Production Plan

Designing an Artist Logo

This is the logo I created which would be placed on all of my artist's branding. The artist name, Dysphoria, means to feel a sense of unease. The story behind the artist name, is that the artist themselves feels they are an outsider, thus meaning that they feel a disatisfaction with life as they believe that their opinions aren't being voiced as they should. Bearing this in mind when creating my logo, I felt that using colours such as blue, which denotes sadness and red, which could connote rage really added a sense of meaning. 

Artist Identity

Base Ideas

When choosing a name for my artist I observed the names of other bands, and tried to generate my own based on the general theme of the names. Names of other popular Indie Rock/Indie Pop artists include, 'Arctic Monkeys', 'The Vaccines' and 'The Hunna'. Through observing these names I can see that typically band names are quite short, and seem to avoid anything which might give a negative connotation. Most band names also have some form of meaning to the artists themselves, meaning they become slightly more personal. I feel that my band would most likely have a quite laid back image, with the themes of their songs mostly being darker. With that in mind, I believe that the name could reflect the emotions which could be evoked within the audience when they listen to the music, which is perhaps written to be relatable. This could create emotions such as sorrow, or melancholy, or possibly more positive emotions, formed due to reminiscing about events in their lives. Below is a list of band names I came up with:

• Melancholy 
• Dysphoria 
• Bewitched 
• The Rogues 
• Revolver 
• Delirium 
• The Gatekeepers 
• Tame Lions 
• Origami Hearts 
• Paper Bullets 
• Ink Kisses 

I decided that 'Dysphoria' was a really simple, yet catchy name, which definitely has some kind of link with the type of music I feel that the artist would make.

Artist Appearance 

My artist would need to fit in with the Indie Rock genre, and so I would probably show them in a denim jacket and checked shirt. I feel that based on my audience feedback, this would be suitable in order to demonstrate what genre the artist belongs in, I also feel that this could create a kind of imagery/branding for my artist, which an audience might identify with and in turn, copy. 

These are images of Elliot Docwra, the actor I plan to cast as my music artist. I feel that he has the right sort of appearance for the genre as he has body modifications such as piercings and tattoos which are fitting. I believe that as he is around the same age as the audience that I aim to target, he is the right actor to cast, as he is a relatable icon. 

Storyboard

Synopsis

My music video will initially feature a girl (Protagonist 1) and a boy (Protagonist 2) travelling in a car, but the footage will be in reverse motion. As the song actually begins it will become apparent that these two individuals are not in an actual relationship with each other, but in fact with other people. However, the girl is quite clearly being controlled by her boyfriend, and clearly wants to be with protagonist 2. Protagonist 2 also wants to leave his relationship, however doesn't know how to tell his girlfriend that he is no longer in love with her. In the end Protagonists 1 and 2 agree to run away together, but the boyfriend of Protagonist 1 finds out and fights (physically) with her.  

Audience Survey Response Analysis

Indie Rock Music Video Analysis

In this post I plan to analyse the music video, 'Handsome' by The Vaccines as it belongs to a sub-genre within my chosen genre, Indie.

The video, 'Handsome', displays conventions typical of the Indie Rock genre. An example of the conventions being adhered to could be the way in which the artists are represented as a brand, through the use of costume. It is made clear within the music video that once the band put on their jackets which label them as 'The Vaccines' that they are a force to be reckoned with, and that they become much stronger. This is typical within the Indie Rock genre as the use of a narrative and props to create a particular image is a common way for the artist to represent themselves. 

The setting with an Indie Rock music video tends to be more urban, with locations such as apartments or backstreets commonly featuring as the main location. This could perhaps be because the budget can be slightly lower for less established artists, however, as the Vaccines are a more well known artist, it could be suggested that the budget would be slightly higher. There are three clear settings within this video, the bar, the training ground of the sensei fish, and the backstreet in which the battle occurs at the end of the video. The use of a green screen is also clearly shown within a couple extracts of the text. I feel that the variation in settings makes the music video more interesting for the audience, as it allows them to clearly split the video into a beginning, a middle, and an ending. Moreover, the use of the urban settings also makes the music video more relatable to the audience as these are places that they are more likely to visit on a day to day basis. This also creates verisimilitude within the text, despite there clearly being parts within the text which are are purely fictional (the other gang and characters within the bar).

