Research and Planning: Focus Group

This is out focus group, we chose them to be in our focus group because they enjoy listening to pop music and would be in our target audience, and they were happy to give feedback for us.

Fran Hickman

17

Student

Emily Baldwin
17
Student

Kate Parker 

17

Student

Research and Planning: Costumes and Props

For the scenes we film out in the clubs we want the actors/dancers all dressed up realistically as if they were going out. So we would have them in high heels short edgy dresses. This is also the type of clothing our target audience would wear out as well. We want our actors to relate to our target audience in this way.

Costume/Prop	Source	Potential cost	Person in charge
Pyjamas	Provided  - Amy’s Wardrobe	£0	Amy
Make up	Bringing their own	£0	Charge of their own
Dresses	Own Choice	£0	In charge of their own
Shoes/Heels/flats	Own	£0	In charge of their own
Dance wear	Own/Provided	£0	Amy/Holly/own
Coats	Amy’s house	£0	Amy
Blankets	Laura	£0	Laura

Research and Planning: Risk Assessment

We created a risk assessment to identify and dangers when filming so we are aware of them and can prevent them.

Research and Planning: Animatic

This is our animatic it is a very basic animatic, it mainly represents the type of shots we will be taking and the overall feel to the video, we were not able to use our actors and we did not use the correct locations that we plan to. We have posted this on Facebook and waiting feedback, any that we get will be useful for when we film.

Research and Planning: Choreography

This is the choreography we will be using for the bridge scene and through town. Other shots represent walking through the high street and dancing in the clubs.

Research and Planning: Audience Profile

Our target audience is demographic of older teenagers/young adults, male and females aged 18-24. Our psycho-graphic target audience would be C2/D/E. Our target audience would be interested in artists such as Kesha, Lil Wayne and some in Rihanna (especially her latest album Talk That Talk'

Here is an example of Kesha's music video for 'Tik Tok' this is kind of edgy feel we are going for, and this is what our target audience would watch.

Our target audience would also be interested in T.V shows such as Skin's and the Inbetweeners.






Our audience would be interested in pop and quirky pop music and stylish fashion. They would enjoy hanging out with friends, partying , going out clubbing and the occasional drink. 

Research and Planning: Outlook

To make sure i was organised with planning everything accordingly, I used an online Calendar in Outlook. I was able to put in important dates like when to book out cameras, i also put in deadline and other important dates. I then shared this calendar with the other members of my group so we would all have access to it. 

Research and Planning : Facebook Group

We set up a group on Facebook which includes the three of us in my group and the cast for the music video. I posted in important information that everyone needed to know like filming dates, times and places to meet.

Final Digipak and Advert

Production: Digipak and Advert

Planning: Casting

'The Ditzy's' are made up of three girls; the main star and her two dancers. We cast these girls because they are already dancers and would easily pick up choreography and are used to performing so would not be shy when to came to filming. They are also in our target audience and enjoy edgy pop music so they have the right look and understand what we want to create. They are reliable as the girls in my group have known them personally for years and they agreed they are willing to commit to this project. The girls playing these roles are:

Molly Andrews (Main Star)
18
Barmaid

Lotte Collins (Dancer)
18
Seamtress

Harriet Morris (Dancer)
18
Waitress

Research and Planning: Photoshop ideas

This just shows rough ideas of types of picture we would take for our digipak liek the poses the girls are doing in the shots, obviously they would all be linked and similar throughout the real digipak. We may however just choose to use the main star on the digipak because we want to highlight her as the main performer the others are they to make her look like the star and are more like her dancers. A group which works like this would be the Pussycat Dollz.

Nicole Sherzinger is the main star of the group her dancers are normally in the background or behind her. In their videos Nicole is the main focus.

