Pre - Production

SCHEDULE

This schedule shows what we will be doing on each of the days. We have two weeks for pre - production the reason for this is because it is probably the most important part prior to filming. This is where we will go through everything and make sure that we have a detailed plan for every part of filming. In these two weeks we will go through any release form and risk assessments that we need. It is incredibly important for us to have these done due to us filming in a public place. 

We have five days for filming. The reason that I have chosen us to have five days for filming is so that if it is raining this means that we still have more days to film. Alongside this we have two locations to film at. Realistically we hope to get both of the locations done within three days.

I think that the first location we need to film in is the woods this is because it is our main location a lot of our video is going to be produced there. If all goes to plan we won't necessarily need that much time for our second location however it is there if we need it. Therefore we have left the two last days to be for editing. If editing isn't done within this time it isn't too much of a worry because we both have the editing software on our laptop if needs be. 

We hope that by the time the Christmas break approaches us all of the filming and editing will be complete therefore throughout the Christmas break we can hopefully just finish up any blog work that hasn't be completed before. 

RISK ASSESSMENT

This is our risk assessment for the woods it's important to have this for our health and safety and the health and safety of the general public. Along with the safety of others there is also the safety of the equipment we are using this is important because if it is raining this means that the equipment can get wet and get ruined. It is important for us to plan ahead if this is the case. 

Second risk assessment isn't so important because it is at Olivia's house so there isn't as many health and safety precautions. The only precautions we have to take into context is getting too and from location because it will involve walking with a lot of equipment. 

EQUIPMENT LIST 

CALL SHEET

OVERHEAD PLAN

STORYBOARD

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REFLECT ON MUSIC VIDEO PITCH

Were you expecting the responses you got? 

I think that I was expecting the responses because I had a very detailed pitch and I think that the overall response was pretty good. The overall response was very positive because everything had been covered in the pitch. However I think that no matter how much detail you go into in the pitch I think that it is incredibly hard for anyone else to interpret my ideas into their creative knowledge. The reason for this is because everyone's ideas are different and they are therefore going to see it in a different way. 

The only thing that I had to go into more detail for was the genre that it was going to go into. There was the discussion that it could go into the homage genre however I believe that it best fits in the linear narrative genre because it is telling a story. There wasn't any other responses from my fellow peers because they agreed with my idea and how I plan on doing it. However there was some questions especially with doing the lip synching this is because it is a lot harder to match up and they wondered how it would be done. 

Were recommendations made? 

There were recommendations and the main one was that I had to film part of it and see how it looks, then edit it. This way I could see how it looks and if it looks good enough then I can carry on filming the way I was before however if it isn't good enough or if it doesn't turn out the way I want it to then therefore I still have the time to change it because I have given myself enough time to do the edit because the filming is being done so far in advance. I did agree with this recommendation because I think that it is a very good point because this way I will have a successful music video. Therefore I will go ahead with this recommendation because I believe that this can help me to create the best music video possible. Alongside this another recommendation is that we only film in one location. I think that this is a recommendation that I am going to take into consideration. I am going to film in both location however I am going to focus more on the woods location because it is the most important one. I am therefore going to go with the recommendations. 

Are your ideas appropriate to identified audience, music video convention, styles of music video and music video purpose?

I believe that my ideas are appropriate because I have identified the audience throughout my pitch because my target audience is incredibly important. The reason for this is because I am making a video to advertise the artist and therefore it needs to appeal to their selected target audience. In this case the target audience is teenagers and young adults therefore that is why my video is going to have two teenagers in therefore he highlights the audience throughout the video. 

I feel as though throughout my pitch because I have followed music video conventions. The music video conventions that I have followed is that I have one main setting and I also have people in my music video I feel as though these are two very important conventions to a music video. Alongside this I feel as though I displayed throughout my pitch that I am following in the style of Taylor Swift's previous music videos therefore the audience can easily recongise who the video is promoting. Promoting the artists is the main point in a music video and therefore I think that this was displayed in the correct way. I have defined this music video as linear narrative this is because it is telling a story therefore I believe that it is the closest one to my music video. I have chose to only put into one category because in my opinion I believe that it doesn't fit into anymore. This is because of how serious the video and I plan to follow through with the category. 

Are ideas achievable - is expected outcome achievable within given time frame. 

I think that at this moment in time I will not have to make any compromises this is because I feel as though I am going to start filming early enough so that I will have enough time if I have any errors. However if I do have to compromise when it comes to the filming then I am going to narrow it down to just film in one location. I have taken into consideration that this might happen and have given myself two days on the woods location if this is the case. I think that I am managing my time well because I have allowed myself a lot of time for the pre-production and I think that this is one of the most important parts. Alongside this I have also given myself one a half weeks for filming and I believe that this is plenty of time. Therefore I think that I have been using my time wisely. 

Critique Three Music Videos

There are 10 different categories that music videos can fall into. Each of them have their own representation. It is important that music videos fall into at least one of these categories because this helps the audience recognize what they are about.

• Video as technical development 
• Video that reflects the image of the act
• Video director as auteur
• Video as parody or homage
• Abstract representation of music score
• Video using band in a creative way
• Painting a snapshot of a world or life in three minutes
• Linear narrative – the journey of something
• Non linear narrative – experimental storytelling.
• One shot video.

Taylor Swift - Love Story.

Taylor Swift is an American singer and songwriter born in Pennsylvania on December 13, 1989. She has been active with her label Big Machine Records since 2004. In this time she has won seven Grammy awards and seven Academy of Country Music Awards. When she was 14 in 2004 her whole family moved to Nashville, Tennessee. The reason for moving was because of her father's job however Taylor has said in the past that her parents were very willing for her to succeed as a country artist. 

Taylor Swift released her second studio album Fearless on November 11th 2008. This album featured her lead single 'Love Story.' To this day six years later it is still her biggest selling single and most well known song. This album was also known as Taylor's break through album as it got to number 1 in the Billboard charts in the U.S and became the biggest selling country album of 2009. 

Love Story was one of the later songs that Taylor Swift wrote on the album 'Fearless' Taylor wrote the entire song in about twenty minutes while sitting on her bedroom floor. Although the lyrics were changed round a little bit to what Taylor originally wrote. Although this song was likened to Romeo & Juliet it does have a slightly alternative ending to that with it having a happy ending as Taylor believed that it was what the characters deserved. The song was very similar to Taylor's experiences apart from the ending therefore she felt connected to the song. 

Taylor Swift - Love Story. 

The video was directed by Trey Fanjay who has worked with Taylor on a lot of her previous videos. I believe that this video fits into two of the above categories; video as a homage & linear narrative - the journey of something.

The story of this video is about a love interests of Taylor Swift' who didn't get on with her friends and family. Taylor Swift decided to relate the scenario to William Shakespeare's Romeo and Juliet. This was also an inspiration for the setting of the music video by giving it a sense of a period piece with influences from the medieval, renaissance and regency era. The directors struggled to find a correct setting for this video with them struggling to find a castle in the United States however they eventually found one in Tennessee named Castle Gywnn built in 1973. 

