Prop List Gambling Den

• Poker Chips

• Deck of Cards

• Table Cloth - Red or Black

• Green Felt Mat

• Camera

• Tripod

• Table x2

• Chairs x4

• Smart Casual Clothing- Protagonist

• Ashtrays 

• Alcohol

• Lighters

Prop Testing

Above is an image, and a video of the props I had set up on the floor in my bedroom. I have gathered many of the props I had planned for the gambling shots I will be filming. By setting up my props beforehand I am more prepared when I actually start filming. In the above image I used strong lighting from the left corner, which I think creates a good effect. I may do this during the filming, with the strong lighting being over the protagonist, to show he is the 'hero' of the music video. From this test I did find that the table looks a bit bare. Therefore, I will be gathering a few more props to fill the space. These props will include: drinks, ashtrays, and lighters.

Target Audience

This post is about the target audience for the music video that we are going to create, relevant to our current idea from our pitch.

The target age for our music video is teenagers to young adults. Being precise it would most likely be an audience within the ages of 15-25. A reason for a younger target audience is because of the age of the protagonist in our music video. We will be using an 18 year old as the main character, therefore our target audience centres around his age, as the audience will be more likely to relate to him. In addition, our audience have to be somewhat mature, as the themes that will be expressed in the music video are quite mature. Gambling is the main premise of the video, therefore an audience should be able to understand how gambling works, therefore a child audience is not our target. Also, the video is about a boy putting his life on the line, to rid himself of a huge gambling debt. This is a very serious theme, hence why the targeted audience is of people who are least aged 15.

The gender being targeted with our music video is males. This is because the protagonist is a male, and so yet again the target audience will be able to relate to him. Another reason for a male target audience, is the narrative of the video. Gambling the narrative focus, and this is a more stereotypically male activity. Also, the music video is about danger, a theme which will appeal more to males.

For the target social demographic, our music video would appeal to D, C2, and C1. These classes are of the lower end of society, having the average or less money than most. The music video we are planning upon making is about a man who is quite average, most likely from C2, or C1. Thus, the protagonist becomes relatable to our target audience. The protagonist in our music video has lost nearly all of his money, and he is making a last desperate gamble with his remaining cash. This is a more relatable situation to lower classes, as they may have experienced times when they had no money. In addition, gambling is usually associated with the lower classes, and so this will appeal more to them. A possible hobby of our target audience could be gambling, as it is the topic of our music video.

According to the Young and Rubiam Theory, the primary target audience of our music video would The Struggler. The Struggler would be one because they live in the moment, and are often quite poor. This music video will appeal to them, as they are the type of people to gamble away their money.

First Day of Shooting Plan

Our plan is to shoot all the footage for our music video, which will be of the gambling house that the protagonist is playing poker within. The aim is to create an underground gambling den vibe, as opposed to a casino. This will connote danger, more than a casino, as casinos are much brighter places, connoting a less dark atmosphere. Therefore, we are going to be filming in the drama studio of our school, as it fits our criteria, with dark black curtains, letting us create a dark scene.

In drama studio we will be bringing two tables into it, and setting all of our gambling props upon it. Then we will set up the drama studio light over one seat, where the protagonist will be sitting. This is so all of the other characters will be darkened silhouettes, whilst the protagonist will have the 'spot light', creating a strong contrast between dark and light. Our plan is to get around 3-6 other people to be seated around the table, as other gamblers.

We are aiming to get an excessive amount of shots, so that we can just delete any we do not want to use, when editing. Therefore, we may not be able to obtain all of the shots within one day of shooting. Nonetheless, we are planning on capturing all of our footage.