Research: Digipak and Magazine Adverts

Digipaks

This is 'Rihanna's' 'Loud' Album Digipak. The two shots used in this digipak are a medium shot and an extreme close up. The extreme close up is typical of all digipaks for mainstream pop and r&b artists. The star persona and image is emphasised, the focus in the digipak is only on Rihanna, showing the audience clearly that she is the star. This also helps when they are distributed as the target audience can easily spot the digipak on a shelf in a store such as 'hmv'. The mis-en-scene of soft colours highlights Rihanna's feminine image. The red roses compliment with the current red colour of her hair, and the off white dress and green foliage contrast with this soft red colour that has been intensified by the editing process, making the image more interesting. This digipak has redundant features; it is typical to the 'pop' genre; many other mainstream digipaks use soft colours and 'pretty' photos of the star to advertise their artists. The design is also appropriate for the target audience of teenage girls; the picture it's not explicit but still gives the artist a 'clean' but sexy look.  In the editing process Rihanna's skin has been made paler and the hair and red lipstick had been intensified to make her look perfect. We don't see any imperfections on her and her make-up is perfect, this all adds to the perfect star image that she's created. Also the images that have been chosen also subtly show the seductive side to rihanna, her expression with her mouth open is typical and stereotypical to show seductiveness in current music videos and digipaks photos. The font and colour of the font used is just about noticable, the attention is drawn to Rihanna herself, not the name of the album, again reinforcing the star image. 

Digipaks were more popular probably ten years ago than they are today. This is due to online music downloads becoming more popular. Instead of going to a shop and physically buying the digipak, most consumers purchase their music online; for example on 'iTunes' It is normally cheaper and you can get the music instantly and efficiently. This however now effects the role of the digipak; online music purchases usually only show the front cover of the physical digipak on the downloaded song, therefore the rest of the digipak is not seen.   There is less room for the record label to advertise their artist and create a persona; therefore other methods of advertisement are now popular such as physical magazine adverts and T.V. adverts. However thought still needs to be put into creating appropriate digipaks, for those consumers that buy them physically. This is because, all the adverts on T.V or on paper, have to all link to one another so its clear to the consumer who the artist is; this means they should have the same colour scheme and font style, as well as pictures.

The long shot used on the front cover, establishes the band as one, and doesn't single an individual singer; showing they are all equal and creating a star image altogether. In some ways the challenges stereotypical digipak front covers of this genre, in aid of establishing an artist and advertising them most record labels produce close up shots for the front cover of a digipak. However this design is still effective as the soft pink and green background contrasts with the bright coloured, extremely long and flowing dress trails. The colours in the background used are typical to that of the artists other album covers, soft and light colours and the bright coloured dresses give the individual band members their own persona within the band, reflecting their outgoing, fun personalities. The band members are also slightly sexualised something else typical to mainstream artists, the band members are wearing feminine dressed and sat in flirty poses. The font is a soft yellow similar to the above digipak, it does not distract from the main picture but is clear for the consumer to see on the shelf. The back of the digipak is the the same photo as the front but zoomed in, relating all parts of the digipak together and showing a continuous theme and colour scheme between the front and back covers.

On the back of this digipak there is the record label logo, production company logo and the official copyright logo.I will also include the official website of my artist. I will use these logos and details on my own digipak. I also will include 'All rights reserved' 'Made in UK' and other small credentials that are stated in small print on the back of professional digipaks. There will also be bar code on the back, just as above.

The close up used on the front of Kesha's album 'Animal' is typical for a mainstream female artist, also the pose that she is doing, with her mouth slightly open gives her a edgy sexy look without her having to exploit herself, this helps to create a star persona typical to her genre of mainstream pop. The black background with the effect of white scratches on top gives us a scruffy/rough view of her. This reflects 'Kesha' as an artist as she is known for her wild videos and her rugged dress sense more than her music style as her image is more original than her mainstream pop tracks. The layout enables us to clearly see the name of the artist and the track list on the back of the digipak, although it is a sketchy font style. The colours also reflect Kesha's personality and her image as an artist in one of her songs her lyrics state 'Glitter mixed with rock and roll' You could say this is reflected in the boldness of the black background used throughout the digipak and the contrasting gold glittery writing. The sketchy writing used on the digipak; as well as the wave images, gives a fun childish twist to the digipak, showing 'Kesha' as a fun bubbly artist.This digipak comes across as redundant as 'Kesha' is already established her star persona and this album clearly reflects her.


