Research and Planning: Further Research in to Amy's Ghost album and band Artwork

Amy’s ghost have created aniconography they fit a niche in the market that is rarely seen before and themusic itself can not be compared to other artists it is in itself unique andnot to much alike or too different to everything else that is currently in themusic industry today. This collage shows herartwork for not only her album covers but for; t-shirts, lyric sheets, even just artwork that the band use to represent their image. In order to create an albumartwork that is both what Amy’s ghost would want it to be and something thatmeets the conventions of album artwork in the industry it must do three things; establish iconography, meets genre conventions and established brand with music video.

Research and Planning: Typography

Typography is something that is key when designing an album artwork, it is a form of industry that is mainly associated with ; graphic designers, typographers and art directors. In terms of incorporating it in to the album artwork for Amy's Ghost constructing teh way we write is key to know what aspects of our writing style would best suit the image and iconography of the band.
We had an attempt at making our own typography see below pictures we then decided to test other type fonts to create a more appropriate effect such as: apple chancery, lucida grande and copperplate gothic bold. We compared each one and as much as apple chancery for example meets the already existing image yet the band is making a new image that is somewhat more professional but still unique to the band so we decided that Copperplate Gothic Bold would be the best suited to the conventions of our artists iconography and brand.

Ancillary Task: Iconography and Branding of your artist – Existing Vs Yours

What is Iconography?

The dictionary definition for Iconography is

"Noun

The use or study of images or symbols in visual arts. The visual images, symbols, or modes of representation collectively associated with a person, cult, or movement."

 

In relation to the work of Amy's ghost and the media product that I am creating my own interpretation of Iconography is:

The use of images and symbols as well as artwork, design and music assembled to create a brand that in time has the potential to be an icon that is connoted with that particular group or artist.

What is Branding?

Branding is defined as:

"A type of product manufactured by a company under a particular name."

Once again in terms of the media product that I am creating branding Amy's Ghost is giving the band a particular image and appearance that is only for them.

Existing Brand for Amy's Ghost

Amy's ghost has a clear and specific image whilst at the same time it creates the realisation of a niche in the market. Amy's ghost does not fall under normal codes and conventions this is partially due to the fact that they are not signed by a major label nor do they allow anyone else to have creative influence on their look and appearance. In some cases this would put the group at a disadvantage yet Amy's Ghost has a brand that is original at first sight you could suggest that it is the same as Florence and the Machine yet at another glance it is something that hasn't been created before, the designs and album artwork are not completely original yet they have this way of within each album artwork they re-brand the brand but maintain a certain amount of iconography that is directly related to them.

This in a way both creates a problem in our making of the Album cover for "Victim of the Mind" and helps us. We have a starting point in terms of the way that the artwork must fall on the page and it is clear that both drawn art and photography are to be incorporated in the single cover as the album covers are the ones that seem to be full artwork.

 

Filming and Editing: Victim of the Mind First Cut

Above is the first cut of our music video for Amy's ghost and their song Victim of the mind, the video still needs work and fine tuning as there are some elements with in the video that need to be improved (see post before this one)

Evaluation: Looking Back at First Cut

Evaluation of First Cut of Music Video

In reflection after creating the first cut of our music video we began to deconstruct the video according to three aspects:

-Pace

-Editing

-Shot framing and composition

In order to target and improve the video in accordance with the conventions of music videos.  We started by analysing the overall pace of the music video and realised that the first half of the video recognises and demonstrates the pace of the song far better than the second half. This is due to the temp of the song increasing. At 3:00 minutes in to the song the tempo increases, yet the current ratio of the cuts is (inside shots 64:48 outside shots) in order to meet the conventions of a music video the ration needs to in effect be the reverse of this and so to improve this aspect of the music video we must in cut in different angles and shots to match the temp for example when Jenny transitions from the room to the waterfall after this the duration of the shots are too long and thus we need to cut in other shots to create a pace that matches the tempo.

After which we began to analyse the edits of the video, this brought several issues to our attention. The first is that there is jarring between transitions and straight cuts this is partly due to technical issue on Final cut Pro that need to be corrected. Yet on some parts transitions have purposely not been added, yet this has caused jarring with in the video such as Amy and Jenny are walking along the bank at around 4:00minutes in and a straight cut is used amongst a sequence filled with cross fades, in order to change this to meet the conventions we need all transitions to run smoothly.

Secondly there is a break (at 1:54-1:58) where the music stops and Amy is seen to be looking away from the camera, however we fell this does not represent of moment of clarity among the two protagonists and so we have decided to use previously unused footage to create a moment of clarity that is suited to the video, where both Amy and Jenny look at the camera in a close up, to create a connection between the audience and the characters.

Following this we looked at the framing of shots and saw issues. At the moment when the waterfall first appears (2:32) the framing changes suddenly this is not a smooth transition and so to change this to meet with the conventions of music videos we must create a more accurate and effective transition that is appropriate. Finally we looked at the framing of many of the transitional shots and realised like the candle transitions at the start of the sequence they are poorly framed, other transition shots are not needed and so we fell cutting in to the video with different shots of Amy and Jenny would be more appropriate instead inappropriate shots that are badly saturated and slightly unrelated to the narrative of the video/song.

These changes will be made and used in the next cut of the video in order to better suit the video to the conventions of music videos for independent artists. 

Filming and Editing: Film Diary 2nd December 2012

Film Diary

2^nd December 2012

Today we are re-filming the interior shots for the music video with the added changes to the concept and story-line  this is due to the interior shots that we filmed in wales being poorly lit and so when we uploaded them to the macs we found that they were grainy and too dark to clearly see. So we are at Amy’s house in Reading re-filming. We begin by setting up the candles as this is now a key feature of the video and framing the image of waterfall which is now a key feature in the plot.

