Mock ups...

Filming location

My group and I wanted to film at the Birmingham Botanical Gardens, to capture the beautiful outdoor locations and to conform to the genre of our music video and similar media we have looked at. Prior to going to film, we messaged the Botanical Gardens to ensure we had permission to film and visited the site as a group to look even more at specific locations we wanted to use, to save time on the day, and be aware of any dangers of risks that could be associated, especially as we'd have a lot of expensive equipment with us.  

Roles within the group

Working in a group, we wanted to make sure we distributed the roles when creating the coursework fairly, below shows which roles we allocated to which person:


Although we are working in a group we all carried out our own research. 


Anna - Filming, Main editor, Ensuring we meet the needs of target audience 


Olivia - Filming, Creative director (planning of shots and locations and where they would appear in the video) 


Abi - Filming, Main photographer, Planning ancillary products  

Target audience

Holly Lovell is very similar to artists such as Ellie Goulding, Alyssa Bernal and Lisa Mitchell. These do not follow the conventions of a typical pop artist so they would fit into the genre of indie pop. The target audience can be addressed via NME (new musical express) which is an indie pop media company that was originally just a newspaper but has now become a magazine, a radio station and is also online. This means that it is easily accessible for the more alternative target audience through various different mediums. Another radio station which would be appropriate to reach the target audience would be Radio 1 as it shows a wide variety of different musical talent including indie pop. 

As a group we did some initial primary research into our target audience. Everyone we asked felt that Holly Lovell was of a similar genre of music to Ellie Goulding, Alyssa Bernal and Lisa Mitchell.  We then asked our target audience their favourite features of the videos by these artists some of the common responses were:

"I like the colour burn flickers and fast paced editing"

"I like the home made realistic feel and the fast paced editing - don't know what's coming next"

"I like the nature themed idea and vintage effects"

After receiving this feedback it became clear to our group that fast paced editing as well as unusual effects such as colour burns were a very important feature of indie pop music videos. People also liked the natural locations as well as the hand held camera movement on the videos creating a home made feel to the music videos. As well as using our tripods during filming we also want to have some areas filmed using a hand held camera. We also want to allocate a lot of time for editing as this is quite a significant feature for indie pop music videos and would appeal to the target audience.

Outline of Roles

Storyboards

Analysis of Magazine adverts...

In this magazine advertisement, Ellie Goulding's picture from her album 'Bright lights' is shown in full scale to attract the audience's attention. There is also praise for the artist and album shown underneath from a well known and highly regarded newspaper 'The Guardian' with the quote 'The new sweetheart of British pop' which suggests to the viewer that Ellie Goulding brings something new and original pop music. There is also a paragraph below which says 'The No1 album from the BRIT Award winner. Now featuring 7 brand new tracks. Including Your Song" which is in white writing and centrally aligned to draw the viewer in. The use of the quote from the newspaper and the extra paragraph helps promote the artist Ellie Goulding to her target audience as well as introducing new listeners as the positive comments on her music would help appeal new audiences.

In addition, the reference to the BRIT awards promotes the artist Ellie Goulding as a good artist and the fact that she won a BRIT award highlights the fact that her music is well liked and popular with audiences all ready. By having the artist name and album name in the centre of the page also attracts readers as the name easily stands out on the page. The yellow glow of the text also helps this which is exactly the same from the front album cover of Ellie Goulding's Bright lights, this makes it easy for people/ her target audience to recognise and pick up on.

 In this magazine advertisement, the cover of the artist Marina and the diamonds's album is used and spread out full scale to attract her target audience and new listeners into purchasing her album. There is also a smaller image at the bottom of the advert of a new single from the same artist. The text next to it promotes the single shown in the image 'Shampain' which is in the same font as the title of the album on the main advert.

The use of this helps the target audience or already listeners of Marina and the diamonds music as they can easily pick up on same conventions used in both pieces of media. The use of the line 'Hollywood, I am not a  robot and Oh no' again refers to songs off the original album and her target audience would be interested even further into buying her music. This is cleverly presented on the advertisement through just having that line in a bolder white colour so it shows up from the background image.

