1. Pre-Production
Finding the song/audio for the music video
The music is a substantial part of the advert; it can set the mood for the whole thing; so
I want to make sure I pick the right song. I have watched many existing Apple adverts
and many similar adverts to listen to the music, to understand what style of tone, pace
and tempo ect are used.
Here is a list of songs from wide range of adverts made by Apple over a good few years,
to see how the adverts for Apple have changed, to see and understand why change has
been made. The first print screen shows what music they used back in 1999-2002, and
the second print screen shows the music they use now (2012-2013). The reason I
wanted to see why type of music Apple used over a few years is because I want to see
the change, and see what they think the right approach is (as they are the biggest
company in the world).
What I found out is that there first method was to use well known chart songs, the
reason for this is that as it is a wide mass market they are aiming at (and apple back
then where not as big as they are now), it would only seem right to use a well-known
song to attract and get the attention of the audience and potential customers. However,
now that they are the biggest they have ever been, they don’t need to rely on main
stream and chart music to get the attention of the audience (people will watch the
advert to see Apple, not just for the song). Now being so big, they have the power to
choose any song they want, and it will be a success as the market is so big a large
amount will enjoy the song, knowing this, Apple now tend to use unknown songs, so it
creates a feel of uniqueness and difference, but still attracting the same audience. From
this information I will use an unknown song that sounds the same as a song that will be
used for an apple advert currently.
As it is an advert designed for Apple I want to follow these codes and conventions in
mine, however I still want to add my own twist to it (as I have done it throughout the
advert). I want to add my own personal taste in music within the advert. I will also keep
in mind that Apple is a new, fun and up to date company so I will only use a song that
has recently been released (past few months) to back this point up of new and always
changing. The song that I have decided to use “Hoodie Allen – Make it Home ft: Kina
Grannis”. It is a much unknown artist and song, and I think it fits perfectly within the
advert; it isn’t to over powering, it is upbeat and will catch the audience’s attention
Locations: Since my advert is done electronically and within Adobe After Effects, there is
no locations that I have to set, they only places I will need to complete my advert is a
college computer, in college grounds.