Task 8 Digi-Pack CD Adverts Studies

 

 

Adele's Digi-pack advert challenges the conventions of other Digi-pack adverts. The lighting is dark and gloomy even though the poster is in a black and white effect, the lighting is letting the audience see one side of the artists face but it’s because she is a well known artist so even if we can’t see her face we know who it is. The artist is looking away from the camera which helps to emphasise on the emotions she is feeling. She has uses a different image on the poster from the album but it still keep the themes of the same emotions pain, heartbreak and sadness' which the artist sings about in her lyrics. The image of the album is on the actual poster is very effective in terms of being a good promotional method and bother images consist of a close up images which helps to show the artist emotions through facial expressions. The typography, colour and font is kept consistent with the typography being on the album which makes it relate and connect. From this advert i would take the idea of the dark dull affect. As my music video is about insecurities and pain as well and contains dark shots in a dark room.

 

Delilah's Digi-pack advert challenges the conventions of other Digi-pack adverts. I chose to also look at one of the Digi-pack adverts of the singer of my own music video so that I get a feel of what her promotional methods are about so that it connects to my own poster advert. This is different to other posters i have been looking at as the others are more concentrated on close up shots of the star's faces. The medium close up shot is the same on her album which is typical of advert posters. However, her pose and expression challenges other shots of Digi-pack posters. She seems to be naked which expresses her vulnerability while still making her look strong. She is looking up which suits the name 'from the roots up'. It appears like she is growing and she is standing tall and strong even though we only see a bit of her. I may use the same title 'Delilah' font style so that the audience can relate to my poster as they did with existing advert posters.

 

 

Rihanna's Digi-pack advert challenges the conventions of other Digi-pack adverts. The poster main colour is red and pink which is feminine but it relates to her target audience of mostly being teenage girls. The red symbolises how strong the artist is and emphasises on the title ;Loud’, the artist pose contradicts the title because she is poses as if she is telling the audience to ‘shh’ but the title of the album is called loud. The typography is a single or double space between each letter and I think this is a simple creative idea but make the album look good. At the bottom right corner is a mini picture of the Album so the poster promotes the album visually I would be using the idea of the single spacing between each letter for my own Digi-packs

Task 8 Digi-Pack CD Albums Case Studies

This a picture of a CD album collect of Rihanna including a promotion pack of the album Loud. The colours being used throughout each product are red, pink and white. These are feminine but strong colours. The pink being used makes the products seem delicate, fragile and mainly aimed at females. The red suggest that it is it is a strong artists that produced the album but she has a girly feminine side as well. The colours could also, represent the target audience because the pink is for her teenage audience that she acts as a role model. But the red is used as a strong colour that could be a representation of women or ladies, also it could be symbolic to the title.

I decided to analyse this particular album cover my Rihanna because at this point in her music she decided to become vulnerable and fragile which relates to the song Insecure by Delilah. I liked the fact that she is looking away from the camera because it shows the unhappiness but it still looks peaceful. The close up helps to enhance the artists face expression as well as shows her beauty. The artist is not looking directly at the camera which is calming and contrast the red surrounding her which symbolises the name 'LOUD'. The title 'LOUD' is writing in simple bold white spaced out text, the white is a representation of her vulnerability and it also stands out clearly to the target audience against the red. 

I like the long shot of Rihanna. The colours are consistent and i like the layout of the wording and capitalised font at the back. I think the layout of the wording looks attractive, and it takes up the spacing on the back of the CD, The CD back has conventions of a CD cover because it consists of the song lyrics at the back and a bar code at the bottom of the cover. 

In my research for Albums, I thought this Keyshia Cole album front cover was the best and related the best to the theme of vulnerability. From the picture it tells a story of the artist being vulnerable and insecure but then she strips that layer off and has gained self confidence in the face with the make up. The title of the single 'Woman to Woman' reflects on the artist meeting her past and present. This single is targeted at women so the fancy italic bold writing is more feminine and attractive.

