Digipak analysis - Miss Miller

Digipaks are often used to present an artists album or single in more depth with a personal touch from the artist consisting of a message or signature. This allows fans to get a bigger insight into the reasoning behind the music and enables them to further connect with the artist. Typically the digipaks consist of a gatefold (book-style) paperboard or cardboard outer binding, with one or more plastic trays for the CD. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s, they are now used by a variety of big name artists in order to promote their large scale releases of sings and albums. Artists are often seen to either use jewel 
   CD packaging opposed to the use of digipacks when presenting their music:  

   Comparison of Digipak Vs CD Case

Jewel CD Case

Plastic case means the paper inside is protected and will last longer

Most of the detail is solely on the front and the back, meaning that it is more likely to grab people’s attention and make them want to buy the album
Will often contain lyrics of the songs included, so people who buy it will be able to learn the songs and relate to the artist more

Digipak (Special Edition)

Digipak’s contain higher quality images and meaning in them. Digipaks usually contain a letter/note from the artist directly to the fans, giving it a more ‘personal’ feel.
Sometimes they contain bonus tracks, whereas the CD version may not.
The digipak has 6 sides, so more opportunity for visible artwork, information (such as lyrics) or promotions. This way the artist has a better chance at attracting potential buyers (e.g. fans), as they will see the digipak as more than just a disc of music, it is a collectable item as well.
A jewel case is easily ripped when removed or put back into the plastic grips, making it unappealing to remove.
On a digipak, all information is very easily accessible, making it more appealing and long lasting.

The digipak I have chosen to analyse is the album named 'one love' by David Guetta; an iconic dance artist. I have specifically chosen this digipak as it can give clear indications into what is needed for a successful dance digipak. This links in with my chosen dance artist, Shift K3Y as we can incorporate features of Guetta's digipak into his; allowing us to present him as a conventional, successful dance artist. 

Artist presentation/Imagery 

The digipak itself aims towards presenting David Guetta in a way that is both conventional to the dance genre and appealing towards his selected target audience. Although being a typical mainstream artist, often working with artists across the music industry, Guetta is specifically seen to target his self image towards younger age groups consisting of teenagers and younger adults from 15 to 25 years old. This aim is clearly evident in this digipak; more specifically, in the picture of him in the inside cover. Guetta is shown here, in a close up shot, wearing sunglasses and calmly looking away from the camera. The sunglasses could be used with connotations linking the artist to the themes of summer and the relaxed reoccurring party lifestyle that it incorporates. This seen to comply to the conventions of the dance genre as it is this party lifestyle that the music is based around. The target audience would be seen to enjoy the arty lifestyle in the summer; often aspiring to go to beach parties and clubs. Also, the artist is seen simply looking away from the camera. The fact that he is not shown with extravagant iconography, clothing or settings may have been done to appeal to the target audience as they can relate to the more down to earth personality that is presented here. The understated presentation shows the artist to be similar to the audience; it makes his lifestyle seem achievable, making the audience further aspire to be like him. 

Colours/Connotations

Much like the presentation of the artist within the digipak, the digipak itself is also used in order to solely appeal to the target audience of the dance genre. Evidence of this is shown through the use of colours; the digipak uses pink colours throughout, especially on the CD itself. The CD is presented in an all pink colour with white, grey and black coloured font on top. The colour pink is utilised here in order to appeal to the conventions of the dance genre and again comply to the needs of the target audience. Pink often connotes to fun, happiness and vibrant behaviour. The colour itself is specifically used here in order to appeal to the target audience of the dance genre. The fun and vibrant connotations link towards the laid back and fun party lifestyle that reoccurs throughout dance music. Also, it appeals to the younger target audience as they can relate to this fun laid back lifestyles with little pressures and the developing party culture within this age group.

Design/Layout

The design and layout has a large effect upon the presentation of the digipak. Within the digipak, the design and layout is firstly used in order to maintain the audiences focus upon the CD itself with the CD positioned at the centre of the pack. This may show the audience that the music should be at the centre of attention within this digipak, taking their attention away from the artist and maybe emphasising the fact that he is a dedicated artist and humble with his work. Additionally to this, a list is used on the right section of the pack naming the songs included and, in bold, the artists that he works with. This may be used as a way of showcasing the DJ's talent by emphasising the numerous big name artists that he has worked with. This benefits the presentation of the artist by showing his versatility. The use of other artists names could be conventional to the dance genre as DJ's often try to work with successful singers/performers in order to build upon their reputation. It does also appeal to the target audience as it elaborates upon his popularity within the music industry; emphasising his social status of which they may aspire towards, plus showing his talent as a DJ which the audience may want to experience.