The video starts with Taylor Swift dressed in black jumper and jeans walking from the university campus where she spotted Justin Gaston (who played Prince Charming) sitting under a tree reading a textbook. As they make eye contact they get flashbacks to the earlier era assuming to be the 18th century due to the gown she is wearing and the seemingly period castle. Once Gaston enters the party and sees her wearing the gown and talking to a couple of other women he approaches her they engage in a ballroom dance along with the others on the dance floor. While dancing he whispers into her ears and later on she is seen walking down the woods with a lantern where she sees Gaston. They then take a walk, holding hands and feeding a horse. After that the two go on their seperate paths where Taylor is seen to be seen standing on the balcony where she sees Gaston and he runs towards her and she runs down the staircase where they then meet and hold eachother. Finally it ends with them transiting into modern day while also cutting back to scenes on the balcony. 

I think this video fits really well into both of the categories however I do believe that it is mainly linear narrative the reason for it is because it is about the journey. This video has a beginning, middle and end which is incredibly important when it comes to a linear narrative. The video has a very simple structure that you are can easily follow this is important is this narrative because it is telling the story. Along with linear narrative I believe that it is also a homage to the 18th century. All the finer details in this such as the clothing, setting and acting all sets back to the 18th century. Along with this the lighting changes a little when it is the flashbacks to the 18th century as it goes a tad bit sepia. 

Due to there being a lot of flashbacks there is a lot of cut away's. Along with this there is also a variety of close ups and long shots. The reason for this is because it is the best way to get the emotion of both of the characters across. Along with this the colour changes from the flashbacks to real time. This is so that you can clearly see the difference and when the era is. The director would have had to make this clear because a lot of Taylor Swift' fans and only young and probably don't know a lot about the 18th century therefore maybe wouldn't understand it.

http://en.wikipedia.org/wiki/Love_Story_(Taylor_Swift_song)

Mad Moon Riot - Gorilla

Mad Moon Riot are an LA based rock n roll band. They are made up of Matt Hitchens and Ru Hazell who are originally from the UK but decided to move to Los Angeles when they decided that they wanted to start a rock band. Alongside them are Mia Swier and Pou Piam. Mia is also originally not from Los Angeles having moved from her native New York the previous year. Mad Moon Riot aren't currently signed to anyone as they are an independent artist working with songwriters and directors without a label. This is their second music video with their first one 'Running On Empty' having got over 20,000 views. 

The second of three videos is a critique of Mad Moon Riot - Gorilla. Gorilla is one of their covers as it was first sung by Bruno Mars. The director for this video was Joshua Mork. I think that this video is a mixture between two different categories; Video as homage and linear narrative.

The video is filmed in Los Angeles with two different locations. The first one of the locations is in a house and the next one is in a studio. This is important to show the two different categories that the video lays between.

Gorilla - Mad Moon Riot

This video is a bit of a homage to Cadbury's. The video starts with shots of different parts of the room and then onto the gorilla. The next shot you can see a dairy milk bar with a picture of the person who sings the song in the advert. The gorilla which is the main part of the video due to the song being called 'Gorilla.'  The video shows Mad Moon Riot performing throughout with small clips going back to the gorilla. The video is as though it is split into two parts with Mad Moon Riot performing being one side of it and the gorilla the other side. The next set of clips shows the gorilla. The gorilla is seen going onto a laptop and going onto a website that sells drums. This is another homage to the Cadbury's advert because the gorilla in the advert also plays drums. The gorilla purchases the drums and starts playing in the house. This is seen through clips of Mad Moon Riot performing. The gorilla is seen going through Mad Moon Riot's music sheet book. Afterwards the gorilla is seen turning up to open shows that Mad Moon Riot are holding, however the security turn him away as there is a sign saying 'No Gorilla's'. The gorilla looks deflated and sits down in a corner until he sees the poster saying that 'Gorilla's welcome' to one of Mad Moon Riot's shows in the Jungle Room, the gorilla turns up to the show making his way through the crowd to the front. The drummer in Mad Moon Riot then calls the gorilla up on stage and he performs the rest of the song with them. The video finishes with the gorilla following Mia the lead singer backstage.

It follows the conventions of the categories. I think that it is more of a homage because of the amount of references to Cadbury's along with that I also believe that the is a small linear narrative because the gorilla wants to play the drums for Mad Moon Riot and in the end this is what he achieves.

This music video also has a lot of cut aways because it switches between Mad Moon Riot and the gorilla, it feels as though it is two completely different videos until it comes together in one at the end. This is because the gorilla comes together together with the band, along with the cutaways there is also a majority of long shots to show the band performing together.

Locksley - Darling It's True 

The third of my critiques is Locksley - Darling It's True. Locksley are an indie, four piece rock/pop band from Madison Wisconsin. Darling It's True was from their album 'Be In Love' which was released on September 22nd 2009. Non-linear story-lines offer unique opportunities to differ the order in which the events occur chronologically. Along with the way that they are presented in the narrative.

This video is about the band walking to practice in New York. This video was shot while in the light rain and the camera was put into a bag to protect from the rain. The director for this video was Chris Stocksmith and he is known for his storytelling and documentary style shooting.

Darling Its True - Locksley

I dm'ed Jordan Laz who is on the bass and vocals. I asked him if he could tell me the idea behind the music video and why they decided to do it essentially back to front. He said that while it had been a while ago since they done the video that they remember doing it because it was the one that stuck in his mind the most. I think that this shows how different this video was to the band as well as the audience. This video stands out in the bands mind because it was something that they hadn't seen before and therefore wanted to try it because it was a simple idea that when done correctly would look really great. He said 'the concept of the video was one continuous shot. So it ends at the start and starts at the end. 'It followed our every day walk from the train stop to the studio we worked at we filmed one long shot that took about 15 minutes, and choreographed to be singing/playing at certain points.' The idea was that the band was something simple to work with, the idea that walking to practice is something that they would do everyday. The idea was that because it was so simple it could be edited in a way that it looks incredibly different to any other walk.

The video starts off backwards with them already playing in band practice there is then a time lapse for three seconds which takes you back to the start. The next part of the music video is the main singer in the band walking down the road and another member of the band joins him and they walk into their band practice. After that there is another time lapse which takes them back into a shop where they all are. Once again there is another time lapse which shows the main singer and another member of the band walking through another street in New York and the two members walk into the same shop again with the other members already being in there. There is another time lapse of the main singer walking down the road again and into a shop where one of the members is getting fitted for a suit. Again another time lapse of them back in the shop again where there is another time lapse and they back at band practise again. Finally there is a time lapse of the entire video in 20 seconds and it ends with two of the members walking backwards into the subway.

