Task 11: Print artefacts: Initial design ideas for the album cover

Initial design ideas:



Creative Process of the First Design:


The first thing I did was to find two copyright free pictures (taken from the public domain) of black and white city skylines to create a skyline effect. The two above are the most suitable images I could find, and attempted the design with both options in order to decide between them. I have used Microsoft PowerPoint for this initial creative process, as I have a greater familiarity with the layout and options available when editing and arranging images and text. It was recommended to me to use Adobe Photoshop when creating my print artefacts, but as I have no access to this software when working from home and have little experience using the software, I have opted for a simpler option for the initial creation. If I find that the quality of the work created using PowerPoint is too poor in quality, then I will create my second attempt using software that is greater in complexity and options.



To create the island for the middle of the album artwork, I found a copyright free black and white image of a rock in the sea. To crop out the majority of the image that I did not need, I chose to use a "Soft Edge Oval" effect. In order to make the image of the rock look like it is part of the black and white image of the sea, I also added a soft edges effect of 2.5 point, which is located under the option "Picture Effects".


Next, I found some images of a palm tree and some grasses with transparent backgrounds. These were clip-art type images with no copyright restritions. This makes it easier to layer the images together in order to create the finished design. In order to make the images black and white, I selected the image, then chose the option "Format" at the top of the page's toolbar. Then I selected the option "Recolour", located at the bottom left of the options at the top of the screen. I then chose the option "Greyscale" to make the original image black, white and grey. This will then conform to the monochrome colour scheme used in the band "Have Mercy's" first album "The Earth Pushed Back".

First attempts at the album cover's design:

I prefer the way that the second skyline looks, as it has a greater level of complexity and detail than the first. I also think that the design requires a plain white outline, to create a boarder. This will allow for a space for the text, making the name of the band and album title easier to read. By introducing a white boarder, this will also make the new design conform to the album artwork for the band's first album "The Earth Pushed Back".

Updated Design of the Island Album Artwork Concept:


Evaluation: 
I am happy with the font size and choice in this design. The edges of the image will need to be cleaner. The city skyline looks better than the other options that I have tried, but I still feel that there is too much dead space in the artwork, so more details may need to be added or the skyline element will need adjusting. The island in the sea looks fairly well integrated, but may need to be bigger in order to clarify that this is the center of attention and the "place of our own" discussed in the title.

Creative Process of the Second Design:
The other design I had initially sketched was inspired by the following image used to advertise the second album "BLUSH" by the band "Moose Blood".
As "Moose Blood" produces music belonging to a similar genre to "Have Mercy"and Polaroids are in the midst of a revival alongside vinyls, I thought that it may be a good idea to attempt creating a Polaroid collage related to the band "Have Mercy" and to see if this would work as a suitable album cover. The band has even mentioned on their website that they are "going to be documenting this journey through polaroids with @ugg #UGGOffStage", making my idea for an album cover design relevant to the band's current actions on tour.

To start I found this Polaroid template online:

Then, I found images of the band "Have Mercy", taken for promotional reasons or during performances. I also took some screenshots from the band's music videos and fan art. Once I had a collection of these, I edited some to fit inside the black square in the Polaroid template. After grouping the image of the band to the Polaroid templates, these can then be arranged to form a collage. Although these images are not my own and do not have clear copy right restrictions, I felt it would be necessary to include them as it adds an aspect of reality to the product and links my own product to the actual branding and image of the band, conforming to codes and conventions that album artwork often links to images used when the band is touring the album. If this was an actual product not made for a profit free, educational purpose then I would seek permission to use these images, like I did for the suse of the song in my music video.

First Attempt at the Album Cover's Design:


I have made two versions of the Polaroid collage design, one with a boarder, and one without. Both versions have pictures that are in colour, but I may change these to black and white using the method described above, that was used when making the first island design.

Now that I have prototypes of these two versions and a template for the actual structure of the CD cover, I will gain feedback and suggestions from members of the target audience before continuing this creative process.

