Permission Letter to Island Records

In order to gain all rights to the song to be used in my music video I have to write a permission letter to Island Records who sign Ben Howard. The letter will outline the promise to not breach copyright rules as well as explaining the purposes to use the song and its non-profitable purposes.

Island Records

22 St Peter

London

England

W6 9NW

Dear Island Records,

I am writing to you on behalf of my A2 Media Studies and asking for your very kind permission to use one of your signed artists songs. The chosen song Ben Howard - Diamonds was chosen due to its amazing potentioal to become a successful song. And after several hours research I found that you werent releasing a music video to this song anytime soon. Using this song is for a non-profitable purpose and I do not under any circumstance want to use this track in any other form rather than for my own studies, I promise to not breach the copyright rules and clearly advertise this is part of my Media A2 project as well as its not my own track.

Your's Sincerely

Bradley Bow

Audience Feedback on Teaser Trailers

The positive feedback on my teaser trailer is really refreshing however I should attempt to create another one to really entice the viewer in and get them excited according to my feedback. 

Video Feedback - Hype of the Music Video

With getting feedback on the progress of the hype so far it enables me to understand that I am successfully delivering it to the right target audience in the correct way, however the feedback also suggests I look into promoting it via Instagram. 

Video Feedback - Song Choice

I chose to select one random pier who happens to be in the target audience that my music video is aimed at and asked her what she thought on the song I had selected. It was clear that she thought the song choice was excellent and the style of music Ben Howard is she mentioned how there is no one in the charts currently like him and how people are drawn to his unique sound, which is excellent from a producers point of view for I am able to break into the industry with my music video easily.

Video Feedback - Storyboard's

Here is the response to my digital storyboard. I used my target audience as the interviewee's as I believe that their individual opinion is the most important. It was clear that the idea of a digital storyboard presented through photographs than drawings was a success as its unique and alternative instead of the typical boring hand written one. But to further the depth of the planning it was evident that I should attempt to draw one just to show a more greater understanding of the project ahead which would help me along the making lines as well.



- Due to being behind on schedule I was unable to create a hand drawn storyboard which meant when I did have time to do it I had finished filming which meant that the point of doing it was pretty pointless. Something I have learnt from this is to time management better and be more organised! 

Location 1 & Natural Lighting Experimentation

I decided to experiment with natural lighting in order to get some experience with lighting techniques which would inspire and help me create my music video further in my project. The photograph above is a panoramic shot of a field, with the bulls eye composition being the sun, I felt this experimentation really helped me gather some experience on how to create successful angles of natural lighting. I like the shot itself because you can't actually see the sun itself, but left with a lens flare which makes the shot more unique and different. By taking a panoramic shot, this is something i can consider when filming and editing, as it creates a 'cinema graphic' feel to the picture, which is something i believe is successful and could be used further in my project. 

This photograph which was taken on a style, shows a different method of creating a lens flare with a camera. I have used dark bushes to surround the natural lighting source and this allows the lens flare itself to stand out more, creating a more central and involving bulls eye composition, which shows a more different approach to lighting experimenting. 

Filming Plans - Shoot 3: (The Girl)

These clips are introducing the main storyline of the video, although still abstract throughout the length of creating this video I found it is better to maybe include a little storyline which is something I have learnt from this experience. A varaition of looks will create different moods which will represent the lyrics as well as facial expressions and movement.

Setting - Cornfield's and Misbourne Photography Studio's

Date - 14th & 15th December

Time of Day - Dusk, Mid-day and Nightime

Weather- Cloudy, Foggy

Lighting - Variation (Artificial in the studios, natural outside)

 

Actors/Musicians:

Sophie Fox - playing the girl that the lyrics are about, after analysing the lyrics I can get her to act several roles - mysterious and happy

Outfits:

Variation of looks - Urban look includes Denim Jacket, Short and Timberlands (scene will be shot

 in rural countryside which will create a contrast) Pretty look is a warm knitted look with a lot of layers.

 

Equipment:

Sony Handycam CX570 camcorder

iPhone 4S 

Artificial lighting

Kaleidoscope lens for iPhone

Storyboard

Specification

Lyrics

Possible Problems:

Permission from farmer

Fog may mean unclear filming

Weather may vary during filming

Risk assessment:

Be aware of hazards in fog

Be careful with artificial lighting wires in studios

Filming Plans - Shoot 2: (Urban City)

This will include a variation of shutter speeding photography and filming. Taken part in two major cities across the world allows me to start to create a contrast between the rural shoot before and also the lights of the city act as diamonds linking in with the words of the song. 

