This document discusses the pre-production process for a music video project merging dubstep and hip-hop genres. It describes researching existing music videos in these genres. A storyboard and shooting schedule were created, and potential locations were scouted. Permission was sought from the artist who created the instrumental track to use it for the project.

2.  Firstly I took an in depth look at the background genre which is Dubstep, as well as Hip-Hop as we will aim
to merge the two genres. We identified the codes and conventions of these genres to give us the
understanding of the ideology behind a music video.
 I have analysed the music videos of: Professor Green Ft. Maverick Sabre - Jungle
DJ Fresh - Gold Dust
Chase and Status Ft. Tempa T - Hypest Hype
A link to these music video analyses can be found by clicking here
 Having researched these videos I discovered that most follow a narrative and begin with an equilibrium
where everything is balanced and settled but something arises and disrupts this equilibrium. Finally,
reaching the end/climax of the music video, a resolution is made and the equilibrium is restored.
 We used various special effects to develop forms and conventions of real media products. We had many
ideas of different effects to use in the video but all were not successful. Presenting the teleport effect was
very difficult as the camera placement as well as the actor placement needed to be very precise. We
event attempted to go one step further by teleporting into a moving car but this was extremely difficult
and looked very unreal. Therefore we decided to leave this out of the music video.
 We used Sony Vegas 10 and Adobe Premier to compile our final video. We used various effects
and colour coatings to ensure the clips all merged with each other. We also placed a fish eye
lense to create a surreal look although we decided not to use the footage as it countered
our narrative in the sense it didn’t fit in. For the audio, we used Reason 5 and Audacity.

4.  Having analysed album covers for Dubstep and Hip-Hop tracks, as well as conducted a questionnaire with
questions asking what the audience would like to see and what appeals to them and collected the
results, I began production of my album cover.
 Using Adobe Photoshop CS5, I have used a colour scheme which makes the cover stand out and really
appeal to the eye of the audience. Purple is a very vibrant colour and it reflects the noise levels, bass and
liveliness of Dubstep music. I also generated a background using black and the same purple. I have
created a spiralling effect to create the effect that the DJ on the front cover is coming towards the
audience at a rapid rate. This could represent the upcoming of a band as seen on many other album
covers.
 The audience also stated that they only like to see an album cover with band members if they’re a
developed and well known brand with an image which can be easily recognised. Understanding we’re
not a band, I created a silhouette image of a DJ for our front cover with the band name ‘NFM’ on the
chest of the DJ. My back cover image follows a similar image but this time of a performer dancing which
again reflects the Dubstep genre, this time with dance.
 Having looked at the conventions of real album covers I have included a title, the name of the band, an
image, track listing, barcode and notice of copyright material. I have also included a ‘parental guidance’
sticker which is often used on singles and albums if they contain explicit material. I also featured a track on
the album on the front of the album cover. This is often done when an album includes a well known single.
As we are producing a music video for one track in this album, I thought it would be
appropriate to feature this title on the cover.

6.  Prior to producing an magazine adverts we researched current advertisements found in magazines or
even posters advertising an event or a ‘gig’. Once we researched these
advertisements/posters we wrote an essay analysing the conventions of real media
magazine advertisements. A link to these analyses can be found here.
 Having studied these magazine advertisements I had recognised the forms, codes and
conventions to produce my own. I used the same program I used to produce my album
cover, Adobe Photoshop CS5. I have used the same purple and black colour scheme for
continuity and to create an image for the band.
 My magazine consists of the band name in a large font in the upper central region of the
portrait canvas. Below the band name is a subheading ‘Coming to a show near you’
captivating the audience and directing the statement towards them giving them
something to be excited for. I believe this makes the magazine advert more personal the
audience as if it is talking to them.
 The magazine advert also has an image of the new album cover (produced earlier)
captioned ‘out now’ promoting the product and alerting the public if they weren’t already
aware that the album is available for purchase. It also alerts them where they can
purchase it with the captain ‘also available from iTunes. This promotes the
album as well as iTunes.

7. Continued...
 Located in the lower region of the magazine advert, are information regarding tour
dates. I have clearly detailed the dates and locations of the tour of the band so those
who are interested can purchase their tickets. Below the dates are details of the band’s
website where they can purchase tickets from.
There is also a advertising of the bands Facebook and Twitter web pages where the
audience can find out more information regarding upcoming singles, tours and events.
 I have also included the logo of the record label at the top of the screen. If this were a
real magazine advert information of the distributors would be presented and I have
included the logo of Sony and Ministry of Sound.

8.  Throughout the research and planning stage of this project, there was comprehensive use of
new media. In terms of gathering ideas, we looked at a number of music videos online on
websites such as YouTube, DailyMotion, Vevo, Virgin and MTV for influences. Due to our group
producing a music video in the merging genres of Dubstep and Hip-Hop, I found various music
videos in both of these genres and these can be viewed on Blogger as well as an introduction
discussing the conventions of the genres which can be found by clicking here.
 Following carrying out analysis on these music videos, I presented the analysis presentations
using Prezi, the online zooming presentation editor. A link is available on my blog to my music
video analysis.
 As well as analysing music videos, we had to evaluate album cover artwork and
advertisements of an artist or music event in a magazine as we also needed to produce an
album cover as well as a magazine advert. The link can be found by clicking on the hyperlinks
above.
 In addition to this we were required to conduct audience research in terms of selecting the
most appropriate target audience which will achieve a successive level of approval for our
music video.
 I created a questionnaire/survey using Microsoft Word and handed them out throughout the school
and recorded the results. Following this I created a Character Profile using Popplett.