The colour scheme is reflected throughout the digipak with black gold and hints of purple on the back cover and used for the album name 'Animal' This mix of colour is edgy and 'cool' maybe slightly challenging conventions for mainstream pop, compared to 'The Saturdays album above which is light vibrant colours, this album gives the impression of a slightly older target audience because 'Kesha' comes across less innocent compared to the artists above. However there are elements of redundancy in this digipak as the illustration on the back cover does not really relate to the album itself, it is just a random illustration placed there to interest audiences. 


The use of credentials is similar to the digipak above, and i will include elements that are similar in my own work. However these credentials are bigger which makes me think how i would present them on my own digipak if i want them small at the bottom and separate from my design or like 'Kesha's album and Incorporated into the design with the same font and more spaced out.


Magazine Adverts

This magazine advert is for Gwen Stefani; she produces mainstream pop with an edge, similar to 'Kesha' but she was an established artist before 'Kesha. Her target audience would be young girls to young teenage girls aged about 10 - 16.


The medium shot of 'Gwen Stefani' is central to the advert and the largest thing, this reinforces her star image and makes it easier for her target audience to spot her whilst reading through a magazine. The colours used are white, green, pink and yellow/gold which are a vibrant and contrasting mix; again making it jump out at you in the magazine. The main photo has been edited to add interest for the consumer, you double look at the advert because your not sure if the photo is blurred or it is effects, again another advertising technique. The advert is clever as it uses the same image as on the front of the album, so the advert itself is advertising the front of the album, the target audience will be able to spot the front of the CD cover in shops because they recognize it from the advert. Also the sketchy font reflects 'Gwen Stefani' as an artist and slightly quirky and loud; this is the same font used on the album itself, again creating a whole package, the colour scheme is also used in this way. 

Elements of this advert are redundant, the sketchy font is typical to 'Gwen Stefani''s image and star persona so we expect quirky fonts, also the advert contains quotes of some of the tracks on the album, this is typical to other mainstream adverts, by including released tracks from the album the consumer might recognise the songs and if they like them this might then persuade them to buy the album.

The advert is a A4 page, the is typical to the mainstream genre as record companies have the money to produce such adverts and on mass and in the best, widely read magzines. Also it is important on a advertising front, the bigger the advertisement the more likely it will probably be spotted in a magazine.

The credentials used are in the same font, so not distracting from the advertisment itself, this is mainly production companies. Also Gwen Stefani's official website is used this might interest fans as they might not have known that one existed, the website might include other Gwen Stefani merchandise that they can purchase. The advert also includes a picture of the physical album front cover in the corner; this is so the consumer knows what to look for if they try and purchase the album physically or digitally.

This magazine advert is for Jay-Z. Jay-Z produces r&b and some pop r&b. His target audience would be 15-24 year olds, mainly girls. This simple advert gives the consumer the information they need in a clear concise effective way. The main image is the same image used on the front cover of the album digipak. The artistst name 'Jay-Z' is also the exact same as on the digipak and is placed in the exact same position. The name of the album is clearly shown, however the release date is in bold and larger. This is because these are key main bits of information the consumer needs to be able to find the album, the name, release date and the artist as well as the image which gives the consumer an idea of what the digipak would look like.

The album has a very entropic feel as the advert does not show a actual picture of 'Jay-Z' most album covers for mainstream and r&b would show the artist, this style of not including the picture is often used for alternative music or indie/rock bands. However the image used is a 'cool' and 'hip' interesting image that would capture the consumers attention, the contrasting colours of white, black and red give a clean vivid vibe and reflect 'Jay-Z' as an artist. Jay-Z is an already established artist with a star image this could be why they have chosen to not use a picture of him, suggesting that he is already well known, just by putting his name and a image that reflects his star persona; people will go and buy his album.

The advert is also a A4 page, typical of this genre the advert would stand out in a magazine, again Jay-Z is a established artist with a star image, the major record label could afford to advertise this much.