I know that this music video has a non linear narrative because it doesn't actually make sense, there is no sense to this video because it isn't in order. The purpose of a non linear narrative is that it is the idea of an experimental storytelling. The difference between non linear narrative and a lot of other music videos is that it is about how abstract it can be in which compared to a lot of other music videos where they are simply just the literal storytelling. Alongside being a non linear narrative it is also sort of a one shot because it was all filmed in one very long shot.

While the filming for this music video would be incredibly simple I think that the reason why this music video looks so good is because of the editing. There is a lot of speeding up and putting the footage backwards.

http://www.boweryboogie.com/2009/09/locksley-on-the-lower-east-side/

Pitching Treatment - Out Of The Woods

Naomi Doddridge and Olivia Searle 

Out Of The Woods - Taylor Swift

TARGET AUDIENCE – 

I think that the primary audience for Taylor Swift is anyone from about 12 years old up to about someone in their late 20s. The reason for this is because I lot of her fans will be able to relate to her music. Her music is mainly about past relationships she has had, how these relationships have changed her along with what her life was like growing up. Taylor has been in the public eye since the age of about 14 therefore fans that were her fans at that age are now well into their 20s. 

Taylor Swift belongs to Big Machine Records which is an independent American record label which specalises in country music artists. Although she is now considered to be more of a pop artist she has stuck with the record label that signed her at 14. In November 2007 Big Machine Records founded a subsidiary imprint called Valory Music Group. Acts that were signed to them included people like Jimmy Wayne, Jewel, The Mavericks and Justin Moore. Late in 2008 the label began promoting Canadian artists such as Adam Gregory and Emerson Drive, who are also signed to Midas Records along with Big Machine Records. However in 2009 Big Machine Records ended promotion for the two artists. Big Machine joined with Universal Republic Records in June 2009 to found a new label, Republic Records Nashville. In March 2014 the label announced that it would be reviving Dot Records.The company announced a partnership with Cumulus Media to create 'Nash Icon Music,' an offshoot of Cumulus's Nash FM brand, in August 2014; the brand will promote active country acts who achieved mainstream fame in the 1990s and early 2000s.

Other artists on Big Machine Records include big country artists such as Tim McGraw and Rascal Flatts. Along with smaller ones such as Danielle Bradberry and Laura Bell Bundy. 

The type of media that Taylor Swifts audience will use will include magazines. the internet and tv programming. I think out of all of them the use of the internet will be the most important thing because this will be something that they will use on a everyday basis. The most popular websites on the internet that they will connect with will be Tumblr, Twitter, Facebook and YouTube. It is important that the video is aimed directly for the younger side of the target audience because they are more likely to share and like with all of their friends. 

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SYNOPSIS -

Out Of The Woods - Mood Board

Our song is originally sung by Taylor Swift. Myself and my colleague Olivia Searle are working together. The way that we plan to work together is by splitting up the filming and acting in half. Olivia will film the verses and be in the chorus's. While I will be in the verses but film the chorus's. I think that its important that we get to do both parts, this is so that we can get an insight into both. Ideally we have an idea to film in two locations however this has the possibility of just being one location. The two locations that we have come up with are Saltram Woods and Olivia's house.

The reason why we have come up with the woods is because of the name of the song 'Out Of The Woods.' The chorus states 'Are we out of the woods yet? 'Are we in the clear yet?' Therefore we thought we would do our own take on what this chorus meant. In the chorus there will be multiple scenes of the woods with Olivia standing still and walking around the woods which is the key connection to the Woods reference.

0- 0.20 Seconds  

In the first 20 seconds before the lyrics start there is eight beats of four and in this time there will be 40 shots. Four of the shots will be of the actress (myself) and one will of an empty woods. It will be done in a way where it will look as though I am there and then I disappear. The filming will be very simple for this this is because it will all be done in editing. The look that we are going for will be so it looks like I am fading in and out of the shot. Throughout these first 40 shots the camera will be kept in the same position however in every shot I will move. The starting position will be close to the camera and after each beat I will be moving away. In the first 20 seconds it will be as though we will be filming a still image because I won't actually move on camera I will just move backwards between the takes.

0.20- 0.49 Seconds 

The first verse is from 20 to 49 seconds. Within these 29 seconds it will fade out from the woods to Olivia's house. The camera will then cut to Olivia's couch with myself sat on it. It will just be me in the scene although there is the reference to the (boyfriend) he isn't actually in it. We decided to do this so that it makes it seems as though she is just thinking about him and the time together. This entire time everything would have been in black and white due to the line 'The rest of the world was black and white' I will then use a Polaroid camera to take a photo and then we will cut the shot to the Polaroid picture that I would have just taken. This picture would be in colour because at the end of the shot the Polaroid picture will be full screen and zoomed in so it is covering the whole screen.

0.49 - 1.18 Seconds 

The chorus will start will the Polaroid and Olivia in the empty woods. Olivia would then be lip syncing the chorus. The reason why we decided to get her to sing the song is so that while I was the actresses she would be the narrator and narrate the story through her chorus's. In the song she will be walking around the woods singing it as though she is in her own world therefore by doing this she wouldn't be directly looking at the camera so that it follows the structure of the linear narrative storytelling.

1.18 - 2.00 Seconds 

For our second verse we aren't entirely sure where the location for all of the verse will be. The second verse will start in the woods sitting against the tree thinking about past times. Next, there will either be a flashback to Olivia's house or we will still use the same location (we aren't sure which one yet because we would like to try both) The flashback will be playing Jenga by myself and it falling over with the reference to the lyric 'We were built to fall back together.' After that there will be another reference to the next lyric 'Your necklace hanging from my neck' we aren't sure what the type of necklace it will be; however most likely to be one with a heart. The camera will be focusing on the necklace throughout these lyrics. The next part of this verse would be pushing a table to the side, however we wouldn't use an actual table we would most probably use a couple pieces of cardboard to make it look a lot smoother. I will then slide to the ground where I will then be seen throwing some paper aeroplanes in the direction of the camera which again is in reference to another lyric 'Two paper aeroplanes flying.'

2.00 - 2.26 seconds 

The second chorus will be pretty much the same as the first, there will be multiple shots of Olivia singing in the woods. The shots will be a bit different though so they don't look exactly the same however the idea is to keep the concepts incredibly similar in both of the chorus.' This is important because it doesn't change too much because we want to keep the chorus's similar to eachother. The lyrics in the chorus are faster therefore the action will be slower while the opposite will happen in the verses.

2.26 - 3.08 Seconds 

This final verse will be starting off in the woods with my back against a tree however this time my head will be down on my knees the give the impression that I am crying. The location would then change to another part of the woods where there is less trees and more clear skies because the camera will slowly pan up to the sky and focus on the sky for a few seconds before it pans back down again. This verse would end with me looking up to the skies as the lyric 'You were lookin' at me.' This verse is a lot more about feelings than the second verse therefore not a lot of movement happens in it however it is more about the emotion that is portrayed through the action in the verse.

