- The group discussed ideas for a music video for the track "Cracks" which would use conceptual symbolism and imagery without a narrative. - They conducted audience research through questionnaires and interviews to understand how to best represent the dubstep genre. - The group agreed the video would be concept, montage, and performance driven while maintaining the title and artist name. It would contradict conventions by ignoring narrative and instead focusing on concepts like fake identities, two sides to one person, and cracking masks.

1. http://www.youtube.com/watch?v=K1VLaXoRRdk
• In our first group meeting we listened to the track
together and began to note down initial ideas for our
final piece…
• These ideas later developed into creating a montage
sequence, narrative and conceptual symbolism and
imagery.

2.  The concept that is going through this music
video is based on the title of the music video
“cracks”
Identity
Playing with Masks
different colours.
CRACKS
Mirrors
Rapid Cuts

3.  Shots of quirky and weird images used
metaphorically to represent cracking.
Glass
Eggs Sand
Makeup CRACKS Powder
Ice and
water
Plates

4.  We have chosen to subvert this convention
and use concept as the base of our video.

5.  Before begging pre-production work I and my group produced this
questionnaire to gain an understanding of how we would have to
produce and develop out final end products to the satisfaction of
our target audience. Under the impression that music videos are
primarily used to promote consumption of the track and create artist
iconography/personality and so we asked questions to see how
audiences preferred this to be shown. These questions where over a
very wide perspective as Dubstep is not essentially a well known
music genre in relevance to other genres such as Rock, Pop or RnB.
 The information we received from the audience research was great.
We gave out questionnaires to people around our college and
around our area. We established our target audience and their likes
and dislikes. Narrowing down the results to different groups, we
recognised who are target audience would most likely be and
created one to one interviews to get a perspective on how they relate
to the Dubstep genre and how they would like a video from the
genre to be represented.

6. • We agreed the „Cracks‟ music video would to be concept, montage,
performance shots driven.
• Maintain the track title and artist name.
• Contradict the conventions of music videos to ignore a narrative.
How can we show this?
Concept Artist Performance Montage
• Fake identity • Siting alone in a dark abandoned • Crumbling facial mask.
• Two different Sides to one persons room. • Feathers falling and tossing in the
personality. • Direct address. air.
• Showing people in different • Static movements of the body to the • Smoke?.
scenarios. beat of the track. • Sand falling through someone
• A tied up man being tied down by • Urban clothing and background hands.
his face personality. (South London, Croydon)  • Smashing pretty objects and
• Catwalk alternative. antiques (for example glass or hot
• Makeup running • Close up of lips. water poured onto cold ice).
• Paint on plastic screen • Beating a wall. • Different camera angles of
• Paint being thrown at other people. walking, running, jumping, fist
• Masks  people tied up are wearing pumping, head movements etc.
them. • Will need to seem spontaneous,
relevant to how the music „drops‟
(described by people who are
engaged in the Dubstep culture).