Some of the shots we wish to take are:

• close ups of the protagonist
• panning shot around the gambling table
• a tilt shot, which will spin around showing each character and stopping on the protagonist
• an over the shoulder shot of the protagonist going 'all in' with his gambling chips
• shots of the table
• shots of poker hands 

Shot Ideas

• "arm yourself because no one else will"possibly gun or less literal such as some cards hidden  up sleeve or placing a wad of remaining cash into wallet

• "it longs to kill you are you willing to die"playing cards floating in a puddle of blood cards scattered across a floor, maybe corpse of protagonist

• "try to hide your hand forget how to feel" hiding hand from others

• "if you come inside things will not be the same" protagonist at the door to the gambling den deciding whether to enter

• "if you take a life do you know what you'll give" protagonist staring at self in the mirror, whilst sub conscious sings to him

• protagonist walking down street with sub conscious self following him singing, maybe at night

• protagonist on a bench, sub conscious singing to him behind

• close up of protagonist table- sweat running down face

• maybe every other line is the protagonist's sub conscious singing

• lighting a card on fire

• The end of the song- "you know my name" repeats several times,                                    protagonist sitting at gambling table, no one else in shot, sub conscious singing to himself until final shot of protagonist going 'all in'

Digipak Analysis - Katy Perry Teenage Dream

The colours used throughout the Katy Perry digipak connote a female target audience. This is signified, because pink has been used excessively, a stereotypically feminine colour. By using colourful imagery, the digipak clearly signifies the genre of pop. This is because the genre of pop tends to use a range of bright colours.

Throughout the digipak there is a pink cloud, which Katy Perry is laying upon. The colouring of the cloud has been particularly chosen to signify candy floss, as one of Katy Perry's iconic songs is to do with a candy land, 'California Gurls'. Additionally signifying the candy theme is the fonts used in the digipak. The main title "Katy Perry" contains swirly text, and is coloured a reddish pink. This is because the font is meant to look like strawberry laces. Additionally the other title upon the front is "Teenage Dream". The font of this title is stripped with red and white, which has been done to connote candy canes. Also, the CDs have the theme of sweets. One is decorated like a donut, and the other is patterned like a candy cane similarly to the font. Furthermore, the handout from the digipak has an image of Katy Perry with cakes, dressed in a costume made of sweets.

The theme of sweets targets a younger audience, most likely teenagers. This is because a younger people tend to like sweets more than older people. Supporting this point is the fact that the song is named 'Teenage Dream'. Also, the theme of sweets used could be a way of targeting a female audience, as they usually are more associated with liking sweets.

Also, the use of sweets within the digipak could signify Katy Perry as sweet herself. This signification would promote Katy Perry as a kind person, but also suggest her music will be as enjoyable as sweets. Using sweets as a comparison is effective, as almost everyone enjoys them, and it may signify that this digipak is a treat.

Although the target audience appears to be females, voyeuristic imagery is shown. For example the front cover contains Katy Perry nude, with only the covering of the cloud/candy floss. The facial expression of Katy Perry is perhaps seductive, as she looks directly at the audience, breaking the 4th wall. Throughout most of the digipak Katy Perry is make, apart from the handout where she is wearing her costume from the music video 'Teenage Dream'. The voyeuristic portrayal of Katy Perry connotes that the target audience is a male one. This could be because the target audience is for both males and females. The colouring, and decorations target a female audience, and the appearances of Katy Perry appeal to males.

A more subtle connotation from the candy, could be that Katy Perry is 'naughty', as sweets eating too many sweets are usually seen as bad for you. Katy Perry clearly has many sweets around her, especially in the inside sleeve of the digipak, where Katy Perry is stood between two cakes. In this image Katy Perry has a slightly devious expression, as if she knows she is being bad. Connoting Katy Perry as a 'bad girl' may appeal to a male audience.

Another representation from the candy is that Katy Perry is 'bad for you', just like the sugary treats around her. She herself is being compared to the sweets, as they appear to be hers. By portraying Katy Perry in this way a stereotypical male audience would 'appreciate' this. Men usually like things they are not meant to have. Therefore Katy Perry appeals more to men via appearing in this way.

Conventions of Magazine Adverts

Magazine adverts are a popular way for the music industry to advertise a music product. The advert could be for a new album, a digipak, a new song, or a new music video. Music adverts are conventionally A4 sized, taking up a single page in a magazine. The main purpose advert is to promote the band's product, so more copies can be sold. Therefore these adverts tend to be eye catching, and created in such a way as to appeal to the  target audience.

Conventionally upon the advert will be the artist's name, usually very clear to the reader. Along with the artist's name will be the album or song name, similarly very clearly presented. Usually an image of the product being sold is on the advert, such as the album/single cover. Also, an image is often displayed of the artist.