Setting - New York (Times Square), London (Westminster, Hyde Park)
Date – 26th October - 3rd November NY, 28th November LDN
Time of Day - Night
Weather- Cloudy - Stars
Lighting - Artificial and City lights themselves

Actors/Musicians:
N/A- Abstract part of the music video so just getting shots of buildings, culture and lights to represents 'diamonds'.

Equipment:
iPhone 4S 
iPhone Tripod
Artificial lighting (torces, light boxes)
Storyboard
Specification
Lyrics

Possible Problems:
Weather - Rain (Hurricane Sandy)
Unreliable times for when it will get dark
Tripod could get knocked being shot in a busy city

Risk assessment:
Safety of well being, dark in a busy city could be dangerous
Weather could affect the filming and welfare
Transporting instruments may be dangerous especially being in a busy city

Filming Plans - Shoot 1: (Cute Countryside)

The first shoot is to gather several shots which are abstract throughout the video. This shot is called Cute Countryside and captures a variation of different elements including plants, animals, landscapes and weather. 

Setting - Rignal Road Farm - Permission 

Date – 17th November 

Time of Day - Midday - 12-3PM

Weather- Sunny with clouds

Lighting - All natural (except flash and artificial used in woodland scenes)

Actors/Musicians:

N/A 

- Abstract part of the music video so just getting shots of scenery, landscapes and animals.

Equipment:

Sony Handycam CX570 camcorder

iPhone 4S 

iPhone & Sony Tripod

Artificial lighting (torces, light boxes)

Kaleidoscope lens for iPhone

Storyboard

Specification

Lyrics

Possible Problems:

Permission from farmer

Sticking to the storyboard when having no control other certain aspects such as animals and lighting

Weather may vary during filming

Keeping it abstract but still in sync with the music

Risk assessment:

Music can disturb animals, act responsible when around them as some can be dangerous

Be aware of hazardous and dangerous plants

Take care when going through woods

Danger to equipment and technology such as climbing over fences and weather.

Storyboard

This is the first part of the music video, the opening title which has the artist and song title. As we see this is a simplistic black and white page as I want to keep the theme minimal and simplistic. From my research I found that having text at the start of the music video is successful therefore I wanted to incorporate into my work. Throughout the whole music video I want it to be in black and white to keep this minimilstic and simplistic theme all the way through. Also by having it in black and white allows it to appeal to the song title more as we incorporate these colours with a ‘diamond’. The transition between the opening of the text and the ending of the text will be a soft fade in and fade out.

The first main shot in my story board is of a busy city (New York in fact) of several photographs which have been taken with a fast shutter speed following a man from one side of Times Square to another. As it is only an instrumental at the start of the build up of the song, we have no lyrics therefore this will be an abstract shot. As lighting is out of my control with filming within a city, I will aim to shoot at night to really capture the lights of the city which represents the songs title ‘Diamond’s’. The collection of photograph’s will be fast forwarded to act is if it has been filmed.

This scene is of clouds moving, the shot will be over a long space of time which will again be fast forwarded then slow downed to show a variation of editing effects which will also have to go with the beat. By fast forwarding this links in with the previous clip and keeps with the beat of the music.

Slow motion shot of diamonds falling to emphasise the lyrics of the song, although this is a abstract music video still keeping a slight relevance to the song's lyrics. Slow motion against black background and try and tie in the lyrics of 'diamonds' being sung by the artist at the same time. Quick shot even though it will be slow motioned. This ties in at the start of the song actually being sung.

Fast forward of the cows in the field moving. Abstract shot showing more relevant surroundings which the music video will be located in. Low saturation edit in order to allow all attention to be drawn upon the editing of the speed of the clip as well as the cows and lighting themselves. Film natural lens flare depending on weather.   

One of the more longer shots in the first scene of the music video. We see a girl on the field smiling towards the camera - as if a home recording in the style of a husband filming his wife. A variation of different shots showing different angles. This shot is of her smile, not too much is given of her appearence. Normal colour - no visible editing.

Random clip of a wired fence. Low saturation edit to create a cold and negative atmosphere. Contrasts against the smile of the girl in the clip before.

Long shot of girl in the field. Fields act as a frame locking her in although she is free and alone. Low saturation again. Slow motion of her moving and twirling around.

Quick shot of a broken TV displaying a faulty screen edited in black and white. This again being completely abstract is something I was inspired by in Rihanna's - We Found Love music video. Sharp and fast shot.

