As a group we are to develop a concept, image and brand for a new singer, group or band and develop and produce their first pop video, their first DVD cover and their first magazine advertisement. This is in order to establish the group and especially their image and brand for a particular target audience.
The 5 Stages of Production for a Pop Video
Stage One: Research and Development
This is when the initial idea for the video is conceived, after a song is picked from the artist’s catalogue of music. It is then possible to look at videos from other bands that produce similar music, to ensure that you come up with an original idea, or take interesting characteristics from other videos and put your own spin on them. In our case, we looked at videos to help us come up with ideas, as we are not seasoned professionals at pop video creation.
Stage Two: Pre-Production
When a projected is finally given the “Greenlight” (the go ahead to start working), the pre-production begins. This is when the planning for the shoot day takes place, and the final construction of the idea is put together. Cast, locations, props and shooting schedule are all arranged so that the shoot day runs smoothly. A storyboard and timeline are then worked out to show what needs to be shot and how it fits into the song. It is also possible that you may have to test the equipment that you want, if you haven’t used a camera/lights in a while.
Stage Three: Production-The Shoot
A call sheet needs to put up a few days before the shoot so that all the cast and performers know where they need to be on the shoot day. You also need to make sure that the performers know how to play the song on their respective instruments, and that the singer knows the lyrics. When shooting, it is important to get some stills with a digital camera or just using the camera, for use in the advert or DVD cover later.
Stage Four: Post Production
Post Production is where the editing and after effects are put in so that the video works. A lead editor drives the process and makes sure that people take turns doing work, and that one person is not overloaded with all the editing. After effects, like animation are added during this process, and anything that needed a blue screen on the shoot day. During this process, various cuts of the video are shown to test audiences to gauge reaction and see what does and doesn’t work.
Stage Five: Distribution and Exhibition
This is when the video would be distributed to the general public to raise their awareness of the artist. Many outlets could be used in today’s age: The record label could release it on their official YouTube channel, it could be shown on a music channel on television, or it could be released on social networking sites like Myspace, which many artists use to promote themselves. Online recommendation sites, like Digg, may also help increase artist awareness if the video was seen and liked by enough people.Research and Development
“Just because it happened to you, doesn’t mean it was interesting”
- Dennis Hopper
“Just because it happened to you, doesn’t mean it was interesting”
- Dennis Hopper
Our First Steps
When I was selecting my song, I didn’t want to pick a band that most people in the UK would have heard of. I went through music I had on my iPod until I found a song that I thought would make a good music video, and then brainstormed some ideas. I repeated this process until I found Listen To Your Friends by New Found Glory, and from this song came my idea. I wanted to put over the main message in the song, which is about rejection, and how you should always listen to other people before plunging headfirst into some kind of romantic relationships. Punk rock music is all about energy and movement, and this would be reflected through the video. The performance element would be shot on a stage with an audience, to show what the band is like in concert. It would all be shot off tripod, using handcam, to emphasise the energy of the show. The narrative would follow the story of what the lyrics are saying, in the various locations mentioned. These locations would not be 100% realistic however, as keeping them a bit surreal would fit in with the slightly non-conformist image of the band.
Skateboarding and Vans Shoes are two things closely associated with punk rock music and the subculture that goes with it.
The Band, Their Backstory and Contexts
Atom Tan are an up and coming punk rock group from Lowestoft in East Anglia, who have been performed for the last 5 years. Originally an indie rock band, they discovered a mutual love for punk rock after watching New Found Glory at Reading Festival. They hope that after 4 years of playing the club circuit in the east, including gigs at larger venues in Norwich and Ipswich. Their influences include New Found Glory, Blink-182, Social Distortion and All Time Low. As a punk band, a certain part of their star image relies on being rebellious, and so all members have matching tattoos of the band logo. The commercial implications of the genre and today’s choice of mainstream music mean that thy probably won’t make much money until people’s music tastes change, or the band make more mainstream music. Atom Tan are currently signed to Haversack Records, an independent record company specialising in niche genres in the UK music industry. Acts on their books range from Ska to Hip-Hop, with a variety of genres represented. The label allows the band almost complete control over there creative output, which enables the band to make music they think is relevant and important. However, the label does not pay very well as it is small and does not have a massive distribution system in place to release records. On the JICTAR scale of social analysis, Atom Tan would probably appeal to people in the C, D and E categories, as the music does not confront complex modern issues and is simple in its composition. Punk rock is a genre mainly listened to by males aged 14-25, but not exclusively as some of the issues dealt with are identified with by younger teenage girls. The band has constructed an image of carefree youth, with an undertone of rebelliousness. To support this, most of the bands photo shoots have been with them taking part in childish things, many associated with the punk rock subculture, like skateboarding. The band have not released any music videos to date, so this will be their first music video. The idea is to introduce them to a wider audience to increase the appeal of their music, and try and spark a revival of punk music in the UK, much like the British metal revival. They would put the video on their Myspace so that their fans could see it. It would also be put on Haversack Records YouTube channel, to attract wider internet attention to the band. If the video became a big success, it might even get a spot on a music channel like MTV, or a talk show like Friday Night With Jonathan Ross.
Atom Tan during one of their live shows.
