POP VIDEO 2009/10

Sweet Disposition, The Temper Trap
1) Brief
As a group we are to develop a concept, image and brand for a new singer, group or band and develop and produce their first pop video, their first DVD cover and their first magazine advertisement. In order to establish the group and especially their image and brand for a particular target audience.

The Music Industry:
“We live in an age of music for people who don’t like music. The record industry discovered some time ago that there aren’t that many people who actually like music. For a lot of people, music’s annoying, or at the very least they don’t need it. They discovered if they could sell music to a lot of those people, they could sell a lot more records.”
--T Bone Burnett

STAGE ONE: Research And Development: Tasks - Decisions
Firstly I formed my group and between us we chose a track and an artist that did not have a major video. Secondly we developed some ideas between us for how we would treat the song in terms of performance, possible narrative and possible other images. we then sat down in class with the other groups and presented our ideas and they acted as the commissioning executives and marketing department of the record company, ourpitch included :
· Copies of the words
· APowerPoint presentation
· Lyrics
· A storyboard (with posters sketches a floor plan and anything that brought our pitch to life,
Our pitch took account of the specific target audience, the institutional context ie. Major/Indi record company’s, the genre of the artist ,the history of the artist, the current image of the artist , and the basic concept being the video ie how you promote the video

STAGE TWO: Pre- Production tasks and decisions
‘Greenlight’ in media terms means pre production begins; in our group we produced all the following elements for our group folder:
· Group roles list: a typed list with names of all major roles (producer, director, camera coordinator, chief editor, lighting designer, studio floor manger, props
· Cast, locations, props sorted soonest,
· Time line: a detailed timeline that illustrates how lyrics, visual action and song structure coordinate.
· Storyboards: full storyboards with all technical directions, as previously instructed (shot number, shot type, camera movement, sound track lyrics, lighting, actions, location, special effects, editing transitions, and possibly a digital storyboard.
· Then Film and edit the storyboard
· Floor plans/ lighting: Birdseye sketches, preferably printed, including rough measurements of all locations, showing all light sources (windows, video lights etc.) camera position and action areas.
· Shooting schedule: different to storyboard, lists the shots as they are to be shot, including AM/PM locations ect.
· Equipment list: full typed checklist of all technical equipment needed on the day of the shoot.
· Props list. Full list of all props and their source, including costing of any expensive items. Studio and location, with playback plus make up .
· Cast list: full cast list with digital pictures, MCU of each cast member (including details of house if a Hurtwood student, this also means that a camera test might be necessary.
· Title page, plus a contracts page for call sheet.
· Movement order page (if relevant)
· DVD cover and magazine advert (plus plans for this)
After this, the video is shot, STAGE THREE: PRODUCTION.
The call sheet for cast and performers few days before the actually shoot, the lyrics of the track are given to the performers also a few days before so that they can get familiar with the words and timing of the song. During this period everyone on the crew carries out heir main job and does some directing and camera work. A photographer should also be present to capture shots of the shoot for advertisement and DVD cover. Stage four is post-production. This is mainly driven by the lead editor, however, all need to be involved, this stage takes a large sum of input in both lesson and free time, the production is tested on an audience at a rough assembly and fine cut during post. The CD/DVD cover and magazine advert are all completed in this stage. The final stage of production is distribution and exhibition. This stage is where the final product is released onto established television outlets (terrestrial subscription), on CD and DVD.