Designing Process

Audience Research (Forgive Underlining, A glitch cannot fix)

When it comes to the general consensus of Broadband user majority of people who wish their high speeds gained from Internet would fall under a young generation of individuals from 40 under, most particularly 13-25. This is because majority of these youths use the Internet constantly through their lives and test its uses to the limits one particular example would be Online gaming. Games such as World of Warcraft and Call Of Duty have massive user bases rating into the millions. And these games are demanding and expansive, Online gaming is the newest thing and the one of the easiest things to gain contrary to the difficulty just 7 years ago. These youths additionally use the internet for videos, downloads, music and a variety of other speed intensive activities. And one finds that in such a high-paced technological savvy lifestyle money is no option, the more something costs the more the need for it. Commercialism is a must.

This is the Audience I wish to design my advertising piece around the type that require super fast broadband regardless the cost, to relate to these audiences I will need to Emulate the styles of other Highspeed Broadbands such as Virgin Media, who favor a style of "power" around their adverts, a offering of services and a visual effect of what the Broadband will do to your life.


As you can see the advert will start of with a plug, what gets pushed. As soon as the click of the plug goes down a burst of radience and life explodes from the bottom, swirling and growing. This pushing of the bottom is very similar to that of the Virgin Media advert, the switch acting as a symbol (Virgins opening the door) for starting the broadband experience, the life and growth of the lines act as the broadband.




The growth symbolic of the immense power the broadband's offers, the origin power the power of growth. Representing a wild expanse of infinite power. And also the graphical look acts as a insensitive and eye opener. A advert that looks more technological advanced in its graphical capabilities obvious looks like a superior and more advanced type.

Brainstorm

Draft Storyboard

This is a Brainstorm for the initial ideas I had conceived when creating a Broadband advert, unfortunately I was unable to produce a mass trove of ideas, due to the fact that Broadband adverts have a very strict and one way side and style. Verging from such a style although creative, may not be the boldest idea, this could misonscrew a convention with a heavy foundation and style, making an adaption of a already used styles like a plethora of other companies do I believe is the soundest strategy, I have began to conceive the idea of perhaps using the style of energy and power within the work indicative of Broadband connection, cables and wiring and such resonating energy.

Additionally I looked into the different things Broadband offers. This would be perhaps music, gaming and movie prominently especially if someone desires a faster service. This allows me to segregate my target audience to that of the modern youth culture I shall begin to look into this.

Research

Marxism Theory in media.

I believe the study of Marxist Theory in media, connects to the effect I wish to create, this is Marshal Mcluhan's theory of mediation within the media one particular aspect that interests me is his theory of technology become an extension of the persons nervous system he quotes..

"After more than a century of electric technology, we have extended our central nervous system itself in a global embrace, abolishing both space and time as far as our planet is concerned. Rapidly, we approach the final phase of the extensions of man—the technological simulation of consciousness, when the creative process of knowing will be collectively and corporately extended to the whole of human society"

Marshal see's the advance in technology and humans inept need to grasp it and use it in everyday life to aid them in their endeavours, such as mobile phones. Humans who own and frequently use a mobile. (nearly everyone in the new generation in western society) Never leave their mobile unattended and take it everywhere they go, regarding this piece of technology almost as a limb. Marshal assumes that this is a form of evolution within society.

I believe i can apply this theory to my piece in the process of suggesting that this broadband is a part of your life, the cables a part of you. Suggesting that power is your upgrade, a upgrade for your human body. Making your life easier, and covering all aspects of your humble life. From Gaming, to music to web-surfing.

Virgin Media -Broadband Tv Advert

This is the advert for Virgin Media's Broadband Tv add, this advert shows the protagonist investigating the source of "disaster" that is happening acting very much like an earth quake, he walks with a almost confident and surety as if he knows what is coming, he walks to the door and open it. The door acts as symbolism for... well opening the door to a new broadband. As soon as the door open he is blasted back with a immense power, the camera in a low angle showing the bright white light he is staring at, almost as a Godly power, as the house blows to pieces, sparks of bright orange light explode past him, representing the sheer power of the Broadband an impressive site to behold. The effects and "epicness" of the Camera shaking and style of shot, catches a great deal of attention and screams power.