Typography/Language

Finally, typography and the language used within the digipack has a great influence upon the overall presentation of the artist, the portrayal of dance conventions and the targeting towards the selected target audience. The typography within the pack is seen to be very random. This is evident on the CD and next to the song list. It could be said that this random layout of font is used to convey the fun and laid back party lifestyle that is lead by the artist and talked about within his songs. This is highly conventional towards the dance genre as it generally based upon, with the music being played in clubs and bars. Plus, it appeals to the target audience as the younger age groups that are seen as fans of the music are often seen to aspire towards this fun and relaxed life. Additionally to this, the font lost looks as though it has been painted on; this adds to the informal presentation seen within the digipak, further showing the artist to be relaxed and easy going. It would again appeal to the target audience as they would further aspire to his relaxed personality and lifestyle with little pressures and lots of excitement. 

The digipak could certainly be seen as being successful as it achieves its purpose in presenting the artist as conventional DJ, having a laid back, exciting party lifestyle. This is mostly achieved through the colours which develop connotations towards fun and vibrancy; plus, the close up of the artist showing him to be wearing relaxed, casual clothing and sunglasses connoting towards the summer party atmosphere. This presentation of a party atmosphere is highly conventional to the dance genre as it is what the music mostly focuses upon with the lyrics often glorifying the clubs and bars that develop the atmosphere. This presentation of a laid back summer party atmosphere would certainly appeal to the target audience as the young adults and teenagers would aspire to live a fun laid back lifestyle with little pressures over the summer as they take a break from school or work. The presentation linking to the target audience would overall help the digipak to sell as teenagers and young adults want to experience the music that surrounds the relaxed party atmosphere.

To conclude, this research will prove to be highly beneficial when creating and planning a digipak. It shows the features of a digipak used to promote David Guetta, who is a famous dance artist, giving us clear indications of how to create a successful presentation of an artist within the genre. From the research I have discovered that artist presentation is the key feature of the digipak. It is made so that the audience can build a more personal relationship with the artist. This is evident as Guetta presents himself as being laid back and humble yet having a high social status. The key way that this presentation is developed within the digipak is through imagery and the mes en scene combined with cinematography used. This is the main way that the audience can relate to the artist and will be highly utilised as we create are presentation of shift key's high professional success and lavish party lifestyle. Two inspirations that I took from this research is Guetta's use of close ups and bright colours; these will be made evident within my digipak. The close ups allow the audience to build further relationships with the artist, also allowing me to build upon artist presentation through iconography and costume. Also, the use of bright colours develop upon dance genre conventions with connotations towards vibrancy and excitement. 

Planning Lighting - Miss Gerorgiou

Planning Lighting

The use of lighting and colour seen throughout a video is key to the progression of a music video. Much like other micro elements it can have a very large influence upon the presentation of the song, the themes and narrative within. For example, within the dance genre of which my song 'I know' by Shift Key belongs to, lighting can be used develop connotations that link into theses of the genre such as clubs dancing and vibrant, happy emotions. Also, the lighting used can have an effect on the presentation of the narrative within the video by signifying different aspects of the video through connotations and emphasise on setting.

One form of lighting the we are planning to use is strobe/neon lighting. This will be developed additionally through editing but we will also create the strobe and neon lighting whilst filming. It is highly conventional to the dance genre; the music that the genre consists of includes music that is often played within the club setting. The lighting is seen to portray the same party atmosphere that a club aims to produce and that our use of strobe lighting will aim to convey. This form of lighting will specifically be seen in the main scene as the artist sits in his office thinking about the night life he could enjoy without his demanding girlfriend. It is used in this scene in order to juxtapose the simple and relatable work setting with the vibrant atmosphere in the club setting in order to emphasise the party lifestyle he could potentially have. It is furthermore used to present the artists lifestyle in a way that the audience can aspire towards; younger adults beginning their working career would aspire towards the artists balance between his professionalism and his social life. 

Another form of lighting that will be seen within the video is the use of high key lighting. This will be produced in the office scenes through the large amounts of lighting stemming from ceiling lights seen in the shots. Although having little coherence with the conventions of the dance genre, the use of high key lighting in this specific setting will hopefully add to the artists presentation in a way that appeals greatly to our target audience. It emphasises the artists success within a professional environment and elaborates upon his high status. This will appeal to our targeted age groups of teenagers and young adults as they are starting to enter different working environments and can aspire towards this success. It will vastly help the artist market himself within his target audience. The lack of conventionality within this use of plain, sophisticated lighting shows us challenging the conventional aspects of the video in order to develop upon the narrative. This narrative shows the artist to be linked towards the lavish party lifestyle due to his success and power. It is highly conventional to the dance genre with all artists often aiming to portray their full lifestyle. 

