Production Schedule

When thinking about creating my music video I realised that I need to make a production schedule so that I finish my video in time.

As I've already chosen my song, I now need to create a storyboard for my music video. Obviously this may change, but i intend to make my first draft by the 20th January, giving me 10 days to create, and change my storyboard.

Throughout story boarding I will also need to scout locations to see where is suitable. While evaluating these different locations I need to take images so I can see the proxemics before filming, giving me chance to plan. I also need to find out when these places are suitable to film, thinking about times of day, weather, and how busy the place is.

Also throughout story boarding I need to discover the talent (see who will take part in my music video). I will need to find out what times will be suitable for both of us to film, and try and see if these correlate with when the locations are available.

After story boarding I will need to create a shooting schedule and book out any equipment needed. This is important as the actors will need to know when they will be needed for filming.

Once all equipment is booked it's time to start filming. Throughout the filming process I will also edit my video. This saves time, and also allows me to change any footage if needed while I still have access to the equipment.

After filming I need to finish off any post production as this is where the magic happens. This is also when I need to start on my ancillary tasks (the website and the album cover) as these will need to link with  my music video.

Changing my song choice

After hours of trying to storyboard my ideas, I realised that it wouldn't be possible to 'jump and shake' by Timeflies. I then spent the next coupe of weeks listening to different songs over and over again while trying to find the right one. I finally came along 'Right here right now' by American Authors and decided that this is the song I will be using for my music video.

Target Audience

After thinking for a while about my target audience I decided to go for teenagers.This is a pretty mass audience. The main reason for this is because I am a teenager myself. I know how they think, and feel and I can empathise with them. Now I know that all teens are different, but most of them have some things in common. For example, we are all in, or have been to some sort of education. Most of us have experienced some point in our life where we wish we could just run away and live on a beach in a hot deserted island.
Also, teenagers are the best to target for many other reasons. Teenagers hear better than older people. I know this doesn't seem very important, but when it comes to music this is surely the best thing out there. You can include different layers of sound which fits in with the visuals on screen. This gives another dimension to the video which some people won't understand. Teenagers are also more impressionable. This means that they can easily be swayed and changed. They don't have one specific type of music they listen to. They're also more willing to try new things. And with this, they believe that the music is new. Older people have already had years of listening to music, and seeing videos so they think that it is being copied. They don't see the originality as they only see or hear older 'recycled' music. Teenagers also often don't have to work for their money, or if they do, they often don't have priorities. This means that they can spend money going to concerts, or buying the latest CD's if they like the music and the video. This gives the artist more revenue.

Timeflies - Marketing Strategy

The band Timeflies recently changed their marketing strategy by creating a new image based around AIM. Aim was an AOL Instant Messaging service which was around in the late 90's and early 00's. However, after MSN was introduced, and was free, AIM started to close down as less and less people logged on. AIM was a large part of people's childhood and Timeflies has taken advantage of this and used it to market their latest album.

Choosing the location

As my music video will have a holiday theme I need to choose my location very carefully. There are a couple of different places which came to mind. The first idea was to go somewhere hot and sunny such as the Mediterranean Islands, however, getting there on such short notice was a huge issue. I then thought about other places and while looking online an ad came up for Disneyland Paris and it gave me the idea to film there as I had been before so I could plan what I needed to film.

Richard Dyers Star Theory

Richard Dyer's star theory looks at the way in which 'stars' (popular celebrities) create an impact on the audience. This theory can be split up into three main topics; the star as a construction, the star as a commodity; the star as an ideology. As well as these he also proposed the idea of 'the paradox of the star'. 

The star as a construction
-This theory suggests that there is no such thing as a star, and it is just a construction created by corporations to try and sell their product, This star is constructed through music videos, magazines, advertising etc. When creating this image they try to make something that can be easily copied by the public. This allows them to create a larger fan base, and in turn sell more products. For example, Justin Biebers image at the beginning of his career was created to try and be copied. People all over the world copied his hair, or his clothing and this in turn made him more known.

The star as a commodity
-This links in with the star as a construction, as this says that stars are used to create a profit. They do this by selling related merchandise such as t-shirts, posters and bags. Record labels will use data collected to create stars which will make the most profit. For example, The Wanted was formed in 2009, and after they blew up, One Direction was formed in 2010. This was why One Direction was formed on the x-factor, thanks to the success of The Wanted.

The star as an ideology
-This is where the star represents a certain group such as a social class, or a race or a gender. As a result of this, the stars are often copied and idolised by the audience. For example, many fans of Beyonce share her view on how woman are treated and how they shouldn't be controlled by men, which may convince them to become feminists.

The paradox of the star
-The star must be both ordinary and extraordinary. The audience must feel like they can relate to the star, but they must also feel like their is something special about them. They don't want them to be too extraordinary, but also don't want them to bee too boring and 'normal'. The star must also be present an absent. This means that the star must be present in their lives through merchandise or social media, but they must also be out of reach so they can sell tickets o visit them on tour, or do meet and greets.

Male gaze theory

The 'gaze' is a term which shows how viewers interact with the visual media, including adverts, television and film.


The male gaze is the way in which the visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure. The phrase and definition was created by feminist, Laura Mulvey 1975.


Mulvey argued that traditional Hollywood films respond to a deep-seated drive known as “scopophilia”: the sexual pleasure involved in looking. Mulvey argued that most popular movies are filmed in ways that satisfy masculine scopophilia.





Main features of the male gaze theory :

-The representation of women as a sexual fantasy and from a heterosexual male point of view

-Scopophilia- the pleasure involved in looking at other peoples bodies

-Objectification of female characters

-Patriarchal society

-Objectification of female characters

-Active male and passive female

-Men – controlling subjects

-Women as an image

-Men do the looking and the women are there to be looked at

-It feeds the needs of the male ego