Pitch to the Specsavers Creatives

On your return, during the first week back after half term you will be using your Final Song Choice presentation, including mission statement and brief reference to Branding and the Look Book to pitch your idea to the Specsavers creative team.

You will film your pitch to them on your phone, then Top and Tail it and put it on your blog.

Then give yourself:

  • @ 4 x positives that you came away with
  • @ 4 x targets, aspects to consider
  • Include the key terms in your intro, reflection and focus forward.

Remember, do not film playing the song, turn the camera on once you start talking. 

Make sure you do some work on this over half term. 

 

Progression Exams – advice

Your 2 hour exam will be on the following:

TV Drama 

  • 30 mins watching the clip and taking notes
  • 45 mins to write up the essay

Music Industry

  • 45 mins to write an essay

There will be a choice of 2 questions for the music industry. You should answer one of them.

The advice we are giving is that the questions will be on the following topics:

  • Synergies
  • Local and National Audiences
  • Digital Distribution

Using a word processor.

Please ensure you bring a charged word processor to the exam with you.

You should NOT make notes on the word processor, create those by hand and then type up the essays only!

25% Extra Time

Extra time is 30 minutes. This means that you have 1 hour to write the Textual Analysis essay and 1 hour to write the Music Industry essay.

Smaller Room.

All students will complete notes together in the designated exam room.

Once you have made you notes, you should then go to your designated smaller exam room.

Please note, most students stay in the room with the rest of the class during the essay writing. It’s not the Hall or Gym! Please advise your teacher if you will be using requiring a smaller room.

Premiere Pro – the basics

Help Yourself!!!

Here is a help document on Adobe Premiere Pro:

Premiere Pro Help

You should use this document to see if it can help you before you ask for help from a teacher.

You can also use this extremely helpful site – Adobe TV, which has excellent videos on how to use all Adobe applications including Premiere Pro:

http://tv.adobe.com/product/premiere-pro/

Premiere Pro Help

In order to help you edit we have attached various ‘guides’ to editing. They contain the ‘basic’ instructions to creating a new project, importing, editing and exporting. Get in to the habit of referring to these if you get stuck.

GENERAL ADVICE.

  • Go to the D Drive. Find the Backupfolder. In there create a folder called YOUR NAME. LIP SYNC.
  • Share this google drive footage with your group as each one of you will edit a version.
  • Download the Google Drive footage into the system.
  • Then copy this footage across to your D Drive folder from downloads.
  • You can then import this footage into Premiere to begin editing.
  • The MP3 of the song is here: Download it and then copy it across to the D Drive folder.
  • All of your footage must be stored in this folder in the D Drive.
  • Do not ever import directly to Premiere Pro as when you open up the project again, it will not be able to find the footage.
  • Always use the D Drive and then import into your Premiere Pro project.

Final Song Choice for the Pitch

LEARNING INTENTION: To plan, produce and present a pitch for your final idea to your teacher and be able to outline the performance, narrative etc.

KEY TERMS:  STAR IMAGE, PERFORMANCE, NARRATIVE, CONVENTIONS, NARRATIVE STRUCTURE, NARRATIVE TYPE, MES

You need to:

  • Meet your group and thrash it out!  Whose idea will you go with?  One or the other or a combination?  If it is a combination, then you will need to create a new presentation using slides from both individual pitches.
  • COLLATE A NEW PITCH BASED ON SOMEONE’S IDEA – YOU CAN ADD, DELETE IDEAS, COMBINE IDEAS FROM THE PREVIOUS MINI PITCH.

Remember, to include the following in your slideshow presentation/pitch:

  • The Mission Statement
  • Summary of the Brand (highlights from the Look Book)
  • Embed the MP3/lyric video
  • Embed the lyrics
  • Complete a very brief 4 sentence description of the narrative – themes and action, location, actors etc AND IMAGES
  • Complete a very brief 4 sentence description of the performance – where, MES, who? AND IMAGES
  • Be prepared to share your vision with your teacher.