I like the idea of representing power in such a way, enveloping the internet to the man's whole life, his belongings and house. Everything around him is caught in the magnitude, the style is subtle but also not, the the internet is again represented in sparks of bright light. Reinforcing the stereotyped view of how Broadband runs, again pushing me to fulfil this convention.

BT Infinity Broadband Advert

This is the advert or Bt's infinity broadband, a new fibre-optic fast connection that they are implementing, the piece is set at night, this gives these ethereal glows that strike down very slowly across the screen, these glowing lines come in a number of about 10-15, with a depth of field to show them spanning across the horizon, dropping down into various areas, these lines of light are very typical of a stereotypical view of how modern broadband seems to travel across the connections. They glow with a luminous white/cyan colour a style I very much wish to emulate within my piece.

Shots through the piece, show that off London, and a vast abundance of places from Football grounds, to a house, this shows a element of connectivity, the vast array of random places also suggests a ability that their services are available anywhere. This is a process and technique of connecting to the audience showing a realistic side of life that we seem to endure, almost as if this is happening on our front door, making us believe it is on our front door. The style of people looking and being shocked and gazing in awe at the glowing orbs, adds the factor of reality.

Change Of Breif

It seems through extreme technical difficulties, lack of ideas and the unfortunate event of the producers I contact, proving to be difficult with talks and subsequently falling through. I have decided to change my working brief, I will now be doing my project on advertising.

Final Idea

My final idea is that off a real insight to the dark side of youth culture and how it is escalating out of control, the music in a sense tags along side this kind of culture as one of the many vast social groups that listens to this sort of music. This is portrayal of the real dark side social groups and individuals can hold with them, and how harmful fun can also develop into something terribly horrific. The setting is a Council Estate, consisting of flats, parks, dim lit streets. And it will be at night time, a common hour for these groups to commit their crimes, also creating a mood with the piece, what will coincide with the music. Our Protagonist a typical youth, dressed in a black hoodie, jeans etc. (Also the clothes of his friends) He will be sitting on a bench alone in a park, waiting, or thinking, this will coincide with the building music, when the music picks up pace, he will be met by his accomplices. While the music builds to the eventual drop, certain aspects as drugs, and drinking will be shown as the friends almost prep and socialize around the protagonists bench, the protagonist shows throughout a almost distance from the acting of the group, not talking, while the rest laugh and joke. Towards the eventual build to the near drop of the song, the youth are beating and robbing an adult into a horrific state, an escalation of the youth culture and the true fears of adults coming true. As the song suddenly drops, the protagonist suddenly snaps, certain this is not what he wants, and ridden with fear and shocks, splits. Sprinting away from his mates, subsequently sending them to turn their back on their friend and only protect what they hold most dear, their own safety and well being, and begin to chase him, causing even one of the youths themselves to become a victim of this dark, twisted grip of violence and evil that has caught alot of Youths.

Alot of the Camera work and editing will coincide with the beats and tempo, the building and eventual drop of the music. With quick fast paced shots, to long tracking and various angles to suggest certain characters more influential and stronger than others. Certain shots showed exactly at certain beats on the music, to create a real connection between the song and story on screen, giving that in depth and feel for the story, just like many people get with the music.

Developed Idea

My developed ideas, are built on top of the part in my initial ideas. A story of a misunderstood youth caught up in the wrong crowd, where it was senseless vandalism, it really hits a all time high where he is forced to come along to the group committing a crime, sending the protagonist to a limit where he splits and runs off, subsequently causing him to be chased by his own friends. My ideas consisted of a set in a dim lit night time Council estate, with blocks of flats and dim lit path ways, include other hard hitting factors like drinking and drugs.

Initial Ideas

This is my brainstorm for my initial ideas, while processing a various selection of vague ideas, i began to stick closely to the conventional djaying, and house party style with perhaps a story of a relationship in a house party, of course this is not the course that alot of directors of dubstep take, so I began to look think about the abstract and obscurity enveloped within alot of tunes, this started with the idea of running in a forest, that hyped up chasing, I then began to develop it with violence and a dark side of youth culture and the likes.