In addition to these two examples of lighting used within the video; the colours that we have selected to be focused upon may also have an effect upon artist presentation. These colours will be particularly evident through the use of clothing, iconography and setting in the main work related scene. Colours of grey, blue, black and white that show professionalism will be juxtaposed in the main work scene with the use of brighter tints such as orange, green and red that portray a more spirited atmosphere. This is done to present the artists high professional status at work alongside his vibrant party lifestyle, this being a reoccurring presentation throughout the video. It appeals to the younger target audience as they, again, may aspire to be able to mix this professional success with an exciting social life. Also, it does meet the conventions of the dance genre as the brighter colours connote the lights within the club and the fun party atmosphere that dance artists aim to portray through their music.  

Planning editing - Miss Georgiou

Planning Editing

The use of editing and the variety of editing styles that a video consists of is vital to the music video itself. Much like other micro elements it can have a very large influence upon the presentation of the song and the themes and narrative within. For example, within the dance genre of which my song 'I know' by Shift Key belongs to, editing can be used to increase the tempo of the song and develop connotations which link towards the conventions of the dance genre. Also, the editing used can also have an effect on the presentation of the narrative within the video by clarifying events and sections within the song; such as the flashbacks seen in the narrative within our video.

One form of editing that the group and I have decided to use is fast paced editing. This is produced through the editing software as we increase the pace of the video alongside the song itself. This is simply done in order to match the pace of the music, especially within the chorus scene; although the use of fast paced editing will be evident throughout the video. The fast paced editing will be used in purpose of complying to the dance genre conventions. The increase in pace for the video corresponds to the fast paced music and the fast paced party lifestyle concept that the music is often based upon. Also, the form of editing is used to represent the artists personality in a way that appeals to the target audience. The artist is shown to have a fast paced lifestyle full of excitement, girls, success and clubs; this appeals to the target audience of the dance genre as the teenage/younger adult age groups may aspire towards him. Finally, although not matching the lyrics, the pace of the video matches the pace of the song itself; it shows the video to follow good wins theory making it far more aesthetically pleasing towards the audience. 

Another form of editing the we are planning to utilise is strobe/neon lighting. This can again be produced through the use of filters and effects seen on the editing software. This is done to represent the flashing neon lighting seen in a club setting. This is highly conventional to the dance genre; the music that the genre consists of includes music that is often played within the club setting. It portrays the same party atmosphere that a club aims to produce and that our use of strobe lighting will aim to convey. The editing will specifically be seen in the main scene as the artist sits in his office thinking about the night life he could enjoy without his demanding girlfriend. It is used in this scene in order to juxtapose the simple and relatable work setting with the vibrant atmosphere in the club setting in order to emphasise the party lifestyle he could potentially have. It is furthermore used to present the artists lifestyle in a way that the audience can aspire towards as he is seen to mix both his hard work life and his exciting lifestyle; young adults within the target audience may always aim to balance their social life and work life. The connotations of a club also links towards the narrative and the lyrics; as the lyrics state 'but I'm not that guy and I'm not that type', the video shows how he is not the type of person to live a comfortable life with his girlfriend and that he instead wants to go out to clubs or bars with his friends. 

Jump cuts will also be incorporated into the video. This will be utilised through the cutting tool on the editing software that will allow quick successions of shots for each scene. The jump cuts are used in order to again increase the tempo of the video through the use of a montage alongside the fast paced choppy music. It is also used to help the narrative of the video flow alongside the song itself. Much like the use of fast paced editing this is also conventional to the genre as it matches the fast paced music and the fast paced party lifestyle, shown within various montages, that the music often revolves around. The jump cuts will also be used in order to switch between the date scenes with the artist and his girlfriend and the club settings with the artist and his friends. It juxtaposes the artists two lifestyles in order to elaborate upon the narrative and the decision he has to make. It again presents the artists lifestyle as being rich and vibrant as it shows him enjoying himself in extravagant bar and club settings. The use of jump cuts between the date scene and the club scenes again matches the narrative of the video and the lyrics within the song by showing the artist as being much happier in a club setting opposed to dates with his girlfriend. This further elaborates upon the fact that he is 'not the type' to stay in a comfortable relationship. 

