Genre Research

Song: For a Better Day - Avicii
Genre: EDM (Electronic House Music)
Sub Genre: House music

Origins of EDM
Was introduced and first played in 1977 in a club in Chicago inside a warehouse opened by Frankie Knuckles. They played music by mixing old disco classics leading to a new genre, EDM. Synthesizers and drum Machines were used to create one of the very first EDM songs which was called 'I feel love' which was produced by Giorgio Moroder and Donna Summer.

Contemporary House music
Nowadays with better technology, people are able to create music easier than before which had opened up for many people to constructing a song with no need for singing if they aren't as skillful at that part. As a result there has been a large amount of artist who make house music, only counting for the artist who are licensed, there are approximately 1000 artist worldwide.

Fashion of contemporary EDM music fans
Often fans of EDM wear casual clothing as most of the time visit clubs which most of the time play these kinds of music.

EDM music in Movies
EDM music are often included into a movie for example when the character enters a club which are known to play that type of music. Usually the music is played during a party showing the excitement of the atmosphere.

Project X

Magazines
In the US, they have been heavily pushing the music industry towards EDM as they have seeked new customers as more teenagers are interested in EDM. As a result, to help EDM spread further to meet new markets they have had tried to promote the genre on magazines such as thee rolling stones which have had many well known DJs on the front cover to raise awareness to this emerging genre.


Music Festivals

Ultra Music Festival

- Held worldwide in many countries
- can be watched online on Youtube by streaming
- Biggest festival in the US

Tomorrowland

- Located in Belgium
- Once a year in mid-July
- Always brings in top international DJs
- Very popular as tickets sells out in less than a minute

Risk Assesment

Location Scouting

Aerial Shot of Our Locations

Technical Analysis

Technical Analysis

Coverage/Shots/Takes

- Made up of 7 scenes
- To gather Coverage (to collect as many footage for a more effective way to edit)
- This requires different shots to make the video more interesting
- There is a demand for a large amount of shots to pick out the best shots to improve the quality of the TAKE
- Mostly in this video is a performance based as Adele sings through the lyrics of the song, targeting her visual appearance

Scene 1 - Adele Singing - Close up, mid straight and long straight

Scene 2- Long Shot and Mid

Scene 3 - Drummer under the stair close up, pan. Mid shot of drummer. Long shot behind dolly towards

Scene 4 - 100 of glasses of water. Close up high angle, tracking shot. Mid shot -horizontal

Scene 5 - Smashing cups. Mid shot of the pile. Long shot of throw. Close up, low angle of cookery hitting the screen.

Scene 6 - Model city being destroyed. Close up pan. Long shot Citysearch. 

Scene 7 - Fresco. Close up on the in-grave on the wall.

Prelim Project

Prelim Project

Planning




Final Product

Evaluation

3 things i liked about it

For the first time making a music video, i think it was a great experience and the final product was decent. First of all, i liked that the editing was done accurately where different shots came in at the right time as the rhythm of the song. Another thing i liked was a use of many shot types which was similar to uptown funk. Finally we brought in many shots to try to cover up as much of the 1 minute given so that there were more shots.

3 things to improve on

Lip syncing could be improved so that it could look more professional as if the actor was singing, by learning the lyrics more and trying to match the beat will syncing.
More dance moves could make the video more interesting as this type of song needs something to match the beat.

Costume Design

Drug Dealers 

What they wear

Younger individuals 

Younger adults who have gone into drug dealing often wear clothes which comfortable to them and often tries to stop others from identifying them. They usually wear a hoodie and long trousers with old sneakers describing them as an unknown person. These people are often at the beginning of entering the business. As they progress and earn more money, they usually have more money and buy valuable goods. For example they buy gold chains and other non-sense clothing which might give them higher reputation as they understand the market for it.

Older drug dealers

As drug dealers who have been in the business for a longer time, they usually wear suits to show the buyers that the person is trust worthy and has a high reputation. Given that they have a lot of experience in the market, they are often rich and are at a higher standard of living. 

Purpose of a Music Video

Purpose

To be able to sell the song as it wants the viewers who have watched the video remember the song and would want to buy it on iTunes for example. It is also made to show the audience another side of the side to show meanings which creates emotions or questions in their mind. One of the most important is to entertain the viewers so that they would watch the whole video without getting distracted. Music videos are often created to introduce a new artist to be expand their profile or improve the profile of recent artist.

Examples

Promoting a song

Feeling Electric - Parade of Lights

EA trax is a playlist of songs added to a video game for example FIFA. Each song released on FIFA gets a huge lift as the artist gets more recognition from people playing the game. This has made many artist famous overnight just from having one of their songs on the playlist. In September, FIFA 16 released and as shown on the graph above the views of this songs increased significantly.

Promoting an artist

Gangnam Style

This music video became viral through the internet by Youtube for its unique dances and an emerging type of genre 'K-pop'. PSY, the artist was only aiming to be able to spread this song all over South Korea. However, it went viral worldwide and promoted the artist as it became the first video to have reached 1 billion views. This had made the artist more recognised in the music business and became a star worldwide, winning an award in Europe for the best music video by MTV. This had changed everything not only for PSY, but also for the record company as the shares heavily increased by 568.8% due to the music video.

Promoting a product

This picture is one of the shots from the music video called 'Anaconda' by Nicki Minaj. As shown in the picture, Beats, a music acessories company have tried to promote their products in a music video which they are trying to reach new customers who watch Nicki's music videos.

Timeline Plan

Music Timeline "For A Better Day" 

Film set up