Print Product: Album's Front Cover (Final)

Print Product: Album's Front Cover (Draft Three)

After we created the first and second draft of our album front covers, we tried to experiment with the image and fonts so that we could find the right one which makes our album front cover look professional which follows the right conventions needed to make a CD cover successful. As a result we produced the following CD front covers.

Print Product: Album's Front Cover (Draft two)

Print Product: Album's Front Cover (Draft One)

Magazine advert analysis of Drake 'Take Care' Album

This is a magazine advert for Drake’s album ‘Take Care’. The centre image of the magazine advert is the same one used in the album front cover. This shows the audience what the album looks like and also advertises it. The font of the artist name ‘Drake’ is large and in the colour white which contrasts with the background which is black. As a result the title attracts the audiences’ attention as that’s the main source of information which tells the audience the artist’s name. The main colours used in the magazine advert are black, gold and white this is because it relates to the mood and feelings of the artist. For example the colour black symbolises sadness, anger, unhappiness which are Drakes emotions as he is no longer with his girlfriend. The colour white symbolises purity, innocence and happiness. This could be something that he no longer is or possibly taken away from him such as his happiness of being with his girlfriend. Lastly the colour gold symbolises power and strength which can be seen in the mise en scene of the centre image as Drake is wearing gold chains, has a gold candle holder on the table along with a gold cup.

The magazine advert only consists of the basic information that the audience would need such as the artists name and the name of the album. However, on the bottom of the advert the audience can see names of featured artists such as Rihanna, Lil Wayne and Nicki Minaj. As a result this would target other audiences who listen to these featured artists and may purchase the album to listen to their featured song.  On the bottom of the page the advert has small images of the record labels Drake is signed to who have helped Drake produce and create the album which are Cash Money Record and Universal Republic.

After analysing this magazine advertisement some of the ideas I would use from this are the font of the artists name and the image used on the advertisement. This is because the name ‘Drake’ is in a large font which eye catchy and appeals to the audience telling them which artist the album belongs to. The image used on this advertisement is the same as the one used on Drakes album cover which would make the audience remember this image so that they know what the album looks like when they go in stores to purchase it.

Magazine advert analysis of Rihanna 'Rated R' Album

This is a magazine advert for Rihanna’s album ‘Rated R’. The magazine advertisement looks unique and a lot different compared to Drake’s ‘Take Care’. This is because the medium close up shot of Rihanna makes her look angry, aggressive and scary. This look is supported by the heavy eye makeup and rings worn in the album cover which is not common in an RnB album. However Rihanna is seen to be unique through the way she dresses showing the audience her personality and the kind of person she is. In the image the audience can see that Rihanna uses her right hand to cover her eye which indicates that she is possibly hiding something making the image look more mysterious. The ‘R’ in the top right corner which stands for the album’s name ‘Rated R’ looks as though it has been carved which suggests that the song is about pain which has left Rihanna with deep scars making her the way she looks in the image.

The advertisement mainly consists of three colours which are black, white and red. These colours are symbolic as the colour black symbolises fear, anger and pain. The colour white symbolises purity and innocence and the colour red symbolises love, danger and aggression. All three of these colours relate to the album as they represent Rihanna’s feelings and what she is going through. The magazine advertisement has a torn effect in the middle going across the page which is effective as it has blocked writing on it. This effect could be used to show the audience that she has been torn apart as her name is on the torn side and her image is on the opposite side. The name of the artist is also in blocked writing which attracts the audiences’ attention which is crucial for advertisement as it shows the audience who the album belongs to. In contrast, the writing under it is in small font which looks simple and balances the whole look of the advert.

In the magazine advertisement the name of Rihanna’s two songs are written in bold and red which stands out and attracts the audiences’ attention as it looks eye catchy. Also the colour red is a stereotypical colour of the RnB genre which connotes love, pain and hurt. The name of these two songs stand out as the font is large which means that the target audiences for these two songs are more likely to buy the album. The advert also uses the parental advisory symbol which is important as it indicates the type of content the album consists of so that they can take into account whether it’s suitable if they want to buy it for their children.