Finally, the group an I have decided upon adding colour tinting throughout the video. This will be applied through the editing software and filters in order to develop tints to the shots throughout; the tints will consists of brighter colours such as green, blue or orange. This is also very conventional to the dance genre; the bright colours are used to represent the lighting with a club setting and connote the exciting and vibrant atmosphere that builds up within the dance music. The colour tints will be added throughout the video, however, they will be specifically seen in the main office setting. This again is used to further juxtapose the artists work life with his vibrant lifestyle outside work; it relates his professional success to his party lifestyle therefore appealing to the younger target audience of who are seen to aspire towards his materialistic high status. Finally, this further elaborates upon the main lyric in the song being 'not that type' with the artist shown to be closely connected to the vibrant party lifestyle opposed to the comfortable lifestyle with his girlfriend.  

Research into lyrics - Miss Georgiou

Analysing the lyrics obviously gives a great insight into the meaning and the reasoning behind a song, having an enormous influence of the video itself. The lyrics can greatly influence the style of the video; with more meaningful lyrics a song may need more concept and narrative. However, with less lyrics and more music the style may sway more towards the use of performance. They may also be seen to influence the uses of micro elements within a video. Micro elements are often used in order to elaborate upon a narrative or concept and the lyrics often determine this narrative. This is due to the incorporation of Goodwin's theory, seen in most music videos, where the video aims to match and follow the lyrics of a song. This emphasises the importance of lyrics as they simply conduct the production of the video itself, having an enormous impact on the progression of the video. In the production of my specific video the analysis of the lyrics to my song, 'I know' by Shift K3Y, will prove to be very beneficial to the making of the video. The lyrics portray the emotions and storyline that the artist is trying to create. My group and I are then able to analyse the lyrics and convey these concepts and emotions through a narrative that portrays the meaning behind the song itself.

The lyrics are written in relation to a narrative that can be related to by the teenage target audience for the genre. The lyrics talks about a relationship in which the artist is involved in; he 'knows' what the girl wants but is stating that he is 'not that type'. This could be interpreted in numerous ways but through the use of the fast tempo music I feel that the artist is trying to show how he does not want to live the conventional boyfriend lifestyle; it shows the artist as wanting more freedom and ability to enjoy his youthful, vibrant life. This can be related to by the younger target audience of 15-25 year olds as they are often seen to participate in light hearted relationships. We may aim to present this concept and detailed storyline through our narrative based video, also aimed at this young and conventional target audience. Additionally to this, we have evidently analysed the lyrics by writing ways in which we may portray parts of the narrative and concepts through our video; for example, the opening scene was shown to be set at the gherkin as the artist thinks about his girlfriend.

The annotations we have made will have great influences upon the use of codes and conventions seen in the video. Throughout the song my group and I are seen to take aspects of the limits and transfer them so that they link into the conventions of the dance genre that the song belongs to. This is especially seen in the chorus as we aim to switch to a club setting when the lyrics repeat the phrase 'I Know' alongside fast choppy music. Here a club setting is shown as he enjoys life with his friends whilst drinking, dancing and happily talking to people. This is used to represent the vibrant lifestyle he could have without his girlfriend; it reinforces the narrative in the lyrics as it emphasises decision of whether to live a happy comfortable lifestyle with his girlfriend or fulfil an exciting party lifestyle with his many friends and success. This is seen to both comply to the conventions of the dance genre and the needs of the target audience as it portrays the party lifestyle that the genre is based upon and that the young audience aspires towards.

Additionally to this, we were also able to roughly annotate what aspects of cinematography may be used throughout the video and the progression of the song. This is specifically evident towards the start of the lyrics as we made annotations that show us using cinematography in order to clarify the narrative for the audience. For example there is an annotation showing the use of an over the shoulder shot presenting a text from his girlfriend as the lyrics state 'I know what you're looking for'. The text may consist of a loving message emphasising how she misses the male artist; using the over-shoulder shot, the artist is then seen to firmly place the phone down and walk out of the shot. The over shoulder shot is used here in order to link the artist with the phone, showing him to be thinking about the girl and his decision over whether to stay with her or not. Although having little coherence with the conventions of the dance genre, this form of cinematography will have a great effect with supporting the lyrics and helping the audience. The over shoulder shot adds to the personal insight that the audience gets into the artists emotions; this helps engage the audience as they build a relationship with the artist, allowing them to further understand the meanings behind the song.

On top of the annotations for cinematography, we have also pointed out where specific editing styles might occur within the lyrics and the song. This is evident through the annotations showing the use of jump cuts and fast paced editing seen in the choruses. This will be used in the club setting as the music becomes quicker and choppy. The editing styles itself are allocated for this section of the song in order to elaborate upon the narrative set in coherence to the lyrics. The fast paced editing combined with the use of jump cuts emphasises the fun and excitement he is having in his vibrant party lifestyle outside the life he has with his girlfriend. It supports the lyrics by showing his personality to oppose the one wanted by the girl; it also supports the narrative for our video by showing the lifestyle he could enjoy without his girlfriend. Also, this use of editing can also be seen to comply to the needs of the target audience and the conventions of the dance genre as it evidently elaborates upon the faced paced atmosphere within the club setting of which the young audience can relate to.

