Locations

To begin with we decided to film at Carlton Road due to discovering that there was an abandoned college which overlooked the city creating a strong urban image. However after doing a shoot at this location we were disappointed since we believed that there was more graffiti and damage to the area, making the place link to other Indie music videos. A photo of this location is shown below:

Therefore after this shoot we decided to change location as it didn't meet the needs of the typical Indie Genre, so we decided to film at 'The Recording Studio' at Saint Annes where it has more graffiti and a more professional appearance for the artists.

The image above reveals how we have used a recording booth in order to create a professional image of the artists as well as keeping the urban feel as this is what attracts Ed Sheeran's audience since this location has graffiti walls which we used for our CD cover. 

This image above reveals the amount of graffiti which was available at Carlton Road, therefore the image below appears more striking and appealing to the audience due to the close up shot and the colourful background.

Here we decided to link the artists in the narrative which is an effect that Ed Sheeran uses in 'A Team' as in the photo above the actress playing the role of the prostitute walks back the artists as they have just left the recording studio after filming. Therefore by showing the recording studio sign it shows how they have just finished recording the song 'Little Lady' but it still creates the illusion of the narrative.

Change in Ed Sheeran Actor

Our CD cover shows both the rapper and the artist together in front of a graffiti wall however due to the this actor being unavailable and unreliable we had to change the actor for filming as the deadline is close. Therefore we have chosen an actor who looks similar to the previous actor in order to make the change less noticeable. We keep the same clothing image - baseball cap, zip up hoodie and jeans, which Ed Sheeran usually wears creating a believable representative of the singer.

Shoot: Filming Narrative

For our performance we decided to use an urban environment in order to relate the surroundings to the lyrics. For our verse shoots we chose an area which we believe would be effective, however when looking back at our footage with Mel it is clear that the surroundings did not achieve that effect which we desired. As well Mel informed us that a wider variety of shots will be necessary in order to entertain the audience. The screen grab below highlights one of the typical shots that we used in our filming, which reveals how the distance between camera and actors was too great making the connection between audience and "artists" weak and boring. Therefore in our next shoot we have decided to use the graffiti location which we used for our CD cover, this creates a stronger image making the visuals have a larger impact on the audience. Also Mel told us that the rapper's costume should appear more dominant therefore, throughout the shoot his hood will be up portraying an urban image. 

Analysis Of Our Website Design

Our Website Design:

                We believe that our website design has a mixture of information, graphics and areas that represent our artist's image. For instance we have chosen to use the bold colours: black, orange and white, as the audience recognise and relate Ed Sheeran's image with these colours. Also the layout of our website is simple making it easy for the fans to access useful information; as well due to our website research of other Indie artist's website pages we were able to see that this was a technique used, connecting our artist with the Indie genre once again. The text fonts alter throughout the website as the larger and bolder font is used in order to highlight important information for example Ed Sheeran, purchase of 'Little Lady' and where to access other useful links. The design of the title originates from his past CDs as seen in Ed Sheeran's album '+' which uses type writing style for the title of the tracks, creating a connection between his music and his website page. We wanted to include a picture of Ed Sheeran in order to sell his image to the public, making them able to recognise his appearance which increases his fan base. The logos of the fan following websites that we have inserted: 'Facebook' and 'Twitter', are necessary for the artist to connect with their target audience and to widen his audience. By including interesting information about the artist, his biography, this gives background information of the Ed Sheeran to newer members of his audience allowing them to gain a more intimate understanding of the artist.

Camilla Smith's Music Video Analysis

Camilla Smith's Advanced Portfolio: Music Video Storyboard

Camilla Smith's Website Research

By researching different websites from the same Indie genre as Ed Sheeran I am able to see what is required for our website. For instance both websites advertises their albums and tour dates as this increases their fan base, therefore our website must have similar information (tour dates) as this also allows the artist to try and connect more with their audience. As well their websites contain their music products such as music videos and songs, this is free advertising and will allow new listeners to hear or see their talents without purchase. The layout on both websites is simple and clear making it easy for their audience to operate. As Ben Howard's website has a plain blue, water background while Benjamin Leftwich's is a patterned dull background it reveals that bright colours are not often used. This means that we have to try and be careful not to make our website too bright with the colour orange as this doesn't link with other Indie artist's styles. On their websites there are links which allow their audience to follow them on other sites such as 'Twitter' or 'Facebook' this is significant as it increases their popularity and helps them build a more intimate relationship with their fans. At the top of their websites their names are shown clearly by using a larger and bolder font, making it obvious to the viewer who the artist is. Since Ed Sheeran is known for using the block colours orange, black and white this is useful as these colours are not too bright and they link to the artist's image/style already mking it easier for his audience to recognise him.