The costumes worn within this video are pretty simple despite the masks being used to create characters such as the gang leader and the sensei fish. The band members are eventually shown to be wearing the same jacket, thus creating an identity that the audience can easily label. This is very much stereotypical of the Indie Rock genre, as the artists are most often portrayed to have a very laidback style, and their look almost appears to be effortless to copy. This creates the sort of message that the audience and the artist are very similar, thus creating verisimilitude, and a branding which will most likely appeal to them. Moreover, the majority of the costumes are quite dark, with the colour black being worn by the majority of the cast at some point or other. 

Indie Pop Music Video Analysis

In this post I plan to analyse the music video, 'Stressed Out' by Twenty One Pilots as it is a sub-genre within my chosen genre, Indie.

The video, 'Stressed Out', displays conventions typical of the Indie Pop genre. An example of the video following the conventions is the artists, Tyler Joseph and Josh Dun, performing within parts of the text. Furthermore, the artists are the main focus of the video, with very few other actors featuring in the narrative. The actors who do feature are presented as the artist's family members, thus there is a very clear link. This is a typical feature of the Indie Pop genre, as the main focus is usually on the performance element of the text.

Settings common within the genre are often the place in which performance takes place, and the diegesis in which the narrative is set. Within the conventions of Indie Pop, it is suggested that the majority of settings for Indie Pop music videos will be low budget, as there is more of a focus on the production of music. The settings presented within the music video, 'Stressed Out', follow these stereotypes, as the narrative and performance parts of the text take place in a street, two different houses, and a studio. These are very basic settings, which tie in with the overall presentation of the artist, as Twenty One Pilots have only recently become popular, and appear to be more focused on the creation of their music, and the way in which the audience appreciates their music. I also feel that the Director of the video may have interpreted the lyrics of the song in a more literal sense, and so the artists are taken back to the 'good old days', when life was more simple. This could be suggested by the shots used which show the artists travelling through the street on tricycles, as it could be seen as quite childish. Also, the section in which the artists are shown sat on the curb outside of a house drinking from juice boxes could remind members of the audience about their younger life, when going round to each other's houses was an exciting prospect, and they had very little to worry about.

The costumes worn within the music video are very simple, with the artists only having two outfit changes throughout the course of the text. The initial outfits shown consist of dark clothing, with Tyler Joseph being completely shown in black aside from his red beanie. The denotations of wearing dark clothes could be that he is having dark thoughts, which could be suggested by the lyric, 'Wish we could turn back time, to the good old days'. He also wears black body paint on his hands and neck, which is said to represent his anxiety, as he feels that it's choking him. This is further supported by the lyric, 'Now I'm insecure, and I care what people think.' The other half of the duo, Josh Dun, is shown to be wearing a t-shirt which is half black and half white. This might suggest to the audience that there he is struggling with an internal battle. It is conventional that within Indie music videos, the colours will all be quite dark, or neutral. The second outfits are the same, with both artists appearing in red. Red could be used to suggest danger to the audience, and this could be linked back to the issue of mental health, as it could be inferred that the artists are feeling dangerously stressed.

Props used within this video appear to be fairly basic, with the main focus being on the use and transportation of instruments. Using instruments in order to perform within an Indie Pop video is a convention, as the artists will usually jump from parts of the narrative, to performing the song. This is so significant as the audience will expect a high level of competence when it comes to the artists actually playing the music. Other props include tricycles, and two single beds which are placed back to back. The use of doubles in the video creates a sense of symmetry, which could suggest that both halves of the band are very much in sync with each other. The props could also be so basic due to the director's interpretation of the lyrics. It might be said that the lyric, 'Wake up you need to make money', could have influenced the director to use low budget props in order to show that money is not the most important thing in life.

