This is a mood board that me and my team created, it is the style and theme that we want and this will help guide is in the process of production of the music video, in this part, Nicho was responsible to make these beautiful moodboards.
This is our first attempt and making the moodboard
This is our statement of intent which contains the proposal of my idea for the component 3 music video project, all of us contributed to making the statement of intent.
Statement of Intent
Genre
INDIE
Song Choice
D4vd - Here with me
Target Audience
Demographic
Gender: Both male & female Age: Teenagers/young adults aged from 16 - 30.
Ethnicity: Indonesian and global audience
Using an Indonesian as our main star and using a globally famous English song.
Psychographic
People with relationship problems
People in relationships
People who are looking towards getting into a relationship
People who need their feelings validated by someone else, whoever it is.
How we will appeal to this target audience
We will use teenagers as our stars to target audiences of the same age. Our music video will include a short and creative story that could easily be related to the targeted audience. This way they could feel more connected with the song as the story will be relatable to them. A creative story will always appeal to the audience, especially our chosen target audience creating a narrative that speaks to the audience connecting their personal experience with the song. We will shoot our scenes in popular spots, known to teenagers and a place where they often hang out. We will style our star following the youth style and according to the current fashion trends to appeal to the younger audience.
Main inspirations
d4vd - Here With Me is our main inspiration because we all enjoyed the song and believe we could make a cover music video about it. The vibe is very mellow and has a slow tempo. Its mise-en-scene is very simple as the clothes worn are new generation/modern style outfits, which matches our budget and the location is very accessible since beaches are common in Bali.
Artist Description (Star)
Name: Saputra (may change over time)
Characteristics
Indonesian / Balinese
17 Years old (teen)
A school student
Performance: Just singing
Performance
Have the star sing along to the song
Probably holding a simple instrument e.g guitar
Some acting that matches the lyrics
Representations in video
(people/places/locations)
People
Indonesian
Young adults (15-25 years old)
Places
Villa
Forest
Park
Location
Do not know specifically
Renon Park (probable)
Star Persona
First half of the music video, Bagus (our star) is:
Outgoing
Happy
Loveable
Energetic
Second half of the music video, Bagus (our star) is:
Sad
Lonely
Heartbroken
No energy
Proposed Roles
Storyboard
Saka
Location Scout
Nicho and Saka
Risk Assessment
Bagus
Screen Test
Bagas
Filming Schedule
Bagas
Audience research
Bagus
Behind-the-scenes
Nicho
Editing
Bagas
Digipak (research & development)
Saka and Nicho
Social Media(research & development)
Bagus
SELF REFLECTION:
This statement of intent was somewhat challenging personally to me as it also took a lot of time in deciding our demographics and psychographics and deciding strategies to attract our target audience. We had to think hard on how the music video can appeal to the audience. Overall, after everything was done, it feels so satisfying. Star persona was easy to decide as me personally as the star I am flexible in any role (sad music video/happy music video). My main role is the actor.
My group and I have decided to create a music video with an indie genre. Here is my research into the codes and conventions that are used in the openings of texts from this genre.
The typical conventions that are included in the romance indie genre
Music videos from this genre usually include:
Mis En Scene:
Usually involves one actor
Somewhat retro/retro
Simple, daily clothing, nothing too extravagant
Romantic
Colourful
Camera:
Random movement
Close up shots (mostly)
Medium shots
Static
Edits:
Warm colour grading
Normal cuts in edits
Warm colour grading
Sounds:
Instrumental (guitar, ukulele, drums, bass)
Acoustic
Slow tempo
Deep lyrics
COMPLICATED RESEARCH (2)
Bilal Indrajaya: Niscaya, 2023
Genre / Sub genre: Indie/romance indie
What conventions does it conform to?
- It can be clearly seen in this music video that Bilal Indrajaya and his production team conformed to the conventions of indie camera angles of using static and stationary shots with a lot of close up shots. This is done in order for the viewer to be introduced to the main artist and his personality, or what is happening to him in the music video in order to know the story. It is also visible that his team used minimal or even no artificial lighting at all and relied on natural lighting of the surrounding setting. This is due to the fact that indie artists usually film on a very low budget in which they are not able to rent more professional services. This is also a good way to upgrade the realism and it can make the viewer connect more with the character and his emotions naturally at real time.
- Through Mis-En-Scene, Bilal Indrajaya and his production team opted for simple, everyday outfits, this indicate the normality and the simplicity of the narrative in the music video, that surrounds a simple love story. This is also done due to the reason in the camera section. As they have little funds, it is best for them just to find a concept that surrounds simplicity, unlike pop music, in which they usually use very bright and shiny, rich coded suits.
-Through editing, they used simple editing in order to let the viewer take in the story contained in the music video, this conforms as indie music videos are either very unclear or they either have a story just like this.