Task 11: Print Artefacts: Analysis of existing album covers

Music Video Progress Update

I have begun the editing process, but as I have encountered problems related to storage space on my student area, I think that most of the process will need to be completed at home. 

At this point in time, most of the editing has consisted of refining the eisting footage I currently have. This involves cutting out any bloopers and mistakes and removing any audio, as the only sound needed is the song for the music video. 

I am still analysing a designing print artefacts. I have constructed a template for a CD case and I have designed two possible album covers. Evidence of this will be uploaded to my blog as soon as my analysis of existing products is finished and I have created a neater version of my potential designs. 

Music Video Progress Update 8/12/16

On Saturday the 3rd of December, I began filming the main narrative scenes of the music video with my two actors Lauren Cannon and Reece Humphreys. 

Because the sun set when I was filming outside for my AS media project last year, in order to ensure the lighting levels would be of a suitable quality in my A2 music video, I filmed the scenes outside first. This meant that there was suitable levels of lighting within the scenes set outside as well as those set inside. By filming the scenes of the male character exiting the house and the female character giving a tarot reading after the scenes set on a park bench outside, I ensured that the quality of light available in each setting would remain consistent and would not directly affect the quality of the video footage.

I am planning to begin the editing process over the next week and will begin to upload posts on print artefact analysis and production. As my documentation of the editing process and the evaluation of my AS media project last year were poor, I will be placing a greater emphasis on these elements in the blog for my A2 music video. I intend to embed screenshots of the editing process in order to easily describe the techniques involved and how my skills of editing and using the editing software have developed. In order to ensure that my analysis of my A2 project is of a better quality of the one i produced last year for my AS film opening sequence, I have begun writing the responses to the four evaluation questions. I will continue to add to these and improve them as my creative process continues, with the hope that this will allow me to include the greatest level of evaluative detail available.

Music Video Progress Update 27/11/16

A final date for filming has been set. I will be updating the production schedule and risk assessment accordingly before preparing the equipment needed for filming, debriefing my actors and finalising costumes and props.

As I have a lot of work to do for my other two A-level subjects as well as preparation for university interviews and AS and A2 media coursework, I am having to be very careful in organising my time over the next few weeks leading up to Christmas.

Because I am waiting for the sixth form to replace the computers in the media editing suite and I want to clarify and refine some aspects of my music video before I begin filming, I have decided to spend extra time organising and creating second drafts of the synopsis and storyboards this week, in order for the filming process next week to be much more efficient.

I should have collected all of the footage I will need by Sunday the 4th of December. Then, provided that the new computers have been delivered and installed in the media classroom, I can begin the editing process and place a greater focus on the print artefacts. Until the computers arrive, I will continue to analyse existing CD covers and magazine adverts for the band "Have Mercy" and similar artists. 

Over the next week, I will also need to compose a letter or email to the record label and management of the band "Have Mercy" requesting permission to use the song for educational purposes that will create no profit. 

Task 9: Casting

I have cast Reece Humphreys as the male protagonist in my music video. Although he has very little acting experience, I believe that he will understand the themes and emotions presented in the song and react accordingly in the video. I also trust that he will be responsive to my directing and creative ideas as he has also studied media studies and understands the requirements I have for the filming process. In terms of costume, I will have him wear a plain dark coloured t-shirt with jeans and a black hoodie. Although he does not own a pair of converse shoes that I specified in my storyboard, I believe that a plain black pair of trainers will act as suitable substitutes. Although they will lack the connotations and links to emo and alternative music genres that converse have, they will serve a similar symbolic purpose within the narrative of the music video. I may use headphones to create similar connotations that converse shoes would have provided. He will need to bring his phone and some earphones or headphones as props, although I can provide these objects for the filming process.
                                           
