes such as love, relationship etc. will be more appropriate and meaningful for the target audience. Also by choosing to release the album on this day it will come after the press campaign and TV launch which will all be important campaigns in ensuring that our album and artist are recognised, and encourage the target audience to look forward to the album release- there will be hype surrounding it. Choosing to release the album in the middle of the month allows us time to advertise it properly allowing the audience to anticipate the artist’s newest songs, causing them to wait in suspense.

Available to download:  We have decided to use the well-established download sites /apps including; ITunes, Spotify and Tidal as these are globally recognised by a mass audience and will therefore allow our artist to become more successful despite being a niche artist. We have also decided to make the songs available to download from various sites/apps as the mass audience use different ones, therefore, in order for our album to sell, it is vital that we can offer a variety of download options for the audience, encouraging them to download the album.

Key singles: We have decided that China White, Cloud 9 and Black Beauties will be our three key singles, including “You Complete Me'' which is the ultimate key single, considering that we created a music video to it. 'Black Beauties' is a song that appeals to a mainstream audience, and can be relatable due to the themes it includes, including love and abuse. ‘Cloud 9’ is the most unique song out of her singles, as it is different in that the artist promotes niche themes which is reflected through the lyrics and the theme of morality which is a debatable and individualistic topic.

Explicit lyrics label: No - We will not be including an 'Explicit lyrics label' as the songs within the album do not contain any upsetting language. This is common within the indie genre and generally it is uncommon for artist to use such expressions because of its target audience and general audience expectations.

Setting of image: We will capture the images in dark locations, such as against black walls, behind a green screen, and then we will apply a background that highlights the dark atmosphere to reflect the mystery and tension that is expressed within the album. We also include images of wine and cigarettes to emphasise the addiction of the artist and what she is going through. It is vital that the setting of the image is effective and fits in with the rest of the album information and images to ensure there is consistency throughout the advert.

Costume hair and make-up of the artist: We plan on using a black coat and boots to further emphasise her class. Additionally, we want the artist to dress like a classy woman who is clearly financially stable and doesn’t lack money/ possessions etc. This will create a sense of superiority and intimidation from her and the audience will admire and aspire to be like her. The character will mainly wear dark clothing to convey her depressing thoughts and addiction to drugs. She will wear a winter coat, to show that she is longing for ‘warmth’ from others but also protection from the situation she is in. Sarsha will also wear a red lipstick and a light eye makeup which will be smudged on her face to show her vulnerability and unconventional beauty. It also helps to portray her addiction which is common of indie adverts as they don’t use make up to glamourize the artists. Stereotypically having blond hair shows innocence and vulnerability, therefore we decided that the main artist should be blonde to draw an audience response. 

Cinematography: For our advert we decided to take a medium long shot of our artist. This is because it will help to convey the mood of the album through her body language but at the same time clearly portray her smudged make up which will give the audience a deeper insight into her life and her character. A medium close up will not glamourize her which is conventional for an indie artist who rarely ever use their looks to attract audiences, unlike the popular and mainstream artists today.

Lighting and colour: We intend to use low key lighting to convey the sad and miserable mood of the album and dangerous side effects of drugs which is the main theme of our product. However, we will use top lighting to make the artist seem vulnerable, especially due to her addiction. It will also show consistency as in the video the artist will stand under a lamp to hint prostitution which creates deeper meanings for the audience.

Research and planning – Digipak: Digipak Information

Artist name:

When deciding on an artist name we wanted to ensure we promoted originality therefore we choose the name; Sarsha for our artist. Sarsha is a different kind of name that stands out from the norm. We chose this name as it is simple to write and say, and is catchy. Therefore, we believe this name is suitable for our artist as it is reflective of her unique persona and establishes her ideologies too. Its originality matches the alternative style of our product.

