Callan Wheatcroft - Progress Report - Week 2

Now that all the footage has been converted and captured all there is to do now is to sit down and edit it. I filmed the footage in HD rather then DV and came across some problems but now after two lessons we have finally got all the footage on Final Cut.

Ancillary tasks will be done as homework rather than college hours due to the amount of editting that needs to be done on Macs.

Callan Wheatcroft - Progress Report - Week 1

On the 29th November I went out filming Matthew in the old Huncoat power station only to be held back due to the weather, it was really cold and the battery drained really quickly leaving us with 6 mins of footage, when i got the footage back to college the tape that i was given didn't work well and the footage was all pixelated.

On the 6th of December I went out with a borrowed camera and re-collected all the footage I should have had the week before, I managed to have all the footage on the computer by the 9th of December.

Green screening will be done by the 11th of December and all the footage of Kristina will be done the same night.

Potential Location Shots

We have both decided that we should use a gritty urban venue to shoot our music video so have decided to try and get some potential location shots on camrea and decide which we are going to use.

 

 

 

 

 

Callan Wheatcroft 

Magazine Advertisements

The magazine advertisement should follow the gritty, urban and working class feel that would appeal to our artists. The fun, funky and exclusive brand image should be pushed forward throughout the advert. The advert should mix something traditional that would work for the masses yet something new to appeal to the niche market to make the advertisement seem unique and quirky to push the brand image of exclusivity. The fun and funky aspect of the advertisement should be the traditional side of the advertisement. The indie clothing, the indie look and the standard indie poses.


Callan Wheatcroft  

Feedback 6/12/10

Good progress group!

- Make sure you ALL have done some research and planning for the ancillary tasks

- Keep blogging your weekly progress too - with pictures if possible!

- The deadline for all practical work is Friday 17th December at 4pm.

CD cover font

i used In Design to find the font we will be using for the front cover as this is the program we will be using to create the cover. After searching through a number of fonts i felt that this one was the most effective, the style of the font matches really well with our brand image as it is a very gritty font. This font is 'A bite' and the font size is 30PT.

Sarah Garrity.

Casting Shots

Matthew (Lead Sing)

Kristina (Actress)

Sarah Garrity & Callan Wheatcroft

Filming and editing progress

I have filmed part of the music video of kristina in her house, i wasnt able to do it all there and then due to the lack of props, however this has now been sorted and i will be filming more footage. However the footage i did manage to get has been edited slightly to the point were we have got rid of footage we will not be using, we also edited the jump cuts within the clips and added the track.

Sarah Garrity.

Inspiration - back of CD cover.

The Rolling Stones - Exile on Main Street


This image was a great inspiration for me as it brings our brand image across strongly. My initial idea was to take lots of image of our artist and edit them in photoshop to get a similar effect to this image.

Sarah Garrity.

Producing a Storyboard

Sarah Garrity and Callan Wheatcroft 

Research of Magazine Advert

There are many different magazines that would be ideal to advertise our artist. Kerrang, NME and Relix ( a independent indie music magazine)  are all magazines that our target audience would read.

This is a very typical indie music magazine advert. There are all dressed in the latest indie fashion and the font that they have used on the front of the cover is the same that is visible on their album. They look very indie in their appearance, the rhyme of lords and floor and the  of Glastonbury Festival to Glasto would also appeal to my target audience.    











This music magazine isnt that 'Indie' but however follows the same concept to advertising their artists. Muse are the main focus to the magazine, however they are shot in a darker more intense way to the Wombats (above). The background is grey whilst the Wombats uses backlighting to project the artist in a positive light.

Relix magazine is a perfect example to how we would advertise our artist. This is a small indie magazine that supplies our audience with everything that they want, interviews, reviews of live music, music videos and podcasts. The location is very urban country, the bands togetherness makes the audience feel as though they are together. The font of the writing is very unique to that artist and gives the audience a product recognition, this is what we want to create for our artistbut with a urban, gritty, working class northern image.






Callan Wheatcroft

Research of Album Cover

It is very important that the album covers represent the brand image the artist is giving to their audience and also represent what is shown in their music video. To start this research i looked for album covers that were from bands similar to ours such as Oasis, The Streets and The enemy.

This is one that especially stood out to me. I loved the simplicity of the image. I felt that the image represented the brand image the band are trying to get across, this being a social realism gritty band. Also the band member looks lost, lonely and cold. This is a situation that anybody could be in, instead of having a flattering studio photo. The photo has been editing to make the colours of the bus stop to stand out more and also for the image to appear darker.