I have cast Lauren Cannon as the female "guardian angel" character, who is a physical representation of the help and support provided by the depression helpline used by the male protagonist in the video. I have known Lauren for a very long time, and have acted with and directed her in multiple previous performances and productions. Therefore, I can be confident that she will be reliable and understanding throughout the filming process. As she will be playing an almost supernatural character that the audience will be unsure of the reality of, I want to have Lauren dressed in a white or yellow dress. However, due to the cold weather conditions, I have adapted this to simply involve a costume of light coloured clothes. This should make my actor more comfortable during the filming process, as well as maintaining the connotations of light colours. Lauren will require the poster listing the depression helpline number as a prop. I will be creating and providing this. I was also hoping that some shots could show Lauren turning over tarot cards. These cards will have the connotations of the male protagonist's current experiences and future before and after seeking help and support for his depression. I have a deck of tarot cards that I purchased with the intent of using in such a scenario, so she will only need to provide her own costume.

I have intentionally chosen my characters to be dressed in predominantly light or dark colours, as this will create a representation of the binary oppositions of light and dark, happiness and sadness, hope and depression. Hopefully this will further clarify the messages within my music video.

Music Video Progress Update 12/11/2016

Unfortunately, filming for my music video has been postponed yet again until next week/ next weekend.

Due to the poor weather conditions (heavy showers are forecasted across the weekend) I decided it would be unfair to make my actors work outside in the terrible conditions.

Although my music video contains some scenes that are set indoors, I have decided to do as much filming as possible in one day in order to ensure that the natural light levels remain relatively consistent throughout the video.

Instead, I have decided to direct my focus to the print artefacts for my coursework, and hope to continue  analysing the connotations, codes and conventions of the album artwork and CD cases for the band "Have Mercy" and similar artists such as "Moose Blood".

Task 8: Final Proposal

Working Title of Production:
Lean by Have Mercy- (Unofficial) Music Video

Channel for Broadcast:
My media project would be broadcast on the band "Have Mercy's" YouTube channel or a vevo channel on YouTube.
If my music video was to be shown on a TV channel, it would most likely be shown on MTV amongst the music videos belonging to a similar genre of emo/ alternative rock. Although MTV is best known for showing popular chart songs, often belonging to the pop genre, there are very few other channels dedicated to showing music videos as the medium for presenting music videos is now greatly centered around the internet, on sites such as YouTube or Dailymotion.

Target Audience:
As the band Have Mercy belong to the "emo", "alternative rock" and "pop-punk" genres. This gives me a relatively clear idea of the audience my music video needs to target.

Punk, alternative and emo are popular genres among teenagers, since songs belonging to this genre often explore and portray the feelings of angst and being misunderstood.

According to Young and Rubicam's classifications of audiences, the target audience for my music video fits into the descriptions of "Reformers" and "Explorers". "Reformers" are individuals who seek freedom, enlightenment and independent judgement whilst maintaining social awareness. Such a demographic would respond well to the themes and ideas of mental health and identity presented in my music video. The audience would be responsive to the preferred reading of the media text, but would be able to form their own interpretations based on the quality and connotations within the video. The audience could also also be classified as  "Explorers" who would be willing to explore the music of relatively new bands such as "Have Mercy". "Explorers" are also a younger demographic of students who will relate to the emotions of angst presented in the song "lean".

According to Mosaic UK's classifications, the audience for my music video would predominantly fit into the category "F23", also known as "Family Ties". This demographic consists of "Active Families with teens and adult children whose prolonged support is eating up household resources". Teenagers between the ages of 16-20 who still rely on parents/ carers for income and support whilst struggling to create their own independence in the world will be the most responsive to the themes and messages within my music video for the song "Lean" by "Have Mercy". This demographic would aim to enter the classifications within section "H" (Aspiring Homemakers), with the hope of gaining independence and stability by moving out as young adults.

