Draft treatment and response

Draft treatment from chlooe95

As a group we came together and decided on the narrative and contextual information and ideas we wanted to include in our pop music video. We all had different ideas and decided on different ideas and settled on the best ideas and which would be most suitable. This is going to impact our video as when it comes to creating the piece we can look back on this for the structure of our video. After having negotiated, this enabled us to get a rough idea on what we was going to include in our music video so that we could build on these ideas and conform to the pop conventions.

Focus Group

To help us create our treatment we decided to create a focus group, to do this I filmed other A Level media students while Rumena Ahmed took the footage and edited it onto iMovie and uploaded it to YouTube. From this focus group we gained that our audience wanted to see a lot of party scenes as it is highly conventional for a pop music video, we then as a group took this into consideration and decided that we would film party scenes in various different locations. Our audience also reminded us about the regulations of the use of alcohol, we had to make sure that it was clearly stated and shown in our music video that we are not using alcohol although some of us are of the legal age. To highlight that we wouldn't be using alcohol we will be using similar things such as paint to mix into water and various other juices in order to make it look similar.
From our focus group we also gathered that our audience dislikes when an artist takes themselves to seriously, from this we gathered that we would show our main start having fun and enjoying herself and just letting herself go crazy. We also found that they dislike the use of a really long narrative, to ensure that we do not have a long boring narrative our video is going to consist of a large use of fast cuts and different locations, this is highly conventional of a pop music video and also makes the music video much more interesting.

Six frame conventions analysis

In class our teacher informed us the importance of conventions and we looked into the ways in which artists have their unique style, in my Slideshare below is the research and popular artistic conventions which I found reoccurred in Lady Gaga's music videos.

I used Slideshare enable to help me collaborate the ways in which pop music videos portray the typical pop conventions which will help me apply them to my music video that me and my group will  be creating. Conventions are one of the main aspects we had to focus into of the pop genre and look into other different pop artists. I chose to research into Lady Gaga's as she is well known in the music industry and gathered, focussing on the conventions is important to the creation of our music videos as we as a group must make sure that we interpret similar conventions so that it fits in the pop genre category.

Conventions are the common themes and ideologies that are shown repeatedly throughout music videos, we had to take this into consideration while we was planning and researching our music video as we wanted it to fit the pop convention criteria. If we don't follow the pop conventions, then our music video will begin to look like a random video and we would not have stuck to our plan. When planning our music video we paid homage to Kesha's videos as we wanted to make sure our video was a typical Kesha video. While researching into Kesha, we gathered she has a lot of use of glitter and is very crazy and wild in her videos, we adapted this to our music video by filming in various different locations and showing that our focus character can be crazy and play up to Kesha's stereotype. Creating this also helped us get an understanding of how Lady Gaga uses her conventions and gave us an insight on if we could subvert any of these ideas.

Six frame analysis from chlooe95

Copyright Letter

As a group we decided that we wanted to follow the rules and regulations of copyright which we had learned in class so that we are preventing any types of piracy. We chose to send a letter to Kemosabe record label to inform them and ask for permission if we could use their song 'Crazy Kids' by Kesha. We informed them that that it was for our A2 work and we would not be using it for any profitable intentions. Kesha also is signed to the flagship music records of RCA which is a subsidary of Sony music entertainment however has not majorly signed to the song of hers we are using for our A2 work. 

My group member Ishpreet Sundal and I had both created a copyright letter however we decided to stick with her one as she had included slightly more information and appeared to be more formal. We had learned the importance of copyright as it covers our bases reassuring the artist that we don't want the song profitable reasons.