Once that has been done we walk Jenny through the shots and Amy through the shots that we are doing with her for the performance element which is also a new addition to the video. We begin by filming Jenny in various parts of the room; (the stair well, the piano, the chair under the stairs) we film from different angles and then with different changes here and there to the lighting and hair and make-up which has been done to mostly the same effect as when we filmed in October. This takes about 1-2 hours. We then take a break and work on setting up Amy’s shots the plan is to film form six angles around the outside of Amy and then use the flexi-pod to get an extreme close up of Amy performing the song whilst playing it on the piano.

We film from all of the angles using the tripod the entire time the main focus of these shots are the candles and the picture above the piano. Each time we film from one angle it is for the entire duration of the song, what is really helpful is that Amy is singing along to the song and not just miming as this I believe in editing will help us to sync her lips with the music.

Once we have filmed from all the angles we pack up the equipment have dinner and then return home having now filmed all of the footage for the entire music video. 

Filming and Editing: Film Diary from 6th October 2012

Film Diary

6^th October 2012

Began the day by setting up and checking the equipment, we have two HD cameras, 2 Tripods, flexi-pod and steady cam. Then it’s on to do hair and make-up, we have based Amy’s look on Miss Havisham and Alice in wonderland whilst bringing in features that her and the group regularly use so she is in a white gown with several different layers and has assorted pearl and beaded necklaces, her hair is down with a white rose and netted lace headdress, then her make-up is mainly neutral with a white band of face paint across her eyes with a white detailing to the side with silver jewels imbedded in the pattern. For Jenny she is dressed in black with knee high black boots and black beaded necklaces and a black earing she has curly extensions her look is mainly black to completely contrast with Amy’s look. Her make-up is mainly neutral with black eye-shadow. After make-up me Hazel and Tim set up the room. The room is aged and the plaster worn we allow a shade of light to enter from the hallway and set up books, a bottle of wine by the fireplace we then make the rest of the room look as bare as possible and set up a vase of wild flowers on the mantel piece.

We then go over the walk through for this part of the video and set up the cameras as well as the iPhone 4 we are using to create the making of video. Then we start filming most of the shots are hand held and I work on the close ups and extreme close ups of Jenny’s face, arms and legs. We then go to a tripod shot of Jenny reading and discarding books as well as drinking from a bottle of wine. We then begin to shoot her throwing the vase of flowers from the mantel piece we do this four times using a different angle on each camera every time she throws the vase off the mantle. We then set up a light above the door frame in which Amy will walk past, we film this shot form both inside and outside the room. After which we film Jenny’s journey to follow Amy down the hallway and out the door.

After this is complete we take a lunch break and discuss the next aspect of the video whilst making sure everything we need for the beacons is with us. The weather is sunny and quite warm my main concern is the large amount of rain that has fallen in the last few days will cause the waterfall to rise which may make filming more complicated than originally anticipated. Following lunch we all get ready to leave we drive in the Range Rover as this will be much easier to get us to the right part of the Beacons due to its off-roading functions. It takes us about ten-fifteen minutes to get the beacons the ground is quite solid but the rain fall has caused the stream that runs by the campsite to become higher. When we park up me and hazel set up the tripods and check that the two locations are ready for us to film, whilst Amy and Jenny work on hair and make-up touches and Tim sorts out the refreshments.

We quickly have a team meeting and discuss the plan for the filming here and then the filming at the waterfall. I begin by filming Jenny this part of the video is where Jenny has moved from an urban setting to the countryside, we film her taking in the surroundings and shoot her journey at several different angles. Whilst I do this Tim is now filming the shots for the making of video and Hazel and Amy are on the higher bank preparing for the next shot. After filming Jenny I position her in the correct place and then move to check that everything is ready for the next series of shots with Amy and Hazel. When I reach the higher bank I attempt to direct Jenny from above with a tripod to indicate the directions that she needs to move this does not work, so I direct Amy and then return to Jenny. We then film the next part of the video where Amy leads to Jenny from above to the lighter place. We film this from several different angles and then take a break.

After the break we set up the next shot where Amy and Jenny come face to face and we film this with a series of long shots, close ups and p.o.v shots. We then set up the throwing the leaves shot. Tim stands behind Amy and Hazel stands behind Jenny both holding lumps of leaves whilst I film for about ten minutes we cover the two in leaves, a few passers-by think that we are actually conducting a wedding and a dog decides that he wants to be in the video to.

But once we are sure that we have enough footage we work on the passing of the rose, I film from Amy’s perspective and Hazel films from Jenny’s we work with a series of long shots and close ups to the final shot of Jenny holding the rose to her and reaching a place of piece.

We then take another short break and collect all the equipment before going to the waterfall which is a short drive away. When we climb to the waterfall we see that the waterfall has risen so Jenny will not be able to cross it so we take a few minutes to change the way this shot works, we begin with just s hot of the waterfall and then have Jenny standing by it after a few moments of clarity we then use then show Jenny realising that Amy is behind her and she begins to follow her we then film this from other angles we then pack up and go back to Camden Road.

When we get back Tim and Amy take a well-earned rest and then me Hazel and Jenny film the final part of the video in the guest bedroom we shoot from different angles and use the flexi-Pod to get low down shots. This takes about 20-15 minutes and then we charge the equipment and tidy the room before calling this part of the music video a rap.