The Streets definitely create the same brand image via their music video and the album cover. The music video is very realistic. He is in locations that his audience are all familiar with such as a gritty cafe.

Here again is another album cover that stood out to me, this is for similar reasons to the one above, the biggest reason for this is the simplicity of the image. Just like the first image shown, this again is a very realistic picture which the audience is familiar with.

I love the mystery of this shot. If it snows whilst creating the projected i think it would be great to have the same gritty free as the streets pull off by the locations E.G. bus stop and also have the mystery of the snow. All the album covers i have looked at are very simple and this is definitely what we will be aiming for with our album cover.





How will this match our brand image ? 
Our brand image is gritty social realism and we wanted to make this image strong across both our Cd cover and Magazine advert. I feel all the images i have used to gain inspiration have this strong image.

Sarah Garrity.

Props list, Costume plan, Location shots and Schedule plan for filming.

Shooting Schedule - Filming will be done on the weekend of Friday 19 Nov - Tuesday 23rd Nov
Green Screening will be then done on Wednesday 24th Nov

Costume plan will be in typical Indie clothing - Matthew will be a checkered shirt, leather jacket, tight fitted jeans and boots whilst Kristina will be wearing a dress and patterned tights, she will also have dark make up around her eyes.

Props list - Ipod, Ipod docking station, keys, chessboard, photos, bed, sofa and a mirror

Location - The majority of the filming for Kristina will be done in the studio on green screen and at her home whilst Matthew will be shot on outdoor locations, such as in Huncoat I have found very stylistic graffited walls and an old run down power station. Kristina's house will be made untidy to set the scene of a character that is losing the plot.

Callan Wheatcroft and Sarah Garrity

Risk Assessment

The health and saftey risk assessment form is very important to the project as it would be done on professional shoots to prepare yourself and your crew for any hidden dangers therefore it is essential.

Callan Wheatcroft and Sarah Garrity

Marlow's Hierarchy Of Needs

Our music video uses Marlow's theory of hierarchy of needs. One that will be shown thoughout our music video is 'Safety needs'. As our music video is going to be grim and represent loneliness this will make people feel more secure about there life, they will see it as someone having a worse life than them and this will make them feel better.  It will also show 'Self-Actualisation' our actress will experience some personal growth as the music video will show her getting better and better even though she has been in a hard situation and shows herself as being isolated.

Sarah.

Synopsis of Music Video

As the track we have selected for our music video is called 'Check Mate' we have decided to start our music video with somebody turning there song on on a ipod and then a couple of people will be playing chess, however this will be speeded up, therefore it will be at a fast pace to match the speed of the track. As the video continues it will divelope to a male artist singing the song in grim areas and also we will have a story going on during the video of a isolated girl that is basically losing the plot. This is very similar to the music video 'Love the way you lie' were there is a story going on aswell as showing the artists. We have also decided to use green screening which will consist of our actress (Kristina Tomlinson) trying to get away from lots of giant chess pieces. We have also be inspired by the music video 'I need you tonight - professor green' where he rips away the background and ends up at a different destination (this is at 1 minute 40 on the link below, this could be done by green screening and this is something we are definately going to try. If this is sucessfull it will show our acress trying to escape from a lonely place.



Sarah.

Feedback: 14/11/10

Not as much progress as I would like group- you are not doing enough of this outside of lessons - you have no other homework for this subject than this!!


I wont repeat my last post - so I will offer some suggestions for your planning..


Target Audience – don’t forget to use Maslow’s Hierarchy of Need – to explain why your product fulfils basic human needs ( get an iumage of the pyramid off the internet) – also use the uses and gratifications theory ( Blumler, etc…)


Remember when you do a post – that you have to include comment and analysis to get the marks- e.g. comment on the artist logos- do they fit and support/create the brand image of the artist well… do you think?


Keep pushing your theory -
- what ideologies are you pushing? ( e.g. brand identity is included in this? why does this appeal to your target audience?
- Institution: who would be promoting and paying for the video? A British Indie label (Rough Trade etc...) or an international major label like SonyBMG?


- practice shots -video?
- casting shots
- shooting schedule for the next two weeks
- Costume photographs - actual props- for your planning?
- scanned storyboards and animatic
- a scanned filled out audience questionnaire sheet - detailed feedback and findings from that research of your target audience.
- Make up tests? if relevant
- risk assessment form for your shoots - a template can be found on Moodle.




