Existing Digipacks

For overall design for our digipack we had to use web 2.0 as a means of collecting information in order to think of a concept for the design of the product. One of the websites used was survey monkey, the results from the questionnaires demonstrated that having the image of the artisit on the product was of high importance. Further having a effect of some sort was needed in order for the customer to be drwan into the product.
So after considering these points we used the internet to conduct research on real media texts. The search engine google images proved very helpful. Here are some of the media texts we came across:

From the real media texts we came to conclusion of have three main things:

• Bold Texts
• tracks lists
• Company, Distribution logo and neccessary copyright information

Therefore concluding on this we immediately got to work on photoshop, sticking to the conventions of the media texts and the questionnaire results. In present our Artisit brand and Identity to the target audience.
-Graham Oddoye

Audience Research

To research what type of opening scene and genre of film that would satisfy our audience, I created a questionnaire on survey monkey and gave the link to 42 people between the ages of 15 to 18 years as this is the age range that we want our target audience to be in. By using websites such as Facebook and Twitter and msn I could receive quantative data from people which could be very valuable.





 This picture shows an example of what one of the questions looked like on survey monkey after all results had been collected.

By our results we have found that the majority of our target audience enjoy fun, young and hip music videos that depict the life of a teenager having fun because the results were equally matched. As a team we thought of doing a hip/ urban music video and put in the elements of fun / energetic atmosphere into it. Also, due to the environment that we live in being near the suburbs of South London, it would seem more realistic for this genre of the music video to take place in south London.

 We found out that the majority of people (62.5%) preferred if the music video was shot in south bank being based on a skate video, so this is what we will try to achieve in the editing process.

78% of people that completed the survey preferred if there were lots of physical shots involving the main artist skating and just having fun so during our opening scene we will try to include some physical action, i.e. a scene where it begins with our artist skating.

Example Question:

What type of music genre are you interested in?

In my survey I was able to put in a few questions such as this one where I could collect qualitative feedback from my peers. This meant the information would have meant people could express their personal opinions however it would have been much harder to analyse. 

By Michael Oddoye

Maslows Hierachy of Needs Theory

This theory is important for us to consider as Maslows Hierachy of needs are motives of a person that are concerned with meeting our particular audience needs. When it comes Maslows Hierachy there are actually five types of needs which are:

• Physiological Needs
• Safety Needs
• Belonging & Love Needs
• Self Esteem Needs
• Self Actualization needs

Therefore when each need is satisfied the person may go up the hierachy and thus attempt to satisfy the other needs.
Well in order to suit our needs we need to be able to understand that teenagers have to fullfill their self esteem needs when it comes to accepting any form of media as they need to have a sense of belonging to a collective identity which is a form of acceptance and recognition.
Hence our video actually depicts a realitity of an collective identity of youths within  a society who is keeping up with trends, that they must reach the self actualization stage in order to reach their full potential in society as they amplify their hobbies and interests.

By Michael Oddoye

Marxism, Female, Male Gaze and Cybernetic capitalism

Marxism is a method of control through the use of dominant ideologies. It is sometimes described as 'Humankind's history fundamentally is a struggle between social classes.' A central feature of Marxist theory is the 'materialist' stance that social being determines consciousness. According to this stance, ideological positions are a function of class positions, and the dominant ideology in society is the ideology of its dominant class. This is in contrast to the 'idealist' stance that grants priority to consciousness (as in Hegelian philosophy).  
Cybernetic Capitalism is a similar theory argues that technology, particularly the internet, manipulates and controls people. This theory hits at the fact that digital media has a great hold over young peoples' lives and culture, and could also shape their identities. This has influenced my production to include various forms of media within the film.


Our product t does directly relate to this theory our music video and brand is based around the idea of a star and our 'boy meets girl' style of music video follows the conventions of the R&B and soul genre and does conform to the dominant media ideologies that beautiful women should be sought after and desired which relates to the male gaze theory that suggests mass media images such as those in music videos are filmed from and for the male perspective and as such show women often in a provocative manor and although there will be no provocative content in the video it could be argued we are objectifying females, alternately this could also be said for the male protagonist who could be seen as being objectified through the female gaze and I would agree with this point as this is often the case for male music stars as it adds to their appeal. Whether this has a positive or negative impact on youth our video is based around this ideology because we are trying to create a start image within the pop R&B genres. 


