Evaluation

Camera Shots

Long Shot
Long shots were used to show what the artist was wearing and how they used body language. It was also used to shot the arists relationship with her boyfriend, like when they was walking along the beach they held hands. These shots are used frequantly in RnB music videos because they want to show off the artists body.
Close Up
Close ups are used to show the artists emotions through their facial features and expressions. Or close ups could be used to show certain items or props, like the teddy won at the arcade.
Two Shots
Two shots are used to show the realtionship between two people. These shots were used to show the relationship between her boyfriend and her boyfriend, for example a two shot would be used when they are kissing to help portray their feelings and emotions.
Hand Held Camera
A hand held camera was used to make it look like the artist was filming her memories. The hand held camera was used in the arcade to make it look like they were having fun and that the fun would never end. Using the hand held camera mad ethe video look more realistic and natural, this techniques is used in RnB music videos to, again, make it look more realistic and natural.

Location
We had 3 differant locations for the music video to stop the audience loosing intrest, we used the artists house, an arcade and a beach. The flashbacks were mostly filmed on the beach and the arcade because the target audience might be able to relate to it, being with a partner on a beach having fun. The house was used to show how the artist felt after her boyfriend died, some meber of the audience might be able to relate to that and build a realtionship with the characters.

Costumes
In our music video we have to differant styles to the artist, casual, which the audience can relate to and build a better ralationship with the artist, and elegant, which can inspire the audience. Most RnB videos show artists in casual clothes to make the video look less staged.

Editing
The music video was mostly composed of straight cuts, fade in and fade outs. The fades fitted in with the mood of the song, slow and sad, and we used the straight cuts when the artist was singing so the audience could keep up.
We also used a black and white effect for the flashbacks, because when the black and white effect is used, its usually seen as something thats happen in the past. Also, using the black and white effect helps the audience recognise the flashbacks.

Music Channel
Me and my groups music video will be broadcasted on MTV becuase the it shares the smae target audience as my music video, 13-40 year olds. The channel features many differant genres, but RnB is one of the most popular because of audience demand. MTV feature artists such as Lady Gaga, Katy Perry and Rihanna.

Target Audience
The target audience in a group of people who your product is aimed at. They can be defined by their age, height, gender etc.
Me and my group chose our target audience to be women aged 13-40. We chose to target women becuase our artist is female, so therefore other woman can automatically relate to her, also the theme of the song and video is love, which again, appeals to women rather than men because women are sterotypically more caring and emotional. We also used our location, costumes and expressions to our advantage becuase they are all things women want to wear/be/feel.

Poster and CD cover
To help with my advertising i created a magazine advert and a CD cover so my audience could recognise my artists products instantly. I decided to keep the same theme in all my advertisments so the audience can recognise it and to make it look more proffessional.
My CD cover has an image of my artist in an elegant dress, so she can inspire my target audience and even relate to some of them. I also included website infomation just in case the audience want to find out more. I also used another theme in my CD cover, good girl and bad girl, i made the background black with white patches shineing though to help relfect the good and the bad, i dont this because many modern artists use this technique to gain a wider audience and appeal to more people. I also use this technique on my magazine advert so, again, my audience can recognise all of my artists products.

Goodwins Theory
1. Music videos demonstrate genre characteristics
2. Theres a relationship between lyrics and visuals
3. Theres a relationship between music and visuals
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motives across their work.
5. There is a frequently reference notion of looking and particually voyeuristic treatment of the female body.
6. There is often intersexual reference
7. Whether the video is primarily performance, narrative or concept based and how elements of each are used within.

Me and my groups music video contained most, if not all of these bullet points, which made it successful.

Dyers Star Theory
Richard Dyer wrote a set theorys that applys to most films and music videos.
1. A star is an image and not a real person, that is constructed out of a range of materials.
2. Stars are commodities produced and consumed on the strength of their meanings.
3. Stars depend upon a range of subsidary media for example, TV and the Internet. This enables them to construct and image for themselves which can be marketed to their audience.
4. The star image is made up of a range of meanings which are attractive to target audiences.
Paradox 1
The star must be simultaneously
Paradox 2
A star must be simultaneously present and absent at the same time for the consumer.

Design Brief and Creative Brief

Date: 23rd January 2011
Project Manager: Christine Keilty, Sofia Siracusa, Yasmin Khalil, George Seymour
Dept:
Album Title: Dangerously In Love
Aritst: Bella
Release Date: 27th Novemeber 2010

Product Overview

Where are we now?
Since 1993, we have been selling a massive number of albums worldwide. we have an international reputation and are still going strong. We have introduced a differant kind of music that expresses feelings and emotions in a way the audience can relate. Our record label has been involved with big names such as Whitney Houston, Beyonce Knowles and Christina Aguilera. They have all set a type of genre that has kept the company growing and growing over the years.

The Album Concept

What is it?
Dangerously in Love is a brand new album that expresses a womans feelings towards her partner. She wants her audience to know that it is good for you to communicate with your partner and to tell them that you love them. She wanted to create this album for her audience to be able to relate to it and be able to express her feelings aswell. It is an album about love and relationships, the meaning of love and the things that come with being in love. Dangerously in Love shows to Bellas audience that underneath strong women, there are emotions and feelings and Bella likes to express them like any other human being.

Why are we doing it?
we are doing this to add to the other successful love albums we have produced in the past. we believe that this is an album that many people will be able to relate to, not just our normal audience but many more.

Comparable Products
Norah Jones- Not too late
Released: January 30th 2007
First week sales: 405,000

Leona Lewis- Spirit Deluxe Edition
Released: 9th November 2007
First week sales: 375,872
Sales to Date: 2,812,524

Alicia Keys- The Element of Freedom
Released: 11th December 2009
First week sales: 417,000
Sales to Date: 1,305,000

Who are our Consumers
Primary (70%)
Females 13-40 ABC1

Secondary (30%)
Males 13-40 ABC1

What is the Consumer Reaction we want?
We want the consumer to be able to feel and relate to the songs, build a relationship with the artist and with the lyrics thoughout the song. We want them to play the songs over and over again and never get bored. Also, we want them to remember the songs and the lyrics and in a couple of years, when thay are caught in a love moment, go back to this album and feel the emotions they once felt.

How will we know it worked?
From the sales Target. We will see if out targets were met and whether they are higher than we expected. If it fails to reach our target we will go back and solve where we may have gone wrong.

Sales Target- 25,000 in the first week

Key Launch Releases
Press Campaign:18th November 2010
TVC Launch :24th November 2010
Album Release 27th November 2010



Creative Brief

Task: To create a album cover for the album Dangerously in Love, it must show the 2 sides to the artsit, Bella, and the audience must be able to recognise it straight away.

Deadline: 9th November 2010

Proposition: To combine Dangerously in Loves reputation with existing and new buyers to offer a highly commercial proposition.

Tone of Voice/ Brand Image/ Positioning: Aimed toward a young to middle-aged audience who are going though love and can relate to the song and its lyrics, also to help the younger listeners to express their feelings towards the opposite sex.

Restrictions/Limitations
1. Dangerously in Love Brand Logo
2. SonyBMG Logo

Production Specs
One CD in a box case with an Album cover

Budget: TBC