According to the YouGov profiles for the audiences of mainstream, similar artists to "Have Mercy" such as "Fall Out Boy", "Imagine Dragons" and "Twenty One Pilots", fans of these bands and music genres in the UK are prominantly female, between the ages of 18-24 with a political stance that leans towards the left. The most common social grade for this audience is "C2DE". "C2" refers to "skilled manual occupations", "DE" refers to "semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations". These two demographics are the two lowest on the scale of social grades. Because of the age range of "18-24", this suggests that this surprisingly low social grade is due to the demographic consisting of students who may be reliant on their parent's income and student loans as study. As there is no YouGov page for the band "Have Mercy", it is difficult to create a detailed image of the demographic for my music video. Therefore, I have only drawn main conclusions about the demographic that were the same across fans of other major music artists in similar genres. 

Genre/ Type of Music Video:
My music video is a combination between narrative and performance based, as this is the most common format and type of video. This matches the format used in the band "Have Mercy's two existing music videos taken from the same album as the song I am creating a music video for.
Style of Music Video:
I have made the stylistic choice of having my music video contain a dull colourscheme which I may change to black and white in the post-production/ editing process if I feel that the visual footage does not relate to the tone of the song to the extent that I wold like it to.

I also plan to use "dissolve" transitions between certain shots to ensure that the pace of editing does not conflict with the pace and style of the song. For example, if the notes played during a particular passage of the song fade into each other in a smooth "legato" fashion, I want the transaction between shots to mirror this with dissolves rather than conflicting it with a sudden, almost "staccato" change in visuals on screen.If appropriate then I may include some slow motion shots to add dramatic effect or to emphasise a certain element of the video, in a similar way to how slow motion effects are used on the destruction therapy shots at the end of the band's music video "Two Years" to illustrate the protagonist's emotional outburst and to emphasise the importance of this event as the protagonists method of gaining closure over a failed, past relationship.

Task 4: Audience Research (updated version)

Target Audience For My Music Video:

According to Young and Rubicam's classifications of audiences, the target audience for my music video fits into the descriptions of "Reformers" and "Explorers". "Reformers" are individuals who seek freedom, enlightenment and independent judgement whilst maintaining social awareness. Such a demographic would respond well to the themes and ideas of mental health and identity presented in my music video. The audience would be responsive to the preferred reading of the media text, but would be able to form their own interpretations based on the quality and connotations within the video. The audience could also also be classified as  "Explorers" who would be willing to explore the music of relatively new bands such as "Have Mercy". "Explorers" are also a younger demographic of students who will relate to the emotions of angst presented in the song "lean".

According to Mosaic UK's classifications, the audience for my music video would predominantly fit into the category "F23", also known as "Family Ties". This demographic consists of "Active Families with teens and adult children whose prolonged support is eating up household resources". Teenagers between the ages of 16-20 who still rely on parents/ carers for income and support whilst struggling to create their own independence in the world will be the most responsive to the themes and messages within my music video for the song "Lean" by "Have Mercy". This demographic would aim to enter the classifications within section "H" (Aspiring Homemakers), with the hope of gaining independence and stability by moving out as young adults.

According to the YouGov profiles for the audiences of mainstream, similar artists to "Have Mercy" such as "Fall Out Boy", "Imagine Dragons" and "Twenty One Pilots", fans of these bands and music genres in the UK are prominantly female, between the ages of 18-24 with a political stance that leans towards the left. The most common social grade for this audience is "C2DE". "C2" refers to "skilled manual occupations", "DE" refers to "semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations". These two demographics are the two lowest on the scale of social grades. Because of the age range of "18-24", this suggests that this surprisingly low social grade is due to the demographic consisting of students who may be reliant on their parent's income and student loans as study. As there is no YouGov page for the band "Have Mercy", it is difficult to create a detailed image of the demographic for my music video. Therefore, I have only drawn main conclusions about the demographic that were the same across fans of other major music artists in similar genres. 

