1. Evaluating Music Video
Research and Planning

2. Developing the concept
• I explored different songs that I liked and
looked at the ones that would appeal to my
target audience
• I investigated different genres and liked the
idea of a sixties style mixed with jazz/blues
• After I chose my song C2C Down the Road I
looked at different concept ideas
• For example I came up with several different
ideas and then chose my favorite one

3. • After looking at the Kaleidoscope element I
researched different videos with this feature
• AX.PARIS advert -
https://www.youtube.com/watch?v=XbUeMJ8KizI
• O.P.I advert -
https://www.youtube.com/watch?v=AGLCZSwYfD
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• I liked the idea of featuring this into my video and
I established that my video would then be post
production based.
• I also looked at my star image looking at an edgy
however hip-hop look

4. Research I did include:
• I researched different artists that
were similar and therefore I came
up with the idea of having a
female as my main act as it would
create a wide fan base of both
male and females.
• I also looked at similar music
videos in order to help create a
context, this helped us to come
up with the idea of a circus theme
in order to make my video look
more interesting.
I liked the idea of using
masks to hide faces

5. Original concept
• Originally I liked the idea of filming something in
London with someone in a busy street however
we decided that after researching this enough I
was going to change it as it would be to hard to
film in a busy area with people walking around.

6. Finally
• I came up with the treatment idea by looking
at the Kaleidoscope and also looking at
shadows all over the wall. I then incorporate a
performance element into it.
• Gnarls Barkley ‘Crazy’ -
https://www.youtube.com/watch?v=bd2B6Sj
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• I tried not to be to literal about I music video
and looked at Gnarls Barkley ‘Crazy’ in order
to help expand my idea

7. • From watching this video I established that I
could not use the Kaleidoscope theme
throughout the video and it proved to me that
I would need to incorporate something else
into the video.
• This helped me to then come up with idea of a
clown act and a doll act to make it more
appealing to the audience.

8. This is an image of my target audience

9. • We looked at the ways artists are created and
established, from a talk Emily Tedrake who gave
me an insight into how an artist is formed, this
helped me to understand what I was looking for
in the star image.
• After understanding how I could create the star
image I looked at a treatment where I would
gather all the information for my acts. For
example we looked at other videos of artists who
were able to appeal to a similar target audience,
from doing this I found out some useful tips. For
example the clothing and make up of my artists
which I then applied in my treatment.

10. • After establishing that I wanted to use a
Kaleidoscope and shadows I then formed the
final draft of my music video. I looked at
various sources for example articles and
videos, from watching one particular video
• https://www.youtube.com/watch?v=8Uee_mc
xvrw
• I established that I wanted something that
would seem different and weird, this is where
I came up with the idea of having a clown
aswell as a doll with exaggerated make up

11. Researching music video
• After pitching several different ideas I
eventually settled on the idea of the
Kaleidoscope – this would synchronies with
the style of the song which is French electric
music
• I also looked at the original music video and
decided that I could make something just as
interesting however completely different. As
the song is electronic style I decided that I
could make the video look electronic style too.

12. Researching
• Overall researching and looking at different
videos and concepts helped to encourage the
context of my video and it also helped to
establish how I could incorporate different
themes into my video, for example using all
the acts to stand in front of a green screen
which would then enable to transform into
the kaleidoscope

13. Location
• Primarily I looked at shooting off-location, for
example in the first concept it involved
shooting in London in a built up area.
However after drawing up several different
concept ideas I decided that I would be able to
shoot all of the acts in the studio in front of
the green screen. This meant that I would not
have the hassle of filming in an area where
there are people walking around and
potentially ruining the shots

14. Props - instrument
• Prior to the shoot day I made a list of all of the
props that I would need in order to be organized
and make sure that I would not forget anything. I
knew that I would have to find instruments for all
the acts, therefore I looked at the instruments
that the song needed and then tried to find a
suitable fit. For example I did not want to have a
guitar that looked shabby. I liked the idea of
having an old fashioned microphone in order to
create a sense of the sixties style

15. Props - extras
• I knew that I had to purchase a guitar that I would be able
to smash, so I looked at ones that I could afford and that
could be broken
• I also looked into the idea of horse heads which I thought
would look good against the shadow effect that I would
create in post-production
• Additionally to go with the circus theme I searched
different acts, for example a fortune teller throwing around
cards, this then helped us to establish what one of the
random acts could be
• I also knew that I would need juggling balls for the clown
• Finally I had the idea of popping gum which was influence
by Miley Cyrus’s music video ‘We Cant stop’:
• http://www.youtube.com/watch?v=b_mwiAhYKCU

16. Costumes
• I tried to find a sense of synchronization within my
costumes so that the acts would look like they were
from a similar time period.
• As my artists name is Luella Rouge I decided that she
should wear red.
• The doll costume was researched and then inspired by
a circus doll that I discovered
• All the costumes were thought about prior to the shoot
day and I made sure that they would fit and be
appropriate
• Additionally I had to cut out anything that was green as
it would affect the green screen editing process

17. Set design
• I saw a set designer who helped to give advice on
choosing a set. I looked at having a a plain black
wall surrounding the act with a star cloth to create
a sixties style surrounding. This was inspired by
this video:
• http://www.youtube.com/watch?v=NF-kLy44Hls
• However I then established that I would only need
a green screen throughout
• Sorting out the set helped to put my video into
perspective and establish where I wasre aiming to
go.

18. Storyboarding
• Storyboarding gave a clear outline and an
organizational structure into what my shots
would then look like, additionally it helped us
to spot any errors or potential for any new
shots.
• It helped to frame and structure my work in
an organized form
• It also helped my idea come together and it
helped us to see what the outcome would
then look like

19. This is a screen shot of my story board which clearly
indicates a shot by shot process with a description of the
time and the shot number

20. Animatic
• The animatic gave an outline on what my video would
look like at after drawing each picture for the
storyboard – the animatic was hugely beneficial as it
showed us that I did not want to have just a plain white
background.
• Furthermore it helped us to plan my the story and map
out each shot so that I could have a successful and easy
shoot day
• I thought that this was a great planning process as it
showed us that I would have to add more acts to the
scene in order to make it look more interesting and
appealing to a young pop audience

21. Screen grab of animatic

22. Planning
• The planning process helped us keep on track
and be organized – it also helped us to make
more informed decisions during the
production process
• I also did several test shots and screen tests
prior to the shoot day in order to make sure
that my acts were prepped and ready

23. Casting
• Casting created a huge impact on my music
video, I chose a cast that I thought would look
good behind the camera, appeal to the
audience, and however be able to act out and
not get shy behind the camera and the lights. I
think that this was a huge influence, as I chose
Paulina Keller who is a drama student she was
able to act and be playful which made the
video look more professional and interesting

24. Animatic
• The animatic was hugely successful as it showed
us what I was missing and that I needed to make
it more interesting, it also warned me that I
needed to have enough footage so that was
would not run out of things to introduce into the
sequence
• The animatic was the main reason that was chose
to add the ‘random’ acts to make it look more
interesting. I think that the ‘random’ acts were a
good addition to the video.

25. Finally …
• Overall my research helped to establish where my music
video was heading, not only this but it also helped us to
keep organized and on track of what was needed to do
• To an extent I changed some things around on the shoot
day, however all my planning, e.g. the storyboard, helped
to structure my day and as a result of this I did not run out
of time to shoot everything
• The shoot would have been even better if I could have
added more ‘random’ acts in order to create a bigger feel
of the circus theme
• I could develop my idea to create a better backdrop so
that all of my shots would not just end up in a
kaleidoscope.