3.08 - 3.55 Seconds 

The final chorus is incredibly long with it being repeated four times. Our idea for the chorus was so that there would be multiple shots in the woods of Olivia just like in the other chorus's however along with that I would also be part of it as it is the final part. We decided that we both had to be in it so that there is a ending from both parts of the story. The idea is that Olivia would go off one way while I would go off in the opposite direction. The thinking behind doing this is so that we wouldn't both necessarily have to be in the same shot. I think that by switching back and forth from Olivia to myself could work really well. I think that by walking off in opposite ways would look very effective. However the last few lines we thought that both of us could sing a line each as we both walk away.

At the end of the video we would have copyright at the bottom of the screen, similar to the way that Big Machine Records do it.

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JUSTIFICATION OF CREATIVE IDEA - 

We are responding to the track in a way so that we are following a similar pattern to what a 'normal' Taylor Swift music video would look like. Therefore our video will indirectly suit Taylor Swifts target audience. The video will contain a linear narrative such as all of Taylor Swift's other music videos do. There will be a clear difference between the verses and the chorus.' We will be matching up certain lyrics to the music video and that in a way that it will follow a chronological order. This allows the audience to follow the song and the video in a way that won't be too complicated. This is important because of how young our target audience is.

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WHAT CATEGORY OF MUSIC VIDEO ARE YOU USING AS YOUR BASIS? 

008 – Linear narrative – the journey of something

http://en.wikipedia.org/wiki/Big_Machine_Records
http://www.bigmachinelabelgroup.com
http://en.wikipedia.org/wiki/Taylor_Swift

The State of Music Video

The State of Music Video written by the Creative Review who showcases contemporary advertising, design, illustration, new media, photography, and typography. It is a monthly magazine targeted on the commercial arts and design scene. Creative Review has a circulation of around 20,000 readers. In general it focuses content on media originating in United Kingdom, Europe, and the United States.

In this post I will talking about 'The State of Music Video' through my own knowledge, research and content in the article.

The need for a music video is so that the artist is able to build up their own image. This is important because they may want the song to be viewed in a certain way therefore creating a video means that the majority of the audience is going to see it in the same way as wanted. However due to people having their own views and opinions this means that not everyone will see it in that light. The videos are an advert for the image of the artist. On YouTube compared to on television there is a wider audience the reason for this is because on television it is only the people that go out to watch the videos however on YouTube anyone and everyone will be watching it because there is a lot of different genres of videos. For the label it costs them a lot of money for them to put the video on television therefore YouTube is an effective cheaper way to showcase their artist. YouTube is a very established network therefore it is known for being a very successful way to promote the song and evidentially the artist. Putting an unique and different video onto YouTube means that can almost guarantee the amount of success its going to get.

The budget being given to directors is a lot smaller now than it was say almost 20 years ago. The problem with that is that they are still expected to create the same production however that is a lot harder because the values are a lot different from before. 'Gone are the days of 150K budgets. Those jobs are now 80K' Nowadays there is a lot of indecision where the pitches are taking weeks instead of days. In Europe and the UK a lot of videos are now being created on a tiny budget therefore from the creative field it is a lot harder because without 'pulling in favours' they are not going to create anything similar to what they could create in the 90s. The problem with music video production is that it is incredibly dependent on the industry which is seeing its traditional sources of income declining every year which is taking its toll on the directors. This means that a lot of the directors are working for free or have other jobs on the side.

The only up side to the state of music videos is that finding new and upcoming video directors is relatively easy, this is because they can be found on YouTube and Vimeo. Mike O'Keefe head of video at UK major Sony BMG stated 'The kids coming out of film school and art college are used to having a video camera and Final Cut Pro on their Macbook'. The lower budgets have in some respect given 'baby' directors an opportunity to progress the way that they do this is creating smaller music videos on almost nothing. This is because bands years ago would of gotten a lot more 'It's not 30K for  a new band any-more it might be 5K.' 

David Wilson is an English music video director and animator from Wells, Somerset. He started out by studying Illustration at Brighton University where he was able to direct a series of animation videos through his years there. Along with Illustration he did a foundation course in Art and Design at St Martins. He is now represented by the company 'Colonal Blimp.'

He started off by working with Metronomy directing 'The Bay' in 2011 the success from that video went viral and was able to build his way up and by 2013 and 2014 he was able to working with a couple of the biggest bands. In 2013 he worked with Arctic Monkeys on 'Do I Wanna Know.' This video is one of the biggest on YouTube with over 115 million views. Along with Arctic Monkeys in 2014 he also worked with Arcade Fire on 'We Exist' which has over 3 million views in the first six months. David Wilson works in a way where he is able to emerge award winning live action with animation to create something that is truly iconic and unique. The animation in 'Do I Wanna Know' is simple because it's black and white yet it still works very well and it goes with the rock alternative music scene.

  

David Wilson stepped away from the stereotypes of the alternative rock scene and did something that he knew, his animation skills are really shown in this video because there is a mixture of his talents within live video and animation which are his two main genres. This way he was able to create the best video. Arctic Monkeys gave him the freedom to create a music video where he had a lot of freedom. The reason for this is because Arctic Monkeys trusted David to create a video that could express their music in a way they wanted it to be expressed.

David Wilson has a desire to create a new and memorable experience as he has a talent for transforming something that is very ordinary to the very sublime. His work has gained a following and wide industry recognition. In a recent interview David Wilson stated that if he wasn't directing he would be still in the arts 'the art work that really inspires me is the interactive stuff the video projections and things like that. I'm really into interactive and sound art. It's taking moving images and putting it into 3D objects rather than going back into static imagery or sculpture.'

After being released onto YouTube on June 18th 2013, it became the highest watched music video on YouTube attracting over 100 million views. This shows how much power social media sites such as YouTube, Twitter and Facebook. Due to how powerful social media is in the current age if a video done by a successful artist and director the likelihood of it getting 1 million views in the first couple of days it is highly likely. This is incredibly important for the artist to get the attention they need.

Social networking sites such as Facebook, YouTube and Twitter have a massive effect on how well a music video does. Social networking sites are now the biggest way to market a music video. If someone likes it on Facebook or they have to do is press share or retweet and all of their friends/following have seen it. Top US director Chris Milk states that 'It was always the intention for people to forward it to their friends' 'the main distribution of videos is the internet, and your demographic becomes your distribution channel. If they like it, they distribute it for you. So you've got to do something better than just shoot a band playing' 

Personally for myself I watch all of my music videos on YouTube, I would never stick on the music channel to watch the music videos because I do find them to be boring if you watch them continuously. If I like the concept behind the video I will watch it no matter who the artist is. I think this is important because creating a brilliant music video brings in an entirely different audience to one who wouldn't have heard or listened to the artist before.

