A2 lesson Friday 21st July

1. TO DEVELOP PLANNING AND
BEGIN TA RESEARCH
To develop use of technology
To consider OCR moderator feedback.

2. To develop planning and begin TA research
Who is your TA and how do you know?
• Age
• Gender
• Race
• Culture
• Demographic
• Lifestyle
• Class
• Concerns
• Aspirations
• Social group
If you haven’t made a TA profile , do so.
In your group, make a list of all elements
that define your TA.
Post : Planning: TA Profiling
If you can make a slidely using your
chosen song – great! But you need to add
a list of features beneath it….use this list.
You can also create a picture board.
Then consider and make a list of ways
you are going to target / attract this
audience.
Post: Planning: attracting the TA
AUDIENCE HANDOUTS

3. Mode of address- To develop
planning and begin TA research
Think about the words/ Language you choose to
communicate with your audience.
Signs and signifiers [ Barthes] – will your audience receive
it in the way you intend?
You will need to think of key words [signs] for your music
video, digipak and advert for the digipak.

4. To develop planning and begin
TA research
• You should have some initial ideas for your own
music video.
• Post: Planning: Initial Ideas
• List your initial ideas.
• Over the summer you need to conduct TA research
into these initial ideas.

5. To develop planning and begin
TA research
Posts
•Music video research
•Institutional research
•TA research
•Planning- initial ideas
•Planning -TA profiling
•Planning – how to attract the intended TA

6. To develop planning and begin TA
research
• TA Research 1 – focus group – initial ideas.
• 6 students [ 3/3] play song explain your ideas for
each verse/ image/ narrative and record their
responses on your phone. Put this up on the blog
via technology eg soundcloud/ Chirbit/Online
ConVert
• TA research results and analysis and how this has
affected your planning and creativity
• How TA research has affected my planning – updated ideas
• TA Research 2 +TA research results and analysis
• How TA research has affected my planning – updated ideas

7. To draw conclusions from
research
• Copy and paste onto a word doc ALL comments beneath
research posts. Save it.
• Next: You should be able to put headings:
1.Camera shots, angles and movement
2.Mise en scene: set design, locations, costume, lighting,
make up and framing
3.Editing
Post title: Conclusions of research: codes and conventions
• Copy and paste the lists into here: delete any repeats.
• You should see now if you have any missing – THAT
is your homework.

8. To develop post titles- pre
production paperwork
• Research: TA 1 focus group – initial ideas
• Planning: Beat script
• Planning: Full script colour coded
• Planning: Organisation of dates: equipment, actors,
budget, locations, props and set design
• Risk assessments – these are quite quick to do
and a person can be sorting one of these while you
are both doing the full script. OR …. One person
can be typing the script breakdown for a location
based on the full script. You need a script
breakdown for each location.

9. To complete pre production
paperwork
• Research: TA 1 focus group – initial ideas
• Planning: Beat script
• Planning: Full script colour coded
• Planning: Organisation of dates: equipment, actors,
budget, locations, props and set design
• Risk assessments
• Call sheets
• Script breakdowns
• Storyboards
• Location release forms

10. OCR Examiners report
• Candidates’ blogs were extremely thorough accounts of their progress.
Research had been conducted into existing media texts and a potential
target audience and this was clearly used to inform the extremely
detailed planning that groups undertook and the construction of the three
texts.
• It would have been nice to have seen a conclusion to the research into
music videos, outlining the codes and conventions of the genre, which
candidates would then be able to use in their construction and refer back
to when responding to the first evaluation question.
• The only area of research the Consortium needs to address for future
submissions is into magazine advertisements. It would be useful if the
Consortium could find a stock of texts which candidates could then utilize
in their research as some advertisements used were for tours rather than
albums. I will provide you with these and have them out each lesson.
• That said the depth and detail in candidates’ work was of a very good
standard and warranted slightly higher marks for this aspect of their
work.

11. Beginning pre-production
paperwork• Posts must begin with ‘Planning: …’
• Beat script
• Dates and organisation of equipment, actors and props.
• Full script – colour coded [ see Emily’s workshop]
• Complete a script breakdown for each location shoot
• Risk assessment for each location
• Call sheet for each location
• Storyboards for each location shoot
• Book your dates NOW! Book your cameras and artists/
cast for those dates NOW!