Audience questionnaire

In our group we decided to split the roles, Ishpreet Sundal and Rumena Ahmed (group members) decided to create specific questions for our questionnaire, I then applied these questions and uploaded them onto survey monkey. We used questions that would help benefit our music video and give us a greater understanding of what the audience would prefer, we our going to use our questionnaire in later process of creating the video to make sure we meet all requirements. Below is the link in which I uploaded our questionnaire too. It is important to have a good understanding of what our audience want as we are trying to provide for them, however it would also be the typical thing that Kesha's record label would do to ensure that her music video would fit to her target audience. The questionnaire will be very useful when editing and filming our music video as we must make sure we know what we must include and what our target audience disapprove of so that we can meet there expectations.

http://www.surveymonkey.com/s.aspx?sm=v2ipYAE_2bUniTdEOA8j_2bjxA_3d_3d

Our group member Ishpreet Sundal posted our questionnaire on social networking sites such as Twitter and Facebook she then took into consideration the feedback we got from the questionnaire and created a Power point to connote this.

Below is a screenshot from our questionnaire in which we asked our target audience to use.

Once we had received our feedback Ishpreet Sundal then took the results and displayed them in an analysis which she used Power Point to demonstrate on.

Questionnaire analysis from ishy96

Audience Profile

In today's class be discussed the importance of being able to know our target audience well enable to create a successful music video through the use of demographics and psychographics. Demographics is more personal and factual information which helped us with our video as our chosen artist is Kesha and we had to make our video mature and not to childish. We then used psychographics in order to help us see our target audience likes and dislikes as we would not want to create something which the target audience disliked.

By analysing our target audience we noted that they are mainly going to be female orientated and had to specifically look at females and there interests. In able to help us we aim to look further into them as it is going to be based around females. To help us show the understanding of this Ishpreet Sundal created a prezi which creatively shows us the information we discovered on demographics and psychographics which we gathered in class.

After researching our chosen artist Kesha I chose to do some more research into similar artist such as Kesha, this helped us to identify some more pop conventions which we could apply. We chose the video TGIF by Katy Perry as it was a very crazy fun video which is similar to many of Kesha's. The video has a good and unteresting use of narrative and has a large use of iconography which is a typical pop convention.

Target Audience : Brand Interests Information

I  used the website called Polyvore enable to help us look into Keshas target audience. Her style is also very bright and colourful to make her stand out which is also a typical pop convention and from this we gathered that those interested into Kesha would have the same similar type of clothing style. By creating this helped us gather a few ideas on the clothes and props we will be needing for our music video in order to suit our target audience. The clothes are also from normal high street shops and we will consider this in our video. While I was doing this task, I had specifically looking for the type of clothes that would appeal to Kesha's target audience. They appeal to her target age group and also quite fashionable in this era. Creating this is going to help us out later on when planning for our filming as we can use this when picking outfits for our main character Kala Hill, we can use this and negotiate on what we can dress her in so that she fits Kesha's style.

Kesha by connc featuring glass bottles

Audience theories 'The Effects Model' & 'Uses and Gratifications'

In today's lessons we learned about two theories about audiences and how they relate to media. As for the effects model it is the thought that people have to be involved in the media more as if it is like a drug to them. Many people who take drugs feel they need to be dosed with their drug and is similar with people who are involved with media they need to be dosed with their usage of the media and want to know what is happening around the world with different people. This has a strong effect on people as many people cannot seem to go a day with out consuming some kind of media. As for the Uses and Gratifications theory this goes against the effects model as they believe it is the audience choice to go and be involved in the media and they made that choice themselves to be a part of this. Also for this theory when television became more accessible in the 1970's Bandura appeared to prove this theory by taking children between the age of 3-5 and put them in a room with a Bobo doll and they however reacted to violence towards the doll which is portraying the opposite of the effects model as they have seen violence from the television they appeared to react in the same way. Below is the link to the Bandura Bobo Doll experiment.