I think that social networking sites have had a massive impact on how music video has evolved. The reason I believe this is because on Twitter if a big well known artist such as Taylor Swift or One Direction are releasing a music video the chances are that their fans will have created a trend. The trend is something that everybody on Twitter can see and therefore by them spreading this it means that audiences that maybe wouldn't have known about the music video are now aware. Along side ITunes its important to the artist that they have a visual site that can promote them therefore YouTube is incredibly important when it comes to viewing the video, however social networking sites are the reason behind the success of a lot of videos.

Why do music videos exist?

There have been a lot of music videos. Music videos are very popular and are incredibly important to an artist. They are a way of creating an image for the artist. Here is some examples of types of music videos.

Performance Based/Studio Video - This is where the artist or band will perform their song throughout most of the video if not all of the video. The reason for this is because this is the easiest way to create a music video, this is also a relatively cheap way because they don't need to pay for any extra effects because everything that they have belongs to the artist. The only thing that the artist or band will have to find is a suitable location although they can very easily use the location that they normally perform or rehearse in therefore this is why a lot of bands use this type of video. An example of this is Queen 'We Will Rock You' throughout this song they are just singing to the camera and not using anything extra.

Narrative Based Video - A narrative based music video is where the artist or band attempts to tell a story through their music video. This is the most expensive of all of the videos because there is the need for actors to tell the story. This video makes the song more popular because the video is making a statement and therefore it is important that the story is told correctly. In the case of these videos they can sometimes be based around the what the lyrics are saying however this isn't always the case.

Concept Based Video - In a concept based video it is usual produced for an idea or a concept. This is probably the most unusual style of music videos. These are to be used in the media and therefore are made for commercial value. When creating these the director will know exactly what they want and will employ the people that they need to get the end result that they need.

Surrealistic Video - A surrealistic video is very abstract it has a very artistic feel to it. These videos are very creative and usually have a use a mixture of effects to create this artistic feel, these effects can be from live footage, animation and distortion. This is the kind of video where the director can have a visual experiment with it.

Interpretative/Impressionist Videos - Can be very similar to the surrealistic video as they can be very creative and they don't necessarily have to be directly related to the video. The only small difference is that it isn't distort they normally focus on adding a creative visual experience that the audience can watch and learn something from. 

Animation Videos - Animation is by far the cheapest way to make a film as it is all about the digital aspect of it. This style of video is able to compliment the music because the producer has the creative freedom along with this animation has no target audience therefore it is suited for anyone. 

Homages Video - Are a tribute to an artist, usually if an artist has past away one of these videos are made. They are very respectful and serious.

____________________________________________

There are multiple reasons for creating a music video. The reasons why artists songs have a music video is because it is a way of selling the song therefore giving the audience a reaction so that they remember the song. Along with that the video is a narrative of the song it will give the audience an insight into the song and what the song means to the artist. A lot of music videos also have to have the comedic side to them to entertain the audience without this nobody would take any interest into the video.

Music videos are made as a marketing device to promote sales of an artist, this is so that they become more popular within social media. Music videos help create an image of the artist they do this by having a certain mood attached to the video and therefore people can relate to it within their life. The more unique and memorable the music video the more likely people will remember the artist.

In the past music videos were shown on television shows and on music channels such as MTV which was introduced in 1981. The labels would work together with the shows to ensure that they were playing their video to therefore lead in an increase of sales. MTV gave artists the opportunity to put themselves out there for the public to judge them and help them gain a following. Videos enabled artists to convey a more comprehensive message and portray an image and brand for themselves.

Advertisement - They are able to create an income through advertisements. An example of this is on youtube, before every YouTube video there is an advert up to thirty seconds long, if a video becomes very popular it will mean that the advert will also been seen the same amount of views. The more countries that the song is viewed to means the more money it gets due to its global audience. An advert will roughly make $2 per 1,000 views and if this video gets up to 100 million views it will get a big profit in advertising.

Content ID - Due to how powerful YouTube and artists are there is a lot of things that can happen an example of this is if a video of someones wedding dance has the track to a very popular pop artist in the background, the artist can allow for the adverts and a cut of the money it makes.

Vevo - Vevo is the middle man between YouTube and a the record label. Vevo shares the wealth between the online videos and the music industries. The bigger the artist the more views it is going to get and therefore the more amount of money it creates.

Music Sales - On these adverts they will often say that you can buy it on; Google, Amazon, Apple etc to buy the digital download. While the majority of the money goes to the artist and record label by clicking the link the online retailers will also get a little bit of income from it.

Sponsorship - A very popular one is using music tracks for television adverts. Some of the most iconic adverts have the biggest songs behind them and therefore making a ton of money in sponsorship because the song will become even more recognized through the advert.

Merch - However much this doesn't happen as much nowadays merch annotation is one of the biggest ways to generate income from a music video. There will be a link to the merch page where fans can buy tshirts, jumpers etc.

Creating a Digital Television Channel

Genre

Fashion/Beauty/Lifestyle

Channel name - Chic, Chic TV, Trending TV, Trending.

TRENDING

Target Audience

Women 16-34
Women ABC1
Women C2DE
Housewives with Children

Description of Target Audience 

The target audience will mainly be of woman between the ages of 16-34. It will be suitable to young girls but along with that women with families. I think that this is important because it gives a larger viewing audience. These kind of people watch television mostly in the evenings and during the week. The average amount of television watched is about three hours a day. With the 16-34 age group it is important that the programmes don't run that long because boredom can easily set in.

This channel with contain a lot of beauty related videos such as; Tutorials, trying out products and selling them. Along with that there will be fashion such a shopping & diet shows. This channel will be more of a lifestyle channel. Along with these it will show programmes like Britain and American Next Top Model. The typical schedule for this channel will be later evenings during the week ranging from about 9pm-12am. This content will appeal to the target audience because it is topics that are very much what people in that age range are interested in and I think that this is important when it comes to creating a channel.

The channel with have programmes that already exist and have big production teams behind them. Along with that there will also be programmes with hardly any production behind them I think that it is important to have a mixture of both of them. This will show the variety of the channel.

Lifestyle channel for woman to help them improve aspects of their life.

Identify what the ident needs to 'say' 

Overall tone of the ident cannot be anything harsh it has to be something which is soft and gentle which portrays what the channel is about. I want the ident to come across as girly and fun which is what the channel is about. I think my definition of girly is something that is pink and looks sophisticated.

I think a good example of a 'girly' TV ident is Loose Woman. The reason for this is because of the colouring. The ident sticks to pink & purples mainly aimed at girls and women. Along with the colouring there is a pink bird flying around through the ident. I think the bird is a representation of the conversations that they have on the show. I think its important because their ident truly represents the programme.



