advertisement - above and below the line

Above the line promotion is carried out through mass media such as television, newspapers, radio, billboards and so on.

Below the line are things that often cost less money or no money at all, things such as interviews, exhibitions, public relations and things that build interest and desire but dont require expenditure.

Major label artist will often use abpve the line promotion or advertisement because their record label has the required revenue to fund these activities.

film shoot day - story line

We filmed the majority of the story line section of our video on this shoot day. We started off with the classroom scene, we done a medium/long shot to show the majority of the classroom and therefore setting the scene before the main character walks in.

We decided to film everything from three different angles to give opportunity for effective continuity editing, and so we did this. We tried a creative shot of the main character reaching into his bag with the camera point of view being from within the bag looking up at the main character. We also did an over the shoulder shot of the female protagonist which highlighted the main characters interest in her.

We got upshots of the bully to establish that he is someone of higher authority and power than the main character who is being bullied. This characters role was selected as a tall person to make this point even easier to emphasize.

video analys - ghetts on a level

video analysis - jessie j - who you are

Our Plot and storyline

Our story is about a young boy who has dreams of being a good music artist and is practicing. Whilst he is practicing and trying to get better he gets bullied and put down but keeps at it until he gets there.

Simultaneously to this there is an attraction between the main character and a girl he likes who seems to be impressed by his music interest or talents. The bully doesn't like this; the main character then also wants to get better in order to impress the girl which motivates him more.

This is traditional storyline in the sense that it shows someone who comes up from a negative to positive and ends up up on top. The bully will eventually give him his respect and get off his back then he will also get the girl. The audience will be expecting this outcome and so there is a lack of the element of surprise however if this pulled off well i feel it will be very effective in representing the meaning of the song

Correlation/ratio between storyline and performance

Today we had a discussion about the correlation between the storyline and performance within a music video and how relevant they have to be to each other. In this i noted that often in music videos the storyline represents and emphasizes the meaning behind the song but often isn't a direct representation of the artist themselves, more about the story they are telling within the music.

I referred to 'Kkoke ft Maverick sabre - turn back' as Kkoke tells his story of himself being a young boy struggling growing up in a rough area and surviving through poverty. However it is in fact a young girl who plays the role of the character which he describes, even though he is talking about himself who is evidently a male. In doing this she could emphasize this story further being that she is a little girl which represents someone fragile precious and vulnerable and so the implications are still just as if not more clear for the viewer. Techniques like this are used to provoke emotion from the viewer.



 So sometimes it can be a scenario that brings parallel emotion or connotes what the song stands for. Another example was 'lil wayne - how to love' in this music video the story line once again is about someones life journey, struggles and the rapper expresses how he feels about it and so his performance shots do not match or fit in with storyline they are kept separate.


This gives the opportunity to go into further detail within the characters. I also noticed that this is often the case when there is a story being told through the cut-aways. Being that the song we have chosen is about having come a long way in life from hard times to success i suggested it was best for us to also attempt to do a story line of this natutre

storyline change

Props:

Headphones.. one small, one big

Note pad and pen to write bars

Cast needed : ashad, one girl and one bully

Ashad plays the character who is trying to improve his rapping skills, whilst he is still learning there is a bully who keeps teasing and laughing at him

There is a girl who ashad seems to have a connection with and they keep locking eyes. he wants to get better at rapping to impress her, when the bully pushes ashad a tears his headphones ashad's crush then comes across and gives him her bigger and better ones and this inspires him even more to get better at rapping.

He goes away and works hard to improve, we will show various situations where he is trying his best to master his craft. eventually he manages to become very good, the bully admits this and gives him some respect then he gets the girl (she comes across and hugs him)

Traditional storyline where the underdog rises up, becomes successful and gets the girl.

Detailed:
We have had an idea/storyline change, we have moved a bit away from the young boy and older version of boy being successful, the idea now is similar but with something we felt was better to the overall video and something much more practical.

The new idea change is, we will have our fellow group member Ashad performing all the storyline shots and this is where the change is. It will be Ashad playing a character who is trying to improve and than be successful with his rapping skills. Also his motivation is slightly a girl who he has a bit of a connection with and a bully who teases him and generally is very down putting. Although in this case the bully will determine him to be better at rapping and will use this as a method to show the bully who he is a person and that he wont stand for it but, with this slightly impressing the girl as well.
A proposed idea to show part of these ideas, is a scene where Ashad is put down again by the bully literally with a push and in this his headphones rip or break, with this the girl makes a move to Ashad for determination and gives her better pair of headphones to him. In a way this is his ignition to really be inspired and work hard and become what he wants to be, a rapper.
After a while we will have a few cut-aways and show the progress he is having, with a few shots showing the struggle as well as the progress, for these there will be various situations but eventually he does become good at rapping and is successful, the bully is than forced to accept this and shows him the respect he deserves and just like the classic endings he ends up actually getting the girl.
The storyline part of the video should finish with the girl giving a hug to Ashad and him knowing that he has gone through being bullied and struggle of rapping to know being successful, being given respect and of course gets the girl.