Album name:

We have decided to name our album, ‘China White’ as we believe that it reflects the music genre and also because it’s a universal idea because some people will react on this title individually. In addition, it is not obvious as to its content and will evoke a sense of mystery in our audiences. In reality China White refers to drugs which shows that the artist addresses upon the theme of addictions and important issues which is conventional of the indie genre. Furthermore, we can connote China White with porcelain which is a fragile material just like the victims of drugs. These connotations will enhance the album. Therefore, we believe this album name is suitable and encourage a wider audience to buy it. It is important that the album name is catchy and appealing to the target audience as it is one of the first things as well as the picture that draws the audience to the album, and determines whether they will buy the album. We have also decided to name the album ‘China White’ as the simplicity of it is suitable for the target audience who will be from working class backgrounds, aged 15+.

Track list:

The track list we have chosen includes nine songs and one bonus track, which are all similar in that they all draw upon similar themes, including, self-disruption, loneliness and addiction. These are common themes associated with the Alternative/Jazz genre and appeal to the target audience who are most likely to be able to relate to these themes as a result of them being the right age group who are likely to experience love and relationships most. In addition, the tracks all relate to drugs in some sense to help the artist address an important issues of addictions which is prominent within today’s society.

The tracks on the track list include:

1)      Dying Whisper

2)      Lost in Wonderland

3)      Wine & Cigarettes

4)      Black Beauties

5)      Cloud 9

6)      Poor Man’s Ecstasy

7)      Happy Pills

8)      China White

9)      You Complete Me

Bonus Track:

10)  I didn’t think enough

We have chosen various different track names, which do not all promote the themes through their title, instead certain track names such as ‘Black Beauties’ and ‘Dying Whisper' reinforce suspense and interest, which we done intentionally to create this impact from the audience. By using less obvious track names we gain a sense of mystery and can be individualistic for the audience.

Music Institution:

We decided to use Polydor Records who are part of the Universal Music Group. This institution in an American worldwide music conglomerate. It is a subsidiary of a French company, Vivendi. They own a number of different record labels such as Capitol Records. Universal specializes in the mainstream and current artists. However, their subsidiary record labels sign up indie artist which gives them a mass appeal. Polydor Records work alongside Lana Del Rey who is a successful indie performer. By using the same music institution, I will be able to gain some attention through below the line marketing. In addition, Shura is also part of the company which is another popular female indie artist that our artist will associate with. The institution is already established which gives us more financial stability and security which will aid us when trying to debut an artist.

Production Company:

Our production company is called ‘The UnknOwn Duo’. We decided that it is mysterious and catchy to remember therefore is likely to sell. In addition, our logo is simple and not ‘flashy’ which matches the alternative and indie genre of our product. 

Explicit Lyrics Label:

We decided to leave out the ‘Explicit Lyrics’ label because the song and our overall product is unlikely to upset anyone. In addition, indie/ jazz genre doesn’t associate with swearing or explicit language therefore there is no need to insert the label as this type of music avoids such content due to its mature feel.

Research and planning – Digipak: Creative brief

Oasis Academy Hadley

5 South Street

EN3 4PX

Bibi.Noshib@oasishadley.org

Date: 16/12/2016   

Album Title/artist: ‘China White’ by Sarsha

Project Manager: Bibi Noshib

Release Date: 14th February 2017

Product Overview:

Sarsha is a British performer who began her singing career at a very young age. By the age of 6 she fluently played guitar and began her piano lessons. During the development of her passion for instruments she began singing and writing small tracks. At the age of 13 she signed up for an amateur artist group where she met people with similar interest and hobbies. This helped her to realise that music is her call. She uploaded a few covers on social media however her true breakthrough began after she created her own song ‘Red Rash’ which gained her mass popularity, especially amongst the alternative audiences who are attracted to her quirky song writing style and acoustic sounds. She quickly began working on more products and at last was invited to perform in prestigious indie clubs across London, including Cargo in Shoreditch. Over time she signed up to independent record labels which led her to finally work with a major record label, Polydor Records and become a part of the Universal Group.

The Album concept:

What is it?