The Brand

LEARNING INTENTION:  To explore the concept of ‘branding’ and the importance of coherent marketing messages across platforms (music video, digipack & social media page)
KEY TERMS: brand, integrated advertising, package, continuity, coherency, promotion, audience, USP, mission statement, call to action, star image (Dyer), extraordinary, ordinary, mise-en-scene (CLAMPS). 

NOW THAT YOU ARE IN YOUR GROUP – Remember the Brief?

You are designing a ‘whole package for 3 different media forms: 1) Music Video, 2) Digipak and 3) Social Media Page.

All 3 products have to belong to the ‘same’ star and promote them across the platforms with a coherent BRAND.

So before you start planning the elements of this promotional package. You need to be clear about the mission statement for the whole campaign. You must think holistically about the music video, album, the band (star image) and then brand and create an integrated advertising campaign…

Whole Group Presentation

  • Complete a Google presentation to address the following:
    • Remember to lay it out well with bullet points – less is more sometimes.
    • Include the topic / focus at the top of each slide.
  • This will include ideas represented in your music video, but must also bring in a wider range of ideas / designs from social media & digipacks.

Slide 1:  Your Mission Statement

Who are they? Define the music and the star image.

  • Name your star / band – make it up, it can be changed later!
  • In 50 words or fewer write an mission statement that includes the central idea that will be communicated by your brand – adjectives and description. Nail down the brand.

Example One

“Confrontational and anti establishment “Fangsters” puts the fangry into indie rock.  Influenced by the best of Poland’s underground punk scene and the top ten of UK Brit Pop, Sunnies aim to go ‘where no band has gone before’. Combining a musical daring, landscape of hard rock riffs, abrasive punk lyrics and indi-istic themes, the band will satisfy the hardest of new wave critics. The new album, DON’T RAIN ON MY PARADE,  is destined for a Grammy – making it number 3 on their wall of success.”

Example Two

“Skye is this decade’s rising moon. Organic, intense, bold and emotive, mixing indie folk and Appalachian A Capella, Skye’s haunting acoustic tones and her quirky and experimental performance style, combines the best of festival fantasy, giving her fans a visual and auditory kaleidoscope.  The new album, SKYE HIGH, features the hit song, ‘SIGH NO MORE’ and will tease the socks off the best of British female artists including Kate Bush and Florence and the Machine.”

Slide 2: Who is the audience?

  • Who they are (demographics)
  • Add in a photo of a typical ‘fan’/target audience member.
  • Ideologies? What their values attitudes and beliefs (psychographics)? See this sheet.
  • What other media they consume and participate in.
    • Which other ‘fan communities’ do they belong to (Jenkins)?

Slide 3: What’s in it for the audience?

  • How do you want the audience to engage with your star / album?
    • Think: Attention, Interest, Desire & Action
    • Think Blumler & Katz (Uses and Gratification – entertainment, information, personal identity and social interaction).
  • How will they be persuaded to invest time and money in your star, album and social page?
    • What’s the USP?

Slide 4: Who are the competition?

  • What is the genre(s)
  • Name three similar bands / artists.
  • What are the trends in their branding?

Slide 5: THE LOOK BOOK

How should the brand (star image) be represented in your package (video, on the digipak and social media page) is crucial in communicating the values, attitudes and beliefs of the artist to the audience? You should be aiming for 40+ examples.   This will include ideas to be represented in your music video, but must also bring in a wider range of ideas / designs from social media & digipacks.

  • Use Padlet, Canva or Pinterest to create a concept board of ideas. This should include:
    • An opening statement with x 6 BRAND NAVIGATORS/DISCRIPTORS: anarchic, angry, confrontational…etc, that you will use to sum up your band.
      • They should mirror your Mission Statement.
    • Images of artists / stars / models / characters
    • Media language of: objects, settings, lighting, graphics, textures, filters…
    • Inspirational:
      • Music video stills
      • Album art
      • Social media posts
    • Colour schemes (Use Adobe Colour Wheel)
    • Typefaces that match your brand (think mastheads) – Use Dafont (keep a record of the font name)

You must all equally contribute to the look book.

Each image / example should be explained or described in a caption or heading.

  1. How do these choices contribute to your representation: angry, rebellious, mellow, empathetic, angry…
  2. How will you achieve this? Design, body language, gestures, facial expressions, colours, costumes, props, make up.

