Digipack Draft and Analysis

In this post I will be showing my first draft of my digipak that I have made for the album and artist we have created. After showing the pictures of the digipaks and posters I will be analysing them, talking about whether I think if it is conventional to the genre that we have selected, also looking at the colours images and connotations of them. I will talk about whether I think the audience can build a relationship with our artist which is Spencer and he is playing the role of our created artist which is 'Tuscano'. I will evaluate each of my slides by commenting on the following: What choices and decisions did I make and why? Are my choices and decisions conventional to your music genre and why? and what could I change and why? I will talk about my first draft and then talk about my second draft which is the improved version.

My first draft is before we created the artists name and album name together as a team, therefore the first draft of my digipak is called Liquid and the artist is called DJ Julio, however in the second draft it is the artist name and album name that us as a group have decided to use. I will be able to comment on choices and decisions made by relating to the codes and conventions throughout and I will reflect on how my second draft has changed from the first and how it has improved.

The 6 pictures above are my first draft of my digipak, going in order from the front cover, thank you/welcome page, disk, picture slides and the track list slide. Firstly I will have to say that this draft is conventional to the chosen genre of dance, as through out I have used neon-like colours like pinks and greens, mainly on a black background, and this can connote the night-life and nightclubs as they would use neon lighting/colours like in my digipak, therefore relating to the genre of Dance, and the black can also connote rebelliousness which is a convention of dance music and the audience. A good example would have to be the track list page, on this page I have created little pink and green glowing dots, which connote lights and laser beams/strobe lights therefore connoting dance music, which is the purpose of this digipak, to give the impression to the audience that this is a dance album, as this would be recognisable to our target audience, as the would relate and notice, therefore maybe buying this album.

On the front cover I have used laser beams in pink and green to be conventional and connote to dance music. I have also created the title of Liquid to also look quite 'liquidy' by giving it a liquid effect on Photoshop, by doing this it relates with the name, therefore there are visual effects connoting liquid which back up the title, this will make it more memorable to the audience as it gives it originality.

The font that I have used can also relate to the conventions of dance as I have used bubble writing style font, which could connote youth and its informal, this relates to the audience of dance as they would be young adults and teens, around the age of (14 to 25), as they are not formal and usually wear casual clothing and live a casual life by parting; and by making this decision the digipak will make it easier for the audience to connect and relate to it. Also on the 4th slide I have rendered a picture of the artist to have a pixel style to it, this can relate to dance music as pixels relate to computing and electronics, as does dance music as it is usually made on computers and could also sound electronic, it also gives the digipak a better visual effect which will interest the viewers and make them think about connotations. Also he has stars in his eyes, this can relate to drugs 'Seeing stars' which is related to the dance genre, and it could also connote him seeing strobe lights which are also a relation to out genre.

Evaluation

Overall I feel that this draft is conventional to the genre of dance, as I explained. I have made decisions to make the digipak conventional to dance as we are creating a artist and album which is meant to be under the dance genre,  by making it conventional, the target audience would recognize that it is dance, and it would attract are target audience which are fans of dance music therefore making sales if this were to be on the market. I have decided to name the album 'Liquid' as this could be seen as smooth, which can relate to dance music being smooth and easy listening. I have also decided to name the artist for this digipak DJ Julio, emphasizing that he is a DJ which relates massively to dance music which is heavily reliant on its instrumentals, which are made/mixed on a turntable by a DJ.

I am happy at how this draft is conventional to the dance genre, however I feel that it could include more, and be a bit more professional in the aesthetics, as this was my first draft I was a starting to learn about Photoshop and in my second draft you can see how I have developed my skills to produce a better digipak. This first draft has made me sure on what colours to use, sticking to bright greens and pinks as they are conventional, I have shown a little bit of editing images in this digipak as you can see how I made the artist pixel styled in the 4th slide, in my next digipak I have shown better/more developed Photoshop skills.