Rihanna's target audience is young teenage girls, an age range of probably 10 - 14. She produces mainstream pop and r&b. Again in this advert the main image is the image used on Rihanna's 'Rated R' album, so its clear to the consumer what the album will look like. The close up is typical to the mainstream and r&b genres as they reinforce the star image constantly, this close up does this effectively. This close up however contrasts with the other picture used for the digipak front cover; this is because if record labels stuck with the same image constantly for their artists; the target audience would get bored of seeing the same thing therefore as a advertising strategy to keep fans hooked, subtle changes from album to album music wise are made and the artists star image changes, however this can be a bigger change because an artist such as Rihanna is already established and has a fan base. 

The constrasting colours used on this digipak are black white and red, reflecting the mood of digipak design and of the image. The bold red writing states the alreadly released songs which the consumers will know.

Research and Planning: Pitch Feedback

After showing and presenting our pitch our feeback was mainly positive. There were a few issues reguarding permission to use the club we want to use and a few comments about originality which we will have to address and make sure there is something unique about our music video. We will also seek permission to use the venues.

Creative Research: Preview of Ideas

When asked to do some creative tasks, to spark our creativity. My group and I decided to take a camera and go and film some footage in college that could later help us shape and plan our music video. We didn't really know what to do, which is why i influenced my group to just go with it and that we will come up with something.

We already had a vague idea of idea for the music video and we had the song choice, so we being dancers we thought we could try putting together a dance routine scene and a narrative, similar to exisiting music videos. My other group members go to the same dance school so have exisiting routines they do regularly so they peformed one of their routines so we didn't have to waste class time by choreographing a new one. I then filmed my two group members performing this sequence. I filmed it twice so i had a variety of shots when editing. This was a rough excercise so the shots aren't pefect but you get the general idea and feel we want for our actual music video.

For the narrative side of the video we improvised while filming, something we thought would be creative and show spontaneous thinking. My group member amy filmed and shouted stage directions at us, which is how we came up with the idea of drunken walking and throwing up, which also relates and amplifies the narrative idea behind our chosen. However the song used on this preview is the song that the dance routine was choreographed, we didn't want to attempt to create a rough version of our actual music video, instead it was just an excercise to see what creative things we could come up with in about 45 minutes in one room.

After we filmed the footage we attempted to edit it over the course of two days, however on the second day we found an error and I had to scrap what we had and restart the editing process. This was a reminder of the problems we might face while filming our actual music video and helped us realise we must be prepared for any errors and time loss that might occur.
This was just a rough task  so the editing is not perfect, however i tried to create a typical music video set up by switching from the dance scene to the narrative and back, i tried to create some basic match on action and synethesia effects. I also attempted to create a climax towards the end of the video by fast paced editing.  Finally i wanted to attmept to create a star persona, Holly being the star (the short blonde haired girl in the video) . So when filming i wanted mostly close up's of her and in the editing process gave ehr the most screen time.

Creative Research: Choreography

We came across these videos when researching what we would like our routine to look like. These videos are of dance routines that have a specific style of choreography that is typical to their genre of music; these videos will influence our routine for our video when we come to choreograph it. The routine should be 'girl hip-hop' and edgy to match the song choice.Choreography will be partiuclarly important in our music video as it plays an important role in creating a star persona. My group member and I are all dancers also, so it is in our interest to include exciting new choreography.
 

Creative Research

Creativity is about coming up with a concept that new and original. It's about thinking outside the box, taking chances, experimenting; taking ideas that already exisit and inspire you and come up with a new concept that is your own. Sir Ken Robinson suggested that we are more creative as children as we are not scared of being wrong he states that 'Kids will take a chance, if they don't know they'll have a go' He then goes on to say that being creativing has no right or wrong, but if your not prepared to be wrong then you'll never come up with anything original.

Sir Ken Robinson also states that we loose the capacity to be creative because of the way the education system works. 'We don't grow into creativity, we grow out of it'.  I agree with Sir Ken Robinsons views . As we grow up we are scrutized for our mistakes, in education and at work, this has long term effects on us as we are too scared to be wrong we stick strictly to guidlines and rules which results in everyone creating the same thing.