Dont forget the work you did in class on music videos and the key concepts - it can be included here!

Roles within our Group

Matthew Norris - Lead Singer
Kristina Tomlinson - Actress

Both myself and Sarah will be taking part in the filming, green screening and editing throughout the project as we are a small group and need to help each other out. Sarah will be responsible for keeping the equipment lent to us by college such as the camera, tripod ect. However it will be Callans job to make sure that Matthew Norris is available for filming and it will be Sarahs job to make sure that Kristina is available for filming and green screening. We will both have to be very organised and on top of our schedule to make sure that the project runs smoothly.

Callan Wheatcroft  & Sarah Garrity

Music - Callan Wheatcroft

The music we have chosen to use is off a band called 'Jellys Last Jam' that unfortuatly split up. From the bands many different tracks we chose the track 'Checkmate'. I Feel we can both be very experimental with this track as it is very original and unique to the band therefore we can explore many different areas of music video. I personally know the lead singer of the band and he gave me permission to use any of his songs from the albulm 'Alibi'.

Callan Wheatcroft

Equipment and Technologies

Throughout the whole of rhe project we shall  be using the program 'Final Cut Pro'. This is an advanced program with many benefits to it such as 'Chromer Keyer' which we will be using to green screen some of our actors in the film. We we be using a range of different lighting (define the lighting) when green screening ensuring that there are no shadows casted to make it look tacky and less authentic. We will be using a camrea recorder and a tripod to shoot all the relevant material for the music video

Callan Wheatcroft

The Brand Image

To sum up the brand image of our band is

 fun,
funky
yet exclusive.


This brand image will appeal to our target audience (teenagers aged 16-21) as it offers them something unique and strange that nobody can have any say in, especially their parents. The music can help give them their own personal identity and gives them the chance to get away from all the stresses that they come across in day to day life.

The logo to the brand image is very simple and authentic, it would have a very similar effect to the 'Rolling Stones' logo. Its a logo that is easy to replicate for the youths such as the nike logo thus I feel would be very popular and appeal to our target audience.


Callan Wheatcroft

Green Screening practice

This is the final video of our green screening practice. We started off with record a short 5 second clip of me against a green screen and then went to edit it in final cut. Whilst creating the clip we had to make a number of edits to the clip including removing the green background using Chroma keyer. Once the green was fully removed we had to use edge thin, softening and enhance tools to soften the edge of me. Once this was done we had to select a image on google, and we randomly picked a image of new york. Once the new york image was uploaded we had to resize both me and the background image. Finally we used colour corrector tab to match the colour of the background with me making it appear more believable.


Sarah.

Who Is Our Target Audience

Demographic and Psychographic Profiling.

Demographic profiling defines who the audience to a product is referring to their age, gender, geographical area, religion, sexuality and Socio-Economic Status. I feel that the audience that our music is aimed at are both male and females aged between 16 - 21. They would probably come from a well populated cultural city such as London, Manchester, Liverpool ect. The music would appeal more to the hetrosexual  athiest community and be aimed at people with the socio economic status of C1 - B.

C1- Skilled non manuel e.g. Sales assistant & Shop floor supervisors
B- Intermediate Managerial, administrative or professional e.g. Teachers & Solicitors

Psychographic profiling puts people in bands to define them more clearly.

1. Mainstreamers
2. Aspirers
3. Succeeders
4. Reformers

I believe that the audience that we are aiming to appeal to is a mixture of mainstreamers and aspirers.

Young and Rubicans Cross-cultural  Consumer Characteristics

YUPPIES - Young Upwardly Mobile Professionals
HEW - High Earning Worker
SNAG - Sensitive New Age Guy
ROB - Rich Ordinary Brit

I believe that it is these type of people that we will be typically aiming our product at, we will have to make our product mainstream to a certain extent but make sure its original  to be in keep with the new age feel to the music.



Callan Wheatcroft

Examples Of Good Successful Branding - LOGOS

Radiohead

Michael Jackson

Deadmau5

Groove Armada

 

Gorillaz

The Who

Callan Wheatcroft

Feedback 1/11/10

Some good progress group - however - all research should be done - are you doing this for homework?

all research should have been done by now -

a) branding - also include some research on artists logos and brands too!

b) Remember to link the demographics and psychographic theories and ideas to DEFINE WHO YOUR TARGET AUDIENCE IS!!! Define your target audience clearly.