The body language and movement within the video could be described as a little bit robotic, and perhaps as awkward at time. This could be to show that the artist's anxiety is constant, and could reflect that even though Joseph's mental illness is always with him, nothing can stop him doing what he loves. I feel that this is significant for the audience as the majority of adolescents will be able to relate to having some anxiety, and so the way in which this is featured really highlights it's not something to be afraid of. This could also make the artist relatable, thus creating a stronger brand. I feel that the narrative also makes the artists relatable as they're seen doing things that the audience will have done as younger children, thus reinstating that the artists live similar lives to our own. 

Lyric Timings and Analysis

Choosing a Song

Initially, choosing a song appeared to be relatively simple, with my ideas all veering towards the rock/indie genre. Artists such as Arctic Monkeys, and the Hunna are currently popular within my social groups, thus meaning my attention became focused on them very early on. However, the task then became significantly more difficult as it came down to choosing one song, which I knew would keep me inspired and motivated throughout the duration of this task. Within this post, I aim to explore a number of different song choices, and conclude which song I will actually use within my video. 

We Don't Believe What's On TV - 21 Pilots

Before even starting this project, this song became my first choice whilst trying to come up with ideas for a narrative and considering the different tastes of an audience my age (15-19 year olds). The overall fast pace behind the song would allow lots of rhythmic editing, and the lyrics could make for an interesting narrative, possibly including aspects of romance. As the genre of this piece is Indie Pop, it would be expected that some aspects of performance would feature within the text also. I feel that the tone of the song is quite cheery due to the rhythm and speed, however the underlying message is slightly deeper, and could be interpreted differently by different members of the audience. 

I Wanna Be Yours - Arctic Monkeys 

Another song which immediately caught my eye was 'I Wanna Be Yours' by the Arctic Monkeys. Unlike the choice by 21 Pilots, the pace of this song is very much slower, and the tone is almost quite sleepy, whereas WDBWOT is very energetic. However, I feel that I could make this work to my advantage as it's unlike most other songs which are currently popular, however, it belongs to a similar genre as the artist is a well known rock group. When considering the narrative, I once again considered romance as the basis of the plot, however, the aim would be to portray unrequited love. 

Bad For You - The Hunna
A song which also belongs to the indie genre but is once again a different tone is Bad For You by The Hunna. The overall tone of the song is very much aggressive, which contrasts heavily with the lyrics which are more about romance and the love that the artist harbors for their partner. I feel that this song is really relevant to the emotions that my audience may feel during their adolescence, thus making it relevant. The narrative would once again most likely relate to romance, with the idea of unrequited love possibly chiming in once again.

Sweater Weather - The Neighbourhood
Sweater Weather is a song which I listen to frequently, thus I feel that it is a text I am able to relate to, and in turn would be able create an interesting narrative based on the lyrics. Similarly to 'I Wanna Be Yours' the overall tone is more relaxed, perhaps more due to the instruments and vocals than the speed. It's very clear that this song is also about love, and so it's relative to situations that members of my audience will most likely experience.

Handsome - The Vaccines
Handsome by the Vaccines is a song which resides in the indie rock genre, but has a slightly more retro tone. I feel that this makes it unique, and would make my music video stand out, thus helping to create an identity for my artist. The text is very much upbeat, and the lyrics contain some pretty violent imagery which could relate to the narrative I have in mind. I feel that parts of the song sound like a gun firing, thus the general idea behind my narrative would relate to some kind of fight scene. I feel that this could relate to the audience due to culture and representation in the media.

Song Choice - I Wanna Be Yours (Arctic Monkeys) 

Codes and Conventions of Music Videos

Genres

The Conventions of Genre 

Theory Work

Conventions of Genre

Within media there are many different forms in which a text can take. Films, documentaries, TV dramas and music videos are just a few examples; although they're different, all parts of media are based on the same key concepts. The use of semiotics and codes within these texts give the audience an indication as to which genre of text they are watching,

Media Language - Narrative/Genre/Semiotics

Semiotics is the science of signs, and it focuses on the ways in which signs are used to denote meaning. Within media texts, it is suggested, by Ferdinand de Saussure, that there are two parts to a sign. 