Also, the use of having the other small album on the page in a similar style to the main large album advertised, for example the same comic style image of Marina is shown and the same font text is displayed but instead in a bright pink colour not white. This is effective for the target audience as they can clearly link the two albums together with the same artist through just purely looking at the imagery. The use of the less bold white text next to the mini album also uses specialist vocabulary to draw the viewer in such as the word 'featuring' which suggests that the buyer would be getting something exclusive and special. In addition, the main large advertisement helps promote the other smaller album as the viewer is drawn in as it looks like the smaller album is in the larger advertisements hair visually which makes it stand out. 

Research for digipaks...

For our research, we decided to use the music artist Ellie Goulding's album 'Bright lights' as it links with our analysis of her music video 'Your Song'. The album front cover is a camera shot of Ellie Goulding with her hair blown up around her. This gives the effect that her hair is almost blowing in the wind or perhaps she was shot mid air when she was jumping. An effect of gold circles has also being incorporated on the photo which makes the image look like it has been covered in small tiny lights which relates to the album name 'Bright lights'. The angle of the shot shows half of Ellie Goulding's face which is tilted upwards towards the sky. This adds an almost dream-like effect as she looks quite ethereal with her eyes closed. The colours in the cover image as soft golds and whites which reflects the cover album name and the gold light at the top of the image again suggests something dream or godly like above her. I think the artist has used soft gold and white colours to hilight her alternative take on pop music and also to add an uplifting feel to her audience of young people plus.

The text used on the front cover follows the colour scheme of white and gold and has an effect that makes it look like they are actually lights themselves. The style of the font on 'Ellie Goulding' could almost be a neon sign for a shop as the font style conveys this. I also noticed that the artist name is bigger than the actual name of the album which not only is good promotion for the artist but it also stands out her target audience. In addition, a vintage feel is added to the cover as Ellie Goulding is wearing a white lace top which appeals to younger audiences who are interested in alternative fashion. Natural, hair and make-up is shown on the artists which adds to the natural feel of the image and the uplifting feel to it.

The back cover of the album 'Bright lights' follows the same colour scheme as the front, however there is no image and again there is the effect of small gold lights in the distance. This could be interpreted as headlights in the distance or gold sequins glinting in the light. The effect of the background makes the viewer want to focus in more on the text/ names of the songs.

The names of the songs are listed in the centre of the cover and again are the same style as the font used on the front cover. A bar code is also used which is essential for a album as well as the producers logo which is at the bottom of the cover in the centre. The back cover is very simple but effective as it clearly lists the songs but keeps with theme of the album name; 'Bright lights'.

In addition to our research, we also looked at Alyssa Bernal's album 'cali, cali, cali' whose music video fitted the conventions of a love story and had an almost homemade video effect. 

On the front cover of Alyssa Bernal's album, there again is a mid camera shot of the artist who is smiling directly at the camera. This suggests to that she is a confident, friendly open person to the viewer and also appeals to young teenagers plus who are interested in teen stars etc. The image shows Alyssa looking very natural as the hair and make-up is very relaxed and it does not look like a lot of effort has gone into it which adds to the care free feel of her songs. In the image, Alyssa is also holding what looks like a guitar which not only relates to the other artists Ellie Goulding and Lisa Mitchell but also highlights the artists relaxed approach to music as she is casually carrying the guitar around with her. Alyssa Bernal also wears a white and blue baggy top which fits in with the colour scheme of the album and portrays her innocence to her target audience of young people.In the background of the cover image, there is what looks like a leafy palm tree which could imply the fact that she is an American artist but also that she is in touch with nature herself.