9.  Having collected the results of these questionnaires, we decided on characters, locations,
props and a narrative to go with our music. The Locations were chosen based on the narrative
and the characters were based on Gramsci’s Theory of Hegemony and the Uses and
Gratification Theory which helps us unsettle the different types of personality, social classes and
clothing styles for the main character in the music video.
 We used different types of software to produce our research to present it in a variety of ways.
We used Blogger, Prezi and Popplet.
 Upon planning the music video itself, we produced a storyboard which includes the narrative
as well as what the music video will consist of. The storyboard consisted of 35 shots with a still
image which was hand drawn and coloured. As well as the shot number and a thumbnail
image of the shot, the description included the length of the shot, the type of shot and the
location. To view the storyboard, click here.
 We then produced a shooting schedule having held a meeting with the group members and
actors discussing when everyone is available for filming and the locations each shot(s) will be
taking place. To view the shooting schedule click here.

10.  Our pre-production started as we brainstormed ideas as a group about firstly which music track we will
be using. Eventually, we thought we’d be creative and try a different approach and one of our group
members created an instrumental for which we would create a music video for.
 We created a storyboard on paper which included all the shots, types of shots, the length and a
freeze frame image. The storyboard was three sides of A3 Paper and once completed and coloured in
we were in a good position to begin filming.
 Using Microsoft Word, we created a schedule of when all the group members and actors are free and
when we can proceed with shooting.
 In addition to this we visited potential shooting locations and took photographs to decide which
locations are better to begin shooting at. We also would regularly check the weather as we didn’t
have the equipment to shoot effectively on a rainy or windy day.
 Finally, to begin our production we needed to seek permission from the artist to use their material in our
coursework. Fortunately, one of our group members produced the track. However, we still needed to
show that we sought approval from of artist in using their material and therefore we
wrote a letter to him. It was successful as they responded positively and allowed
us to use their soundtrack.

11.  Once all of the research, planning and pre production was completed. We proceeded with
filming. Filming took place over two weeks so we had more than enough material and raw
footage to work with to proceed with editing. We used Sony Vegas for all the editing and it
was a success. Having used Sony Vegas on previous Media projects as well as experimenting
with it in private time I become aware of how to use it well.
 We did however encounter a problem when trying to embed an effect known as the ‘jumper’
effect. In our video, our main actor teleports from one location the next and decided to use
the jumper effect to present this. However it looked very unreal and so we experimented with it
for a few hours. A friend who uses Sony Vegas very regularly advised us on how to make the
effect appear realistic and using his advise we managed to successfully embed this effect into
the video.
 For the production of the Album Cover and Magazine Advertisement I used Adobe Photoshop
and having used this software plenty of times in the past in Media Studies, IT and Photography I
encountered no problems in producing them. I used a purple colour scheme throughout as
well as the same font and images both for continuity and to create brand image. I believe this
also really reflects the genre.

12.  My Album Cover and my Magazine Advert use the same colours, as well as the same font
and images. The use of purple is used thoroughly on both the album cover and the
magazine advert as is the continual use of the font Berlin Sans for information and track
listing as well as Old English for the title on the album cover. I have selected two
unorthodox fonts to generate a sense of a unique feel.
 The Parental Advisory sticker suggests that this is not something for young people as this
contains ‘explicit content’. This could be abusive language in the lyrics or use of violence
or aggression.
 There is also no photo of the band
on the Album Cover because I’ve
attempted to make the band be
recognized by silhouettes and a
purple vibrancy amongst them.
 The purple is very vivid it really
brings both the Album Cover and
Magazine Advert to life. Due to
me using them in both the Cover
and the Advert shows continuity.

13. Due to using the same colours, fonts and images it
creates a sense of continuity and reflects the genre.
I have implemented the album cover onto my
magazine advert to promote the album in the
advertisement of the event.
I’ve used well known companies to further promote
the event such as Sony and Ministry of Sound as
record labels. Furthermore, as the audience become
more understanding in the social networking world,
I’ve used Facebook and Twitter as two forms of
contact to the band. Millions use social networking
websites as a way of finding out the latest gossip and
information so advertising our band on these websites
is going to increase awareness.
Also, after reviewing my questionnaires which I
conducted, I realised that iTunes is the most common
way in which the audience purchase their music and
so I have labelled ‘also available on iTunes’ in large
lettering next to the album cover showing the
audience that they can purchase this album the
same way they purchase the rest of their music.

14.  We received positive feedback from those we had shown the video to.
Many of them really enjoyed and were impressed by the use of teleportation
in our video. I believe this effect turned out to be a success as it proved to be
very effective.
 They said it was well made and our choice of narrative was very interesting.
Another added that it went really well with the music, as if we were trying to
tell a story or account for an event which took place.
 Many people said they enjoyed the fantasy side of our music video as
teleportation is very unusual and something you would see in a science
fiction movie and the integration of something like this in a music video really
develops the conventions of a music video.