For example, within the music video, 'Bad Blood' by Taylor Swift, the protagonist (Swift herself), wears red lipstick. If you were to acknowledge the conceptual meaning, it would just be a fashion statement. However, upon looking further into the connotations of this lip colour, it could be suggested that Swift has used this red lipstick in order to show her rage, or perhaps that she is dangerous. 

Charles Sanders Pierce argued that within media, there are the types of sign.
-Iconic - A mode in which the signifier is perceived as resembling what it signifies.
-Indexical - A mode in which the signifier is not arbitrary but is directly connected in some way.
-Symbolic - A mode in which the signifier does not  resemble the signified, but which is fundamentally arbitrary or purely conventional.

Roland Barthes noted Saussure's model of the sign focused on the denotation at the expense of connotation and it was left to subsequent theorists to offer an account of this important dimension of meaning.

John Fiske stated, 'denotation is what is photographed, connotation is how it is photographed.' This analysis is relevant as we are living in a world of semiotic imagery. Within my chosen form, music videos, this is especially relevant, as producers plan every detail of the text, even down to the camera shots they plan to use and the lighting.

Semiotics are just an aspect of media language. Narratives are also heavily relevant, as most texts rely on them to give them structure. Tim O'Sullivan argued that all media texts tell us some kind of story, and it is acknowledged that this is pertinent to music videos.

The narrative is the story and plot that lies behind a text. O'Sullivan et al suggested that all narratives have common structure, starting with the establishment of plot or theme. Roland Barthes stated that this is then followed by the development of the an enigma. After the introduction of the problem, there will often be a quest then some form of resolution which will result in re-equilibrium.

Though this is acknowledged to be the general structure of music videos, Kate Domaille went one step further than analyzing the structure, and declared that every story ever told can fit into 1 of 8 narratives. They are as they appear below:
-Achilles - The fatal flaw that leads to the destruction of the previously flawless, or almost flawless, protagonist.
-Candide - The indomitable hero who cannot be put down.
-Cinderella - The dream comes true.
-Circe - The chase, the spider and the fly.
-Faust - Selling your soul to the devil may bring riches but eventually your soul belongs to him.
-Orpheus - The loss of something personal, the journey which follows the loss.
-Romeo and Juliet - The love story.
-Tristan and Iseult - The love triangle.

This links to Michael Shore, who argued that music videos are all recycled styles, but contrasts with Andrew Goodwin's view that within music videos, 'narrative relations are highly complex'. This would suggest that the styles could not be replicated as all the relations are unique and slightly different.

Sven Carlsson proposed that music videos in general fall into two rough groups:
-Performance - Mostly shows a band or artist performing.
-Conceptual - Shows something else during the clip, often with artistic ambition. (Narrative)

Ideology - The Science of Ideas

Ronald Barthes argued that myths are the dominant ideologies of our time.

Fiske and Hartley concluded that the 1st and 2nd orders of signification (denotation and connotation) combine to produce ideology, which is the third order of signification.

Audience - Those Who Consume the Text

There are many theories behind audience and the different ways in which text should be structured in order to appeal to them.

Uses + Gratification Theory/Blumler + Katz (1959) 
- Entertainment & Diversion = Escapism.
- Personal Companion = Media is viewed as a friend.
- Personal Identity = The audience will try and relate to the text, asking questions such as how do I fit in? Who am I?
- Surveillance = Audiences use text to find out what is happening in the world.

Cultivation Theory/Gerbner + Gross (1975) 
- Audiences consume media, and gradually develop views about the world, some of which are false.
- Texts impact on the audience's understanding of representation.

Brief Specification

Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

 

A website homepage for the band/artist.

A cover for it's release as part of a digipak

A magazine advertisement for the digipak