All magazine adverts display similar information about the product. The release date is a common code of magazine adverts. But, also information on where the product can be bought is shown. Furthermore information on the album is frequently on magazine adverts. Sometimes, reviews are used in magazine adverts, which are usually quite short, or only a rating given.

Record labels, names, and logos are all conventions of magazine adverts. Additionally social media links are given to the reader, where they can learn more information about the product, or even purchase it.

Magazine adverts conventionally have a consistent font, font style, and colour, throughout the piece. This consistent house style tends to be used throughout all of the artists products, and videos. For example if a music video is filmed in black and white, the magazine advert for it will most likely also be in black and white. This is done in order to better market the artist, and single. Consistency leads to being more memorable, and more easily identified. If a music artist did not have a consistent theme, there work could more easily go unnoticed, and when this happens the artist is missing out on potential customers, and thus potential revenue.

Music Video Industry

Music videos are primarily created in order to better promote the song, but another key reason is also money. Nearly every famous song has a music video, and so it is expected by audiences that all songs should have one. Without one, music artists are missing out on potential additional publicity. With a music video even more distribution methods open up, for example they can be played on music television, and can be uploaded onto youtube.

Money is a key reason for anything in the media, and so it is a key reason for making music videos. Having a music video means more ways of people hearing the music, and therefore people will be more likely to purchase a track, or album. Also, music videos can include product placement, which is another way for music artists to earn even more money.

Another reason music videos are made could be the fact that it is something the artist enjoys. The music artist may not be interested in the money as much as they are in their music themselves. Many music videos include choreographed dancing, which could be something the artist is skilled in. A music video is the only way the artist can both sing and dance, and so this is another reason for the creation of a music video. In addition, a music video can be a way of an artist showing their acting skills, which could lead them to bigger acting opportunities.

Huge amounts of money are spent on famous artist's music videos, but that is because they are making such large sums of money. The most expensive music video made is Michael Jackson and Janet Jackson 'Scream', which cost $10.7 million. The video took place on an elaborately-built spaceship set, something only usually seen in the film industry.

On the other hand Michael Jackson's 'Don't Stop Till You Get Enough', was very cheap to make, with Michael Jackson dancing around some strange jewels. This shows that there are a wide range of different music videos, and that big budgets are not always necessary.

Music Video Production Process

The production process of music videos has three stages. They are Pre-Production, Production, and Post-Production.

Pre-Production is the first stage in which a music video is created. This is where a production company is chosen to produce the music video. In addition this is the stage where a storyboard will be in mind with a basic plan of how the video will appear. The production company and crew then will discuss the plan, and make changes if necessary. Finally the budget is made.

Production is the second stage, where more crew will be hired. After more crew have been hired the filming will begin. All the necessary footage will be captured in this stage, and plenty of extra footage just in case.

Post Production is the third, and final stage to making a music video. In this stage the footage is edited, with any special effects being added if required. Finally, the finished video will be ready for distribution. The video will now be ready to be distributed, and advertisements will be made for it.

Genre Conventions - Pop

In pop music videos, conventionally a performance through choreographed dance, or in a narrative storyline connoted via the lyrics. Also the artist/band usually lip-sync the songs lyrics. This can often be done to the camera, breaking the 4th wall.

 The tone of the music video is usually upbeat, and lively, which is created through the lyrics and the the pace of the song. This is why pop songs are conventionally fast paced. Complementing the songs upbeat tone, is the costumes worn in pop videos. The artists usually wear colourful, mainstream clothing. In additions, the locations are often colourful and exciting, and the lighting is usually bright and well lit (high key lighting).

Narratives in music videos are often about relationships, either to do with break ups, or meeting someone new. However there is no particular storyline conventional to the pop genre. One common link between all pop storylines is the fact that they are about a happy topic, even if it is to do with a break up the narrative will be about recovering or meeting someone new.

Pop music videos generally use many close up shots. This tends to be on the lead singer, to show that they are lip-syncing the song. Close ups upon the lead singer are mostly used to 'sell' the singer as much as the song is to be sold. This is because music videos are about gaining fame for the artists, as they often become just as famous as their music. Also, audiences mostly watch a singer's music video to see the singer.