CD Digipak analysis of Drake 'Take Care'

Drake's 'Take Care'Album Cover 

This is the cover of Drake and Rihanna’s album called ‘Take Care’. The image used on the cover is a close up establishing shot showing Drake sitting alone on a table where he looks lonely, isolated and depressed. In the cover Drake is wearing gold chains and drinking out of a gold cup whist looking down showing us that he is miserable, depressed and upset. The audience can also see that Drake is wealthy from what he is wearing and the surroundings as he has a gold candle holder, gold cup and gold chains. However, it is clear that Drake is going through a break up which could be the reason why the album is called ‘Take Care’ as he says ‘bye’ to his girlfriend. As a result, from Drake's facial expressions and the surroundings the message that we receive is that money can buy you anything and everything apart from love, because it is priceless.

In the background we can see that there is a picture and gold figure of a bird which symbolises freedom. This connotes that he might have been trapped in a relationship as a result, himself and his girlfriend are now free to live their own lives how they want. The album ‘Take Care’ is about fighting for the person you love. In the cover we can see that Drake has lost the fight as he is sitting alone on a table. The fact that he has not shaved also suggests that he is going through severe depression. One of the main colours used in this cover is the colour gold in ‘Take Care’. The colour gold symbolises power and strength where we can see that Drake is rich and wealthy and has everything apart from his love who is Rihanna. Even though she is not in the album cover she is in the song hence he is telling her to take care of herself now that they have split up. Another colour used is black which symbolises sadness, unhappiness and wealth which is exactly what Drake is going through even though he is wealthy and capable enough to afford anything he wants.

From this album cover I would use a medium shot when creating the album cover of the music video myself and my group produce. This is because through a medium shot the audience can see what is inside the mise en scene as well as the artist’s facial expressions and emotions. I could also use the layout of this album cover as it breaks the convention of having the artists’ name on the front cover so that the audience know who the album belongs and who the artist is that sang the album.

Inside of cover of Drake's album

This is the inside cover of Drake’s album ‘Take Care’. This cover breaks the convention of having a person or artist as a centre image. The reason why there is a black printed background could be because it represents sadness, depression and power which is what the album is about. Also the inside cover is simple and consistent in comparison to the front album cover which makes the cover look successful.

The track listing in this cover is in the centre compared to Jay Sean’s ‘The Mistress’ whose is on the left. This makes it easier for the audience to read the track list as it is straightforward and simple. There is also the use of typography as the colour of the font is gold which is the same colour used on the album’s front cover hence symbolising power and strength which contrasts with the black. On the bottom of the inside cover case is a small paragraph of recognition from the artist to say who helped to create and produce the album which gives the audience the ideas who is part of it and have more information of the artist bringing them closer whilst knowing the artist is sincere. There is also the use of record labels which is shown on the bottom of the cover which allows the audience to see who helped to release the album and what record company the artist is signed to. In this case it is Cash Money Records and Universal Republic.

Some of the elements I would use from this inside cover is the use of colour and layout. This is because the inside cover does not have an image of the artist but is simple where the track list is listed in the middle which keeps it straightforward for the audience to read. The inside cover is also consistent as it uses the same colours which are on the album’s front cover. As a result I can use these ideas to make sure that the album covers me and my group members produce look professional and follow the conventions of a CD album.

Survey Monkey

After we produced our music video we used survey monkey to make a survey where we would gain feedback from people telling us if they liked our music video and whether the storyline was clear to understand. As a result this showed us if our music video was successful or not and who our target audience are. The link below is the survey we created.

http://www.surveymonkey.com/s/WCLDJWN

Music Video

The following link is the music video myself and my group have produced for this coursework.

http://www.youtube.com/watch?v=VCB148pVcmI

Before editing

Before we start to edit and produce our music video we decided to watch all of our footage and select the best clips which we can use for our music video. As a result when we transferred our footage from the camera onto the IMac we opened final cut pro and created separate folders for our footages based on the level of quality. This will make it easier for us to edit as we will know where to find a particular footage as we have shot the same scene a number of times.

