An Instagram for our artist

After looking into typical conventions of an artists Instagram, we were given the task to start to create our own ideas for our artists Instagram and how we would promote them and their star persona.

To begin with, we were given templates which we drew on some posts which we thought would fit the persona of our artist: 

During this, we created a name for our artist: Nova Rein. Not only does this name connote a softness which matches her R&B vibe but also translates to 'new royalty' which is convenient as we are promoting her as a new artist. 

Posts we included: 

• digipack cover
• pets 
• behind the scenes 
• parties/events
• shots with friends 
• her writing music 
• singing in her bedroom 
• political posts (BLM) 

We then went online to look at some images for some inspiration. We want to keep the colour scheme and aesthetic the same throughout her Instagram as it looks more appealing to the eye; using a colour pallet with beige, light tones and golden with hints of red/orange which corresponds to our music video colour scheme.

Pre- production and planning

As our chosen song has been set in stone, it was important for us to get going with pre-production and sourcing ideas. To begin with, I created several mood boards on costume, accessories and makeup inspiration that we think would look visually effective in our music video:

For makeup, we want the artist to look fashionable and trendy, but also authentic. We think that we should have multiple looks: some natural and some eye catching. We want to stick with a golden/sunset colour theme and therefore apply this to the makeup looks as well. 

In terms of jewellery, we want to keep it simplistic yet edgy. We discussed that gold jewellery would look most effective with the 'golden hour' aesthetic but would also compliment our artists skin tone the most.  

We want to make costume a central focus in our music video as we are predominantly focusing on the artist. We want her to look high fashion yet original and relaxed. Dressing her in multiple costumes for each different set is something we want to take on as it will make the video look more thought out and of a higher budget. As seen on the mood board, I put images of our colour scheme and therefore I would like the costumes to relate to this. 

We then showed these boards to Matt and he enjoyed our vision. However, he wants us to make 6 clear visions of set designs so that we can match costume and makeup to those sets. So, our next pre-production cast will be to create images and ideas of 6 clear coherent sets and source costumes that will match each one.

Conventions of Instagram pages for new artists

What sort of posts are we used to seeing on Instagram from singers/bands? 

• Behind the scenes of music videos
• Red carpet looks/ events 
• Depending on the artist, fashion inspiration
• Advertising brands that suit their image (E.g. makeup, clothing etc) - sponsorships
• Information about tours and live convert
• Achievements like number or streams or chart placement
• New album or song releases
• Logo or branding
• Personality/ Star persona or general lifestyle 
• Collaborations with other artists
• Giveaways/competitions
• Photoshoots/chat shows/magazine features 
• Modelling/makeup 
• Personal family/friends life
• Linked themes and colour palettes

Rihanna's Instagram @badgalriri

From her instagram we can graft that she is: 

• fashionable 
• well known 
• sexualized 
• High end

Which common Instagram features does she use?

• Modelling
• Promotion of Merchandise
• magazine covers
• Artsy/abstract
• Shots from events (met Gala) 

Lil Naz X's Instagram @lilnasx

From his instagram we can graft that he is: 

• fashionable 
• well known 
• sexualized 
• Comedic
• LGBTQ

Which common Instagram features does she use?

• Modelling
• Promotion of his album
• comedic posts
• advertising for BBC radio 1 (live performance)

Lewis Capaldi's Instagram @lewiscapaldi

From his instagram we can graft that he is: 

• funny 
• personable and relatable 
• ordinary 
• popular

Which common Instagram features does she use?

• Showing off his streams (1 billion) 
• He has a caption mentioning his brother (family relations) 
• Sold out tour post
• Awards (two brit trophies)

Ed Sheeran's Instagram @teddysphotos

From his instagram we can graft that he is: 

• An acoustic guitar player
• Uses his hair colour as part of his star persona 
• friendly 

Which common Instagram features does she use?

• Modelling
• behind the scenes
• Red carpet shots 
• Videos of him singing Live

Adapting and developing our idea

After receiving some feedback from Matt about our initial pitch, we started to talk as a group (me, Anna and Tilly) about how we could adapt and develop our idea based on some of Matt's critiques. 

Matt highlighted to us that, in our video, casting is critical so immediately we started to try and find some girls with the right look and vibe and auditioned a couple of them- both of them worked well in front of the camera. 

Matt really liked how we were taking a more visual approach to our video like the wall of clocks but we then needed to think about other set ups we could include. We came up with:

• corridor
• sofa/apartment 
• we could have a table with instead of food on it (which many music videos do) we could continue the theme of time by places candles, crystals, hourglasses and metronomes on it with the artist and potentially a few other people. We think this would look good in black and white. 
• The wall of clocks could be smashed towards the end : symbolizes the break up in the song and adds slight narrative to the music video. 

Something we need to take into consideration is our artists star persona: how do we want to present her? what is her signature look? 

The next step I'm going to take in developing our music video is drawing out our set ideas so that we can look at our ideas visually to see if they would work. 