My personal mini pitch

LEARNING INTENTION; To compile and narrow down a narrative and performance idea for a chosen song.

KEY TERMS: narrative, performance, amplified, illustrative, disjunctive, star image, edit to the beat, lip sync, MES, locations, anachronic, linear, montage.


Remember:

  • 3″ to 3.5″ is doable….any longer than 4″ you are almost doubling your work load.
  • Is it Warner Music Group? – It could be taken down.
  • Do you have some performers, actors in mind who could play and lip sync?
    • Think “Grain of voice!”
  • Is the narrative ‘doable’ with your equipment/mise-en-scene/actors/performers and locations available?
  • No swear words – find clean versions.

Also:

  • No references to drinking or smoking
  • No filming in moving cars
  • No inappropriate language
  • No sex or sexual references
  • No fires
  • No swimming

Using a 4 page slide show and having listened to several songs, and taken on board the advice about choosing a song, find one that you have a  ‘doable vision’ for.

Slide 1: Embed the MP3/or Embed the lyric video – but not the actual video with the star performing the song

Slide 2:  Add in the written lyrics.

Slide 3: Complete a word cloud with @ 20 descriptive words, adjectives, adverbs, nouns that come to mind when you listen to the song (use the synesthetic approach)

Slide 4: Complete a brief slide description of the narrative and what will happen – be inventive and yet make it ‘doable’ – remember to precis/summarise it as you did with the  tag lines/chapter headings from the narrative exploration post.  PLUS IMAGES

  • MES – costumes, locations, make up etc ? including images
  • Narrative type – amplified, illustrative, disjunctive etc
  • Narrative structure – anachronic, linear, episodic/montage etc

Slide 5: Complete a brief slide description of the performance and where this might take place – PLUS IMAGES

  • MES – costumes, location, make up etc including images

Focus Forward

Once this is complete you will find out who is in your group and you will pitch your own idea to each other and then choose one to carry on and complete a really full, detailed pitch that you will present to your teacher.

Advice on choosing a song

Choosing a Song.

    • Start with thinking, ‘Who will perform this?’ and work from there. Perhaps opt for a solo performer to make organisation easier.
    • If possible choose people from within your class who could perform/act.
    • Don’t choose something that is well known.
    • Don’t choose something too long, 3.5 minutes is plenty.
    • Album tracks or cover versions are useful options Beware of Warner Music Group and its associated record labels as these will just be taken down/blocked.

TIPS AND ADVICE

  • Avoid showing or referencing overtly sex, smoking, drinking, drugs as the majority of you are under 18 and, probably, so are your target audience.
  • Best to avoid mimed dialogue as it looks odd and people tend to laugh.
  • Avoid ‘dancing’ unless you can show us it will be ‘theatrical/performance’ based.  Synchronised swimming out of water is not useful to any narrative. Choreographed street dance etc for relevant genres is good – as long as you have skilled practitioners who don’t mind doing it, again and again and again.
  • Think about your performers:  are they available, will they be happy to film possibly on several occasions?  Do they have stage and film presence?
  • Do you have access to instruments, transport, locations and if not – focus on a single performer with no instruments.
  • Risk: We need to risk assess everything so unless you have access to firemen and adult lifeguards – fire and water are out of the equation.
  • Think: doable, can I film this in two shoots? Studio shoots are not good quality light wise. Some of the best videos are the simplest but well shot and well dressed and well edited.

Please listen to music on these site for inspiration:

Seeing Sounds – Synaesthesia

Synaesthesia…

…is a way of generating ideas from music – effectively ‘seeing sounds in your head’.

It is a really helpful technique to use when listening to music in order to come up with visual ideas. When listening to a piece of music you should concentrate on each of the following features in turn:

  • Sense of subject matter
  • Grain of voice
  • Arrangement
  • Suggested Stories
  • Cultural references

Here is a Prezi which explains and illustrates these ideas:

Task 1
  • You will listen to two songs and write down the images, ideas, colours, adjectives, themes, subjects that come to mind when listening to the lyrics, beat, grain of voice, tempo etc.
  • Then we will watch the videos and see how close you were to how the music was interpreted in visuals.

