Planning: Costumes And Props

Costumes are a very important key aspect of our music video that affects how the target audience see the artist and how the artist comes across.

• Our costume must be based around what the target audience wish to see which is a smart casual look just like Calum Scott wears in his music video. This type of clothing will change when he is pictured in his room where the clothing will become very casual. 
• The demographic for Calum is a young adult who is fashionable yet quite subtle with his clothing choice. 
• The actor must feel comfortable in what they wear throughout the video as if they are not comfortable then they may not perform to the best of their ability as they are self-conscious of their clothes. 
• Our clothing has to be affordable if we are going to purchase it, however, our first option would be to take a look at the actors day to day clothing to see if this clothing fits in with our style. The target audience want to see them in a smart casual form so therefore the ideal outfit for our actor when he is outside playing a narrative scene, would consist of a smart shirt and jeans with some smart shoes or trainers. This is a typical outfit for a young adult. However, when the actor is on his bed, he would wear jogging bottoms and a top to ensure that he is at home and in his own company. This could also show that the actor is upset and has no effort in dressing nicely. 

During various different scenes, we have decided that the actor will change outfits depending on where about he is during that sase. For example, when he is performing infant of the camera, he will be visualised in smart casual clothing however when he is in his room or at home, he will be in casual clothing such as jogging bottoms and a top. 

Option 1:

This is our first option of clothing for our cast member to wear while acting in a narrative scene, we have picked this type of clothing as it fits in with the typical look of our target audience. We believe that choosing this outfit will represent how we want our cast to come across to the audience, it fits in with the expectations. we have picked these particular items of clothing for our cast member to wear as we know that he already has all of the clothing presented. This will work out cheaper for us in the sense that we wouldn't have to purchase any new clothing of or cast member to wear during the music video.


Option 2:

This is our second option, this type of clothing would be more suitable for our narrative scene where our cast member is sitting in his bedroom looking at his phone. It presents the cast member as comfortable and chilled at home in his bedroom. It also fits in with the typical chilled out look for our target audience. As a young cast member, if fits in more typical with his age and type of clothing choice. Again, this would be a cheap option for us as we know that our chosen cast member has all of these pieces of clothing making it easy for him to access and where. However, this particular look wouldn't look so good in a performance scene as he would look under dressed and scruffy.


Props:

In our music video we will be using various props to help us get the most professional finish to our music video as possible. Within our music video, we are not using a lot of props as we are focusing more on the characters emotions during the narrative scenes and more on their lip synching within the music video.

The first prop that will be featured is an iPhone 7 which the cast ember will hold in his hand reading the message that starts off the music video. This prop will help us when showing the audience what the music video is about and why our cast member feels the way he feels. This would be an incredibly cheap option for us as our cast member already has this phone so therefor he can use it whenever he likes.

This is our second prop that we are going to be using in our music video when the narrative opening scene starts. We will have our actor sitting upon the bed while reading from his mobile phone that is featured above. We have decided to use a double bed as a prop so that it shows the actor is at home in his bedroom when he receives the text that upsets him. Creating this scene for the actor to be in suggests that he is relaxed at home and as the music video goes on, the text seems to have agitated him which forces him to move out of his bedroom where our actor will have a change of clothing.  

Planning: Casting

The casting for our music video is very important, we need a cast member who isn't embarrassed and shy in front of a camera. It is important that we do our research into our cast members in order to get the best outcome for our music video without any flaws in the acting and lip synching. The person we cast will have to be very confident and outgoing, this is very important as it will effect our music video negatively if the cast member is shy and self-conscious in front of the camera.

The cast member will not only have to be confident and outgoing, they will have to have a skill of being able to lip synch the lyrics to our song in order to make the music video flow successfully. They will have to convince the audience that they are truly singing the lyrics of the song in order to make the music video look professional.

The cast member would also have to fit the artists typical look that is expected by the target audience. In our case, the artist of our song is a young adult who wears fashionable clothes however they are quite smart. Therefore, within our music video, the cast member would need to wear smart, casual clothes are fashionable so that it fits the expectations of our target audience. 

We have decided that part of our casting planning, we will test the candidates that we believe live up to the standard of taking part in our music video by getting them to mime a song for around 10 seconds to test their confidence in front of a camera. These candidates are the people we had in mind for the cast in our music video:

Charlie Styles 

We believe that Charlie could potentially be a good cast member for our music video as he is very confident infant of a camera, however, in order to test his ability to lip synch the lyrics to our chosen song 'Dancing On my Own' by Calum Scott, we will film him lip synching a part pf the song to make sure that he doesn't become embarrassed and shy. The music video will cross-cut from narrative and performance scenes so in order for these to run smoothly we need a confident member, Charlie is very confident and is very outgoing so we believe he will be good for the cast member of the main singer. The performance side of the music video will occur when the chorus plays, the cast member will have to lip synch the lyrics, we believe that Charlie would be good at this as he doesn't get shy and he can act quite well without getting embarrassed. His schedule is relatively free so therefore it would be easy to fit in filing times in various different lights and times of the day. however, Charlie listens to a   different music genre so it may be harder for him to act out and make the lyrics believable so therefore this is why it is important for us to do a small clip of him lip synching and acting for us to make sure he is suitable for our role.