Looking into casting

In our music video, casting will be critical in creating a successful video as our concept centres around the image of the artist. The actual singer from the song 'Golden Hour' is mixed race and therefore her voice correlated to that so we too wanted to find someone of this ethnic background so that they would match the vocals. We wanted someone who gave off a fashionable, cool persona as we are taking inspiration from artists like Jorja Smith, SZA and Ella Mai. 

SZA

Ella Mai

Jorja Smith

After finding a couple who matched our brief, we decided to audition them by taking various photos of them in positions which may be used in our music video:

Auditioning Leni-

We thought that Leni looked really good and natural on our screen test and would fit well in our music video as the lead. Although, being in A2 it may be difficult for her to feature so looking at A1's was a more reasonable option. 

Auditioning Nubia-

Nubia was our initial choice for who we wanted to cast in our music video as she fits the 'look' and vibe we want for our music video. We feel as though she works well and naturally in front of the camera and has eye catching features and therefore would work well in our music video. 

Music video analysis - 'Drew Barrymore' SZA

SZA is the stage name for Solana Imani Rowe; an american singer songwriter of the 21st century. She has featured on multiple tracks of world renowned artists such as Drake and Cardi B. She has received multiple accolades and awards like the Billboard Music Award for top R&B female artist. 

Dyer and his Star theory-

• She has taken on a different character for herself with a different name- SZA
• She has spanned her image across multiple different media (songs, music videos, social media, talk shows) which continue to help support her image. 

Clay Shirky and his End of Audience theory- 

• She interacts with her audiences through posting on social media, allowing her fans to comment, like and give feedback on her music as well as follow her as a character, being inspired by her fashion and lifestyle choices. 

SZA's song 'Drew Barrymore' was released on her Ctrl album on June 9th 2017. The song is predominantly R&B but also contains multiple modern pop elements. 

'Drew Barrymore' music video- 

'Drew Barrymore' by SZA is a music video which adopts constant references to the typical r&b genre. SZA sings about loneliness which is weaved throughout the music video. 

The music video begins with an aerial shot of the view New York City's skyline, establishing the location and introducing the song as well as giving recognition to the director: Dave Meyers. This shot is then panned quickly into the interior of a disordered apartment. Various people can be seen sleeping on the floor clearly in last night's clothes along with empty bottles of wine. The song adopts a late night feeling, implying that the party is over which is essentially what the song is about. The track sounds sensual due the minimal layers of instruments used and SZA's overlapping unique voice.

The lighting is dim allowing the audience to recognise that the characters in the music video are hungover from the night before but also helps to create an atmosphere for the music video that reflects a cool, edgy vibe for the artist herself. 

The camera then tilts downwards to a weak spotlight on SZA who is gazing up at the camera in a birds eye view shot. She is lying on a couch wearing a Fendi tracksuit with her hair as a prominent feature as it is spread across the couch. Dressing in designer clothes implies her interest in fashion which is relevant in the music industry as well as showing her wealth as a well known popstar. With the spotlight on SZA she sings the opening lyric 'Why is it so hard to accept the party is over?', her facial expression seems apologetic as although the video is set out to be a usal hangover she becomes deeply vulnerable which then becomes a theme which is interwoven throughout the video.

A shot is shown of a hangover character eating cake, clearly from the previous night, in last night's clothes making the video unique and embrace a quirky style allowing it to stand out to audiences. Again, the character wears up to date fashionable clothing keeping the video modern and more appealing for younger audiences.

The director uses different angled shots (mid shots, low angle shots, wide shots) of SZA to show that the focus is on the artist but also making the video more visually appealing for an audience as well as allowing the soloist the interact with the camera. 

 

The video then evolves as the hungover individuals take on the streets of New York City, shown in a wide shot of the characters crossing a zebra crossing whilst dancing in unison adopting an R&B style to the video. The location change also helps to create a narrative. SZA leads the group as she is the centre of the video. It is made clear that the video is set in winter as snow is seen in the background- the group also wear trendy winter clothes. SZA wears heels which makes her stand out and in addition to this, it also enhances her femininity. The lack of saturation throughout the video makes it feel more authentic and attractive as there is a coolness to it. 

The video continues this narrative as the bunch of individuals visit various places like a pizzeria. The director continues to use a range of shots like close ups and creative shots like a handheld clip of a character eating pizza allowing the video to stay different and authentic. A wide-mid shot of SZA is used slouched on a seat in the pizzeria showing her relaxed, chilled nature as an artist- her body language allows her to seem effortless. 

An interesting shot is then used as the group lie on the streets of New York City, the camera is tilted to create an illusion on screen. They perform small movements to make the video more poppy and quirky. The artist sings the lyrics 'is it warm enough outside for ya?' which correlates to the narrative on screen as they venture outside the apartment. An electronic banner is placed to the left of the shot which writes 'self defined' which makes SZA create an image of herself which is genuine and real. Close ups are used throughout this moment to continue to present the soloist in the limelight. 

The video then begins to quicken in terms of pace as the day fades into night and a montage of SZA and friends are shown sledding down a hill. Short duration shots are used to illustrate how they're having fun as well as matching SZA's singing as the lyrics are faster in this section of the video. The artist wears silver tracksuit bottoms with an oversized coat showing her modern, trendy personality and wears her hair down making her continue to seem effortless to the audience. 

