**LOCATION INFORMATION**

My music video for Context's song 'Drowning' will be filmed outside, during the night. It's all set on one location as I wanted the track and video to be based on present and future actions. This will make the music video appeal to the target audience by it's mise-en-scene, costumes as well as ways of meeting girls and the affections they show to females or males. The video will look sleek from the lighting. Different colours given off by street lights are warm which makes the narrative seem happy and give off a good feeling. Locations include;

• Prince of Wales RD - A busy, urban area with alot of lighting. Appealing to the target audience by nightclubs and a busy, youth atmosphere as well as the artist first laying eyes on our female character. Lighting also becomes a benefit from the clubs, shops and street lights. 
• Back Ally on Prince of Wales RD - Where we see our artist smoking, to make the audience aware that he's the artist, singing along to parts of the song. This could come across as him reminiscing over the girl he just met. 

Analysis of 3 Album Covers From our Chosen Genre.

My chosen genre of music from my music video is Pop Dubstep. We were assigned to write 3 analysis's of chosen album covers from this genre.

1. Chase & Status "No More Idols" (2011).

The album cover from the band Chase and Status "No More Idols" has chosen to use a black and white image of a bulldog with a floressent yellow writing, telling the audience of what band it is and the name of the album. From research of the audience who would listen to this genre of music, a bulldog is populally used as an English/United Kingdom symbol & as well as being a sterotypical dog for my audience to own. I believe that the image of the bulldog is in black and white due to the title of the album. "No More Idols" sounds like that something has no become non-exsistant due to death or the fall of someone/thing important and the way that has been represented from the image is from the use of the black and white. The colour of the font works well with the album cover as yellow is a representitive colour of the music genre as well as standing out very clear against the black and white image. The title and the name of the band have been typed in capital letters which comea across as bold and agressive like the music can be.

2. Nero - Welcome Reality (2011).

The album cover of "Welcome Reality" from the band Nero provides the audience with a futuristic setting,  a movie poster layout & an unusual font for the band name. The title of the album "Welcome Reality" is used in making this album cover by the use of the movie poster set out and the design the artists have used. "Welcome Reality" sounds like someone/people are living in a futuristic & unreal world, in which they need to face the reality of their new setting and world. This could also be picked apart for an in-depth meaning which could be someone leading an unreal lifestyle and are living in denial of real things happening around them and they're in need to come back to reality and face the real world around them. The design of the album cover, features mostly of free space of a space like sky, with stars, shooting stars and a galaxy, while the bottom half of the album features a dark blue skyline of the city, rocks, two people, smoke & small writing about the album. This futuristic setting is related to the genre of music they produce, where using computer generated programs is much more futuristic than using an acoustic guitar. The two people heading towards the skyline are meant to represent the band, who are a duo. Not only are the two characters in the center of the album, but the band name is right above them, making the audience aware of who they are. The diamond also in the center of the name title which attracts the audience to the band name as well as seeming like a futuristic doorway to reality. The colour scheme of the cover consists off blue, black, brown & a mild yellow which are colours of modern technology.

3. Calvin Harris - Ready For The Weekend (2008).

Calvin Harris's "Ready For The Weekend" album cover has used a black and white image of a young woman wearing sunglasses and the name and title of album on the left hand side. The black and white image works with the title of the album "Ready For The Weekend" by using a young & glamorous woman who's had her hair and make-up done and wearing novelty sunglasses. This could represent that during the week, her life is black & white and boring and now that she's "Ready For The Weekend" she's waiting for the fun and colour to hit her life, for the "light to shine" from her eyes and to enjoy herself. The font used for the title and name of the artist is a font like a digital clock would use. Not only this is futuristic which represents the kind of music the artist makes, but also could represent the digital clock numbers & time and being ready to go out and enjoy the weekend.