C) Make sure that any research is linked back to YOUR PRODUCT! Otherwise it isnt relevant research

Some good stuff here - but not enough and not enough detail for A2! See the example blogs on the Advanced Portfolio Blog.

PLANNING:

a) Now you need to define THE BRAND IMAGE - of your artist
b) remind us of your target audience and explain how this brand image will appeal to them
?
c) Now include videos that inspired you - storyboards, animatics, props lists, casting shots and location shots/scouting, shooting schedules, risk assessment sheets for shoots etc...

Branding Our Artist

' Competitive branding became a necessity of the machine age, within a context of manufactured sameness, image-based difference had to be manufactured along with the product' - Naomi Klein, No Logo'

Basically consumers had so much choice, therefore the distributors needed to create a personality for the product. An example of this in the music industry is Miley Cryus and Hannah Montana. This is a example of a very successful type of branding. They thought about there target audience whilst creating the brand and created a character that children would love.

How do Brands work?

'Brands work because they offer us a form of guarantee, a set of ready make values attached to a product that we too can adopt upon purchase' - www.mediaknowall.com 

'Brands work because they turn a product into something unique and special, different to the rest - Branding allows a product to stand out from the crowd' - Naomi Klein, No Logo.

It is a clear fact that branding works, customers feel loyal to their brand, even when buying food, the customer would normally always buy the same brand as they know they will be receiving a good quality item. The same is for the music industry, the fans create a bond with the artist, and will always expect their music to be to their taste and will expect to see a good show when they go to their concerts. The music industry rely on branding to create that bond, this also rely on the brand to make the artist stand out and appear special. 

We want to follow the idea of branding when creating our band, we want them to be different and make then appealing to the audience, without that special bond i feel the video would not be a success. 

A sentence to describe our band

Upbeat energetic power-jazz.

Brand Logo

After much thought we decided to make our brand logo as simple and raw as possible. We toyed with the idea of creating a logo on the similar lines to the iconic Rolling Stones logo and came up the idea of having a a finger print but after much messing about with lots of drafts and re-dafts we came up with the final product.















Sarah.

Top Rock songs of today

As the indie chart wasn't what we was looking for in terms of music, i then decided to have a look at the rock chart. 


1) Enter shikari - Destabilise 
2) Guns 'n' Roses - Sweet child o' mine 
3) Muse - Feeling good (i have looked at the chart over the past couple of weeks and this song has been near the top on a number of occasions, therefore i decided to take a look at there music video.
4) Goo Goo Dolls - Iris 
5) Motor Head - Ace of spades 
6) 30 seconds to mars - Closer to the edge 
7) The pretty reckless - Make me wanna die 
8) Bon Jovie - Livin' on a prayer
9) Led Zeppelin - Whole lotta love 
10) Evanescene - Bring me to life
11) Linkin park - The catalyst 
12) Muse - Supermassive black hole
13) Led Zeppelin - Stairway to heaven 
14) Queen - Dont stop me now 
15) My chemical romance - welcome to the black parade

The music video follows a lot of the conventions of a typical rock video, which i was very disappointed with and the video didn't really keep me interested  The video is mainly based on the performance of the band, and the main focus is on the lead singer, when the focus is on the lead singer, close ups are used to create a bond with the artist and the audience. The artist create a angry image with facial expressions, this image is supported by the colour pallet used throughout the entire video, the colours of red and black are used as they represent danger.  

4) Goo Goo Dolls - Iris 

5) Motor Head - Ace of spades 

6) 30 seconds to mars - Closer to the edge 

7) The pretty reckless - Make me wanna die 

8) Bon Jovie - Livin' on a prayer

9) Led Zeppelin - Whole lotta love 

10) Evanescene - Bring me to life

11) Linkin park - The catalyst 

12) Muse - Supermassive black hole

13) Led Zeppelin - Stairway to heaven 

14) Queen - Dont stop me now 

15) My chemical romance - welcome to the black parade

After taking a look at the chart, it is pretty clear that most of the songs are very popular songs from the past, this could be due to the fact that there has not been any decent new rock songs from our era. This shows that there is a place in the market for something new and something different. This could be done by having a interesting music video that breaks the typical conventions of a music video.

Sarah. 