Another ident I would consider as 'girly' would be The Only Way Is Essex. This ident has a purple colour scheme running through it and it also has a nightclub feel to it. This ident looks expensive and as though a lot of time and effort has gone into it. From this ident you can tell its more of a 'girly' programme with the amount of lipstick and jewellery shown. The logo is purple and silver, the silver looks as though it should be a used as a mirror because of how bright it is. Although TOWIE have gone through a lot of different logo they all look incredibly similiar.

Three of the logo designs they have used. 

INITIAL IDEAS

                                              

1. Pink with a shiny light through the logo. The idea behind the shiny light is that it is a mirror which has two meanings. The first of the meanings is because of vanity. The reason for this is because the channel is of the fashion and beauty nature and very much about what you look like. The other meaning is because the mirror is a reflective image of life. This mirror highlights that the people on the television programmes are the same as everyone else.

2. Simple and easy to read, something which will attract the target audience. I chose this font because I felt as though it reflected on my channel. The reason for this is because one side of the fonts is thicker while the other side is a lot thinner. This is reflective because it shows that my channel is for both types of women. I think that this is an important issue because a lot of things in the beauty industry isn't about 'bigger women' and I wanted to highlight this in one of my designs.

3. Incredibly similar to 1 however this one is a tiny bit smaller. I chose this one because of how simple it is. With this one I also feel as though it has a soft feel to it. This is important because of who the audience watching is. I think by using anything too harsh it would put the audience of it.

4. For this fourth logo idea I wanted to do it in a handwriting font because I wanted to go to basic and make it look as though somebody had written it. The only problem with this one is that it could be a little hard to read because of the handwriting font. Although I do think that this can still work as long as there is nothing on top of the font like the light from the first one because that would make it a lot harder to read.

5. I didn't want all of my logos to be horizonal therefore I included this vertical one as well. I think that this would work well and be good because it would easily be able to fit in the side of the screen. There isn't that many vertical logos on television therefore this is why I thought this one would be a smart idea. Although when it comes to the moving this one would be harder to work with because there is the fear that the top part would get cut off if it got any higher up.

6. The final logo is this bottom one. I wanted to see what a curly font would look like. This font wouldn't work because of how difficult it is to read. I felt as though I had to try a font like this because I wanted to have other options to the more simplier fonts. Although from using this kind of font I have realised that the more simple fonts look better.

        

Another process in my idea. 

FONT

To portray the girly theme of the channel, I have decided that I want the font to be a light pink. This way it shows who the target audience for this channel is, without it being to in your face. I like the idea of  'trending' to be in caps lock this way it is easy to read.

GRAPHIC IMAGERY

My idea is to do it in animation. The idea is to write words on a piece of paper that describe what trending tv is going to be about. Words such as 'fashion, beauty, lifestyle, health, diet, chic, clothing, make up' etc. One at a time they slowly get moved further in and they head for the logo. Each of the words move around around the logo a couple of times and then one by one they each leave the page.

SIZE OF TEXT VS SIZE OF IMAGE

I haven't actually got any images therefore it going to be size of text vs size of text. The logo design is going to be a lot bigger than the smaller text. The smaller text is going to be big enough to read but not big enough to take anything away from the logo. I think that this is important because the logo is the most important part.

Another animation idea I thought of having was that I would have images that represent the channel moving upwards and around the logo.

COLOUR SCHEME

I am thinking of having the background colour either black or white. I like the idea of these two colours because I think they are very simple and will make the logo stand out more on the scheme. The main logo will be in pink however I am unsure of what the other colours will be; I am thinking that they will be a range of different colours just so that it looks something a bit different which the audience will enjoy.

MOVEMENT

I have included all information about movement along with graphic imagery. The reason why the smaller words will move in at an angle is because I feel this is the best way to fit all of the words in that I need in order to describe my channel. I decided to only have four of the words move in at the start because I wanted people to being able to read the words therefore if I had eight words to read it would be a little bit harder. I have used the movements with 'Trending' in big capitals at the beginning and at the end because I think this is important to know the name of the channel. The only reason it is in big font is to showcase what the channel is called. Alongside this there is also a bright light through the middle, the reasoning behind this is that this light also brings attention to the 'Trending' which is the main part of the ident.

SOUNDTRACK

The soundtrack that I am going to use is the Piano backing track. The song is Chandelier - Sia. I like this backing track because I feel as though it is a very feminine piece. I think this will reflect really well with the audience because the track will be known by the audience.

FINAL IDEA

SAFE ZONE

PITCH

There was two main focuses in my pitch. 

• What would air on the channel?
• When would be the prime time?

I had six logos to chose from but I chose the one with the light on it. I think that this logo is good because it is a little big different. Although I am decided to change it a little bit after the pitch because  I wanted it to be something similar to what 'Sex & The City' and 'America's Next Top Model' would use. I described all of the my idents that I had come up, I we chose one.

Two of the three ideas that I pitched. 

Along with that I also spoke about what would also be on the channel. I came up with the idea that I would have films and television programmes but along with that have tutorials and 'How To Do?' Along with the 'trends' due to that being in the name. I felt as though the prime time for the television channel would be from 8pm onwards. During this time you would air the more popular things such as already known programmes and films. During the rest of the day you would air the 'How To Do?' This is because the majority of people wouldn't be watching as they would be at school/college/work. Although it would be mainly housewives at home at this time.

AFTER THE PITCH

Storyboard of my final ident.

I pitched my idea and the group decided that I should go with my third idea. The idea is at the start that my ident would start with a darkish background with the words 'Trending' on the screen, it would originally going to be 'Trending TV' but I liked the sounding of 'Trending' by itself instead. A shadow of the light would then appear. The first part would last for two seconds.

The second part will last for three seconds. In this part the shadow of light will get slightly smaller before disappearing. Then in each of the four corners you will see part of a word. Each of these words will be what the channel is about. 

The writing would slowly move more central. They would take tiny movements so that everytime they would move a tiny bit more. The words would all be in one colour. This again would last for a further five seconds. 

As the four words start to get closer, four other words in another colour do the exact same thing. This time the words will describe what the channel is about more than what the channel actually is. Once all of the words are next to the logo they will stop moving. Again this will last for two seconds. 

As the words stop each of them slowly fade and the logo 'TRENDING' slowly gets a bit bigger. The light then appears again and then fades into it till all you can see is mostly the light. 

DIP TO BLACK... last for 5 seconds. 

END. 

PRODUCTION & ANIMATION - MAKING THE IDENT

After considering on whether to do it in stop motion or animation I eventually decided that I would create my ident using Adobe After Effects. The font that I used was on Dafont called 'Grenouille.' I made the text, light and background on photoshop. The background colour is grey because of it being a neutral colour. The way I did it was through using separate layers and adding each of them to it on After Effects. It was important to use separate layers because they are so much easier to work with. Once I put them into After Effects I wanted the light to fade out therefore I scaled it down to 0 to 100 and from 2 seconds onwards let it fade out. 

