target audience analysis

The audience that are drawn to Chase and Status’ music is obviously fairly huge, as a massive seller in the album charts and much sought after live act, the cross section of people that embrace their music would be varied anyway due to positive critical acclaim and much radio support. This aside however, they gain an even bigger audience (and perhaps a more loyal one) by collaborating with different contemporary artists from varied genres such as Dizzee Rascal and Tinie Tempah (both popular rap artists), The White Lies (Indie Rock) and Plan B (Pop/Funk). These collaborations mixed in with Chase & Status’ trademark Dubstep/D&B infused style of dance music, is so popular because it caters for all tastes of music, as well as giving it the hardcore/taboo edge that Chase & Status bring.

The advantageous position that Chase & Status have is that even if people are not immediately drawn to their new album or the singles within it, the majority are likely to come across one of the collaborations, including a popular artist from past few months, that they have listened to before, perhaps not making them a die-hard fan straight away, but at the very least making them open and appreciative of Chase & Status’ style of music. Such wide genre selection has drawn comparisons with worldwide Dance acts such as The Prodigy and Pendulum.

The overall age of listeners can vary from the young, to people of 35 and over. However, the core audience and the one that the songs need to appeal to the most is the audience of 16-25, as this is the group of people that buy the most CD’s and merchandise, download the most tracks and have the biggest say in whether Chase & Status stay popular and successful. 

In our music video we addressed this main audience, by exclusively including people of this age range and putting them in a party setting that viewers will be able to relate to and identity with. The situation both the main characters are in involves a break down of relationships, this is also a common issue amongst teenagers, but this is a facet of the video viewers not only from the 16 to 25 age range, but anyone can relate to.

magazine advert

here is our magazine advert, we used this image to promote the idea of no more idols, we had many images of different colours in lighting and people behind the speaker set, we decided against having anyone behind the set to show the idea of no more idols, we also chose to have the scan lights in white so we could use this image like a black and white image, this makes the laser at the top of the magaine stand out and any injections of colour stand out showing their importance.we used a quote from the Guardian with a 5 star review, we made sure we placed the NME logo in the bottom right corner, we show the CD cover but in black and white, at the bottom we placed the chase and status website with the release date of the album. The factors we ensured to include create an effective advert in any magazine to attract the eye of readers and to keep the minimum of information on this advert to promote the album to already existing fans who will know of this album enticing them to buy it, the reason for this is Chase and Status are a very large commercialised band which do not need to promote themselves expressively through these magazine adverts but instead publicise their new art work.

digipack covers

Here we have a picture taken for our CD front cover, we thought about the album name "no more idols" and thought about ideas to show this, we decided we should take a image of someone in a hooded jumper looking down so you cannot identify the face, after a few different shots we decided we needed to make the whole CD cover more interesting rather than the single image of the man looking down, to do this we used the idea of fire to create diversity in the CD cover making the whole peice more interesting and eye catching.

To edit this image we used photo shop to darken the image, we then used a saturation filter and put an orange tint in the photo which make the flames stand out even more, we used a bold font to advertise this CD cover which connotes a slight aggressive look to it. As a final complete CD cover we are happy with the editing and outcome as it promotes Chase and Status under a light we believe they would promote themselves under.

here we have our CD backcover, we have coosen to use a simple idea by writing the song names in a bold font and inverting the image and placing it on the opposite side of the cover, we made sure we added the record labels involved in this album as these would be printed on a real album somewhere, we also for reality purposes added a barcode across the bottom of the image.



above we have the two inside covers, it is of an image of an

eye that on photoshop i have created a black and white filter,

 i then used the equalizer to create this negative effect around

the eye, once this was done i faded around the eye and

created a new layer, with this new layer i coloured the eye in

a turquoise and lowered the opacity to create a colour filter

that allows the eye to look turquoise. the eyes will be on the

both inside covers, i inverted on image so that when the CD

case is open it will look like eyes looking back at you.



Location picture and maps

Location shots

As you have seen from our shooting schedule there are four separate shoots in four different locations, here I will breakdown each shoot into there locations showing where they were shot and pictures from the shoot itself.

october 1st

Here is the location on Google maps the house is at point A

Here is the view of the house we filmed in from the front

Here is the room we had the speaker and lights set up in

October 2^nd filming in Windsor

Here is the location we mainly filmed in Windsor moving from point A onwards towards Alexandra gardens.

