Call Sheet

TUESDAY 2ND NOVEMBER

Director/Costumes: Layla El-Alami     
Contact number: 0796118798 
Email: layla.el7@hotmail.com

Producer: Derryl Swaby

Loaction: Drama/performing art hall; Beach                                    Unit call: 10:00am

                                                                                                     On location: 11:00am

Set: Hall with white/black sheet (maybe edited after)

Camerman: Haroon Ahmed

Editor: Nawid Obaydi

Makeup Artist:  Tanika Fearon

Artist: Princess Landa, formally known as; Ylanda

Dancers:

Simone

Yannik O'Holi

Diane

Chris

Belle

Transport: Walkin/Bus if necessary

09:00am                                 Call

09:30am                                Meet at Beach

                                             Load Equipment/Set

                                             Location Contact: Leanne (head of the arts)

09:45am                               Unload Equipment             

                                            Set and Light

09:50am                               Hair and Makeup for artist

                                            Hair and Makeup for Dancers

                                            Rehearse AND Shoot

12:00am                               Pack up and return all equipment

Storyboard/Treatment/Goodwin's Theory

'Storyboard - Originally, a series of drawings that lay out the sequence of scenes in a film, especially an animated one, but now any sequence of drawings or diagrams, as to illustrate the sequence of events in an accident or as a flow sheet for computer programming; To create and arrange storyboard drawings'

http://www.google.co.uk/search?hl=en&defl=en&q=define:Storyboards&sa=X&ei=vNTKTO87ib2MB73cgdgP&ved=0CBgQkAE


Realistically, the first step in bringing out the animation you want to create is through a storyboard.  Storyboards prove to be a very good reference tool while making any animation/video/film etc. They can also enhance a buzz and excitement about the previous release of which may heighten the attention of the inventors too.

Storyboards are simply drawings. These drawings are essential to any storyboard as they reflect the visual element of the end product. Multiple drawings are required in order to bring out the actual depiction of one's ideas. The drawings should be clear, easy to understand and they should highlight the attention aspect in the storyboard.

EXAMPLES OF STORYBOARDS:

THE STORYOBARD I DREW FOR MY GROUP: 

                              

TREATMENT/LYRICS:

(BEFORE SONG STARTS)

It's an up tempo song - so in the verses, I wish for the edits/straight cuts to go in time with the beat so it will be fairly fast then a little slower in the chorus to break down the straight cuts.
TEXT: 'Princess Landa' - drip of fade effect to 'No Time Fi Dem'

Yoo tun me up tun me up
Introduction: 'Princess Landa' ripple effect into 'Featurinf in' Fade in 'No Time Fi Dem'
Unuh can hear mi out deh
ah princess landa dis Side shoot/close up of artist's neck/face To all ah di girls dem Straight cut to 2 different females posing (attitude) - Flowing camera movement to look as though the audience is looking at them from a boy's perspective north wezzy we seh straight cut to artist's close up side shot mimingstraight cut to 1-2 different females posing with attitude to reinforce the title 'no time fi dem' (no time for them)Verse 1

Rewind edit to go in sync with the rewind sound from the track I got no dam ******** time fi dem  close up of artist with an expensive watch - points/shows the watch when she says 'time fi dem' Any time dem see mi dem a talk behind mi back again straight cut to artist in different costume mimingMe nuh to mind so me lose of ah di whole ah dem straight cut to a section of female dancer's body Coz any thing dem want dem tek di **** f idem straight cut to another dancer - upper body/face Mi nuh beg nuttin from no bwoi so no bowi can call mi own straight cut to artists miming with attitude to reinforce the meaning of the lyrics Anytign me warn me tek mi time and den mi sort it out
Mi nuh owe fi mi money and fi yuh man mi nah go argue bout straight cut to to girls/dancers in frame whispering something to one another Mi tell a dutty gyal fi shout yuh mout cut to artist and have upper body and head in frame. Whilst miming, bring up hand do a 'shut your mouth' gesture True dem love mix up dem a walk and a talk mi an mi family dem straight cuts to 3 different body sections of dancers (1 second per dancer).
Watch ah how we live dem all a penny mi and mi bredda dem 3 straight cuts to 3 different dancers - different body disections.
Ah two brudda mi love mi begga ah ***** to go pree dem because  straight cut to the artist miming salasie send dem