Narrative Exploration

LEARNING INTENTION:  To explore how narratives can be inspired by a song.

KEY TERMS:  disjunctive, amplified, illustrative, episodic, linear, thematic, anachronic


You will need to learn about the relationship between the ideas / themes in a song and the “narrative” in a in music videos.

The classic, ‘Boy meets Girl’ is acceptable but worn and cliched, so is the graveyard scene mourning the dead lover.

We want you to try and plan and film some more cutting edge, intriguing and experimental narratives.

Remember, most narratives use ‘conflict’ to drive the narrative, such as: law vs criminality, love v obsession, entrapment v freedom… etc. Remember, these can be described as “Binary Oppositions” (Levi Strauss), so always try and think about the central conflict in your narrative – it creates the drama, intrigue, excitement.

TASK

Play some the narrative games – bingo and go fish.

Then complete the following and reflect in your post.


Blog Post

Choose 3 videos with clear narratives.  Embed them all separately in your blog.

You could choose ones that we have previously suggested but not that you have already analysed.

  • How does the video interpret the lyrics in a visual narrative?
  • Overview of the structure:  Episodic? Thematic? Anachronic?
    • Episodic: a video which uses key episodes in a story to quickly communicate a theme / message
    • Anachronic: many music videos include flashbacks and don’t stick to a chronological time frame – they may jump about in time and space.
    • Thematic:  will probably amplify the lyrics and illustrate the ideas in visual metaphors / visual poetry.
  • What is the story – in a nutshell? – 4 to 5 sentences.
    1. Beginning
    2. Complication
    3. Development
    4. Crisis
    5. Resolution
  • How is the audience supposed to feel at the end of the video and why might they wish to watch it again or share it on their socials?

Over to you & Focus Forward

Then come up with three of your own quirky , poetic, metaphorical, odd, surreal…narratives that you could summarise in a snappy headline – like a Chapter Heading.

You could use the ideas inspired by the narrative games we played… Then in 1 – 2 sentences sum up the focus / theme / binary of the narrative.

These are actual narratives used by previous students, but summed up in 2 – 3 simple sentences. You should endeavour to be able to do the same with your chosen narratives.

LIFE IS A GOLDFISH BOWL – a man is a spectator in life, trapped in a cycle of tedious routine, until he breaks the glass goldfish bowl that he looks at every night and can then metaphorically and literally break out of his entrapment and finally find his freedom.  Freedom v Entrapment = Binary Opposition.

NEVER PRESUME – a child is playing pooh sticks and without fail the stick appears. However, as an adult when he plays it, the stick does not appear. Never presume that what has gone before will happen as a given. Certainty v Uncertainty = Binary Opposition.

ALONE AND BAKED OFF – a person is making a cake – we follow its construction from buying the ingredients to decorating it…..and in the end they sit waiting for someone to join them to eat it but no one arrives.  Loneliness v Friendship = Binary Opposition.

THE MONSTER WITHIN – a mad scientist struggles but eventually succeeds to wake up his beautiful robot assistant.  Despair v Hope = Binary Opposition.

LIFE FLASHES BY – a man in a coma, relives all his experiences through his senses – everything he has tasted, smelt, seen, heard and touched. In doing so, he is revived.  Past v Future = Binary Opposition.

GET ME OUT OF HERE – a young girl is suffocated by domestic restrictions of her old fashioned parents. A silent, uninspiring tea time, leads her to break free and at the same time destroy the dolls house she has lived in.  Suffocation v Freedom = Binary Opposition.

20TH CENTURY CAVE MAN – a group of Neanderthal men dance and worship a god in anticipation of a tribal war. This is cross cut to man now, still tribal, still a warrior as we see a group of men brandishing weapons, burning books – they are the same men in the cave.  Past v Present = Binary Opposition.

GRASS IS NEVER GREENER – A man submerses himself in a rough sea and disappears from view. He resurfaces in a plush hotel pool surrounded by rich people and luxury. He wanders around the sunbeds unable to find comfort – disliking the cocktails, being bored by the conversation.  He dives back into the pool and then re-emerges on the beach.  The grass is not always greener on the other side.