Second Draft

This is the second draft of my digipak. with the second I could make a better digipak, as when I was creating the first I was begging to learn about Photoshop, and in the second I have demonstrated better Photoshop skills, and overall made a better digipak. Scroll downwards to look at the slides which are in chronological order of firstly: front cover, welcome slide, disk, picture slide, second picture slide and track list, and then below I have analysed them.

My second digipak is definitely better than my first digipak. I wanted to show conventions of dance in my digipaks, and I feel I have done that with both digipaks however the second draft does it better and overall it is the better digipak.

The front cover is very conventional to the genre of dance. We have a close up of our artist this connects the audience with him as he is looking right at them, and I have halved his face to be robotic, and this relates to electronics, which relates to the sounds the dance genre creates, and electronics are what the dance music is mainly made with today, relating again. The font of the digipak is all the same, however on some slides they are different colour like on the track list. I have chosen this font as it looks digitalized, something which could be found on a calculator and electronics, and this relates to the dance genre again as being electronic.

Throughout this draft I have used the main colour scheme of bright pink and bright green, I have chosen these colours as they are friendly and visually pleasing, they connote dance music as it reflects a happy persona which is the theme of dance music; living a happy life through partying, also it can be the colours of lasers and strobes which are used at party's, this would be recognisable to the audience as they know what the conventions of their favourite genre is, making them want to buy and listen to the album and our artist.

On most of the slides I have incorporated images which are conventional to dance music, for example on the Disk I have gave it a diagonal line background, the lines are green and the background is black, this can be seen as lasers which can relate to dance music as lasers would be used at a party, and the black background can connote the night-life, which is where most party's are held, at night. In the 4th, 5th and Track list slide i have included a custom brush effect, it looks like orbs, lasers and stars, I have made them in either pink or green to keep with the colour scheme, and this helps the digipak to be balaned in colours and not all random, creating a more professional look, more convincing to the audience that this is a digipak, and therefore this would convince them to buy it.

Evaluation

In conclusion  I am very happy about the way my second draft has come out. It is conventional to the genre as I explained. The decisions I made were ones to either enhance the looks of the digipak, or to make it look more conventional and hold connotations of the dance genre as we are creating a dance digipak and therefore attracting the target audience as they would recognise this to be a dance album, and they could consider buying it. I would maybe change one thing and that would be to enhance the contrast of the text with the background as it does slightly clash.

Digipack Analysis

In this post i will be analyzing a digipak from the chosen genre of our music video which is dance. I will looking at certain aspects of the Digipak talking about the; representations of the artist himself, connotations of the advert, colours and connotations, design and layout, choice of images, typography and the style of the language used on the Digipak. So to summarize at the end of the post I will talk about how does the advert promote the artist and music genre, and how does it attract the audience.

A digipak is different from a normal CD album because the Digipaks contain 3 to 6 sleeves that would fold out into flat strip like the David Guetta one is below. Digipaks are more interesting than normal albums as it gives more to the audience, they have more to look at and analyze.

Firstly I will talk about the connotations of the artist. Dvaid Guetta who is the artist of this Digipak is on the front of the pack, which is the right picture on his Digipak. The picture is a Close Up of Guetta which uses the rule of thirds, here David's face is placed on the left side or third of the frame, this gives creates interest for the viewers as its different and not central to the page. The close up of him also gives a connection to the audience it makes them feel closer to him and it is a close up. David is wearing sun glasses which could connote that he is trying to hide something which could then be his feelings, and here he doesn't look very happy. The connection between the facial expressions and sunglasses David is wearing and the title of the album can connote that he is sad and lonely and wants 'One More Love', as he could of lost his last love.