When the lights fades out the title 'trending' gets smaller so it is no longer the main part of the ident. Once it gets to the smaller size the words 'fashion' 'beauty' 'diet' 'lifestyle.' Each of these words come from each corner in black lower case font however the same font is still used throughout. Once they get about half way from the corner to 'Trending' in the centre. The next four words that come in at the same speed however in white font. One comes from the top, one from the bottom, one from the left and one from the right. Each of these words describe what is on the channel 'health', 'make up', 'style' and 'glamour.'

At 5 seconds each of the words stop moving and as they are as close to 'Trending' as they can possibly get. Everything stays still for a couple of seconds before the eight words disappear and 'Trending' gets bigger again and the light comes back again, the reason I did this was because I wanted the start and the end of the ident to be the exact same. 

PRESENTATION BOARDS

This first presentation board is what would be shown between the television shows. This would be to highlight a particular show due to its popularity. Highlighting this means more attention to it therefore more viewers. It is important to show an ident of a popular show because therefore the audience is aware of the show. Also if it is a main show the chances are that the channel are riding on the success or failure of this show. 

This next ident would be shown just as the credits are rolling on the last programme. The idea I had for this was that it would be in a Netflix style as the old programme is finishing and new programme is starting. The logo would go into the top right hand corner, with the credit for the previous programme going just below the logo in the centre on the right. The next programme would be announced on the left hand side of the previous shows credits. 

This final ident would be shown before a big group of programmes that are popular would be shown. This ident would be shown twice on this day, this would be the Sunday's evening schedule therefore it would be shown in the morning so people are reminded of what is on in the evening and then again it would be shown in the evening. The programme schedule would be shown on the left hand side again with the logo being on the right in a smaller font.

Finally here is my ident. I hope you enjoy. 

Trending TV from Naomi Doddridge on Vimeo.

Successful and Unsuccessful TV Idents.

Example of TV idents 

The transformation of BBC Three 

There has been a lot of change in the 'BBC Three' idents. In 2000 BBC Three formally known as BBC Choice decided that it was time to air programmes directly aimed at a young adult audience. Therefore this meant that their original ident had to change to keep up with the new programming. The new ident featured a single heart in the centre of the bright background, from which other hearts came out of. The other hearts included smaller hearts and an outlined heart 'beamed' directly out of the screen. 

In July 2001 BBC Choice rebranded again, however this time they got rid of the hearts and put in three boxes (top left) The boxes would interact with each other and make their own shape. These boxes were used throughout the channel such as to show upcoming programmes. While the promotions changed the BBC Choice logo remained at the bottom of the screen, with information through the boxes. The box in the top right appeared with the title, day, time of broadcast with the detail written next to it. This was the same time as the channel wanted to change its format from 'BBC Choice' to 'BBC Three.' 

BBC Three got the approval from the government and the identity slowly began to change, which would then reflect the changes in the channel coming soon. In February 2003 it officially changed to BBC Three and there was a new identity for the channel. The new ident featured blobs set in a blue environment with towering three dimensional 'THREE' in the background. The idea behind these blobs were that they were designed to be characters and not presenters within the ident, they never commented on the upcoming programme as they were computer generated. The logo had completely changed to a slanted upper case 'THREE' set inside of a white box. 

For the final time in 2008 BBC Three unveiled a new platform. This platform included a new logo, this was due to new programmes starting on BBC Three. A new group of teenage programmes meant that a new ident was created with a curly font and coloured pink. 

I feel as though BBC Three is a very good example of keeping up with its time, every time something big happens within the channel the ident gets a modernisation I think this is important as again it shows the type of channel it is. I think its great how BBC Three has taken a modern twist from the original BBC logo just to show that it is still part of the BBC but not as basic. The reason for it not being as basic is because of who the audience is. 

Channel 4's changing ident over time. 

Channel 4's ident is a different one because over the years it has changed so many times but there has never been any dramatic change and always kept to the same basic shape.

On November 2nd 1982 Channel 4' first ident appeared, it was an incredibly colourful logo for its time. Before this there had only been three other channels; BBC1, BBC2 & ITV. Channel 4 was the first of its kind to go out of the box and do something different. It's ident was a lot of computer animated blocks which was designed by Martin Lambie-Nairn who at the time had also done work for the BBC. The animation was so high tech that it couldn't be done in the UK because there was no such technology for it therefore it was done in Los Angeles. Channel 4 were using new technology which was a movement for tv.

In 1991 there was another one made however it was never actually used. In 1996 there became a new design. In October 1996 there was a new identity created in house by the television channel. The new identity was called 'Connections' which was based on 4 circles. Although this wasn't anywhere near successful as the blocks therefore its no surprise that after three years they changed back.

In Easter 1999 there was a new green logo which for the first time was inside of a square at the right hand side of the television. This one was incredibly similar to how the BBC did there's because all of their's were inside of a box. Going back to the signature 4 was obviously a lot more successful than the 4 circles due to it lasting for 5 years with it coming to an end on 30th December 2004.

On New Years Eve 2004 a new identity was created again this time in house by 4Creative. This ident allowed the blocks in the logo to break apart for the first time. Another difference with this logo is that it appeared white and darker shadows on the sides. This new ident is made up of a variety of objects, this is because usually Channel 4 is advertising a programme and near the end Channel 4 will pan to this ident and it will slowly pan out.

In the more recent years Rudd Studio had been asked to work with Channel 4. In 2005 Rudd Studio were asked to make the logo centre stage again therefore creating a new static logo, a new presentation and a new print look. In this re-branch Rudd Studio made six end page variations. Rudd Studio wanted to change the way of the shape and structure of a tv frame and therefore challenge the need for formal grids. Rudd Studio had designed the menu system in a previous update and believed that it was still working really well therefore they kept to the same design they decided to give it a new in and out and rotate the composition so it shared its looseness of the other elements in the ident.

While doing this Rudd Studio also looked at the impact that it would have in other areas such as; billboards, the web, posters, magazines etc. The way they wanted to do it was so that it was the exact same logo although every time someone saw it, it would be that little bit different.

More recently in 2010 Rudd Studio looked at the logo again although did nothing to the actual logo they suggested looking at the logo from the different angles.


Due to Channel 4 being ahead of their game when they first started it is as though Channel 4 are still ahead of everyone when it comes to their idents. I really love their current ident I think because it is very different to anything on TV at the moment. A lot of television productions have a problem with marketing their television channel however I think that Channel 4 is an example of how it can be properly done with success.

Unsuccessful TV Ident

BBC Two very unsuccessful logo. 

I think the most unsuccessful TV Ident in my eyes, is the BBC TWO one of 1986. This ident is incredibly dull and boring. The reason for this is because of how basic looking it is. I think that the biggest problem with this ident is the fact that it is written like the number 'two' instead of the '2.' Doing it this way is actually a lot harder to see and read therefore one of the reasons it was very unsuccessful.