The camera shots throughout this montage are predominantly hand held, giving it a type of 'home video' feel as well as helping to keep the video interesting by varying the shot types and angles. A tracking mid shot of SZA sledding down a slope is also used to capture her lip-syncing the lyrics: 'We get so lonely, I forget what I'm worth', she seems happy with her peers. 

After this, the video takes a turn to a completely different location capturing SZA alone. The video cuts to her at a laundromat squatting naked in front of a wall of washing machines with only a purple hat and pink veil on as well as heels; this costume continues to call attention to her high fashion persona. The initial shot of the laundromat is a close up on SZA singing 'I'm sorry I'm not more attractive', this heart felt verse makes her seem incredibly vulnerable and therefore relatable to audiences (particularly teen girls). The close up of SZA shows off her beauty and yet the lyrics sung create empathy for the audience as we see how she is not comfortable in her own skin. A beautifully constructed wide shot is also used of the laundromat, with SZA placed right in the centre of the shot. Although in typical pop music videos, SZA's nakedness would be seen as being sexual and particularly in favor of the male gaze, I think that in SZA's video, she is highlighting her vulnerability by being nude as she sings lyrics like 'I'm sorry I don't shave my legs' and other personal lines about how she feels unworthy after her breakup, her nakedness makes her song more intimate and real for an audience. Her lyrics raise issues about women feeling like they need to achieve perfection with their bodies and therefore she becomes across as authentic and relatable. 

This then cuts to SZA and her friends again outside a small store, a contrast to the shots right before this. She is surrounded by people, they wear LED lit up shoes in the dim lighting which looks visually appealing as they match the LED signs on the shop window. This then cuts to a wide shot of the shop where a LED light comes into vision saying 'Disappear here', continuing to weave the theme of loneliness throughout the video- even though she is with friends, the sign may imply how she still feels vulnerable and alone even with people present. 

The next section of the music video shows SZA entering a party scene as she opens the door to an apartment and walks into the party through a corridor. The shot is handheld which helps to put the audience in the party scene as well. She wears a fishnet vest on top of a bra which demonstrates the 2000s image that R&B music videos normally give off. Her clothing make her come across as sexual and youthful. Multiple different shots are shown of the party, SZA can be seen dancing in a mid shot, a couple can also be seen kissing. The use of multiple angles of the party help to make it seem more busy and chaotic as if it were real, the dim light with purple hints (from LED's) also helps to bring this idea across. 

SZA is then captured alone again in the next scene in the music video and a pattern starts to occur that she always ends up alone. She has snuck out the party to smoke and Drew Barrymore herself walks past her in the shot and she is seen smiling at SZA before swiftly walking out of frame. The reason the song itself was titled 'Drew Barrymore' was because SZA made connections with Drew Barrymore's old film characters: she remembered them as outcast and yet still managing to thrive and being worthy of love even when being self-destructive. SZA said "she was lashing out because she was lonely and pissed that her life was like this. I felt that." and that is what, essentially, the song is about: finding beauty and self love amongst feeling as though your deteriorating. 

A few more shots of SZA are shown of her partying before she is in a new location, alone. A gobo light in the shape of a heart is placed on her illustrating the heartbreak as well as creating an interesting close up for audiences to watch as the artist's face comes in and out of the light. Throughout this close up, shots from the party are interwoven. 

The music video ends with SZA and her group of friends on a snowy rooftop in New York City. Close ups are shot of multiple characters with monotone facial expression implying how many people may sometimes feel like they are lonely. Although, they all hold hands and comfort one another showing how they are there for each other. Overall, SZA's video 'Drew Barrymore' tackles and reflects loneliness and vulnerability which stems from a break up leading into self-doubt. The end of the video is warming as we see how SZA's friends are all assuring. 

Camera Workshop

Today, Matt talked us through how to frame some typical shots that are commonly in music videos. He also talked us through how to use different lenses as well as which lenses are used for different shots.

First, he introduced us to prime lenses: lenses which come in different sizes and are designed for particular shots --> 20mm, 24mm, 28mm, 40mm, 50mm, and 85mm. Matt explained to us that the smaller the mm, the wider the shot. We will use these lenses for our music video shot so it was important that we understood what they were used for. Because each separate lens focuses on one frame in particular, the shots are therefore of a higher quality. 

Because there is no zoom tool on these lenses, Matt showed us how to focus a picture correctly by using a measuring tape and then applying the distance to the camera to make the shot clear:

We were then able to work as a group to try and frame some visually appealing shots of a pretend band. We played around with focal points, foreground and background to create depth: 

We were also taught about the shutter angle and frame rate on a camera. Using a higher frame rate (e.g. 50 fps) will make the image in a slower motion and then a lower frame rate (usually 25 fps) for a normal video shot. Shutter angles play a crucial part in music videos as they help to set the tone. An average shutter angle equates to 180 degrees. If the shutter angle is higher than this, the motion appears more smeared and blurred whereas if you use a lower shutter angle, the image will be much clearer and fragmented. Depending on the genre, using different shutter angles will help to set the mood (i.e. if you're creating a slower, soul music video, a lower shutter angle may be affective).