Here is the area we shot Aaron walking home from, we have clips from around this area

October 8^th Wargrave train station

Here is the location of the filming we carried out on the 8^th of October

Wargrave train station

  

October 20^th Windsor

In our final filming shoot in Windsor we filmed JJs walking scene, this was filmed on the purple stretch or road closest to the river between points A and B, we filmed across this whole stretch.

Here is the tunnel we filmed in

Here is an area we filmed JJ walking through by the river

Here is a picture the area we filmed JJ sat down by the river.

all these images have been taken where we have filme our music video, we have used maps to show where exactly these locations are, we have taken the pictures in the day time as a camera i have been using is not good at night (when we filmed)

Costume Casting and props

The cast

We used two of our friends Aaron Harris playing the role of the boyfriend and JJ Moss, playing the role of the girlfriend, we choose these two for the character roles in our video because they have both been filmed before and are comfortable on camera, they are both easy to get hold of so any re shooting needed would be easy for us and they fit in perfectly with the stereotypes we would need within our music video, anyone else involved or seen in the video are extras which were at the party we filmed at. The cast :

The costume

The costumes we used had to be stereotypical of the genre of music, we found out in our three textual analysis essays that the clothing characters wore were extremely similar, the people often featured in these music videos and fans of the music often wear designer clothes, hoodies of some sort and sometimes flat caps, the people are often dressed to suit the urban youth look. To follow this theme we have Aaron dressed in a Ralph Lauren Barbour jacket, wearing jeans and an Abercrombie & Fitch top, this is similar to what he would wear daily so is easy for us to create this costume and for him to feel comfortable in it. JJ we have dressed in a particular way where she is always wearing a hoodies, we have done this because she is being treated badly on many occasions and it shows her enclosed feelings and a sense of hiding away from these problems, The hood is kept up throughout the video until the final few shots where she announces “its over” to Aaron ending their relationship, showing a release of freedom for her. Other than the hoodie JJ is dressed in a standard stereotypical manor, in jeans and a top.

The props

The party scene we have done in our film was a scene I was not looking forward to filming as we would have to set up the speakers and lighting for the party as our props whilst playing music and we would also have to film at the same time, I perceived this to be very difficult but we asked a friend Ollie Webster who was part of our group last year to sort out the music and lighting whilst we focused on filming, this made the scene easy to film and the scene looked very good on camera due to the props we had used.

The props we used in our film made particular parts of our scenes a lot harder to create, for example the idea of having seven clocks appearing on the wall meant I needed seven clocks and I happened to have none at home so out came the kindness of my neighbours as I asked people up and down my street to borrow their clocks for filming. Not only did I find a problem with getting the clocks I then needed to find a way to hang them on the wall, a quick trip to B&Q and we had solved the problem, either way the use of these props made creating the scene a lot harder than I had first thought. I also encountered the problem of I was borrowing the clocks for a few hours and once I had taken them down I would not be able to replace them back on the wall accurately, this meant I had to complete all of the filming in those few hours and to make sure we didn’t need to refilm this scene we did many shots and a lot of over filming to give us a lot of footage.

The only other props we used was mobile phones to show the interactions and texting between Aaron and JJ (boyfriend and girlfriend). These props were easy to get hold of as they already both owned phones and the scenes involving texting were easy to film.

risk assessment

Here is the risk assessment for the filming that we have done for our video “Time” by Chase & Status, our video as a whole is based within the medium risk category, this is due to the fact a large part of our video is based at a house party, this brings in many aspects of potential risks and hazards for us as we film. The party atmosphere meant we would have to keep all equipment safe, we had to be specific about our filming shooting short sharp clips so that we did not get people ‘showing off’ for the camera or drinking too much, as shown above to outweigh these measures we ensured everybody knew we were filming early on, we filmed selectively to avoid attention seeking and these measures as far as we were concerned fulfilled their needs as we did not have any problems with the above hazards. We filmed in Windsor for two scenes Aaron (the boyfriend) scene and JJ (the girlfriend) scene, both these occasions were low risk with little to no measures needed to ensure the safety of our cast and those around us. The Wargrave scene we shot was a medium to high risk scene, it was completed very safely with the measures taken out to ensure the safety in this scene. The scene is at a train station with JJ sitting on the platform with her legs over the side and is by far the most potentially dangerous scene. To avoid this danger we used a train station such as Wargrave because the train only passes once every half an hour, we checked the train times to ensure this and waited for a train to pass giving us a half an hour window to film. Throughout the filming of our music video we used appropriate procedures to ensure the safety of ourselves and those around us and completed our filming successfully and safely.