To be more creative we need to go astray from 'the norm' and stimulate our brain to create ideas. To aid this process we need lots of sleep, time to daydream and nerveracking situations. However this does not mean we will suddenly become more creative people by doing this, it just aids our creative thinking.

Research and Planning: Music Video Research Extension

Andrew Goodwin is just one of the theorists that have come up with concepts on how we can catorgorise music videos. There are other theorists that have different ideas on how we can do this. One other theorist could be Sven E Carlson. Carlson belived we can catorgise the artists in music videos into three mythical groups, this is called "Modern Mythic Embodiment".

 The group first being 'the commerical exhibitionist'. This is when the performer or artist is no longer made to look like a performer in the video, instead they sell their body image and appereance, personal life; everything to be in the spotlight. This kind of artist wants to be 'a star', famous and will do pretty much anything to get that celebrity status. An example of a current star who uses this technique to become sucessful is Shakira. She is known for her belly dancing skills and also her skimpy outfits in her videos; which is evident in one of her most recent videos 'She Wolf'. Her sexualised apperance in this video has gained her over 54 million views on Youtube. It's a sterotypical view that 'sex sells' however it proves to be true in this instance.





The second group for artists is the 'Televised bard'. Artists in this category use on images other than themselves in videos to create a narrative and they are just the singer of the lyrics. Sometimes the artist is in the video to but not included in the narrative, and other times the artist is not at all. An example of an artist that is a 'Televised bard' would be Ed Sheeran in his 'You Need Me, I Don't Need You' music video.

This video only uses this dancer who signs the lyrics through th whole song, we only see the singer Ed Sheeran at the end of the video very briefly, this could be because Ed Sheeran is a fairly new artist; if people hear the track and like it they probably would want to see what the artist looks like. That way the audience would then be able to identify the artist, because of this way of advertising and hence aid sales.

The third group of artists is the 'Electronic Shaman' this is essentialey a mix of the two above. It is similar to Andrew Goowdin's theory of amplified videos. Carlson believes that the 'Electronic Shaman' creates a video with a underlying meaning and creates a persona to match that, something odd, mystical or not typical to the song. This persona created links the lyrics and video together to produce something new and original, which will keep viewers hooked. 

An example of this type of video would be The Black Eyed Peas 'Meet Me Halfway' music video. The song is about meeting someone halfway the video shows each singer on a journey in a mystical land to meet each other. Each singer gets screen time in the video creating the star persona, but equally the amplified narrative is original and new which balances the two out, creating a sucessful and popular new music video.

The Pitch

Research and Planning: Post Busted Lipsync

Our task was to recreate Busted's 'That's What I Go To School For' music video.  We had to construct the video using all the same shot types as the original video. We used a similar location and tried to make the video look as realistic as possible.

To make this video we had to plan and be organised. To ensure this we split our group into pairs  and each pair had a different task to do. One of the planning tasks was to create a storyboard of shots. This required watching the original music video in great detail and noting all the different shot types. This was able  to give us an idea of where we would shoot the same original shots as well as identifying all the different shot types we had to recreate.  We also created a shot list, this was particularly useful when it came to shooting as we were more organised and used our time efficiently, we shot all the shots we needed outside first then all the classroom shots and edited them into chronological order after. Another one of the preparation tasks was to create a props/costumes and locations list and complete a risk assessment. 

I think we could of created a better more specific props list especially when it came to costume as on the day some of our cast did not have a costume and we had to find them something suitable to borrow off someone else. This problem was due to lack of communication skills, because we were in such a big group we should have sat and discussed each of our paired task with the rest of the group before we were ready to shoot. Something that helped us when it came to shooting was appointing a director. This enabled us to film the required shots quickly and efficiently and it made sure all of our group co-cooperated with one another. This year I expect to do a significant amount of research and planning especially storyboards, moodboards and shot lists. These key tasks enable the whole process of filming to run smoothly.