In relation to mes en scene and the aspects it involves, we have not annotated in detail. This is because as a group we feel that some of the smaller details often seen to be involved in mes en scene are most likely to be better addressed in other aspects of planning. For example we are not seen to make annotations for costume, hair and make up as collectively we felt this could be far better dealt with when referring to planning characterisation. This is similar to the planning of facial expressions and character positioning, this has been addressed in far more detail within the planning for cinematography opposed to the lyric analysis as we felt we could refer to more details in this section. In contrast to this however, one area that is evidently mentioned in the lyric analysis is the use of setting and lighting. This has been done these two aspects could be seen as key when portraying the emotions conveyed within the lyric of the song. Setting has been address through stating which locations will be used for which areas of the song. This will have a large influence when attempting to clarify the narrative for the video to the audience. The verses will consist of flashbacks to happy memories with the artists girlfriend, whereas the chorus will show the lifestyle he leads without her. This emphasises the ultimatum of whether he should live the conventional lifestyle of a boyfriend or live the vibrant party lifestyle of a single man; therefore signifying the concept of the song as it focuses upon this decision. Also lighting is focused upon in the analysis of the lyrics as we state when the video will utilise strobe/neon lighting. This helps elaborate upon the party lifestyle that the artist could have without his girlfriend. It is conventional to the dance genre as it emphasises the party atmosphere, also it appeals to the target audience as they can relate to this atmosphere often seen in clubs and bars.

In conclusion, the annotations made alongside the lyrics for the song has been highly beneficial when planning ways In which we will convey the narrative chosen to represent the themes and concepts of the plot itself. This is seen as we have annotated where different scenes and settings will occur throughout the song in order to represent the lyrics at these certain sections. Overall the analysis has given us far better indications into what the concepts of the song consists of and the ways in which we will present these themes through the use of the different micro elements seen in the video.

Planning Artist image - Miss Georgiou

The artists image could be argued as being the most vital factor in the production of a music video. It is what the video is based upon as we try to sell the artist and his music to his selected target audience. The presentation of the artist is often conveyed through a variety of micro elements, this may consist of; hair, make up, positioning, costume or even iconography, setting and cinematography. Overall an artist is usually presented as being either conventional or unconventional to their music genre whilst also presenting themselves ins specific way that will appeal to a target audience.

Our artist, shift K3Y, will be presented as being a conventional dance artist whilst aiming to appeal to his target audience of 15-25 year olds; this is the conventional target audience for the genre. We will develop the attraction from the target audience by presenting the artist as being a successful, influential young adult of a high status of which young adults in the audience can aspire towards. We will show him as living a full party lifestyle which the majority of the younger audience will further aspire towards, whilst also presenting him as being sensitive and comfortable with women in a hope to appeal to the female audience who enjoy a love interest. This presentation will be developed through the use of a narrative style video throughout; the narrative shows the artist to be deciding between his successful vibrant lifestyle or a quiet comfortable life with his girlfriend. This narrative both develops yet challenges conventions; the use of a narrative is unconventional to the dance genre, however, the narrative elaborates upon the artists party lifestyle of which dance music is often seen to revolve around.

One way in which this presentation will be achieved throughout the video is through the use of , this use of setting can also be seen to relate to the lyrics as it shows him thinking about what his girlfriend wants and the lifestyle that he wants to lead, showing him to 'know' what she wants but him but also emphasising the fact that he is 'not that guy' by showing his success and lavish lifestyle. It can be further argued that, by showcasing the lyrics of the song, the shot is supporting the narrative style of the video by elaborating upon the artists success and party lifestyle in contrast to the life with his girlfriend. Further conventions are met through the settings with urban connotations, the dance genre often includes urban setting with the music mostly being played in urban clubs and bars.

setting. The majority of settings will be seen as being extravagant and impressive; examples of this may consist of the use of the Gherkin office scene,  the expensive restaurant scene and use of famous London shopping streets. This all presents the artist as being successful and wealthy at a young age so this is unconventional to the dance genre, however very relevant when trying to appeal to the target audience. Teenagers and younger adults are at a stage of just starting to begin their working life, seeing the artist presented as being so successful may influence the audience into wanting to aspire to be like him. Also

Another way we will develop upon this representation of success and high social status is through the use of iconography. The artist will be seen wearing and using expensive items such as watches, expensive mobile phones and jewellery, which will be shown through a number of close-ups. Much like the use of setting, this will again promote materialism presenting the artist as being successful and of a high status. Again this will appeal to the selected target audience as they can aspire towards his status. It further elaborates upon the narrative and the fact that his success and high status is too much for his girlfriend. This again supports the statement 'I'm not that girl' in the lyrics whilst also showing further evidence of the narrative style. His success may be seen to have little reference to the  dance genre, however it would further appeal to the young adults within the target audience as they aspire towards his professionalism, success and materialistic status. 

