Polydor lesson!

On Monday, the company Polydor came in to speak to us. Two ladies came in from the company and showed us three treatments for some music videos they had worked on and pitched. These music videos were for: Ellie Goulding's 'Goodness Gracious' video, Bipolar Sunshine's 'Deckchairs on the Moon', and La Roux's 'Kiss and not Tell'.

From Polydor coming in, I learnt:

• that lots of different decision holders/makers are involved within the process - it's not just a small team of people, it involves lots of different people
• the record label are the people have the final say in the decision being made
• the music video is the biggest marketing tool because they have get the biggest spend - music video budgets can range from £5,000 - £150,000/£200,000. But a rough budget will be £10,000/£15,000
• you have to try and create an idea that works commercially and creatively that works for the director and artist of the song - they have to show off the artist as best as they can
• first time videos for new artists are the most difficult to make and are extremely important to do with image... trying to get it right. You are positioning the artist and establishing who they are to an audience for the first time
• a successful video needs to be understood and communicated clearly before production begins
• most shoots take just 1 day! - this is due to budget and the artist availability usually
• you must decide whether video is performance based/animation/narrative/conceptional, etc...

These were the three videos they made: 

Goodness Gracious 

This video has a clear visual of colourful/neon/bright colours to signify the video is fun and youthful. It is more of a performance video with visuals of Ellie and her friends going out and having fun. To resemble that they're having fun, some of the video is sped up.

Deckchairs on the Moon



This video has a clear visual style that involves a very futuristic/another world feel. This is resembled through location which looks very open spaced and almost abandoned. The colours within the costume and make up use a range pastel colours. This video involves performance and narrative.

Kiss and not Tell



Lastly, this video uses the themes of the 80's sex-line calling. The font, the colours of the video, the costume and the props resemble the time era, such as the old telephone, the TV, the jackets, and style etc. It is a performance video.

For my groups own music video, we have a clear visual style based around the theme of tribal. There will be lots of different elements to resemble a tribal such as: hunting, campfires, rituals, pits etc. The visual style will use tribal colours such as reds, greens, oranges, blacks and browns which will be shown through lighting, costume and make up. It will be edited so that it is constantly cutting from different elements which reflect a tribe.