- Through sound, very self explanatory as its just the music going over it.
What conventions does it subvert?
- Music videos usually have some kind of performance in which the musician or band will perform directly for the video e.g singing or even playing the instruments of the music. In this video, Bilal Indracahya decided to do a somewhat short movie about love and relationships in order to create a narrative and a story, which subvert the general convention of music videos. This is a good step to separate themselves from other music videos, making them very unique to view.
- Bilal Indracahyas team decided to put end credits in the end of the music video. Music videos usually do not have end credits. This is presumed to be because of the fact that indie creators are small and they have little funds, and this is done to promote every single person in that production room and improve their good name, branding and reputation as they support indie creators.
What representations are there? (people/places/events)
- Indonesian people (they both used Indonesian actors)
- Nature, they filmed it in a forest full of trees and plantation which is associated to nature
- Freedom, they filmed it out in the open forest, with a single small house/hut in the middle. This represents peace and freedom
- Happiness, they filmed a lot of happy scenes, the setting was calm and beautiful.
- Sadness, heartbreak, there was a scene in which the singer was contemplating.
What technical elements are used to give meaning to the representations?
Camera Angles
-In this music video, there were multiple scenes in which the singer was sitting alone in the middle of the woods. The long shot shows how big the settings around him were and in return also made him look small and weak, this is done to give the impression that he is lonely and depressed, presumably due to the fact that his relationship has failed. But this also can be interpreted in a different way, as his surroundings were actually warm and calm and the shot was not necessarily a low angle makes it seem like he is finally at peace, his face and action showing some kind of sigh, possibly through relief. This now creates a mixed spectrum as now it can also be interpreted by the viewers as him finally being able to be released from the burden of taking care of someone else. This view also aligns with the theory of binary opposites by Levi Strauss. In which he makes the readers divide their views, freedom and joy against sorrow and sadness. This relates to the indie genre as indie music videos are usually unique in their own ways, and this is a good way of how Bilal Indrajaya presents himself in the music world
-Long shot also used to emphasize the nature, trees, further presenting the setting in order for the reader to get the vibe of the music video even more
Long shot was also used to show the settings of the music video. This basically introduces the setting to the viewer. Which gives the viewer the time to process and analyze the setting and probably question why the story is set in the middle of nowhere. They also did this as you do not really film music videos in the middle of nowhere, which conforms to the effort to make indie videos unique in their own way. This also adds a sense of mystery. Which may conform to the theory of Barthes’ 5 narrative codes in which it conforms to the hermeneutic codes of showing some kind of mystery.
- Medium shots that show their faces being Indonesian. In the act of representing indonesians through camera angles were shown through all of the shots that contain the actors. The camera angles show all of the actors being Indonesian, it can also be read from the lips that they are speaking the language. It also shows an Indonesian number plate. This is all done to represent Indonesians in the music video, which follows the representation theory by Stuart Hall
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Back to the long shots in the beginning, there is also another way to view this shot. The act of him sitting alone makes him small and weak and helpless with a tired expression. With the surroundings of absolutely being nowhere. This is also connotated to being lost and stranded not knowing what to do (confusion). The viewers are going to sympathize with hsi confusion alongside the fact that they will wonder what happened in the music video and will make them actively interact by trying to predict what happens. This follows the proairetic code, again from Barthes’ 5 narrative codes in which the proairetic code means that the reader wonders and waits to see what happens in the content they are consuming.
-In the production of the music videos, almost all of the shots in the music video are static. This is in order to create a feeling of eeriness, nothingness and emptiness due to the lack of events and the lack of movement. This will make the viewers also feel the deep and empty vibe of the music video and it helps them place themselves in the singer's shoes and to take in what he is feeling. This is done in order to enable the viewer to take in the feelings and environments of a usually deep indie music. This helps them understand the aim of where the music is going and the overall meaning of the music. Unlike Pop, where everything is flashy and usually has a mere general meaning.
-There were loads of close up shots of both actors. This is to help the viewers understand their emotions better in the music video and understand how they feel as time goes by in the music video. It also helps them to know more about the trajectory of the story. e.g, in the beginning, everything was happy, so there were loads of camera shots in the form of close ups which shows the smiles, and in the end where everything starts to fall apart, close up shots were used to show the sad faces of both the girl and singer.