The connotations of the digipak can create two different ones. on the middle track list page and the last page which is on the left are both colour full and look like the have been splatted with colour randomly. The randomplaced splats can connote that life is unexpected and could be random, you don't know where your going to end up, and it also connotes not being serious about things, as the colours look slung onto the page, and not taking things seriously is a connotation of the dance genre, being free and partying without seriousness. However the front page can connote the sad state that David is in because of the 'Love' as I explained earlier. The picture of David on the front cover is in black and white which can give a dull and depressing state to it. The font cover has a gold spray paint effect on it also and part of the writing is in gold, and this connotes wealth which David is as a top selling Dance artist

Analysis of Magazine Adverts

In this post i will analyze a poster advertising our chosen artist Calvin Harris. I will analyse certain aspects of the post talkbing about the; representations of the artist himself, connotations of the advert, colours and connotations, design and layout, choice of images, typography and the style of the language used on the advert. So summarize at the end of the post i will talk about how does the advert promote the artist and music genre, and how does it attract the audience.

The advert of the artist i will be analyzing is a poster that was used to promote Calvin Harris at a night club which appears to be 'Academy'. The poster consists of the top half being a picture of Calvin Harris in the mid-ground. In the foreground is the most parts of the text on the poster which is at the bottom half. In the background which is behind Calvin Harris is a colorful abstract like scene, it consists of colorful shapes and small crosses floating around them. The poster connotes a happy atmosphere, and the colors enforce this idea as they are mainly vibrant pinks and oranges, this can relate to the happy and fun partying lifestyle that the target audience likes to live. The composition of the poster is divided into two half's, the bottom which is black, and the top is calvin harris with that happy colorful background. The bottom half is black and dull, which contrasts with the top half which is colorful and vibrant, this makes the top half stand out and gives the artist (Calvin Harris) a happy and fun representation, which again relates the the genre and the audience, they like the happy and fun lifestyle and dance music is what that is all about. The background behind Calvin makes him stand out and there is also shadow around his outline, which could connote that he stands out in his genre of music, and he does, with top selling albums.

The poster has good proportions of text and image, its like a 50 50 percent share of the poster which creates a nice balance. At the top left of the poster is the logo of the club that appears to be promoting Calvin Harris and hosting him, The logo is called Academyclub and the typography for the logo is symbolic. The logo is all in lower case letters, which can connote a laid back idea, to not take things seriously, which is a common belief for the target audience of Dance music. The logo has highlighted the my in Academyclub, this can be aimed to the audience of the club, it is almost soubliminary, they have highlighted it to make you feel that Academyclub is 'your' club and your favorite club. Calvin Harris in large text in the middle of the poster in his font style, and logo of him wearing the glasses, Calvin Harris's logo is used to be recognizable to the audience and then they know its Calvin Harris performing. Calvin Harris's logo is in the font that would be used in calculators or computers, its a digital font, and this relates to the dance genre as many videos has included the electronic or futuristic theme and the music also has sounds that can relate to electronics too.

The poster advertises Calvin Harris's gigs that he would be playing at the 'Academyclub'. The advert is aimed to make an income for the artist and the club, as they are selling tickets and provide a website address telling you where you can buy them. The way this Poster attracts the audience is mainly by its colours, it contains eye catching and vibrant colours. Also Calvin Harris's logo is placed in the middle of the poster and is quite large, this attracts the audience as they would recognize Harris's distinctive logo.

This poster is a David Guetta tribute poster promoting a party where artists will play his music in tribute to him. The composition is split diagonally through the middle of the poster, with one side including the information and the other a photo of David Guetta with a tall story building which looks like a hotel in the background. The composition has a balance between text/information and the picture of the artist David Guetta in the picture is looking directly at the audience which connects them with him and makes them realize that it is a promotion for David Guetta. David is represented as a metrosexual man in the poster, as the main colours present in the poster is pink and purple, and he is wearing a pink trimmed coat, and he has long hair, it can show that he is confident man as he is wearing feminine colours and he also has long hair, a stereo type for women. He is wearing a coat and a scarf, and is placed outside, this could connote that he is always working, traveling the world to perform at parties and so on, and it could connote that he is a free person, as he is outside. The building behind him looks to be a hotel which can emphasize the idea of him traveling and touring, however this could also connote that he is unsettled, and his facial expression is not happy, which reenforces the unsettle/unhappy idea. The conventions of dance is to be happy and party, and David is not showing that in this poster, breaking the convention and not relating to it, However it is nighttime in the picture, and this relates to nightlife and partying, which then relates to the dance audience in that aspect.