Camilla Smith's Hospital Recee Sheet

Camilla Smith's Non Verbal Communication Research: 'You Need Me, I Don't Need You'

By watching Ed Sheeran’s ‘You Need Me I Don’t Need You’ music video I was able to analyse techniques used to portray his music through Non Verbal Communication. Below are a few examples of what I discovered:

Costume: The main boy’s clothing consists of jeans, a t-shirt and a leather jacket, this shows a casual appearance which is needed to highlight the Indie music genre. This is also shown through the dancer’s clothing as they are wearing jeans, boots, baseball caps and hoodies creating the same effect. Ed Sheeran is not mainly seen in his music videos however when a mid shot of him was shown it revealed him wearing a t-shirt, relating to his relaxed and casual image.

Imagery: Symbols were used to highlight the lyrics for instance when the words ‘choir boy’ were sung an image of a boy wearing an angel costume was shown, this enables people to visualise and remember the lyrics. As well when the word ‘meditating’ was heard an image of a Buddha statue was shown. Many symbols used were religious, such as the cross and the grim reaper, maybe in order to emphasise  good and the evil as his lyrics express the desire of becoming famous and achieving it.

Gestures: The main male actor shown is retelling the lyrics through sign language therefore using a large amount of gestures. This keeps the audience entertained as only the actor’s hands are used for his performance which is rarely used in music videos. A close-up shot is shown of Ed Sheeran playing the guitar which highlights his talent and allows the audience to witness him performing.

Space from the camera: Long shots are shown of the dancers and of the boy in order to shown their location. Also close-ups of the hands doing sign language are shown in order to emphasise a point for instance when the word ‘meditating’ was heard a close up of his hands were shown which then lead onto the Buddha statue symbol. A long shot of the boy standing in front of the camera is shown which highlights his close distance towards the camera.

Voice-Pitch and Tone: The pace of the music video alters from fast to slow however the singing is usually slower through the chorus maybe this is used to emphasise the title of the song. The pitch of the song is consent and the tone of the song is pride as he is exposing his climb to fame.

Facial Expressions: All the actors’ facial expressions are neutral making their movements more noticeable and significant. Although when the Grim Reaper character is shown he is wearing a skeleton mask with a big grin on, this could shock the audience as it was unexpected and contrasts with the other actors’ facial expressions.

Camilla Smith's Non Verbal Communication For Our Music Video

Camilla Smith's Advanced Portfolio Digipak Cover Research



Camilla Smith's Step Outline

Ed Sheeran, Step Outline:

Out Point	Music Section	Description of Scenes
12 Seconds	Instrumental	Tracking through the Hospital. Then camera stops on the singer and the rapper who are on a bench
46 Seconds	Verse One	Singer to camera. The Girl appears coming through a door then the camera focuses on her, she walks past the singers. The Girl walks past her old school, wishing she was there
42 Seconds	Chorus	Singer to camera, Girl walks past the graffiti wall but camera focuses on the singer
10 Seconds	Instrumental	Camera pans up to the sky, changes scene to the Girl’s house
1 Minute 30 Seconds	Verse 2	Detective tries to speak to the Girl. The Pimp discovers her betrayal and beats her/kills her.
1 Minute 34 Seconds	Chorus	Singer to camera. Final shot is of Girl’s clothing in the river.

Camilla Smith's Step Outline

Camilla Smith's Original Summer Homework Planning Task

Camilla Smith's Planning Task - Ed Sheeran CD Cover

I gained my inspiration of designing Ed Sheeran's CD cover from his other CDs and from other related Indie artist's CDs. For instance since Ed Sheeran uses black, white and ginger as his main colours I thought that it is important to maintain this technique since this is how his audience is able to recognise him. Also other artists such as Kaiser Chiefs place themselves on the cover in order for their listeners to connect and recognise the band members themselves

Camilla Smith's Planning Task

Ed Sheeran

Part One: Genre

·         In the ‘A Team’ music video, this is the original song version of ‘Little Lady, Ed Sheeran is portrayed as a helpful and caring artist as he buys a Big Issue magazine from the Girl and willing sits next to her:

This reveals that Ed Sheeran is not a judgemental person and doesn’t mind being associated with the “tramp”. Also his lyrics highlights the aspects of life that is mainly shun upon in society for instance prostitution, however he challenges the listeners judgements by portraying the prostitute as a victim. 

