Production Plan

 Filming: 
date - Sunday 30th September
time - 5.00pm
cast - Olivia
camera - Amy and Claudia
location - Beverly Westwood
props - black trench coat, black boots, 

Filming: 
date - Monday 1st October
time - 1:00pm
camera - Amy, Olivia and Claudia 
location - college music room 
props - piano 

Editing:
date- Wednesday 3rd October
time - 9.00am
location - editing room 

Editing:
date - Thursday 5th October
time - 11.30am
location - editing room

Editing:
date - Friday 6th October
time - 2.50 pm 
location - editing room

Editing:
date - Monday 8th October
time - 

Filming: 
date- Wednesday 10th October
time - 10.30am

Editing: 
date - Wednesday 10th October
time - 10.30am

Deconstruction and Reconstruction of a Media Text

Amy Wright - Producer
Claudia Parker Camera/Cast
Tasha Ullah - Director
Olivia Bucknall - Camera/Cast
Ella Beech - Editing
Meg Hackford - Editing

The song from the music video we are reproducing is called Shelter by the artist Birdy, the genre of this song is Indie/Pop 

We have a shot by shot sheet to follow and replicate the 1 minute of the music video to the exact possible. We are choosing a similar location the the one in the video and wanting to use editing techniques after filming to make the film appear darker.

Audience Feedback via Video

I asked two people to listen to my tracks and answer the audience feedback questions, I recorded their reactions and answers via video to show their opinions and what they though overall.

Shot By Shot

I have deconstructed one minute of an existing music video by Beyonce and the song is called Halo. This music video is a cameo music video as Beyonce features in the music video but features as someone else in a relationship with a man. The song tells of how her 'walls' in the relationship are knocked down by him and features a small part of performance as she dances also in the video. I have taken the first minute of the music video and cut it down shot by shot so I can reconise the conventional shots that are featured usually in a typical music video. Doing this will help me understand how a music video is made shot by shot and influence me for my own making. 

Influential Media Texts

My audio track:

This is my audio track of Rita Ora 'Been Lying'

1) What would you expect the video to look like for this track?

2) What conventions would you expect from this video?

3) Would you imagine the video to be:

a. Performance b. Narrative c. Abstract d. Cameo

Existing Music Video From Artist:

This is an already existing music video from my chosen artist 

4) What are your opinions on this music video?

5) Is there anything that stood out particularly to you?

6) Is there anything you don't like about this? If so what?

Existing Similar Music Artists: 

6) Which music artist from these images would you expect to perform the songs you have listened too?

7) What are the stereotypical clothes you would expect to see in the video?

Key Audience Terms

Qualitative Data: is informative data that is collected via interviews, discussions and one to ones. This way of data includes peoples opinions and attitudes and takes into account a more detailed answer, this data is better if you are wanting more information and opinionated feedback.

Quantitative Data: is numerical and includes more facts and statistics than opinions. This could be known as statistical data, which is used for graphs, charts and official studies rather studies carried out to find qualitative data. This data is better used if you are wanting to easily make judgments on the results.

Demographic Data: is a profile of people to market a project to, mainly gender, age and social class. The five types of demographics for marketing are: age, gender, income level, race and ethnicity.

Psycho-graphic Data: is data about peoples personality, values, interests and lifestyles. Combined with demographic data, this can help to create and identify different target audiences. 

Conventions of Exisiting Music Videos

Conventions of Existing Music Videos:

Sound: This is all sound including diagetic, non diagetic, (The soundtrack and possible voiceovers) Obviously sound is the major part in creating a music video, when editing the video you need ensure all clips that you have taken are muted and only the soundtrack for the music video can be heard (otherwise if sound effects are part of the music video) 

Editing: Montage/Continuity/Transitions/Special Effects - This is the most important convention in a music video as all music videos are edited immensely, this is how the music video is put together from several different clips and re takes from different parts of the video. Editing is a long process and very time consuming to ensure each part is perfect and matches to the soundtrack such as lip syncing; an out of time music video will not look professional. 

Mise en scene: Props/Costume/Set Design/Location/Lighting - These are all important aspects within mise en scene as this is where the music is set and what it will look like. The set needs to suit the song and fit in within an appropriate theme, the lightning must be correct otherwise this will show up on filming and ruin the look of the video. The props and correct costume must be in place for each scene. 

Cinematography: Angles/Movement/Framing/Foucus/Shot Distances - This has a vital connection with music videos as it is how the artist is portrayed to and connects with the audience. The way the music video is shot and the movements made effect the way the music video feels and how the song is portrayed i.e slow motion shots or fast paced tracking shots.