Target Audience Questionaire

Please circle the relevant answer

Gender   Male     Female

Age         15 or younger     16-18     19-21     21-30     30+

How often do you listen to music per day
0Hours    1Hour    2Hours   3Hours   4Hours   Other_______

What Genres of music do you listen to (you may select more than one)
Indie   Rock    Pop   Dance   Electro   Punk    Trance    Classical     R&B

Do you regulary download/buy CDS
Yes    No

Do you watch music channels on a daily basis
Yes     No

Who is you're favourite artist and what do you like about them
________________________________________________________

Do you tend to find music video's more appealing when:
 The video matches the lyrics       or           The video is completely random



This is a completed questionaire

Sarah.

Top 20 Albulm Sales UK and Worldwide

Worldwide

Michael Jackson - Thriller
ACDC - Back in Black
Pink Floyd - The Dark Side of the Moon
Meat Loaf - Bat Out Of Hell
Eagles - The Greatest Hits
Backstreet Boys - Millenium
Bee Gees - Saturday Night Fever
Fleetwood Mac - Rumours
Shania Twain - Come On Over
Led Zeppelin - Led Zeppelin 4
Alanis Morissette - Jagged Little Pill
The Beatles - Sgt. Peppers Lonely Hearts Club Band
Celine Dion - Falling Into You
Elton John - Goodbye Yellow Brick Road
Mariah Carey - Music Box
Micheal Jackson - Dangerous
The Beatles - 1
Celine Dion - Lets Talk About Love
Bruce Sprinsteen - Born In The USA
Bee Gees - Spirits Having Flown

15 out of 20 of the artists with albulms in the top 20 worldwide sales have all been in the rock/pop genre of music. This is very important because the genre of music that we are going to create a music video from has progressed from the rock/pop genre.

UK (Top17)

Queen - Greatest Hits
The Beatles - Sgt. Peppers Lonely Hearts Club Band
ABBA - ABBA Gold Greatest Hits
Oasis - Whats The Story Morning Glory
Dire Straits - Brothers In Arms
Pink Floyd - The Drak Side Of The Moon
Michael Jackson - Thriller
Queen - Greatest Hits 2
Michael Jackson - Bad
Madonna - The Immaculate Collection
Simply Red - Stars
Shania Twain - Come On Over
Fleetwood Mac - Rumours
James Blunt - Back To Bedlam
The Verve - Urban Hymns
Dido - No Angel
Simon & Garfunkel - Bridge Over Troubled Water

Callan Wheatcroft

Branding - History

Artists have created their own brand image to be unique and stand out from the crowd. They offer the audience something particular even though they may play similar music to their competition. A brand image makes an audience loyal to it and create an image that people link to and draw the audience to them over and over again.

'The Rolling Stones' have created their own brand image successfully with this logo.

This logo has been with them since 1971s album 'Sticky Fingers' to today. This logo is widely recognised and offers them 7 out of the eight elements according to mudvalley.com

Brand Essence- new wave
Brand Slogan- a current slogan introduced in 2005 'Established in 1962'
Brand Personality- rebellious two fingers to society
Brand Values- the youth against repression
Brand Appearance- a mouth with a tongue poking out
Brand Heritage- the tradition of the 1960's 'Sex Drugs & Rock n Roll' lifestyle
Emotional Benefits-offers the audience a sense of youth toetherness that will fight against anything that stands in their way

Its is through this that the logos"Advertising is not merely about selling the produst; it is about selling a brand, a dream, a message" (Katherine Viner, commondreams.org)

The brand has been pushed and pushed at us through advertising it has fixed in our minds and we can no longer get rid of it, everytime the consumer sees an image remotley like that The Rolling Stones will always be at the back of their minds. The brand has a constant message and theme thrown at the audience for nearly 50 years therefore instilling it in the consumers minds over and over again.

Callan Wheatcroft

Institution

The independent record label that would be ideal to produce indie rock music video would be 'Glassnote Records'. Glassnote Records currently have contracts with many indie music bands such as 'Mumford and Sons', 'Two Door Cinema Club', 'The Temper Trap' and 'Kele'.

Although Glassnote records is based in the USA it would like to broaden its field and is definatly big enough to so do. The record label isnt a money making machine, churning out the same old music videos and isnt into the mainstream music, this record label is more likely to produce somehting that is a little bit more out there, indie rock, indie pop, daft punk ect.



Glassnote Records are known for taking a 'sink or swim' risk with artists that arn't mainstream. Bands like Mumford and Sons have swam whilst bands like 'I Hate Katie' (now formely known as 'Darling Theives') sank.

Therefore i feel a band like 'Jellys Last Jam' which is the band we are taking the song from would thrive under a record label like 'Glassnote Records'.