By the artist appearing as an ordinary person, for example by wearing normal clothing, this makes the listener able to relate to him more easily and it connects with the generic conventions of Indie music. As well the setting used throughout the video is typical for an Indie video as the setting is ordinary for instance the city, parks and streets.

·         The genre of our artist is Indie music/ acoustic/ singer, songwriter other examples of Indie artists are Artic Monkeys, The Killers and Kings Of Leon.

-          In the ‘When The Sun Goes Down’ music video by Artic Monkeys they portray a homeless girl also through the use of her baggy/ dirty clothing. No special effects are used throughout the video in order to keep a normal and believable which is a key and important aspect to show when filming an Indie music video. Urban settings are used to relate to people from these backgrounds and to represent the Indie style of the artists. The band are rarely seen in the video as the emphasise is on the narrative due to it showing issues in society.

-          In the ‘Sexes on Fire’ Kings of Leon music video the band wear rugged clothing, which is the typical style for an Indie video. The band is shown performing in this video which is enjoyable for the audience as they are able to witness their talents and it appeals to a larger target audience.

·         I believe that Ed Sheeran has changed over time as in his new video ‘You Need Me, I Don’t Need You’ he doesn’t continue to use urban settings as instead it is set in an empty studio as shown below:

This highlights how due to his image becoming famous he now chooses to forget the urban setting but use a studio in order to portray him achieving better standards.  However Ed Sheeran has kept the black and white tint in the videos in order to create an urban/ Indie atmosphere. In this video there are a lot of religious symbolism used for instance an image of an angel, grim reaper and cross is shown maybe making the audience think about religion. The film style includes more performance than narrative today as Ed Sheeran wants to show his talents and make his videos different from other famous artists. Also he doesn’t focus on himself in his videos as instead he allows dancers and younger people to absorb the spot light, showing that he is not a self-centred character. More lighting effects are used in the video as well, this contrasts with the typical conventions of an Indie music video.

Part Two: Visual Style and Image:

·         A black and white tint connects Ed Sheeran with his music videos as he always uses this effect in his video in order to create an urban and Indie atmosphere. Also he is often shown in his music videos although not for a long period of time, therefore he allows other people to reveal their talents for instance dancers.

·         Ed Sheeran is shown as being a caring, unselfish and understanding artist as exposed when he associates willingly with the “tramp” in the ‘A Team’ music video and in the ‘You Need Me, I Don’t Need You’ music video Ed Sheeran does highlight his talent of guitar playing however he allows other individuals to reveal their talent to his audience.

·         Our artist rarely uses effects in the ‘A Team’ video apart from the black and white tint however in his latest video ‘You Need Me, I Don’t Need You’ more effects are used with the lighting and with objects for symbolising religion. This technique could be used to make his audience question religion due to the flashes of imagery. There is not a large variety of shots used as Ed Sheeran wants to make a believable video which makes the narrative or the dancers’ talents more significant.

·         Ed Sheeran is a mainstream artist as his songs are played on radio stations widening his audience. Also he plays at festivals and concerts to create a more intimate relationship with his audience and to prove he is a talented artist.

Activity Two: Part One:

·         The Killers – ‘Sawdust’ Album cover, The Killers Sawdust, Island logo, woodland background

·         Arctic Monkeys – ‘Humbug’ Album cover, Arctic Monkeys ‘Humbug’, Domino logo, The Band are hanging out on the front cover.

·         Kaiser Chiefs –‘Yours Truly, Angry Mob’, Kaiser Chiefs Yours Truly, Angry Mob, Sony BMG logo, Cream plain background with black and white images of the band members.

·         Ed Sheeran – ‘The Debut Album’ Orange tint all over the cover with Ed Sheeran’s face being the only image and the writing is black. The colour orange is associated with Ed Sheeran as he has ginger hair.

Camilla Smith's Pitch Slides

Section 4: What Content, Style and Image will your audience expect from your music video for this artist?

 Section 5: Tell us what we will see in your video and how this will fill up 3-4 minutes of screen time.

Camilla Smith's Textual Analysis Grid