Role on set and research of role

The four key roles on our production day will be:

- Producer, who is responsible for overseeing all aspects of the shoot, organising the other members of the production team and ensuring the smooth running of the shoot results in effective execution of the objectives.

- Art director, who is responsible for location, props, costume , make up and continuity in the set design

- Director, who is responsible for organising and instructing the actors.

- Sound playback, who is responsible for high quality playback of the song.

- Lighting desk, who is responsible for the quality of lighting.

We decided that Kristien Alexandersen will be responsible for administration of the shoot, therefore his tasks will combine all organisational roles, namely the producer, the art director and the sound playback. Aidan will be the cameraman because he is knows how to operate a BlackMagic. I will direct, because I have a bit more experience in working with actors.



My role requires planning out each of the shots in preparation and thinking of the ways how to best communicate with the performers. I will also have to learn the schedule to make sure that the shooting is going on time.

I will need the shot-list and the storyboard with me on the day to reference to them when arranging the shot compositions and instructing the performers.

I feel high responsibility because I will be the leading figure during the shoot, and the quality of the footage will depend on my actions. It will be up to me to give out instructions and keep the process going, despite unexpected circumstances that may appear in the short term.



The biggest difficulty I expect is directing Oriana in the dancing element. Although she is a professional dancer it is possible that she may become confused by our expectations of her performance. To overcome this challenge I will spend some time analysing the references that Kristien gave her and think of the best instruction I can give without putting her off.

Since we are making a music video, as a director I have to consider that the artist is portrayed in the most interesting way for her or his target audience. According to Dyer Star's Image, stars are commodities and have to be shown in a way that raises the most demand for them. The incoherence of the image ensures that audiences continually strive to "complete" or to "make sense" of the image by continuously consuming their products. Thus the performance of the band should be exciting and promise the completion of the image, but slightly unsatisfying in order for the audience to continue consuming the artists' products to order to carry on attempting to complete their image. I will do it through a sequence of shots that will portray the performance element in an unusual way but won't show the artist for exceedingly long so that the interest to them would decrease due to the repetition.



To ensure the interest of the target audience I will employ the generic conventions. Symbolic conventions of a fast pace, energetic performance will be achieved through my directions of the actors, and the exciting set design of a jazz club connotes the fun locations that are expected to appear in electronic genre music videos. Technical generic conventions will be applied with the camerawork (e.g. low angles of the artist so that he will look confident and influential), the lighting (such as the colourful lighting of the jazz club which connotes the party lights shown in many videos of the genre) and the use of colourful imageries of the costumes, props and the make up to construct the fun and diverse visual effect that is common in electronic music videos.


Our target audience is male with the age range from 17 to 19 years. I therefore will make sure that our video has enough shots of the beautiful female backup vocal singers and that the ballerina's performance will look elegant. Other music videos of the genre dedicate a lot of their content to sexually related concepts, so a depiction of physical beauty in texts of this branch of the music industry is expected by the young audience.