Chorus
- Breaks down - slighter slower edit wise!
fade to the artist herself - miming and place both hands sliding on her sidesMi she ah dutty gyal dem nuh fi be about nuh longa cross dissolve effect on the artist walking towards the camera  dem too to  likky straight cut to dancer doing the same hand gesture as artist liiky and dem belly to anga. straight cut to artist miming with attidude (holding collar up etc) What dem a we do fi money mi nuh need fi go unda no man ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nuh of dem good like landa .

di dutty bwoi dem nuh fi be about nuh longa dem too likky liiky and dem belly to anga. What dem a we do fi money mi nuh need fi go unda no bwoi ah ride me like Honda .so me she ah dutty gyal dem nuh fi bout nuh longa dem too likky likky and dem belly to anga what dem ah do fi money me nuh need fi go unda.nun of dem good like landa . Artist pushes males out of her way to reinforce that she hasn't got time for time. Then title again 'NO TIME FI DEM' in balck and white so that it 'stamps' the meaning of the song/video.


GOODWIN'S THEORY

Goodwin suggests that lyrics will make constant reference to what’s being visually seen on screen. These visuals reinforce what lyrics say. An example of this the use of mise-en-scene in our video is from 0:30-0:35 where the male dancer is flashing his jewellery and there are straight cuts to our artist who portrays the correct facial expression and gestures (with hand) of ‘not caring’ ‘Me take nuttin’ from the boy so the boy couldn’t call m’own”. Translated: I take nothing from a guy so he can’t claim me his.

Video Influences/Looking at music videos

I've researched hip hop, dancehall, reggae and urban popula music videos. The main reaosns as to why I decided to look into video musics is to analysis the camera movement, action/composition, lighting as reasons why these are done (what relation does it have to the song and artist).

Here's a video from Sean Paul's debute single; 'Watch them Roll'. The video very well reflects on the lyrics to this as it's talking about watching women come up to him and dance. I chose this video to analyse because the lyrics revolve around the artist.

Another music video I looked carefuly into was Destiny's Childs' song; Soldier. This song can easily be compared with the song from Princess Landa as they're raising their status - looking for soldiers but in Princess Landa's case, no time for anyone who isn't worth her time. (Ni time Fi Dem)


However, sticking to the genre; Dancehall and reggae, I've look at music videos of this genre.








http://www.youtube.com/watch?v=Yia7vaSOeGU

I like the idea that the video is in black and white and colour edits in the sequences. It gives and uptempo and contempory vibe to the music video.


 YouTube link for Princess' Landa's Song ;
'No Time Fi Dem'

Other Artist Comparisons

Another artist I've found is a well known Jamaican snger; Ce'Cile. Her music, as well, dominate the; reggae and dancehall genre. This Jamaican diva has consistently been tipped as the woman who's most likely to join Dancehall's men in the mainstream.  Style,grace, intelligence, creativity, attitude and flare for controversy are all key components for a budding diva. Already having a handful of hit singles in Jamaica, her albums are also released worldwide in countries such as; Japan and in Europe. With her North American/Caribbean style like album 'Waiting', is most likely to increase her stardom popularity.

Looking at this image on the left, she's wearing a mid-cut bright yellow dress with green accessories. The yellow could relate back to her culture as yellow is one of the colours of the Jamaican flag. The use of low key lighting gives her a define contrast, which particularly compliments her cheek bones.

One of the main reasons as to why I chose Ce'Cile to compare to our artist, Princess Landa was not only because of their Jamaican orientated taste in music and style, but lyrically, they're music familiarise with eachother, for example, Ce'Cile's debute single; 'Nah stress Over Man'  really relates to Princess Landa's song; 'Ni time Fi Dem'. In both of these songs, the ladies are challenging mainstream ideas about women independence.

Looking at the image on the left, she's challenged mainstream conventions through the use of mise en scene, in this case; hair,makeup and especially her clothes. She's covered and is dressed in an almost classy mannor. This suggest that she's and independent woman (like our artist Princess Landa). The background juxtaposes her outfit as she looks quite stylish but the background looks a little corrupty with the posters and graffiti. However, looking at this image more carefully, her pose is rather seductive and suggests something sexual, again reinforcing mainstream ideology of females in society.