Sam Nix 

We believe that Sam would be quite good for our music video as he is quite confident and out going however, to make suer that he is one hundred percent suited to our role within our music video we will get him to mime to a song while we film him to make sure he doesn't get embarrassed and shy. Sam is very outgoing in his group of friends however, in front of a camera he could become shy and embarrassed which could effect our music video in a native light. This could make editing and making the music video flow a lot harder therefore we must make sure that Sam is still confident in front of a camera. Sam is also good for our cast member as he listens to similar music to our chosen song, this makes it easier for Sam to be more enthusiastic as he enjoys listening to the music himself. Sam has quite a lot of priorities such as work so therefore it may be difficult for us to fit the schedule of filming around him so therefore we wouldn't get a large range of lighting and locations as we would have less time to film.

Edward Pearce

We believe that Edward would be another good candidate for our cast member in our music video as he is quite outgoing and confident. This is important for our music video as he needs to be confident in front of the camera in order for the music video to run smoothly. Edward also wears the same kind of clothing that our chosen artist wears which is appreciated by the audience , influencing them to buy their merchandise to get a similar look. This is similar to Charlie. Unfortunately, when Edward is put in front of an audience or a camera, he becomes more shy which could be a major problem when it comes to filming out music video. This may make it seem unprofessional if our cast member isn't very outgoing and confident when performing in the music video and taking part in narrative scenes.


We decided that Charlie was the best for our music video as we have discussed the pros for choosing him. One of these is that his schedule is very flexible so therefore it will be say for us to film whenever we wish to in order to get the best music video possible. He also fits into our target audiences expectations of our artist so therefore this will make the video more accepted by our target audience. Here is a video testing Charlie's ability to perform in our music video making sure that he is confident and suitable for our role:

Planning: Filming Locations

The locations where we are intending to flip our music video are very important to the production of our music video. When taking the location into consideration we will need to discuss certain factors, these are listed below.

• The availability - When we are planning to film we need to check to see if the location is free to use so that it fits into the filming schedule for us. This is vital because we mat spend a long time planning to film of a certain date and then the location is not available to use. 
•  The general location - We will need to know where the location is where we want to film, this is because if it is a far away then this could be a problem for us to get there. In certain circumstances we may need to re-film some shots so if the location is closer then this can be achieved much easier.
• The suitability - If the location is often busy and lots of people frequently go there then this is possibly going to not go well for us filming because they may interrupt our filming and this could hold us back and slow down the production of our music video. 

Location - 1

In our narrative part of our music video, our character will be sitting on their bed alone, they will be looking at their phone as they device a text saying that the girl he deeply loves is seeing a new guy. This location is the bedroom of our actor that we will be using. this bedroom has large amounts of space in it which allows camera equipment to be put in and also move around feel. When we are filing in this location we will need to see if the lighting is sufficient so that the filming comes out well. Also the colour of the room is modern which shows that the character is a typical teenage boy and this also shows he is grown up, this is vital because this is the age of our target audience.

Location - 2

This is the trip that we will take in order to get to the second location, will walk to this location or even drive there in a car. 

When it is not the chorus we intend to film most of the filming at the quarry, this is where our actor will walk along the paths whilst lip syncing to the song. This will require the location to be quite, this will effect the filming as we may be interrupted by people passing by. 

Planning: Audience Feedback

Music Video Planning: Storyboard Animatic

Music Video Planning: 60 Second Pitch

Here is the full 60 second video of me and Elliott pitching our ideas for our music video and describing why we have chosen to do this.

This is our 60 second pitch, we have created this in order to describe our final ideas for our music video. Creating this has helped us gather all of the information that we need to produce our music video and finalise ideas that have come from our initial ideas. This has helped our justify what our target audience would like to see in our music video.

Music Video Planning: Initial Ideas

This is a sheet of my initial ideas that I have began to put together. I have discussed the settings and various different senarios that could possibly occur in my music video.

Further Research
To expand on my knowledge of what I would like to include in my music video, I have watched the video that was originally created by Calum Scott and his producers. It has given me a clear idea of what this specific type of music is based around theme wise. Throughout the music video, it shows Calum Scott singing along to the song, it also shows a large amount of people standing looking ahead of them. The music video only contains 2 different scenes. This music video is quite simple and easy to recreate however, I am not trying to recreate it, I would like to create my own music video however using the technique of the artist singing in the video. I will do a casting test for the people whole I believe are suitable to mime the lyrics of the song to the camera. I will do this to make sure that they are not shy and they fulfill the potential to make the video as best as possible.