Above we have our shooting schedule, we planned right from the start to film as early as possible to get onto editing to create the best possible video we can and here we show we have our video shoots very close to each other allowing us to be editing from 20^th of October giving us over a month to edit our video. This has given us a massive advantage as we can utilise our time to make an effective music video playing around with different ideas and editing techniques to create the best video possible. As you can see above in the people section it shows our two main characters featured within the video “time” Aaron Harris (the boyfriend) and JJ Moss (the girlfriend).

Story boards

The idea behind these first shots is that it will show the boyfriend Aaron sat at a party whilst his girlfriend is at home waiting for him, this is an often occurance and she is getting fed up with it, the song name is called "Time" and to emphasise the time passing by we will use many clocks to create a collage of clocks on the wall as time goes by.

here the shots will show the viewers the two sides to the story as it will show the texts messages to and from the couple, it shows Aaron lying about what he is doing as he is at a party and the girl at home waiting for him, this is supposed to get the viewers to empathise with the girl putting Aaron under a negative light.

here we will see the girl getting more and more fed up drawing a heart bleeding, this will match the lyrics in the song as the lyrics "bleeding heart wont make it" the visuals of this drwn heart will be shown,  finnaly she gets so annoyed she throws this drawing away as she leaves the room and then the house, a shot will also show the where abouts of Aaron at this party.

here we will see images of the girlfriend mainly on her journey as she leaves the house, we will see her going past the river and sitting down untill she makes it to the train station, these shots will be longer in duration through the slower part of the song, these clips shouls allow the viewer to empathise and create imagery of how she is feeling, it will cut back to aaron at a party to express the situation they are in as he ignores her and lies to her again for a party.

Here we will see the ending to the video , this will show once the party is finished Aaron will text his girlfriend something in which she replies something like dont bother coming home, at this point Aaron will ask why? when he recieves a reply saying its over ! , the ending will be a shot of the moon fading out slowly showing shes broken free from their relationship.

CD cover analysis

Guns and Roses are a very well known and established band, Their CD cover expresses this as around the main centre image it is blank and nothing is used around the outside of this image to promote the band anymore. The centre image shows two guns with two roses with the vines of the roses wrapping around the two guns, This image is a literal translation of their name from writing to an image, This I assume was used because the CD is Guns and Roses greatest hits, there is not a specific theme they are following for the album and this has given them the opportunity to promote their own name on their CD cover in this image form. The CD cover has a black and grey theme to it as almost everything is in black and grey, this allows the Roses which are in colour to stand out very boldly with the strong red and green colours, this draws your attention to the centre image ignoring the space around the outside. The typography shows a very bold text which stands out but still has its sleak slim effect, the particular guns used in this image you would imagine to be very old, they have that western ‘cowboy’ style to them and the writing used almost seems to copy this theme a you could imagine this type of writing on the classic ‘Wanted’ posters. The grey background has this wavy gradient to it where the grey fades into black at particular areas around the CD cover across the edges, I think the grey background is meant to almost look like metal as it has the brushstrokes look across the background making it seem like a metal material, the gradient fills make it also seem this way and the text of “Greatest Hits” seems like it has been engraved onto the CD cover. Overall this is a very effective CD cover used to promote the Band through an image for their greatest hits CD.

CD cover analysis

The cover for Metallica’s album uses a piece of artwork created by ‘Andres Serrano’ and is entitled “semen and blood III” The singer James Hetfield expressed his dislike for this album cover and the inspiration behind it but the guitarist and drummer lars and kirk were very into abstract art at the time and James Hetfield stated “I think they knew it bugged me and the cover for load was just a piss take so I let them do what they needed to do” This album cover shows that the Band Metallica are so big they have no need to promote themselves in their album covers, with conflict about the ideas behind the cover they still published it and used this artwork. The image is of semen and blood between two slides of Perspex, the album cover is edited in no difficult way it shows the image tilted slightly to the side, with the album name “load” and the band’s name Metallica at the top. The cover uses a black background using no kind of gradients, the typography is very stereotypical of the genre and of this band as they often use bold ‘in your face’ writing. The layout of this CD cover is extremely simple, this cover is so basic it just shows how much a band of this size dont need to promote themselves through there Albums, as James Hetfield said “its a piss take” and they still produced it. The CD cover is simple but effective using mainly someone else’s artwork to promote their image.

Research and planning powerpoint on music video analysis

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