Mood Board

 

This is our mood board we put it together of pictures which inspired us or are related to our specific Genre e.g. Guitars, Ed Sheeran, famous acoustic artists, acoustic or folk record compnay logos.

Target Audience

Our target audience would be some what a resembalance of the following picture. We believe that the audience is going to fall between the age groups of 15-19 year's old of both gender but mainly girls this is typically the audience of popular aucostic songs, also the emotional connection of the video will appeal stronger with girls.Typically British people would enjoy this type of music this is because the music is very british and has a british feel about it. They would wear quite casual and indie/retro for their style of fashion. Some religions may be quite offended by our choice of song, so our target audience would be non religious (to some extent). Our target auidence would be of any sexuality as most could relate to the heartbreaking story line. 

Permission request Atlantic Records

 

This is the email we sent to Atlantic Records asking for permission to use the song of our choice.

Music Video Genre Rearch

Ed sheerans genre of music is Folk/Acoustic, he has a distinct kind of genre in which we all seem to like.
Folk music includes both traditional music and the genre that evolved from it during the 20th century folk revival. The term originated in the 19th century but is often applied to music that is older than that. Certain types of folk music are also called world music.
Acoustic music comprises music that solely or primarily uses instruments which produce sound through entirely acoustic means, as opposed to electric or electronic means. The retronym "acoustic music" appeared after the advent of electric instruments, such as the electric guitar, electric violin, electric organ and synthesizer.
Performers of acoustic music often increase the volume of their output using electronic amplifiers. However, these amplification devices remain separate from the amplified instrument and reproduce its natural sound accurately. Often a microphone is placed in front of an acoustic instrument which is then wired up to an amplifier.
We are going to include these genres in our video, by creating seens where the acoustic guitar is getting played by the main character this will incorporate the main acoustic genre.

Artist Research and lyrics

We have decided on Ed Sheeran Drunk.
Edward Christopher "Ed" Sheeran (born 17 February 1991) is an English singer, songwriter, and producer. Born in Halifax, before moving to Framlingham, he learned to play guitar and started writing songs at a young age. He began recording in 2005 and moved to London in 2008 to pursue a music career. In 2009, inspired by James Morrison, he played 312 gigs. In early 2011, he released his eighth independent extended play, No. 5 Collaborations Project; with it, Sheeran gained mainstream attention. Three months later, Sheeran was signed to Asylum / Atlantic Records.
Sheeran broke through commercially in June 2011, when his first single "The A Team" debuted at number three on the UK Singles Chart. Buoyed by the chart success of the singles "The A Team" and "Lego House", his debut album has been certified quadruple platinum in the United Kingdom. In 2012, he won two BRIT Awards for Best British Male Solo Artist, and British Breakthrough of the Year, while "The A Team" also won the Ivor Novello Award for Best Song Musically and Lyrically.

In April 2010, after leaving his old management company, Sheeran bought a ticket to Los Angeles, with no contacts other than one poetry night. He played open mic nights all over the city, before his talent was spotted at The Foxxhole by Jamie Foxx, who was so impressed that he offered Sheeran the use of his recording studio and the run of his Hollywood home for the rest of his stay. Throughout 2010, Sheeran began to be seen by more people over the internet through YouTube and his fan-base grew, with him also getting credit from The Independent newspaper, England football captain Rio Ferdinand and Elton John. Sheeran also self-released two other EPs in 2010; Ed Sheeran: Live at the Bedford and Songs I Wrote With Amy, which is a collection of love songs he wrote in Wales with fellow singer songwriter Amy Wadge.

On 8 January 2011, Sheeran released his final independent EP, No. 5 Collaborations Project featuring appearances by grime artists including Wiley, JME, Devlin, Sway and Ghetts. With this EP, Sheeran gained mainstream attention for reaching number 2 in the iTunes chart without any promotion or label, selling over 7,000 copies in its first week. Three months later, Sheeran put on a free show to fans at the Barfly in Camden. Over 1,000 fans turned up to see the show, so Sheeran ended up playing four different shows to make sure everyone saw a gig, including a gig outside on the street after the venue had closed. Later that month, Sheeran was signed to Asylum / Atlantic Records.

The lyrics for the song Drunk are easily used to create our narrative as they already lead a similar story we feel we could use some more diverse aspects form the lyrics. We are not going to use the literal locations used in the lyrics but use some of our own locations and ideas.

I wanna be drunk when I wake up
On the right side of the wrong bed
And every excuse I made up
Tell you the truth I hate
What didn't kill me
It never made me stronger at all.
Love will scar your make-up lip sticks to me
So now I'll maybe leave back there
I'm sat here wishing I was sober
I know I'll never hold you like I used to.

But our house gets cold when you cut the heating
Without you to hold I'll be freezing
Can't rely on my heart to beat it
'Cause you take part of it every evening
Take words out of my mouth just from breathing
Replace with phrases like when you're leaving me.

Should I, should I?
Maybe I'll get drunk again
I'll be drunk again
I'll be drunk again
To feel a little love
[ Lyrics from: http://www.lyricsfreak.com/e/ed+sheeran/drunk_20983412.html ]
I wanna hold your heart in both hands
I'll watch it fizzle at the bottom of a Coke can
And I've got no plans for the weekend
So shall we speak then
Keep it between friends
Though I know you'll never love me like you used to.

There maybe other people like us
You see the flicker of the clip when they light up
Flames just create us, burns don't heal like before
You don't hold me anymore.

On cold days Coldplay's out like the band's the name
I know I can't heal things with a hand shake
You know I can't change as I began saying
You cut me wide open like landscape
Open bottles of beer but never champagne
We'll applaud you with the sound that my hands make.

Should I, should I?
Maybe I'll get drunk again
I'll be drunk again
I'll be drunk again
To feel a little love.