Mis En Scene
-There was a scene which contains the singer sitting down calmly in a tired manner, with a sigh in the end, and his partner far behind him in the distance, not really clear to even be seen. Him sitting down in a slouchy manner while sighing connotes to sadness and hopelessness. This particular scene is presumably used to give out the message to the viewer that he has already accepted his fate. The girl being behind the singer gives out the impression that the girl is already his past, suggesting to the viewer that they have already broken up and everything is over. Their love and their relationship
-In the same scene alongside with a couple of other ones, they are clearly seen to be wearing two different clothes. The guy or male in the relationship is wearing red. In this world, red is associated to fiery and anger, therefore the production team is trying to give the impression to the viewers that he is angry inside, presumably due to the fact that he could not keep the relationship alive and his relationship ended up failing, which makes the viewers wonder and sympathise on what he is feeling inside. The girl was wearing black, in which black usually connotes the image of death and something being gone. In this case, the producers are indicating that the girl is a sign of the “death of the relationship” as she is wearing black to the viewers.
-There were 2-4 scenes that contained firework candlesticks being burnt down, one in which they lit it together, the other was when they were standing together with a blank expression, and another one would be when the girl was standing behind the tired and restless guy sitting down in the middle of the woods. Firstly, the candlestick burning down can be seen as a connotation to the sparks of love burning down slowly fading away. This is obviously to show the readers that, their love is slowly running out. Firstly starting with the static medium shot of them standing together next to each other with blank expressions, their blank face suggests emptiness in the relationship, that if they were happy they should be smiling, here they are not, which directly tells the viewers that they are already on the verge. while standing next to each other suggests that they already accepted their fate together. But in another scene, the girl was standing behind the guy in the chair in the middle of the forest while holding the candlestick fireworks, while the guy or singer just sits there and contemplates exhaustingly. This has two meanings, in which the producers are trying to say that as the girl is behind the singer or the guy, the singer has already let her go and she is in the past as staying behind connotes to staying in the past which tells the viewer that the man has moved on. Another meaning is that the spark in the girl is still on as she is still holding the firework, even though its slowly burning down to ashes
-There was a campfire scene in which they were standing in front of a burning campfire, as I mentioned, fire represents and connotes the level of feelings and love they have for each other, and in that video the fire was burning in front of them which gives a suggestion to the reader that once, they were madly in love with each other. This is also supported by the direct act of hugging each other for a significantly long time. This gives a direct meaning that they love each other very well at that very moment. Another fact is that they used matching, white dominant colour clothes, firstly, the matching clothes connotes that they once had connection as anyone who wears matching clothes will be in some way associated with each other. While the colour white connotes peace and love, so it was basically saying that they were in love once.
The lighting of the whole music videos were fully natural, somewhat more to a warm colour, this is to create a welcoming sense to the reader and to make it as real as from a person's POV as possible. Which increases the overall realism of the viewing experience making them enjoy the watching session.
Sound
The sound was all filled with the non diegetic sound of the music, this is obviously done so the viewer can listen to the music and the music can promote itself while the reader tries to connect the dots of the lyrics and the music video making it more interesting and more interactive to the readers mind.
Slight diegetic sound of the forest to indicate that the singer/actor is back to the emptiness of being alone, without anyone, on his own.
Edit
The production team used simple and chronological cuts to enable the viewer to follow the flow and the story of the music video.
#2- d4vd-Here With Me - 2022
Genre/sub genre: Indie/Romance
What conventions does it conform to?
The insane amount of close ups that were involved is a form of how this music video conforms to the typical indie genre of trying to let the viewer know about the facial expressions of the actors and the singers and probably see the meaning behind the lyrics itself.
The use of simple clothing once again will be a convention that was conformed to by the music video as Indie music videos usually use simple clothes with nothing too extravagant. This is may be due to the lack of funds the production team have as an issue
What conventions does it subvert?
As indie music is usually enjoyed by the youth, the inclusion of a older actor is unique. This old actor is probably a symbolist feature of the younger d4vd. Which makes this music video unique as it goes in between different time dimentions.
Indie music videos usually have a direct performance of the band or the musician playing the music directly while singing. In this particular music video, the production team has subverted this convention by just using shot scenes of young and old love, this is done in order to let the reader know the narrative of the story in the music video.
What representations are there? (people/places/events)
Romance of African American ethnicity, as all actors were all African American
Young people madly in love
Old people loyal in love
Separation
What technical elements are used to give meaning to the representations?
Camera Angles
Several close up shots were used in order to clearly show their race and face. This is done to sympathize with the love stories of the African American population and to promote the fact that they also have their own special love life.
Several random movement shots to represent the feeling of confusion in seperation as d4vd was choking on water and walking like a drunk man with zero balance. This is done for the viewer to be able to feel the distortion d4vd is feeling in his mind, possibly as he was seperated from his significant other.
Medium, low shots of the now old couple, this low camera angle that screens both of them is trying to create the impression that they look bigger and they have stood strong during their relationship.
Mis En Scene
In the first shots, d4vd and the co-actor was wearing bright colours, specifically white and creme while hugging and showing their physical touch to each other. The bright colours connotate with the good times and peace of the soul which tells the reader that they are having the time of their lives and are enjoying the presence of each other.