Callan Wheatcroft

Nick Lacey - Genre Theory- 'same but different'

Many music videos offer the audience something that is 'same but different' as it is a tried and tested method to maintain the mainstream audience. This works very well if the artists you wish to make a music video for is an already established well known artist, however it wouldn't work well if you was a new upcoming band. Many artists create something thats inventive and experimental and and now and again you get an artist that creates a music video just to shock and distgust people to get their name known.

Certain artists that follow Nick Lacey's theory of offering the audience something thats 'same but different'. Bands such as 'Fall Out Boy' do this very well. They have a lot of the video based on the performace of the band but also there is a storyline that runs throughout it with Pete Wentz (lead guitar) the main character. Pete is the main character (not the main singer) as he is the member that all the women like therefore appealing to the female fans. Such music videos that do this are 'Dance Dance' and 'Thanks for the Memories'. Another band that follows the conventions are 'Florence and the Machine'. Florence's video however unconventional they may seem, are all very similar to one another. The main focus is on Florence throughout her videos, she is always dressed in wierd and wonderfull clothes and it is either filmed in the countryside 'Dog Days' and 'Rabbit Heart' or completely in a studio on green screen 'You got the Love' and 'Kiss with a Fist'.

On the other hand there are artists that offer non of the above. An example of this is Progidy's 'Smack Your Bitch Up'. This music video has been used purely for the shock factor. The drug use and explicit sex was used to create controversy, the controversy would get the video banned and make it even more popular. The experimental use of POV cam and editing when the music kicks in, the the vision of the women is warped thus breaking the conventions of a music video. Another band that breaks the conventions of a music video is Bloc Party with 'Flux'. This video doesnt have any of the band in it and just shows monsters attacking a city, the monsters are clearly people dressed up in costume and wouldnt be that expensive to re-create. The only editing is laser beams and explosions on a minor scale and that wouldnt be that hard to acheive. The cinematography is very varied and there isnt that many close up shots to create an audience artist recognition.

Callan Wheatcroft

History of the Indie Music Video

The original Indie Music videos were made notable by many very influential bands in the early 90's. Bands such as Oasis and Blur kicked it all off with their working class gritty image. This gave the band a certain authenticity and wide appeal to the working class as they felt that they could connect with them, they made their image as the same as their audience.

Oasis

The typical mise on scene of an Oasis music video is the working class streets of the north of England. Many of their films have been changed to black and white in colour such as 'Wonderwall' and 'Importance of being Idle'. They dressed very ordinary like much of their targeted audience and performed in a very realistic, carefree two fingered to society manner. In many of their music videos the cinematography is based heavily on the band performing, most of the time the camera shows close ups of the two brothers Noel and Liam Gallagher. The lighting is generally very low key with lots of scenes being in black and white, their is lots of side lighing used to show that the band has two different sides to it.

Blur

There image is very similar to the image of Oasis however they have a different approach to their music videos. The colour thats used are very in your face especially in videos such as 'Park Life', 'Girls and Boys' and 'Country House'. Whilst Oasis give a very dark and mysterious aura off in their videos Blur's video show a lot of humour (Matt Lucas having a cameo role in their music video 'Country House'), however from then on all the conventions are very similar. There are lots of close up shots of the lead singer to give a connection between him and the audience. He looks very ordinary like 'One of the Lads' and his perfomance is very entertaining for the audience as there is generally lots of dancing about and playing pranks giving the band a
very down to earth authenticity.

Callan Wheatcroft

Kick starts - example

I was originally looking at the official indie chart, however the songs on the chart didn't seems to be indie enough for the type of music we was looking at. I decided to still have a look at a couple of the videos, where i came across Kickstarts by Example. This video really stood out to me as a broke the conventions of a typical indie music video.

From the start there is a very fast pace editing that flickers through lots of short clips, however when the music begins it then slows down to a average pace, then speeds up again when it gets further into the song. It slows down during the verses so the audience can interact with the artist whilst he is singing the verses. 

There is a number of split screens throughout the video, and within the split screen it shows different clips of lots of different people doing the same thing. The people within the music video are all dressed very differently, this is to keep the audience interested, as the have lots to look at. The video the goes into full screen but flickers through all the different people again, by having so much going on in a music video keeps the audience  interested and then the video can be watched over and over again as the viewer might have missed things the first time.

 The video then continues to be very random. Within the split screens there is a number of random things including fingers and sunglasses. I loved how random the video is and this will be a inspiration to us when creating our music video. Sarah.