We aim to create a product that will introduce an artist and help her establish a credible fan base for her career. We will try to appeal to a wide audience of mixed genders, various ethnic background and of age 15 and above because the indie genre can appeal to anyone who is interested in alternative music and sounds which means we will have to create a unique digipak that will appeal to different people. We also need to follow the common conventions of indie jazz as we need to attract jazz fans in order to establish Sarsha as such artist within the wide range of audience.  Despite the digipak being of a niche genre we will make sure it includes the key elements that could appeal to the mainstream audience and gain Sarsha more popularity.

Why are we doing it?

The reason we are trying to do this is because Sarsha’s debut will need to bring success to an international and possibly a global audience, and the creation of the digipak will support her in doing so. Therefore, the design of the digipak is crucial as it determinates the success of it. We must ensure the pictures, colours and typography used will be conventional for the genre and visually appealing to our audience and will establish Sarsha’s values and ideologies as well as promoting the themes and mood evident in her music video to the consumers. The themes within the album will include, love, addiction and self-disruption, with the mood reflecting this. Therefore, the consumers will be able to understand the Alternative/Jazz genre through the album, encouraging them to listen to her music. This breakthrough will show audiences her style and attract appropriate target audience.

Comparable products:

 

We believe that these products are comparable to our production. Shura is a successful British alternative artist, therefore we looked at her recent digipak to gain ideas of what makes her so successful. We like her experimental use of effects as they enhance her simple album covers which is something we would like to achieve to engage our audience. In addition, we looked at Catfish and the Bottlemen because they are an indie British band who use simple designs and interesting colours to suit the indie genre. We think the white outline drawings are effective and allow for individualistic responses from the audience. Lastly the recent Lady Gaga album has also inspired us. Gaga is known for her unconventional designs however lately her works have been ‘toned’ down and we like the simple products. Therefore, we decided to use her as an influence.

What is the reaction we want?

The demographics of our target audience includes, skilled working class people of different ethnic backgrounds, particularly female, aged 15 and above who can relate to the artist and the music video. We expect the audience and consumers to feel they have a clearer understanding about the artist, enjoying her music and being able to relate to the certain themes and ideologies she portrays throughout. In a way we want our audience to listen to Sarsha and use her as a method of portraying realism, allowing them to be aware of different mental health problems. We are also hoping the target audience can build a different relationship with our artist, one that differs from other mainstream artists, as Sarsha is original and should be recognised for maintaining this quality.

How will we know it worked?

The number of sales, and the sale figures the album receives will determine the success of the album, but also the views from social media such as YouTube, Facebook etc. will allow us to decide if the album is popular and appealing to a mass audience. We will also host a focus group allowing a group of consumers that reflect our target audience (aged 15+, different ethnic groups, working class/ skilled working class) to look at our first drafts of our album designs and provide us with feedback, which will allow us to make the required changes and develop on the criticisms, making the final draft appealing and suitable to our target audience meeting their expectations and interests. This is crucial, as this factor determines the ultimate success of the album, therefore, we will ensure we are fully aware of the information revolving around our audience, including similar products they like and what they like about it, their average earnings, their hobbies/ interests etc. Understanding these factors will help us to make an album that the audience will like and will be able to afford.

Launch dates:

Sarsha’s campaign dates:

Press campaign: 30th January 2017

TV Launch: 16th February 2017

Album Release: 14th February 2017

Limitations:

We may struggle with consistency as we are responsible for creating three products and must ensure all items have similarities to ensure consistency throughout. In order to overcome this and ensure there is consistency, we will keep editing the products and keep the lighting and typography similar.

We will also try to find appropriate images across our ancillary products so there is no repetition and we will avoid artist overload or lack Sarsha image.

Planning: Group Roles

Production roles are the jobs that are assigned to a member of the production and these are the people who take care of the area to which they have been placed into. In the industry, often these people are professionals and each one is hired to complete the task in the field of their strength, because they specialize in it. These are the members that create the ‘film crew’ and build the film; allowing it to happen. However, because there is only a limited number of members in our group we had to take more than one role. These are the roles that we had to distribute between one another:

• Director
• Editor
• Location Manager
• Lighting Operator
• Producer
• Camera Operator
• Storyboard Organizer
• Costume, hair and make-up artist
• Print Designer
• Photographer
• Cast Control

These roles are important because without a clear organization of who is in charge of what we would be in chaos and mess, not knowing what to get on with. Production roles are very important because it can help to distribute roles equally, thus making sure that no one is overloaded with work as well as everyone works in their preferred field which they feel passionate about and can work to the best of their ability.

