There are many aspects that a music producer has to follow and understand when producing the video. For example lighting, lyrics to visuals - how they link, target audience, mise en'scene - so for example setting, clothing, props and where everything will be positioned. A useful website to use when researching target audiences is UK Tribes.com.
Lighting - Lighting is an integral part when producing a music video, the producers also have to think about the type of song and genre, for example a rock/indie style song will require a dark background and dark setting. However a more up beat, R'n'B, soulful partying song, would require a light background with a bright setting to balance the mood of the song and the lyrics!
Lyrics to visuals - Putting together the lyrics to visuals on a music video is extremely important, you have to have the two matching and working well together. If it is a totally random picture or a bright colourful clip involving rainbows and sunshine, it clearly won't fit into our chosen genre of indie/rock, and especially our song. Therefore we must make sure this does not happen to us, our lyrics must match, for example in our song "at every occasion i'll be ready for a funeral" we will need a funeral type effect, graveyard, churches and a black white theme in my opinion to fit in with a funeral theme!
Target audience - We must identify our chosen target audience before we do anything, so we know exactly where to start and research into what they want and expect in their type of music videos. We have the base idea of indie/rock, but that it is too broad in my opinion, to help me and my group, i suggest we should look into UK Tribes.com, this will really help us to find out what the perfect indie/rock male and female fan love, then we can relate back to our video and reflect from those ideas.
Mise en'scene - Our chosen song is called the funeral, so instantly the setting has to be church and graveyard related, i think black and white with only little glimpses of colour should be shown in the video, possibly a close up of an emotionless face form a long shot? The black and white theme obviously will work very well with the idea of a funeral. In terms of clothing me and the group were thinking sharp tuxedos for a group of men, possibly, and the women in black suits. However if the video becomes a performance near the end or even randomly in the middle of the narrative, we will dress the band members, stereotypical indie clothing i think we should use, for example, skinny jeans, blazers, formal shoes, military boots etc. There are no females in the band so we will not have to worry about extravagant make up and clothing for them. I think the male band members we will select will have to already have a sense of indie about them, it would be pointless if they didn't. Props will be used a lot through out our video, we like the idea of random objects appearing or our actors holding them, just to get the audience thinking about what it could mean.
For example:
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