Editing technique rehearsals

To avoid any time that could be wasted on the day of filming, I taught Stefi the choreography which will be used for the editing technique section of the music video. Due to the dance routine involving 8 different movements, I will need Stefi to practice these in order them have them as accurate and tight as possible. I have played around with the timings i.e. how many turns and how many arm movements, in order to get the final choreography posted below. I will follow the generic conventions of the pop genre as Stefi will appear happy throughout the dance and follow the conventions of the R&B genre as some of the dance moves can appear seductive. The video below shows the original take 1st followed by what it would be like if the sound was cut out and the actual song inserted, therefore giving the ideas of what it will be like in the end product.
NB - I will still need for Stefi to sing the last line of the verse 'finally you out my love on top'.

Choreography

Editing timing from 2:17 to 2:29/2:35
I.e. 12 seconds or 18 seconds
This choreography allows for 25 seconds at a normal pace, but Stefi will be performing it at a faster pace.

1. Leg move 

2. Strut round 

3. Single ladies arm move

4. Arm spin 

5. Hip movement

6. Leg lift 

 7. Clapping

8. Salut

Make-up and hair analysis

For my music video I am going to use make up and hair similar to that of other pop/ artist videos which are currently on the market. I have gathered many of my ideas from 'Huda Beauty' an Instagram page and online website which offers ideas as well as tutorials which I will utilise for my Love On Top video. The make up and hair styles which will be used will directly target my audience as it will involve styles which are popular at this time, for example, a flicked eye liner, glitter eyes and rolled hair. Each of my locations will involve a different make up and hair style to fit with the wording and setting of the shot. I will be putting the make up on my artist Stefi myself, therefore I will be following tutorials posted on 'Huda Beauty' if I have not already created these looks before. These will include: the bun, smoky eye and pony tail. 

Dance studio:

The dance studio will be shot as a long shot, therefore the make up will need to be visible but not overly dramatic. For this location I have chosen the look of a fleeked eye liner and a matte lipstick, both of which I have completed on myself previously. However, I will need to test whether these looks will look appropriate on Stefi, my artist. 

The hairstyle I have chosen needs to look as if it would be worn in a dance studio whilst still looking up to date and stylish. This hairstyle will be a bun, with pulled over fringe, which I will be completing by using the tutorial on 'Huda Beauty'. This look is one recently worn by Kendall Jenner on the red carpet, who is a popular figure and would be observed by my target audience. Therefore by using this hairstyle I will be appropriately fitting with my location whilst targeting my audience at the same time. 

Fan room:

The fan room shot will be Stefi (artist) seated on a clear seat and a plain background, therefore a pop of colour on both the eyes and in the dress will be needed for this location. As the lighting will be bright a medium dramatic eye will be plenty dark enough to cause effect. This is a make up technique that I have previously done also. 

The hairstyle I have chosen for the fan room is one that will move in the wind enough to make the usage of wind worthwhile. This will be a curly blow dry with slight back combing in order to give it height. This is a technique which I have completed before with the use of Pro Blo hair brushes, which I will use on Stefi. Curly Blow Dry's have also become a recent craze among celebrities as an effortless look, therefore will target my audience as they can aspire to have hair like my artists. 

Window sill:

The make up I have chosen will be light foundation with a slight contour, this will look basic but still give Stefi the coverage and skin perfection that is required for a music video. For this shot it is meant to appear as if she is preparing to get ready, therefore too heavy make up would be inappropriate for this setting. Basic foundation and powder is a technique which I have completed before. 

For the shot on the window sill, Stefi will appear as if she is getting ready. For this look I will be using rollers in the top or all of her hair in order to give this effect. The use of rollers to create a bouncy blow dry has become popular among younger women since the introduction of products such as Sleep In Rollers. Therefore, this look will be appropriate for the setting as well as targeting my audience. 

Dark Garden:

The dark garden shot will be in the dark with the use of a bright light around the camera, For this I will use glitter in order to add a sparkle to the plain background, as well as giving a dark look to contrast with the bright colours used in the rest of the video. This is a look that I have not completed before so I will be following the tutorial as posted on 'Huda Beauty'.

The hairstyle for this shot will not need to be considered as Stefi will be wearing a bobble hat. 

Music platforms

In the 21st Century, it has become increasingly important for artists to use cross media promotion in order to build their brand and thus success. Cross media promotion will allow artists to be available on a larger number of media platforms more regularly. As music is more recently being consumed online rather than in CD's or records, artists are having to move in this direction also. For example, Beyonce uses YouTube, Facebook, Twitter, Instagram and her own website in order to directly contact her fan base. She uses these platforms in order to promote her brand, concerts and also to boost album sales by giving teasers of new videos or products to use. 

YouTube: 

Artists utilise YouTube in order to interact with their followers. Beyonce uses it in order to post her and her closest friends latest videos, but she also offers behind the scenes clips whilst she films these videos. This gives her viewers the opportunity to see her at work, watching her create her videos and music and listen to what they have most recently been listening to.

Facebook & Instagram: 

The movement of social media has meant that artists are in competition for followers, or perceived success. Given that their fan base would be connected on these social media sites, it would be assumed that the more followers or likes they have, will be valued as how popular or successful they are. Therefore, marketing teams will be using social media as an easily accessible tool in order to access the audiences favourite artists. Some artists use social media in conjunction with tours, e.g. whilst on/ off stage posting photos of themselves preparing for the show or involving the crowd which will then be posted onto social media the following day. For example, Beyonce posting photos of herself on tour whilst on stage performing.

Websites: 

Beyonce's website highlights herself as the main selling point. Not only this but she shows to fans the importance of her marriage and family life with her behind the scenes photos. Her website gives fans further access to her private life, along with her social media pages. She is able to share exclusive information and videos about tour dates, album release dates and other content which would be easily accessible by fans. Although it could be suggested that this content of websites is more popular in apps, with celebrities utilising the app store, in order to share similar exclusive content.

Setting shots

Dance studio - David Lloyd Chigwell

Window seal - My house

OR

Group plain background - My house blank pop up board

Dark Garden - My house in the background

Props and Costume

Seated location/ windowsill:

Actor/s: Stefi
Costume: lounge wear - purple dressing gown and bare-foot
Props: n/a 

Dance group/ studio: 

Actor/s: Stefi and group backing dancers
Costume: white/ black dress, silver heels (Stefi), black tuxes, black shoes (group male dancers)
Props: mic stand

  OR

Outside walking: 

Actor/s: Stefi
Costume: Puffa jacket, bobble hat, jeans, skull scarf, black trainers
Props: round camera light, fairy lights 

Fan room: 

Actor/s: Stefi
Costume: Red backless dress aqaq (feet not seen)
Props: 2/3x fan, plain background stand, bright LED light, clear seat

Editing technique/ dance routine/ spin transition:

Actor/s: Stefi
Costume: Black leotard and long black boots
Props: panning stand, plain background stand 

Preferably boots like this: 

Cut away/ group shots: 

Actor/s: any group member
Costume: casual and regular clothes that do not distract e.g. jeans, jumpers etc.
Props: plain background stand, bright LED light

Shooting schedule

Shooting Schedule - Love on Top

Storyboard

2212_001 PDF Storyboard

Music Video Treatment: Beyonce - Love on Top