Clothing will also be used in order to develop upon this specific artist's representation. For a large majority of the video the artist will be seen as being well-dressed through the use of various designer suits and smart shoes. This presents the artist as being professional, smart and of a high status. Again emphasising his success and maintaining his impressive stature. Therefore the target audience of young adults is furthermore addressed as we appeal to their aspirations of success and growth within their individual work environment. Additionally, in later clips this professional presentation will be juxtaposed with the presentation of the artist's vibrant attitude towards club life and a party atmosphere. This will be conveyed through the use of more relaxed, laid back clothing. The party lifestyle is conventional to the genre, showing the vibrant emotions that dance artists often aim to convey. Also, the contrast in presentations between his professionalism and social life complies to the lyrics of the song as it shows him not to have time for a relationship. 

Finally, in contrast to the presentation of professionalism and success, we will also aim to present the artist as being vibrant and comfortable within the party atmosphere. This will be seen through the numerous micro elements that run throughout both scenes from clubs and bars. Examples of this consists of happy and animated facial expressions; various close-ups of the different aspects of a club such as shots or DJ equipment and the use of montages showing the fast paced atmosphere within the club. This all develops an image of the artist's vibrant party lifestyle. This is highly conventional to the dance genre as it is what the music revolves around with songs being played in many bars and clubs. Overall this conventional presentation of a dance artist should vastly appeal to the younger target audience, as they are of the age group that are seen enjoying these setting more than any other. This therefore means they can both relate and aspire towards the artist's party lifestyle. Also, ways in which this further relates to the lyrics is seen again through the repeated statement, 'I'm not that guy', this shows the artist to be too attached to a vibrant diverse party lifestyle to have time for a relationship. It further supports the narrative within the video as we see him make his decision to leave his girlfriend 

Planning setting - Miss Georgiou

Location and setting is a vital element for the production of a music video; it sets out the conventions and concepts that help develop the video itself. It is key when creating a presentation for the artists; certain settings can present artists in different ways. For example a work setting may show the artist as being ordinary and relatable for the audience, whereas a club setting may show them as being vibrant and exciting. Therefore showing them as being someone who the audience can aspire towards. Additionally to this, setting may help the artist appeal to the target audience by selecting them to be both desirable or relatable. 

Locations

The Gherkin 

The Gherkin will be chosen as our main setting; this is where the artist is shown to work and where he debates over whether to stay with his girlfriend or not. This setting has been carefully chosen due to numerous reasons. One being that it is a very relatable office setting; the younger audience can relate to this as the majority of them are beginning to start work life and may be able to relate to the character who is seen casually in his work environment. Also due to the extravagancy of the gherkin, the large views and the impressive location in the centre of London; the artist is presented as being furthermore successful with a very high status . This may again appeal to the younger audience as they can aspire towards this success as they aim to be successful themselves. There are some minor limitations to the setting as we may not be able to access all areas of the building, meaning we might not be able to take shots with perfect skyline views; however this is a small drawback as the meeting room we have selected should be perfect. There are also no health and safety risks. However the one drawback of the Gherkin setting is that it has to be clear weather in order utilise the view of London as the about to enter the night life. This is again due to the fact that.

Club Setting

This will be taken in a conventional night club in central London. This setting has be chosen simply in order to meet the conventions of the dance genre. Dance music is often based around these clubs and parties. The club setting portrays a party atmosphere that revolves around the dance genre and is evidently seen to appeal to the selected target audience; teenagers and young adults are seen to aspire towards this party lifestyle as they are the age groups seen within this selected setting. The setting is used to show the artists vibrant and exciting party lifestyle in contrast to the comfortable life he may lead with his girlfriend. It is used to show him potentially trying to get over his girlfriend and enjoy his lifestyle. Although being a clear way of showing the conventional party lifestyle of the artist, the club setting also offers some limitations to the filming. Within the club it may be hard to get the focus needed due to the faced paced atmosphere and poor lighting, also the general public may be seen to interfere with the filming, making it hard to create a film based upon the artist. A health and safety issue may consist of the camera getting knocked in the tight space, with the danger of intoxicated pedestrians interfering with the video. Finally, there will be no issues with weather due to the filming being at night and inside.

