UPDATED Artist And Branding Research

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portfolio by Mackenzie Craig


Frank Ocean by Mackenzie Craig

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Genre Research

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Codes and conventions of a music video The general conventions: The Camera The style The editing techniques Both diegetic and no diegetic sound Mis en scene ([props, lighting, costumes, hair, makeup, ect) Stereotypes Technical techniques: The way the camera angles are used Different types of shot movements Diegetic vs non diegetic sound The pace and style of  editing The genre Symbolic Techniques: Facial expressions Gestures Poses Mis en scene Reasons for codes and conventions: So that the audience can become familiar with a particular genre creates a structure audiences can understand ensures the lyrics fit in with our expectations of the music The styles of music videos  Performance These type of music videos feature the artist or band doing a live performance of their song in a variety of settings either on their own or in front of a crowd, depending on their choice and style of music. It is known to be a simple and cost effective style for a music production while keeping ...
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Treatment, Mood Board, Location and reccie

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Our music video will be about a girl who fell apart with her friend/s and has changed as a person because of it. Our video will be about 3 minutes and we will be filming in the city, preferably close to Queenstreet. We have chosen this location as it gives a good variety and represents how our main character feels lost in a crowd of people. We will also be filming in a park in the city, which can contrast with the bustling streets as it conveys a more peaceful atmosphere and serenity  which adds some good symbolism. . Our Music video will incorporate three main threads as well as being a mixed genre (Narrative and performance) which gives our target audience different directions to focus on. We are also going to try keep our shots and transitions smooth so that it goes along nicely with the rhythm of our song, However will keep all our sound Non diegetic. And we hope to change the colour of the object in the frame to grasp our audiences attention and link it back to the overall the...
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