The colour black is used alot in the video which could connote nightlife which is present when partying, which then relates the the genre and audience. Purple is seen in the poster, and this represents luxury and exclusivness, and this could connote David's music as being luxurious and one of a kind. The text consists of different fonts, for example David Guetta's Logo is in its certain style which can be recognized also from the audience, telling them once again that it is a David Guetta party. The text style of David Guetta's Logo is then used for the rest of the text on the bottom right side of the poster, which makes the poster seem to belong to him as it is all about him because its a tribute. At the top of the poster is a logo that says Pure Fiesta which means Pure Party in English, which is an asset of dance genre. The style f language is short and sweet, telling the audience straight of what is going to happen and where and how much it is, for example "POOL PARTY, SABADO 11 JUNIO, FIESTA INN PASEO". Translating to: Pool party saturday 11th of june, party at Inn Paseo. The information is short as it is all they need to know, where the party is at at what time and cost. The colors of the poster are quite feminine as i have explained, and this i used to attract women, as women are what men go to pool parties for and a good party mean a lot of good women.

This poster is advertising a pool party which will be a tribute to David Guetta. The poster is very inclined towards Guetta as there is a picture of him in the top left torner and the text is in his logo style font, which represents him making people understand that this poster is to do with David Guetta. This poster promoted the dance music genre as being luxurious and exclusive as the colour purple is used a lot in the poster those are the connotations of purple. The way this poster attacts its audience is by attracting the David Guetta fans, as his picture is displayed on the poster, and his logo is and the text is in his font the same of the logo. Also the colours are attractive, so it could attract the audience as the colour is eyecatrhing and it stands out.

For the summary of this post i will try to incorporate these two dance genre posters with making our posters, as these are real and we can learn from them. Both posters have used vibrant colors like pinks for example, these colors would be used in our posters too as they represent the dance genre and conventions as i talked about earlier. We would also use a similar layout as these adverts, using half as a picture and the other half as text. Our main goal would be to represent the dance genre with our poster so when our audience sees it they would recognize it as being related to the dance genre, and we would do this by using aspects of the posters i have analyzed like the colors as i said and the layout, and image that would connote dance music, like strobes and nightlife for example.

History of music videos

First inclination towards visuals for music (Music Video)

A music video is a short film which includes a visual to a music track, it can promote an artist or clothing etc., convey a concept, show a narrative or a performance. The first inclination towards the development of music videos would be the song 'The little Lost Child'. The song was created in 1894 by Edward B. Marks and Joe Stern, they hired electrician George Thomas and various performers to promote the song. They found that to promote the song they would make a illustrated version a visual to give the audience for the song. This is where 'Sheet Music' was invented, because they made a book containing different images, music symbols and lyrics to make the song a visual and illustrated, This is where music videos or visual music started.

Early films representing music

Later in 1929 a actual two-reel short film was released as the music video for the song, Saint Louis Blues. The video consisted of Blues singer Bessie Smith acting a dramatization about the song. The film would be played in Cinemas, before a certain film to be specific, as almost like an advert. It was shown is theaters untill 1932. Then Later on in 1940 an iconic music video would be made for classical music. Disney produced a video of their Character 'Mickey' in their film Sorcerers Aprentice, to the sound of classical music, and this was an early inclination towards performances in music videos.

1950's and 60's Developments to Music Videos


In the 1950's Tony Bennett was Filmed walking in Hyde Park singing his version of 'Stranger in Paradise', it was then broadcasted on Music Television channels and reached number one in the UK singles chart. Tony Bennett then later claimed that he made the first 'Music Video'. The 50's and 60's were important to the development of music videos and this was the promonent starting point for them, where from here they would be used massivley by Bands and Artists. The Beatles are the band which probaly set

Youtube/Present


In 2005 the internet became video friendly it saw the launch of the website YouTube, this was revolutionary as it is the number one source to view videos posted free by anyone online very easily. Youtube acted as another type of Music Television program, however it was online and free for anyone to use, therefore this meant that independent artists could post music videos online and some artists like Soulja Boy actually got recognition and fame through youtube. Today people who would here about a new song from an artist they like, they would go straight onto youtube and view their music video. Artists would post their music videos online for a wide audience to view as they could target a large audience, if they would use promotion or adverting in their videos, they would know that its hitting a large audience and they would make more money.Youtube allows artists to get millions of views for example Justin Biebers song 'baby' has over 795 million views. 