The front cover for the Keyshia Cole album 'just like you' relates to our idea or theme of insecurity because the artist looks vulnerable because she isn't wearing any clothes and it could represent that she gave her boyfriend everything and she was depending on him to protect her . The colours are natural colours and it makes the photographs seem realistic. The emotions are shown in the artist face as she looks directly into the camera giving the audience eye contact 

I chose to look at the back of the CD cover because it holds the same idea of the artists looking away from the camera and it just tells the audience how hurt she is feeling and it shows emphasis on her purity. The artist is still being showing a lot of skin which helps to show her fragility.

The actual CD of the album has the same pose of the long shot of the artist Keyshia Cole which shows that it is apart of the pack visually. Also the golden background colour is kept the same throughout the packaging.

Delilah Digi-pack advert challenges the conventions of other Digi-pack adverts. I chose to also look at one of the Digi-pack adverts of the singer of my own music video so that I get a feel of what her promotional methods are about so that it connects to my own poster advert. This is different to other posters i have been looking at as the others are more concentrated on close up shots of the star's faces. The medium close up shot is the same on her album which is typical of advert posters. However, her pose and expression challenges other shots of Digi-pack posters. She seems to be naked which expresses her vulnerability while still making her look strong. She is looking up which suits the name 'from the roots up'. It appears like she is growing and she is standing tall and strong even though we only see a bit of her. I may use the same title 'Delilah' font style so that the audience can relate to my poster as they did with existing advert posters.

 The back of the CD is different from other ones because it doesn't have a picture of the artists at the back but it sticks to the ideas of having a barcode and names of the songs.

Final Music Video

Audience Feedback for Music Video

Research and Planning

Photographs from my filming in half term

During the half term I did filmed my music video in college. I used the photography studio, dance studio and the music room. Whilst filming I took pictures of the journey throughout the acting.

This was a head and shoulders shot of the artist lip singing the opening verse of the song. we tried to take this scene in various amount of shot types.

Storyboard complete

Bookings for music video

I think that the best time for my group and I to get the shooting of the music video is during the week of the half term. Therefore, I decided to ask the technicians if it was possible for my cast and crew members (including dancers, actors) to come in an use the dance studio and photography studio for the duration of 3 days at most.

Editing the Storyboard

15/10/13

Today in lesson, Saphia and I had a one to one with our teacher having her looking over our completed storyboard. Saphia and I was told that the dancing shot would be boring if we had it as one shot for 14secs (contemporary dancers) so we decided to go back and look at music videos that consist dancing and look at the shot types being used and the duration of each shot.

 

This was video was looked at in our Treatment and  Pitch, we looked back at it again for the contemporary dancers and we realised that there are a multiple of shots being shown throughout the dancing. The different angles help to create of an interest for the audience towards the music video.

 

Even though this music video is faster than the music video we are trying to create we still looked at the shot angles being used and Chris Brown is dancing with different girls in a short space of times which suggest he is a player and doesn't stick to one girl, we thought about using a similar idea to be used for our dancing shots for our music video as one explanation why the girl (artist feels insecure).

 

 

This music video uses a wide range of camera angles to show the dancing of the couple dancing and it made the video look interesting as well as the dancing and we would be using the camera angles in our music video. 

Storyboard writting completed

10/10/13

In my media lesson today my group and I finished our planning for our story board. We need to draw the pictures of the different shot types being used for each shot then we would have it checked over by our teacher.

Seeking Confirmation

I sent an email to Atlantic Record company asking for permission of using their song by Delilah - Insecure, so it can be used in my coursework for my music video.

Starting of the Story Board

In today's lesson we started planning the shots and scene for our music video.

Starting the Storyboard.

03/10/13 Lesson

In todays lesson my group and I started working on our story board. So far we have only completed the writing for the first verse with a description of the shot type planning to be used. We would continue the planning for the storyboard next lesson together.

Recce

Recce from Vancia Fenton

Discussing incurities in the relationship.