Another reason for it being so dull and boring is because of the colour scheme. It follows the RGB (red, green, blue) although you can't actually tell the difference between the green and blue because they look so similar. I think it would have been better had they used different shades of the colours to make it stand out more. The background is very dull with it being white. I think this could have worked had the logo been more 'in your face' however with both the logo and the background being dull it is pretty rubbish to look at.

When Alan Yentob a television executive did his research he realised that the audience perception confirmed in his mind the need for a new identity. His findings were incredibly damaging as he was introducing a much more vibrant policy. His audience research found that BBC2 had not kept pace with the changing product with people describing BBC2 as; 'middle-class', 'snobbish', 'boring' and 'highbrow.' Along with redesigning BBC2 there was also an argument to redesign BBC1 as well however the audiences view of BBC1' was that presentation was a little bit more positive with people saying that it was 'British', 'quality' and 'general entertainment.' Alan Yentob found that the globe that BBC1 used was very strongly being identified with the BBC therefore the case for redesigning it was far less needed. There was an argument to get a refresh design of it though and the controller of BBC1 Jonathon Powell agreed and and decided to raise the standard for both of them.

'I realised that the TWO identity was a problem as soon as I took over the channel. It was obvious that the logo made absolutely no impact. It was singuarly unmemorable and it told you nothing about the channel' Alan Yentob speaking after he changed the logo from 'TWO' to '2.' It was clear that the 'TWO' was never going to stick.

The commercial value of airtime of presentation for BBC1 and BBC2 together was enormous as BBC1 had two and a half hours of junction time per week while BBC2 only had one a half hours. The lack of media planning meant that junction time was not used to its full potiental. This then showed that the BBC would need to develop new skills to confront the market realities of British television.

A big problem for BBC at this point was the fact that Channel 4 were coming up with some major groundbreaking ideas which were putting the BBC to shame. Which is why it is no surprise that after a few years they got bored of this logo and decided to hire Martin Lambie-Nairn who designed the Channel 4 idents.

Martin Lambie-Nairn and his team were up against a lot of competitors. The BBC TV Senior Management received Martin's presentation report well and therefore an organised pitch in response to their brief meant that they were now back in competition with some of their old rivals. The short list was made up of three names; Wolff Olins - along with the BBC graphic design department, English Markell Pockett with Michael Peters and of course Martin Lambie-Nairn and the team.

Martin Lambie-Nairn and his team felt as though BBC2 had to be 'witty', 'innovative' and 'surprising' although they knew that this couldn't all be done in one ident. Therefore there was an idea of a family of idents to reflect the different programming on the channel. This idea then reflected on the idea of BBC1 and BBC2 having a 'brother and sister' relationship in how the two channels worked together.

The best way they thought about creating the idents was to get artists such a David Hockney to interpret the logo in their own style although at this time 'TWO' was still being explored as they were still looking into the style of 'Quay Brothers.' The time was slowly running out for Martin and although they had a very good idea about what to do for BBC2 they had very little ideas for BBC1 although at this time they had to pitch the ideas that they had.

During the production of the BBC2 idents things were problematic. They had produced hundreds of storyboards and knew what they wanted and needed to shoot however when they shot it they felt as though the greens and browns were far too harsh and wouldn't work. So when they found out the response of it they were quite overwhelmed. When the idents got released BBC2 were regarded as a far more accessible and entertaining channel than before. This was the 'control' situation that they had wanted with no editorial or no scheduling changes. The only thing that they had changed was the channel's identity.

BBC2 then became a talking point that was seen as sophisticated, witty and stylish.

Since 18th February 2007, BBC2 have been using the 'Windows of the World' idents they are a series and were created by Abbott Mead Vickers BBDO (an advertising agency) and produced by Red Bee Media. The idea that they had was that the idents would have a number 2 cut out which shows part of everyday life. The new idents feature a number '2' with a view behind it. This new look also featured a new design of the BBC2 logo. The box that was previously purple is now an aqua shade which is very similar to the idents of 1991. Aside this the 'TWO' font had changed to Avenir from Gill Sans. Previously the box was placed to the left of the '2' opposite to where it was in the previous look.



Since then it has been redeveloped three times; once in October 2008, once in June 2009 and finally again in March 2013. However on 9th July 2014 the idents were put on hiatus. This is due to them using the retro 1991-2001 idents. The producer announced that these would be used into 2015, so it is not known when the 'Windows of the World' idents will be back.
Between 18th Feb 2007 and 9th July 2014 there were 11 different idents that were aired for 'Windows of the World.'

Channel 5

Another ident that I personally dislike is the Channel 5 one. Channel 5 although only launching in 1997 have had a lot of relaunches of their TV ident. Over the years they have kept it very basic with only five logos and five colours, although this did change in September 2002.

In 1997 they started off with two test cards to see which one would work. In that same year they had a number of different ident's that they liked to show. The first one was of an elevator going up to the fifth floor which was in green. The second ident was of a studio which again was green. However they then changed it to blue with the logo suspended in the key frame. However it was clear that they didn't like the blue because another one that they used was flowers in a red background.

Jump to 1998 it was the time for Channel 5 to have a slight change. With the flower ident being changed from '5' to 'five' before this Channel 5 were the only channel which consistently introduced special idents to welcome in the new year.

In 2001 Channel 5 decided to use celebrities to introduce their programmes an example of this was using Linford Christie, each of these celebs would say something in the ident. Although shortly after this started it got eventually dropped. After the celebrity failure ident, Channel 5 had a much anticipated game show named 'GREED' although this programme was dropped almost straight away a new channel 5 ident did come out of it.

In 2002 Channel 5 had a complete rebrand. They had different colour ident's corresponding to the five colours of the Channel 5 logo. Although blue, orange and magenta were only made with yellow and green nowhere to be seen. Each of them were featured inside a coloured square.

1. Orange
2. Blue
3. Magenta
4. Blue used for only film.
5. Orange used at 'soap hour' obviously for only soaps.

However this only lasted for six months.

Five 2002-onwards

With that previous ident only lasting six months it was clear that they wanted something that was completely different. Therefore getting rid of their 'tacky' image launched yet another rebrand and changed their logo to the word 'five.' Everything that was previously on it; shapes, colours and numbers were all gone. Instead of this they replaced it with scenes with random things in them. An example of these were weedkiller, girl with red hair and swimming.

Although since then their hasn't been a relaunch although their has been some changes to them switching between using 'five' and '5' and mainly using the colour red in their ident.

The reason why I don't like this ident they because when you think of Channel 5 there isn't an ident that comes to mind straight away and this is because there isn't one that they have stuck to for a long time and I therefore think that this is a problem for Channel 5.

http://www.tvwhirl.co.uk/channel5.html - October 2014

http://www2.tv-ark.org.uk/channel4/ - October 2014

 http://www.ruddstudio.com/project/channel-4-re-brand-2010/ - October 2014

Martin Lambie Nairn - Brand Identity for Television - BBC2 - October 2014