Bibliography:

• http://sssfcmediastudies.blogspot.co.uk/2012/09/audience-classification-3-young.html
• https://en.wikipedia.org/wiki/Young_%26_Rubicam
• https://marcabraham.wordpress.com/2015/09/13/what-is-psychographic-segmentation/
• https://en.wikipedia.org/wiki/Audience
• http://webcache.googleusercontent.com/search?q=cache:http://www.ukgeographics.co.uk/blog/social-grade-a-b-c1-c2-d-e&gws_rd=cr&ei=yxE3WJiLLMObgAbU0YjYCQ

Music Video Progress Update 3/11/2016

Work on my Music Video has been postponed over the past two weeks as I have had to prioritise preparation for an exam on the 2nd of November.

I had originally planned to film during half term, but this has been postponed to this weekend and the weekend after.

I have successfully casted a female actor and a male actor, but I am considering locating an alternative male actor to ensure that the filming process is as effective as possible and that fewer takes are needed to capture the supportive interaction between the male and female character in the music video's narrative.

To clarify the events in the music video, I am considering integrating a short sequence of shots depicting a tarot card reading. The connotations and meanings of the cards shown will give the audience a greater impression of the character's experiences and emotions throughout the course of the song. I would film this by having the appropriate cards arranged in order, at the top of the deck. The female character would then be filmed in over the shoulder shots and from the side in a medium shot. Then, as the cards were slowly turned over onto a table, one by one, I would film each individual card in a close up shot which could be quickly inserted in between shots related to the narrative of the video. Alternatively, these shots could be used to bridge the performance footage with the footage depicting the music video's narrative. 

Regulations: Age ratings for Music Videos

From the 1st of October, 2014 music videos became subjected to age ratings and restrictions similar to those used on films. All UK produced music videos will gain a 12, 15, 18 or R18 certificate, which will be displayed in the video description on sites like YouTube and Vevo. The aim of these classifications is to warn consumers about the video's content, as well as to give parents a greater control over the content their children are exposed to online. However, as these restrictions will only apply to music videos produced in the UK, any controversy caused by international artists will remain uncensored and easily accessible online without being labelled with an age restriction. This will mean that music videos containing graphic content, such as violence, sexual references and explicit language that are produced internationally, such as Rihanna's "B**** Better HAve My Money" will remain unaffected by the new age restricions designed to safeguard younger audiences.

Whilst I can understand the importance of these age classifications, which have the potential to protect children from harmful content.  The American Psychological Association in 2007, found that the use of sexulaised images and themes in the media, advertising and music videos often causes depression, eating disorders and low self esteem in adolescents. Similarly, in 2009 Elsevier Health Sciences found a link between early sexual activity in American teenagers and the amount of popular songs with sexual references they are exposed to. There is abundant research suggesting a positive correlation between drug use or sexual activity with the amount of exposure adolescents have to questionable song lyrics. The potentially damaging effects of some of the content in popular music videos does mean that age restrictions are an important intervention to make, in combination with parental controls.

However, multiple critics find that the introduction of these regulations is a pointless exercise. Most children and teenagers are technologically competent enough to work around parental controls, meaning that placing an age rating of 15 or 18 on a video is simply going to make an adolescent more interested in the video's content. The ratings intended to protect children from harmful content could instead act as a flag, indicating to where the interesting and supposedly forbidden content is. 

Another issue with age ratings is that videos without controversial or explicit content are often mistakenly restricted. This can prevent children from accessing content that could portray positive messages and increase their awareness of different cultures, ethnicities and sexualities. Videos containing same-sex relations and references to abuse are often targeted by regulation enforcers, which could prevent adolescents from accessing content that could help them through difficult times in their life whilst introducing them to support networks and welcoming communities. An example of age classification going wrong is Ira Sach's film "Love is Strange". Whilst containing no sex, nudity, drug use or violence, the video was given the rating "R" because it portrays a newly wed, elderly gay couple. This is a prine example of how classification is a subjective process which could result in multiple media texts positively promoting equality and diversity being restricted and hidden from audiences who may find the content enlightening.