Broke Dj's

Broke Djs are a Breakbeat/dub step and electro producers from London, who I have chosen, the group consist of two friends known as Logan and Mike, they have been on the dub and breakbeat scene for quite a while and play at a alot of clubs and events. I was told about them by a close family friend who is also a big time Dj. Jody White part of a group called Techno Notice, and who also got me in touch with them. Below are some of their songs. They Have also appeared on a famous Youtube Dubstep channel called Quantum Dubstep. They specialize in remix of songs.

http://www.myspace.com/brokedjs/photos

Video Analysis Four

Song: Gold Dust
Artist: Dj Fresh

Camera: The Camera work in this revolves heavily around the speed and intensity of the song itself, the song a fast passed and fast vocalized piece of work this is presented in camera shots while the song builds what is very brief, shots of the environment and a few minor characters with close ups and long shots, set the scene, but not the story. As soon as the song drops, a huge variety of shots in various angles tell the story of the event of skipping happening, within that shots of the environment and the types of people there. As the music slows and begins to build a long shot presents the new characters, with one shot a close up of a characters face from the side unaware on the new approaching characters, presents them as mysterious new guests. and the style suggest a somewhat intimidating arrival. The shots continue with a fast variety of close ups of the the characters legs, and faces while skipping or just "Living"

Editing:
The editing is very slow to begin with while the music begins to build, giving a sense of unawareness a average day in a average american suburb. When the music drops the shots are quick and brutal in style, showing various characters doing different things in different shots, suggesting the speed and intensity of what they are doing, coinciding immaculately with the music speed. Various shots of slow motion while impossible stunts are being performed suggests the intensity and extreme capabilities and skill of what they are doing.

Sound:
The video begins with kids chanting a game, presenting child's play and giving that sort of affect, with the slow pace to begin with and the shots of kids playing gives that impression the vocals in the music are that of a black singer, rapping/singing style, connecting heavily to the purely black community depicted within the video. As the music drops it heavily speeds up and so does the singing, and the connects to the speed style of the entitlement of the video.

Miss-en-scene:
Miss-en-scene within the video includes that of a multicultural black community with a mix of various different ages, what connects to the voice over vocals to the music, a group though that would not really listen to this sort of music, perhaps rap or Rn'B. Nether the less, the huge variety of ages and styles, from innocent kids playing, to gangster looking characters playing basketball and hanging about in edges of the basketball court area. A strong sense of community is seen. The skippers themselves have a unique identity and style, what single them out from the others and gives them a rather revered long among the others. Especially with the two late comers wearing similar clothing as if part of a team, who take over the eventual video towards the end. Their style and skipping coincides the most with the style of the music, and the others watch and look amazed at their style. Suggesting that the style of Drum & bass rests within all other cultures peacefully, but perhaps is a greater revered or more talented style of music from the directors perspective.

Video Analysis Three

Song: Hurt Less
Artist: The Qemists
Director: Keith McCarthy
Production Company: Mister McCarthy
Service Company: Papaya Films (Poland)
Producers: Adrian Mocko, Sebastian Jurczek
Editor: Jens Prausnitz
DOP: Mikolaj Lebkowski

Camera:
When the video starts, the music itself is slowly passed and merely building up, presented with a selection of mid and long shots of the protagonist girl walking towards the camera, two main shots are shown the front of her face, and her upper back. When she encounters the "Bully's" their faces are shown within a series of three mid shots. Following the drop in the music we are still presented with the same two shot type combination of the front of her face and the back while she is running. When the music slows down to drop again, a panoramic view of a bridge and the characters merging from the distance is kept for a long period. A fight scene is then initiated, when conflict is made long shot shows the movement and a close up shows the impact, increasing the impact of the attack. It concludes with a close up of the protagonists face and long shots of the victims.