The form invloves the narrative of the music video following the storyline. The storyline needs to have relevance to the music video and soundtrack otherwise it would be an abstract video. 

The genre of which my music video will fall under is pop,dance-rock, dance-pop and R&B many of these videos are usually either a cameo video with clips of performance included. Although because Rita Ora fits into a large range of music genre categories they can also be an abstract video (mainly in dance songs) or a narrative more commonly shown in R&B videos alone.

O'Sullivan et. all (1998)

Bricolage is the process of deliberately ‘borrowing’ or adapting signs or features from different styles or genres to create a new mixture of meanings
My conventions frequently use different aspects from the cross over of different genres in my music video.  

Chosen Song

The song I have chosen is 'Been Lying' by Rita Ora

 I have chosen this song because it is a meaningful song about a relationship and not wanting to lose who she is within the relationship, so she has 'been lying.' I believe that because of the lyrics I will be able to accompany a suitable video to the song. The song is similar to a ballad as most of Rita Ora's songs are more fully upbeat and dance/pop songs you would hear in clubs and in the top 40 charts. This one is different and more down tempo and I would enjoy making an alternative video to her usually flamboyant fast paced partying music videos that already exist. 

Lyrics:

Don't wear my shades to be cool

I wear to hide my tears from you

Behind the smoke i'm so red eye

And i'm tired of you asking why

I said i've been lying to you

And i've been lying to me too

My heart has been through hell and back

I've only dressed in pretty and black

Middle finger when it comes to love

Act like I don't really give a f-ck

Cause i've been lying to you

I said i've been lying to me too

I've been lying, lying to you

Baby i've been lying, lying to me, too

I've been lying, lying to you

Baby i've been lying, lying to me, too

I don't always say what I want to say

I tattoo myself to show my pain

Don't lead in a crowded space even though we're both face to face

Cause i've been lying to you

Said i've been lying to me too

Hurry up and wake for the spotlight

Looks like an another whisky night

What's inside they never expose

They only see what the camera shows

Cause i've been lying to you

Said i've been lying to me too, noo

I've been lying, lying to you

Baby i've been lying, lying to me, too

I've been lying, lying to you

Baby i've been lying, lying to me, too

It's like the whole world's getting at me

Tryin to make everyone happy, that ain't me

Walking around, wearing a smile, but deep down i'm really f-cked up, this ain't me

I don't wanna quit, tryin to hang with this

And figure it out who the hell I am

I don't mean to make you run away

But I don't wanna forget to be me

The truth is I don't wanna lose you

But I don't wanna lose me too

I've been lying, lying to you

Baby i've been lying, lying to me, too

I've been lying, lying to you

Baby i've been lying, lying to me, too

I've been lying, lying to you

Baby i've been lying, lying to me, too

I've been lying, lying to you

Baby i've been lying, lying to me, too

Genre Of Song;

Daniel Chandler (2001) argues that
"The word genre comes from the French (and originally Latin) word for 'kind' or 'class'. The term is widely used in rhetoric, literary theory, media theory to refer to a distinctive type of ‘text’."

My genre: Pop/Pop-Rock/RnB/Dance

Barry Kieth Grant (1995)

"All genres have sub genres (genre within a genre)."

This means that they are divided up into more specific categories that allow audiences to identify them specifically by their familiar and what become recognizable characteristics.

This relates to my genre as they are a combination of specific categories

Steve Neale (1995) stresses that “genres are not ‘systems’ they are processes of systematization” 

This means that they are dynamic and evolve over time.
My genre has developed over time and has combined into several different sub catergories taking away a different aspect from each. For example RnB used to the Rhythm and Blues example: 

It originally used to be a soulful music for black people, but has evolved over time and become known as RnB which still includes black people, but also now includes white people which originally years ago it didn't white peoples music would be country western for working class citizens. 

Example of RnB in todays century: 

Jason Mittell (2001) argues that "genres are cultural categories that surpass the boundaries of media texts and operate within industry, audience, and cultural practices as well"

This means industries use the genre to sell their products to target audiences by using familiar and representative conventions of that genre such as clothing, attitudes and culture. 

"Genre also allows audiences to make choices about what products they want to consume through acceptance in order to fulfill a particular pleasure."

Theorist Rick Altman (1999) argues that "genre offers audiences ‘a set of pleasures’."

 Emotional Pleasures: The emotional pleasures offered to audiences 

of genre films are particularly significant when they generate a strong 

audience response.

