http://www.youtube.com/watch?v=K1VLaXoRRdk

• In our first group meeting we listened to the track together and began to note down initial ideas for our final piece…

• These ideas later developed into creating a montage sequence, narrative and conceptual symbolism and imagery.

Initial Ideas

The concept that is going through this music video is based on the title of the music video “cracks”

Concept

CRACKS

Identity

Masks

MirrorsRapid Cuts

Playing with different colours.

Shots of quirky and weird images used metaphorically to represent cracking.

Montage

CRACKS

Glass

Sand

Ice and water

Plates

Eggs

Makeup Powder

We have chosen to subvert this convention and use concept as the base of our video.

Narrative

Before begging pre-production work I and my group produced this questionnaire to gain an understanding of how we would have to produce and develop out final end products to the satisfaction of our target audience. Under the impression that music videos are primarily used to promote consumption of the track and create artist iconography/personality and so we asked questions to see how audiences preferred this to be shown. These questions where over a very wide perspective as Dubstep is not essentially a well known music genre in relevance to other genres such as Rock, Pop or RnB.

The information we received from the audience research was great. We gave out questionnaires to people around our college and around our area. We established our target audience and their likes and dislikes. Narrowing down the results to different groups, we recognised who are target audience would most likely be and created one to one interviews to get a perspective on how they relate to the Dubstep genre and how they would like a video from the genre to be represented.

Audience Research

Our Final Ideas• We agreed the ‘Cracks’ music video would to be concept, montage,

performance shots driven. • Maintain the track title and artist name.• Contradict the conventions of music videos to ignore a narrative.

Concept Artist Performance Montage• Fake identity• Two different Sides to one persons

personality.• Showing people in different

scenarios.• A tied up man being tied down by

his face personality.• Catwalk• Makeup running• Paint on plastic screen• Paint being thrown at other people.• Masks people tied up are

wearing them.

• Siting alone in a dark abandoned room.

• Direct address.• Static movements of the body to

the beat of the track.• Urban clothing and background

(South London, Croydon) alternative.

• Close up of lips.• Beating a wall.

• Crumbling facial mask.• Feathers falling and tossing in

the air.• Smoke?.• Sand falling through someone

hands.• Smashing pretty objects and

antiques (for example glass or hot water poured onto cold ice).

• Different camera angles of walking, running, jumping, fist pumping, head movements etc.

• Will need to seem spontaneous, relevant to how the music ‘drops’ (described by people who are engaged in the Dubstep culture).

How can we show this?