By Alex Jones 

Target Audience

The CloudKickers target audience is going to be young adults to teenagers as our research identifies that skateboarders and rollerbladers are mainly within those categorizes. We believe that the type of music we chose would appeal to the young adults as it has that funky beat which compliments skateboarding and rollerblading.


Even though there are older people that skateboard and rollerblade, we thought that the young age groups do it more than the older ones as we see more young skateboarders/rollerbladers than old ones. Although skateboarding/rollerblading is a sport, it is also a way to set free, as u feel the sensation of the wind brush past ur face when you go down a steep hill, it gives people freedom and allows them to forget about their problems and issues.


As a group we have been to many different skateparks and through experience (as we have some skateboarders/rollerbladers in our group) we have seen that the atmosphere is lively, full of energy and is full of many young people, thus we decided that our target audience is best to be young adults - teenagers as skateboarding and rollerblading is more popular within those age groups.


We have also noticed that skateboarder/rollerbladers have different social groups/subcultures, as one social group of skaters/rollerbladers may listen to heavy rock music whilst another social group may listen to jazz/funk music. So therefore, our music video would appeal to a certain social group/subculture.









- By Kayan

London Southbank Location Images

London south bank pictures

View more presentations from mikey94

By Michael Oddoye

Filming Permission for the Borough of Southwark

Although we are a student film group and not a professional film crew we still wanted to ensure that we had permission to shoot our music video at our selected location which is the South bank area in London. To find out about gaining filming permission I emailed Rhian Sharpe an employee of the Southwark Film Office who explained to me that the South bank area was controlled by various councils and I would have to apply directly using a form on their official website. Below is a screen shot of the application process in which I had to specify the location, purpose, length and cost of our shoot in order to apply for permission.

by Alex Jones 

Location- Southbank

For the Music video location we have decided to go film in Southbank. We decided to choose southbank because it's perfect for highlighting youth culture and the urban side of life. This perfectly represents the image we are trying to portray for our artisit, allowing the target audience to immediately recognise him and establish a brand for him.

By - Graham Oddoye

Wordcloud Ideas for video

By Alex Jones 

Shooting Script

NOTE: shooting script may change depending on location

“Filming in progress” sign needs to be made and placed in the Skate park so people don’t think its actually real.

This is our original shooting script! 

It’s a beautiful day with plenty of sun. Our lead role will be recognized from the outset, with a noticeable symbol of his to highlight his uniqueness and the center of attention.  Currently, though our lead role will have his skateboard on him which will be noticable to our audience.