In lesson today my group and I began to develop on the feedback we got from our presentation. One thing my peers said was that we need to should what the boyfriend has done in the relationship to make the artist (girlfriend) feel insure. We decided to plan a few ideas we could possibly think of that annoys us about boys or makes us feel insecure as a group we came up with:

• Not noticing her when she is making an effort to get dressed up to go out with him. 
• Being on the PlayStation all the time instead of spending time with her
• Looking at other girls in-front of her
• Messaging other girls
• Questioning and controlling what she wears 
• Falling asleep when with her/ or on the phone with her
• Comparing her to others 
• Ignoring her texts 
• Blaming her for things that he might of done himself e.g. cheating

From this list we decided to work on the PlayStation idea of the boyfriend and the girlfriend trying to get his attention but we decide we should play with the focus in this shot.

Pre-production; team meeting

LEYTON SIXTH FORM COLLEGE

 

Media Studies Team Meeting

Attendees

 

Date of Meeting: 30/09/13             Time Start: 15:10                Time Finish: 16:20  Date of Next Meeting: 01/10/13

                                                                                                                                    Time of Next Meeting: 13:50

 

Topic	Summary of Discussion	Decision	Action by
Storyboarding	In groups we discussed the different types of shots we would be drawing out and producing for our music video	We decided we would do the storyboard together because it is important we all have a say in what happens throughout the video	08/10/13
Directing	Directing would be done by myself, Saphia and Stacy because it was created by us and we would know how everything should be.	Kept to having myself, Stacey and Sophia as directors	04/11/13
Costumes	There would be a scene where the boyfriend is playing the PlayStation and the would needs to be dressed really dressy in a dress and jewellery on with heels.	The girl would be wearing a purple sequins with black high heels	28/10/13
Editing	we would be using cuts, fade to black, reverse, black and white.	this would be done by the whole group.	06/12/13
Filming	we decided that our locations would be the dance studio, studio, theatre and in a bathroom	we decided the bathroom scene would be in a friends house with permission.	04/11/13

Update Treatment after audience feedback

• Summary of video: Starting with close up shot of hands playing piano. Some shots in dark room/ studio of the singer and some shots of scenes acted out by singer and the male in the video arguing. There would be shots of contemporary dancers in possibly the theatre. There will also be shots of the singer in a bath to show vulnerability and insecurity. There can possibly be reversed scenes from our video to show she feels like she’s always going back and never forward (things always remaining the same). We are going to have the ending with close-up back in the dark room/studio of singer’s face when she shouts the last line of the lyrics for a dramatic ending.

• Professional music videos that inspired me: Jar of hearts by Christina Perri (the destructiveness about it), Go by Delilah, Diamonds (the star is sitting in a dark room and this is something that we wanted for the start of our video) - Things that make our video different would be that not many videos contain expressive dancers in it. Our video will also be quite subtle and simple compared to most videos nowadays that are quite futuristic in terms of using new and highly complex technology.

•  Casting/ actors, props, locations: Male actor, main female singer and 2 contemporary dancers, studio, house location for arguing scene, dance theatre, piano.

•  Any ethical considerations: No ethical issues. 

•  Length: 3:19

•  Audience: 16-25, people who enjoy RnB/ alternative. People from this age group are most likely to understand heartbreaks and insecure feeling about someone.

•  Channel for broadcast: YouTube, Kiss, and MTV

Feedback about our treatment / pitch

Good feedback about our ideas:

*The audience felt that the contemporary dancing idea was a good thing and that it would make our video particularly different to others in today's music industry. 

*The audience also liked the fact that our video will be quite simple as apposed to something too complex and hard to understand. 

 

Things to be changed or considered:

* The black and white effect is too cliché. Maybe only use it as some points when it is really needed. Play with other effects that could go well with the video to make it a bit more different to the typical heart-breaking videos there are in the music industry. 

*We asked the audience what they thought about having some bath scenes where the female singer will be in the bath to show her vulnerability and insecurity. The audience suggested that it is very much like in Rihanna's video of Stay but that we could do it our own way so that it is different. Moreover, Stay's music video is all based being in the bath compared to our video which will only happen at some points not all the way. 