During this production task I learnt how to create a video in a a larger group, this required teamwork; listening to everyone's points of view and making compromises. We learnt that 'YouTube' can be a problem sometimes as it takes a long time to buffer videos and sometimes doesn't work at all. This became an issue when we wanted to check exactly what lighting there was in the original video and it would not load. This year i'd like to develop my camera skills as in filming. I'd like to be able to produce smoother shots and more of a variety of shots in my work. I'd also like to try and further my ability to use Premier Pro using more complex editing features; effects and transitions. I'd like to be able create more complex work than last year. A problem that we found when shooting is that we ran out of time the one day, we then had to shoot some shots the next day and we rushed them. Therefore there are a few errors in the shots the lighting in the shots is too bright compared to the other shots. We should have noted this so it didn't cause a continuity problem. This is something we will have to make note of next time.

During the editing process I developed my knowledge of Adobe Premier Pro. Aafter about half an hour of familiarising myself with the programme I found it easier and faster to edit the clips. Editing generally was quick and there were no major problems . This was probably because there was no effects used just simply a mp3 file for of the song and basic cuts. The playback tool is particularly useful when editing so you can clearly see if your work has any continuity problems or if the shots demonstrating lip syncing are not in sync with the song. I also added a fade out in the music and on the shot when the sequence finished just to try and make it look more professional and believable. 

Research and Planning: Music Video Research

Andrew Goodwin stated there are three types of music video illustrative, disjunctive and amplified. He states that an illustrative music video acts out the lyrics of the song directly in actions. An amplified video takes the meaning of the lyrics and creates a video by interpreting the lyrics, possibly into a narrative. A Disjunctive video is a video that has absolutely no relation to the lyrics of the song. All these videos are effective in there own ways however modern music videos often avoid illustrative methods as it is thought to be boring and old fashioned.


Katy Perry's California Gurls music video is a example of a amplified video with disjunctive elements. The song lyrics are directly about girls in California, however the narrative that is created is set in a fairytale land cover in sweets, and about Katy defeating 'Snoop Dogg' and his army of gummy bears inside 'Snoop Dogg's' board game. This narrative is completely unrelated to the meaning of the song but is a successful video because its narrative is so unusual and creative it keeps its viewers interested. 

However there are elements of amplification as some of the lyrics of the song are used to create a implied meaning. For example at the start of the video 'Snoop Dogg' says 'lets take a journey' and then we see 'Snoop Dogg' put a cut out of Katy Perry by a start sign as if he is playing a board game we then see a  zoom into a fairytale world as Katy Perry starts singing.

The video is so busy with effects, colours and different scenes the viewers could watch it a number of times and each time spot something different that they haven't seen before, hence keep them engaged. There are examples of synaesthesia in the video as the set, costumes and plot is very bright, colourful and cheery this matches the mood of the song, it's catchy and upbeat. We also see cuts on the beat of the music occasionally, this seems to be towards the climax of the video and song to help create a bigger impact on the viewer.


The pace of the song is reflected in the videos editing. Each verse in song is used to help illistrate the videos narrative idea; we see Katy exploring this candy world and she finds two different girsl trapped in sweets by 'Snoop Dogg' and rescues them. As the song progresses to the chorus we see 'Katy' on a cloud singing, a variety of these shots are always shown in the chorus of the song. In the middle chorus we see a dance routine with other dancers but with the main focus of camera on Katy. This is to add to the climax of the song as the pace of editing start to speed up.

Another part of Andrew Goodwin's theory suggests that music videos create 'Star Persona' where the video is mostly about the star and it is used as a form as branding and advertsing them. Throughout the video it is evident that Katy Perry is the main star and 'Snoop Dogg' is also important, this is demonstrated by lots of close up's and extreme of the stars, especially Katy Perry. They both play the main roles in the narrative, which gives them the most screen time. Also, when 'Snoop Dogg' does his rap, we also see close up's of Katy Perry; this demonstrates she is the main star in the video. We are placed in a position to like Katy Perry in this video, she is shown in a humours way, we see her squirt whippy cream over the gummy bears to defeat him. Furthermore, at the start of the video the gummy bears swear at Katy Perry and they eat a live gingerbread man which also adds a element of humour and light heartedness to the video.