The Different Roles Available:

Director: a film director is in charge of the visualization of the script by guiding the filming crew as well as actors in order to complete his/her vision. It is in fact the director’s role to choose the cast as well as other members which he/she then closely works with to complete the film and bring it to life. Directors need to look out for others and make sure to give constructive feedback in order to improve the work of the crew. On top of that they need to stay organized and within the film budged. A director has to be responsible and feel confident with his/her decisions and teamwork skills. We have decided that I should take on the role of the director because I am capable of managing a group as well as giving constructive feedback and guiding others during their work. Additionally, I have good leadership skills and I am also hard working and will be able to supervise everything well.

Producer: film producers take on a variety of roles no matter if they are independent or employed. Producers cooperate many aspects of the film such as selecting a script, which would then be given to the director, being in charge of the finance and budgeting. Producers cannot always personally supervise all of the production. Therefore, they are entitled to hire executive or line producers who altogether with the director will help to finish the film making. However, it is the producer who has the last word on music, editing and everything else within the production. We decided that I will be the producer of our music video because I can cooperate well, as well as has many skills which will enable me to make good decisions for our campaign and make sure that our production runs well and will be successful. Additionally, I am well organized and able to help my pair to stay on top of the task and complete this without many difficulties.

Editor: a film editor is part of the production. Their job is to work with the raw material of shots and frames and place them together in order to create a whole; according to the script and overall concept of this production. They add all the transitions as well as the edits in order to enhance the sequence. Often if the editing stage goes well it is not visible nor noticeable for the audience. Editor must work intensively by developing the footage as well as complementing it with sound, pace and acting for the film to make sense and look as realistic as possible. Editors play a massive role in the film industry because this is a time consuming and hard job which is often unrecognized by the spectators.  We decided to do this job together because we are hardworking and patient. We also believe that we have the required skills for editing videos in a professional way, thus we will be charge of it.

Location Manager: a location manager is a crew member who is in charge of finding an appropriate location, accordingly to the director, and securing it for the filming. They need to gain permission from the authorities and let them know the exact situation and plans of how the crew wants to use the space. The location manager also has to emerge with the possible issues that could arise during the filming and if the authorities are convinced and know that no one’s safety will get violated they will allow to film. These members will work with the production designer and director to find the most appropriate place that will fit the director’s vision. In our team we have decided that Natalia will take care of the location management. This is because she knows a lot of possible settings that would fit our narrative and give us the right conditions to film. She is also polite and will be able to ask for permission to film in the intended location.

Lighting Operator: these are in charge of controlling artificial lights during the filming process. They work with the director and cinematographer/ story boarder to help pursue the vision.  Lighting operators are responsible for the movement and set up of lighting equipment to create shadow or necessary lighting in the scene or specific character.  They may also lay electrical cables, wire fixtures, install colour effects or image patterns, focus the lights, and help out during the placement of additional effects during the editing stages. The role of light operators is risky because it involves hot and heavy objects therefore this role must be taken by someone responsible. Natalia was nominated to be in charge of lighting. This is because she knows a lot about the different lighting techniques and how to use it effectively in order to help create a character representation and cause an audience response. Additionally, we have considered that this is a risky job but she will be responsible enough to take care of her own and others safety.

Camera Operator/ Camera Person: in the film production these members are often called the cinematographers. The camera operators are in charge of operating the camera and trying to use a variety of cinematography techniques to enhance the sequence as well as create a character representation. If done fluently, cinematography is often unnoticeable for the eye and comes naturally for the viewer. Throughout the production the cinematographer will work with the director and story boarder to help pursue the idea and vision. Often the camera person needs to be creative and have a talent for picking up naturalistic shots. They usually have many camera assistants in order to capture the best shots which then get send off to the editor. We decided that I will take the role of the cinematographer. This is because I am the director too and I will be able to pursue my vision clearly and accurately.