Her debut single 'Nah stress over Man' :

http://www.youtube.com/watch?v=3UJS1j4jrfg&feature=related

Comparisons

I've been doing a lot of research on female urban reggae artists (about them and their music) in order to compare them to our artist. Vanessa Bling, a.k.a Gaza Slim is a  popular upcoming talented dancehall urban

artist who's collaborated with many well known dancehall artists such as; Vybz Kartel, Popcaan and Sheba.

Gaza Slim, formally known as Vanessa Faddler, is 18 and grew up in the Lawrence Tavern community in St.Andrews. She concerntrated more on business-oriented subjects in high school before graduating in 2008. She attended the Grant Hill Pentecostal church in Lawrence Tavern where she took part in the choir. At high school, she was also part of the choir and as soon as she left school, she decided that she wanted to become a professional singer.

''Interestingly, she recorded her first song, Only God Knows with the controversial comedic tag team of Twins of Twins two years ago. And now that she has joined the hottest crew in dancehall today, the Portmore Empire, her stocks are on the rise.'' http://www.entertainmentvybz.com/

From looking at this poster/magazine advert of her, I can see that she's wearing revealing clothes which reinforces female representation (the fact that women should dress seductively in order to attract men). In this image, a famous Jamaican rapper/singer/producer, known as Vybez Kartel is standing behind her. This also reinforces that women need a man to be behind them in whatever they do (especially to become successful).  The way Gaza Slim is posing instantly draws the audience attention to the mid/upper part of her bod (her stomach and breasts). This again reinforces the idea that women are only seen as sex symbols and objects for males in society.  Her jewellery

http://www.youtube.com/watch?v=Ae6i6353Rus

http://www.youtube.com/watch?v=sd729wRB6-s&feature=related 

Here, her makeup is very bright and colourful (from colourful eye shadow, to fake thick eye lashes, to bright pink and purple lipstick/gloss). This could reinforce her cultural side as (some) Jamaican females wear very olourful makeup and hair to make themselves stand out and to keep the spirit of Carnival.

However, this concept of bright hair and makeup reinforces the idea that women should always look good in order to please men.

Marketing Aims

the marketing aims for a magazine advert are: Target consumers, unique selling point, attention/awareness, interest, product and promotion. I will discuss about each marketing aim in detail.

Target consumer- the target consumer for the magazine advert will be aimed at young teenagers at the age range of 16-25 years old. The magazine ad will attract the audience by effective codes and coventions of the genre explored such as the colourful writing, jewellery and american style clothing which attracts the UK audience. It will also entice the consumer by making reference to other rap magazines that young teenagers read daily such as XXL magazine and VIBE magazine where intertexuality will play a role in all of this.

Unique Selling Point- I will differeniate the product from many other magazine adverts by allow a wider range of reader demographics so just because the music video is on a 17 year old boy rapping doesn't mean that girls wouldn't be able to consume the product. Predominatly the magazine advert will be targeted to young teenage boys but I will also make the ad be accessible to young teenage girls that have an interest in rap.

Attention/Awareness- I will intend to make people aware of the product by word of mouse and word of mouth and by sending out copies of the magazine advert to the potential audience to allow me to receive audience feedback on what the potential consumers think of the advert.

Interest- I will make the magazine advert interesting, exciting and informative so that the potential audience can understand what meaning I am trying to convey. Interest in the magazine will be achieved through secondary research of what is involved in other rap magazines so that I could follow these codes and coventions in making an effective advert.

Product- The product is a magazine advert where there will be an artist photograph and it will include a colourful background ambience. I would like to use the colour red and black for the magazine advert with a bit of white in it.

Promotion- this advert will be distributed to the potential audience through download on internet from facebook, my space links and i tunes.

Demographics/Primary Research

In order to find out how to make our product sell, demographics were needed in order to find out what our target audience wanted in a music video/CD. To achieve this I put together a survey to see what their views and opinions were in order to make a succuessful music video. I asked 250 people on the streets of Harrow from the ages f 16-25.

250 PEOPLE IN TOTAL

Here are the questions that were asked and their response.