*Some suggested that we should show in the video, the ways or times in which the male she is singing about, makes her feel insecure so that it would fit in better with the lyrics and what message it is trying to put across. 

Focus groups / pitch

Pitch recorded

This was the Pitch my group and I presented to our peers. We decided to record it so we can always have note of the feedback we received.

Treatment

Task 3: The Treatment 

• Summary of video: Starting with close up shot of hands playing piano. Some shots in dark room/ studio of the singer and some shots of scenes acted out by singer and the male in the video arguing. There would be shots of contemporary dancers in possibly the theatre. At the ending with close-up back in the dark room/studio of singer’s face when she shouts the last line of the lyrics for a dramatic ending.

• Professional music videos that inspired me: Jar of hearts by Christina Perri (the destructiveness about it), Go by Delilah, Diamonds (the star is sitting in a dark room and this is something that we wanted for the start of our video) - Things that make our video different would be that not many videos contain expressive dancers in it. Our video will also be quite subtle and simple compared to most videos nowadays that are quite futuristic in terms of using new and highly complex technology.

• Casting/ actors, props, locations: Male actor, main female singer and 2 contemporary dancers, studio, house location for arguing scene, dance theatre, piano.

• Any ethical considerations: Space where the dancers will be performing (making sure it’s a quite a big space so no one gets injured)

• Length: 3:19

• Audience: 16-25, people who enjoy RnB/ alternative

• Channel for broadcast: YouTube, Kiss, and MTV

Breaking the lyrics up and planning shots

19/09/13 Lesson

In Lesson, I decided to take the lyrics apart on a word document and write in brief notes what should happen or would be happening at each line or verse of the song. I decided to do this before we start storyboarding because it would be much each to transfer when I start storyboarding as well as it would help me to have an head start of what we want to happen in our music video in further detail. We still have a few more verses of the lyrics to plan but we are nearly finished. This also, helps me to get to know the song better and by taking the song apart I am able to understand what each line of the lyrics means. I was able to see the different shot types planned and if the music video was going to be reparative of the traditional music videos about heart break, which I didn't want to happen.

INTRO: (ARTIST IS PLAYING THE PIANO 14SECS)

(PARAGRAPH 1: CLOSE UP OF HER FACE SINGING 13SECS)

So you're afraid, what about me?
Dare to claim that you can't breathe


(CLOSE UP OF HANDS LETTING GO 8SECS)

 

Hold my hand or I'll take yours
(LONG SHOT OF THE ARTIST PLAYING THE PIANO)

Don't let go cause how I feel
Is what you've made me

(PARAGRAPH 2: CONTEMPARAY DANCERS 29SECS)

Though I'm hanging on a sign, I'm insecure
You got me walking on a line, still I need you more
And all the things I feel I hold 'em back from you
And all the dreams I dream I'm sure they'll hold no truth
I'm insecure

(PARAGRAPH 3: GIRLFRIEND AND BOYFRIEND SCENE ARGUING THEN HE WALKES OUT)

So you're afraid, what about me?
Stole my heart for all to see

(CLOSE UP OF ARTIST FACE EYES WATERY)

Here I am, take me I'm yours

(BOYFRIEND DRYING THE ARTIST FACE)

Dry my tears cause I can see
Just what I've made me

(ARTIST PLAYING THE PIANO AND CONTEMPARAY DANCERS DANCING AROUND HER)

Though I'm hanging on a sign, I'm insecure
You got me walking on a line, still I need you more
And all the things I feel I hold 'em back from you
And all the dreams I dream I'm sure they'll hold no truth
I'm insecure

I realize that it's me being so cold
Trapped in a box where my heart's been for so long
I realize that it's me being insecure

I realize that it's me being so cold
Trapped in a box where my heart's been for so long
I realize that it's me being insecure
Feel I'm waiting on a sign, I'm insecure

(REVERSE OF EVERYTHING)

Though I'm hanging on a sign, I'm insecure
You got me walking on a line, still I need you more
And all the things I feel I hold 'em back from you
And all the dreams I dream I'm sure they'll hold no truth

(CLOSE UP OF HER FACE)

I'm insecure

Case study 3: Alicia Keys - If I Ain't Got You

Research / case studies

Director: Diane Martel.