Day of the music video shoot

View from the Golden Jubilee Bridge in Westminster

Today, we went central London to shoot our music video. We reached at our filming location which was the Golden Jubilee Bridge in Westminster at around 3pm where we managed to get the perfect lighting we wanted which was sunset. Due to sunset some of the difficulties we faced today were that the sun blocked our actors in the camera as a result we had to wait for the sun to move so that we could get accurate and professional shots needed for our video. The bridge also got a lot busy during rush hour which made it harder to film as we had members of the public walk through the scenes whilst we were filming a particular verse. As a result we had to start from the beginning as we wanted to make sure our shots were realistic where tried to follow the convention of using a range of different camera angles and shots.

We finished shooting at 5pm where we managed to get all the shots needed from this location as a result it was good that we decided as a group not to choose Trafalgar square as our second location. This is because we lost daylight and the location was busier compared to the bridge as it’s a big tourist attraction making it harder for us to shoot our video.

Planning for the day of shoot

As a group this week we have been planning thoroughly for our shooting which is on the 14^th November in order to make sure that we are organised and know what kind of camera angles and shots we want for our music video. This will make it easier for us to shoot our music video as we will know what to do and how to position our actors. 

Planning for the music video shoot

This week I am carrying out some independent research to look at the clothing of artists in Hip Hop music videos. I looked at music video such as ‘Ouch’ by N Dubz as well as Jay Sean’s song ‘Where Do We Go’ where I have found that artists in Hip Hop music videos mostly dress in casual clothing. As a result, we will take into account the clothing worn in existing music videos to decide what the actor in our music video will wear.

Jay Sean - She Has No Time lyrics

Hold on a sec let me just get this straight you're leaving now
You go and do that shit and tell me that we're even now
It ain't no way to right the wrong I did I know it's wack
But you don't go and fuck someone else just to get me back
Look I'm a man, we do some things that ain't planned
I didn't even know her name I didn't even ask

Man I wasn't thinking at all, at all
I know you don't think love and lust can be two different thing
But there are men in every strip club wearing wedding rings
And I ain't say this right
And I'm just saying the truth
That we don't think alike
We ain't made the same as you
I don't carry no emotions for that other chick
Ain't no relationship look I was on some selfish shit
But I love you girl and you know that
You know that so won't you come back

Says she has no time
She said she said
She said she said
Says she has no time
She said she said
She said she said

I'm pretty sure that right now my words are kinda useless
And even as I say them I hear bullshit and excuses
But I'd rather be real and tell you for a lot of us
It's a conscious effort not to stray and stay monogamous
And you can tell your girls and they'll think I'm a jerk
But I'm willing to do anything girl to make it work
Cause now I just regret it

Says she has no time
She said she said
She said she said
Says she has no time
She said she said
She said she said

And ever since then it's been weighing on my mind
Weighing on my mind
That's why I couldn't hold a lie
And told you everything that happened thinking that would make it right
I should have lied I should have lied
Cause you'd have took the guilt out of me
But it changed the way that you see me
I see you
Can't let this slide

Says she has no time
She said she said
She said she said
Says she has no time
She said she said
She said she said

Risk Assessment

Recce

Recce

Golden Jubilee Bridge

The music video will mostly be shot on the golden Jubilee bridge in Westminister. The risks here can be that our equipment may fall over the bridge.  This may lead to the recording being cancelled as a result, precautions must be taken to avoid such incidents.

Another risk can be that as there will be a lot of people, our equipment may be pushed around which again may lead to the cameras or tri-pod being damaged. To avoid this we will try to record when the bridge is less busy. 