1) Would it be more likely for you to watch a music video if it contained seductive female dancers?
    Yes: 190 No:160

2)Which genre do you prefer; Dancehall/Reggae or Rock/Heavy metal?
   Dancehall/Reggae: 210       Rock/Heavy metal: 40

3)Do you think female solo artists' are successful in the music industry?
   Yes: 212   No: 38

4)How well-represented are women converyed throught music videos?
   Not at all: 60      Sometimes: 120    Very: 70



Due to the fact that our target audience are males nd females from 16-25,

SECONDARY RESEARCH is finding already PUBLISHED DATA or INFORMATION. There are a large number of SOURCES of DATA or INFORMATION. You should use a range of SOURCES.

Planning the First Technical Rehearsal

Planning the first rehearsal is a big responsibilty. It's about getting everyone together to have a run through of everything in which we plan to do in the video which includes; lights, camera movements and composition.

I've called up all the dancers we needed and they've all agreed to meet up and have a run through. Haroon (camerman) booked; one crane, 3 Panosonic cameras and three tripods. The reason I decided to have three cameras was so that we could shoot the video from different angles (perspectives) and edit them together. There would be one camera in the centre, one on the left and one on the right. The centre camera will be fixed onto a tripod.
I've booked the location in which we intentend to use which will be the drama hall (Beach) as it's a reasonable size and has professional lighting and black backdrop curtains. The curtains will come in handy as we've decided to make our video black and white (with colour edits). These curtains also do not appear to have creases in when being filmed which makes it alot easier.

Here's a brief set up of our location/equipment used:

THE SECOND SIDE CAMERA:

 THE LIGHTS:

 THE LIGHTS' CONTROL:

Chase Scene

As part of getting used to using the camera and edited it on Final Cut Pro, we were set an exercise to shoot a 'chase scene'. We used the college grounds as our location which included the; benches, car park, canteen and inside buildings. When shooting a chase scene, it's not entirely necessary to shoot the person getting chased the person chasing him/her in the same shot. Straight cuts are very effective in a situation like this as u can film one person running in a specific location, then, shoot the other person after to look like they're chasing them.

Planning and Research

Reggae

''Reggaeton lyrics tend to be derived more from hip hop than dancehall. Like hip hop, reggaeton has caused some controversy, albeit less, due to alleged exploitation of women,^[7] and to a lesser extent, explicit and violent lyrics. Further controversy surrounds perreo, a dance with explicit sexual overtones which is performed to reggaeton music. Perreo was the subject of a national controversy in Puerto Rico as reggaeton music and the predominantly lower class culture it derived from, became more popular and widely available.'' http://en.wikipedia.org/wiki/Reggaeton

During the planning and research stage, we all agreed to look at different CD covers of reggae/hip hop artists/bands. I've looked at composition, camera angles and edits an have found that reggae CD covers use a lot of; bright colours, females posing seductively and wearing revealing clothing. This image reflects the explicit lyrics about male sexual desires and reinforces how women are mainly used and seen as sexual objects. The bright colours used are to represent the colours of reggae culture; Jamaica.

Looking at these images, I believe they're inappropriate in regards to the lyrics of Princess Landa's song - which is significantly about women independence. However, the idea of using colours such as; green, red and yellow would target an Afro-Caribbean audience. Overall, our target audience are males and females;16-25 year olds and in order to achieve this, bright colours for the CD front cover would be used to attract our target audience.

Here are some examples of famous Reggae CD covers I looked at:

Dancehall

Dancehall is a popular and well known genre in Jamaica. It's a more sparse version of reggae and it also speaks on the subject of; politics and religion but in an indirectly manner; which is associated with the Rastafarian movement (which dominated most of the 1970's). Dancehall has been critized from international organisations and individuals for its violent and anti-homosexual lyrics.

'In the mid-1980s, digital instrumentation became more prevalent, changing the sound considerably, with digital dancehall (or "ragga") becoming increasingly characterized by faster rhythms. In the mid-1990s with the rise of dancehall BoboShanti artists such as Sizzla and Capleton, there developed a very strong connection between dancehall and Rastafarian.'

Background Research on Our Artist

BACKGROUND RESEARCH
BORN AND BRED IN NORTH WEST LONDON.