12. Examiners report.
• Responses tended to be text heavy, with some
appearing as basically illustrated essays. This
format should be avoided. Candidates did use
different methods of presentation but should be
advised to fully exploit the potential of each
method.
• TARGET-
MV research/ TA research/ Ancillary research – put
into prezi/ emaze/ powtoon/ thinglink/ bubbl.us

13. Problems and issues
•Missing similar product research : you should have at least 8.
Number your music video research posts. Read and respond to
comments.
•Missing research into digipaks/ adverts and the institutions that
produce them.
•No beat script
•No full script
•No Carol Vernallis
Post: Research conclusions: codes and conventions
List / copy and paste your findings [ this is why you should have
lists]
Refer to: Goodwin, Vernallis, Todoroz, Propp, Dyer, Hall,
Blumler & Katz, Perkins etc

14. To identify the conventions of a
digipak advert – thinglink!

15. To identify the conventions of a
digipak advert.
1] Full scale image with text overlay
2] Range of font sizes: the largest is the artist and name of digipak
3] Sell lines eg Out Now!
4] Institutional details eg where you can buy/ download/ websites
and social media links
5] track details
6] Tour details
7] Logo
8] Synergy and a clear brand identity with the musci video and
digipak – a strong ‘look’
9] An image of the digipak

16. TA Research 1: focus group- initial
ideas
• The sound recording must be uploaded.
• The results must be analysed.
• How this research has influenced our planning
A list of changes that need to be made
[Word clouds – TEGUL]
THEN – full script!

17. To complete pre production
paperwork - storyboarding
You need printed and posted:
•Risk assessments
•Call sheets
•Script breakdowns
•Storyboards- some done! Blank ones copied to fill
in before filming.
•Location release forms

18. More on Genre…
• Genres
The connections between the music genre and the visual
genre of music video are weak: when you listen to a new
record you may know the genre of the music but seldom do
you immediately know how the moving image will realized.
There are, however, some connections. Dance music video
clips are sometimes art clips. The editing technique in soft
ballads is mostly mixing. The hard rock music genre usually
features concert clips with inserted narrative shots.
• WHAT GENRE is your chosen song?
Do you have a post on the conventions of this
genre? Can you/ have you applied genre theory?
Does this genre have an established TA? WHO?
HOW MANY? WHERE? HOW?

19. More on narrative….
• If a music video clip is most appropriately
understood as a short silent movie to a musical
background, it is a narrative clip. A narrative clip
contains a visual story that is easy to follow. A pure
narrative clip contains no lip-synchronized singing.
Bruce Springsteen’s I’m on fire is a pure narrative
clip.
• What narrative exists in your lyrics? Can you write
the narrative in basic prose? Have you applied
Propp? Todorov? Strauss? Does this appeal to
your TA? How? Is there evidence that your TA like
this technique?

20. To identify the conventions of a
concept based music video
• Michael Shore (1984: 98–99) concludes that Music
video is
• “recycled styles … surface without substance …
simulated experience … information overload … image
and style scavengers … ambivalence … decadence …
immediate gratification … vanity and the moment …
image assaults and outré folks … the death of content
… anesthetization of violence thorough chic …
adolescent male fantasies … speed, power, girls and
wealth … album art come to turgid life … classical
storytelling’s motifs … soft-core pornography … clichéd
imagery …”
• Discuss! Do you have any of these concepts in your
lyrics? Make notes on this and annotate them on your
lyrics. Who is the TA for concept MV’s?

21. TA Profile and Research 1 & 2
• HOW are you going to research your TA?
• Use all handouts and advice sheets.
• Make sure you post the changes you have to make
in light of TA research analysis.
• Remember – if your MV doesn’t appeal to your TA,
they won’t download it/ consume it.

22. To discuss major issues with
ancillary products and blogs.
This is a lesson we did in term 2….
1] Full scale image with text overlay
2] Range of font sizes: the largest is the artist and name of digipak
3] Sell lines eg Out Now!
4] Institutional details eg where you can buy/ download/ websites
and social media links
5] track details
6] Tour details
7] Logo
8] Synergy and a clear brand identity with the music video and
digipak – a strong ‘look’
9] An image of the digipak