Showing posts with label Case studies. Show all posts
Showing posts with label Case studies. Show all posts
Sunday, 8 February 2015
Thursday, 11 December 2014
Print Product Focus Group
Marvellous, Elma and I are presenting our research and planning of the print product. This pitch includes our case studies, 3 case studies each. Our photography inspirations, Font style,colour scheme and photoshop mock up.
The focus group was effective because we were able to get our target audience opinions so we can tailor our print products to their taste but also to our case studies afrobeats genre.
Tuesday, 9 December 2014
Ancillary tasks - Planning and research digipak
This will help me with the structures and house style of my print products.
Thursday, 2 October 2014
Afrobeat- Case Study
Zagada - LDNC
Camera angles, shots
and movement
Movement: Panning is used in the video
to make the actions easier to capture.
Editing: Shallow depth focus and focus
pull to focus one person dancing.The cutting rate was increased to build
tension for the audience, this makes the performance more interesting, we want
to know what will happen next. There is transition from the black and
white to colour. This moving image of black and white can be considered as a
post-modern element. Titles and subtitles within the video are edited on. The
speakers on the bag is edited to look bigger to show that the song is very
loud.
The dance at the end was fast forwarded and the cutting rate was faster. There
were less cut aways here because there were more people in the long shot and
mid shot. We will be using this shot when our dancers will be together at the
end dancing.
The black and white is our conceptual idea and the basketball location. As it
does not link to the lyrics and is not what you usually see in an afro-beats
music video.
These videos will influence our music video, we hope to use the Editing and low
level shots and birds eye view in our video to increase the performance
of the music. Our audience will feel engaged through the visuals and the beat.
Prop: The bag in the beginning looks like a speaker this is editing
technique, it looks like the music was played through the prop.
Length: 5:53
Produced by Dr Smith
SYNOPSIS • The music video is about a guy in the studio and downloads a song to
his phone (LDNC – Zagada) and plays the song put loud with a speaker bag. • The
video continues of him roaming round the streets with him playing the song out
loud and the people who hear the song starts to dance to the song. A girl from
college, a guy coming out of work, a little girl in the café, 3 girls from
secondary school and 2 guys near an alley way. • The video ends with the
members of LDNC dancing to the song with everyone who featured in the video
doing the zagada (a dance routine).
Narrative/Performance Based The music video has a simple narrative, which is a
guy enjoying the track by playing it out loud with a speaker around the
streets. This is a way of promoting the track through the music video. The
video is also performance based. Throughout the video there are people dancing
“The Zagada”. This is also a way for people/audience to know how to do the The
Zagada (dance routine plus freestyle) The narrative and performance based are
linked. The conceptual element could be the different locations and different
people dancing differently to the track.
Target Audience The target audience for the track are people (male and female)
who enjoy Afrobeat. Typically young people because the people in the video are
young. They are encouraged to buy the track because throughout the video there
are many examples of ways to dance to Zagada, which the audience would learn so
they also will know how to do the Zagada.
Ideas to use for our music video
- Performance based with a dance routine and a short
narrative throughout our music video.
- The cutting rate is high, it goes well with the fast
beat. It will be perfect for Drop-Vibesquad Promo video.
- Pull focus would be good to use to focus on a
person or an object.
I will use the camera angles, black and white (monochrome) also I will include dancers to my music video to make it very lively. I will also increase the cutting rate of my music video.
Movement: Panning is used in the video to make the actions easier to capture.
Editing: Shallow depth focus and focus pull to focus one person dancing.The cutting rate was increased to build tension for the audience, this makes the performance more interesting, we want to know what will happen next. There is transition from the black and white to colour. This moving image of black and white can be considered as a post-modern element. Titles and subtitles within the video are edited on. The speakers on the bag is edited to look bigger to show that the song is very loud.
The dance at the end was fast forwarded and the cutting rate was faster. There were less cut aways here because there were more people in the long shot and mid shot. We will be using this shot when our dancers will be together at the end dancing.