PRINCESS LANDA

I’ve searched all over the internet to try and find some sort of background information about our artist. This was difficult as she is unsigned and hasn’t got a lot of recognition from the public yet. Luckily, browsing through YouTube, I found a clip of Princess Landa being interviewed by Rudie Rich on ‘Sun up Radio’. This interview was fundamentally about the viewers getting to know the artist herself and about her hit ‘Ni time Fi Dem’. This gave me an idea as to what person she’s like, what her intentions of the song were and her overall perception of her music. She admits to not being a DJ before this song and prefers to be classified as a singer and song writer. With this song in particular, it was ‘unplanned’ and describes the song as ‘having fun’. According to her, most of her music in general is about having fun and are about things/topics that other people may hesitate to talk about.

‘Ni time Fi Dem’ means ‘No time For Them’. This song obviously revolves around the artists. She’s talking not having time for anyone, that she doesn’t need anyone as they’ll just hold her back. When I hear this, I visualise men trying to get the attention with materialistic objects, for example; money, jewellery, male (dancers) showing off their looks of which the artist would push them away. I can imagine dancers re-enacting movement when males ‘try it’ with them but they would show that they’re not interested. Because this song is specifically about the artist, there should be a strong use of mise-en-scene of which every person in the video should use/wear in order to show this.

A LINK TO HER INTERVIEW WITH RUDIE RICH:

http://www.youtube.com/watch?v=JYuhiVpwhRQ

 Looking at this image, she's wearing a very hung low top showing clevege. However, her breasts are not hightlighted with bright lights or enhanced with extra padding etc. From this image, she's obviously not a size '0', which already in a way is challenging mainstream conventions of young females artists on the whole. However, being a dancehall/reggae female artist, her suductive pose and cleveage reinforce mainstream ideas of female artists as being sex figures for men.

For our music video, I intend to do both; reinforce mainstream ideas about female dancehall/reggae artist in order to attract the Jamaican (and other) cultures which reinforce this idea in their society. I also intend to challenge mainstream conventions and in order to this I will think abuot the mise-en-scene of the video in more depth.
Here's her interview with Rudie Rich talking about her single 'No time Fi Dem' and 'The Streets'

http://www.youtube.com/watch?v=JYuhiVpwhRQ

Starting off

Overall A2 Media requirements to complete:

1) Create a promotion package for the release of an album for an unsigned artist whic needs to include; a music promo video with the following:
- a cover for the release as a part of the digipak (CD/DVD Package)
-an advertisement for a magazine front cover of the digipack (CD/DVD Package)




When choosing a group I had an idea of different people who would be particularly skilled in specific areas in making a music video. When we had our first team meeting, we started off by talking about the roles and responsibilities we felt more comfortable in. We compromised and came to the decision that Haroon will be the Cameraman, Nawid the Editor, Derryl the Producer and Me as the Director. We decided the genre of our music video would be Reggae/Dance Hall and focused on potential; artists who would be suitable for our music video within that genre. Fortunately, a member of our team knew someone who fitted the description of a potentially successful Reggae/Dance Hall artist named 'Princess Landa'.  She's already established within the local reggae genre around London and has featured in stage performances aside from gaining over two thousand hits on YouTube.

Reggae and Dance Hall are not as successful in mainstream music than other genres, for example; Rock, Hip Hop and R&B. Reggae and Dance Hall have a large following within the black community, mainly Afro Caribbean’s' as Reggae was started in Jamaica in the 1960's.

As a Director, my job is to involve and express emotion and creativity, I need to decide on a location to shoot and have an overall idea of the concept of the video. I will research more into different music videos (hip hop music videos) looking at compositions, dance routines, camera movements and edits.

Here is one video from a recent popular reggae/pop artist; Sean Paul, judging from this video it is visible to see that an extensive use of green screen has been inputted into this video. Dancers in this video reinforce mainstream ideas of women appearing as sexual objects (women wearing fewer clothes and dancing seductively). The men in the video (Sean Paul and Co.) seem to have some sort of 'control' of the ladies, for example Mr Sean Paul himself places his hands near a dancers behind and does a waving motion; looking as though he's the one moving her. In our song however, Princess' Landa's sings about being independent; not needing anyone, especially men in her life. I feel I can work with the idea of the artist having control over someone from the opposite sex.