The kiss setting, outside girlfriends house, in artists car

This scene will be shot outside an average suburban house on the outskirts of London; however the car will be seen to be impressive and expensive as it belongs to the artist. The use of an expensive car is done to again present the artist as being of a successful high status; it again appeals to the teenage/younger adult age group as they aspire towards this success. This is, however, juxtaposed with the use of the female characters mediocre, suburban house. It shows the female character as being someone of whom the audience can relate to. Specifically, the contrast in presentation allows the female audience to aspire towards being the female character who is in love with a successful young man. Within this scene the artist is seen to kiss to the girl goodnight. It is one of the flashback scenes as the artist thinks about the girl.This develops upon the plot as he chooses between the girl and his party lifestyle. It again engages the audience as they become involved in this decision; furthermore appealing to the female audience as they enjoy the love interest narrative. There are very little limitations and health risks for this selected setting however there may be problems with traffic and pedestrians on a public street; also with low angle shots we will have to be careful with the control of the cars movements. The weather will not be a problem, however it must be at night in order to show the end of the date.

Restaurant in London

This scene will show the artist and his girlfriend on a date at a restaurant in London. The restaurant will be selected so that it is impressive and located in central London , with a table near a window isolated from everyone else . Firstly, this location is selected in order to again present the artist as being successful, confident, good with woman and of a high status in central London. This again allows the audience to aspire towards his lifestyle and success. Also the setting and the isolated table develops romantic connotations. Although this is unconventional to the genre, the setting may appeal to the female audience as they are seen to enjoy a plot based upon a love interest and may aspire to be treated like the female character in the video. The action within the scene will show the two characters laughing and talking. Although no health and safety risks, there may be limitations within this filming as the general public could intervene with the shots, plus the owner or manager may refuse to let us film in which case we may have to fabricate some parts.

Walk in the Park/Central London

This is again another flashback showing the artist and his girlfriend on a date with happy memories. The filming will be done in famous streets around London and a selected park. The scene will show the artist to be taking the girl around the streets of London, buying her expensive gifts and showing her the best places. This narrative is developed in order to maintain the presentation of the artist being successful and of a high status, plus showing him to be good with women. This will appeal to the male audience as they may aspire to be like him at such a young age. Much like the other flashbacks it will also appeal to the female part of the target audience as they again show interest in the romantic themes. Additionally, the public may again interfere with the video which could be an issue and the weather must be clear for the filming. Also, health and safety risks may occur due to the icy weather and the potential to slip whilst filming. 


The locations stated are not seen to correspond with the lyrics of the song itself. This is done in order to develop upon a narrative alongside the song itself. The narrative consists of the artist debating over whether to stay with his girlfriend or live a more vibrant party lifestyle in clubs and bars with his friends. The use of club settings support his decision to live a party lifestyle, where as the date settings; consisting of a park, a restaurant and a car, contradict with this by showing the enjoyable memories he has had with his girlfriend. Although the use of a narrative is highly unconventional to the dance genre; we have emphasised our use of narrative in order to build upon conventions. Our narrative builds upon a party lifestyle that is a vital element of dance music. It is a theme that is often focused upon as it appeals to the younger target audience who often aspire to live this lifestyle that as presented. 

Planning Cinematography - Miss Georgiou

Cinematography is a key element of any media production; especially music videos. Different types of camera shots can be used in different parts of the video in order to elaborate upon a narrative, further develop upon the presentation of the artist or help the video comply to the conventions of the genre it belongs to. It is specifically key to the production of our video as it solely consists of narrative; with artist presentation being the most important facto of the video.

The first camera shot that we have chosen to incorporate into our video is the use of a panning shot showing the London skyline as a view from his office. This will be seen at the start of the video as the artist contemplates whether he should go out and enjoy himself, living the desirable party lifestyle; or whether he should stay with the comfortable and easy life he has with his girlfriend. The shot itself is utilised in order to show the setting of which the video is based; it shows the view across central London and presents the artist as being well respected within the area. This is seen from him later going out and enjoying the nightlife of London. The shot could be seen as being slightly conventional to the dance genre as it shows the artist as living a party lifestyle in the centre of London. This links to the genre as artist is presented as being central to the urban nightlife of which the dance music focuses around. The shot is used to show the artist as being a successful, well respected individual. This is done by showing his elaborate office and extravagant views.  The younger target audience may spire towards this success as the younger adults are mostly seen to begin their professional careers; this would help the artist build relationships with his audience. Finally, the shot can also be seen to relate to the lyrics as it shows him thinking about what his girlfriend wants and the lifestyle that he wants to lead, showing him to 'know' what she wants but him but also emphasising the fact that he is 'not that guy'. It can be further argued that, by showcasing the lyrics of the song, the shot is supporting the narrative style of the video by elaborating upon the artists success and party lifestyle in contrast to the life with his girlfriend. This show will need to be filming in the dark, with a lack of lighting we will have to take further care when creating the shot and walking around the camera, being sure not to tread on wiring or knock the camera doing filming.