The black and white is our conceptual idea and the basketball location. As it does not link to the lyrics and is not what you usually see in an afro-beats music video.
These videos will influence our music video, we hope to use the Editing and low level shots and birds eye view in our video to increase the performance of the music. Our audience will feel engaged through the visuals and the beat.
Prop: The bag in the beginning looks like a speaker this is editing technique, it looks like the music was played through the prop.
Length: 5:53
Produced by Dr Smith
SYNOPSIS • The music video is about a guy in the studio and downloads a song to his phone (LDNC – Zagada) and plays the song put loud with a speaker bag. • The video continues of him roaming round the streets with him playing the song out loud and the people who hear the song starts to dance to the song. A girl from college, a guy coming out of work, a little girl in the cafĂ©, 3 girls from secondary school and 2 guys near an alley way. • The video ends with the members of LDNC dancing to the song with everyone who featured in the video doing the zagada (a dance routine).
Narrative/Performance Based The music video has a simple narrative, which is a guy enjoying the track by playing it out loud with a speaker around the streets. This is a way of promoting the track through the music video. The video is also performance based. Throughout the video there are people dancing “The Zagada”. This is also a way for people/audience to know how to do the The Zagada (dance routine plus freestyle) The narrative and performance based are linked. The conceptual element could be the different locations and different people dancing differently to the track.
Target Audience The target audience for the track are people (male and female) who enjoy Afrobeat. Typically young people because the people in the video are young. They are encouraged to buy the track because throughout the video there are many examples of ways to dance to Zagada, which the audience would learn so they also will know how to do the Zagada.
Ideas to use for our music video
Thursday, 11 September 2014
Case Study 2
Alicia Keys - It's On Again ft. Kendrick Lamar
 |
| The close up of her face shows her facial expressions as surprised, when she was lip syncing the cutting rate was quite fast. Her fingers creep in the close up where she is excited about the spider man movie. The target audience will feel delighted that Alicia wants to watch the film too. The video reinforces the values of beauty. In the beginning there was a focus pull towards Alicia so that the audience are drawn into her lip syncing it was plausible. |
 |
| She is wearing a black leather jacket and a short black dress black connoted power and elegance however, she is not represented as classy instead she is raw and edgy. The audience want to know what will happen next. |
 |
| The use of the editing match on action shows the continuity of the spider man film cuts and Alicia lip syncing. Moreover the spider man film has a voice over of Alicia. The montage used in the fast cutting rate to show urgency for the importance of the aim of the promo video. |
 |
| Wide shot in the tacky location, she is dressed in black short dress in this Long shot of Alicia Keys the camera is in a low level angle this connotes the idea she is powerful and she is talking directly to us. She is in an edgy posture. The footage reinforces youths who want to dress like adults, the female audience will aspire to dress and look like Alicia. The symbolism of female artist is as an sexual icon. The use of the flashing lights links to the whole idea of power and control, the audience may view Alicia as supernatural. In addition the flashing adds to the rhythm when she lip syncs emphasizing her power
Locations
Garage, Studio
Props: piano,
chair, walky talky
Costume
Black jacket, black dress, black heels.
Lighting
3 point lighting
Makeup
bright lip stick, dark eye shadow
This case study will help me to create a star image of the artist, direct eye contact to the camera to engage the audience. |
Tuesday, 9 September 2014
Case Study 1
MACKLEMORE & RYAN LEWIS - CAN'T HOLD US FEAT. RAY DALTON
Published
on April 17, 2013
Producer
Ryan Lewis Youtube Channel
Length- 7:03
· Synopsis– It promotes their debut album Heist, a flag traveled throughout the video as it suggests that we should let everything go and to be ourselves.
The role of the main
character was to entertain us through the performance video and the concept was
witty.
Lip synching was used in chorus and there was a voice over in some of the verses throughout because there was three locations and the music in
the background alongside the instrumental were playing throughout the video.