Editing:
The whole video is in slow motion, average clip sequencing plays out while the music builds up, when the music itself drops the clips begin to speed up with a series of fast shots during conflict in various directions, keeping up with the pace of the music, the slow motion and the music employing works elegantly adding a sense of dramatic notion. During the rest of the song the speed in which the clips progress are average with a normal 3-5 second in each, movement increases time when the impact lasts about 3 seconds.

Sound:
The music is that of a neutral drum and bass youth culture, although the actors are youths it is hard to connect the character styles with the common stereotypes of a listener of this music. The music itself builds and drops with fast passed style and contrasts but works, with the slow motion style adding a dramatic style and sense.

Miss-en-scene:
The whole video is set in a council house looking set of flats, a background connector from the root and stereotype influence from the Drum & bass style, the main character and the others present a obscured modern fashion, with a mix of 80's and art influence a obscure and strange style of clothing, the main character wearing grey tight and skirt, with a grey jacket and pony tails with blue knots. and the other character wearing clothing such as a blue suit, a floral dress with a purple blouse, and a checked skirt corset top with large old fashioned reading glasses. I believe this style reflects the obscure and broad variety in the listeners and the undefined user base of this kind of music. a neutral but art sense, not suggesting or linking to the music but instead making a aesthetically and cool looking video to coincide a good piece of music.

Directors Quotations on the video:
"'Hurt Less' and is about having two sides to your personality. There is a light side and a dark side that can be exaggerated when we drink too much, party too much or allow our fun and relaxation to turn into regret and paranoia. This video is based on the idea that we keep this little monster locked up inside us and given the right circumstances it breaks free. I tried to think of the most innoccent person I could, a young girl, and what happens when other people's fun brings out the dark side in her. There are references to Let The Right One In - I loved the idea of these relatively innocent looking actors could do angry things.

The girl was Ola Krzemieniecka she's a 16 year Polish Twae Kwon Do champion. Her father is a famous Polish stunt coordinator who helped us out with the fight sequence at the end. We shot the whole film in an estate in Praga on the East Side of Warsaw, Poland. It actually is quite a rough part of Warsaw and the crew were quite nervous about us filming there. They definitely wanted us to finish before it got dark..."

Video Analysis Two.

Song: All In
Artist: Dubba Jonny
Director - Jamie Middleton
Producer - Benn Capon
Cinematographer - Chai Rolfe
Editor - Howard Bland

Camera:
As the video starts, the song itself is a load building melody, setting up the story and the camera work coincides with the building of the music, with closes on the characters faces, our male protagonist, along to a series of mid shots and long shots of the group on their car and the car itself. A close up of the character communicating on a phone, and also extreme close ups of djay equipment suggesting the scene set and flowing with the music. As the music begins to drop, the camera angles become more skewed with a vast series of mid shots, long shots and close ups, of a party, miscued and blinded by light in what is obviously a house party.

Editing:
The editing within this coincides perfectly with the pace of how the music pans out. The start is slow and builds and this is shown with Camera shots being quick, but extended in some cases, the group are traveling to a location in the car, so quick shots of drinking, socializing and driving are shown, the fast pace of the editing suggests perhaps a long journey, possibly made faster by the comfort of friends. When what appears to be the group being loss occurs, the editing becomes slower and shots are increased in length, suggesting a slow down on speed of their journey. When the music drops, editing speeds up with a large variety of quick paced shots telling a story of a house party at the two main characters giving the illusion of experiencing the night from a perspective of remembering the good parts, such as socializing, djays playing and meeting and talking.

Sound:
The sound and video match perfectly in this video, the building of the track with vocals and slow rhythm match that of editing and camera shots, also the narrative of the story. When the music drops the bass line increases and the tempo as well, the style of the music is that of a rave modern electronic style, this is enforced by the character involved and the club scene within the house party, Certain aspects that suggest this style, is the vocals at the beginning and the drum & bass style of beat at the beginning and then the obvious dub step low bass electronic style when the song drops.