The colour scheme of the album cover is very simple as blues, greens, browns and whites have been used which are all quite earthy colours and again implies to the target audience that Alyssa Bernal is a down to earth person. The style of the text is in a very swirly font which is quite girly and gives the effect that the artist herself is quite a girly girl. The name of the artist is again in larger font to the album name which suggests that the name of the artist is more important for promotion than the name of the album. The style of the photograph on the cover is made to look very natural as she is almost turning to the camera before she goes somewhere. The use of the smile on her face again implies that she is a sweet, innocent person and therefore attracts the target audience of young girls and boys. The name of the album 'cali, cali,cali' almost sounds foreign and again demonstrates to the viewer that the artist is American and perhaps is referring to California in America.

Lastly, as our third chosen artist 'Lisa Mitchell' we decided to analyse her single cover 'Clean white love' as she fitted with the alternative pop conventions that our other chosen artists did. 

On the front cover of Lisa Mitchell's single there is a head camera shot of Lisa Mitchell herself looking very coy and girly. This gives the viewer the impression that the song 'Clean white love' is a romantic love story that perhaps makes her feel shy and pensive.

 The fact that the artist is not making eye contact with the camera again suggests a somewhat awkwardness approach to loving someone. This is effective for her target audience of young people as some young girls may experience love which makes them feel shy or embarrassed. The pink colour tint in the photo again makes the artist appear as very girly as well as the pink make-up used on her face. The effect of the colour tint also makes Lisa Mitchell look like has got pink hair in real life when in fact it is brown, this could imply how she is quite a bold artist who is willing to break the conventions of mainstream pop. 

The colour scheme of the album uses whites, purples and bright pinks which suggests that the artist is girly and maybe could also imply the colour of love. Also, the colour of purple is very strong, vivid colour which could suggest to her target audience that her music is very strong and purposeful. The style of the font 'Clean white love' again is swirly and almost looks handwritten, this adds to the home made/vintage feel to her music video and again conjures up the handwritten love letters that she receives in the music video. The artist name 'Lisa Mitchell' is printed in a very simple font and could almost of being type written, the use of capital letters makes it look like something important, bold and it easily stands out on the cover.

On the front cover, of the Marina and the diamonds cover there is an edited head shot of Marina herself who looks like she is leaning down. The edited effect on the shot of Marina makes her look like she is cartoon version of herself. This could suggest that she does not take herself too seriously and that maybe her songs on the album are not to be taken seriously too. The use of hair and make-up in the image is again very natural which could imply that the artist is down to earth or simply not interested in looking like a barbie doll. In addition, the use of Marina's hair in the image looks very relaxed and wavy like it might on any day. The background of the album cover, is what looks like a vintage floral wallpaper pattern which contrasts with the image of Marina as she appears to be very young. This could imply that Marina and the diamond's music is very much so making a modern version of something old as she sings in a very alternative, folksy way.

The colour scheme on the album cover is white, pinks and browns which all contrast with one another which is perhaps a reflection of her music being contrasting to modern day pop. The use of the font on the title of the the album is again is very contrasting in colour as it is bright white which has the connotations of something pure and innocent. However, the style of the font looks like it has been handwritten which adds to the vintage feel but makes it look like it could have been written by anybody. Also, on the title there is a contrast in font size between the artists name and the name of her album.

Lisa Mitchell- Clean white love

In this music video, the music artist 'Lisa Mitchell' sings the song 'Clean white love' which is again a love story about someone who leaves her letters. We chose this artist as they linked clearly with the artist Ellie Goulding and the music video's were similar, as they both have an almost home made, vintage feel to them.  My initial response was that the music video was quite romantic and played up to the song of loving someone with an innocence. The song and music video again reflected the fun and happy sides of love which were shown through her having a good time with her friends and smiling in the video. The lyrics relate to the music video, for example at the beginning she sings 'don't want to be alone' when she is sitting with her friends and then when she 'every body's looking for a fix' there is a shot of her running with friends.

The sound of the track is very instrumental and sometimes there is a drum beat which is reflected through the video with quick editing of shots on the drums. The song follows the narrative of a girl who meets her friends at a train platform and then goes off for a country vacation, however she keeps on finding love letters and notes from a mysterious person. There is a shift in mood in the middle section of the music video, as the artist sits in a tree and there is more movement in the shots, for example, her friends doing cartwheels and running in       a field. There is also short quick shots of the artist and her friends throwing leaves at each other and having fun together. At the beginning, there is a instrumental intro ( guitar) when the artist is looking at the notice, saying 'missing love' and she only starts singing when they are on the train.

