Planning for Digipak

                                                                                  
The italic version of this font conforms to the female artists' image but still offers
a youth representation that can alienate other age groups to interact with the music.
In terms of genre this works well with the urban environment and can also suggest
crime with the image of vandalism which creates moral panic.

Editing in Final Cut..

This is a technique used to appply different colour effects for a specific piece of footage. By double clicking the footage and selecting 'filters' I adjusted the brightnes and contrast and added a matte choker effect to produce Figure 3. This was done to add an edgy effect ot he video.
The 'cross dissolve' transition was used on Figure 1 where I combined footage of a male and female smoking at different day times. Also at this time in the song the lyrics are 'as I inhale the fume' which is illustrated here.

Taking advantage of this transition would not synchronise well with the tempo of the song. Jump shots were more appropriate and links in with the idea of the song. As the song is about the feeling you get whilst your raving, fast jump shots can give the audience a sense of how it is when inside a club.



Figure 1. Example of cross dissolve transition

Figure 2. Stereotypical representation of Youths in London
This is our target audience

Figure 3. The infrastructure of London

Digipak Template

Front Cover: A mid-shot of Nadine cropped with the framing of a road in Brixton so she stressed more in the shot and she looks more dominant. If we used an extreme close up of her face it would code the genre of R&B and not 'electronic-dance'. To meet typical conventions of digipaks for alternative dance genre the front will consist of a mid-shot to establish the stars image. We are planning to have a photoshoot to produce these photos onto the digipak. We are using the Brixton setting or a studio in our school.

Left Inside: This displays the tracklist to the consumer, it will be presented in handwritten font to differ from other digipaks to suggest the creative 'song-writer' aspect of Nadine. Number of tracks will be up to 10.

Disc Cover: The word 'Underground' is written horizontally across the disc in thick handwritten font with the london underground sign in the background. This will be filtered in black and white.

Back Cover: Is what the consumer expects to see if they were looking at front cover from a backwards point of view. It will be Nadine in the road with her back facing the camera along with the record label and other music industry information written below the picture.

Behind the Scenes of Cecilia - On a Mission

Copyright Issues

For the music video we have chosen to use the song On a Mission by Katy B. As it is set in Brixton, portraits that are displayed on the Ritzy cinema have an appeal to the video and we have shot these images to add iconography to the concept. This is obviously using existing products that have been established for reason and we have not been given permission to use these which can influence copyright issues. We have taken this into our hands by contacting the cinema whilst we shooting to ask for permission and RinseFM which is Katy B's record label who manage her products. We wanted to make it aware to these companies that we are using their existing products in case of future conflicts.

What We Want 'Cecilia - On a Mission' to look like via Prezi and Storyboard

These are a few inspirations from recent music videos this century from the similar genre we've chosen. We have imitated and developed some scenes from each of these videos and incorporated them into our video.

Treatment for 'Cecilia - On a Mission'

Treatment for ‘Nadine – On a Mission’ (3:19)

My music video is a combination between narrative and conceptual typologies. The short narrative shows Cecilia, the star, walking through the streets of South London admiring her surroundings to reflect the feeling when entering a rave. Cecilia will be singing 'On a Mission' whilst wearing headphones and at other times she's not wearing headphones. In some shots Nadine is dancing or 'bubbling' to the song during her travel through architectural areas in Brixton and Croydon. (we are using two locations)

What do the lyrics suggest?

From research, audiences have said this song suggests ‘trippin’ a slang term used to describe someone completely freaking out over something small and often drugs are involved with this phrase. The lyrics are meant to describe how a young person feels once they enter a club and the impact that the energy of people can have inside a room. The quotes “keep up with me as we lose control” and “this right here I swear will end too soon” highlight the visuals of a club scene with drugs. This genre is highly, associated stereotypically with drugs.

What is the concept?

The narrative is supposed to be contradictory of the lyrics but have a slight connection. As Cecilia is on her journey coming to contact with strangers and associates. She wears headphones whilst singing the song outside key locations that demonstrate her lyrics. The key lyrics help explain the narrative; “keep up with me as we lose control” is to suggest her being excited on her journey to meet people, “this right here I swear will end to soon” is to compliment the tempo of the song as everything is shot in fast shots and also to show how fast time can go when you are enjoying your time somewhere or being with someone “as I inhale the fume” is to associate with the genre and acts as a metaphor explaining her surroundings as her drug. We’ve represented the message of the song through the fast movement of shots and the atmosphere throughout the video.

Representation of Genders and Youth

The star Cecilia has an urban style inspired by Rihanna but not hyper-sexualised through her image so the music isn’t distracted. Cecilia's appearance subverts from pop videos as her attire consists of jeans, lack of jewellery and a fur coat. Cecilia will be interacting with people between the ages of 17-20. The youths are shot in shopping areas which helps represent their motives and interests. 

First Minute includes (00:00 – 01:26):

Establishing the urban setting of Brixton, with a variety of shots of local clubs and bars where the lyrics illustrate what happens in these locations; (Satay Bar, PlanB, and Brixton Academy etc). The camera follows Gilda throughout Brixton market and the high street as she sings the song. This first minute is mainly to establish the setting and highlight what Cecilia will be involved in. 

Second Minute includes (01:27-02:22)

As Cecilia is making her way through Brixton/Croydon she visits some shops and exchanges smiles will employees in the market, she goes into some stores still singing the song with her headphones on acting oblivious to her surroundings because she’s focused on what she is listening to. This minute is to capture Cecilia at close ups doing lip syncs and give a sense of her character through her performance. At one point during this minute there will be scene where a group of youths are gallivanting, smoking and interacting with one another by dancing and smiling. Another scene is where Cecilia sees someone she knows and becomes excited. 

The Last Minute includes (02:23-03:19)

The tempo is slower once it reaches this time of the song and from here onwards the lighting changes from light to dark to emphasise the time change during the song. This is done through a weather shot of the sky edited into fast motion. As soon as the beat drops to a slow pace there is a shot of someone doing a backflip in slow motion. Cecilia continues to walk through Brixton/Croydon. It ends with Cecilia walking into a distance after smiling.