PICTURE	TIME (aprox)	AUDIO
Low angle shot of Skateboard whilst moving, then eventually a close up shot of its wheel turning. Camera is facing upwards at an angle of approximately 45 degrees.	0.02	Pleonastic sound of clicking of wheel in full motion.
Cut to: our lead role getting off his skaebaord and positioning his skateboard upward.  Camera starts from low angle shot analysing his trainers and the bottom of his skateboard and slowing pans upward examing his clothes.	0.04	Natural Diagetic of people skating in the background.
Cut to: Series of picture are then shown in grayscale of southbank and its uniqueness. (possibly in slow motion)	0.01	The audio soundtrack then begins to sync in time with when the pictures are being shown.
Mid  angle shot of our lead role then looking at the camera and then begins to lipsync in time with the audio track with skaters in the background skating and performing tricks.	0.03	Soundtrack
Our lead role then gets onto his skateboard. Shown with a low angle shot with 1 foot being placed onto the skateboard and then cuts to a shot of others in the backgorund skateboarding and rollerskating and also performing tricks.		The audio soundtrack
Cut to: Close up of our lead role lipsyncing and performing hand gestures. Cut to: Our lead role , low angle shot, skateboard is close to camera and we can see the skateboard moving.  Cut to: Slow motion of people skating and people enjoying the scenry around.	0.01 0.01 0.02	The soundtrack Pleonastic sound of the skateboard moving. The soundtrack will then turn back on
Our lead role then meets other people who then shows him some tricks on a skate or rollerblades whilst also lipsyncing in time with soundtrack. Low angle shot from waist as our lead role skates past camera to meet people.	0.02	Soundtrack
Our lead role then starts skating his skateboard on a halfpipe. Tracking shot can be done by using a bmx with stunt pegs on back (one person riding bike and camera man standing on pegs on back of bike)		Soundtrack
Cut to tracking shot: Camera tracking shot is on the pavement in front of our lead role filming him as he’s skating his skateboard.	0.03	Soundtrack
Cut to: Over the shoulder shot from our lead role looking at a group of youths skaing and performing tricks effectively. Cut to: Mid angle shot from group of youths having fun enjoying life, camera pans around youths examing their way of dressing etc.   Cut to: Close up of our lead role face, staring at the youths (remember to use rule of third) and still lipsyncing to the song and in slow motion turns away.	0.02 0.04 0.02	Soundtrack
Our lead role then introduces his girlfriend to his friends at the skatepark. There is then a mid shot of our lead character and his girfriend within a group of people.
Tracking long shot going past our lead continues to lip sync and watch his girlfriend roller skates.	0.03	Soundtrack
Our lead then crosses over to a group of youths and startsskating with them down a halfpipe (southbank skatepark) Tracking shot on road showing Our lead skating on pavement.	0.5
Our lead then begins to flirt a little with his girlfriend by demonstaiting she is doing some tricks wrongs and he then demonstrates how it can be done better etc. Then they hug and laugh. Over the shoulder shot of our lead  as he’s skating, camera tilts downwards to show his wheels turning. Cut to:  low angle shot of our lead looking directly at his girlfriend attempt to do some tricks. Cut to: Match on action of our lead stopping the skateboard with his foot coming off the board onto the concrete. Cut to: Mid shot of our lead coming off his skateboard and lauging at his girlfriend fail at doing some skills/tricks. Cut to: Match on action shot close up of our lead putting his hands on her to demonstrate how to do tricks effectively Cut back to: Mid shot of our lead going to hug his girlfriend. Cut to: over the shoulder shot of our lead looking up to see his friends smiling and putting their thumbs at him, in sign of recognition he knods his head. Cut to: Wide shot (a quarter way up the skatepark) showing our lead looking at the youths.	0.04 0.02 0.01 0.05 0.03 0.04 0.03 0.04	Soundtrack Diagetic Voices of youths and younger youth in the background
Our lead now begins to lipsynch the rest of the song to his girlfriend. Medium close up shot from his head height as he continues to lip sync song to her.	0.06	The soundtrack
There is then a close up shot of his girlfriend who is then showing emotions that she is really and truly happy that they are togethor and that their love is real.
Mid shot of our lead pick up his skateboard and grab the hand of his girlfriend , camera is slightly tilted upwards and his face is very clear. Cut to: Match on action close up of hands coming to gethor and him picking up his skateboard. Cut to: Close up shot to extreme close up shot of our lead face as he gets closer to the camera. Sudden look at the camera and then a wink.	0.05 0.01 0.01 0.06	Soundtrack Pleonastic sound of Skate boards grinding and performing tricks in the background.
Our lead and his girlfriend walk away into the distance towards their friends. As they do this the camera tilts downwards and the music video then comes to an end by fading to black. (this will be done through final cut pro)	0.03	Soundtrack

By Michael Oddoye

Mood Board

This is the Mood Board is the various ideas that we have had for our music video, with a range of skating and rollerblading.

Mood Board on Prezi

- By Kayan

Music Video Treatment

The song we are using is "she's a bad mamma jamma" by Carl Carlton. An american R&B  American R&B, soul, and funk singer and songwriter, best known for his "Everlasting Love" and "She's a Bad Mama Jama.
We have chosen to create a music video for his song and also alongside side that an LP cover for the CD with the aid of Adobe Photoshop.
Our target audience is teenagers between the ages of 13 - 20 years old, however it may also include older generations who are fans of the chosen artist genre. We aim to reach our target audience through various diferent forms of themes, however our main concentration is based around youth culture and having "fun". Seeing that everyone at one particular time in their life have been through youth culture and therefore can relate to it.
Our plot for the music video is that the artist/ singer (lead role) is finally showing his friends his brand new girlfriend he decides to do this by taking her on a skating date. where he arranges to meets his friends. during the video it consists of continuosly back and forth scenes where the artist is singing in a different location, and when the artist is out there enjoying his time on a date with his girlfriend, teaching her how to rollerblade. As the video continues his friends start to arrive and then he introduces her to them, the video slowly comes to a close.
The video will have many shots highlightling their love for each other, further have many shots of different skills and tricks that other skaters nearby them are performing. the aim of this is to show the fun in youth culture and establish the feeling that the chosen song gives.