 Visceral Pleasures: Visceral pleasures (‘visceral’ refers to internal 

organs) are ‘gut’ responses and are defined by how the film’s stylistic 

construction elicits a physical effect upon its audience. This can be a 

feeling of revulsion, kinetic speed, or a ‘roller coaster ride’.

 Intellectual Puzzles: Certain film genres such as the thriller or the 

‘whodunit’ offer the pleasure in trying to unravel a mystery or a puzzle. 

Pleasure is derived from deciphering the plot and forecasting the end or 

the being surprised by the unexpected.

My genre is offers an emotional pleasure to my audience through connecting to things like particular enjoy in the music video 

Research Into Artist

 My chosen artist is: Rita Ora.

Rita Sahatçiu Ora (born 26 November 1990) is a British singer-songwriter and actress.

 In 2012, Ora released her debut album, 'ORA' which debuted at number one in the United Kingdom. It also spawned three number-one singles—"Hot Right Now", "How We Do (Party)" and "R.I.P." Rita Ora is one of the first artists of 2012 to have had three consecutive number one singles in the top 40 UK Singles Chart.
 Rita Ora's music falls into many different genres due to her different styles of songs, these are: Pop/Dance-Rock/Dance-Pop/R&B 
  

Rita Ora was born in 1990 in Pristina, Yugoslavia  and moved to the United Kingdom in the same year. She grew up in West London and graduated from Sylvia Young Theater School. 

 In 2007, Ora had her first music release when she appeared on Craig David's track entitled "Awkward" and then again in 2008 on "Where's Your Love" featuring Tinchy Stryder, for which she also appears in the music video. 
Ora began singing in bars in and around London, and in 2009 an A&R told Roc Nation about Ora, a few days after Ora flew out to New York and met Jay-Z. In 2009, Ora made a cameo on Jay-Z's video for "Young Forever" and "Over" by Drake. Ora caught the attention of Jay-Z and he signed her to Roc Nation, for which she was featured in a commercial for Roc Nation and Skullcandy Aviator Headphones. 

Throughout 2011, Ora released viral videos of herself working on her debut album. She posted these on You Tube to start off her self promotion and get her name out into the world. She then on the 14th December 2011 featured with DJ Fresh released the music video for single "Hot Right Now" on YouTube.  The single finally was released on 12 February 2012 and reached No. 1 on the UK Singles Chart.

It took Rita two years to completely finish her first studio album which was entitled 'ORA' many famous well known artists and music producers helped her make this album including: will.i.am, Ester Dean, Drake, The-Dream, Kanye West and Stargate. 

Her first solo record, "R.I.P." featuring Tinie Tempah, was released as her first UK single on 6 May 2012. The song was produced by Chase & Status and debuted at the top of the UK Singles Chart becoming her first solo UK number 1 and second overall.
   
  In May, Ora became a guest judge on the ninth series of The X Factor in the UK, a very popular singing contest which is broadcast across the whole of the UK and watched by millions weekly. Ora also toured with Coldplay and she then later announced that the album would be named 'ORA' Ora was released on 27 August 2012 and debuted at the top the UK Albums Chart selling over 40,000 in its first week.

I have taken a screen shot from rita ora's official website www.ritaora.com from the page 'store' which is where you can purchase her albums/singles ect. The website promotes the artist itself using posed images that all match a theme of colours and style.

Researching Music Genres

Rudimental - Feel the Love (Dance/Rock) 

Beyonce - Halo (Pop)

Will.I.Am - This is love (Dance/Pop)

Rihanna - We Found Love (R&B/Dance/Pop)

Dance-pop is dance-oriented pop music that originated in the early 1980s. Developing from post-disco and synthpop, it is generally up-tempo music intended for clubs with the intention of being danceable but also suitable for contemporary hit radio.

Dance-pop is a popular style and there are several artists and groups who perform in the genre. 

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Contemporary R&B (also known as simply R&B) is a music genre that combines elements of rhythm and blues, pop, soul, funk and hip hop.

Although the abbreviation "R&B" originates from traditional rhythm and blues music, today the term R&B is most often used to describe a style of African-American music originating after the demise of disco in the 1980s. Some sources refer to the style as urban contemporary (the name of the radio format that plays hip hop and contemporary R&B).

According to Billboard magazine, the most commercially successful R&B acts of the decade were Usher, Beyoncé, Alicia Keys, Mariah Carey, Rihanna, Chris Brown and Ne-Yo. Other recording artists today have combined traditional R&B with elements with contemporary pop, pop rock, dance-pop, and electro-pop to create a lighter and more international sound.