· 3:01
of the camera panning on setting of the living room with the obsolete
television and objects do not follow the norms of the new television as a
post-modern concept.
The idea of a camel on the street where you can seen
modern cars parked depicts the hybrid ideas on the past which is emphasized in
the future. However, the video reaches out to teenagers and adults because it
encourages the age identity and emphasizing the idea that they can be who they
want to become and the journey is not over.
Mise en scene
· Locations: Pacific, The street, Green land, Beach
The
panning connotes the journey of the flag throughout the video which depicts the
idea of freedom and belonging to the country but also the artist belonging to
the debut studio album ‘Heist’. After watching the video I was eager to know
what heist meant. I found out it is the debut album and this flag has not been
included in music videos so it created a sense of a USP (unique selling point)
for the song and the new album.
Credits at the end of the video is used to acknowledge the production team
They persuade us to buy the record as the music video by including a range of demographics for
example the ageing population is represented by the man in the beginning
and youths are the main target group because they are still growing and
could identify themselves with the video. This is a sense of identification for the audience and also an identity is reinforced here for Macklemore as his debut album is 'Heist'
- I
could subvert the idea of performance and concept in the video and the
representation of demographics.
- I will not make the video 7 minutes
long because the audience will be disconnected to the video half way through.
In a wide mid shot of Macklemore with a man on the Camel holding 'The Heist' flag in the foreground we
can see houses and flashy cars. Macklemore is wearing a black blazer with a grey top underneath. He looks happy, the audience want to know why. In this wide mid shot he is presented as superior because he is holding a camel, the camel connotes a pilgrimage and a journey. I wanted to know why he did not want to take the car instead of the camel.
The motif of Macklemore is presented later during the music promo, after I watched the video once I wanted to watch it again because I missed significant information for the reasons for the camel and the flag. I had to conduct research on 'The Heist' and it came up with the debut studio album by Macklemore & Ryan Lewis.
The panning and tracking here in this shot it shows the smooth action where he is wearing a white blazer connotes purity and perfection. There is postmodern cue here by the props and set on the cart that the red car is attached to, i.e television, stereo, lamp, bell, furniture. It reinforces what is out of fashion to show that Macklemore has come along way on this journey. Panning adds to the idea of a journey that is why it is so important here. Lip sync here is fast because of the journey he is on and the cutting rate is increasing. The cut away is used to show the camel, it suggest that his mission is not accomplished yet.
Ray Dalton lip synching
and body gestures showing the audience that he is a leader and the lip synching
is short because there is a cutaway here to emphasis this point when Ryan Lewis
is holding the flag with the crowd under his foot.
A 180degree movement
here in a wide mid shot. This is conceptual because there is a hair stylist on
the beach touching up Ray Dalton’s hair and the stylist is Macklemore, Ryan
Lewis is seen walking out of the with the flag when he is on land he is running.
Slow motion and a
voice-over no lip sync here as Macklemore is about to get the flag to put it up,
there is an extreme close up when he pulls the flag up. The song is faster than
before and the cutting rate is slower now that the mission was accomplished
Establishing shot of the
building connotes that the heist is superior and they are leaders no one can
follow us a flag connotes independence and freedom.
Editing Technique
Producer
Ryan Lewis Youtube Channel
Length- 7:03
· Synopsis– It promotes their debut album Heist, a flag traveled throughout the video as it suggests that we should let everything go and to be ourselves.
· The
video is conceptual and performance based because
· The
themes included the genre of Hip hop and R&B on the streets. Justice, freedom
and peace were common
· Macklemore
was represented as a leader through the
The role of the main
character was to entertain us through the performance video and the concept was
witty.
Lip synching was used in chorus and there was a voice over in some of the verses throughout because there was three locations and the music in
the background alongside the instrumental were playing throughout the video.
· 3:01
of the camera panning on setting of the living room with the obsolete
television and objects do not follow the norms of the new television as a
post-modern concept.