Genre Conventions - Rock

Often in rock music the band is shown performing with instruments, far more than would be seen in the pop genre. In addition seeing the lead singer singing is also a convention. Dancing is rarely seen in rock music videos, unlike in pop music.

Typically rock music is fast paced, and often loud. However rock songs tend not to have specific theme for their narrative, ranging from happy comedic rock songs to dark heavy subject songs. On the other hand, many rock songs have a story or meaning to them. Even if it is a performance video the locations, and visuals often have relevance to the lyrics, with some kind of meaning to them.

The colours throughout the music videos of rock are usually dull, with black, and white colours. This is denoted through the costumes worn by the artists, and the locations chosen. Unlike in pop videos, the outfits in rock tend to be less mainstream. The locations in rock music, are usually urban, and real places, as opposed to a studio. This is why the lighting in rock videos is often natural. Studios still are used in the rock genre, but almost never for the entire video.

Conventionally long shots are used in rock, because the focus is not about the artist as much as other genres. Whereas, as in other genres where the artist is 'sold' just as much as the music itself.

Especially with bands, a stop in the lyrics for an instrumental is a convention. Usually in this time the camera will be showing the instrumentalists.

Genre Conventions - Hip Hop

Hip hop, or rap, music videos conventionally have many low-angled, close up shots within them. The low angles face upwards, usually towards the lead artist, signifying that they have power over the audience. This is part of the genre as rappers usually portray themselves as dominant figures.

The costumes worn in hip hop, are usually of recognisable brands. Commonly the clothing is baggy, 'street clothing'. Vests are also a frequent occurrence, along with bandannas, and hoodies. In addition sports clothing is a convention, such as basketball shirts. Part of the costumes is the jewellery worn by artists in rap videos, which is often noticeable and gold, such as big chains and rings.

Hip hop videos tend to not have much of a narrative, but instead be about parties, and money. The rapper is usually always rapping to the camera, breaking the 4th wall. Many attractive women are present in hip hop music videos, who are usually signified as less powerful than the main artist. The women in rap videos are usually shown in voyeuristic ways, with the male gaze theory being present through close ups of women in skimpy clothing.

The locations in hip hop videos conventionally are parties, and clubs. These locations are normally in expensive areas, connoting the life of a rapper is a glamorous one. In these locations wads of money is frequently shown, and lots of alcohol. Furthermore, expensive cars are also a convention of the genre.

Rap music videos are fast paced, to work with this is the fast paced editing of the visuals. The lyrics of hip hop music are usually about violence, money, and women. Within the lyrics, the use of taboo language is commonly frequent.

Filming Progress #2

We have now made a rough plan and storyboard for our music video, keeping our original idea of the song 'You Know My Name'. They will be uploaded when they are complete. This means we are nearly prepared to start filming, now that we have a solid plan, and are sure about our music video choice. In addition, we have a few people who would be fine with being in our music video, and they fit the role of the protagonist. The next step for us is to consolidate the planning, and start collecting props.

Angela McRobbie's Gender Representation Theory

Angela McRobbie has a theory that we are socialised into our gender roles through what we have seen in the media. Although most of her research has been mostly in magazines, it is still relevant, because she applies it to the media in general. Therefore, the theory may be applied to music videos.

She states that women are denoted in weak positions in the media, such as being a mother, or a carer. In addition, she believes men are denoted in a masculine, aggressive, powerful way. Her theory is that from these representations people act accordingly, and fall into their gender roles. 

In Katy Perry's 'California Gurls', the theory of McRobbie is supported. This is because Katy Perry , and the rest of the women, are connoted to being less powerful than Snoop Dogg, the only male in the video. Snoop Dog is in charge of what happens to the women, as he is playing the board game they are all inside. The size difference is a clear indication here, but also the fact that he is rolling the dice. It is signified that Snoop Dog owns the women, as he owns the board game, and he is in power and can choose what happens in the world.

However, McRobbie does accept than in some media, women are are shown in powerful sexual roles. She thinks this is a good representation, because it empowers women as sexually powerful, letting them be the dominant gender.