We will also need to take the weather in consideration as the bridge may become slippery if it rains. Our equipment will also be effected by rain as the water may leak inside the camera.

The barriers are pretty low on the bridge, we will need to be more careful as the main character will be leaning against the barriers. We will also try to avoid slippery surface on the barriers just for extra precaution as the character may slip or fall.

Trafalgar Square

Our second location will be in Trafalgar square. We will be recording our mid-way shots of the video. 

Once again the risks here can be that our equipment may fall in the fountain as we will be setting our equipment near the fountain.  This may lead to the recording being cancelled as well as our pre-recordings may be lost as a result, precautions must be taken to avoid such incidents.

We will also have to manage our filming well as this location is really busy. This also raises a concern of taking extra care with the equipment as people may trip over the bags and tripod.

Studio

The third and final location of our music video will be the studio where we will be able to get simple and effective footage by using a black back drop.

Some of the risks in the studio is that there will be many cables and wires. As a result, we will have to be extra careful that no one falls over or touches exposed wires as it could possibly cause an injury or damage the equipment which will delay filming.

Another risk is that we should not use equipment that we are unfamiliar with or have not been instructed to use. We will also inspect equipment before we use it in order to make sure it is not damaged (e.g. exposed wires). This will keep us safe whilst we filming.

Talent Release

Before we found the actors for our video, me and my group members were considering of holding auditions for anyone who was willing to take part in our music video. However before we held these auditions we found that two of our friends were willing to play the role of the couple as a result we no longer held auditions.

Location release

As a group we decided to shoot our video on the Golden Jubilee bridge and the college as a result we were not required to get location release forms. This is because the Golden Jubilee Bridge is open and accessible to all members of the public. However, in order to shoot our video in the studio in the college we had to take
permission from the media technical who allowed us to book the studio for few days.

Location release form for the college studio

Storyboard

Class Presentation Videos

Class Presentation/Pitch

We have presented our video plan to the class in order to gain some feedback on the positives and negatives of our initial ideas for the music video. Our presentation to the class about our music video on Jay Sean - 'She has no time' was approved however, there were some concepts that the class mentioned that there was room for improvement.

 Firstly, the song itself was liked by everyone; on the other hand some people mentioned that our location can be improved in order to have a higher standard of performance. For example, our opening scene was going to be in the heart of ‘Leicester Square’ but they thought this was not suitable for the opening scene as it would be too busy and could make filming difficult.  The audience gave us positive feedback on some of the shots we mentioned we were going to use; they were suitable for the lyrics and it created a good image in our heads of how the whole video would look like. Some of the shots we mentioned we aren't able to do as we do not have the right equipment and skills to do so.

Overall, the audience liked our presentation. They were accepting most of the concepts we mentioned that would be taking place in our music video. Some suggestions were given which have taken into account and made changes in order to make the video as professional as possible

Annotations for treatment changes

Treatment: First draft annotations:

Treatment: Second draft annotations:

Treatment: Second Draft

Treatment - She Has No Time (Second Draft):

 The music video will start on the Golden Jubilee Bridge where the male character will be looking at the view over the bridge. He will then see his girlfriend walking towards him on the right whilst she is texting. At this point he will confront her and take her mobile phone away from her by snatching it from her hands showing the audience that he is furious and angry. At this point, the song will start and the male character will be singing the song to his girlfriend making it look as though he is shouting at her leading to an argument. After this scene the location will change to the studio where the male character will lip-sync the second verse by making direct mode of address to the camera which will connect with the audience as it shows that he is expressing his emotions and feelings to us. During this scene there will be the use of flashbacks which will be in black and white making it clear to the audience that these are past memories of the couple being together. This will lead to the chorus where the couple will argue and the camera will go back and forth showing flashbacks of their good times after the argument.