Title: If I Ain’t Got You.

Date: February, 2004.

Summary

The single's music video is set in New York City and features rapper-actor Method Man as Alicia Keys' then boyfriend. Alicia Keys sings about her love for her boyfriend and that she doesn’t need luxury or possessions from her boyfriend she just simply wants him.

Video concept

The video concept is to show the world that there is more to a relationship than just gifts and money. In her lyrics she says “Some people want diamond rings, some just want everything
But everything means nothing, If I ain't got you”. This is the artist telling us that she just wants a pure relationship of true love, she also states the way relationships are all about financial things and the fairy tale life seen in weddings and marriage instead of starting with the root of love first and then building, gaining and receiving everything else as a bonus.  I think this is a video to open couples or even people that are single eyes up to the big and better things in a relationship.

Themes and motifs/ Target audience

In the video Alicia Keys is shown as a working class woman that strictly adores and devotes her heart to her boyfriend and shows him her appreciation for him by not asking for anything but his love and loyalty. The video shows this by them living together in a home in a block of flats, with only a few pieces of furniture and as a gift he gets her a piano it doesn’t look as an expensive piano but she still happy with it by playing and singing with it all the time. Alicia Keys in the video is seen wearing casual clothes such as a plain jumper, jeans, boots and a winter jacket she doesn’t seem to dress in an expensive way and as if she cares about material things. I don’t think she has a specific gender I think it target both males and female audiences of all ages. The video itself is very simple and calming I think it connotes the idea of the relationship the artist sings to us about.

Camera

The video opens with an extreme close up shot with Alicia Keys playing the piano but in the background there an introduction of the keys/notes being played on the piano in the song. This helps to emphasise the opening of the piano being played and it also makes it seem realistic. The extreme close up draws the audience eyes onto the piano which we then know is the key instrument inside the video. The camera then, pans up to the artist face showing a close up shot as she beings singing the opening of the song. This helps to show feelings and emotions through facial expression of how the artist is feeling or what the song holds which is something personal to her, she sings with her eyes close with generates the emotions and as if she is really attached to the lyrics. The camera pan down from the top of the building to the bottom this shows us the location and helps the audience to have more of an understanding of where everything takes place. The camera shows a wide shot of the artist top of a roof of a building playing the piano, we can see many other building in the background as well the fact that there’s no one else around her makes it more personal and nothing is around her only the piano connotes the simplicity of her relationship and the life she lives. The camera pans up from Alicia Keys feet with her boyfriend in a flat hallway which doesn’t look like anything fancy gives us an idea of where they live. Throughout the video you see extreme close ups of Alicia Keys fingers touching or playing the Piano as well as close ups of her face. A long shot of the couple in an empty house giving each other a passionate kiss connotes that they don’t need anything else but each other. We see a close up of her boyfriends face and that’s an effective shot because it like we as an audience are seeing him through her eyes. The camera focuses on an extreme close up of Alicia Keys wearing Reebok classics as she is playing the piano, this traditional dressing from someone of the working class.

Mise en scene

This video is set in New York City, but only uses a couple locations such as on top of a roof in the city, for example, the long shot of Alicia Keys playing the white piano she was lonely and by herself it helps to keep the audience focussed on the lyrics of the song and not get distracted, also, it connotes the type of relationship she has the fact that it is peaceful and simple. The empty house, for example, when the artist and her boyfriend were kissing the fact of it being just them two in the shot makes the audience have their full attention on them and it also shows the lifestyle they live together and helps to emphasise the lyrics of her song about he is the only thing she really cares about. In the bedroom the couple look calm, relaxed in love.  Lonely streets more focus on Alicia Keys, For example, at the end when she is waiting for him.