As identifying elements within music videos that render them inappropriate for certain age groups is very much a mater of opinion, iit is hard to trust the ratings and restrictions created by the BBFC and websites like YouTube. With the introduction of these regulations, the question is now whether we can trust YouTube to act as the gatekeepers of content that younger generations can be exposed to.

Overall I understand the importance of regulations and age ratings for all media (including films, music videos and video game). However, I highly doubt that these ratings will make a major difference to the media content being explored by younger generations.

I believe that my music video would have the age rating of "PG", as although it discusses the sensitive topic of mental health and depression, it will contain no drug misuse, sexual behaviour, nudity or dangerous behaviour. These are all elements that indicate that a music video will need to be evaluated by the bbfc for age restrictive classification. I had considered introducing the element of addiction in my music video as part of the lyrics of the song "Lean" by "Have Mercy" reads "you need help and you can't quit". This could be interpreted that the character of the song has reached a stage of substance abuse or alcoholism that has reached the stage of dependency on the addictive substance. Because I didn't want to have controversial footage of drug misuse in my music video, I chose to interpret these lyrics as the protagonist of the music video needs help in changing his negative thinking. Although this interpretation will be harder to present, it will mean that my music video will have a lower age rating from the bbfc of "PG", making it accessible to a wider audience, as well as reducing the possibility of the audience misinterpreting the message of the music video.

Bibliography:

• http://www.bbc.co.uk/newsbeat/article/33969075/age-rating-to-be-permanent-feature-on-online-music-videos
• https://www.theguardian.com/technology/2015/aug/18/age-ratings-uk-music-videos-youtube-vevo-miley-rihanna-dizzee-rascal
• https://www.theguardian.com/music/2014/aug/23/will-age-rating-classifications-music-video-work
• https://www.sciencedaily.com/releases/2007/02/070220005051.htm
• https://www.theguardian.com/commentisfree/2015/jul/05/rihannas-video-bitch-better-have-my-money-misogynistic

Task 8: Music Video Pitch (Includes Updated Ideas)

The Song:



Music Video Synopsis:

The music video follows a male character suffering from depression. Because of social stigma and poor relationships with his strict family members, he becomes isolated and can't talk about his emotions. When the male character goes out walking, he comes across a depression helpline poster, which he takes the phone number for and calls. The helpline introduces a female character who acts as a support network and "guardian angel" figure, helping the male character to deal with his depression. Despite this support, the male character still feels isolated and it is implied that he attempts suicide, although the success of this remain an enigma at the end of the video.

Mindmap:

Storyboards:

Interactive Task:

1. Looking at the song's lyrics, what themes come to mind in your personal interpretation of the song?

2. Who do you imagine the audience for this song and band are? List keywords or use drawings to describe your thoughts.
(The band's genre is described as "Alternative rock, emo and pop-punk")

Task 6: Storyboards

Task 10: Filming: Production Schedule

Production Schedule #1
Date, Time and Location of filming	Date: 29/11/2016 Time: 18:00 Location: The inside of a house.
Actors	Musicians
Filming plan	Close up shots of amplifiers. Close up shots of lip syncing. Close up shots of bass guitar. Long shot of silhouetted musicians.
Equipment	Camera Tripod Gorilla-pod Extra lighting/ lamp
Props	Bass Guitar Microphone Amp Picks Guitar and amp leads.
Costumes	Musicians are to be dressed in black, plain clothing.
Notes

Production Schedule #2
Date, Time and Location of filming	Date: 3/12/2016 Time: 12:00 Location: Interior of a house and surrounding areas of countryside, outside of Tamworth.
Actors	Male character: Reece Humphreys Female character: Lauren Cannon
Filming plan	Shot 5 Shot 6 Shot 7 Shot 8 Shot 17
Equipment	Camera Phone
Props	Phone(s) Park Bench Depression helpline poster
Costumes	Male character: Black or plain dark coloured t-shirt, jeans, black hoodie and black trainers.  Female character: White, yellow, cream or light coloured, plain clothing and converse.
Notes