Another location that will be used is the field at the back of our college. This is where the male character will sing the third verse of the song to the camera without his girlfriend. After this verse finishes the camera will go back to the bridge scene where the male character will sing the last and final verse of the song including the chorus. As a result a result the music video will end with a slow motion hand drift effect as the couple depart. In this scene the audience will see the couple walking in opposite directions as they walk out the mise en scene.

Treatment: First Draft

Treatment - She Has No Time (First Draft):

The music video will start off on a bridge with the male character looking to the view off the bridge. When he looks to the right he sees his girlfriend walking towards him and once they are together he tears up a note written by his girlfriend for him and throws the pieces into the air. As a result the song starts and the male character lip-syncs the song as though he is shouting at her on the bridge. The location changes where the male character makes direct mode of address to the camera making it look as though he is singing to the audience and expressing his emotions and feelings. After this the scene ends and it goes back to the first scene on the bridge where there is a slow motion effect as the couples hands drift apart. Hence the audience can see the female walking towards the camera as she makes her way off the bridge whilst her boyfriend is on the other side of the bridge watching her go. We then have a shot of the male character singing to the camera where he then sees a couple walk by holding hands and talking. This reminds him of the good times he had with his girlfriend and regrets cheating on her.

The location then changes to Trafalgar square where the male character walks down the stairs where he is singing to the camera with different camera angle shots showing his body language and facial expressions. We then go into another scene where the male character is in the studio with low key lighting effects singing to the camera. As a result the music video ends where the last shot is of the couple walking in opposite directions.

Case Study 3

Jay Sean ft Tyga – Sex 101

Music Video of  'Sex 101'

The music video is about Jay Sean who is already in a relationship but is not able to stay loyal to one person but instead has affairs with many other women even though he feels guilty and knows that what he is doing is wrong. The video follows a narrative where the audience can see Jay’s actions from start to finish and he enters the house and ends in the shower with his mistress at the end.

The music video also represents women as sex objects as Jay has control over them. This can be seen during the video where there is a medium shot of Jay sitting on the bed and singing to the camera whilst there are two bisexual women trying to seduce him. Most of the young women used in the video are wearing lingerie’s looking attractive and appealing to the opposite sex. This relates back to the idea of sex 101 where women are stereotypically seen as sex objects that men have power and control over. In this scene, the two bisexual women who seduce Jay Sean are on the bed whilst he makes direct mode of address to camera whilst lip syncing the song without giving the two women any attention.

The target audience for this song would be adults interested in the genre of R&B. This is because the music video has sexual reference throughout and footage which would be unsuitable for teenagers and children. The target audience would be encouraged to buy the record through social network and interviews made by the artists to promote the song. Artists would also keep competitions by giving their target audience gifts relating to the album. This can be done by using websites such as Twitter and Facebook where fans would have to answer questions by the artist and many more. Another way in which the target audience would be encouraged to buy the record would be if the song is priced low or if it is on sale for a limited amount of time. As a result more people would buy the song before the price rises and the artist would make a profit.

In conclusion, some of the ideas I would take from this music video to put into mine would be the types of camera angles and shots used. For example I could use a tracking shot to keep the audience watching the video in suspense. I would also use the colour scheme of black and white as used in the video. This is because as Jay wears the colour black it represents pain, authority and power. This is represented throughout the song as pain is shown as Jay knows that what he is doing wrong however, he also has control over the women in the house showing that he has power over them. 

Case Study 2

Drake ft Rihanna - Take Care

The music video is about Drake and Rihanna who are characters in the video portraying that every relationship has its ups and downs. There is also the use of animals such as a bull and fish to show metaphorically that Drake is a bull who is full of rage, stubborn and uncontrollable whereas; Rihanna is the fish that is calmer hence showing a contrast of two characters.