Miley Cyrus' 'Wrecking Ball is one of these times that women are shown in powerful sexual roles. Although the music video contains many voyeuristic imagery, such as Miley Cyrus on a wrecking ball nude, she is being empowered. Being portrayed as dominant. This is by the fact that she is in control of the wrecking ball crashing down walls, also the sledgehammer she uses. These shots signify Miley Cyrus is powerful.

Commonly in music videos McRobbie's opinion of how men and women are portrayed is correct. This could be because these representations are expected of the sexes, by society. The genders are usually signified in a conventional way, to best imitate the majority of people. In society we have a set criteria of masculinity, and femininity. This is why genders are shown how they are in music videos, and in the media in general.

Narrative Theories in Music Videos

Calude Levi Strauss - Binary Opposites Theory

Strauss' theory is that in a narrative, conflict is based around 'binary opposites'. These 'binary opposites are complete opposing ideas. Examples of some are: good versus evil, men versus women, young versus old, and strong versus weak. The binary opposite theory can be applied to many music videos, which contain narrative, as they usually contain two opposing ideas or characters.

Binary opposites are often used to emphasise the divide, between two sides. By using two complete opposites there is a clear conflict, and the audience can easily pick the side they are on. With binary opposites the audience are usually rooting for the side most similar to them, usually the good side. Rarely some media products portray a conflict between too sides, but without binary opposites. This means that both sides tend to be 'black and white', which leads to the audience not having allegiance to one side. A tv show which does this is Game of Thrones, where nearly all of the characters have a good side and a bad side, unlike Star Wars where it is clear that there are the good Jedi and the evil Sith.

Vladimir Propp - Narrative Theory

Propp's studied hundreds of fairy tales as research for this theory. From his research he found that there is a pattern to all of them. His theory is that there are eight roles in all narratives. These roles are:

• The Villain- enemy of the hero -Vader

• The Donor- prepares/provides the hero with help 

• The Helper- assists, rescues, or solves for the hero 

• The Princess- a goal for the hero, or someone for the villain to punish 

• The Father- The Princess' guardian 

• The Hero- saviour of the story, departs on a search 

• The False Hero- claims to be The Hero 

This theory is the most difficult to apply to music videos, as they are only short, making it rare to find all of the roles in a single video.

Propp's narrative theory applies to many narratives, usually much more easily found in films. Within a music video's narrative some of the roles frequently appear, however it is very rare for all of them to be included. The reason for this is the length of a music video, which is too short to include all character roles. Whereas, in a film there is far more time for all of these characters to be developed. Most narratives contain a Villain, and  Hero, but some of the other types are more difficult to find.

These character types are more prevalent in more traditional narratives, which is no surprise as Propp developed this theory from looking at fairy tales. The above character roles are seldom seen in unconventional narratives, as the writer usually has tried to be unique.

Todorov's Narrative Theory

Todorov - Narrative Theory

Todorov's theory states that most narratives follow the same pattern. He said that there are 5 steps that all stories follow, they are:

• Equilibrium- The first part of the story, where most things are normal and happy.
• Disruption- The next part of the story, where there is a problem disrupting The Equilibrium.
• Realisation- When people realise the problem and chaos is caused.
• Restored Order- This part of the plot is when the characters attempt to fix the problem.
• Equilibrium Again- This is the end when normality can resume.

Red Hot Chili Pepper's 'By The Way' is an example of a music video that supports Todorov's Narrative Theory.

The Music video starts with an equilibrium, with the protagonist taking a regular taxi journey. 

Next the disruption occurs, as the taxi driver begins to speed down the road.

Now is the realisation, as the protagonist notices that something is not right, and sees that the driver is purposely speeding.

Then, the order is restored, by the protagonists friends arriving so the main character can jump from the taxi into their truck.

Finally,there is a equilibrium once again, with the taxi driver going back to his normal work, picking up the next customer, or 'victim'.

Conventions of Narrative in Music Videos

Not all music videos have a clear narrative, some are much more abstract in design. However, I will be discussing music videos that do contain a narrative here. This is relevant, because, in the music video I will be creating it will have a narrative focus.