Miss-es-scene:
The Miss-en-scene within the whole film is that of a friday night youth club culture, the main character, dressed smart casually as if he is going to a club, wearing a smart jacket, jeans and a T-shirt, also he takes a swig of alcohol while looking down at the beach. When the car, a sporty clio filled with friends turned up casually dressed similar to him this reinforces this culture style of the music and coincides elegantly with the music style. Throughout their road trip journey identifiers of this culture are that of drinking, smoking and modern technology. When the song drops, many people all dressed the same, crowd the house party, and things such as djay and band equipment as well as club lighting link to the drop in the music. The increase in alcohol and smoking and drugs push forth the drop and mood of the song.

Video Analysis One.

Netsky Your Way

This music video, is a Drum & bass production, by the producers Netsky, The title is "Your way" and the "Mood" that this video emulates is one of a relaxing and smoothing nature, the symetries and juxtaposition between nature and Urban human life are evident, and will be discussed in a moment.

The extract begins with the slow pace of the introduction, the music non diegetic in the main focus of the video, and builds up gradually. The video begins with a panoramic view of a highway in a desert, time editing to a extremely faced passed speed, as the day goes by the clouds move across the screen in a rotary fashion, as the cars speed up and down the roads like ants, the high angle looking over civilization, deemed insignificant due to the minute stature and the bottom screen position, as the luminous clouds loom over the desert, a definitive presence is created by the clouds, and subsequently the dominance of nature, envelopes a calming atmosphere to the listening of the song. This Calm embodiment of nature, and the laid back essence that it creates, is enforced fully with many "Epic" Scenes of nature, with that familiar faced passed, life going by affect, as the clouds continually dominate, and keep a constance, graphic match throughout the extract. From scenes of Islands, Forests, Lakes, Mountains and many, many more. These epic scenes of nature, present the theme of Wonders of the environment, and subsequently also continue to impulse that calm feeling, that relaxed atmosphere.

As the music drops, into a steady drum and bass beat, the images hasten up, and the bustling view of Las Vegas is seen, then unto the P.O.V shot of a car driving down the strip of las vegas, commencing another element of human interaction within the theme of nature, but adding a vice of gambling, the pace is still as fast as always, continuing the continuity of the video. The element of vice, present the mood of the song, suggesting the interloping aspect of human life, adding to the free care, gambling away, easy living, rich aspect of mellow, easy listening style of the song. The continuity of the video continues with various lighting of night time, and the setting sun with continuing nature, all of these shots, closely similar to the previous las vegas scene, presenting a dawning realism, of perhaps a journey a trip, into the mellow care free aspect of life, the type of euphoria, this easy listening music can insight into your heart and soul.

The Breif

A promotion package for the release of an album, to include a music promo video, no longer than five minutes duration, together with:
a cover for its release as part of a digipack (CD/DVD package)
a magazine advertisement for the digipack (CD/DVD package)

Why I have chosen a music video production
I feel that i can really become creative with a music video, and envelop my digital art skills and animation skills into the piece, additionally music enthrals and interests me thoroughly so this may make the experience of this breif alot more enjoyable, and assist in emulating some passion in what i am doing.

Beginning To Find Artists/Producers

With our variety of briefs available, i was set upon wanting to create the music video. Of course the use of unsigned "Producers" Is one of the hurdles to cross. I Chose a music video due to the fact that electronic type music is my passion, and i have a few friends that may be able to set me up with a producer that could aid me. Initially I sent a text to my friend Jody, who is a Professional Dj for the group Notice, a popular London duo who produce and mix techno music at a variety of venues throughout London, My thoughts were if anyone could find me someone He could. Techno.

This is a copy of the text Convo, His partner "Mitesh" is a small time producers, and is building quite a reputation and creating some good music, after a small discussion with him on facebook, I will send him a email requesting a song, I am planning on asking for a song that hopefully has some quant meaning attached so that I am more able to produce a music video that represents and emulates the producers feelings about his created song.



Additional Options

Additional talks to my friend Jody also opened up the ability to discuss with a producer called "Broke Dj's" who create dubstep songs that are well made and good quality my friend Jody is good acquaintances with them, and assures me it may be possible to talk to them about using their songs. I would prefer to use this group, due to the fact I like dubstep, and especially theirs alot more than i would for techno per say, and they are also unsigned on a large amount of their songs.