Summary

Today music videos are used as a marketing tool in order to gain sales and increase the popularity of the song and artist. If you are a popular artist, you must have a music video to make your track popular, as people would view the song online through Youtube and then possibly buy their track on iTunes. music videos cost tens of thousands of pounds to produce in today's modern industry. Therefore todays Music needs to have a music video to go with it, so there has been a massive development of music videos from the later years to now.

Planning; Locations

In this post I will discuss and analyse the possible locations we hope to use within our music video, I will mention each locations and and explain 4 key points about them, these points being: Action; what will take place in the location, Limitations; how does the location limit what we can do/film, weather; how can the weather effect our filming, health and safety risks; the health and safety risks we need to take in consideration of the location

key locations:
1 - House

2 - House party 'other house'

3 - Shop

4 - Streets

Houses

The first location that I would like to talk about would be the first house which would have the girlfriend of our artist in it, this is the scene where he gets kicked out of the house. The scene is important as it is the establishing for the video we will see the house and we will see that the artists loses his relationship due to lack of wealth and this would let the audience know and have an inclination towards the concept of our video, and they would want to watch it to see what happens next to our artist. this scene will then be visited at the end of the video where our artist comes back for revenge and shows her ex girlfriend that he can get money, and that it was not a problem for him. We will be using another 2 houses, as one is where the artist breaks in and steals expensive items, and then starts to get the money he is seeking after his girlfriend kicked him out. The other house is where the house party scene is going to be filmed, here the artist partys and it shows conventions of the dance genre and dance videos.

The limitations of the house would be minimal, we can have full access to the house and that means we would be free to film a wide range of camera shots. The health and safety aspect in the house would have to taken in consideration as there would be stairs involved, and cables from the cameras and lighting could become a hazard as people could trip up and fall down the stars. And obviously we would have to be careful with the belongings in the house as it could not belong to us personally, so watching our step and being careful with furniture would be crucial too. The weather would not really effect the filming in terms of rain damage but it could effect continuety editing, for example if we film in a room which is present with natural high key lighting from the sun, we dont want to carry on filming another action when it gets dark.

Streets

Throughout the music video we will be showing many shots which would be taking on pavements and streets, as the artist has been chucked out of his house and he now is living on the streets. There would be shots of our artist walking along the street to fill in gaps and link to each location as he walks to some of the at the start of the video as he does not have a car. Certain actions would be when the artist steals a car, there would be shots of where the car is parked and how the artist goes and steals the car. He would mainly be doing rebellious activities while on the streets, like stealing. Health and safety issues are quite prominent in the streets as we are filming near roads which can include cars, the safety of us are important so we must take care if we cross roads, and we must not film in the road for safety issues again. 

Limitations are quite vast too, if it rains then we might have a problem with keeping the camera dry and it could break the camera. Also there could be limitations of filming, where if the camera was placed on the other side of the road filming across the road, we might get cars wanting to turn into or parking on the pavement, and it could get in the way of the shots.

House party

In the video there will be a scene where the artist walks into a house party, here we see the artist partying which is the whole theme of dance music and its purpose, and this makes the artist connect with our audience as they would like to party too. The scene will be very conventional of the dance genre. The location would be dark and messy as it is in a house and it would be taking part at night time as party's usually do, therefore weather would not be a problem for the scene as we will be shooting at night to ensure its dark, but if we need to shoot in sunny weather then we will pull the blinds down or make editing make sure that its dark. There are no real limitations to filming in the house as we can use any room we really want. With health and safety we must ensure that the actors in the party must watch their step and mind what they are doing as it would be mainly dark in the house.