Storyboard Organizer: the storyboard organizer has to make sure that the story drawn by the artist flows and has fluency to it as well as complements the script. They have to make sure that everything is right before submitting the idea to the director who needs to approve it before filming. The organizer works with the artists in order to make sure that no further amendments need to be made so the filming can begin as soon as possible. We decided that Natalia will take care of the storyboard because she likes to draw and will be able to visualize the narrative easily. This is important because without this the cinematographers will not be able to film the footage accurately. Therefore, together we will work on our production hand in hand.

Costume, hair and make-up artist: the artist work closely with the actors as well as the director in order to pursue a believable and appropriate character that will suit the director’s vision. These artists apply prosthetic onto the actor to make them suitable for their role. They are in charge of picking the costume and hair styles which need to be approved by the director. This is an important job as they are in charge of creating character representations which need to be conveyed to the audience and if these are done inaccurately then the film would not attract the intended target audience. We decided that I will be the costume, hair and make- up artist. This is because I am a creative person and will be able to pursue the exact and accurate character representation which is necessary in a film so the viewers will know exactly who everyone is.

Print designer: print designers use their technical skills to arrange and style designs as they appear on a page. Their design activities include choosing font types, sizes and colours to create attractive headlines and text-based presentations that will catch the reader’s attention. We have decided that we will be responsible for print design as we are creative and good at producing designs and make something effective from nothing. This will not only be beneficial when creating the digipak as we will be required to create an effective poster type pack which include images and colours, but also as a pair we will have more ideas and opinions on how to present our posters.

Photographer: A photographer is someone who takes photographs of something and uses the photo in various ways, which may include, album covers, posters, social networking sites, newspapers, magazines etc. A photographer should be skilful when holding and positioning a camera to ensure they take high quality photographs. We have decided that I will be responsible for the photography, taking pictures of the artist and characters, scenery etc. for the digipak, as I have a steady hand and I am also able to hold the camera in a unique way that will allow me to capture different shots effectively.

Cast control: This is someone that takes charge of the cast who is responsible of the cast members, ensuring all the artist have arrived on set and are behaving appropriately, doing what they are required to do.  We have decided that I will be responsible for cast control as I am able to be strict and serious if necessary which is appropriate in this case, as I must encounter these attributes to handle the cast members and ensure they are doing the correct thing.

Conclusion:

Overall, this task was beneficial because it helped us to assign the roles to our members as well as chose the roles for ourselves which will allow our duo to stay coordinate. After completing this task, we identify our qualities, strengths and weaknesses, and according to these qualities we have been able to fairly decide who to allocate to each role. We have chosen roles best suited to our abilities and personas. We are aware that certain roles hold more significance over others, therefore, we distributed roles equally ensuring that each of us held a major role.

Planning: Pre-production paperwork

Pre-production paperwork are the agreements and legal requirements that need to be completed when preparing for your final production stages.  These include:

• Client release form

• Location release form

• Location recce form

• Production Schedule

• Risk Assessments/Hazards

It is very important to create these because without them you are at risk of getting yourself in trouble especially when filming in a public area. These can help to plan your filming stages as well as help to inform everyone else about your actions. The pre-production paperwork is a requirement that will help to explain your work to the authorities or any others who are concerned. It will also assure others of your own safety when filming, hence why the risk assessment. In order to complete this task to the best standard, as this is a serious and legal requirement, we had to divide the roles and take on different paperwork.