In this video we watched in class was Chase & Status - Time ft. Delilah I have applied it to two theories such as The Effects Model ( or hypodermic model) Croteau Hoynes (1997) and Uses and Gratifications Blumler and Katz (1974). The narrative of this video is about a wife who is suffering from severe domestic violence and doesnt do anything about it, it then becomes so severe that the child has to call the police upon her father as her mum is injured badly. People would choose to watch this video as a choice of social interaction as it has quite and emotive affect on people they will be intrigued to see what the video is about. On the other hand people may watch this video to gain information used in the uses There are many different type of views of this video and today I have learned specifically about these two, as for the effects model many audiences may feel that they can take in the real message behind the story if they are in the same situation. This video also seems to portray men as being very dominant and violent but also appears to portray women as being very vulnerable and weak.

As a class we looked at a Chase & Status- Time ft. Delilah which I applied both theories too, the narrative of this music video is about a girl who lives in a domestic violent household and has to witness her father continuously beating her mother and has a drastic and emotional effect on her daughter. She then takes control and involves the police which later leads her father to being placed in jail. 

In terms of 'The Effects Model' theory this video is connoting the dominance that men have and that women are powerless; the video portrays a typical stereotype of women being extremely vulnerable and not having control over men. This typical stereotype of women has been conveyed through many music videos. The women is also represented as being weak as she begins to cry after her husband is beating her but does not do anything about, this links back to the 'effects model' as this idea is enforced and 'injected' into the media consumer. However the video also denotes that women can take control as towards the end of the music video we see that you have a helpline which you can call enable to put a stop to the torment and recover from the abuse. This represents women as being in control and that they do not always have to be dominated by men and that there are people who can help. This video could help those who are going through the same thing to go and take control showing a positive outcome.

As for the 'Uses and Gratifications' model it can also be applied to the video as this theory plays on there personal identity and moral values this connotes that when the audience watch the video and see domestic violence being taken place they are going to want to do something about it and take action. If the audience are able to relate to the video they can take drastic help. In the video we see the daughter uses the 'refuge helpline' which can encourage others to take action and do so. This portrays the daughter to be seen as a role model to the consumers of the music video and those suffereing domestic violence. It also denotes that domestic violence not only affects those going through it but the loved ones of those around.

We then applied a chosen music video of our choice so I chose to do 'Britney Spears'- Toxic as this connotes Britney reinforcing Laura Mulvey's 'Male Gaze', for the 'Uses & Gratifications' model we can see that if young women watch this video they feel that if they act the way in which Britney is in the video they can feel sexy and look as glamorous as she does.



As for the effects model, we can see how it is mainly women dominated, this is reinforcing the feminist views on how women have control over men subverting the traditional stereotype of men over powering women. In this video we can see how Britney play on the stereotype of being a clumsy girl as she appears to spill her drink over one of the customers, however we see how the women in the video appear to be standing over the men denoting that they have dominance over men. At the end of the video we see how she poisons a male due to her seducing him, this connotes that men are vulnerable to women and when it comes to a sexual manner men can be easily fooled by women as seen in this video.

 

 

 

Introduction

My name is Chloe Connell, and I am 17 years old and currently studying A2 at Swakeleys sixth form and my centre number is 3044.

During AS media we looked into television drama and the conventions and stereotypes found within typical TV dramas. We also looked into six main themes which we applied to TV dramas, an example of these were ethnicity, gender, class and disability.  We exploited these themes to TV dramas and the effect that they had on the audience.
The next topic we looked that was music and the industry and the stages that music go through to be produced, however we also looked at the negative side of things and the problems they occur with things such as illegal downloading and how it has risen.
As we closed in the year we were able to create an opening sequence of a movie and used iMovie in able to do this. We learnt how to edit videos and learnt a variety of skills and how important it was to keep the video in time with the music.

By using blogger is going to enable me to create my A2 portfolio and my process on media. The purpose of this blogger is to show the steps we will be taking in order to complete our group music video. We will also be creating a digipak and magazine advert in order to advertise our music video and also follow the step by step plan of which a music video producer would do so.

My group consists of the following candidates:
Ishpreet Sundal- http://ishpreetasmedia.blogspot.co.uk
Rumena Ahmed- http://rumenaahmeda2media.blogspot.co.uk/