A shop

We will be using a shop in our video to start with the narrative of stealing and getting money. The shop will hold the scene were the artist walks in a steals a bottle of beer, he then runs out. He will steal most probably alcohol as this relates to the dance genre and the stereotypes of teen drinking etc. However this scene is the start of our artist's theft career, as he then goes on to do burglary as i talked about at the start of this post. There could be some major limitations to this scene as the shop might not let us film in there or even use their stock to film with, and we could block customers with our tripod. Weather would have to be the same as it could cause problems, as we wil shoot the artist going into the store so when he comes out we need the weather to be similar to the way he came in to provide continuity and match on action. Health and safety wont really be a problem as shops already go through tests of health and safety  so as long as we are carefull we will be fine.

Planning; Cinematogaphy

In this post I will talk about shots that will be used in our video, and i will talk about why the shot will be used and examples of where it will be used.

Close up - This shot will be used in the video as it is good at showing emotions and expressions on the characters faces. The close up will give the audience a clear visual on the facial expressions of the characters, giving them more understanding of what is going on in the narrative, for example there would be a close up of a character being angry and frustrated, which is part of the narrative.

Medium Shot - This shot will be similar to the close up used and similar to its intentions. The medium shot will be a alternative to the close up in the video, and these shots will be interchanged regularly to give the impression that the video has a fast pace about it, which is a convention of the dance genre and videos. the medium shot will be able to give a wider view of the composition which will be able to include more things and actions which will give a better understanding to the audience of the narrative.

Two Shot & Shot Reverse Shot - A two shot is basically a shot which could be close, medium or long, however it must the side view of two people talking to each other in the frame, hence why its called a 'Two Shot'. This shot will be used during the talking/arguing of the boyfriend and girlfriend to give the audience a close connection to the conversation that is happening. A shot reverse shot is the cutting between over the shoulder shots of each character talking to each other, this is going to be used again to give the audience a connection with the characters and their conversation. The Two Shot & Shot Reverse Shot will be used together in a scene to give different angles and views of the conversation which is happening in the video.

Pan Shot - This shot will be used to display the movement of a character or object, and it will track their movement as a pan follows the movement, this will give the audience a visual on the movement of whatever and where it will be heading. It will give the audience a better understanding of the narrative, for example a pan of a car driving up to a house, which would be used in the video.

Through out the video there would be cuts between different shots and similar shots regularly, as this is a convention in dance, cutting from shot to shot to give the impression that the video has a fast tempo, thus relating to the genre also as the music is fast tempo and up beat; and it conforms to Goodwins theory of visuals and sound relating, and its conventional to dance music videos as they also use this technique. Therefore there will be a lot of shots that will be filmed and used.

Planning; Artist Image

In this post I will talk about how the Spencer's character is represented in the video.

Creating an artist image in a music video is very important as it is what the audience sees and then conects to if done properly. It is also important for the audience to have a connection to the artist as they would be interested in the video and the artist, making them want to watch the video, be interested in our artist and then they would listen to his music and hopefully buy his album. The way that the artist can make a connection with the audience is mainly be holdin interests and views which are similar to the audiences ones, as they would have something in common, and the audience would then see this and have a connection through this, for example, if the artist wears similar clothing that our target audience wears, or does things similar to them, like party and drink alchohol. So with our artist's character of Toscano, we would have to make him relate to the audience in order to connect with them, so costume and actions would be looked through in order to make this happen, Therefore we are thinking of making him wear casual clothing, like jeans and trainers for example, as its youthful and relates to our audience as they would be young, and it connotes a imature and free theme which is the theme of the dance genre, thus being conventional. He also will steal in the video, and this connotes rebilliousness, and relates back to our audience to as they are rebillious, as most of them would be drinking underage, breaking things, stereotypes of teenagers. The costumes and actions which the artist does in the video is used to create an image, an conform to the concept we are trying to create, of our artist being rebillious and a party animal.