I have researched some other music videos that fall into the same music genre as the song I will be recreating the video for fits into. In Ed Sheeran's music video of the song Small Bump, it contains him singing in a hospital. The music video fits in with the lyrics of the song as it is about a miscarriage so therefore the theme of the music video fits in with the theme of the lyrics. Throughout the whole of the video, the setting is in the hospital showing upset and distressed people, as Ed is singing, he is seen to be quite down and upset, this connects with the lyrics as they are sad and depressing so therefore Ed Sheeran is emphasizing the lyrics. 


The narrative of the music video follows a story line however, I have decided that this idea for my music video would not be suitable as I would like to introduce various different settings to make sure that the lyrics and the context of the music video are interesting and that they fit together quite well. 

The lyrics to Dancing On My Own are featured below: 



Somebody said you got a new friend

Does she love you better than I can?

And there's a big black sky over my town

I know where you're at, I bet she's around

And yeah, I know it's stupid

But I just gotta see it for myself I'm in the corner, 

watching you kiss her, oh oohh

And I'm right over here, 

why can't you see me, oh oohh

And I'm giving it my all, 

but I'm not the guy you're taking home, 

oohh I keep dancing on my own I just wanna dance all night

And I'm all messed up, I'm so out of line, 

yeah Stilettos and broken bottles I'm spinning around in circles

And I'm in the corner, watching you kiss her, oh oohh

And I'm right over here, why can't you see me, 

oh oohh And I'm giving it my all, but I'm not the guy you're taking home, 

oohh I keep dancing on my own

And oh no

So far away but still so near

The lights come up, the music dies

But you don't see me standing here

I just came to say goodbye

I'm in the corner, watching you kiss her, oh oohh

And I'm giving it my all, but I'm not the guy you're taking home, oohh

And I keep dancing on my own

And oh no

Said I'm in the corner, watching you kiss her, oh no

And I'm right over here, why can't you see me, oh no

And I'm giving it my all, but I'm not the guy you're taking home, oohh I keep dancing on my own

So far away, but still so near

The lights come up, the music dies

But you don't see me standing here.

The lyrics that are sung throughout the song are all very similar and repetitive. Therefore the music video that I would like to create needs to link in with the lyrics of the song therefore, it needs to include a crowd of people to give the impression of an individual being alone in the corner of them all. The person who will be miming the song lyrics needs to seem quite upset and depressed to fit in with the lyrics of the person feeling upset and lone watching the person they love with someone else.  

Music Video: Who are my target audience

 

As my chosen artist fits into the genre of 'pop' music, identifying who his target audience are will help me to ensure that all of my future planning for the music video, CD Digipack and MMA are tailored to appeal to this group. This is important as the tasks are part of a promotional package with the aim of encouraging the target audience to purchase or download the album. Securing the loyalty of members of the target audience could then lead to them making further purchases in the future, following the artist on social media or going to see him at a gig and buying other merchandise.

Callum Scott's target audience are mainly teenagers and younger adults. They are more likely to be female than male although some young males will also find his music appealing.

On his website is has an official clothing its where fans can buy his merchandise. The clothes that are featured on the website are unisex however, his fans are mostly young teenage girls so therefore they can where his merchandise. 

 

His fan websites 

His target audience will be aware of current trends in fashion and will probably be influenced in what they wear by current trends. They will shop at high street fashion retailers that are popular with this age group such as New Look, Topshop and River Island.

In their spare time, they will enjoy using social media to keep in touch with what its happening in the world and will probably use the internet as their main form of entertainment. They are more likely to watch Callum Scott's latest music video via Youtube than on a digital music channel such as MTV or Viva.

However, my target audience are still interested in some prime-time entertainment shows on television such as The X Factor  and Britain's Got Talent which is where they may have first seen him perform.


Initial Audience Research 
Caitlin is an 18 year old girl with a passion for music. She lives in Northamptonshire and attends sixth form. Her biggest passion in life is listening and connecting to music. Caitlin began to listen to music from a young age and it quickly became a regular thing, she enjoys visiting various different gigs and concerts including visiting her favourite artist, Calum Scott at his gigs. Her other favourite artists include Shawn Mendes, James Author and Ed Sheeran.


Caitlin enjoys attending these gigs and concerts as she likes the atmosphere and the way the music makes her feel. Caitlin has never played any acoustic instruments but wishes to learn to play the guitar, she wishes to take lessons at her local music shop and extend her skills by watching videos on the internet. She is inspired by various different artists that feature in the charts. Caitlin states that she visits her favourite artists fan pages on various different sites, this gives me the indication that fan pages play a big part in the promotion for the artists merchandise and products. It also gives a good indication of the image they want to get across to their fans, for example, on Calum Scott's fan website, it shows him in smart shirts and jeans. This gives him an image that young teens may want to recreate or aspire to look like.


Caitlin also stated that she likes to wear merchandise of her favourite artists, these merchandise are usually brought off of their websites or at concerts or gigs that she attends to. Caitlin is inspired by music and listens to it to zone out and just have time to herself. This indicates that the music is calming so therefore the music video would be quite calm and basic in order to match the tone and lyrics of the song. I have researched how music effects the brain and it is stated to change the state of mind the person is in. This video expands on this theory.