For separation, in the shaky scenes in which he was confused, d4vd was wearing a blindfold and a messy white shirt with a black tie and a black outer layer jacket covering him. This blindfold suggests confusion of not knowing where to go now the woman is not there. And the white and black outfit may have resembled clothes that people use to go to their funerals, perhaps one of them are dead?
For the representation of old people in love, the old version of themselves were asked to wear fully white clothing. Which as mentioned, correlate to joy and love as even though its been long, they are still with each other.
Sound
The aspect of sound comes from the music itself as there were the non-diegetic sounds of the song playing over the scenes.
Edit
There was quick cuts back and forth in order to show all of their moments in the relationship. There was a cut to a happy scene of their relationship, and a cut to when they were fighting, and a cut to when they were old.
There is a mis-en-scene type of edit in which the production team makes them turn white. This is to show that they are probably reunited somewhere in the afterlife as white also is also correlated with the heavenly side of things.
GENERAL RESEARCH (6)
Here is some additional research that could possibly help me in the event of production of the music video
#1 - Pamungkas -To The Bone, 2021.
Target audience, and how are they appealed to?
They targeted English speaking Indonesians, probably South East Asians as the song was written and perofrmed by a native Indonesian singer Pamungkas. But the song is fully in English.
They also try to target the people that are in a heartbreak and desperation as the whole colour grading of the music video is dull and dark, which connotes to sadness, this is also supported by the sad despearate lyrics of the non diegetic sound from the music, furthermore, the actor and actress was never together in one scene, making it clear that they are not going to end up together.
What would you like to use in your music video from this?
I would like to use the amount of props and concepts that the production team used, such as covering the face of the woman with a blue cloth in one scene which connotes to unclearness, that the guy can't keep up to the girls needs and desires. And the close up zoom out shots that were used to connote the eventual loneliness in people who get rejected
What would you like to avoid in your music video from this?
The amount of locations that were used, a dock, a small room, a construction site. There were too many, we would not make it to the deadline if we filmed in distinctly different locations like Pamungkas' production team.
#2 - New West-Those Eyes, 2019.
Target audience, and how are they appealed to?
Young people, possibly Europeans and adventure goers. As this music video uses a lot of scenes in places such as alleyways that look very European like somewhere from Italy and France, which may target the European audience. The adventure goers can also be attracted using the scenic views that were shown multiple times, near the sea. The young people can be attracted with the young actors that were involved.
What would you like to use in your music video from this?
The colour grading was very nice and location scouting is exquisite. These types of locations are present in Bali such as Uluwatu and Karangasem. This can be done to show the beauty of love.
What would you like to avoid in your music video from this?
The amount of skinship in the music video as the Indonesian audience would not like too much skinship as the norms here regarding safe relationships are very tight.
#3 - Girl in Red-We fell in love in October, November 2018. (still technically 5 years)
Target audience, and how are they appealed to?
This music video was particularly unique, as it seems that they are trying to promote LGBTQ society. The actors here play the role as lesbians falling in love with each other. As the actors are young and caucasian, they may also try to target the white and young caucasians.
What would you like to use in your music video from this?
The simple scenes and shots of them just being happy together
What would you like to avoid in your music video from this?
LGBTQ representation as its not really accepted everywhere in the world.
#4 - Tek It - Cafune
Target audience, and how are they appealed to?
Cartoon and anime lovers. This particular music video is made of pure cartoons which contains no actors but an animated boy, girl and a cat with Japanese anime style illustrations, which may attract these people. As the characters used are very young, it is also safe to assume that this music video aims it at the younger audience.
What would you like to use in your music video from this?
The colourful concept will be very useful in trying to express love to someone that we love the most.
What would you like to avoid in your music video from this?
Animation, as it would be a waste of time, we’ve got better things that we can properly do and it would be no use to do a risky experimentation with animation
#5 - Glue Song - Beabadobee-
Target audience, and how are they appealed to?
Filipinos, Beabadobee was filming in the Philippines, alongside Filipino families and children alongside their setting. This makes the Filipinos feel represented in a huge way. Young and old too as there was a grandmother in the music video.
What would you like to use in your music video from this?
The scenery was insane, the filter, which i forgot the name, makes it feel like its a direct experience that we are feeling straight from the camera
What would you like to avoid in your music video from this?
Going into small unknown places as it is very far as we live in a city. Waste of time.
Reflection:
This was by far the most time consuming piece of work that I did, the very first ever time that I did 8 different researches in all my time studying media. I felt really good doing this though as I felt researching was a strong point of my abilities. Overall this work helped us decide on the elements that we are going to use on the music videos. I struggled with the time management as I had to balance all of this insane amount of work with other also important projects and assesements.