Close-up of girl against black or white background. Spontaneous shot of either smoking or smoke surrounding her. Black and white edit. Normal speed as well.

Fade over previous clip with scene of smoke bombs. Low saturation of this clip because previous is obviously in black and white and would look stupid with a bright one. Using a bright coloured smoke will allow a low saturation to make the surroundings duller yet keep attention to the smoke. Variation of different mid and long shots.

Ben Howard - Diamonds Lyrics Analysis

So the song I have chosen from after the analysis of my questionnaire is Ben Howard - Diamonds. Reason for being it appeals to the largest target audience along with fitting in with the most popular genre (indie). Choosing the most popular answer's means that it will alternatively sell the most and appeal to a larger audience meaning more sales. Doing this will help me decide on atmospheres/moods to be created throughout my music video along with understanding the lyrics themselves and what they mean. 

All I am is the bones you made for me

bones act as the body 'you are my body' meaning you make me
So garishly clean

beautiful, clean, white, healthy
White as the horses, they carry me away

dreams - clouds carrying him away. heaven
And all my demons, you said, come and go with a haze

bad times and good times throughout the relationship, negative atmosphere portrayed
I might as well took a 

unfinished sentence - mysterious
I'll grow old in my way.

referring back to the bad - saying that he'll go back to being negative
Just like you do.
copying the girl, you broke my heart so ill brake yours


Oh there ain't no diamonds in the boredom

negative persona created, idea of no happiness or light in boredom 
Oh there ain't no darkness that I fear

not afraid of anything, courageous 
Oh there ain't no way to say I love you more

said it enough, nothing he can do more to prove his love, happy, emotional
So be clear, just to be clear

he wants her to be clear with him, so he emphasises that he is being clear himself
So be clear, be clear.

repetition


All I am is the bones you made for me

bones act as the body 'you are my body' meaning you make me

Just driftwood for the sea

water, drifting apart from each other, sea comes and goes as if there relationship was a tide
Heavy as the horses, that carry me away.

more negative than 'white horses', heavy weight upon his shoulder, evil
That carry me away.
carries away his feelings, could be portrayed both good and bad

Oh there ain't no diamonds in the boredom

negative persona created, idea of no happiness or light in boredom 
Oh there ain't no darkness that I fear

not afraid of anything, courageous 
Oh there ain't no way to say I love you more

said it enough, nothing he can do more to prove his love, happy, emotional
So be clear, just to be clear

he wants her to be clear with him, so he emphasises that he is being clear himself

Oh there ain't no diamonds in the boredom

negative persona created, idea of no happiness or light in boredom 
Oh there ain't no darkness that I fear

not afraid of anything, courageous

Oh oh oh ain't no way to say I love you more

emphasising his love to this girl, memories are flowing back, repetition really shows the emotion

So be clear, just to be clear

he wants her to be clear with him, so he emphasises that he is being clear himself
So be clear, be clear.

repetition

Oh there ain't no diamonds in the boredom

negative persona created, idea of no happiness or light in boredom 
Oh there ain't no darkness that I fear

not afraid of anything, courageous 
Oh there ain't no way to say I love you more

said it enough, nothing he can do more to prove his love, happy, emotional
So be clear, just to be clear

he wants her to be clear with him, so he emphasises that he is being clear himself

Analysis of Questionaire

From my results I collected I gathered a rough idea of what different ages and genders wanted in a music video, what they like as well as what they dislike as well. From the variation of questions asked not all responses would be accurate enough to collect the exact data, obvious reasons being that the mediums I promoted the questionnaire upon were to a typical audience of sort (piers of my own age) felt the need to comment in a immature manner. The result of this meant that when considering if the whole questionnaire was successful? Then yes it was, it gave me results quickly and was easy to advertise and promote, but the mediums it was used to do these (social networking sites such as facebook and twitter) meant that I had no control on who could see it, therefore reconsidering this maybe the case. Because of how big the Internet is and how many users use it, choosing an on line survey means I get the results quickly and fast using contemporary and modern day mediums to collect the data. Here are the results of the questionnaire analysed to create a brief outcome and understanding of what the domain of music videos is.

