Jamie O'Grady - 1204

Synergy and brand cohesion are important to any brand as it adds a professional touch and also enables viewers and consumers to easily discover more about the brand, especially in the world of social media. I will prominently feature logos and use similar font styles throughout the website and music video to create consistency between my platforms. The overall theme and mood will remain the same, with that of a mysterious and spiritual nature. In my website, I will link other social media platforms such as Twitter, Instagram, and Facebook to direct potential viewers from the website to the artist's social media platforms and therefore create a larger audience for the artist.

1) Follows the life of an average teen, using locations like school and a town. Something happens to put him/her in a surreal location representing an after life. The locations will contrast; wet, grey, depressing and artificial in the town and school - sunny, natural and organic in the other location (forest or similar location). 2) Use party/club as a scene to deliver a video that conforms to dance music videos. Follows a person/group of people around the party and shows what they get up to. I think this video would be harder to produce due to the unavailability of clubs, and I also think it would be boring due to the huge number of similar music videos. 3) Use Camber Sands as a scene to create a happy summer location. Follows a day in the life of a group of people enjoying the beach. 

Video In my music video, I want to capture the overall feeling that the song “After Life” implies. I aim to capture the idea of life after death through the use of surreal locations and special effects. This style of video would deviate from the expected conventions of a dance music video; however, I feel like the chosen song reflects a darker and deeper mood which can be demonstrated in my video. Dance music as a genre generally appeals to a young audience, therefore I will be producing my video with the demographic of a 16-25-year-old AB class person in mind. The main purpose of a music video is to promote the song and artist while making an interesting and entertaining method of consumption. Sometimes they feature narratives which tell a story to keep the audience engaged, or sometimes they simply include the artist singing/dancing to promote the artist directly. For the mise-en-scene of my video, I would like to include two main settings; a desolate grey neighbourh...

Cinematography Cinematography is an important part of dance music videos. For example, colourful lighting is used in club scenes to make the scene seem happier and more interesting. However, as I am aiming for an alternative style of video, I would prefer my video to be in a more natural or normal setting. My initial ideas include filming in a forest, so I would be using long and medium shots to establish the scene and show the setting. Close shots may be used to show detail or emotion. Sound Almost all dance music follows a 4/4 beat, with a thumping kick drum on every beat. The editing generally follows the beat. As the songs are mainly produced using digital audio workstations, the leads, bass and other sounds are all synthesised. The main melody is repetitive but catchy, and encourages dancing to the beat. The beat uses sampled drum kits, so there is little variation between each piece of percussion, leading to a upbeat and manufactured sound. In the video the music can be ...

A typical audience member would obviously be a fan of dance music, which also implies they enjoy partying, drinking and having fun. However, as I am planning a different style of music video, they may be into more alternative styles. Taken from uktribes.com: Stylers "Still representing status and style, it’s about partying, looking good and staying ahead of cool. Stylers hold strong on the UK Tribes map – innately cool and stylish, the rising influence of Urban fashion and music have made them a hugely aspirational Tribe for youth today. As luxe sportswear and Urban high fashion has hit the Aspirants (check out the Hypebeasts), more young people than ever before are looking like a Styler and aspiring to their luxury lifestyle." MOODBOARD

Travis Scott - SICKO MODE ft. Drake Directed by Dave Meyers, this music video employs extremely high grade camerawork, cinematics and special effects. I would love to be able to replicate some of these effects in my own video, however due to my budget constraints and lack of editing software, computer performance and equipment it will be nearly impossible. This music video is set in a rough looking American neighbourhood and exclusively features black actors, but there are also some scenes set in contrasting locations, such as inside an expensive car, in front of a blackboard, and next to a swimming pool. The mise en scene includes fashionable clothing and jewellery, as well as typical expectations of a poorer neighbourhood in America (trash, flaming barrels, graffiti, shuttered shops etc.) As this music video does not share much in common with what I am planning to include in my own one, I am mainly using it as inspiration for camerawork and special effects. K.A.A.N - Wate...

TCHAMI - PROMESSES This music video deviates from the usual expectations of a dance music video as it does not feature dancing or anything to do with the genre. However, I prefer this alternative style as it provides some interesting entertainment instead of the usual conventions of a dance music video. Many mainstream music videos can be very repetitive and become boring after seeing hundreds of other similar music videos, whereas this video gives a fresh take on a music video. I also like the rural setting, and the fact that it telling the audience something they do not already know.   TCHAMI - AFTER LIFE This music video does not make much sense to someone who has never seen it before, however when looking deeper into the video, there could be many hidden meanings. In the same style as Tchami's other music videos, the setting is mysterious and grey. The characters remain silent and the storyline is not explicitly explained. Personally I find this style of...

For my music video, I decided to use the track "After Life" by the French dance music producer Tchami. Tchami, whose real name is Martin Joseph Léonard Bresso, is a 33 year old French record producer and DJ from Paris. He was the pioneer of the genre "future house", building on te huge house genre by adding interesting synths, basslines and memorable melodies. He has collaborated and remixed with other famous DJs and producers such as DJ Snake, AlunaGeorge, Kaleem Taylor, Oliver $ and Jimi Jules, Mercer, Martin Garrix, Candyland, Jack Ü, and AC Slater. In the UK, his most popular release was "Promesses" which peaked at number 7 in the charts. The track features basic lyrics with a spiritual approach, questioning what happens after life. This marks a change from the usual house music, where the main focus is clubbing, parties and dancing. I think that this track would enable me to create an interesting and different music video based on the lyrics. I...

I have chosen to research Dave Meyers, a recognised music video director. He has worked with artists such as Travis Scott and Kendrick Lamar, and I find his style interesting and inspirational. Below is some information I have found out about him.

The name I have decided to use is "Yung Productions". Below is the logo I designed that I will use in my music video. However, I will probably desaturate it so that it is silver/grey and therefore fits with the theme of my video.

Tough Love - So Freakin' Tight FRAME 1 The first frame is an establishing shot of an outdoor swimming pool. The weather appears to be sunny with blue skies. This is typical of dance music, where the setting is normally sunny and happy in the summer. For example, beaches feature a lot in dance music videos. (Outdoor) swimming pools are typically associated with young people and having fun during the summer, especially as this particular pool appears to be a typical neighbourhood pool. This is suggested through the relatively small size of the pool and lack of professional equipment. In the background there is a distinct lack of buildings, implying the setting may be a small town. FRAME 2 This scene shows the legs of a lifeguard walking along the side of the pool. He proceeds to pick up a suncream bottle floating in the water. The words "Tough Love" can be seen printed on the bottle. This subtle scene acts as the title screen as it promotes the artist i...