The artist ( Lead role) in the music video will be recognized from the outset, with a noticeable symbol of his to highlight his uniqueness and the center of attention. For example kanye west does this by having a toy bear to represent him, Madonna had the cross around her neck and Prince had the unpronounceable symbol.
Our Artist in the video will have his own little mascot or logo from the outset which he will be wearing or have near around him to brand him as it were.
In the narrative we will be filming around the urban side of london southbank highlighting the diversity that london has to offer. Mainly focusing on the  bay 66 skatepark.
The music video will start of three establishing shots of london similar to the one in Alicia Keys Empire state of Mind.



This video somewhats depicts what we aim to acieve with the opening of our video through different shots.
Soon after this scene it will cut to the lead singer with his girlfriend entering into the skate park establishing the main place of interest. soon after that it will cut to the scene where the artist is singing at a different locatio. this portrayed well in neyos' music viodeo " Miss Independant", where the music video establishes from the start he is at work ( Main Place of interest), however as the video continues the scene cuts to neyo being almost at a studio like setting where he actually sings most of the verse, I.E. the "studio" like environment that we see neyo in, plays the role of almost being his subconscience, therefore meaning that what he sings no one else see's other than the audience. we hope to achieve this same effect in out music video.



We should going for the sterotypical type of R&B look therefore consisiting of bright colours, Nikes, larger t shirts and new era hats.




The technology we will be using is a DV Camera to film all of the music video and Final Cut Pro to edit the music video. To create the Lp cover we will use Photoshop.

-By Graham Oddoye

Blog Background

For the background of the blog in order to make it look more of a professional I had created two layers from exsiting images to symbolize our production company.
In order to accomplish this, I had used the programme GIMP. I took the image of a cloud and an image of the "Kickers Logo", ( a Shoe Brand) from the internet, then merged the two layers on top of each other. Once that was done I lowered the opacity of the Kickers Logo to blend in nicely with the clouds.
Please take note that this is not the final Logo for CloudKickers Production, but rather one of the many images to represent the company.

- By Graham Oddoye

Chosen song

After much consideration we have finally decided upon the song we wanted and the genre. As you can see we have chosen Carl Carlton "She's A Bad mama jama". So the music video revolves around funk and rnb, which directly relates to the theme of a skating music video, that showcases many aspects of london urban scenary. We decided to go with this song due to the upbeat of the song therefore we believe it represnts perfectly the fun of skating.

The song history:

"She's a Bad Mama Jama (She's Built, She's Stacked)", became a major hit, peaking at #2 on the soul chart and earning Carlton a Grammy Award nomination for Best R&B Vocal Performance, Male. The track peaked at #34 in the UK Singles Chart."- Source Wikipedia

-By Graham Oddoye

How To Film A Skate Video Effectively

In order to film an effective skate video I have uploaded this video, in order to show the effectiveness of the camera and the type of shots we want to be able to produce effectively with the camera. The reason being is that we want to be able to create a steady shot video that will not easily put off our audience from watching it. This therefore requires that we put our absoulute effort to not create a:

• Video that is either overly exposed but rather have the right exposture
• Video that does not have a good balance of steady shot
• Video that does not have the correct white balance especially when shooting during the day etc.

All these things need to be considered when wanting to make a skate video

By Michael Oddoye

Shot Type Concept For Music Video

This video was created by another group of people that used skateboards for their video, i therefore believe that this video could give us some shot types which can help with out music video which involves using skateboards. The different shot types that this group uses can be used in our music video and it also gives us a good example on how to use different camera angles and shot types when videoing our music video. The skills used with the skateboard are not to hard either, so i believe our skaters would be able to do some of these skills, which would make our music video more extreme and professional. - By Kayan

Shot Type Concept For Music Video

This youtube video that I have found shows some basic skills that we can use when videoing out own music video. Basic skills would be easier and quicker to learn, however, some more complicated skills would also look good for our music video. These skills would go nicely with our track, as i believe it goes with the beat and we could make it look good with different shot types and different camera angles.  - By kayan