The music video, at this point looks very home made on purpose as one of her friends is holding a camcorder, and their are fast movement shots of the view, blurring outside from inside the moving train. In the video, there are several images of nature such as close-ups of leaves, the train view of a forest, camp fires and low angle shots of her up in a tree with her legs dangling.  

Original unsigned song

We decided as a group that we would like to use, the song called 'All these things' by Holly Lovell as our song for our music video. The song fits in with the alternative/pop genre of the other female pop artists we have looked at and targets the same audience of young people plus. The sound of the song is quite folksy and soft and adds a modern take from traditional folk music to appeal to a young audience that are interested in new music that breaks the conventions of mainstream pop.

Alyssa Bernal- 'Soaking up the sun'

In this music video, Alyssa Burnal the song 'soaking up the sun' which is love story about taking it easy with her boyfriend and enjoying their time together. My initial response, was that the video was very relaxed and free feeling as the artist sings about taking it slow with her boyfriend and having fun which is reflected through the video.

 This is reflected by the long and interesting shots of the trees from above and the movement shots of the artist smiling and shopping with friends and jumping into swimming pools. The track suggests fun and happiness in life and relationships, for example when the artists sings 'There's only room for two' when there are shots of her and her boyfriend holding hands and running in a sunny field. Another part where the shots in the video relate to the lyrics is when the artist sings 'whisper in my ear...' there is a shot of her and her boyfriend together and he is whispering something in her ear, whilst she is smiling.

 The mood picks up even further when the artist starts singing 'its forever' when there is an over the shoulder shot of her boyfriend laughing which suggests her strong feelings for him as a partner. At the beginning of the song, there is a short guitar instrumental and humming whilst the camera pans down from the green trees above to the artist walking with her friends. The tempo and editing quickens slightly after this whilst the shopping with friends is shown and trying on fancy dress hats in a stall which almost shows the girl's excitement from being in love and the anticipation of meeting her boyfriend again.

 Quick editing between the shots is also used and interesting viewpoints are shown for example the artist and her partners shoes walking along the field put upside down and another shot of her lying on her back on a ladder but the camera is tilted the other way.  Towards the end, the pace of the track slows again and the movement in the shots reflects this through the artist and her partner sitting up in the pool and gazing out at the sun together whilst she puts her head on his shoulder. The calmness of the water also reflects the slowing down of the track and adds a more relaxed feel.

Ellie Goulding- Your song

In this music video the artist Ellie Goulding sings a cover of the song 'Your Song' in a very home made, natural way.My initial ideas were that the artist really embraces the happiness and contentment of the song in the video. For example, loving life for how it is and taking pride in the small things. The images used in the video are all very simple for example shots of autumn leaves, footsteps and travelling on a train.

 The tempo of the song, I found quite slow and steady till the middle section of the song where the artist starts to sing with more passion so the images and editing of shots quickens and there is more fast movement in the video shots. For example, Ellie Goulding runs in a field of sheep with a happy grin on to show her zest for life and the beauty of nature. There are parts in the song where the images in the video relate to the lyrics, for example at the beginning when she sings 'Its a little bit funny' and on the word 'Funny' the artist is actually doing something funny in the aisle of a train carriage.

 Also, when she sings 'I know its not much...' there is a shot of her presenting a beautiful waterfall somewhere in a forest which again adds humour as she is sort of playing on the fact that all lot of people take the beauty of nature for granted. In the middle section of the video the song picks up which again is highlighted in the video by using more shots with movement and smiling faces. This compares with the opening of the video which starts off quite reflective through the use of long steady shots such as the artist sitting and looking out of a train window. This steadiness is again repeated at the end of the song when there is a long shot of the artists face ahead and then turning and smiling which shows the contented feel to the song.