In the video we see a range of different camera angles used such as long shot, close up, medium shot and many more. At the start of the music video there is a medium shot of Rihanna and Drake who look lonely. This is followed by a close up where the audience can see Drake’s facial expressions where he looks hurt and heartbroken. At this point the song starts and Drake makes direct contact with the camera which makes the audience feel as though Drake is singing to them and expressing how he feels. This can also be seen through Drakes body language which is seen through a long shot where he sings to the camera about his relationship. The audience can also see Rihanna’s facial expressions through a close up shot where Drake sings the line ‘You've seen all my mistakes so look me in my eyes’. At this point Rihanna looks depressed, hurt and miserable as she makes direct contact with the camera hence connecting with the audience and telling them through her eyes how she feels.

During the video we see many shots of Rihanna in Drakes arms where they are hugging. This relates back to the concept of the ups and down in a relationship by showing that they are together one minute and break up another. However after this, the atmosphere of the song and video changes as Drake starts singing ‘One time, been in love one time you and all your girls in the club one time all so convinced that you're following your heart cause your mind don't control what it does sometimes. We all have our nights though. Don’t be so ashamed, I've had mine, you've had yours, we both know, we know.’ From this it is clear that Drake is angry with Rihanna possibly because she made a wrong decision when she went to a club with her friends. As a result Rihanna replies back to him near the end of the song saying ‘I know you've been hurt by someone else. I can tell by the way you carry yourself. If you let me, here's what I'll do. I'll take care of you, I've loved and I've lost.’ This means that she knows that Drake has been through something similar to her but she has now fallen in love with him. This is seen through a close up where she looks honest and truthful. In this scene the audience see Rihanna singing to the camera looking isolated and lonely, the scene then changes half way where she is hugging Drake and sings the line ‘I’ll take care of you’ where she makes direct mode of address to the camera. As a result she sings this line as an indirect to Drake expressing her love towards him.

The music video is a performance by Drake and Rihanna who express their feelings for each other whilst showing the audience that every relationship has its ups and downs. The video is shot in a studio where the mise en scene for every scene in simple and clear in a way that the background is simple and natural. This is because it allows the audience to fully focus on the artists who are singing. For example a simple background helps the audience see Rihanna’s and Drakes facial expressions throughout the song. The video consists of dark colours throughout such as black, grey, white and dark shades of blue and green. These colours are symbolic as they represent different things. For example Drake wears the colour black which represents sorrow, distress and pain. On the other hand Rihanna wears the colour white which represents purity and innocence.

The target audience for this record would be teenagers and young adults who like the genre R&B. They would also be encouraged to buy the record through social network websites where they can preview the song and listen to it. The artists would also promote the song through Twitter and Facebook by keeping competitions for their target audience which would encourage them to buy the record.  Also, by having the target audience buy records will mean that the record label and artist will make a profit and have enough money to release and produce a new song or album for their audiences.

In conclusion, some of the ideas I would take from this video are the special effects used such as the background colours. This is because the colours used the in background are consistent throughout the video which makes the video clear to understand and helps the audience to keep their focus on the artists who are singing by looking at their facial expressions. The background colours are of three colours which are Black, grey and white which blend together. This is a contrast as black is the opposite of white and they both have the two different meanings where black not only symbolises pain and sorrow but it also represents power and authority. Hence when the audience see Drake’s arms around Rihanna it shows that he has got power and control over her. On the other hand Rihanna wears white showing that she is innocent and the opposite to Drake. I would use these colours in the studio where the music video would have cuts between the location and the studio. This will make the music video more symbolic and representative.

Case Study 1

Jay Sean's 'The Mistress' album

Jay Sean - Where Do We Go

The music video I will analyse for this case study is a song by Jay Sean called ‘Where do we go’ from his album called ‘The Mistress’. The music video is about Jay Sean who looks emotional and distressed as his relationship changes and needs to make a decision on where his relationship stands and what he needs to do.