Music video's story can either be linear, or non linear. Both are used almost equally in music videos, as opposed to in film where the narrative is mostly always linear (apart from a few exceptions, such as some of Quentin Tarantino's films). Linear narrative is when the story is in chronological order, the easiest way for an audience to understand. Because of the nature of music videos and their lyrics this is not always the case. The visuals usually respond to the lyrics, being created after the song. Therefore the story has to be made to fit around the lyrics, so non linear narrative is sometimes easier. In music videos lyrics are usually repeated, which is sometimes a point in a narrative to change the ordering. For example, every time the chorus is sung the clip shown may be of present day with the artist singing, then the other lyrics may be complemented with footage from the past.




Maroon 5's 'Sugar' is an example of a linear narrative music video.

Montages are a common feature of narrative based music videos. The reason for this, is because music videos are only short in length. Therefore, there is not a long space of time to show a narrative, so ways of speeding through it are used. In addition montages are used with the pacing of the music. When the music becomes faster and louder a montage may be used. Sometimes the whole of a music video is a montage of clips, cut in time with the music. Jump cuts are also a feature used in music videos, nearly as often as montages.

Wiz Kahlifa's 'See You Again' is an example of a non linear music video. This is because the shots are constantly changing from present day, to shots from the Fast and Furious franchise. Montages are shown throughout the video of footage from the film, primarily of Paul Walker. This song is a tribute to Paul Walker who died in a car crash during the filming for the film Fast and Furious, hence why the montage of him is shown.

Rick Altman's Genre Theory

Rick Altman believes that genre can be identified by two main features. This can be applied to nearly all forms of media, but I will relate it to music videos. The two main features are: Semantic Elements, and Syntactic Elements.

Semantic Elements are visual conventions, which can be seen with ease, e.g. in a pop song the bright mainstream clothing would be a signifier of the genre. An example would be the genre rock, which almost always contains the band playing at some point in the video.

Syntactic Elements are conventions, that are not visual, thus being more difficult to spot. They can often be themes or moods. E.g. in a pop music video will conventionally be upbeat and happy, and have a positive ending to them.

Laura Mulvey Gender Representation

Laura Mulvey is a theorist, who has ideas about how females are represented in the media. This is named the 'male gaze theory'. The theory is that the camera represents the view of a heterosexual man's perspective, usually viewing women in particular ways, which could be seen as objectifying women. The images shown are usually voyeuristic, and suggest that the audience is viewing women in this way. For example, if the camera zooms in on a woman's cleavage this is an obvious example of the male gaze theory. If a music video complies with the male gaze theory it is usually aimed at males, because the shots are intended for them.

Another part of the male gaze theory is  that women are only portrayed in media as innocent, virgin characters, or are signified as "whores". The name for this part of the theory is 'the virgin/whore dichotomy'.

Examples of music videos that use the 'male gaze theory':



Shakira's and Rihanna's 'Can't Remeber to Forget', is an example of Laura Mulvey's male gaze theory. There are many long takes throughout the video of women's body parts, usually with the women having bare skin shown. The imagery of the women could be seen as to objectify them, being appealing to a heterosexual male audience. It is as if the male is looking at the women in a voyeuristic way.


Near the end of the video Lady Gaga can be seen on a bed, on the floor, being nearly nude. The shots are of a low level, for the audience to look upon Lady Gaga. This is an example of the male gaze theory.

Risk Assessment

Hazard	Risk (Low, Medium, High)	Control
Wires in drama studio- Tripping hazard	Low	Will tape the wires down to the floor and to one side of the room
Drama studio lights get hot- fire hazard	Low	Will turn the spotlights off when not in use
Glass ashtrays- could shatter into glass fragments	Low	Will make sure the ashtrays remain fixed in place not too close to the edge of the table
Grass may be wet- slipping hazard	Low	Will film on a day without rain
Lighting fake cigarettes- fire hazard	Med	Will make sure water is nearby and that the cigarettes are in the ashtray
Igniting a playing card- fire hazard	Med	Will make sure water is nearby, and set the card on fire near no flammable surface
Empty cans- could cut skin	Low	Will inform the actors and keep the cans towards the middle of the table