Editing techniques

The editing techniques are only cuts throughout the whole video it’s just cuts but it isn’t seem as an boring video because the cuts when they were have an argument were put in really quickly for each shot which builds tension for the audience. The fact that its simple editing techniques used connotes the fact of having simply things and still being beautiful just like Alicia Keys and her boyfriend’s relationship.

Ideas for my music video

I like the opening of this video, my group and I wanted to have the artist playing the piano but in a lonely black room, I chose this video because Alicia Keys opens the video with an extreme close up of her playing the piano introduction.  The opening of Delilah – insecure (my group and I chosen song) has a introduction of the piano being played just like this song even though the meanings of each song are different the topic about love is the same that why I choose to research this song.

Case study 2: Ashanti - Foolish

Research / case studies

Director: Irv Gotti.

Title: Foolish.

Date: January 2002.

Summary

The song was written by the artist herself Ashanti (girlfriend). In the music video there is a mini video being acted out by Ashanti and Terrence Howard (Henry, boyfriend) giving the audience an inside of the couples’ relationship. The video shows the audience, Terrence being involved into some criminal acts, cheats on Ashanti, which ends up in a break-up after an argument. As the song suggests, Ashanti feels that she still loves her ex and that she just can't seem to get over him and becomes frustrated since her heart and her mind force her to love him and hate him at the same time. In supporting roles we can also see Charli Baltimore, Vita, Ja Rule and Irv Gotti. The video is set in the fashion of the movie ‘Goodfellas’, with Ashanti in the role of Karen Hill and Terrence Howard in the role of Henry Hill. Irv Gotti and Ja Rule are also in a scene appearing to take the roles of Jimmy Conway and Paulie Cicero.

Video concept

The video is meant to show females or males the struggle that people face in a relationship but, help females in relationship to build the courage to walk away if they know they are being mistreated. I think the concept of the video is good because there is a clear understand of what the director point of view that he is trying to make to us as an audience see. I like the plot of the mini video as well they made it seem as a realistic relationship, it starts off with him always treating her with luxury things then as time goes on he starts cheatings on her and they have their arguments, but everything seems realistic as the journey is being shown. I think another concept of the video is about being involved in illegal crime, that is an act under the law and it shouldn’t be ignored or encouraged. The structure of the mini video (flashbacks) within the music video is non-linear structure, it happens in (non chronological order).

Themes and motifs

The representation of Ashanti in the music video, is the role of a girlfriend that lives a casual life and someone that seeks advice from her family and friends. She seems like she is a young age probably early to mid twenties. In the video she is wearing a black, silk dress with a long, low, v-shaped bust cut at the front with an open cut at the back being held up with two thin straps and expensive jewellery. This suggests to the audience that she is an attractive woman that is confident within her and she likes to portray a sexy, saucy look, the colour black connotes that she is elegant and mysterious. Although she seems as an independent female the fact that her boyfriend has everything the top of the range she looks as if she is dressing to be on his level of class. But when they weren’t together she wasn’t dressed as someone with such high class so it makes the audience wonder was she as independent as she gives off or was she really depending on him and overwhelmed with all the luxury. As the video goes on we realise that Terrance is the one with the expensive cars and giving out tips whilst Ashanti is dependent on him who shows traditional views in a relationship to the audiences and we see him giving her a lot of money at once. However, in the music video you only see Ashanti portraying lip synching at the confrontation of the argument with her boyfriend. Throughout the music video she is acting as the role of the girlfriend but in the background she is singing the song lyrics through first person narrative this gives the song more meaning and gives the audience more of what it was like.