All by myself
I'm here again
All by myself
You know I'll never change
All by myself
All by myself
I'm just drunk again
I'll be drunk again
I'll be drunk again
To feel a little love

Star Image in Videos

Star image in videos is what help the videos sell by having a famous star which people aspire to feature in the video. E.g. Madonna, Brintey Spears and Lady Gaga, these are all huge worldwide figures who have built a reputation and brand for themselves which helps advertise the video as people want to see them in it. For example Lady Gaga - Bad Romance, this has become one of the most watyched music videos and video by itself on youtube gathering over 450million hits.

 

For our video it will have to be the quality of the video and the editing quality which make our video good and popular as we dont have the star image to help advertise.

Audience Feedback from Initial Ideas

After recieving feedback from the audience who we presented our intial ideas to we have come to the decision it would be best to choose the song Drunk by Ed Sheeran, this was the most preferred idea by the audience as it shows in the pie chart. The information was collect after we told each member of the audience to vote for their favourite idea and which one seemed the most stable and well put together. Some of the questions asked after the presentation were:
Q: 'What is the video going to precisley consist of?'
A: 'We have planned a few ideas but we are going to go with a narrative of where thye main character who in our case is going to be Dom, will have central focus the whole way through the film. He will have an argument with his girlfriend where we will see it through his point of view to make more of an impact and will introduce more diverse camera angles. We will then incorporate morediverse shots of the main character sitting on a bench and going through town with a blurry view to see liufe through his eyes, this will really capture the audience.'
Q:'What made you pick the song drunk?'
A: 'We all like the song and all decided that it would be easy to interprett ourselves and easy to create as we seemed to all come out with the most ideas for this song specifically'
Q: 'How are you going to get different locations if you choose Travellers Chant?'
A: ' We thought ahead before the school year started and got shots of a couple of our group members flying abroad on a plane and a sunset in a different country which would really go well with the song, as for the train and the car ideas they will easy to do locally.'

The History of a Music Video

The origins of music videos date back much further, they came into prominence in the 1980s, when MTV based their format around the medium. Prior to the 1980s, these works were described by various terms including "illustrated song", "filmed insert", "promotional (promo) film".
Music videos use a wide range of styles of film making techniques, including animation live action filming, documentaries, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected. Other music videos may be without a set concept, being merely a filmed version of the song's live performance. Michael Jackson's Thriller is a 13-minute-and-43-second music video for the song of the same name released on December 2, 1983 and directed by John Landis, who also co-wrote the screenplay with Michael Jackson. This established music videos and was the first music video to have a story behind the music, which then changed everything for future music videos. Nowadays you can see all sorts of diverse videos and stories behind the songs, some are even short movies.

Questionnaire

1. Out of the following which is your preferred song?

· Ed Sheeran-Drunk

· Rizzle Kicks-Travellers chant

· Jamie T-Chaka demus

· Lovable Rogues-Honest

2. What would be your favourite type of music video?

· Lip sync

· A story following the lyrics of the chosen song

· Focusing on the artist performing live

· An interesting backdrop that has no direct relevance to the song

3. Would you prefer the music video to contain the artist?

· Yes 21

· No 14

· Don’t mind 11

4. What is your favourite music genre?

· Acoustic

· Pop

· Classic

· Hip hop

· R&B

· Heavy metal

· Rock

5. What would most put you off a music video?

· Flicking from scene to scene constantly

· No direction or story content

· Lack of diverse shots

· Along in-depth story

Music label and brand research

A record label is a brand and a trademark associated with the marketing of music recordings and music videos.
Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists and maintains contracts with recording artists and their managers. The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information.
For one of our favourite ideas Ed sheeran's - Drunk, his record labels are Atlantic Records and Asylum Record they are both big american record labels which fit in to the genre of Ed Sheerans music.These record labels are just subsidies of larger buiness groups the third largest business group and family of record labels in the recording industry.

Presentation of Ideas

Fourth Idea

Our fourth idea for our music video was to do something which would appeal to a younger audience. The song is honest by the Loveable rouges. This is a fairly imaginative and fast paced song and we will develop a plan for this as an idea for our music video. We feel it may be a good option as it has yet to have its own music video so we feel it will be a great opportunity to develop fresh and imaginative ideas without guidance. We like the idea of a romance and relationship type of song.

Third Idea

We have a third idea for our music video, this is an idea which we will also think into and plan. The song is Chaka Demus by Jamie T. We are looking into every idea and deciding which one will be the best idea. We will also be making a presentation of all ideas and getting feedback from an audience on which one would be the best. We all enjoy this song and feel we can interpret more of our imagination with this song and have broader options as the song isn't necessarily aimed at one genre in the video. So it may be easier for us to make up a completely new idea.

New Idea - Ed Sheeran, Drunk

We have decided on our final idea, it is using the song, Drunk by Ed Sheeran.
This seems to be the best and well planned idea and we have got the most thoughts and plans for it so it seems to be the most suitable and structured idea for us to do.
Some of the key ideas we have thought of to go into the video are:
- Publically drinking
- Drinking by himself on a park bench
- Arguing with a girlfriend
- The main character drinking and hanging about reminising about his girlfriend, trying to forget.
- The world sopinning around and moving fast whilst the camera is steady on the main charcater.
This would all be a reckless looking camera shots to match the drunken theme.

This is the video we have used for inspiration and where our song is from:

First Idea

We have developed an idea, it is based around the song Travellers Chant by Rizzle Kicks.
Our main points of the idea is to make a fast past, clip changing video of us as charcters travelling on different transports doing everyday things, e.g listening to music, and looking out of the window.
This is just one of our ideas at the moment but we ares till developing new ideas so we can decide which one we feel is the strongest and the best for us to do.