Location Release Form:

This is a required document that acknowledges the authorities of the different locations you plan to film in, as well as asks for their permissions, discussing the terms and conditions that come with this production. This document helps to prove that your actions are safe and approved by your career. This needs to be distributed to the owners of your filming location and signed by them after they read and understood the different terms and conditions that come with this production. This is an image of our Location Release Form:

Risk Assessment/Hazards:

This form has information that provide the possible risks that could await the production while filming. It reminds everyone to take caution as well as explains how the accidents can be resolved or avoided. This will also assure others that you are ready to face the possible accidents when creating your footage and will be able to deal with the obstacles. Additionally, the risk assessment allows you to calculate how likely is it for the risk to happen which yet again allows you to decide if your production is safe and take extra caution with some risks. This is our risk assessment:

Location Recce Form:

This document helps to list all the locations that you intend to film in. This should be distributed to every member of the film production, including the actors, in order to acknowledge them of the different locations that they need to be in. This task helps to organize the production crew as without this clear ‘timetable’ it would be impossible to get everyone to the right place at the appropriate time. Location Recce should be easy to read and include some visuals in order to make it simple for the members to get to their destination. This is an example of our location recce:

Production Schedule:

This document also works as a timetable for the filming crew as well as the actors. This also works as an outline of the production, including the times and dates of the filming with the needed equipment and actors. This can save a lot of hustle within the set, as the crew will be able to work with the designated actors and focus on the specific scene rather than a whole, which can make everything less stressful and a lot easier. This is an example of our production schedule:

Client Release Form:

This form was created to help us when recruiting an actor, necessary for filming. It discusses the agreements that the person has to give their consent to when signing up to help us in our production. This form has to make the client aware of what is expected of them as well as acknowledge them of the possible risks and the future usage of the tape. This form needs to be distributed to everyone in the cast and in order to start filming they need to sign the form after reading and understanding all the terms and conditions of this contract. This is our example of the Client Release Form:

Advantages of creating the pre- production paperwork:

• Allowed to make our production look legitimate

• Helped to evaluate the possible risk that could occur

• Allowed to prepare for these risks as well as how to deal with them

• Given us legal security

• Made us experience what it is like creating a production in the industry

Conclusion:

Overall, completing this task was highly beneficial because it has allowed to evaluate the possible risks that need to be taken under consideration as well as legally secure us in terms of a client and location which is important as now I know I can rely on the actors and know that I do not have to adjust my idea because everything went as planned.

Planning: Lighting and colour

Lighting helps to convey the character representation and mood of the music video as it is usually manipulated to create an effect on the audience and convey further meanings. Colour is the contrast that is evident the most in a scene. It also creates mood and makes different representation to get a specific audience response. Often lighting and colour complement one another and are used together to make a double effect on the spectator. These are important as subconsciously the audience always makes assumptions about the genre or character in the music video basing on lighting and colour. Without these the viewer will be confused on who they should support and who they should loathe.

Lighting is divided into two sections which include:

• Angles- the positioning of the lights

• Type -the way the lighting is used e.g.: dark or light

These are the different lighting and colour techniques we plan to use:

Top Lighting: We intend to use top lighting in our music video. This will be evident at the middle of our music video when the artist is in the alley way and stands under a street lamp and looks up to the light. The scene proposes prostitution however the holy connotations of top lighting contrast that thus giving away varied meanings for the audience who can find their own individualistic messages. This was inspired by Lana Del Rey’s music video Blue Jeans. In the video she uses top lighting to convey her innocent nature and purity of her love with another man.

Back Lighting: We also want to use back lighting in our production. This will be evident at the middle of our music video when the artist walks away from the lamp drinking and smoking and a long shot will capture their back as they walk towards the end of the alley way. We hope to create a silhouette of the artist in order to create suspense for the audience and keep them entertained. It also stands as a symbolic representation of hope for the character. This was inspired by Ed Sheeran’s video One where the artist stands in an empty auditorium and sings to help emphasize on his isolation and possible emotional issues. 

Black & White filter: The following music videos by Amy Winehouse - Back to Black, Lana Del Rey - Blue Jeans and Adele – Someone Like You, the use of black and white filter is effective in order to represent the sorrowful and miserable emotions of the artist and their feelings. It also enhances the narrative of the music video. This creates a mature feel for the audience which they can relate to and understand. These colours will also be used to portray our main artist in our music video as a disheartened person.  This will create a feeling of pity from the audience as the character looks lost and vulnerable. These neutral colours will be used throughout our music video, in order to represent the theme of addiction, consumerism and self-disruption of the character. The music videos have influenced our ideas as all of them connote are successful and appropriate to the genre.