The music video has been shot in Miami. There have been many locations used in the video such as, the recording studio, Jay Sean’s house and the streets of Miami.   The reason why these locations have been chosen is to show the audience the everyday life of Jay Sean and the fact that he can be rich and afford to buy an expensive Bentley but one thing he can’t buy is love because it’s priceless. The video has been shot as a narrative showing Jay writing his song ‘Where do we go’ and being in the recording studio. In this scene we see a long shot of Jay walking down a corridor in the recording studio where the audience can see records on the wall in the mise en scene portraying that Jay has been a success in music but not in love. There is also a use of a extreme close up showing Jay sing the words ‘Where do we go’ followed by a long shot of him driving to an unknown destination relating back to the idea that he feels lonely without his girlfriend and doesn't know what to do or where to go.

The music video uses a range of different camera angles such as over the shoulder, medium close up, long shot, high angle shot, extreme close up and many more. The first scene opens with an over the shoulder shot of Jay Sean writing the song in a notebook which he tosses back after a little while. This shows that Jay Sean is writing a song for his girlfriend which makes him emotional and saddened as he doesn't know which direction his relationship is heading in and doesn't want to break up with his girlfriend. During the video we can see many close-up shots where we see Jay Sean’s facial expressions who looks confused, hurt and concerned about his relationship. This connects to the audience as it looks as though Jay Sean is singing directly to his audience and expressing his feelings by making direct contact to the camera making it realistic and understandable. Throughout the video we see parts of Jay Sean’s everyday life where he looks distracted, depressed and miserable over the whole situation. This is portrayed through a medium shot where we can see that Jay Sean sets a game of pool up for himself but decides not to play it last minute and walks away heartbroken. The last scene opens with a long shot of Jay Sean driving his Bentley down the road on his own and goes for a walk where he seems lonely and wants some time to think about his relationship. In this scene there are many close up’s used and a extreme close shot where the audience can see Jay Sean lip sync the song word for word as though he is singing it to the audience and expressing his emotions.

The music video uses various types of editing techniques such as cut and fades. The video uses many cut away shots to show that there will be a change of scene but the camera will come back to the first scene later during the video. There is also the use of fades which help link each scene onto each other which makes the video look consistent and professional give the video a good flow. The video includes a tracking shot where the camera follows Jay’s journey as he is driving. This makes the audience feel as though they are going with Jay to a particular location which is unknown. This is followed by a panning shot where we see a medium shot of Jay walking down a street in Miami looking lost, isolated and miserable whilst people behind him are with their friends or partners. This is portrayed as the focus changed to Jay only as there is a use of depth of field where the background is blurred allowing the audience to see Jay’s facial expressions and emotions.

 The target audience for this video are people who like the genre R&B and slow jams. This is because the video is a slow jam which has a consistent beat throughout the song. This is because the motive of the song is to connect with the audience and show them how Jay is feeling about his relationship. As a result the cutting rate is average throughout the video which helps to keep a calm atmosphere. The target audience are encouraged to buy the record through social network websites and interviews made by the artist. This is because Jay Sean would use Twitter and Facebook to promote his single by keeping competitions for his fans and getting other artists to spread the word about his record helping him make sales.

In conclusion, some of the ideas I would take from this video would be the colour scheme. This is because the video mainly uses dark colours such as black, grey, brown, blue and many more. However one colour that is used the most is the colour black which symbolises sorrow, pain and regret.  I would also use a range of different camera angles and editing techniques such as panning shots, tracking shots, cut and fade in order to make the video more appealing to the audience and interesting to watch. This is because the editing techniques help to attract the audience to the video and help to show the location and emotions of the artist.

Song Selection

We have decided as a group to produce a music video rather than a short video as we thought we would be able to have a professional looking performance. This is because a short film would require more attention towards the script in order to make it more successful whereas the music video is purely based on footage and lip-syncing. Furthermore, we chose the song by Jay Sean - 'She has no time' as we like him as an artist and admire the type of music he creates as well as the lyrics of this particular song.

Schedule