The idea of a camel on the street where you can seen
modern cars parked depicts the hybrid ideas on the past which is emphasized in
the future. However, the video reaches out to teenagers and adults because it
encourages the age identity and emphasizing the idea that they can be who they
want to become and the journey is not over.
Mise en scene
· Locations: Pacific, The street, Green land, Beach
· Costume: Fur coats, shorts, top
· Props: Flag, Camel, hair stylist chair, Trumpet
· Lighting: Shallow depth of feel and foregrounding was used in on the ship and Ambient followed by natural light when Macklemore was with Camel
· Make up: Natural
Editing
The
panning connotes the journey of the flag throughout the video which depicts the
idea of freedom and belonging to the country but also the artist belonging to
the debut studio album ‘Heist’. After watching the video I was eager to know
what heist meant. I found out it is the debut album and this flag has not been
included in music videos so it created a sense of a USP (unique selling point)
for the song and the new album.
Credits at the end of the video is used to acknowledge the production team
They persuade us to buy the record as the music video by including a range of demographics for
example the ageing population is represented by the man in the beginning
and youths are the main target group because they are still growing and
could identify themselves with the video. This is a sense of identification for the audience and also an identity is reinforced here for Macklemore as his debut album is 'Heist'
- I could subvert the idea of performance and concept in the video and the representation of demographics.
- I will not make the video 7 minutes long because the audience will be disconnected to the video half way through.
|
| In a wide mid shot of Macklemore with a man on the Camel holding 'The Heist' flag in the foreground we can see houses and flashy cars. Macklemore is wearing a black blazer with a grey top underneath. He looks happy, the audience want to know why. In this wide mid shot he is presented as superior because he is holding a camel, the camel connotes a pilgrimage and a journey. I wanted to know why he did not want to take the car instead of the camel. The motif of Macklemore is presented later during the music promo, after I watched the video once I wanted to watch it again because I missed significant information for the reasons for the camel and the flag. I had to conduct research on 'The Heist' and it came up with the debut studio album by Macklemore & Ryan Lewis. |
|
| The panning and tracking here in this shot it shows the smooth action where he is wearing a white blazer connotes purity and perfection. There is postmodern cue here by the props and set on the cart that the red car is attached to, i.e television, stereo, lamp, bell, furniture. It reinforces what is out of fashion to show that Macklemore has come along way on this journey. Panning adds to the idea of a journey that is why it is so important here. Lip sync here is fast because of the journey he is on and the cutting rate is increasing. The cut away is used to show the camel, it suggest that his mission is not accomplished yet. |
|
Ray Dalton lip synching
and body gestures showing the audience that he is a leader and the lip synching
is short because there is a cutaway here to emphasis this point when Ryan Lewis
is holding the flag with the crowd under his foot.
|
|
A 180degree movement
here in a wide mid shot. This is conceptual because there is a hair stylist on
the beach touching up Ray Dalton’s hair and the stylist is Macklemore, Ryan
Lewis is seen walking out of the with the flag when he is on land he is running.
|
|
Slow motion and a
voice-over no lip sync here as Macklemore is about to get the flag to put it up,
there is an extreme close up when he pulls the flag up. The song is faster than
before and the cutting rate is slower now that the mission was accomplished
|
|
Establishing shot of the
building connotes that the heist is superior and they are leaders no one can
follow us a flag connotes independence and freedom.
|
|
Editing Technique
Credit rolls for the
producer and writers and directors.
|
Evaluation on lip syncing overall & the role of Macklemore
I think there was not enough lip syncing by Macklemore because there was different locations which had actions so it would be difficult to lip sync in each location where there is a performance, for example on the ship Macklemore was with the youths and they were dancing while he was using his gestures and singing for short time before there is a cut away to the other location where Ryan Lewis is jumping from the building to the crowd below him this connotes the idea that they respect him because they caught him when he jumped and also he is a leader. The voice over was clear and in sync when the location changed frequently.
This will help me on the lip syncing when I edit.
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