Low key lighting/Natural: In our music video we will use natural lighting due to the time we are going to film the video in, therefore the natural/low key lighting will be beneficial as it will make our music video more generic and professional for the audience to watch. Not only it is conventional for the genre of our video, but also will help to portray our dark themes of self-disruption and alcohol addiction. This was influenced by the music videos stated above.

Conclusion:

In conclusion, the lighting and colour used in each of these music videos are effective in the way they are used and portrayed. As a result, we have also decided to use similar colours and lighting in order to ensure our video gives off a similar effect, having the same impact on the audience. It is important that we follow these videos as they are successful as a result of them using appropriate lighting and colour.

Planning: Editing

Editing is a technique which helps to assemble many images together to complete a sequence. Editing is an important part of a moving image because it helps to fluently move from one image top another. It is also used to set up the mood of the scene; allowing the audience to react in a certain way depending on the narrative. Editing can help to make and emphasis on the action by working with other micro-elements, such as sound. Some of the main editing techniques we plan to include in our music video are:

Slow jump cut: We plan to use slow jump cuts when the main character is walking in the alleyway. Jump cuts are not part of continuous editing techniques and will be recognised and stand out to the human eye. This will be used to represent the disruptive lifestyle of the artist as her behaviour is not healthy and will be recognised as unstable. This technique was influenced and developed from Amy Winehouse’s music video, ‘Back to Black’ where a shot is repeated twice from different angles. We believe that this shot will make our music video look professional and unique because is not an editing technique typically used in music videos.

Overlay: We plan to use an overlay in our music video towards the end when the artist lays on the ground and the shot is topped with an image of a ticking clock to show that her ‘time is running out’. This will create possible connotations of death which will make further suspense for the audience but can also engage them into the video more as they will try to guess what it means. We were inspired by Adele’s music video Send My Love which uses multiple overlay effects in order to enhance the visuals and show the concept behind the video. It was successful and gained mass popularity therefore we hope our technique will find an appeal.

Dissolve: We also plan to use a dissolve effect. This will be utilized at the end when the singer walks away from the camera and at last slowly disappears through the dissolve technique. This will leave the audience with apprehension as they are unaware of what happened to the artist and will be left to wonder. This was inspired by Ed Sheeran’s video Small Bump where the characters slowly appear and then dissolve to show passing time which matches Ed’s narrative. It is a unique and original technique therefore we hope that it will appeal to our audience as it’s less common.

Fade to black: We intend to use a fade to black technique at the end of our music video and after portray some text which will read ‘I AM not as FINE as I seem’. This will represent the emotional state of the main artist and possibly touch upon the theme of mental health and address the stigma surrounding it. This was influenced by Lana Del Rey music video ‘Blue Jeans’ where the scene ends with a fade to black shot. The shot looked professional and clean as the audience understand that the music video has ended. Similarly, in our music video we will finish the video with a fade to black leaving the text to allow the audience reflect on the quote.

Duplica: Another key editing technique we want to utilize in our music video is a duplica of our artist. This can confuse the audience as it’s an unusual edit and can be quite bizarre. However due to its originality it makes the music video interesting. This was inspired by Gondry’s diverse music video with Kylie Minogue Come into my World. We wanted to have an aspect of diversity in our video as the genre of our product is niche so we are able to experiment with unique editing styles.

Slow pace editing: We will use slow editing when the artist is performing to emphasise her importance, and to allow the audience to connect with her through her body language and facial expressions. It will also match the song’s pace and allow the audience to absorb the narrative and the concept behind the visuals. We were influenced by Adele’s music video ‘Someone like you’ which also uses slow editing throughout the video to reinforce the artist’s importance and role within the music video. This was edited in an effective manner, which is how we want to edit our scenes.