Shot type concept Music video 2

The tracking shot used in this rollerblading video is really interesting, it is able to track them all the way down the hill from various angles but mostly head on. This shot would be able to create very effective action scenes in our production, although acheiving the shot may prove to be difficult because we would have to track the skating at high speeds although it may be possible if we use a car as a dolly to film the shot.

by Alex Jones

Shot Type Concept Music Video - Far East Movement

In this Music Video by Far East Movement, we see that they able to represent easily the type of video that we want to be able to create effectively for our target audience. The reason being is that the music video is able to show a model skating in time with the music in the background and that therefore help stress the urban environment and what they choose to do for recreation and help express how they feel.

By Michael Oddoye

Shot type concept Music video

The main concept for our music video is the idea of skating, the reason for using this video for research is the camera position they have used. This video was shot at a low angle with a wide lens which creates an interesting effect and view point emphasising the movement of the skates. This type of shot would be effective as a filler shot, opening or ending scene for example and would give our video shot variety.

By Alex Jones

Overview Of Cloudkickers

We are Cloudkickers production the flyest and coolest production team today. We specialise in mini films, music videos and Promotions.
Established since September 19th 2011, we are split into four different departments; Kayan (Producer) handles camera movement, Alex ( Visual And Creative Director) handles organisation and advertising, Michael (Director) handles paper work alongside with the budget and Graham, ( Visual artist and Co Director), handles the graphics and assists the director and producer.

Our latest project is a music video focusing on the urban side of life. So in this particular video we have decided to focus on a skatebording and rollerblading music video.
Therefore this blog, is going to take you through the processes of how we are going to achieve this.

-By Kayan Patel

Intial Ideas ( Music Pitches)

Now on September 19th each of us had an idea of what music/genre we wanted to represent and be in the music video, to easily portray an urban and easy going culture alongside with our theme of skateboarding/rollerskating, therefore we pitched to each other our ideas. First of was Alex:

" For our Music video I believe that The weekend- The Morning, would be very suitable. The music has two tempos, starts of very slow then gradually the tempo rises perhaps highlighting to different moods. this relates to life in generally especially in a urban city, in the motning people tend to be slow and lazy but gradually as the day progresses they become energtic more "alive" as it where. Further for the first verse we don't neccesarily have to skate from the outset but rather get the main artist to sing it and then gradually bulid up as we reach the chorus, then from there we start to skate through the city.

Lastly it has got a good rythm which leads it to be melodic, giving us the opportunity to add cool effects like slow motion"

- By Alex

The Second Pitch by Michael

" I believe we should choose this song because, it higlights how mellow life can be and therefore with the aid of our visual effects and theme of our music video it will almost make everything relaxing similar to elevator music, listening to it puts you in a good mood, music relates more to the video and releases an ambient environment"

-By Michael

Third Pitch by Kayan

" I believe that this would be a good song to choose for our music video because it represents everything we aim for in our music video. It has elements of eloquence and fun at the same time, same way that skateboarding and rollerblading can be. Further the video has many opprotunities to allows us to adopt loads of dance routines and visual effects to capture our target audience attention, also I believe it can engage our audience to join in as it where and get into that feel good mood.
It has got a fast track good for skating and can easily be related to the fast life of an urban gentlemen."
-By Kayan

Last Pitch By Graham

" I had chosen this song because I think it shows the hip hop side of urban living, futher it would have very nice contrast to the video because normally people think that skateboarding or rollerblading is only related to indie type of music. therefore i had chosen this song it has a slow tempo but at the same time an upbeat,  leading to a mellow type of mood portraying a relaxed environment for us to convey to the target audience.
The lyrics are easy to understand and once again very realxed and easy going, that's why i chose this song."

-By Graham

Reponse to Brief

A promotion package for the release of an ablum, to include a music promo video, together with two of the following three options:

• Awebsite homepage for the band
• A digipack for the ablum release

The brief above shows two compulsory features that need to be within our coursework, as a gruop we have decided to complete all points of the brief alongside with the music video. Hopefully the two task will be achieveable seeing that the me and the other group members are all fimilar with with the software of Adobe Photoshop and Final cut pro due to our previous coursework.

- By Graham