**FIND YOUR TRIBE UK - MY TRIBE AND TARGET AUDIENCES TRIBE**

Apperently, I am... INDIE SCENESTER

You are an Indie Scenester! You are at the forefront on the indie scene – you know all the major players. You’re always ahead of the game – moving on to the next thing once everyone joins in. You like to look good and your icons go beyond the centrefold of the NME – your current look is James Dean meets Grace Jones. Just wait – everyone will be wearing it in a year’s time.

For my target Audience, I did the test again as the people they could be.



Apperently, My target Audience fit into the tribe of... CLUBBER

You are a Clubber! You live for the weekend when you can get on with the real living – going out for 48 hours and dancing the night away. You’re only young once, right? You will go miles to find that elusive perfect rave – if it’s a field in a middle of nowhere, miles from home, or your spiritual home: Ibiza. For you, Space really is the place.

Q: What are the connotations, meanings & target audience of The Noroflk Spectacular festival?

From the homepage of The Nofolk Spectacular 2011, as an audience we are able to find out what kind of festival it is, what it's target audience is & the meanings behind images and fonts used to create the homepage.

The background of the homepage uses 2 strong & contrasting images of grass and metal flooring. They've used this to put across to the audience that Norfolk Spectacular is based on a park or showground where the audience will be held, while the metal flooring represents the modern stage that will be used by the peformers. Also, the colour of the metal flooring looks modern and 'hip'. An obvious edit used on this homepage is the ripped effect that seperartes the two images, this gives it a modern feel. Against the metal background, the audience is able to view some of the acts peforming on the stage over the two days. They're against the metal as they're the peformers who will be on the stage at the festival. The fonts used are of the same as the artists logo's. This helps the audience reconise which artist's are playing as well as attracting other audiences into coming to the festival. The iconography used for Norfolk Spectacular logo stands out from the page due to it looking alot more 'grungy' than pop and mainstream. The font used looks almost like tattoo writing and the icon's of speakers and volume controls behind the logo could suggest that it's trying to reach out to a wider audience. The layout also uses the rules of third by keeping all of the information right in the middle of the page, instead of all over. This could just suggest the audience to be drawn into the middle of the page, making it simple to read all at once instead of all over the page, where people might get lost and confused with the information given.

I think this music festival would appeal to audiences between the ages of 14 - 30. I believe that this music festival ranges with audiences, due to how mainstream these artists are as well as the radio station supporting this festival is (KISS FM). The younger generation would be drawn into the page, by the use of the logo's of the artists as well as the range and style of the layout. The older side of the audience would be attracted by the modern look it gives, as well as the festival being supported by 'Kiss FM' (top left) which means that the audience who listen to this, would be very interested into coming to this festival.

**CONTEXT MC - DROWNING LYRICS**

Verse 1:
That day I’d have never know,
Listening to Mistajam rips in my headphones,
That you’d walk by, one of heaven’s own,
Erasing what’s before to run my life like Treadstone,
I don’t know if it was the song by the Weekend
Or the nutty bomb of MD
But her eyes had me feeling this way
Gripped I couldn’t look away

Chorus:

So I went and took a look into them,
and then I saw now
So I went and took a look into them,
I’m drowning now
- Trapped elated and hooked, breath had been took
Looking into them and I’m drowning now
- Coz I was captivated and hooked,
- Couldn’t help but just lose myself in one look
Could it really be this? Really be that I’m drowning now

Verse 2:

In one look I knew
That I could be the bloke to ring you when he’s out and misses you
Or ring your finger up and “Mrs” you
And this can be the first sight track she reminisces to
I dont know if it was the tunage by The XX
Or the text from my ex ending in an ‘XX’
But her eyes had me feeling this way
Gripped I couldn’t look away

Chorus x 3

**MUSIC VIDEO TREATMENT FOR CONTEXT - 'DROWNING'**

I imagined this music video to have an emotional effect on the audience as well as showing it through the character's eyes. The song is about the artists falling for a female just by looking into her eyes, a lusting moment.

