Foster Kenzie - New Model Soldier, 18th March 2016
Brief
We are making a music video for the band 'New Model Soldier' in the style of warp. It will contain relatively mature themes to suit the older target audience of the band.
Target audiences
The target audience is that of a more mature, adult group (30+) because of the more thought provoking and darker themes of the music. It will probably satisfy a majorly male audience as the band are all male with influences from bands with a predominantly male fan base, and the demographic the music is aimed at is that of B-C2 as the lyrics will be relatable to members of that group and the music video will be local and grungy.
Segment synopsis and how it relates to the brief
Performance
The performance will depict the band playing live at a local venue- we already have footage from the plug so it is likely this will be used at some point in our cut to help create a star persona for them. There will also be performance footage of them playing in their recording studio, dressed casually in a manner that reflects the style of the music. We would expect more mature people fitting into the sub-culture of classic rock fans to listen to the music.
Narrative
Our music is a hybrid video that will cut between the narrative and performance. In the narrative a man will be depicted walking around the streets of town and seeing crimes taking place by a hooded figure whom the audience soon realise has the same face as the main man. He manages to keep avoiding this hooded version of himself, until the end of the narrative where he spies his reflection (possibly in a shop window) and realises that he and the criminal are one and the same. Some of the crimes that may happen are: somebody getting mugged, a fight on the streets or vandalism (pretend he is graffitiing the walls).
Contingencies
If our band are unable to do our music video then there are back up bands we can use called Sebella or The Zenon band which are willing to aid us. For some reason if we can't get footage of New Model Soldier performing we may need to either hire people to play the band that look similar or compromise by having a purely narrative video. There is a chance we may be unable to use the equipment as it is booked out and we will need to solve this problem by either using our own or hiring the necessary equipment from other places.
Key milestones
Planning(narrative, song permission, story board, location scouting, risk assessment): Friday 22nd January 2016
Filming: Friday 22nd January 2016 - Friday 5th February 2016
Editing: Friday 22nd January 2016 - Friday 5th February 2016
Draft of music video: Friday 5th February 2016
Launch date: Friday 18th March 2016
Equipment
We will be using a canon 650D DSLR camera for the shoots along with: portraiture lens, wide lens and we may experiment with a fisheye lens for recording studio footage. We may try to create the effect of ghosting using the equipment. Of course we will also be needing a tripod for the wide shots to get the desired effect. When it comes to the lighting, the majority of the scenes will be lit naturally as most of the narrative is set in Sheffield town centre; however for the scenes in the recording studio we may wish to use high key lighting to cast the shadows of the band members across the walls. The software we will be using is premiere to edit the videos.
Props and models
It is likely we will use the lead singer (Dave) as the protagonist of the narrative as he was previously an actor and this would link the diegesis to the performance nicely. We will need to either hire actors or get friends/family to act as victims of the crimes as they will only be onscreen momentarily so do not need to be excellent performers. For the criminal activities we will need props such as wallets/handbags (for Foster Kenzie to steal) or a spray can (mimic vandalism). When recording New Model Soldier's performance in their recording studio the band will be dressed casually, in a fashion that reflects the genre of the music. During the narrative the protagonist will wear the same clothes as he does in the performance whereas 'Foster Kenzie' will be dressed in dark attire and a hoodie to hide his face.
Locations
We have two locations for the band performing so far; one of which is at the local Sheffield venue 'The Plug' and the other is in the outbuilding-turned-recording-studio. Both will be easy to obtain and is just a matter of when the band are next available.
The narrative will mainly take place in the town centre, both on the high streets and down grimy back alleys that reenforce the dark nature of the diegesis. We also wanted to use a small shop at some point to pretend Foster Kenzie is stealing something but we would need to obtain permission first.
Health and safety considerations
We need to take into consideration: our ability to contact a first aider/hospital, ensuring somebody knows where we are so they are alerted if something happens, location scouting (location safety), keeping equipment safe (putting it away in the event of rain), time of day (we are more at risk in the dark and have a wider effect on the public) and setting up equipment safely.
A location recce form is needed to make sure the areas are suitable in terms of our production, as well as for health and safety reasons. We will be taking pictures of the location, which will help us plan what we will film there and how to do it. For each location a risk assessment (a form that highlights any risks we may face when recording in that area to make us aware of any risks) must be done as well as a location recce form to make sure the areas we are considering in our production are suitable and safe. We will be taking pictures of locations for evidence, as well as to plan ideas for that certain location.
Legal, ethical, scheduling and certification
Ofcom is the office of communication that regulates TV and radio content by setting guidelines for what is considered appropriate. It protects anyone under the age of eighteen. The concept of our indie-rock music video is about a man named Foster Kenzie shadowing the protagonist and committing criminal activities only to discover that they actually are the same person. Our video will contain alcohol consumption; guideline 1.10 states that alcohol cannot be glamourised or condoned and is not to be featured in things made primarily for children. We will not be showing excessive alcohol use or encouraging it in our video to adhere to these guidelines- as well as this our video will be for an older audience so it will not be featured in anything a children may view anyway. Violence and dangerous behaviour will also be featured in our music video (1.12, 1.13), such as Foster Kenzie stealing people's purses/wallets and possibly starting a fight on the streets. To cohere with the guidelines this audio-visual promo is not intended for children and will not be featured in anything made primarily for them. There is a rule called the Watershed explaining that explicit content can only be shown on TV after 9pm for children's sake. Instead our music video may be shown on music channels such as: Kerrang and MTV rock because they will target to sub-culture best associated with the music genre. Plus, both these channels (especially Kerrang) should predominantly target an older audience which we feel would prefer this music- as well as a lot of men. The band have already been asked for permission over the usage of their song, but we also need them to sign a release and consent form as the Data protection law of 1998 states that "consent must be sought of individuals who are featured in photography or video footage, for it to be published or broadcast". It is important to gain their permission as their material is under the copyright law and we could be sued for misusing it.
Distribution
Our target audience would theoretically be able to watch our music video in multiple places, the first being a music channel such as Kerrang! as the genre of the music is the type that would be shown on this channel. The second would be online on sites such as YouTube and Vevo as they are used to distribute videos, this could also be seen alongside videos of the band performing live. Social networking sites such as Facebook and twitter could also show them if the band chose to put them up (they have a Facebook page they could show the music video on).
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