Camera

The opening shot of the close up of Terrence and his friend allows the audience to see what type of man Terrence was before he met Ashanti. In this shot he looks like a calm but mysterious male, as an audience we can’t see what class he is but from the costume I suggest a normal working class. Then we see an extreme close up of Terrence giving a staff his car keys from this shot she begin to think he is more than just the working class because it only at high class restaurants  you would give the staff your car keys for him to park the car for you. Then a close up of the couple showing their facial expressions as they are walking into the restaurant, it seem as if Ashanti looks fascinated by it all whilst Terrence looks as if this is his normal life. An extreme close up is shown of Terrance’s hand giving the staff at the door a tip this shows us his wealth and makes us think that he is upper class also, when we see a suitcase filled with money that Terrance is counting. The wide angle shot of the couple at their table helps us to see the view of the restaurant which looks very classy but says he does ”construction” which makes the audience think that’s not the only thing he could be doing to afford such luxury. The close up shot of the couples faces in the argument helps to show the anger and frustration which helps the audience because you can’t hear the tone in their voices. An extreme close up is focused on Ashanti’s diamond ring on her wedding ring suggest that the couple is engaged but she just found out he was cheating. A close up is shown of Ashanti singing to Terrance about leaving him this is a powerful shot because we get to see her gaining her independence back and being strong enough to end the relationship. Then a wide shot is shown of Ashanti on top of Terrance at the same arguing scene which shows her authority over Terrance for the first time throughout the video. The last powerful shot is the extreme close up of Ashanti’s face crying after the break up this show the pain and heart break she is currently dealing with in the present moment.

Mise en scene

The music video is set in America. There are a wide range of locations being shown in the video such as, the car and the high class restaurant this shows use the life Terrance introduced Ashanti to. This helps the audience to have more of an understanding of their relationship and where key thing happened. Another location is in the bedroom this shows that the couple wasn’t only about luxury and spending nights out that they had their times when they stayed at home together and relaxed. The finally location was in a mystery room when Terrance was counting his money and with his friends this connotes the where the money is from and what him and his friends do it’s all a mystery.

Editing techniques

The music video opens with the boyfriend with one of his friends in a car discussing something then fades into black then to Ashanti and Terrence together going into a restaurant. This gives the audience the impression that this is when they started their relationship. We also see an advertisement of a company on a close up shot written in white “Murder Inc” this helps to inform the audience who the video is by which is also branding. Then close up the back of then couple fades to a close up of their faces as they are walking into the restaurant, this shows us the couple from different angles it also shows us the facial expression of both characters Ashanti looks fascinated by it all whilst Terrence looks as if this is his normal life. The camera uses fades inside off cuts for example when it shows us the back of the couple then fades into showing us the front this helps the audience to seem as if they are travelling along with them on their journey. The video uses a freeze then fades to black to another scene the connotation of the freeze helps to show the audience that is the end of that chapter. The video continues to use fades instead of cuts to show the journey of the couple’s relationship. Shot reverse shot is shown when the couple is arguing this helping to showing when a different person is speaking in the conversation especially that there is no dialogue. The music video ends by a freeze on Terrence face and a fade to black with “Foolish” being written. This is a caption and is an important editing technique because it’s the last thing the audience see therefore they would always remember the name of the song and adds to the filmic quality.

Target audience

I think this video or song is targeted to both genders, but I think its primary target audience is traditional couples in a relationship, where the man is supporting the woman because that was the type of relationship Ashanti and Terrance portrayed. I also think it helps to show that even in traditional relationships females can stand alone and have a voice when things go wrong.

Ideas for my music video

This music video is similar to my video ideas because, throughout my music video I would like to show the singer playing the role of the broken hearted girlfriend and I would like to show the couple in chronological order of how their relationship began to the present day. Also, the story in the lyrics are similar because Ashanti in Foolish, is singing about her trust being broken and the song my group and I have chosen is by an artist called Delilah, her song is called Insecure. Her lyrics are similar to Ashanti’s because she talks about her trust being broken and her relationship experience. The editing techniques I have planned for my music video are similar, for example, I would like to use a lot of cuts to show the journey of the couple but I would be using a lot of extreme close up and close up when the camera is just focussed on the artist. Also I like the idea of showing the fades to show the journey of the couples’ relationship and I would be adding that into my editing techniques.