1. How old are you?

From this question I can gather what audience is the most likely to view to the music video which would create more profit. By advertising it through social networking sites it was obvious what age group use the Internet the most and therefore I will aim it at them. The results also show a equal amount of votes from both 13-16 as well as 20-25 so should consider a age range which could also be suitable for these ages. Therefore coming to a conclusion of teenagers being the target audience I will use more research into what this audience want from the other questions. I also found that 25+ are the least likely to use social networking sites and are less likely to purchase an album or song, so for profitable purposes I will choose not to use them as my target audience.

2. What is your gender?

I asked a even amount of male and female applicants in order to gather a more accurate result therefore my target audience is both genders as I believe the artist I will choose will appeal to both as well as meaning it would sell to both genders. This means there is no bias to either gender as well.

3. What type of music video do you prefer?

From my results you can clearly see that the majority have voted for a serious music video. I believe this is down to a more appealing and more structured video appeals to a wider audience. As well as the idea of parody music videos haven't been as popular as some before in previous years. Also the seriousness of my questionnaire could affect the results. From my feedback I will create a serious video which will fit the specification I will make from the collection of results. 

4. Do you prefer abstract videos or ones that go with the lyrics?

From this question I can collect results which will decide what the content of the music video will be about. Its clear that the majority want a abstract music video which is what I will do for the majority of the music video, but because obviously there was a few people that voted for a music video which goes with the lyrics so therefore I will contain maybe in the chorus' something relative to the lyrics.


5. What type of editing transition do you like?

We can see that the two most popular answers are both fading in/out and jump cuts which means to say that I will base the majority of transitions upon these two. Although the jump cut option is more popular there is only 3 peoples votes between them therefore I will use both techniques as they are popular, also this appeals with the 'both' option as well. However I found that my audience didn't think that the 'dissolve' option was very suitable, being called 'cringe' and 'old fashioned' by one of my piers this may be why it wasn't so popular. 

6. Whats interesting in a music video in your own opinion?

This being a optional question along with being able to write your own opinion rather than taking a multiple choice question route enabled me to get some diverse and different responses which will all individually help me make my video in some way or another. The word 'captivating' and 'eye-catching' were the most common words used to describe an interesting music video and I wanted to know how I was able to achieve this. Majority of the people which replied with this said it was down to the content in the video itself and how it tells a 'story' throughout, examples were given such as Michael Jackson's Thriller video. Along with diverse colours and eye catching scenes and keeping it up beat allowed me to come to a conclusion of how to achieve an interesting music video from the results I had collected. 

7. What genre do you prefer?

Within this question I found this was one of the collection of results which were the most close together and was hard to decide on a genre which would appeal to the majority of votes. We can see clearly Pop, Indie and Alternative were the most popular and I believe this is down to the ages which choose to do the survey. Im not surprised by the fact these 3 are the most popular due to what type of music is in the charts at the moment such as Ben Howard, Ed Sheeran, Emeli Sande and Florence & the Machine. These artists represent all 3 of these genres themselves which is something I should consider when choosing my artist. I was actually surprised by how little votes 'Rap' got because I thought it was very current and modern - but obviously not. 

8. Whats your favourite music video and why?

Again this question not being multiple choice aloud my audience to give there own individual opinion on what they liked. Answers included Rihanna and Eminem's Love the Way you Lie because it had a story behind it, and keeps up to date with current music. Where as other answers included Jessie J's Who You Are, as the simplicity of the video allows you to focus on the lyrics, vocals and Jessie J herself. And lastly one of other answer was Michael Jacksons Black & White as the editing transitions were truly amazing and allowed you to be drawn in by the captivating editing. 


9. Whats your least favourite music video and why?

With this question I struggled finding results which were clear as maybe I didn't make the question clear enough. The responses from the participants included more or less reasons for why they didn't enjoy the song and didn't say much about the music video itself - an example would be Psy's Gangnam Style as they said it was annoying and irritating. However I did collect some results which were accurate and helped me such as Rihanna's Te Amo how it was too explicit and how the darkness and bad editing really made it look like a cheap production. Also Little Mix's Wings was brought up twice, and although a current song and achieving a number 1 they said the video editing and transitions were terrible and looked again tacky and cheap. Which means although the song itself could be good, the video itself could ruin it which is something i myself needs to consider. 



10. When considering music video history, who's music video stands out the most to you?

When collecting the data and creating this graph, I was very surprised by the variation of results as I thought there would be a clear favourite but obviously not. I believe this down to the variation of age categories and genders taken place. All I can gather from this question is taking parts of each of these videos e.g. The XX's Islands - the abstract visuals where as in Michael Jacksons Thriller using the idea of having a story throughout is something I could use in my own as well.