Katy Perry is often sexualised in her videos, so there are close ups of her body throughout the video as well as specific body parts. She is known for being funny, quirky and  a flirt and this video reflects this in a fairytale narrative an example of the would be when we see Katy Perry squirt cream from her costume as she defeats the gummy bears. This medium shot is edited in slow motion so we can clearly see the whippy cream defeating the gummy bears.

 In the video she wears a dress made out of sweets and has purple hair, this all adds to this star persona she has already established. Similarly 'Snoop Dogg' wears a brightly coloured suit, these costumes also match the set design of pink clouds and candy snakes in the forest.

'Tinie Tempah''s Frisky video is an example of video created by amplification. Goodwin's theory suggests that videos that use amplification use the visual aspect of the video to add meaning to the song, this is not like illustrative videos where the they act our exactly what the lyrics are saying, instead it creates a extra layer of meaning, a different interpretation of what the lyrics could mean. This is a common technique used in many music videos by record labels and it is used to aid advertising. Creating a video that has a underlying meaning and a separate narrative to the lyrics  keeps viewers interested which makes them more likely to buy the record.

Creating a star persona is particularly important to establish an artist; the artist is the product therefore the record label are branding and advertising them. To do this music videos contain many close ups of 'The Star' and they get the most screen time in the video. In this video most of the shots are of 'Tinie Tempah' or from his perspective. There is particular use of close ups and extreme close ups of the star. He is also shown in the middle of the frames in wide angle shots and often spotlighted, to the audience draw they're attention and watch him as  'The Star' of the video.

This video shows a clear example of Goodwin's theory of synaesthesia. As we hear the techno beat we see blue and green spirals of the beat on the screen this image is a direct correlation of the sound. This adds to the the racing dynamic of the video. The cuts of shots get quicker as the song builds up to the chorus, they also tend to cut on the main beat of the music; the main climax's in the song are in the bridges leading up to the chorus's,  A mix of jump cuts, change of location and costume and rapid editing extenuate the bridges, the editing becomes slower in the verses than in the chorus. The lighting used also changes colour often and this is particularly noticeable because the main lighting is quite dim. The set is also very closed and at one point looks like part of it is filmed under a brick bridge; 

,this is to create a intense and enclosed effect; an example of illustrating the mood of the music. 

There is not a particularly strong narrative in this video however the lyrics are about woman. Therefore there are many close ups of woman in the video. The woman are slightly sexualised, by wearing tight clothing. This is something stereotypical to modern music videos, as it helps gain more views of the music video on sites like 'YouTube' and initially advertising the song.  We first see woman dancing in the first bridge as the video builds up, there is also a change of location; this gives the video a sense of a narrative.The clear indicator of the amplified meaning of this video is that we see woman being unveiled and they pose and dance seductively the lyrics at this point are I'm on a mission I don't even wanna kiss her. Honey I won't even miss ya when I'm done with ya.' These shots are often filmed as the camera is panning; quick cuts back to 'Tinie Tempah' singing the lyrics link the lyrics and the visual narrative idea together; giving an interpretation of the lyrics, an example of Goodwin's amplification.

Although this video would be considered an amplified video, there are small disjunctive features, which make the video more intriguing for audiences. The costumes for the woman are unusual, not stereotypical costumes for the upbeat club song that this is. The girls are dressed in black and white and abstract style dresses, there hair is tied up and they are standing in a odd stance with their eyes closed. This abstract image of the woman does not relate to the lyrics of the song or the mood of the song; however it's contrast adds a eerie unusual feel, which then keep audiences fixed and still watching for the whole length of the video.

Part of the music video look as if they are filmed in black and white or sepia, like shown in the shot above. And other parts are in colour. These effect could have been produced in the editing process of the video; constant swaps between these adds another layer of dynamic to the video, and is another technique used to keep the audience gripped while they watch.