Spencer will be playing the boyfriend in the video. He can be seen as both the protagonist and the antagonist, through the start of the video the Girlfriend in the antagonist as she is fed up with him as he has no money, then Spencer goes and gets money but through steeling, this can be making him the antagonist also. However overall he is seen as the protagonist as his girlfriend dumped him because he had no money, money should not compromise love, and then Spencer gets revenge through flashing off his wealth when he goes back to rub it in his Ex's face. Therefore Spencer represents both positive and negative in the video, as we feel sympathy for him and yet he steals money, however he is just proving a point that money shouldn't be an issue when in a relationship, money doesn't bring happiness. The character Spencer plays (Toscano) can be related and connected to our target audience, as they are the similar age as he, and he had women trouble, something our audience has or is experiencing. The character would be consuming alcohol in the video as he is depressed for the loss of his girlfriend, this can relate to the audience as they would consume alcohol when the go to party's and listen to dance music.

Planning; Lighting and Colour

In this post I will talk about the different types of lighting that will be used for the video and why.

The lighiting and colour that will be used in the video will be so that it conforms to the conventions of dance music videos and the genre itself, and it can help the narrative and concept.

Low key lighting with artificial lighting - Low key lighting will be used in the video to create that idea of nighttime which comes in correlation with artificial lights as they are used in the night time, the nightlife and partying is what where are trying to display in our video, and this ill relate to our target audience as they like nightlife and partying. The low key lighting can also give out a specific atmosphere and in the video there will be a fustrated couple and low key lighting can connote the upset in the video. In the video there will be scenes inside a house party, the lighting in there would be low key, and lighting would be artificial.

Low Key Room, artificial lighting

The grey tint that we will be using in our video

Natural lighting with dull greyish filter - In our video there will be scenes that are filmed outside. Natural lighting will be present when filming outside for example in the scenes when our character is kicked out of his girlfriends house. The natural lighting will give a natural aspect on our video, and it will give a range of lighting in out video as we will use artificial and low key also, and it is following the conventions for example in Calvin Harris videos 'Well Be Coming Back' and 'Feel so Close' there are scenes filmed outside. The outside shots and natural lighting can connote that our chracter is free form his girlfriend, and our audience, which feel that they are free as they do things independently, and party wherever and whenever they want. There will be a grey filter used to dull the colour in the video in some scenes, the scenes where there is upset and frustration with his girl friend, the when he gets money and dumps her it turns to colour to reflect a happy atmosphere

Planning; Music Video Props

List of Props

• Car - Ford Fiesta 

We have selected this as it is part of our narrative, the main character drives in it at the end to show how he now has money and can afford the car, and that money was not an issue for him. This car would relate to our target audience as they would have a hatch back similar to this or even this car. The car is spanish for party, which is the theme of our genre and our audience, and where our song would be played. We had a limited choice of cars and we felt this was the best as it looked aggressive and sporty.

• Money

This prop is used going to be used as a form of bank notes, it will be a form of revenge for the protagonist at the end of the narrative, showing how he now has money to his girlfriend and that money is easy to obtain for him but having his love is difficult and should of been kept sacred and not been compromised to money.. Money and wealth is a convention of dance, connoting a rich and famous life style partying almost ever day.

• Alcohol

This is very important in our video, this is what will be used by the depressed ex boyfriend as he goes through a hard time in his relationship because his girlfriend dumps him as he did not have money. This relates to our audience massively as they would drink whenever they go out which is quite al lot as they would be young adults, this is the thing which is looked forward to at the end of the week. And where there is a party there is definitely always alcohol involved. Alchohol is stolen by the artist at the shop scene, and this is where he starts to steal and connote the rebellious image.

• Loot (Phone, jewelery)

The Loot which is the phone and the jewelry that is stolen by our artist at the house is an important part of the narrative. This is a step up from the stealing in the shop, as this time he is commiting burglary, he has entered someones house and stolen their goods, and here is where he get most of his money that he is seeking to rub in his girlfriends face as she kicked him out because she thought he couldnt get any.