Another significant camera shot that will be used is the over the shoulder shot used towards the start of the video when showing the artist to be looking at missed calls from his girlfriend. This is specifically used towards the start of the video in order to clarify the narrative, showing the artist to be thinking over whether he should stay with the girl and live the lifestyle she wants or whether he should leave her and live his vibrant party lifestyle. The use of a phone can be said to be conventional to the target audience of
the genre. This consists of teenagers and young adults; phones play a large role in society within these age groups and they can relate to this shot as it vividly presents this form of communication. This shot is not used to link in with the desirable successful presentation of the artist; however it could be seen as presenting him as relatable to the target audience. This is seen as it presents the struggle of couples trying to argue or dispute over the phone; this may be relatable on a large scale with younger teenagers of the current generation.  The shot evidently matches the narrative style of the video, subsequently challenging dance conventions, by again linking towards the lyrics  of the song as it shows the artist as debating over whether to comply to his girlfriends needs or live his own life.

Also, a shot that will be seen towards the middle of the video is the use of close ups, specifically seen when showing the iconography in a club. This may consist of shots, cocktails, expensive clothing or DJ equipment. This shot will simply be used in order to show the party atmosphere. It is highly conventional to the dance genre; this is due to the fact that this party atmosphere and party lifestyle that is presented in the shot is what the music is based upon. This shot itself is used to link the artist with this vibrant party lifestyle. It presents him as being a conventional dance artist, helping him appeal to his target audience as he presents himself as living a full lifestyle that younger fans may aspire towards. Additionally to this, the shot further builds upon the narrative of the video. It shows him as beginning to live his vibrant and exciting lifestyle over the comfortable one that his girlfriend wants. The narrative style of the video evidently challenges conventions; however, this side of the narrative also develops conventional aspects of the video by building upon the artists party lifestyle. It further presents him as being a conventional dance artist yet also being unique with his lyrics. We will solve any health and safety issues regarding the glass that could be used in these close ups by using plastic shot cups. They will be more colourful, making the video more aesthetically pleasing to the audience; plus they reduce the risk of cutting ourselves on broken glass. In addition to the the use of water for the shots could become slippery if spilt. It will mean that we will take further care when pouring the drinks.

In order to further link in with the narrative of the video, shots will also be used to show him moving on with other women as he thinks about leaving his girlfriend. This may be conveyed through the use of a shadow focus shot, showing the artist in focus in the background looking towards a female character. This is evidently used to develop the narrative and show the artist as trying to move on with his own vibrant lifestyle. It is also seen as being conventional to the dance genre. This is due to the fact that it shows the artist as enjoying the freedom of his new found party lifestyle as he pursues various other girls. It may be seen as relatable for the male audience as they aspire to be like him. The shot itself presents the artist as being good with women, confident and flamboyant within the party atmosphere; this is all done in order to develop the presentation of which the younger target audience can relate to and aspire towards. There is a lack of health and safety risks in this shot, however wi will keep glasses away from the actors to prevent any spillage.

Finally, one additional shot that will also be used within the video is a long shot showing the artist and his girlfriend kissing after a date; this will be seen in the flash backs as he tries to give reasoning for not leaving his girlfriend. It shows the intimacy between him and his girlfriend and creates an ultimatum over whether he should move on with his vibrant lifestyle; this will engage the audience. The shot itself isn't really coherent with the conventions of the dance genre, relationships and love interest is usually not focused upon. The shot does, however, present the artist as being sensitive in contrast with the successful and vibrant presentation throughout. This makes him more relatable to the audience and may appeal to the female audience as they enjoy following a love interest. This broadens his variety of fans, helping him relate to a mainstream audience. It finalises the narrative style of the music video as it shows him deciding over whether to live a simple life with his girlfriend or choose a vibrant party lifestyle of his own. This shot involves this use of the road for the camera man, it will mean that we will need an extra crew member to watch out for on coming cars in order to warn the cameraman to get out of the road. Although this may prevent safety issues, it will mean that the shots will requires multiple takes.