I'm imagining the music video to have slow cuts due to the track being quite slow and calm. This could have a great effect because of the subject of the track and of the artist's way he's feeling. People often describe when they first 'lust' for someone has time almost standing still, not aware of your surroundings and just focusing yourself on this one person and I want these feelings to be put across in the music video. I'm also not wishing for the artists to sing into the camera like most artists of Context's genre do. Again, this is because I want to the artist to feel the emotions of lust and not being aware of people around him and just the female involved. Alot of close up's shall be used, of faces, eyes, hands and lips to show what the characters are doing as well as showing the emotion of lust and love. Establishing/wide shots shall be used to make the audience aware of the place they're in which will focus on target audience's urban landscapes. I'd also like this to be filmed at night, with most lighting coming from street lights, nightclubs, shops and cars. I feel like this would be appropriate as I can imagine the track to be better suited this way.

The track will be started off with an establishing shot of 3 out of the 4 characters walking down a street with the artist standing in the middle of the group. When the music gets close to the chorus, the 4th character (female) walks past the group with eye contact (POV shot) and then we witness the artist approaching the female character and then show signs of affection. alot of close up shots of his hands, face, eyes, lips and she accepts. Almost seems like a dream. He doesn't sing along to the song until we get a close up of them both, forehead on each other, looking into each others eyes to say "I'm drowning now". The second verse continues when she walks away and he follows behind. He ignores his friends, leaving them behind, she looks over her shoulder and smiles. Liking the attention. He ignores everything and everyone round him, dropping a CD of a band, which the song mentions and texts we see he fails to reply to. Chorus comes in again, with her still looking over her shoulder, turning around to smile, cuts back to the artists to say "I'm drowning now". As the song finishes we cut back to them both very close, kissing. extreme close ups of the artists lips saying "I'm drowning now".

I aim my target audience for this track for the ages between 16 - 30. The genre of the music (drum & bass/ pop) may appeal to an audience younger than 16, but they may have trouble in understanding the ways in which the male character acts towards the female. As the genre of music is very modern and new, it may not appeal to an elder generation, meaning they won't watch the music video. Between the ages of 16 - 30, we understand how easy it can be to act on lust to someone and understand the ways in people can react from it.

Music Video Research **Change of Song**

Since the change of chosen track, I didn't need to worry too much about starting from scratch. But I've decided to do some extra music video research that could influence my new track. It may be the same genre of music from my last track, but the song is more uplifting, heavier bass & alot more variety with singers and lyrics.

1. Nero - 'Promises' (2011)

This track is very similar to my new track, "One More Star" in the ways of featuring a girl singer and the emphasis on the chorus. This track uses it's technology and futuristic feel to make an unusual and space themed music video. The lyrics of the song so go with the visual video, but the audience may need to watch it more than once to really understand it. At the start of the video, we have a small section that last's for 30 seconds which a man and a woman talking, this leads to the audience questioning

2. Chase & Status ft. Delilah - 'Time' (2011)

This video differs to the last music video as this video has more of a narrative. The band do not feature in this video like the last video either, but the singer of the track does. Even though the track is very lively and uplifting, the video makes it come across as a sad and emotional song, expressed though the chosen genre, drum & bass. As the video is based on violence, the audience could say that the speed and loudness of the track could be related to why the director chose the topic of violence for the video.

3. Pendulum - 'Crush' (2009)

This track isn't similar to my chosen track by Olly B, but I like the storyline of this video and would be a influence in my own. It uses flashbacks, merged into the present of the video to show what life was like and how it is now. The use of different colour lighting shows which was past and which is present, makes the audience aware of the switch over. Red to show present (relating to anger) and white for past (dream & memory like).

4. Sunrise Inc - 'Still The Same' (2011)

As my chosen track is about a loss of a loved one, I thought about using the girl singer as a 'ghost' in my music video. From Sunrise Inc's 'Still The Same' video, it uses a faded and brightness edits to show the difference of being alive to being dead or non-existent. This will help me with the editing I could use in my own video to give it a dreamy and surreal look.